Toy Times May 2024

Marketplace & Academy

St. Louis, MO

June 2-5, 2024

We are here to Engage, Elevate, and Promote our membership.

The

20 Astra’s Toy Boat: Ready to Set Sail in March 2025

22 St. Louis Welcomes Astra Marketplace & Academy

26 What’s New at Marketplace & Academy?

30 Education Sessions Highlight Marketplace & Academy

36 Tips and Tricks to Help Navigate the Show

42 It’s Time to Vote for the Astra Toy Awards

48 Why Marketplace & Academy is the Time to Think About Neighborhood Toy Store Month

52 Astra is Upgrading Our Member Platform Thanks to YOU!

56 Want to Become a Certified Play Expert? Check Out This Starter Course

60 The Sensory Fidget Toy Trend is Showing No Signs of Slowing

Board of Directors

chair Theresa Duncan

past chair TJ Simmons

chair elect Darby Zahradnik

treasurer Maryam Al-Hammami

secretary Sandra Malott

directors Brice Elvington, Ryan Hamilton, Patrick Holland, Rachel Jones, Kim Lannan, Gene Murtha, Stephanie Sala, Cassidy Smith, Azhelle Wade, Sari Wiaz

Magazine

editor Tom Savage

graphic artists Maia VanOrman, Mark Stash, Tammy Spear

Editorial Advisory Committee

chair Tom Savage

Villa Villekulla Toy Store Theresa Duncan

Genius Expert Amanda Gummer

Grand Prix International Tami Murphy

KidStuff PR Lisa Orman

Ravensburger North America Phil Wrzesinski

4 Kids Books & Toys Cynthia Compton

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 manager 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 specialist Katie Cooley Direct Line: 312-414-1546 Email: kcooley@astratoy.org

relationship specialist Dan Guzman IV Direct Line: 773-536-9927 Email: dguzman@astratoy.org

support specialist Ashley Kreisman

Direct Line: 312-238-9845 Email: kreisman@stratoy.org

communications specialist Luna Alexander Direct Line: 734-262-5554 Email: tlalexander@astratoy.org

social media specialist Olivia Camacho Direct Line: 312-931-8944 Email: ocamacho@astratoy.org

Toy Times Magazine is published by the American Specialty Toy Retailing Association, 312-222-0984, info@astratoy.org, www.astratoy.org. Copyright © 2024 American Specialty Toy Retailing Association. All rights reserved.

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 & 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

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.

• May 2024 3

The Anatomy of Astra’s Marketplace & Academy

We head to St. Louis for our Marketplace & Academy in just a few weeks! Many of us will be arriving shortly after Memorial Day. It’s going to be an amazing time for everyone in St. Louis!

Events start on Friday, May 30th with our in-person Certified Play Expert Program and go all the way through to take down of the show on Wednesday, June 5 and donation pick up June 6. There is an enormous amount of planning and physical work to pull it all together. Who does it all? Astra's eight full time staff members, two part-time members on our marketing team, our Summit Expo Exhibit team and Conference Direct's Beth Miller- that's it!

We start planning all the details shortly after the previous year’s Marketplace & Academy, taking into account all the feedback from our surveys. We plan our budget based on what our members find most important, keeping in mind that prices do, indeed, rise. Ashlee Cammack, our membership specialist, works hard to make members not only renew, but also understand our tier structure – to get the most benefits from their membership, including Marketplace & Academy deals. Our volunteer education committee works on determining subjects that are most relevant for our breakout sessions working with Katie Cooley, our staff education specialist. Room setup, AV Needs, speakers – all need to be determined in conjunction with the convention center. Our exhibit team, Summit Expo, works immediately on a floor plan to prepare for booth sales opening in October. Getting our registration site up and with enough information as possible is Michael Foldeak’s job as our special projects and events manager. Once that is up and registrations are open, it is constant monitoring of the site to make sure we are on track with our budget. Beth Miller of Conference Direct works with the hotels on our room bookings. All contracts for the space we need at the convention center require a specific room

block guarantee at the hotels near the convention center. If we don’t book 80% of the room blocks, Astra pays the difference directly.

Between the hotels and the convention center, we also have food & beverage minimums that need to be met. At the same time, we want to do our best to provide quality food options. We must use the hotels and the convention center for our choices as neither allow for outside food to be brought in by Astra. We spend time not only going through menus, but also going to tastings to make sure the food is as good as it looks in the photos!

Our party location for Sunday night also requires a contract, food catering and planning for our group. Sponsorships –Dan Guzman, our relationship specialist works on gaining sponsorships to help make all our events the best they can be. Marketing Marketplace & Academy is in the hands of Victoria Weatherspoon, our marketing manager. Victoria also will be working on all the slide presentations needed for our opening ceremony, Toy Talks and the gala.

This year, we added our first annual Astra Stars Awards Gala. We have much to celebrate with our Excellence Award Winners, Play Award Winners, Booth Awards and introducing Astra’s “Hall of Fame." The planning has included photos prior to the event (a chance to dress up!), a wonderful dinner, the award presentation and ending with dancing! A special thanks to Melissa & Doug for their generous sponsorship to make this a night to remember! While this requires an extra ticket, the $50 cost will be well worth it!

While all of the above is going on we are also working on attending shows, taking in nominations for our play awards, planning for the young inventor challenge, Neighborhood Toy Store Month and our 2025 Toy Boat Experience. Helping us keep this all organized is our support specialist, Ashley Kreisman.

As Marketplace & Academy approaches, the staff works on all the final details, making sure all things are prepared for our arrival in St. Louis. When staff all arrives on Thursday, we begin by checking out that all things have arrived – tote bags, tote bag inserts, swag bag inserts for the gala, badge holders and all things needed for registration and for use in our Astra Center on the show floor. Set up for the Certified Play Expert program is done to make sure all is ready for the Friday and Saturday class. On Friday the 31st, tote bag and swag bag stuffing begins, our temporary help gets trained on the registration area and CPE Day 1 starts. Saturday continues with tote bag and swag bag stuffing, education room set ups and AV & ballroom checks for Sunday’s events. The events begin on Saturday with our new attendee/new member meet & greet followed by our meet & greet for all.

