Toy Fair is the industry’s most comprehensive marketplace, offering attendees a competitive edge that no other trade event can match!
December 2024 • astratoy.org
features departments
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 Sawyer Direct Line: 312-238-9887 Email: asawyer@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@astratoy.org
social media specialist Olivia Camacho Email: ocamacho@astratoy.org
director of technology Patrick Greenwood Email: pgreenwood@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. Advertisements are accepted. For more information, contact Rick Kauder, FahyWilliams Publishing, rkauder@fwpi.com, 315-537-8701. 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
Stop to Breathe! Stop to Play!
Iknow, it’s December and you are in the thick of it and thinking, “No way, I can’t stop at all, and you want me to stop and play?”
Yes, I do. And, there is a reason why this may just help you to increase your sales during this crucial selling month.
The entire Astra staff, along with the Astra Board of Directors, recently took day one of the Astra Certified Play Expert Program (CPE) in late September. The message that runs throughout the course, which is also backed by research, is how our brains not only need play to develop, but also continue to grow and regenerate when we play - from day one and continuing through our lives.
Here’s what taking some time to play, especially during the crazy times can do for you:
Relieve stress. Play is fun and can trigger the release of endorphins, the body’s natural feel-good chemicals. Endorphins promote an overall sense of well-being and can even temporarily relieve pain.
Improve brain function. Playing games, completing puzzles, or pursuing other fun activities that challenge the brain can help prevent memory problems and improve brain function. You and your co-workers and staff have the resources to play a little each day, and in doing so at work, you will see a positive difference in productivity and morale!
Stimulate the mind and boost creativity. Young children often learn best when they are playing, a principle that applies to adults as well. You’ll learn a new task better when it’s fun and you’re in a relaxed and playful mood. Play can also stimulate your imagination, helping you adapt and solve problems, and we all know that problem solving is greatly needed throughout the month of December.
Improve relationships and your connection to others. Sharing laughter and fun can foster empathy, compassion and trust with others. Play doesn’t have to include a specific activity, it can also be a state of mind. Developing a playful nature can help you loosen up in stressful situations, break the ice with strangers, make new friends, and form new business relationships.
Keep you feeling young and energetic. In the words of George Bernard Shaw, “We don’t stop playing because we grow old; we grow old because we stop playing.” Play can boost your energy and vitality and even improve your resistance to disease, helping you function at your best.
Do we all not want these benefits? Of course we do. And to think we can achieve these through play. How lucky that we are in the business of play. We just need to remember it and practice what we know is so important.
Leading by example will lower the stress for all during this hectic time (and all year) and will even rub off on your customers. Instead of “I’ll have what they are having,” you’ll hear, “I want to buy what they are playing with. It must be fun!”
Take time to breath and take time to play, even if just for a few minutes. Here’s to a playful, productive and successful December.
Happy Holidays!
My Term as Astra Board Chair has been Amazing
It’s hard to believe this is my last “Letter from the Chair” of my term as Board Chair. Serving on the Board of Directors, as you can imagine, has given me a deeper insight and understanding of Astra than I could’ve ever dreamed. Now, more than ever, I understand how absolutely crucial my Astra membership is to my business and my own personal development. More importantly, I have seen firsthand the passion and caring the Board and staff have for the advancement of the specialty toy industry as a whole and in elevating every individual member.
It’s always been a personal goal to put myself in situations where I am the “dumbest person at the table.” I always want to be in places where I am learning, growing and stretching myself beyond my comfort zone. Serving on the Astra Board has certainly allowed me to do that. It has been a true honor to serve alongside some of the brightest, most passionate individuals in the toy industry. I can earnestly say that every initiative Astra embarks on is done thoughtfully and with one goal in mind - serving the members.
Looking back on my service, I’m incredibly proud of what we’ve accomplished in partnership with the staff, volunteer committees and you - the members. We launched the Toy Boat, creating a space for unmatched networking and
On the Cover: Congratulations to our 2023 All Holidays Decorating Contest winners! The decorating contest is Astra’s celebration of creativity, community, and the magic of the holiday season. Open to all Astra Retailers, members are invited to showcase their festive flair by submitting photos of their most captivating holiday window or in-store displays. What makes this contest truly special is who decides the winners: children of
educational activities. We partnered with People of Play to expand the Young Inventors Challenge. We’re working to make Marketplace & Academy more accessible and valuable to members. We relaunched the Certified Play Expert program, providing an even more engaging curriculum. Through university partnerships, we’re fostering the next generation of toy industry leaders. We also provided our members with an in-depth consumer survey and invaluable insights on how to use it. And finally, we improved ASTRA’s online experience, communications and marketing, making it easier than ever for members to connect and grow their businesses.
Being ASTRA Board Chair has been one of the most meaningful experiences of my toy career. The relationships I’ve built and the lessons I’ve learned will stay with me long after my term ends. I am thrilled to pass the baton to Darby Zadarahdnik - better known, better dressed, and certainly better organized! I know under Darby’s leadership, ASTRA will continue to accomplish amazing things and foster the spirit of play for years to come.
Thank you all for your support, encouragement and dedication to this wonderful community. It’s been an honor to serve, and I look forward to seeing what we will continue to achieve together.
