fair play
by Victoria Ritter
Just before the holidays, I came across a TED Talk with The Toy Guy, Chris Byrne, a toy historian, about how toys shape us. He noted that while toys reflect current fads and prevalent values in society, the toys and games that people are drawn to in their youth can be an indicator of who they will become. Byrne gave the example of how famed composer Stephen Sondheim enjoyed puzzles and games like Scrabble, which turned out to be beneficial as he became a remarkable musical wordsmith.
When I can, I like to use a fun ice-breaker at the beginning of my interviews. One of my top options is what game or toy a person enjoyed growing up. (Fun fact, I tended to gravitate toward plush animals – I grew up in the midst of the Beanie Baby craze – and trivia games, Disney trivia being my favorite.) It not only sets a playful tone to our conversation, but it also acts as a reminder of why we are here: to carry on the tradition of evoking wonder, enjoyment, even education in people – from kids and families to kidults.
Toys reflect who we are, especially when it comes to games. As I’ve stated in previous columns, my family forges connections through play. Extended relatives have revealed hibernating cut-throat natures as they “play to win.” My parents prefer games that allow space for conversation alongside strategy. During the summer, my sister and I would play basic board games with our babysitter; when she would fall asleep between rounds of Candyland – one of the simplest board games we could play – we would pause gameplay and brew her a mug of herbal tea. (Don’t worry. We
survived, and our babysitter turned out to be one of our dearest friends.)
The beauty of the specialty toy industry is that manufacturers and retailers can provide games that not only entertain and hone skills, but they can also unlock interests. You can curate a line of toys and games that are instrumental in developing future generations, inspiring them through play.
We begin this year with a fun selection of stories in edplay. Retailers, manufacturers and sales reps curate their top product choices. Crazy Aaron’s Founder and CEO Aaron Muderick talked with us about how his Thinking Putty encourages customers to discover and learn. Members of Kala Brand Music, which turns 20 this year, highlight how the company inspires and supports musicians of every age and skill level. Hakabohu, a store in Florence, SC, seeks to support the toy community – from its customer base to fellow retailers. Not to mention, there’s an exciting array of shows coming up this year, including the return of Astra’s Toy Boat and the second annual North East Toy Show. There’s so much to look forward to, and I wish you all the best in 2025!
Happy reading!
You can email Victoria at victoria@fwpi.com
Hop into hakabohu in Florence, SC
the Cover: Brice and Kim Elvington named their toy store, hakabohu, by using the first two letters of their kids’ names: Hampton, Katie Brice, Bowen and Huntly. Photo by Collin M. Smith.
Dedicated to the Specialty Toy Industry
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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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Fun and Family Gather at hakabohu
by Victoria Ritter
The Elvington family has owned and operated hakabohu in Florence, South Carolina, for two generations. Susan Elvington bought the business, then known as The Toy Shop, in 2008; she had been working at the store since she retired from teaching. Susan ran The Toy Shop for about five years before considering her own retirement. At the time, her daughter and son, Brice Elvington were both expanding their respective families.
“We felt the writing was on the wall that she was ready to be a full-time grandmother,” Brice said. “We were terrified that she was going to close the store, and then Florence wouldn’t have this unique toy store in the area.”
Brice and his wife, Kim, bought The Toy Shop in 2014, with Susan continuing to consult with them. It was also a welcome change for Brice. While he originally worked as a chemical engineer for a biotech company, he often found his thoughts drifting toward the toy retail business. When he quit his job in 2010 to help his wife start her own pediatric dental office, he became a “volunteer helper” at the toy store.
“It’s been a great challenge,” he said. “We don’t have
any regrets. I know it’s a very much needed service to our community. If they didn’t have this toy store, it would be a disservice to a lot of the kids and families.”
Garments, games and everything in between
Originally, hakabohu sold just games and toys. However, when a local children’s clothing store closed its doors, Brice saw an opportunity to diversify the store’s offerings. hakabohu began with a small order of Mud Pie clothes and grew into a boutique, catering ages from infant to 5 years.
The expanded inventory highlighted the need for more space, so in 2022 hakabohu moved to its current location. The new store has 5,000 square feet, with 4,000 square feet dedicated to retail plus an upstairs area for the stockroom, break room and offices.
Customers entering hakabohu’s doors will find the boutique to the left, stocked with clothing, shoes, a few toys, skincare products and the store’s entire Jellycat collection. Other featured brands include FarmHouse Fresh skin care, Teleties hair accessories and Wee Ones hair bows. “We were thinking if customers are in here buying clothes or toys, they
(continued on page 10)
Susan Elvington and her son, Brice Elvington
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may want to buy these other things as well,” Brice said.
To the right is the toy side, accented with a towering toy t-rex several feet high. There is also a 700-square-foot Hape playland; hakabohu was one of the first specialty stores to acquire the playland. The several thousand SKUs of products are categorized into infant and toddler items, outdoor toys, games, dolls, puzzles and books.
Popular brands include Jellycat –which has taken over most of the store’s plush toy offerings – Hape’s wooden toys, Schleich, Bruder, Green Toys, Melissa & Doug, Corolle, Little Adventures, SmartGames, Djeco, Magna-Tiles and Fat Brain Toys. Bestselling items include CHARM IT! bracelets, NightBall from Tangle, Micro Kickboard scooters, Do-ADot markers and coloring books, Sketch Pals from Boogie Board and Flat 2 Fast Card Racer. The Kidoozie Funtime Tractor has been a bestseller for 15 years, according to Brice.
The Elvingtons attend several shows including Toylanta, Astra Marketplace & Academy as well as its Toy Boat. “I base my whole year
around the Astra shows,” Brice said, adding he serves on Astra’s board and Innovation Council. “It’s something I look forward to. It’s where I met new people. And they allow kids to come to the shows, so my family is welcome to go.”
Brice has observed a few interesting trends in the past few months. The interest in Jellycat has “exploded,” bringing in teens and college students into the store. Sensory products for anxious kids and adults continue to sell well. He has also sensed that people want to do more activities as a family, gravitating towards puzzles, games and outdoor play.
“Books seem to have really come back,” he added. “We have a lot of people who come in specifically for books, or it makes a good add-on to a sale. People seem to really like bundles. When we post something or when we have a special where we’ve put three or four things together, they’ll buy them all as a gift for someone.”
Reaching out to the community
Brice offers plenty of reasons for customers to see what’s in store at
hakabohu. As the new store is situated next to Kim’s pediatric dental office, the Elvingtons provide $5 gift cards and discount coupons to hakabohu at the dental practice. hakabohu also offers birthday buckets, baby baskets and registries which garner the attention of out-of-town relatives looking for gift ideas.
