Toy Times September 2023

We are here to ENGAGE, ELEVATE AND PROMOTE the success of our membership.

The guiding star of the specialty play industry!

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

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 Trivisonno

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

special projects and events manager Michael Foldeak

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

marketing lead Victoria Weatherspoon

Direct Line: 773-352-0261 Email: Vweatherspoon@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

relationship specialist 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.

Why ASTRA and what sets us apart?

s ASTRA has evolved over the years, and especially since the disruption of COVID-19, we see that things are changing faster than ever before. As a trade association that focuses on the independent retailer, we strive to offer more and more benefits and resources to further our mission to elevate, engage and promote the success of our membership. In so doing, we continue to build our ASTRA brand and reinforce our organization as the “Guiding Star of the Play Industry”.

ASTRA, through input from our member-based Innovation Council, commissioned a consumer survey to help its membership better understand the customer base that supports the specialty toy store channel. In order to remain competitive in a rapidly evolving retail landscape, ASTRA members need to know who to target, what motivates them to shop specialty over other alternatives, and how to attract and keep their business in the near-term future which the Council is defining as three years out.

AThree basic reasons for shopping at specialty stores came out of the survey.

• Unique selection

• Knowledgeable and helpful staff

• Extra services

Taking these three top reasons along with additional information gathered in the very comprehensive results of the survey, our marketing committee along with board input, determined that making our ASTRA Members knowledgeable not only on the benefits of play but even more important - the necessity of play from day one and throughout our lifespan is key to making ASTRA members unique within the toy industry. Our ASTRA Certified Play Expert program has been expanded as we roll out the two-day program to cities around the country, offer the opportunity to “bring it to your area” and work on breaking it up into modules that will take up less than two full days and focus on both adults and children as well as the importance of play not only for brain development and rejuvenation, but also for our mental health. In addition, our Neighborhood Toy Store Month will be based on the theme, “The School of Play” as ASTRA stores are provided resources to spread the message of play within their communities.

New this year, to continue to show what sets ASTRA apart, in partnership with the People of Play, six ASTRA member stores are hubs for the Young Inventor Challenge. These six stores will join in this fun, STEM-based challenge, where participants design an original toy or game to be judged within the store. One winner in each of the two age categories(6-12 year olds and 13-18 year olds) will be chosen at each store and will receive a spot in the national competition in November. What a great way to show our local communities that we are truly a connecting spot for not only great toys, but also an incubator for the next great toy or game!

We have so much more, and are working on new benefits and resources based on input from our surveys and from our member-based committees. Be heard by taking our surveys and joining a committee! Want to get involved? Email us at info@astratoy.org.

We’ve got a lot in the works for 2024, so watch for more to come as we highlight our programs in our digital monthly Toy Times, our every other week ASTRA Star Report and this quarterly magazine.

Always forward, never standing still –that’s what sets ASTRA and our members apart!

message from the chair

Dear ASTRA Community,

No one wants to be the one to say that summer is almost over, but as we approach its end, we must be aware that the end brings with it the promise of Q4, the most crucial period for our industry. This is the time when businesses experience the anticipated surge in sales, as eager shoppers begin their hunt for the perfect holiday gifts. Amidst this season, ASTRA extends a warm invitation to the toy industry to embrace the upcoming Neighborhood Toy Store Month and discover the benefits of the Certified Play Expert Program to maximize your efforts and sales.

Throughout the month of November, the specialty toy industry takes center stage as Neighborhood Toy Store Month unfurls its magical charm. This annual event is a testament to the boundless joy that local toy stores bring to their communities. In an era still dominated by digital convenience, neighborhood toy stores offer an authentic and personal shopping experience that cannot be replicated online.

This celebration isn’t just about transactions, it’s about fostering connections. It’s about the joy of seeing a child’s face light up when they find their dream toy, the shared laughter as families explore the store’s treasures, and the relationships built between store owners and their patrons. By participating in Neighborhood Toy Store Month, businesses can rekindle the spirit of community and show customers that their satisfaction is paramount. Be sure to take advantage of manufactuers’ offerings to help support your efforts throughout the month.

ASTRA, in its efforts to Elevate, Engage and Promote its membership, offers a unique opportunity through its Certified Play Expert Program. This initiative empowers individuals within the industry to become bona fide experts in play, understanding not only the products but also the psychological and developmental aspects that guide children’s growth.

As the industry continues to evolve, being armed with in-depth knowledge is essential. The Certified Play Expert Program not only adds value to an individual’s expertise but also enhances the overall customer experience. It bridges the gap between sellers and consumers, creating an environment where insights are shared, questions are answered, and trust is built.

Lastly, ASTRA’s growth since the pandemic has been nothing short of remarkable, and it’s a testament to the organization’s dedication to listening and responding to its members’ needs. Member surveys have provided invaluable insights, allowing ASTRA to identify key areas for improvement. As a result, ASTRA is committed to allocating resources and efforts towards meeting the expressed desires of its members.

This commitment to growth extends to the businesses that make up the ASTRA community. By investing in what matters most to its members, ASTRA cultivates an environment of collaboration and progress. Whether it’s enhanced networking opportunities, improved educational resources, or innovative marketing strategies, ASTRA is unwavering in its mission to support the success of our membership.

Let this be a season of success, inspired by the spirit of play and the unwavering support of ASTRA.

T.J. Simmons, Vice President of Sales at Thin Air Brands & Chair of the ASTRA board

Retailer’s Guide to Starting School

By

s a retailer, you play a crucial role in helping parents prepare their children for the exciting transition to school. By offering the right products and providing expert advice, you can support families in ensuring their children have a smooth start to their educational journey and become a trusted resource for those families in the future. In this guide, we will explore how retailers can choose appropriate products and offer valuable advice to customers seeking items to help prepare children for school.

