Edplay March 2023

There’s No Place Like Home

I’ve been writing editorials, like this one, for almost 40 years now and during that time I have addressed hundreds of different topics. One question I have frequently gotten from readers is about how I choose those topics.

The process has evolved over the years. At first, I mostly relied upon the experiences I had in the school supply and specialty toy industries, relating anecdotes that I thought might be interesting or entertaining. I also thought it was important to address issues that were currently pressing in those industries.

Eventually, I ran out of anecdotes and the further I got from my years of toiling in the field, the less my perspective on the issues was truly relevant. The readers knew more about what was going on than I did.

So I began to write more about business in general than our business in particular. I had run a few businesses prior to this one and I have a number of strongly-held opinions about best practices, but that number is finite. There came a day when I realized that I had said all that I had to say about business management.

At that point I turned to current events. Every day there are dozens of new topics delivered to my desk, courtesy of the hundreds of diligent reporters at the surviving fonts of American newspaper journalism, such as The Wall Street Journal and The New York Times. (Of course, there is no paper involved in my case, but the term continues, much like referring to movies as “films.”)

The idea was to discuss something that was going on somewhere in the world, and what effect it might have on the toy industry, or perhaps that it illustrated some broader point about where we are all headed. The possibilities are endless.

That’s the problem. There is always a lot going on in the world, and in 2022 it seemed as though there was about twice as much as usual. Getting ideas from the news was like drinking from a firehose. I don’t usually try to step back from the hose long enough to get any real perspective on larger issues, but now that 2022 is in the can it seems like a good time to consider what it was all about. Here goes.

If there was one over-arching theme in the news last year, it was the epic struggle between democracy and autocracy, or the rule of the many versus the rule of the

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March 2023

3 Wordplay

There’s No Place Like Home by Kevin Fahy

8

Sandy Ruben and other reps present an overview of R/C vehicle trends

12 Inspire Sales, Inspire Play

How The Strong National Museum of Play’s gift shop is handling change

16 10 Questions for Micro Kickboard

A fun, in-depth look at how scooters appeal to kids and adults alike

18 See Thousands of Toys from Around the World at ToyFest

Brand New for 2023

About the cover

The Strong Museum of Play, celebrating 40 years in Rochester, New York, contains the most comprehensive collection of historical materials related to play in the world. This year, it will open a new 90,000-square-foot wing dedicated to video game history, a World Video Game Hall of Fame exhibit and additional interactive entertainment spaces. The museum is the centerpiece of the city’s new Neighborhood of Play, a 6-acre mixed-use community built on a former section of expressway.

During The Strong Museum’s renovation, its gift shop moved to a small boardroom.

(continued from page 3)

one. That struggle seemed to be a consistent subtext running through the biggest stories of the past 12 months.

Take COVID-19 for example. Most of the world has reached some sort of accommodation with the virus and life has returned to some semblance of normal, but such is not the case in China. Although there was some variation in strategy from one nation to another – and in the U.S. from one state to another – we all pretty much followed the same playbook: partially shut down the economy and public mobility to slow the spread of the virus until vaccinations could be developed. Eventually, the combination of vaccination and natural immunity from COVID recovery would get the population over the hump.

Xi Jinping, the singular head of

state in China, had a different idea. Rather than trying to survive the virus, Xi was determined to defeat it. The country would be locked down to a far greater extent than the rest of the world, exposed individuals would be isolated as though they were radioactive, and foreign vaccines would be refused in favor of a domestic brand.

There is some irony to this approach, seeing as the virus broke out in China in the first place, but perhaps that was the point. “COVID isn’t our fault, and anyway it’s not that hard to stop.”

Turns out it is, though. Even the authority-compliant Chinese cannot fully contain the virus, and their oldschool vaccine proved to be far less effective than the “messenger RNA” versions developed by the West. What the Chinese managed to

create was an enormous population of under-exposed and undervaccinated people holed up in their apartments, where they were sitting ducks. The alternative – opening up and letting the disease run its course – seemed equally unthinkable.

But it only needed to be thinkable to one person, and apparently it was. In mid-December, China did a complete about-face and dropped most of its COVID restrictions, with predictable results. Although the Chinese won’t acknowledge it, most outside analysts think millions are being infected every week, and that more than a million will die in the first quarter of 2023 alone.

Since 80 percent of all the toys sold in the U.S. are manufactured in China, it’s not much of a stretch to connect problems in China to

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issues in our industry. I can’t tell you exactly what effect those problems will have on our supply chain delays or price increases, only that there will be one.

China is not the only overseas autocracy that is causing difficulties for us here in the U.S., and mismanagement of COVID is not the only mistake that is having huge consequences. There is, in fact, a situation that is even more prominent in the news.

It’s been an entire year now since Russia invaded Ukraine, and there is no end in sight. As far as anyone can ascertain, the whole catastrophic conflict was caused by the ambitions of one man, Vladimir Putin, who apparently sees himself as some sort of latter-day czar out to restore the Russian empire.

I have yet to hear anyone else

from Russia – including the public, the government or even the military – say anything that sounds like they think this war is a good idea. That, however, only serves to highlight one of the great drawbacks to singleperson rule. Not only is Putin the only one who can stop the madness, he is also the least likely one to do so. Why? Because there is no one else to blame it on.

In the meantime, the war has been a significant driver of inflation, cutting off grain exports from Ukraine and triggering a boycott of Russian oil. It has also created a strain on the U.S. budget, with our costs rapidly approaching $100 billion.

Other autocracies around the world are problematic as well. The only reason we don’t get more news coverage of places like Iran

and North Korea is that we’re understandably preoccupied with places like Russia and China. Democracy is messy, sometimes chaotic and maddeningly inefficient, but there is no doubt in my mind that it clearly beats the alternative. I always think it is instructive to bear in mind that the U.S. has never gone to war against another democracy.

Last year left me feeling a little like Dorothy at the end of “The Wizard of Oz” – tempesttossed, but possessed of a newfound appreciation for old-fashioned values.

