Toy Times November 2023

November 2023

magazine

Last Year’s Holiday Store Front Contest Winner:

AWESOME TOYS & GIFTS Stamford, Connecticut

We are here to ENGAGE, ELEVATE AND PROMOTE the success of our membership.

The guiding star of the specialty play industry!

Board of Directors

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features 8 ASTRA’s Commitment to Accessibility: Trade Shows in Q1 12 Easter Bunny Helps Stores Hop Their Way to Big Seasonal Sales 14 Sales Benchmarks: Is it “Back to the Future” For Your Stores?

18 Spielwarenmesse 2024: The International Industry Event That Really Adds Value 20 “Man Week” is Coming: Is Your Team Ready?

22 Enhancing the Lives of Seniors During Winter Months 26 November is Neighborhood Toy Store Month: Retailers Share Their Perspectives

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 graphic artists Tammy Spear, Mark Stash, 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

28 Play Education: This Year’s NTSM Theme Explained

director of operations Kathy Trivisonno Direct Line: 773-261-8707 Email: ktrivisonno@astratoy.org

32 Why is it Neighborhood Toy Store Month?

special projects and events manager Michael Foldeak Direct Line: 312-283-4255 Email: mfoldeak@astratoy.org

34 Starting the New Year Strong: Strategies for Success in 2024

marketing lead Victoria Weatherspoon Direct Line: 773-352-0261 Email: vweatherspoon@astratoy.org

36 So Much Information to be Gained from the Stellar Report

membership specialist Ashlee Cammack Direct Line: 312-238-9887 Email: acammack@astratoy.org

departments 4 President’s Report 6 Message from the Chair 38 Index of Advertisers

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

education coordinator Katie Cooley Direct Line: 312-414-1546 Email: kcooley@astratoy.org relationship specialist 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.

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president’s report

A Look Back on 2023 A

s always, the time seems to go by way too quickly. ASTRA, along with our members, has experienced an interesting amalgamation of events. Store openings, store expansions, long time member stores handing the keys over to new owners, manufacturers acquiring lines, sales reps working to show the importance of the personal touch versus working only with computers and online ordering, chatbots, and our ASTRA CPE program expanding its reach – the list could go on and on. It’s an exciting time as we look back at how far we have come.

In January, ASTRA staff attended the Dallas, Atlanta and Las Vegas shows. In Nuremberg, Germany we met with a fantastic group of retailers, reps and manufacturers at the Spielwarenmesse Toy Show and were wonderfully treated to dinner together, courtesy of Spielwarenmesse. We will do this again in 2024!

In February, we embarked on the first ever ASTRA Toy Boat Experience. While I had to miss it due to a health scare, from all accounts it was exactly what we had hoped for. The opportunity to build our community, network and see specific products in a more relaxed environment that offered the manufacturers time to really talk with the retailers. We sail again in 2025!

March brought us to Toyfest where we collaborated with the sales rep groups and our members gathered to go through both the rep showrooms and the booths in the Expo Hall.

As we moved through the spring, it was full speed ahead to our Marketplace & Academy in Columbus, Ohio. The attendance at Columbus was the highest ever, and with the layout of the floor providing wider aisles and lounges throughout, our attendees had room to relax and move about in a more open atmosphere. Following up from what our members love most – the sharing of ideas and feeling of community – we began monthly zoom meetings between member groups, and this has brought us together in-between

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the various shows and events.

Our first ever partnership with People of Play for the Young Inventor Challenge brought young inventors into six of our retailer stores to share their inventions, and three headed on to the national contest!

ASTRA attended Toy Fair in New York and it was a great time to talk with current members and introduce new ones to our organization.

ASTRA’s Certified Play Program has expanded to offer classes throughout the year with the goal of getting all ASTRA members certified in the true benefits of play and the science behind why play is essential for all ages.

As this Toy Times hits mailboxes, Neighborhood Toy Store Month will be underway and we have more stores and manufacturers participating than ever before.

We introduced you all to our newest staff members, Kathy Trivisonno (formerly Kathy Balogh) our Director of Operations; Dan Guzman, Relationship Specialist; Victoria Weatherspoon, Marketing Lead; and our newest staff member, Ashely Kreisman, Support Specialist. With the rest of our great staff, Michael Foldeak, Special Projects and Events Manager; Ashley Cammack, Membership Specialist; Katie Cooley, Education Specialist; and me, we have a team that is ready to take us to new heights and ready to hit the ground running in 2024.

With the support of our community, we will continue to stay our course of providing resources and opportunities to further our mission of elevating, engaging and promoting the success of our members and being the guiding star of the play industry. Watch for your renewal notices and let us talk with you about our tier structure to determine what membership tier is best for you and how you can get the most out of your membership.