Yours in play,
Theresa Duncan, Astra Board Chair
Astra members, aged 8-14. These young judges remind us why we do what we do—bringing joy, wonder, and play to kids everywhere. Judging is based on how well the displays catch the eye, invite shoppers inside, and spark holiday spirit. Beyond recognizing creativity, the contest highlights the vibrant role specialty retailers play in their communities. By inspiring smiles and holiday cheer, these displays are a testament to the power of independent
stores to make lasting memories. Winners receive Astra perks like free conference and CPE registrations, but the real prize is the joy of connecting with customers and spreading the magic of the season. Keep an eye out next year for another chance to join the fun and show off your store’s holiday spirit!
To find out who won the most recent 2024 contest, go to our website, astratoy.org.
Astra is Meeting You Where You Are
Come See Us at Q1 2025 Trade Shows and Events
At Astra, we believe in the power of connection and accessibility. In 2025, we are taking that commitment to the next level by ensuring that our team will be present at the major industry trade shows in the first quarter of the year. Whether you’re an independent retailer, a manufacturer or a partner in the specialty toy industry, you’ll have the opportunity to connect with our dedicated team, face-to-face, at events around the globe.
Why is this important? We understand the value of accessibility and want to meet our members where they are: on the ground, in your city and at the events that matter to you. Our presence at these shows is more than just attending - it’s about providing real-time support, facilitating meaningful connections and making sure we continue to serve as a vital resource for the success of your business. Below is a breakdown of where you can find us and which staff members will be attending each event in Q1 of 2025:
Dallas Total Home & Gift:
Jan. 8-14
Attending: Michael Foldeak and Ashlee Sawyer
Kick off the new year with Astra at the Dallas Total Home & Gift show, where Michael and Ashlee will be available to meet and discuss trends, industry insights and how Astra can continue to support your business through the upcoming year.
Atlanta Winter Market:
Jan. 14-20
Attending: Michael Foldeak and Dan Guzman
The Atlanta Winter Market is a key event for many retailers. Join Michael and Dan as they represent Astra, offering guidance and ensuring our members have the resources they need to make the most of the market.
Las Vegas Market & More: Jan. 26-30
Attending: Katie Cooley and Ashlee Sawyer
If you’re headed to Las Vegas Market, Katie and Ashlee will be on hand to connect with members, share updates on Astra initiatives and help you navigate the market’s offerings for specialty stores.
Spielwarenmesse: Jan. 28 – Feb. 1
(Nürnberg, Germany)
Attending: Sue Warfield and Kathy Trivisonno
For our international members and partners, Sue and Kathy will be representing Astra at Spielwarenmesse, one of the world’s largest toy fairs. This is a fantastic opportunity for members looking to expand their global connections and stay on the cutting edge of international toy trends.
Toy Fest: Feb. 19-21
Attending: Sue Warfield and Kathy Trivisonno
A west coast favorite, Toy Fest is another opportunity to connect with Sue and Kathy, who will be available to discuss how Astra continues to advocate for independent toy stores and provide tools for your success.
GAMA Expo: Feb. 23-27
Attending: Dan Guzman
For those in the game industry, Dan will be at GAMA to connect with members involved in games and gaming accessories. He will be there to support you in navigating the ever-growing world of tabletop gaming.
Toy Fair: March 1-4
Attending: Sue Warfield and Michael Foldeak
Toy Fair in New York City is the hallmark event of the year for many in the toy industry. Sue and Michael will be representing Astra at this iconic event, ready to help you leverage Astra’s resources and connections to ensure your business thrives.
Toy Boat: March 17-22
Astra’s Exclusive Event
For our members attending Toy Boat, this will be the ultimate opportunity to network, learn, and grow your business with like-minded peers. Our entire team will be heavily involved in making this a transformative experience for all attendees.
At Astra, we value being accessible and providing personalized support, whether at home or across the globe. We are committed to being present at key trade shows to meet you where you are, offering assistance, insights and opportunities to connect. We look forward to seeing you in Q1 2025 and helping your business navigate the exciting future of the toy industry.
Let’s connect and make 2025 a year of growth and community!
How to Prep for Q1 Shows
We’re in the midst of the Holiday season, and we understand that’s keeping everyone busy, busy, BUSY.
But in a blink, it will be Q1 and we’ll all be heading out for various shows to see what’s up for 2025.
Here are some tips from Astra sales reps, manufacturers and retailers to help get you pointed in the right direction.
Hot Tips Through the Eyes of a Sales Rep
Tom Rushton, Principal, Revenew Sales
First of all, be prepared. I know it’s the Boy Scout motto, but it’s also key to having a successful show season.
1. Create a meeting agenda and try to stick to it. Include showroom numbers and locations so you have them at your fingertips.
2. Know what your vendors are going to show in their showrooms. Get to the showrooms a day early to get a sense of the lay of the land. And, our vendors are usually going to surprise us with something new we didn’t expect to see. Those are good surprises. Your retailers LOVE to hear about the newest release! They also LOVE to know that you’ve already figured out how that new release is going to fit into their
stores. You’ve already thought through the merchandising so that your buyer can focus on other items. It kinda goes like this: “This will fit in so well on the Licensed Blind Box Fixture. We should sell down the last release and add this when it releases on June 1.”
3. Don’t be afraid to tell a buyer your genuine feelings about an item. It’s just as important to let them know what doesn’t work as it is to let them know what will work for them.
4. Honesty is key to building trust in any partnership. It may not always get you the order for the NEW FOR ‘25 RELEASE, but it will lead to many more purchase orders later on.
