Toy Times January 2022 by Fahy-Williams Publishing

JAN UARY 2022

magazine

ToyHere Fair! we come...

THE MAGAZINE OF THE AMERICAN SPECIALTY TOY RETAILING ASSOCIATION astratoy.org • January2022

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January 2022 • astratoy.org

features money matters

ASTRA news

10 Why should we attend trade shows?

It’s Time to Nominate 2022 Best Toys for Kids Awards

12 Navigating Toy Fair – Being Prepared & Beating the Intimidation

Meet the ASTRA Staff

ASTRA continues its town hall meetings

toy stories 14

The Complete Guide to Toy Fair New York 2022

It’s not all Toy Fair – there are other shows out there

Preparing for Toy Fair – are you ready, TOY enthusiasts?

departments 4

President’s Report

New Members

Message from the Chair

Index of Advertisers

Ready, Set, Play

On the cover: Brice Elvington of the Toy Shop in Florence, South Carolina with his kids – minus one.

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 info@astratoy.org astratoy.org • January2022

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president’sreport

Certainty

Amidst Uncertainty

ere we are – it is 2022 – the year we have been longing for to get us past the pandemic. Yet, as I write this, we are looking at a new variant and lack of information on what that means. More uncertainty. We also continue to have questions and uncertainty in our industry as we look to the coming months: Uncertainty about shows – we survived on virtual shows in 2021, but is that what we want going forward? We are certain from all input we have received that the resounding answer is NO! We want to meet in person, connect with our colleagues in-person and see and touch products in-person…but Now that we have learned the ins and outs of Zoom, Google Meet, Teams meetings, etc., we now have options throughout the year to keep connected. Uncertainty about new methods and means for retailers to order and reorder for their stores. Will online ordering for retailers that have been working through the internet these past 18 months overtake the personalized approach from sales representatives that know them and their territory? We are certain that there will be a bit of both, but let’s consider what we all

have felt through the last 18 months: community. What is that really worth? Just as our retailers struggle with online competition, our reps and shows see competition through the seemingly “easy” option to order online through new sources. But we are certain that relationships and community will prevail as we consider the full consequences if we ignore what makes us special: the personal touch. ASTRA is here to connect all our members to ensure that we work together to see the big picture and focus not just on the immediate, but more importantly, on the long-term. Uncertainty of the consumer buying habits. Are consumers going to continue to shop online, even as we have opened up in-store shopping? We are certain that some will do so and others, as we have witnessed throughout the 4th quarter of 2021, are craving the social interaction and hands-on shopping experience. Our retailers quickly re-invented their businesses and moved to offering multiple options for consumer buying while still providing the individualize attention. Uncertainty about our core mission and values. Is this all worth the hours we’ve put in and the constant changes we seem to have to make? We are certain the answer is yes. Spending time in stores during Neighborhood Toy Store Day, I was energized and invigorated seeing staff with smiles in their eyes as they helped customers and interacted with the

children (masks on, but you could see the smiles in their eyes). Wrapping presents, preparing orders for shipments and the overall task of filling the shelves was all done with enthusiasm and fun! As I talked with the store owners who have been doing this for years, dealing with continued new challenges along the way, I could feel the passion they still have for what they do – making a difference in their communities. I came home with a renewed and increased certainty that we have the capacity to weather whatever may come our way. Even more exciting, we have forward-thinking members who understand that the industry and our world does not stand still. If we are to continue to grow, we must continually look at new approaches. Our ability as independents to move and decide quickly, coupled with our willingness to work together as a whole for the good of our industry and our individual neighborhoods, are our greatest strengths. What 2020 and 2021 has taught us is we are flexible. We know that together we will work to support one another for the future of our industry. That is the certainty of ASTRA and our community. Our staff of Michael Foldeak, Jenna Stirling, Briana White and I are ready and eager to work with all of you to make 2022 the best year ever.

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Board of Directors

chair Jeanie Crone past chair Amy Saldanha treasurer Corey Funkey directors Betty Burns, Lisa Orman, Brad Ruoho, Tom Rushton, Ron Solomon, Brice Elvington, Azhelle Wade, Patrick Holland, TJ Simmons, Theresa Duncan, Gene Murtha, Sari Wiaz

Magazine

editor Tom Savage assistant editor Briana White graphic artist Maia VanOrman

Editorial Advisory Committee

chair Tom Savage Jean Bailey, Consultant Theresa Duncan, Villa Villekulla Toy Store Tami Murphy, Grand Prix International Lisa Orman, KidStuff PR Kemi Tignor, Little Likes Kids LLC Allison White, Sugar B Sales Phil Wrzesinski, HABA USA

ASTRA Staff

president Sue Warfield membership specialist Jenna Stirling special projects and events manager Michael Foldeak communications and marketing coordinator Briana White Toy Times Magazine is published by the American Specialty Toy Retailing Association, 312-222-0984, info@astratoy.org, www.astratoy.org. Copyright © 2022 American Specialty Toy Retailing Association. All rights reserved. Advertisements are accepted. For more information, contact Rick Kauder, Fahy-Williams Publishing, rkauder@fwpi.com 315-789-0458. All articles for Toy Times are supplied by ASTRA and its members, with Fahy-Williams assembling the magazine, and managing the advertising sales function.

message from the chair

It’s time to

Promote Yourself O

ne of the privileges of being the Chair of the ASTRA Board of Directors is working with so many intelligent, thoughtful and talented Board Members. I liken it to working in a think tank where great ideas emerge regularly. In a recent conversation with a Board Member, the subject came up regarding how retailers perceive themselves and their business model. If you are like the average specialty toy retail store owner, you are trying to do everything yourself. You’re on the selling floor, receiving, pricing, ordering, working with sales reps, managing your social media accounts, just to name a few. This leaves you little time for strategic planning and larger visions of what your business can be. Yes, you are the CEO of your business, but you haven’t actually promoted yourself to that executive level job.

