fair play
by Victoria Ritter
As a kid at heart (or kidult, if you prefer) I was thrilled to return to this year’s Astra Marketplace and Academy in St. Louis. It felt like a homecoming – not only was I just a few miles west from my birthplace, but the toy and game community was as warm and friendly as I remembered from my first foray last year. My work colleague even saw a bit of my wonder shine through as we explored the eclectic nooks and crannies of the St. Louis City Museum during Astra’s opening party.
The conference was also a time of learning. As a relatively new member to the toy and game industry, I found myself trying to refamiliarize myself with the trends and newest topics affecting the trade.
The first day of the show was filled with educational sessions where attendees could learn about artificial intelligence’s impact on retail, STEAM toys and the importance of a good employee base, just to name a few topics. One of the most popular sessions focused on how kidults are shaping the market. As if to confirm this, I noticed a surprising amount of nostalgic items on the trade show floor the following day – from Scratch-n-Sniff stickers to Hello Kitty, Care Bears and My Little Pony merchandise peeking out from display shelves.
I had the chance to chat with a wide array of vendors on the show floor, sometimes over a friendly game or two. There seemed to be several board games on display – some familiar, others a new take on classics. After a few spirited rounds of Klask at the Asmodee booth, a rep introduced me to a new game, Catan – New Energies. The rep explained how she appreciated how the game took the classic elements of the board game and applied them to a modern, real-world topic. It was a nice lesson on how games continue to evolve and can help shape how we view, even shape the world around us.
Another commonality I noticed on the show floor was the presence of autumnand Halloween-themed products. For example, Plus-Plus had a handful of tubes themed around fall while Bananagrams promoted its new Bananagrams Halloween Party game. Apparently, Halloween is right behind Christmas when it comes to spending and giving gifts. In 2023, total Halloween spending was expected to reach a record high of $12.2 billion, according to the National Retail Federation. While people have handed out small gifts for Halloween in the late 19th and 20th centuries, the trend of giving small gifts to kids instead of candy has grown in the past few years. Trinkets can range from small, individual items to “boo baskets” (a spooky rendition of an Easter basket). Either way, the spirit is catching.
As you delve into the pages of this issue, you will find a broader, more robust overview of this year’s Astra Marketplace & Academy, among other stories. Take time to celebrate the 50th anniversary of Shenanigan’s Toy Store in Charlottesville, Virginia. With the holidays just around the corner, be sure to check out some trending gift ideas – from stocking stuffers to items whole families can enjoy. Nikki Jeffrey of Geomagworld chats about her company’s creative STEM/STEAM toys and how they encourage young minds to explore possibilities. Rounding out the magazine is a look at how Smart Toys and Games provides innovative, thought-provoking products for kids of all ages.
So sit back, stay a while and indulge your inner child. Happy reading!
You can email Victoria at victoria@fwpi.com
Dedicated to the Specialty Toy Industry
A brand of Fahy-Williams Publishing
About edplay
Founded in 1994. edplay is the original trade magazine for the specialty toy industry. With four printed issues and monthly enewsletters, it reports on new play products, interviews toy experts, and provides bestpractice advice.
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On the Cover: Amanda Stevens, owner of Shenanigans Toy Store in Charlottesville,
Expanding Horizons at Astra Marketplace & Academy
by Victoria Ritter
From June 2 to 5, thousands of retailers, manufacturers, reps and affiliates congregated in St. Louis, MO for Astra’s annual Marketplace & Academy. This year’s trade show offered several new and improved aspects as organizers continued to seek to provide the best experience for all in the specialty toy industry.
“It was very well attended,” said Astra President Sue Warfield. “This year, we heard from a lot of people that it was one of the best shows they’ve been to.”
Improvements pay off
Months before the show kicked
off, Warfield and show organizers got to work analyzing survey results from people who attended the 2023 show. One of the results from the survey was an improved registration process.
“Our members do judge the show by some of those details,” Warfield explained. “They judge by the food lines and registration process at the desk and those little things more than what they actually came for – the education sessions and trade show products. When you don’t hear negative feedback about the products on the trade show floor and you hear very few other complaints, you know it’s a success.”
The 2024 Marketplace & Academy featured a different show floor layout that provided wider aisles between vendor booths. While some manufacturers have since commented how they felt they didn’t see as many people roaming the floor, Warfield explained that attendees were simply spread out more.
The show welcomed 1,800 attendees while the show floor was capped at 370 exhibitors.
“Our retailers, overall, like the bigger aisles because it gives them
room to walk, look at things and even try things,” Warfield said. “When you have smaller aisles and people are crammed together, it’s going to look like the show is way busier, but it also means that the retailers don’t have room to move, look and try things.”
Mentors meet
As Astra highly values interactions and forming relationships, the organization offered a mentor program for Marketplace & Academy. The program saw 41 “apprentices” paired with an equal number of “ambassadors.” The apprentices were either new Astra members, were attending the show for the first time or hadn’t been to the show in a while. Meanwhile, the ambassadors were required to have attended the show for three years out of the last five years.
The two groups were able to connect during the Meet & Greet Reception on June 1. The reception was split into two parts, with new attendees arriving an hour before the main reception.
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Astra Play Awards
This year’s Astra Play Award winners were honored at the inaugural Awards Gala, held on June 3. The Play Awards Committee reviewed more than 600 products before choosing this year’s winners.
• Arts & Crafts: Painter Box from Tiny Easel
• Baby/Toddler: RC Baby Plane from iPlay, iLearn
• Books: Baby’s First Book of 44 Sounds from SmartNoggin Toys
• Brainteasers: IQ Gears from Smart Toys and Games
• Building: Gecko Run Marble Run Starter Set from Thames & Kosmos
• Eco Friendly: Wave Stacker from PlanToys
• Family Games: 800 Pound Gorilla from Taco Cat Goat Cheese Pizza
• Family Strategy Games: DEDUCKTO from Gamewright
• Geek Games: Inside Job from Thames & Kosmos
• Kidult: Harry Potter Hogwarts Castle and Grounds from LEGO
• Outdoor Play: NASA Collection from Stomp Rocket
• Plush: Douglas Hugs Baby Fox from Douglas Company, Inc.
• Preschool Games: Little Memo – Garden from DJECO
• Pretend Play: Pretendables School Set from Fat Brain Toy Co.
