Toy Times February 2023

features departments

Toy Times Magazine MISSION STATEMENT

Our mission is to act as a channel of communication for the general membership of ASTRA and to provide information about current happenings and future goals as decided upon by the board of directors, various committees, and ASTRA Staff. We strive to provide useful and timely information and support for and about ASTRA members in accordance with the ASTRA mission statement.

We are always looking for good articles and input for the magazine. Letters to the editor are welcome. Please forward letters, comments, ideas, etc., to the ASTRA office at info@astratoy.org

Board of Directors

chair TJ Simmons past chair Jeanie Crone treasurer Theresa Duncan secretary Tom Rushton directors Ron Solomon, Sari Wiaz, Gene Murtha, Azhelle Wade, Brice Elvington, Patrick Holland, Cassidy Smith, Darby Zahradnik, Maryam Al-Hammami, Sandra Malott, Rachel Jones

Magazine

editor Tom Savage assistant editor Briana White graphic artist Maia VanOrman

Editorial Advisory Committee

chair Tom Savage

Amanda Gummer, Genius Expert

Theresa Duncan, Villa Villekulla Toy Store

Tami Murphy, Grand Prix International

Lisa Orman, KidStuff PR

Kemi Tignor, Little Likes Kids LLC Allison White, Sugar B Sales Phil Wrzesinski, Ravensburger North America

ASTRA Staff

president Sue Warfield

Direct Line: 312-283-9393 Email: swarfield@astratoy.org director of operations Kathy Balogh Direct Line: 773-261-8707 Email: kbalogh@astratoy.org special projects and events manager Michael Foldeak Direct Line: 312-283-4255 Email: mfoldeak@astratoy.org

membership & programs specialist Jenna Stirling Direct Line: 312-283-7144 Email: jstirling@astratoy.org communications and marketing coordinator Briana White Direct Line: 312-238-9845 Email: bwhite@astratoy.org

administrative and membership support Ashlee Cammack Direct Line: 312-238-9887 Email: acammack@astratoy.org education coordinator Katie Cooley Direct Line: 312-414-1546 Email: kcooley@astratoy.org programs, events & membership sales Dan Guzman Direct Line: 773-536-9927 Email: dguzman@astratoy.org

Toy Times Magazine is published by the American Specialty Toy Retailing Association, 312-222-0984, info@astratoy.org, www.astratoy.org. Copyright © 2023 American Specialty Toy Retailing Association. All rights reserved.

Advertisements are accepted. For more information, contact Rick Kauder, Fahy-Williams Publishing, rkauder@fwpi.com, 315-789-0458. All articles for Toy Times are supplied by ASTRA and its members, with Fahy-Williams assembling the magazine, and managing the advertising sales function.

ASTRA reserves the right to accept, reject, or alter all editorial and advertising material submitted for publication. Advertising in ASTRA does not imply endorsement of products and services. Opinions expressed in articles contained herein are those of the authors, not necessarily of ASTRA or its individual members. The information has been obtained from sources believed to be reliable.

Focus Forward as the Guiding Star of the Play Industry

s we all reflect on the past two years, it has, indeed, been a whirlwind of changes, challenges and opportunities.

Here at ASTRA, our changes have included the closing of our physical office, going from nine staff to only two full time and one part time staff for a brief period, and to now a staff of eight!

Changes in our booth fees and dues structure for 2023 have also been implemented. These same changes, also created challenges and opportunities.

Challenges we have faced include:

• A totally remote staff and the new issues of communicating through Zoom meetings with only two or three inperson meetings a year.

• A vir tual mailbox – who knew this was even out there!

• A phone system with all different numbers for staff. You can get a hold of us individually. Check out the directory of all staff with our emails and phone numbers on the table of contents page (3).

• Communicating changes is always a challenge. Everyone is busy and learning new ways to get information that is needed out to all is one of our biggest challenges.

Opportunities going forward:

• The ability to hire staff from anywhere in the United States (maybe even the world)!

• New ways for us to communicate and offer gatherings - both regionally and virtually.

A• Regionally, we are going to more events around the U.S. and we will be sending staff to meet our members. Our Toy Times Monthly Digital Newsletter is an opportunity for us to share immediate information of relevance to our members. We are putting more emphasis on social media visability through Facebook, Instagram, LinkedIn and Tik Tok.

• Money spent on an office lease can be put into programs and events for our members.

• The option of providing an entirely new experience for our members, the ASTRA Toy Boat Experience. For those that have signed up, this is going to be an experience that will be part toy show, but with time to focus on planning, net-working, learning and building relationships. With the fast pace of change, this will allow those attending to deep dive into their business and build relationships to build upon throughout the year.

• New ASTRA Logo along with our new Mission and Vision Statements

Our Mission: Engage, Elevate and Promote the success of our membership

Our Vision:

To be the Guiding Star of the specialty PLAY industry. We are the STAR that guides our members. The STAR that shines on the specialty toy trade. The STAR that represents expertise and trust to our neighborhood shoppers.

We believe:

Our community is stronger when we

are LEARNING, WORKING and SUCCEEDING together…Remembering we must PLAY together

This is what we will focus on as we continue to build our organization and support our members.

