Toy Times May 2022

May 2022

magazine

Marketplace Academy

&

Here we come...

THE MAGAZINE OF THE AMERICAN SPECIALTY TOY RETAILING ASSOCIATION

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May 2022 • astratoy.org

features 10 ASTRA’s Certified Play Expert Program is Back!

12 Did You Know these ASTRAnomical Facts?

14 ASTRA Launches New Website and Member Portal

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16 ASTRA and the Spielwarenmesse - A Look Back on a Long Partnership

Marketplace & Academy 20 More Than a Toy Show 22 Show Schedule 24 Events & Speakers: Join ASTRA for a Special Luncheon Featuring James Howard 30 Educational Opportunities 38 Why Full Conference Matters for Sales Reps 42 Join us at the Game and Kit Event

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44 Congratulations to our Best Toys for Kids Award Finalists

departments 4

President’s Report

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Message from the Chair

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Index of Advertisers

20 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 • May2022

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president’sreport

Believe!

T

his edition of the Toy Times Magazine will be hitting your mailboxes nearly two years to the date of the ASTRA Staff going from nine, down to five.

Orlando’s Marketplace & Academy was canceled and just six months later, we were down to three staffers. It almost sounds like an Agatha Christie mystery.

2021’s Marketplace & Academy was a scaled down version that we were able to just squeeze in before the Delta variant caused other shows to cancel in the late summer/early fall.

Fast forward to 2022: Spielwarenmesse was canceled as was Toy Fair and then the announcement of Toy Fair moving to September in 2023. It’s been more than a roller coaster ride we have all been riding on, climbing up the slopes and then, our hands up in the air, screaming as we swiftly ride down the other side.

We have been on this ride a few times, yet through the tenacity and passion of our board, staff and members, we’ve stepped off each time with new ideas, new convictions and the knowledge that we can accomplish great things together. Maybe the adrenaline rush of the craziness is exactly what we all needed to nudge us out of our comfort zone and see new opportunities.

Believe that we will meet in Long Beach to connect, see new products, learn from each other and simply have fun as we work through our “new normal.”

Believe that we will continue to look at things with a more open mind, looking for new ways to gather and share for the success of all.

Believe that we will work harder to bring in more diversity into our industry and become more inclusive in all our endeavors – both in our business and our personal lives.

Believe that despite the differences that have been publicly voiced over the past two years, we can focus more on what we have in common than what may divide us.

Believe that despite what may be thrown at us in the coming months and years, we will become stronger because of our connections.

Believe that ASTRA can become the shining star as we work together with other organizations that embrace the individual, independent, entrepreneurial spirit to make our industry the best it can be.

Believe that it is our community – locally, nationally and globally that can make a difference for us all.

We must first believe that we can accomplish more than we thought we ever could. Then we must work together to make things happen. I hope you will join us in Long Beach as we reach for a future we can all believe in.

My mantra for ASTRA as we head into Marketplace & Academy, and as we move through the rest of 2022, and into the coming years, is BELIEVE.

Ashlee Cammack is ASTRA’s newest staff member

A

shlee Cammack joined the ASTRA staff on April 1 as the Administrative Assistant.

Cammack graduated from Fox Valley Tech in Appleton, Wisc., with a degree in Criminal Justice. She later returned to receive her Paralegal Certificate.

She is a mother of three daughters, and enjoys spending time with them and watching them grow. She lives and works remotely from Oshkosh, Wisc.

She most recently was employed by

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her local YMCA for 18 years working in multiple departments and in different roles.

“My passion is working with people,” she said. “Which is why I am so excited to join this community”.

ASTRA is confident Cammack will help all of us make better experiences for our members.

Please welcome Ashlee to the ASTRA team. She can be reached by email at acammack@astratoy.org or by phone at 312-238-9887.

May2022 • astratoy.org

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COME PLAY WITH US! Booth #1038

www.mwwholesale.biz

info@mwwholesale.biz

800.296.9485

2140 West County Rd C Roseville, MN 55113

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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 administrative assistant Ashlee Cammack 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.

message from the chair

Celebrating

ASTRA Marketplace & Academy ASTRA

Marketplace & Academy is right around the corner and this year it is one of only two in-person trade shows to date, and the only national trade show. I hope you will join us for what is sure to be an epic event.

June weather in Long Beach should be spectacular. The Long Beach Convention Center is a beautiful venue which allows us to host more exhibitors than last year, which is back to pre-COVID levels.

This will allow you to see a much larger selection of products.

When I ask members to tell me what they like about M&A, I hear things like community, networking, seeing new products, finding new vendors, the Meet-and-Greet, the Opening Party, Share-the-Fair, the Toy Sync Battle, and the education sessions. If you are a new ASTRA member, I welcome you and encourage you to participate in all the events to enjoy the full ASTRA Marketplace & Academy experience. Introduce yourself to ASTRA staff and ASTRA Board Members. We want to get to know you!

For M&A veterans, you have likely attended our education sessions in past years. If you are new to M&A, I cannot stress enough the value of these sessions. You will have a unique opportunity to hear experts speak about real-life challenges in our industry. You can learn so much from their experience that you can take back to your own business.