• Puzzles: Mayhem on the Moon 3D Puzzle from Ravensburger
• Retro: Big Wheel Big Spin from Schylling
• Science: Air Toobz from Fat Brain Toy Co.
• Sensory: Furry Fidget Friends from Tangle
Nominations are now open for the 2025 Astra Play Awards. For more information, visit
astratoy.org/play-awards
“That room was packed,” Warfield recalled. “I think it was, from all of my recollections of attending our shows –I’ve been doing this since 2002 – the most well-attended. People hung around until the very end. It’s a great way to start out.”
Warfield hoped that participants in the mentorship program would be able to connect with mentors and learn how to get involved and get the most out of attending the show. She hinted at plans to hold the mentor program outside of the show and make it available for retailers and manufacturers, thus further connecting the specialty toy industry.
Listening and learning
The first day of the show was a time of learning and fun. Instead of hosting a keynote speaker for the opening breakfast, Astra organized roundtable sessions. Participants were able to sit at a table that was designated to one of six topics – communication, events, licensing, membership, online sales sites and sales reps – where, with the help of a few prompts, they could share their input. Sticky notes were available for note-taking and collected by Astra staff. After 15 minutes, the discussion groups disbanded and regrouped at other tables. The responses were made available to Astra members.
“A lot of people not only said they loved hearing discussions on the topics, but also got to meet people they probably wouldn’t have had a chance to meet on the show floor,” said Warfield, adding how the roundtable sessions were an “organic icebreaker.” Warfield hopes to replicate the event at future shows, possibly with different talking points.
The rest of the day comprised of 45-minute sessions, plus a lunchtime panel discussion on staffing issues. The popular Game & Kit Event and Opening Party at the St. Louis City Museum rounded out the night.
The most popular educational sessions revolved around the topics of kidults and STEAM, with more than
“Expanding Horizons” from page 6
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120 people in each classroom. Even the least attended session had 75 people attend. Overall, the education sessions were “well received” based on the class surveys, said Warfield.
A star-studded night at the gala
A new feature at Marketplace & Academy was Astra’s Awards Gala on June 3. The sold-out event was a “huge success,” according to Warfield.
The atmosphere resembled the glitz of old Hollywood with a red carpet, cocktail hour, buffet dinner, photo opportunities and dancing. The main event of the evening, however, centered around awards. Honors were announced for small and large booth judging, the Astra Play Awards and Excellence Awards. Astra also introduced the new Astra Specialty Hall of Fame, into which they inducted previous Lifetime Achievement Award winners (see sidebars on pages 8 and 10 for a list of the Astra Play and Excellence award winners).
After much deliberation, the Astra board decided to do something different from selecting one person to honor for the Lifetime Achievement Award. In place of the award, they started the Astra Specialty Hall of Fame and inducted
Excellence Award Winners
• Young Professional Rising Star: Kyle Cosgrove of The Good Game Company
• Sales Representative: Stu Fishman of 24/7 Sales Group
• Manufacturer: Fun In Motion Toys
• Retailer: Jazams
• Putting the Special in Specialty Award: Marcia Harris
past Lifetime Achievement Award winners. Amy Soldana, last year’s Lifetime Achievement Award recipient, gave a speech on behalf of previous winners on the importance of Astra. “Going forward, we’ll have additional inductees throughout the years,” Warfield said.
Looking ahead to San Antonio
The 2025 Astra Marketplace & Academy is set for June 1 to 4 in San Antonio, TX. The Astra team will continue to review the feedback from this year’s show to make the 2025 event the best it can be. Warfield explained that overall reaction for this year’s show has been “extremely positive.”
She went on to explain how her team is very aware of how cost can be a prohibitive factor as retailers and manufacturers decide whether to attend. Astra has financially recovered from the 2020 pandemic and is working on methods to make the show more cost effective – an example would be offering a subsidy for hotel rooms and discounts to those who register for the show early on.
“We want people to be able to come to the full conference,” Warfield said. “We’re working at making it more cost-effective for as many members as possible to attend.”
Warfield is personally looking forward to meeting members face to face, hearing about what’s working for them, what they need, what they’re enjoying, what they need to succeed and getting to know them better in a personal environment.
To learn more about Astra and its upcoming events, visit astratoy.org. “Expanding
“To me, all the interactions we have throughout the year culminate with where I can actually see members in person and interact with them,” she stated. “We truly are a community-based organization. When you can see people, chat with them and hear how things are going with their organization in-person, that’s what I look forward to the most, every year.”
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a rollicking Good Time at SHENANIGANS
by Victoria Ritter
When Kai Rady moved her growing family to Charlottesville, VA 50 years ago, she noticed there were no toy stores in the city. She turned the issue into an opportunity and opened Shenanigans in 1974. Half a century later, the toy store continues to thrive and prioritize quality toys, dependable customer service and a fun experience for all.
Amanda and Jimmy Stevens, who are longtime Charlottesville locals, took over ownership of Shenanigans five years ago. Just like Rady, Stevens had no previous experience in operating a business. Instead, Stevens had worked as an elementary school teacher and administrator. When Jimmy heard that Rady was selling Shenanigans, he proposed they buy it.
“For my entire career, I had taught teachers and students that they could
do anything that they were willing to work hard at and try,” Amanda said.
“We felt like it was a once-in-a-lifetime opportunity and we had to do it.”
Catering to customers near and far
The original storefront was located in Rady’s house before moving to a shopping center in the northwest sector of Charlottesville. However, Shenanigans eventually outgrew the space and moved to its current site on West Main Street about 10 years ago. Shenanigans now acts as an anchor store in a free-standing building, taking up 2,200 square feet.
“It’s nice,” Amanda observed. “We have on-site parking, which is hard to come by here. It’s been a good location for us.”
Shenanigans offers a vast selection of items for all ages, spanning from
classic toys to current trending items; as of June, it had nearly 4,800 SKUs from 400 to 500 brands. The sales floor is laid out by age from birth to 5 years, then by section. Departments range from puzzles, games and sensory items to science, books, magic and outdoors.
Amanda believes all the store’s toys and games have an educational component to them – whether it be teaching a certain subject or helping develop a social or mental skill.
“Generally, there’s real value to anything we play with,” she said.