Play, learn and grow with us as we head into 2024!

message from the chair

Dear ASTRA Community,

H

ave you ever found yourself in a situation where you joined an organization without fully understanding its purpose or potential? It happens to the best of us. In fact, I vividly recall a conversation I had with an individual at New York Toy Fair, who confessed that they weren’t entirely sure why they had become a member of ASTRA. This encounter inspired me to reflect on what ASTRA truly means to me and to share the profound impact it can have on the specialty toy industry.

ASTRA is not just another industry association – it is the guiding star of the specialty play industry. Like any star, you get from ASTRA what you put into it. If you’re willing to invest time, effort and enthusiasm in fully utilizing everything ASTRA has to offer, you’ll discover a wealth of educational opportunities, invaluable networking connections and a platform for professional development.

For me, ASTRA represents a community of like-minded professionals who share a passion for specialty toys. It’s a place where you can connect with individuals who

understand the unique challenges and joys of our industry.

It’s a place where you can seek advice, offer your expertise and form lasting friendships with others who are equally committed to the world of specialty play.

ASTRA isn’t just for retailers seeking great programs and cost savings from manufacturers, although those benefits are certainly available. It’s also a vital connection point that links manufacturers to sales representatives and retailers. In doing so, it broadens the reach of all industry channels, creating a web of support and collaboration that strengthens the specialty toy ecosystem as a whole.

One of the best things you can do as an ASTRA member is to ask questions…frequently. Your ASTRA staff members are there to assist and guide you. They can help you succeed and connect you with valuable resources to enhance your business. Don’t hesitate to reach out to them and utilize the wealth of knowledge and support they can provide.

In our industry, success is not a zero-sum game. When one specialty toy business flourishes, it benefits us all. Our successes are interconnected, and the achievements of our competitors directly impact our own prosperity. This unique aspect of our industry allows us to succeed together, fostering a sense of community that is unparalleled.

Another thing you can easily do is engage our board of directors. ASTRA’s board members are a dedicated group of volunteers who serve our community. They are eager to hear your thoughts, ideas and concerns. Use this opportunity to bring forward discussion topics, share your needs and aspirations, and help shape the future of the industry. The board is here to serve you, so don’t hesitate to reach out to them.

I am immensely proud of the ASTRA board of directors and the camaraderie they have displayed over the past year and a half. It has been an honor to serve as the chair of this board and to continue to support an industry that has given me so much.

ASTRA is not just an association – it’s a vibrant, supportive, and dynamic community. It’s a guiding star that illuminates the path to success in the specialty toy industry. By actively engaging with ASTRA, we can collectively enhance our industry, support one another, and build a brighter future for specialty play. Together, we can achieve greatness, and we are excited to be on this journey with you.

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

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ASTRA’s Commitment to Accessibility:

Trade Shows in Q1

F

or ASTRA, accessibility isn’t just a buzzword; it’s part of our mission. We believe that to truly Elevate, Engage with, and Promote you, our members, we need to be accessible to you in multiple ways. Accessibility is about meeting people where they are, understanding their unique needs and challenges and being available for guidance and support. It’s a commitment to ensuring that every member, regardless of their location or circumstances, has the opportunity to benefit from our expertise and community.

In an increasingly digital world, the importance of having “boots on the ground” cannot be overstated. By physically being there, we can provide hands-on support, offer tailored solutions and build trust that goes beyond virtual interactions.

This approach ensures that our members feel heard, valued and empowered, as it strengthens our collective commitment to the success of the specialty toy industry. We encourage you to take advantage of these opportunities to ask us questions about membership benefits, update your membership roster and ensure you are getting the most out of your ASTRA membership!

We are excited to attend a number of trade shows this winter to connect with industry leaders, experts and newbies alike, share our vision and grow together. These trade shows provide a unique opportunity for us to engage directly with our members, learn from their experiences and offer them the support they need to thrive. It’s about creating a space (Continued on page 10)

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for networking, collaboration and knowledge-sharing that surpasses the limitations of digital communication.

We understand that all of our successes are intertwined, and by being physically present at these trade shows, we reaffirm our commitment to your growth and the continued vitality of the specialty toy industry. It’s not just about attending events; it’s about building lasting relationships and a stronger, more vibrant community for all of us!

We encourage you to stay updated on our journey through our website and social media channels. We value your continued support and look forward to the opportunities that Q1 2024 will bring. Find us at the following events:

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•

Dallas Total Home & Gift Market January 10–16, 2024

•

Atlanta Winter Market January 16–22, 2024

•

Vegas Winter Market January 28–February 1, 2024

•

NETS - February 11–13, 2024

•

Toy Fest - March 3–5, 2024

•

GAMA - March 3–7, 2024

Easter Bunny Helps Stores

Hop Their Way to Big Seasonal Sales

By Lisa Orman, KidStuff PR

D

id you know that Easter has eclipsed Halloween in some independent toy stores as the No. 2 selling season after Christmas? Or a close third – or tied – with Halloween, the longtime silver medalist in retail sales for specialty stores.