Curate a Comprehensive Range of Products

Stock a diverse range of school preparation products to cater to the varying needs of children and parents. Include backpacks, stationery, lunchboxes, clothing, books, educational games, and time management tools. Partner with reputable brands known for quality and durability to instill confidence in your customers’ purchases. Ensure that your product selection covers different age groups and aligns with school requirements and trends.

Prioritize Quality and Durability

When selecting products for school preparation, prioritize quality and durability. Parents need products that can withstand the demands

Amanda Gummer, The Good Play Guide

from page 8)

of daily use. Choose backpacks with ergonomic designs, reinforced stitching, and adjustable features. Opt for stationery items made from robust materials, such as break-resistant pencil leads and sturdy rulers. Lunchboxes should be leak-proof and feature durable construction. By offering long-lasting products, you provide parents with peace of mind and save them from frequent replacements.

Offer Guidance on Essential Items

Educate your customers about the essential items children need to prepare for school. Create informative signage or leaflets that outline the must-have products, such as ergonomic backpacks, age-appropriate stationery, functional lunchboxes, comfortable clothing, and suitable books. Explain the benefits of each item, emphasizing how they contribute to a child’s readiness for school. Use displays or dedicated sections in your store to showcase these recommended products, making them easily accessible for customers.

Provide Size and Age Guidelines

School preparation products often come in different sizes and age ranges.

Help parents make informed choices by providing size and age guidelines for backpacks, clothing, and other relevant items. Use charts or graphics to illustrate appropriate sizes based on age or measurements. This guidance will assist customers in selecting products that fit their child comfortably and ensure longterm usability.

Highlight Educational Value

Emphasize the educational value of your products, particularly books and educational games. Educate parents about the cognitive and developmental benefits of reading and interactive learning. Create themed displays that showcase books of various genres and reading levels. Offer recommendations based on age-appropriateness and educational objectives. Provide information on how educational games and toys promote important skills, such as problem-solving, creativity, and social interaction.

Promote Convenience and Organization

Parents value products that promote convenience and organization. Highlight features like multiple compartments in

backpacks for efficient storage, insulated lunchboxes to keep food fresh, and time management tools that aid in organization. Explain how these features simplify daily routines and contribute to a child’s ability to manage their school responsibilities effectively.

Train Staff to Offer Expert Advice

Equip your staff with the necessary knowledge to provide expert advice to customers. Train them on the features and benefits of the school preparation products you offer. Teach them about the different stages of child development and the corresponding needs of each age group. Encourage staff to engage with customers, actively listen to their concerns, and provide personalized recommendations based on their child’s requirements. Wellinformed and helpful staff will build trust and loyalty among your customers.

Collaborate with Schools and Educators

Forge partnerships with local schools and educators to gain insights into their recommended products and requirements. Collaborate on promotional events or workshops

Retailers Guide to Starting School (continued

where teachers can share their expertise on school preparation and offer product recommendations to parents. This collaboration strengthens your credibility as a retailer and positions you as a trusted resource for school preparation.

Create Bundles or Value Packs

Simplify the shopping experience for parents by offering bundles or value packs of essential school preparation items. Create packages that include a backpack, stationery set, and lunchbox, for example. This saves parents time and effort in searching for individual items and provides them with a convenient all-in-one solution.

As a retailer, your role in helping parents prepare their children for school is invaluable. By curating a comprehensive range of high-quality products and offering expert advice, you can support families in ensuring a smooth transition to school life. By doing so, you establish yourself as a reliable partner for parents seeking the best products to prepare their children for this exciting new chapter of their lives.

Makers

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

What is the Certified Play Expert Program?

ASTRA

’s Certified Play Expert Program is a comprehensive two-day course designed to equip participants with expertise in both the art and science of play. Through this program, you will delve into the intricacies of child development, gaining insights into the profound significance of play at every stage of growth.

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

Earning the ASTRA Certified Play Expert credential will deepen your knowledge about child development and the importance of play – through ALL ages! Participants will get top-quality, research-based instruction in several core areas, including theories of child development, characteristics of major developmental stages, types of play and their benefits, advocating for play, and making sense of play. This knowledge is not only a vital business strategy but is also essential for personal enrichment for manufacturers, retailers and sales reps alike.

For sales reps, mastering the art and science of play through our program can significantly enhance your effectiveness in serving both your clients and your business goals. By deepening your understanding of child development and play, you’ll be at the forefront of

delivering value and quality to buyers and partners alike.

For manufacturers, the deep understanding of child development acquired through this program will allow you to distinguish your products from competitors. By incorporating this knowledge into the design and development process, you can create toys and games that align with the specific developmental needs of children, setting your products apart and capturing the attention of discerning consumers.

For retailers, the Certified Play Expert Program empowers you to become a trusted advisor to your customers. Armed with comprehensive knowledge of child development and the importance of play, you will be able to guide parents and caregivers in selecting toys that are not only entertaining but also promote healthy and developmentally appropriate play. This expertise positions you as a reliable source, fostering trust and loyalty among your customer base.

The Certified Play Expert Program may be coming to a location near you! Elevate your understanding of play and deepen your knowledge of child development by taking advantage of your next opportunity to become a Certified Play Expert. Keep an eye on our website, astratoy.org, and social media channels for more information on our upcoming workshop dates for Fall 2023 and beyond.

Additionally, we’re excited to announce that online certification will soon reopen at academy.astratoy.org as a flexible, lower-priced option for those unable to attend inperson.

Looking to Bring the Certified Play Expert Workshop to Your City?

We’re thrilled to announce that ASTRA is ready to hit the road and deliver Certified Play Expert workshops across the nation!

