Edplay June 2024

by Victoria Ritter

As an avid game player and editor of a specialty toy magazine, I believe that the best games and toys should be fun, educational and appealing to a wide age range. The first trait is an obvious one – who would want to play with something that doesn’t spark joy or at least interest? As for education, the lesson can focus on core skills such as social emotional learning, patience, cooperation and critical thinking in general, to name a few. Or, they can teach and hone aptitudes in languages, STEM as well as expand general knowledge. If the first two attributes are fulfilled, it’s almost a sure thing that kids and kids at heart will want to engage with the toy or game.

One toy group that checks all three boxes is also one that’s perfect for outdoor adventures. Spring opens whole new opportunities to play. The board games and puzzles that helped families battle cabin fever are put away as more interactive, open-play toys emerge from hibernation. As the temperatures rise, what were once icy blasts of air become refreshing breezes and strong gales. These conditions are ideal to break out a centuries-old classic toy: kites.

Just like butterflies and tulips, kites are a harbinger of outdoor fun. The best thing about kites is that they are flexible in more ways than

one. Families can make their own kites with a collection of everyday items or purchase a colorful rendition from their local toy store. Operating a kite can turn into a lesson as parents can explain the science of aerodynamics. Or, it can simply be a fun competition to see who can get their kite off the ground the fastest or fly highest.

Kites can also be the center point of fond memories. My colleagues have shared stories about relatives who made a tradition of gifting kites to younger generations for Easter. Families flocked to parks during the early days of the pandemic to engage in a sociallydistanced, yet fun, activity.

One of my most memorable memories concerning kites occurred when I was about 9 years old. Our extended family held an Easter gathering at my grandparents’ place in Pennsylvania. One of my uncles decided to take his son out into the spacious lawn behind the house and fly a kite. My grandad and greatgrandmother watched from the back screened in porch. All of a sudden, there was a great commotion as somehow my uncle had tripped and fallen onto my cousin and they tumbled down a hillock. My grandad burst out laughing at the spectacle –he was always quick with a joke or a smile. Thankfully, everything turned

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fair play

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

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out alright in the end.

This past Easter weekend, I had the chance to attend the Cherry Blossom Festival in Washington, D.C. with my family. As we made our way to the tidal basin, we passed the National Mall where hundreds, if not thousands, of people had gathered to participate in the annual kite festival. The sky was so thick with flying figures that it could easily be seen from across the basin. My heart soared seeing a diverse range of families and individuals unite in their pursuit of play.

It’s my hope that you find joy – along with some informative tidbits – as you flip through the pages of this issue of edplay. We look back at what went on at ToyFest and the inaugural North East Toy Show (NETS). Astra President Sue Warfield delves into the tight-knit, yet welcoming community that her organization provides and gives some highlights of what to expect at this year’s Astra Marketplace & Academy. Topsy Turvy Toys owner Cathi Hall shares how her specialty toy store is growing and expanding to three locations while staying true to the mission of providing authentic interactions. Also, be sure to check out the selection of educational games that offer learning through fun.

These features and so much more await. Happy reading!

Copyright © 2024

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now available from your favorite Toy Network sales rep.

TOPSY TURVY TOYS: TO P S Y T U RV Y TOY S : Where PLAY

by Tina Manzer

“I

love to play and I love overcoming a challenge. Currently I’m doing both,” laughed Cathi Hall, owner of multiple Topsy Turvy Toys (TTT) stores in Ohio. At the time, Hall was relocating her 6-year-old store in Tipp City. A local moving company had recently packed up two truckloads of merchandise from her main street location and then deposited them at the new site two blocks away.

“Right now, we’re unpacking boxes,” Hall explained. The activity marked the beginning of the end of a nearly year-long saga.

You can never have too many options

Hall’s store in Tipp City is the second of what will soon be three TTT locations. Last June, her landlord announced plans to expand his own business into her space. “I began negotiating with him to include TTT in his renovation, but by December 1, I felt I needed to consider other options.”

For the next 30 days (“Right in the middle of the holiday shopping season!” she noted), Hall met with leasing agents and toured properties within a 30-mile radius. She had no luck until early

Matters

2024. “I was chatting with a customer who said, ‘We wish you would come to Greenville. We have a 5,000-squarefoot space available in June.’ It’s just 26 miles away and worth considering,” said Hall.

At about the same time, a storefront did become available in downtown Tipp City. It was smaller than her current space by 1,000 square feet, but Hall wanted to remain in the community for the sake of her customers. The problem was, the building’s owners were in negotiations with a large international chain and put Hall on hold for six weeks. She held her breath on that location but went ahead and signed a lease for Greenville. Then the Tipp City location became hers as well.

Today, Hall is juggling stores in various stages of operation: the original TTT in New Bremen, Tipp City’s transitioning TTT Squared and Greenville’s soon-to-be-opened TTT Cubed. “The names reflect our goal to create exponential fun,” she said.

Get a mentor

Before she became a retailer, Hall had a successful career as an educator. “I didn’t want to switch careers, necessarily,” she explained, “but when

we moved to a rural village of less than 3,000 people, I felt if I wanted a certain job, I had to create it myself.”

Before that move, Hall had been spoiled as a customer of Blue Turtle Toys in Oakwood, Ohio. She and the owner Carolyn Meyer became good friends. After she moved to rural New Bremen an hour away, Hall wanted a specialty toy store like Blue Turtle for her family and community. With Meyer’s blessing and mentorship, Topsy Turvy Toys was born and will soon celebrate its 17th year in business.

“My biggest piece of advice to new retailers is to work with a mentor; someone with whom you enjoy both a personal relationship and a professional one,” said Hall. “Carolyn was my mentor for years. She and I shared inventory and bounced ideas back and forth. I learned so much from her.”

The New Bremen store is a destination location in a strip mall. Two thousand square feet are devoted to inventory and retail space and 400 square feet are dedicated to play. “My original vision for the business – and today it’s in everything we do – is to have authentic interactions. You can have them through play. Play is what I used in my teaching and what I do now

every day. Toys are the tools of play.

“When I hire someone, I explain that we are not entertainers or clowns,” said Hall, who currently manages a team of 14 employees. “We do not perform for our customers. We model play.”

You can never play too much

The New Bremen store became famous for its weekly Toddler Time classes on Fridays. “I charge $5 per child and their caregiver, and for a half-hour to 45 minutes we play with different activities I’ve set up in the store. It’s my favorite thing; we’ll have room to do it in Greenville, too.”

Hall runs a similar, annual event in partnership with the community’s early intervention team. Play with a Purpose, a free event for toddlers, their siblings and caregivers, is held at the local YMCA. “I provide all the toys and games and we set up a variety of activities,” she explained. “I consider it a win/win because it provides exposure to my business, the Y, and the role of early intervention.”

Another win/win is the store’s ongoing support of the local library. “I sell them gift certificates at a 20 percent discount to use as rewards for their reading programs,” Hall said. “Community support efforts should also support your store. Otherwise, you could give away everything!”

Hall’s merchandise is targeted towards infants and toddlers through middle schoolers, although she carries games and puzzles for all ages; her Douglas plush is also a hit with adults. Seventy-five percent of the mix is core products; the rest is a variety, including

local products based on the demand at each store.

“Best sellers in our infant category include Baby Paper and board books,” she noted. “The trend of bringing a book to a baby shower has us constantly reordering books.

“Our developmental toddler/ imaginative play category includes two lines we have become known for: Corolle dolls and Douglas plush,” she continued. “Middle schoolers love the plush.’”

As a former intervention specialist at the middle-school level, Hall holds a special place in her heart for that age group. “In general, middle-schoolers are a little self-conscious, a little awkward. When they come into the Tipp City store, I get them playing together by handing them a timer and saying, ‘Go play with something before this runs out.’ They’ll often grab our Ollyball and play volleyball throughout the store and across the aisles.”

Topsy Turvy Toys also carries LEGO. “It has the lowest profit margin in the mix, but it sells consistently and gives us credibility.”

Each year Hall uses her wholesale access to the brand for a worthy cause. “I purchase $20,000-worth of LEGO that I sell at cost to a local family who lost their son to cancer. They, in turn, donate it to the oncology unit at the Cincinnati Children’s Hospital. I’m happy to facilitate it, the kids in the hospital love it and it honors a child who loved playing with LEGOs.”