Considering the Easter selling season is between two to four weeks long depending on the store and location, that’s pretty amazing. Here are top categories or types of toys independent stores say are strong sellers for Easter, which is early in 2024 on March 31: • • • • • • •

Plush Bubbles Fidget toys Small or travel-size games Small books Small wooden figures Small construction sets

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These are all non-candy gifts. Stores I spoke with said they curate a large collection of products and market them in Easter baskets and on other signage to help tell the story, with large displays in the front of the store. They also share their Easter finds on social media, their websites and on flyers stuffed in bags.

Store owners and buyers said they are scouting for Easter 2024 products at the fall toy and gift shows and Toy Fair to place orders for Easter goods. They plan to build out their displays beginning after Valentine’s Day to extend their Easter selling season as long as possible.

A benefit of this approach to selling Easter basket toys is the products themselves are not Easter themed, so the retailers don’t have to clearance out a bunch of bunnies and chicks. They can continue to sell leftover merchandise, displayed differently, after Easter.

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visit us at Wholesale.LearningResources.com

Sales Benchmarks

Is it “Back to the Future” For Your Stores?

By Allison White, Sugar B Sales Tom Rushton, Principal, Revenew Sales

W

e were recently on an ASTRA Editorial Committee Zoom meeting (or call) discussing upcoming topics for the ASTRA Star when Phil Wrzesinski of Ravensburger mentioned that they were benchmarking their 2023/2024 based on an average of 2017-2019. That caught the attention of the sales reps in the call, namely Allison White and Tom Rushton.

We get asked all the time to forecast for our retailers. We do it to ensure that our vendors/ manufacturers have the inventory needed to carry our retailers through the end of the year.

A Simple Request “Please let us know exactly what quantity we need to produce to ensure that we end with exactly zero, nada, zilch. No puzzles, board games, plush, science kits, craft kits, trend, impulse and any and all other categories at the end of our fiscal year.”

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The Necessary Evil of Forecasting We all loathe the exercise of forecasting, but completely understand why it’s required by our manufacturers.

So, when we heard Phil mention this, we were in. We believe that we’ve all struggled to find an accurate benchmark year, post-COVID. Is it 2019, 2022, maybe 2023?

For many sales rep agencies and reps, 2023 has felt like a return to a nearly normal business cycle, with the traditional dips in sales after Easter, and then again at the end of August as regular consumers return to school and normal work schedules.

However, depending on the sector you frequent (gift vs. toy), sales may be up or down, or just breaking even. What I, Allison, am personally seeing in my territory in the Pacific Northwest, is that certain categories are up, where some others are trending down. Retailers can’t get enough plush, and are seeing dough and slime trend upward, while other squeezy-squishy impulse items have slowed down. Puzzles are definitely back to their 2019 traditional numbers.

Some smaller, independent gift or mixed retailers have reported sales being down throughout the year, but for most toy stores, business is flat or up. I have a few stores that said they’re up nearly 10 percent from last year, which signals that consumers are still spending, especially for their kids.

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Is it “Back to the Future” For Your Stores?

From our perspective, on the mid-tier retailers that Revenew Sales partners with, it’s been a bit of a strange year, as it felt like they were struggling with the same questions. How do we forecast our sales accurately while ensuring that we have enough goods to fulfill our customer’s needs, without the dreaded overstocks that must be marked down at the end of the year?

There was a more conservative approach by some, with set quantities being between 10-30 percent lower than quantities ordered in 2021-2022. This made sense, as we entered 2023 with concerns about whether or not the Federal Reserve could get inflation under control. And then, of course, could we avoid a potential recession by piloting our companies to that “soft landing” we’ve all heard about?

As we went further into the year, we read reports that the rate of inflation was coming down, with 12 straight months of declines, and that the chance of a

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recession in 2023 was lowering. Even with this news, most of us are not ready to breathe that “sigh of relief” as we still have Q4 to come and then of course, 2024.

For the moment it seems the majority of retailers are holding steady, still buying, but maybe not as much as last year. There’s definitely been a trend for sales reps that stores are placing smaller orders, but a little more often, since sales numbers are even and order counts are higher. That also reflects a trend of stores not wanting to sit on a lot of inventory for too long, which helps the manufacturers move product more steadily and better forecast future sales projections and trends.

So, how is your business in 2023? And how are you measuring it? Are you comping your sales to 2019? Or 2022? Or, are you looking at 2023 as your post-COVID benchmark?

Please let us know as we’d love to share your strategies with our ASTRA Family.

Spielwarenmesse 2024

The International Industry Event That Really Adds Value

A

STRA and the Spielwarenmesse – an international toy fair that’s been held annually since 1949 in Nuremberg, Germany – have had a long-standing partnership. Now, the organizer Spielwarenmesse eG is pleased to welcome ASTRA members to Germany with a stand at the Nuremberg Exhibition Center from Jan. 30–Feb. 3, 2024.