ASTRA M&A is a great place to network and get to know people. The Meet-and-Greet, the Opening Party, Share-the-Fair, and the Toy Sync Battle are all great places to mingle and get to know people. I encourage you to do so. ASTRA is known for being a community, and these events draw people together, so become part of our community!

I look forward to seeing you soon in Long Beach.

Jeanie Crone OjO Chair, ASTRA Board of Directors

All articles for Toy Times are supplied by ASTRA and its members, with Fahy-Williams assembling 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.

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ASTRA’s

Certified Play Expert Program is back!

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YES!

We have revised and updated our Certified Play Expert Program and it will debut, live, for a two-day course the two days prior to Marketplace & Academy in Long Beach on June 10-11.

There is a cost to the program - but the benefits both for you personally and for your business - will be well worth our reintroduction special cost of $299 per person for the two days of training. Registration has been open on our website since mid-April, but there may still be openings, so check it out at www.astratoy.org and click on the events tab.

For those that had previously paid for our on-line version and did not complete it before we changed systems, please contact Sue Warfield at swarfield@ astratoy.org. We are working on getting all our educational offerings updated and back online and we can work with you on the in-person program if you want to attend.

May2022 • astratoy.org

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Specialty Arts & Crafts, Science and Cosmetic Kits made in France

What is the Certified Play Expert Program?

Parents and buyers depend on the specialty toy industry for toys that are loads of fun for kids, and promote healthy, developmentally appropriate play at the same time. Becoming wellversed in the art and science of play is an important business strategy that leads to differentiating your products or your store from the competition and builds trust with your customers.

Earning the ASTRA Certified Play Expert credential will deepen your knowledge about child development and the importance of play – through ALL ages!

Participants will get top-quality, research-based instruction in several core areas, including theories of child development, characteristics of major developmental stages, types of play and their benefits, advocating for play, and making sense of play.

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

Don’t take it merely from us.

discover | explore | create Albert Einstein said,

“Play is the highest form of research.”

Irish playwright George Bernard Shaw had similar thoughts.

“We don’t stop playing because we grow old.

We grow old because we stop playing.”

Come stay young with us at Marketplace & Academy!

friendlyloom.com astratoy.org • May2022

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DID YOU KNOW these

ASTRAnomical FACTS? ASTRA no longer has a physical address. Please update your records. We have two options for mail 1) For any checks sent for invoices, please send directly to our bank lockbox: PO Box 2022 Aurora, IL 60507 2) For all other mail, our “virtual” mailbox address is: 1 E Erie Street, Suite 525, PMB 4624 Chicago, IL 60611

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All ASTRA Staff work remotely, but we get together in-person three times per year to strategize together.

Here’s where we all work out of Michael Foldeak – Norwalk, CT Jenna Stirling - Cary, NC Briana White – Huntersville, NC Ashlee Cammack – Oshkosh, WI Sue Warfield –

from May–October, Ely, MN;

from November–April, Silverthorne, CO We still operate on Central Time hours, despite our staff covering various time zones throughout the year.

Sue, Michael, Jenna, Briana and Ashlee will all be at Marketplace & Academy in Long Beach and can’t wait to see you all there. Ashlee will “hold down the fort” while we are all helping to make this the best Marketplace & Academy experience ever.

May2022 • astratoy.org

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ASTRA Launches New Website and Member Portal ASTRA

is working each day on making the memberonly area of the website more beneficial to members. It is truly a work in progress. As of the print deadline of this issue of Toy Times, the following points are specific nuances to note as we continue to add and improve the portal and website.

If you login and pull up the community boards, in the All Members Community board there is a sidebar of downloadable

info, including the updated membership directory in excel format and ASTRA Logos.

Each membership tier has a limit to how many members you can add. For the members you add into your company account: if they fill in their home addresses, they will receive the Toy Times Magazine at their home. We do not list in our membership directory spreadsheet the individual members, only the companies that are members.

Individual members can be searched online only, per the request of many members that did not want their individual emails to be on the downloadable

Why Join ASTRA? ASTRA members are leaders who have a positive influence on the economy, culture, and creativity of the communities they serve.

ASTRA provides members with access to networking, education, discounts, business products, and services to assist our members as they grow their business.

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spreadsheet.

SALES REP GROUPS and SALE REPS: there is a now a field for you to put in your territory. Rep Group Principles you can list your Rep Group coverage.

Individual Reps – you can list your specific territory in your profile.

Staff emails are found in the About Tab, Staff. Click the envelope under each

staff member’s profile information for their email.

ASTRA will continue to keep members updated in the ASTRA Star that goes out to members every other week.

Still can’t login? Contact Ashlee Cammack at acammack@astratoy.org or Jenna Stirling at @jstirling@astratoy.org

astratoy.org • May2022

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Sue Warfield filming for the digital opening of the 2022 Spielwarenmesse in Germany this past January

ASTRA and the Spielwarenmesse a long-standing partnership

The international fair organizer from Germany will be at Marketplace & Academy 16

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“...More Than a Toy Show – fits well with the Spielwarenmesse’s slogan – Much More than Toys.”

T

he world’s leading trade fair for the toy industry has a long tradition: the Spielwarenmesse has been held in Nuremberg for more than 70 years. ASTRA is one of about 3,000 exhibitors.