Besides seeing new products, there is the opportunity for education and networking that shouldn’t be missed. There are many ASTRA initiatives throughout the year that are missed because there just isn’t time. Have you taken the time to vote for Best Toys for Kids, one of our industry’s most coveted awards? You could, if you remove yourself from the tedious job of price tagging, for example. Do you take time to respond to those allimportant ASTRA surveys? These surveys help ASTRA staff and board identify the needs and desires of our membership. Of course, the most important reason for you to become the Chief Executive of your company is for the betterment of your retail business. Imagine all the strategic planning you could do, when not bogged down in the everyday running of your business. It’s time to promote yourself!

It’s time to rethink your role. I know ASTRA retailers who would love to attend ASTRA Marketplace & Academy every year. But they tell me they can’t leave their stores for three or four days to attend. This is the preeminent specialty toy trade show on the entire year’s calendar.

Jeanie Crone OjO Chair, ASTRA Board of Directors

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

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ready set play

Combating Toxic Stress can be as easy as

by Jean Bailey, Certified Play Expert

here is a story I heard while teaching the Certified Play Expert two-day training for ASTRA. It was told to me by one of the attendees, a therapist. The incident centered around Michael, a young African American boy, and his family. Michael’s mother was at her wit’s end when she brought him to counseling, and immediately let the therapist know that she believed that Michael was headed to prison, just like his father. She said it in front of Michael, age 11, and his sister Anya, age 9. The mom lived in a homeless shelter, relied on public transportation and almost every day got a call from the school principal to come get Michael, who was caught fighting. Michael was also failing 5th grade and had not passed the standardized tests. Neither did his sister, who had recently started slipping academically. The mom was desperate, believing she had tried everything. “Extensive research on the biology of adversity shows that in families experiencing severe and ongoing stress, children need consistent support from caring adults in order to learn to cope,” wrote Carol Gerwin, a freelance writer for the Harvard Center for the Developing Child. “Without it, the body’s stress response system stays on high alert and can trigger toxic stress, weakening the architecture of children’s developing brains and organ systems and causing a host of health, learning, and behavioral problems into adulthood.” When meeting the therapist for the first time, Michael was angry, sullen, and refused to acknowledge the therapist’s presence even when alone with her. Thankfully, her office was full of toys, and she noticed him staring at the basketball. She asked if he liked the game and he nodded yes. “Come on, let’s go down the hall,” she said as she picked up the ball. They walked silently to a room with

industrial carpet and a webless basketball hoop mounted on the wall. The 11-year-old immediately started dribbling and shooting baskets. He rarely missed and out of instinct, the therapist started counting baskets one, two, three. This routine continued, no words, just the reverberations of the basketball hitting the floor and the sound of the therapist counting consecutive baskets. After their time in the gym, the therapist talked with the mom and sister and set very simple goals. Each week she took Michael down the hall, where she’d watch…and count. Eventually, Michael talked a little on the way down the hall, and then while shooting baskets. His personal record reached 232. As the “therapy” continued, there were less calls from the principal. First it was just for a week, then two, then three. His grades started improving, too. In the spring, he passed the standardized test and so did Anya. There were no more comparisons from Mom about Michael and his dad. Breaking the tradition of typical therapy, these two people set up their own game where Michael shoots, and the therapist counts. With this consistent support from a caring adult, Michael moved to a place where play can be curative. The therapist acknowledged she could not fully explain how their time together triggered Michael’s behavioral change. My theory credits a certain state of consciousness they both fell into called “flow.” Flow is a mental state sometimes referred to as the “zone,” in which a person performing some activity is fully immersed in a feeling of energized focus, full involvement, and enjoyment in the process of the activity. The concept of flow originated

with Mihaly Csikszentmihalyi, a HungarianAmerican psychologist who also suffered from toxic stress. He lived through a state of war and confinement when he was about the same age as Michael. Hiding in an apartment in Rome during World War II, Csikszentmihalyi recalls how the ground shook when bombs rained down around him. From there, his family was sent to a POW camp and then a refugee camp. Unlike Michael, Mihaly did not gravitate to basketball, and instead latched onto another game, a game that for a time took him out of the fear, out of the deprivation, and out of the sense of no control in his life. He entered the state of flow, a place where he could, for a while, breathe easy and find a sense of peace. He discovered the game of chess and with it the underpinnings of his future theory regarding the mental state of flow. There are multiple causes for toxic stress in a child’s life. Economics, the inability to control situations and the fear of the future have unfortunately been all too prevalent for many families this last year. What can be done about it? “Make time for your kids each day,” Gerwin wrote for the Harvard Center. “Whether they need to talk or just be in the same room with you, make yourself available. Don’t try to make them talk, even if you know what they’re worried about. Sometimes kids just feel better when you spend time with them on fun activities.” Play can be a remedy for stress as simple as one, two three.