The event is huge and colorful with brand new highlights, all awaiting the global toy industry at the 73rd Spielwarenmesse. For the 2024 edition – with a new day sequence running from Tuesday through Saturday – the world’s leading trade event for the toy industry offers visitors key innovations and trends alongside valuable insider knowledge, which are best experienced live.

Thirteen product groups can be found in 18 halls over five days, and at the ideal ordering time – the start of the year. The fair’s targeted and theme-specific ‘specials’ will be bringing a breath of fresh air to the product ranges.

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That includes Toys go Green and the StartupArea, to the New Product Gallery and Insights-X Area, showing products and information relating to the stationery sector and the field of back-to-school products.

Different events, like the RedNight on Thursday, reinforce the fair’s ever more important networking aspects. Whether representing key players with established reputations or aspiring startups, all the relevant decision-makers will be gathering on-site at the Spielwarenmesse.

ASTRA is proud to be among the more than 2,000 exhibitors this year. President Sue Warfield has been acquainted with Spielwarenmesse for years, first as a visitor, and now also as a proud member of the jury for the ToyAward – Spielwarenmesse’s coveted award for new products. Sue is already looking forward to lively exchanges with fair participants at the ASTRA stand!

“Man Week” is Coming Is Your Team Ready?

By Phil Wrzesinski, Ravensburger North America

Y

ou have heard of Shark Week, but have you heard of “Man Week”?

Man Week is the last 7-10 days prior to the Christmas holiday each year when dads, grandpas and uncles come swooping in to do their Christmas shopping. It usually starts the last major weekend before Christmas. This year it will be December 16-24.

We understand this is a generalization. Not all men shop during this time. Not all men shop this way. But if you know how to take care of the men who show up in your store those last nine days, you will absolutely rock your sales!

These are the three things you need to know to sell to men (like me) during Man Week.

1. Men are impulsive buyers – we love demos, and they almost always close the sale!

2. Men want to make the big splash – we all desire to be Santa, so show us the big stuff!

3. Men are quicker to bust the budget, so show us the best stuff first – no need to discount it!

Here are the three things you and your team can do to maximize your “Man Week” sales.

• Limit our choices. We don’t want to make too many decisions. Bog us down with lots of options and choices from the start and you might not get us to the checkout.

Instead, show us the best in the category. If we balk at that option, find out why and show us one other option. Show us only one option at a time until we buy. But always start with the best.

• Make us feel smart.

Don’t question our judgment. Don’t use big words or insider terminology. Explain things in a simple, but not

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condescending way. Ask only the necessary questions. Let us do as much of the talking as possible. Reinforce our statements and beliefs. You will win our trust and our wallets.

• Offer us time-saving services. Do you giftwrap? Assemble?

Deliver? Guys are willing to pay extra for time-saving services and conveniences. Tell us all that you can do for us. We won’t ask, but we will say yes when you offer. Guys are the reason the “convenience store” concept even exists. Anything to save a few steps, a few minutes, a few hassles.

Men who shop during Man Week have limited time and often limited ideas on what they want. Don’t ask them their budget. They will lowball you. Don’t ask them what they were thinking about getting. They probably haven’t thought about what to get. (If they have an idea, they will have already shared it.)

Just ask them who is on their list and start showing them what you can do to make them look good.

“Man Week” is coming. Make sure you and your team are ready!

P.S. - Uncles are a special breed of “Man Week” shopper.

They are looking for the largest, loudest, most obnoxious toys they can find. I would venture that over 90 percent of the toy drums we ever sold at Toy House were bought by uncles. If they identify as an uncle, start with the loud and crazy toys. Their budget might be tighter, but they still want the splash item.

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Enhancing the Lives of Seniors

During Winter Months

By Dr. Amanda Gummer, The Good Play Guide

A

s the winter months approach, it’s a wonderful opportunity for specialty toy retailers and manufacturers to extend their focus beyond the younger demographic and cater to the elderly population who are likely to be spending more time indoors.

Playfulness isn’t reserved solely for children. In fact, embracing play can have a multitude of benefits for seniors, contributing to their mental, emotional and physical wellbeing. By promoting various forms of play – not just limited to traditional board games and puzzles, but other playful activities – you can make a significant positive impact on the lives of older customers.

The Benefits of Play for Seniors “We don’t stop playing because we grow old, we grow old because we stop playing,” said Irish playwright George Bernard Shaw. And he was not wrong!

Play isn’t something that we should outgrow as we age.

Rather, it remains a vital aspect of human interaction and wellbeing throughout our lives. For seniors, playfulness can have numerous advantages.

• Cognitive Stimulation: Engaging in playful activities stimulates various cognitive functions such as memory, problem-solving and strategic thinking. Board games and puzzles are excellent tools for maintaining cognitive agility and preventing mental decline.

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• Social Connection: Play encourages social interaction and bonding. For seniors who might experience feelings of isolation, engaging in playful activities can foster a sense of community, reduce loneliness and enhance emotional well-being.