This June, the tables will be turned as Spielwarenmesse will travel to California and be represented with a booth at ASTRA Marketplace & Academy. The event’s motto – More Than a Toy Show – fits well with the Spielwarenmesse’s slogan – Much More than Toys.

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ASTRA President Sue Warfield said she’s pleased about the joint exchange. She is well acquainted with the Spielwarenmesse and has attended the event for several years. Warfield is also a member of the international ToyAward jury, Spielwarenmesse’s coveted award for new products. Warfield traveled to Nuremberg earlier this year for the award ceremony. While there, she was part of Spielwarenmesse TV and also the Spielwarenmesse podcast.

Sustainability was an important topic

discussed during the podcast. Because of its global importance, Sustainability was added as a new category to the Toy Award and identified as the megatrend at the Spielwarenmesse 2022, Toys go Green.

Because sustainability is such a significant topic, visitors of the Spielwarenmesse booth at Marketplace & Academy will receive a free reusable water bottle.

Spielwarenmesse would also love for you to bring it to Nuremberg from Feb. 1-5, 2023!

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CONTACT YOUR LOCAL SALES REP 22_TOYTM_2_MAIA.indd 19

800.448.5882 4/27/22 9:12 AM

I

t’s more than a toy show! ASTRA’s Marketplace & Academy brings the specialty toy industry together for a big toy family reunion featuring the best and brightest in products, ideas and connections.

Gain new insights during education sessions, make valuable connections at networking and social events, and explore

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the trade show floor to discover the makers and their products that will delight your customers.

Marketplace & Academy is more than a toy show - and while we could take up lots of internet space listing all of the reasons why you should attend, here are a few:

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Connect and Have Fun with Your Peers!

Make memories with your specialty toy industry colleagues.

You’ll have plenty of opportunities to share stories, collaborate and overcome challenges with the best in the industry – all while having fun. You especially won’t want to miss out on the Welcome Reception!

Be the First to See the Newest Products and Meet the Makers!

With our Amazing vendors bringing their newest products, you’ll be sure to find the perfect selection of toys and children’s products to fill your fourth-quarter shelves – and save big dollars with show-only specials. Meet the makers behind the toys and gain insights on how to sell-through their products.

Remember Your Why! It’s easy to get stuck in the day-to-day of doing what you do. Sometimes you need to step away from your day-to-day to remember your why. Marketplace & Academy is the perfect place to do just that. Whether you’re new to the industry or have seen it all, you’ll find numerous opportunities that remind you why you do what you do – and keep you inspired as you head into the fourth quarter.

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Starting MAP: $69.00 888 • 262 • 8471 | www.amahiukuleles.com | Order today! astratoy.org • May2022

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SCHEDULE 22

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SCHEDULE astratoy.org • May2022

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EVENTS & SPEAKERS

Join ASTRA for a special luncheon on Sunday at Marketplace & Academy

James Howard Do you know who invented Phase 10?

How about who designed the ViewMaster toy?

To honor these great inventors and many more like them, James Howard, Executive Director of the Black Inventors Hall of Fame (BIHOF) has documented their stories.

He shares the untold narrative of these trailblazing inventors who’ve changed the toy industry with their iconic designs.

At ASTRA’s Marketplace & Academy, ASTRA is offering the opportunity to meet Howard, to see his documentary, and to engage with a panel of BIHOF inventors on Sunday, June 12 at 12:30 p.m. in the Grand Ballroom at the Long Beach Convention Center.

Enjoy lunch provided by ASTRA and an enriching experience you’ll never forget. This luncheon is open to everyone and will be a great session for both kids and adults.

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EVENTS & SPEAKERS

Kevin Brown Kevin Brown Enterprises, LLC. Kevin Brown’s unconventional path to business and personal success has taught him that winning in business and in life requires anything but conventional thinking. He grew up in Muskegon, Michigan where his blue collar roots taught him the value of hard work and determination. With a street-wise aptitude and a never quit attitude, he worked his way from the front lines in business to the executive boardroom.

Kevin understands what drives organizational excellence and customer loyalty.

He knows first hand how great brands think, feel and act. He is a branding and culture expert with a career in franchise development that spans 30 years. He spent the past 19 years as part of a leadership team that built a little-known family business into the #1 franchise in their industry with annual revenues exceeding $2 billion dollars.

In 2017 he retired from corporate America

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to pursue his passion for bringing The HERO Effect® message to as many people and organizations as possible.

Kevin is on a mission to help people and organizations embrace a simple philosophy that separates world class organizations and high performance people from everybody else.

He is passionate about helping people expand their vision, develop their potential and grow their results. And, as the father of an autistic child he knows firsthand how the principles of true success reach beyond the boardroom and into the lives of real people facing the challenges of everyday life.

As a highly sought-after keynote speaker, Kevin has had the privilege of speaking to a wide variety of organizations. Kevin entertains, inspires and challenges people to show up every day and make a positive difference at work and in life!

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EVENTS & SPEAKERS

Stacey Hanke Inc. Stacey Hanke is author of the book; Influence Redefined…Be the Leader You Were Meant to Be, Monday to Monday®. She is also co-author of the book; Yes You Can! Everything You Need From A To Z To Influence Others To Take Action.