If you have a group of 15 or more eager learners, ASTRA will bring our expertise right to you. Get in touch with us today at astratoy.org and let’s create the next group of Certified Play Experts together!

Discover the transformative impact of our Certified Play Expert Program through the voices of those who have experienced its benefits firsthand.

“T aking the CPE Class was amazing. I was able to bring two staff members as well, which made it that much more impactful. It was great to meet the other attendees and share ideas. The content was rich, and we all learned HOW to immediately make an impact IN-STORE

so that our customers benefit the most. The CPE Handbook (Manual) is a fantastic take-away and we have all referred to it numerous times since we completed the course. I would HIGHLY recommend this to all store owners and managers.”

Nancy Doyle - Retailer | The Nutshell and The Toy Chest at The Nutshell | Boston Graduate 2023

“Ihad the pleasure of going through the certified play expert workshop just a month ago. And I can tell you that as an owner and as a parent, I was super excited to learn everything that they had to share. Primarily, as an owner, I’m looking at the idea that I need to give my customers something that they’re not getting other places online or at big box stores, and that is the knowledge of childhood development, research and the different

ways to play. And also the idea that play is not just about children, that it’s really about our whole lives. The other thing is, as a parent, I think if I walked into a store and someone was able to help me understand not just this toy is great because of the age level, but because of the skills it’s going to help build in my child, that’s a place I want to go back to. So I think if you’re considering it and you’re wondering if it’s worth the money - and it absolutely is - it is going to increase your expertise in child development, it’s going to help make you an authority in our industry, and it’s also going to help you create relationships with the other people in the class that you take. I can’t recommend it enough. You really need to get this class and to earn this certification.”

Rebecca Cash - Retailer | Saltire Toys and Games | Columbus Graduate 2023

“T he Certified Play Expert program really helped me to realize the ‘why’ of play. Inherently, we all know that is how children learn, but the program provides a tangible explanation to the process of learning. Additionally, highlighting the variety of ways individual children learn is quite helpful in not only directing customers, but also in the toy selection

process. Being a CPE truly adds a level of confidence in how I present our products to the customers. I’m also more proficient in training staff about the intricacies of play and understanding the variety of ways our products address children’s needs. Specialty Toy Stores are the toy experts in their communities. Thus it is imperative that the knowledge base is as complete as possible. The Certified Play Expert program provides that education which makes a business ‘The Toys Store’ in any community. Personally, the most valuable thing I learned was the fact children learn in different ways. Whether tactile, visual, or audio, each child is drawn to that which interests them the most. So, a colorful object may be dull for one, where an item with knobs, ridges, or even bells will capture their attention. Before this, I didn’t focus on the differences as much as I do now. I highly recommend the program for everyone interested in the toy industry. I will work to get all of my staff through the program. Even those employees I know won’t be with me for the long run can use the information and become an extension of our toy family and proponent of the importance of play.”

Todd Duncan - Retailer | Villa Villekulla Toys | Online Graduate 2015

“I’m a mom who raised two brilliant, kind humans, which is one of the things I am most proud of. Their entire childhoods, I worked in the toy industry and they were able to play with the best toys to encourage their development and inspire imaginations. I knew intuitively as a mom, watching them play and grow, how fundamentally important this was to them, and it was thrilling to see how they grew up and were shaped by their playthings. I felt blessed that I could give them the best developmental and educational toys to play with. They were grown by the time I took the CPE workshop. It helped me understand WHY it worked the way it did for my own kids. It gave me a language and the science to articulate why and how certain kinds of toys and play patterns are so important for children. Now, for my own toy and game clients, I can develop messaging about their products that I think are much more compelling because I have this understanding now.

“We are in the business of play. In specialty we try to balance the fluff, purely entertaining playthings with developmental,

educational, and other kinds of playthings that add value for the child and their family. CPE gives us the knowledge to understand the importance of this, speak intelligently about the whys and hows of these kinds of toys, and speak with a passion for how a child’s physical brain and personality form - or don’t formbecause of how they play and what they play with. It also helps play professionals understand how different ages of kids play and why. This is helpful whether you are a vendor, a retailer, a rep, or affiliate member.”

“It was very sobering to learn how harmful it is to children to not have access to certain kinds of play and playthings at key developmental milestones in their childhood. On the flip side, it was exciting to see the ‘payoff’ for children if we can offer them important playthings and encourage them to learn. I felt and feel empowered, knowledgeable, enthusiastic, passionate and want to share with others what I learned. It’s definitely an advantage to have in your toolbox.”

Lisa Orman - Affiliate | KidStuff PR | Online Graduate 2020

(continued on page 18)

“Iam thrilled to share my experience with the Certified Play Expert program that I attended at ASTRA Marketplace and Academy in New Orleans. Becoming a Certified Play Expert has been a game-changer for me, allowing me to see the world through the lens of a child and truly understand the transformative power of play.

“The CPE program helped me grasp the importance of play in a child’s growth and development. I gained invaluable knowledge about the scientific relationship between play and a child’s overall development. I now select toys that children truly adore and explain to parents how they can help their child grow. This provides families an experience that mass-market retailers simply can’t provide.”

“One of the highlights of this program for me was realizing just how extraordinary the human mind is, particularly a child’s capacity to learn when provided with the right tools. The CPE Program reinforced my belief in the incredible potential that lies

within each child, and it gave me the confidence to guide parents toward toys that will help them grow in different areas.”

“Becoming a CPE has empowered me to make a genuine difference in the lives of my customers. By recommending toys that cater to a child’s developmental needs, I am able to contribute to their growth and overall happiness. This course also gave me the ability to meet many other like-minded people in the industry that I have relationships with many years later.”