• Stress Relief: Play triggers the release of endorphins, which are natural stress-relievers. As winter months can sometimes lead to feelings of melancholy, play offers an enjoyable and effective way to counteract those emotions.

• Physical Activity: Play doesn’t have to be sedentary. Activities such as dancing, gentle yoga and even modified sports can provide a fun way to stay physically active without putting undue strain on the body.

Promoting Playful Activities for Seniors While traditional board games and puzzles are an obvious choice, there’s a wide range of new board games and other playful activities that toy retailers can highlight to cater to older customers.

• Art and Creativity: Offer a selection of art supplies like watercolors, sketchbooks and adult coloring books. Creative expression through art can be incredibly therapeutic and enjoyable. Organizing painting workshops or crafting sessions can also provide seniors with a chance to learn new skills while having fun.

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Enhancing the Lives of Seniors

• Music and Dance: Music is a universal language that resonates with all age groups. Consider stocking musical instruments like keyboards, guitars or even hand drums. Encourage seniors to join local music groups or dance classes, providing them with an outlet for self-expression and movement.

• Mindfulness and Meditation: Offer relaxation tools such as mindfulness coloring books, meditation cushions and calming sensory toys. These activities can help seniors manage stress and cultivate a sense of inner peace.

• Storytelling: Encourage seniors to share their life stories by providing journals or hosting storytelling events. Storytelling not only allows seniors to reflect on their experiences, but also helps them connect with younger generations.

• Brain Teasers and Puzzles: In addition to traditional jigsaw puzzles, consider offering brain-teaser games that challenge cognitive skills. These games often come in compact forms, making them suitable for travel or group settings.

• Adaptive Games: Keep in mind that some seniors might have physical limitations. Stock games that are designed with larger pieces, clearer instructions or adaptations that make them accessible to everyone.

Creating a Playful In-Store Experience Enhance the shopping experience for seniors by creating a warm and inviting atmosphere in your store.

• Knowledgeable Staff: Train your staff to understand the benefits of play for seniors and to recommend

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suitable activities based on individual preferences and abilities.

• Dedicated Spaces: Designate areas within your store where customers can try out games, puzzles and other activities before purchasing. This allows them to engage with the products and experience their potential enjoyment.

• Events and Workshops: Organize events that showcase the different playful activities available.

Invite local instructors or experts to lead workshops on topics like art, music or mindfulness.

• Interactive Displays: Create interactive displays that showcase the products in action. For instance, set up a station where customers can try out musical instruments or engage in a group puzzle-solving activity.

• Community Involvement: Partner with local senior centers, retirement communities or community centers to offer on-site play sessions or workshops.

This outreach helps seniors who may have limited mobility access the benefits of play.

The winter months offer a unique opportunity for specialty toy retailers and manufacturers to expand their customer base by catering to the needs and desires of the elderly population. By promoting a diverse range of playful activities, you can provide seniors with avenues for cognitive stimulation, social connection, stress relief and physical activity.

Embracing playfulness knows no age limits, and by fostering a playful environment, you’re not just selling products, you’re contributing to the overall well-being and happiness of your older customers.

NOVEMBER is Neighborhood Toy Store Month: Retailers Share Their Perspectives 26

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N

eighborhood Toy Store Month (NTSM) has become an eagerly anticipated event for toy retailers across the nation. What began as a single-day celebration has now evolved into an entire month of festivities, allowing retailers to connect with their communities, offer special promotions, and spread the joy of local toy shopping. We spoke to several retailers to get their insights into the transition from a day to a month-long celebration and why they continue to participate.

Neela Lingenfelter of Timbuk Toys in Denver, CO, participated in NTSM for the first time in 2022 and found it to be a fun experience. “Having an entire month that we are able to offer specials from vendors and fun activities in-store makes a huge difference in how we’re able to market to our customers. Our customers loved it! Our staff loved it!” They took advantage of each week’s theme and turned it into a week of discounts, goodies and activities centered around those themes and products.

Heather Edwards of Snickelfritz Toys in Vernon Hills, IL, has participated in NTSD (Neighborhood Toy Store Day) in the past and is now transitioning to NTSM. “Our community really embraces us this time of year and reminds us of the joy we get to bring them every day.” She loves celebrating being a neighborhood toy store and feels it’s a way for them to have some extra fun before the holidays. Heather initially had reservations about the transition from a day to a month but is now fully embracing it. Stretching out the celebration has made it easier for her to plan and has made their store look even more impressive. Instead of having events every day, Snickelfritz is focusing on weekends and has special sales, raffle baskets, grab-and-go crafts and giveaways throughout the month.

Leah Pickering of Kazoodles Toys in Vancouver, WA, has been participating in NTSM for several years and considers it an annual tradition. They have received positive feedback from customers. Leah believes that “NTSM offers a fantastic opportunity for individuals who work behind the scenes in the industry to interact with consumers in our stores.” They collaborate with representatives and manufacturers to ensure their continued participation in the event and this year, they plan to host three distinct events on different days throughout the month, all tied to NTSM. The transition to a month-long celebration has provided them with valuable flexibility,

allowing them to experiment with different approaches. They also plan to leverage the focus on specialty toys during the month for their marketing efforts.

