Edplay August 2023

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fair play

by Victoria Ritter

For as long as I can remember, my family has connected through playing games. Play is still important today when we visit each other; the months and miles apart seem to melt away as we gather at the game table.

My mom is always ready to engage in a friendly game of euchre (I’ve lost count of the number of card decks she has around the house). My sister is eager to pit her mental skills against mine with trivia games. I’ve gotten to know my brother-in-law better as we played mancala and other strategic games that he loves. Even my dad will break out Battleship on a lazy Sunday afternoon and challenge me to a sea skirmish – though he always makes sure that I at least come close to winning the game, if not outright defeat him. My personal go-to games involve wordplay, as it’s exciting to come up with the right phrase and fun to question others’ choices.

It appears that I’m not the only one who’s game for some fun.

According to a study that Cribbage (cribbage-online.net) conducted in May, 76 percent of Americans still play classic board games and spend an average of 3.4 hours a month playing them. Additionally, millennials are the biggest gamers, with nearly one in four collecting classic board games from their childhood. That’s the beauty of games – the best ones transcend boundaries such as generational gaps and level the playing field.

It seems that no skill or passion goes unused, as I had the wonderful opportunity to attend my first ASTRA Marketplace & Academy this year. I was able to delve into the specialty toys and games industry, meet several fascinating people and come away

with a greater appreciation for manufacturers and independent retailers.

The keynote speakers and panelists provided eye-opening perspectives. Retailers chatted amicably and exchanged news during meals and downtime between sessions. Manufacturers let their products shine as several offered demonstrations on the show floor.

It was the perfect balance of work and play, which is likely why the ASTRA show is so much fun to attend. You can learn more about ASTRA’s show later on in this edition, along with spotlights on upcoming shows, retailers and more.

Play is always beneficial, whether you’re two or 102. So, I invite you to come along, learn something new and have some fun as you read this edition of edplay. Inside these pages, you will learn about a Chicago-based retailer that is half hair salon and half toy store. You will meet Little Medical School’s Jennifer Griffard who shares how imaginative play sets the foundations for success. Meanwhile, Sandy Ruben highlights current toy trends. Dr. Amanda Williams and the Toy Coach’s own Azhelle Wade discuss diversity, equity and inclusion in the specialty toy industry.

With these features and more, I encourage you to come play.

You can email Victoria at victoria@fwpi.com

Toys and Trims at KidSnips

by Victoria Ritter

In a day and age where independent toy shops are competing with larger chain retailers and online sales, a small chain of hybrid stores is making its own niche in the market. KidSnips combines services and retail with seven stores across the Chicago area that are part hair salon, part toy store.

“Hopefully, Amazon cannot take over haircuts,” said KidSnips CoOwner Jillian Gibson with a laugh.

Longtime friends and fellow moms Jill Gordon and Kim Stolze brainstormed the idea for KidSnips in 1996. After some planning and collaborating, they opened their first location in Highland Park in 1997.

“The thought behind it was you would have families, parents and kids in the salon,” Gibson stated. “While the kids are getting a haircut, moms could use that time to get some birthday gifts and pick-up items. And we’re happy to wrap – it’s a one-stop shop.”

Today, KidSnips has locations in Arlington Heights, Lincoln Park, Deerfield, Naperville, Oak Brook, South Barrington and Wilmette. Between 75 and 80 employees –including managers, stylists and receptionists – are spread across the sites.

Growing into toys

While the business’ main focus is the salon, toys line the walls and fill shelves around the stylists’ stations. When KidSnips first started, the

retail side wasn’t as large; as local, independent stores have gone out of business, Gibson has observed how more customers come in just to buy toys. “It’s been fascinating to watch it evolve over time,” Gibson said. “To put it in perspective, our business is still 80 percent the hair service side and 20 percent retail.”

The limited space for toys allows the owners to be more selective about what they stock. Gibson estimates the business carries more than 1,500 SKUs. In addition to hair accessories and professional styling products, each store has specific toy sections dedicated to games and puzzles, arts and crafts, general toys and plush.

KidSnip’s target demographic is kids and families buying a treat after their haircut as well as for holidays and children’s birthday parties. Although most of its salon clients are between the ages of 2 and 12, the retail side caters to anyone ages 3 and up. Adults can find items for themselves as they wait, such as 1,000-piece puzzles.

“We carry the best of each category because we’re not a full toy store and we don’t have to fill the entire space,” Gibson said. “We get to pick and choose. Our clients often compliment us on our selection.”

Stolze and Gordon garner ideas about inventory from trade shows; KidSnips attends Toy Fair in New York City, ToyFest in Las Vegas and ASTRA. They also talk with local sales reps and take suggestions from

patrons and employees about what items to stock. This way, the stores can keep up with the latest trends. While Pokémon cards have been a consistent seller since she joined KidSnips, Gibson has seen blind bags – series of collectable toys packaged so that the item inside is only revealed when a customer opens it – and fidget toys gain popularity in recent years. The stores carry major brands including Ty, Toysmith, White Mountain Puzzles, UPD Inc. and UCC alongside lesser-known names.

“We also tend to find interesting items from closeout companies. We’ll find companies that may not be well known; we really try to find good quality products that are low in cost,” Gibson said. “One thing that’s important to us is keeping the cost reasonable for customers.”

Efficient economics

KidSnips keeps consumer prices affordable with a unique approach to (continued on page 8)

shipping and receiving. It does not have a central warehouse or receiving location when orders come in, so when they do arrive, they are delivered to one of the seven salons. There, the staff will unpack the product and divide it up for the other store managers and owners to pick up. Managers have an additional opportunity to exchange boxes at the bi-weekly manager meeting.

“We have it down to a science, as efficient as it can go,” Gibson said. “I often joke that I’m as much of a UPS driver as I am the owner of a hair salon because my car is always full of boxes.”

Connected with the community

Gibson credits the company’s longevity to the founders’ personal approach to the business, treating customers and employees like family. Some of Gibson’s clients have been coming to see her since they were infants; now she styles hair for high schoolers, college students and adults who have known her for decades. With good relationships with stylists, customers feel comfortable consulting KidSnips staff about toys and potential purchases.

“Kim and Jill have always made the employees and customers their top priority. As KidSnips grew, that core family feel, open-door policy has also grown,” Gibson said. “It’s more personable. We’re chatting with customers about their lives, their kids, all the things we have in the store and our experiences with a certain product.”

Community engagement is an important part of KidSnips. The salons participate in local festivals, offering to fashion hair into braids and updos and accessorized with glitter and hair color spray. Employees even hand out goodie bags with coupons for the toy store.

