ASTRA Toy Times February 2020 by Fahy-Williams Publishing

FEBRUARY 2020

magazine

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THE MAGAZINE OF THE AMERICAN SPECIALTY TOY RETAILING ASSOCIATION astratoy.org â&#x20AC;¢ February2020

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February 2020 • astratoy.org

features

departments

money matters

trending now

President’s Report

Writing ‘About Us’

Using Video in Social Media

Message from the Chair

Return Policies

Writing a Newsletter

Ready, Set, Play

Dealing with Bad Reviews

Planning for the New Year

Profit Survey Pricing for Profit

Connected to Community to Adapt to Change

ASTRA Welcomes Its Newest Manufacturer Members

34 36

New Members

Index of Advertisers

astra news

toy stories 16

Neighborhood Toy Store Day

Manufacturer packaging

Before I was in Toys

Giving back to the Community

Marketplace & Academy 2020

ASTRA at Toy Fair

Innovation Council

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 • February2020

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president’sreport

On your mark,

Get set, GO!

019 was an eventful year. The uncertainly over tariffs on Chinese imports kept us guessing all year. Even at this writing, there are no clear answers. In addition, Toys R Us made a “comeback” in the toy industry. Their approach, however, raised more questions than answers. Despite the chaos, the specialty toy industry kept going and growing. In part, this was driven by a larger number of toy-based movies. Toy Story 4, Playmobil: The Movie, and Lego Movie 2, to name a few. Another major driver influencing toy sales was technology. These “techy” toys were popular and often selling above traditional price points. Online retailing is continuing to grow but physical stores still do the bulk of consumer sales. Buying online and pick up in store is also increasingly popular. ASTRA had a busy year as well. In 2019, we expanded our membership community to include inventors and by the end of year we had welcomed nearly 100 new inventor members. Recognizing the importance of being connected to a network of colleagues on a local level, ASTRA launched regional groups in 2019. These are face-to-face gatherings that provide a network to learn and share challenges and opportunities unique to your region.

Innovation Grant

The ASTRA Innovation Council

February2020 • astratoy.org

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continues to explore ideas to foster and promote experience, connection and identity(ECI) for specialty retailers. In 2019, they developed the ASTRA Innovation Grant. This program is aimed at supporting ASTRA retailers as they implement innovative ideas that can be tested, measured, and refined for implementation by the broader ASTRA community. Supporting these experiments are a key part of the innovation process. Watch your email for more information as this new program is rolled out. We have also added Industry Innovator as a new excellence award. This is another way of recognizing outstanding innovation and out-of-the-box thinking in the specialty toy industry.

ASTRA Foundation

The board met and defined the strategic focus for the Foundation. A central focus of this strategy is the Foundation’s desire to support children in need and the evolution of play from early childhood through adulthood. As a mission driven non-profit, the Foundation advocates for the importance of play through research, education and philanthropic community projects. In 2019 the ASTRA Foundation received a grant from the US Play Coalition to support translating ASTRA’s Make Way for Play Guide into Spanish. We again partnered with Good 360 to donate $140,000 worth of toys and children’s products to children in

need. We worked with Network Volunteers to stuff 1,000 backpacks at Marketplace & Academy.

Toy Fair

If you will be at Toy Fair February 22 – 25, 2020, please stop by booth #6511 to say hello and get your member ribbon so manufacturers know to apply savings to your orders. Take advantage of earlybird pricing for Marketplace & Academy registration. The discount ends on February 25. 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. I hope to see you at the annual Night in New York party. This year we’ll be at the historic Paramount Theater where legendary singers performed. Keep your eyes open because old blue eyes might visit while we are there. And so, we begin another new year together. The turbulence of 2019 serves to reinforce that our mission 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 2020.

Kimberly Mosley, ASTRA

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Board of Directors

message from the chair

chair Christine Blumberg past chair Dee Farrell chair-elect Amy Saldanha treasurer Kevin McGrath (2020) secretary Nick Tarzia (2021) directors Melissa Beese (2021) Betty Skoke Burns (2021), Jeanie Crone (2022) Corey Funkey (2022), Jacqueline Killian (2021) Lisa Orman (2022), Brad Ruoho (2022) Tom Rushton (2022), Jenna Stirling (2022)

Back to the

Basics

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 Lisa Orman, KidStuff PR Relations Phil Wrzesinski, HABA USA Kemi Tignor, Little Likes Kids LLC

ASTRA Staff

president Kimberly Mosley member relations director Sue Warfield business development director Ahren Hoffman meetings and events director Dina Velasquez marketing and communications manager Dee Marsden membership coordinator Robyn Foster office administrator Nicole Peavy education administrator Cora McCarron meetings and events administrator Clare McKeown 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 © 2020 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.

by Christine Blumberg

o matter our role in the industry – manufacturer, retailer, sales rep, inventor, affiliate member, student – we need each other to succeed. Without the success of accounts, vendors have no customers. Without the success of vendors, there are no new products to sell. Without sales reps, the manufacturers have no advocates in the field to sell their product line. Without inventors and students, we miss out on innovation and creativity. It’s no secret that the onset and acceleration of ecommerce in the last 20 years have forced all of us to change the way we think about our business models. Social media, online marketing, digital outreach, website management are all key factors that are now part of our everyday vocabulary. Retailers and manufacturers are both reaching out to the end consumers, and sales reps are trying to make it easy and efficient to bring products into stores that sell well and are fun! The challenges of ecommerce have led to vendors experiencing brand degradation on sites like Amazon and Ebay, stores losing sales from consumers buying products online, and sales reps losing sales due to buying group platforms. Our industry is constantly changing while the pressure to stand out and stay ahead of the game increases. We come up with new business strategies, new marketing ideas and new job functions and titles to help us navigate the changes. In the midst of all of the changes and newness, let me suggest that we take it back to the basics. ASTRA was founded in 1992 by a group of specialty toy industry professionals who championed working together – not

against – to see the industry grow. We have to work together. We have to trust each other. And, like our founders did, we have to support each of the member segments and roles they play in the ecosystem of the specialty toy industry. Our relationships (and dare I say, friendships!) in the industry are what set us apart. The business of selling toys is not transactional, but relational and these connections can be the game-changers that inspire us to share an idea, trust an insight or solve a problem. As we look to 2020, let’s resolve to make new connections (welcoming a new ASTRA member or sitting next to a first-time attendee and saying hi at Marketplace & Academy) while we reconnect with longtime industry friends. Together we can continue to build longevity for our industry – one that goes beyond transactions and dollar signs. Ultimately, we all want the same thing – a robust, successful specialty toy industry. ASTRA offers opportunities to help each of us, whether we are a manufacturer, sales rep, retailer, inventor, student, or affiliate partner in the industry, to connect and build relationships. I encourage you to reach out to the team at the ASTRA office and learn more about these resources. In this new decade (and beyond!), let us work together and champion one another to make the specialty toy industry stronger than ever. Christine Blumberg Principal RBG Sales New England Sales Representative Group

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ready set play

The Inside Out of by Jean Bailey, Certified Play Expert

s ASTRA members, we all contribute to their vision, “To change the world through the power of play.” PLAY. What exactly is this elusive word that functions as both a noun and a verb? It’s worth thinking about play, since most of us spend a great deal of time retailing or creating products whose sole purpose is to bring this word to life. Professor of Psychology at the University of Maine, Catherine Garvey in her book entitled Play, defined play as the following. • Pleasurable and enjoyable • No extrinsic goals • Spontaneous and voluntary • Active engagement Peter Gray, Research Professor of Psychology at Boston College offers a similar definition in his article in the American Journal of Play entitled, “Play as a Foundation for Hunter-Gatherer Social Existence.” • Self-chosen and self-directed • Intrinsically motivated • Structured by mental rules • Imaginative There are two words from these play experts that are worth exploring – “extrinsic” and “intrinsic.” Garvey looked at play through the negative side by stating there is no extrinsic goal. Gray took the positive approach by labeling play as intrinsically motivated. However, what they both are attempting to describe about play can be invisible to the casual observer, yet it is the driving force behind the experience. Let’s look at an example of seeing a child sitting in a library reading a book as a way to better understand the difference between extrinsic and intrinsic motivation.