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moneymatters

Why should we attend trade shows? A

fter two years of mostly not attending trade shows and dabbling at virtual ones, I think it has crystallized the reasons why many of us are excited to return, and the good things that come of it for both personal and business reasons. Meeting in person at trade shows leads to healthy, long lasting business relationships. That is, our human connected relationships thrive most when we meet in person. We have all put on a brave

face for the past two years and Zoomed ourselves silly, but as many business and news organizations have written in recent months as workplaces have somewhat reopened for in-person work, there is something exceptional about in-person collaboration and creativity that really has a hard time prospering exclusively through virtual relationships and interactions. I say this as someone who has worked virtually, remotely at home for 28 years since

by Lisa Orman I started my business in 1994. I think trade shows are even more critically important for workforces who work remotely because they are a break from the isolation of working at home and put us face-to-face with colleagues we mostly work with by phone and email. I think the business of play especially needs in-person human interactions. We want to show each other how a toy or game works, play with it together, discuss

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how toys work or could be improved, network with each other and introduce each other to friends in the play business. The business of play is truly advantaged with in-person trade shows. Taking a leap of faith on a new product feels much less risky when you have heard from the designer or owner why they developed it, and how it is different from other products in the market. It’s a chance to hear their shared passion and goals, and see and touch the packaging or other onshelf or ecommerce tools the company has developed. Retailers may have more confidence assessing a product at a trade show where they can verify truthful statements about it and can evaluate quality more accurately. In the past two years we have heard that retailers have been reluctant to try selling new products or buy from new companies and have relied on triedand-true best sellers. Hopefully with the resumption of in-person trade shows, new

players and new products can again be welcomed to the table. Introductions to new business acquaintances are invaluable and more likely to be done in a casual way, often on the fly, at tradeshows. When standing in line for coffee with a friend, it can easily happen where we see someone else we may have heard of or think we recognize in the line, and we start chatting and introduce ourselves. That’s much harder to do virtually. We also make friends with neighboring booth businesses, and find ourselves sharing photographers, printers, packaging designers, awards that have worked well for us, publicists, social media managers, and other executive positions we need to fill. True, we have all been forced to learn how to network online via email, LinkedIn, or other methodologies, but there’s something about meeting a new contact in person and being introduced through a mutual friend that starts the relationship off

on a great foot. Social events outside the hours of the trade show itself are also important, especially in our industry of play. After all, many of us are ‘kidults’ who enjoy laughing and playing hard. Sure, an argument can be made that trade shows are expensive and exhausting, but they allow us to fully immerse ourselves with what - or who - is in front of us, without the distractions of the phone ringing, customers or employees needing our attention in a store or even the constant thrum of email. We come away with our creativity humming, energized by reconnecting and inspired by the new ideas we heard. And sore feet. For sure sore feet. In 2022, we may be wearing masks and doing more fist or elbow bumps than hugs, but here’s to a new year with more in-person trade shows and gathering with old friends and new.

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moneymatters

Navigating Toy Fair Being Prepared & Beating the Intimidation by Allison White

avigating your way through Toy Fair as an independent retailer can be tricky, and some booths are intimidating with their high walls and entrance bouncers, but there are ways to make it easy and much less scary. Some quick rules of thumb are to pre-register, have a plan, make appointments, talk to your sales reps, and use the Toy Fair app! A huge time-saver is pre-registering for Toy Fair on their website. If you’ve attended before, you already have an email in your inbox to register and it’s as simple as following the link. If you’re a first-time attendee, you’ll need to have some business documents on hand to upload, and verify your business. Flag your registration

confirmation email on your phone for the easiest access to the barcode that you’ll use to get your badge. Once you’re on the show floor, you need to have a plan. This will help manage your time and your appointments. If you just show up and walk the floor aimlessly, you might spend far too long at one booth and not leave enough time for a more important vendor. Gather your information ahead of Toy Fair to know which vendors and reps have “show only” specials that will require your time at the show. If a special is good through Toy Fest West or Q1, then take that info home with you and work with your rep to submit the order later.

“You’ve got to keep going, to see as much as you want to see,” said Elisabeth Dahl, owner of Calico Toy Shoppe on Bainbridge Island, Washington. Dahl makes a point to gather info and take notes as she walks Toy Fair, and goes over everything back at the hotel that night. “Otherwise it can take up way too much time,” she said. Making appointments goes hand in hand with having a plan. Some appointments might be at the booths, and some might be with your reps who take you to many booths. “Sometimes you can’t even get

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into booths without an appointment,” Dahl said about the large booths with high walls. “It’s very intimidating and it can smart if you get turned away.” But she said persistence is key. “You have to go back and ask again,” she said. “Usually if you go on the last day, they’ll let you in, but you have to be assertive.” Having an appointment with your sales rep at Toy Fair is also important because they’ll have a handle on what orders you should prioritize, what vendors have the newest product to see, and which booths they might need to escort you in. Reps can also help their customers connect with one another. “Networking is really important,” said Lauren Dewey, an employee from Calico Toy Shoppe. Reps and other store owners help each other to navigate those intimidating booths. “Sometimes you just have to schmooze,” Dahl said with a chuckle. The biggest resource at Toy Fair are the sales reps. With only a finite amount of time at the show, it’s easy to get overwhelmed or side tracked. If you set appointments with your reps, they can easily navigate you through their vendors, introduce you to sales managers, and help set your buying agenda. “Just show me what’s new,” Dahl said. By highlighting only what’s new, reps can keep the Toy Fair appointment quick because they know your time is important! Reps are also happy to meet with you before or after the show to write orders. The last tip is to use the Toy Fair app. The app is great because you can customize it to your needs. It has the entire show floor plan, you can mark your favorite vendors (they get highlighted in yellow on the map), and once you click on a vendor, you can see their show specials, contact info, and even highlighted products. There’s an area for note taking and it’s a great way to track which vendors you’ve seen, or booths you want to take another look at. Overall, navigating Toy Fair is about being prepared and using your available resources. “There are a lot of booths that are very welcoming,” Dahl said. “It’s tricky, and challenging, but you have to stand up for yourself and say ‘I deserve to be here!’” astratoy.org • January2022

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toystories

The Complete Guide to

Toy Fair New York 2022 (With Checklists!)

