Toy Times May 2023

The guiding star of the specialty play industry!

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

May 2023 • astratoy.org

features departments

Toy Times Magazine MISSION STATEMENT

Our mission is to act as a channel of communication for the general membership of ASTRA and to provide information about current happenings and future goals as decided upon by the board of directors, various committees, and ASTRA Staff. We strive to provide useful and timely information and support for and about ASTRA members in accordance with the ASTRA mission statement.

We are always looking for good articles and input for the magazine. Letters to the editor are welcome. Please forward letters, comments, ideas, etc., to the ASTRA office at info@astratoy.org

Board of Directors

chair TJ Simmons

past chair Jeanie Crone

treasurer Theresa Duncan

secretary Tom Rushton

directors Ron Solomon, Sari Wiaz, Gene Murtha, Azhelle Wade, Brice Elvington, Patrick Holland, Cassidy Smith, Darby Zahradnik, Maryam Al-Hammami, Sandra Malott, Rachel Jones

Magazine

editor Tom Savage

assistant editor Briana White

graphic artist Maia VanOrman

Editorial Advisory Committee

chair Tom Savage

Amanda Gummer, Genius Expert

Theresa Duncan, Villa Villekulla Toy Store

Tami Murphy, Grand Prix International

Lisa Orman, KidStuff PR

Kemi Tignor, Little Likes Kids LLC

Allison White, Sugar B Sales

Phil Wrzesinski, Ravensburger North America

ASTRA Staff

president Sue Warfield

Direct Line: 312-283-9393 Email: swarfield@astratoy.org

director of operations Kathy Balogh

Direct Line: 773-261-8707 Email: kbalogh@astratoy.org

special projects and events manager Michael Foldeak

Direct Line: 312-283-4255 Email: mfoldeak@astratoy.org

communications and marketing coordinator Briana White

Direct Line: 312-238-9845 Email: bwhite@astratoy.org

membership specialist Ashlee Cammack

Direct Line: 312-238-9887 Email: acammack@astratoy.org

education coordinator Katie Cooley

Direct Line: 312-414-1546 Email: kcooley@astratoy.org

programs, events & membership sales Dan Guzman

Direct Line: 773-536-9927 Email: dguzman@astratoy.org

Toy Times Magazine is published by the American Specialty Toy Retailing Association, 312-222-0984, info@astratoy.org, www.astratoy.org. Copyright © 2023 American Specialty Toy Retailing Association. All rights reserved.

Advertisements are accepted. For more information, contact Rick Kauder, Fahy-Williams Publishing, rkauder@fwpi.com, 315-789-0458. All articles for Toy Times are supplied by ASTRA and its members, with Fahy-Williams assembling the magazine, and managing the advertising sales function.

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

Marketplace & Academy Supporting our Mission

We Engage by attracting and retaining members. We Elevate by sharing knowledge and expertise.

We Promote by building our industry, our members, our brands.

Marketplace & Academy is our signature event and this year, we have a full schedule that is totally geared to supporting our members by focusing on our mission. We have always said that Marketplace & Academy is “More than a Toy Show.” This year, we have focused on that statement by encouraging full conference attendance.

There are many shows during the year that our members can attend, whether it be as a manufacturer with a booth, a sales rep working with their customers, or simply walking the show to see new products and meet with their vendors, or a retailer looking at products and writing orders. Marketplace & Academy offers so many more opportunities for both networking and business growth. With receptions on Saturday and a full day on Sunday includ-

ing a keynote speaker, education sessions, the kit-and-game session and our opening party, there is no question that we are working to elevate all of our members through greater interactions.

For those who have known me over the years, as a sales representative and ASTRA member, I always registered for full conference and arrived on Saturday to take full advantage of the entire schedule. I always felt that this was an investment in both my business as well as my own personal and professional development. I was never disappointed and used the time to build my relationships with my vendors, listen to retailers’ challenges and opportunities they were experiencing, and sharing experiences with other sales reps. When I returned to my own territory, I took much of what I learned at educational sessions and applied them to my own business. I also shared knowledge with my retailers to help them in their business. Sometimes, just getting away from the everyday grind opens the mind to new ideas and I certainly found that true after attending Marketplace & Academy.

As a staff member since 2014, I feel exactly the same. Marketplace & Academy gives

staff the opportunity to meet and hear from our members, in-person. It gives us all the chance to get to put faces to names and learn more from each other. We all can learn from the educational sessions, talking with one another at receptions, learning new games and trying out new kits, or simply having fun at the toy sync battle.

We can only get better if we listen and learn what is most important to our members. Hearing those things directly, face-to-face, is more effective and personal than any survey we send out.

We Believe:

Our community is stronger when we are LEARNING WORKING and SUCCEEDING together

Remembering we must PLAY together.

Let’s gather in Columbus. Let’s learn from one another, be open to new ideas and go back to the running of our businesses with renewed enthusiasm for the important role we all have in promoting the power of play.

If you haven’t already registered for attending Marketplace & Academy, do it now!  Onsite registration will cost more and take more time.