Alex Breaux of Wonder World Toys in Medford, NJ, participated in NTSM last year and focused on raffles throughout the month. This year, they plan to make it even better by adding activities on the weekends and having a different theme for each week. Alex says, “The transition from day to month has made things easier for me because I’m not trying to cram in a whole lot in one day.”

Tammy and John Clower of Giggle Monkey Toys in Dahlonega, GA, participated in NTSM last year and found it to be a “trial and error” month. They planned events for the first three Saturdays in November, leaving Small Business Saturday open. They believe NTSM is a valuable chance to remind people that they are there, knowledgeable and special.

“Celebrating neighborhood toy stores for a month gives retailers the opportunity to decide which days work best for them and plan accordingly. We know our customers and our community so the month gives us the chance to plan accordingly and not be tied to one day.”

Julie Burczyk of Tools 4 Teaching in Evansville, IN, started celebrating NTSM when it was only Neighborhood Toy Store Day and transitioned to Neighborhood Toy Store Month last year. “We have always celebrated Small Business Saturday, so we incorporate celebrating local in all ways possible, but especially in November!” She appreciates the sense of unity and support that comes from celebrating alongside other stores. Julie found the transition from a day to a month challenging at first but took it slower in the first year. This year, she plans to build an entire campaign around NTSM, similar to how they celebrate the 12 Days of Christmas in December.

They have activities every Saturday related to the theme of the week, such as crafts, game days or discount days.

NTSM has evolved into an extended celebration, giving retailers the freedom to choose the activities that best resonate with their communities. Retailers appreciate the flexibility and the opportunity to connect with their customers on a deeper level. November is upon us and local toy stores are celebrating a month filled with joy, excitement and the joy of neighborhood toy stores across the country.

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Play Education: This Year’s NTSM Theme Explained

A

s members of ASTRA, we understand play’s vital role not just in child development but throughout our lives.

This year, the theme for Neighborhood Toy Store Month (NTSM) is Play Education, celebrating the transformative power of play. In line with this theme, we are excited to highlight the Certified Play Expert program and the four focuses championed by MESH (Mental, Emotional, Social Health): Storytelling, New or Progressive Challenges, Problem Solving, and meaningful Kid-Adult interaction.

Let’s delve into why this theme is crucial for ASTRA members and how it is opening new avenues for growth and success.

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The Certified Play Expert Program The Certified Play Expert (CPE) workshop champions a profound philosophical belief: that play is not just a childhood pastime but a fundamental and transformative force in human development. It focuses on embracing a holistic perspective of child growth, encompassing physical, cognitive, emotional and social dimensions. By drawing wisdom from influential theorists, psychologists and educators, this workshop recognizes the immense potential of play to shape not only individual lives but also families, communities and the broader society. It fosters a deep understanding of how (Continued on page 30)

November 2023 • astratoy.org

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play encourages child development, community bonds and nurtures positive relationships. This holistic and philosophical approach makes it a fitting addition to the theme for Neighborhood Toy Store Month, as it underscores the vital role of local toy stores in promoting not just toys but tools for child development, enriching the lives of children and their communities through the power of play.

MESH (Mental, Emotional, Social Health) “Methods to help children develop MESH skills to protect them from the risky behaviors and self-harm that are too often the result of their mental distress. Every stakeholder in the games and toys industry – inventors, manufacturers, retailers – has a crucial role to play in protecting the mental health of

incorporating toys and activities that encourage storytelling, retailers are offering unique and immersive play experiences that captivate both children and their caregivers, fostering a love for learning and imaginative play.

Week 2: New or Progressive Challenges: ASTRA members have always been at the forefront of innovation, offering toys that challenge and engage children’s minds. The theme of Play Education emphasizes the importance of selecting toys that provide new or progressive challenges for children. By curating a diverse range of toys that offer varying levels of difficulty, participants are catering to the ever-evolving needs of young learners. These toys and events are not only promoting cognitive growth but also instilling valuable problem-solving and critical thinking skills, nurturing children’s curiosity and thirst for knowledge.

Week 3: Problem Solving: With their unique opportunity to promote problemsolving skills through play, participants are hosting events that encourage open-ended play and require children to think creatively and strategically, empowering them to develop essential life skills. These toys stimulate children’s minds, fostering their ability to analyze and find solutions independently. By integrating problem-solving-themed events this month, participants are positioning themselves as partners in children’s educational journeys, offering valuable tools for cognitive development.

children through the development of MESH skills. There are steps every member of our industry can take right now to strengthen and protect children, and we must, for their safety and our future. Parents and educators need games and toys that focus on problem-solving and perseverance, encourage storytelling, present new or progressive challenges over the duration of play and draw children and their adults to play together for meaningful kid-adult interaction.”