KidSnips also gives back to the community, benefitting organizations that support individuals with Down Syndrome, autism and breast cancer, to name a few causes. On a regular basis, the unsold toys in the stores’

discount sections are donated to a children’s charity, school or hospital. “We’ll pick different months and donate a portion of proceeds from our haircuts to a cause. All of our donations go towards children’s organizations,” Gibson said. “We’re always trying to find ways to give back as much as possible.”

New beginnings, same values

Gibson joined the KidSnips team in 1999, shortly after Gordon and Stolze opened their second location in Wilmette. At the time, Gibson was looking for temporary work while the salon she was currently working at was remodeling. “Two months later, once my former salon was remodeled, I had fallen in love with the KidSnips company and its owners,” she said.

Together with fellow Wilmette manager Johanna Aardema, Gibson moved up through management positions, eventually working directly

under Gordon and Stolze. In 2017, the founders approached Gibson and Aardema about their eventual retirement and offered to transfer the ownership. Within the next two to three years, Gibson and Aardema will be the sole owners of KidSnips. “They didn’t want to outright sell the company and risk losing the integrity they had built their business on,” Gibson explained. “This was important to us, so Johanna and I transitioned into an ownership position.”

The future looks bright and business is going well for the management team. Although there are hiring gaps left over from the pandemic, Gibson has high hopes that the stores will soon be fully staffed.

As an owner, she’s looking forward to implementing more technology, streamlining productions and increasing efficiency.

“One thing that will never change is the core integrity of the company,” Gibson added. “And that is to treat everybody with kindness and respect at all times. We want KidSnips to always be a place that clients and employees look forward to coming to.”

From left are Jillian Gibson, Jill Gordon, Kim Stolze and Johanna Aardema.

Fun and Business Meet at ASTRA Marketplace and Academy

ASTRA Play Award winners recognized

On Monday, shortly before the exhibit floor opened, ASTRA announced the winners of its Play Awards (formerly known as the Best Toys for Kids Awards). The 14 categories spanned across age groups and play types.

The Active Play winner was Thin Air Brands’ Anywhere Sports – Trampoline Pong.

The Arts & Crafts winner was DJECO’s Inspirational Nature Plant Press.

The Baby/Toddler winner was Fat Brain Toys’ SpillAgain.

The Brainteaser winner was Smart Toys and Games, Inc.’s Safari Park Jr.

The Building winner was Magna-Tiles’ Dino World XL.

The Eco winner was PlanToys’ Cheese & Charcuterie Board.

The Educational winner was Asmodee’s 100 Pics Countries.

The Family Games winner was Gamewright’s Sleeping Queens 2 – The Rescue!

The Tweens+ winner was Gamewright/Big Potato Games’ Big Potato – Herd Mentality.

The Plush winner was DOUGLAS COMPANY, Inc.’s Vinnie Banana Slug Macaroon.

The Preschool Games winner was eeBoo’s Indoor Scavenger Hunt.

The Pretend Play winner was Smart Toys and Games, Inc.’s SmartMax – My First Pirates.

The Role Play winner was Creative Education of Canada’s Great Pretenders – Green Dragon Set.

The Science/STEM winner was Thames & Kosmos’ Hydraulic Boxing Bots.

Nominations for the 2024 ASTRA Play Awards will open later this year. For more information, visit astratoy.org/play-awards.

ASTRA held its annual Marketplace and Academy June 10 to 13 in Columbus, Ohio. The show featured days chock-full of networking opportunities, educational sessions, exhibits and fun activities for all.

Nearly 400 exhibitors were present at the show, with more than 1,200 attendees. Special events continued to be big hits as they drew high attendance levels. On Sunday, 77 vendors participated in the Game and Kit session while attendees packed the convention center’s ballroom. Later that evening, the Opening Party welcomed more than 900 people. Plus, the Toy Sync Battle was packed from door to door on Monday evening.

“Our Opening Party was our most popular event with Toy Sync coming in as a close second,” said Briana White, special projects and events manager at ASTRA. “Our members come to the show for business but truly appreciate and look forward to the fun we incorporate as well.”

“From my perspective, the show was one of our best,” stated ASTRA President Sue Warfield. “The energy was high, the attendees were excited to be there and just being together and connecting with one another was amazing!”

Festivities began on Saturday night at the Hilton hotel, adjacent to the Greater Columbus Convention Center. For the first hour, firsttimers to the show gathered to break the ice. Conversations ranged from tactics on how to navigate the expansive show floor and comparing notes on business trends to small talk about recent events. Veteran ASTRA members soon joined in the fun as representatives exchanged business cards, sipped drinks and noshed on hors d’oeuvres.

The following day was the Opening Night Party, held at North Market – just a couple blocks away from the convention center. Patrons perused stalls that offered a wide range of delicacies from barbecue and seafood to ethnic dishes and desserts. Fat Brain Toys,

(continued on page 12)

(continued from page 10)

which helped sponsor the party, provided a selection of games for people to play.

Speakers talk about teamwork, diversity

The Marketplace and Academy had no shortage of inspirational speakers. Every day before the exhibit floor opened, ASTRA hosted a “Toy Talk” as people enjoyed a continental breakfast; topics covered toy trends, artificial intelligence and sustainability. The show also welcomed a keynote speaker and panel discussion on Sunday during the educational sessions.

Motivational speaker Matt Havens kicked Sunday morning off with his keynote presentation on “Making Your Business More Human.” He addressed how businesses can avoid focusing on differences between people and instead appreciate our shared humanity. He shared four human truths that drive success: community, the perception of failure, prioritizing time and taking ownership of choices.

James Howard, founder of the Black Inventors Hall of Fame, returned on Sunday after making his initial appearance at last year’s show. Howard presented a segment of his docuseries “Black Inventors Got Game.”

(continued on page 14)

Top: ASTRA President Sue Warfield; bottom: Fun in Motion Toys

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This year he was accompanied by returning panelists and Black innovators David Vonner and Ken Johnson. They were joined by Adrienne Smith, a renowned wide receiver with the Boston Renegades

and creator of Blitz Champz card game. Together, the panel talked about overcoming bias in the toy industry and gave advice about fostering innovation.

Getting schooled in the business of play

The educational sessions on Sunday fostered an environment of learning and networking. Twenty-four segments spread across focus areas that highlighted topics including marketing and advertising, child development, basics of retail and legal topics. “Education sessions attendance was intimate and engaging with various topics available for a range of interests,” White stated.

Representatives from specialty and independent toy stores across the country had the chance to share their experiences hosting events and refreshing their stores. ASTRA’s Innovation Council shared findings from its STELLAR ASTRA Shopper Insights 1.0 study as a launch point for ways stores can retain loyal customers.