Current bestsellers include tonies’ Toniebox, Downhill Duo from MAGNA-TILES and Stomp Rocket. Popular brands at Shenanigans include Jellycat, Lego, tonies, Playmobil, Micro Kickboard, Douglas, Magna Tiles and Schylling. Along with major companies, the store also features smaller manufacturers such as SmartNoggin,
Tinkertar, Charlottesville-based Copernicus Toys and Microkits. “We try to support local creators and companies as much as we can,” Amanda said.
When curating the store’s inventory, Amanda carefully considers products. She takes into account the needs an item would fill, who’s the target user, whether it is a quality product and if she would use
SHENANIGANS
or recommend it.
Amanda takes suggestions and input for products from several sources, including sales reps, trade publications and shows. Shenanigans staff attend Astra Marketplace & Academy and Atlanta Market regularly. Amanda keeps current on trends by watching what her two kids, ages 6 and 9, and their friends are interested in. Customers also offer their insights, which often leads to success.
“I had a customer come in looking for the Taco Cat Goat Cheese Pizza game,” Amanda recalled. “They explained it to me and I said, ‘I have to play this game!’ Now we carry all of the Dolphin Hat Games’ games.”
Shortly after taking ownership of Shenanigans, Amanda digitized the inventory and overhauled the store’s website. All of the store’s wares are catalogued on the same POS system and are available for purchase both in-store and online at shenanigans.toys. Just a little over six months later, the pandemic hit. “Thankfully, we were ahead of the curve,” Amanda said. “We had most of our products on the website, so we were able to fine tune it so people could shop from home.”
Today, online purchases constitute about 10 percent of sales, according to Amanda. She went on to explain that many customers who have moved away from Charlottesville use the Shenanigan’s online ordering platform. Meanwhile, there are patrons who come from all around Virginia to shop with them as they don’t have a specialty toy store nearby.
(continued on page 16)
The fun-loving staff at Shenanigans
SHENANIGANS
“They want to make the trek if they can,” Amanda stated. “If they can’t, they can still get what they want online.”
Shenanigans regularly ships across the country, and its reach extends around the world. Orders ship out every day, said Amanda.
“We’re always making adjustments,” Amanda said, adding that the staff conducts an inventory check every January. “It’s become crucial for us to keep up with the inventory – if a mistake is made bringing up the wrong thing and someone easily orders it online, it becomes a headache. I have a really great staff that’s diligent about keeping up with inventory and the details of these products as they come in and go out.”
A supportive community
Shenanigans has seen its fair share of customers – a mix of teachers, parents, grandparents and those looking to purchase birthday gifts – across the decades. One of the causes of the store’s success is Amanda, Rady and their employees’ dedication to providing excellent customer service from knowledgeable employees, fostering a welcoming atmosphere and going above and beyond to meet customers’ needs.
“It’s really special to be celebrating 50 years in
Charlottesville because we have parents who come in and say, ‘My mom used to bring me here. Now I’m bringing my kids here,’” Amanda said. “It’s really sweet to see this fun experience being shared across generations.”
Depending on the season, Shenanigans employs between eight and 15 staff members; in June, there were three fulltime and six part-time employees. Amanda hires locals and students from the nearby University of Virginia.
“They’ll like it and will stay for as long as they can,” Amanda said. “I’ll have them for a couple years, which is nice. It creates a nice vibrance among the staff. They keep me on trends, helping me out with social media.”
Shenanigans further engages with the community through promotions and events. A popular aspect is its gold coins, which Jimmy conceptualized. The coins, each representing $1, are available for purchase in $10 and can be redeemed similar to a gift card. Parents and grandparents purchase them for Easter eggs, stocking stuffers, chore tokens and even treasure hunts at the beach.
A more recent development is a monthly story hour. A local children’s therapist comes in to read a story and help with a fun, social emotional activity. Amanda is hopeful to host more events in the future.
“It’s been really nice getting some people in who maybe
(continued on page 18)
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SHENANIGANS
haven’t been into Shenanigans before. Maybe they hear about the story hour through a friend. It’s just so fun to have a mess of kids listening to a story and engaging in an activity at the store. It feels so lively.”
With the surfeit of support the store has received over the years, Shenanigans returns the favor by giving back to the community. The store actively supports and sponsors local schools, initiatives and nonprofit events. In the past five years alone, Shenanigans has committed financial, tangible or in-kind contributions to UVA Children’s Health “Week of Giving,” Greenbrier Elementary School’s Fun Run, Wildrock’s city school play sheds, local nonprofit Ishan Gala Foundation’s Splash 5K and other initiatives, Josephine’s Village 5K, Toy Lift and more.
“Any local business needs the support of the local community in order to succeed,” Amanda observed. “I am just so grateful for the support we’ve had from the community that I want to make sure that we’re giving back –specifically to kids.”
The next 50 years look bright
Business is going well for Shenanigans, said Amanda. She plans to continue on the same trajectory, share the same great products and grow the online side of the business.
Additionally, she has hopes to start a nonprofit or charitable organization under Shenanigan’s name to support families who have lost children.
“I feel like we’ve finally come out of COVID and settled into a norm,” she stated. “People are appreciative of being able to rely on us. People know if they need something, we’re there and they know that we’ll go above and beyond to help them.
“It’s an honor for me to be a part of this,” Amanda continued. “It’s just amazing to be a part of something that people recognize. It brings a smile to people’s faces. It brings my entire family joy.”
To celebrate Shenanigan’s 50th anniversary, the Stevens will host a party on October 19 with free kids’ activities, face painting, arts and crafts projects, music, goodie bags and more. Amanda appreciates how vendors and sales reps have donated raffle prizes and items for the gift bags and how customers have offered continuous support.
“I’m just really excited to be celebrating the 50th year and be on this crazy adventure.”
Constructive Creativity
10 Questions with Geomagworld
Founded in 1998 from a dream to create fun, creative and learningcentric toys, Geomagworld offers magnetic building toys that kids can use to their imaginations’ delight. The products’ simple design offers a foundation for unique and amazing creations.
The company began with its Classic magnetic rods and metal spheres, but has since expanded to add three platforms – Magicube, Mechanics and Pro-L. Each of Geomagworld’s products are designed to be durable, versatile, engaging and to grow with children, from toddlers to ages 10 and up.