Just go to astratoy.org and under the events tab click on Marketplace & Academy.  Your badge will be ready for pick up at the registration desk.

message from the chair

In the last issue, I mentioned the unique industry we’re in and how the success of others directly impacts the success of our own business. ASTRA’s mission to Elevate, Engage, & Promote its membership is an integral part of all of us succeeding together. We’re approaching Marketplace & Academy in Columbus, and will get to experience and learn together in this setting.

One thing I always get excited about at M&A are the awards. The Excellence Awards and Play Awards are unique in that the recipients are selected by their colleagues and peers. It’s the definition of succeeding together as competitors and partners recognize organizations and people for their success and achievements in our wonderful industry. When you receive this issue, if there is still an opportunity, be sure to nominate and vote for these awards. We all have colleagues that we feel deserve recognition and this is the best platform in the industry for recognition because it’s peer based.

I urge everyone to pay close attention to these awards and who receives them. Every year I seek out the winners to congratulate them and then to learn from them. I ask questions about their successes in the hopes that it can help better what I do in this industry. Every winner I’ve spoken to embodies the ASTRA community and is eager to help and answer questions. Introduce yourself to these key members and expand your network. It’s these awards that help Elevate and Promote our membership and it’s up to us to Engage with the community.

At Marketplace & Academy, be sure to take advantage of everything that ASTRA has to offer. Between the education sessions, networking events, the lip sync battle, awards, the tradeshow and more, there is opportunity to both have fun and grow professionally. I look forward to seeing you all there!

T.J. Simmons, Vice President of Sales at Thin Air Brands and ASTRA Board Chair

Emotional HEALTH Why should retailers care?

by Amanda Gummer

Toys that promote emotional wellbeing in children can vary across age ranges and toy categories, but a lot of toys can have an emotional element to their play pattern and help children develop their emotional literacy and promote wellbeing and positive mental health.

Plush

Stuffed animals can provide comfort and companionship for children, especially younger children who may have separation anxiety. They can also be used to role play and express emotions.

Puzzles and Games

Puzzles and board games can promote social skills, teamwork, problem-solving and cognitive development. These types of toys can also teach children how to handle disappointment and manage frustration.

Arts and crafts

Art supplies such as crayons, markers, and paint can be a great way for children to express their emotions through creativity. Art can also help children develop their fine motor skills and build confidence.

Musical toys

Musical instruments can help children regulate their emotions and reduce stress. Playing music can also help children develop their coordination, focus, and attention span.

Construction toys

Building blocks promote problem-solving skills, spatial awareness, and creativity. Children can use blocks to create their own worlds and express their imaginations.

Mindfulness Tools

Toys such as stress balls, fidget spinners, and sensory toys can help children manage their emotions and reduce anxiety. These types of toys can also help children develop mindfulness skills, which can be beneficial for their overall mental health.

Role Play

Dress-up clothes, dollhouses, and playsets can help children develop social skills, empathy, and imagination. These types of toys can also help children process and work through their own emotions and experiences.

Why should retailers care?

Toy retailers have the opportunity to influence the emotional health of children through the toys they sell. Children use toys as a means of exploring and understanding the world around them, and toys can have a significant impact on their emotional development.

Retailers who are knowledgeable about emotional wellbeing can make informed decisions about the toys they stock in their stores. They can select toys that promote positive emotional development, such as those that encourage social interaction, problem-solving, and creativity.

Additionally, toy retailers who prioritize emotional wellbeing may attract customers who are looking for toys that will help support their child’s emotional health. That’s a growing market!

By offering a selection of toys that promote emotional wellbeing, retailers can establish themselves as a trusted resource for parents

who want to make informed decisions about the toys they purchase. Retailers can promote wellbeing toys within their stores and become a resource for their community with regards to children’s emotional wellbeing in several ways.

1. Product Selection

Retailers can select toys that promote emotional wellbeing and create a dedicated section in their store for these types of toys. They can highlight the benefits of each toy and provide recommendations based on age and developmental stage.

2. Community Events

Retailers can host events that focus on emotional wellbeing for children and families, such as workshops, seminars, or playgroups. These events can provide a platform for experts to share their knowledge, and for parents and children to connect with each other and learn about emotional wellbeing.

3. Partnerships

Retailers can partner with local organizations, schools, or mental health professionals to support emotional wellbeing initiatives in the community. They can collaborate on events or provide resources to support these initiatives.

4. Online Resources

Retailers can create online resources, such as blog posts or videos, to share information and tips about emotional wellbeing for children. They can also provide product reviews and recommendations for wellbeing toys.

By promoting wellbeing toys and becoming a resource for the community, toy retailers can position themselves as a trusted source of information and support for parents who want to prioritize their child’s emotional wellbeing. This can help build a loyal customer base and create a positive impact in the community.

Isn’t it great when doing the right thing is the same as doing the profitable thing!

Columbus a Hidden Gem in Ohio!

It’s not hard to find things to do in Columbus

Shop at the North Market’s more than 30 merchants where ASTRA’s opening night party will be held!

The Short North Arts District’s galleries and boutiques are just a short walk from the convention center and hotel. Tour the beautifully restored Ohio Statehouse and explore the shops in historic German Village.