“Anyone passionate about helping their customers and gaining a deeper understanding of the profound impact play has on a child’s life should consider the ASTRA Certified Play Expert Certification Program. This course will not only enhance your knowledge, but also provide you with the tools and insights to unlock the true potential of play.”

Scott Mazerall - Retailer | New Orleans Graduate 2018 | Maziply Toys

The 2023 Marketplace and Academy show in Columbus, OH was a resounding success, with positive feedback from both vendors and attendees. The show floor boasted almost 400 booths, providing a diverse and vibrant marketplace for exhibitors. Attendance was impressive, with over 1,200 attendees participating in the various events.

Our events were big hits during Marketplace & Academy. The opening night reception sponsored by Fat Brain Co. and ASTRA proved to be quite an attraction, with over 900 attendees who enjoyed networking and socializing at the North Market. We had a great crowd including members, staff, kids and the members of the ASTRA board. The Toy Sync Battle sponsored by Enchanted Moments and Diverse Marketing was another popular event, drawing a packed crowd from doorto-door and creating an atmosphere brimming with energy. We celebrated our 2023 Toy Sync Champs, Gwen Ottenburg and Ny Ottenburg, as well as all the other amazing participants. The Game & Kit session sponsored by ACD was also well-received, with 77 tables of vendors and a ballroom full of engaged attendees. Many left energized and excited about the upcoming toys and games featured. We held our annual education sessions, offering intimate and engaging experiences while catering to a range of interests. The attendees found the sessions to be informative and valuable, covering a variety of topics. The emphasis on creating a conducive learning environment was appreciated by those who participated.

To no surprise, the show’s most popular events were the Opening Party with Toy Sync Battle coming in as a close second. These events

provided a perfect balance of business and enjoyment, resonating with attendees who eagerly anticipated the fun incorporated into the show. The success of these events demonstrates the value of incorporating fun community-based events into the Marketplace & Academy experience. Looking ahead to next year’s Marketplace and Academy in St. Louis, we are filled with excitement. We plan to continue hosting our annual events, such as the Opening Party and Toy Sync, which have become beloved traditions. Additionally, there is a desire to expand the educational offerings, delving deeper into providing CPE (Certified Play Expert) courses both in person and online. We are also excited to further promote Neighborhood Toy Store Month and are already getting to work towards achieving even better attendance for the 2024 Marketplace & Academy show.

This year’s ASTRA Play Awards winners were announced Monday morning during breakfast along with the Excellence Awards. The year’s open floor plan with the stage and large seating area in the middle allowed for everyone to easily participate while enjoying breakfast and cheer for our winners! Plus, it was even more interactive since the Play Awards Committee members were the ones highlighting the finalists and announcing the winner in each category. This personal touch is what the ASTRA community is all about –always striving to elevate and promote each other. As an added touch, all of the winning products were featured on tables surrounding the stage for all attendees to review during the event. Congratulations again to our amazing group of 2023 winners:

2023 ASTRA Play Awards winners

ACTIVE PLAY: Anywhere SportsTrampoline Pong by Thin Air Brands

ARTS & CRAFTS: Inspirational Nature Plant Press by DJECO

BABY / TODDLER: Spill Again by Fat Brain Toys

BRAINTEASERS: Safari Park Jr. by Smart Toys and Games, Inc.

BUILDING: Dino World XL by Magna-Tiles®

ECO: Cheese and Charcuterie Board by PlanToys

EDUCATIONAL: 100 Pics, Countries by Asmodee

FAMILY GAMES: Sleeping Queens 2The Rescue! by Gamewright

GAMES FOR TWEENS +: Big Potato - Herd Mentality by Gamewright / Big Potato

PLUSH: Vinnie Banana Slug Macaroon by DOUGLAS CO., INC.

PRESCHOOL GAMES: Indoor Scavenger Hunt by eeBoo

PRETEND PLAY: SmartMax - My First Pirates by Smart Toys and Games, Inc.

ROLE PLAY: Great Pretenders - Green Dragon Set by Creative Education of Canada

SCIENCE / STEM: Hydraulic Boxing Bots by Thames & Kosmos

We can’t wait to reveal what we have in store for next year’s awards!

In summary, the 2023 Marketplace and Academy show was a triumph. With a robust number of exhibitors, high attendance, and successful events, it surpassed expectations and garnered a wealth of positive feedback. ASTRA is committed to building upon this success and leveraging its momentum to enhance the show’s educational offerings and community engagement for the upcoming 2024 show.

From Candy Land to the NFL

By Adrienne Smith

Iam a champion. I am an elite athlete in the sport of women’s tackle football. I have won two gold medals as a wide receiver for the U.S. women’s national tackle football team, and six championships with the indomitable Boston Renegades.

Being a champion feels really, really good. How do I know? Because I used to be a loser…and not just any type of loser, but a weepy, whiny, sore loser. So much so, that my parents banned me from playing Candy Land for what was probably a few days, but seeing as how I was only four years-old, the banishment felt like a lifetime.

Candy Land was my first official foray into the world of gaming. To this day, I remember the excitement of opening the Candy Land box, placing the board on our living room floor and getting

As an only child, my parents were two of my primary playmates and the hours upon hours we spent playing games are core memories that I will never forget, particularly, the first time I beat each of them in their respective domains. My mother, ever the wordsmith, beamed with pride and showered me with adulation the first time I beat her at Scrabble. My father, on the other hand, exhibited a mixture of emotions the first time I uttered the word, “Checkmate.” There was shock, joy, disbelief, and a wee bit of anger at himself for making a mistake upon which I was able to capitalize.