Stacey is founder of Stacey Hanke Inc. She has trained and presented to thousands to rid business leaders of bad body language habits and to choose words wisely in the financial industry to the healthcare industry to government and everyone in between.

Her client list is vast from Coca-Cola, FedEx, Kohl’s, United States Army, Navy and Air Force, McDonald’s, Publicis Media, Nationwide, US Cellular, Discover, GE, General Mills and Abbvie. Her team works with Directors up to the C-Suite. In addition to her client list, she has been the Emcee for Tedx.

She has inspired thousands as a featured guest on media outlets including; The New York Times, Forbes, Entrepreneur, Thrive, SmartMoney magazine, The Economist and Business Week. She is a Certified Speaking Professional—a valuable accreditation earned by less than 10% of speakers worldwide.

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Jeff Civillico Jeff Civillico is a Las Vegas Headliner, TV Host Personality, and Philanthropist. He has been a Las Vegas Headliner with Caesars Entertainment for 7 years, having performed 1000+ shows at The LINQ, The Flamingo, and now at The Paris Hotel & Casino.

Jeff is the Founder & Chairman of Win-Win Entertainment, a 501c3 national nonprofit based in Las Vegas that creates opportunities for professional performers to share their time and talent with children in need.

Jeff serves on the board of several organizations including his alma mater Georgetown University, Las Vegas Academy of the Arts high school, Nevada Medical Center and The Greater Good Council of Las Vegas.

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Educational Opportunities

“The great aim of education is not knowledge, but action” - Herbert Spencer, Philosopher, Biologist, Anthropologist, Sociologist

for Everyone at ASTRA Marketplace & Academy

by Phil Wrzesinski, HABA and ASTRA’s Education Committee Chair Your Education Committee heard you loud and clear. You want presentations at ASTRA that give you actionable elements that make your business better. You want speakers who know you and can give you

the insights that you can use to grow.

With that as our directive, we have put together a lineup covering several topics with direct appeal to several different audiences. No matter what

type of business you have, there will be something actionable for you. Here are some of the presentations you will find at ASTRA’s Marketplace & Academy in Long Beach.

Visit us at ASTRA Booth 629 ®

It’s All Me! makes mash-up fun!

PMS 325 RGB 100/204/201 HEX:#64CCC9

PMS 7423 RGB 156/219/217 HEX:#9CDBD9

It’s All Me!® dolls feature a mash-up of kids’ favorite activities!

These 8” dolls are highly posable and engaging, each combining two fun pastimes in one set, with outfits and accessories to match!

Six styles, diverse skin tones.

Love is in the Details.

®

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

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GENERAL AUDIENCE Top Toy Trends for 2022 The fine folks from The Toy Book spend their entire year focusing on trends in our industry. They are going to share with you the trends they are seeing that make the most sense for the specialty industry, with advice on how and when you should jump on the bandwagons. (Good for both Retailers, Reps and Manufacturers) Diversity, Sustainability, and Ethics - The Words Your Customers Want to Hear This panel will share with you how these key ideas are more than buzzwords. Your customers want to see these in action and these panelists will show you how to find these products and share these messages. (Good for both Retailers and Manufacturers)

History And Constitution Games!

Social Media on a Shoestring Budget – Leveraging Free Marketing Tools We all know social media is important, but we don’t always have the time or money. This presentation will show you how to find the time - while not spending the money - by using the free marketing tools to best target your audience. You’ll learn best practices for use of graphics, how to be more consistent, and where to find the analytics to get the most out of your efforts.

(Good for both Retailers, Reps and Manufacturers) Instagram & TikTok - 10 Tips to “Instagrab” Customers and “Reel” them in You know you need to be on at least one of these platforms. This presentation will show you the best practices for both including how to be consistent, creative, and authentic. You’ll learn how to create those instagrammable moments and how to use Reels most effectively to showcase your products. (Good for both Retailers,Reps and Manufacturers) Toy Story – A Career in Play This presentation is for our Young Professionals showing you all the different and diverse opportunities out there for you to enjoy a long career in the toy industry. You’ll learn about different roles with Retailers, Manufacturers, Sales Representatives, Affiliates, and

Stop by for a Free Game Offer

Booth #1464 john@classicalhistorian.com

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• www.classicalhistorian.com astratoy.org • May2022

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EDUCATIONAL OPPORTUNITIES

Inventors. There is a reason we all stay in this industry for life. This presentation will show you all the different ways you can do that.

FOR RETAILERS Location, Location, Location - How to Manage Your Lease, When to Move, and When to Buy: Never has real estate for retail been more important than right now.

With rents going sky high while empty buildings abound, knowing how to choose a property and manage a lease might be the most important lessons any retailer must learn. This presentation, led by experts from SCORE, will teach you what you need to know to secure the best location at terms most favorable for you.

Transition Your Business the Right Way You don’t have to close when you decide you are done. These experts have made successful transitions both in and out of the retail business and will show you your options. You’ll learn how to value your business, how to find a buyer, and how to structure the deal so everyone wins.

W

(613) 715-1556 lshafir@plmaze.com www.plmaze.com

Co

Screen-free puzzle maze geared for fun and learning!