Here are some tips provided during just a few of these sessions.

• When planning an event, retailers can collaborate with their chambers of commerce to reach a larger audience.

• Community involvement can be boosted by hosting regular events such as classes and story time.

• Engaging with new parents can encourage them to become regular customers for years to come.

• Loyal customers and evangelists (people who praise a store and

Colleagues share a laugh at ASTRA Marketplace and Academy.

recommend its products/services to others) can be powerful voices for product reviews – both in-person and online.

• A simple way to refresh a store is to update your window/front displays every six weeks.

• Placing similarly-themed items together can subtly market other products to customers, thus potentially increasing a sale.

Looking ahead to future shows

The next ASTRA Marketplace & Academy is set to take place June 1-5, 2024 in St. Louis, MO. Next year’s show will feature popular annual events with a deeper dive into the education options.

ASTRA looks to the future

after the success of its Marketplace & Academy. Its Toy Boat cruise, which received positive feedback from attendees, is expected to set sail for its second trip in 2025. “We hope to use its momentum to launch

into expanding our CPE courses, Neighborhood Toy Store Month, and raise even better attendance for the 2024 show,” White stated.

The Kit and Game session featured 77 vendors.

Make Room for Different Voices

by Victoria Ritter

Representation is important in culture, business, education and play. A concept that is gaining traction across the globe is diversity, equity and inclusion (DEI). Toy manufacturers and retailers can play an important part in incorporating DEI in their practices and products.

In a Higher Impact Survey published in 2022 by Amazon Ads and Environics Research, more than 5,100 consumers from North America, Europe and Asia were polled about their values and what they expect from brands. Forty-five percent of consumers stated they were willing to pay more for a product that “reflects and promotes DEI” while 46 percent said they go out of their way to choose

brands that have commitments to DEI. Top areas related to DEI included race/ethnicity and gender equality, according to the survey.

DEI gains traction in the toy industry

Dr. Lisa Williams enjoyed her career as a college professor and founder of World of Entertainment, Publishing and Inspiration (World of EPI) for many years. But her life took an unexpected turn one night in 2009 as she watched a news program on the doll industry. When the interviewer asked a young Black girl whether she wanted to play with a Black doll or a White doll, she chose the latter. The girl said the Black doll’s skin was “nasty,” further stating that she sometimes thought her own skin was “nasty.”

“That changed my life,” Williams recalled. “I was driven to make sure that little girl and other kids would see themselves beautifully and authentically represented on the shelf.”

Williams entered the toy industry without any prior knowledge, experience or sponsor support. That same year, she created Positively Perfect Dolls. The baby doll line has custom-blended skin tones and unique hair styles and features representing various ethnicities, including Black, White, Asian, Latino and mixed races.

What is DEI?

Diversity goes beyond a person’s skin color, encompassing different social and ethnic backgrounds, genders, sexual orientations and abilities. Equity goes one step further. To be equitable, an organization must provide “fair treatment, access and advancement to each person,” according to global analytics and advice firm Gallup. Inclusion goes hand-in-hand with diversity and equity, as it recognizes, values and utilizes individuals’ unique talents and skills.

“Every doll is different because every ethnicity has beautiful features that are uniquely theirs. We make sure they’re all represented,” Williams said.

Since creating Positively Perfect Dolls, Williams has seen the toy industry improve when it comes to DEI. She observed how toy companies in the early 2000s were well-intentioned when creating products that aligned with DEI, but there were very few people of color involved in the creation process. As a result, ethnically diverse products were “unauthentic,” according to Williams.

Today, as a member of the Toy Association’s Board of Directors, she has seen the organization work with schools to provide scholarships and internships to bring more diverse voices into the industry. “It is a conscious and mindful intent that we’re focusing on DEI,” she said. “When you have the diverse talent, then you can create the

Dr. Lisa Williams, creator of Positively Perfect Dolls

Make

(continued from page 16)

products that are representative.”

The World of EPI is a “100 percent diverse company,” employing members of the Black, Asian and LGBTQ+ communities, among others. “Representation is important in the talent pool when creating a product.”

Still, there is vast room for improvement. Williams believes manufacturers need to be sincere in their pursuit to showcase DEI in their operations and products. She suggests that companies start with young students by

reaching out to schools, sending speakers to explain what opportunities are available. Enterprises can support those opportunities by providing internships, scholarships and the skillset to make diverse products. Once a company has different ethnicities, abilities and genders represented, the easier it will be to reach out to different demographics.

“I didn’t even know about the toy industry as a career for me,” Williams said. “That has to change. If it doesn’t, you’re going to keep getting what you always got, which is unauthenticity – people of a different ethnicity creating for a different group.”

Azhelle Wade, founder of The Toy Coach, has seen first-hand the opportunities for improvement in the toy industry. When she was working as the vice president of brand and product at Creative Kids, she met a woman who was interested in licensing her game. Since Creative Kids was looking to license different games and products, Wade gave the woman a chance to pitch her product; unfortunately, the latter was unfamiliar on how to pitch.

“I wanted to help her and in the process of trying to help her, I realized there wasn’t a good resource I could point people to,” Wade said. “So, I decided to create one with my podcast.” As a result, Wade founded The Toy Coach in July 2020. She started with a podcast, which led to the creation of the Toy Creators Academy. Wade’s goal

Room

Joeydolls creator Samantha Ong

is to help toy inventors as they develop their products and brand by providing education and connections within the toy industry.

Manufacturers can promote DEI by recognizing that the playing field is uneven in the industry and “be brave enough” to make it fair, said Williams. Companies can help by recognizing every business has different needs and challenges and be intentional in creating programs that help overcome these obstacles. Partnering with diverse brands can also be a big help. “If companies could figure out a way where it’s cost-effective to bring in or partner with brands that are developed authentically by the people who come from diverse communities, that would be huge,” Wade said.

DEI products on shelves

Retailers can play a part in fostering DEI with their product selection. When specialty toy stores look for merchandise to sell, they ought to look at who’s creating the product and the story behind their mission. Some of the smaller manufacturers can be found and contacted through social media sites such as Instagram, Tik Tok and Facebook.

“When you ask a creator why they made a brand and what was the mission behind the brand and they have a story from their personal life, that’s when you know you’ve

hit the nail on the head,” Wade said.

Another way to encourage DEI play is by providing genderneutral toys. With gender-neutral toys, kids have the opportunity to explore all aspects of their personality and play style, Williams said. “Having more gender-neutral toys removes limits that are being put on kids at such a young age. I never played with Lego because it never was in the same aisle as Polly Pockets, which I also enjoyed. How different of a life and a career I would’ve had if I could have combined the Legos with Polly Pockets and built cities for Polly Pocket (toys).”