If the child was assigned a book to read, we could agree that action was initiated by extrinsic motivation. It was probably teacher-led, mandatory, defined and controlled by standards outside of the influence of the child. The child most likely would have a timeframe in which to complete the task, and therefore there exists the potential for some stress to be mixed into this experience, like anxiety to comprehend certain aspects of the book and remember all the elements necessary to meet the teacher’s expectations, to avoid mistakes and get a good grade. Then place that same child in a library by their own initiative, looking for a book to entertain and engage with. You have the potential of the same act of reading a book evolving into the characteristics of play because the activity and the book would be self-chosen and self-directed. There is also a slight element of risk. Maybe one book might not meet the child’s expectations, be abandoned, and another picked up instead. But the risk is exciting and adds to the enjoyment. The reading of the self-chosen book would not be bound by time or schedule, but based on how long the book captured the attention and imagination of the child reading it. The contents of the book could match the child’s reading abilities, be below his or her skill level, or even a bit beyond the child’s current proficiency, but was chosen because of the child’s love and interest in the subject matter. There is another difference buried in these two experiences. There was no real thought needed to read a book assigned to the child. It was the only choice and required no review process. The child had

no skin in the game, so to speak, about the choice of this book. However, the self-chosen book required the child to go within and conduct an internal inquiry. This child needed to ask him or herself, “What do I want to read about, what will align with my inner passions, desires and interests, what book is worth my time and attention?” It is a process of self-reflection and self-determination that perhaps children of today have few opportunities to engage in. In the true act of play, a child needs to ask themselves these questions and more, before they interact with the play experience and gather all they desire from it. It is voluntary, autonomous and spontaneous; three characteristics that are often sorely missing from many children’s daily schedules. Exploring the power of play dates back to the classical period of Ancient Greece, where the philosopher Plato asserted, “You can discover more about a person in an hour of play than in a year of conversation.” One could, perhaps, argue that play also allows a person to get to know him or herself through the act of going inside and asking what it is you want to do. There are a million ways you can bring play to life. What do you do to play and what does that say about you? Explore play in different ways by getting credentialed as a Certified Play Expert. Develop, expand, and elevate your expertise and master the art and science of play. For more information go to: https://academy. astratoy.org/certified-play-expert and join the ranks of CPEs promoting the power of ASTRA play in their community.

February2020 • astratoy.org

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! G M O VISIT US R TOY FAI

YUM!

BOOTH

475

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

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moneymatters

Writing a Killer

“About Us” Page by Phil Wrzesinski

about toy stores – “We believe that …” • toy shopping is an event, not an activity; • a toy store is supposed to be fun; and • your kids should be allowed to play in the store. If you’re trying to convince people to shop from your site, write down what you believe about web shopping – “We believe that …” • a website should be easy to navigate; policies should be simple, straightforward, and there to serve you; and • when we screw up, we’ll make it better than right. People who share your beliefs will read these and automatically feel connected. Just make sure your business behaves in a way consistent with each of your beliefs.

ou have your website. You optimized it for mobile. It has your hours, your location, even directions. Now it is time to write your About Us page. For some retailers this is the hardest part to write. Do I tell my whole story? Where do I start? How much information should I include? Before you begin to write, you need to answer two questions. 1. What is the goal of my website? 2. How does the About Us page help me reach that goal? The answer to that first question will typically be either, “Drive traffic into my store,” or “Convince people to buy from my site.” Therefore, anyone visiting your About Us page is trying to determine if you are a store worth visiting or a site trustworthy enough to buy from.

Belief statements Simon Sinek said it best in his TEDx talk, “Start with Why.” “The goal is not to do business with everyone who needs what you have. The goal is to do business with people who believe what you believe,” Sinek said. Your About Us page is the perfect place to share what you believe. Write down what you believe about toys – “We believe that…” • the true cost of a toy is the cost per hour of play; • every toy teaches, but some lessons are better than others; • kids play differently. Some lead, some follow, and that’s okay; and • the more ways you can play with a toy, the longer you’ll play with it. If you’re trying to drive traffic into your store, write down what you believe

History Most people reading your About Us page are not looking for a complete history of your business. They typically want to know three things. 1. Why you exist 2. What you do 3. What are your goals You can still write your History as a story. Just break the story down into those three elements. Lead off each element with a summary statement so that people who browse and skim can get the gist of your message quickly. For instance, your headers and story might look like this. We opened Toy House because there were no stores selling toys year-round in Jackson. I was tired of constantly driving my wife and friends to Detroit every time a birthday came up, etc. We strive to carry only toys that have the greatest Play Value.

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Return Policies

N After carefully researching childdevelopment issues and studying the toys available on the market, etc. We want to make toy shopping as fun as can possibly be for children, parents, and grandparents. When you visit our store, you’ll find plenty of samples because we believe you should try the items before you buy them, etc. The beauty of those three headers is that, together, they become the “elevator pitch” of your business. When someone asks you about your store, you can sum it up in those three sentences. Although an About Us page sounds like a “facts” page, its true purpose is to give someone a better “feeling” about your store and who you are. It is the one page designed to mostly make that emotional connection with potential customers. Fill your story with anecdotes that show your belief statements in action. It helps cement those beliefs in the mind of the reader. Fill your story with the obstacles you had to overcome and the challenges you faced. We all love success stories. Fill your story with the mistakes you made. It makes you more human and vulnerable and trustworthy. Finally, fill your About Us page with pictures. They are worth thousands of words. ASTRA

ow that the holidays are behind us (and hopefully brought with it big shopping days and a fruitful financial season), it’s time to prepare for the second holiday season: returns. There’s really no correct answer when it comes to returns. There are many theories and stories. Sales reps and manufacturers from coast to coast seem to have many different approaches. Some retailers have made it a practice to have customers sign on their receipt next to the return policy to ensure they know what to expect. Others have a limit on the number of days a customer can return a product – some say 14 days, others will accept a return no matter the date as long as the packaging hasn’t been compromised. It really is a loose policy and can change from store to store. To small retailers, return policies are often seen as a risk, but the benefits of a lenient return policy can be huge. If you’re a smaller, lesser-known name, a good return policy can be a key step in persuading new customers to stay loyal to your brand. “The gains from additional purchases outweigh the losses from additional merchandise returns,” said consumer psychologist Bruce Sanders. “Policies that appear simple to the shopper and offer money or monetary credit for the return have the greatest effect on increasing subsequent purchases.” Sanders also says that policies that offer exchanges rather than money or monetary credit reduce the rates of returns. It can be a delicate balance, but there are a few things to keep in mind when setting your return policy. Are you posting your return policy? Perhaps you are posting the policy, and it’s on your receipts, too. But if customers are

in line to make a return, can they easily see the policy while waiting? Consumers often don’t pay attention to what return policies are until they bring in an item. If they’re returning a gift, they might not be familiar with your store at all. It’s frustrating to a customer to wait in line to make a return, only to be surprised to learn the return won’t be accepted. Have you trained your staff on your return policy? You may have trained your staff, but can they keep their explanations to irritated customers brief? Staff members who are flustered often resort to reciting too much of the policy instead of explaining in plain language only the specific part of the policy that applies. It’s not an inquisition: Your staff may be trained in asking for the reason for the return. That’s obviously a good way to both improve your inventory and to curb fraud. But are you coaching your staff to make this a service-oriented inquiry, and not an inquisition? “Keep questions brief,” Sanders said. “If a customer asks why you need to know the information, simply reply with, ‘I realize it’s a bother to you to have to return merchandise you’ve bought from us. I want to be sure we deal with suppliers who will provide you, your family, and your friends with reliable products the first time, every time.’” Most small retailers subscribe to the policy that items must be unopened and not damaged for a return. If a customer made a mistake or just changed their mind, most retailers will offer a full refund. However, that can get a little tricky when it comes to online orders. Typically, shipping costs remain the responsibility of the consumer when returning online purchases. To make things easier at the counter, stores that have rewards programs can make it a much more efficient conversation at the counter. No receipt, no problem. If a customer wants to make a return but doesn’t have a receipt, that’s not an issue with a rewards program as each purchase is documented in your ASTRA point-of-sale system. astratoy.org • February2020

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moneymatters

May we never know them, may

a g n i t t e G f o s r a e F The

D A B w e i v Re

by Kemi Tignor

s sellers of products and services on the internet, bad online reviews are a reality almost all of us have to deal with. We could lament the reasons for this all day: the anonymity of the internet, the ease of commenting that comes from

having your smartphone with you at all times, and the encouragement of platforms asking you to review everything. Given that the internet has opened up worldwide marketplaces for our products, recognizing that bad reviews really are a small price to

we never provoke them, may we never stoke them. pay in the big picture will help you maintain your sanity. So, how to deal with bad reviews? In the vast majority of cases, I think the solution is to answer and engage. Hopefully, most negative feedback you receive relates to issues that are easy to resolve and, in reality, frustrates you as much as the customer. At the beginning of my relationship with my main manufacturer, a small number of customers contacted me to say that their puzzles were missing a piece. In reality, I have no way of knowing whether the manufacturer made a few early mistakes and shipped faulty puzzles,

February2020 â&#x20AC;˘ astratoy.org

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Did You Have a Good Year? Here is Another Way to Measure by Phil Wrzesinski