5. Limit your meeting time and respect the time of other reps with your buyer. None of us like when our buyers are running late, but it’s usually not their fault. The world will not end if you run out of time and need to do a follow-up meeting at your retailer’s/buyer’s office or by Meet/Zoom/Teams. It’s the perfect time for follow-up on your show meeting and to show them the line(s) that you missed. That line then gets even more attention than if you hurried by it at the show.
6. ALWAYS take thorough notes during your meeting. We use HubSpot as our CRM (Customer Relationship Management) tool and love it.
7. While you have your phone out taking notes, it’s ok to remind everyone at the showroom meeting that you’re not texting anyone or playing Wordle. You actually have HubSpot open on your phone and are taking those meeting notes.
8. ALWAYS send a MEETING RECAP with NEXT ACTIONS to your buyer(s). It shows them you were paying attention and (Continued on page 12)
How to Prep for Q1 Shows
will assist them in the meeting follow-up which leads to more efficient follow-up and purchase orders.
9. Be persistent when following up your NEXT ACTIONS but DON’T BE A PEST.
10. Make sure the beverages are icy at the end of each day. Have fun! We sell toys & games!
Hot Tips Through the Eyes of a Manufacturer
Kim Lannan, Director of National Accounts, eeBoo
1. Determine which showroom shows someone from your company will attend and let your rep group know. VIP Days are very important to have a company representative there, therefore check with your rep group if/when they are hosting a VIP day.
• Dallas – January 8-14
• Atlanta – January 14-20
• Seattle – January 20-24
• Minneapolis – January 24-28
• Las Vegas – January 26-29
2. Order samples or prototypes from your factory to ensure each showroom has a set of new samples to show. Send the samples to the showroom in December to give them time to reset your section.
3. Send a list of discontinued items to each showroom.
4. Be sure your new catalog will be printed in time for the first show, and ship catalogs to showrooms and reps in December. If you are attending December sales meetings, make sure the reps have their catalogs for the meeting.
5. Create an updated product file for ordering systems.
6. If you want updated signage in the showroom, ask the showroom manager for dimensions and order the sign to be printed and sent to them.
7. Finalize your Q1 2025 promotion terms.
8. Confirm your hotel/flight reservations.
Hot Tips Through the Eyes of a Retailer
Gwen Ottenberg, Owner, Imagine That Toys, Wichita, Kansas
1. Run reports and look at your inventory before you’re at a show. Look at categories that are trending up and categories that are trending down. Look at the vendors who have financially made a difference in your business during the previous year. Who is bringing you the most sales and who is bringing you the most profits? They may not be the same vendor!
2. Make appointments with your sales reps and/or sales managers early. It’s important to dedicate time to getting to see the products you want to see.
3. Walk the entire showroom looking at every single booth. There may be a company that had nothing for you in the previous year that has something new and amazing. You don’t want to miss them!
4. I like to get to a show early and walk the entire showroom before the sales managers are in the room and before I’m on a guided tour by my sales rep. I want to know what my gut gravitates towards without any other influences.
5. Walk into every showroom as open minded as possible. Prepare to be amazed and excited! Look through the eyes of your five-year-old self because that’s what our customers are doing.
6. Loyalty matters. If you place an order in a showroom, the showroom receives credit, often leaving your rep out unless they’re present. Your sales rep is dedicated to you year round, so include them in your discussions. When you return home, vendors will typically honor the same deals shown at the trade show, helping you avoid overspending while ensuring your rep stays involved in the process.
We Can’t Wait to See You in San Antonio for
San Antonio, Texas, here we come!
“What an amazing city,” was the resounding sentiment of the Astra staff and board of directors as we visited San Antonio to prep for Marketplace & Academy 2025!
Touring the convention center, hotels and seeing all the restaurants along the River Walk, it is truly a “one of a kind” venue. The detailed planning for our education offerings, trade show floor layout and schedule, parties and our 2nd Annual Astra Awards Gala are underway to make this a must-attend event.
Registration is now open with a neverseen-before early bird special for full conference that goes through Dec. 31. It’s only $79 for Astra members, you don’t want to delay. In addition, we have great hotel specials at our Astra hotels for a limited number.
What is included for the $79 dollars?
- All events, except the Awards Gala, which include:
• Meet and Greet Saturday evening
• Opening Session, including breakfast
• Education Sessions
• Lunch Sunday – Tuesday
• Game & Kit Session (Tables for Vendors are an extra cost and space is limited, but attending is free for all full conference attendees)
• Sunday night party and toy sync battle (we have some fun surprises for you at the party!)
• Monday, Tuesday and Wednesday trade show
Marketplace & Academy
We are also offering free trade-show- only attendance for Astra retailer and rep members. However, with the early bird special of $79 for full conference, there’s no better value to have the opportunities to build your business and grow your connections than registering for full conference. The deadline for this deal is Dec. 31, 2024, and your 2025 membership dues must be paid no later than Jan. 31, 2025, to keep the special pricing.
Why are we offering these deals when we haven’t in the past?
• We want to eliminate as many barriers to attending as possible.
• Full conference is where you learn, not only from our speakers, but just as importantly, from others in our business who understand you and your challenges.
• We are investing in you, our members, working to keep to our mission to elevate, engage and promote the success of our play community of retailers, manufacturers, sales reps, affiliates and inventors.
• We want to show a greater amount of room nights booked at the hotels to have other cities excited to work with us on a contract.
What is involved in choosing sites for Astra’s Marketplace & Academy?
• We need a lot of space for our exhibit floor and only the larger convention centers have the space we need including
rooms for education, ballrooms big enough for our full sessions and gala event and hotels nearby that can work for our members.
