ASTRA January 2019

JAN UARY 2019

magazine

Creative

IN-STORE

EVENTS THE MAGAZINE OF THE AMERICAN SPECIALTY TOY RETAILING ASSOCIATION astratoy.org • January 2019

1

SEE US AT THE 2019 SHOWS

GOTTAGETTA

GU• ..

D •

GUND BUSINESS.COM

•

INQUIRE ABOUT SHOW SPECIALS 800.448.GUND

8

20

26

January 2019 • astratoy.org

features

departments

money matters

trending now

4 Contributors

10

Benefits of Training Your Staff

26

Time For a New Look?

5 Message from the Chair

11

Learning from the Hobby Retail Industry: Protect Yourself, Your Business and Your Customers with Background Checks

28

In-Store Events: Think Outside of the Box

6 President’s Report

30

Cyber Security in the New Year

8 Pretend Play - An Important Child Development Tool

12

Prepping for Tax Time

32

A Sales Rep Survivor Guide and Checklist to Toy Fair

42 ASTRA Welcomes Its Newest Manufacturer Members

14 Tell Your Story on Your Website...And If

You Don’t Have A Website, Get One...

Now!

34

Let’s Get Social!

44 New Members

toy stories

36

ASTRA at Toy Fair Schedule

37

ASTRA Retailer Honored at the 2018 TAGIE Awards

38

Meet CMSR

40

The Innovation Council Looks to ASTRA’s Future

41

Expanding ASTRA Membership

16

Professional Development: The New Cod Liver Oil

20

The Grand Grandparent: Vital (Old-er) Customers for the ASTRA Ecosystem

23

Neighborhood Toy Store Day

24

A Community That Cares

astra news

46 Index of Advertisers

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

We are always looking for good articles and input for the magazine. Letters to the editor are welcome.

Please forward letters, comments, ideas, etc., to the ASTRA office at dmarsden@astratoy.org astratoy.org • January 2019

3

Board of Directors

chair Dee Farrell past chair Erik Quam chair-elect Christine Blumberg treasurer Kevin McGrath secretary Amy Saldanha directors Nicole Bortnick, Betty Skoke Burns, Cynthia Compton, Damien Crocker, Anita Demetropoulos, Jacqueline Killian, Tami Murphy, Nick Tarzia

Magazine

editor Tom Savage assistant editor Dee Marsden graphic artist Maia VanOrman

Editorial Advisory Committee

chair Tom Savage Jean Bailey, Consultant Ashley Browning, Specialty Marketing Group Roger Bildsten, Hip Hooray LLC Theresa Duncan, Villa Villekulla Toy Store Michael Levins, innovativeKids Tami Murphy, Grand Prix International

ASTRA Staff

president Kimberly Mosley director of member relations Sue Warfield director of education and training Ahren Hoffman associate manager, marketing and communications Dee Marsden meetings and exhibits coordinator Laura Dann membership coordinator Robyn Foster office administrator Nicole Peavy Toy Times Magazine is published by the American Specialty Toy Retailing Association, 432 N Clark St., Suite 305, Chicago, IL 60654, 312-222-0984, info@astratoy.org, www.astratoy.org.

Copyright © 2018 American Specialty Toy Retailing Association.

All rights reserved.

Advertisements are accepted. For more information, contact Fahy-Williams Publishing, 800-344-0559.

All articles for Toy Times are supplied by ASTRA and its members, with Fahy-Williams assembling and editing the magazine, and managing the advertising sales function.

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

The information has been obtained from sources believed to be reliable.

4

January 2019 • astratoy.org

contributors Jean Bailey

Jean Bailey is a consultant to the toy industry and former director of the National Lekotek Center, a non-profit that works with children of all abilities utilizing toys and play. For the last decade she has promoted, studied, written articles and white papers and reviewed research on toys and play as it relates to child development. Bailey has presented on the subject of toys and play internationally and brings with her years of experience in marketing, communications and adult education.

Roger Bildsten

Roger Bildsten is the Founder and CEO of Hip Hooray LLC. He writes and speaks about kids and the grownups who care about them. Roger is the past CEO of two ASTRA manufacturing companies and curates the Grand Grandparent blog. He has served multiple terms on the ASTRA board and has long been active on many committees. Roger chairs the ASTRA Innovation Council.

Ashley Browning

Ashley Browning is a Sales Representative for Specialty Marketing Group, covering Minnesota, North and South Dakota. Her career in toys began with a chance meeting in 2012 with a “baseball mom”, who has now become her closest friend. Ashley recently joined a regional magazine’s advisory board in which she was featured highlighting holiday toy trends. In her spare time she enjoys spending time with friends and family, running between various sporting events for both her son and daughter, and of course trying to stay warm during the long winter months in Minnesota.

Theresa Duncan

Theresa, along with her father Todd, owns Villa Villekulla Neighborhood Toy Store. Through her background in youth development, Theresa saw first-hand the power of play in the development of children and their store, located on Amelia Island, Florida, reflects a passion for bringing quality play opportunities to the children and adults of their community.

Michael Levins

A graduate of Columbia University, Michael began his working career as a regional sales manager for International Paper providing printing papers to magazine, trade and textbook publishers. Upon leaving the paper industry Levins founded innovativeKids® in 1989, at the age of 28 and was later joined by his wife Shari. Over the years, the company has transitioned from a private label manufacturer to children’s book publisher and manufacturer of educational toys.

Levins is a former board member of The Children’s Book Council, Technique Tigers baseball team and ASTRA.

Jim Marski

Jim Marski is the Executive Director of the Rocky Mountain Hobby-Expo, an ASTRA member, former VP of Sales for Accucraft Trains and a former hobby store owner.

Tami Murphy

As an ASTRA member, Tami served as Chair of the Marketplace & Academy Planning Committee and participated on multiple subcommittees under the Planning Committee, including the Breakout Session Sub-Committee. Tami is the Director, Business Development Services at Grand Prix Internationa. Prior to that she was the National Sales Manager of The Haywire Group. She volunteers her time to a local non-profit organization that The Haywire Group supports that provides services to foster children that the state doesn’t fund. In 2016, Tami was nominated for a Women In Toys’ Wonder Woman award and The Haywire Group received its second Toy of The Year nomination from TIA. In her free time, Tami enjoys reading and spending time with her kids.

message from the chair Sandy Ruben

Sandy Ruben is the owner of Sandy Ruben and Associates, a Toy Rep Group in the Southeast. He is a former ASTRA board member and remains active with ASTRA on various committees.

In 2015, Sandy received the Sales Representative Excellence Award from ASTRA.

Mighty Together In The New Year

Kathleen Tomes

Kathleen Tomes is the president and founder of Brilliant PR & Marketing, the preeminent agency specialized in marketing to moms, dads and families. Brilliant leads public relations, social media, influencer relations and more for some of the finest brands in the industry, including ASTRA, Highlights for Children, Educational Insights, Learning Resources, HABA and more. Visit www. brilliantprm.com for more information.

Jeremy Treister

Jeremy is president of CMIT Solutions in Chicago (CMIT). CMIT is the Managed IT Services Provider for American Specialty Toy Retailing Association (ASTRA). CMIT delivers high touch services nationally. Jeremy can be reached at jtreister@cmitchidt.com

by Dee Farrell, Chair

I

can’t think of many friends outside of the toy industry that look forward with excitement to visiting New York City in the cold and snowy month of February. However, those of us in the toy industry work hard all year in anticipation of the American International Toy Fair! You know it’s just got to be something special when each year, toy retailers, manufacturers, sales representatives and inventors brave the weather to gather at the Javits Center.

As a toy manufacturer, the February date is something we focus on for months ahead of time. Will our working prototypes be ready? Will we be able to ship our newest creations right after the show? Will we get a mention in ASTRA Share the Fair list? My retailer friends tell me how they almost have to run from booth to booth just to see all the new things they want to see.

The show is fast-paced and quite busy. You’ll spot new trends and be able to place orders early so you can be among the first to get shipped the latest innovations. Many exhibitors have pre-set appointments and sometimes there is a wait to get into booths. Yet there is no better early place to get a jump on the year than in New York.

Getting ready for your time in New York? Check out the ASTRA Connect discussion boards. Veteran Toy Fair attendees often post tips for making the most out of the fair. You’ll note many of those tips including advice on preparing ahead of time. With two floors to cover, it’s a great idea to do some mapping out of your route to make sure you see everything and everyone you need to see. You’ll also

find information on the ASTRA website and in the onsite ASTRA at Toy Fair Guide about vendor specials just for ASTRA Members. Retailers, your sales reps can be a huge help in navigating the show specials and the show. Make sure you attend Share the Fair to get the list compiled of must-see items on the show floor!

Want to attend the best networking event at the show? Make sure to attend Night in New York on Sunday, February 17 from 6:30 – 8:30 PM for ASTRA’s signature event during Toy Fair. The event is just a short walk from the Javits Center at Clyde Frazier’s Wine and Dine. By attending, you’ll also support the ASTRA Foundation; $5 from every registration for Night in New York will be donated to the Foundation.

Lastly, but most important, we invite you to stop by the ASTRA booth, #6414. ASTRA staff will be there to answer questions, hear ideas, and to pass on exciting info that’s coming in live from the show! Of course, we won’t mind if you bring your fellow industry friends who aren’t yet ASTRA members by as well.

Here’s to a year full of new connections, discovering new products and new ideas. No matter what 2019 brings, we stand mighty together and inspired by play.

astratoy.org • January 2019

5

president’sreport

Happy New Year

”A

by Kimberly Mosley, ASTRA

nd now let us believe in a long year that is given to us, new, untouched, full of things that have never been …” - Rainer Maria Rilke

Happy New Year!

2018 was such an eventful year for the toy industry and the world. Mother Nature has continued to deliver unprecedented challenges to both the east coast and the west. We started the year with the demise of Toy R Us and several iconic national chains followed suit as the year unfolded. These stand as additional reminders of the ongoing changes in the retailing landscape. In response to these changes, ASTRA continues its national consumer-facing PR campaign to encourage former TRU shoppers to visit ASTRA stores. To amplify the message, we continue to offer on-demand training webinar with tips and tools for securing media coverage from your local media outlets. Visit academy.astratoy.org for more information.

Most Innovative Toy Store of the Year

ASTRA established a new award program to highlight creativity and inventiveness in independent retailing - the Most Innovative Toy Store Award. Recognizing the important role the Chicago Toy and Games Group (ChiTAG) plays in cultivating innovation for the toy industry, we were thrilled to partner with them on this new program.

The call for nominations went out to ASTRA sales representatives and this year’s winners were nominated and

6

January 2019 • astratoy.org

selected by members for their achievement in thinking out of the box and designing new ways to deliver customer experience. Please join me in congratulating Adventure Toys and Teachers’ Supplies from Los Altos, CA and owners Leslie and John Chiaverini.

Certified Master Sales Representative (CMSR) Program

In 2018 we expanded our professional education to include the Certified Master Sales Representative (CMSR) certification program. This is being offered as a hybrid seminar that combines a live in-person workshop with a virtual online component. In December, participants completed a three-hour, face-to-face workshop for the customer service component of the program.