Go Go GO

“The R/C vehicles category is one of the fastest-growing segments for specialty toy stores,” reported independent sales rep Sandy Ruben, whose firm represents leading specialty toy and children’s product lines to retailers throughout the Southeast. “We have seen huge increases in sales of these products over the last few years, but it hasn’t always been this way.”

When R/C vehicles were introduced in the market in the early 1970s, they were primarily sold at hobby stores and were geared largely for adults, he explained. “At that time, the products were too advanced for the children’s market and in those

days, specialty toy stores were largely avoiding toys that ran on batteries.”

That changed around the year 2000, when Kid Galaxy introduced a line of remote-control vehicles not only geared for 8-year-olds, but also for children as young as 3 and 4 years old. “It was a major transformation in our industry and within months, most independent toy stores were carrying remote control vehicles for the first time,” Ruben said.

After seeing the success of Kid Galaxy, other R/C vehicle manufacturers started aging down their products, too, he reported. “Instead of gearing their products to adults, they started to develop lines for kids ages 10 to 14.

in floor displays with LCD screens. The Mini Twist Graffiti tumbling stunt R/C Car comes in a floor display with 48 cars. Suggested retail is $19.99. For ages 6 and up.

EXOST 360 Aquacross (for ages 5 and up), EXOST X-Crawler (for ages 5 and up) and Flybotic Bi-Wing Evo Plane (for ages

From Odyssey Toys, the Spike R/C Dino (for ages 3-7), the Bubble Blitz, and My First R/C Car (for ages 3 and up). (not pictured)

“A second leap in R/C sales started around 2020 and will continue into 2023,” Ruben added. “Some stores report that some of their top-selling toys are in this category.”

Recently, Ruben polled rep principals from around the country to find out what products in this category they were excited about. Here are recommendations from Shelley Huckabay from Toys South, Harry Clayton from Wildthings, Ryan Pedersen from Rocket Reps, Chelsea Bogue from Diverse Marketing, and the team at Sandy Ruben Associates.

Brocky Off-Road Ford Bronco and Dune Blaster from Maisto. Both are for ages 8 and up.

R/C Appeal Transcends Age, becomes an activity adults and kids can enjoy together

The Fog Racer from Kid Galaxy (available Q3)

From Chelsea Bogue, Specialty Toy Sales Manager, Diverse Marketing, “Top toys in this category include and Gyro R/C Stunt Vehicle (not pictured) from Kid Galaxy, the Turbo Twister Stinger (for ages 3-15) and Hover Cycle (for ages 3 and up) from Mindscope, the DC Comics Batman Batmobile Remote Control Car (for ages 3 and up) from Spinmaster, and the 5-inch remote control Trick ’N Flip (for ages 6 and up) from Master Toys.”

Astudy conducted by The NPD Group over the past year reveals that adults are the second-fastest-growing users of toys in the U.S. In fact, individuals ages 18 and older represented 14 percent of U.S. toy sales, spending $5.7 billion. Among them are Millennials, ages 26-41 at the moment. Around the world, the rising population of Millennials and their interest in tech-related products is helping the remote-control category gain traction, says GlobeNewswire. As toy technology has evolved, interest has grown. When remote-control toys were first released to consumers in the mid-20th century, they were powered with nonrechargeable batteries. Tech advancements have made remote-control toys faster, easier to maneuver and recharging quicker. Mobile phones have replaced traditional transmitter, and the selection of R/C products has expanded to include all sorts of vehicles and even drones.

Children, too, are contributing to the rise in popularity, reports Kenneth Research. In the U.S., retail sales of remote-control toy cars in 2021 was valued at $2 billion.

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INSPIRE SALES, INSPIRE PLAY

How a Museum Gift Shop Is Handling Change

by Mary Wojciechowski

Managing a toy shop is anything but child’s play. This is what the SSA Group found out when they took over the management of the museum shop at The Strong National Museum of Play in early 2020.

The Strong is a nonprofit organization dedicated to the

“history and exploration of play.” Located in Rochester, New York, it draws global attendance with its numerous interactive and innovative exhibits.

The SSA Group is a national company that provides retail, ticketing and food services to museums, cultural attractions and

zoos. This allows museums like The Strong to focus on their mission without the added difficulties of managing their food and retail shops. The SSA Group’s contract with The Strong involves the management of the museum’s retail, catering and food and beverage operations.

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photos courtesy The Strong

The museum’s 1,800-square-foot store (pictured here) moved to a smaller space while The Strong undergoes a massive expansion. The new 1,905-square-foot Everything for Play!, scheduled to open later this year, will be in the new wing near the glass-enclosed Welcome Atrium.

A percentage of every sale goes to The Strong, and retail customers are offered the opportunity to round up as an additional donation.

Big changes underway

In 2020, a 90,000-squarefoot addition to the museum was underway. The addition is one phase of a massive renovation project to the museum and its surrounding neighborhood, which began in 2018. The renovation is set to be completed in summer 2023 and will house a new atrium, admissions area, museum store – called the Everything for Play! Shop – World Video Game Hall of Fame and an exhibit dedicated to how technology has changed the way people play.

Due to the renovations, the Everything for Play! shop had been relocated to a temporary and much smaller space. Then, three short weeks after the SSA Group took over retail operations, the COVID lockdowns began, which ignited months of low attendance and supply chain issues.

Regardless of the challenges, the SSA Group continues to successfully sell the idea of play. “The Strong is a big cultural attraction,” said General Manager Nick Grocock. “People come from all over the world to see us. We like to have fun in the store and keep that imagination going as the guests are leaving.”

Developing the mix

Despite its importance as an integral part of the museum experience, the Everything for Play! shop has operated out of a space the size of small boardroom since late 2019. Unable to make permanent changes to that room, SSA staff had to think creatively to make the temporary space work from a merchandising perspective. They

purchased new fixtures and arranged the space artistically by lining the walls with toys of all kinds and setting up several free-standing displays.

The store’s mission is to inspire play, but it must also inspire sales. Purchasing decisions are made by SSA Group Retail Buyer Laurel Wright in conjunction with the general manager and the store’s retail supervisor.