Back to business

As TTT Squared settles into its new

Tipp City location, Hall will compensate for its smaller size by providing stroller parking outside. She wants to use every extra inch for play. What Tipp City lacks in that regard, TTT Cubed in Greenville more than makes up for it. Hall is excited about the possibilities of double the space there, and empty fixtures are in place ready to be filled.

Hall says her biggest challenge going forward is access to capital. She’s not alone: it’s impacting small business around the country. “Based on what I’m hearing from the organizations I belong to, everyone is in the same boat. Interest rates remain high and many of us are still paying back the emergency loan we received during COVID.”

Her worry, though, is offset by daily on-the-job joys, “like when a toddler walks in the store, stops in their tracks and says ‘Wow.’”

Hall’s best advice for fledgling retailers is to work with a mentor. She considers it so important that she became a mentor herself. In 2022 Hall founded a consultancy called Topsy Turvy Toys – Creating Play to help aspiring toystore owners start a business like hers.

10 Questions with Fun in Motion Toys A Mesmerizing Movement

It’s time to move and groove! Over the past 14 years, Fun In Motion Toys has engaged and entertained kids and kids-at-heart through movement-based play.

“We love to remind people of the importance of play for all ages and encourage people to ‘move and groove,’ and get creative while engaging the mind and body,” said Star Duell, senior marketing specialist.

Kevin Daniels and Jimi Dennison founded Fun In Motion Toys in 2010. The company is headquartered in Dania Beach, FL and employs 23 staff members. It has 10 brands, including Magnetic Puzzle Cube, Fidget & Flow and Glow.0 LED Flow Arts. Confluxion, its newest toy category, encompasses toys that have a construction element to them that also move and flex. While many of their products are STEAM accredited, all of their toys are made with recyclable high-quality materials.

The innovation of the Fun In Motion Toys team has led to several honors. Their best-selling magnetic puzzle cube, Shashibo has been a TOTY finalist six times. Plus, a new Confluxion toy, TECTI, is a finalist for this year’s ASTRA Best Toys list. Fun In Motion Toys received further recognition from Autism Live, National Parenting Product Awards, Toy Insider programs, Zigazoo Kids Choice and POP Insider. Last year marked the second year in a row that they ranked in the Top 500 of the Inc. 5000 list.

“Our team really cares about the products we’re making,” Duell stated. “It’s important to us that we provide products that are fun, educational and even emotionally beneficial.”

Fun In Motion Toys distributes domestically and last year started branching out Internationally. Its reach expands across the Americas, the UK, France, Benelux, Scandinavia, Germany, Austria, Poland, Switzerland, UAE, Kuwait, Australia and New Zealand.

The company exhibits at several shows including Astra Marketplace & Academy, New York Toy Fair and ToyFest. Attendees can spot representatives alongside performers such as aerialists, jugglers and stilt walkers. Outside of the toy industry, Fun In Motion Toys partakes in juggling

conventions, flow art festivals and shows in the hardware, farm and fleet and hobby gaming channels.

Daniels talks about what goes into creating an engaging toy, the multiple benefits of playing with Fun In Motion Toys’ products and how his company is supporting independent retailers.

What was your favorite toy or game to play growing up?

Yahtzee was a game our family loved to play together that I have great memories of.

What sets Fun In Motion Toys apart from other manufacturers?

We strive every day to make people happier and healthier through our unique movement products that give families new ways to “move and groove.” The products we choose and the purpose of our company is to make people healthier and happier through play. We are always developing new and innovative toys that stimulate the mind and body for hours of fun – day and night. We work hard and have been known to play hard. We take our work seriously, but we don’t take ourselves too seriously. If we are making others smile, then we are doing it right.

How’s business today?

Business is better than it’s ever been! We know 2023 was challenging for many toy manufacturers and retailers and 2024 is off to a rocky start, but we feel blessed to have maintained growth year over year. We hope our products can help our independently-owned specialty partners succeed in a challenging economic environment.

Jimi Dennison and Kevin Daniels

What is your most popular product, and what do you contribute to its success?

The Shashibo Magnetic Puzzle

Cube. It’s a magnetic puzzle cube that contains 36 rare earth magnets inside and a single cube can transform into more than 70 different shapes. You can also collect and connect multiple Shashibo together to make amazing, larger geometric structures covered in beautiful, original art. This keeps fans anticipating the latest designs we come out with to add to the artistic sculptures they’re building with their Shashibo collections. We attribute its success to the undeniable strength of its play value (it’s addicting) to its broad appeal. Shashibo appeals to all ages and experiences and offers something different to everyone.

How do you create a fun, mesmerizing and stimulating toy? What factors are considered?

We mostly trust our gut, and so

far, we’ve not missed. We have a background in the flow arts and all of our toys involve movement when you play with them and really have no “end” in the way that you can engage with them. They all provide a skill to learn that you can continue developing. We like to encourage people of all ages to be physically active and/or think strategically and creatively while most of all having fun!

What are the physical and mental benefits of playing with Fun in Motion Toys’?

They are endless. There is the built-in element of physical movement in all our products, but specifically Spinballs and our other flow arts related products help with coordination, flexibility, dexterity and rhythm. We’ve also heard from countless community members about the benefits of products such as

Shashibo for autism, ADD/ADHD, physical therapy and even Alzheimer’s. Our confluxion toys help with 3-D problem solving, spatial reasoning and building fine motor skills.

Why do you believe Fun in Motion’s product lines belong in specialty toy stores?

Our product lines are about showing people of all ages that they can have fun learning new skills, while keeping their minds and bodies active. Our products are unique and innovative, and ultimately have “no end” to how you can play with them. You continue to learn and discover new ways to advance with them, so they become more interesting with time. Our products are exactly what help differentiate the specialty stores from the big chains when consumers are searching for something they haven’t seen before.

We always want to help our specialty toy stores succeed, so later this year we will be introducing an in-store play program for Shashibo. Stores will be able to facilitate the program on their own to drive store traffic and grow the Shashibo community in their neighborhood. Specialty stores are the foundation of our company and we don’t forget that or take it for granted.

What advice would you give to retailers about selling your products?

Have fun and play with them! Don’t feel shy to reach out to us for inspiration/help in how to play with these products. We have tutorials, instructions, demo offerings, display units with built-in video monitors and a free Fun In Motion Toys app with Tips & Tricks. With a little guidance and inspiration, you’ll surprise yourself

in what you can create. When you’re having fun with the products, so will your customers.

Apart from the toy market, what other industries do you serve?

You can find Fun In Motion Toys in hardware, hobby game, gift, souvenir, drug, department, office supply stores and more. We’re just about everywhere!

What do you enjoy most about working at Fun in Motion Toys?

The opportunity to do something good for people. Whether it’s helping them stay physically or mentally active through inspiring creativity, inspiring a new love for math through play or for them to develop a new skill ... we’re helping people of all ages to have fun and get excited about keeping their minds and bodies active.

Capybaras to Kawaii: The Most Popular Themes for 2024

As voted by our panel of specialty toy stores

by Sandy Ruben

It wasn’t that long ago when few of us knew what an axolotl was.

Now most retailers are carrying axolotl-themed products. (If you’re not, it’s not too late. They are selling extremely well.) With an everexpanding selection to choose from, it’s easy to create an axolotl section in your store. Axolotls are currently the third most popular theme.

Are you missing out on kawaii? For those of you unfamiliar with kawaii, it is defined as “The culture of cuteness in Japan. It can refer to items, humans, and non-humans that are charming, vulnerable, shy and childlike.”

In our survey of most popular themes, kawaii came in fourth. However, it would have come in much higher if more stores carried it. Forty-eight percent of the specialty toy stores answering our survey ranked kawaii either the first- or second-best theme for their store. The remaining 52 percent for the most

part didn’t even have it on their top 10, which leads me to believe they are not carrying it at all. It may be time for change. Knowing where to start can feel overwhelming, but I’d start my search with brands such as Aliquantum, Blippo, Pusheen, Sanrio and then branch out from there.

The other big change is we have a new animal that cracked our Top 12. Capybaras, the largest rodent in the world, came in at number 11, and are moving up quickly. First launched in late 2023, we feel this will be the main new animal theme for 2024. Toy Network has a great selection of lowpriced capybara items.

The biggest drop on our survey was miniatures moving from second all the way down to ninth. While still selling well, buyers may want to exercise a little more caution with this category.

On the other end, the theme with the biggest jump is cats. They leaped from 10th to sixth place, and we

While they are a great spring theme, the jury is still out as to whether they will be year-round best sellers.