From the Chron newsletter, July of 2020, “Any business in today’s fast-moving environment that is looking for the pace of change to slow is likely to be sorely disappointed. The world is changing everyday: the population is changing, customer trends are changing, technology is changing and the economy is changing. Businesses who fail to embrace change can easily wind up as dinosaurs – out of touch and unable to compete under the current conditions.”

Change is impor tant for any organization because, without change, businesses would lose their competitive edge and fail to meet the ever-changing needs of customers. Without taking some calculated risks, one will never try new things.

We want to hear from you, our members. Change for the better happens with input and not in a vacuum. All of us here at ASTRA want to hear from you! Let’s all embrace the challenges and opportunities that abound as we face 2023 with positivity and be willing to try new things!

Happy New Year!

ASTRA Announces a New Staff Member

Yes! Weare continuing to build our staff to ensure that we can continue to offer more benefits and resources to our members. Please welcome Kathy Balogh as our Director of Operations. K athy will be managing the daily activities of ASTRA by overseeing each area or our organization, including our staff and their specific roles. Her official start date is Dec. 29, 2022 and she will be attending the Atlanta and Las Vegas gift marts for the days that ASTRA will have a ‘welcome room’ at those shows.

K athy was introduced to the specialty toy industry in 2000 via a chain of 35 teacher/toy stores, Holcombs Know Place based in Cleveland, Ohio. Having come from the mass market giant, OfficeMax, she was struck by how supportive our specialty community is of each other and has been hooked ever since.

Throughout her 20-plus year career in specialty, she has worked for a wholesale distributor, the education trade association and served as a board member, as well as on a myriad of committees. She has held such positions as Toy Buyer, Director of Merchandising & Marketing and Business Developments Director heading up a new business concept. Most recently, she was running the Toy Collection catalog and collaborating with stores, reps and manufacturers to positively impact sales for all involved.

Though she is proud of her strong experience, it is the strong relationships she has made that fuel her passion and drive her to represent the many viewpoints of the play industry we serve. Her broad skillset, work ethic and integrity will make her a fabulous asset to our ASTRA community.

K athy lives in Cleveland, has her Bachelor’s in Business from Kent State University and her only child attends university in England.

Please join us in welcoming Kathy!

Dear ASTRA Community,

Welcome to 2023! At the end of every Holiday season, we get to look back at our successes and shortcomings in that year and then look forward to all that the upcoming year will bring. I believe the toy industry, specifically the specialty toy industry, and even more specifically our ASTRA community, has plenty to be excited about in 2023. With all that ASTRA is working on this year, I feel that this is going to be a great year to open our minds and grow and learn together. Let’s keep our eyes open to those opportunities as they arise this year and take advantage of succeeding together.

A few years ago, I sat in a breakout session at ASTRA Marketplace & Academy and asked a question about how manufacturers could better communicate what they’re doing to help retailers succeed. One response I received led me to believe that there was still an ‘us against them’ mentality in our industry. The different segments of our community, retailers, representatives, manufacturers, and affiliates still needed to understand what we now know to be true. We are in a unique industry where the success of our competitors can be directly linked to our own success. It’s the reason we call ASTRA a ‘community.’ It’s also the reason we go to networking events and take advantage of the talent around us to help better our own businesses.

I n 2023, those opportunities are coming to come in bunches. In January we’ll experience the regional gift shows and be able to work with colleagues in Dallas, Atlanta, Las Vegas, Seattle, and Minneapolis to name a few. Shortly

thereafter we’ll be able to experience an event like no other in ASTRA’s Toy Boat. Toy Boat will be the epitome of networking events and thinking outside of the box where those on board will surely leave feeling they’ve learned something that will benefit their business. We’ll then be able to experience the first toy tradeshow of the year at Toy Fest. That will be followed by ASTRA’s Marketplace & Academy, more gift shows, the Licensing Show, New York Toy Fair, Chicago Toy & Game Fair and so many more.

I was told by a long-time industry friend of mine that ASTRA is a ‘hugging’ show. At ASTRA we get to spend a little more time talking with our partners and not feeling as rushed because there’s more customers and product that we need to see in such little time. Why not take this approach throughout the year?

We are truly being spoiled with the opportunities presenting themselves this year so take advantage. My call to action for our specialty industry is to enjoy our time together, learn from each other, meet new people, and support each other with advice and partnership that is mutually beneficial. Our industry as a whole is better because of our specialty community.

T.J. Simmons, Vice President of Sales at Thin Air Brands & Chair of the ASTRA board

Look for these

Toy Trends

By Lisa Orman president of KidStuff Public Relations

Iasked some of my favorite toy experts what they see as top trends for the coming year, and here’s what they said:

Sandy Ruben, president of Sandy Ruben and Associates

‘Axolotl’ was Rubin’s quick response. Axolotl a plush reptile made in different colors but primarily pinks, by the likes of Squishmallow, Build-a-Bear, Jellycat and more. I hadn’t heard of it but if you Google it, you’ll see lots of results!

in 2023

Put Down the ScreenLet’s Get Physical

Another pandemic holdover. After two years of being stuck in front of screens, kids are eager for physical play as well as faceto-face interaction. Things like Zip Linx from Blip are all about the physical play, getting those fine motor skills amped up, and play.

