Big Boys won't get any toys this year

The $2.3 million Koenigsegg CCX featured in last year's Big Boys Toys show. Photo / Greg Bowker

Gadget-hungry men are in for a tough year, with the annual Big Boys Toys exhibition becoming another victim of the recession.

The annual expo has showcased the latest sports cars, speedboats and super-modern technology for 12 years, but November's event has been cancelled after organisers failed to attract enough top exhibits.

Michael Richardson, of event organiser dmg world media, said last year's event displayed a $2.3 million Koenigsegg CCX sports car from the United States.

An attempt to bring another multi-million dollar car from America this year had proved difficult in the economic climate.

"A lot of the companies were just finding it difficult to justify New Zealand. Unfortunately 2009 seems to be one of those years across the board."

The event usually attracts about 50,000 people to the ASB Showgrounds in Auckland's Greenlane and has drawn exhibitors from across the automotive industry, including Harley Davidson, Honda and BMW.

Last year the marine pavilion showcased luxury boats and the wired pavilion featured the latest hi-tech computer games, notebooks and mobile phones.

Richardson said organisers were not concerned about drawing a large crowd this year, but were worried about the potential for disappointment if the show was not as big as previous years.

"Given the economic situation we just didn't think we could put on something that we could be proud of."

Companies who have previously exhibited said the writing was on the wall last year.

David Morrow, of Dreamboats New Zealand, said his company decided not to return after a disappointing 2008 exhibition.

The company considered Big Boys Toys a "key sales period" and had exhibited every year since it started.

This year they had decided to exhibit at next month's Speedshow '09, also at the ASB Showgrounds, instead.

Morrow said he felt the decision to cancel this year's event was correct.

"They've got a brand to protect so I guess it's sensible."

Computer retailer PB Technologies has exhibited several times but also found last year's show less than impressive.

"There just wasn't enough selection to keep people interested. It's kind of turning into the ladies' day out."

Gary Periam, sales manager for luxury car dealer Giltrap Prestige, also thought crowds were down last year but hoped the exhibition would come back bigger and better next year.