When it comes to Toy Fair, put it on your Checklist (Part I)

circles, puppet stands, and sign holders. You never really know what you might want to finish off the look of your booth.

by Phil Wrzesinski

Technology: Extension cords Power strips Chargers Hot Spot

Last summer at the ASTRA Marketplace & Academy in Minneapolis, a few of my fellow Sales Managers and I were laughing about how we felt like newbies at a trade show because it had been so long. We all had forgotten something basic such as signage, a scanner, or a stapler. With Toy Fair set for Feb. 19-22 in New York, and since every year there is a story about what a retailer needs to remember for a trade show, I offer you a list of things vendors might need to remember. Set-up/Tear-down: Tool Kit – Screwdrivers, hammer, pliers, wrench, allen wrench Packing/duct tape Box cutters Shrink-wrap Step stool (unless you are tall like me) Wipes Zip ties

It is hard to take orders on your phone or tablet when you can’t keep them charged or connected to the Internet. Office Supplies: Pens and markers Stapler Scissors Pad of paper Tape When I was a Retailer, I brought a small stapler because so many times I needed to staple my credit sheet and order form together for the vendor because they didn’t have one. I still have that stapler and still bring it with me.

Comfort Items: Comfortable shoes Change of socks Shout wipes First Aid Kit A small box filled with band aids, ointment, and aspirin will keep you from scrambling should a minor issue arise. And hey, even though we stay in one place, vendors are on our feet just as much as the retailers. Pack extra socks and a change of shoes. If you are alone in your booth, the last thing you need is to have to leave to get something you forgot. Pack some waters, or better yet, bring your own refillable water bottle that is better for the environment and easier to identify as yours. Bring your change of clothes on tear-down day. Toss an extra set of readers in your bag. Bring a small towel. In the grand scheme of things, it is cheaper to overpack than forget something. Hopefully this list will help. See you at Toy Fair!

Get one of those big containers of multiple sizes of zip ties. You will use them in places you never imagined. Wipes come in handy for cleaning. Throw in some paper towels, too. You will be glad you did. Selling aids: Products, catalogs, and price lists Order forms Signage Show specials Demos Decorations and display holders Those first items go without saying, but as soon as I don’t say it, someone will forget them. We have a big box that goes to every show full of simple things like blocks, felt

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to discover new trends and identify hot products to stock up on. ores. Before you begin your trip, here are some helpful tips:

Attending Retailer To-Do List:

Research exhibiting companies Create two lists. First, a target list of mustsee brands that you definitely will check out, and a list of brands you think are interesting that you’d like to see. There are going to be a lot of interesting exhibitors at Toy Fair, so prioritize wisely. Schedule appointments For companies you know you want to buy from, try scheduling an appointment ahead of time. Make sure you add your appointments to your calendar so you don’t miss them.

Whether you’re a retailer, sales rep, exhibiting toy company or guest attending the show, this complete guide to Toy Fair New York 2022 will help you prepare and make the most out of your time (and money) while there! by Kemi Tignor To be sure, the ASTRA community is excited to greet and support you while at Toy Fair New York 2022. Find ASTRA staff at Booth 6123 to renew your membership, refer others for membership, and generally serve as a trusted and knowledgeable resource as you navigate the Javits Center located on 11th Avenue between 34th and 38th Street. And enjoy the shared lounge that ASTRA Members can use to to work…or rest…and reset! The Toy Association sets the lounge location so stop by the ASTRA booth for directions! Toy Fair New York 2022:

Checklist for Attending Retailers

With nearly 7,000 new products making their worldwide launch at Toy Fair New York 2022, this is the ultimate toy trade show for retailers

Review stock needs Review your stock needs in advance, and be sure to track your current stock. This will help you make decisions about what to buy, and what not to buy. Book your hotel Get your travel affairs in order before the event. This year, Toy Fair and onPeak, a leader in the business of providing hotel accommodations for events all over the world, have partnered to deliver easy and convenient bookings at reduced rates that support The Toy Association. Get vaccinated If you aren’t already, get vaccinated asap. Toy Fair is following the Javits Center policy, which requires proof of full COVID-19 vaccination.

Attending Retailer Packing Checklist:

Don’t Forget to Bring... Comfortable shoes Plan on walking a lot. If walking long distances or standing for long periods isn’t something you normally do, be sure to take extra precautions with gel insoles, comfortable shoes and socks, and even band-aids for potential blisters. Business credit card Plan on spending, budget accordingly, and use a credit card with good cashback deals!