Wade recommends several brands including JoeyDolls, a line of dolls created by Samantha Ong that represent Asian cultures; In KidZ, which provides products and multimedia content about people and traditions around the world; Keiki Kaukau, a Hawaiian toy line centered around (continued on page 20)

magnatiles.com

Pacific cultures and food; and, of course, Fresh Dolls by Williams.

World of EPI showcases more than 100 skin tones and is constantly developing new products that will join its Positively Perfect Dolls and Fresh Dolls lines. Its newest collection, Fresh Beats, features five girls that represent five genres of music through fashion: rock, hip hop, pop, country and K-pop. Three of the girls are set to release in August with the two remaining to release next spring. An animated series for Fresh Beats and Positively Perfect Dolls will drop in September and 2024, respectively.

When looking to bring in new inventory, Williams suggests that retailers listen to their communities, understand what products they want and pursue authentic items – products made by a certain demographic for a certain demographic.

“When customers see that you are truly wanting to provide authentic representation, people can feel it,” Williams said. “When they see that you’re invested in their community, they invest their loyalty in you.”

Representation’s ripple effect

Williams wants World of EPI products to create a “sacred space” for kids, where they see themselves represented and are inspired. Providing such as a space has paid off in large ways. In recent years, she has met entrepreneurs in the toy industry who played with Positively Perfect Dolls when they were kids. “Those stories are empowering. I’m seeing children inspired by our dolls,” Williams stated. “I’m seeing more people inspired to come into the toy industry, which is awesome. We’ve laid a roadmap for other new doll companies coming into the toy industry, which is amazing.”

A lack of toys geared for different ethnicities, genders and abilities has a negative impact on kids’ mental health, just like the young Black girl who thought her skin was nasty. Growing up, Wade attended a school that had very few Black students. Finding a Black Barbie doll on the toy shelves was rare, which further instilled the message of being abnormal, even less than in the eyes of society.

“It makes you feel like you don’t matter when you don’t see yourself represented in toys,” Wade said. “As you grow up, you have to remove that thinking and not believe it anymore. The representation is so important.”

Alternatively, providing representation through toys and embodying DEI through authentic business practices helps kids see the beauty in themselves and their background. “It’s confidence for kids,” Wade stated. “We can’t say that we love kids and we’re in this industry for kids if we don’t make products for all kids.”

Make Room (continued from page 19)

Popular New Toy Themes Will Help Sales Grow

by Sandy Ruben

The Top 10: Toy Theme Survey Results

Here at Sandy Ruben and Associates, we’ve just completed our quarterly trending survey that asks retailers, “What are the most popular toy themes in your stores?” While

emoji, and they can regrow limbs, spinal cords and even portions of their brain.”

It is no wonder that such an interesting and adorable animal has won children’s hearts. These cute and weird creatures landed in fourth place in our survey.

Last Christmas, most people had never heard of them nor had any idea what they looked like. That certainly has changed. Today, companies are introducing full lines of products that all axolotl-themed.

Joining them for the first time in our top 10 are mushrooms, which came in seventh. We have seen a huge popular response to mushrooms in gift stores and we’re starting to see the same reaction in toy stores.

Kawaii is another new addition to our list, in sixth place. It could have been higher – it’s a top theme at some of our stores – but other retailers had

no idea what kawaii was until they received our survey.

“Kawaii is the culture of cuteness in Japan,” explains Wikipedia. “It can refer to items, humans and nonhumans who are charming, vulnerable, shy and childlike.” Examples include certain genres of manga and anime, and characters like Hello Kitty and Pikachu from Pokémon. Stickers, room décor, school supplies, plush and stationery featuring kawaii are all doing extremely well.

Miniatures, at second place, are one of the fastest-rising themes we’ve seen. Miniature house kits from Hands Craft, World’s Smallest items from Super Impulse, the “Tiny” series from Smart Lab/EDC and miniature creatures and food from a variety of vendors have really taken off. The category is just exploding as companies introduce tiny vacuums, tiny ViewMasters and tiny waffle makers. We’ve also seen growth in mini art kits.

Meanwhile, the fairy theme has dropped way down but princesses in fifth place and mermaids in eighth place continue to do extremely well.

A month ago, a co-owner of one of the companies we represent said, “Well, I know what my collection for 2024 will be. We will continue with a full line of unicorn- and dinosaurthemed products.”

Little did I know how spot-on he would be. After being in the top spot in our survey for six or seven years, unicorns are still the most popular theme, according to our retailers! We may have product fatigue and be ready to move on, but unicorns continue to generate sales.

As do dinosaurs! The theme is

extremely strong, coming in third. Retailers tell us that t-rex remains the dominant seller, but sales have spread out more to include the full range of dinosaur breeds.

Cats and dogs – classic favorites – are having a resurgence, with cats in 10th place and dogs in 11th. We are also seeing an uptick in dragons. A solid seller for many stores, dragons came in ninth.

So … while unicorns, dinosaurs princesses and mermaids remain perennial favorites, sales growth for many toy stores is through kawaii and miniatures. If displayed well and in their own sections, the two product themes will be fun, playful and profitable additions.

Sandy Ruben is the owner of Sandy Ruben and Associates, a specialty toy rep group that covers the Southeast. Ruben has served on ASTRA’s Board of Directors and won ASTRA’s Rep of the Year award in 2014. For more information, visit sandyrubenandassociates.com.

Many thanks to our retail contributors for this article

Elizabeth Darby – Wonder Works in South Carolina

Wesley Dunlap – Timeless Toys in Virginia

Sarah Evers – Dancing Bear Toys in North Carolina

Sabine Hack – Nana’s in Florida

Jo Hunt – Brilliant Sky Toys and Books in Tennessee

Ellen Joy – Alakazam Toys in Virginia

Irene Kesselman – Ali Cat Toys in North Carolina

Dennis Matelski – Monkey Business Toy Shop in North Carolina

Pam Mays – Toys Unique in Texas

Joe Novak – Kazoo Toys in Georgia

Stephanie Sala – Five Little Monkeys in California

Amy Saldanha – Kiddywampus in Minnesota

Emily Scheid – Hollipops Greenville in South Carolina

Amanda Stevens – Shenanigans in Virginia

John Taylor – O.P. Taylor’s in North and South Carolina

Paige Watson – Learning Express Lexington in South Carolina

Many kids engage with imaginative play with stuffed animals. Thanks to Little Medical School, children can take their play to the next level and even learn medical tips that can pave the path to a medical career.

Founded in 2010 and based in St. Louis, MO, Little Medical School seeks to make healthcare education accessible and enjoyable for all children through its toys and programs. Its courses are available as after-school programs, summer camps, in-school field trips and birthday parties. Meanwhile, products include books, activity sets and tools that outline basic medical care for animals and humans alike.