The store hosts special occasions such as birthday parties, coin collecting meets, smart game challenges and trivia nights in its event room. A friend who runs a character business can be counted on to schedule princesses or superheroes to make an appearance.
“Most of the time, when there’s a character involved, the event does well,” Brice observed.
Looking ahead, Brice plans to schedule more events at the store. While attendance varies, he has seen how the events draw in new customers and boost sales.
“I would call 2024 flat,” Brice said. “But we’re excited about the opportunities for 2025 – not just with the toys, but with events and activities and learning from what worked and what didn’t.”
(continued on page 12)
hakabohu makes an effort to pay it forward in the local area, thus getting on more people’s radars and make a personal connection with others.
On the Sunday before Christmas – one of the store’s biggest shopping days – Brice and Kim will open the store for the afternoon and donate all of their sales to local charities.
hakabohu’s philanthropic efforts will continue in 2025 as the store partners with organizations to provide birthday buckets for underprivileged kids; Brice hopes to encourage donors to give a certain amount of money each month to go towards gifts for kids. He is also looking to partner with local children’s therapists to help customers find toys that will fulfill specific needs. He has talked with a local healthcare organization about a program called Prescriptions for Play. Through the program, healthcare providers will write a note about a child’s age and issues they’re dealing with. Parents can bring the note to local toy stores to find a product that applies directly to those needs. “In 2025, we really want to focus on showing that these toys are more than what we think is going to be popular,”
Brice said. “These are toys that can help with the same speech therapy, occupational therapy or fine motor skills that kids are working on.”
Passing the torch to the next generation Family is a central part of hakabohu – it’s literally in the store’s name. Its moniker, which Brice revealed in 2022, comes from the first two letters of Brice and Kim’s kids’ names: Hampton, Katie Brice, Bowen and Huntley.
Today, the third generation is becoming more engaged with the store’s operations. “Seeing the kids get involved is the biggest reward,” Brice said. “This was the first year that they were very, very involved.”
The Elvington kids have accompanied their parents to Astra Marketplace & Academy for the past two years and helped them discover new product lines for their inventory. They are also learning about finances and the importance of saving by working around the store. When asked what they enjoy most at the store, they note how they like to help give customers options, retrieve items from shelves, wrap gifts and check people out at the register.
The presence of the Elvington kids has made a good impression on the store’s patrons.
“During the holidays, one of my kids would be helping a customer and they’d come up and say, ‘I hope your kids are on commission because I bought a lot more than I had planned to when I came in here,’” Brice noted. “I noticed that when one of us shows a customer 10 items, they’ll usually buy one or two of the best items. When one of my kids shows them 10 items, they’ll come with a handful, and sometimes they’ll buy all 10.”
The secret of success
In his past career working in biotech, Brice’s boss gave him some advice that he keeps in mind to this day: “If our customers are successful, we’ll be successful.” Brice took it to heart, looking at the big picture – not only for hakabohu, but the toy industry as a whole.
“Within the Astra community in general, I like to try to get people to not just think what’s best for them,” Brice said. “If we don’t all succeed together between manufacturers, reps and retailers, we’ll all go down together.”
To foster strong ties across small businesses, Brice uses social media platforms to promote other small businesses. He is currently looking for a way for nearby toy stores to connect and swap inventory; what’s underperforming in one place can sell well in another retail location. He explained the process can decrease the amount of overstock and build store owners’ confidence in trying new things.
“We’re trying to get other small businesses to see each other as allies and not competition,” Brice stated. “The more we can help each other, it helps us all survive.”
A Putty Good time
10 Questions with Crazy Aaron’s
Kids and adults around the globe are getting their hands on Crazy Aaron’s putty. While some enjoy the colors and collectability, others appreciate the products’ sensory elements and how it improves focus and relieves stress.
Founder and CEO Aaron Muderick created his signature Thinking Putty in 1998. The inspiration came to him while he worked as a software engineer and he bought a plastic egg filled with putty. After his co-workers stole little pieces of the
Muderick sought to teach himself how to make putty. He sought to create a substance that was colorful, felt great to mold and the best in the world.
Starting with Crazy Putty, Crazy Aaron’s currently has a portfolio of more than 50 types of Thinking Putty and nearly 500 varieties. The company has expanded its offerings to include seasonal editions and DIY kids. All of the business’s functions – from R&D and manufacturing to warehousing and marketing – take place in Norristown, Pennsylvania. Its reach extends across North America and into Europe, Africa and parts of Asia.
Retailers and distributors can find Crazy Aaron’s at major North American gift shows, Astra Marketplace & Academy, Toy Fair, state fairs, educator conferences and more. They can also reach out by emailing customercare@ crazyaarons.com
“While the specialty toy retailer allows us to offer the greatest variety to consumers, we try to have the Crazy Aaron’s brand seen wherever our customers might be found,” Muderick stated. “In schools, therapists use our putty for occupational therapy to improve motor skills, and in office
environments, people use it as a stressrelief tool. It’s great to see our products make a positive impact in different areas of life.”
Muderick went on to explain how Crazy Aaron’s products engage customers, how developers bring new products to the market and creative uses of putty.
Sensory toys are a growing trend in the toy market. How does Crazy Aaron’s products stand out from other slime/ putty manufacturers?
What sets Crazy Aaron’s apart is our commitment to innovation and quality. We don’t just make any putty; we create putties with unique features that you can’t find anywhere else. Whether it’s color-changing, magnetic or glow-in-the-dark, we ensure every product offers a tactile experience that delights and engages. We make it here in Norristown, Pennsylvania where we test feel each batch to make sure it is right. We also prioritize using nontoxic materials to make sure our putties are safe for everyone. The overall experience is much more than just playing with slime or putty; it’s about engaging your senses and sparking creativity.
(continued on page 16)
As our team has grown, one comment I frequently hear from new hires in our engineering and quality team is, “I had no idea making great putty would be this hard.” It’s been a true labor of love. I hope you’ll give it a squeeze yourself and feel the difference!
What is your most popular product, and what do you contribute to its success?
Our long-time most popular product is Liquid Glass – the putty that is so clear, it’s almost invisible. Sometimes people call customer service with a complaint that the tin is empty. “Have you tried taking it out of the tin?” and then a sudden ‘click’ on the phone. Gotcha! Another one of our most popular products is Super Scarab Thinking Putty. It has a mesmerizing color-shifting effect that has captured the attention of both kids and adults. I worked really hard to make it the most dramatic color change you’ll see on any product anywhere. Watching the colors shift before your eyes never gets old, which is why so many people keep coming back for more.