Toy Fair Survival Items Toy Fair will have you exhausted by the end of each day. These items can make your time at Toy Fair much easier. Don’t just survive; thrive! Bottled water, Gatorade, or other beverages Mints or gum Snacks Phone charger Portable battery Hand sanitizer Valid vaccine card

Game Plan while at the show:

After you get to Toy Fair, walk the launchpad floor without making any stops. This first go-around will give you a feel for what Toy Fair has to offer. During this time, scout out new lines and decide if your mustsee list will remain the same. Then, walk the floor again, visit any exhibitors you want to see, and don’t forget to attend your appointments! Checklist for Exhibiting Toy Businesses Toy Fair has so much to offer for exhibiting toy companies to grow their businesses. You can make connections with toy professionals and industry experts, learn about trending toys and technology, and get discovered by retailers who could become your new business partners. Here are the things you need to do, and the things you need to pack, for Toy Fair.

Toy Fair Exhibitor To-Do List

Apply for Toy Fair New York Whether you’re a returning exhibitor or a first-timer, you need to apply for Toy Fair if you haven’t already. Visit toyfairny.com to register. Set or Review Sales Goals Any business owner knows that setting manageable sales goals is an essential stop on the route to success. Create a Plan Review the map online and choose which events you want to attend. It’s best to create a game plan before game day. Also, don’t forget to download the mobile app. (continued on page 16) astratoy.org • January2022

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toystories (continued from page 15)

Exhibitor To-Do List

Pack Exhibition Display Materials Setting up an exhibit requires a lot of materials. Here are the essentials, plus some suggested items to make your exhibit more exciting. Tables and table covers Signage Shelving Flooring Podium Calendars Display products Plenty of products to sell Decorations Flags or banners Pen or business card holders Potted plants Pinwheels Placemats Special lighting

Pack Giveaway Merchandise Don’t forget to bring plenty of giveaway merchandise that features your brand. Gift bags Magnets Pens Stickers Other giveaway items Pack Sales Items Remember that the key reason for going to Toy Fair is to make sales. Business cards Laptop Flash drive or hard drive List of show specials Order forms Technology for payments (iPad and square reader) List of must-see events or stands to visit Wholesale one-pager Pack Other Supplies Bring everything you need to set up and

take down your exhibit. Otherwise, you’ll end up needing to buy or borrow! Box cutter Tape Tool kit Zip ties Scissors Bungee cords Cleaning cloths Paper towels Dolly Extension cords Extra light bulbs and batteries paper clips Pens

Toy Fair New York 2022 Resources for Exhibitors and Attendees Show Dates & Hours Floor Plan Events Schedule Health & Safety Policy Exhibitor List

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toystories

It’s not all Toy Fair Toy Fair may not be your speed, but there are other shows out there by Theresa Duncan

oy Fair in February in New York is the largest toy industry trade show in the Western Hemisphere. It’s a monster, with the who’s who in the toys industry in attendance. Although it may be the biggest, it isn’t the only option when it comes to in-person opportunities to buy toys. There are many ASTRA retailers around the country that have success throughout the year attending shows, and Toy Fair isn’t one of them. With toy market options throughout the year, and all over the Becca and Jenny Bramhall at the Djeco booth at Toy Fair in 2019.

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United States, toy retailers have many choices. But how do retailers decide which shows to attend, or not to attend, each year? While Becca and Jenny Bramhall, owners of Clothes Pony & Dandelion Toys in Fort Collins always attend Toy Fair in New York, they also enjoy the independent-focused nature of ASTRA Marketplace & Academy. “It is tricky to say which is our favorite,” Becca Bramhall said. “We love spending time in New York for Toy Fair but find that we have to walk past lots of toys that are very mass market and not of interest to us to find the hidden treasures.” Jenny agreed that Toy Fair is big, but hidden treasures can also be found if you spend the time. She said ASTRA’s Marketplace & Academy fits their needs. “The ASTRA show is more intimate and the enormous vendors who have little interest in independent boutiques are not there,” Jenny Bramhall said. Other retailers, like Barb Hollenbeck, owner and manager of SC Toys in Hastings, Minn., choose not to attend New York Toy Fair. “One reason that I don’t attend Toy Fair is that the show has so many brands that I don’t carry in my store,” Hollenbeck said. “It would be too overwhelming to shift through the products that I wouldn’t consider for my store.” Nancy Savage, owner at Child’s Play Toys in Sioux Falls, S.D., has attended Toy Fair in the past, along with shows in Atlanta, Las Vegas

2022 US Toy & Gift Markets • Atlanta Market at America’s Mart January 11-18 • ASD Market Week at the Las Vegas Convention Center February 22-March 2 • ASTRA Marketplace and Academy Long Beach, CA • Toy Fair Dallas at Dallas Market Center dates TBD • Toy Fair New York at the Javitz Center February 19-22 • ToyFest West, Las Vegas March 9-11

and Los Angeles. Along with toys, her two stores in Sioux Falls also carry candy and clothes. Her need for expanding outside toy shows is obvious. But she agrees: Toy Fair is overwhelming. “You can feel like you’re being overlooked,” she said of Toy Fair. “It’s big, and can be a challenge. You see neat things, but it’s tough to navigate. ASTRA’s show and some of the smaller regional shows have been good for me.” Retailers may have various reasons for choosing which shows to attend annually. But Bramhall, Hollenbeck and Savage all say the objective is always the same, to find new products.