• Convention centers work with the hotels and the contracts to get the space we need for our trade show.
• Education rooms rely on Astra guaranteeing a specific number of room nights at the hotels near the center. If Astra doesn’t fill at least 80 percent of the rooms we guarantee, we pay for the rooms that are not booked.
• Getting to the host city: Is there an airport near that has daily flights in and out with most of the major airlines?
• We work to choose and switch locations throughout the United States to accommodate members who come only when they can drive in.
Your board of directors, along with the Astra staff, will continue to work to make Marketplace & Academy the best value it can be to our members, while also being fiscally responsible with the funds required to make the show your place to be.
Join us in San Antonio for the greatest gathering of the independent retail community and those that work with them for success. Let’s all connect and learn from one another while also having fun to reinforce our role as play advocates.
See you in San Antonio, Texas, June 1-4, 2025.
Quality Over Quantity Why Toy Retailers and Consumers Should Prioritize Quality Toys
Dr. Amanda Gummer, CEO, Good Play Guide
Cheap toys can be appealing for their affordability, but they often come with hidden dangers such as safety risks, poor durability and limited play value. For retailers, stocking cheaper, knock-off products may seem profitable in the short term, but these products can harm their reputation and lead to long-term losses. Adopting a quality over quantity approach not only benefits children, but is commercially advantageous for retailers.
The Hidden Dangers of Counterfeit Toys
The prevalence of counterfeit toys has surged in recent years, largely due to the ease of online shopping and global supply chains. Counterfeit toys may mimic the look of well-known brands, but they often cut corners in crucial areas such as material quality, durability and safety standards.
Children are particularly vulnerable to the risks posed by these toys, which may include:
• Choking hazards due to small, loose parts.
• Toxic materials such as lead or phthalates that are banned in reputable manufacturing processes.
• Sharp edges or poor construction, leading to a higher risk of injury.
For retailers, stocking counterfeit or substandard toys can lead to customer complaints, negative reviews and even legal
repercussions if safety issues arise. Ultimately, the potential damage to a retailer’s reputation can far outweigh any shortterm gains.
But it’s not just counterfeit toys that can damage a store’s reputation. The cheaper ‘inspired by’ versions come with their own issues even if they have gone through all the relevant safety tests. These toys are often not as robust as the original, and can have a vital feature (only known by the original innovators due to their research and development) that gets overlooked when mimicking a product.
By supporting companies that invest in research and development, rather than rewarding people who wait for someone else to do the hard work and then just jump on the bandwagon for a quick buck, is supporting innovation in the industry.
With the rise in tech toys incorporating things like artificial intelligence, augmented reality and virtual reality, there are a lot of unknowns and potential dangers in cutting corners on the development process. As an industry, we need to support innovation so we are able to continue to help children have safe and playful childhoods. So think about that when you’re next offered a ‘too good to be true’ offer from someone who looks very much like a market leader.
Why Accreditation Matters: The Role of the Good Play Guide
To mitigate these risks, both retailers and consumers should look for toys that come with recognized accreditations. The toy safely certifications are well known but other accreditations such as the Good Play Guide seal of approval give confidence to retailers and the end consumer. At the Good Play Guide, we evaluate toys against a robust set of criteria, including cognitive, social and physical benefits for children, ensuring that they offer more than just entertainment.
By stocking accredited toys, retailers can reassure parents that they are making a safe, worthwhile investment in their child’s play. These toys are designed to last, provide enriching play experiences and foster children’s growth across multiple developmental domains.
How to Prioritize Quality While Staying Commercially Competitive
Retailers might worry that focusing on high-quality, accredited toys will lead to higher prices and a narrower selection.
However, by implementing smart, strategic practices, retailers can embrace the quality-over-quantity approach while also maintaining their bottom line. Here are some practical tips to achieve this balance:
1. Curate a Thoughtful Product Range
Instead of stocking an overwhelming array of toys, focus on offering a curated selection that meets the highest standards of safety, developmental value and durability. Highlight toys that have earned accreditations, such as those from the Good Play Guide. These products should be prominently displayed in your store or online shop, with clear messaging that emphasizes their benefits.
By curating a select, high-quality range, retailers can position themselves as experts, fostering trust among consumers who will view the retailer as a reliable source for well-made toys.
2. Educate Your Customers
Use your platform, whether that be physical stores or online channels, to educate customers about the importance of quality toys. Consider hosting in-store events or webinars where parents can learn about the developmental benefits of different toys or
offer guides that explain why accredited toys are a safer, smarter choice.
Displaying in-store signage or online banners that promote your partnership with recognized accreditation outlets like the Good Play Guide can also help raise awareness and differentiate your brand. Retailers can include short videos or interactive displays showing how certain toys benefit a child’s physical, cognitive or social development, adding value to the shopping experience.
3. Leverage Research to Make Informed Stocking Decisions
Before placing large orders, look for toys backed by research and development. Brands that invest in extensive testing, especially those affiliated with accreditation programs, typically offer toys with better longevity and educational value. By choosing to stock toys that are research-backed, retailers can reduce returns and complaints about broken or disappointing toys. Satisfied customers are more likely to leave positive reviews and become repeat buyers.
4. Offer Bundles or Subscription Services
One way to maintain commercial viability while selling quality toys is to offer customers added value through bundling or
subscription services. Create curated bundles of accredited toys that are tailored to specific age groups or developmental stages, giving parents an easy, cost-effective way to buy trusted, highquality toys.