When designing a new product, what factors are considered? How do you fulfill your mission to “inspire curiosity and wonder and to educate and delight?”
customers in ways that encourage them to discover and learn.
What’s been the most creative way you’ve seen Crazy Aaron’s products used?
When designing a new product, we focus on a few key elements: innovation, sensory engagement and long-term play value. We sit on the floor, like a child. We feel the product with our eyes closed. We play in an undirected way to spark curiosity. I want every new product to be something that surprises people, something that inspires them to explore and create. Whether it’s experimenting with new textures or creating unique effects, our goal is always to engage
I’ve seen some incredibly creative uses for our products. Some people use them to create art, like molding the putty into intricate designs and then oil painting the results. We have one customer, for whom we’ve made custom putty, who uses it to model the layers in the Earth’s crust in the scientific quest to predict earthquakes. Others have used our magnetic putties for educational purposes, teaching kids about magnetism in a fun and interactive way. But perhaps the most meaningful way I’ve seen is when people incorporate our putties into successful, evidence-based mental health treatment options.
What trends have you noticed when it comes to fidget toys?
There’s a growing demand for fidget toys that not only help people focus but also provide a deeper sensory experience. People are ready for the experience they didn’t know they needed. Fidget toys aren’t just about keeping busy; they’re about stimulating the mind and providing stress relief.
Overall, how’s business?
Business is thriving. We’re seeing continued growth as more people discover our products and fall in love with the unique sensory experience they offer. Our products have been featured in major media outlets, and we’ve expanded our reach internationally. It’s been an honor for me to be on this journey from an idea into a beloved brand that has made a significant impact in the world of toys and beyond.
(continued on page 18)
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10 Questions with Crazy Aaron’s
What are you most proud of about working at Crazy Aaron’s?
I’m most proud of the impact we’ve had on our community. Not only are we creating fun and educational products, but we’re also providing hundreds of jobs to our staff including individuals with intellectual and physical disabilities and those returning from incarceration. We’ve built a team that’s passionate, inclusive and dedicated to making a difference in the lives of others. It’s something that goes beyond business for me.
Why do your products belong in specialty toy stores?
Our products belong in specialty toy stores because they align with the values of these retailers: offering unique, educational and high-quality items that you can’t find in big-box stores. Specialty toy stores are the perfect place to showcase products like ours because their customers are looking for something special – something that will engage the imagination and provide a meaningful experience.
What advice would you give to independent retailers about selling your products?
First, get a floor display. It provides the most compact form factor for selling high dollars in less than 6 square feet. Second, focus on the experiences and engagement that Crazy Aaron’s products can provide. After testing our experience ideas on millions of customers at FAO Schwarz in New York, we have created Play Date kits for specialty retailers to host interactive in-store events. They give consumers a reason to visit your store, get hands-on and learn about the unique value proposition of specialty retail. End result: excellent product sales.
What’s next on the horizon for Crazy Aaron’s?
People ask me, “What’s your favorite?” Answer: It’s the thing we’re working on that I can’t tell you about yet. We’re constantly innovating, and there’s always something new on the horizon. We’ll continue to expand our product line with new, exciting features and effects, and we’re exploring new ways to reach customers through creative collaborations and pop-up experiences. It’s a really exciting time for the company, and I’m looking forward to what’s next as we keep pushing the boundaries of what we can do.
Toy and Game Shows in 2025
ToyFest
February 19 to 21 World Market Center, Las Vegas, NV
Escape the winter weather with a trip to Sin City where you’ll find 500 to 600 manufacturers showcasing more than 1,000 products. Hosted by the Western Toy and Hobby Representatives Association (WTHRA), ToyFest features two days of fun – from a kit session, seminars and an expansive show room to a game night, raffles and more.
Visit toyfestus.com for a full schedule and registration information. A full preview can be found in the December 2024 issue of edplay
GAMA Expo
February 23 to 27
Kentucky International Convention Center, Louisville, KY
Join more than 300 exhibitors, game creators and industry experts for four days of seminars, panels, demos, network opportunities and more. This show is presented by the Game Manufacturers Association.
For more information, visit gama.org.
Toy Fair
March 1 to 4
Jacob K. Javits Center, New York City, NY
The Toy Association’s Toy Fair, also known as the North American International Toy Fair, is a place to engage with the global toy industry. Attendees can network with international companies, view new and bestselling products and engage in informative sessions.
To learn more, visit toyfairny.com. A more detailed preview can be found on page 18.
Astra Toy Boat
March 17 to 21
Royal Caribbean’s Liberty of the Seas
After a successful launch in 2023, Astra’s floating toy show is setting sail this spring. The five-day cruise to the Bahamas will have plenty to keep guests busy, including speakers, a karaoke meet and mingle, game and kit night and educational sessions. Don’t worry –there’ll be time for some fun in the sun!
More details such as cabin rates and itinerary are available at astratoy.org. A more detailed preview can be found on page 20.
Astra Marketplace & Academy
June 1 to 4
Henry B. González Convention Center, San Antonio, TX
Come to the big country for some big fun at Astra Marketplace & Academy. The trade show encompasses a whole day of educational sessions and multiple days of exhibits. There’s time to play, too, with the popular Opening Party and the annual Astra Star Awards Gala. Check out more information at astratoy.org.
Origins Game Fair
June 18 to 22
Greater Columbus Convention Center, Columbus, OH
This year marks the 50th anniversary of the tabletop gaming convention. Hosted by the Game Manufacturers Association, the show features more than 6,000 gaming events throughout the week, an exhibit hall, gaming hall, game library and more.
Learn more at originsgamefair.com.
North East Toy Show (NETS)
September 7 to 9
Mass Mutual Center, Springfield, MA
This year marks the second NETS, hosted by Christine and Alan Blumberg of Trade Show Ventures and industry veteran Lea Culliton. The show provides local retailers, manufacturers and sales reps in the Northeast a chance to connect and network. NETS is the first local specialty toy show on the East Coast.
More information can be found at netoyshow.com.
Weigh Anchor!
Astra Toy Boat Sails for Second Year
After a successful launch two years ago, Astra will embark on its second Toy Boat. The event will take place March 17 to 21 on Royal Caribbean’s Liberty of the Seas, launching from Fort Lauderdale and cruising around the Bahamas.
“Invest in yourself,” said Astra President Sue Warfield. “You’ve got to invest in your business and yourself if you want to grow. From everything I heard from people who were on the Toy Boat in 2023, it helped to grow their business.”