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toystories

Preparing for

TOY FAIR Are you ready, TOY enthusiasts? It’s time for Toy Fair, and time to move full steam ahead.

t seems like the last two years whas been a strange, strange trip. Almost like we were shuttered in our homes, were forced to vacate our places of employment, that our toy industry took a haymaker from an invisible enemy, and the world’s supply chain industry nearly collapsed. Wait. That happened. But we dug in, fought hard, and made adjustments to survive. But now we’re back, and Toy Fair in New York from Feb. 19-22 is ready for toy retailers, manufacturers and sales reps to forge ahead with their important job of continuing to put smiles on faces around the world. If you’ve never been to Toy Fair, it’s worth the trip…at least once. Toy Fair is the largest toy trade show in the Western Hemisphere located at the famed Javits Center on the West Side of Midtown Manhattan in New York City. Although Toy Fair occurs at the end of February, many who converge on New

York start getting ready much earlier. Gwen Ottenberg, owner of Imagine That Toys in Wichita, Kansas, begins the Toy Fair process by getting an accurate in-store inventory count in January. Inventory in January only makes sense as stores are typically the emptiest since it’s right after Christmas. “After inventory, I can look over reports to see what categories are selling, what are increasing, which are decreasing, and any holes that I might want to fill,” Ottenberg said. “Toy Fair is exploration time for me. I want to discover new toys, ideas, manufacturers, distributors, and people. I will walk every single aisle at least twice during the show. I try to walk each aisle from both directions. It is amazing how different item can catch your eye depending on the direction.” The inventory planning may start a month in advance, but for Rob Pickering, owner of Snap Doodle Toys just north of Seattle, getting to the actual venue is a savior for him.

He typically arrives a day or two early to make sure he’s on the appropriate time zone “mentally and physically.” “I am somewhat of a weirdo,” he said. “You need a clear head. No jet lag from flying in the night before or trying desperately to adjust time zones in a single day.” Toy Fair can be a dizzying experience. There’s a lot to see as the show boasts nearly 1,100 exhibitors, 12,800 attendees and nearly 450,000 square feet of exhibit space. Luckily for ASTRA members, the trade association hosts a shared lounge that ASTRA Members can enjoy to catch their breath, check emails, grab a coffee or tea, rest and decompress before heading back out to the floor. “I spend the first minutes finding the ASTRA lounge and putting my coat or bags away and getting my mental reference of the behemoth that is the Javits Center,” Pickering said. “I know that if I get tired or overwhelmed I have a safe,

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usually quiet, place to retreat.” Jonny Girson of The Learning Tree in Prairie Village, Kansas, has been to 26 Toy Fair shows. He, too, agrees that there is a lot to take in at Toy Fair. But the experience has helped him fine-tune his approach as he closes in on three decades of Toy Fair. Like Ottenberg, Girson completes inventory in January. He then starts analyzing prior year’s sales and trends and determines what categories and vendors need to be replenished soonest. Prior to Toy Fair, he meets with more important reps and replenishes lines and categories that need to be filled immediately. “By the time I get to New York, I have already ordered most of my major lines,” he said. “I make as few appointments as possible in New York, because in the years I have, I am inevitably on the wrong floor

and many aisles away from where I need to be. This wastes too much precious time.” Walking the entire Javits Center is a monumental task, but important. Girson said he even makes it a point to peak into booths that seem to offer nothing of interest. “There are always gems to be found,” he said. “No matter how many times I peruse an aisle, I still miss stuff. I’m okay with that. I know if there’s a great item out there, I will hear about it.” Some retailers schedule appointments while at Toy Fair, others don’t. It’s important for retailers to stay in contact with reps while walking the Javits Center floor in case there is anything that’s a must see. “That has worked well to be able to have the dialogue with them during the show,” Ottenberg said. “While walking the show, I take a lot of notes and pictures.

I don’t write orders on the spot. I take the information and work at night in my hotel room. That conserves my brain while at the show, and allows me to not get sucked into whatever hype is happening on the floor. It’s okay to take a night to think before spending money.” Toy Fair can offer many things. It’s a great way to kick off the new year after a busy holiday season and a chance to see new products, manufacturers, colleagues, and even the potential of new relationships. “Talk to everyone, whether they are on the bus beside you, in the lounge, or at a party,” Ottenberg said. “Be open to meeting and learning everything you can. I know I need the stimulation of being around other toy people. We are a magical group!”

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ASTRA news

It’s Time to Nominate! E

very year ASTRA accepts nominations for our Best Toys for Kids awards. Nominations are open now through Feb. 25, 2022 and anyone can nominate. Products released anytime from January 2021 on and available to ship no later than August 15, 2022 are eligible. We’ve made it super easy to nominate this year so be ready to consider products at all the shows that are coming up. Simply snap a photo of a product you want to nominate, send it via text, along with your name and company name, to 312-283-7144 and that’s all! (Keep in mind, if taking photos in a booth, you should ask first for permission). We are especially looking for exciting new products to appeal to a diverse market, and that are from new companies that focus on sustainability.

Manufacturers, please keep in mind that we are looking for the BEST, so sending in too many of your products takes away from the idea of “best”! Our Best Toys for Kids committee, made up of five experienced ASTRA retailers will plow through the nominations and choose the finalists. Our retail members will be able to vote on the finalists beginning April 1, 2022!