Since neither of my parents had taken it easy on me just because I was a kid, I knew in those moments when I beat them, that I had done it fair and square. This knowledge led to another invaluable lesson that I have carried and practiced throughout my life: how to win.

In addition to playing card and board games as a child, I was also heavily involved in sports. Softball, basketball, and football were the areas in which I excelled. As an adult, I focused solely on tackle and flag football, honing my skills by playing in competitions throughout the country and in various parts of the world.

In December 2015, I decided to step out of the shadows of being a game player, and into the arena of game creation. I absolutely loved the strategy and excitement I experienced playing football at the most elite levels, and I wanted to bring that fun and competition to a card game that would allow children and parents to spend quality time together playing a new version of America’s favorite sport.

ready to square off against my daddy. It was no-holds-barred in the Smith household, and from a young age, my parents taught and encouraged me to try my best in all my endeavors, however, they never lowered the bar or let me win something just because I was a kid. This parenting tactic led me to learn one of the most valuable lessons in my life: how to lose, or more specifically, how to reforge that “L” from a loss into a “W” for a win.

After my 72-year, I mean, 72-hour Candy Land banishment came to an end, my father and I broke out the Candy Land box again and resumed our play. Little by little, I learned to control my emotions, to not let the pain and anger of a loss completely overwhelm me, and with time, I finally started winning.

Throughout my childhood, my love for games continued. With my mother, we would go tete-a-tete playing Scrabble, and after a few years on the Candy Land circuit, my father eventually taught me how to play chess.

Blitz Champz is the culmination of my passion for football and my love for games. I took about a year to fully develop and test the prototypes and officially went to market in 2017. As time progressed, and more and more kids, parents, teachers, and students played and heralded Blitz Champz, I became emboldened to pursue a vision I had for the game since its inception – Blitz Champz decks branded with each of the NFL’s 32 teams.

In 2022, I signed a licensing agreement with the NFL that allows me to create NFL-branded Blitz Champz decks for all 32 teams. I am proud to say that the Blitz Champz NFL collection will be available in August 2023, to coincide with Black Business Month. I am extremely excited and grateful to have my ultimate vision for Blitz Champz come to fruition.

If my parents were still alive, I know they would be proud of me. My mother would be smiling from ear to ear, and my father would want me to hurry up and teach him how to play so he could officially say that he beat me at my own game.

Shining a Light on Blerd Culture

By David Vonner

Hello Toy World. For this installment of “B.I.G.G.” (Black Inventors Got Game) TIME I’d like to focus on one of the rising magazines on Blerd Culture, Dané Shobe’s Sun Hero Magazine.

DV: Dané, what exactly is Sun Hero about and what does it represent?

DS: Sun Hero is a nerd and pop culture magazine geared toward African-Americans, covering and spotlighting black creators of comics, film, animation, toys, video games, and more, as well as highlighting the contributions of black people across these mediums throughout history.

DV: That’s amazing and very much needed. How did you stumble on creating this?

DS: This magazine came to exist for a couple of reasons. If you’ll go back with me a bit...

When I was a child, my mother did her best to find entertainment featuring people of color with very limited success. She found a few gems, such as BraveStarr, which I remain a fan of to this day. But for the most part, I was ‘stuck’ consuming media that starred white heroes.

DV: It’s amazing to think that characters like BraveStarr were obviously initially designed to be African-American, but for some reason were dialed back, yet visually remained ‘darker’ than other characters in the same show.

DS: During my formative years as a young lover of cartoons, toys, and comic books, this led me to an inferiority complex. It was to the point where I can recall cheering on white men

over black if I had happened to see them fighting on a show or film. It was not until my teenage years that I learned to develop a sense of pride in my race, and came to realize how deeply conditioned I had been to feel that I was not, and could not be the hero of the story. I learned how important representation in the media is.

DV: That’s a very deep concept and construct that we’re finally having healthy conversations about.

DS: Sun Hero Magazine is the magazine that my mother and every parent of a black child should have had in order for black people to see heroes that look like them, both literally and figuratively. Another reason is the sometimes uncomfortable experience of being a black nerd, where you can be made to feel like a pariah, mocked for your interests amongst your own people, and unwelcome in the community of white nerds who are only recently having to learn to share their sandboxes.

DV: So very true. Again, that’s something that always resonated with me. The Sandbox was the mutual place for all kids to first bond and play. I never understood the need to divide the Sandbox, when it’s crucial to all of us.

DS: Sun Hero will hopefully do its part to make sure no black nerd feels alone, and that they have every right to be a part of these mediums.

And finally, I felt this magazine was necessary because of the daily struggle I was witnessing among black creators as they shouted, sometimes over each other, to be both seen and heard. I thought it would be great to create a source that could showcase and represent them all, amplify every voice and solely uplift black creators without competing with them.

More or less, that is the origin of Sun Hero.

Thank You Dané. Be sure to subscribe to Sun Hero Magazine, and indulge in a unique and fun Blerd Experience!

Thanks Everyone! As always, Keep On Playin’! For The Culture!

Get Ready for Neighborhood Toy Store Month and Join the Festive Celebration!

With the holiday season just around the corner, it’s time to celebrate the magic and joy of local toy stores.

November marks the muchanticipated Neighborhood Toy Store Month, a month-long celebration dedicated to supporting and promoting these beloved community businesses. As we gear up for this exciting event, we invite all retailers to sign up early and prepare to be part of this annual initiative.

Read on to discover why participating in Neighborhood Toy Store Month is a fantastic opportunity for retailers and how you can join in on the festivities!