Among its popular products is a working stethoscope – available in four colors – that comes on its own as well as with all of the veterinarian kits. Upcoming items include a new line called Vetopia, expected to launch

with Little Medical School

in Q4 2023. The packaging converts from a carrying case for a plush toy to a field assignment play mat. “These care kits teach kids how to care for animals all around the world,” said Chief Operations Manager Jennifer Griffard. “Veterinarians aren’t just for dogs and cats, but for all animals.”

In a recent interview, Griffard discussed her experience with Little Medical School and how it’s transforming children’s play one toy at a time.

How did you hear about Little Medical School and what drew you to it?

I was working for a company that was underwriting the Little Medical School program and fell in love with it. I have grown up around medicine, with my dad and brother being doctors, and I worked in the healthcare field for years. My passion for teaching and love of healthcare drew me to Little Medical School and I have been blessed to help grow and expand the company over the last 10 years.

You, along with founder Dr. Mary Mason, have a background in healthcare. How has your past medical experience helped you succeed at this company?

With a deep understanding of the medical field, we’ve been able to create an engaging STEM-based curriculum and retail products that are both informative and inspiring. Our experience has directly contributed to the development of new programs and products while our understanding of healthcare has guided the improvement of our existing programs and products. By incorporating real-world medical knowledge into our curriculum, we better equip our students for their potential future in the healthcare industry.

What makes Little Medical School toys ideal for kids engaging in role-play?

Little Medical School toys are a perfect companion for children engaging in role-play due to several key features including their realistic design, educational focus and composition of safe and durable materials. Additionally, our toys promote interactive play, helping children improve their communication skills and learn to work collaboratively. In essence, Little Medical School toys provide a fun, safe and educational platform for children to engage in role-play, cultivating both their minds and their hearts.

Founder Dr. Mary Mason and Chief Operations Manager Jennifer Griffard

How does role-playing as a healthcare provider set up kids for success if they later choose to pursue a career in medicine?

Role-play provides children with an early introduction to medical professions, allowing them to explore and understand different roles. Playing the role of a healthcare provider fosters empathy, self-esteem and compassion as well as encourages problem-solving and critical thinking skills. These cognitive abilities are fundamental in the medical field. Additionally, children become comfortable with real medical equipment at a young age. Acting out different medical roles

helps children discover what they enjoy most about the healthcare field. Role-playing as a healthcare provider doesn’t just set kids up for success in medicine; it equips them with valuable life skills and fosters qualities that are beneficial in any career path they choose to pursue.

Why choose to include a working stethoscope with certain kits?

Including a working stethoscope was a deliberate choice aimed at enhancing the role-play experience for children. Its inclusion enriches the play experience, making it more fun, educational and meaningful for children. Watching a child listen to their heartbeat for the very first time is indescribable. Their eyes get wide and the smile on their face says it all. It makes everything we are doing at

Little Medical School worth it! I wish this program had been around when I was a kid.

Why should specialty toy retailers carry Little Medical School’s products?

Little Medical School’s products have a unique blend of education and entertainment. Unlike many other toys on the market, our products offer an educational experience that’s both immersive and fun. For kids, our toys provide an engaging way to learn about medicine and health. Parents appreciate the educational value of our toys, as they encourage their children to explore potential careers in healthcare.

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What tips would you give retailers to effectively sell your products?

Familiarize yourself with the key features and benefits of our products. While our primary audience is children ages 4 to 14 with an interest in science and healthcare, parents, grandparents and educators looking for STEM-based educational toys are a significant part of our customer base. Showcase the different kits together to emphasize the range of options available. You’re not just selling a product – you’re selling an experience. By focusing on the educational value and fun our products offer, you’ll be able to effectively engage your customers and drive sales.

Little Medical School programs are available across the states and internationally. What is your hope for a child participating in this program?

Our hope is to expand children’s knowledge, spark interest in the medical field, develop important life

skills, boost their confidence and promote healthy habits. Through the Little Medical School program, we strive to inspire, educate and empower children, setting them up for success, no matter what path they choose in life. Above all, we hope they have fun while learning, discovering the joy that comes from curiosity and exploration.

What does the Little Medical School program entail? How long is it? What topics does it cover?

Little Medical School offers more than 400 hours of curriculum. Programs include Little Doctor, Little Nursing, Pharmacy, Veterinary Medicine, Nutrition, Pediatrician, Sports Medicine, Dentistry, Wilderness Medicine, Journey Through the Body and Med School for Teens – with each covering different topics. For example, Little Doctor School students learn the key responsibilities of a doctor and explore the heart, lungs and digestion system. Students use real medical

instruments (stethoscope, reflex hammer and blood pressure cuff) and practice scrubbing, suturing and tying knots like a real surgeon.

Are there any other healthcare fields that you’d like to promote through your toy line?

We are currently writing a forensic science program and would love to create a toy based around forensics, educating kids how forensic science helps to solve crimes by using fingerprints, shoe prints, chromatography and more. We are also looking into creating a surgery program using robotics and a neurology program; we’re hoping to create toys around both.

New Schedule, Same Fun at Toy Fair

The Toy Association’s annual Toy Fair is set for September 30 through October 3 in New York City. More than 900 companies will exhibit their merchandise and dozens of educational sessions are planned.

Special events at this year’s Toy Fair include the Student Congress on October 1. The Student Congress will feature panel discussions and education regarding careers in the toy industry. Participants must be enrolled in a college or university for the 2023 school year.

Creative Factor Inventor Day, scheduled for October 3, allows approved manufacturers to hear product pitches from select product designers. In addition, Toy Fair University will provide panel discussions, demonstrations and other experiences geared toward members of the creative community.

Eighteen exhibitors will be recognized with Exhibit Design Awards. Booths will be assessed for their creativity, hospitable design and presentation. Judging will wrap up by the end of the day on September 30, and the winners will be announced on October 1. Award recipients will receive special booth signage for the remainder of the show and post-show marketing and be recognized onsite as well as online and via social media.

This marks the first Toy Fair to be held in the autumn, as previous shows were held in February. According to its website, the event was moved to the fall to be “align with today’s shifting buying cycles and accelerated delivery timelines; reflecting the industry’s new realities and opportunities, featuring an even broader array of products designed to spark joy at every age, and a perfectly timed opportunity for the world’s leading press to kick-off an even more powerful pre-holiday media splash!” For more information, visit toyfairny.com.