The CMSR credential is part of ASTRA’s suite of professional credentials that includes the Certified Play Expert (CPE) and Certified Master Retailer (CMR) credentials. Each serve to promote a stronger toy industry by increasing a professionals’ knowledge base about business, finance, customer relations, promotion, technology, and the importance of play for children.

New Faces at ASTRA

ASTRA said goodbye and hello. In August, Amanda Zawad left after seven years to pursue a new career opportunity. As the director of meetings and strategic partnerships, she developed Marketplace & Academy into the preeminent conference and trade show for the specialty toy industry. We thank Amanda for her contributions to ASTRA and wish her well as she sets off on her next great adventure.

We are excited to welcome a new director, Dina Velasquez, CMP. Dina brings more than 25 years of meeting and event management experience within the corporate and non-profit sectors. Before joining the ASTRA team, Dina worked as the event services manager for the YMCA of the USA and as manager of meetings and events for Navistar, Inc. Toy Fair

If you will be at Toy Fair February 16 – 19, 2019, please stop by booth #6414 to say hello. There you can pick up your packet of ASTRA member specials, take advantage of early-bird registration for Marketplace & Academy and find out what is in store for ASTRA in 2019. I hope to see you at the annual Night in New York party, which is always a fun evening of food and friends. Don’t miss Share the Fair, where ASTRA retailers come together to share ideas and talk about the must-see products they’ve seen on the trade show floor.

And so, we begin another new year together. The challenges and opportunities of 2018 have reinforced that our mission, to provide for and advocate for the play, is more important than ever. Thank you for all you do to change the world through the power of play and best wishes for a successful 2019.

MARCH 10-12 2019

toyfestwest.com @toyfestwest

ready set play

Pretend An Important Child Development Tool

By Jean Bailey

8

A

January 2019 • astratoy.org

ccording to research, dolls hold the potential to be an important developmental tool in a child’s life. In a report by Jasana Grizinic, PhD., entitled, Child and Psychological Aspects of a Doll, he explains, “In the child itself, however, she (the doll) stimulates tolerance, emotional intelligence and empathy, develops richness of metaphoric thinking and expressions, the growth of imagination and creativity.”

The article goes on to say, “In play we show our real self, discover our difficulties and at the same time overcome them.”

Jessie was my Barbie doll’s name and unlike me she had blonde hair. I had two sisters close in age and we all got our Barbie dolls at the same time. Nothing teaches you the essence of negotiation like sharing a childhood with siblings. And so it was determined through much negotiation that no one was allowed to name her doll “Barbie” since only one of us could claim that coveted title.

I named my doll Jessie because it felt strong and slightly rebellious, like the Western outlaw Jessie James. Being taller and larger than my sisters, I looked like the oldest and struggled to dissolve the developmental difference between my older sister and me. She had 18 months of life experience under her belt before I came along.

Jessie had no such struggle and was, before her time, a career woman.

I fashioned a small coin purse into a briefcase by the clever addition of a rubber band which Jessie slung over her shoulder with a sense of ease and assurance. She had a vague job description, having something to do with advertising inspired by my watching the TV show “Bewitched” where the male star, Darren, had that job in this fun-looking field I had no real understanding of.

However, at a young and impressionable age, I used my imagination to form a world of advertising that Jessie inhabited with style, panache and a great set of open-toe shoes.

Pretend play left its mark on me.

It engrained a certain unexplained confidence that might have played a role in landing jobs in the world of advertising where I thrived for more than 20 years. It is worth noting that the two most significant jobs I held in this field were in fashion and hair care. Was it a coincidence that Barbie dolls were known for their perfect hair and fashion flare?

Pretend play, a subject of ASTRA’s Certified Play Expert (CPE) program, explores several things that are not always obvious. The creation of an imaginary outer world where children project themselves through their surrogate dolls has an inner effect.

• It allows kids to begin to feel what it is like to be competent, if only in their imagination • It gives children the courage to try new things they may want to explore later in life • It builds confidence in their abilities by assuming a new role The CPE program opens the door to further exploration of the complicated and complex world of play and puts it in a clearer perspective – one that graduates can use to further their confidence and commitment to being a play advocate.

Barbie, according to a research article by Hannah Tulinskien titled, “Barbie As Cultural Compass: Embodiment Representation, and Resistance Surrounding the World’s Most Iconized

Doll,” was created because there was a niche in the marketplace for a maturelooking doll that girls could transition to from their baby dolls.

Ruth (the original developer) was insistent that this adult doll could have a positive social and mental impact on girls.

She notes that it was through this adult figure that a girl “could dream her dreams,” a concept unheard of in the 1950s. Her vision of the doll continues to follow this intention: “It would be pretty, but not so specifically pretty that girls could not imagine themselves in its place … because I didn’t want girls to be intimidated … and its figure would be what a girl might want to pretend to have as a teenager … I wanted them to dream their dreams through Barbie” Perhaps dolls are really our first role models; role models that we shape, and then in turn, shape us. Richard Gottlieb, the Founder and CEO of Global Toy News, filmed an interview from the floor of Toy Fair in 2016. He referred to a TV interview where he was asked the future of dolls and if children will always play with dolls. Here is what he said.

“The doll you play with as a child stays in your brain for the rest of your life.

That’s why so many women have good or sometimes strained relations with Barbie.

They still have Barbie in their brain. Dolls are really, really important and I think they do a great job of working out who they (kids) are, who they want to be, how they learn to socialize … a lot of preparation for adulthood.”

It is understandable that if you walk into a child’s bedroom and see shelves of books, you recognize that these books hold the potential to impact and impress ideas and aspirations on a young reader.

What is less recognizable is that before the child could read, those same shelves may have housed toys and play products that held equal potential to contribute to a child’s development – including pretend and imaginary play.

Visit us at Booth #6547

New

Explore this and more by registering to become a Certified Play Expert. Visit https://academy.astratoy.org/certifiedplay-expert for more information. astratoy.org • January 2019

9

moneymatters

Benefits of

Training Your Staff

I

n many communities around the country, the HELP WANTED sign is seen on nearly every street corner. Being in the retail industry, you’ve no doubt been in the position of hiring in the past.

It can be a tricky game of balancing how to hire and whom to hire. There’s the school of thought that you shouldn’t make a big investment in training staff members because they’ll be gone in a matter of time, and then that investment has been wasted.

But the recent trend of needing additional help – no matter the industry you’re in – has convinced many in the retail world that training employees is both worth the time, and money.

“Investing in staff has long-term effects,” said Kevin Huhn, founder and chief inspirational officer at BeYourBestToday.ca. “In my career, as I learned, I got to grow and challenge myself. As a business owner, I see that it gives my people a chance to be around others and network. Ideas can be created, too.”

Huhn also says training employees is a great way to market your business. Trained employees are usually happier, more efficient, and love their job.

“What a great way to have my team be marketers for my business,” he said.

Humans crave growth naturally. The lack of career growth is one of the top reasons people leave jobs. If you promote someone in your company without the proper training, you’re playing with a house of cards.

There have been numerous studies that reveal when companies invest in their employees, they see a greater return on

10

January 2019 • astratoy.org

investment (ROI) than if they didn’t.

A paper published by Global Corporate College found that for every one dollar IBM spent on training their employees, they had an ROI of $26.

That’s a big number.

It’s also been proven that when employers invest time training their employees, the employees are generally happier in their work, are more confident, and tend to be more productive in their work.

Trained employees are also less likely to leave the job, which in turn saves you money and time wasted.

The bottom line is that investing in training your staff is important because any skill increase they have will most definitely directly impact your business positively.

At The Toy Store in Lawrence, Kansas, manager Nick Guffey says the store gives each new employee a store manual. That manual has to be read, and understood, before new employees go out on the floor.

He says putting new employees out on the floor cold actually takes the longest amount of time for them to learn.

“There is something to be said about your employees not having any confidence in what they’re doing when you send them out there cold because they don’t know if they’re right,” Guffey said. “They’re second-guessing themselves at every move at that point. The best thing you can do is give them a good, solid understanding of what’s expected and hope that they can take that and move forward in the direction you want.”

ASTRA

Learning from the Hobby Retail Industry: Protect Yourself, Your Business and Your Customers with

N

by Jim Marski

umerous reasons support the need for conducting background checks on your new and existing employees and volunteers who interact with children and host your in-store activities. Background checks protect you and your business from potential liabilities.

Of primary concern is the potential liability of hiring a sex offender who could interact with your customers and their children. Within the hobby industry, formal complaints have risen to the surface regarding the lack of background checks for employees and volunteers. An employer that fails to run a background check on his or her candidates for hire and volunteers in a risk-sensitive position is at high risk for liability.

The money saved not running background checks does not compare to what employers might be required to spend to defend themselves against a negligent hiring lawsuit – not to mention the unnecessary risk presented to you, your employees and your customers.

Consider the concerns that you may hire an employee with a financial criminal record who could be handling your companies’ cash or books or that you may hire an employee with a criminal record related to workplace violence.

While a background check won’t necessarily uncover all areas of concern with existing and potential employees and volunteers, it will improve new-hire quality as it discourages applicants with something to hide and increases the quality of your applicants.

Wondering where to start? Rocky Mountain HobbyExpo, the combined trade and consumer show sponsored by the Hobby Manufacturers Association, is proud to partner with CoreScreening to provide a substantially discounted rate for your employees and volunteers across the nation to complete an online National Criminal with Sexual Offender Registry search. This program is provided as a service to the industry. Neither the Hobby-Expo nor the Hobby Manufacturers Association receives any benefit or information from background checks performed.

The standard cost for the National Criminal with Sexual Offender Registry search is roughly $20. However, members of Rocky Mountain Hobby-Expo/Hobby Manufacturers Association will receive the discounted price of $8 per background check.

After your employee or volunteer completes the background check request online, the cost of the check will be billed to you and the results will be emailed to an address provided by you. As incidents may occur at any time, you may want to consider running background checks on an annual basis. Our program provides a logo that may be used on your website which indicates CoreScreening has performed employee background checks.

Visit http://rockymountainhobby-expo.com/trade-resources/ ASTRA for the link to our discount background check program.

Personalized Print and Digital Catalogs Outstanding Toy Selection and Trend Research Social Media Intelligence and Programs Impactful Buying Programs Expert Design, Marketing and Business Strategies Zip-Code Protected Advertising Zone

© 2018 The Good Toy Group®

Background Checks

MARKETING • PRINT • DIGITAL • SOCIAL MEDIA

ROCK YOUR MARKETING! COME SEE US AT TOY FAIR!

Toy Fair Booth 6207 Heather Smith Heather@TheGoodToyGroup.net 401-284-0610 GoodToyGroup.com

NYTF BOOTH #

5747

Tel: 201-771-0039 Email: info@thelazydog.co Website: www.thelazydog.co

astratoy.org • January 2019

11

moneymatters

Prepping for

TaxTime

by Tami Murphy

I

think it’s fair to say that none of us get overjoyed at the idea of taxes, but with planning, we lessen some of the angst of the whole process.