From Sunday through Wednesday we continue to make sure rooms are set up for each event and all things run smoothly. Our staff are fully scheduled between all the events, including set up and change over, registration and, once the show starts on Monday, keeping the Astra

center staffed for member engagement, questions and information.

When the show ends on Wednesday the raffle takes place, but that isn’t the end for the staff. We help gather the products that will be donated to charities in the St. Louis area and prepare them for pickup on Thursday.

Kathy Trivisonno, our director of operations and I work together to keep things flowing and assist staff in all areas so they don’t burn out and stay energized and enthusiastic. We all work right up to the minute and throughout Marketplace & Academy to make this your best gathering of the year. Can’t wait to see you there!

Sue Warfield

As Astra's keystone event, Marketplace & Academy, nears, I can’t help but share the words of Alfred Lord Tennyson in his poem "Ulysses:"

“All experience is an arch wherethrough gleams that untravelled world…”

In this poem, Tennyson speaks of the enduring spirit of exploration and relentless pursuit of new horizons. If we think of experience as an arch, then through our collective experiences we are fortified and can continue to grow in our individual roles and the specialty play industry as a whole. Our experience together, like an arch, is strong enough to hold anything we choose to build upon it, and to withstand any pressure.

At each Marketplace & Academy, we come together as a community not just to buy and sell toys, but to foster collaboration, celebrate innovation and take our industry to new frontiers. It seems only appropriate that this year we’re

doing so in the shadows of St. Louis’s iconic Gateway Arch, a symbol of exploration and innovation.

Whether this is your first M&A or you’ve been attending since the beginning, you’ll find an event packed with opportunities to learn and explore. From the wide-ranging education sessions, to the brand new toy releases on the show floor, innovation abounds. And if you, like me, get your best ideas from informal conversations and meeting new people, there will be a lot of opportunities for that, too - including an opening party that will be one to remember and our first-ever Astra Stars Awards Gala.

I’ll close this letter with another line from Ulysses: “Come, my friends, ‘tis not too late to seek a newer world.”

Understanding Products is Vital in Choosing the Right

By Amanda Gummer, Founder and CEO, Good Play Guide

Toys play a pivotal role in shaping a child’s cognitive, emotional, and physical development.

As professionals within the toy industry, it is imperative to recognize the profound impact that toys have on children and to understand the importance of matching products with their developmental benefits. Different areas of development look very different in a 2-or 3-year-old than in an 8-or 9-year-old, and for toys to support skill development, it’s important that the people making and selling them understand which toys help children, and how.

Empowering Decision-Making

Retailers serve as crucial guides for parents, caregivers and educators who are navigating the vast array of toys available in the market. By possessing a deep understanding of the developmental benefits of various toys, retailers can empower these consumers to make informed decisions that align with the specific needs and interests of the child.

Enhancing Child Development

From fostering creativity and imagination to developing fine motor skills and problem-solving abilities, toys serve as invaluable tools in a child’s developmental journey. By comprehending these benefits, retailers can curate a diverse range of toys that cater to different facets of child development, thereby enriching the learning experiences of children. You’re not only making more sales, you’re really making a difference to children’s lives.

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TOY

TOY

Building Trust and Credibility

In an era where consumer trust is paramount, retailers who demonstrate a deep understanding of the products they offer instill confidence in their clientele. When parents, caregivers and educators perceive retailers as knowledgeable partners in child development, they are more likely to trust their recommendations and continue to seek their expertise in future toy purchases.

Meeting Diverse Needs

Children come from various backgrounds and possess unique abilities and preferences. Therefore, it is essential for retailers to recognize the diverse needs of children and offer a wide selection of toys that cater to different ages, interests and developmental stages. By understanding the nuances of each product, retailers can ensure that every child finds a toy that resonates with them and supports their individual growth and learning journey.

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Staying Ahead in a Competitive Market

In a rapidly evolving toy industry, staying ahead of the curve is imperative for retailers to remain competitive. By continuously educating themselves about emerging trends and the latest research in child development, retailers can differentiate themselves in the market by offering innovative and beneficial toys that truly make a difference in children’s lives.

Understanding the products and their benefits for children is not just advantageous, but essential for retailers within the toy industry.

By possessing in-depth knowledge about the developmental impacts of toys, retailers can fulfill their role as trusted advisors to parents, caregivers and educators, guiding them in selecting toys that promote holistic child development and ensure their business thrives as a force for good within the community.

Reading is FUNdamental!

By Luna Alexander with contributions by Jillian Lakritz

Often when we’re making plans for what play products to feature on our display shelves, the simplest answers can easily get lost in the shuffle! So this quarter, Astra wanted to shine a spotlight on the many ways our members foster the joy of reading within their customers, creating opportunities for play and creativity for kids and adults alike! Books are key to every child’s development. They strengthen a child's social and emotional growth, nourish their imaginations and help introduce them to their environment. Reading reveals new worlds for young explorers, helps them discover empathy

by introducing a wide cast of characters to learn from and reveals new ways of thinking and connecting. Books often act as companions for other toys, creating new roads for young adventurers to walk a mile with their friends and favorite stuffies (both real and imaginary). Literacy is the key to creating both connection and independence in our young people as books open new doors and limitless possibilities before each bedtime. Books are a guilt-free purchase which means they make for an easy purchase! Often they can be the perfect add-on to any gift, so keeping a book display Take a Look…

by your register can create easy opportunities for additional purchases! Often, a book inscribed with a thoughtful note can supplement any play purchase, creating memories that last for years, treasured well beyond a card. Many toy retailers are experiencing as much as 15% of their sales in books, and a book display can make any section of your store look and feel more curated: from a classic Little Golden Books turnrack to a theme-focused monthly display, or even a cityspecific section tapping into tourist purchases and fostering a pride in local culture! Prioritizing books as educational play products helps customers feel confident in choosing gifts and toys that develop kids’ skills as well as foster their sense of fun! Sometimes ordering books can feel overwhelming to retailers - there are just so many options out there. But at Astra, we know that information is the key to success! All our retailers have easy access to book lines, many with low minimum orders and free freight which makes for a very low risk purchase.