Changing Interaction

Roblox, Tik Tok and other platforms are transforming play. Kids continue to find these as important ways to express themselves and build communities. While they are still very much inspired by entertainment, they are changing the way kids engage with and express affinity for properties.

Gen Z Emerges

With the oldest Gen Z group turning 26 in 2023, some of them are beginning to have children, and their perceptions about consumption are going to impact the toy business. While it’s still growing, the ‘buy nothing’ movement is catching on. It’s not as if these new parents aren’t going to buy toys, but consumption is going to be down, and we think there is going to be greater emphasis on sustainability, less packaging and ecologically responsible products, such as those using recycled plastic or paper. This is probably going to have a longer-term impact than just 2023.

Pandemic ‘Hangover’

It had started before the pandemic, but as in many things, the shutdowns accelerated this. Intergenerational play exploded during this time. Yes, there was no one else to play with, but kids and parents got used to co-play on games, puzzles, even video games, so look for more of that in 2023. While this probably won’t have an impact on classic games because everyone stocked up during the lockdown, new games - particularly those that multiple generations can play together - will have strong potential.

We’re Still Squishin’

Don’t look for any let up on the Squishmallows trend, and least for another year. Kellytoy, and now Jazwares, has introduced more than 1,000 different ones, and they are affordable, comforting, and collectible. We don’t, thankfully, see anything like the Beanie Babies craze, but we do see chase items kids want.

Collecting Continues

This is also a multigenerational trend. Marvel is doing best right now with collectors, but as noted with Squishmallows, collecting is as strong as ever.

Richard Derr, owner of Learning Express, Lake Zurich, IL Derr said the following was trending for 2023:

Quality magnetic toys

SmartMax for beginners, all the way to SPEKS for adults. Quality has been improved, and they are creatively used for fidgeting as well. The key here is stressing QUALITY and name brands you trust.

Pokémon

No surprise here other than this generation of kids loves the look and feel of the cards. More girls are involved especially in collecting. Cards are much stronger than the plush characters. This may change after Squishmallows launches Pokémon.

Tween and Fashion

Especially nail, eye, spa, socks and everything cuddly. Think of items from DMM Merchandising. Quality at the right price point for toys.

Health and Wellness

Taking the Tween category and expanding to higher quality items that simply make kids feel more comfortable, secure, good feelings. Weighted plush is emerging like Hugimals, Bumpas, and Warmies, as well as certain fidget toys that create a sensory feel, or sight, or sound.

And on the flip side, Derr said the following is trending flat to down:

Christopher Byrne, Byrne Communications, Inc./ The Toy Guy®

Arts and Crafts

I love this category and for 20 of 25 years has been our largest volume category but the pandemic changed this. Dollars I feel went toward plush, fidgets, puzzles and outdoor toys

Markets, resulting in the Specialty Market gravitating to Toy Fest while Toy Fair becomes a purely mass-market show.

The bottom line, look for a bigger and more emboldened ASTRA.

Richard

Gottlieb,

toy industry commentator and CEO of Global Toy Experts

Inflation will return to low single digits in the third quarter of next year, with containerized freight prices remaining low and steady.

Macy’s is a specialty retailer. The presence of the Toys R Us brand does not change that. ASTRA and the Specialty market is potentially picking up a significant new retailer or a like-minded one.

Those Specialty retailers located in markets serviced by Macy’s may lose some market share to the retailer. Still, the presence of Toys R Us in Macy’s could make consumers more aware that there is a whole world of toys they do not find in Walmart. That is good for the entire Specialty Toy Market.

The Toy Association has spent decades balancing the needs of the much smaller specialty toy market against the mass market. With Toy Fair moving to September and Toy Fest going national, I foresee a growing separation between the Specialty and Mass

Azhelle Wade, The Toy Coach.

There’s an emerging subcategory breaking into the toy aisle that’s the complete opposite of fidget toys. They’re called Wellness & Comfort toys. These toys are predominantly plush at the moment, a craze led in by the popular Squishmallow brand.

But since the return to in person lifestyles post pandemic, a new function of plush has emerged, and that function is wellness and comfort. In our fast-paced world with an overwhelming acceptance of screens and technology, kids and adults are feeling more anxious than ever, and the toy industry is coming to answer the call.

Comfort & Wellness toys are designed to give our senses a break, instead of finding ways to overstimulate or overload them with features and gadgets. Comfort and wellness toys are often marketed to help us feel better, sleep better, and even boost our moods.

When Madame Alexander founded her doll company in 1923, she was a pioneer: an innovator in design and an advocate for imaginative play. Our dolls have been treasured for generations: a tradition of love and kindness for 100 years. Start a tradition of your own today!

www.madamealexander.com 833-MADAME A (833-623-2632)

Madame Alexander dolls are a special way to give and receive love.

New manufacturing program for women and BIPOC businesses introduced

By Tami Murphy, Grand Prix International, Inc.