While the company is headquartered in Novazzano, Switzerland, Geomagworld’s distribution reaches markets across Europe, North America and Asia.
Retailers and distributors can meet Geomagworld at several toy and educational trade shows including Spielwarenmesse, Toy Fair New York, Astra Marketplace & Academy as well as other regional North America toy fairs. It has five permanent showrooms in Atlanta, Las Vegas, Dallas, Seattle and Minneapolis. Additionally, retailers and distributors can connect with Geomagworld through geomagworld.com or by emailing the customer service department at customerservice.usa@ geomagworld.com.
“Geomagworld toys are more than just playthings; they are a gateway to creativity, problem-solving and a love for STEM,” said Nikki Jeffery, Geomagworld’s public relations, communications and social media manager. “Magnetism is at the heart
of what we do, creating platforms that challenge and captivate young minds.”
Jeffery went on to highlight Geomagworld’s dedication to quality and sustainability, how its products inspire learning inside and outside the classroom, and the importance of sustainability.
How can Geomagworld’s products be utilized in education? What lessons do they provide?
Geomagworld’s toys transform classrooms into interactive learning environments, teaching STEM concepts like geometry, magnetism and engineering. They foster spatial awareness, critical thinking and fine motor skills. Our STEM certification from stem.org and STEAM Accreditations from the Toy Association highlight the educational
(continued on page 22)
10 Questions with Geomagworld
value of our products, making us proud to contribute to children’s growth and learning.
What has been the most unique or creative way that you’ve seen Geomagworld’s products used?
One unique usage was a large-scale art installation created entirely with Geomagworld pieces. It demonstrated their potential beyond traditional educational uses while showcasing creativity and engineering prowess.
What do you enjoy most about working at Geomagworld?
The joy of working at Geomagworld comes from knowing we are making a difference in children’s lives. Our team thrives in an innovative environment, committed to education and sustainability. Every day, we get to inspire creativity and learning, and that is incredibly rewarding.
Sustainability is a large aspect of your business. How do you incorporate sustainability into your products and business practices?
At Geomagworld, sustainability is a core value. We use 100 percent recycled plastic in our products and adhere to eco-friendly manufacturing processes. Our commitment to reducing our environmental impact is driven by our responsibility to ensure a healthy planet for future generations.
What factors are considered when designing and creating a new product?
Our design process is guided by the need for educational value, safety, durability, environmental impact and the ability to inspire creativity and innovation. Above all, we ensure our toys are fun and engaging, sparking joy in every child who plays with them.
(continued on page 24)
10 Questions with Geomagworld
What is your newest product, and how often do you release new items?
We introduce new products annually. In 2024, we launched the Magicube stacking line, which is available in six- or eight-piece sets. This new line combines the magic of stacking with the wonder of magnetism, thereby offering a delightful play experience even for the youngest children. It’s a beautiful introduction to the world of Magicube as it fosters development and encourages collaborative play.
What trends have you seen in the educational toy market?
We’ve observed a growing focus on STEM education, sustainability and toys that promote hands-on learning and creativity. Parents and educators are increasingly drawn to toys that offer meaningful educational benefits, and Geomagworld is at the forefront of this trend.
How’s business?
We continue to experience steady growth. Our innovative, high-quality products and commitment to sustainability drive our continued growth. We continue to expand our presence in global markets, dedicated to bringing the best educational toys to children everywhere.
Why do your products belong in specialty toy stores?
Geomagworld products stand out for their educational value, quality and innovative design, making them ideal for specialty toy stores that focus on unique, high-quality educational toys.
What would you like specialty toy retailers to know about Geomagworld and its products?
Geomagworld prides itself on creating toys that inspire creativity, support STEM education and are made with sustainability in mind. Our products offer a unique blend of fun and learning, making them a valuable addition to any specialty toy store. Geomagworld toys offer creative and imaginative play for kids of all ages, encouraging logical thinking and collaborative play.
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Festive Fun
The summer heat may be lingering, but the holidays will be here sooner than you think! It’s never too early to think about what customers are looking for in terms of holiday presents –from engaging toys to games that whole families can enjoy.
Here are a few products that are sure to make this holiday season memorable.
Foil Fun
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Get into the holiday spirit with this award-winning and mess-free kit that’s packed with sparkly wintery fun. Make foil-embossed stickers and create colorful scenes to celebrate the season.
For ages 4 to 9
Ziggurat
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Escape the winter blues, build camaraderie and travel to an exotic land as players work together to solve the mystery of the ziggurat. Ziggurat is an introductory legacy game that’s great for families, as the story plays out over six chapters with surprises along the way. Ages 8 and up
Two to four players info@mwwholesale.biz
Flying Squirrels Feeder Frenzy
From Playmonster
Beat cabin fever with this nutty game. Players race to fling their squirrels at the birdfeeder and then rush forward in a free-for-all to grab the fallen nuts. The squirrel with the biggest hoard at the end of the game is the winner! For ages 6 and up • Two to three players orders@playmonster.com
Car Wars
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Excitement is in the air with this new, streamlined set as players go head-to-head in the arena. Take the included sample car out for an Amateur Night spin, or build your own car with 50 customization cards for each player! Ages 10 and up
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Cabanga
From Amigo Games
Get the family together to engage in a little friendly competition. This newest hit card game features active gameplay, easy rules and lots of interaction, thus making this a terrific family gathering game!
For ages 8 and up Three to six players amigo.games
Café Baras
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Featuring cuddly capybaras and warm beverages, Café Baras takes players on a caffeinated adventure. Design the menu and decor of your very own capybara coffee shop. Turn your customers into regulars in this fast, fun card game.
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CREATE WONDERFUL THINGS. CREATE THINGS. BE YOURSELF. BE HAVE FUN!