Warfield encourages participants to come early and attend a pre-cruise party on the evening of March 16. Hosted by Fun In Motion Toys, which is based in the Fort Lauderdale area, the party will include food and a chance to meet people across the specialty toy industry. “It’s a great start to the whole thing,” Warfield stated.
This year’s Toy Boat will feature 10 educational sessions that will cover a spectrum of topics that will be beneficial to both manufacturers and retailers. James Howard will reprise his talk on generating ideas from the 2023 Toy Boat. Jesse Godfrey of MKGTRHYTHM will give talks on brand identity and email marketing. Ron Knox of the Institute for Local Self Reliance will highlight advocacy on small business legislation and how small businesses can be heard. Sarah Kreisman will discuss
the work/life balance as well as how to create a healthy, sustainable work environment. Crystal Vilkaitis of Crystal Media will focus on social media success for retailers.
Additionally, there will be two roundtables focusing on strengthening relationships between retailers and sales reps, and navigating the specialty toy market. Members will also host a session on handling the “toy biz obsession of your significant other.”
“We were trying to find things that would be of benefit to our members,” Warfield said.
There will be a time for manufacturers to showcase their products. For two days, from 9 a.m. to 12 p.m., attendees can peruse no less than 26 vendors. “We actually have some sales reps who are coming to show some of their vendors,” Warfield explained. “We don’t allow sales reps to have booths at our Marketplace & Academy show, but this is the one place they can have a table and show some of their vendors. We have a good group of vendors.”
There will be plenty of time for fun. The ship will make two stops; it will visit Nassau on March 18 before traveling to Royal Caribbean’s private island, CocoCay, on March 20.
Attendees can let their hair down at fun events on the ship. This year, the Toy Sync Battle will be replaced with Astra’s Got Talent. The Game & Kit Night will return for (continued on page 24)
one evening and will be open to all passengers. “It’s great for vendors to get some consumer feedback,” Warfield said. “It’s also good for the retailers to see consumers and what they’re most interested in.”
Passengers will disembark early on March 21, but the fun doesn’t have to stop. South Beach Bubbles, which is also based in Fort Lauderdale, will present a post-cruise party right across from the port.
The Toy Boat is meant to provide a unique experience, one that attendees can’t find at a regular toy show. One of the distinct aspects of the cruise is the opportunity to relax, chat with colleagues as they lounge on the ship and forge deeper connections with people across the specialty toy industry.
“We had one of the retailers say one of the vendors she worked with became one of her top four vendors –because she had this chance to really talk to them in an environment that was relaxing,” Warfield recalled. “She
worked on programs with them and ideas for events, which she would never have had time to do.
“Especially in the specialty side, it’s about the relationships,” Warfield continued. “We all know there’s a lot of products that are similar. So, what makes the difference on what retailers choose? How do you decide? It’s on the relationship and what you can work out with the vendor. It was amazing the relationships that were built on the 2023 Toy Boat.”
Reps Pick Their Hits for
by Sandy Ruben
Cuteness overload
“Last year, Epoch’s Calico Critters were on fire, and 2025 is upping the ante! Say hello to the snow leopard family, complete with the first-ever posable tails, a snowmobile and ski accessories. Feeling like venturing into the forest? The new deer family is frolicking in the woods. Craving some beach vibes? The otter family is splashing it up seaside style. And don’t miss out on the baby collectibles.” Sandy Lepire
“The kawaii trend is having a moment right now. I love The Toy Network’s new Kawaii Key Chains. The Toy Network cannot keep that kawaii stuff in stock. It sells out practically the minute it gets to the warehouse.”
Boone Forst
Creativity abounds
“Let the whole gang get in on the coloring as a group with the Colour and Learn Tablecloth Pack available through MacPherson’s. Play together for creativity and language development.”
Karen Bortle
“One of my favs is Baby Stickers Birds from Djeco. Open the transparent box to discover 62 bird stickers. Baby’s first stickers: thick, perforated paper so they can peel them off without help.” Erin Griffin
“Snifty-Color Re-Mix Markers – Layering vibrant color markers to remix colors in a retro look. This is guaranteed to be a big hit!” Betsy Harney
“House of Marbles Sticker Stamps combines a fidget activity with sticker play.” Crystal Lemon
“Pati-School from Epoch mimics the act of cake decorating and turns the users’ creations into sweet, inspired collectibles and wearables. The Party Creations starter kit includes two different pastes and six treatinspired bases that can be used to create a variety of trinkets.” Leanne Novak
Brain-teasers
“Magshuto is going to be super-hot. This is a magnetic trick shot game from Fat Brain Toys. You can pull back, aim and release for a fun magnetic play. Three different individual styles, a stunt park and magnetic rail provide additional fun.” Lu
Ketz
“IQ Bubbles from Smart Toys and Games is a fun single-player challenge puzzle. Fit the 11 colorful transparent bubble pieces into the board. 120 challenges from starter to wizard.” Valerie Bernstein
On a roll
“Kids love all things dinosaurs and vehicles, so this is the perfect duo. The Dino School Bus from The Toy Network has great animation with so much personality.”
Bethany Mathis
“I’m excited about the Garbage/Recycling truck from Thin Air. It includes lights, sound and a mechanical arm. The perfect truck for imaginative play!”
Katherine Hodges
“Bruce the Motion Bot from Play Visions is not just a robot. He is your new friend with whom you can interact
in incredible ways. Its 20 realistic facial expressions and sounds, its ability to move its head, slide in up to four directions and react to your gestures will make you feel like you are with a real companion.”
John Lansangan
Fun in the fresh air
“The Fungle Ball Toss Game is sure to be the next hit in Waboba’s ever-innovating line of backyard toys! With its 30-inch tail, the ball is easier to throw and catch than a regular ball for young flingers, but scales up nicely for big kids.” Jeff Griffith
“I love the new size of Waboba’s Mini Moon Lacrosse for younger kids. Lacrosse is becoming a more popular sport, so getting them outside to start learning early is going to be great!” Misty Audish
“I’m stoked about the RC Kayak Racer from Thin Air. It’s like a party on the water with its rad style and ability to bring a popular hobby to life for kids and adults alike. Its one-of-a-kind design and play features are a recipe for pure awesomeness.” Daryll Gunter
“We want to spotlight South Beach Bubble’s Poppin Colorz-Galactic Color Bubble Machine.” Jim Spiegel
“I absolutely love Thin Air’s Flip Pro Spin Bike for its unique spin design that will keep kids entertained for hours, whether at home or on the go. With its fun packaging, great price point and endless entertainment value, it’s a no-brainer buy!” Olivia Miller
Get the fidgets out
“Goliath is adding to their Jelly Blox line up to include more great, soft and interesting fidget blox with some of the new having farm themes. These have been a huge hit for the
“Squeezy Highland Cow from The Toy Network is soft, cute, squishy and clicky. Highland cows are trending right now, and these squeezy bead plush cows are not only soft and adorable but also provide a super satisfying clicking
“Geladough is the gourmet scented fidget dough for ultimate play! It’s ultra-light and extremely stretchy, leaves no residue and is easy to clean. Each container comes with scented Geladough in two vibrant colors and includes two
“Incredible Group has once again knocked it out of the park with their offerings into the scented squishy toys arena
“Manhattan Toy has redone Baby Stella – she is now
Set up for success
“MindWare’s Run the Runway Fashion Design Kit is bursting with dozens of fabrics, a sketchbook, desktop mannequin, sewing kit and all types of different detailing such as beads and applique. Very impressive!”
