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Toy of the Year (TOTY) Awards 2012
2011-12-26 09:48:58

New York, NY and Palo Alto, CA | December 13, 2011 – Play Happens, the official game for registered attendees of the American International Toy Fair, will be more interactive, more engaging and more “rewarding” thanks to a new partnership announced today between the Toy Industry Association (TIA), owner of Toy Fair, and PunchTab, the world’s first instant loyalty rewards platform.

This joint venture will revolutionize Play Happens by creating a pre-show online experience powered by PunchTab. Play will kick off online in the weeks leading up to the largest toy trade show in the Western Hemisphere before transitioning offline into the streets of New York City during Toy Fair week (February 12-15, 2012).

PunchTab’s instant loyalty rewards program will enable players to earn Play Happens points by interacting with the Toy Fair blog before and during the show.   Points collected online can be traded in for prizes or stockpiled for the race to the Grand Prize: a NYC New Year’s eve 2012 package complete with hotel stay, tickets to an exclusive party at the Marriott Marquis and special access to the ball viewing.

During the show, Play Happens players also earn points on a virtual game board by checking-in via their smartphones at different locations throughout New York City. The geolocation component is powered by FourSquare and leverages the PunchTab Foursquare application.  An interface with Facebook rounds out the technology aspects of the game. The person who collects the most points by the end of Toy Fair wins.

“Toy Fair attendees have come to expect our show to deliver cutting-edge services, resources, and play elements,” said Marian Bossard, TIA vice president of meetings and events. “TIA’s partnership with PunchTab keeps us on the leading-edge of the technology curve.  We are thrilled to raise the bar of engagement for our guests from around the globe!”

“At PunchTab, we’re passionate about using technology in new, creative ways. The TIA team embodies the same ideology,” said PunchTab founder Ranjith Kumaran. “We’re really excited and very much enjoyed working with TIA to forge a new event-centered experience that engages consumers before and after the event, both online and offline.”

Details about Play Happens can be found on ToyFairNYBlog.com; play is open only to registered Toy Fair attendees. To register or to learn more about Toy Fair, visit ToyFairNY.com.

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