Wright has years of buying experience under her belt and a flexible “Gumby” attitude towards tackling challenges. Although she works out of another state, she is well aware of the store’s layout and fixtures, and her decision-making takes into account shelf size and available space.

Many of the store’s toys tie in with exhibits while others represent nostalgic items or impulse buys. The shop has something for everyone, from returning members to international tourists. Some of the shop’s hottest sellers are brands including Barbie, Hot Wheels, Little People, Etch A Sketch and Sesame Street. Butterfly jewelry also does

very well, in keeping with the museum’s butterfly garden.

Overcoming obstacles

The Toy Hall of Fame is one of the primary exhibits the store endeavors to represent. Every time a toy is added to the National Toy Hall of Fame, a version of the toy is sold in the store. While many of these decisions can be fairly straightforward, some can be a bit tricky. For example, when sand was added to the Toy Hall of Fame in 2021, the store chose to sell kinetic sand.

Licensed toys can be another buying obstacle. Finding vendors who carry the licensed products the store needs can be an exhaustive search, especially since vendors change quite often. It becomes even harder when a licensed toy is unavailable to outside retailers. For example, when the American Girl doll was added to the Toy Hall of Fame, Wright obtained special permission to sell it, making The Strong the only outside retailer to carry American Girl.

Licensed apparel is yet another

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The Play Garden, one of the museum’s new outdoor play spaces, was designed in partnership with Hasbro.

by Victoria Ritter

The outdoor and sports toys segment of the toy market –including scooters – is expected to increase steadily in the coming years, according to a recent report by international research firm Expert Market. Scooters can help kids improve motor and balance skills, but thanks to companies like Micro Kickboard and its parent company Micro-Mobility Switzerland, adults can get in on the skill-building fun, too.

Micro-Mobility founder Wim Ouboter began the company in 1999; the company’s name is a reference to the short distances Ouboter’s first scooter enabled him to go. It was MicroMobility that created the first two-wheel foldable scooter; shortly thereafter, Ouboter licensed the scooter to a U.S. company, Razor. In 2007, MicroMobility established Micro Kickboard in the U.S. Today, the company produces both two-wheel scooters and three-wheel kickboards.

Here, Courtney Sheffer, marketing director at Micro Kickboard, shares her insights about the company’s products and why play is important at any age.

1. What makes scooters a fun toy for both kids and adults?

Courtney Sheffer: There actually is such a thing as the joy of scooting. We have seen it now for 15 years and it’s

for Micro Kickboard

4. With the increased emphasis on green transportation, will scooters become a more important mode of transportation in the future?

really one of our favorite things to watch. When kids and adults hop on a Micro for the first time, they literally say “Oh wow,” or even “Whee!” Families being able to participate together in riding scooters is another fun aspect.

2. What goes into creating the perfect scooter, no matter the age range?

In a single word: quality. We know that the adults who use their scooters for commuting to work on city sidewalks in all weather conditions need a reliable scooter that provides a smooth ride and is tough enough to stand up to everyday use.

3. How have scooters evolved over time?

It’s remarkable to look back at the earliest designs and the evolution over the years, to see how Micro’s Swiss innovation helped elevate scooters from toys to transport, even for young kids. By making them more smooth-gliding and stable, the scooters could be ridden further and longer.

Micro created many other scooter styles, and the evolution of continually upgraded materials and designs has been notable. The materials used now are stronger and lighter, with designs that are more minimalist, sustainable and ergonomic – making them more comfortable for people to ride!

For personal transportation, it’s tough to find anything as functional, portable or sustainable as a kick scooter. It provides transport with no fuel or parking costs, you can carry it with you and the upkeep is minimal. Plus, they’re fun to ride!

Since they are about three times faster than walking, many people use them for their entire commute, while others with longer commutes by train or subway use it to and from the station.

We definitely see interest in scooters as transport continuing to grow as more people look for ways to lessen their impact on the environment.

5. If you could design any accessory for a scooter, what would it be?

Well, it’s a long list! We are coming out with a “Smart Egg” which will allow kids to track how many miles they ride, and we are always looking for the perfect-size basket and water bottle. Otherwise, we have everything from carry-straps to 3D helmets to lights and bells, seats for stuffed animals and scooter-heads (dinosaurs and unicorns, for example) – but we are always looking for more.

6. Why do Micro Kickboard’s products belong in specialty toy stores?

Customers trust specialty toy stores to choose the best toys for them and their families. The attention to detail and focus on quality that specialty stores

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See Thousands of Toys From Around the World February 27 through March 3

The Western Toy and Hobby Representatives Association (WTHRA) will be holding its annual West Coast toy trade show, ToyFest, in Las Vegas, Nevada.

The trade show is expected to present products from more than 500 toy manufacturers in the expo hall and showrooms.

Last year, ToyFest welcomed manufacturers from 39 states as well as Canada, Mexico, Costa Rica, Guam, Belgium and the U.K. In

addition to toys, other represented categories include gift, infant and toddler, education and books, STEM and more.

A seminar about inventory management is scheduled for Monday afternoon, Feb. 27. Presented by Retail Smart Guys, the session will focus on what buyers can do to improve sales, increase profitability and more.

On Tuesday, Feb. 28, a kit session, “Morning Masterpieces”

will take place. There, attendees can learn about the most creative kits and crafts on the market in a handson activity. Additionally, the ToyFest Welcome Gala will provide dinner and cocktails that same evening.

On Wednesday, March 1, a panel discussion on industry trends will be held, along with the WTHRA member meeting and a three-hour game night.

The Best of Toyfest continental breakfast is set for Thursday, March 2.

Visit the booths of edplay advertisers at ToyFest!

Learning Toy Product of the Year!

• makes tummy time fun!

• provides mobility

• develops gross motor skills

A continuous promotion featured throughout the week is a daily raffle for buyers. For every order placed at the show, the buyer will have a raffle ticket entered into multiple drawings at the end of the day. Awards include product giveaways and $2,400 in cash prizes.