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3. With Tossit, bocce ball meets darts. This game is playable on any smooth surface, with 100 percent silicone darts with strong suction cups. Also great for physical therapy. Designed in France. tossit.com
4. The Magicube stacking line from Geomagworld is available in six- or eight-piece sets which combine the magic of stacking with the wonder of magnetism. geomagworld.com
5. In Flying Squirrels Feeder Frenzy from Playmonster, fling squirrels at birdfeeders to release nuts and grab as many as you can. The nuttiest squirrel wins! playmonster.com
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6. Stock your shelves with Stomp Rocket! For orders, contact your rep. order@ stomprocket.com 800-632-8869
7. Krumples from Smart Toys and Games are perfect anywhere little minds are going and growing! Made from food-grade silicone, Krumples are easy to clean, dishwasher safe and safe for teething. Ages 10 months and up. smarttoysand games.com
8. The Good Toy Group is the leading specialty toy buying group for independent retailers. It features stellar catalogs, a social media program, vendor community and toy excellence. goodtoygroup.com
9. The microMAGS 26-Piece Travel Set from Magna-Tiles features pieces that are 75 percent smaller than traditional tiles, in a convenient, reusable metal tin for both storage and building on-the-go! MSRP $19.99. magnatiles.com
10. Get your boba fix at any time with Brown Sugar Boba Thinking Putty from Crazy Aaron’s. This pearlescent brown putty with boba beads is sure to satisfy your boba tea carvings! Available Fall 2024. crazyaarons.com
11. Cloudship from Amigo Games is a family cooperative dexterity game. Plant flowers by dropping water out of your cloudship, but don’t drop hail! Unique components and gameplay for everyone! amigo.games
12. This new SmartLab STEAM kit from EDC Publishing will have you fired up about volcanoes! Build mini volcanoes that fizz, spew lava and blow their tops! edcpub.com
13. Munchkin Dead & Deader from Steven Jackson Games is a 56-card expansion pack that adds more Undead to your deck. Get ready –it’s ghost-hunting time! MSRP $11.95. warehouse23.com
14. With the LEGO Gravity Drop from Klutz, assemble a 1-1/2-foot-tall gravity drop tower full of contraptions! Physics is fun with this STEM kit that lets you roll, bounce, rebound and rebuild! bit.ly/klutzlego
15. The Sleepy Friends Night Light Tonie from Tonies combines soothing melodies, a warm glow and the ability to record personalized messages. This Tonie creates a mood of gentle enchantment. us.tonies.com
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16. The BCC Chemistry Lab from U.S. Toy Co. contains 10 unique earth sciencerelated experiments, from volcanic eruptions and crystal-growing to soap-powered boats. Developed by scientists, the kit teaches key chemistry concepts. Ages 8 and up. MSRP $24.99. ustoy.com/specialty
17. The Shelby Mustang GT350R 1965 Donohue from AFX Racemasters brings to life the legendary race car driven by Mark Donohue in the 1965 SCCA Divisional Championship. This car comes fully detailed. afxracing.com
18. The Very Hungry Caterpillar Craftie from Storypod/Craftie Fox is a delightful audio collection featuring five beloved stories by Eric Carle. Join along as these timeless characters embark on adventures that teach life lessons. storypod.com
19. With the Magic Noise Catcher from MindWare Wholesale, kids can laugh, sing, joke and speak into this portable, one-of-a-kind gadget! It magically captures sounds and then plays them back whenever you want. mindware. orientaltrading.com
20. Green Mountain Games/ Ski House Games offers ski-themed dice and card games geared to the outdoor enthusiast and family game players alike. Great for fun on and off the mountains! For ages 7 and up. skihousegames.com tom@skihousegames. com
21. A modular, customizable sensory toy, PlayTab from Fat Brain Toys lets you build a unique experience packed with fine motor challenges, visual fascination, cause-and-effect discoveries and more! fatbraintoyco.com
22. The Limited Edition Learn to Play Soprano Ukulele Starter Kit from Kala Brand includes everything needed to start playing: ukulele, tuner, free online lessons and tote bag. Plus, it comes in attractive retail packaging. kalabrand.com
23. Guess in 10 Disney Edition from Skillmatics is the quick game of smart questions. Players can ask up to 10 yes-or-no questions to guess the Disney character on the game cards. skillmaticsworld.com
24. The Holiday PLAY Catalog from Spotlight On PLAY features 36 fun-filled pages of the top new and best-selling specialty toys for 2024! Order now for October mailing/delivery. spotlightonplay.com
25. Cook up something delicious with Diced Veggies from Kids Table Board Games. Chop up ingredient dice and use them to complete scrumptious recipes. Unleash your master chef! kidstablebg.com
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26. See you at the rodeo with new cowboy/cowgirl hat designs from Aeromax. Each hat comes with a bandanna. Available with an image of a sheriff’s badge, bucking bronco or colorful unicorn on the front.
aeromaxtoys.com
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27. The Halloween Activity Kit from Wikki Stix combines the unique play value of Wikki Stix with the fun elements of Halloween. Perfect for ages 3-6. Brand new and shipping now! MSRP $14.95 wikkistix.com
28. Across Words from MukikiM is a fun, educational board game for two to four players that enhances STEM and vocabulary skills for family enjoyment. mukikim.com
29. Your portable symphony awaits with 3-Inch Steel Tongue Drums from Amahi Ukuleles. These drums provide a harmonious blend of compact design and beautiful melodies. Available in purple, red and blue. amatisonline.com
30. Watch the Duck Sailor Boat from Dreams USA propel across your tub! Simply add a scented fizzy bath tablet and get ready to set sail! dreams6usa.com
industry news
Nominations for the People of Play (POP)’s 17th annual TAGIE Awards are in! The awards will honor innovators, designers, retailers, suppliers, PR and marketers in the international toy and game industry. The TAGIEs are a part of the company’s POP Week, which recognizes the contributions, innovation and spirit of the toy community.
“The TAGIEs bring everyone together for a starstudded night of celebrating the toy industry’s most talented people around the globe that define the bold and innovative individuals and teams of the toy and game industry – the People of Play,” said Karri Bean, senior global licensing manager of Disney Consumer Products and TAGIE Awards host.
Stomp Rocket® Dueling Rockets
Compete to launch your rocket the highest. 100% kid-powered™. No batteries required. Super easy, fast assembly.
Includes 4 Ultra Stomp Rockets®, a special Dueling Launch Stand with two Launch Pads with Air Hoses. Foam-tipped rockets fly up to 200 feet in the air.