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Check out all our NEW products

WE’RE EXCITED TO BE BACK AT THE ASTRA SHOW! Everyday ASTRA promotion: Members get 5% OFF all orders + FREE Freight.

Come see us at BOOTH #827 and learn about our show special!

EMAIL: TOY@KENTDISPLAYS.COM Visit: myboogieboard.com | call: 1-855-224-0888

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18 Years of Honoring Excellence and Proud Member of

MomsChoiceAwards.com

Congratulations to the ASTRA Best Toys For Kids winners and finalists, and

to the b many Mom’s Choice Honorees

featured at ASTRA Marketplace and Academy 2022!

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Cash is King and You are the Advisor Cash versus inventory is the biggest balancing act in retail. Get it right and you’ll be successful. This presentation will simplify the math to help you manage your cash and inventory better. You’ll learn simple tricks to make sure you have the right inventory at the right times. And you’ll learn ways to find hidden money in your store. Yes, it is math, but it’s in a way everyone can understand it.

50 Gems in 50 Minutes Want a fast-action list of tips and tricks from your fellow retailers?

This is the presentation for you. Our moderators are going to share in rapid fashion the best gems of advice culled from our membership. You’ll be packed with more actionable items than you could ever imagine! (PS - look for an upcoming email asking you to share your one gem in bite-sized fashion.)

Keeping Your Retail Brand Fresh - The Balance Between ‘Nostalgia’ and ‘New’ in Your Store This panel will show you how to stay current and fresh in the eyes of your customers without losing the nostalgia and warm fuzzies the specialty stores do best. You’ll learn how and where every brand fits in your market, how to keep the “special” in your specialty store, and how to leverage nostalgia to help you sell what is new. From merchandising to marketing, this presentation covers it all.

Navigating the Challenges of Owning Multiple Stores This presentation is for multi-store owners and anyone thinking about opening another store. You’ll learn how to manage your

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EDUCATIONAL OPPORTUNITIES FOR RETAILERS

inventory across multiple locations, how to measure profit, when to invest in warehousing, and other tips to help you turn your retail business into an empire.

Are You a ‘Store that Plays Games’ or a ‘Game Room that Sells’? Setting up the Right Game Store for You For the game store retailers out there, this presentation will show you how events drive traffic, how in-store play drives loyalty, and how product-mix drives sales.

You’ll learn smart and simple tips for how to set up your store to maximize your goals.

Thank You for Coming In, Have a Good Life - Effective Marketing to Attract Tourists If your location caters more to the tourist crowd than the fourth quarter shoppers, this presentation is for you. You’ll learn how and which strategic partnerships in your town to leverage to get the most publicity and support. You’ll learn to understand tourist expectations and how to meet them, and you’ll learn better ways to curate your seasonal product mix with the tourist in mind.

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EDUCATIONAL OPPORTUNITIES

I’ve Opened My Store, Now What? Veteran Advice for New Retailers If you have been in business less than three years, you need to poke your head into this presentation as a panel of veteran retailers share with you the lessons they wish they knew when they were starting out.

FOR MANUFACTURERS & REPS Faire or UnFaire – How to Navigate Online Wholesale Marketplaces Best We know these new marketplaces are disrupting the Sales Representative industry. But there are ways to minimize the disruption. This presentation will show you how these marketplaces work for retailers and manufacturers, and even how they can work for sales reps, too. You’ll learn the most “fair” practices for Faire, Hello Abound, and Tundra.

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“The great aim of education is not knowledge, but action” - Herbert Spencer, Philosopher, Biologist, Anthropologist, Sociologist

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The 10 Tools Your Sales Reps Need from You Whether you are a new vendor or a veteran, there are certain tools you need to provide your Sales Reps to make more sales. This presentation will show you those tools including how to provide the information to the reps and how to balance communication so that your message doesn’t get lost.

Must-Have Policies for Brands in an Ecommerce Age This is the advice you’ve been waiting for from Jeremy Richardson, lead attorney of Freeborn’s Consumer Products Industry Team, and Ron Solomon, CEO of MAPP Trap (also a previous ASTRA manufacturer). This presentation will identify the challenges brands are facing and the policies needed to address them.

You’ll also learn how to enforce your policies to protect against IP Misuse, Counterfeiting, Unauthorized Sellers, and Price Erosion.

Hey Vendors, Here are the Habits Your Retailers Really Love You may think you’re doing it right, but sometimes you need to hear from your customers to know you are on track. This

presentation will show vendors exactly what the retailers like and don’t like so that you can adapt to giving your customers what they want.

Taking Your idea to Market- Tips for Inventors and New Vendors Everything you need to know to launch your brand from concept to market including the different Corporate Structures, Prototyping, Production Cycle, sourcing, and navigating B2B versus B2C Sales. If you have a product or business you’re trying to launch, you won’t want to miss out.

These topics and more are all part of this year’s ASTRA Marketplace & Academy. As you can see, there is something for everyone. Sign up for the full conference to make sure you position your business for success both this year and all the years to come!

Education Sessions all take place on Sunday, June 12. Be sure to register for Full Conference so you can get in on these great sessions.