As an industry, we’ve survived another fourth quarter and things will slow down a bit for all of us between the upcoming tradeshows, which makes the first quarter an ideal time to start prepping for tax season. Although it can be a burden, there’s always a chance to make tax preparation easier and more efficient. There are industry veterans who’ve been through the process and have some advice to share.

“Get a good tax person and follow their instructions,” said Steve Mark, vice president of Tenzi. “(Co-Founder) Kevin (Carroll) and I know what we’re not good at, and taxes is one of the many things on that list. So, we have a tax guy who does our company’s taxes. On his advice and instruction, we pay quarterly estimated taxes throughout the year. So, come tax time, we are fairly organized.

Or I should say that our tax guy is organized.”

Cathi Hall, owner of Topsy Turvy Toys in New Bremen and Tipp City, Ohio, eases through tax season with organization and early preparation.

“I start preparing for taxes in the first quarter; the first quarter of the previous year,” she said. “As I evaluated 2017’s data, I made my financial plan for 2018. I start planning budgets for improvements, employee wages, and that current year’s purchasing plan before the end of January.”

Hall says one of the main things

12

January 2019 • astratoy.org

she does to prepare for tax season is to continuously reconcile the store’s receiving, payables and payroll taxes throughout the calendar year. She says this leaves only a physical inventory to do after the holidays. Topsy Turvy also does a physical inventory count mid-year, usually in early July, before fourth-quarter purchase orders are placed. They try to reconcile inventory discrepancies on a monthly basis, but, she says, this becomes challenging during the holiday season.

“My best is advice to prepare for the tax season is to have a consistent process that allows you to conquer, ‘piles,’ when paperwork starts to accumulate – it’s not as overwhelming when you don’t have to start from the beginning each time,” she said. “If you can’t finish what you’ve started, at least know where you have left off!”

She also says she tends to make at least one large cash inventory purchase a few days before Christmas. New inventory is not only exciting to receive after the holidays, but it’s also a way to use cash that is available before year’s end.

“Don’t forget to celebrate tax season. We are, after all, toy store owners,” she said. “We have our Topsy Turvy Toys staff holiday party in midJanuary after inventory is done!”

Gordon Bortnick, principal of BGN Sales, also prefers to get an early start.

“Being a private enterprise, when it comes to taxes, we live by the decree: ‘Never be taken by surprise.’

To accomplish this, we actively review

and project our business numbers on a continual 12-month basis,” Bortnick said.

“Being an LLC, with the three partners having to live off the draw taken from the business, we need to ensure that all commission revenues and expenses are timely and accurately entered into our financials. We regularly,on a quarterly basis, review our P&Ls to ensure the draws being taken are in line with the net income the business is generating and in line with our annual projections.”

Bortnick also says a longtime practice they’ve done is meeting in early November to review the yearto-date numbers and to project out through the end of the year all revenues and expenses to determine the anticipated final year bottom line numbers. These final projections are then reviewed with their accountant in early December to determine what the tax burden will be.

From this meeting, if the tax estimates come in higher than the actual quarterly withholding, they formalize what action is needed through the remainder of the year to get things in line.

“Being a private business, we do have the luxury of adjusting the timing of when we are able to report certain expenses through to the close of the year, as well as possibly adjusting the timing for banking and reporting of those commissions,” he said. “Those come through over the last week to two weeks of the calendar year. Both actions can help us meet our income and in ASTRA turn our tax projections.”

COME SEE US AT TOY FAIR 2019 Booth #6335

LEARN TO PLAY SOPRANO UKULELE STARTER KIT by Kala

LEARN TO PLAY UKULELE

The Kala Learn to Play Ukulele Starter Kit is the most complete learning experience for ukulele—great for everyone ages 3 to 103! This kit includes a high-quality Kala Soprano Ukulele, tote bag, FREE Online Lessons & Tutorials, plus a FREE App with Tuner & Play-along songs, all in an attractive package, ready to display.

KALABRAND.COM / LTP-S

moneymatters

Tell Your Story On Your

I

f you don’t have a website for your toy store...Get one. Now. It’s so incredibly important to the success of your business. Even though it might seem like a daunting task, it really doesn’t have to be.

Every person has their strengths, and everyone defaults to what they know best when running a business. Some are analytical thinkers, some are creative, and others just do well communicating with customers.

The idea of tackling the construction of a website may seem overwhelming to some, and therefore, their product never sees the light of day on the massive Internet because nothing is ever created.

At the very least, however, you HAVE to tell your story on the Internet. Imagine being in the market for some work that needs to be done around your house. Or perhaps you’re in the market for a new appliance, piece of furniture or even car. If you’re in the market for anything, what’s the first thing you do? Most likely, you jump on the web and do a little research.

The same applies for you in the toy industry. You have to tell your story, and that can be as simple as just having a landing page on the Internet. It can be something simple, just to tell your story, address and phone number. If you’re not on the Internet, you don’t exist.

Not having your business on the Internet is crippling in today’s world. Arguably, your website is THE most important thing to invest in to make your business go.

“Your website is your store front.

It is the first place people will go after learning about you either through PR, advertising, a trade show or sales efforts,” said Jennifer Fortney of Cascade Communications.

“Today, thanks to mobile access, your website is your number one marketing tool. You can advertise or drive media attention for your business, and if your website isn’t up to snuff, the effort is for nothing.”

14

January 2019 •

Website

Websites take on many forms, and some are indeed very complex with massive inventories and the ability to order products online.

But don’t let the complexities of the Internet or the building of a website discourage you. Yes, it can be overwhelming, but first, simply get your name out there.

You can hire someone to create your website, and the costs vary depending on how much information you want on the site, and how many different functions you want it to serve. But, you can also do it yourself for not a lot of dough, and it’s not that tough.

A couple of popular websites that can help you create your own site are Word Press and Wix. There are many, many tutorials online that can help you navigate the creation of your site.

“Having all of your inventory online is nice to have, but I truly think there’s a lot of value in just getting yourself out there,” said Dave Cothern, owner of V Tek Media, a web development company. “To me, the important thing isn’t so much having all your

inventory online, but you need to get enough information out there on the web for people to understand who you are.”

Cothern specializes in connecting your social media sites like Facebook and Twitter, to your website. Again, that’s not a difficult task to get done. If you’re still not comfortable with creating your own site, a reasonable cost to someone like Cothern is well worth it.

“If you’re looking for a simple solution, I would get something out there that says who you are, tell your story, and get it hooked into your social media,” he said.

“Everybody’s looking at their phones these days, and that’s where you’re going to get the most visibility. It makes the phone ring.

It really does.”

If you really want to dig deeper and develop a site that does more than just telling your story, there are ways to get that done, too. It’s a bit pricier, but being able to sell your merchandise online is another potentially huge revenue driver.

This is where a professional web designer can help not only with the look of your site, but also help on the back-end with inventory control.

“Your website is the golden light at the end of the tunnel,” said Emily Rowe, CEO at Social Sensi. “When you pour money into traditional public relations or social media marketing, the goal is always conversions. And those conversions happen on your e-commerce storefront. You want amazing, non-white-background product shots, you want catchy tagline and strong branding, you want intuitive navigation, and then you want to drive sales.”

Big or small, it’s important to be online. Remember, if you don’t have a website, you truly don’t exist.

Explore the listing of Preferred Savings Partners, a group of ASTRAendorsed companies, to find a listing of businesses who can help you get started with or maximize your online ASTRA presence.

toystories

Professional

Development

is recognizing the need to improve.

“We all run our

by Michael Levins businesses in our comfort zones,” rofessional said Debbie Scholl of development is Fundamentally Toys. “If that zone somewhat akin to bad-tasting medicine. is working for you, that’s great, but if you are While you know you need to take it to feel tired, stressed, feeling overwhelmed, or not better, you also know it won’t be enjoyable. making ends meet in that zone, it’s time to

For most, implementing a successful, take steps, any steps, to break-out and seek professional development program is inspiration and ideas that get you in the flow.” challenging. There is never enough time to While educational material for the make it a priority. However, one must take the taking is readily available, it’s still important to long view: a positive return on investment make time. will eventually materialize.

“We are all bombarded with more

What exactly is professional daily content than anyone can absorb,” said development? The business dictionary Timbuk Toys owner, Sallie Kashiwa. “One defines it as “the process of improving and increasing capabilities of staff through access needs to choose to make time for this sort of industry information, and it’s hard to not feel to education and training opportunities in the workplace, through outside organization, discouraged when you don’t have the time to implement the ideas.” or through watching others perform the

Sales representative Erin Griffin points job.” By extension, this would apply not only out that you need to find the formula that to staff, but also to key managers and to works best for you and implement it in ways owners themselves. that make sense for your organization.

While most ASTRA members would

“Taking on a program that is agree that a program of continuous too aggressive only sets you up for improvement for their organization is disappointment,” she said. a fundamental necessity to long-term

A further point you might want to success, the day-to-day pull of work, life consider is that everyone learns differently and family makes it a significant challenge and if you don’t adapt to your audience, to fit into a routine. That does not mean, failure will ensue. however, it cannot be done effectively.

Lillian Davis, a sales representative for While everyone pointed to ASTRA as a Diverse Marketing, was more direct. significant resource to improve skills, there

“If you’re bored, you’re boring!,” she said. were a host of other excellent suggestions “I don’t want to get stale and just feel like an and comments you can add to your order taker.” professional development toolbox.

Her personal philosophy is to develop

The first step in determining what to do

P

16

January 2019 • astratoy.org

knowledge and skills, which she says gives her more satisfaction in her job.

In the age of the Internet, inspiration is at our fingertips. Bret Faber, head of sales for manufacturer Plus-Plus, listens to a host of business-oriented podcasts when he is traveling or has downtime. He recognized that their company struggled with a routinized program of professional development.

“Given its importance, we manage to fit it in whenever possible,” he said.

Presently he and his management team have assigned each other a task; together they are reading Verne Harnish’s book Scaling Up and have agreed to meet, discuss and share insights and ways to implement the book’s ideas into building the company.

Educational development can also come from people that you work with on a daily basis. Davis pointed out that it is essential for a sales representative to bring value to both the manufacturers they represent and the retailers. She emphasized that this includes offering a fresh perspective and new ideas.

“Retailers can get especially focused on everyday tasks just to keep the store running at peak performance,” Davis said. “The more I can grow and share with them, the more effective we both are.”

Kashiwa’s best advice was to read books, listen to TedTalks and other sources of media, engage those around you in discussions about what you are hearing, and challenge yourself to apply new ideas.

Nick Guffey of The Toy Store in Kansas, like most association members, relied heavily on ASTRA’s Marketplace and Academy for his main source of staff development. In time, he understood the need for a more frequent learning process for his staff and subsequently implemented a daily morning meeting. The agenda gets set by the most senior person in the meeting that day and centers on learning about new products, store policy, continued on page 18

asmodeena.com

toystories

continued from page 16

product trends and other similar topics. He emphasized that while these are the essential elements of any toy business, the fact that this has become ingrained in the daily pattern of the staff makes it critical and impactful.