It also helps when the love of reading is backed by research!

Our data from quantitative focus groups included in the 2022 Stellar Shopper Report have shed even more light on the subject.

The top three things that new parents, experienced parents and grandparents look for when shopping for gifts are toys that encourage creativity, keep the child occupied and entertained, and most importantly: (between 61% - 78% reported the deciding factor) toys that allow the child to learn while playing. Sounds like a good book meets the perfect trifecta for our shoppers! Even more surprising, 88% of loyal and returning toy customers reported that books were their go-to purchase for their own kids and their first purchase of choice as gifts at 82%!

We’ll be sharing more Stellar information with our members at the Astra Marketplace & Academy in St. Louis between June 2-5! We love when the science backs the story and can’t wait to share the next chapter; it’ll be a riveting page-turner, and one not to miss!

Don’t Miss Out!

TReady to set Sail in March 2025

By Lisa Orman, voyager and explorer on the first

Toy Boat in 2023

Ahoy, mateys!

If you haven’t signed up yet for your cabin on the Toy Boat 2025 - aka Royal Caribbean Liberty of the Seas - you’d best get on it because trust me, you will have serious regrets if you don’t plan to come!

The cruise departs Fort Lauderdale on March 17 in the afternoon, has three days at sea and at two Bahamian ports of call, then returns in the early morning on March 21.

We got into the party mood Sunday evening for the first Toy Boat cruise in 2023 thanks to the best hosts, Fun in Motion. We were treated to a huge spread: drinks, jugglers, aerial talent and more. And we got to see their super-fun office digs and warehouse a few miles from the port.

Fun in Motion will again host a sendoff party next year! Man, those guys are super generous - and talented! This event is the ultimate business expense write-off ever, and better yet, it’s legit. It’s cheaper than attending Toy Fair in New York, more fun, and you might get a tan! You’ll mix business - like two vendor events for a few hours (think trade show lite and education sessions) - with pleasure, like an unlimited upgraded beverage package*, two ports of call in the Bahamas and the Astra’s Got Talent show.

I’ve been in the play industry for 30 years and an Astra member since it began, so I thought I knew a lot of people already. But let me tell you, there’s nothing as humbling as chatting up a colleague poolside in a bathing suit! Between the dinners at suggested assigned tables to mix us up, watching the kiddies enjoy the pool slide, enjoying sunsets together and dancing up a storm, I got to know

acquaintances so much better and now consider them true friends.

Plus, we had time, a truly precious thing these days.

Be part of the fun and networking on the Toy Boat, Astra-style! The reservation deadline is just a few months away in July, but don’t wait to sign up because right now all cabin types are still available.

*I’m not a big drinker but my go-to is a margarita. When I realized this package would allow me to try one of each of the dozen or so cruise cocktails to explore my mixology horizons, I said, "Sign me up!" My findings: blue curaçao not so much, tastes like medicine. Mai Tais? YES PLEASE. All this research without paying $15-plus per drink like in L.A.

Thanks Toy Boat!

Welcomes

June 2-5, 2024

Are you ready to check out St. Louis?

Obviously, we’ll all be seeing each other in June in St. Louis for Marketplace & Academy. There’s work to be done, but we work in the toy industry: there’s play to be done, too!

Astra has a lot planned for all attendees throughout the four days in St. Louis, and we hope you take advantage of the full schedule of events. But, if you have some extra time on your hands and want to venture out to see more of St. Louis, there’s a lot to see.

Like many midwestern cities, St. Louis is a city of neighborhoods. Shopping, dining and walkable streets in these communities are worth the visit.

Just south of the famed St. Louis arch, you’ll find a fun neighborhood called Soulard. Soulard is home of the Soulard Farmers Market, the oldest farmers market west of the Mississippi River. The neighborhood is one of 10 certified local historic districts in the city and is home to several 19th century buildings.

The Farmers Market in Soulard is well worth the short trek from the heart of downtown and is open five days a week."

“It’s a really great part of town,” said Cat Neville, the Vice President of Communications at Explore St. Louis. “It’s a really interesting market because it’s not just farmers bringing stuff in. There’s a butcher, a florist, all kinds of things like that. It’s very different from a lot of the other farmers markets where people come in and set up tents.”

St. Louis Aquarium Union Station City Museum

Soulard Farmers Market Citygarden Sculpture Park Photos courtesy

Soulard is also home to the North American headquarters of Anheuser-Busch, which houses the famed St. Louis Brewery.

Another fun area to visit near the Convention Center where Marketplace & Academy will take place is Ballpark Village. Baseball is big in St. Louis and the hometown Cardinals are a huge draw. Although the Cardinals will be on the road while we’re in town to talk toys, there’s a massive hub of baseball interest at Ballpark Village when the Cardinals are playing road games.

“There are a number of restaurants and shops and the area is adjacent to Busch Stadium,” Neville said. “It’s a great spot to visit even when the Cardinals aren’t playing.”

Ballpark Village is also close to Union Station, which includes an aquarium, a huge Ferris Wheel and a Grand Hall with intricate archways, detailing and mosaics where visitors can eat and drink at night under a glitzy light show.

St. Louis's newest entertainment district is called City Foundry, located in midtown. City Foundry includes 17 different restaurant vendors, a movie theater and a draft house filled with recliners.

“It’s really worth a stop,” Neville said. “There’s great local eclectic shops. You can do so much in one spot.”

If you’re looking for some good Italian food, the Uber, Lyft or taxi ride to The Hill neighborhood is worth the trip, with more than 25 authentic Italian dining establishments and unique shops where you’ll find gifts and goods exclusive to the community.

“People coming to St. Louis for Marketplace & Academy will hopefully get a chance to explore some of our city,” Neville said. “There really is a lot to see.”

The Gateway Arch

Ballpark Village

Forest Park

Blueberry Hill

Soldiers Memorial Military Museum

The St. Louis Wheel

What’s New?

Marketplace & Academy is offering many new events in 2024

Astra has so many new and exciting things lined up for this year’s Marketplace & Academy in St. Louis June 2-5.

Enjoy our opening round tables where you can network with other play professionals and choose the educational sessions most important to your business.