You can also hang out in the Heart of Africa at “Jungle” Jack Hanna’s home zoo, the Columbus Zoo and Aquarium. In July 2020, the Columbus Zoo and Aquarium opened a new, four-acre, $40-million exhibit called Adventure Cove. The exhibit features three tanks totaling 375,000 gallons of water and houses California sea lions and harbor seals, the first time the Zoo has had these animals on display since the 1970s. Check out the 60-foot-long acrylic tunnel offering 360-degree views taking visitors underwater as the playful pinnipeds swim above and below. You can also visit the 250-seat amphitheater showing demonstrations with aquatic animals.

Get hands-on at COSI, a top-rated science center featuring more than 300 interactive exhibits, including the American Museum of Natural History Dinosaur Gallery.

Check out Franklin Park Conservatory and Botanical Gardens, displaying the world’s largest collection of Dale Chihuly’s glass artwork in a botanical garden, and then hit Easton, the Midwest’s premier shopping destination and home to LEGOLAND Discovery Center, billed as the ultimate indoor LEGO playground.

Visit the one-of-a-kind National Veterans Memorial and Museum on downtown’s Scioto Mile. You can let loose a little at Eldorado Scioto Downs or Hollywood Casino Columbus.

The Scioto Mile in downtown Columbus features miles of multiuse trails stretching from Bicentennial Plaza in the south to North Bank Park. It’s a great spot to take a stroll and enjoy both the city and nature.

Conservatory; Easton Shopping Mall; The National

(continued on page 16)

Life is unpredictable...are you PROTECTED?

Over 90 years protecting people and businesses from the unexpected.

Program Highlights

• A++ rated insurer, $20 Billion in assets.

• Exceeds WalMart and other leading retailers insurance requirements.

• Variable rates based on sales projections.

• Foreign & Domestic liability coverage.

• Blanket additional insured vendors.

York-Jersey Underwriters

has been in business since 1926 and has 40 years experience with the Toy Industry. We are licensed in all 50 states and represent many leading insurers as an independent agency. We are successful insurance program managers for speci c industries and are pleased to o er our Liability Insurance Program for the Toy, Hobby & Juvenile Industries.

Jason Welch x318 jawelch@york-jersey.com

Robert Witkin x331 bobwitkin@york-jersey.com

185 Newman Springs Road Tinton Falls, NJ 07724

(800) 392-6958

www.toy-insurance.com

Available to meet you at the show!

• Employee bene ts liability.

• All certi cates and claims handled in house.

• Quick quotation turnaround.

• Product recall expense at no cost from $50,000 to $250,000.

Additional Coverage

• Umbrella up to $50,000,000.

• Ocean Cargo & Property.

• Workers Compensation.

• Commercial Auto.

• Intellectual properties (copyrights, trademarks & patents).

• Cyber, D&O, E&O and EPLI

• US Customs Bond Insurance.

Serving All Your Insurance Needs Since 1926

(continued from page 14)

VISIT US AT JUNE 11–14, 2023 | COLUMBUS, OH

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

Bicentennial Park hosts free concerts on summer weekends, and a huge set of fountains creates a fun environment for kids to play during the daylight hours.

By night, sip a local cocktail or grab a burger at Milestone 229 and watch the fountain displays change throughout the evening. A trail going south from Bicentennial Plaza leads you to the largest free climbing wall in the nation.

The Grange Insurance Audubon Center, an important birding area with a nature center and lots of natural areas to explore, is also a popular stop. Even though it’s in the heart of downtown, the Scioto Mile is a great place to enjoy nature where waterfowl abound, and kayaking tours are encouraged.

With only one free night on ASTRA’s schedule of events, you may want to come in early or stay an extra day or two!

The fountains at Bicentennial Park

More Fun Facts about Columbus! Ready for Marketplace & Academy?

Columbus was named one of the Best Weekend Getaways in the Midwest for 2021 by U.S. News & World Report, one of the Best Cities for Conferences in 2020 by SmartAsset and one of 52 Places to Visit in 2019 by The New York Times.

World-class hospitality is at Columbus’ core.

Columbus offers a destination-wide culture of world-class service. Their local ambassador program ensures all groupswill experience superior visitor satisfaction in Columbus. Visitors are also invited to stop by their Visitor Centers at Easton Town Center and in the Arena District.

There’s plenty of meeting space.

The 1.8-million-square-foot Greater Columbus Convention Center offers 373,000 square feet of contiguous exhibit space, 75 meeting rooms and the largest ballroom in the state. Beginning

(continued on page 20)

Stag Statue over River Scioto

COLLECT AND CONNECT OUR NEWEST ARTIST SERIES

Art Lovers, get ready – Jumbie’s incredible palette of RGB light reactive pixels have transformed the art world, and now, Shashibo! Discover the 70+ shapes you can make from a single magnetic cube! Combine more for infinite possibilities.

SHAPE SHIFTING BOX

Shashibo®, America’s Best-Selling, Award-Winning Toy, presents an all new Artist Series Collection by famed LA artist Jumbie. VISIT

Case pack: 12 • Ages: 8+

Disco Plaid SHA30DP

Fire Goddess SHA31FG Cosmic Surfer SHA28CS

The Chameleon SHA29CN

(continued from page 18)

in 2022, downtown Columbus will had more than 5,000 hotel rooms, 2,700 of which will be connected or adjacent to the convention center. In total, there will be approximately 32,000 hotel rooms citywide.