Several members talked about the importance of interacting with other members of ASTRA either formally or informally through resources like the ASTRA Connect discussion boards.

If you are willing to invest more time and resources, there are a large number of organizations in the professional development space which you might consider. Nick Tarzia of Stamford Toys and Debbie Scholl of Fundamentally Toys have found networks of people who can provide candid feedback that help Tarzia and Scholl better their businesses.

Tarzia said this has been invaluable in his management philosophy and has helped him recognize that he should continually invest in his staff.

“The more you improve your people, the more valuable they become to your organization, ”Tarzia said. “In return (they

for the

become) a higher value to the organization in terms of lower turnover, higher productivity and sales.”

Faber and his business partner applied to and attended the 10,000 Small Businesses program, which is a philanthropic initiative launched by Goldman Sachs. Tarzia invested in his key manager, Flaviana Dos Santos, to attend a Dale Carnegie course. She was initially skeptical but ultimately came away from the experience better understanding the short and long-term impacts different management and communications styles can have on staff and customers.

The benefits of professional development may not always be immediately apparent. Kashiwa said that as business owners, it is our job to figure out how to inspire those around you with the ideas that are coming from your own personal growth.

She further added that our businesses are not just about how to sell more toys, it might be about instilling ethics in your own organization in the midst of a time where the very term has lost its meaning.

Guffey emphasized the importance

of ensuring your customers leave the store feeling thankful for the experience in the store as opposed to what they would have gotten in an online experience.

“This doesn’t automatically happen,” Guffey said. “Let alone consistently take place in customer-to-staff interactions.”

He said this could only be done in a culture where staff is enlightened to the importance of this experience.

While everyone wholeheartedly endorsed the need to educate and improve their employees, in practice it was most always a challenge to implement a professional development program into the routine of their business.

Whether you are a manufacturer, rep or retailer, professional development is an essential factor to your ongoing and future success. Find a way to make it a part of your business culture and ensure it stays near or at the top of your priority list. At the very least, seek out educational opportunities that are enjoyable for you and for your staff.

Either way, take your medicine, you will ASTRA feel better that you did.

by

TM

CAREER COLLECTION

The Leading Supplier of 18” Dolls, Doll Clothes, Accessories, Furniture & Collectible Toys!

Y FAI TO2019 R

FEB 16-19

Smithsonian 18

January 2019 • astratoy.org

www.ShopSophias.com info@shopsophias.com 610-647-2118 Copyright© 2018 Sophia’s® All Rights Reserved

toystories

The Grand

Grandparent Vital (Old-er) Customers for the ASTRA Ecosystem

I

get it! I totally get it.

You’re in the business of quality play. You are a retailer, or a manufacturer, or a rep. Doesn’t matter.

You need parents of kids as a core customer. I get it.

Today most of those parents are what we call Millennials or Gen Y. Pretty soon the parents will be what many refer to as New Silent or Gen Z. You need ‘em.

They are your bread and butter!

Most of my frequent conversations with leaders in the toy industry include discussion of millennial parents and what those parents expect. How those parents decide what and where to buy is a critical component to making good business decisions. As an industry we need to understand them better than we do today.

In my frequent travels and visits to

20

bricks & mortar retailers, though, I have noticed another important customer category. And we don’t talk about them very often. Take a look around any good independent toy, or book, or baby shop.

You’ll see lots of graying hair. Lots.

In Praise of Maturity

In September, market research group NPD Group reported that grandparents account for about onequarter of toy sales. 25 percent! On top of that, in the prior 12 months grandparent spending growth exceeded nearly all other consumer segments — including parents.

Pretty much any time I’m in a good kids shop I see lots of grandparents.

Often they are accompanying a child — or children. They may be there as caregiver. Or it may be a special day out.

Sometimes the grandparent is in the

By Roger Bildsten

store alone…shopping!

Even young parents know that a toy store visit with their child is likely to end with the, uh, inevitable meltdown and eventual unintended purchase. Just for a bit of tranquility. A grandparent in a toy store knows this particularly well. She knows the drill. She will not disappoint. She is there to buy something. But what?

Here’s where it gets interesting.

Slotting people into a single demographic doesn’t usually work.

Individuals of any generation have their own reasons for doing things. In the case of our grandparent in the toy store there can be many motivations, needs, joys, and worries. Does she know exactly what she wants, perhaps because she purchased it for her own children? Does he want expert advice about what’s new? Maybe a grandparent couple continued on page 22

January 2019 • astratoy.org

TOY FAIR

Booth #465

ASTRA • Atlanta • Boston • Dallas • Los Angeles • Las Vegas • Seattle • Denver • Toronto • Columbus • Minneapolis

toystories

continued from page 20

wants to be sure they’re choosing something their grandchild will think is cool, or that the parent will think is cool. It could be that they don’t want the parents to roll their eyes when they see what they chose because it’s not cool enough. Or maybe the grandchild is with them and they just want her to be happy. All good.

Since they’re in a toy store we can be pretty sure they don’t feel like its alien territory. They grew up long ago (wink) wanting to go to the toy shop as a kid. Happy memories of buying gifts for their own children are still strong. They spent their lives “going to the store” and don’t consider it all that unusual even in our digital age to walk into a shop. They know what they want — and for many they have the financial ability to buy.

Young At Heart

The grandparents served by the ASTRA ecosystem care about quality play. They want to know what’s new. They want to do the right thing for their kids and grandkids and they look for products consistent with that desire. Sometimes they want not only to delight, but to impress their kids and grandkids.

They want to say yes rather than no. And, they can often afford multiple or larger purchases.

They’re online. Maybe not in the way their millennial children are online, but they’re online. They research. They

shop. They communicate. All online. The NPD Group report also states that grandparents’ online toy spend has grown at a faster rate than any other toy consumers!

Some 58 percent of U.S. grandparents live more than 50 miles away from their grandkids, so selecting and sending the right gifts matters. The thank you may come via text or FaceTime, but finding the right gift matters!

Generations

It’s common and quite understandable in the toy industry to see product design, packaging, marketing, retail environment and all the other components of success through a child’s eye. The reality is that there are many constituents, including grownups — parents and grandparents. They usually purchase the product. They play with the product. They see it in their home every day.

Paying close attention to the needs of multiple generations — kids, parents, grandparents, and other grownups thoughtful enough to be searching for products in the ASTRA ecosystem — is an opportunity.

So I suggest that for serious players in the kid market — retailers, manufacturers, reps, designers, inventors — the “grand grandparent” should factor into your decisionmaking. By the way…today’s millennials are tomorrow’s ASTRA grandparents!

CHOOSE YOUR OWN ADVENTURE® 1,189 endings and one hero…YOU! EXPERIENCE THE CLASSIC BOOK NOW IN BOARD GAME FORM! Wander through a twisting maze, tiptoe along the dark hallways looking for clues, or delve into the secrets of a hidden laboratory – the choice is yours! Featuring multiple thrilling endings, unique items to collect, and the iconic writing style from the books that you know and love across over 300 cards, CYOA: House of Danger offers hours of fun for everyone in your gaming circle. Where will your adventure take you?

CYA01 | $24.99 House of Danger TM & © 2018 Z-Man Games.

Available online and wherever games are sold.

CHOOSE YOUR OWN ADVENTURE and the Choose Your Own Adventure logo are registered trademarks of Chooseco LLC.

P: 1-888-422-7993 F: 1-866-496-7965 orders@chooseco.com CHOOSECO www.cyoa.com ®

22

January 2019 • astratoy.org

CHOOSE YOUR OWN ADVENTURE and the Choose Your Own Adventure logo are registered trademarks of Chooseco LLC.

2018 NEIGHBORHOOD

TOY STORE DAY

On November 10, 2018, More than 250 neighborhood toy stores said YES to celebrating Neighborhood Toy Store Day, with many adding a charitable component to give back to community organizations and non-profits.

With the support of ASTRA member manufacturers who offered Neighborhood Toy Store Day product discounts and event kits, and with extensive PR and media support,

Neighborhood Toy Store Day positioned independent toy stores as the go-to place for toys during the holiday season.

A big thank you to all of the manufacturers who supported specialty by offering exclusive Neighborhood Toy Store Day specials and to the sales representatives who helped retailers prepare and host Neighborhood Toy Store Day events in their communities.

Save the date for this year’s Neighborhood Toy Store Day celebration: November 9, 2019. Learn more at ntsd.astratoy.org. astratoy.org • January 2019

23

i t y n u thatC m a m re o C

s

A

toystories

By Sandy Ruben

I

nspired by the efforts of Stephanie Sala of Five Little Monkeys in 2017 in assisting families affected by the wildfires in California, when tragedy hit my state, I knew I wanted to help.

Hurricane Florence, a massive hurricane that caused severe damage in the Carolinas in September of 2018, almost seems like a distant memory. It had devastating effects on schools programs, community groups, and individual families throughout Eastern North Carolina. Now, several months later, daycare programs are still closed, schools have had to move into temporary facilities, and thousands of families remain displaced.

I knew I wanted to help. But my biggest challenge was to figure out how to help by donating toys, without undercutting the toy stores in that community.

I decided to focus on a 30-mile area that was hit extremely hard, and work with two toy stores that I knew well. My first stop was Teacher’s Pet in Morehead City, North Carolina. They had five daycare centers and preschool programs that essentially lost everything. We set up all of the donated items inside the store.

Each program was then able to fill their car with items, both large and small. It was an event filled with many hugs and tears.

My next stop a few weeks later was a bigger one. New Bern in North Carolina was in many ways the epicenter of the storm.

There were nightly newscasts about the devastation, and I worked with Snap Dragon in New Bern to see how we could help.

Our first stop was a low-income public school. Many of the 400 students were no longer living in their homes, and this was months after the storm. The school received approximately 1,000 toys of all sizes, and they were individually matched up with students from the school.

Our next stop was another public school in Havelock, North Carolina, also hit extremely hard by the storm. We donated

24

January 2018 • astratoy.org

another 1,000 toys there.

These efforts could not have been done without the great work from Heather Sinclair of Snap Dragon and Terri Fowler of Teacher’s Pet. What I was most impressed with was the compassion they have for their communities and their willingness to do anything to help.

I knew initially there was something for me to give, as I had hundreds of toys from our showroom that we were no longer using. When I posted on the ASTRA message board that we were looking for donations, we received a great response.

The manufacturers that donated included Smart Toys, Aeromax, Innovative Kids, Ann Williams, Tenzi, Smart Kids, Ooly, and Smart Noggin. I need to give a special shout out to Tangle. They donated 22 boxes of light-up footballs and frisbees.

Reps also stepped up to donate. I greatly appreciate the donations from Christine Blumberg of Roberts, Blumberg, and Giacobbe, and Laura McManenmin of McManemin Companies.

I also need to do a special shout out to Anne and Dana Barnes, owners of both High Five and their four Go Bananas stores. They were extremely generous in donating 18 boxes of toys from their stores.

We are in a community that cares. Tom Rushton of Revenew Sales organized a toy drive in Wilmington, North Carolina, also hit extremely hard by Hurricane Florence. Companies that donated to his work with the local television station and the Salvation Army included Watchitude, Education Outdoors, Bling 2o, Pencil Grip, Daddy O Games, and Project Genius.