A or the customer’s dog ate the puzzle piece while Junior went to the potty. Regardless, I shipped off fresh puzzles to anyone who raised the issue. A few additional pieces of merchandise provided for free to people who already liked your product enough to invest in it in the first place is well worth avoiding a 1-star review online. The customers who complained about my puzzles mostly reached out to me on social media. Accessibility to your customers is one real benefit of having a presence on Instagram and other social media platforms. If your customers know they can reach you or your company through social media, I’ve found that people are less likely to write a bad review. I also found that once the customer reached me, being defensive didn’t do me any good. Of course, I’m devastated that I shipped a faulty product and, of course I’m thinking, “How can I be a leader in the market, if my company can’t get the basics, right?” Deep breath. Everyone makes mistakes, but what matters is how you respond. Moving into the problem-solving mode that we’re in 90 percent of the time anyway, I moved to empathizing with the customer and getting them what they need, within reason of course, to be happy and getting them as a potential repeat buyer. If all else fails, then it’s important to know your rights. Major retail platforms will take down blatantly untrue, particularly mean-spirited or extortionist comments. If you are even reading this, then it’s probably because you have a successful, thriving business. And you’re making 95 percent of your customers very happy. Bad reviews, like bad winter weather, ASTRA will pass.

sk most retailers how the year went and they’ll typically respond based on top-line sales. If sales were up, life is good. Some retailers will answer based on the bottom line. Still profitable? Life is good. While both of those numbers are important, the true barometer of your long-term success is how well did you manage your inventory and cash. One easy way to measure that comes from two formulas you calculate from your Balance Sheet. The Balance Sheet is a standard accounting report that is a snapshot in time of the Assets and Liabilities of your company. Most businesses will run this report once a quarter or once a month. For this exercise, we will look at the numbers from your January 1st Balance Sheet. There are three numbers from this sheet you will need. 1. Cash – the money you have on hand and in the bank. 2. Current Assets – your cash plus the replacement value of your inventory. 3. Current Liabilities – your Accounts Payable (what you owe vendors) plus any money owed on short-term loans. Formula #1: CURRENT RATIO This ratio shows whether you have enough current assets to pay off all your current liabilities. The formula looks like this – Current Ratio = Current Assets/Current Liabilities Depending on when you do this calculation, your number will vary. According to the Profit Survey, a typical ASTRA store on January 1st will have a current ratio of 1.7. If your number is close to or above this mark, that’s good. Most banks consider 1.5 to be the line you don’t want to drop below because you might not be able to cover all your expenses if you had to liquidate. This number by itself is only part of your Inventory Management analysis. Formula #2: CASH-TO-CURRENT LIABILITIES RATIO Your current assets include two numbers: cash and inventory. This ratio is similar to the previous one, but only looks at your cash in relation to current liabilities. The formula looks like this – Cash-to-Current Liabilities Ratio = Cash/ Current Liabilities Again, this number varies widely depending on time of year. A typical ASTRA store will have a Ratio of 51 percent on January 1st. (If you ran that same number on December 1st when your inventory and current liabilities were at their highest, that number could be as low as 10 percent.) Is yours at 51 percent or higher? If not, you might have a problem. The key to this number is to look at it in conjunction with the current ratio. If your current ratio is good but your cash-to-current isn’t, then you have too much inventory. If your current ratio is bad, but your cash-to-current is good, then you don’t have enough inventory. If both numbers are good, congratulations! Go tell your friends what an awesome year you had. If both numbers are bad, you have some serious Inventory Management to do (and probably a lot of dead inventory you need to move). The right balance of inventory is critical to your success. If you have too much inventory, you won’t have the cash necessary to pay your other bills or to move quickly on hot products and fads. If you have too little inventory, you won’t have the products to sell to make your sales goals. Finding the balance is the key. These two formulas show you how you’re doing and say as much or more about the health of your business as the top and bottom lines. ASTRA astratoy.org • February2020

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moneymatters

There is a

Science to

here is a perception when it comes to Pricing for Profit. Perception is when somebody believes something to be true. The room might be 68 degrees. That is a fact. But to some it is hot, and to others it is cold. Those are perceptions – and while not “facts,” they are every bit as true to each individual. Pricing is a lot like perception. Some people see a price and think it is too expensive. Others wonder why the exact same item and price seems too cheap. Your job as a retailer is to find the Goldilocks price – not too high and not too low – that will get the most people to purchase what you’re selling. When you understand how people perceive pricing, you have a leg up for finding those sweet spots. Perceived Worth Versus Actual Price When a customer looks at a product, they immediately evaluate it. What is it? What does it do? Do I need it? Do I want it? How much am I willing to pay for it? How much should it cost? The number they come up with is their Perceived Worth (PW) of the item. All these evaluations happen in the blink of an eye. If it is an item they don’t want, the PW is zero and they move on. If it is an item they want, they will then look at the Actual Price (AP). If the AP is much higher than her PW, they aren’t buying. If the AP is the same or just slightly lower, it goes in their basket. If the AP is much lower than their PW, their cynical side asks, “What’s wrong with it?” Until they answer that question, the item stays on the shelf. Therefore, the key to higher sales is to price items as close to their

PRICI N

PW as possible. You can do that one of two ways. 1. Raise the Perceived Worth of the item 2. Change the Actual Price

t fi o Pr esinski by Phil Wrz g for Profit” m his “Pricin o fr d te rp m exce ilsforum.co eBook at ph

Raising the Perceived Worth There are four ways to raise the PW. 1. Use signs to show off the product and all it does 2. Use merchandising to spotlight the product 3. Use sales staff knowledge to be able to talk intelligently about the product 4. Use your store reputation to let customers believe everything in your store is more valuable. Changing the Actual Price You don’t always have to lower prices to find the sweet spot. In fact, most retailers find they need to raise their prices once they learn the three rules of pricing. The AP has a Perception all its own. Once you understand the way prices are perceived you will unlock the key to higher profits.

Rule #1

r o f G

The 99-Cent Rule: The Right-Hand Numbers The numbers to the right of the decimal are the first place to start. The numbers you choose tell the customer a lot

about your store. Without going into all the psychology, using $.00 or $.95 tells the customer you are a full-priced boutique. The $.99, $.98, and $.97 endings are all better because we perceive those to be discounted prices. Anything other than those prices is considered a “gimmick” price. You don’t want to be the gimmick store or the full-priced store, nor do you want to leave pennies on the table. Therefore, all your prices should end in $.99.

Rule #2

The 5-10-20 Rule We are visual people. When we see a price for an item under $20, we envision the type of bill we need to pull out of our wallet to pay for it. We even classify it that way. When a customer is looking for a “fivedollar gift,” they mean everything priced $4.99 or less. Therefore $3.99 and $4.99 are now the same price. Both are “five-dollar gifts.” On the other hand, $5.99 is a bad price – too much for a five-dollar gift and too low for a ten-dollar gift. You can change the price on many of your $5.99 items to $7.99 and you will sell them faster (and make more money)!

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The same phenomenon happens for items in the $10.99 to $13.99 range. They will sell just as well (or more) at $14.99. In fact, the two worst prices in the 5-10-20 Rule are $5.99 and $10.99. Avoid them whenever possible.

Rule #3

Bad, Okay, Good, Giveaway: The Left Hand Numbers Now focus on the number to the left of the decimal. Those numbers have a perception all their own. Some just don’t look good to us, sometimes for reasons we don’t even understand. Zero, Three, and Six are Bad Numbers. Psychologically, they turn off the customer at a subconscious level. Avoid prices like $10.99, $13.99, $26.99. Instead, you can use the Okay Numbers like Two, Five, and Seven. You’ll discover that $7.99 will outsell $6.99 all day just because it feels like a better 10-dollar item (refer to the previous rule). The reason those are only okay is because they just aren’t as Good as four and nine. Why are four and nine so good? Because all perceived worths will be a multiple of five or 10. No one comes in looking for a $52-dollar toy. After $32.99, all your prices should be on the four or nine, and after $74.99, you can even drop the 4. The last two numbers are Giveaways. One and Eight can easily be raised to Two and Nine without losing a single sale. No one will look at a $29.99 item and say, “If only this was $28.99, I would buy it.” You’re losing money when you use those two numbers. In fact, you may be losing sales, too, because those lower prices don’t look as attractive or match the PW. The key to successfully pricing items is to make the prices “attractive.” You could raise all your prices to the next four or nine with the $.99 tomorrow and your customers will think you lowered all your prices just because the prices meet their expectations. Action Steps You won’t always be able to change the prices in the way you like, but there are many items where you’re losing profit and even sales through bad pricing. Here are some steps to Price for Profit. • Change ALL PRICES to end in $.99 (except for pre-priced items like books) • Raise all items marked $3.99 up to $4.99 • Raise all items marked $5.99 up to $7.99 • Raise all prices over $30 to the next Good Number ($x4.99 or $x9.99) • Put your Highest Margin items in the Best Locations and give them Great Signage • Evaluate all the rest of the items in your store • Eliminate ALL Bad numbers • Eliminate ALL Giveaway numbers • Look for ways to raise the AP whenever and wherever ASTRA you can (especially plush) astratoy.org • February2020