Once you’ve picked up your Full Conference badge to start the show, you will be greeted with new education sessions, including a Certified Play

Expert (CPE) starter introductory course that allows you to finish your CPE certification online at home.

After the education sessions is the always anticipated Game & Kit Event! This year’s Game & Kit Event will be sized perfectly to allow all attendees to visit all the Manufacturer tables.

Next on the schedule for Sunday, June 2 is our Opening Party from 7-10 p.m. This year the event will be at the St. Louis City Museum, which is one of the

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FEBRUARY 19-21

What's New? (continued from page 26)

most mesmerizing venues you’ll ever visit! This architectural playground is a 600,000-square-foot former shoe factory that will keep anyone busy for hours. Attendees will be able to enjoy the first three floors, known as MonstroCity, and the Rooftop accompanied by delicious food and drinks. We are excited to have our Toy Sync Battle at this amazing venue as well.

We’ve also added our Astra Star Awards Gala to Marketplace & Academy. The night will consist of dinner, dancing and friends. We will also be presenting the winners of the Play Awards, Excellence Awards and two Booth Awards (small and large).

While all the previous events all are included in a full conference registration, the Gala ticket is extra. For only $50 you will get a great evening with good food and fun with your Astra community!

Another new addition to the exhibition hall is an added Happy Hour on Tuesday, June 4 for show attendees to meet and discuss all the great things they have seen so far during the show.

St. Louis in June is sure to be one of our most exciting shows with all the additions we have planned. The only way to see for yourself is to join us in person. See you there!

New to Marketplace & Academy in St. Louis!

- New Education Sessions

- Game & Kit will be just right for everyone to make it to all the tables

- The Opening Party will be amazing!

- Toy Sync incorporated into Opening Party

- Play Awards Gala with dinner and dancing!

- Two Happy Hours

- Raffle items will be easier to take home

EDUCATION SESSIONS

Education Sessions Highlight Marketplace & Academy

Astra is absolutely thrilled about the upcoming Education Sessions at Marketplace & Academy in St. Louis June 2-5.

Drawing upon invaluable feedback from the education sessions last year, insights gathered from our comprehensive education survey, and the rich discussions from Astra member roundtables held throughout the year, we’ve meticulously crafted a schedule that caters to the diverse needs of every member type.

This year, we’ll have five education rooms available, each hosting sessions across three different time slots. Conveniently located right next to the lobby of the convention center where registration takes place, (the main Lobby is at the front and also might be mistaken for the hotel main lobby), all full-conference attendees will have the opportunity to expand their knowledge alongside their peers.

Our lineup features a dynamic array of topics, including our highly anticipated new Certified Play Expert (CPE) Starter Course, engaging roundtable sessions covering various subjects, Artificial Intelligence (AI), social media, ongoing CPE continuing education,

ADA Compliance and our Innovation Council sessions. With such a diverse range of offerings, there’s truly something for everyone – whether you’re a retailer, sales representative, manufacturer, affiliate or inventor.

Furthermore, our roster of speakers and moderators includes familiar long-time Astra members and seasoned industry professionals, each bringing their wealth of expertise to the sessions they’ll be hosting. Every speaker is committed to delivering valuable insights and knowledge on topics selected by Astra members, tailored specifically to not only bolster your business endeavors but also to foster your professional growth within the vibrant toy industry.

Attending the education sessions is also one of the best ways to network and meet new people! Below you will find the complete education schedule with details for every session. If there are any questions about the schedule, specific education sessions, or inquiries about future educational opportunities, please reach out to Katie Cooley at kcooley@astratoy.org.

Sunday, June 2

8-8:30 a.m. Breakfast Served

8:30-9:45 a.m.

Opening and Roundtable Sessions  Welcome! Let’s connect. Join in the roundtable discussions with your colleagues on the issues that matter to you. Jillian Lakritz will be our moderator and keep things moving!

EDUCATION SESSIONS

10-10:45 a.m.

Room 120

CPE Starter Course

Speaker: Victoria Weatherspoon, Astra Marketing Manager; Luna Alexander, Astra Communications Specialist

Description: Pathway to Completing Your CPE

This unique opportunity allows you to begin the certification process in person and is available to all full conference attendees. During our Academy Education Sessions on Sunday, June 2, the sessions in Room 120 will be a CPE Starter Track. In order to jumpstart your Certified Play Expert training, you must remain in Room 120 for all three time slots.

When you attend ALL three sessions, after Marketplace & Academy, you will be granted access to our online CPE course and have the opportunity to complete your certification online by December 2024.

Space is limited for this popular CPE Starter Course, so be sure to sign up ahead of time to reserve your spot and course materials!

Room 123

Embracing Neurodiversity: Enhancing Learning Through Play for Autistic Students

Speaker: Dr. Kari Stubbs, Stages Learning

Description: Discover the transformative power of play in supporting autistic students through early intervention in this insightful presentation. We’ll explore how neurodiversity enriches learning environments and why sensory play is crucial for cognitive and social development.

Highlights include:

• Understanding Neurodiversity: Viewing autism through a strengthsbased lens.

• Benefits of Play: How play fosters learning and development in neurodivergent children.

• Early Intervention and Play: Strategies for integrating play into learning, tailored to individual sensory needs.

• Sensory Tools: An overview of sensory resources that promote engagement and self-regulation.

Designed for anyone committed to supporting the growth of autistic individuals, this session promises practical takeaways and inspiration for creating inclusive, engaging learning experiences that celebrate neurodiversity.

Empower yourself with strategies and insights to unlock the potential of neurodivergent learners through the joy of play.

Target Audience: CPE Graduates or Anyone Interested

Room 124

AI Retail Revolution: Unlocking the Power of Artificial Intelligence for Retail Success

Speaker: Amy Saldanha, Kiddywampus; plus a panel of Astra retailers

Description: Is AI something that can help you as a retailer? Learn some tips on how retailers use AI to make their lives more efficient and effective!

Target Audience: Retailers

Room 126

Roundtable Session: Let’s Get Social About Social Media: Mastery from Novice to Ninja

Moderator: Julie Stern, Brilliant PR

Description: Join roundtable discussions led by experts and take away actionable advice & real-life examples from your peers.