Wildfires then hit California in November, and again Stephanie Sala is organizing another toy drive.

In the midst of these challenging circumstances, it has been inspiring to see the ASTRA community rally together to support those in need. We are so extremely fortunate to be part of a ASTRA community that cares.

trending now

Time for a New Look?

I

t’s certainly not necessary to do so, but if you’ve been thinking about it, now’s a good time. Tweaking, updating or changing your logo doesn’t have to be a major undertaking, but it can certainly give new life to your business. Things inside your store can stay exactly the same, but the perception from the outside shows a breath of fresh air with a new logo, and can many times result in a jolt in interest and the bottom line.

A change to your logo doesn’t have to be drastic; in fact, Anita Demetropoulos of Island Treasure Toys in Maine advises on just the opposite.

For Demetropoulos, it’s all about the yellow color that was in her original logo designed in 2002. Her vibrant yellow sandcastle logo is coupled with glossy, bright yellow shopping bags. Over the years, the bright yellow became synonymous with Island Treasure Toys.

“When I decided that I wanted to freshen up our logo, I told the designer, ‘You have to keep the outline and shape of the castle, and the yellow has to stay. Everything else can change,’” Demetropoulos said. “I had a lot of different variations, and it took a long time to really love it.”

It took her nearly a year to decide on the right logo. She wasn’t in any rush, and felt confident they were onto something when she’d take a break from working on it.

“I’d look at it, give it a rest, work with the designer, and give it a rest again. Every time I went back to it, I knew it was right,” she said.

“That’s a good thing to do, actually. Give yourself some time, because if you go back after a couple of months of not looking at it and you still love it, then you know it’s good.

That’s exactly what I did.”

And as far as toy stores go, Demetropoulos has certainly hit the right demographic.

“Everyone loves it, and you know

26

January 2019 • astratoy.org

what’s funny? The kids notice it, and they all come in and say, ‘Hey, you have a new sign,’” Demetropoulos said. “The parents don’t always notice it, but the kids do. They love their yellow sand castle.”

There is certainly something to be said about keeping some of your original logo in place if you do decide to change it. At Child’s Play Toys in Sioux Falls, South Dakota, original logo the logo hasn’t changed since the store opened in 2009.

In fact, one thing that will never change, even if they do update their logo in the future, is the placement of the ball in its current logo, says owner Nancy Savage.

The current logo has the following copy wrapped around a ball with stars and stripes: “Child’s Play Toys – A Unique Toy Shop for Curious Kids.” The store uses just the ball portion of the logo in some of its marketing and advertising; however, the ball is never out of line from the original logo. The green “star” on the ball is always in the five-o’clock position.

Choosing a designer is important, too.

Demetropoulos hired a graphic designer who gave her several options of the revamped looked. Demetropoulos said the designer simply wasn’t getting the look she wanted, and so she hired out the work to another graphic designer, her daughter, who Demetropoulos said nailed it because of her experience of working with the business for so many years.

Not every graphic designer is going to get it right, and it may take some time before zeroing in on your desired look.

“It’s hard to explain how my brain works. It’s an as-you-go process that is hard to explain,” said Jen Pfeiffer, a graphic designer and owner of Design Loft, LLC. “I try one idea, and that leads to another.

I always try to go for a clean, easy-to-read look, unless the client has something else in mind. I try to stay with two colors, if possible, and make sure the design will work as just black and white too, when it’s needed to print on clothing or in a small space. My motto for logos is ‘The simpler, the better.’”

Now that the holidays are behind us, having a look at everything in your store is important. If a fresh, new look is needed, a new logo is a great starting spot.

“A logo is important. If you don’t love

Even the candy packages at Child’s Play Toys has the logo of the ball in the same position with every package.

“We’ve branded ourselves over the past nine years, and that ball is always in the same position,” Savage said. “Whenever someone sees that ball, they think of our store. There’s a reason we’ve always kept it in the same place.”

what you have, and it’s outdated, I think you should make a change,” Demetropoulos said.

“You get a lot of press from it, it’s exciting, and it gives you energy to clean things up and ASTRA refresh things.”

Squeak Nose

Afghan Hound

Carry Handle

Mini Aardvark Rattle Tummy Texture

info@magformers.com | www.magformers.com

1-734-667-1673 info@magformers.com www.magformers.com

trending now

In-Store Events

Think Outside

By Theresa Duncan

C

of the

onsumers today face a constant barrage of advertising.

When using traditional marketing methods, whether digital or print, it can be challenging for independent toy stores to stand out. Fortunately, toy stores are better poised than many other industries to harness the power of the newest retail advertising trend – experiential marketing.

According to Brad Nierenberg of Momentum Marketing, experiential marketing is the live, one-on-one interactions that allow consumers to create connections with brands. This is nothing new to the toy industry. Toy stores by nature have always had a hands-on, immersive approach to sales.

Creative in-store events are one way that toy stores already excel at experiential marketing. Neighborhood Toy Store Day was celebrated by 239 ASTRA stores in 2018, and that is just one activity in a wide range of events toy stores are hosting. Stores are creating connections with their customers by offering events that range from classic crafts to activist story times.

Real-life experiences are what separate brick-and-mortar

28

January 2019 • astratoy.org

BOX

stores from online merchants, which is why bigger retailers like Target are beginning to focus on in-store events to drive sales. A study from Freeman Research predicts that one-third of chief marketing officers will dedicate 21- to 50-percent of their budgets on experiential marketing over the next three to five years.

With some creativity, toy stores don’t need to spend half of their marketing budgets on events. Partnering with local organizations, using events to drive product sales, and keeping events simple can keep costs under control. The Toy Store in Topeka, Kansas, partnered with the Kansas Ballet in December for a Nutcracker Mini Performance and story time. This not only created a special memory for attendees who enjoyed the story of the Nutcracker and a performance by the Sugar Plum Fairy, but it helped to promote the Kansas Ballet’s Nutcracker performance.

Using events to sell products increases sales while keeping expenses down. For instance, “Origami Oh” hosted by

Kid-tested. Parent-approved.

Visit us at Toy Fair Booth 6653 and see our brand new Star Wars products!

TM

The SMART gift with year-round appeal!

Our products feature a time of day clock, 60 second countdown timer, cumulative timer storing up to 100 hours of reading time, countdown timer with alarm and auto booklight shutoff.

Track reading time....anytime!

Building Block Toys in Chicago, Illinois, is a workshop in which attendees learn the Japanese art of paper folding. The workshop itself is free, but attendees are required to purchase a pack of Origami paper.

“Events don’t have to be elaborate,” said Lilah Givens of Made You Look Toys in Portland, Oregon. “People even appreciate a simple story time.”

When Givens hosted Drag Queen Story Time, which was a story read by a drag performer followed by an easy craft, she was overwhelmed by the huge turnout and subsequent social media attention the event generated.

Creative in-store events do more than just bring people in your store – they get people talking about your store. It may seem counterintuitive that in today’s increasingly digital age that the newest marketing trend is focused on real-life experience. However, as social media continues to grow in importance for marketers, user-generated content is the holy grail of online marketing.

“If you can get your customers to

www.mark-my-time.com 1-888-685-0257

share your passion, you can help them to generate great content for you,” said James Dillon of Gorilla 360 Marketing.

In-store events are also an opportunity to encourage your customers to take and share photos on social media.

“Not every event is well-attended,” Givens said. “But they are still a win because people love to talk and share, so I see them as marketing successes.”

A study by BookingBug, a company

focused on omnichannel consumer engagement for large banks and retailers, found that there is more demand for in-store events than there is availability.

While 68 percent of shoppers said they were likely to attend a retail experience, only 23.5 percent had ever been invited to one.

The research clearly proves it. There is plenty of room for even more out-of-the ASTRA box in-store events. astratoy.org • January 2019

29

trending now

Security in the New Year

connects to your network needs to be actively protected from viruses. Don’t expect each person to keep things updated on their own.

Secure your Wi-Fi networks • There should be separate networks for company-owned devices, guests and (if applicable) your Point of Sale system.

• Secure it so that individual’s devices (staff/customers/guests) cannot access any other devices on your company network.

By Jeremy Treister, CMIT Solutions

W

ith the proliferation of cloud-based services used by businesses of all sizes, developing a basic cybersecurity standard is often left to chance and the possibility of a security breach. It is never too late to take a more strategic approach and it is simpler than you might think.

Here are a few guidelines we use with our small business clients for a multilevel cybersecurity strategy.

Proactively enable two-factor authentication (2FA) for all services • 2FA is an additional login code that you need in addition to username and password. The system prompts you for a one-time password (OTP) which you get via a smartphone “Authenticator” app or text message. Examples: Google Authenticator, Microsoft Authenticator and Authy (our favorite).

• Turn on 2FA for as many sites as possible – email, social media, financial, vendors, apps, etc. Log into your account and check your security settings. Each user will need to get set up (smartphone app or text message).

30

January 2019 • astratoy.org

Do this at an administrative level for each platform; do not make it optional for anyone.

Don’t share credentials • Do not share logins to any system; each user needs their own ID (this includes the ASTRA website!). This reduces risks, internal hacks, and accidental exposure if an individual loses a device or if they no longer are employed by the company.

Install and actively manage a network firewall • Many smaller businesses have only the modem device supplied by the internet service provider; this is might be OK for a residential network, but businesses are more likely to get hacked.

• Implement a fully managed router/ firewall with active security services to continually protect your systems against new threats.

Use a centrally managed antimalware product • Each device (PC and Mac) that

Implement the latest security updates • For any hosted solutions – especially email – proactively implement the latest security features. This is NOT automatic – Microsoft Office 365, Google G Suite, etc. all have advanced security options, but they need to be carefully enabled.

• Devices also need to be proactively updated.

Train users in cybersecurity awareness • Let your staff know who to contact (your IT company) if they suspect anything suspicious. A common issue is suspicious emails. Everyone needs to know if you opened an attachment or clicked a strange link; make your IT company/department/consultant aware of this immediately.

Companies are quietly making advanced security features available to keep information and data more secure. Be proactive to seek them out before you find yourself dealing with ASTRA a hack.

astratoy.org • January 2019

31

trending now

A Sales Rep

SurvivorGuide and Checklist to Toy

By Ashley Browning

I

t’s the most wonderful time of the year, at least for us toy industry people!

Preparing for Toy Fair can be an overwhelming task, from making appointments with customers and vendors, to even having enough to eat while walking the aisles at Javits Center on the Westside of Midtown Manhattan.

Many people have much more experience than I, yet this simple checklist of tasks and reminders may be helpful when organizing your trip: Before going to Toy Fair 1. Make appointments far in advance with customers and vendors and be realistic of the amount of time you can spend with each customer and vendor.

There is a rush to see everything, but covering that much ground just isn’t possible. Put the appointment in some sort of calendar program that will sync with your phone. (I use Outlook). You can keep all vital information in one spot (customer phone number, booth number for appointment, appointment time, items to cover during appointment). A printout of the calendar is a good idea in case you run into technical difficulties..