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toystories

Neighborhood Toy Store Day

here are always a few days circled on the calendar when you’re in the toy industry. Undoubtedly, one of those days is Neighborhood Toy Store Day (NTSD). NTSD is an annual event for independent toy stores all over the country, and it’s typically one of the biggest days of the year in regards to retail sales. Hundreds of stores celebrate with family-friendly activities, in-store specials and more. Although the event happens in midNovember, and there are a share of customers who are browsing and getting Christmas gift ideas, more times than not it pushes recordsetting sales. The beauty of NTSD is that store owners and managers can take it as far as they like. For many, the more creative and outrageous the

approach, the more fun and successful the day becomes. Michelle Gillen-Doobrajh, owner of Tildie’s Toy Box in Philadelphia, made it a memorable day indeed by providing a photo booth for all her customers, and their friends and family members, to take fun, crazy pictures. Each photo included the Tildie’s logo, and a memory was created forever. A local photographer company set up the event, just like a traditional photo shoot, but with snowflakes as the background, says Gillen-Doobrajh. Customers were able to take home a print and in addition, Tildie’s emailed a file of the photo so it could be used as a holiday card. The store also provided a holiday wish list for kiddos that was later mailed to the North Pole. Customers received complimentary tote bags with $50 worth of goodies that the store collected from manufacturers. Double

Tildie’s Toy Box in Philadelphia had a photo booth available during NTSD, and the staff at Tildie’s took advanatage too! Top row, left-toright: Michelle Gillen-Doobrajh, owner; Nick Tatakis, sales associate; Julie Rockefeller, sales associate. Bottom row: Brianna Cottingham, manager; Maggie Schepcaro, sales associate.

rewards were also given that day, and PHL 17 television came to the store and featured event. “It’s a pretty big day for us. We try to make sure the store is looking really festive and fun by then,” said Gillen-Doobrajh. “It’s a really good day to get people in the holiday spirit and to get them in the store. Even if they haven’t started shopping yet, it’s good to get them in the store to see all of the things that we have so they can think about it when they come

Kind Kids for Generations Madame Alexander’s beautiful dolls have encouraged generations of little ones to nurture, teaching them kindness for almost a century! Visit us at Toy Fair booth #365 for exciting new dolls like these Little Cuties!

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The staff at Second Star to the Right Books got into the Neighborhood Toy Store Day spirit as they dressed in characters from the board game Clue. Pictured are (left-to-right): Mariana Calderon, Birdie the staff cuddle-dog, Lauren Casey, Shannon Habbas, Christian Hawkins.

back to do their holiday shopping.” At Second Star to the Right Books in Denver, the staff took NTSD to another level with a unique twist on a classic game: each employee dressed as a character from the game, Clue. If a customer was able to correctly identify one of the employees and their character, they received one dollar off of the game. Did it work? “We sold out,” said store manager Shannon Habbas. “It was a great day and I was excited. We had people who came in specifically because they heard we were celebrating Neighborhood Toy Store Day. We put a lot of things right in the doorway, so even people walking down the street would do a double-take and come in.” The dress-up day for Clue was just the start for Second Star to the Right. The store was littered with demo tables from end to

end, and Habbas said they had a stream of customers all day. The bad weather that blew through Denver that day didn’t seem to sway interest. “Even with that weather, it was still one of our busiest days,” Habbas said. NTSD has grown so much over the years that not just retailers are taking notice. Several manufacturers are sending demos to stores in hopes they’ll highlight their product on NTSD, and beyond. Milwaukee-based MukikiM certainly got the message and saw the growth in NTSD, and now they’re fully engaged with as many retailers as possible. National Sales Manager Robert Sheets says if a retailer is trying to drive traffic to their store, MukikiM wants to be part of it. “If you’re a retailer and you’re looking for support from vendors, we always say we want

to be the vendor to help support you,” Sheets said. “We promote it, and we want our retailers to participate in some way and call attention to the niche they have in the market.” For MukikiM, it goes beyond NTSD. Sheets says he sees the value in ASTRA, and what it provides as a public relations arm for a retailer. “We certainly subscribe to the opportunity, and I think so few retailers take advantage of NTSD. The ones that do just rave so much about ASTRA and what they provide from a PR standpoint,” he said. “Most small retailers can’t afford a PR firm, so if they can lean on a couple of key vendors for some support, and lean on ASTRA for some PR support, it’s really an instructional manual on how to get free publicity in your market. Why ASTRA not take advantage of it?”

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toystories

Not Just a

Pretty ty

Package Pack by Lisa Orman

t’s widely known and accepted that the packaging wrapped around a toy or game tucked inside can make or break the sales success of the product. We asked some ASTRA manufacturers about their path to package development. What criteria do manufacturers use in designing packaging? It’s an interesting process. “We needed customers to understand within two seconds what our cars are and how they worked,” said Trevor Hite, COO and co-founder of Modarri toy cars that come apart and mash up together to make breathtaking combinations of new car creations. “We also wanted it to stand out on the shelf and our aesthetic was high-end electronics and candy.” Playtime Engineering, maker of Blipblox toy synthesizer, had additional concerns to address with its packaging, said cofounder Kate Sheets. “For the exterior, our main focus was a sleek and modern design that included a photo of the Blipblox,” Sheets said. “That explains what it does and lists what is included in the box. Our second concern was safety labeling for international sales. These symbols have specific height and width requirements, so we had to make sure all would fit on the back and bottom of the box without looking cluttered. For the interior, we wanted something that would protect the uniquely shaped product during shipping and included space for accessories.”

Wow, that’s a lot to consider! Some makers, especially those whose products have small parts like Modarri and construction toy Brackitz, considered how to hold the parts in place without employing twist-ties, plastic tie-downs or too much plastic molding. “We looked to get away from cushioning as it wastes a lot of space; and create a more secure package,” said Matt Legarza, CEO of Brackitz. Hite agrees, and says they have to balance having enough security that the parts don’t come loose with it not being so tight that consumers can get them out. The car parts are tucked firmly into a clear plastic mold in the packaging. Hite isn’t a fan of using so much plastic, but concedes it is necessary now. “Until we are a well-established brand, the visibility of the product and light coming through it is critical for our brand,” Hite said. “If it were up to us, we wouldn’t have any packaging. We want people to touch it. It’s a big deal to us that our cars are beautiful. Once we are established, we will have simpler packaging with less environmental waste.” Some toy and game companies create packaging they intend to be used as storage, such as Turing Tumble. “Since Turing Tumble is a kit, it is really important to keep all the pieces together,” said Alyssa Boswell, co-founder of Turing Tumble. “Having a place for each component allows you to quickly glance at the box to see that

everything is back in its place. Educators are a main customer and it works really well for them to be able to glance at their students’ trays and see that everything is in place.” Many manufacturers agree that package design and copy are paramount to getting placement at retail and helping retailers sell their product. “From the beginning we saw our box design as the way to sell our product on a store shelf,” Boswell said. “We visited various toy and game stores to consider color, size and layout. We brought a few prints of possible box designs to the stores and put them on the shelf in various categories to see if the game would stand out.” Boswell said she read an article from a retailer that said they were disappointed after demoing a product at a game show and then it arrived in an unflattering box that made it difficult to sell. While some companies have created two packaging options – one for drop-ship or online sales, and one for retail sales, such as Suitables cardboard pretend play costumes – others think online packaging is just as important as that which is used on the retail shelf. “We actually took a lot of care and consideration for how the package looked online,” Legarza said. “Packaging is a significant portion of the cost of producing products, and manufacturers take a lot of time and effort to ASTRA make sure their investment pays off.”

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DON'T MISS THE NEW MICRO SERIES!

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toystories

Get to know how Dianne Castro of Gund came into the specialty toy industry. What were you doing before you were in toys? Before I got involved with this exciting industry, I was in the hotel industry handling special events and sales. I ended my hotel career running a resort in the Palm Springs, CA area. I had 950 employees and our resort occupied 45 acres, which also included three golf courses and four tennis courts.

Eventually, I saw an ad in the LA Times for a sales rep with Russ Berrie. I thought it sounded like a fun job selling teddy bears and toys. So, I interviewed for the position and got the job. This was a great move for me. After 25 years, I still love everything about this industry, just like I did when I first started.

How did you get into the toy industry?

Looking back and knowing what you know now, what advice would you give your pre-toy-industry self?

I left the hotel industry when I got married and moved to Pasadena, CA. I had a son and then it was time to go back to work.