Columbus is open and welcoming.

Columbus has been a haven for immigrants since its founding in 1812. This is seen in historic neighborhoods like German Village, Italian Village and Hungarian Village. Columbus is home to more than 155,000 residents who were born in nations including Bhutan, Somalia, India and Mexico, among others.

Columbus supports Black-owned businesses. CBUS Soul® is a collaborative initiative between Experience Columbus and local community leaders and influencers that amplifies the rich, historic, innovative, and forward-moving Black culture that helps to fuel the vibrancy of Columbus.

Columbus food scene is thriving. The New York Times ranked Chapman’s Eat Market in German Village one of the 50 best restaurants in the country in 2021. & Wine recognized Lox Bagel Shop in the Short North Arts District for having one of the best bagels in America in 2021, and Fodor’s Travel named Budd Dairy Food Hall one of the 10 best new food halls in the U.S. in 2021.

Columbus is home to several culinary stars

Restaurateur Cameron Mitchell, James Beard Award-winning cookbook author and founder of Jeni’s Splendid Ice Creams Jeni Britton, Top Chef Season 18 contestant Avishar Barua and Alexis Nikole Nelson, aka “Black Forager,” all call Columbus home.

Guest Speaker James Howard Returns to Marketplace & Academy’s Sunday Luncheon

Episode 1 will follow the pilot and will premiere at this year’s ASTRA convention in Columbus.

Iamhonored to have an opportunity to participate in another exciting ASTRA Convention. Black Inventors Hall of Fame Films continues to partner with ASTRA to help build a bridge for enhanced diversity, equity, and inclusion in the toy and game industry. It has been a pleasure to work with Sue Warfield and her dedicated staff on many programs, including the recent wild and adventurous Toy Boat excursion.

Two years ago, ASTRA was joined by The Toy Foundation, Mattel, Hasbro, and Radio Flyer to provide funding support to my film project – “Black Inventors Got Game” (BIGG), a docuseries that tells the untold story of six African American inventors and their groundbreaking contributions to the toy and game industry. The pilot to that series, “The GATHERING,” has since garnered three awards, including a TAGIE.

Episode 1 takes place at last year’s ASTRA conference in Long Beach where a panel of Black toy and game inventors convened to discuss issues related to breaking into and sustaining within the toy and game industry. Episode 1 also tells the stories of David Vonner and Ken Johnson. Ken is celebrating 40 years as the inventor of Phase 10, one of the best-selling card games in the world. David operates Vonner Studios, a full-service toys development & design studio focusing on concept design, sculpting, paint, product management, research & development.

Ken and David will join me in this year’s convention as part of a BIGG team representing numerous Black toy and game designers that have amassed a presence in the industry, but realize that the path to commercial success and inclusion remains paved with obstacles. By utilizing film and panel discussions, the BIGG team continues to make inroads due, in large part, to a good amount of industry support; support that has been anchored by none other than ASTRA and Sue Warfield, who has committed to keeping the ball moving forward.

I would also like to acknowledge a few key individuals like Ken Ebeling of The Toy Association, who returned my call in

the throes of COVID when no one was returning calls; Andy Weiner and Pamela Mastrota of The Toy Foundation, who I got to know quite well in numerous evening Zoom calls; Mary Couzin of Chitag, who pretty much connected me with everyone in the industry; and my good friend fellow Jerseyite, Ellen Lambert, who upon seeing the trailer to the BIGG film said, “This is a project that needs to be funded and it needs to travel.”

Ellen, your poignant vision provided the fuel and helped to set everything into motion. From the Bronx Community College to the Long Beach Convention Center and stops in between, the BIGG film and the panel of Inventors continues to travel across the country carrying a message of hope and the challenge for an industry-wide commitment to change.

We hope to see you all at the luncheon on Sunday, June 11 in Columbus!

The Black Inventors Hall of Fame, bihof.org, is a virtual museum devoted to immortalizing African Americans whose inventions have improved lives yet have gone unnoticed. Today the 501c3 organization is accepting donations to fund the building of a 31,000-square-foot facility in Newark, NJ, that features stateof-the-art STEAM classrooms, a theater and Metaverse library, a startup incubator, and a Legends Hall featuring the top Black inventors of the Golden Era of this country.

Here, the executive director of the Black Inventors Hall of Fame, shares his thoughts on diversity, equity and inclusion in the toy industry.

Full Conference versus Day Passes at Marketplace & Academy

ASTRA’s mission is to Elevate, Engage and Promote, and just walking a show flow doesn’t really do much more than promote and engage in very short snippets. We want all of our members to see Marketplace & Academy as more of a conference to better their business through education and times for networking – not just walking the show floor. If you’ve seen the testimonials from the Toy Boat, you can see how important it is to learn and connect as well as see product.

This is what we’ve been refering to as ‘going beyond the show’. Many times the best collaboration happens during the meals, sesssions and events!

Full Conference includes everything you see on our schedule. Day Passes are ONLY for walking the trade show floor during exhibit hours.