This year’s awards categories are as follows:
• Toy Innovator of the Year
• Game Innovator of the Year
• Rising Star Innovator of the Year
• Young Inventor of the Year
• Innovative Art and Visuals of the Year
• Innovative PR & Marketing Team of the Year
• Most Innovative Retailer Award
• Most Innovative Supplier
• Most Innovative Licensed Product
• Game Changers – Innovation Heroes
Nominations closed on August 2. Finalists in the 11 categories will be notified in early September. The general public, media and industry will have the opportunity to vote for winners of all categories except Game Changer and Lifetime Achievement; the winners of these two classes will be selected by the TAGIE Awards Committee and the Lifetime Achievement Committee. The Awards Committee also creates the In Memoriam presentation and selects the recipient of the Hassenfeld Humanitarian Award.
For more information about the TAGIEs, visit chitag.com/2024-tagie-awards
Two kids can launch at the same time!
Ages 5 and up Run, Jump, STOMP™ to see whose rocket flies higher with the special Dueling Launch Stand.
In June, Aurora World announced its acquisition of Mary Meyer. Aurora World manufactures high-quality plush toys, while Mary Meyer produces baby plush toys. The acquisition has several benefits for both brands, as it solidifies Aurora World’s position as a dominant force in the industry, marks a significant expansion for Aurora World Inc. and opens possibilities for these companies.
Both of these iconic brands, have unique strengths to bring to the table. While Aurora offers global reach, design expertise and manufacturing capabilities, Mary Meyers has a legacy of plush products that spans more than 90 years. Together, they are prepared to create an even more delightful and diverse range of plush product offerings.
Benefits of the acquisition are extensive. There are plans to showcase an expanded lineup of plush toys –including baby-safe designs – inspired by Mary Meyer’s legacy. Meanwhile, Mary Meyer products will be aided by Aurora World’s National Account distribution network. Finally, Mary Meyer’s design team will develop fresh, imaginative plush.
“We are thrilled to welcome Mary Meyer into the Aurora World Inc family,” said Henry Gweon, CEO at Aurora World Inc. “Their dedication to quality and innovation in the various types of plush products perfectly complements our own values. Together, we look forward to continuing to delight children and families with our adorable creations.”
“We are excited about the opportunities that this acquisition brings,” said Kevin Meyer, president at Mary Meyer, who will be staying at the company along with
other family members. “By joining forces with Aurora World, Inc., we can further expand our reach and bring our beloved baby plush toys to even more families around the world.”
Under the umbrella of Aurora World, Inc., Mary Meyer will continue to operate as an independent brand, maintaining its distinct identity while benefiting from the resources and expertise of its parent company. Customers can expect the same level of excellence and attention to detail that they have come to associate with both Aurora World, Inc. and Mary Meyer.
Greg Ahearn joined The Toy Association, Inc. as its president and CEO on June 1. In his new role, Ahearn will oversee several aspects of the association, including industry trade shows and events, regulatory affairs and representation, toy safety and ethics initiatives, member education and consumer outreach to champion the importance of play. The role also extends to partnership with The Toy Foundation, The Toy Association’s philanthropic division.
Ahearn will be based out of The Toy Association’s New York City headquarters.
“For over 100 years, The Toy Association has played the role of protectors and evangelizers of our industry, promoting the pivotal role of play,” said Sharon Price John, president and CEO of Build-a-Bear Workshop and newly appointed chairperson of The Toy Association Board of Directors. “We believe Greg’s diverse and multi-decade toy background in senior roles across top manufacturers and retailers has built a valuable, trusted and far-reaching network of relationships that will further the association’s objectives both now and as they continue to evolve.”
Ahearn’s appointment comes as The Toy Association re-establishes Toy Fair New York and creates a market preview in Los Angeles, while the industry continues to evolve post-pandemic.
Ahearn has extensive experience in the toy industry, as he has held positions at large and small companies, including Mattel, OddzOn, Hasbro, LeapFrog and Toys “R” Us. He has also worked at Uber Technologies and as co-president at Davis Elen Advertising, which provided opportunities for him to learn about manufacturing, retail, e-commerce, digital media, branding, marketing and licensing.
“This is an amazing moment to continue elevating and uniting the toy industry to optimize our greatest opportunities and meet our biggest challenges together,” said Ahearn. “Having first-hand experience at both emerging toy companies and large global corporations involving almost every aspect of the toy business, I am looking forward to bringing a fresh, well-informed perspective as we build on and develop new ways for The Toy Association to bring value to its members. I am incredibly excited about the future of our industry and look forward to collaborating with our broad membership to help them be successful as individual companies and as part of the industry as a whole.”
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industry news
The Dr. Lisa Brands Company was recently named the master licensee for McGraw Studios’ Love You Forever brand.
The Love You Forever brand is based on the beloved 1986 picture book of the same name. The book, written by Robert Munsch and illustrated by Sheila McGraw, is among Publishers Weekly’s All-Time Bestselling Children’s Books and has sold more than 36 million copies.
The Dr. Lisa Brands Company is a Black woman-owned leading multicultural toy manufacturing and design firm. It will manufacture and distribute a range of infant toys, apparel, nursery accessories, bedding and decor, plush, gifts and more based on “Love You Forever.”
“You love the book; now experience the brand,” said Dr. Lisa Williams, CEO and founder of The Dr. Lisa Brands Company. “We met Sheila McGraw nearly a year ago and are beyond excited to work together to expand coveted themes from the cherished book into a relatable product line for parents and children alike.”
“This marks a fresh chapter for Love You Forever –both the book and the brand,” said McGraw. “Dr. Lisa’s dedication and belief in our brand make The Dr. Lisa Brands Company the perfect partner to launch the nascent brand. Together, we are poised to take the book’s magic and sentiment and introduce it into the everyday lives of families everywhere.”
Next year’s Toy Fair is set to take place March 1 to 4, 2025 in New York City.
As of mid-July, organizers have confirmed nearly 600 exhibitors of all sizes will be showcasing their products; applications are still being accepted. Attendee registration will open in September.
“Toy Fair is not just a business event; it’s the epicenter of creativity on display, the place to nurture ideas, build
invaluable connections, attend educational sessions and actively participate in the most beloved industry around the world,” said Kimberly Carcone, executive vice president of global market events at The Toy Association.
Toy Fair will continue to build on the success of past shows by offering more programming, innovation and resources to meet the needs of play professionals. Firsttime exhibitors and attendees can enhance their brand’s visibility within the industry by attending the show’s networking and educational opportunities.