Founded in 1961, WTHRA is the nonprofit corporation that has presented the annual West Coast toy show for more than 60 years. Its mission is to market and sell wonderful, safe products through integrity and vision, with the understanding it is the children who ultimately benefit. To that end, the organization’s goal is to develop, promote, manage and nurture the ToyFest tradeshow and to mentor and educate its members and the industry it serves.

ToyFest is considered the second oldest and second largest show in the United States.

For more information, visit toyfestus.com, call 833-869-3378 or email info@toyfestus.com.

In 2024, ToyFest is set for Feb. 26 through March 1.

Spielwarenmesse 2023 took place Feb. 1-5 in Nuremberg, Germany. The event welcomed 58,000 buyers from 128 countries, and more than 2,100 exhibitors from 69 countries presented 1 million products. Among the exhibitors were edplay advertisers AMIGO, Magna-Tiles, Micro Mobility Systems (partner to U.S. company Micro Kickboard), PlayMonster and Plus-Plus.

goodtoygroup.com

Brand New for 2023

The Pull Back Little Beetle VW from The Toy Network features an eye-catching ladybug design in orange, red, yellow or green. Fun to collect! Sold by the display. ■ The Good Toy Group is the leading specialty toy buying group with holiday and seasonal catalogs, on-trend social media programs, a dedicated vendor community and deep resources for toy excellence. ■ Build the Flying Ford Anglia model from UkidZ, the famous flying car from Harry Potter that has a mind of its own. ■ My Lil’ Ride from Mukikim can be your child’s first RC with soft silicone material, easy controls – forwards, backwards turn – and three different adorable characters with big personalities. ■ The Pull Back Mini Chevy Stepside from The Toy Network looks like the real thing! Available in red, navy blue, black and white. Collect them all! Sold by the display. ■ The new Afri-Imports Space Blasters from Fire Fox Toys take “supersonic” flight! Made from lightweight EPO foam, they can withstand choppy and hard landings. ■ LEGO Race Cars from Klutz harness the science of speed and put physics into action with this STEM kit. Build, rebuild and experiment to create the best car. ■ Unicorn Dreams from Amahi Ukuleles features highquality tuners and Aquila strings. One of the newest models, Unicorn Dreams is perfect for ages 6 and up. ■ The 4M Pressed Flower Set from Toysmith is perfect for early spring active-play projects for kids age 8 and up. It includes instructions and materials for making greeting cards, bookmarks and more.

Unicorn Dreams amahiukuleles.com

4M Pressed Flower Set

Pull Back VW thetoynetwork.com

Flying Ford Anglia ukidz.com

Brand New for 2023

Mini Deluxe LED from Micro Kickboard is a bestseller for kids ages 2-5. The three-wheeled scooter features motion-activated LED wheels and comes in a rainbow of new colors. ■ UBER Disc from U.S. Toy Co. is a lightweight hoop that can fly more than 100 feet. It’s easy to throw and fun to catch with soft foam edges and a spandex sleeve. ■ The Crawligator is designed to roll on hard floor surfaces, providing mobility, gross motor and sensory development and supporting independence in infants. Available in four colors. ■ Walkie Talkies from U.S. Toy Co. can range up to 1 mile with a clear connection with an unlimited number of friends. Available in blue, dark blue, pink and black. ■ Sprite LED from Micro Kickboard is the company’s best-selling two-wheel scooter, perfect for teens and pre-teens. It’s foldable, sturdy and features LED wheels and lots of color options. ■ Pink Dusk Concert Waterman Ukulele from Kala Brand is durable and water-resistant. The take-anywhere ukelele makes a splash from sunrise to sunset with six Beach Collection colors. ■ With the Sports 240-piece tube from PlusPlus, kids can create a winning team of athletes for football, soccer, basketball and hockey. ■ Assassin’s Creed Unity – Notre-Dame 3D Jigsaw Puzzle from Wrebbit is one of the most iconic locations in the Assassin’s Creed franchise, complete with NPCs and self-standing props of the main characters. (continued on page 24)

Mini Deluxe LED microkickboard.com

UBER Disc ustoy.com/specialty

crawligator.com

Walkie Talkies ustoy.com/specialty

Sprite LED microkickboard.com

Pink Dust Ukulele kalabrand.com

Sports Tube retailer.plus-plus.us

Assassin’s Creed Unity wrebbit3puzzle.com

Brand New for 2023

Learn to Build - Flags of the World from Plus-Plus explores colorful flags from over 80 countries. Learn how to build each one, then create your own. ■ The Kratt Brothers Kit from Pix Brix comes with 329 pieces and instructions to build Martin and Chris Kratt.

■ Learn To Play Baritone Ukulele Starter Kit from Kala Brand is tuned like the top four strings of a guitar. It’s the perfect bridge between playing ukulele and guitar. ■ PIXIO Magnetic Blocks from Ukidz provide endless construction opportunities. Enjoy building and rebuilding vibrant pixelated artwork in any shape. Use your imagination or thousands of designs provided.

■ Farm Animals 25-Piece Set from Magna-Tiles brings imaginative play to life. Little hands will enjoy caring for animals through hands-on, screen-free playtime. ■ Magna-Tiles Dino World XL 50-Piece Set features oversized tropical-themed tiles, six of the Magna-Tiles dinosaurs and new magnetic trees.

■ Rock & Roll It! Jr. – Piano and Drum Duo from Mukikim is a junior version for aspiring musicians. The portable toy has soft tactile keys and flexible keyboard with piano and drum tones. ■ Tangles, the Original Fidget Toy, is now available in vibrant heat-reactive styles that change color as the temperature rises! For kids age 3 and up.

(continued on page 29)

Learn to Build Flags of the World retailer.plus-plus.us

Learn to Play Baritone Ukulele kalabrand.com

Pixio Blocks ukidz.com

Wild Kratts ix-brix.com

Farm Animals magnatiles.com

Dino World XL magnatiles.com

Color-changing Tangles tanglecreations.com

Rock & Roll It! Jr. mukikim.com

WHP Global is bringing back Babies R Us with the opening of a flagship store this summer, says Forbes. The 1,000-square-foot store will be located in the American Dream mall in East Rutherford, New Jersey – the same location as the flagship Toys R Us store.