2. Email your Toy Fair deals to customers a week or two in advance. Include the deal sheet with booth numbers. Be sure

32

January 2019 • astratoy.org

Fair

to reference the ASTRA at Toy Fair website (astratoy.org/events/toy-fair/) to make sure you have all of the ASTRA vendor deals covered.

3. Confirm appointments with customers.

Be sure to get their mobile number as unexpected things come up and having a way to communicate with the customers is vital. Solidify the meeting place and time.

4. Find out what categories customers are looking to fill, and concentrate appointments on those vendors if in a time crunch. Every customer has different needs, so focusing on what makes sense for them will maximize each appointment.

5. Be knowledgeable of booth locations and tailor the appointment in a way that easily flows from aisle to aisle.

6. Study your new catalogs in advance before going to Toy Fair. Toy Fair may be the first glimpse at new product, so the pre-Toy Fair walkthrough is vital.

Take notes and, if possible, pictures of new product. Have a reference sheet of bullet points for each customer on things you want to cover.

7. Have rep catalog labels preprinted so that you are able to put them on a new catalog to hand to the customer.

Many times the catalogs will not be available until Toy Fair. Customers receive so much information and material that it is nice to be able to distinguish which catalogs belong to each rep, especially for any new lines you may have picked up.

8. Pack some light snacks, gum, mints, candy, cough drops, and over-the-counter medications for you and your customers.

Quite often appointments run long, so having a quick pick-me-up is helpful to ensure your appointment goes well.

9. Download the Toy Fair app on your phone. It’s great to have a listing of vendors and maps at your fingertips!

10. Pack all essential computers, tablets, chargers, scanners, and cords!

During Toy Fair 1. Drink plenty of water! This non-water drinker always carries a bottle of water during the show. The lights of the Javits Center are hot and the hallways are long.

2. Sleep! It’s so tempting to want to go out and enjoy the fun things that New York City has to offer. It’s possible to do this, while still getting plenty of sleep. Our group typically eats dinner together if we don’t have dinner plans with customers or vendors.

We always end the evening in the lounge of our hotel. Being able to go straight to your room after a long day is amazing!

3. As mentioned in the preplanning list, having snacks, gum, mints, etc. in your bag is important. Sometimes there is no time in between appointments and that smashed granola bar in your bag will taste like the best meal you have ever had.

Finding a piece of gum will feel like you hit the lottery.

4. Wear comfortable shoes! The floors in Javits are concrete, and walking more than 15,000 steps in uncomfortable shoes is problematic. What were once thought to be comfortable shoes will never have that label again after Toy Fair … trust me!

5. Stop by the ASTRA booth 6414 to pick up the “ASTRA at Toy Fair” Guide and grab your member ribbon to add to your Toy Fair badge.

6. If possible, work with your sales manager while on an appointment in a booth. They likely will know more about

a new product and can offer insight to customers. They will also be the first to know what is “hot,” and the availability of a new item.

7. If I have a minute to spare, I try to visit the ASTRA lounge. It’s nice to sit for a minute, check voicemails and emails, and prepare for the next appointment. The ASTRA lounge is also a fun place to run into customers and other reps! I often hear the buzz of what’s trending at Toy Fair in the ASTRA lounge. The ability to get a cup of coffee, leave your coat for the day, charge your devices, and having wifi is certainly appreciated. The ASTRA lounge is always busy and you are sure to get some good “intel” about products and trends.

8. If time permits, send emails and texts to customers that weren’t able to travel to Toy Fair. Customers like being in the know even if they aren’t able to attend the show.

Wikki_ASTRA_Questions_Answered_PRNT.pdf

1

12/3/18

9. This is a no brainer, but always make sure your phone is charged. Like most reps, I use if for notes, taking pictures of any handwritten orders, new product pictures, and communicating with vendors and customers. I carry a portable charger that can get up to five full charges for my phone. It also has two USB ports to charge multiple devices at once.

10. Take it all in! Enjoy visiting with other toy industry people. As much work that goes into it from every side, it really is an amazing event and we are the fortunate ones to be in this business.

Toy Fair 2019 is sure to be another great event and I can’t wait to see the new trends. Will unicorns still have their magic? Will sloths still be hanging around? Will there be another new and improved slime, sand, or putty? Time will tell. See you in New York!

2:02 PM

astratoy.org • January 2019

33

trending now

Let’s GET L

By Kathleen Tomes

Social!

everaging social influencers to drive traffic to your store, inspire more purchases per customer, and result in more big-ticket sales … that’s the name of the game, right? How to make that happen is the million-dollar question.

Here are some tips and tricks to help you leverage social media influencers to boost business.

What is a social influencer? It’s just what it sounds like! A social influencer is someone who has enough of a following on one of the major social media channels

(YouTube, Instagram, Facebook or Twitter) that their recommendations actually influence their followers to take action – in our case, to get their followers to shop at your store.

How can you put the same principles into action to generate traffic in your store?

1

Do your research. Find out which social influencers are popular and followed in your area by searching the

Makers of potholder looms & loops, fiber art kits and weaving looms.

hashtag for your city. (For example, #AustinTexas, #AustinTX, #ATX, etc.) You can also utilize the media lists on ASTRA Connect that provide a breakdown of influencers by city and region.

2

Reach out to these social influencers via email or direct message (DM). Find out if they are open to a partnership with your store. This may involve providing a one- or two-product giveaway they host or an in kind, toys-for-mention arrangement.

3

Consider hosting a special in-store event with an influencer and his/her family, or host a multiple social influencer event to bring their fans to your store. Set up a photo-worthy area in your store using your products.

4

Keep the social influencers on your list informed of your latest toy arrivals, sales and special events.

5

Find out what kinds of toys and games their kids like and consider sending them a “Just for Fun” package in hopes that they post an image or video of the goodies and a mention of your store.

6

Harrisville Designs • 1-800-338-9415 • harrisville.com • Harrisville, NH

34

January 2019 • astratoy.org

Make sure you have a hashtag for your store and are posting on all channels frequently, using the tag. Make sure your social influencers know and use the tag, too, along with a mention of your store name and location, in their posts about you.

Use the beginning of the year to do your research and reach out a few social influencers. You might just find that it brings in the traffic you’re looking for to ASTRA get your year off to a great start!

ASTRA news

February 16 -19, 2019 | New York City

M

ake the ASTRA booth at the Javits Center your first stop at Toy Fair so you can take advantage of the member benefits and savings before you start writing your orders.

Here’s what you’ll find when you visit ASTRA at booth 6414.

Retailers ASTRA at Toy Fair Guide: Discover the member-only manufacturer specials to ensure you get the best deals at the show.

You’ll also find Toy Fair tips straight from fellow ASTRA members and a complete schedule of ASTRA at Toy Fair events.

Member Ribbon: Your member ribbon gets you access into ASTRA member events, the ASTRA lounge and help vendors know to offer you the memberonly discounts.

Share the Fair: Attend the retailermember-only Share the Fair event where you’ll enjoy a breakfast buffet and coffee while discussing the hottest new toys and products at Toy Fair. Note: only Share the Fair attendees will receive a printed copy of the list.

Manufacturers Member Packet: ASTRA staff will be dropping off Member Packets with

36

January 2018 • astratoy.org

resources to let buyers know you support independents. You’ll find member ribbons to get you into ASTRA events and the shared lounge as well as an ASTRA member plaque to display in your booth to encourage ASTRA buyers to stop and see what you have to offer.

Sales Representatives Member Ribbon: Your member ribbon will get you access into ASTRA member events, the ASTRA lounge and help vendors offer you the member-only discounts.

Sales Rep Wanted List: Use this resource to discover which ASTRA manufacturers are looking for sales representatives for their product lines.

Register for Marketplace & Academy 2019 Register as a Full Conference attendee for Marketplace & Academy to lock in the early-bird conference rate and be eligible to win a prize!

ASTRA Member Lounge ASTRA will be sharing the Toy Association hospitality lounge space with multiple industry partners including the Canadian Toy Association, LIMA (Licensing Industry Merchandisers’ Association), and ICTI (International Council of Toy Industries).

Hang your coat on the garment racks and grab coffee or water compliments of the Toy Association. The lounge is located in Hall 1E Room 12 past the Food Court on the bottom floor of the Javits Center.

Saturday, February 16

Shared Hospitality Lounge 9:00 am – 6:00 pm Javits Center, Hall 1E Room 12 Drop off your coat, enjoy refreshments and make it your go-to spot for lunch, charging up your devices or connecting with your ASTRA friends.

Meet, Visit and Play 5:30 pm – 7:00 pm Javits Center, Hall 1E Room 6 Join ASTRA at our Toy Fair MVP (Meet, Visit, Play) to network with your independent toy industry peers and enjoy an evening of games and fun. ASTRA will provide the food, drinks and game play!

Sunday, February 17

Shared Hospitality Lounge 9:00 am – 6:00 pm Javits Center, Hall 1E Room 12 Drop off your coat, enjoy refreshments and make it your go-to spot for lunch, charging up your devices or connecting with your ASTRA friends.

ASTRA’s Night in New York 6:30 pm – 8:30 pm Clyde Frazier’s Wine and Dine 485 Tenth Avenue (Between 37th and 38th Streets) Make this the first stop of your night out on the town!

Connect with ASTRA colleagues and enjoy bites to eat and non-stop drinks – all included in the price of your ticket.

Registration Fee: Members $70/person; Non-members $140/person $5 from each ticket purchase will go towards the ASTRA Foundation, a 501c(3) committed to raising awareness for the importance of play and its impact across the lifespan from early childhood through adulthood by way of research, education and philanthropic activities.

ASTRA Retailer Honored at the 2018 TAGIE Awards

Monday, February 18

Share the Fair (ASTRA Member Retailers Only) 8:00 am – 9:00 am Javits Center, Hall 1E Room E11 It’s the event that creates the biggest buzz among ASTRA members at Toy Fair! Join ASTRA member retailers over breakfast to talk about the must-see products on the show floor. You’ll gain ideas and insights on which booths you need to see right when the floor opens. Note: The Share the Fair printed list will be distributed only to ASTRA retailers who attend Share the Fair, but will be available online to all members.

Shared Hospitality Lounge 9:00 am – 6:00 pm Javits Center, Hall 1E Room 12 Drop off your coat, enjoy refreshments and make it your go-to spot for lunch, charging up your devices or connecting with your ASTRA friends.

Share the Fair List Available (Share the Fair Attendees Only) 1:00 pm ASTRA Booth 6414 Stop by for the list of must-see products as determined by ASTRA member retailers at Toy Fair. Note: The Share the Fair printed list will be distributed only to ASTRA retailers who attend Share the Fair, but will be available online to all members.

Tuesday, February 19

Shared Hospitality Lounge 9:00 am – 4:00 pm Javits Center, Hall 1E Room 12 Drop off your coat, enjoy refreshments and make it your go-to spot for lunch, charging up your devices or connecting with your ASTRA friends.