Subscription services can also drive recurring revenue. For instance, retailers could offer monthly or quarterly toy boxes filled with Good Play Guide-approved toys. This way, consumers enjoy the convenience of curated selections delivered to their doorstep while retailers benefit from a steady, predictable revenue stream.
5. Utilize Data to Align Stock with Consumer Preferences
Retailers who embrace data analytics can more accurately predict which quality toys will perform well based on past sales, seasonal trends and consumer behavior. Use these insights to fine-tune your product range and make more informed purchasing decisions, ensuring that the toys you stock are in demand and aligned with customer preferences.
Data can also be used to monitor sales of accredited toys, providing valuable insights into how promoting quality over quantity directly impacts your bottom line.
Supporting Innovation: Why It’s Key for the Toy Industry
The toy industry thrives on innovation. Each year, new toys are developed that bring fresh ideas and experiences to children, thanks to investment in research and development. However, counterfeits and cheap knock-offs pose a significant threat to this innovation. When retailers choose to stock and promote counterfeit goods, they contribute to an industry that undermines creativity, steals intellectual property and discourages further innovation.
Supporting quality, original toys means supporting the future of the toy industry. By stocking toys from brands that are dedicated to innovation, retailers can offer products that not only meet safety standards but also inspire children in new, imaginative ways.
In the end, it’s a win-win for retailers and consumers who choose quality over quantity. For retailers, adopting this approach also leads to longer-term commercial benefits, such as enhanced customer trust, reduced returns and increased loyalty.
By focusing on accredited, well-researched toys and implementing strategies that highlight quality, retailers can differentiate themselves in a crowded market while offering consumers the reassurance that they are buying products that support their child’s well-being.
Toy Fair is the industry’s most comprehensive marketplace, offering attendees a competitive edge that no other trade event can match!
Spielwarenmesse 2025 in Nürnberg: A Must for American Toy Retailers
Verena Urbschat, Director of Visitor & Exhibitor Marketing, Spielwarenmesse
The Spielwarenmesse in Nürnberg, Germany, is the world’s largest toy trade fair, offering retailers, manufacturers, and industry experts unparalleled opportunities.
Scheduled from January 28 to February 1, 2025, this annual B2B event is set to attract key players and startups from across the globe. A reimagined experience for Spielwarenmesse 2025 will introduce a new hall layout, designed to optimize the visitor experience. Notably, the prize-winning Hall 3C, an architectural marvel by Zaha Hadid, will be integrated for the first time, providing space for expanding product categories like Baby and Infant Articles and Lifestyle Products. This modern hall, filled with natural daylight, offers not only visual appeal but also short routes to Halls 1, 2 and 3, promoting efficient navigation and business opportunities to other product groups.
Hall 2 is dedicated to the School Articles, Stationery, Creative Design product group, now having its own hall.
ToyTrends 2025: “Anime & Friends” and
“Healthy Heroes”
Two exciting new ToyTrends will take center stage: “Anime & Friends” and “Healthy Heroes.”
Located at Eingang Mitte, these trends reflect the latest in consumer interests and societal shifts, making them relevant for retailers aiming to meet evolving consumer needs. The Anime & Friends trend taps into the growing global fascination with anime and manga culture. Popular characters not only captivate children but also attract teenagers and adults, influencing everything from video games to toys and merchandise. Meanwhile, Healthy Heroes promotes physical, mental and emotional wellbeing through play. With
a focus on mindfulness, movement and healthy eating, this trend encourages children to embrace holistic health, fostering self-esteem and resilience. The ToyTrend presentations at the Toy Business Forum in Hall 3A will complement the trends with valuable information to help with range planning.
Themed Specials: A Wealth of Inspiration
In 2025, Spielwarenmesse will feature expanded special areas that cater to the latest market development. An example is Special Sports, Leisure, and Outdoor in Hall 7A, where retailers can explore and test outdoor toys, ride-ons and sports equipment.
Other specials include the Kidults section, a response to the growing toy market for adults, offering insights into product categories like collectibles, retro games and science fiction.
Knowledge Hubs
For 20 years, the Toy Business Forum has been a go-to source for industry knowledge, and in 2025 it promises a redesigned, more interactive format. With morning sessions added to the program, attendees can expect a wealth of inspiration. Afternoon sessions will explore critical topics such as AI (artificial intelligence), digitalization, sustainability and trends like kidults. In addition, the LicenseLounge in Foyer West features the LicenseTalks that give an overview of latest developments in the lucrative license market as well as valuable insights for all those new to the licensing business.
Networking and Expansion Opportunities
In addition to showcasing new products, the Spielwarenmesse is the ideal platform for networking.
Retailers can make contacts that may help them tap into new ideas. Attendees will also have the chance to interact with international experts, expanding their knowledge and gain ideas for their stores back in the United States. At the RedNight on Thursday, January 30, all halls will turn into party spaces with everyone connecting over drinks, music and food.
Ongoing Collaboration
Astra and Spielwarenmesse share a long-standing partnership. In addition to free tickets, you can once again look forward to our Astra get-together on Friday, January 31. As space is
limited for the dinner, please email Sue Warfield at swarfield@ astratoy.org if you will be attending the Friday evening dinner.
Spielwarenmesse invites you to round off the trade fair day over dinner at a traditional German restaurant. This event will be a great chance to meet fellow members, reflect on the insights from the fair and enjoy a memorable evening with specialty toy industry peers.