The Babies R Us store will have interactive experiences including a stroller test track, photo-op station and wishing tree. It will also bring back regular features from the previous store model, including a baby registry lounge and learning center.

The decision to open the Babies R Us store follows WHP Global’s partnership with Macy’s to sell Toys R Us products on the chain retailer’s website and brick-and-mortar locations. WHP Global plans to follow a similar plan with Babies R Us.

CSI Connect Marketing Inc. in Orange City, Florida, has named

Tonya Flaherty director of the Toy Collection Brand. Flaherty has worked in the toy industry for more than 27 years. CSI Connect Marketing provides marketing materials, tradeshows, websites, email marketing and more in both print and digital formats.

Flaherty can be reached at tonya@ toycollection.com or by calling 386775-1070 ext. 225.

The Toy Association will host The Play Date on March 8 in New York City. The single day, invitationonly media event will provide an opportunity for toy companies to present their 2023 lineups to the press and other trendspotters.

On the agenda is the “Toy Trends Briefing,” the association’s annual forecast of the hottest trends of the year. To prepare the 2023 list, The Toy Association’s trends team met

with hundreds of companies large and small to collect data and examine emerging play patterns. The report is expected to predict some of the largest influences on toy and game purchases. A longer-form digital version of the presentation will be released on the Toy Association’s YouTube channel following the live presentation.

Toy and game consultant and manufacturer Grand Prix International (GPI) has launched a program that helps BIPOC and women-owned toy and game businesses bring their products to market. The program provides extended payment terms on the manufacturing of goods to fulfill massmarket purchase orders.

“Tailoring the customer’s terms to the entire PO process allows our customers to grow their businesses,” said Mike Fisher, GPI president. “We

have talked for years about the lack of diversity in our industry and after becoming aware of this financial hurdle BIPOC and women-owned businesses face, we decided it’s time to stop talking and do something positive.”

Fahy-Williams recently welcomed Victoria Ritter onboard as its assistant editor.

Ritter, a longtime resident of Michigan, began her job at FahyWilliams in January. She has several years of publishing experience, including working eight years as a journalist for the Midland Daily News in Midland, Michigan.

“I am thrilled to be a part of Fahy-Williams,” Ritter stated. “I look forward to working with this team of wonderful professionals.”

She can be reached at victoria@ fwpi.com or by calling 315-789-0458.

Kathy Balogh of Cleveland, Ohio has joined ASTRA as its director of operations.

Balogh has worked in the specialty toy industryfor more than 20 years, including stints as a catalog director for a wholesale distributor, as director of market development at Holcomb’s Know Place, a chain of 35 teacher/toy stores; and as director of sales and development for the Education Market Association.

Balogh can be reached through astratoy.org/astrastaff or by calling 773-261-8707.

Wild Republic relocated its U.S. corporate headquarters from Twinsburg, Ohio, to Independence, Ohio. The company has offices throughout the world with international distribution serving zoos, museums, aquariums and retailers.

For more than 40 years, Wild Republic has provided customers with a collection of nature-related toys and gifts that foster curiosity about wildlife and educate children about the wonders of nature.

In keeping with its tradition of year-round and global charitable giving, Wild Republic scheduled the official ribbon cutting ceremony last year on November 29th, Giving Tuesday. Company founders G.B. and Kamala Pillai have funded several animal sanctuaries and rescue organizations throughout the world and began an orphanage in India so that young girls would have a home.

Afri-Imports Inc.

Afri-Imports serves sporting, automotive and beauty industries, shipping across the globe with distribution points in Canada, South Africa and across the U.S. Its signature product is Fozzi’s, a safe foam soap that offers colorful fun for bath time as well as events or simply family fun time. For more information, visit afri-imports.com.

Kiddy Crawler LLC (Crawligator)

Tummy time can be fun, thanks to Crawligator. While the original Crawligator was available in the late 1960s, it eventually disappeared; the brand was brought back to life in 2016. The Crawligator promotes child development, strengthens infants’ muscles and helps with mobility. It can also assist babies with special needs by encouraging natural movements that lead to crawling.

Learn more at thecrawligator.com

Play-A-Maze

This family-owned and -operated company offers educational puzzle toys for kids and kids-at-heart. Every toy is designed with science, technology, engineering and math (STEM) in mind. Its major line is Gear8, which provides two levels of puzzle mazes that challenges players to navigate through gears, stations and traps for a portable and fun time away from screens. For more information, visit plmaze.com.

SmartNoggin

SmartNoggin Toy provides developmental toys based on the belief that “learning begins at birth.”

Production began with the NogginStik Developmental Light-up Rattle and has grown to include rings and a book, Baby’s First Book of 44 Sounds. The company’s Mileston Makers line helps encourage babies’ early developmental milestones. SmartNoggin has more than 500 locations across the U.S and is also available through retailers.

Learn more at smartnoggintoys.com.

Brand New for 2023

Smiski ZipperBites from Dreams USA are making their debut. These adorable accessories bring personality and pizazz, attaching to most zippers. Plus, they glow in the dark!

■ Dinosaur Cable Bites from Dreams USA depict four of the most “lovable” dinosaurs: Stegosaurus, Tyrannosaurus Rex, Triceratops and Spinosaurus. ■ Afri-Import’s Fozzi’s Foam is child safe and can be used anywhere in or out of the home. Not just for bath-time, it’s perfect for parties and special events. ■ Land of Dough Glitter Rolls from Crazy Aarons can open creativity anywhere. Replace the dough in the bag to squish, smash and sculpt again and again! ■ Take Along Fun from Wikki Stix offers tons of Wikki Stix plus an easy to-do activity and playboard, all in a take-along case. For traveling to the babysitter, dentist office or Grandma’s. ■ Hugs and Giggles Dolls from Madame Alexander are toddler dolls with soft bodies and vinyl heads/limbs. They encourage nurturing play. Available in three skin tones.

