ASTRA Toy Times June2018

J U N E 2018

magazine

Discover

at Marketplace & Academy THE MAGAZINE OF THE AMERICAN SPECIALTY TOY RETAILING ASSOCIATION astratoy.org • June2018

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June 2018 • astratoy.org

features

departments

money matters

astra news

5 Message from the Chair

10 After the Party’s Over: Make the Most of Your Marketplace Experience

38 Triazzle

6 Contributors

38 Thank You, Mary Sisson

7 President’s Report

14 Mighty Together: Managing the Bottom Line

38 Toy Fest West Winners

8 Ready, Set, Play

18 After Toys R Us

40 Save with Preferred Savings Partners

68 ASTRA Welcomes Its Newest Manufacturer Members

marketplace & academy

72 New Members

46 Giving Back at M&A

82 Index of Advertisers

toy stories 20 Twelve Years of Editing the ASTRA Magazine 22 Before the Toy Industry

48 What to Do in New Orleans

26 From the Desk Of 28 Three Keys to Successful Pop-Up Shops

52 What’s New in Education 54 Education Offerings 62 Schedule-at-a-Glance

trending now

64 An Interview with Keynote Speaker Peter Sheahan

30 Postcard From Toy Fair 32 Innovation Council 32 Instagram Selling 34 The Importance of Language

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

We are always looking for good articles and input for the magazine. Letters to the editor are welcome.

Please forward letters, comments, ideas, etc., to the ASTRA office at dmarsden@astratoy.org

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message from the chair

The Mother(s) of Necessity –

Invention and Giving Back

by Erik Quam Fat Brain Toy Co.

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s I wrap up my year serving as your chair of the board of this amazing association, there’s a lot to reflect on. This board has made some groundbreaking decisions about the future of ASTRA, and I could not be more excited about these new initiatives.

Take a moment and think about the last time you sold a toy. This pertains to all of us, retailers, reps and manufacturers… you made the sales transaction, you submitted the order, or you shipped product from the warehouse. Where did that toy come from? I mean REALLY come from? It was an idea. A spark. A need fulfilled out of necessity. Many of the toys that line our shelves today have an amazing history before they are ever placed into the hands of a child. Most often, they come from the mind of an inventor.

I would argue that inventors are the most integral piece of the puzzle that make up our industry. Without them, we would have never known some of the most iconic toys in history. The Slinky, Barbie Dolls, Play-Doh: you name a toy, and I guarantee there’s a quiet, unsung hero behind it.

Sometimes, the ideas for what became some of the biggest success stories in the toy industry were pure accidents. More often than not, the toys we sell today are the result of years of thoughtful design, research, and passionate individuals pouring their hearts and souls to create what they feel is the next great toy. What’s the payoff? Simple. Watching as a child’s face lights up the first time they play with the idea that ultimately became the toy.

Over the years, I’ve been fortunate to become embedded into the inventor

society. I see hundreds, if not thousands of ideas from toy inventors every year. Whether you know them or not, these inventors are directly responsible for the toys you sell, and it’s time to welcome inventors into the ASTRA family as a recognized membership category.

Over the coming months, the ASTRA staff will be rolling out details and reaching out to the inventor community to welcome them to the association. The toy inventor voice is crucial for the continued success of our industry. They are the innovators, the creative minds, and the ones that “think different”–without inventors, our industry becomes stagnant. None of us needs that.

I’m so excited ASTRA is once again leading the toy industry, and recognizing inventors as a membership category.

Another exciting development is the formation of the philanthropic arm of ASTRA. At its February meeting, the board of directors voted in favor of creating the ASTRA Foundation. The ASTRA Foundation will serve as a charitable organization which will perform community outreach in a multitude of ways. More information will be coming soon, but the board of directors would like to invite you to the ASTRA Foundation’s very first community outreach project in New Orleans in June.

We have partnered with Network NOLA and all ASTRA members will have the opportunity to volunteer at a local public school on the afternoon of Saturday, June 9, on a beautification project. Secondly, on Monday and Tuesday during Marketplace and Academy, attendees can help pack backpacks with school supplies for schools in the New Orleans area that have an

average poverty rate of 95 percent.

The formation of the ASTRA Foundation is another example of how our association is growing and giving back to communities and children across the United States.

With the recent volatility in the toy industry (namely, the shuttering of more than 800 Toy R Us stores here in the U.S.), now more than ever, I appreciate that I am a member of the community that is ASTRA. In the days and weeks that followed the announcement that Toys R Us would be closing, the ASTRA community quickly bonded together to spread the word and shine a light on what all of us have known for years…that independently owned and operated neighborhood toy stores were not going anywhere. Sure, there could be some lasting ripple effects from the closing of TRU, but I have every confidence the specialty toy industry will once again rise to the occasion (as we have done so many times before) and show the world we are ASTRA Proud! We know the recipe for success. We have all the ingredients in our respective retailer, manufacturer, and sales rep kitchens. Remember, we are all in this together, and our strong community is unique–so let’s work together and make the independent toy store the new normal!