Rachel Jones
“Hape’s Super Smile Dental Clinic Set is a perfect assortment of everything from a set of teeth to braces, floss, toothpaste and all the tools used at a check-up. The dental carrying case keeps all the components together. It’s age-appropriate, starting at 3 years old, which is when
most children apprehensively have their first dental checkup. Hape surely has a win with this product in 2025.”
Catherine Coury
“Mukikim will have a NEW SpyX Suitcase item including all necessary gear for the young James Bond.”
Zvika Givli
“We loved Great Pretender’s Lulu and Matilda Cosmetic Collection. It’s a collection of nail polish for kids with two distinct formulas and one exciting promise: top quality and incredible value!” Jim Spiegel
Sandy Ruben began his career in early childhood education, working as both a teacher and founder of day care centers before opening up a specialty toy store. For the past 25 years, he has been the owner of Sandy Ruben and Associates, a specialty toy and gift rep group that covers the Southeast. Astra recognized Sandy in 2015 as the Sales Rep of the Year.
Toy Fair Returns to Q1 Schedule
In 2025, Toy Fair is returning not only to New York City but also its Q1 timeframe. The show is set for March 1 to 4 at the Jacob K. Javitz Center in New York City.
Retailers, inventors, press and more are invited to attend and network with exhibitors who will be featuring a selection of games, puzzles, educational toys and collectables, just to name a few.
This year also marks the return of the Exhibit Reimagination Awards, which debuted at the 2023 show. The awards recognize exhibitors for their aesthetics, functionality and innovation; categories include the Connection Award, Out-of-the-Box Award, Powerfully Playful Award and the Warm Welcome Award. Judges will be a range of media personnel, tradeshow experts and toy professionals. Winners will receive special signage for their booth during Toy Fair, post-show marketing and online recognition.
The Student Congress is set to take place March 2. The Student Congress features panel discussions and educational sessions as a way to introduce people to the toy industry. The day’s events include a networking breakfast, resume reviews with professionals, an industry panel, access to the show floor and more.
March 4 is Inventor Day, presented through the Creative Factor program. The program allows inventors an opportunity to pitch concepts to industry professionals.
Toy Fair will host 22 education sessions across all four days of the show. Topics span from business development and licensing to sustainability and trends.
Toy Fair’s schedule will keep to the Q1 timetable for the next few years. The Toy Association announced its future Toy Fairs will take place February 14 to 17, 2026 and February 20 to 23, 2027.
“The show’s key audiences have returned to traditional views that Toy Fair is most valuable as a North American trade event when it takes place in the first quarter of the year,” the Toy Association announced on its website. Registration for Toy Fair is exclusively online and can be made at toyfairny.com
Sky Blaster from Aeromax is an all-in-one rocket and launcher. It not only soars 120 feet – it also whistles as it flies. Kid powered. Ages 8+. aeromaxtoys.com
Magna-Tiles Castle from Magna-Tiles lets children create their own fairy tale adventures with unlimited storytelling potential and construction fun. MSRP: $39 magnatiles.com
The Giant 24-inch Rubber Screeching Chicken from The Toy Network will have young and old alike howling with laughter in-store. Squish its belly and hear it belt out one loud continuous screech! Ages 3+. thetoynetwork.com
Dinosaur Fun Pak from WikkiStix are educational and entertaining! Includes 12 individual dinosaurs with fun facts, a hands-on creative activity and three footprint cards for making dino tracks! wikkistix.com
Magicube 10- and 13-piece sets from Geomag are perfect for toddlers to discover the joy of stacking and the magic of magnetism. geomagworld.com
With Flip7 from The Op Games, press your luck meets strategy in this addictive card game, now a finalist for Toy of the Year! rebrand.ly/Flip7
Keep your back straight and your body comfy with a Posture Pal from Dreams USA! Hold a cuddly friend between your torso and desk to help maintain good posture whether you’re working, studying or playing video games! dreams6usa.com
National Geographic Kids: Amazon Rainforest Tonie from tonies lets you explore with Dr. Gabby Salazar and Dr. Maria Fadiman. Discover unique wildlife, from giant spiders to capybaras, in every forest layer! us.tonies.com
The Waterman® Recycled Beach Collection Ukuleles from Kala Brand are now made using 100 percent global recycled standard sourced plastic! Durable, water-resistant, eco-conscious ukuleles available in six coastal colors. kalabrand.com
Krumples from Smart Toys and Games are playful, soothing and engaging! They offer both stimulating movement and sounds as you pull and push this unique fidget toy. smarttoysandgames.com
NeeDoh Fuzz Ball from Schylling is a cloud-soft squish toy with a velvety texture you can see and feel. Wrap your hands around the latest sensation! For ages 3+. MSRP $3.99 schylling.com/brand/needoh
The Spring & Summer PLAY Catalog from Spotlight On Play features 16 sun-filled pages just in time for school break and travel season! Ready to mail April 2025. spotlightonplay.com
With the Sesame Street Elmo 25-piece jigsaw puzzle from Masterpieces Inc., collect your favorite Sesame Street in an adorable square puzzle. masterpiecesinc.com
Stomp into the new year with Amahi’s new hippo ukulele This soprano ukulele features a family of hippos wading through the water and a sunrise backdrop. amahiukuleles.com
The Wise Block Off-Road Stunt Racer from Alpha Group comes with 498 pieces, an electric motor and a four-direction remote control. First you build, then play! alphatoys.com
Fly to new heights with the Smithsonian Space Shuttle Discovery drone from Odyssey Toys Take control and soar. Fly up, down, forward and backward. odysseytoys.com
KEVA Models: Vehicles from MW Wholesale come with detailed instructions to build four amazing machines – no glue or connectors required! The illustrated guidebook explains the history and features of each vehicle. mindware.com
Swaddle Babies from Fiesta Toys features farm animals, including this 9.5-inch cuddle cow in a sling. fiestatoy.com
