The 60th Annual Stationery Show
At this year’s 60th annual Stationery Show, held at the Javit’s Center from May 15-18, it seemed as if style was returning to its source, with retro-chic 1940’s and 50’s designs – and an emphasis on vintage Paris – flooding the floor. An especially slow year, Sunday kicked off to a crawling start that gave way to a hopeful pick-up on Monday, only to fall again Tuesday. Even with the less than impressive turn-out, (estimated buyer attendance was down to 14,000) exhibitors and attendees alike seemed blithely entertained as they wandered through the tchotchke laden aisles (disregarding the one small, suited man at the entrance who was screaming into his cell phone: “What do you mean the pencils are too soft?!”).
Chronicle, a perennial Stationery Show king, was packed – the epitome of the 50’s chic retro fad, where vintage Marvel Comics‘ superheroes were big. Some displayed titles included: ROMANCE PULP POSTCARDS, THE STRIPTEASE KIT:EVERYTHING YOU NEED TO KNOW TO TAKE IT ALL OFF, and NEW PARENT APLOGY CARDS: 30 WAYS TO APOLOGIZE TO YOUR CHILD ANYTIME, ANYWHERE. The spread also included Yoshitomo Nara journals, along with a variety of products from Anne Taintor who is known for her re-use of 1950’s Polaroid shots with added, cynical captions, like the 1950’s smiling, tiara-wearing debutant that reads “Domestically disabled,” and the inquisitive blonde in a pill box hat that asks, “Has anyone seen my hormones?”
S&S, HarperCollins, Abrams, Sourcebooks and Random House booths, on the other hand, were all next to empty. Random, like Chronicle, went retro with their vintage Wizard of OZ notecards, A Woman of Affairs journal – embossed with the original Gilbert/Garbo MGM cover, and HOW TO EAT LIKE A REPUBLICAN – OR, HOLD THE MAYO, MUFFY, I’M FEELING MIRACLE WHIPPED TONIGHT. Even Andrews McMeel, who had an enormous corner-wrapping spread near the front entrance, couldn’t draw in buyers, and stood similarly sparse. Susan Gaffney, Manager Special Sales, says TWBG returned to the fair after an extended absence, but will not return next year. “It’s a lot of work, very expensive and there is no way to track if we’re getting any new buisness,” she said, citing that sales were down across the board – not just within the book business.
As for the non-book booths, a steady stream of traffic flowed into Dave and Kelly Sopp’s Wry Baby – a chic all-white booth (replete with shag rug) displaying the company’s hilarious infant and toddler wear. White onesies and t-shirts displayed slogans like: “Not an elf,” “I can’t read,” “Ate my dreidel,” and “I’m not a boy,” along with their #1 bestseller: “I might barf.” In addition, the company also has a Safe Baby Handling Tips line that features instructional line drawings that explain how to do things like “Calming Baby” (mother patting baby’s back: “Good,” baby drinking bootlegged liquor “Bad”). Wry Baby is collaborating with Running Press (who was notably absent from this year’s show) to publish a Safe Baby Handling Tips board book due to appear this summer.
On a more serious note, Amazon Paper, a first-time exhibitor, displayed their handcrafted, natural, tree-free stationary and gifts. The beautifully delicate products are made by rural farmers, craftsman and urban workers as part of a “social sustainable-development project” in Brazil, generating jobs, and creating income, for families throughout the Amazon. For more information, visit their website at www.amazonpaper.com.br