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Why Full Conference

at Marketplace & Academy Matters for Sales Reps

by Allison White, Sales Rep for Sugar B

I

t’s almost Marketplace & Academy time in Long Beach! I’m super excited to be attending my eighth ASTRA conference this year, and in my 11 years of being a sales rep, I’d say that’s a pretty good attendance record.

“Best New Dice Game of 2022” — My Mother

The addictive game of strategy and chance.

How Low Can you Roll?

38

Come meet Mr. Doozy at Booth F12

Every year I look forward to going to the full Marketplace & Academy because it’s a time to see industry friends, network with new contacts, gain insights from retailers and manufacturers, and get educated about relevant trends and tools in our industry.

What ASTRA provides during the full conference is greatly valuable and if you’re paying to attend, you should definitely take advantage of all they have to offer.

For sales reps, I find that attending just the trade show part of Marketplace & Academy isn’t the only thing to do. Of course we’re at the show to see midyear releases, catch up with our sales managers, and show our customers who attend what’s hot, but the full day of educational sessions that ASTRA offers are always worth checking out.

There’s always a broad range of sessions to choose from, and even if they’re primarily retailer focused, most reps can always gain something from them.

Some of my favorite sessions in the past have focused on utilizing social media, because it’s an ever-changing landscape. Those sessions were valuable to learn some of the best practices for posting and how to boost engagement, and they were relevant for retailers, reps, and manufacturers.

Sometimes the sessions focus on a specific platform, like Instagram, but others cover many different platforms.

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This year there will probably be a focused session on how to utilize live selling via Facebook, Instagram, or a store’s integrated Shopify app. Reps can educate themselves on live-selling and learn how to support their retailers who put them on.

Other great sessions that sales reps can usually gain insight from are merchandising/display discussions, and any panel discussions with retailers.

Anytime retailers are sharing what makes their stores flow and function, reps should be listening and thinking about how they can use those insights to better service their customers.

The sessions are also great to network with new people. If you’re a rep attending

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FULL CONFERENCE FOR SALES REPS

Jump on it and get to some awesome sessions in Long Beach.

40

the few rep sessions that ASTRA provides, you can connect with your peers and share what practices you’re using and what’s working.

Sometimes as reps, we’re just sending the same emails or pitching the same specials, and we need ways to change it up. By connecting with other reps in the industry, we can share new tips and tricks and hear what others are doing to keep their communications fresh. It’s incredibly important in our rep/retailer relationships to always bring the highest level of customer service, and reps keeping up with what’s working is the highest priority.

Lastly, sales reps can’t overlook the value of sitting in on a session that might be geared for manufacturers. It’s in those sessions that we can learn what some

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manufacturers expect of their reps, how they’re wanting to work with retailers, or what industry channels their new products are performing in. After all, toys don’t just sell in toy stores! Learning what’s been working the past couple years for manufacturers can also give reps insight to approach retailers with new practices and products.

ASTRA sessions are valuable for all channels of our industry, and we can all network and learn from one another. In sharing stories of what’s working or not working, and keeping open channels of communication, we’re all going to keep our relationships strong and our industry healthy.

ASTRA’s Marketplace & Academy is more than just a tradeshow. It’s a community of business leaders who are dedicated to helping us all thrive.

And if you’re a sales rep who’s made it this far in my article, I’ve got a special deal for you: You can email Sue Warfield (swarfield@astratoy.org) and she’ll get you a special discount code for the full conference early-bird rate!

Jump on it and get to some awesome ASTRA sessions in Long Beach. You might just be surprised at what you learn. astratoy.org • May2022

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Join us at the

Game and Kit Event at Marketplace & Academy

W

e’re looking forward to Sunday, June 12 at Marketplace & Academy in Long Beach. It’s our education day, and all full conference attendees not only get the opportunity to participate in all the great education sessions, but they’ll also get to start the day with an awesome Game and Kit event.

The event takes place after the day’s opening session. The Game and Kit event is scheduled for 10 a.m. – 12:30 p.m.

Last year at our show in Minneapolis, we changed the timing of the session to the morning out of necessity of a shorter schedule. It proved to be a much better time for retailers to sit and play without feeling exhausted from a day of walking the show floor.

Now that we are back to our full schedule, having this on the first morning means that retailers can get energized with play, learn the games and kits presented at the tables and then go to the vendor booths on the show floor to buy.

All full conference attendees are welcome, but only retailers will be allowed to sit at the tables and play.

We’ve got a great lineup of vendors for the tables, so check out the Marketplace & Academy website to see the full listing!

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THE EVENT TAKES PLACE AFTER THE DAY’S OPENING SESSION. THE GAME AND KIT EVENT IS SCHEDULED FOR 10 A.M. – 12:30 P.M.

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Too much cuteness!

Discover the adorable memory game with squishy pups that stick their tongue out when you squeeze!

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4

ANNOUNCING!

5

Congratulations to all our Best Toys for Kids Award Finalists!

ASTRA is excited to announce the finalists for the Best Toys for Kids award.

The finalists include 62 products representing 12 categories. We have an ASTRAnomical list of finalists, so check them all out.

There is still time to vote (voting ends May 24 and only retailers can vote).

