World's toy makers set up shop in new play hub of El Segundo

It's only September, but the world's toy makers and designers are converging on El Segundo this week for an industry conference to decide on the hottest toys for next year.

- ROGER VINCENT

Photographs by JULIANA YAMADA Los Angeles Times MATTEO SARNARI gives a tour of toy maker Clementoni's showroom at the Toy Building in El Segundo.

The city has long been a hub for the toy industry as companies like to set up shop in the shadow of Mattel, the maker of Barbie dolls. This week, the industry opened a new tower of toys, an office complex featuring 65 showrooms for toy companies to showcase their products and discuss design with their wholesale customers.

In his toy-filled suite with sprawling views of the commercial neighborhood near Los Angeles International Airport, Italian toy maker Matteo Sarnari prepared for the coming fall onslaught of professional buyers he hopes will buy his wares in bulk.

Sarnari is a business developer for educational toy creator Clementoni, which was established in a small Italian village in 1963 and recently established a U.S. division to move into the American market.

"Of course, this is the most important market in the world," Sarnari said, 41 times bigger than the Italian market. "The opportunity here is huge." The company has licenses to make "Harry Potter" and "Stranger Things"themed puzzles, joining its line of board games, science toys and musical toys for small children.

Clementoni's El Segundo beachhead is the new Toy Building, which was opened on Monday by the Toy Assn., a trade group for U.S. toy companies.