Free Voucher Codes for Astra members
Experience the diverse and colorful world of toys and get inspiration for your assortment. As a member of Astra, your participation at Spielwarenmesse is free of charge. You have received a voucher code by email. This exclusive offer provides you with your free permanent ticket that includes complimentary transportation on public transport in the wider Nürnberg area.
Plan your trip now with discounted offers
In order to make your visit as smooth as possible, there are several tips and benefits for booking your travel. Check out
discounted hotels, the Spielwarenmesse bus shuttles from Munich airport, and insights on the ToyCity Nürnberg. spielwarenmesse.de/astra
“From innovative presentations to interactive experiences, Spielwarenmesse 2025 will offer more than just product showcases,” said Verena Urbschat, director of visitor & exhibitor marketing for Spielwarenmesse, who also presented at the Education Session at Astra Marketplace & Academy in St. Louis earlier this year. “It’s a hub for networking, knowledgesharing and hands-on exploration of the latest industry trends. I look forward to seeing you from January 28 to February 1 in Nürnberg!”
Verena Urbschat, Director of Visitor & Exhibitor Marketing, Spielwarenmesse
Perfect for budding musicians at any age, the Kala Learn To Play Series features three soprano ukulele starter kits in ready-to-stock retail packagaing.
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Welcome to Kidulthood
There is a new category in the world of toys, and if you aren’t paying attention, you could be missing out on a lot of business and a whole new type of buyer.
The term is kidult, defined by Cambridge Dictionary as, “an adult who likes doing or buying things that are intended for children.”
The category is essentially toys that appeal to adults. Some people think of the kidult phenomenon as simply licenses that were targeted at kids, but through nostalgia, are still popular with adults such as what you see in a pop culture store.
But it is far more than that.
Disneyland is now one of the world’s top adult (without kids) vacation destinations. Fandoms for Star Wars buy more than just collectibles. LEGO has had incredible success with architecture and botanicals sets. The roots for kidult may have started in the puzzle and game industries. Many games marketed as family games are still being played long after the kids have grown.
The party games category continues to grow. Trading card games such as Pokémon, Magic, and Lorcana have wide appeal. Board game cafes have sprung up across the world where people can go
to enjoy a hot beverage and play a game with their friends.
The category, however, continues to grow as kidults embrace paint-by-number kits and even craft kits originally designed for youth. Kidults are building LEGO sets, flying drones and fidgeting with putty. Hobbies from their youth are carrying over into kidulthood.
In fact, CNBC reported two years ago that kidult spending accounts for over onefourth of all toy purchases!
Before the COVID-19 pandemic in 2020, Henry Bear’s Park in Massachusetts was looking to expand their offerings.
“We were debating between focusing more on younger kids and infant, or older kids and adults,” said Melissa Brilliant, Henry Bear’s Park senior manager of product and inventory. “We went with adults and call it our ‘Young at Heart’ section.”
Brilliant said the change was incredibly positive and now regularly brings in adults looking for toys just for themselves. She shared four things a specialty toy retailer can do to capture kidult dollars.
1. Have a dedicated kidult section in your store. Start with the adult items you already have such as puzzles, games, paint-by-number, LEGO Architecture and Botanicals. Add in the product you start to see adults buying for themselves such
as retro items. Make it a distinct area with adult-level demos and displays, vignettes and decorations.
2. Rotate products regularly. Henry Bear’s Park tries to keep about 75 items in the kidult section, with almost all of it onetime buys so the products rotate regularly to keep the section fresh and interesting.
3. Sell what you love. It is easy to get caught up in a craze and think you need to start buying products your team doesn’t necessarily like. The same holds true with kidult products. If you don’t love it, you won’t sell it. Only buy what you love.
4. Look at your vendors again. You don’t have to look far to find products for your kidult section. Many of your current vendors have items you may have overlooked because of the age range. Take a second look and see what you can find.
The kidult phenomenon is here to stay.
If you aren’t actively looking to capture those dollars, someone down the street from you will. Create events that are adult-friendly. Have a party game night or painting party. Run a speed puzzling event. Have an adult category for your LEGO competitions. Adults love to play, too.
Welcome to kidulthood.
Phil Wrzesinski, National Sales Manager, Ravensburger North America, Inc.
With the Holidays in the Rear View Mirror, Don’t Sleep on January Sales
How Astra Retailers get Ready for the New
Year
For most, the time between Halloween and New Year’s Day makes up a good percentage of the year’s business. With January on the horizon, it might be a relief to put your feet up and exhale.
Although being mentally refreshed is important, retailers need to make sure they’re ready for shoppers to reemerge in January.
“While we can’t always control how good our January may be, we can guarantee a disappointing start if our stores open for the new year looking like a circus came through town in late December,” said Patrick Holland, owner of Learning Express of Chattanooga, Tenn. “Perennial bestsellers should never be in low supply in our stores, especially in January. That’s something we can easily control with some simple adjustments to our ordering projections. And if a bestseller isn’t selling
the way it used to be, then ease off - in March. Even bestsellers a little past their prime are safe bets in January.”
Stephanie Sala, owner of Five Little Monkeys in Richmond, Calif., said she does her year-end inventory planning through January to prepare for customers in the new year.
“When we’re super low in inventory, we’re super low in sales,” she said of January. “Our best Januarys have been the ones when we’ve had more toys on our shelves. No matter how hard we try to get product in January, 90 percent of it seems to not arrive until February.”