Embracing the Community Spirit Neighborhood Toy Store Month is all about embracing the vibrant spirit of local communities and the unique experiences they offer. It’s a time to shine a spotlight on the enchanting world of independent toy stores, where children and families can discover a curated selection of toys, receive personalized recommendations, and experience the joy of play. By participating, retailers have the chance to strengthen bonds with their community and become a cherished destination

for families during the holiday season. Boosting Visibility

Signing up early for Neighborhood Toy Store Month provides retailers with a golden opportunity to enhance their visibility and increase sales during this crucial time of year. As part of the campaign, we will be implementing a targeted marketing and promotional strategy to generate buzz and attract shoppers to local toy stores. By being a participant, your store could be featured prominently in our promotional materials, social media channels, and community events. This heightened visibility will undoubtedly draw more traffic and customer interest, giving your store an edge over the competition during the holiday season.

Joining Forces for Success

Neighborhood Toy Store Month thrives on collaboration and mutual support. By signing up early, retailers can connect with member manufacturers who will be providing special discounts to participating stores and a network of like-minded store owners to share ideas and tap into collective marketing initiatives. By working together, we can create a powerful impact and encourage families to choose local toy stores

To secure your spot and receive further information on how to participate, visit our website at astratoy.org or scan the QR code below. Together, let’s create an unforgettable celebration of local toy stores and spread joy to families far and wide!

as their go-to destination for holiday shopping. Joining forces not only amplifies the positive message of supporting local businesses but also fosters a sense of camaraderie and collaboration within the toy community.

Preparing for Success

Early sign-up allows retailers ample time to prepare for the holiday rush and tailor their store experience to capture the magic of Neighborhood Toy Store Month. It’s an opportunity to curate special displays, highlight exclusive products, and plan engaging events that will captivate customers and enhance their shopping experience. By investing time and effort into creating a memorable and inspiring atmosphere, retailers can cultivate a sense of wonder and make lasting impressions on families who are seeking that extra touch of magic during the holiday season.

As November approaches, we encourage all retailers to sign up early and be part of the Neighborhood Toy Store Month festivities. Don’t miss out on this incredible opportunity to boost visibility, connect with your community, and make a difference during the holiday season.

Call Your Reps

for Neighborhood Toy Store Month

By Allison White, Sugar B Sales

Neighborhood Toy Store Month is going to be here before we know it and your sales reps can help make it the best one yet!

Reps can help stores take advantage of great specials for demos or giveaways, donate raffle prizes, and even come to a store to run an activity or demonstrate games with customers. The key to all of the above? Communicating with them!

Since ASTRA Marketplace & Academy and the summer show season has already passed, retailers have already placed most of their orders, but it’s never too late to ask your rep if there’s a special to get demos, or if a vendor has a program for giveaways.

Some vendors have small items available for purchase as giveaways, and a lot of companies have demo programs for buying a case pack and getting an item either half price, or free to use as an in-store demo. Reps are always happy to include those on orders, but they’re never included automatically, so remember to ask for them.

For bigger items, like raffle prizes, retailers should definitely ask their reps if they have any samples they’d be willing to donate. Some reps keep items on-hand just for those occasions, and sometimes reps can work with their showrooms or principals to round up items that they received duplicates of, or have been recently discontinued from a line. It’s always worth an email to your rep to ask for donations since they’re usually happy to offload some things out of their sample bags and bins!

The biggest help reps can be for Neighborhood Toy Store Month is actually showing up to put in time at their retailer’s stores to run arts and crafts activities or demonstrate games.

In previous years, when there was just a single Neighborhood Toy Store Day, it was hard for reps to offer help to more than one or two stores. Now that ASTRA celebrates Neighborhood Toy Stores for an entire month, reps can schedule more times at different stores, or do a couple different activities during one day at one store. As a retailer, it’s important to ask your reps well in advance if they can come help on a certain day, and also be clear about the time commitment and activity they’re expected to run. Also, set the expectation if you need them to bring certain supplies, or if the store will be providing the items or demos.

Finally, if you’re a retailer who has never put on a Neighborhood Toy Store Month event and are looking for some ideas or help on what to do, reach out to your reps! They’ll guide you in the right direction with what arts and crafts activities are trending, and what games to demonstrate that will go fast and are easy to explain. Parents and kids alike will appreciate fun things to do in the store (or the tables outside), that won’t have them standing around for too long. Overall, Neighborhood Toy Store Month is a great kick-off to the holiday season, and retailers can fully use it to get their customers excited about supporting their independent local businesses.

Activity days are a fantastic way to engage with customers beyond selling, and they can be a lot of fun for reps too, because they get to see their products in action, and happy kids and customers are what the celebration of Neighborhood Toy Store Month is all about!

MESH Toys Bring Joy and Help to Holiday Gift Giving

By Rachele Harmuth, Head of ThinkFun

How do we help our customers select the toys that will bring more than just fun? This holiday season, the gifts that we give can bring joy AND build skills that make kids more resilient now and in the future!

Current research shows the top concern for parents is for their children’s mental health and well-being. 71 percent of parents believe that the pandemic has

taken a toll on their child’s mental health. And, according to a report from the National Association of Mental Illness, 89 percent of parents are more concerned about their child’s mental health than their academic achievement.

ThinkFun, the brain and logic division of Ravensburger, has spent the last six months researching and working with resilience expert Dr. Deborah

Gilboa to identify how play can protect mental health in children. This work, called MESH (Mental, Emotional and Social Health), identifies eight skills that strengthen mental health in kids: problem-solving, perseverance, adaptation, conflict resolution, self-regulation, cognitive growth, self-advocacy and interpersonal communication. This new

MESH initiative explains how four specific play patterns build these skills.

Let’s take a look at the 4 key play patterns:

• Problem solving

Mental, emotional and social health requires the ability to navigate change. Change comes at kids in both predictable and unpredictable ways that can cause ‘problems’moments or challenges they need to find their way through. Using play to improve kids’ problem-solving ability and their confidence in themselves as problem-solvers will make them safer and stronger as they grow.