Grand Prix International has launched a new manufacturing program assisting BIPOC (Black and Indigenous People) and Women-owned toy and game businesses to bring their products to market. The new initiative allows young and growing businesses to accept mass-market retail purchase orders that previously would have been a financial challenge to accept.

GPI has created a Mass Market Manufacturing Program that provides extended payment terms on the manufacturing of goods to fulfill massmarket purchase orders.

Manufacturing products to fulfill a mass-market purchase order can be a financial challenge for some of these businesses. GPI has been servicing the toy and game industry for almost 50 years and recognizes that they are able to do something about this hurdle and to work with its customers in fulfilling these big PO opportunities.

“ Tailoring the customer’s terms to the entire PO process, allows our customers to accept these POs and grow their businesses,” said Mike Fisher, President of GPI, Inc. “We have talked for years about the lack of diversity in our industry, and after becoming aware of this financial hurdle BIPOC and Women-owned businesses face, we decided that it’s time to stop talking and do something positive.”

Typically, inventory manufactured overseas needs to be paid in full before the factory will release the goods for shipment. That alone can be a hefty price tag for a small BIPOC or Woman-owned business, especially when adding in the freight costs and warehousing costs after production.

If that doesn’t stop a business in its tracks, on the ‘other side’ of production many toys and game business do not receive the revenue from that mass-market PO until 160 to 190 days after they’ve placed the

order to the factory to begin producing their product.

GPI is proud to step up and be part of the solution to help increase diversity and inclusion in the toy and game industry. This program will allow smaller, new businesses the opportunity to accept purchase orders from mass-market retailers.

“ We don’t need more mentors, what we need is capital,” said Amanda Wilson of A+X Puzzles.

Even with a PO from Target, one of the largest retailers in the US, Wilson was unable to secure funding through conventional channels to subsidize the manufacturing of her puzzle line for the Target PO.

“Not having enough capital to fund the orders and wait to receive payment months later. That is the biggest financial hurdle,” said Daedrea Fenwick, founder of Kulture Karaoke. “It is more difficult to find investors as a woman of color. Especially angel investors, since a one-product gaming company is not the best-suited company for most venture capitalists. Often, it’s challenging to get into rooms with decision-makers or to convince investors to support you when you are newer in business.”

Erika Chambers, co-founder of Puzzles of Color agrees.

“ We were offered a loan through our bank, but the amount was significantly less than the amount we needed,” she said. “We are currently running this business with limited staff while working full-time jobs, so time and money are truly a commodity. The biggest challenge we currently face is balancing, taking the time to find more funding and apply for grants while also needing to operate the business with things like customer service, product development, and sales. It is a constant hustle!”

Top to bottom: Amanda Wilson, founder of A+X; Puzzles; Daedrea Fenwick, founder of Kulture Karaoke; Ericka Chambers and William Jones, co-founders of Puzzles of Color

By David Vonner

B.I.G.G. TIME

Ladies and Gentlemen...Boys and Girls... and Kids of All Ages! Welcome to the second installment of B.I.G.G. TIME! With 2022 coming to an end (wow that was FAST!), and with 2023 upon us, I absolutely cannot WAIT to experience the new, exciting and awesomely fun World rising on the horizon.

During the height of the pandemic, there was so much uncertainty surrounding the overall development, shipping and delivery of quality product, that it was almost nauseating. Uncertainty was - and in some cases still remains - at an all-time high. New toy assortments and lines that may have taken months, if not years, to launch are suddenly threatened with total collapse by a global bottleneck of epic proportions.

I reside in Long Beach, Calif., directly along the Pacific Coast line. I could see first-hand what could only be described as an armada of cargo ships stretched for miles along the Pacific Coast that were going absolutely nowhere.

For days. For weeks. For months. Doom was in the air, and the sky was literally falling.  As the World all but gave in to the panic, and news pundits stood on their very high soap boxes with their very loud bullhorns proclaiming the end of business as we know it, something began to happen. Kids, being Kids of all ages,

wanting to do Kid Stuff!

No matter what the age, humans want to play. We have to play. And play led the world back to sanity. Families began to turn that dining room table piled with bills and junk mail, back into the arena of Family Board Game Fun. Grandparents taught Grandchildren card games from times past, and in turn, Grandparents became masters of video games such as Subway Surfer, Roblox, and Minecraft.

K ids began to experiment again, and STEAM became an even bigger and more important role in play and development. Adult Kids laid heavy into their love of action figure collectibles, especially collectibles based on new movies, streaming shows, and legendary rock and hip-hop musicians.

Content really became the ruler of the land, and everyone was totally invested. Even one of the most successful new binge worthy episodic shows was based on old kid games. The Netflix episodic series ‘Squid Game’ became a global phenomenon, which is rooted in childhood outdoor games and challenges.

To me, it’s a no-brainer for such a success. We all can relate to being a kid, and wanting to go outside to play, to explore, and to be adventurous.

K ids can’t be stopped, and our collective joy of play was proven.