Then there are princesses. This is the “quiet hot theme.” I rarely hear retailers or manufacturers discussing princesses. In 2023, it was our fifth best theme, and in 2024 again it comes in fifth.

The big question is “Are we finally done with unicorns?” The answer is no. Retailers are so over them, but consumers are not. Unicorns finally were knocked off the number one spot (landing in second), but remain one of the most popular categories for every store that we surveyed.

Coming in at number one is … dinosaurs! This theme has been

extremely popular the last two years, and it just keeps getting stronger and stronger.

We asked our retailers to write in categories that weren’t on our survey. Their suggestions included Taylor Swift items, puppies, frogs, Bigfoot, ballet and pigeons.

Below is our list of most popular themes as voted on by our nationwide group of specialty toy retailers.

Popular Themes:

Many thanks to the following retailers who participated in our survey: Fantasy Island Toys, Learning Express Chattanooga, Old Tyme Commissary, Happy Up, Five Little Monkeys, Kazoodles, Hollipops Greenville, World of Mirth, Dancing Bear Toys, Learning Express Cary, Timeless Toys, Henry Bear’s Park, Toy Maven, Imagine That Toys, Monkey Business Toy Shop, Play, Snapdoodle Toys, Kiddywampus, Learning Express Lake Zurich, Shenanigans, Kazoo, Brilliant Sky Toys and Books, Snickelfritz, Hakabohu and Learning Express Lexington.

Sandy Ruben began his career in Early Childhood Education, working as both a teacher and founder of daycare centers before opening up a specialty toy store. For the past 25 years, he has been the owner of Sandy Ruben and Associates, a specialty toy and gift rep group that covers the Southeast. Astra recognized Sandy in 2015 with the Sales Rep of the Year.

INTRODUCING SNap OuT Of IT!

NOCKLES™ are a fantastically fun collection of soft, bendable & connectible fidget toys that snap together and morph into amazing shapes. You can expand ‘em, collapse ‘em, snap ‘em, pull ‘em, flip ‘em, bend ‘em, and pop ‘em. It’s fun to crack your NOCKLES!

Education through Enjoyment

Games can teach kids and kids-at-heart so many important skills. Here is a selection of just a few family games that are currently available.

Foodfighters

From Kids Table Board Gaming (KTBG)

Foodfighters is a two-person game that hides the education inside the fun. At its core, it teaches kids how to take turns, dice probability, financial literacy as well as embeds emergent strategy. For ages 8 years and up.

Email kidstablebg@gmail.com

IQ Gears

Munchkin Farkle

From Steve Jackson Games

Three to five players can play the classic game of Farkle in a whole new way, all while practicing reading and math skills. Add the most gold pieces to your hoard and win! Its “push your luck” element can even help with learning probability and strategy. For ages 14 years and up. warehouse23.com

From Smart Toys and Games

IQ Gears is a single player IQ game that will put your brain in high gear! Can you fit all the gears on game board and make the wheels rotate? Includes 120 challenges. For ages 6 years to adult. Available at smarttoysandgames.com/ us or through your manufacturer sales representative

Math Sandwich

From MW Wholesale

This deliciously educational game lets children explore mathematical concepts, engage in pretend play and hone fine motor skills as they build sandwiches. The one- to four-person game comes with more than 100 felt sandwich pieces, 10 menu cards, a dry-erase marker, guest check tablet and four sandwich bags. For ages 3 years and up.

Email info@mwwholesale.biz or call 800-296-9485

10 Days in the USA

From The Op Games

10 Days in the USA is a great entry-level hobby game where two to four players work to build a cohesive trip

across the United States. The game encourages route planning, spatial awareness and strategic thinking, all while learning the names and locations of states across the United States. For ages 8 years and up.

Retailers can go through their distributor or call our sales team directly for more information and to place an order.

SPAIN

handmade in

Thriving Together: The Toy Association’s Market Events Foster Community

by Kimberly Carcone

The Toy Association’s year-round market events, including Toy Fair and the new LA Fall Preview, stand as pivotal gatherings that unite the entire spectrum of the industry.

These events serve as crucial hubs where everyone in the toy community – from retailers and manufacturers of all sizes to inventors and designers – converge under one roof, offering a comprehensive showcase of innovation, creativity and business opportunities.

What sets these gatherings apart is our commitment to meeting the needs of all participants, ensuring that everyone finds what they’re looking for – from discovering new products, forging strategic partnerships, taking advantage of educational sessions, gaining insights into market trends and more. Whether navigating the aisles of Toy Fair or taking part in crucial preview activity at the LA Fall Preview, the overarching goal remains the same: to bring the industry together and foster collaboration, growth and success for all involved.

Toy Fair

The countdown is officially on for the 119th Toy Fair, the largest and most influential North American trade show for the toy industry, taking place at the Javits Center in New York City from March 1 to 4. As we prepare for another memorable show, The Toy Association is gearing up to provide even more resources and opportunities to support the global play community.

Expected to once again welcome thousands of buyers, play professionals and members of the global media, Toy Fair 2025 will feature an immersive experience for all show attendees. Following its success in 2023, the visual merchandising initiative will return at the upcoming show, requiring exhibitors to make product visible in at least 20 percent of their aisle-facing exhibit space. This program caters to the engagement needs of the buying community and maximizes media attention, serving as an advantageous way for exhibitors to showcase the latest innovations and effectively engage with attendees.

The return of Toy Fair also brings back the industry’s top educational programming with Toy Fair University. Taking place throughout all four days of the show, the initiative is designed to bring together the strongest thought leadership in the global toy and play industry. Topics will cover latest industry and retail trends, IP protection, compliance issues, licensing strategies and more. The Creative Factor program – which provides toy inventors, designers and artists with a platform to pitch their ideas to top toy and youth entertainment professionals and manufacturing partners –will return in-person at the upcoming show.

After an extremely successful exhibitor renewal period, general exhibitor applications are now open for Toy Fair. Registration for buyers and other industry professionals will open in late September. All attendees will have access to everything Toy Fair has to offer, from specially curated educational sessions to access to nearly eight football fields’ worth of toys and games.

LA Fall Preview

The Toy Association is in the midst of creating a new marketplace in Los Angeles this fall in response to industry feedback, having secured three consecutive floors in an El Segundo office building at 2250 East Imperial Highway. We are offering space for the entire month of September (featuring a dedicated market week from September 9 to 13) with a variety of options available to accommodate any company’s needs. Located in the heart of the “toy district,” this central location ensures convenient access for all participants.

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Our LA Fall Preview market week is already bustling with an array of events, starting off with The Toy Foundation’s Party with a Purpose fundraising event on September 9 at TAO Los Angeles. In addition to networking and entertainment, the event will support the toy industry’s shared commitment to achieving greater impact in the service and support of children in need around the world. All proceeds will go toward delivering the power of play to children’s hospitals in economically disadvantaged communities.

To keep the momentum going and in the spirit of bringing the industry together, The Toy Association is also hosting an LA Fall Preview Networking Party on Tuesday, September 10 from 6 to 8 p.m. at Otis College of Art and Design. The party is come one, come all – we encourage you to join us and network with your

Association and fellow toy professionals! Registration is complimentary and now open. We look forward to bringing the entire toy and play community together for this fun-filled free evening of camaraderie, connections, community and delicious culinary experiences.

To round out the week, Women in Toys, Licensing & Entertainment’s annual Wonder Woman Awards has also moved to Los Angeles, taking place on September 13. This year’s theme is “The Wonder in Every Woman,” celebrating the remarkable achievements of women executives, entrepreneurs, thought leaders and changemakers who are propelling the toy, consumer products, licensing and entertainment industries forward.

While The Toy Association’s LA Fall Preview is not a traditional trade show, it is a flexible and efficient

alternative for companies seeking opportunities in the LA market during the fall preview season. While the event serves as a solution for 2024, we are exploring future long-term iterations based on industry feedback, including potential spring activity and permanent showroom spaces. Stay tuned for more updates!

No matter what your role is in the ecosystem of the play community, our ethos remains steadfast: wherever The Toy Association brings the industry together, you are cordially invited to participate.

Kimberly Carcone is the executive vice president of global market events, The Toy Association.

Success at

After more than a year of planning and organizing, the North East Toy Show (NETS) made its debut. Retailers and vendors received the new toy trade show with positive reviews, prompting organizers to look ahead to further the show’s progress.