What took me so long to get into this industry? I would tell my pre-toy self to listen to your peers and those who have more

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experience in the industry than you and learn from them. When people ask me what I do, I say (describe in one sentence): I get to sell teddy bears and toys! How much fun is that?!

the challenges that they are faced with, and helping them make money. Most importantly, I love seeing the smiles and joy of all the millions of people who buy a stuffed animal or toy. There really is no industry that offers all the joy that we do in the toy industry.

What motivates you to do what you do?

What is one way ASTRA has helped you in your toy industry journey?

I love selling and working with people while helping them be successful. I enjoy motivating the sales reps I manage, as well as working with customers, handling

It’s hard to just give one way that ASTRA has helped, but the most important way is through the people that I’ve had the opportunity to meet at ASTRA and within

the association. There are so many brilliant and talented individuals and I love talking with them. I’m always learning how to better myself, learning more about the industry, learning about the needs and desires of the retailer, and how we can partner better with them. I love the way that ASTRA is always striving to help the retailers grow and better their business and helping us as manufactures grow our business with the retailers. ASTRA

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toystories

Giving Back

to the Community

Above: Employees at Geppetto’s Toys in San Diego stand in front of the store with a 30-foot long receipt after an anonymous donor gave $50,000 to the Salvation Army’s Toys for Tots. Left: Legacy Toys in Minnesota and North Dakota matched every dollar spent in December at any of their seven stores.

he spirit of giving back has always been at the heart of the ASTRA community and the specialty toy industry. Whether it’s inviting customers to take part in charitable giving opportunities or toy store owners and companies deciding to give back a portion of sales, giving back continues to be a hallmark of the specialty toy industry throughout the year – and especially during the holiday season. There are donations … and then there are donations like the one at Geppetto’s Toys in San Diego, California. For the second straight year, an anonymous donor gifted Geppetto’s $50,000 towards toys for the Salvation Army’s Toys for Tots program. Brian Miller, owner at Geppetto’s, said it’s a massive undertaking to complete the project, which takes around three hours from start to finish. After the event is over and large trucks packed with toys for the underprivileged in the San Diego area

drive away from the store, Miller said it takes another three hours to restock the shelves. Last year, Miller received a call out of the blue regarding the donation. It took him off guard and Miller said he did his homework to make sure it wasn’t a scam. A scam, it was not. The philanthropist had his assistant meet Miller at the store to kick off the threehour giveback extravaganza. This year was a little more controlled, Miller noted, because they knew what was coming and could prepare as best they could. “It’s just insane,” Miller said. “We bring in shopping carts from the grocery stores and he goes around the store and he just pulls things off the shelf. I help him make recommendations and suggest some things that might be good or not good.” Miller said the anonymous donor is trying to encourage others in the San Diego area to give to Toys for Tots,

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which in San Diego focuses on the military. As part of the process, the U.S. Marines assist in the morning chaos of the shopping spree and help load the toys onto the truck. “We literally go round-and-round in the store and fill up an entire truck,” Miller said. “We ring them up, the Marines take them out and stuff a truck, and it’s a fun day for everyone.” Part of the fun is simply ringing up the merchandise. The staff makes every transaction without tearing the receipt from the register until the day is over. When it’s over, the receipt stretches 30-feet, and makes for a great photo to encourage others to give. At Legacy Toys in Minnesota and North Dakota, owner Brad Ruoho made a monster contribution to the children in the area. During the

month of December, Legacy Toys matched every purchase, which went to the Salvation Army’s Toys for Tots. Customers that made a purchase were encouraged to put a gift receipt in a box as they exited the store. Once that gift receipt hit the box, Legacy matched it. “We’re not in this just for the profit,” said Ruoho, who also is a part owner of a non-profit where they help kids in third-world countries. “We’re in this to make a difference, and we think this is a good time of year to do that.” This is the fourth year that Legacy Toys has been doing the matching campaign during the holiday season; Ruoho said it’s gotten bigger every year. “We think it’s a big deal and we do pretty well. It’s growing every year, but I think we can do even better,” he

said. “The big guys don’t do what we’re doing, and we really look forward to it.” In Sioux Falls, South Dakota, a downtown law firm celebrated its 80th anniversary in December. In celebration of the milestone, they purchased 80 toys from Child’s Play Toys and delivered them all to Sanford Children’s Hospital. Child’s Play also received five anonymous envelopes filled with cash with one stipulation: that they be delivered – of the store’s choice – to a family in need to help with holiday giftgiving. “It was the best feeling ever to hand that envelope to somebody and see their face light up and be able to purchase something they may not have been able to otherwise,” said storeowner Nancy Savage. ASTRA

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trending now

, a r e m a C , ikes

Using Video in Social Media by Theresa Duncan

any will say that being in front of a video camera is only slightly less terrifying than public speaking, but as a marketing tool, video is king. That’s nothing new. In 1980, broadcast television commercial revenues were more than $11 billion. What is new is you no longer need the budget for TV ads to use video to promote your business. Phones with video capability, free editing software and social media have made video marketing cost-effective (even free!) for anyone to use. “Video continues to be one of the most effective elements in digital marketing. It generates 12 times more shares than text and images combined,” said digital marketer Kara Dellinger. For small businesses stretched for time and resources, adding another advertising strategy can seem daunting. However, with some professional advice and tips from scrappy companies, you can improve your marketing reach without a lot of time or

expense. Because the social media landscape is ever-changing, the number of options can seem overwhelming. There are many social media channels out there with new ones popping up all the time. Each has its strengths and weaknesses, but you don’t have to be everywhere. The easiest and most cost-effective way to get started is to focus your efforts where the majority of your customers are. According to research firm Statista, Facebook had 2.26 billion monthly users worldwide in 2018, with Instagram coming in second with 1 billion users.

There are three basic ways to use video on Facebook or Instagram.

1. Facebook or Instagram News Feed The Newsfeed is the stream of photos and posts from your friends on Facebook and the people you follow on Instagram that

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Writing a Newsletter

S you see by default when you log in. “If you were to choose just one place to start using video, I would recommend sharing them to your direct feed, especially when it comes to Facebook,” Dellinger said. “By sharing videos directly to your timeline, this allows videos to be seen by viewers long after posting, whereas live videos and stories are only temporary, meaning that they have less of a chance to be viewed.” 2. Instagram or Facebook Live Live is just that – live broadcasts. Your followers will be notified and able to interact in real time with your live video. To ensure that you have an audience watching your Facebook Live, you will need to promote your live stream in advance. Facebook Live videos receive 10 times more comments than regular videos. 3. Facebook or Instagram Stories Stories are temporary photos or videos that appear for 24 hours. Stories feature an editor filled with filters, effects and animations. When you post a new story, your profile photo will appear along the top of your followers’ news feeds. “Grab a phone, think of a small storyline, record and save it onto your phone making sure it’s longer than one minute,” said Laura Gomez, strategic marketing director at TDC Digital Agency. “Upload it to your IG TV, and enable the “Preview on Feed” button so you are checking two platforms off your list. With that same post from your feed that is already saved onto your phone, post a mini clip onto your Instagram Stories with a link to finish watching it inside IG TV.” Sasha Rayl, store manager of Kiddywampus in Minneapolis, recommends making videos in batches to save time. “Storeowner Amy Saldanha will bring a change of clothes so we can make several videos without having to schedule or set up multiple sessions,” Rayl said. “Amy is always up for anything, so she has fun on camera.” Kiddywampus is able to produce highly engaging content because of Rayll and Saldanha’s partnership. “I just stand in front of the toys and ramble,” Saldanha said. “Sasha does absolutely everything else, from shooting to editing to posting and tagging.” Even if you don’t have a professional on staff to help produce your video, Gomez warns against waiting until everything is perfect to try using video, but there are some quick tips that can help your videos appear more professional and increase engagement. “The best videos draw attention because they are well lit. Find a place with bright lights or record outside under a clear blue sky,” Gomez said, adding that length is critical. “We are living in a time where consumers expect instant gratification and have a short attention span. This is why it is important for businesses and brands to keep ASTRA social media videos short and to the point.”