Target Audience: Retailers, Sales Reps, Manufacturers

Room 127

Specialty Toy Store Shopper Insights: We Asked - They Answered

Speaker: Members of the Innovation Council

Description: The Innovation Council discusses implications for retailers.

Target Audience: Retailers

Target Audience: All Interested in CPE Certification

EDUCATION SESSIONS

11-11:45 a.m.

Room 120

CPE Starter Course

Speaker: Victoria Weatherspoon, Astra Marketing Manager; Luna Alexander, Astra Communications Specialist

Description: Pathway to Completing Your CPE

This unique opportunity allows you to begin the certification process in-person and is available to all full conference attendees. During our Academy Education Sessions on Sunday, June 2, the sessions in Room 120 will be a CPE Starter Track. In order to jumpstart your Certified Play Expert training, you must remain in Room 120 for all three time slots.

When you attend ALL three sessions, after Marketplace & Academy, you will be granted access to our online CPE course and have the opportunity to complete your certification online by December 2024.

Space is limited for this popular CPE Starter Course, so be sure to sign up ahead of time to reserve your spot and course materials!

Target Audience: All Interested in CPE Certification

MARKETPLACEACADEMY

Room 123

STEAM Toys: Why They Matter to Manufacturers and Retailers

Speaker: Dr. Amanda Gummer, Good Play Guide

Description: STEAM toys foster critical thinking and problem-solving skills in children, driving consumer interest and industry innovation. This session explores the role of manufacturers in designing engaging STEAM toys while highlighting retailers’ opportunities to differentiate their offerings and provide informed guidance to consumers. We also discuss how emerging technologies and inclusive design principles are driving educational impact and industry advancement.

Target Audience: CPE Graduates or Anyone Interested Room 124

How Toy Reps Can Use AI to Change the Game

Speaker: Azhelle Wade, The Toy Coach; Sandra Malott, Diverse Marketing

Description: Use AI to increase your efficiency and give you more time to devote to selling.

Target Audience: Sales Reps

Room 126

Roundtable Session: Unlocking Toy Community Connections: A Workshop on Networking Across Our Industry

Moderators: Patrick Holland, Learning Express of Chattanooga; Iris Solomon, Hahn Solo Consulting; Ryan Hamilton, Plus-Plus US

Description: Join your colleagues for open discussion on topics impacting your day-to-day life.

*Exclusive tables for rep and manufacturer discussions

Target Audience: Retailers, Sales Reps, Manufacturers

Room 127

Specialty Toy Store Shopper

Insights: We Asked - They Answered

Speaker: Members of the Innovation Council

Description: The Innovation Council discusses implications for Sales Reps.

Target Audience: Sales Reps

EDUCATION SESSIONS

12 p.m.–1:30 p.m.

Lunch with Presentation and Panel Attracting, Hiring, and Keeping a Great Staff Panelists will share their real-life experiences on finding good staff, diversity and inclusion in hiring, training and keeping staff. Questions and open comments from the audience will follow in the last 15 minutes. Astra members and toy industry veterans will help you navigate the staffing issues we all face in 2024!

1:45-2:30 p.m.

Room 120

CPE Starter Course

Speaker: Victoria Weatherspoon, Astra Marketing Manager; Luna Alexander, Astra Communications Specialist

Description: Pathway to Completing Your CPE

This unique opportunity allows you to begin the certification process in person and is available to all full conference attendees. During our Academy

Education Sessions on Sunday, June 2, the sessions in Room 120 will be a CPE Starter Track. In order to jumpstart your Certified Play Expert training, you must remain in Room 120 for all three time slots.

When you attend ALL three sessions, after Marketplace & Academy, you will be granted access to our online CPE course and have the opportunity to complete your certification online by December 2024.

Space is limited for this popular CPE Starter Course, so be sure to sign up ahead of time to reserve your spot and course materials!

Target Audience: All Interested in CPE Certification

EDUCATION SESSIONS

GARDEN GETAWAY: Roll the Dice, Escape the Gardener, Fun for All!

Room 123

How Kidults are Revolutionizing the Toy Market

Speaker: Verena Urbschat, Spielwarenmesse

Description: Continuing Education for CPE Graduates

Target Audience: CPE Graduates or Anyone Interested

Room 124

Smart Manufacturing: Harnessing AI for Innovation

Speaker: Steve Rad, Abacus Brands; Malte Niebelschuetz, Shore Buddies

Description: Learn ways to use AI to enhance and increase your business.

Target Audience: Manufacturers

MARKETPLACEACADEMY

Room 126

Roundtable Session: ADA Essentials: Navigating Compliance Requirements with Confidence  Moderator: Troy Balthazor, Director, Great Plains ADA Center

Description: Expert advice on ADA followed by roundtable discussions with your peers for best practice application.

Target Audience: Retailers, Sales Reps, Manufacturers

Room 127

Specialty Toy Store Shopper Insights: We Asked - They Answered

Speaker: Members of the Innovation Council

Description: The Innovation Council discusses implications for manufacturers.

Target Audience: Manufacturers

Monday, June 3

8-9:00 a.m.

Continental Breakfast ‘Toy Talk’on the show floor

Gateway to Marketplace Launch Event

Join Victoria Weatherspoon from Astra to talk all things Marketplace & Academy and help us launch our new exhibitors.

Tuesday, June 4

8-9:00 a.m.

Continental Breakfast ‘Toy Talk’on the show floor

MESH Helps: Empowering Resilience in 1 Million Kids

Do you want to help impact the lives of one million kids? Join Rachele Harmuth to learn about MESH (Mental, Emotional, and Social Health) Helps mission to strengthen kids; resilience and how YOU can play a part in providing kids with toys and games that are designed with MESH in mind.

Wednesday, June 5

8-9:00 a.m.

Continental Breakfast ‘Toy Talk’on the show floor

Toy Trends Presented by the Young Professionals

Gain new insights during education sessions, make valuable connections at networking and social events, and explore the trade show floor to discover the makers and their products that will delight your customers.