NETS was organized by Christine and Alan Blumberg of Trade Show Ventures. The show took place February 11 to 13 at the MassMutual Center in Springfield, Massachusetts. About 1,000 people in total participated at the show. The expo hall was sold out with roughly 360 vendors. The show was well attended as about 500 retailers came from hither, thither and yon. “We had specialty toy retailers from Upstate

New York, as far north as Maine and all the way down to Virginia,” Christine reported. “We even had people come from Kansas and Michigan, not even in the Northeast.”

Attendees provided positive feedback about the show, stating it was well-executed as well as easy to get around and see everybody.

“It was unbelievable,” Christine said. “It looked like a mini Toy Fair.”

“The show was run very well and professionally,” said Darcy Morris of Outset Media. “Excellent job all around.”

“Great job! We hope the concept has "staying power!” commented Dee Ferris and Allen Divoll of Toys Ahoy! in Essex, CT. “We did take advantage of the show & left orders with several of the companies.”

In addition to the show floor, the show featured two special events. As the show began on Super Bowl Sunday, attendees had the chance to join a Super Bowl Party on February 11 at the Basketball Hall of Fame. Guests enjoyed a catered meal as they watched the game on a 40-foot screen.

Monday, February 12 was Game

Night. Between 40 and 45 vendors showcased new and upcoming games for people to play. A catered meal was available. “Everyone went from table to table, trying out games,” Christine said.

Looking ahead, Christine has hopes for the show’s next iteration. As this year’s NETS welcomed various distribution channels – from bookstores and pharmacies to gift and toy stores – she would like to welcome more alternative distribution channels from the Northeast and Mid-Atlantic areas. Additionally, she is hopeful that the retailer numbers will double.

Christine observed how a major key to NETS’ triumphant inaugural show was how it attracted retailers from across the New England and Mid-Atlantic regions. Attendees noted NETS’ intimate and personal atmosphere, comparing it to the early days of Astra’s shows.

As it happened, Astra had a booth at NETS. “Astra President Sue Warfield has been a huge supporter of NETS,” Christine said. “We want to thank everyone for their support in the launch of something new.”

“Everyone had so much fun because they felt they had time to talk to the vendors or accounts and really understand the products or the stores.” “Yes, people were writing orders, but it felt like a real opportunity for everyone to spend quality time with each other, whether you were a vendor or retailer.”

Scheduling for the next NETS is still in flux. Blumberg and show organizers are considering moving up the show dates to have it coincide with the annual Kit & Game Day in September, thus creating a fourth quarter event. For more information and updates, visit netoyshow.com

‘Great Energy and Excitement’ at ToyFest

ToyFest held its 11th tradeshow March 3 to 5 in Las Vegas to great acclaim. The show welcomed retailers from 48 states and 24 countries. Additionally, the show floor featured 334 booths with 87 showrooms and vendors participating.

“What a week! ToyFest 2024 was filled with buyers from all over the country,” said ToyFest President Sandy Lepire in a press release. “The show had great energy and excitement, allowing everyone to enjoy all ToyFest had to offer. Resorts World was once again a lovely host hotel. I can’t wait for 2025 as we continue to make ToyFest the best it can be for all.”

The Morning Masterpieces Kit Session kicked off the show on March 3. Retailers were able to enjoy breakfast and interact with kits and crafts that were available on the market. Vendor space was sold out with 15 manufacturers. Participating vendors included Abacus Brands, Aqua Blocks, Bright Stripes, Crestar, DJECO, Eye Connect Crafts, Family Games America, Henry’s Toy Box, Large As Life Puzzles, MW Wholesale, OOLY, Outset Media, Sky Castle Toys, TPG Creation and U.S. Toy.

Two seminars, hosted by Rick Derr and Colleen Clifford Hendon, offered educational opportunities to attendees. While Derr focused on sales, trends and the future of independent toy stores, Hendon

explained how toys can be used as tools.

ToyFest Game Night was another successful event, with nearly 100 attendees and a sold-out vendor space. Eighteen game sponsors participated, including Arcane Wonders, Bene World Toys, Blue Orange Games, Continuum Games, Czech Games Edition, Epoch Everlasting Play, Fun In Motion Toys, Funwares, Goliath, Hootenanny Games, Kids Table BG, Mukikim, Outset Media, Pallino, R and R Games, SD Toyz, Smart Toys and Games and The Good Game Company.

The first day of the show wrapped up with the ToyFest Gala at the Resorts World Lily Ballroom. Members of the toy industry partook of cocktails and dinner while socializing. The Western Toy and Hobby Representatives Association recognized industry peers who had passed away in 2023 including Sunshine Sales Co-Owner Andrea Peterson, Gary Glendel of Sweet Dreams Candy & Toy Store, Rich Brady of Play Co., Richard Gottlieb of Global Toy News and sales rep Harvey Prince who also owned HPA Sales.

During the Gala, six people were inducted into the WTHRA Hall of Fame. The honorees were Jane and Ken Hatch of The Erin Griffin Group, Tad Kato of Wildthings Sales & Marketing, Sunshine Sales owners Sandy Lepire and Andrea Peterson

and Bruce Reynolds of Toyology.

In addition, The Dinosaur Farm, a retailer from South Pasadena, CA, was named the 2024 Retailer of the Year. Owner Dave Plenn and his son received the award on behalf of the store.

The Best of ToyFest awards rounded out the tradeshow. Buyers had the chance to vote for noteworthy products. The winners were honored on the morning of March 5. Winners were announced in the following nine categories:

• Arts & Crafts: Bright Stripes

• Building & Construction: Ukidz’s UGears

• Dolls/Action Figures: Tentacle Kitty

• Games & Puzzles: Dolphin Hat Games’ 800 Pound Gorilla

• Infant: Kids Preferred

• Novelty: Instacake Cards

• Outdoor: Wishbone’s

Crazy Yoobles

• Preschool: Bene World

• Science, STEM/STEAM: Learn to Solder Kits

The 2025 ToyFest show is set for February 19 to 21 in Las Vegas.

“We are set for 2025, and we improved on all aspects of our 2023 show,” Bill St. John, WTHRA’s Chairman of the Board, stated in a press release. “Retailers, vendors and reps gave ToyFest and the Gala rave reviews. After 62 years, we continue to get it right.”

Mere blocks from the iconic Gateway Arch, specialty toy manufacturers, retailers and sales reps can set out on their own expedition at the 2024 Astra Marketplace & Academy. The annual conference and trade show is set for June 2-5 in St. Louis – a new location for Astra.

Connect in new ways

One notable change this year is the absence of a keynote speaker on the first day. In a survey of those who were present at last year’s show, only one person mentioned the speaker, according to Warfield. The Astra team decided to focus on other possibilities that would best benefit their guests.

Instead, there will be a roundtable format. Each participant will be able to hold discussions on three of six topics. The session is meant to provide networking and learning opportunities.

“You can go to a table that has a discussion topic you’re interested in,” Warfield explained. “You’ll have 15 minutes to talk among yourselves –we’ll have starter questions for people to discuss – and get to know one another.”

Everyone will have sticky notes to write comments or questions from their discussions and leave at the

Meet Me in St. Louis

respective tables. Astra staff members will gather the notes and post them on a board – categorized by topic – in the Astra Center on the show floor. After the show closes, the notes will be combined into a shared document.

“People loved it when we did it in Charlotte in 2015,” Warfield stated. “It’s a way for people to get to know each other before the show starts and also have a chance to talk about relevant topics.”

Astra is also bringing back its mentor program to better welcome those new to the show. Full-conference attendees (called “ambassadors”) will connect with newcomers (known as “apprentices”) before the show and meet before the general Meet & Greet Reception on Saturday, June 1. Through the program, Warfield hopes apprentices will feel comfortable to ask questions and feel a sense of belonging in the Astra community.

“It’s really important to us that nobody feels left out,” she added.

The fun continues during the opening night party at the St. Louis City Museum on Sunday, June 2. “It’s an amazing venue,” Warfield said. “It’s a playground for kids, adults, everybody. We rented out the whole place so it’ll just be for Astra. When our board was there to look at it, nobody wanted to leave!”

Learn and become an expert Attendees can expand their knowledge during a full day of educational sessions on Sunday, June 2. Four rooms will have three sessions each; the sessions last 45 minutes, allowing for a 15-minute break between classes. Offerings range from panels and roundtable discussions to speakers. Notable topics include how neurodiversity enhances learning environments; artificial intelligence and how manufacturers, retailers and sales reps can use it for success;

qualitative results of a Specialty Toy Store Shopper Insights survey; and ADA compliance for retailer websites.