ocial media has changed the way we tell our stories and with each day seemingly bringing about a new one (anyone try Tik Tok yet?), it can feel overwhelming to decide how to communicate who you are, why you do what you do, and what you offer. But what if we took it back to the basics? There is something to be said about incorporating a traditional, longer-form newsletter to communicate with your customers. Whether you send it via e-mail or send it printed in the mail, a newsletter format can complement the various other social media content. The key to crafting a good newsletter that stands on its own among the social media apps? Combining good content and good design. “If you want people to read it, it needs to be appealing to the eye that draws you in and makes you want to read it,” said Jen Pfeiffer, graphic designer and owner of Design Loft. “Content is king, but if you can’t get them to look at it, they’re not going to read it.” Whether you’re considering revamping your current newsletter or starting one, here are some things to keep in mind: Content is King: You know your customer best. What things would they be interested in reading? Consider adding in play tips, a favorite quote or your staff’s top toy picks. You can also repurpose information you’ve already shared on your social media. Be sure to watch your grammar, spelling and sentence structure. If you’re not comfortable with writing, consider working with freelance writers or guest contributors to help you amp up your content – all while keeping the tone and voice of your content true to your brand. Keep it Clean: When designing your newsletter, make sure it’s easy-toread. Use clean, sans-serif fonts – making sure you don’t use more than three different fonts total! Section off content with different headlines to help clarify what readers can expect to read in that section. Consistent with Colors: Make the color scheme throughout the newsletter consistent with your logo. If your logo is primarily green, make your masthead at the top also green. then your masthead on the cover should also be green. You can add colors throughout, but don’t go over three colors. Newsletters can start to look too circus-y if you go over three colors. Layout Consistency: Keep the look the same for every issue. People need to know what they’re looking at immediately when they see it. If you have a similar article that runs each month - “From the Owner’s Desk” for example - make sure it is in the same place every issue. People need to know where to find that content. The Beauty of White Space: There is something to be said about white space. White space is a design element on its own. You don’t have to fill the entire document with text; feel free to let the document breathe. Go Easy on the Text: Add photos and graphics to draw your readers in and help break up the text throughout the newsletter. When it comes to photos, make sure each has a caption so they are not floating in the middle of your newsletter! Logo Bookends: If you’re going the printed route, your masthead should be on the front and the back page. It doesn’t have to be as big on the back, but when your newsletter is laying on a table, people need to know what it is and who created it, no matter which side is up. Let Your Personality Shine: If you plan to send your newsletter by mail, let your personality shine – especially in your subject line! Be playful with puns or emojis and go the next step to add in personalization, which is typically easy to do with most email marketing platforms. When people see a subject line that grabs their attention, they’re obviously ASTRA more apt to open it. astratoy.org • February2020

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trending now

Planning for the

New Year

hile most people are winding down the year in December, those in the toy industry are already hard at work planning for the upcoming year. Sales meetings and conference calls have already begun, and the anticipation is high for what the next year will hold. It’s the same no matter your discipline in the toy industry, and it certainly applies to sales reps, too. “I’ve already started. I think you have to start in the fourth quarter by reviewing your lines,” said Shelby Borello, RBG Sales for Connecticut and Upstate New York. “I like to look at vendors’ bestsellers nationwide and compare it to my bestsellers.” Borello started as a toy buyer in 1998 for the military, and she’s not the only who gets started on planning for the upcoming year in December. Mary Erie has been with Specialty Marketing Group for Wisconsin for 18 years, and says she also begins preparation in December. “Sales meetings, December webinars and conference calls with vendors,” Erie said of her early planning process. “I take notes on products that I want to show specific customers, and programs or promotions that might appeal to some accounts who have not participated in them previously. I make notes on samples that I need to request as well.” Erie said she looks forward to new products, programs and deals through her vendors. She said buyers, too, are excited for the new beginning and to see new items and lines. “My favorite part is that it is always a fresh start, full of

opportunities,” Erie said. “Another favorite thing is that I get to spend time with my rep group in December and then again at Toy Fair.” Both Borello and Erie price their catalogs. Erie says she prices two sets of catalogs – with the help of her 93-year old mother-in-law. She uses one set at appointments and the other stays in her office. Borello does a combination of a priced hard copy, and then also downloads catalogs to her iPad. She says she uses what works best according to her customers’ preference. They said they both feel pricing the catalogs helps to familiarize themselves with new items and refresh their memory on existing products. There is also the issue of discontinued items from a line that can put a hiccup into your 2020 plans, but Borello says there are ways around it. “That’s easy for me. My husband is the CEO of the Boys and Girls Clubs. There are so many children that receive nothing for Christmas, so most of my retired samples go to children that will love them,” she said. “I also use my discontinued samples for store giveaways and donations to local organizations. My local library and teen center love the discontinued ThinkFun and Ravensburger games.” As with any industry, the introduction of new technology has changed their planning process. Both say their organizational plan evolves over time, but both agree on these simple steps to get organized for a successful new year.

by Ashley Browning

Keep a notebook for the new year, and start with notes from December sales meetings and conference calls. Place stickers on catalogs with your contact information. Be sure catalogs have printed pricelists. Print out several copies of tax forms and paperwork that a vendor requires that can be completed at an appointment. Incomplete paperwork can delay or cancel an order. Organize your car with samples and catalogs (from my personal experience, I keep plastic totes in my car with at least three catalogs from each line in alphabetic order). Remove discontinued products from your sample bags. Order samples of new products. Open the samples and figure out how to use them! Set up a file-sharing link for any digital catalogs and update it regularly. Send out your line list, vendor deals and new product information to customers as soon as you can. Highlight vendor dating programs with due dates. Be sure to include your digital catalog link. Contact customers who are attending Toy Fair early to secure appointments. Work with other reps in your rep group to find out if they are having success with certain programs and/or lines and products. Hit the road as soon as you are able, weather permitting! ASTRA

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Connected to Community to

Adapt to Change

by Jonathon Seely Kreisman

n September, ASTRA hosted the North Central Regional Group meeting in Hopkins, Minnesota. ASTRA members located in the Minnesota, Wisconsin and South Dakota regions met in-person to brainstorm and discuss way that all segments of the toy distribution channel could work together to optimize logistics, sales, and profits – especially facing the fourth quarter. Jonathon Seely Kreisman of Beka Wood Products shared that the regional group meeting centered around networking and brainstorming among specialty toy colleagues. “Discussion focused on recent events and changes in our local toy retailing

market and the status of independent toy stores in general,” noted Jonathon. He added that another benefit of attending the gathering was getting to meet ASTRA members from the area that he wasn’t familiar with or knew very well. “We’ve enjoyed getting to know other ASTRA members and have appreciated the opportunity to introduce some of our staff members to the ASTRA world! It is helpful for us--and others, we believe--to be reminded of the various membership groups and how our various needs overlap as much as they do.” He also noted that taking part in the activities that ASTRA hosts is a good way for members to renew their energy--

especially in a busy season—and develop new ideas that help them stay ahead of the ever-changing toy industry and challenges in the toy market. Overall, Jonathon notes that ASTRA membership and participation in events and programs like the regional groups are his window into the specialty toy market— both regionally and nationally—and is critically important when it comes to his decision making. In addition to the helpful events and resources, Jonathon mentions that the friendships he made over the years as a member of ASTRA is the best ASTRA part of it all.

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ASTRA news

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From general sessions to education sessions to in-depth workshops, Marketplace & Academy 2020 features content designed to boost your business skills and keep you up-to-date on industry trends. Here’s a sneak peek at a few of the Academy education sessions you can choose from at Marketplace & Academy in June. See the full line-up at marketplaceandacademy.org. Sunday, June 7 10:15 AM - 11:30 AM Workshops Title: From Travel Hell to Travel Well: Inside Secrets to Stay Energized, Healthy and Balanced Speaker: John Ayo What if you could maintain your poise, your good mood, your energy and your health no matter what crazy stuff happens during work travel? The profitability of your business is at stake when you aren’t traveling at your best. Learn to sleep better on the road, reduce stress on your trips, understand the best foods to eat and more in this session with naturopathic doctor John Ayo. Whether you travel domestically or internationally or only a few times a year or all the time, you will leave this session knowing the insider naturopathic tips to improve your traveling experiences and, ultimately, your business!

Title: Pressure Cooker Confidence: The Me You Want to Be Speaker: Roger Haskett Using techniques honed from decades of acting combined with the science behind how your brain works while under extreme stress, this session will equip you with tips and tricks to overcome fear, anxiety and nervousness when under pressure. Learn how to create internal power in moments when humans typically feel powerless. You’ll walk away with “Roger’s Rules”: Own the Room, Fight to Be Positive, Get Comfortable Being Uncomfortable. Get ready to be a bigger, better, more powerful version of yourself while under stress.

2:30 PM - 3:30 PM Breakout Sessions

Wednesday, June 10 12:30 PM - 2:00 PM Closing Session and Lunch Title: The HERO Effect Speaker: Kevin Brown To wrap up another successful year at ASTRA’s Marketplace & Academy, everyone is invited to say their goodbyes and recap the week over lunch with colleagues and keynote speaker Kevin Brown. Author of The HERO Effect, Kevin Brown brings heartwarming and thought-provoking content that will leave you ready to be your own hero. The tradeshow will be closed, but your mind will be opened with new thoughts and new beginnings to ponder.