With the National Geographic Shark Dig Kit from Blue Marble, experience the thrill of discovery as you excavate two shark figurines from the dig brick. Includes a learning guide with facts about sharks. thinkbluemarble.com
Duck Sailor Boat from Dreams USA propel across your tub with bubbles! Simply add a scented fizzy bath tablet to the ship’s hull and get ready to set sail! dreams6usa.com
The BCC Chemistry Lab from U.S. Toy contains 10 unique earth science-related experiments, from volcanic eruptions and crystalgrowing to soap-powered boats. The scientist-developed kit teaches key chemistry concepts. Ages 8 and up. MSRP $24.99 ustoy.com/specialty
Celebrate springtime with Hey Clay Easter Studio from Fat Brain Toys! Follow the interactive 3D stepby-step instructions to masterfully decorate eggs with vibrant shapes and patterns made of clay. fatbraintoyco.com
The Serendipity Stacking Toy from the Wooden Wagon (TWW) features colorful combinations for stacking! There’s fun in every movement. Handcrafted in Spain by Grapat. tww-wholesale.com
The Sensory Playset from MEAVIA Toys is a 3-in-1 educational toy that enhances motor skills and sensory development, captivating children and impressing parents. Great margins for retailers! meaviatoys.com
Fractiles-7 from Fractiles offers an educational activity option to help reduce electronic device “screen-time.” Fractiles are award-winning magnetic tiling toys made in the USA. fractiles.com
Egg-Cellent Thinking Putty from Crazy Aaron’s comes with a globby ball that you can play with on its own or with your putty. Enjoy a unique, “egg-cellent” fidget experience! crazyaarons.com
All Baby & Child’s Kids Expo received Trade Show Executive’s Fast 50 Awards for net square feet of exhibit space and total attendance. Its annual trade show is set for May 21 to 23 at Mandalay Bay Resort & Casino.
With Super Mini Market from Klutz, punch out and fold cute papercraft groceries to make a tiny supermarket that (almost) fits in the palm on your hand. bit.ly/superminimarket
The Good Toy Group is the leading specialty toy group for independent retailers with stellar catalogs, digital marketing, vendor community and toy excellence. goodtoygroup.com
The Velvet Fairy Dancer Dress from Fairy Finery is our official fairy twirler! Floaty, sheer sparkle organdy over a silky underskirt for guaranteed dancer fun! fairyfinery.com
Silicone Zen Dots from The Pencil Grip revolutionize calm with irresistibly soothing silicone textures. Stick, fidget and unwind anywhere. These can be your go-to for stress relief, focus and everyday zen. MSRP $7 thepencilgrip.com
Hello Kitty and Friends Shashibo Series from Fun In Motion Toys are unique and collectible puzzle toys that combine the various styles of Hello Kitty with the innovative Shashibo experience. Ages 8+. funinmotiontoys.com/products/hello-kitty-friends-series
Fabulous Products
It’s never too early to look ahead to spring sales. Here are some noteworthy products on retailers’ shelves that are perfect for springtime fun – indoors and out!
tpgcreations.com orders@thepencilgrip.com 310-315-3545 TPG-490
edplay.com
“For kids age 8 and up, I recommend Paint by Number Museum Series from FaberCastell. This one is of ‘The Japanese Footbridge’ by Claude Monet. Each stroke brings this serene scene to life – from the tranquil bridge to the beautiful water lilies. It’s such a therapeutic and fun way to experience art, and the quality of Faber-Castell’s materials makes every moment even more enjoyable. For me, painting this scene wasn’t just about following the numbers; it was a journey into art history itself.”
Enas Lanham, Dublin Toy Emporium, Dublin, OH
“Fubbles No-Spill Bubble Tumbler Minis by Little Kids are a crowd pleaser with our customers and staff year after year. They fit perfectly inside an Easter basket and guarantee that a child won’t immediately dump out all the bubble solution when playing.”
Amanda Stevens, Shenanigans, Charlottesville, VA
“Premier Kites is the only kite brand that we carry. The quality is unmatched. Good or bad for us, your customer will never have to buy another kite again. But they will, because the designs are beautiful and stitched so that they are backlit from the sun when flown. All kites are machine stitched and ready to assemble. Premier Kites, a company based in Portsmouth, Ohio, will even send replacement parts if the customer contacts them directly. We always advise to keep the packaging. We have been ordering kites from Premier Kites since 2011. MSRP ranges from $9.99 and up.”
Cathi Hall, Topsy Turvy Toys, New Bremen, Tipp City and Greenville, OH
“I recommend the LumiPet nightlight, specifically the bunny, from Lumieworld. This is our best-selling nightlight. The bunny design (they may also have a chick) makes it perfect for Easter. We’re always hearing that kids have too many stuffed animals, so this is the perfect stuffed animal replacement for an Easter basket. And we love it because it works for a wide age range. We have customers buying it for babies all the way up through teens.”
Megan Wyatt, Witt & Whimsy Toys, Granite Bay, CA
industry news
People of Play welcomed Shannon Swindle into the organization as its new director.
Before joining People of Play, Swindle served as the inventor relations manager for games at Moose Toys. There, she built strong relationships within the inventor community and helped grow Moose Toys’ games division. She also licensed 18 games over the past two years, including award-winning products such as Pickleball Blast.
As the director of People of Play, Swindle will lead initiatives to strengthen connections in the global toy community, spotlight innovation and celebrate the creators and contributors. Together with Senior Vice President Mary Couzin, Swindle will focus on expanding the People of Play division of The Toy Association, including POP Week’s Inventor Pitch & Innovation Conferences, TAGIE Awards, Young Inventor Challenge, the Chicago Toy & Game Fair and the POP platform.
“Shannon is perfect for this role,” said Couzin. “She has been an integral part of our events for over a decade in various capacities and is universally respected within our industry. Personally, I’ve had the privilege of watching Shannon’s journey – from her beginnings as a selfpublisher to becoming a director of product development, and then an inventor relations executive, all while staying true to her roots as an educator. Throughout it all, she has consistently led with integrity, honesty and an unwavering commitment to the people she works with.”