According to global market information company NPD, global toy sales increased 30 percent compared to pre-pandemic sales in 2019. The Toy Industry is healthy, and can maintain so, with proper management. Of course as a knee jerk reaction to bottlenecks at our ports of entry such as the Port of Los Angeles, companies began over supplying once movement began. However, we can’t ignore the glaring demand to be immersed in play in some form or fashion.

So now that we are managing day-in and day-out to navigate in this new world of product delivery, let us never forget the value and necessity of play. How toys and games can strengthen family bonds, even if the family members are miles apart.

Let’s always appreciate the memories play can conjure up, and how millions of our elderly family members hold dear to those memories years gone by. Let us always be held captive by the infectious laughter of a child who is amazed by the magical experiences of hearing their favorite character speak and sing to them for the first time.

Or the joy of a son living his Lebron James dreams, finally hitting that trick basketball shot over their dad’s head. The breeze that caresses cheeks as you’re riding your bike or Big Wheel through the quiet

asphalt jungles of the neighborhood.

The feeling of freedom. That’s what play does. Playing allows you to be free, and enjoy everything about it.

The Pandemic brought forth new pioneers, who looked at the risk straight in the face, and decided to go full steam ahead with their dreams. New companies such as the Nacelle Company, known for their Netflix docuseries ‘The Toys That Made Us’ decided that despite every challenge the toy and manufacturing world faced, were going to start their new toy division, spearheaded by Yours Truly.

With manufacturing uncertainty, shipping chaos, and distribution hell, we STILL managed to design, develop and ship our first action figure toy line, Robo Force, on time, and delivered from Santa by Christmas 2022. We saw an explosion of minority owned

toy and doll companies getting their just due, and fostering much success. Creators such as Yelitsa Jean-Charles and her very beautiful and inclusive doll line Healthy Roots Dolls rolled into major retail chains such as Target.

Major toy companies such as Hasbro doubled down with presenting more diverse characters in their lines such as Simu Liu’s Shang-Chi and Kamala Khan’s Ms. Marvel. We’ve seen creatives such as Kemp Powers (co-director of ‘Soul’ and the upcoming ‘Spider-Man: Into the Spider-Verse 2’) create mind boggling content, and change the landscape of how we view animation and cinema. We even saw the introduction of the Black character SunMan become fully embraced by Mattel and The Masters of The Universe.  2023 will bring even more experiences to the table. Through art,

science and culture, the future of our society hinges on what some are quick to call ‘disengaged,’ or those who lack patience due to instant gratification. Where other areas are lacking, toys continue to be a conduit for youth to express themselves in ways that will prepare their minds in a multitude of ways. From music to fashion, science to fantasy, toys are becoming vehicles to share ideas, and present new business opportunities for those with imaginative minds.

We still have a long road ahead of us. Supply chain issues still persist, and as mentioned earlier, the panic reaction of over shipping is already hitting shelves. However, all is not lost. Now, more so than ever before, the toy industry is proving more and more that it can withstand the pressures of an up and down economy, social angst, and global pandemics.

We’re toy people, and we SHALL Prevail! Let’s continue on being the soldiers of fun and break new ground in 2023. Play, have fun, and keep truckin’! For The Culture.

The feeling of freedom.

That’s what play does. Playing allows you to be free, and enjoy everything about it.

Questions to answer when bringing a new toy to market

Wrzesinski, National Sales Manager Ravensburger North America

• For what age is the item?

• How many parts?

Have you ever stopped to consider all the steps, hoops, and obstacles it takes for your vendors to bring a new product to market?

I t is a much more fascinating journey than you might expect. Vendors have to ask and answer a whole bunch of questions. Take Ravensburger puzzles for example. You might think it would be easy. Pick an image, print it on cardboard, cut it, bag it, box it, and ship it. How hard can that be?

Well, let’s see…

First you must find a source for images.

• Are you purchasing ready-made images?

• Are you contracting independent artists?

• Are you using in-house artists?

Then you need to select your image.

• Is it licensed?

• Is there anything trademarked?

• Is there anything potentially offensive?

• Will anyone else have access to it?

• Does it appeal to a broad audience?

• Does it fit with our current themes?

• Does it create a new theme?

• Will it work best at 300, 500, or 1000 pieces?

• Will it work best portrait, landscape, or round?

And then you have to ask the most important question of all: Will it sell?

• How are they assembled?

• What materials are needed?

• Do the materials pass testing?

• Will the finished product pass testing?

• Where will it be made?

• Is there Play Value?

• What type of play?

• Does the play value match the age range for the item?

Plus, we have to ask…

• Does this add to the line or replace an existing item?

• Is this an extension or a one-off?

• A driver for the category or an accessory?

• Is it something people need, or just want?

• Does it finish a theme or start a new one?

And of course: Will it sell?

Games bring on new challenges such as…

• Are the rules clear?

• Is the game inherently fair to all players?

• Is it fun to play and replay?

• How complex is the game?

• How long does a typical game last?

• What age range makes sense?

• How many players can play at once?

• Is there a market for this type of game?

• Does the game add to or replace something in our lineup?

• Do we have the right mix of games for all ages?

Phil

• All styles of play?