Title: Turn Passion into Profit Speaker: Jennifer Rust Many retail store owners enter the industry because of a passion and motivation to bring the magic of play to children and families in their communities, but often feel stuck when it comes to knowing the numbers behind the business. In this session, you’ll come away with an understanding of the retail math to drive maximum profit so that you can deliver the magic of play for many years to come. Learn the exact formulas that will help you calculate how to markup goods, improve markdowns and increase inventory turn rate.

February2020 • astratoy.org

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ASTRA news

February 22-25, 2020 | New York City Booth 6511

ownload the ASTRA Toy app (available February 1) and make the ASTRA booth your first stop at Toy Fair so you can take advantage of the member benefits and savings before you start writing your orders. Stop by the booth to warm up from the New York winter and take a quick “trip” to Orlando, host city for Marketplace & Academy 2020! Here’s what members benefits you can access when you visit ASTRA at booth 6511:

All Members Access to the shared Toy Fair Hospitality Lounge, where you’ll find a place to check your coat and rest your feet. Recharge with charging stations and refreshments to keep you going on the show floor. It’s the perfect spot to have lunch or connect with ASTRA colleagues. Discounted access for our exclusive Night in New York party on Sunday, February 23. Take a quick trip to Orlando at the booth and send a friend a postcard inviting them to join you!

Retailers Member-Only Discounts : Save big on your orders with show specials offered solely for ASTRA members. View the complete, up-to-date listing in the ASTRA Toy app. Member Ribbon: Your member ribbon gets you access into ASTRA member events and the shared hospitality lounge and helps vendors know to offer you the memberonly discounts.

Share the Fair: Attend the retailermember-only Share the Fair event where you’ll enjoy a light breakfast 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 Submit Your Toy Fair Show Special: Add a Toy Fair show special for ASTRA members and you’ll be included in the ASTRA Toy app listing. Get maximum brand awareness at the show with visibility in the ASTRA Toy app. Member Packet: ASTRA staff will be dropping off Member Packets with 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: Pick up a copy of the Sales Rep Wanted list and use this resource to discover which ASTRA manufacturers are looking for sales representatives for their product lines. Register for Marketplace & Academy 2020 Register as a Full Conference attendee for Marketplace & Academy to lock in the Early Bird registration fee!

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 22

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. Trade Show Floor Open 9:00 am – 6:00 pm

Sunday, February 23

February2020 • astratoy.org

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ASTRA’s Night in New York 6:30 pm – 8:30 pm *NEW LOCATION* The Paramount Theater 1501 Broadway New York, NY 10036 Entrance on 43rd St between 7th Ave and 8th Ave Make this your first stop of your night out on the town! Connect with ASTRA colleagues and enjoy bites to eat and non-stop drinks at this historic theater where music legends including Frank Sinatra performed for sold-out crowds..

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. Trade Show Floor Open 9:00 am – 6:00 pm

Tickets: Advance: $75/person; On-site: $85/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. All ticket sales are final but may be transferred for a $5 fee.

Share the Fair List Available (Share the Fair Attendees Only) 1:00pm • ASTRA Booth 6511 Did you attend Share the Fair? Get your printed copy of the list at the ASTRA booth for a first look at the full list of products independent retailers loved 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.

Monday, February 24

Tuesday, February 25

Share the Fair (ASTRA Member Retailers Only) 8:00 am – 9:00 am • Hall 1E Room E11 Be the first to hear what fellow retailers think are the best products at Toy Fair. Enjoy a light breakfast and connect with ASTRA retailers as you discuss your favorite finds from the show floor.

Shared Hospitality Lounge 9:00 am – 4:00 pm • 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.

Trade Show Floor Open 9:00 am – 4:00 pm

astratoy.org • February2020

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ASTRA news

ASTRA Innovation Grant Program PLAY VEHICLE

By Roger Bildsten

STRA established an Innovation Council to identify big picture market factors influencing the ASTRA ecosystem, assess the impact and provide actionable input for consideration by the ASTRA board. The council strives to be a champion of innovation and has built a grant program to encourage creative business ideas for the specialty industry. The Board of Directors has approved the ASTRA Innovation Grant program to be implemented in 2020. The goal of the new program is to identify innovative concepts that can be tested, measured, and refined for implementation by the broader ASTRA community to amplify the impact. The council believes that smallscale experimentation is a key part of the creativity process and a viable option for introducing transforming ideas to our industry.

The program is made possible through donations to the ASTRA Foundation and will award grants of up to $2,000 each for projects that are measurable and repeatable. The funds are intended to provide the support for ASTRA members to dive deeper into innovative ideas that lead to business success. Awards may be granted to an existing program that is ready for evaluation, or for new projects that will be implemented within six months of the award date. All ASTRA members will be invited to apply and receive funding to explore, implement, and share innovative solutions that advance the specialty industry. These are interesting times and there is exciting innovations on the horizon so stay tuned! We’re all in this together!

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

NEW

potholder loom designs

Book of 140 Colorful Patterns Metal Loom, Tools & Cotton Loops to make 4 usable Potholders

and supplies

friendlyloom.com

As an example of an innovative initiative the innovation council proposed a “play vehicle” (working name). The concept is that retailers would have a multifunction vehicle (food truck style, small bus, etc.) that would serve as their mobile store. This vehicle could provide retailers with an opportunity to “physically” bring their store and their story to a broader audience by allowing them to bring the store to local happenings such as farmers markets, craft fairs, and community gatherings. Advantages for retailers could include increased visibility within the community; expanded media attention; revenue generation through onsite selling and hosting activities; distribution of marketing tools such as coupons, catalogs, and other promotions; expanded good will — and fun for all! To get started with this idea, the Innovation Council is looking for instructive examples of play vehicles both within and outside the toy industry. If you are an ASTRA member with related insight or experience, please contact staff at info@astratoy.org.

Harrisville Designs • 1-800-338-9415 • Harrisville, NH

February2020 • astratoy.org

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new manfacturer member

ASTRA Welcomes Its Newest Manufacturer Members

Futur-tek

Oakland, CA www.futur-tek.com/eye-catchingpackaging

Doodle Gooder, LLC ChattySnaps

Chicago, IL www.chattysnaps.com ChattySnaps creates collectible products that offer fun ways to express yourself, promote real-world conversation, and find new friends through sharing similar interests. Founded by two Chicago mothers who love meeting new people but realize that isn’t easy for everyone. ChattySnaps help break the ice and get people to look up.

We have a patented toy that actually makes children safer, which is why every toy buyer we’ve approached wants them as gifts and party favors. We’re now pivoting to Mexico from China and hope to have them available for repping and ordering next spring. Please call if interested.

Farmington Hills, MI www.bootydashgame.com

Doodle Gooder, LLC is the maker of Booty Dash—the high-speed, high-seas, high-stakes adventure card game for ages 6+ and one of Red Tricycle’s “Best New Games of 2019”

Spa

v it y r k C r e at i 2020

TOY FAIR

NEW YORK February 22-25 Jacob K. Javits Center Booth 6179

www.djeco-us.com hello@djeco-us.com

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3D Arranging

as a Game! Open the Joy

Princeton, NJ www.openthejoy.com Sick and bored? Rainy day or long journey? We got you covered! Open the Joy has created the first ever set of grab-n-go activity kits focused on sedentary play! Through the sales of our kits, we support the Spread the Joy Foundation 501(c)3 in delivering Joy Boxes to hospitalized kids. offers HABA USA $2 FFA at 50 all year!

Peek-A-Gloves

San Diego, CA www.peekaglove.com Manufacturers of Peek-a-Boo toys - a fun way to interact with infants and toddlers, enhancing the timeless game of Peek-a-Boo. Our Patented Peek-a-Gloves™ are our core product but many more products fun and practical are on their way. Our product line is geared for the infant and toddler markets.

Color Crystals includes a stacking frame, 14 blocks, 12 template cards of varying difficulty. info@HABAusa.com • www.HABAusa.com • 800-468-6837

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Y OU R

MARKETING PARTNER

Suntisfy

Print Catalogs • Digital Catalogs • Social Media Support Vendor Partnerships • Buying Programs Product & Market Intelligence

Fun Little Toys is committed to providing top-quality products that bring the most stylish and high-quality toys to families. Our mission is to create fun little toys that encourage kids to explore the world, inspire them to discover their potential, and create amazing memories for children during their growth.

Sweet Wink

Long Beach, NY www.shopsweetwink.com Every day is a good day for a tutu! At Sweet Wink we believe everyday’s a party worth celebrating with our signature tutus, shirts, hair accessories guaranteed to bring twirls & smiles.

Irvine, CA www.funlittletoys.com

See you in 2020!