“Joining People of Play and working alongside Mary Couzin is an incredible honor,” Swindle stated. “We share the same values and vision, believing in the importance of play and its power to bring people together. I look forward to creating meaningful experiences, celebrating the work of toy and game designers, and continuing to support the incredible people in this industry that I love so much.”
understanding of the toy industry,” said Asher Diamant and Ben Diamant, co-founders of Diamant Toys, the parent company of AMAV US. “His vast expertise will help streamline and expand our U.S. operations, create efficiencies and lead strategic retail expansion, positioning us for immediate growth in this key market.”
Diamant Toys designs, manufactures and distributes innovative and creative products for children. Known in the U.S. as AMAV US, Diamant Toys distributes its products to more than 40 countries worldwide.
Markey has held various executive roles across sales and marketing teams. His previous positions include vice president of U.S. sales at Wyncor, vice president of sales and marketing at Hog Wild Toys, vice president of sales at Green Toys, head of global sales at Crazy Aaron’s and vice president of sales and marketing at PlanToys.
“Diamant Toys and AMAV US have a remarkable history of creating unique and inspiring products for children and their families,” said Markey. “With its unparalleled commitment to in-house R&D and creative designs, the brand is uniquely positioned to deliver engaging toys that resonate with kids and stand out in the U.S. market. I’m grateful for the opportunity to build on Diamant Toys’ and AMAV’s legacy and look forward to collaborating with the team to expand our retail footprint in the U.S.”
AMAV US appointed Steve Markey as its vice president of sales and marketing North America.
In his new role, Markey will oversee all sales and marketing initiatives, with an immediate focus on retail expansion in North America in mass and specialty markets.
“Steve brings decades of experience and a deep
The Western Toy & Hobby Representatives Association (WTHRA) will honor leaders in the toy industry entries into the WTHRA Hall of Fame are the late Michael Banducci, Stewart Rosenberg, and Mike Whitham. Additionally, WTHRA elected Snapdoodle Toys & Games in Washington State as Retailer of the Year. The honorees will be recognized during the ToyFest Party on February 20.
Banducci’s career in the toy and game industry spanned across 30 years. He began his toy career in 1988 as a sales representative before founding R&M Distributors. He opened a toy store, Games & More in Clayton, California. His mantra, “It’s not work when you get to be with your friends,” reflected his focus on building genuine relationships and earning him respect in the toy industry.
Rosenberg is the founder of Artist Point Wrap, starting with 16 gift wrap designs and now expanded to 160. “We’re not just about gift wrap – we’re about helping toy stores bring smiles to children’s faces,” said Rosenberg.
Whitham got his start in the toy industry in 1988 at Mr. G’s for Kids in Los Angeles. He became a sales rep for Golden Sales in 1997, driving nearly 200,000 miles in his first three years. He expanded Golden Sales’ reach over his 27-year career before retiring at the end of 2023.
Snapdoodle Toys & Games is the largest independent, family-run specialty toy retailer in the Pacific Northwest.
Rob Pickering founded the store in 2008, and it has grown to include nine locations across the region.
“Our mission has always been to offer families high-quality, educational toys that encourage learning and play,” said Pickering.
The specialty toy community has stepped up in a big way to aid recovery efforts from Hurricane Helene. The natural disaster caused damage to more than 73,000 homes.
In particular, Eeboo sent 30 boxes of games and puzzles. In coordination with Dancing Bear Toys and Sandy Ruben, these donations were given to the Family Childcare and Center Enrichment Foundation. They then distributed the toys to family day cares who were impacted throughout western North Carolina.
The generosity of so many companies was incredible. The following companies sent toys, games, art supplies, outdoor activities, infant/toddler items and plush:
• Abacus
• Autruche
• Baby Paper
• Blue Orange
• Bolder Play
• Boogie Board
• Bright Stripes
• Bumpas
• eeBoo
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industry news
(continued from page 41)
• GEOMAG
• Hands Craft
• Hootenanny Games
• House of Marbles
• Innobaby
• PJM
• Smart Toys and Games
• SNIFTY
• Speedy Monkey
• Spooner
• Ukidz
• Funny Mat
• Fun Squared
Cra-Z-Art recently announced its acquisition of Top Secret Toys.
“We are thrilled to welcome Top Secret Toys to the Cra-Z-Art family,” said Lawrence Rosen, chairman of CraZ-Art. “This acquisition aligns perfectly with our vision of becoming a global leader in creative and educational play. Top Secret Toy’s commitment to innovation and quality is a perfect fit with Cra-Z-Art’s values, and together we will continue to push the boundaries of creativity in the toy industry.”
Founded in 2015 in Chicago, Top Secret Toys has established itself as a trusted name in the toy industry with its popular Dissect-It, Giga Pet Brands and Spin Pop brands. It has become known for delivering toys that blend creativity, education and fun. The company’s diverse product portfolio spans categories such as flying toys, STEM activities and games.
Cra-Z-Art, which celebrated its 100th anniversary last year, significantly expands its footprint in domestic and international markets with this investment. The acquisition of Top Secret Toys will enable Cra-Z-Art to expand its product offerings and reach a broader, more varied audience. By combining Top Secret Toys innovative approach with Cra-Z-Art’s strong market presence, the company aims to introduce even more exciting and diverse products to consumers worldwide.
The partnership will complement Cra-Z-Art’s existing best-selling brands, such as RoseArt, Shimmer ‘n Sparkle, Cra-Z-Slimy and Softee Dough, along with iconic properties like Snoopy Sno Cone Machine, Magna Doodle and Disney Crystal Surprise.
Top Secret Toys will retain the unique identity and
FAGUS CUBORO
LUBULONA
GRAPAT
heritage of its product lines while benefitting from CraZ-Art’s extensive distribution network, manufacturing expertise and marketing resources. Together, the combined strengths of both companies will fuel innovation, accelerate product development and enhance their presence in key markets, offering endless creative possibilities for young minds.
art,” said Herb Mitschele, executive vice president of global sales and planning at Jazwares. “We look forward to working with the Sky Castle team to broaden the Sticki Rolls brand’s distribution reach and brand appeal.”
Social media and collectables toy company Sky Castle Toys and global toy company Jazwares entered a multi-year partnership focusing on the distribution, brand development and intellectual property management of Sticki Rolls™. Sticki Rolls is a popular collection of wearable and sharable sticker bracelets and children’s jewelry line.
Jazwares will manage the sales and distribution of Sticki Rolls to mass, club and grocery retailers in the U.S.; mass and specialty retailers in Canada; and across all channels of trade in major European markets including Germany, France, Benelux, Austria and Switzerland.