EDUCATION SESSIONS

Ready for Marketplace & Academy in St. Louis?

Here are some

TIPS

and TRICKS

to help navigate the show

Whether you are attending Astra Marketplace & Academy for the first time or have been participating for years, we all welcome any tips & tricks that might enhance our experience!

Marketplace & Academy June 2-5 in St. Louis is going to be a fantastic show for all to navigate in their own way. The following list of advice has been solicited from all member categories so everyone can find something to try this year. Plus, it’s fun to hear what others find useful!

Manufacturers

Create an enticing show special to offer customers.

Prior to the event, send an email to customers inviting them to visit your booth.

Send water with your booth samples to have during the show.

Print return labels with the correct address for out-bound shipments.

• Pack some Salonpas pain relief patches. They really help the lower back, if needed.

• Make everyone feel welcome as they enter or approach your booth.

• Open packages! Retailers want to touch and feel the products!

Retailers

• Before arriving, spend some time with the vendor list to identify which familiar vendors will be attending. Read up on those you do not know and make a list of those you think may be a fit for your store.

• Take time before the show to study the exhibitor map to prioritize booths you want to visit and locate them on the map. Save yourself a lot of time by scheduling meetings or walking the floor in sequence from one aisle to the other end of the hall over the course of the day(s) you’ll attend.

• Email ‘must-visit’ booths ahead of the show to ask if they are scheduling booth meetings, or if there’s a day that’s lighter for them.

• Look at the floorplan and companies exhibiting.

• List the companies you currently buy from and need to see, and then schedule your meetings. Run inventory reports if needed.

• Think about future category expansions. Plan a day for walking the floors and visiting companies that are new to you. Be open-minded in these stops.

• When the showroom opens, peruse each aisle to find items that catch your interest. There is a lot to see and a limited amount of time to see it.

• Remember, it’s easy to get caught up with vendors anxious to tell you about each and every item they produce. Remain aware and in control of your time even if it means politely excusing yourself to move along.

• If you are attending the show with others from your business, resist the urge to stick together. It’s best to divide and conquer.

• Get copies of your orders if possible. If not, take pictures with your phone. It’s not unusual for an order to get misplaced or overlooked. Be prepared to follow-up with vendors if you don’t get a confirmation within a week after the show.

Sales Reps

• Attend as many of the events as possible to network and meet the community.

• Make sure to submit nominations for next year’s Play Awards.

• Have enough catalogs and handouts. Giveaways are always appreciated.

• Enter the Toy Sync battle

• It’s a great time to arrange after show drinks and dinners with reps, other exhibitors, and top buyers.

• Use the membership account list and make sure you reach out to and target the members with your mailings, emails and catalog mailings.

• Use the Astra online platform to share promotions, ask the hive, seek advice from counterparts.

• The show isn’t the only place where business happens, so don’t be disappointed if it doesn’t feel like a hit for you. Oftentimes you are laying the groundwork, but the hard work happens all year round.

• Have a year-round Astra program. It always helps if there is a show special. In this case, it’s okay to be exclusive.

Everyone

• Register prior to the event. Onsite registration takes time and likely costs you more.

• Have a 30-second elevator pitch about yourself and your company ready, such as how you describe yourself, your store, your product.

• When you meet someone new, repeat their name. It helps you remember it.

• Use the Hi Hello app for a virtual business card. Download it today.

• Enjoy all the events. Marketplace & Academy is filled with a fabulous group of like-minded businesspeople.

• Network. This group is so eager and willing to share expertise.

• Don’t wear the same shoes two days in a row.

• If taking pictures in or of a booth, please ask for permission.

• No question is a dumb question.

• Try to avoid eating lunch at the height of the lunch rush to save time waiting in line for food. Pack some snacks in your bag and make sure you bring a water bottle that you can refill.

• If this is your first show, make note of questions you have about the show on paper and have it handy when you pick up your badge to ask the folks when you check in. They know a lot and can help you.

• Consider a wheeled bag to save your shoulders from misery.

Everyone (continued)

• This is worth repeating: wear super comfortable shoes.

• Take whatever opportunities you can to build a network of friends in the toy business, and then keep in touch.

• Be involved in the interactions and live outside of the comfort zone. Remember that you are not alone.

• If you are not a retail buyer, then please understand that people who have booths are there to sell to stores. Try not to block their booth from retailers when you are visiting and understand if your conversation needs to be interrupted if a retailer pops by and has questions or interest.

MARKETPLACEACADEMY

• Take plenty of business cards.

• Approach Marketplace & Academy as more than a tradeshow. Look at the education seminar topics and pick the top 3-5 topics that excite you and attend. Why? To not only meet others, but to learn and hear something new and share your knowledge with others. Participate in the events and parties with the mindset that you will make new friends. This is a chance to tap into an amazing network.

• Network, Network, Network!

• Give yourself a pep talk. Remind yourself you have strengths and bring value to others. Recognize your unique strengths and embrace who you are.

• It’s not about the number of business cards you collect, it’s about building genuine connections. A few connections that you can build a genuine relationship with are better than collecting 50 business cards.

• Embrace small talk. Small talk often leads to deeper discussions.

(continued on page 40)

• Approach networking as normal conversation. Be present in the conversation. Have a list of topics in mind that you’re interested in learning more about.

• Networking is a two-way street. Use networking as an opportunity to assist others.

• Take a lot of videos and photos to share with your team when you get back home.

• Participate! Be willing to talk and engage with anyone. You will be surrounded by the largest group of people in the world that do exactly what you do.

• Print stickers for yourself. Never write your name and address on an order form again.

• Be willing to play. Be a good sport.

• Marketplace & Academy is an opportunity to learn, share expertise, and benefit from others who have traveled the same road. Everyone (continued)

• Show up to ‘talks’ or events early. Some of the best conversations you’ll have at Marketplace & Academy happen in between events.

We look forward to seeing you in St. Louis in June! MARKETPLACEACADEMY

Hopefully some of these tips and tricks will enhance your conference experience.

By Cynthia Compton Owner, 4 Kids Books & Toys

Scan the code to view the full list of finalists!

Behind the scenes of the Astra Play Awards

Play is the name of the game, and we’re good at it!