NY Toy Fair Booth #5907 401-284-0610 • GoodToyGroup.com Heather Smith • heather@thegoodtoygroup.net astratoy.org • February2020

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

De Liesbosch 12d Nieuwegein, Netherlands 3439LC administratie@icecat.biz

INVENTORS Busy Baby

4034 White Bridge RD NW Oronoco, MN 55960 beth@busybabymat.com www.busybabymat.com

Futur-tek

smarTrike

Oakland, CA

910 Foulk RD, Ste 201 Wilmington, DE 19803

tkahan@futur-tek.com Little Buddy, LLC

7221 Garden Grove BLVD, Ste GH Garden Grove, CA 92841 MEL Science

Huckletree, 18 Finsbury Square London, Great Britain EC2A 1AH

Maple Box Kids

trenton+retail@melscience.com

10 Laurel Ridge Break Ormond Beach, FL 32174

Open the Joy

shauna@mapleboxkids.com www.mapleboxkids.com

MANUFACTURERS ChattySnaps

5222 N Leclaire AVE Chicago, IL 60630 chatty@chattysnaps.com www.chattysnaps.com Doodle Gooder, LLC

35496 Fredericksburg RD Farmington Hills, MI 48331 bootydashgame@gmail.com End Inertia Creative

4626 Wisconsin AVE NW, Ste 201 Washington, DC 20016

500 Ridgeview RD Princeton, NJ 08540 shalini@openthejoy.com Pandasaurus Games

17 Merriwind DR Huntington Station, NY 11746 christian@pandasaurusgames.com Pango Productions

Fitzroy House 18-22 Ashwin ST London, Great Britain N1 5QJ hello@pangoproductions.com www.pangoproductions.com Peek-A-Gloves

brett@endinertia.com

6980 Corte Santa Fe San Diego, CA 92121

Firetoys

adam@peekagloves.com

20 Haypress RD, Ste 311 Cranbury, NJ 08512 contact@firetoys.com www.firetoys.com Four Boys Industries, LLC

191 University BLVD, Ste 560 Denver, CO 80206 rachel@authenticagilitygames.com www.authenticagilitygames.com

Rubens Barn

Kvarnbacken 4 Mölnlycke, Sweden 435 42 kent@rubensbarn.com Schuster Products, LLC

10555 W Parnell AVE, Ste 1 Hales Corners, WI 53130-2000 lisa@schusterproducts.com

Granite Mountain Commerce

laura.lady@smart-trike.com

401 S Mount Juliet RD, Ste 235 Mount Juliet, TN 37122

Suntisfy

sales@granitemcs.com

17352 Murphy AVE Irvine, CA 92614

Hedy’s Gift

11723 Pendleton Pike Indianapolis, IN 46236 jd@saltiregames.com www.saltiregames.com Shady Maple

caryli.suntisfy@gmail.com

330 Prospect AVE Inwood, NY 11096

Sweet Wink

mindy@hedys.com

131 Pacific BLVD Long Beach, NY 11561

Saltire Games

Hobby Sports

129 Toddy DR East Earl, PA 17519 mylonweaver@shady-maple.com TBD

26 Lingert AVE Clinton, NJ 08809

hello@shopsweetwink.com

9782 Portage RD Portage, MI 49002

Trophy Music Co.

info@hobby-sports.com www.hobby-sports.com

The Haunted Bookshop

I Know Science

219 N Gilbert ST Iowa City, IA 52245

9287 Midwest AVE Cleveland, OH 44125 dang@grotro.com Twiggle LLC

464 E 330 N Orem, UT 84097-4824 twigglegame@gmail.com www.twigglegame.com Whatsitsface?

9249 S Broadway Unit 200 PMB 837 Highlands Ranch, CO 80129 joanna@whatsitsface.com www.whatsitface.com

RETAILERS Adventure Awaits Toys & Games

3124 N Vermilion ST Danville, IL 61832-1313 adventureawaitstoys@gmail.com Cape Charles Trading Co., LLC

316A Mason AVE Cape Charles, VA 23310-3202

4251 Salzedo ST, Ste 1330 Coral Gables, FL 33146 info@iknowscience.com www.iknowscience.com Itty Bitty Box, LLC

10832 Cypress Glen DR Coral Springs, FL 33071 info@ittybittyboxllc.com Let’s Play Games and Toys

514 Central AVE Great Falls, MT 59401 downtown.dice.games@gmail.com McWane Science Center

200 19th ST N Birmingham, AL 35203 kclay@mcwane.org Probo Sales LLC

1827 Cedar Point RD Sandusky, OH 44870 calebpribanic@probosales.com

andrewfollmer@gmail.com

Radar Toys

Father Gooses International Toys

team@radartoys.com

4524 Forsyth RD, Ste 307 Macon, GA 31210

cassmthurston@gmail.com

infodesk@thehauntedbookshop.com www.thehauntedbookshop.com The Teacher Box/Libby Lou Toys & Gifts

225-B Market ST Cramerton, NC 28023 theteacherbox@yahoo.com www.theteacherbox.com The Toy Store LLC

PO Box 38283 Dallas, TX 75238 thetoystoredallas@gmail.com Trusel - Nini and Loli

2333 Stirling RD Fort Lauderdale, FL 33312 martinez.trusel@gmail.com Whimzy Toys & Party

122 S Broadway AVE Albert Lea, MN 56007 tami@heywhimzy.com www.heywhimzy.com

1455 Westec DR Eugene, OR 97402

fathergoose@cox.net

February2020 • astratoy.org

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Visit us at New York Toy Fair!

at booth #2815

at booth #6919

www.mwwholesale.biz

info@mwwholesale.biz

800.296.9485

2140 West County Rd C Roseville, MN 55113

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index of advertisers ASTRA Toy Times Magazine, February 2020 Catalog Solutions......................................................toycollectionretailer.com..............................15 Creditors Network LLC............................................mapptrap.com...................inside back cover DJECO US.......................................................................djeco.us.com.......................................................34 Douglas Company....................................................douglastoys.com..................................................9 edplay..............................................................................edplay.com...........................................................38 Fat Brain Toy Co..........................................................FatBrainToyCo.com..........inside front cover Folkmanis......................................................................folkmanis.com.......................................................7 HABA / Habermaass Corp.....................................HABAusa.com.....................................................35 Harrisville Designs.....................................................harrisville.com.....................................................32 JC Toys Group Incorporated................................jctoys.com.............................................................20 Kala Brand Music Co................................................kalabrand.com...................................................33 KidStuff Public Relations.......................................kidstuffpr.com....................................................38 Lightspeed POS Inc..................................................lightspeedhq.com.........................cover wrap Madame Alexander Doll Company, LLC.......madamealexander.com................................16

Our Reach is

Out of This

WORLD!

MukikiM LLC................................................................mukikim.com......................................................19 MW Wholesale............................................................mindware.com...................................................37 SentoSphere USA......................................................sentosphereusa.com......................................22 Sophia's..........................................................................shopsophias.com..............................................21 The Good Toy Group...............................................goodtoygroup.com.........................................35 The Lazy Dog & Co....................................................the lazydog.com................................................31 The Learning Journey Intl.....................................thelearningjourney.com...............................17 ToyFest West - WTHRA............................................toyfestwest.com...................................................5

Devoted to

Specialty Toy

Stores since 1994

Request the 2020 Rate Card today. Contact Ashley Cavanagh ashley@fwpi.com 315-789-0473

Wikki Stix........................................................................wikkistix.com......................................................23 Winning Moves..........................................................winning-moves.com.....................back cover

To reserve your ad space in the next issue of ASTRA Toy Times Magazine contact Ashley Cavanagh • (315) 789-0473 • ashley@fwpi.com

February2020 • astratoy.org

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

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

And the Oscar goes to...

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

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SPECIAL LIMITED EDITION TH

ANNIVERSARY us at Visit air Toy F 265 h# Boot

The World’s Most Famous Puzzle, Rubik’s Cube, is celebrating its 40th Anniversary with a special “metallic” 3x3 Cube. Featuring reﬂective, vibrant, foil colors on all six sides, Rubik’s Metallic is a dazzling and fully-functional Rubik’s 3x3 Cube. Rubik’s Metallic 40th Anniversary Cube is a truly special cube for Rubik’s fans of all ages! 3 #504 Item

800.664.7788 x 101 or x 103 wmsales@winning-moves.com

Husker Du?™ Item #1230

@winningmovesusa

RISK, TROUBLE and HASBRO logo are registered trademarks of Hasbro and are used with permission. ©2019 Hasbro. All Rights Reserved. RUBIK’S® CUBE and RUBIK’S® METALLIC CUBE, Rubik’s® ©1974 Rubik’s®. Used under license Rubik’s Brand Ltd. All Rights Reserved. HUSKER DU, WINNING MOVES, WINNING MOVES GAMES, and CLASSIC, RETRO, COOL, & FUN, and Logos thereof, are trademarks of Winning Moves Inc. © 2020 Winning Moves Inc., 75 Sylvan Street, Suite C-104, Danvers, MA 01923 USA. All Rights Reserved.

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