One room will be set aside for Certified Play Expert starter classes. If participants attend all three classes and finish their training online by the end of the year, they will receive their certification.

That afternoon, Past Chair T.J. Simmons will emcee a lunch panel about hiring. Three retailers will share their expertise and discuss topics such as incorporating diversity in the hiring process, the importance of training staff and how to retain employees over time.

“So many people have said lately that it’s hard to hire or keep staff,” Warfield stated. “Attendees want to hear from people who understand their business. All of these retailers on the panel have had experience. They know what it’s been like over the years to hire staff, keep staff and train staff.”

A glamorous gala

Warfield has hoped for many years to host a gala event at the trade show. This year her wish will come true as Astra presents its inaugural Awards Gala on Monday, June 3.

The gala’s theme will center around the glamor of old Hollywood. Half an hour before the doors open, people are encouraged to dress up, walk the red carpet, get their pictures taken and enjoy a cocktail hour. Brian Turtle will emcee the gala while attendees enjoy a buffet dinner and end the night with dancing. Sponsor Melissa & Doug will provide swag bags for guests.

This is the only event that is not included in the full-conference registration. Cost is $50 and registration is limited to 800 people.

The gala will honor the recipients of the Astra Play Award. The Play Awards Committee evaluated more

Saturday, June 1

5 to 6 pm

New Attendee Reception at the Marriott St. Louis Grand Hotel

6 to 8 pm

Meet & Greet Reception at the Marriot St. Louis Grand Hotel

Sunday, June 2

8 to 8:30 am

Breakfast

8:30 to 9:45 am

Opening and Roundtable Sessions

10 to 11:45 am

Educational Sessions

12 to 1:30 pm

Lunch with Presentation and Panel: “Attracting, Hiring and Keeping a Great Staff!”

1:45 to 2:30 pm

Educational Sessions

2:30 to 5:30 pm

Game and Kit Event

7 to 10 pm

Opening Party & Toy Sync Battle at the St. Louis City Museum

Monday, June 3

8 to 9 am

Continental Breakfast and Toy Talk

9 am to 5 pm

Exhibit Floor Open

3 to 5 pm

Happy Hour on Exhibit Floor

7 to 11 pm

Awards Gala

Tuesday, June 4

8 to 9 am

Continental Breakfast and Toy Talk

9 am to 5 pm

Exhibit Floor Open

3 to 5 pm

Happy Hour on Exhibit Floor

Wednesday, June 5

8 to 9 am

Continental Breakfast and Toy Talk

9 am to 1 pm

Exhibit Floor Open

1:15 pm

Prize Drawings

Stomp Rocket®, the award-winning, family-owned brand of 100% kid-powered rockets and toys, launches the Space Collection by Stomp Rocket®. Consisting of three spacecraft and a launcher, kids five and up will explore the universe through play and learn about gravity, trajectory, force and the power of air. The forerunner in STEM-based toys, Stomp Rocket® is the hallmark name for all rocket-launching toys.

Meet Me in St. Louis (continued from page 30)

than 600 products for 18 categories. Finalists were announced at the end of March; the full list is available at astratoy.org/playawards.

“Our Excellence Awards are really important,” Warfield stated. “We want to make all of these awards have more value to our members who receive them. We want to celebrate that.”

Making room for everyone

Attendees have two and a half days to explore the exhibit hall. Space is capped to 370 exhibiting companies, and booths sold out earlier this year.

“We want to make sure our exhibitors are happy,” Warfield said in response to queries about expanding the space. “If we add too many exhibitors and don’t add more time, they’re not going to get face time with retailers. Also, we want to make sure we’ve got the right number of retailers per booth.”

By early April, 440 people had registered the full conference, though Warfield expects there will be more last-minute registrations and day pass purchases closer to the show date. Astra Marketplace & Academy is open to members and non-members.

“We want to make people aware of our community and what Astra has to offer. We welcome anyone to register.”

To learn more about this year’s Astra Marketplace & Academy and to register, visit astratoy.org.

Welcomes New Advertisers

Craftie Fox, Inc. (dba Storypod)

Concerned about the increasing dominance of screens in kids’ lives, Loraine and Daniel Buelhoff sought to create an alternative option for their kids. In 2020, they launched Storypod on Kickstarter where it became the second most crowdfunded toy that year; the Beulhoffs officially launched Storypod publicly in March 2021. Storypod is a smart, screenless storytelling toy accompanied with yarn figurines, audio flashcards, recordable materials and read-along audiobooks. It offers engaging and interactive content while promoting independent learning, decisionmaking and listening skills.

To learn more, visit storypod.com.

Kids Table Board Gaming

When Helaina and Josh Cappel started to introduce their kids to board games, they found the games were either too complex for new gamers or offered little challenge for adults. The Cappels established Kids Table Board Gaming (KTBG) as a way to offer games that are accessible for young and new players and provide creative challenges for seasoned players. Its catalog features 11

games such as Creature Comforts, Maple Valley and Fossilis in addition to play accessories. For more information, visit kidstablebg.com.

Maple Landmark

Mike Rainville began making wooden games, toys and household items in the 1970s and formerly established Maple Landmark in 1984. Based in Vermont, Maple Landmark sells to thousands of gift shops across the country and internationally as the preeminent wooden toy manufacturer in the U.S. While its most popular sector is custom work, its catalog includes product lines such as trains, puzzles, building and alphabet blocks, newborn gifts and novelty items. The company practices recycling and conservation as well as uses wood from native tree species such as rock/hard maple, pine, cherry and oak. To learn more, visit maplelandmark.com.

Playper

With Playper’s creative, STEM-focused products, kids can pop out the toys, build sets and characters, and play. Playper’s toys center around Creative Kingdom

The Classic Train Game Is Back!

with playsets and storytelling cards. All of the toys are made from Playperboard – a cardboard-based, durable material that is plastic-free and recyclable. The company also offers free printables on its website as well as a free Curious Kingdom app to enhance play. Playper has received several awards and recognitions from The Toy Association, Good Toy Guide, the National Parenting Center and Creative Child Magazine.

For more information, visit playper.com.

Racemasters, Inc.

With roots stretching back more than 50 years, Racemasters, Inc. was formed in 1998. The Nevada-based company owns AFX Racing which produces detailed 1/64 scale slot cars. It offers a selection of cars, race sets, tracks and controllers. The company is best known for its Mega G+ Race Chassis which offers a low center of gravity and superior handling. Both newcomers and experienced racers can find all that they need at Racemasters, Inc.

To learn more, visit afxracing.com.

Schylling, Inc.

Schylling, Inc. is dedicated to “creating the future, reinventing the past” with its wide selection of toys and novelty items. Based in North Andover, MA, the company has specialized in timeless toys for more than 40 years. Its collection features innovative and nostalgic toys, all of which are high-quality, safe and creative. Schylling not only offers original toy lines, but also partners with popular brands such as My Little Pony, Sock Monkey and Lava. Notable products include classic rubber ducks, lava lamps and NeeDoh.

For more information, visit schylling.com.

Skillmatics

Skillmatics began in 2016 with a mission to create playful learning experiences for children. The global toy and game company values simplicity, durability, safety, sustainability, longevity and fun. Its catalog features products that are geared for ages 1 year and above such as travel and card games, craft kits and pretend play. Bestselling titles include Foil Fun, Guess in 10, Rapid Rumble and Found It! It has received several honors from

National Parenting Product Awards, The Toy Insider, Parents’ Picks Awards, Toy of the Year Awards and Parents Best Toys.

To learn more, visit skillmaticsworld.com.

Squaregles

Co-founders Joe and Noah connected over an idea for a startup toy company. Noah presented an idea for a toy that would grow with kids and incorporate other toys. Squaregles’ patented design utilizes magnetically connectable frames and a series of interchangeable 3-D panels. Kids can put together colorful sets and tracks, interact with Erggs and Oggs – characters that have their own personality traits – and get lost in play. Squaregles provides an opportunity to engage in open-ended play while learning STEAM concepts in a fun way.

For more information, visit squaregles.com.

The Op Games

Based in Southern California, The Op Games is a dedicated team of game makers, game changers and game players. Its portfolio has grown over the years to include

dozens of games and puzzles, from family to hobby and party games. The Op encompasses classic games such as Monopoly, Clue and Trivial Pursuit to beloved brands including Harry Potter, Marvel and Hello Kitty, just to name a few.

To learn more, visit theop.games.

Wishbone Consumer Products, Inc.