■ Spanish Fun Favors from Wikki Stix includes 15 individual play paks, with 12 Wikki Stix and Spanish activity sheet, in each. For parties, outings, travel and downtime.

■ The Glitter Rainbow from Amahi Ukuleles’ Tropical Series features high-quality tuners with Aquila Strings – perfect for kids age 6 and up.

■ SmartNoggin’s Baby’s First Book of 44 Sounds helps parents and caregivers lay the foundation for language and literacy at/from birth. A QR-code to a sound tutorial and a food-grade silicone teether are included. (continued on page 31)

Smiski ZipperBites

Land of Dough Glitter Rolls crazyaarons.com

Glitter Rainbow amahiukuleles.com

goodideas Making Play a Priority in Cities Around

the Globe

The Brookings Institution has announced that its Center for Universal Education (CUE) in the Global Economy and Development program has received a $24 million grant – the largest in Brookings’s history – from the LEGO Foundation. The fouryear grant supports CUE’s strategic vision focused on holistic education, locally-defined priorities, and deep collaboration with partners.

As urban populations continue to grow globally, so too are disparities in economic opportunity. Meanwhile, the availability of enriching social and learning experiences for children decreases. In 2020, to help address that need, CUE and the Bass Center for Transformative Placemaking launched the Playful Learning Landscapes City Network.

Interest in Playful Learning Landscapes (PLL), a movement that seeks to transform cities into playful learning centers to prepare children for success in a global world, has been growing in the U.S. and abroad, reports The Brookings Center. Representatives from its City Network (Chicago, Philadelphia, Pittsburgh and Tel Aviv, plus Santa Ana, California, and Lima, Peru) have been meeting quarterly to discuss challenges and share strategies. Their conversations on ways to infuse playful learning into the mainstream practices of government, businesses and other organizations have yielded several key insights. Among them were these.

PLL can materialize in seasonal or even annual events rather than in permanent installations. Summertime, for instance, is a time of high need for children, especially those living in low socioeconomic-status neighborhoods. Tel Aviv’s Play Streets, for example, begun in 2019, brought 12 sessions of playful learning activities to neighborhood streets, parks and gardens. More than 1,000 children attended the sessions.

PLL events can build momentum by sustaining collaborations throughout the year.

Ultimate Play Day in Pittsburgh, for example, brings together a variety organizations including CitiParks, the Grable Foundation and the Carnegie Museum of Art, among others. Representatives from those organizations plan an annual day of fun for city families and then stay in regular contact so that their collaboration and impact is sustained beyond that single day.

PLL initiatives can reclaim public spaces for children and families, making safe play and playful learning more accessible.

Philadelphia’s Play Parks initiative, for instance, works to reclaim public parks in the Kensington neighborhood where violence and open drug use are prevalent, and children have few safe spaces for safe outdoor play.

Another example is Urunaga Park in Lima. Rebuilt into an activities circuit for local kids, it was difficult to access because of busy streets. The PLL team created a new pedestrian crossing so children from the local schools can now take a safe path to get there.

Overall, these three takeaways illustrate how well the Playful Learning Landscapes movement can be adapted to each city’s goals and context.

Brand New for 2023

Explore STEM with Marie Curie from Mindware introduces young scientists to important STEM discoveries. This kit explores the ideas of Marie Curie, who discovered the elements Radium and Polonium. ■ Gross Nose Science from Klutz can help you find out about the slimy stuff that grows from your nose. Whip up a batch of gooey green slime and explore 10 different experiments.

■ Craft-tastic Nature Scavenger Hunt Potions from Playmonster combines the joy of crafting with the beauty of the outdoors and magic! No tools required. Enough materials included for seven potions. ■ Baby Alexander Dolls from Madame Alexander are perfect for nurturing play. Made with eco-friendly materials, these dolls are available in three skin tones. ■ Putty Pets Thinking Putty from Crazy Aarons will be your favorite companions for fidget and focus. Collect them all! ■ Home Grown growing kit from Mindware includes components and instructions to help grow tasty plants using scraps from the kitchen. ■ Seasonal catalogs from the Good Toy Group drive marketing success and year-round sales tailored to celebrate the toys of the season and strongest sellers at key times of the year. ■ LOOK! from Amigo Games features card games for younger children. Players try to find the difference between two similar pictures.

■ The Beetle & Bee Garden Little Birder Set from Toysmith is perfect for outdoor family fun. It includes a Backyard Bird Watching Guide with identification cards, binoculars and a carrying pouch. (continued on page 35)

Putty Pets Thinking Putty crazyaarons.com

Beetle & Bee Garden Little Birder Set

Gross Nose Science klutz.com

Scavenger Hunt Potions playmonster.com

Baby Alexander Dolls madame alexander.com

Toys Inspire Art

In a collaboration with Mattel Creations, artist Mark Ryden reimagined the Barbie brand for a line of limitededition premium dolls “that blurs the lines between toys and collectible art,” reports the Kasmin Gallery, headquartered in New York. Ryden’s Barbie artworks and dolls debuted in Los Angeles during a pop-up exhibit late last year hosted by Mattel Creations and Kasmin.

“From the start, Mark Ryden has been an advocate for the idea that toys inspire art and that toys are also a canvas for artists to express themselves,” said Richard Dickson, Mattel’s president and CEO. “Having a relationship with such a wildly talented visionary further elevates the mission of our Mattel Creations platform.

“The collaboration also creates highly collectible art pieces that effortlessly blend the Barbie aesthetic with Mark’s own signature iconography in both delightfully unexpected oil paints and Barbie dolls that push boundaries.”

Mattel Creations (creations.mattel.com) is a destination for exclusive collectible toys curated by artists. The platform was launched in 2020 as part of the company’s 75th anniversary celebration.

With childhood innocence and the divine power of

femininity acting as themes in Ryden’s work, Barbie is a familiar subject to the artist. “Saint Barbie,” painted by Ryden in 1994, is one of his most recognized paintings.