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About edplay

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

We also publish Around The Table a publication of the Game Manufacturers Association

Art Materials Retailer for People Who Sell Art Supplies

Educational Dealer for retailers who sell to teachers, parents and schools

ASTRA Toy Times The Magazine of The American Specialty Toy Retailing Association

Publisher J. Kevin Fahy kfahy@fwpi.com

Editorial Director Victoria Ritter victoria@fwpi.com

Graphic Artists

Maia VanOrman

Tammy Spear

Vice President Tim Braden tbraden@fwpi.com

Advertising Sales Representative Darlene Ryan darlene@fwpi.com

Enewsletter & Online Advertising Manager Rick Kauder rkauder@fwpi.com

Production Manager Mark Stash mstash@fwpi.com

Subscriptions accounts@fwpi.com

Editorial Offices 171 Reed Street Geneva, NY 14456 800-344-0559

Copyright © 2023

new & true

1. DRENCH Soda Game from Mukikim is the only multi-player game where you’re supposed to shake the can. Roll the dice, shake the can, pull the tab. How many shakes till you get drenched? Visit us at Booth #1865 at Toy Fair. mukikim.com

3. Downhill Duo 40-Piece Set from Magna-Tiles provides a new way to inspire kids’ imaginations and support meaningful play. Buckle up and imagine the possibilities! MSRP $69.99 magnatiles.com

2. With AIR Toobz from Fat Brain Toys, arrange the tubes any way imaginable, switch on the fan and watch the foam balls go. Adjustable airflow, hours of runtime ... the fun never stops! fatbraintoyco.com

5. The Word Party Tonie from Tonies helps hone your vocabulary skills. This Tonie is based on the popular Netflix original series from The Jim Henson Company!

MSRP: $19.99 us.tonies.com/ products/word-partytonie

4. Little Helpers Christmas holiday coloring book from EDC Publishing features fuzzy felt pieces for decorating the tree, dressing the snowman and more. Pieces can be securely tucked away in an attached envelope. kanemiller.com

MSRP

8.USA Fun-Favors from Wikki Stix are fun and educational! Twenty individual packs feature landmarks or area in the U.S. with information on that site, plus eight Wikki Stix and connectthe-dot activity. info@wikkistix.com

6.Puzzle by Number – 500-piece Wreath from Plus-Plus lets kids deck the halls. Follow the enclosed pattern by placing each color on its matching number and customize it with candy canes or interchangeable ornaments.

$24.99 retailer.plus-plus.us

9. With Pokémon Stained Glass Art from Klutz, you can create 18 sun catchers for your window. Use the custom doubletipped markers to color in Pikachu, Eevee, Charizard and many more! bit.ly/klutzpokemon

7.The Maxi Deluxe Foldable LED scooter from Micro Kickboard is ready to scooter anywhere! Fold and pack for a road trip, or scoot to school and store in a locker. microkickboard.com/ products/maxi-deluxefoldable-led-scooter

10. Sesame Street and In KidZ have teamed up to design a special culinary learning opportunity for kids! One recipe and one mouthful at a time, parents can take young chefs on a voyage around the globe. inkidzco.com

new & true

12. Excavate 18 real fossils with Extreme Fossil Dig from U.S. Toy Group. Dig into the exciting world of archaeology and gemology with The Young Scientists Club STEM kit by Horizon. MSRP $39.99 ustoy.com/specialty

13. Cubendi from Fun in Motion is a new magnetic puzzle with 48 rare earth magnets. Twist and turn to create a myriad of colorful shapes. Collect and combine them! funinmotiontoys. com/products/cubendi

14. Hugs and Giggles 13-inch dolls from Madame Alexander are delightful toddlers dressed for playtime! Their finger or thumb fits in their mouth. Available in three skin tones and made for nurturing fun! madamealexander.com

11. The Waterman Ukulele Beach Collection from Kala Brand is durable, colorful and fun! Available in six tropical colors in soprano and concert sizes, including two glow-in-the-dark options. kalabrand.com

16. With Weebles Smart House from Playmonster, Weebles woosh down the chimney to the bed and down the slide! From there, go potty then slide to the kitchen for snacks and swing ride! playmonster.com

15. We Love Cats from Steven Jackson Games is a card game for cat lovers. How many cats can you adopt? For two to five players – and it takes just a few minutes to play. sjgames.com/ welovecats

18. Double Digit Boinks Fidgets from Endless Possibilities not only ease fidgety fingers, they’re the only Boinks Fidget toy that make a clicking sound when the marbles tap together. boinks.com

17. In Tightrope from MW Wholesale, players build the board and strategically place their marbles on the wobbly bands. The first player to balance all their marbles wins! mwwholesale.biz

19. Duck Sailor Boat from Dreams USA travels through the tub as the included bath bombs melt in the water. Available blue or pink. Refill tablets also available.

MSRP for the boat $25 MRSP for the set of 4 refill packs $20 dreams6usa.com

new & true

20.

23. Explore a brandnew world with Lost Treasure Guardians from Crazy

fun way for kids

learn about vegetables at an early age.

. Ten lost treasures are waiting to be encountered. Each collectible mini tin includes Thinking Putty and a guardian charm with their own unique persona.

crazyaarons.com

Aarons

Realistic Play Vegetables from Rubbabu are made from eco-friendly natural rubber foam. These soft and squishy products are a

to

rubbabu.com

21. Play It! Space Crusade from The Learning Journey lets players work a spaceship through the galaxy by solving equations. Be the first astronaut to reach the satellite to win. tlji.com

22. The Wooden Kitchen Mixer with Baking Set from Bimiboo lets kids have fun pretending to bake. The set includes all the ingredients to make a cake to share with friends. Item #03056. bimiboo.com/retailers/ index.html

28. DDUK14Sunset Mariposa from Amahi Ukuleles is a custom designed soprano ukulele. It features a durable gloss finish, colorful butterfly design and upgraded strings and tuners for improved tuning stability. amahiukuleles.com

27. Bohnanza Dahlias game from Amigo Games is the classic card game with a new art version, featuring real-life dahlias. Plant, harvest and sell flowers to win! amigo.games

25. The Rainbow Sphere Gyroscope from The Toy Network: Item is mesmerizing to watch! People of all ages enjoy spinning and watching this hypnotic toy. thetoynetwork.com

26. Veterinarian Cat Activity Set from Little Medical School is the perfect gift for little animal lovers. This STEM-inspired play set contains everything kids need for creative role play! Inspire your future veterinarian today! littlemedicalschool. com/shop

24.The Good Toy Group is the leading specialty toy buying group for independent retailers. It features stellar catalogs, a social media program, vendor community and toy excellence. goodtoygroup.com

PlayMonster Group LLC, a leading international toy and game company, appointed Bryan Margner as its chief financial officer. Margner began his new role in the company on June 1 and now leads all efforts in accounting, is responsible for driving the organization’s inventory management and will direct future mergers and acquisitions.