At Wishbone, endless imagination meets a world of play. The company’s selection of toys is designed to inspire young minds, encourage exploration and foster learning through fun. Its selection of activity-oriented toys is available to retailers across North America. Its product lines are ideal for use throughout the year; its partnerships include brands such as Snow Sector Outdoor Fun, Crazy Yoobbles Bubbles, Zoft Balls and Bubble Bonanza, among others. Fun products span from bubble blowers to snow molds and outdoor kits.

For more information, visit wishboneinc.ca.

new & true

1. Dino-Faur Mighty Minis from Aeromax are small but mighty! These high-powered “push and go” dinosaurs can really move. Available in a 12-piece display. aeromaxtoys.com

2. The adorable and interactive Cuddly Playtime Fox from Storypod delights your baby with the magic of brain-building audio inside a soft plush. Each of Playtime Fox’s magical feet plays unique audio when tapped on the Storypod. storypod.com

3. Flutter into spring with the Sunset Mariposa ukulele from Amahi! This perfect soprano size ukulele comes with a matching bag and learning materials. amatisonline.com

4. Watch the Duck Sailor Boat from Dreams USA propel across your tub! Simply add one of the scented fizzy bath tablets, and get ready to set sail! dreams6usa.com

5. Get your boba fix at any time with Brown Sugar Boba Thinking Putty from Crazy Aaron’s. This pearlescent brown putty with boba beads is sure to satisfy your boba tea cravings! Available Fall 2024. crazyaarons.com

new & true

6. SmartLab Toys’ Tiny Baking from EDC Publishing features adorable tiny culinary tools and easy-to-follow recipes, young kitchen chemists will learn to whip up pint-sized portions of favorite recipes. edcpub.com

7. This doll with vitiligo from Miniland Educational is an ASTRA Play Award finalist. Let’s celebrate the beauty of differences with this inclusive and educational toy from the Miniland Dolls Collection. minilandeducational. com

8. HyperTiles from Fun In Motion is a radically fun STEAM-accredited, 3-D construction toy made of simple, super-versatile shapes that link together in an infinite number of combinations. funinmotiontoys.com

9. Stacking Dudes from Maple Landmark

Woodcraft are designed to stack in every direction. Made of solid cherry wood, they are available in 20-, 45- and 100-piece sets. Each dude has a fun expression. maplelandmark.com

10. The Voyage Collection

Gardenia & Hibiscus Ukuleles from Kala Brand includes two new floral ukulele designs. They are available in soprano, concert and tenor sizes – a perfect fit for budding musicians. kalabrand.com

11. Foil Fun from Skillmatics is a magical, mess-free activity that inspires hours of sparkly fun. Create original art combining foil stickers and colorful scenes. For ages 4 and up. skillmaticsworld.com

12. Imaginations take flight with Make Your Own Wind Spinner Kit from MindWare

Everything is included to build, decorate and display a custom dragonfly for your garden. mindware.com

13. With Genius Square from Smart Toys & Games, roll the dice, think fast and fill the grid before your opponent. There are five levels of difficulty, more than 60,000 puzzle challenges and always a solution! smarttoysandgames. com

14. Hydrobolt LZ from Odyssey Toys transforms from a toy robot into a race car at the push of a button. It features LED lights, a sturdy frame, 40 MHz RC frequency and can shoot red-lit fog from the rear engine. odysseytoys.com

15. Loopdedoo Weave & Wear Rings from Playmonster offers on-the-go bracelet making. Secure the cord to the ring and follow the easy instructions to create fun multi-colored bracelets! playmonster.com

new & true

16. In Tabloids from Steve Jackson Games, create a wild headline, vote for the best, then onto the next round! This party game includes 320 cards and easy rules. warehouse23.com

17. My Comic Book by Lulu Junior includes everything kids need to create and publish their very own softcover comic. Perfect for aspiring young artists! lulujr.com

18. The Clever Tonies Collection from tonies is designed to open listeners’ eyes (and ears!) to a whole new world of innovation, science and more! us.tonies.com

19. Space Shuttle Discovery RC from Odyssey Toys is a sleek drone shuttle orbiter that’s ready to take off on epic adventures. Take control and soar into the sky. Fly up, down, forward and backward. odysseytoys.com

20. With the Infinity Raceway Set from AFX Racemasters, watch cars zip around graphic tracks for a fun, easy-to-learn slot car race. The Infinity is the best introductory set around. afxracing.com

21. PlayTab from Fat Brain Toys is a six-piece modular sensory toy that features fine motor challenges, visual fascination, cause-andeffect discoveries and more. There are 12 tiles to choose from! fatbraintoyco.com

22. You must see Playper’s working catapult that kids build themselves! Includes great accessories and characters - Cornelius, the grumpy unicorn, who helps the gnomes Fish Stick and Snack Cake with their target practice... and the Knight of Always who never says no! It’s a great STEAM/STEM toy and a Playper best-seller!

23. Take Along Fun from Wikki Stix is just in time for Travel season. The kit includes a kid-size case, 168 Wikki Stix and tons of on-thego activities. MSRP $22.50 wikkistix.com

24. Snow Candles from Wishbone are the best DIY outdoor winter snow kit for kids or families. These easy-to-make, flameless snow sculptures are perfect for outdoor winter play! wishboneinc.ca

25. The Builder 32-Piece Set from Magna-Tiles is packed with imaginative play potential, featuring extendable cranes and roads to even more fun to come this year!

MSRP: $49.99 magnatiles.com

new & true

26. Diced Veggies from Kids Table Board Gaming is a game kids and adults can play together. Imagine everyone at the table having fun playing games! kidstablebg.com/ dicedveggies

27. Bouncing Dotty Dino from The Original Toy Co. will offer fun filled exciting play and a new companion. This dino comes with an air pump for inflation. For ages 3 years and up. theoriginaltoycompany. com

28. When playing Cabanga! from Amigo Games, play a card next to another number card. If you leave a gap, others call “Cabanga!” and discard cards – and you draw! amigo.games

29. Plus-Plus’ bestselling 48-piece Critters Display got a makeover, resulting in Creepy Critters. Four new Critters join the crew but this time with a creepy vibe! Available Fall 2024. MSRP $3.99 each. wholesale. plusplususa.com

30. LEGO Gravity Drop from Klutz allows kids to assemble a foot-anda-half tall gravity drop tower full of contraptions! Physics is fun with this STEM kit that lets you roll, bounce, rebound and rebuild! bit.ly/klutzlego

31. The Jr. MultiColor Action Rocket Launcher from D&L Stomp Rocket provides active fun, day and night! The set includes eight Jr. Multi-Color Stomp Rockets, a launch stand and launch assembly. Recommended for ages 3 and up. stomprocket.com

32. Get lost in play with Squaregles, the magnetic construction world that incorporates action and challenge in every magnetic connection. Tracks, jumps and cars are available for endless fun! squaregles.com

33. With GenMe Sweet Shop Style Cart from U.S. Toy, unleash your inner jewelry designer and create the perfect wearable and shareable bracelets. Includes more than 500 premium beads and charms! For ages 6 and up. MSRP $17.99 ustoy.com/specialty

USAopoly is the outlandish cooperative party game where you create a new “language” by grouping sounds and images. It’s nonsense until it makes sense! theop.games/dadada

Magnetic Masterpieces from Geomag has six puzzles that reproduce a selection of masterpieces to build by rotating the rows of cubes. Reproduce your favorite painting. geomagworld.com

36. Illuminate your room with lava vibes with the Make-YourOwn Lava Lamp from Schylling. Build your own LAVA brand motion lamp to match your style. Create and recreate with all the accessories included. schylling.com

industry news

During its annual general meeting, The Toy Association announced the election of seven new members and two term renewals to its Board of Directors, including the election of Sharon Price John, president and CEO of Build-A-Bear Workshop, as chairperson.

Chairperson Emeritus Aaron Muderick, founder and executive chair of Crazy Aaron’s, will take over the role of chair of the Board Nominating Committee, and serve as a member of the chair’s Advisory Committee.

“We are grateful to Aaron Muderick for his leadership these past two years and dedication to protecting and promoting the collective interests of our industry,” said Andy Keimach, president and chief executive of The Toy Association.

“With Sharon Price John assuming the role of chairperson, we welcome an exceptional visionary whose guidance promises to steer our organization toward continued growth and innovation,” Keimach added.