“Barbie has made appearances in my art for a long time,” Ryden said. “It is difficult to define Barbie. She is a cultural phenomenon, an archetypal figure. She is a bona fide celebrity, a subject worthy of Andy Warhol to portray alongside the likes of Elizabeth Taylor and Marilyn Monroe.”

“Pink Pop Barbie,” 2021, oil on panel, 28-3/4 by 39 inches, embodies the Mark Ryden’s and Barbie’s love of the color pink. The painting includes the artist’s signature iconography – snow yaks, bunnies, bees and Abraham Lincoln – and served as the centerpiece of the exhibition last November/December.

10 QUESTIONS FOR MICRO KICKBOARD

(continued from page 16)

excel at is exactly what you can expect from Micro as well. Micro scooters are Swiss-designed and considered by many to be the highest-quality scooters worldwide due to their stability, comfort and exceptionally smooth glide. Generous weight capacities, adjustable handlebars that can grow with riders and modular constructions allow Micro scooters to be ridden and enjoyed year after year.

7. What tips would you give retailers about selling your products?

Having a sample model available for kids to hop on is a great way to get people excited about buying a Micro product! The lean-to-steer model that so many of our kids’ scooters utilize really sells itself, and kids as young as age 2 are able to get on our three-wheel scooters and have a blast right away.

8. Which do you personally prefer: two- or threewheel scooters?

This is a tricky question! If I’m going to hop on a scooter, I’ll typically pick one of our two-wheel models (the Speed Deluxe is my current favorite!) because I like the ease of the “traditional” style of steering where you turn the handlebars to go left or right, and our two-wheel scooters for adults are

delightfully compact when folded up.

For kids (both little and big), the three-wheeled kickboardstyle scooters are by far the most popular. For the youngest kids, it’s super stable. Our Micro two-wheel selection for younger riders has expanded in the last five years as well.

9. Is it more difficult or easier to market a product that appeals to all genders and a large age range?

We are grateful to have products that appeal to all ages and genders equally. We currently have about 30 styles of Micro scooters, so we sometimes advertise that we have scooters for “everyone age 1 to 100” (still looking for a 100-year-old model to make good on that!).

10. Why is it important to give adults toys?

I think a lot of adults are so busy that they don’t have time set aside to just have fun. Part of the beauty of a kick scooter is it combines fun with other activities that you’re already doing.

Micro Kickboard’s Mini Deluxe three-wheeled kickboard is perfect for riders ages 2-5 years and comes in as many colors as the rainbow.

INSPIRE SALES, INSPIRE PLAY

(continued from page 14)

THE SECRET POWER of the Small Toy Store

challenge. When licensed apparel is not available, Wright works with a vendor who creates apparel with artwork that complements the licensed product in the store.

Price is also a factor, and Wright finds it necessary to say “no” to some of the more expensive products.

The pandemic caused challenges of its own, shutting down the all-important trade shows and causing supply chain backups. Wright’s solution was to dig into her resources, always research new vendors, and jump on buying opportunities when they arose.

The Everything for Play! shop staff has learned what sells and how best to inspire play. Toys that fit with the mission, appeal to both kids

The Everything for Play! shop has a similar challenge to many small toy stores: the low-priced, well-stocked competition of Walmart, Target and Amazon. According to General Manager Nick Grocock and Retail Buyer Laurel Wright, the advantage of Everything for Play! and small toy stores like it lies in their ability to stay nimble and be flexible. Fresh stock, new displays and creative merchandising are crucial to keeping the sales rolling. Other pieces of the puzzle are the importance of doing research on vendors, being flexible to change and finding new ways to get the right products. Independent toy stores that get stuck in their ways won’t easily succeed. Retail is always changing, and the small toy store must be able to adapt itself. In order to compete, they need to be flexible to change, stay connected to vendors, be innovative with product and keep the store looking fresh.

and adults and create memories of the museum visit are keys to their success. “If it’s right, it will sell,” said Wright.

The staff has also learned what

kind of atmosphere is best to inspire sales. Replenishing low stock and friendly customer service are crucial, especially in a store that caters to families.

The staff are ready, eager and excited for the museum’s renovation to be complete. The new space will be bright, colorful and fun – a place to inspire imagination – and will be renamed the Playhouse. The store will be moving to its permanent home in June 2023. With 2,200 square feet to work with, there will be areas for children and adults to play with toys, a fun selfie wall, giant decorative Jenga towers, colorful displays and room for twice the SKUs they currently carry. While the temporary space only has room for 365 SKUs, the new one will be able to house a whopping 700-plus SKUs.

The Strong National Museum of Play is hoping to see over a million visitors this year, with each of them finding their way to the museum store. Over the past three years the store staff has proven they have what it takes to inspire sales and inspire play, no matter what the challenge. This year, they’re hoping their store will give a million people a million reasons to play.

Brand New for 2023

Golden Hall – Edoras 3D Jigsaw Puzzle from Wrebbit is a 445-piece puzzle of one of the most iconic buildings from the Lord of The Rings saga. ■ Puzzle Play Games Doggie Dash from Playmonster combines the fun of a board game, a puzzle and a search-and-find. Race to be the first player to finish. ■ The Pix Brix pixel puzzle “The Scream” comes with 6,510 pieces, a color-coded template, the PB tool and Mounting Kit. ■ Hack & Slash 2 – Whack & Stash from Steve Jackson Games presents new quests and a new kind of reward – treasures! ■ Apprentice from Play-A-Maze is the perfect starter puzzle maze. Players navigate through 10 gears, 18 stations, and 21 traps to enjoy screen-free gameplay.

■ Munchkin Druids from Steve Jackson Games adds 112 cards to Munchkin, including the new Druid class, and more nature-related monsters and weapons than you can shake a holy stick at. ■ Master from Play-A-Maze is the puzzle maze that has more twists than a pretzel factory. Players tackle 14 gears, one pendulum, 24 stations and 21 traps to enjoy the screenfree STEM toy. ■ Magnefix from Amigo Games is a fantastic magnetic building toy. Each round, players are presented with a puzzle, and must race to create the puzzle with their pieces. ■ The Tangle Infinity Series for ages 12 and up includes beautiful, moveable desktop sculptures. Perfect for kidults of all ages!