• Storytelling

Children and teens need the skills required to explain what’s happening

to them and how they’re feeling. Storytelling play strengthens insight into how a character is feeling or reacting, which builds empathy for themselves and other people. This in turn helps them understand how to effectively communicate their own experiences.

• Increasing challenge over the duration of play

For the first time ever, more teens are telling researchers they don’t want to be adults than the ones who do. “It seems hard” is the main reason young people are giving for not wanting to grow up. Play can help! Toys and games that provide increasing challenges over the course of play are really models for life. They teach perseverance, build a tolerance for frustration and create an expectation of challenge. Young people who feel confident to navigate

increasing challenges are more willing to take on those opportunities and better set up for success.

• Products that draw children and their adults together

Playing together provides opportunities  to develop and deepen connectedness with trusted adults. This protects and strengthens children. Offering experiences that continue those relationships through toys and games as they get older will help develop open and safe dialogue for a lifetime.

This holiday season, we can do more than just help our customers pick gifts that bring joy. We can help them pick products that will build skills in their loved ones that will make them more resilient as they grow!

What’s Going to be HOT this Holiday?

At the 2023 Marketplace & Academy show in Columbus, thousands of new toys were featured, from plush to science kits to puzzles to toys you didn’t know your kids needed, but now can’t stop asking about!

As we look toward a busy holiday season, be prepared for what your consumers may be looking for with a list of this year’s top toy trends composed from the ASTRA team, including the ASTRA staff, small retailers and Certified Play Experts who scoured the Marketplace & Academy show to bring you these top toys trends.

“Every year we gather to see what’s

we’re excited to be sharing trends from the show to give everyone a sneak peek of what to expect this holiday season,” said Sue Warfield, President of ASTRA. “These trends were compiled through the lens of the small retailer. They’re on the front lines, they’re hearing what is wanted from consumers and they were able to walk our show floors to see what fits those consumer interests. We anticipate it’s going to be a strong toy year.”

This Year’s Trends Include

1. Sloths might move slow, but they are one of the fastest growing trends we saw at the show. From plush to backpacks to games, sloths were front and center.

2. Tech hasn’t gone away, but we’re seeing a lot more low-tech toys. Flying toys and lots of lights and glowing toys dominated at the show.

3. Classic Table Games have evolved and become more accessible. From new versions of ping pong to smaller foosball tables to table top volleyball, you don’t need a giant playroom to join in on the fun!

4. Toy Adjacent products are dominating with new fidget toys. New textures and an increased emphasis on stress relievers and anxiety easers, shows that this category continues to expand and address issues facing both kids and adults.

5. Tweens are disconnecting for a brief moment to focus on fashion and the industry is not disappointing. Spa kits, hair accessories, manicures, purses that change color, they’re all attracting the attention of this group.

6. Getting creative never goes out of style and we saw this with new crafting kits and blank canvas toys. From painting to drawing to glitter, kids are being encouraged to create more than ever before.

7. Inclusion and diversity was seen across multiple play patterns. From more neutral colors in toys, to added ethnicities in dolls and products that directly address inclusion, there was something to celebrate everyone.

8. Social Emotional Learning continues to evolve with toys that help kids recognize emotions, role play scenarios and get in touch with how they feel. From blocks to dolls to games, there are multiple ways to approach the topic and help kids feel heard.

How will Specialty Toy Stores use the new Timing of Toy Fair?

By Lisa Orman, president of KidStuff PR

“Easter has become incredibly important to my business and I’ll be writing orders on spring toys and Easter basket novelties,” said Richard Derr, owner of the 27-year-old Learning Express in Lake Zurich, IL.

• The timing of the new Toy Fair follows the summer shows and precedes the important winter gift shows in Dallas and Atlanta by three months.

“It’s going to be great to get a jump on the January shows in Dallas and Atlanta,” said Amy Saldanha, owner of two kiddywampus stores in Minneapolis.

She will be attending with her store manager, but Saldanha will be there in her role as product trend chair for The Good Toy Group, a member-owned cooperative venture of independent toy stores.

With the new Sept.30 - Oct. 3 dates of Toy Fair New York, many in the specialty toy and game community had questions.

Retailers wondered if the intention was to buy holiday toys for this holiday season, which begins just a month after the show. Actually, this timing is the buying cycle for Holiday 2024 and even Holiday 2025 for big box and mass stores who write orders for vast quantities (think 100K or more units) of goods, which take capital and time to make and deliver, and these retailers are on a much longer buying season.

This show is more of a location move from Dallas, the location of the longtime Toy Fair Preview Show, to New York. The Dallas show has been discontinued.

In truth, many specialty stores are sitting this one out. The timing just doesn’t make sense for many. There are a myriad of summer and early fall shows where these stores migrate to buy merchandise for the all-important fourth quarter, and that’s fine.

However, there are some specialty stores that are attending the new Toy Fair New York show in the late fall. Here’s why, and how they are approaching the show:

• Easter has become the No. 2 holiday and selling season just behind the traditional end-of-year holiday season. It’s a more seasonal, shorter season and specialty stores are doing excellent volume. Some specialty stores are attending Toy Fair with a focus on scouting and ordering now for February delivery (Easter 2024 is early, March 31.)

• Attending stores plan to fill last-minute holes for holiday 2023 with items available to ship now and replenish orders for items that sold well earlier in the year. They will also be scouting for start-ups and new products, especially because this is the first in-person Toy Fair since February of 2020 before the pandemic.