“Since its debut this year, Sticki Rolls has become a popular fashion statement blending the appeal of Kawaiiinspired stickers with jewelry, and the fun of wearable
“Joining forces with Jazwares to supercharge our mass market presence means we can scale the Sticki Rolls brand to reach more retailers and more consumers,” said Josh Loerzel, president of Sky Castle Toys.
Sticki Rolls has captivated tweens and kidults worldwide. Since its launch at VidCon in June 2024, it has amassed nearly 300 million video views on YouTube and gained more than 400,000 fans on social media. It has also won several awards including a nomination for The Toy Foundation 2025 Collectible of the Year Award, The Toy Insider’s 20 Under $20 List, Good Housekeeping 2024 Best Toy Award Winner, Parents “Best Big Kid Toy of 2024,” PAL Award 2024, NAPPA Award 2024, Clamour Influencer’s Choice List and was a People of Play TAGIE Award nominee.
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“We wanted to create these entry-level instruments that were not only playable but that were emphasizing the learning that came with it,”
Cafiero said.
Kala releases new products every year. This year, it will introduce tambourines, maracas, kalimba and kid’s cajon, among other instruments.
A newcomer to the market is the Light Tone ukulele, which is scheduled to release this summer. The inspiration came when Ukulenny, a musician who demos Kala’s ukuleles at shows, saw someone playing with LED-lit juggling balls at a toy show. He approached Cafiero and McClellon about incorporating a visual element into their music.
“We’ve been developing this ukulele that has an LED system inside of it,” Cafiero said. “You push a button and the instrument can light up with several different colors and patterns.”
This spring, Kala will re-release its Waterman ukulele as a part of its Beach Collection, which are all made out of recycled plastic. Cafiero explained the company is not taking an environmental stance because it’s trending, but because they appreciate the outdoors and don’t want to put more plastic back into the environment.
“It doesn’t change the playability or color of the instrument,” Cafiero said. “The main thing is that the
material itself is completely recycled.”
When developing a new product, the Kala team look at markets’ needs, what elements they find interesting and any input from artists.
“So many people actually own more than one ukulele,” McClellon said.
“That means that they’re looking for the next thing. The possibilities are endless.”
“Product development is a big part of what we do, and it’s an important part of our process,” Cafiero said. “Whenever you’re making something, it comes with challenges, but when you get it into people’s hands and they like the instrument, it’s very satisfying.”
Making musicians
“There are a lot of different types of musicians out there, and we’ve seen this desire to start learning an instrument,” McClellon stated. She went on to explain that learning music stimulates the brain, develops math skills, reduces stress and promotes teamwork, creativity and focus.
Cafiero wants to inspire as many musicians as he can by offering support at every level of music development. To help foster a penchant for learning, Kala offers lessons on its website and on an app where people can play along with songs and learn new tunes.
“Music makes a big difference,” Cafiero said, adding that music is a gateway to learning other skills.
“Everybody needs some music in their life. By making more musicians, I feel good about that.”
Just as there are different levels of reading and math proficiency, there are various levels of music development. Kala is dedicated to meeting musicians of all ages where they are and helping them grow.
In 2016, Kala held a contest to provide 30 instruments to schools. It reached out to teachers via Facebook, asking them why they wanted instruments. Hundreds of teachers responded, and Kala gave away $250,000 worth of Waterman ukuleles to schools. The philanthropic effort brought them into the education market and made the brand well-known in schools across the U.S.
“It’s almost identical to learning a language,” Cafiero said. “You’re learning how to communicate music.”
Celebrating
20 years and beyond
Thanks to its innovation and highquality, affordable products, Kala is marking its 20th anniversary this summer. “We’ve been innovators since the beginning, and it’s translated really well,” McClellon stated. “We offer products for everybody with different styles and price points.”
Cafiero credits the whole team and their persistence to the company’s longevity. “We’ve got really good people who work for the company,” he said. “When we’ve had problems, we’ve worked together to solve them. We don’t give ourselves permission to quit – we try to work until we come to a solution.”
In celebration of this milestone, Kala is releasing a 20th anniversary series this spring. Four ukulele models will be at a higher price point, made with Hawaiian koa and African mahogany woods. A more affordable option will be a solid spruce top ukulele with a design of California poppies on the headstock. Another
model, Pan Pacific, will be made of Koa and will have a headstock design based on a wrist wrestling statue in Petaluma. “We wanted to reference our Hawaiian roots and our California roots,” Cafiero explained.
Looking ahead, Cafiero and McClellon will continue to innovate, adjust with the ever-shifting economic trends and support retailers across all their markets.
“The toy market is growing for us, which is exciting,” McClellon said.
Twenty Years of Tunes
Kala Brand Music Marks Milestone Anniversary
by Victoria Ritter
Based out of Petaluma, CA, Kala Brand Music seeks to inspire musicians across the world and help them progress through their musical careers.
Mike Upton founded Kala out of a desire to provide playable and affordable ukuleles to customers. While working as a sales person in Hawaii for Hohner Company in the 1990s, which sold and distributed musical instruments, Upton noticed a large disparity among ukulele types and prices; there were expensive, highquality ukuleles and cheap, unplayable instruments. Upton worked to develop a ukulele that was affordable and
well-toned, which led to Upton starting Kala Brand Music in 2005.
Today, Kala caters to music,toy and education industries, among others. It exhibits at Astra Marketplace & Academy and Toy Fair as wellas National Association of Music Merchants (NAMM)’s show, Surf Expo, Ace Hardware’s trade show and ukulele festivals across the globe.
“Ukuleles are pretty unique as there are lots of festivals all over the world,” stated Leanne McClellon, director of sales. “We’ve been successful in selling to lots of different markets. Having the variety, we sell so many different things that we can also say that we sell every price point to all these different markets.”
Instruments for all music levels
From the start, one of Kala’s main goals was to expand its audience and make its instruments more accessible. This decision led the company outside of the music market and into the toy industry.
“We make more ukuleles than anybody in the world,” stated Dave Cafiero, executive vice president. “We’re the largest ukulele company in the world because we’re making so many varieties of ukuleles for so many different needs.”
Of Kala’s more than 500 SKUS, about 100 are geared towards the toy market. Upton started the company with the U-BASS, a short scale bass ukulele. The selection has grown to offer 12 different categories of ukuleles along with guitars, percussion instruments and accessories.
“At this point, we have every instrument that you could play in an ensemble,” Cafiero observed.
Popular products include the U-BASS, Waterman – a plastic, durable and playable ukulele – and the Learn to Play starter kits which were developed specifically for nontraditional music retailers. The kits are great for beginners and come with everything users need, including the instrument, carrying bag, tuner and online lessons.
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