Pixel Puzzle pix-brix.com

Magnefix amigo.games/game/ magnefix

Apprentice plmaze.com

Master plmaze.com

Munchkin Druids sjgames.com

Hack & Slash Extension sjgames.com

Golden Hall – Edoras wrebbit3puzzle. com

The Tangle Infinity Series tanglecreations.com

Fresh and Fundamental SEL

Fun, in Play

Social and Emotional Learning (SEL) is a way to teach children how to understand themselves and others. The fundamental skills taught through SEL help children grow into healthy, empathetic adults. You may have heard of SEL before, given its rise in popularity in both counseling and educational settings. There have even been a number of toys that revolve around elements of SEL – but none are quite like Glo Friends!

PlayMonster ’s new licensed Playskool Glo Friends line takes on the challenge of bringing social and emotional development skills to parents in a way that is easy to understand and fun for children. Glo Friends is all about the power of your inner glow and features six adorable

bug characters, each with their own personalities. Each toy is engaging and playful in its own right, with SEL mixed right into playtime.

To create this enchanting line of toys, PlayMonster’s preschool play experts teamed up with board certified behavioral analysts. They thoughtfully crafted each product to not only build out the exciting

world of Glo Friends, but to also hit on key skills in social and emotional development for a 2+ age group. According to PlayMonster’s research, Parents are actively looking for toys that teach SEL. Research showed that “Any and all help they can get on the topic is inherently valuable, especially if that help provides the fun their preschoolers expect.”

Parents don’t have to be experts on SEL to incorporate it in their children’s home life with Glo Friends. Glo Friends’ SEL centers around five fundamental skill groups: Self-awareness, social awareness, responsible decisionmaking, relationship skills and selfmanagement. These fundamentals appear in the SEL badge on every Glo Friends package, alongside an explanation of the specific skills involved in each product – all communicated in a way that’s easy for parents to digest. There’s also a QR code on every box linking to the Glo Friends section of the PlayMonster website, which provides more details on SEL, the world and the characters. Each fundamental contains specific skills that kids can develop using Playskool Glo Friends toys. Self-awareness can help children identify their emotions and better understand themselves. Children can see themselves in the characters of the Glo Friends world. Glo Friends stories give parents and children shoulder-to-shoulder time, and

GLO WORM is a trademark of Hasbro and is used with permission. ©2023 Hasbro. All Rights Reserved. Licensed by Hasbro. PLAYSKOOL is a trademark of Hasbro and is used with Permission. ©2023 Hasbro.

features moments for discussing feelings tied to the plot of the book. Each character (and adorable bug toy) has a glow, and throughout the stories the glow will change with the bug’s emotions – something that helps children identify changing emotions.

Social awareness is all about appreciating others and forming empathy, while relationship skills center on helping children learn how to communicate how they feel and work with others. Whether it’s through playing with the interactive Wigglebug plush toy, reading about one of the Glo Friends or simply exploring with the adorable light-up bug toys, children can develop their understanding of others through play.

It’s never too early for children to begin learning about responsible decision-making, and in the context

of Glo Friends this is all about basic problem-solving and the ability to reflect. Moments of reflection within several of the adorable Glo Friends books allow children to take a moment during reading time to explore how certain themes make them feel and how they might react to similar feelings to the characters in their own lives.

Finally, self-management helps children learn impulse control and self-motivation. The Wigglebug plush has several play modes that help children go from a place of excitement and energy to a calmer and more thoughtful mindset. Toys like Swirl & Shine MoonDrop Pond and Hugbug & Harmony: Pop, Push & Roll! also incorporate soothing, repetitive movements that can help a child soothe themselves.

Through the power of engaging play and fantastic storytelling, Playskool Glo Friends brings SEL straight to parents and their children in a way that is easily accessible. These adorable critters provide an exciting play experience with SEL fundamentals baked right into how children have fun, in order to help children grow (and glow!).

Parents are searching and shopping for toys just like Glo Friends. Make your store their next stop by carrying this wonderful line of toys! For more information on PlayMonster’s Playskool Glo Friends line, visit PlayMonster.com or contact your PlayMonster sales representative.

When Madame Alexander founded her doll company in 1923, she was a pioneer: an innovator in design and an advocate for imaginative play. Our dolls have been treasured for generations: a tradition of love and kindness for 100 years. Start a tradition of your own today!

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About edplay

Founded in 1994. edplay is the original trade magazine for the specialty toy industry. With five printed issues and monthly enewsletters, it reports on new play products, interviews toy experts, and provides bestpractice advice.

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NEW FROM KLUTZ

Manga Art Class

This next-level watercolor kit provides the traditional art skills of Japan’s most influential manga artists with a beginner-friendly instruction book jampacked with manga and anime art.

Watercolor Postcards

This on-the-go art kit includes everything you need to personalize postcards year-round. Learn the basics of watercolor painting and letter writing, then fill in ready-to-mail postcards with paint.

Mini Clay World Puppy Treat Truck

The next in Klutz’s beloved line of tiny, adorable shops. Sculpt a variety of clay dogs plus artisanal clay with five colors of clay for such pun-tastic, puppyfied treats as pupperoni pizza, pupcakes, and puppuccinos!

The Marvelous Book of Magical Dragons

Fire-breathing mystical dragons get a fabulous makeover with paper fashions. Choose from six fancy dragons, then style them with specialty foil wings. Twelve wings, six baby hatchlings, and four fantasy landscapes offer tons of mix-and-match potential for imaginative play.

LEGO® Minifigure Photography

Two included minifigures are ready to strike a pose with 20 LEGO® props and accessories, including wigs, sports equipment, and other odds and ends. Six oversized backgrounds will help you frame your photos so you get great-looking results right away.