• All price points?

Will it sell?

That is just for existing and established lines. What if you are trying to launch a new category such as CreArt Paint by Number Kits? Then a whole new bunch of questions must be answered.

• Is there a need for this category?

• Do we have the competencies to enter this category?

• Can we be competitive?

• What makes our version unique, better, or different?

• Will it add to our overall sales or cannibalize them?

Will it sell?

Then, once all the design and testing questions have been answered, we have to answer the questions of most importance to you – packaging and price.

• What is the most efficient way to package the item for production?

• What is the best way to package the item for shipping costs?

• What is the most attractive way to package the item for shelf appeal?

• What price point will sell best?

• Can we make it for that price?

If we can satisfactorily answer affirmatively to all those questions, we end up with the most important question of all…

• How many should we make?

When you stop to think about all the decisions that go into every new product, it is a wonder your vendors ever come up with anything new. If a vendor gets only one question wrong, the item is a dud and costs them a lot of money.

The next time you ask, “What’s new?” now you know your vendor answered 50 or more questions prior to yours just to be able to say, “This. This is new!”

Will you buy it?

Phil Wrzesinski is the National Sales Manager for Ravensburger North America and a 30-year veteran of the toy industry.

Don’t Stop on the Highway!

By Tami Murphy Grand Prix International, Inc.

We are facing an uncertain economic year in 2023, and as of the writing of this article, we don’t yet have the Q4 2022 numbers. What we do know is we got off to a slow start in November, but according to the National Retail Federation, sales are slightly up year over year. And as so many in our industry point out, Christmas comes no matter what, and shelves will need to be restocked.

I t is a universal truth that if driving down the highway and a car stops for any reason, I will be behind that car and eventually the highway will slow down and may even come to a stop. If we envision our toy and game industry to be a busy highway, with a lot of entrances and exits, sometimes traffic moves quickly and sometimes slower. It takes all sectors of our industry to continue driving, no matter the pace, to keep us all moving forward.

However, it can only take ONE of those sectors to stop for our industry highway to slow to a crawl and we have a major traffic jam.

That’s pretty dramatic but you get the picture: we all rely on each other to keep our highway moving forward. The inventors need to invent so the publishers

have fresh lines of toys and games, the vendors need to manufacture so the sales reps have products to sell, and all of this so the retailers have toys and games to fill their physical and virtual shelves.

“ There is a huge, huge need for new, said Cynthia Compton of MacArthur Books and 4Kids Books & Toys in Indianapolis. “Innovation is key, and those who can bring new items to the market, new concepts to production, and new trends to the table quickly will run the show.”

I f you are an inventor, keep inventing, keep showing your concepts to not only the big publishers but also try expanding your pitches to the smaller publishers who also need to keep their lines fresh. New innovative products are what is going to keep the consumers engaged and buying.

I f you are a vendor, keep manufacturing and keep meeting with inventors. Maybe try smaller runs of new lower MSRP items. Perhaps figure out a way to allow your independent retailers to submit smaller orders. More often, the end result may benefit you both with steady business. Of course, with smaller orders discounted shipping becomes difficult, and both sides need to give a little on this perk if orders are small but often.

I n an uncertain time, it is more important than ever for vendors to provide the tools your sales reps and retail partners need to sell your product. That includes inventory status, images, social media content, and good customer service. Be open to new and innovative ideas from your staff, sales reps and retailers. And if nothing else, keep your evergreen and bestselling products in stock. Don’t let those products go out of stock.

“Adaptable product development teams yield confident sales teams,” said Kyle Cosgrove, Territory Manager for Goliath Games. “We’re so proud of the products set to debut this year, and much of that excitement is due to the product development team pivoting rather than panicking in an unusual year for games. They didn’t only respond to the challenge for innovative products, but for innovative products that are accessible to retailers of all sizes.”

I nnovation isn’t just about new product ideas from inventors and vendors. Innovation can be in our sales programs, our social media, the tools provided to your sales partners and how a company enables their staff to go after

new or increased business.

The independent toy retailers showed all of us during the pandemic that they were very nimble and creative in how they could continue selling toys and games during a very trying time. Now is not the time to stop innovating how to reach your customers. Now is the time to double down, and all of us continue proving why shopping at your local toy store is the best option.

A pearl of wisdom I heard Brice Elvington of Hakabohu – formerly The Toy Shop Florence – shared comes to my mind often. And that is: Don’t hesitate to try new things. Brice is consistently trying new programs in his store, on social media, and often these programs are to benefit his community. I’ve heard him say people can be reluctant to try new things because they don’t want to fail publicly, but here’s the secret to Brice’s method: only he and his staff know if the new program worked or not. His customers only see and remember him continually promoting new products, new ideas and community enriching

events which keeps his store relevant and an active forward-thinking member of the community.

I f you are a retailer, some basic best practices are to know your top 50, or 100, top sellers and keep them in stock. In fact, keep some of your best-selling items prewrapped and ready to go. Don’t let your shelves become dusty and aged, don’t be afraid to discount and keep your inventory fresh.