Week 1: Storytelling Storytelling is a powerful tool that enhances the educational value of toys. During NTSM, we have the opportunity to curate a wide range of activities that inspire creativity and narrative building. Storytelling not only cultivates language and literacy skills but also nurtures empathy and emotional intelligence. By

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Week 4: Meaningful Kid-Adult Interaction: We in the specialty toy industry are well aware of the importance of fostering meaningful interactions between children and their caregivers during playtime. This year’s Play Education theme highlights the significance of nurturing these connections and creating opportunities for Kid-Adult interaction. By offering toys and activities that encourage collaborative play and provide platforms for shared experiences, this month, participants are facilitating positive and enriching interactions. This not only strengthens the bond between children and their caregivers but also enhances the overall play experience, creating lasting memories.

We have the unique privilege of shaping the future of play. The theme of Play Education during Neighborhood Toy Store Month underscores the significant role that ASTRA members play in providing enriching toys to children. Through the Certified Play Expert program and the four focuses championed by MESH, we can unlock new opportunities for growth and success. By curating a diverse range of toys and activities this November, ASTRA members continue to be leaders in the industry. Let us embrace the power of Play Education and pave the way for a brighter future for children nationwide.

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Why is it

Neighborhood Toy Store Month?

F

or many, Neighborhood Toy Store Month (NTSM) offers a unique opportunity to connect with their local communities and showcase the joy that toys bring. Stores plan and execute a variety of activities and promotions that cater to their customers’ preferences. By embracing different themes each week, stores can create a sense of excitement and anticipation, offering discounts, goodies and in-store activities centered around specific products or interests.

NTSM has evolved into a dedicated month of celebration and support due to its crucial role in fostering community bonds and promoting the significance of local toy stores. In an era dominated by large retailers and online shopping, this initiative emphasizes the unique value that neighborhood toy stores bring to their communities. It provides an opportunity to raise awareness about the importance of preserving these cherished local businesses which serve as more than just retail outlets; they are vibrant hubs of creativity, imagination and personal connection. By designating an entire month to celebrate and support these stores, we aim to spotlight their role in shaping childhood memories, fostering creativity and nurturing the spirit of togetherness in our neighborhoods. It’s a reminder that choosing local means choosing a sense of

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belonging, shared experiences and the magic of smallscale retail, all of which enrich the lives of individuals and communities alike.

The transition from a single-day to a monthlong event has been met with enthusiasm. Retailers appreciate the flexibility it provides, allowing them to plan events on specific days or weekends that work best for their store and community. This flexibility also enables stores to spread out raffle prizes, events, and activities throughout the month, ensuring a continuous flow of engagement and excitement.

Overall, the transition to NTSM has been met with positive feedback. Store owners have found that the month-long celebration allows for better planning, increased marketing opportunities and a stronger connection with their customers. By extending the festivities, stores can build a campaign around NTSM, engaging customers early and fostering a sense of excitement leading up to the holiday season.

As NTSM continues to evolve, more and more stores are encouraged to participate fully, taking advantage of the extended timeframe to create memorable experiences for their customers. With a shared commitment to celebrating local businesses and the joy of toys, NTSM remains a powerful and impactful event for all involved.

astratoy.org • November 2023

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Starting the

New Year

STRONG Strategies for Success in 2024

A

s the year comes to a close, businesses large and small are focusing on the challenges and opportunities that the new year will bring. For some, this journey starts with a thorough examination of the past year, both within and outside the organization. They celebrate their achievements, identify areas for improvement and establish clear objectives to build a foundation for a successful year. Externally, they prioritize customer-centricity, relying on feedback and market insights to shape their decision-making, inspiring innovation and responsiveness to market trends. Internally, meticulous planning and strategic decision-making propel the creation of top-quality products. For Cady Livesay from Glo Pals and her team, setting “human-centered” goals for the year helps to set the stage for a collaborative and successful future. Cady writes, “Take a moment to recognize achievements and the many mountains moved before you dive headfirst into your next adventure around the sun. This boost in assuredness will set your tone on paper that will help manifest your reality.”

Businesses adopt best practices that combine structure and adaptability as they prepare for the first quarter of the year. Setting specific and measurable goals, retailers support them with a scrupulously charted strategic plan, creating a framework for success. Smaller enterprises emphasize flexibility, ensuring they can swiftly pivot

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to seize emerging opportunities. Some like Ahren Hoffman from Crazy Aarons prefer replacing the traditional “start” to the new year with an ongoing, dynamic approach that adapts as the year unfolds. “I like to examine the full picture and zoom in where I need to as the year progresses. A new beginning can happen at any moment!”