While we know that investing in your business and attending full conference is well worth the cost, we also heard that local stores wanted to send staff members for a day to see the show floor and look at product. With this in mind, we have decided to add one more option for registration. We are now offering day passes for each day the show floor is open – Monday, Tuesday, and Wednesday. The cost for each day pass is $40 per day you choose to purchase. This will only be for the hours the exhibits are open and will not include any events or food.

We would love to have you at all of our events as we know how beneficial the full conference can be to you and your business. However, we listened. You now have another option to check out the exhibits. Registration is open for all options on our website astratoy.org under the events tab.

If you are new to ASTRA, please join us!

all

Includes

Thank you to our committee volunteers, and welcome to those who want to be on a committee. Sunday, June 11

The luncheon and presentation by James Howard includes a clip of the docuseries, “Black Inventors Got Game,” followed by a panel discussion.

(continued from page 24)

Sunday,

MORE THAN A TOY!

Sharks, Dolphins, and Ukadelics — oh my! With over 50 colors and designs to choose from, finding the right ukulele for that new musician has never been easier! Help young artists color their world with an eye-catching Kala Ukulele. Pair it with our free Kala App and Learn to Play lessons for added-value. WE’VE GOT UKE COVERED!

COME SEE US AT ASTRA BOOTH #353 KALABRAND.COM

Faire Definitely Can’t Do That

Increase your sales rep value by attending the full conference.

by Allison White, Sugar B Sales

It’s that time again! ASTRA’s Marketplace & Academy is almost here and we’re ready to see everything that’s new while we’re in Columbus, Ohio.

For sales reps who make the trip, it’s absolutely worthwhile to take advantage of the full conference and attend the educational sessions, no matter if they’re tailored to retailers or manufacturers. Why are they important? Because as a sales rep these days, you need to always bring value to

your customers. Being on top of the latest sales and marketing apps, knowing what themes and items are trending, and proving that working with a local rep is better than ordering on Faire at midnight, are just a few ways to do that – and ASTRA is here to help you.

The best sessions offered at recent Marketplace & Academy shows have been marketing and social media. These sessions are valuable for all attendees because both

are ever-evolving with new apps, trends, and algorithms. As reps, we need to stay in touch with how our retailers are utilizing social media, and also implement ways to use it ourselves, whether it’s to showcase new products, offer sales training videos on our Facebook or Instagram, or highlight trends seen at shows or in local stores.

Believe it or not, a big part of a sales rep’s job is to always know what’s trending or what the hottest new item is in their

line package. Sometimes trends are easy to spot (puzzles, fidget spinners), but sometimes they’re nuanced (if you don’t know what an Axolotl is, you will after M&A!). Keeping up with the newest trendy amphibian or categories that are having strong growth is the knowledge that retailers want from their reps. By attending the sessions and walking the show floor, reps can scout out what those new trends are and share with the retailers who didn’t attend or just might’ve missed them. It’s the insights of national and local trends that make reps valuable to any retailer.

For reps, their goal is to always bring value to the relationships with their retailers and manufacturers. To the retailers, it’s knowing what’s selling, what hasn’t sold, and what they can mark up for some extra margin after getting a hot special. To the manufac-

turers, it’s feedback about products, what’s turning quickly, and what specials or deals entice the retailers most.

Can Faire do all that? Best sellers, sure. But it can’t tell a retailer which stuffed animal sold out twice in a row at a store two towns over. It can’t let a store know that if they’re not carrying plush right now, they’re leaving money on the table. Local reps do all that and more.

Also, more rep agencies are utilizing online ordering platforms, and Marketplace & Academy could be a great time to sit with your retailers and show them the ropes on it!

Finally, the amount of networking that a rep can do during the full conference at Marketplace & Academy can’t be over-

stated. Relationship building is the pivotal ingredient for a rep’s business, and making contacts at a show with other retailers, reps, and industry peers is incredibly important. The next business card you take or hand out could be a golden opportunity!

So don’t waste the upcoming opportunity to take advantage of all that the full conference of Marketplace & Academy has to offer. Attend the sessions, network at the parties and lunch hours, walk the entire show and make notes about the latest trends.

And don’t forget to please the social media algorithms with a silly video or two, because Faire definitely can’t do that!

Best Rated Scooters

10,000+ Five-Star Reviews

Awesome kickboard

“This is the best gift to give to your kids. It increases their interest in being outdoors, and is good to exercise the entire body: muscles, balance, and equilibrium. Much better than TV and YouTube. It’s worth every cent.” -Juliano

The ASTRA Star Play Awards!

It’s that time of year when finalists for the Play Awards have been chosen and voting is open! Remember, only retailers are allowed to vote. All retailer members will receive a ‘Look Book’ in their mailbox soon highlighting all the finalists. Many like to use this as their guide to vote! How are finalists chosen?

Here are the steps that take place:

1. Nominations for products opens up in December for awards chosen in the following calendar year. Anyone can nominate any product that fits the criteria which we note when nomination notices go multiple communications.

2. Our play awards committee, made up of 5 seasoned retailers, geographically and store size/doors diverse, go through all the nominations determining what products qualify based on the criteria. The finalists are then chosen by the committee.