The winners will be announced in June at ASTRA’s Marketplace & Academy in Long Beach. The link to vote is in our new member portal – Retailer Community – in the side bar in the community. Also, check out the American Specialty Toy Retailing Association FaceBook page where many of the finalists have posted more info on these products!

6

Preschool Games 1 Patchwork Garden Blue Ninja Studios

2 Pancake Monster Blue Orange Games

3 Tongues Out Blue Orange Games

4 Chicken Poop Bingo Goliath

5 OuiSi Nature: Games Visual Connection OuiSi

2

1

3

6 Picnic Panic Board Game: A Cooperative Game for Kids Upbounders by Little Like Kids

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7

Games for Ages 5-7

8

7 Cow Pie Catapults The Good Game Company

8 Penguins Huddle Up Smart Toys and Games

9 Hackbots

Blue Ninja Studios

10 Yeti Slap

Gatwick Games

11 Ultimate Treehouse Game Print Ninja

9

10

Games for Ages 8-10

11

12 Fork Lift Frenzy Fat Brain Toy Company

13 Loot N’ Loaded Gatwick Games

14 Catch the Moon Thames and Kosmos

15 Missing Lynx 13 12

One Planet Games

16 EXIT: The Lord of the Rings-Shadows Over Middle-earth Thames and Kosmos

16

14

15

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1

Active Play 1 Dueling Stomp Racers

2

Stomp Rocket

2 Gel Blaster Surge Gel Blaster

3

3 Vikings of the Northern Lights

4

Starlux Games

4 Launcher and Target Set Juratoys

Building 5 Trestle Tracks Starter Set 5

Fat Brain Toy Company

6

6 Arctic Animals Magna-Tiles

7 Builder

Magna-Tiles

8

8 UGears Windstorm Dragon UKidz

7

Educational 9 Yoto Mini Player Yoto

10 9

10 Mexico Box In kidz

11 Whatsitsface Whatsitsface

12 Dig It Up! Glow In The Dark Dinosaur Eggs MW Wholesale

11

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12

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T

M

Arts & Crafts 1 Build and Grow Tree House

3

Faber-Castell/Creativity for Kids

2

1

2 Jewelry Star

Studiostone Creative

3 Scavenger Hunt Potions Playmonster

4 Fashion Design Sketchbook City Style

5

Make It Real

5 Scratch Butterfly Bouquet

4

DAM LLC

6

6 Design and Dress Up Magic Dragon by Avenir DAM LLC

Puzzles 7 Plus-Plus Puzzle By Number® 800 pc Earth Plus Plus

8 Puzzlescope Space MW Wholesale

8

7

9 Horse Academy Smart Toys & Games

9

10 Grizzly Gears Smart Toys & Games

11 Murder On The Nile University Games

12

12 Whale Puzzle DJECO

11 10 48

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THINK FAST.

MOVE FASTER.

CAN YOU KEEP UP WITH DOLPHIN HAT GAMES? FOR AGES 8+ 3-8 PLAYERS

SCAN THIS QR CODE TO PURCHASE OUR GAMES

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DOLPHINHAT.COM

4/27/22 9:13 AM

2 1

Preschool 1 Roboflex Medium Smart Toys & Games

2 Korko – Big Block Set 40 pcs Uniche Collective

3 Tropik – Tropical Lacing Tree by Janod

3

Juratoys

4 Peek-A-Zoo

Smart Toys and Games

5 Plugzy

Fat Brain Toy Company

4

6 Dimpl Splash 5

Fat Brain Toy Company

6

Science 7 Ultrasonic Misting Volcano Klutz

7

8 Rubber Band Airplane Science - DHC-2 Beaver Seaplane Science Playsteam

8

9

9 Ultimate Squishy Human Body with SmartScanTechnology Science Smart Lab Toys

10 Ultra Bionic Blaster Thames and Kosmos

11 Robotics: Smart Machines 5-in-1 Buildable Drone with HD Camera Thames and Kosmos

11 12

10 50

12 Candy Vending Machine Thames and Kosmos

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3 1

Pretend Play 1 BeKind 12” Dolls Jada Toys

2 Jack and the Giants Grocery Store Storytime Toys

2

3 Super Cityscape Transport Bucket Set Hape

4 My First Railway Light Up Rainbow Set Brio

5 Steaming Engine

4 5

Brio

Come See Us At

ASTRA Booth: 1157

Toddler & Preschool Activity Card Games

Compact, Bright & Loaded with Content 20 Double-Sided Cards on a Reclosable Ring

mollybeekids.com Contact Us Today: 724-816-1596 Email: sales@mollybeekids.com

astratoy.org • May2022

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2

Sensory 1 Horoscope Thinking Putty®

1

Crazy Aaron’s

2 Mermaid Lagoon

Faber-Castell/Creativity for Kids

3 Nee Doh Stickums

4

Schylling

4 Honey Hive™ Thinking Putty® Crazy Aaron’s

5 Brite Ball 5

3

52

Schylling

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our advertisers ASTRA Toy Times Magazine, May 2022 Marketing Partner & Buying Group for Independent Toy Stores

HAPPY SUMMER We’re excited to see everyone in Long Beach!

The Good Toy Group is your source, resource and force for good toys in the world.