Margner has extensive experience in retail, manufacturing and consumer goods. Before he joined PlayMonster, Margner worked with Instant brands for a decade, most recently serving as senior vice president of finance and CFO of the North America business unit.

“Bryan is a creative problem-solver and has multinational experience in all aspects of the business cycle – making him a critical member of our executive team,” said Steve Adolph, PlayMonster CEO. “Because of his global acumen, he is best poised to shape and implement our financial and growth strategies during this exciting time of transformation at PlayMonster.”

In other news, leading wholesale distributor Kroeger Inc. entered an exclusive distribution partnership –effective immediately – with PlayMonster Group LLC to provide sales and domestic inventory support within Canada for the PlayMonster catalogue.

“We are excited to expand our sales and distribution business in Canada with the innovative line of PlayMonster products” said Grant Chapman, president of Kroeger Inc. “PlayMonster has an extensive product offering with a variety of well-known and well-loved brands in their portfolio, including Spirograph, Five Crowns, Playskool, 5 Second Rule and Koosh.”

“As our chosen Canadian distribution partner for 2023 and beyond, there is no doubt Kroeger Inc. will expand our retail reach and availability in Canada, providing extensive support to both the retail partners and to our consumers,” said Richard Gill, senior vice president, international with PlayMonster. “We are delighted to have the opportunity to work with Kroeger.”

The 2024 ToyFest will feature popular events including the Morning Masterpieces kit session, Game Night and the welcoming gala.

Attendee registration is now open; the show is free to attend, but this year ToyFest is asking for a small fee to attend special events. Registration for returning exhibitors will open in September; new exhibitors can start registering on October 2.

More details about the show will be made available as plans are finalized such as the 2024 Hall of Fame inductees, Retailer of the Year, seminar speaker(s), Game Night and Morning Masterpieces vendors and show sponsors. At this time, the Directors and Officers invite you to mark your calendars and register for an exciting and productive show at ToyFest 2024.

After a successful restart for the Spielwarenmesse international toy fair, planning for the 73rd edition is in full swing. The show, set for January 30 to February 3, 2024 at the Nuremberg Exhibition Centre, will display innovations and trends from the sector.

Spielwarenmesse eG, which hosts the Spielwarenmesse toy fair, saw continued success this year as it entered the Japanese market. The trade fair organizer and marketing services provider made its debut appearance at the Tokyo Toy Show in June by hosting the World of Toys Pavilion. Organized by The Japanese Toy Association, the two-day toy show welcomed 30 exhibitors from eight countries and more than 68,000 visitors.

The Western Toy and Hobby Representatives Association (WTHRA) announced the return of ToyFest to The Expo at World Market Center Las Vegas, March 3 to 5, 2024. This will mark the show’s 11th year in Vegas.

“ToyFest is now a national show with 62 years of experience,” said WTHRA Chairman of the Board Bill St. John. “With over 600 manufacturers and more than 1,300 attendees in 2023, ToyFest is a toy show for the entire toy industry.”

Being a part of the World of Toys Pavilion helped exhibitors enter the Japanese toy market as they benefited from a full-service package that included marketing services, a ready-built stand and personal on-site support. Spielwarenmesse eG will celebrate upcoming premieres at Toy Fair New York (September 30 to October 3, 2023) and the Hong Kong Toys & Games Fair (January 8 to 11, 2024).

(continued on page 42)

(continued from page 40)

On June 12, The Toy Association inducted eight trailblazers into the Toy Industry Hall of Fame. The honorees were nominated and voted on by members of The Toy Association for their contributions to the industry and their impact on the lives of children. The following inductees will be honored during The Toy Foundation’s 24th annual Toy of the Year Awards on September 29, 2023.

Ronnen Harary, Anton Rabie and Ben Varadi co-founded Spin Master in 1994 with a single product idea and a $10,000 investment of their own money. Together, they transformed the business from a small start-up into a leading global children’s entertainment company. In 2013 the three partners founded the Toy Movement, a global initiative that provides toys to children in need.

Mary Couzin launched the Chicago Toy & Game Fair (CHiTAG) in 2003, the largest public toy and game fair in North America. She founded the Chicago Toy and Game Foundation, a philanthropic organization that supports several children’s organizations. Couzin most recently launched People of Play (POP), a comprehensive networking and resource portal for the toy industry.

This year ’s Hall of Fame class included three posthumous inductees, including John McLoughlin (1827-1905), who founded McLoughlin Brothers at the age of 31. The company initially focused on publishing puzzles and picture books but eventually included games; it stood as the top board game company in the U.S. for 50 years.

Rose O’Neill (1874-1944) introduced the world to the Kewpie doll in 1909. The dolls were a hit, making O’Neill a millionaire. In 1915, she began actively participating in the women’s suffrage movement, marching in parades, making speeches and illustrating posters. To this day, Kewpie dolls are manufactured and sold by several toy companies.

David Ring (birth and death dates are unknown) established Larami Corporation in 1959 which became one of the pioneering importers of its time. Ring’s invention of the crank-based Blue Max Water Chopper water blaster and Larami’s launch of the Super Soaker in 1990 forever changed the water blaster toy field.

John Lloyd Wright (1892-1972), son of famed architect Frank Lloyd Wright, is best known for creating Lincoln Logs in 1916; the idea was inspired by his father’s construction of the Imperial Hotel in Japan. John went on to invent other influential toys, including Wright Blocks in 1949, which left a lasting impact on the game industry.

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(continued from page 46)

realistic-looking vegetables and fruit; Butalia plans to expand the series to include pastries and other food items. “If I were to put one of our rubber potatoes on your table, you’d think that somebody from your family had placed a real potato there until you touch it,” Butalia said. “They’re so realistic.”

Rubbabu’s products are distributed to six continents, from South Africa to China, Australia to the U.K., Chile to across the U.S. “The brand is known worldwide,” Butalia stated. The company also exhibits at ASTRA Marketplace & Academy and Spielwarenmesse toy shows. It has Toy Fair in New York in the past, but may wait a year before returning due to the show’s altered schedule.

Business is going well over all, though growth is a little slower than normal, according to Butalia. “We

wish we could have a partner who would share the vision that we have,” he added.

Just as Butalia started his own business, he wants to support other small businesses, including independent toy retailers. “I’m a small enterprise myself, so I’m looking after other small enterprises,” he said.