3. For the nominations that qualify, samples are requested for the committee who then meet to check them out in person.

4. The committee carefully evalutes on many criteria, including the following:

• Is it new? (since Fall 2021)

• Is it unique?

• Is it available? (must be shipping by September 2023)

• Is it significantly thought-provoking or ground-breaking?

5. The committee determines categories based on the finalists chosen.

6. Vendors are notified and confirmation of availability is received before finalists are announced and voting by retailers opens.

7. Voting ends May 24th and winners are announced at Marketplace & Academy!

This year, winners will be announced during our breakfast on the show floor on Monday, June 12th. All full-conference attendees are encouraged to be there!

If you aren’t at the breakfast to hear the announcement, stop by ASTRA Square in the center of the show floor to ask about the winners. Manufacturers of winning products will also be proudly showcasing them to make it easy for retailers to order!

Meet Matt Havens

Matt Havens is not your typical speaker. His uncanny ability to provide real-world solutions in a relatable and humorous way quickly made him an up-and-coming speaker in the industry.

Matt’s signature style began in corporate America. By age 25, he pitched the C-suite boardroom of a Fortune 25 company on

his plan to lead enterprise-wide transformations to capitalize on the “Millennial” opportunities present in the marketplace and the workforce. Matt’s work soon caught fire, and he began speaking to audiences all over the country, subsequently catapulting him up the corporate ladder to lead teams in areas as diverse as marketing, sales, and customer retention.

(continued on page 34)

Marketplace & Academy Keynote Speaker

“Make Your Business Human: The 4 Human Truths that Drive Personal, Professional, and Organizational Success”

Matt has been at the forefront of driving massively scaled change efforts. He started new sales departments and ran contact centers in five different U.S. locations. In short, his approach is baked in reality instead of hyperbole.

Matt now brings his simple yet profound solutions to companies, associations, and small businesses across North America. His stated mission is to put perspective into action – both professionally and personally – by unpacking our true motivations and, specifically, how our answers relate to the meaningful relationships and connections we create. The versatility of his experience and expertise is why he’s frequently called upon to address a variety of topics ranging from generational differences, leadership, culture, communication, sales, and building successful teams.

Matt will get us ready for four great days ahead!

Partial List of

• Understand the Four Human Truths and how they impact our behavior as humans-first, but also as employees and customers.

• How to implement a people-first approach to leadership that will drive engagement and resolve the seemingly endless “work/life balance” debate

• How to create an environment where people can be their best version of themselves.

• How to create a place where fear and failure are not only acceptable, but celebrated as opportunities for true growth

• How to balance short-term needs against long-term goals in a way that reduces personal stress and improves strategic decision-making

• How we take ownership of our choices – and our reactions.

Keys to Having a Successful Exhibit at Marketplace & Academy

by Tami Murphy, Grand Prix International

“How do I make the most of exhibiting at a tradeshow?” This is a question many new exhibitors ask veterans in the industry. It’s also not a bad question for veteran exhibitors to ask themselves so they don’t get too complacent.

Attending a tradeshow is more than just showing up, putting up a booth, and talking to buyers who walk by. If this is your plan, you are missing opportunities and you are probably leaving money on the proverbial table.

A successful exhibitor puts in the work before, during, and after the tradeshow. Before the show, sales materials should be distributed, your booth layout should be tested, your staff should be trained on tradeshow expectations and, finally, your post-show follow-up plan should be in place.

Both sales reps and store owners spend time planning their time on the tradeshow floor before they arrive at Marketplace & Academy. If, as an exhibitor, you don’t provide them with the tools to do this prep work, you won’t have the best show possible. Weeks – even a month or more – before the show you should provide these important tools: your catalog, price sheet, and show special. If you want to really shine, you will provide an up-to-date assessment of what is in stock and estimated shipping dates for what is not in stock.

First, provide the sales tools needed to your sales reps a month or more prior to the show. Next, plan on providing this information to buyers in a variety of ways such as emails (with good subject lines like “Catalog, Price Sheet and Show Special for ASTRA show”), postcards (yep, snail mail), and social media posts with protected links to these sales tools. Again, these are catalogs, price sheets and show specials.

Notice, phone calls weren’t included on this list. Leave the phone calls to your sales reps. Taking a call from every exhibitor at the show equates to a lot of phone calls and a lot of time the retailer is pulled away from their customers.

Planning your booth ahead of time is also a great use of time. Find a space to mark off the size of your booth and set up your booth before showing up at Marketplace & Academy.

Your booth should be visually pleasing. You want the retail buyer to be able to visualize your product in their store, so help them by replicating that in your booth. Retailers are good at merchandising. If there is a retailer you know well, or who is a

(continued on page 38)

(continued from page

champion of your products, snap a picture of your planned booth setup and ask their opinion on how you merchandised your products.

You can now also gauge whether your booth layout allows for good traffic flow. If you have a small booth and a lot of products to show, you’ll need to be strategic in how to place it and even what products to display. This leads to one consistent comment from retailers: have your best sellers and your new products open and out for display so they can interact with them.

Do a trial run with your booth staff. Can they walk a buyer through the booth and talk to them about your products? Do they know the show special or how to place an order?

