Q&A with Gray Matters Games: ‘No Consumer Show Quite Like CHITAG Fair’

For toy and game companies, there's nothing quite like seeing consumers experience their products firsthand - and the Chicago Toy & Game (CHITAG) Fair offers an opportunity for that to happen.

After seven years of exhibiting at CHITAG Fair, Gray Matters Games has seen firsthand what makes the event stand out. Toy News Tuesday editors caught up Joe Barron, founder of Gray Matters Games, to talk about what keeps the company coming back to CHITAG Fair, memorable moments from the show floor, and advice for companies considering exhibiting for the first time.

What has continued to bring your company back to CHITAG Fair year after year?
There is no other consumer show quite like CHITAG Fair that allows us to connect directly with our target audience right before the holiday season. Families get to experience our games face-to-face, which is increasingly important in today's digital world. CHITAG Fair's strong media partnerships also help us generate awareness for our newest releases and priority products.

How would you describe the CHITAG Fair experience to a company that has never exhibited before?
It's like walking into the world's largest toy store! Everywhere you look, people are discovering new ways to play and having fun together. The toy and game industry is also incredibly welcoming, so there's a real sense of camaraderie and collaboration among exhibitors, inventors, retailers, and creators.

What do you value most about being at the Fair?
After participating for seven years, we've built so many meaningful relationships within the industry and with families who return to the show year after year. It's especially rewarding when attendees stop by our booth to share stories about playing our games and to see what we're launching next.

How does CHITAG Fair provide opportunities to connect with other audiences across the toy community?
CHITAG Fair brings together the entire toy ecosystem, including social media influencers, media, inventors, sales reps, retailers, and consumers. We've partnered with creators such as Danielle Standring and comedian Grant Lyon on special events, and it's always inspiring to see the connections that happen at the show. Last year, for example, Fair Game, Chicago's leading hobby game store, hosted inventors at their booth so attendees could play games directly with the creators. Experiences like that make CHITAG Fair truly unique.

Is there a particular experience or interaction from your time at CHITAG Fair that has stayed with you?
One of our favorite memories was from last year when we hosted a large event around our game Root Beer Float Challenge and served A&W root beer floats to participants. Hundreds of people joined in, and the line stretched as far as we could see. It was a perfect reminder that games are all about creating shared experiences, and at CHITAG Fair, games plus free ice cream floats turned out to be a winning combination!

What advice would you give a toy or game company considering exhibiting at CHITAG Fair for the first time?
Create a memorable experience at your booth. Focus on selling the fun, not just the product. Give attendees something interactive to enjoy and something tangible to take home that reminds them of your brand after the excitement and energy of the show. The companies that stand out are the ones that create moments people remember.

CHITAG Fair is North America's largest consumer toy and game event, taking place November 7 to 8 at the Rosemont Convention Center in Rosemont, Illinois. CHITAG is hosted by People of Play™, a division of The Toy Association™. Click here to learn more or reach out to Mary Couzin, senior vice president and founder/leader of People of Play at The Toy Association to secure exhibit space.