ASTRA

A

STRA members Leslie Chiaverini and John Chiaverini, owners of Adventure Toys & Teachers’ Supplies in Los Altos, California, were honored in November with the prestigious 2018 ASTRA Most Innovative Toy Store Award.

The award was presented at the 2018 Toy & Game Innovation Award Gala (TAGIEs). ASTRA President Kimberly Mosley presented the award.

ASTRA is a sponsor of the TAGIE awards, which recognize collaboration and inventiveness in the toy industry and honor those who stand out in the toy industry for their creative spirit of fun, philanthropy, and humanitarianism.

“ASTRA knows the important role ChiTAG (Chicago Toy and Game Week) plays in recognizing innovation in the toy industry,” Mosley said. “We are thrilled to see an independent retail store be recognized along with the inventors, marketers, rising stars, and others who do so much to keep the toy industry exciting for consumers. All that creativity needs a place where toy buyers can see it and touch it and play it. Leslie and John’s brick and mortar store is one of those places, and they make it a true destination for their customers.”

Leslie Chiaverini notes that having a store that is inviting and has good visual appeal is a companion to having wonderful products and great customer service.

“You want customers to look through your store windows and be drawn in to shop,” she says. “Once inside, we make sure children and adults have product demos to touch, feel and try so they have a fantastic shopping experience.”

Chicago Toy and Game Week is held each ASTRA November in Chicago. astratoy.org • January 2019

37

ASTRA news Introducing the Newest Addition to the Certification Program Lineup

Meet CMSR

By Ahren Hoffman

T

he Las Vegas Sales Rep Meetings are a robust week of meetings, networking, knowledge and of course, entertainment. It is Las Vegas after all! During this week, ASTRA took the opportunity to meet one-on-one with members, hosted an evening Meet & Greet event and offered education to sales representatives to help ring in the new year with fresh ideas and a positive outlook.

The highlight of the week was the launch of ASTRA’s third certification offering tailored to sales representatives. The program was previewed during the Las Vegas Sales Rep Meetings in 2017 to provide a sneak peek of what was to come in the next year. With the support of subject matter experts and industry peers on topics ranging from child development and toys to tax documentation and health insurance, ASTRA spent the year

®

curating content to create the CMSR program.

On December 11, ASTRA facilitated the customer service segment of the Certified Master Sales Representative (CMSR) program with 27 sales representatives and principals in attendance. The training was full of lively discussion, idea sharing and appreciation for peer-to-peer exchange. Attendees will gain access to the remaining content online to finish the full program and earn their credentials as a CMSR.

The objective of ASTRA’s certification program offerings is to elevate professionalism, refresh expertise and provide customized content to the toy industry. The full program includes five tracks of information on the categories of Business & Finance, Customer Service & Promotion, Children & Play, Technology and Customer Relations. These categories were created to provide toy industry sales reps with information to grow and develop sales performance.

While some people may possess a natural sales personality, continued success comes as a result of developing effective and strategic selling skills at all career stages. ASTRA is excited to offer this new certification designed especially for our sales representative members – an instrumental group in the toy industry.

Learn more and register for the Certified Master Sales Representative program at ASTRA Academy: academy.astratoy.org/certified-master-sales-representative

Welcome to the New World of Madame Alexander Madame Alexander’s beautiful dolls encourage little ones to love and nurture, teaching them empathy and kindness.

Visit us at Toy Fair Booth 951, and find out why it’s a new world at Madame Alexander!

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

38

January 2019 • astratoy.org

GE T

INSPIRED BY the

NEWEST PRODUCTS

and BRIGHTEST

S A E ID FOUR DAYS

jam-packed with NEW PRODUCTS CONNECTIONS & BRIGHT IDEAS

IT ’S MORE THAN A TOY SHOW

REGISTER

NOW www.marketplaceandacademy.org

astratoy.org • January 2019

39

ASTRA news

The Innovation Council Looks to

ASTRA’s

By Roger Bildsten

I

Future

n late October, the ASTRA Innovation Council held its first annual face-toface meeting at a Denver airport hotel.

The council was formed earlier in the year at the direction of ASTRA leadership with a mandate to examine the big picture of our independent toy ecosystem and serve as a strategic resource for the ASTRA board of directors. After many conference calls this was the council’s first real chance to meet each other.

Consumer Panel Council members began arriving in Denver on a sunny Sunday afternoon.

That evening, the council hosted ASTRA’s first-ever consumer panel consisting of six young Denver-area parents. Questions were prepared in advance and a lively discussion took place for more than an hour around their wants and worries about parenting and play. Key takeaways included the importance young parents place on connection and interaction, their constant search for reliable parenting information, and their relative lack of awareness about the advantages of shopping with independent toy retailers.

Not only did the panel provide

40

January 2019 • astratoy.org

valuable insights into what these parents know (or don’t know) about the independent toy world, the panel’s success also encouraged discussion about organizing future consumer panel events, and provided useful reference points for the council’s Monday meeting.

Council Meeting The Innovation Council is concentrating on the ASTRA ecosystem of the future. To focus its crystal ball, the council led off by identifying key customer audiences and big-picture ideas of what these audiences want as a path to defining what we must do to be ready to serve them tomorrow. Particular attention was paid to psychographics versus demographics and insights into what inspires consumers.

The council carved out three key customer audiences for core attention, including consumers who seek the

following.

• Connection – thoughtful gift givers for whom the act of selecting and purchasing play items strengthens their bond with family, friends, and community • Experience – consumers who seek shopping environments and experiences that enhance the act of purchasing products for play • Identity – shoppers who see value in careful selection of products in an environment that shows extra care in the selection process

These groups are comprised of consumers who believe in the importance of play.

Each category has unique needs, which were discussed in considerable detail and will help inform the council’s work going forward.

Another important component of this first in-person meeting was a brainstorm session. While conference calls are effective, there’s nothing like the opportunity to meet together for a true inperson working session with walls covered with post-it ideas!

Expanding ASTRA Membership

By Sue Warfield

A particular focus of the discussion was technology and its incorporation within the ASTRA ecosystem, which is the current challenge facing the Innovation Council.

ASTRA2025 As the Innovation Council sets goals for 2019 and beyond, it is establishing a vision to shoot for, which we are calling ASTRA2025. This requires us to define what we think ASTRA should look like six years in the future and determine what needs to be done to get us there. It provides us a timeframe. It forces us to make decisions about what we want to be. It means that we must take action well before 2025 so that we become what we say we want to be.

Here are some of the key components of ASTRA2025.

• People and Partnerships • Product • Technology • The Modern Retail Experience • Financial Strength • Our ASTRA Message The council is developing criteria and filters for identifying priorities and ultimate recommendations. Essential criteria include ideas that leverage ASTRA strengths and that can provide achievable, measurable results to participating members.

We look forward to providing updates to ASTRA members in the coming months.

The initial focus as we enter 2019 is technologies. Most of this work is managed via regular council conference calls and subsequent working group phone and online conversations.

The council aims to identify best practices within the ASTRA ecosystem and in other industries and find solutions that ASTRA members will be able to implement within their own unique businesses.

After less than a year’s existence, the Innovation Council’s dedicated industry experts are eager to look well ahead and help lead our independent toy ecosystem into the future.

After all, we’re all in ASTRA this together!

T

he world is changing every day. Leveraging the knowledge, energy, curiosity and entrepreneurial spirit of all that have an interest in our industry can be the key to continuing as leaders in our industry.

To ensure that ASTRA keeps moving forward with innovation, technology and new opportunities for growth, we are excited to announce the following new membership categories.

Ambassadors: If you are planning to retire from the toy business or know a former ASTRA member that has retired, this is your opportunity to stay in touch with your ASTRA colleagues and continue to share your knowledge and experience. Ambassador memberships will be limited in number and specific requirements will need to be met to qualify.

Inventors: We recognize that there are two groups of inventors: those who continually come up with new inventions that they license out to manufacturers, and new inventors who have just begun their entrepreneurial journey. These two new membership categories for inventors will help them connect with our manufacturers, toy stores and reps as they bring new and exciting products to market.

Students: To encourage upcoming generations to become active in the toy industry and retail world as a career, we are launching a student membership.

Learning from our youth and tapping into their energy will bring further excitement and innovation to our stores, manufacturers and sales rep organizations. We are aiming to entice future generations to choose the toys industry for their future.

As we roll out these new membership categories, we will be recruiting at a variety of new venues including job fairs, college fairs and inventor symposiums. We will be encouraging these new members to contribute ideas on our connect boards and through volunteer opportunities.

Learning takes place every day and is vital to success. By expanding our membership base to welcome new ideas as well as continuing to draw from the experience of former long-term members we will not only expand our base, but also expand our knowledge. With knowledge comes both wisdom and power, and further proves we are mighty together.

For more information on any of these new member categories, or if you have ideas on recruitment, please email Sue Warfield at swarfield@ astratoy.org, or call her at 312-222-0984.

astratoy.org • January 2019

41

new manfacturer members

ASTRA Welcomes Its Newest Manufacturer Members Curated.

Northbrook, IL www.curatedint.com Dedicated to bringing quality lifestyle products and brands from around the world to the American market by bringing retailers new, premium, and exceptional products that will help set you aside from your competition.

MercyToys Ginger Fox

Cheltenham UK https://uk.gingerfox.co.uk/ The Ginger Fox brand was created over 10 years ago in the UK and is now available in the US! Our first US catalog features games, books and mugs – each with their own unique backstory and cunning little twist. We are dedicated to creating a range of innovative, high quality gifts that are responsibly sourced and manufactured.

DJECO US

42

January 2019 • astratoy.org

We are the Slovak company producing plush biblical figures for kids. We are having plush Jesus, St. Mary and Angel available just now, and are working on ne products.

Orange Tree Toys

Franklin, IN www.djeco.com Since 1954, DJECO has been creating beautiful toys in the heart of Paris.

Passion for play and complete freedom of imagination is important to us. We are driven by awakening children’s sense of wonder, enriching their imagination and making them want to continue discovering. Welcome to the world of DJECO

Bratislava, Bratislava www.mercytoys.com/en

Toddington, Gloucestershire www.orangetreetoys.com

Glo Pals

Starkville, MS www.glopals.com The glo pals are light-up characters that are made for bath time! Simply drop the pals in liquid and they’ll automatically light up. This makes for an amazing and fun experience for children of all ages. Drop them in and watch the glo pals make bath time fun again! Once bath time is over, the glo pals turn off automatically - making it easier to get kids into and out of the tub.

A family run business established by sisters Anuja Wilson and Lamani Simons in 2000. Based in the English countryside we specialise in the design and manufacture of traditional wooden toys for pre-school children. Our official US launch will be at the NY Toy Fair in 2019

THiN AiR Brands Sharingland

San Antonio, TX www.sharingland.com

Purposeful Bliss Sugar Grove, IL www.fizzymagic.com

Fizzy Magic is innovative company that offers bath fun, fizz and educational products in the tub for kids 3+. Fizzy Magic is the first brand to offer an EDUCATIONAL bath bomb that has a clue to guess surprise inside, fun facts about the surprise and bedtime story. Learn more at Fizzymagic.com. The product ingredients are pure and safe. In 2019, we will be introducing more break through water experience products- Fizzy Magic Mega, Pinata and Test Tube.