Plan to have your booth staff on their feet the majority of the time. Everyone will periodically need to take a seat for a break. If possible, have them do it out of the booth. If it’s not possible, have the seat in a less visible spot. If there is a health reason a staff member needs to be seated, accommodate that and have the seat where they can best interact with buyers walking in and out of your booth.

2001 W Pinnacle Peak Road, Suite 200 t. 877.839.3969 | o. 602.787.1115 | f. 623.879.0125 | e. orders@tlji.com | w. tlji.com Connect with us today: #JoinOurJourney CONSTRUCTIVE PLAY PUZZLE PLAY ELECTRONIC PLAY Bring this ad to our booth for an extra 5% OFF our SHOW SPECIAL! BOOTH #505 ASTRA 2023 GAME PLAY INTRODUCED TO OUR INTRODUCED TO OUR NEWPRODUCTS NEWPRODUCTS OF PLAY! OF PLAY! 5CATEGORIES 5CATEGORIES OVER30 OVER30

(continued from page 38)

their heads down and on their devices. When that’s the case, you’ve potentially just lost a customer. With your staff not on their devices, they should either be talking with a visitor in the booth or standing near the aisle, smiling and saying hello to the people walking the aisle.

During the show, when people visit your booth, snap a picture of their badge (with their permission), take their business card, or write down their name and contact information on their order form or a contact list you are creating. This information is for your postshow follow-up and to be added to your

mailing list for future marketing initiatives. If possible, write down a note or two about your conversation with each of these individuals. This will jog your memory after the show and will make your post-show follow-up more effective.

Post-show follow-up is as important as prepping for the show. the reasons you attend these shows, other than taking orders, is to develop a relationship with the stores. What better way to do that than engaging in a variety of communications with them? Send thank you emails to those who placed orders and give them any relevant information they need to know about the products they ordered. For prospective

ASTRA’s Toy Boat 2023 A resounding success!

It was something totally new for ASTRA and with new always comes a bit of skepticism and questioning. Despite all that, we forged ahead and it was amazing. Vendor table tops, afternoon education sessions, game and kit nights, toy sync and general connecting with colleagues in a relaxed environment set this apart as not only a new experience, but something that participants are eager to do again. While many of these photos speak for themselves, here are a few of the comments from those on board when asked,

“I loved the ASTRA Toy Boat because….”

“It was an AWESOME chance to connect and celebrate with fun toy people, forge strong relationships and rad memories”.

- Manufacturer

“Networking! Sales! And the opportunity to spend time – quality, relaxed time – with retailers and other manufacturers was awesome. Great events, seminars and the scenery was great!”

- Manufacturer

“It was a toy industry experience like no other.”

- Manufacturer

“We were able to build community with our toy people. We were able to form new relationships and brainstorm solutions for industry issues. New lines stood out and orders were easy to write”.

- Retailer

“The ability to connect with our industry was an incredible experience. Meaningful conversations, laughter and LOTS of business mad the cruise the best week ever. I left the cruise with many new friends and lots of new products”.

- Retailer

“I could give my family a glimpse into the toy industry and strengthen realationships with friends. I feel re-energized and ready to take this year on.” - Retailer

“It was a life changing event! I loved making new connections and strengthening long term ones”. - Retailer

“The ASTRA Toy Boat exceeded my expectations in every way –thank you to all involved. I’m on board for the next Toy Boat!”

- Affliate

“I got to meet folks I hadn’t met yet and got to know much better than casual aquaintances. It was so relaxing and fun”.

- Affiliate

And facebook posts after our Toy Boat docked and people were heading home:

“So much fun seeing a toy show through my kids eyes and I think they’ve worked harder than me this week! Educational sessions and game night were incredible and never know when you’ll cross paths with someone on the boat somewhere!”

“I was hopeful about the kind of intimate connections and think-tank type vibe that Toy Boat could create, but it was even better than I could have imagined. Saw everyone breaking out of the rut of talking only to the people they already knew. There were new members, and not a single glazed over “show face”.

Thank you for the fabulous week of buying, learning, and networking! Looking forward to our next adventure!

….and so many more! Thank you for all that decided this fun new idea was worth a try and help make it the success it was.

Watch our ASTRA Star for details as we finalize plans for 2024!

Onward to Columbus!

What’s Trending for 2023?

by Tom Rushton, Principal, Revenew Sales

At all of the recent toy and gift shows, it seemed everyone was looking to find that next amazing item, or trend, or color, or animal, or theme that will drive sales for all of us in the PLAY Industry. Retailers, manufacturers, and sales reps are all keeping their eyes peeled to spot IT – that one item that stops them in their tracks, and makes them say, “Hmmm, yup, that’s IT – that’s going to drive customer traffic along with store and online sales through the roof!”

But it doesn’t always work like that. Sometimes an item grows, like the recent Poppers craze, when we see it in the hands of more and more kids. We see it at schools and after school, being pulled out of backpacks and shown to us parents, aunts and uncles, grandparents, friends and caregivers. And then one day, when you receive the email from your child’s school banning them from bringing it any longer, that’s the peak of popularity. The Big Ban from your kid’s backpacks!