Toy retailers often say, “Play is our job.”

dealing with plumbing issues at the shop and trying to remember when the next dating deal closes for that critical summer order from a manufacturer whose catalog is lost in the backroom.

The scramble is real.

“Did anyone look under the box of yoyos? It says ‘water balloons,’ but it’s actually all the tote bags from the last gift market. The catalog MUST be there, right?”

There’s a zillion details involved in running a retail store or chain, and a lot of them don’t feel very much like play.

Perhaps that’s the reason Astra looks so forward to time at trade shows. Yes, we want to see what’s new and catch up with colleagues and get great deals, but the uninterrupted time to really PLAY with new toys, revisit old favorites and

engage with the creative, playful part of our role is the whole point of the experience.

There are few categories in retail where trying out products in person is so critical. As toy professionals, we must be able to speak knowledgeably to parents and caregivers about the social, emotional & physical learning and growth that is supported by every item we sell, but we also have to know how to explain the ‘fun factor’ of that toy to our fellow kids in the aisles.

And what’s a better endorsement than someone who plays? That’s our most powerful tool. We try it out before we buy, and it shows.

This ‘try-it-out’ factor is on full display every year as part of the Astra Play Awards process, and this year we gathered in Las Vegas after Toy Fest to create our own fun testing lab with all of your nominated products.

We understand that we’re fortunate to engage in such a process. When we describe the process to anyone outside the toy industry, it’s usually met with raised eyebrows and skepticism.

“Wait. You go to Vegas, you look at toys and then you PLAY for three days? Like, just PLAY?” they ask. “You can DO that? That’s like, a JOB?”

Narrowing over 1,000 nominees into three finalists in 18 categories in a short period of time is a big job, and we take this work very (un)seriously, as is our calling.

Fortunately, we have a team of five dedicated retailers including Tammy Clower at Giggle Monkey Toys, Carah Killian from Beyond the Blackboard, Todd Duncan at Villa Villekula Toys, David Castillo from Red Balloon, Cynthia Compton at 4 Kids Books & Toys, and Patrick Holland from Mountain Top Toys.

They are all Certified Play Experts who spend much of the year preparing for this play date.

As nominations roll in all year from retailers, sales reps and manufacturers, the team at Astra sources all the relevant information needed, including the product’s release date, the ship date for new items, the SKU and MSRP, and requests samples from manufacturers.

All of that behind-the-scenes work is coupled with frequent committee Zoom calls before a spreadsheet is built to sort items into categories.

The committee also serves as scouts in the field, identifying products at trade and gift shows, encouraging nominations and sourcing new Astra

members for product submissions.

All of this collecting of information culminates in a threeday play extravaganza. Actually, it’s a lot of critical work. Each item is unboxed, assembled, played and evaluated.

Every toy is judged by the perimeters of the Play Awards: Is it new? Is it unique in a significant way? Will it be available to our retailers in time for the critical holiday season, and does it meet our standards for quality design, packaging and performance? We consider

pricing, age recommendations, and value - all of the factors that each of us use in our own stores, on behalf of our colleagues who will choose the winners.

This year, recognizing the need to more carefully examine the Games category, Castillo led a group of “games specialists.” Those committee members included

Soprano

Hilary Key from The Toy Chest, and Mike Richter from Phat Catz Gaming, who played all the nominated board games in a series of events and meetings in the months prior to our March selection session. They hosted game nights in their communities, held a series of debriefing sessions and presented the awards committee with recommended finalists in three categories. Their work was invaluable, and we look forward to expanding this subcommittee approach next year to the Science category.

All of this play and conversation leads to a greater cause. Astra retailer members now have a curated list of products chosen by Certified Play Experts to recommend to their customers.

As an added tool, this year there will be a catalog to spotlight the finalist products! Talk with your sales reps, and connect with these manufacturers to learn more about them. Come to St. Louis for Marketplace & Academy to congratulate the finalists and order some catalogs in the Astra Center (booth #1800).

Let’s

By Phil Wrzesinski, HABA USA (Ravensburger)

Why Marketplace & Academy is the Time to Think About

New products? Check!

Best sellers? Check!

Holiday themed items? Check!

All good to go!

That is the typical checklist for buying at Astra’s Marketplace & Academy. But there is one more thing to add to that list:

Neighborhood Toy Store Month event/promo? Check!

If you are coming to Marketplace & Academy in St. Louis in June, you should be thinking about Neighborhood Toy Store Month (NTSM). The best events are the ones with the most forethought and planning.

If you come to St. Louis thinking about NTSM, you will buy better for it, instead of scrambling at the last minute hoping the vendors are still in stock. You will get the right products at the right times for the right events and promotions.

(continued on page 50)

If you come to Marketplace & Academy thinking about NTSM, you will have time to collect social media assets from your vendors. You will have time for you and your team to create your own social media and in-store assets. You will have time to go back for high-res images, time to plan out campaigns and time to create killer ads that will draw a crowd (plus the ability to reach out to schools and other special audiences).

If you come to St. Louis thinking about NTSM, you will have time to plan out your space, collect any necessary props (tables, play mats, etc.) and figure out staffing needs well in advance, before your team starts requesting PTO.

If you come to Marketplace & Academy thinking about NTSM, you will be in “Neighborhood Toy Store” mode all summer, too. You’ll be the best version of a Neighborhood Toy Store you can be, because it will be part of your everyday

thought process. You’ll plan summer events (look for the Young Inventor Challenge opportunity), do flag-raisings, offer crafts, hold contests and do all those things that make you part of your community.

Yes, Marketplace & Academy celebrates being a Neighborhood Toy Store for the month of November, but the true Neighborhood Toy Stores like you are thinking that way all year.

That is why you come to Marketplace & Academy thinking about NTSM.

When you get to St. Louis, ask your vendors for their promos or events for Neighborhood Toy Store Month. Your vendors have been thinking about it all year, too, so even if they don’t have something in the booth, they probably already have something planned special just for you.

Is 30 Years Old!

Astra is Upgrading our Member Platform thanks to YOU!