New exhibitors can showcase their products in the show’s Launch Pad, a dedicated space on the show floor for unique, never-before-seen items. Additional categoryspecific locations, showcases and pavilions located around the floor will help attendees locate manufacturers.
Meanwhile, Toy Fair University’s educational sessions will provide insight on a variety of topics. The 2025 lineup of sessions and speakers will be announced later this fall.
Social and networking opportunities are set throughout the show. Events will include Creative Factor Inventor Day and Student Congress Day, and more.
“Toy Fair is here to help you advance your business,” Carcone said. “Within the bustling halls of the Javits Center, every moment is an invitation to be inspired,
connect, communicate and ultimately pave the way to your company’s success.”
For more information about registration and what all is offered at Toy Fair, visit toyfairny.com.
for your business information
Holiday Shopping Report Highlights Steady Customer Spending
The upcoming holiday shopping season is looking bright, as a majority of customers plan to maintain, even increase, their spending this year.
Sixty-five percent of holiday shoppers plan to maintain their spending levels from the previous year. Meanwhile, an additional 15 percent anticipate increasing their holiday spending, according to digital platform Salsify’s 2024 Consumer Holiday Shopping Report. The report, which was released in June, offers crucial insights and trends. The report’s analysis comes from a survey of 1,026 shoppers from the U.S. and U.K.
“In today’s economic climate, it’s understandable that 39 percent of shoppers are prioritizing budgetfriendly options for their everyday
purchases. But when it comes to the holidays, our research paints a different picture — folks are ready to open their wallets,” said Salsify Research Director Dom Scarlett.
The 2024 Consumer Holiday Shopping Report provided additional key takeaways and relevant tips for retailers.
There is a prominent self-gifting trend this year, particularly among Millennials (73 percent) and Gen Z (68 percent). These two generations are inclined to purchase items for themselves while conducting their holiday shopping. Retailers are able to tap into this trend by offering tailored promotions and discounts to further encourage self-spending.
In terms of online versus in-store shopping, 58 percent of Gen Zers prefer to shop at physical stores while 53 percent of Millennials and 54 percent of Baby Boomers favor online
marketplaces. Retailers can benefit by providing omnichannel shopping experiences – from in-store displays to targeted ads and online promotions.
The 2024 holiday shopping season is expected to launch in October, with 27 percent of all shoppers making their first purchases that month. Twenty-six percent of shoppers will join in buying in November. The numbers then start to drop off, with 19 percent of buyers starting their shopping during Cyber Week and 16 percent waiting until December.
Black Friday continues to draw a majority of shoppers. Seventy-five percent of Gen Zers, 69 percent of Millennials, 62 percent of Gen Xers and 43 percent of Baby Boomers gear up for the shopping event. Retailers wanting to optimize sales during Black Friday weekend ought to plan early, know their audience and offer great experiences and deals.
Fashion and apparel top the list of shopping preferences, garnering the attention of 57 percent of shoppers. They are followed by personal care and beauty products, electronics, food and beverage, alcohol, toys and baby gifts, sports and outdoor gifts, pet gifts and home improvement.
For more insights and detailed findings from the 2024 Consumer Holiday Shopping Report, visit salsify. com/resources/ultimate-ecommerceholiday-toolkit-2024.
10 Holiday Marketing Strategies for Small Businesses
From Black Friday and Small Business Saturday to the end of the year, the holidays are a prime time for independent retailers to make sales. One way to bring customers through
the door is through effective marketing techniques.
Here are 10 simple, yet effective marketing ideas that stores can utilize for the holiday season, outlined by Small Business Trends earlier this year.
• Include coupons with purchases. By providing special offers, retailers can garner repeat business. Another option is to cross-promote with local businesses, offering specials between stores.
• Host a thank you dinner for loyal patrons. A little recognition can go a long way for customer loyalty.
• Partner with a local charity to collect money, donate a portion of the store’s profits or share the organization’s message at the store.
• Invite Santa Claus. Families often enjoy seeing Kris Kringle during Christmastime, and hosting him at your store is sure to attract customers.
• Offer gift wrapping. Shoppers
have quite a lot to think about as the holidays draw near, and many appreciate the convenience of this service.
• Hand out hot chocolate or another seasonal beverage. A warm drink can warm hearts.
• Create a light or holiday window display. This provides a festive environment and can help showcase popular holiday products.
• Put up stockings for customers. Displaying shoppers’ names on stockings helps decorate the store while honoring customers’ patronage.
• Utilize social media for holiday photo contests, to show how products can be used for holiday gifts, and host chats about holiday-themed topics.
• Offer extended shopping hours. By opening the store a little longer and providing some flexibility, retailers can accommodate a wide range of shoppers.
Welcomes NEW Advertisers
Green Mountain Games, LLC
(Ski House Games)
Ski House Games is a one-stop destination for the ultimate après ski experience. Its game selection includes the Moguls Dice Game, Trailmaster Card Game and a ski-themed standardized playing card deck. The company also has a selection of apparel and helmet stickers for customers to choose from – all celebrating the spirit of East Coast skiers and riders.
Creative partners Tom and Jim draw their inspiration from playing games during their downtime. They are excited to share their passion of the outdoors with outdoor enthusiasts and
newcomers alike. Their exciting skiing-themed games and products are sure to captivate and entertain customers, no matter if they’re out on the slopes or in the comfort of their own home.
To learn more, visit skihousegames.com.
Spotlight on PLAY
Spotlight On PLAY provides catalogs and marketing solutions geared for specialty toy retailers. In addition to regular publications including a Holiday PLAY Preview, Holiday PLAY Catalog and Spring/Summer PLAY Catalog, the company provides a range of services. Offerings include graphic design, printing and promotional products.
Alex Camancho, who had worked as a designer for a popular toy catalog for more than a decade, founded Spotlight On PLAY. He is joined by Dawn Zager, who has almost 12 years of retail
experience and 15 years in catalog merchandising. Together, they are eager and welcoming to those interested in joining their catalog group.
For more information, visit spotlightonplay.com.
Tossit
Developed during the doldrums of the pandemic, Tossit joins the tradition of tossing games. This new game was established to bring together kids and adults alike to let off some steam and enjoy some indoor/outdoor fun.