Sala said that could be because vendors are doing physical inventory and their warehouses are closed. Or, she said, it could be because they are waiting for containers to arrive from overseas. “But it always seems to happen,” she said.
“I have also learned to go heavy on my tried-and-true best sellers rather than bringing in extra SKUs I am interested in trying when padding my orders and trying to get my inventory dollars up.”
She also said January is a prime time to drive traffic into stores by offering reasons for families to get out of the house when the weather is not optimal. In the past, Five Little Monkeys has offered Crafternoons, a Kids Art Show, Valentines making, puzzle sales, a Taylor Swift party, Pokemon Day, Lunar New Year celebrations and other events to bring people to the store during a potential slow January.
As a reminder, International Puzzle Day is Jan. 29, 2025.
Brice Elvington, owner at hakabohu in Florence, S.C., reminds retailers that birthdays don’t stop just because the
holidays are over. The math alone suggests that 1/12 of birthdays are celebrated in January!
“The high of Christmas for a child only lasts weeks, if not days,” he said. “They are ready to fill a birthday bin and get new toys, especially the ones that didn’t make their Christmas wish list.”
Elvington said it’s also important to be ready for the post-holiday rush of accessories that were purchased in December. For example, if a retailer sold a lot of Calico Critter houses, it’s a wise move to be well stocked on furniture and other Calico accessories.
“Lots of dolls, same with accessories, outfits and friends,” he said.
Other toys that can latch on to the post-holiday rush should be emphasized. Elvington said for example, Shashibo.
“Start posting videos of how to combine them for new shapes and challenges so once they master the single Shashibo, they’ll come for a second and third one,” he said. “Same with cool arts or craft kits. Make sure you have plenty of refills or varieties.”
Holland said there are other areas that can help keep the heartbeat of a retail store strong in January. Candy, in particular, is an area he stays focused on for January. He said it’s a category that doesn’t take up space in the backroom.
“January is a month where kids come in and spend their holiday money and gift cards,” he said. “Discovering new candy can be nearly as much fun for many preteens and teens than finding a new toy, especially when they’re spending their own money.”
Holland also advised fellow retailers to stay in touch with their sales rep and ask for help.
“They’ll know early what items they represent are not returning, which lines of theirs are offering late-year discounts, or who simply has extra inventory they’re wanting to rein-in before year-end,” he said. “They might offer price breaks thanks to an abundance of holiday cheer.”
‘A Badge of Knowledge’
How to Elevate Your Toy Business for 2025 Through CPE
Lisa Orman, President, KidStuff PR
How important is it to become a Certified Play Expert?
In a simple word: Important.
The Certified Play Expert (CPE) Program empowers those who complete the program to become a trusted advisor to their customers. Armed with comprehensive knowledge of child development and the importance of play, CPE graduates are able to guide parents and caregivers in selecting toys that are not only entertaining, but also promote healthy and developmentally appropriate play.
The success of those who have taken the program is far reaching.
Toysmith Toys & Gifts recently had several of their staff take the course and become CPE certified.
“In sales, the focus is the toy’s selling features and benefits. As a certified play expert, I have the added benefit of being able to weave the fundamental core values of the program into a sales presentation providing a deeper meaning to the toy and its correlation to the mental and emotional health of a child,” said Diane Mazzaro, director of specialty sales at Toysmith. “This additional knowledge is invaluable in providing more joy beyond the toy.”
Donna Wojciechowski, field sales manager at Toysmith, said becoming a CPE has enhanced her ability to engage and elevate her level of understanding in the world of play.
“This program enriched my ability to assist customers, and now I have a better understanding on how to deliver more joyful solutions to enhance their business,” she said.
Sales presentations for Toysmith have also been enhanced because of the CPE certifications that have flooded the company.
“The CPE training brought a greater awareness of the importance of toys in the daily lives of kids,” said Toysmith Field
Sales Manager Ronald Reynolds. “The training will bring our sales presentations to a whole new level.”
From a retailer perspective, having the CPE certification on the floor can be a massive courage builder when speaking to customers.
“It’s given me the confidence to speak with all types of customers about why play is so important, but also helping them select the right toys or gifts based on the child’s needs or wants and not just what we want to sell,” said Jessica Dietzen, a CPE and employee at Learning Express in Lake Zurich, Illinois. “The science behind ‘play’ has really allowed me to understand play patterns, ages and how kids today need to be interacted with. I display my CPE certificate proudly and as a badge of knowledge.”
As the owner of Learning Express, Richard Derr said he uses the power of a CPE certification on his customers.
“I know that local toy shops must be different, and so outstanding, that the lure of places like Amazon is not the first route to purchasing a toy,” he said. “This is our competition today, but by educating our team, having the knowledge and confidence to speak with all different types of consumers, I know they will select us over online, especially when we do recommend the right toys and gifts for a child. That interaction is what will keep us in our communities.”
A CPE certification is important for all facets of the toy industry. Obviously, a salesperson on the floor of a retail store is a better salesperson with the certification. But being a CPE is also important for manufacturers.
“As Certified Play Experts, we have learned that we can offer toys that help families and their children learn, grow and thrive, while also supporting a successful business,” said Alan Blumberg of RBG Sales.
TWhy Securing Your Spot on the Toy Boat is the Best Business Decision
You’ll Make in 2025
Picture this: you’re cruising the Caribbean, enjoying all the luxuries of Royal Caribbean’s Liberty of the Seas, while also soaking up game-changing insights from industry leaders. Now imagine you’re not just here to unwind, you’re here to elevate your business to the next level. Welcome aboard the Toy Boat!