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ASTRA news

Meet the ASTRA Staff T

he COVID-19 pandemic turned the world upside down. There’s no denying that. The disease had far-reaching effects on seemingly every industry around the globe. The toy industry was no different. Now that things seem to be settling down and a regular groove is slowly getting back into place, the front offices of ASTRA are ready to take things head-on. ASTRA survived the pandemic, and have regrouped with a new look - both on the staffing front, and where they call home. ASTRA called downtown Chicago home for more than a decade. But when COVID crept onto the scene, the staff was forced to vacate the offices when Illinois Gov. J.B. Pritzker issued a ‘stay-at-home’ order for the entire state in March of 2020. ASTRA’s office space lease renewed in January of 2021. No one had entered ASTRA

in eight months, yet things continued to churn along. The unfortunate situation ultimately turned out to be a cost-saver. ASTRA didn’t renew its lease, the entire staff works remotely and the drain of a monthly office space rent was eliminated. “Not having an office in Chicago has also allowed me to hire from anywhere in the country,” ASTRA President Sue Warfield said. “I didn’t have to look just in the Chicago area. And hire, she did! Although none of the employees working in ASTRA are in the Central Time Zone, all of their phone and computer calendars are set to central because Warfield said that’s what colleagues have been used to for years. So with ASTRA moving at a confident and robust pace in 2022, have fun meeting the staff!

Sue Warfield PRESIDENT It can be tricky when it comes to setting clocks and calendars to appropriate time zones with the staff working from home. But for Sue Warfield, she certainly has to stay on her toes. From mid-November to the end of April, Warfield lives in Colorado in the Mountain Time Zone. From May to November, she’s back in the Central Zone where she lives in Ely, Minnesota. “My computer fixes it all,” she said with

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a chuckle. “Thank goodness for computers to change things, no matter where I’m at.” Warfield joined ASTRA as the Membership Director in 2014. She served in that role until September of 2020 when she was named President. She began her career in International Trade, but was always drawn to retail. Her first job in the trade industry was a traditional Monday-Friday and 9-5 one, but she kept her part time job at a department store that she had since she was in school. “I kept that job, and I don’t even know why. I wasn’t making very much money, but I watched the clock at my 9-5 job and at 5 o’clock, I was eager to get to my part time retail job,” she said. “I thought, ‘there’s definitely something wrong with this picture.’” On top of loving retail, Warfield is a selfdescribed outdoors person who loves to bake and cook. “We live in the woods in Minnesota in the summer and the mountains of Colorado in the winter,” she said. “I love to be out in nature.”

Jenna Stirling MEMBERSHIP SPECIALIST Just simple luck. That’s how Jenna Stirling describes how she got into the toy industry. After working for a children’s museum in North Carolina, she picked up a part time job working at a toy store in her home of Chapel Hill. She later became a buyer for the toy store franchise, and she’s been entrenched in the industry ever since. She became an ASTRA board member after serving as a buyer at another North Carolina-based children’s museum. COVID forced the museum to let her go in November astratoy.org • January2022

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ASTRA news

of 2020. ASTRA asked her to step down from the board position to take her current full time role. “And I’m so happy I did,” she said. “I get to work with people I’ve worked with for the last decade of my career. I’m still in touch with all of my sales reps friends, manufacturing friends, and I’m getting to know a lot more retailers.” If you’ve been on a Zoom call with Stirling, you’ve likely met her five-year old daughter Nora Jane. “She pops on to say hi to everyone,” Stirling said. Nora Jane joins her older sister, 10-year old Eve, with mom in the kitchen as they love to cook and bake. Stirling is an avid runner, and is joined at the hip with her German Shepherd. “He’s my running buddy,” she said. “My workout partner.”

Michael Foldeak SPECIAL PROJECTS AND EVENTS MANAGER When COVID hit and Michael Foldeak’s position with Melissa & Doug was terminated, it forced him into a tough situation. He obviously needed to look for new employment, but after spending 18 years with Melissa & Doug, he didn’t want to leave the toy industry. He went over a year without a job.

“I was picky,” he said. “I got offered some jobs, but they had nothing to do with toys or gifts, or anything like that.” He heard of the ASTRA opening through one of his former customers and he said he knew it was a perfect fit. He joined ASTRA in June of 2021 and works from his Norwalk, Connecticut home. “It keeps me in the industry and I’m working with the same people that I was working with already for the past 18 years,” he said. “ASTRA is a community for me. It’s about family. The industry is exactly where I wanted to stay. I waited over a year and I turned down jobs, but it was worth the wait.” Working from home and not in an office may be a little foreign, but Foldeak said he traveled for more than half the year when he was at Melissa & Doug. When he’s not bowling, cooking or hanging out with friends, Foldeak can be

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found on the beach in Connecticut, which is about a mile from his home.

Briana White COMMUNICATIONS AND MARKETING COORDINATOR The way organizations disseminate information changes regularly. Thankfully for ASTRA, Briana White is on board to help spread its message on social media. Her passions and what make her happy, she said, are her two-year old daughter, and social media. “I really want to boost the social media presence for ASTRA and inform the younger people that this is an industry that you can enter as well,” she said. “I really want to help and spread that message.” White went to Clemson University and received a marketing degree. If having a passion for social media wasn’t enough, White also works on the side as a social media manager for an advertising firm. Having the opportunity to work in the toy industry has been uplifting for White. “I love it, and what I love the most is how everyone is so nice, and they’re always happy,” she said. “It’s definitely not that gloomy 9-5, gray suit kind of an industry.” White grew up in Asheville, N.C. and would frequent Dancing Bear Toys as a child. “To now work at a place that works with Dancing Bear is pretty cool,” she said. “I have a daughter, so for me to be in the toy industry now and getting to see the behind-the-scenes of it, is really exciting.”