“When gifts are unwrapped, have you ever observed that to a child, often the box a toy came in is more appealing than the toy itself? Sharingland’s playhouses are sturdy, sustainable, foldable and inviting for preschoolers. Five models (45in all-around) that come ready-to-play with a hard-toresist set of accessories to wear and play.”

Parker, CO www.thinairbrands.com

The makers of Nature Bound Toys for the exploration of nature, Ben Franklin Toys for STEM, and Flight Line Toys for airplane fun.

Lenmark Toys

Burbank, CA www.lenmarktoys.com

Smart Shelf

St. Clair, MI www.smartshelfinc.com Patented Disney-themed space-saving portable furniture platforms with optional wireless charging capabilities function as a nightstand or snack tray. Available in licensed sports, character-themes and personalized platforms.

LENMARK TOYS, the maker of MyBeltz®, is an American toy company with headquarters in Burbank, California. MyBeltz® is an innovative doll accessory that allows girls to play, display and travel with their favorite dolls. MyBeltz® is patented and ready to ship immediately. For inquiries, Lenny Gilbert, Sales@mybeltz.com or visit MyBeltz.com.

Roshambo Baby

Vista, CA www.roshambobaby.com Little People Deserve Big People Shades. Italian-made bendable, flexible, chewable(!) sunglasses and prescription frames with 5 sizes for the whole family!

Damage and lens replacement guarantee, so light they float, BPA, pthalate, and lead free, but the same price as Chinese-made competitors! Plus each sale supports autism charity.

South Beach Bubbles Fort Lauderdale, FL www.southbeachbubbles.com

Re-inventors of bubble toys for the entire family, from children to grandparents, to make happy hour a bubbly festival for the whole family!

Scratch Europe

Mortsel Belgium www.scratch-europe.com/en-us/ Scratch is an authentically Belgian, and therefore European, brand. Over the years, Scratch evolved into an established specialty toy and lifestyle brand using a variety of materials. With the emphasis on innovation, Scratch expresses its style all around the world and has currently a presence in more than 30 countries.

astratoy.org • January 2019

43

new members AFFILIATES BookingCommunity 1651 NW 1st Court Boca Raton, FL 33432 www.bookingcommunity.com/ astratoy Hahn Solo Consulting 24928 Genesee Trail Road Suite 100 Golden, CO 80401 (303) 408-9975 iris@hahnsoloconsulting.com www.hahnsoloconsulting.com Jean Bailey Toy Consultant 1028 Dinsmore Rd Winnetka, IL 60093 TransNational Payments 9550 W. Higgins Rd. 8th FL Rosemont, IL 60018 (847) 655-1329 http://gotnpayments.com/

44

If any of the information below is incorrect, ASTRA truly apologizes. Please contact us immediately at info@astratoy.org.

Beecrazee 2020 Camfield Ave Commerce, CA 90040 (323) 721-1750 contact@beecrazee.com

FlairGameWorld LLC 3 Beachside Cmn Westport, CT 06880 (310) 804-1148 allie@flairfriends.com www.flairfriends.com

Home Learning Company PO Box 20330 Riverside, CA 92516 (330) 715-2961 1trinaniemi@gmail.com www.homelearningcompany.co

Create A Castle PO Box 433 Bridgewater, CT 06752 (860) 717-2386 info@createacastle.com www.createcastle.com

Fun Stuff Inc 2513 58th St Suite A Hampton, VA 23661 (757) 826-9280 www.funstuffinc.net

MercyToys Pribinova 4 Bratislava, Bratislava 83101 00421911944202 martin.mikulas@mercytoys.com

Curated.

899 Skokie Blvd Suite 520 Northbrook, IL 60062 (248) 550-9133 mary@curatedint.com

Ginger Fox 17593 Hackberry Ct Eden Prairie, MN 55347

MANUFACTURERS

DJECO US 248 E Madison St Franklin, IN 46131 (317) 513-1018 julie@djeco-us.com

January 2019 • astratoy.org

Glo Pals 419 E Lampkin Starkville, MS 39759 (662) 590-6073 hanna@getglo.com Harmoneez Inc 8560 Ward Rd Whitesville, KY 42378

Orange Tree Toys Unit 10 Orchard Trading Estate Toddington Gloucester,Gloucestershire, Gloucestershire GL54 5EB 00441242244500 mike@orangetreetoys.com Purposeful Bliss 930 Stamford Pl Sugar Grove, IL 60554

Roshambo Baby 1487 Poinsettia Ave Ste 125 Vista, CA 92081 (310) 913-0534 scott@roshambobaby.com Scratch Europe IJzerenweglei 17 Mortsel, 2640 (323) 449-8811 martijn@dam.be www.scratch-europe.com/en-us/ Sharingland 700 N Saint Marys St Ste 1400 San Antonio, TX 78205 Smart Shelf PO Box 163 St Clair, MI 48079 (949) 873-3644 dancass@smartshelfinc.com www.smartshelfinc.com

South Beach Bubbles 2345 S.W. 34th Street Fort Lauderdale, FL 33312 (954) 418-2980 sales@southbeachbubbles.com THiN AiR Brands 5332 Talavero Pl Parker, CO 80134 (303) 593-2950 mike@thinairbrands.com www.thinairbrands.com

RETAILERS Big Boy Toys and Hobbies 2930 Johnston Street Lafayette, LA 70503 (337) 269-5800 jtruxillo@gmail.com www.bigboytoyslaf.com Color Wheel Toys 420A Mulberry St NE Albuquerque, NM 87106 (971) 221-4615 colorwheeltoysabq@gmail.com Crazy Squirrel Game Store 745 E Terrace Ave Fresno, CA 93704 (559) 431-0188 www.crazysquirrelgamestore.com/ Hansen's Toys 202 East Madison St Minneola, FL 34715 (321) 662-2233 hansenstoys@gmail.com

Just Kidding Around 507 Bloomfield Ave Montclair, NJ 07042 Kiddos 3383 Mendon Rd Unit 204 Cumberland, RI 02864 Purple Me Green - The Science Store 249 N Oak Street Paletine, IL 60067 (847) 409-4057 purpletruck@purplemegreen.com www.purplemegreen.com Red Raccoon Games 309 N Main St Bloomington, IL 61701 (309) 828-9196 jamie@redraccoongames.com www.redraccoongames.com

Tokyo Japanese lifestyle 5570 Vista Canada Pl La Canada Flintridge, CA 91011 (213) 400-0110

Trinity Group International 955 Connecticut Ave Bridgeport, CT 06607 jasonr@trinitygroupintl.net

Tools 4 Teaching 401 S Green Riber Blvd Evansville, IN 47715 (812) 401-2060 julie.burczyk@tools4teaching.biz www.tools4teaching.biz

We Growing Inc. 1578 S Archibald Ave Ontario, CA 91761

SALES REPRESENTATIVES RNS Associates 1500 S Ocean Blvd Apt 701 Pompano Beach, FL 33062 (954) 366-4516

If your brand were a movie, what would it be called?

SET 4 Kids 28683 Silverking TRL Santa Clarita, CA Skeeter's Toybox 112 Main St Ste 13 Putnam, CT 06260 (860) 928-3088 skeeterstoys@gmail.com www.skeeterstoybox.com The Fun Company 136 S Main St Bellefontaine, OH 43311-2052 The Storybook Garden 260 S Texas Blvd Ste 106 Weslaco, TX 78596 (956) 968-7323 sarah@thestorybookgarden.com

Let MAPP Trap rewrite the story of your brand by monitoring the internet, identifying your merchants, and enforcing policy compliance.

GH ST SELLER BUSTERS Starring DamnGoodBrand Aykroyd WWW.MAPPTRAP.COM info@mapptrap.com 303.670.5111

astratoy.org • January 2019

45

index of advertisers ASTRA Toy Times Magazine, January 2019 Asmodee North America............................asmodee.com.....................17, 25, 35 Chooseco LLC....................................................cyoa.com..............................................22 Creditors Network LLC.................................creditorsnetwork.com...................45 DeLano/EPI Printing Inc..............................delanoservice.com............................6 Douglas Company..........................................douglastoys.com..............................21 edPlay....................................................................edplay.com..........................................46 Folkmanis............................................................folkmanis.com.................................IBC The Good Toy Group.....................................goodtoygroup.com.........................11 Gund, a Division of Spin Master Inc......gund.com..........................................IFC Harrisville Designs..........................................harrisville.com....................................34 JC Toys Group Incorporated......................jctoys.com...........................................44 Kala Brand Music Co......................................kalabrand.com..................................13 KidStuff Public Relations.............................kidstuffpr.com...................................46 The Lazy Dog & Co..........................................lightstax.com......................................11

6 ISSUES OVER 6,700 RETAILERS

Madame Alexander Doll Company.......madamealexander.com................38 Magformers LLC..............................................magformers.com..............................27 Mindware Wholesale....................................mindware.com..................................15 The Original Toy Company.........................theoriginaltoycompany.com......31 Reading Time Gifts.........................................readingtimegifts.com....................29 SentoSphere USA...........................................sentosphereusa.com........................9

The Magazine for

Sophia’s................................................................shopsophias.com.............................18

People Who Sell Toys

The Toy Association.......................................toyfairny.com.....................................19 ToyFest West - WTHRA..................................toyfestwest.com.................................7 Wikki Stix.............................................................wikkistix.com.....................................33 Winning Moves................................................winning-moves.com......................BC

To advertise, contact Todd Crayton todd@fwpi.com • (315) 789-6431 • 800-344-0559

46

January 2019 • astratoy.org

An essential ingredient to every toybox, every childhood, every generation.

See more puppets at www.folkmanis.com or call 1-800-654-8922 for a free catalog.

NEW FOR 2019!

Visi Toy t Us Boo Fair th # 265

This three-dimensional wooden stacking game can be played by two players or teams. Add one of the 12 wooden polycubes to the structure, carefully placing it within the confines of the eight square gridded base.

Item #1223 Item #1221

Item #1225

Item #5038

RUBIK’S® and RUBIK’S® JUNIOR PUPPY are trademarks of RUBIK’S®. Used under license Rubik’s Brand Ltd. All Rights Reserved.APOCALYPTIC PICNIC, KOZO and STINK BUG are trademarks of Winning Moves Inc.© 2019 Winning Moves Inc. All Rights Reserved. APOCALYPTIC PICNIC is a creation of 1015 Creative LLC and is used under license. KOZO is a creation of Mitsuo Yamamoto and is used under license. STINK BUG is a creation of Preslicka Studio and is used under license. WINNING MOVES, WINNING MOVES GAMES, and CLASSIC, RETRO, COOL, & FUN, and Logos thereof, are registered trademarks of Winning Moves Inc. © 2019 Winning Moves Inc., 75 Sylvan Street, Suite C-104, Danvers, MA 01923 USA. All Rights Reserved.

800.664.7788 x101 or x103 wmsales@winning-moves.com

@winningmovesusa

/winningmovesusa

/winningmovesgames

/winningmovesusa

/winningmovesusa