Toy Association membership elected seven new members representing companies of all sizes to serve terms on The Toy Association Board of Directors:

• Vish Chandran, CEO of Wild Republic

• Tim Kilpin, president of toys, licensing and entertainment at Hasbro

• Bryan Scott, vice president of merchandising at Target

• Wes Hardin, CEO of Diverse Marketing

• Max Rangel, director, global president and CEO of Spin Master

• Rob Michaelis, vice president of commercialization, parks, experiences and consumer products at The Walt Disney Company

• Duncan Billing, chair of the board of advisors at Moose Toys

Anne Carrihill, director and general manager, category leader of toys and games at Amazon, was elected to serve a third term. Meanwhile, Geoffrey Greenberg, co-president of Just Play, was elected to a second term.

People of Play announced the winners of the 18th annual Young Inventor Challenge. The Young Inventor Challenge, held on November 4, 2023, allowed students between

Building confident readers and speakers!

A recent study* has shown that when Tonies become a regular part of our kids’ lives, their attention, reading, comprehension, and vocabulary all improve.

improved reading comprehension showed improved attention spans

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

Matilda Tonie

James and the Giant Peach Tonie

Revolting Rhymes Tonie

Charlie and the Chocolate Factory Tonie

The Witches Tonie

The Enormous Crocodile Tonie

the ages of 6 and 18 to create an original play product and pitch it to professional toy and game inventors.

“The highlight of my trade show circuit is the Young Inventor Challenge,” said Tim Walsh, board chair and judge. “The creativity of these kids is unreal. The entire toy industry rallies around and encourages them. It’s awesome to see.”

The 2023 Young Inventor Challenge had 44 projects pitched during the Chicago Toy & Game Fair, with four of the eight winners receiving trophies on stage.

The winners of the 2023 Young Inventor Challenge are as follows:

Best Game

Senior Winner: Endless by Keegan Franck of Belmont, MA

Junior Winner: Catastrophe of Hairballs by Carol Pack of Palos Heights, IL

Most Creative

Senior Winner: Pirates of the Spinning Sea by Analise

Potsander of Goshen, IN

Junior Winner: Hike the Spike by Shaurya Shah of Chicago, IL

Most Authentic

Senior Winner: Blanket Kingdom by Wolf Danzer of Superior, CO

Junior Winner: Zombie Zania by Shea Curran of Palos Heights, IL

Best Pitch

Senior Winner: Delivering Presents by Claire Schmitt of Evansville, IN

Junior Winner: Makeover by Marley McCall of Palos Heights, IL

The 19th Annual Young Inventor Challenge registration is set to open this summer. Interested participants can learn about resources and rules at younginventorchallenge.com.

Wild Republic’s newest plush line supports rainforest conservation and education. G.B. and Kamala Pillai founded the company more than 40 years ago to support their love of children and wildlife. Its diverse and creatively-designed product line of toys and stuffed animals fosters curiosity about wildlife and educates children about the wonders of nature.

Wild Republic’s unveiled its new Rainforest plush line in support of rainforest conservation along with hundreds of new plush and playsets at Spielwarenmesse. Launching this year, the plush line is made from 100 percent recycled

material and features collections including Rainforest Splendors, Rainforest Birds and Rainforest Snakes. Proceeds from the line will support rainforest conservation and educate children about rainforests and the animals that call it home.

This year marks an expansion in Wild Republic’s ecofriendly offerings, as it will be introducing 100 new ecofriendly products in all. For more information on these lines, visit wildrepublic.com, or follow them on social media.

G.B. was recently honored as a Champion of Sustainability by The Toy Association, a new category for the prestigious Toy of the Year Awards.

“Before sustainability was a trend, my grandad, G. B. Pillai and Ammamma, Kamala Pillai made it our company’s mission to focus on nature conservation, and everything that lives on the planet,” said Vishnu Chandran, CEO of Wild Republic. “Throughout the company’s history, we’ve supported numerous charities – locally and globally – and we will continue to focus on important causes including rainforest conservation. It’s our mission, or rather our duty, to educate our youth about the importance of nature and work towards preserving our planet for future generations to come.”

Plus-Plus welcomed toy industry veteran Tony White as its vice president of sales for specialty accounts. White will manage all specialty (nonnational) account sales for Plus-Plus USA, including its network of more than 80 independent sales representatives and its own internal sales teams. Moving forward, Bret Faber, now vice president of sales for national accounts, will exclusively focus on the company’s growing trade in the grocery, bookstore, travel and other key account market segments.

“We are thrilled to welcome such an experienced and highly regarded salesperson to our team,” stated Ryan Hamilton, CEO at Plus-Plus USA. “As we continue to grow our network of specialty toy stores, gift shops and other independent retailers, Tony will be an invaluable asset to our organization.”

White has worked as a sales and marketing business leader for HABA Family Group/HABA USA, Itzy Ritzy, reALTO Marketing, RC2 Brands Inc and TOMY.

“This is an exciting opportunity and I am happy to join the Plus-Plus team,” said White. “Plus-Plus has an incredible product line and I’m looking forward to contributing to the overall growth and success of the brand.”

TCG Toys announced the appointment of Lindsay Karbum as vice president global sales. Karbum joins the Toronto-based company as it celebrates its 25th anniversary. Karbum is responsible for driving and growing TCG’s key product categories with an omni-channel strategy and focus on providing accounts with newness and unique positioning.

“I am beyond thrilled to welcome Lindsay to the TCG family,” said Michael Albert, president and CEO

of TCG Toys. “In this milestone year, Lindsay’s experience will help us further expand the TCG brand as we look toward the next 25 years.”

At Relatable, the party game company formerly known as What Do You Meme, Karbum led the sales team while simultaneously launching three new product categories for the company, securing mass placement in the launch year for all three. Karbum also served in national account manager roles at Spin Master and Bendon Publishing. She has a bachelor’s degree in business administration from San Diego State University.

“As we look ahead to the next 25 years, we have an unwavering focus on building out an industry-leading team alongside a portfolio of premier products,” said Jessica Gavin, executive vice president of TCG Toys. “TCG has been at the forefront of innovation,

quality, and exceptional value to the consumer for many years. We are excited to unveil what is ahead for 2025 with Lindsay at the helm of our Global Sales, supported by a remarkable team of developers.”

TCG Toys was established in 1999 by Michael Albert, Jerry Smith and George Fegan. The company has manufactured and distributed household name games like Rummoli, Ouija and SURE-LOX puzzles.

“I am elated to be joining the TCG Team,” says Karbum. “The company has an amazing 25-year history of delivering incredible toys and games across the globe. I am excited for the direction, mission and next 25 years of this organization. I look forward to contributing to the future successes at TCG.”

for your business information

Global Play Gets its Day

The United Nations General Assembly adopted a resolution in March designating June 11 the first-ever International Day of Play, announced the Toy Association. The resolution recognizes the importance of play in promoting education, development, and the well-being of children around the world.

A coalition made up of The LEGO Group, The Mattel Children’s Foundation, Hasbro, Sesame Workshop and other global organizations and companies successfully called on United Nations member states to pass the declaration.

The International Day of Play

creates a unifying moment at global, national, and local levels to elevate the importance of play as central to children’s learning and well-being – ensuring that time to play, space to play and support for quality play is prioritized. The international awareness day signals a call for policies, training, and funding to get play integrated into education and community settings worldwide.

According to LEGO’s Play Well Study 2024, on average, three in five children would like to play more than they do now, while four in five children would like to play more with their parents or caregivers. The research also shows that eight in 10 children say adults don’t always think playing is important and seven in 10 don’t believe adults take play – and how it can help them learn – seriously.

For more information, visit internationaldayofplay.org

Watch for These Positive Retail Trends This Year

remain price-sensitive, researchers said.

In 2024, global retail sales are expected to grow 6.7 percent in terms of U.S. dollars, reported the Economist Group’s EIU research division. It also predicted the return to double-digit growth of online sales after they slid in the wake of the pandemic surge.

For retailers who sell pre-loved or overstocked products, “recommerce” is expected to increase as the year progresses. The continued rise reflects consumers’ better understanding of how their purchases impact the planet.

Last year, recommerce grew 16 times faster than traditional retail. Thredup, the online consignment and thrift store, estimates used clothing will be worth $64 billion in 2024.

“It’s not just the preserve of eBay sellers,” noted The Future of Commerce. “This is a significant retail trend, with luxury brands also looking to get in on the action and control their own resale channels to ensure authenticity and quality.”