Astra’s Toy Boat is the ultimate experience, blending highimpact education, unparalleled networking and a touch of whimsy. If you haven’t secured your spot yet, here’s why this event is a must for any serious business owner looking to grow, innovate, and recharge.
Amenities Fit for a Toy Industry Powerhouse
The Toy Boat is not just about learning, it’s about indulging in a setting that fosters creativity and rejuvenation. You’ll sail on the Liberty of the Seas, a ship that’s packed with world-class amenities to make your voyage both productive and playful.
• All-Inclusive Dining: Enjoy a variety of delectable meals from globally inspired menus. Whether you prefer fine dining or casual fare, your taste buds are in for a treat. And yes, the coffee is endless - because we know innovation needs fuel!
• Entertainment Galore: When you’re not busy expanding your business knowledge, take advantage of the ship’s incredible entertainment options. From Broadway-style shows to ice skating rinks and a surf simulator, there’s never a dull moment aboard.
• Luxury Relaxation: After a day of networking and learning, unwind in the spa, take a dip in the pool or simply enjoy the stunning views of the open sea from your private balcony.
• Adventure for the Bold: For those with a sense of adventure, the ship offers thrilling experiences like rock climbing and mini-golf, ensuring that your free time is filled with fun.
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These amenities are designed to inspire and refresh you so that when you’re learning, you’re fully engaged. And when you’re relaxing, you’re recharging.
Unparalleled Education: Powerhouse Speakers at the Helm
The Toy Boat isn’t just a luxury vacation, it’s an investment in your business’s future. We’ve brought together an impressive lineup of thought leaders who are ready to share their insights and strategies to help you thrive in 2025 and beyond.
• Jesse Godfrey: Partner / Creative Director of MKTGRhythm
Jesse’s creative genius has helped countless brands break through the noise. His sessions will inspire you to think outside the box and transform your marketing strategies for today’s competitive landscape.
• Crystal Vilkaitis: CEO of Crystal Media
A retail social media powerhouse, Crystal knows exactly how to harness the power of digital platforms to drive foot traffic and sales. Learn the latest tactics to make social media work for your business and build loyal, engaged customers.
• James Howard: Executive Director of Black Inventors Hall of Fame
James’ work in recognizing and fostering innovation is unparalleled. His insights will provide valuable lessons on creativity, persistence and community leadership, which are all skills every business owner needs.
• Sarah Kreisman: Masters in Organizational Leadership, Inherited Trauma Therapist
Sarah offers a unique approach to leadership, blending organizational dynamics with her expertise in inherited trauma. Her sessions will leave you with a deeper understanding of how to lead with empathy and navigate the complexities of human dynamics within your business.
• Ron Knox: Researcher and Writer for the Institute for Local Self-Reliance
Ron is a staunch advocate for independent businesses. His work focuses on strengthening local economies, and his session will empower you with the tools to build a resilient, locally-minded business model.
Networking:
Where Relationships Bloom
Beyond the formal sessions, the Toy Boat offers countless opportunities to connect with like-minded peers, share ideas and form lasting partnerships. Imagine brainstorming with fellow business owners over dinner, or discussing your latest ideas while watching the sunset on the deck. These casual yet powerful moments of connection can lead to partnerships and insights that transform your business.
Joining the Toy Boat is a commitment to growing your business in a space designed for inspiration, education and
a little bit of fun. By securing your spot, you’re investing in both your
So, are you ready to chart a course for success? Secure your spot now, and we’ll see you aboard for an unforgettable journey!
Because on the Toy Boat, we’re not just floating on water. We’re sailing toward the future of your business. Head to astratoy.org to secure your cabin today!
MEMBERSHIP
It’s Community with a Capital “C”
Getting Involved with Astra Opens Many Doors
Tami Murphy, Founder of Tamic Strategies, LLC
Community – it’s that simple. A membership in Astra provides you community.
And our Community provides you with a curated network of people and businesses to:
• Do business! Sell or buy – we are all on one side or the other.
• Seek advice. After all, who knows your business better than other Astra members.
• Collaborate on industry best practices, solutions, shared challenges and sales initiatives.
Do not go it alone! There is no reason to feel like you are ‘out there’ all by yourself keeping your business going when there is a Community of like-minded businesses just waiting to work together to sustain, solidify and grow the specialty toy and game business in our local communities.
Getting the most out of your Astra membership is as simple as attending events, volunteering and getting active. Anyone can pay their dues and be a member of the association, but those who get involved become part of the Community.
And yes, that’s Community with a capital “C.” The old adage, “What you put in, is what you get out,” is so true in our Astra Community.
My personal experience with Astra is similar to so many others. Early on in my membership, I felt there was an in-crowd, people knew each other and I’m an outsider. The truth is that ‘in crowd’ were just active participants in the Community and knew each other because they were all involved in the Community.
I made a conscious decision to join just one committee and thought that magically it would all get better overnight, NOT! That committee was not a good fit and I still felt like an outsider, so I joined another committee and made a few connections. Once I was done there, I joined another committee and made some more connections and soon I felt like I was part of the Community.
I gave of myself, and I got back two-fold. You can too!
To Astra’s credit, we now have a tiered membership offering, so you can pick the tier that is best for your needs and your budget. I encourage you to renew your membership, or sign up for the first time, and then ask the Astra staff what volunteer opportunities are available.
Welcome to the Community!