Also, know your top 50 to 100 customers and market to them directly. Do you have items that you overbought, or several miscellaneous items left in a mixed Point of Purchase (POP)? If so, create blind boxes, or offer the items to a local children’s organization at cost, or donate them. If you need help coming up with new ideas, jump on the toy industry highway and ask for directions from fellow retailers. Ask the sales managers from your vendors, and your sales reps, what great ideas they’ve been hearing from other stores.

And for the independent sales

representatives, you are the commonality we all share. Keep being there for your vendors and your retail stores. We all know you straddle the line between obligations to your retail stores, your vendors and your own business. We all appreciate your hard work, and please, keep helping all of us communicate.

“As a sales rep, we need to continue to be the human connection between manufacturers and retailers,” said Erin Griffin, Principal of Erin Griffin Group. “We add value to these relationships in so many ways. We will continue to be a source of information: advisor, confidant, and friend as companies journey on our toy highway. My advice, and challenge to myself, is to keep learning, stay smart, ask questions, don’t get complacent, be involved, be engaged, listen.”

Now jump in your cars, and hit the highway. Let’s not let 2023 tell us how our industry will perform, let’s control our own future!

Toy Insurance

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• Product recall expense at no cost from $50,000 to $250,000.

Additional Coverage

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• US Customs Bond Insurance.

‘All aboard’

By Amanda Gummer, The Good Play Guide

Those of you who know me, know I love the sea. Being in it, on it or by it, it’s my happy place.

So I was one of the first to sign up to the ASTRA Toy Boat and I’m getting more excited about it by the day. I’ve never really subscribed to the work/life balance approach. I prefer a work/life blend and I’m always happy to talk about play, children, research, whether I’m ‘working’ or not.

So an event that really does blend work and play, and when play is work, makes total sense for our industry.

If you always do what you’ve always done, you’ll always get what you’ve always got. In a post-pandemic world with the global economic challenges we face, a new model for trade events, especially one with a captive consumer audience, feels like an innovative approach - and the toy industry should be innovative!

Why I’m excited about the ASTRA Toy Boat!

As a company, we are happy to support our clients by giving them an opportunity to join in with the Toy Boat, even if they are unable to attend in person. The two sides to our business will compliment different aspects of the event, with accredited toys being showcased to trade and consumers, and having the talks to share our expertise in child development and research. We’re delighted to be bringing some UK brands to the attention of the US industry and hope that this is the first of many Toy Boats.

I’m looking forward to all aspects of the cruise, from the game nights, to the Caribbean beaches. What’s not to love?

I really value the opportunities for informal connections as we’re all in the same place. This feels very different to other trade events where people stay in different hotels and don’t all attend the whole event, so knowing that there is time to have really

meaningful conversations over the course of the four days takes some of the pressure off and allows for more genuine interactions.

There are not that many people who would want to share a cabin with me (or I with them to be honest), but then I had a brainwave. My mother has a significant birthday this year and is always up for a game. One of the reasons I’m so passionate about play is the Mary Poppins approach she took with me and my brother when we were young - turning everything into a game.

She’s an amazing woman and has been a huge support to me as I’ve set up and grown my business, so I’m thrilled that she’s going to be joining me on the Toy Boat. So look out for Sue, and come and say hello. She’s never done anything like this before. I’m sure she’ll appreciate a friendly face.

Using Reps to Stay Focused and Fresh

By Allison White, Sugar B Sales

Hooray! We made it through the fourth quarter frenzy and are setting sights on what’s new for 2023.

While some reps, retailers, and manufacturers are already deep into show season, there’s still many others who haven’t traveled, or are utilizing their reps and other resources to work remotely. In this new era of Zoom meetings, digital assets, and everevolving B2Bs, it’s important to maintain your focus on core lines, keeping your store feeling fresh for returning customers, and truly taking advantage of the best information resources: your sales reps!

While retailers were busy with holiday sales, reps were having vendor meetings and gathering all the info to be ready for the new year kick-off in January. They’ve updated their dropboxes and Google drives, compiled lists of specials, and they maybe even have some hot new samples to show off in person! Your sales reps are an invaluable resource when it comes to learning what’s new for your core lines. They can share best seller lists, let you know what’s discontinued, and what the

best deal is when placing an order.

Also, if a rep has multiple core lines, they can work with you to set an agenda for the appointment. With everyone seemingly short on time, setting a meeting agenda and sticking to it, or just setting a time limit to get things done, can be a game changer. All those things help both the reps and retailers stay focused, with no time wasted.

Reps can help retailers keep their stores feeling fresh, too. They’re happy to recommend new displays and demos, or better ways to merchandise products or lines. Also, reps can let retailers know when it’s time to move something to the clearance shelf or sidewalk sale bin. Both reps and vendors want retailers to be successful with their products, but if an item is still on the shelf during a rep’s third or fourth visit to the store, it’s time for the bargain bin.

Another great way to utilize your sales reps is to have them visit the store for staff training on your core lines. Good sales reps know the ins and outs of their lines, and can share talking points, product knowledge, and

do game or activity demonstrations.