Our GLOW UP away from Glueup

The results are in and the Astra team is thrilled to be offering our new and improved membership platform, powered through iMIS in July 2024. At Astra, we know that strong communities are fueled through strong communication, and thanks to the input received from our member surveys, our committees and input at events, we are upgrading our system to take your Astra membership to the next level!

New Benefits for Members:

All Things Astra!

Join the Hub

Find all of Astra’s resources in one spot, including our website, member database, resources, blogs and educational offerings.

Instant Access

Access our streamlined platform, designed by iMIS: the industry standard for reliable trade association systems including the Toy Association and EDmarket.

Build Community

Network seamlessly with our user-friendly membership system and discover new levels of engagement with hundreds of other play professionals!

Enjoy Membership Flexibility

Tailor your membership tiers and resources based on the benefits you want to receive upon renewal!

(continued on page 54)

"With iMIS comes a new, easier way to find and communicate with each other in the Astra Community."

- Dan Guzman IV

Switch O ver with Ease You can be confident in utilizing our new platform without having to stress over training.

Short videos will be available to all our members, prior to the launch in preparation for the switch.

Jump R ight In

Testing will take place over the month of May and into June before our launch in July.

A huge thank you to our Astra team members, Dan Guzman and Patrick Greenwood for all their hard work tackling the data transfer behind the scenes over the past six months! And of course, a shout out to all of our members for your suggestions - we couldn’t do it without you!

Want to see a little preview? Stop by the Astra Center (booth #1800) at Marketplace & Academy in St. Louis, MO from June 2-5 to get a sneak peek!

Want to Become a Certified Play Expert?

Check Out This Starter Course

Room 120 CPE Starter Course

Speaker: Victoria Weatherspoon, Astra Marketing Manager; Luna Alexander, Communications Specialist

Description: Pathway to Completing Your CPE. This unique opportunity allows you to begin the certification process in-person and is available to all full conference attendees! During our Academy Education Sessions on Sunday, June 2, the sessions in Room 120 will be a CPE Starter Track. In order to jumpstart your Certified Play Expert training, you must remain in Room 120 for all three time slots.

Target Audience: All Interested in CPE Certification

Space is limited for this popular CPE Starter Course, so be sure to sign up ahead of time to reserve your spot and course materials! Sign up

When you attend ALL three sessions, after Marketplace & Academy you will be granted access to our online CPE course and have the opportunity to complete your certification online by December 2024.

Othe past several years, the popularity of sensory fidget toys have burst onto the market. From spinners, to poppers, to various types of doughs and putties, fidget toys have been the hottest trend in the toy industry.

According to several Astra sales reps, that trend is not slowing anytime soon.

As the toy industry floods Astra Marketplace & Academy June 2-5, don’t be surprised if you see multiple fidget toys lining the aisles at the Convention Center Complex in downtown St. Louis. Ever since the tiny toys hit the market, consumers have realized the stress relief benefits for all ages. Students and professionals use the toys to relax and unwind.

THE SENSORY FIDGET

Toy Trend is Showing No Signs of Slowing

By Tom Savage

“The fidget category is not going away,” said Ashley Browning, sales rep at Specialty Marketing Group. “I think it’s going to continue to just grow into other categories of fidgets. It’s actually not even too soon to start thinking about the Holidays.”

Browning should know. She reps Schylling, makers of the popular NeeDoh Stress Balls. The squishy, colorful balls debuted in 2018 and over the last six years, the product has morphed into many different styles. Browning said the NeeDoh Nice Cube is as popular now as any NeeDoh product since its launch.

of some fidget toys were a distraction as students brought their trusty toys to school. However, some teachers embraced the toys.

One of those teachers was Kayman Prettyman. Prettyman left the teaching profession after 10 years and is now

the owner of Minneapolis-based sales rep company Fun D’mentals, who will be in St. Louis for Marketplace & Academy.

She said while teaching kindergarten and preschool as well as running before-and-after school care programs, there was a fine line between fidget toys being a distraction versus an educational tool.

“They have to be presented correctly,” she said. “If it is a distraction and used as a toy, then no, it’s not good to have in the classroom. If it’s used as a tool where children know that some kids need it to help them focus and learn, then it’s a great aspect to have in the classroom.”

Prettyman said she used fidget toys in her classroom often and that many teachers continue to see their benefits. That, she said, will continue.

“Children, and adults, sometimes need some kind of a fidget toy,” she said. “It helps them focus their minds or take their mind off of something they don’t want it to be on.”

Because the price point is lower, it’s obviously easier for retailers to purchase large quantities. That’s good, but it can also catch up to a retailer should the newest trend suddenly fall out of popularity.

That can happen, according to Barb Olson, key account manager at Diverse Marketing.

“The popularity of fidget toys is never going to go out of style, but it changes so fast,” she said. “Don’t make the mistake of ordering more than the trend will last.”

A classic example of that, Olson said, is the fidget spinner craze of 2018. Everyone, it seemed, had one – or at the very least were in the market for at one, sometimes more.

“They were so hot,” Olson said. “People were paying 10, 20 bucks for those things. And now you can’t give them away.”

The same can be said for the rubber popper toys that reached nearly the same frenzy as fidget spinners did just a year later.

Olson said the best way for retailers to combat overbuying fidget toys is to stay in touch with their sales rep and place timely orders.

“Place a nice order, and then place a couple of backups down the road that you can always cancel,” she said. “That’s the biggest thing. You have to keep your eye on the trend to see if it’s going away.”

Exploding Kittens is now a Netflix show coming in 2024 Come find these great games and more at the Asmodee booth #702. Ask about our show special!

NEW!

Hey Hey Relay

In Hey Hey Relay, teams roll dice & perform hilarious tasks as they frantically race across the board!

NEW!

Pokémon Trainer Guess Unova Edition

The Unova Edition is the largest expansion of the Trainer Guess line with 156 Pokémon!

NEW!

Play as Stockers & Shippers to ship out as many orders as you can in Ship Show. Devise clever ways to group items like carrots & ducks with umbrellas & bananas! Use clues to find the right items needed for customers’ orders. Time is of the essence! Act fast to sort items and ship orders before the shift ends.

Discover a whole world of play with