Shopping in-store is on a roll. “The irony is, the thing that pundits said would cause the death of brick and mortar – the internet – has, in fact, helped to revive it,” said The Future of Commerce. “Shopping is no longer in-store or online. It’s a fluctuating journey, where consumers may start their search in one place and make their purchase in another.”

Retail media research firm The Future of Commerce (the-future-ofcommerce.com) said U.S. retailers have many reasons to be hopeful about the growth of their businesses this year, “albeit cautiously so.” In a trend report posted in March, the company provided the following positive insights.

A slight cooling of inflation during the second half of this year is one of the report’s optimistic predictions. But it’s a cautionary tale: even though slower inflation helps drive growth, many households will

The Economist Group’s EIU division expects in-store retail to surge in 2024 with the strongest growth pace since 2021. Increased foot traffic will lead many stores to expand their physical footprint. Experts expect that curated events will converge across both the physical and digital worlds. And, as retailers learn better how and where their customers want to shop, they’ll achieve more success. “With omnichannel shopping more important than ever, retailers need to know where their audience is engaging with them and ensure consistent experiences,” said The Future of Commerce.

Amazon’s Crackdown on Counterfeiters Helps, but Additional Collaborative Efforts are Needed

Based on Amazon’s recently released annual Brand Protection Report, the world’s largest ecommerce company spent roughly 2 percent of its net sales on efforts to crack down on counterfeiters in 2023.

Surprisingly, the company famous for its data collection doesn’t keep track of how many individual counterfeit listings it pulls from its website, pointed out an article from media brand Modern Retail. Instead, based on its efforts in the physical world, Amazon reported it helped stop 7 million counterfeit products from entering its fulfillment centers and reaching consumers last year. That’s 1 million more than it stopped in 2022.

According to its report, Amazon has 15,000 employees working in the issue, about 1 percent of its 1.5 million-strong workforce. In addition to stopping fake products from getting into the U.S., Amazon also uses AI to scan images and product listings for red flags, prevents people from making accounts unless they have verifiable identification, and works with law enforcement around the world to find and prosecute counterfeiters.

Counterfeit products are a huge problem –Amazon’s report comes amid increasing concerns from brands and scrutiny from lawmakers, noted Modern Retail. But despite its best efforts each year to roll out new and better safeguards, Amazon cannot do enough to stop them. “Experts said it will take collaborative efforts from marketplaces, brands, governments and regulators to truly ferret out bad actors and imitators that are siphoning sales,” according to the team at Modern Retail.

They spoke to Saleem Alhabash, a professor and a researcher at Michigan State University’s Center for Anti-Counterfeiting and Product Protection, who said it’s impossible to determine the size and scope of counterfeiting overall. But according to the center’s most recent research, seven in 10 customers have bought a counterfeit product.

Modern Retail concluded that it’s difficult for law enforcement and investigators to stay ahead of counterfeiters, so Amazon’s capacity to remove an infringer or counterfeiter from its platform is a bigger deal than it seems because counterfeiters often can’t continue operations without profit coming in from the sales of their faked products.

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world while others research the latest board game mechanics. Meanwhile, the social media team keeps an ear to the ground about current topics. Together, they get an idea of what’s going on in the gaming and various fandom circles, bring those ideas back in-house and brainstorm.

When producing a novel game, a major factor is the play experience; that’s the key when differentiating a good game versus a great, Greenwald observed.

“If it’s a great game, it sticks with you,” he stated. “That’s the type of thing we look for when building a new game and working on new mechanics. It’s a game that I can play over and over again and not get tired of it. It’s a game that I want to bring to the next game night. It’s a game that I want to share with my friends and family and make sure they have the same experience I did.”

The business of play

Greenwald observed that, overall, business is good. He acknowledged that although the toy and game industry has been down post-COVID, The Op Games is expanding steadily. “We’re seeing great growth in our hobby line,” he said. “We continue to see growth in our party and family games. Overall, we’re doing really well. It’s exciting to see the growth potential.”

The Op Games team is looking ahead to this year and 2025 while laying the groundwork for 2026. Due to the fact that game development takes several months, their team wants to ensure they’re doing it right, Greenwald added.

The company exhibits at several different trade shows, including the Game Manufacturers Association (GAMA), Gen Con, PAX Unplugged and Astra Marketplace & Academy. Reps also attend licensing expos and San Diego Comic Con.

“The team is really excited to be presenting at Astra,”

Greenwald said. “We’ve got a lot of cool stuff that we have been promising all year that we’ll be showing.”

The Op Games has between 130 to 150 SKUs in its catalog. This year, it’s planning to launch 65 to 70 products. Its newest launch was Monopoly: The Beatles, which was released in April. The game is a refreshed and rebranded version of the game, with new packaging to celebrate the 60th anniversary of the band’s first appearance in the U.S.

The newest novel game is Dadada, a language communication game that is set to launch this July.

“It’s a cooperative game where you are building a language together by grouping images around sound and trying to communicate with each other using only those groupings,” Greenwald said. “It sounds a little crazy, but it’s one of those games that really draws people in. It goes back to what our main goal is: to have people have a great time and bring people together around the table.”

On the front line

Greenwald and the team at The Op Games view

specialty toy stores as the front line of their business. As a result, the company seeks to support their retail partners by ensuring they have the inventory and resources needed for success.

“The retail employees live and breathe this stuff,” Greenwald said. “They are able to give great recommendations and they’re a voice that so many people listen to.”

To best sell The Op Games’ products, Greenwald advises retailers to personalize the games. By sharing stories about what they experienced when playing, how they felt and what the results were, retailers can further build a rapport with customers.

“We’re looking to hear the stories of our consumers,” Greenwald stated. “We want to know what they enjoy, what were the memorable moments that they had with their friends and family. That way, we can keep going and make it more than just transactional.”

More Than Monopoly

How The Op Games connects players across ages and interest areas

by Victoria Ritter

For Brian Greenwald, director of marketing at The Op Games, games are vital for personal and inter-relationship growth. One of his favorite games when he was growing up was hearts. He formed many happy memories playing the card game with his grandparents when he visited them for a weekend or camping trip. Now, as a part of The Op Games team, he can help bring similar experiences to many other families.

“Nowadays, people are so tethered to short-form entertainment; our cell phones are only an arm’s length away,” Greenwald said. “Board and card games can create a moment for people to pause, put that stuff aside and come together around the table for a shared moment in time.”

The Op Games got its start in 1994 by Dane Chapin and his sisters.

The company, then called USAopoly, initially licensed Monopoly games. Chapin and his family ignited the company by providing a La Jolla Monopoly; eventually the company became a licensed partner of Hasbro. Monopoly has been The Op Games’ largest driver for many years, with other licensed games such as checkers, backgammon and Clue joining later.

“We were only able to do five or six licensed Monopoly games a year because of how labor-intensive they were,” Greenwald recalled. “Now it’s grown to 17, 18 different varieties of games we produce, plus countless more licenses we work with.”

About 15 years ago, the company began producing more party and family games. Its first game in that category was Telestrations, followed by Blank Slate, Tapple, and Hues and Cues. Five years ago, USAopoly rebranded as The Op Games “to be more encompassing of what we offer at the company.”

Games and fadoms unite

The most popular games in The Op Games’ catalog are Hues and Cues, Blank Slate and Tapple. “They’re really fun games to play and really quick to pick up,” Greenwald said. “They take less than a minute to learn how to play, but they’re games that you can play over and over again.”

As an added bonus, all three games have done well on social media platforms. Greenwald observed how people raise awareness of certain products by posting short clips on how to play. Within minutes, the videos and posts reach thousands of viewers.

A wide age range of players can find something to pique their interest among The Op Games’ offerings. While kids as young as 5 or 6 years old can enjoy Monopoly and licensed titles, there are a few games that have more mature content. The majority of the company’s family and party games – its most popular categories – are geared for ages “8 to 108,” according to Greenwald. “When you’re at a table, no matter who you are or where you come from, everybody is going to love these games.”

As a licensed partner of Hasbro, The Op Games is able to produce product lines including Clue, Jenga, Trivial Pursuit and Yahtzee, with multiple variations of each. Its puzzles category also features a wide and varied selection of licenses.

When producing a new licensed product for a certain interest area – for example, a Squishmallows Clue game – The Op Games considers whether it’s a fandom that they can steadily support and enjoy. To keep abreast of current trends, some team members keep upto-date on happenings in the licensing

Have you heard? SMART is about to introduce an ALL NEW WORLD of PLAY!

Stop by at ASTRA to be the first to see our exciting new lines of toys!

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