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ASTRA news

ASTRA Continues its Town

n October of 2021, ASTRA started a monthly “town hall meeting” for members to join in via zoom. We started each meeting with our President, Sue Warfield and our Board Chair, Jeanie Crone, giving an update on ASTRA and what we are working on as well as current news that affects our toy community. A specific topic of immediate relevance was then discussed with thoughts and ideas shared with all. Topics covered in our 2021 Town Halls included the supply chain issues, best practices and tips as well as ideas for the future of our Neighborhood Toy Store Day (2022: Neighborhood Toy Store Month?), and a look at what October’s and November’s heavy sales might mean for the December sales crunch. All were well attended and we received very positive feedback. We will be

Hall Meetings!

continuing these in 2022 with our first Town Hall meeting happening on January 25th at 9:30 am Central Time and continuing during the first quarter of 2022 on the last Tuesday of the month at the same time of 9:30 am Central. We will re-evaluate the day and time during the first quarter to determine if in the following quarter we will be making a change will allow even more to participate. Town Hall meetings will be recorded and the link to the recordings will be made available to all members through various communications. While it’s great to have the option to watch the recording later, there’s nothing like the live version. Many ideas were shared that could be put into use immediately. In addition, being able to ask specific questions to those on screen or offer a suggestion that ASTRA can do to help us all is priceless. We truly hope to have

as many members as possible join in live and we love to see your faces! For many, they have noted that this is a great way to put a face to a name they have seen come up in posts on our member community boards or on facebook. A Zoom registration for these is sent out in our ASTRA Star digital newsletters as well in our new Toy Times Monthly digital editions that will start at the end of January. Topics for 2022? With the way things keep changing, we will see what is top on everyone’s mind two weeks prior to the date of each of our meetings. If you have specific topics that you’d love discussed in a future town hall, please email Sue Warfield at swarfield@astratoy.org. We look forward to “seeing” you at our town hall meetings!

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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. RETAILERS Apple Jax Toys

13002 Madison Ave Lakewood, OH 44107-4931 applejaxtoys@gmail.com

Cheshire Cat Fine Toys

The Toy Tree

Toy Nation

PasTEX

Bell Tower Shops #211 13499 S Clevland Ave Fort Myers, FL 33907

32 Church Hill Rd Newtown, CT 06470-1638

2746 Capital Circle NE Tallahassee, FL 32308

1653 Inkberry Lane Saint Johns, FL 32259-5450

tracy@toytreeshop.com

toynationllc@gmail.com

joels@pastexconnectorz.com

cheshirecatshop@aol.com

Arcadia Toys

5027 N 44th St Phoenix, AZ 85018-1622 Ana.wells@urbanashop.com Ben Franklin

208 Main Ave S Park Rapids, MN 56470-1518

12330 James St Ste A50 Holland, MI 49424-8578

121 S Washington St Naperville, IL 60540-5332

marissaberghorst@gmail.com

4 BEACH

Kids Are Kids

4 Beach St Manchester, MA 01944 4beachshop@gmail.com

mdourtoff@aol.com

94 Latimer Ave Toronto, Ontario M5N2M2

3525 W Carson St Ste 272 Torrance, CA 90503-5738

Sahand

ashleigh@littletraders.ca

4786 1st Ave S Seattle, WA 98134-2304

Knextion Inc

Jb4jb@aol.com

Sahand1@gmail.com

Bhasin Ent

Doozy Games

treasuresnaperville@gmail.com

1952 Centre St West Roxbury, MA 02132-2523

rediscoverbenfranklin @gmail.com

MANUFACTURERS

Treasures Naperville Ecobuns Baby + Co

3113 NE Magnolia St Issaquah, WA 98029 doozydice@gmail.com Dolphin Hat Games

125 W National Rd Englewood, OH 45322-1429

Little Traders

dave@dolphinhat.com

SALES REPS Panorama Sales & Marketing

115 Sweetland Ave Ottawa, ON k1n 7v1 CA Sam.r.armstrong@gmail.com Playwell Canada

1399 Kennedy Road Unit 5A Scarborough, ON M1P 2L6 CA teresita@playwellcanada.com

Slumberkins

915 Broadway St Ste 300 Vancouver, WA 98660-3303

331 Mill St Gaffney, SC 29341

Kelsey.lake@slumberkins.com

Matt.robertson@knextion.com

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index of advertisers ASTRA Toy Times Magazine, January 2022 Amahi Ukuleles............................................... amahiukuleles.com..................................19 Catalog Solutions / Toy Collection............. toycollectionretailer.com.........................13 Crazy Aaron Enterprises Inc......................... crazyaarons.com.......................................27 Dolphin Hat Games....................................... dolphinhat.com...........................................7 Duncan Toys.................................................... duncantoys.com.......................................25 Fat Brain Toy Co............................................. FatBrainToyCo.com......inside front cover Harrisville Designs.......................................... friendlyloom.com.....................................27 Kala Brand Music Co..................................... kalabrand.com............................................5 Kent Displays (Boogie Board eWriters).... myboogieboard.com...............................17 KidStuff Public Relations............................... kidstuffpr.com............................................30 Madame Alexander Doll Company............ madamealexander.com..........................16 Mapp Trap........................................................ mapptrap.com...........................................29 MW Wholesale............................................... mwwholesale.biz........................................9

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January2022 • astratoy.org

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