We offer print + digital catalogs, social media, buying programs, a new community for vendors, and a whole lot “MORE”!

Visit us booth #1120 for a quick hello and information about membership.

Adventerra Games North America.............. adventerragamesusa.com.........................7 Amahi Ukuleles.................................................. amahiukuleles.com.................................. 21 Blue Orange Games......................................... blueorangegames.com........................... 43 Celestial Buddies............................................... celestialbuddies.com............................... 27 Classical Historian, Inc...................................... classicalhistorian.com.............................. 31 Crazy Aaron Enterprises Inc........................... crazyaarons.com........................................ 14 DJECO US............................................................. wholesale.djeco-us.com......................... 23 Dolphin Hat Games.......................................... dolphinhat.com.......................................... 49 Doozy Dice........................................................... doozygames.com...................................... 38 Duncan Toys........................................................ duncantoys.com........................................ 35 Enchanted Moments Inc................................. enchantedmoments.com....................... 25 Fairy Finery........................................................... fairyfinery.com............................................ 31 Family Games America FGA Inc................... familygamesamerica.com...................... 12 Fat Brain Toy Co................................................. FatBrainToyCo.com..................................8-9 Five K Ltd./Northwest Synergy Inc.............. fivekwholesale.com.................................. 47 Grand Prix International Inc............................ madebygpi.com......................................... 40 Harrisville Designs............................................. friendlyloom.com...................................... 11 Kent Displays (Boogie Board eWriters)..... myboogieboard.com................................ 33 Madame Alexander Doll Company............. madamealexander.com.......................... 30

Office: 401-284-0610 • GoodToyGroup.com New Member Contact: Heather@TheGoodToyGroup.net

Mapp Trap............................................................ mapptrap.com............................................ 17 Mini Ducklings..................................................... miniducklings.com.................................... 41 Mollybee Kids...................................................... mollybeekids.com..................................... 51

FREE

RENEW YOUR

SUBSCRIPTION online at edplay.com

Renew for free online, and request enough copies for your entire staff.

Mom’s Choice LLC............................................ momschoiceawards.com....................... 34 MW Wholesale.................................................... mwwholesale.biz..........................................5 Play-A-Maze......................................................... plmaze.com................................................ 32 Romanoff Products Inc.................................... romanoffproducts.com............................ 34 Sandy Ruben....................................................... sandyrubenandassociates.com............ 52 Schylling Associates Inc................................... schylling.com.............................................. 26 SentoSphere USA.............................................. sentosphereusa.com............................... 11 Speedy Monkey................................................. speedymonkey.com................................. 53 Tangle Inc.............................................................. tanglecreations.com.... inside front cover TekyGo!.................................................................. tekygoplus.com.......................................... 36 The Good Toy Group........................................ goodtoygroup.com................................... 54 The Learning Journey Intl............................... tlji.com........................................................... 18 The Toy Network................................................ thetoynetwork.com................................... 15 Tonies/Boxine USA........................................... tonies.com...................... inside back cover Top Trumps.......................................................... toptrumps.us............................................... 28 ToyFest West - WTHRA.................................... toyfestwest.com......................................... 13 TREND Enterprises............................................ TRENDenterprises.com........................... 37 U.S. TOY Company............................................ ustoyco.com................................................ 19 Waterline Toys..................................................... waterlinetoys.com..................................... 29 Wikki Stix............................................................... wikkistix.com............................................... 39 Winning Moves Games................................... winning-moves.com..................back cover WITHit.................................................................... withitgear.com............................................ 41

Dedicated to

54

the Specialty Toy Industry

To reserve your ad in the next issue, contact Rick Kauder (315) 789-0458 • rkauder@fwpi.com

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Visit us at Booth #830 Stop by & place an order and enter our Barrel of Monkeys FREE FREIGHT Contest!

Remember all the fun with this classic version of Barrel of Monkeys. The monkeys have the look and feel you remember. Their arms link together correctly while you play.

Steady your hand and try to build the longest Stea chain of monkeys. But, if you drop a monkey, you lose your turn! The player who makes the longest chain is the one who wins this classic game!

CONTENTS: 15 Red Classic Plastic Monkeys 1 Yellow Monkey Barrel (to store monkeys)

Also NEW From Winning Moves Games!

Shipping June 2022 Item #1246 Case Pack: 6

Shipping June 2022 Item #1245 Case Pack: 6

Shipping June 2022 Item #1247 Case Pack: 6

800.664.7788 x102 or x103 wmsales@winning-moves.com

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HASBRO, its logo and BARREL OF MONKEYS, SCATTERGORIES and SCRABBLE are trademarks of Hasbro and are used with permission. © 2022 Hasbro. All Rights Reserved. WINNING MOVES, WINNING MOVES GAMES, and CLASSIC, RETRO, COOL, & FUN, and Logos thereof, are registered trademarks of Winning Moves Inc. © 2022 Winning Moves Inc., 75 Sylvan Street, Suite C-104, Danvers, MA 01923 USA. All Rights Reserved. Manufactured by Winning Moves Inc., 75 Sylvan Street, Suite C-104, Danvers, MA 01923 USA. Colors and parts may vary. MADE IN CHINA.

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