“I wasn’t going to go until a month ago. I realized some manufacturers had put a deposit on or paid for their booth during the pandemic so I wanted to support them by attending now,” Derr said. “I always hold back some money in my open-to-buy budget for end-of-year items and I’m excited to use this show to bring my 2023 year to a grand finale.”

• Some vendors will exhibit at Toy Fair who aren’t a fit for the gift shows, and this may be the only way specialty stores will see their offerings.

Overall, there are some strong arguments for specialty toy stores to attend the show with its new timing. If nothing else, the weather should be much better than February timing!

Photos are from Richard Derr’s store – Lake Express in Lake Zurich, Ill.

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Myths

About Toy Fair Every Vendor Should Know

By Phil Wrzesinski, Ravensburger

Myth #1: Specialty Toy Stores won’t be attending

Reality: Yes, they will. It may not be the attendance of Toy Fairs pre-pandemic, but most of the northeast will be there, as will most of your top specialty store accounts around the U.S. Another group looking to attend Toy Fair is our Canadian retailers who haven’t been to shows for years and have pentup demand to see product in person.

Best Practice: Make sure your booth has something for your Specialty Stores, and something for Canadian retailers, too.

Myth #2: Christmas buying is over. It won’t be a “buying show”

Reality: Do you remember all the retailers who yelled at you for the December Sales Rep Meetings? They were still writing orders. Take a good long look at your sales book for the last few Octobers and Novembers. There is still plenty of business to be written and the savvy retailers will jump on your show specials to do last-minute fill-ins and stock-ups.

Best Practice: Make sure you are showing current best sellers in-stock and have a nice show special for those smaller orders, too.

When Toy Fair moved from February to late September, the rumors started flying: ‘It’s only for the chain stores and mass market. Once again Specialty is getting screwed. No one is going to go.’

Now, with only a month until Toy Fair opens, we can start to separate fact from fiction. Here are the myths you need to dismiss to make your Toy Fair experience shine.

Myth #3: Specialty does not care about 2024 yet

Reality: Have you ever been at a February Toy Fair and had a retailer make a suggestion that was totally spot on, but it was too late to make the change because you already had the product on the water? Even if you have nothing but mock-ups for 2024, Toy Fair is a great time to get retailer feedback and still have time to make alterations before final production.

Best Practice: Even if you need to create a ‘private showing area’ to show off those not-fully-developed 2024 ideas, this Toy Fair is a great time to get feedback that could turn your new idea from a hit into a homerun. Bring those mock-ups and storyboards to the party. Better yet, invite your favorite retailers in for private showings and write down all the feedback you are sure to get.

Myth 4: I have survived three years without Toy Fair, I don’t need it anymore

Reality: You survived it by looking for other avenues including ToyFest, the Toy Boat, NY Now, and other shows. Maybe there is some truth that you don’t need it, but secretly you want it, and the reality is all shows bring value. Meeting with your accounts in person brings value. Having your accounts see the product in person brings value. Getting the feedback and building the relationships brings value.

Best Practice: Shows are not measured just by the sales they bring, but by the way they enhance your reputation and relationships. When you go in with goals not related just to sales, you find more value in trade shows than what you spend.

Myth #5: The mass market is not my market, so there is little reason to attend

Reality: If you don’t have a booth this year, you are missing out. Toy Fair won’t be the party that is ASTRA, but it still brings value. You get to see the trends developing for next year. You get to meet with the media. Just imagine how specialty stores will feel when your product goes viral, and they are the only ones selling it. You also might find some new niches in the market that won’t interfere with your specialty toy store sales.

ASTRA will be there!

Stop by booth 6547 and talk with Sue Warfield, ASTRA’s president. Learn about our Certified Play Expert Program, Toy Boat 2025 and new benefits of membership!

Best Practice: Have media kits ready for the media so that you don’t miss out on that moment to shine. Pay attention to the trends happening around you. You are nimbler than most vendors and can make changes to meet those trends more quickly. Keep an open mind to opportunities that bring incremental sales.

As with any trade show or event, your results will be equal to the preparation you put into it. There are a lot of rumors around Toy Fair. Go make your own reality with it.

See you there!

Young Inventor Summer Camps

We are so excited to have six of our all-star ASTRA retailer members hosting Young Inventor Summer Camp events ahead of the national challenge at the Chicago Toy and Game Fair on November 4.

People of Play and ASTRA have been working closely to test this partnership and we have a top-notch group of ASTRA members as early adopters! Each host store has been provided with a digital version of an Educator’s Guide with brainstorming and activity ideas, and a Design Guide and Log Book. These tools lay the groundwork for the camp events.

Also, Brilliant PR – ASTRA’s public relations firm - is going above and beyond by doing private consult sessions with the stores. This is an amazing opportunity for our ASTRA retailers to receive public relations data and advice customized for their market!

The basic premise of this event is for ASTRA retailers to plan, promote, and host their own Young Inventor Challenge this summer. Retail stores have much leeway to make the event fit their business and community. For example, one may be inviting students from a local business college to be the judges, while another might host their event at the community center rather than in-

(continued on page 44)

Young Inventor (continued from page 42)

store. There are a lot of creative ideas!

Each event will result in two winners from different age categories. These winners will then be submitted to the national Young Inventor Challenge taking place on November 4 at Chicago Toy and Game Fair where they have the option to compete via video or in person.

We will report back in a follow up article this fall with all the success stories – and some fun pictures!

For those of you who did not get in on the Summer Camp excitement this year, you might be inspired to create your own Young Inventor Challenge during Neighborhood Toy Store Month! Think Shark Tank for kids and play. What a fun way to highlight your store and bring your community together.

Matilda James and the Giant Peach

Charlie and the Chocolate Factory

Revolting Rhymes

The Witches