From toy cars to games, Rubbabu’s products can add a colorful pop to any retailer that sells specialty toys. Butalia encourages retailers to highlight the toys’ sustainability and biodegradability and the fun they inspire during play. Children require stimulation by movement and active play; the simple design of Rubbabu toys encourages kids to think, engage and utilize their imaginations. “Our toys are very simple and clean,” Butalia said. “They become friends to the kids who play with them.”

Rahul and Meera Butalia

for your business information

Toy Trends are Highlighted at ASTRA Show

Moments before the ASTRA Marketplace & Academy trade show floor opened on June 12, the ASTRA team hosted a “Toy Talk” about specialty toy trends. James Zahn, editor of The Toy Book magazine, touched on several patterns in his presentation.

The tween market, geared for ages 8 to 13, is growing. Popular products include ChattySnaps buttons, Squishable plushies and Horizon Group USA jewelry kits.

Sales among kidults are increasing. A study by market research company NPD Group found that people ages 12 and older make up at least 25 percent of toy consumers and spend about $9 billion on toys and board games.

Cross-generational play and “eldertainment” are also seeing growth. Older generations engage in nostalgic purchases while elderly customers benefit from playing with sensory toys such as Tangle. Multiple generations can connect over board games such as The Game of Life: Generations.

While anime was once considered a niche market, it has expanded. Popular items include Naruto figures from Playmobile and posable plush.

An increasing popular trend is MESH (Mental Emotional Social Health) and outdoor STEM activities, which provide mental support. More information about MESH can be found at meshhelps.org.

Tapping into the Senior Toy Market

According to the AARP, 10,000 Americans turn 65 every day; the organization estimates that the population of older adults will more than double and represent more than 20 percent of the country’s population by 2050.

Companies of all sizes are starting to realize the potential of games that help seniors socialize and hone their cognitive skills, according to an article by Forbes. The trend of “eldertainment” demonstrates how games connect generations and assist those with dementia or who are living in assisted

living facilities to engage with others.

Retailers can stock up on games that are inclusive for all ages. For example, Hasbro is releasing new versions of Scrabble and Trivial Pursuit with larger pieces, larger type and generationspecific themes.

Beanie Babies, Bots and Barbies

Shine on the Silver Screen

Toys are currently in the limelight as several popular brands are featured on the big screen this summer.

The Transformers toy line has been around for more than 40 years and its popularity isn’t going anywhere anytime soon. “Transformers: Rise of the Beasts” released on June 9, is the seventh installment. The prequel introduces Maximals, robots who can transform into animals, as they pair up with Optimus Prime.

A classic toy is getting a fresh perspective in “Barbie.” The fantasy comedy, which came out on July 21, stars Margot Robbie as the titular character. The movie takes a self-aware approach to the brand, being faithful to the toy and its impact while parodying certain aspects.

In April, Hasbro and Mattel entered multi-year licensing agreements in anticipation of the Barbie and Transformer movie releases. Hasbro will launch Barbie-branded Monopoly games this fall. Meanwhile, Mattel is expected to release Transformers-branded UNO card games and Hot Wheels products later this year and early 2024, respectively.

“We are excited to pair some of the most popular brands together for the first time,” said Nick Karamanos, senior vice president of entertainment partnerships at Mattel. “This collaboration features world-class IP, celebrates the timeless appeal of these brands, and creates unique play opportunities for fans.”

It’s been 30 years since Beanie Babies hit shelves. “The Beanie Bubble” will explore the rise and fall of the cult favorite. Zach Galifianakis plays inventor Ty Warner while Elizabeth Banks, Sarah Snook and Geraldine Viswanathan portray women who were instrumental to Beanie Babies’ success. The film is now available on Apple TV+.

Resourceful Play at Rubbabu

by Victoria Ritter

When it comes to toys, simplicity is the mother of imagination.

This holds true with Rubbabu toys, which utilize basic, rounded shapes and colors in its toy designs. Headquartered in Dehli, India, Rubbabu manufactures rubber toys for ages infant to 5 years.

Each toy is constructed out of foam made from naturally-sourced rubber; the rubber is created from the sap of the Hevea brasiliensis tree. Additionally, the toys are hand-made by skilled workers. Rubbabu founder Rahul Butalia explained he wanted to economize, saving finances and leaving no carbon footprint during production. “I’ve always believed that we’ve got to use the resources in the world realistically,” he said. “We have to use them so that we don’t use them up before we know it.”

The rubber foam is then covered in a fine nylon flock sourced from Spain. Butalia is careful when

considering the materials going into the toys and makes sure that they are safe – and fun – for children to use. “They’re tactile and totally non-toxic,” Butalia stated. “Plus, they’re colorful.”

Rubbabu’s selection features various animal figures, building blocks, trains and planes, fidget toys and more. While the company’s car toy is the most iconic, its most popular items are its ball collection, as it provides infants a chance to explore the sensory world with its soft texture and durability.

The toys also have an educational component, thanks to their simple design. As children use Rubbabu for imaginative play, to build structures out of shapes and even use the magnetic alphabet pieces to learn how to read, they are creating the foundations for basic learning.

“I’ve observed that if you have a child that is 4 years old and cannot read, give them our magnetic alphabet set,” Butalia said. “It’s guaranteed that

the child will be reading in about three to four months’ time,” he said. “Leave it to them. Don’t teach them. Leave it to them and they’ll learn. That’s the beauty of toys.”

After working several years as a banker, Butalia switched careers in 1990. He started out making rubber gloves upon the request of a friend, but transitioned into developing rubber toys instead, founding Rubbabu in 2005. He started with about 20 products and now has a catalog which includes 250 toys. Butalia enjoys his work immensely, considering himself to be a toddler at heart.

“I’ve always been a crazy guy. I’ve always done what I felt like doing, and I felt like making toys,” Butalia stated. “You have to look at it like a child would. That’s where the craziness comes into play.”

Butalia continues to innovate, coming up with new products and reimagining older items. One of Rubbabu’s newest products are

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The most iconic trade show in the industry is evolving.

Make Confident Buying Decisions to Stay on Trend in 2023

Grow Your Business With Top Industry Education

Toy Fair Offers New Realities and Opportunities to Help You With Shifting Buying Cycles and Accelerated Delivery Timelines.

Strengthen your business, deepen your current relationships, develop new ones, and discover products, brands and entertainment experiences all under one roof in the world’s most vibrant city.

So much has changed, but one important thing remains the same: Toy Fair is for YOU!

Get First Looks in Private Meetings for 2024 Playthings

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Featuring thousands of new and unique international toys, games, edutainment, entertainment-driven experiences, and more, Toy Fair offers attendees a competitive edge no other trade event can match!

Featuring thousands of new and unique international toys, games, edutainment, entertainment-driven experiences, and more, Toy Fair offers attendees a competitive edge no other trade event can match!