I enjoyed being included on a Toy Trends of 2023 panel at Toy Fest, which included five of us sharing our thoughts. But I left the panel thinking, I want to ask these same questions to a broader sampling of our industry.

So, what did we find during our recent Carnival Tour of endless booths, panels and trade shows? The comments and thoughts below are from a mix of retailers, sales reps and manufacturers who wore out their favorite “show shoes” and racked up the frequent flyer miles so that we can all plan more strategically, to ensure a successful 2023.

Retailers were asked: What’s selling in your stores? What are your customers asking for?

Maryam AL Hamami, owner of The Game Chest with five Los Angeles area locations

Anime is what all the children and Kidults are asking for. All anime is hot. Plush has been strong for us as well, both Pop Culture and Realistic plush like Douglas and Wild Republic. Collectibles are also hot. Anything in a blind bag or something you have to collect more than one of, like Sonny Angels. Pokemon is my biggest seller right now. Almost every day it outsells everything else.

(continued on page 48)

Rick Derr – Owner of Learning Express, Lake Zurich, IL

Top Categories:

1. Plush (Squishmallows, but others as well)

2. Fidgety/Sensory items under $15

3. Compounds - mostly slimes

4. Fashion/Tween (Spa, Eye, Lip, Bottles, Bags, solar changing)

5. Pretend and Play for ages 3-6

Top individual items performing well locally:

1. Froggy’s Lair Biospheres

2. Squishmallows Easter assortment

3. Toxic Slime Lickers

4. Pokemon

5. Miniverse (MGA)

Ann Kienzle – Owner of *play, four area Chicago locations

We’re finding the classics

& crafts, and construction. Our top five items include classics like the Rainbow Piano from Mukikim, the Pound and Tap from Hape and BRIO Figure 8.

John Coppin - SWBG

For product trends, most categories seem to be performing well, but two I would call out would be plush and candy.

Squishmallows continues to be strong, but we are seeing smaller plush and comfort plush doing very well. On candy, it seems both unique and retro brands are growing very well.

We are seeing cows trend up, for whatever reason, which I don’t understand, and we are seeing Axolotl trending. Axolotl’s are driven originally by Squishmallows but it seems to have spread to other places.

(continued on page 50)

Manufacturers were asked: What have you recently released at the January Gift Shows, On The Toy Boat or at ToyFest? What animals, colors, trending themes are you showing your buyers/retailers?

Kevin Daniels - President/CoFounder of Fun In Motion Toys

We’ve been showcasing the two new series in our planned quarterly Shashibo design launches for 2023. We are working very hard to fill the needs that our customers have indicated by expanding offerings to a younger audience, while at the same time expanding our reach and satisfying the needs of our artist community which has embraced Shashibo.

Julian

Davis - Head of Mighty Jaxx US

Since the beginning of the year, we’ve been carving out a strong fan base within the United States. With collections supporting

international IPs including anime favorite, One Piece, the cute world of Sanrio, the creatures of the Upside Down in the television show Stranger Things and many more, the brand is quickly becoming a major player within the collectibles industry in the region.

Steve Velte - Global Toy Experts

Referring to data from market research firm Circana (formerly The NPD Group), the ‘kidult’ demographic of consumers is the largest driver of growth in the toy industry, accounting for nearly $9 billion in sales. I think retro-toys, as well as, crossover “kidult play patterns” will drive this business. Collectibles will continue to be a strong business driver with an opportunity for innovative companies that create a unique collectible series or delivery mechanisms.

According to Kidcraft, a group that focuses on movies and animation, an important trend impacting the toy aisles of major retailers this year is the influx of nostalgic brands heading to the big screen with

(continued on page 52)

Learning made fast and fun, not forceful.

(continued from page 50)

a refreshed look, including Mattel’s live-action Barbie movie, Paramount’s Teenage Mutant Ninja Turtles: Mutant Mayhem and Nintendo’s upcoming coproduction with Illumination The Super Mario Bros. movie.

I believe the pandemic renewed interest in classic games and toys that are built to be handed down from generation to generation. I believe that trend will continue in 2023.

Sales Representatives were asked: What are your retailers asking for?

Tony Davis - Partner and Executive Vice President, Enchanted Moments

preserves the flavor and texture of the candy, resulting in a crispy, crunchy treat. We have seen a surge in demand for these products.

We are also seeing a growing interest in healthier snack options. Consumers are seeking out snacks that are both tasty and nutritious, such as fruit snacks and nut bars.

Sandy Lepire – Principal of Sunshine Sales

Fruit, especially strawberries are definitely trending. Mushrooms have sprouted up on everyone’s hot list as well. Home gardening goes with the fruit and mushroom trend.

Harry Potter and Disney 100 are the requested license for 2023. Pokemon continues to sell as fast as we can get it for our stores.

92% of parents report that Tonies positively impact their child‘s bedtime routine.

56% of parents report that Tonies speed up their child‘s bedtime routine.

have fallen asleep more quickly since

Sleepy Sheep Night Light

Lullaby Melodies with Sleepy Sheep

Bedtime Stories with Sleepy Bear

Classical Music with Sleepy Rabbit

Create a calming bedtime routine with the Toniebox.

Research carried out in the UK & USA by the team at