For stores that have returning customers, having a knowledgeable staff that can provide a great customer experience is a huge asset. Reps also like to work with staff members, because they’re the sellers! If your employees have training on products or lines, they gain confidence with them, and they’ll be more likely to recommend those items to customers. However, if you’re still short staffed and can’t make time to schedule a training in person, ask your rep if they have any training videos to share. More reps and manufacturers are creating video content that is available on their websites or in their digital assets, which allows employees to view them anytime.

As we head into this year trying to find the balance between inflation and supply shock, it’s important to maintain a focus on core lines and best sellers, while utilizing information readily available from your sales reps. Remember that your reps are there to help, and our inboxes are open 24/7.

Grand Prix International Named to Inc.’s 2022 Best in Business List

Grand Prix International has been named to the Inc. 2022 Best in Business list in the Small and Mighty category. Inc.’s Best in Business Awards honor companies that have made an extraordinary impact in their fields and on society.

The list, which can be found in the Winter issue of Inc. magazine, recognizes the most dynamic companies of all sizes and industries that have had an outstanding influence on their communities, their industries, the environment, or society as a whole.

“Inc. magazine is dedicated to showcasing America’s most dynamic businesses and the great things they do,” said Scott Omelianuk, editor-in-chief of Inc. “The Best in Business awards shine a light on those that have gone above and beyond their original mission to make a social, environmental or economic impact, benefiting those around them.”

Rather than relying on quantitative criteria tied to sales or funding, Inc.’s editors reviewed the companies’ achievements over the past year and noted how they made a positive difference in the world.

“Coming on the heels of announcing our Mass Market Manufacturing program for Women and BIPOC businesses, this is quite an honor to be recognized for the effort our staff has been putting forward,” said Mike Fisher, President of GPI. “Everything we do is focused on our customer relationships: being a strong partner, adding value to our customers, and in general being a company that organizations want to do business with.”

POP and ASTRA team up for Young Inventor’s Challenge Workshops

This year ASTRA retailers have the incredible opportunity to serve as official Young Inventor Challenge hubs. ASTRA is working with Mary Couzin and People of Play (POP) to extend the outreach of this program that aims to inspire the next generation to use creativity, critical thinking, and STEAM skills in the invention and innovation process and to connect professionals within the toy and game industry to mentor these young innovators in their design process.

The Annual Young Inventor Challenge, provides an opportunity for children ages six to 18 to develop and pitch their original inventions to major toy and game companies, industry professionals, members of the media and general public. This unique and educational experience ignites imagination, creativity and presentation skills like no other, providing a means of taking these inventions to greater heights, with professional critiques from our industry experts.

We are the only young inventor program that has sponsorship and mentoring participation from top toy and game manufacturers around the world. Many of the winning inventions have been licensed by these global companies and can be found on store shelves today!

As a YIC hub, you will be able to serve as a mentor for these budding inventors, giving guided feedback and choose your own winners to be moved along through the competition that will culminate with an inperson pitch event at Chicago’s Toy and Game Convention in November.

If you are a retailer interested in serving a YIC Hub, or a manufacturer or sales rep interested in serving as a YIC judge, please email Jenna Stirling at jstirling@astratoy.org for more information .

Marketplace & Academy 2023

Columbus, Ohio

June 11-14

ASTRA’s Star Event is open for attendee registration. This year you will notice a change in our registration options. With our mission to be the “Guiding Star of the Specialty PLAY Industry” AND to continue to Engage, Elevate and Promote the Success of our members, we are packing in even more than we

have in the past. Walking the show floor is great, but there is So Much More to gain by truly participating in our events.

This year, registration for attendees is only available for Full Conference. We do offer a show floor only option for those 16 and under, but with that registration there is nothing additional. No events, no food, nothing other than the option to walk the show floor during show floor hours.

For all our members, the receptions on Saturday evening, the opening keynote, the education sessions, game-and-kit night, and the party Sunday night are what make Marketplace & Academy “more than a toy show.” It will engage, elevate and offer you opportunities to promote you and your business!

I f you can’t come until Sunday, or will miss the educational sessions, or the game-and-kit event on Sunday, there is additional value for the full conference ticket on Monday, Tuesday and Wednesday.

Breakfast each of those days will be in the ASTRA area of the show floor, and there will be 20-minute educational sessions going on during the breakfast each day. Lunch tickets will also be provided for both Monday and Tuesday. If you’ve eaten out at all in the last year, breakfast for three days and lunch for two will most likely cost you close to the same as the full conference registration. In addition, if you get in early enough to go to the party on Sunday night, you will get food at that event as well. Make a point of getting to Columbus on Saturday, and you’ll get snacks at the receptions, breakfast and lunch on Sunday as well!

Check out our basic schedule and register to attend on our website www.astratoy.org and click on the events tab to get to Marketplace & Acaedemy.

Are you a manufacturer that is still wanting a booth? There are a few still left. To see what’s available and to sign up for a booth go to http://astra2023.expofp.com. Our exhibit team is ready to get you signed up. exhibit@astratoy.org

See you in Columbus – if not before at NY Now, on the Toy Boat or at Toy Fest!

STORY TIME SLEEPY TIME