In the early days of January, many engage in a rigorous inventory count to ensure precise records. Retailers analyze the previous year’s sales data, identify successful strategies, and adjust as necessary. This period also provides an opportunity to rejuvenate the physical retail space through deep cleaning, rearrangements, and fixture modifications. Julie Burczyk writes, “We always do an annual whole store inventory, so we can get a clean count to start fresh and accurate. We also look at sales data from the previous year to see trends and patterns of what worked and what didn’t.”

Adaptability and willingness to experiment underscore the resilience of the specialty toy industry. Some retailers plan to introduce new and innovative products, often identified at events like Marketplace & Academy. Some shelve products that may have temporarily stagnated but have the potential for future revival based on market dynamics. “Freeze dried candy has been a huge hit this year! Meanwhile, fidgets have slowed way down for us, so we’re not carrying as many as we did the past few years. The trend currently seems to be more about texture than movement.” says Linda Bell from Specialties Games, Toys, Gifts.

In the ever-evolving world of retail, there is no one-size-fitsall approach to starting the new year. Each business must chart its course, utilizing a mix of assessment, planning, and flexibility to navigate the challenges and capitalize on the opportunities that await in the months ahead.

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35

So Much Information to be Gained from the

Stellar Report

By Tami Murphy, Tamic Strategies, LLC Jillian Lakritz, Jillian Lakritz LLC Kyle Cosgrove, Goliath Games

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November 2023 • astratoy.org

W

ho are the customers who shop in specialty toy and game stores and why do they shop

there?

Who are the customers who don’t shop in specialty toy and game stores and why?

These questions are vital to the health of all sectors of our ASTRA community. ASTRA has commissioned a report to provide insight into those questions for you.

For years, within the ASTRA community, there have been discussions on access to data and how to get it. Frankly, gathering data is expensive, and ASTRA has decided that it is so beneficial to our industry and our ability to adapt and thrive, that the association has commissioned a report from industry-leading Stellar to dig into these questions. The report is available to purchase for only $99!

“I’m so excited to delve into all the great information in the Stellar report,” says Tami Staker, owner of Whimzy based in Albert Lea, Minn. “Just from my quick review, I already see many topics and data points I can use to elevate my business.”

ASTRA’s

Innovation Council spearheaded the endeavor, and then a small group within the council spent hours digesting and understanding the results of the data. Here are highlights that two of these ASTRA members would like you to know about the report, and why you should invest $99 in the purchase to use it to further your business.

First, Jillian Lakritz, who has a background in consumer research, wants us to know the report tells us the following: • Who is most open to shopping specialty toy store retail, who is rejecting it, and why.

• Specialty toy store shopper motivations, behaviors, and desired experiences.

• Categories most frequented shopped.

• Attitudes towards toys and play.

• Why shoppers choose other channels.

Scan code to purchase the ASTRA Stellar Report In other words, the report illuminates WHO is the high-value specialty shopper you should go after/ prioritize, WHY they shop specialty and HOW best to turn them into loyalists.

It also includes thought starters around strategies and tactics for growth including: • • • • • • •

How to drive more traffic by elevating the benefit of being a local, small, independent retailer.

How to attract more customers by leveraging the benefit of convenience.

How to message specialty’s strengths.

How to make customers of all ages feel like VIPs. Which product categories are most attractive to specialty’s high-value shoppers.

How to optimize the in-store experience for ease of shopping.

How to increase visibility and relevance among the high-value specialty shoppers of the future and incentivize them with more reasons to visit your store.

Kyle Cosgrove, territory sales manager for Goliath, shared this perspective and notes that the report is of course valuable to our retail members but also provides great insight for both vendors and sales representatives.

• Despite the survey being from the retail perspective, many of the lessons can be impactful to vendors’ sales, packaging and marketing teams as well.

• The experiential side of a specialty business will often benefit from more vendor support (like additional samples, demo table, education, etc).

• A vast majority of the proposed changes or additions have low financial buy-in.

• Specialty stores are parts of their communities, and the report points to some unexpected ways to support that community and gain shoppers as a result.

• The report highlights the importance of convenience in an increasingly ‘immediate-minded’ world and doesn’t just acknowledge it but proposes ways to account for it.

• The report accounts for stores of all sizes and proposes meaningful options for each type.

• Sales representatives can use the shopper insights to better understand their store’s shoppers and better suggest products and merchandising based on those details.

The Stellar Report is an amazing compilation of a consumer survey, commissioned by ASTRA. Most of the data we have access to through various Google searches or from larger organizations focuses on collection from the big box stores.

This report is from consumers – with questions

asked specifically about why they shop or do not shop at specialty and independent stores. Knowing what’s most important to those who shop in local and independent stores is vital to building your business. At the end of the report, there are 11 pages of actionable suggestions. It is our hope that the membership finds value in this report allowing ASTRA to commission more data in the future to assist our members in growing thriving businesses.

astratoy.org • November 2023

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Dedicated to the Specialty Toy Industry 38

November 2023 • astratoy.org

To reserve your ad in the next issue, contact Rick Kauder (315) 789-0458 • rkauder@fwpi.com

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