The game has the same rules as pétanque or bocce, with players getting their darts closest to the jack. All parts are soft and made with 100 percent food grade silicone. Tossit provides the original game, extra darts in a wide array of colors and boards.
To learn more, visit tossitgame.eu.
ADVERTISER INDEX
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of these unique games was pivotal, as it allowed consumers a taste of the challenging multi-level aspect of the games.
What products did the company start with?
Way back in 1998, Smart Toys and Games started with a line called SmartFrames. This was a collection of classic wooden toys with metal wires and beads. While Smart did not invent the concept, the company designed and developed more than 30 different models for what became a wildly popular collection.
What is your most popular product? What do you ascribe to its popularity?
We have been fortunate enough to publish dozens of popular games and toys over the years, including Quadrillion, Penguins On Ice and Little Red Riding Hood, to name a few. In 2023, we released Cats and Boxes which quickly caught the attention of not only puzzle lovers, but cat lovers around the globe. The game quickly skyrocketed in popularity and continues to be incredibly strong.
It’s safe to say the success of these games can be attributed to their demonstrable nature. As soon as you see and understand the concept of how a puzzle needs to be set
up for solving, you immediately want to roll your sleeves up and get to work solving the challenge.
What age ranges are your products geared towards?
Our new line, Krumples and HangaTangs begin at ages 10 months and up.
SmartMax focuses on skill building for ages 1-5. From there, GeoSmart picks up for those wanting building toys. Likewise, our line of Preschool Puzzle Games start as young as 2 years and up with Peek-A-Zoo and gradually age into more advanced puzzles for ages 8 through adult.
How many SKUs do you provide?
We currently offer more than 200 items in the Smart Toys and Games line. That number continues to grow each year.
What recent trends have you seen in educational games? How does Smart Toys and Games stay abreast of current trends?
The social aspect of playing a game or solving puzzle challenges together (either in person or through platforms such as social media, apps, etc.) seems to be a driving force in games. While it definitely should not be considered a trend, sustainability (which has been at the forefront of Smart’s mission since its inception) has become increasingly important to our industry as a whole.
At which shows do you exhibit?
Hong Toys and Game Fair, London Toy Fair, Nuremburg, The American International Toy Fair (New York), ToyFest, Astra Marketplace and Academy, and many regional toy and gift shows throughout Europe and the U.S. This past year, we also attended the new Northeast Toy Show (NETS).
How far do you distribute?
Smart is indeed unique in this perspective. We have home offices in Belgium, Germany, France, the UK and here in the U.S. Additionally, our toys and games are distributed in more than 80 countries worldwide.
How often do you introduce new products?
To date, in 2024 we have released more than 30 new items in the puzzle, game and toy categories with many more to come!
What factors are considered when creating a new product?
One word: innovation. What makes a game, puzzle or toy fresh, exciting and, most importantly, how is it innovative?
When reviewing concepts, our product development and sales teams work together to identify needs and gaps in our lineup while constantly asking what can we give our customers next.
Overall, how’s business?
Last year proved to be a very positive year, filled with several successful launches. As we find ourselves more than halfway through 2024, we are very excited to see the overwhelmingly positive reaction to our new, mid-year launches at Astra in St. Louis this past June.
Why does Smart Toys and Games’ products belong in specialty toy stores?
We design, create, produce and promote our product line with the specialty toy retailer in mind. We have created programs, such as Smart Week which are catered specifically toward the specialty market. As a company, Smart Toys and Games has been a staunch supporter of
independently owned and operated toy stores since its inception.
How can retailers and distributors order your products?
They can order through our network of independent manufacturer sales representatives, or by contacting Smart Toys and Games directly at sales@smarttoysandgames.com or calling us at 800-542-6375.
What tips do you have for retailers to best sell your products?
Talk with your customer to determine if there is a specific skill they are shopping for. Sit down and play a Smart Game with your customers. Demonstration is key. If you need a sample for your store, let us know. We are always happy to provide retailers with any tools they need to be successful.
endcap
A Smart Approach to Play
Erik Quam, vice president of new product and business development at Smart Toys and Games, gives us a look at the innovation behind –and importance of – creating products that promote critical thinking.
development of these important skills at even younger ages.
How would you describe Smart Toys and Games’ products? What skills do they promote?
What a great question to start the conversation. I’m glad you asked, as the skills our toys and games promote are paramount to our growing brand and continue to be at the forefront of everything we develop today.
Smart Toys and Games consists of single-player, multi-player and family games that promote and encourage critical/cognitive thinking skills in a fun and playful way. Our GeoSmart and SmartMax lines are truly revolutionary. These durable, magnetic-based construction toy sets encourage creative thinking and visual-spatial skills and teach children as young as 1 year old both fine and gross motor skills, as well as many aspects of STEAM.
Our newest category of toys for infants through preschool are Krumples and HangaTangs (both new for Fall 2024). These captivating new brands are made from 100 percent food-grade silicone and focus on the development of cognitive skills while bringing colorful, sensory-based play to an entirely new level.
Smart is very excited to be in a position to grow this category substantially over the coming years as we look to continue our mission of encouraging the
Why are creative, logic games and toys important for kids and families?
We understand and respect the fact that everyone learns differently and at their own pace. Whether you have purchased a Smart game that focuses on logic, sequencing or spatial recognition, one of the first things you’ll discover is the thoughtful manner in which our challenges are presented on levels ranging from beginner to wizard.
Our resident puzzle writer/creator of more than 27 years, Raf Peeters, carefully constructs puzzles that introduce concepts that can be taught and then applied to the next subsequent puzzle. The knowledge gained from beginner puzzles is applied to intermediate-level puzzles, and so on. These types of play patterns are incredibly important to so many crucial cognitive milestones not only during the development of our brain but also paramount to keeping us sharp as we age.
When was Smart Toys and Games founded? What was the inspiration behind it?
The Smart Toys and Games story began in Belgium more than 30 years ago with the vision of founders Rolf Vandoren and Ariane Van den Bossche. They started as a distribution company making a strong selection in toys and games that were not only fun to play but also challenged individuals to encourage the development of cognitive skills.
Soon, the brand was found on the shelves of small, independent toy shops throughout Europe. Demonstration
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