Playfully Yours,

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Board of Directors

chair Erik Quam past chair Ann Kienzle chair-elect Dee Farrell treasurer Michelle Sahr secretary Christine Blumberg directors Nicole Bortnick, Cynthia Compton, Damien Crocker, Anita Demetropoulos, Kevin McGrath, Tami Murphy, Christine Osborne, Gwen Ottenberg, Amy Saldanha

Magazine

editor Mary Sisson assistant editor Dee Marsden graphic artist Maia VanOrman

ASTRA Staff

president Kimberly Mosley director of member relations Sue Warfield director, meetings and strategic partnerships Amanda Zawad director of education and training Ahren Hoffman associate manager, marketing and communications Dee Marsden meetings and exhibits coordinator Laura Dann data and operations analyst Maggie Bridger membership coordinator Robyn Foster

Toy Times Magazine is published by the American Specialty Toy Retailing Association, 432 N Clark St., Suite 305, Chicago, IL 60654, 312-222-0984, info@astratoy.org, www.astratoy.org.

Copyright © 2018 American Specialty Toy Retailing Association.

All rights reserved.

Advertisements are accepted.

For more information, contact Fahy-Williams Publishing, 800-344-0559.

All articles for Toy Times are supplied by ASTRA and its members, with Fahy-Williams assembling and editing 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.

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contributors Jean Bailey

Jean is a consultant to the toy industry and former director of the National Lekotek Center, a non-profit that worked with children of all abilities utilizing toys and play. For the last decade she has promoted, studied, written articles and white papers and reviewed research on toys and play as it relates to child development. Bailey has presented on the subject of toys and play internationally and brings with her years of experience in marketing, communications and adult education.

Roger Bildsten

Roger is the former CEO of both Manhattan Toy and International Playthings (now Epoch Everlasting Play). He has served multiple terms on the ASTRA and Toy Association Boards. In 2007, Roger formed Hip Hooray LLC to speak and write about kids and advise the unique businesses that serve them.

Christine Blumberg

Christine, along with her husband Alan and brother Jeff, started a rep group in 2000. They have now been selling to independent toy and gift accounts in New England for over fifteen years. Their relationships with both vendors and accounts are invaluable to them. Christine, Alan and Jeff have made lifelong friends and feel that they bring a tremendous service to their accounts.

Cynthia Compton

Cynthia started 4 Kids after the birth of her fourth child and out of a desire to own a business in her community. 4 Kids Books and Toys’ business honors include recognition as the 2014 Pannell Award for the best children’s bookstore (recognized nationally by the Women’s National Book Association), “Best Of” awards in the Indianapolis community, and several awards from area nonprofits and literacy organizations.

Damien Crocker

Damien is a Sales Manager at HABA USA. Prior to HABA he worked for Orb Factory. Business honors for The Orb Factory include recognition as the 2011 Toy Collection Vendor of the Year, 2011 ASTRA Manufacturer Excellence Award, 2011 ASTRA Best Toys for Kids (Creative Play), 2013 ASTRA Best Toys for Kids (Just for Fun)

and 2015 ASTRA Best Toys for Kids (Creative Play). In his free time, Damien enjoys live music, camping, outdoor activities of all varieties, and, of course, playing with toys.

Richard Gottlieb

Richard is an internationally known consultant, speaker and commentator on the business of play. He is highly valued for his ability to visualize how to survive and thrive in the 21st-century play economy. Richard is the CEO of Global Toy Experts, a global consultancy and resource for knowledge and guidance for competing in the 21st century play and children’s media businesses. Richard, who holds an MBA in Global Management, is also the publisher of Global Toy News, The Industry Resource for Toy News, Toy Trends and Analysis of the Business of Play. He is frequently interviewed by media worldwide.

Kathryn Lavin

Kathryn H. Lavin, MSW is the President and Founder of KiteTail Strategies, providing creative solutions and guidance to individuals, families and organizations that support people of all abilities. She is a disability expert as well as a parent of a child with a developmental disability.

Michael Levins

Micheal is a graduate of Columbia University. Michael began his working career as a regional sales manager for International Paper providing printing papers to magazine, trade and textbook publishers. Upon leaving the paper industry Levins founded innovativeKids® in 1989, at the age of 28 and was later joined by his wife Shari. Over the years, the company has transitioned from a private label manufacturer to children's book publisher and manufacturer of educational toys. Levins is a former board member of The Children's Book Council, Technique Tigers baseball team and ASTRA.

Deidre Rodriguez

Deidre has been a part of the New Orleans hospitality community since 1982, with most of her years of service with the Hilton New Orleans Riverside. She currently works as the senior sales manager at the Hilton New Orleans Riverside.

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president’sreport

Mighty Together in the Face of Change

by Kimberly Mosley, ASTRA

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s I write today, the news is crowded with stories about the demise of Toys R Us and what that means for toy buyers nationwide. The closing of these retail outlets is yet another example of the ongoing change and evolution of the toy industry and retail landscape. Despite the downfall of TRU, independent toy stores are here to stay. We use our small size to our advantage, nimbly changing our business practices to take advantage of all opportunities. We are mighty together and find support in the ASTRA community whether we are facing a new challenge or seeking new ideas.

This issue includes articles to help you through these changing times. Members know that the best way to build a competitive advantage is by delivering a rich customer experience. Check out the article by Richard Gottlieb, “After Toys R Us; A Golden Age for Specialty?”, who reminds us of the power in delivering on a joyful customer experience. It’s a competitive edge unrivaled by mass merchandising. Also, don’t miss the article on pop-up shops as you explore new business opportunities in areas deserted by TRU.

ASTRA Marketplace & Academy can also help you find answers. Join us in New Orleans June 10-13 to connect with colleagues from across the U.S. and more. With 30 hours of education to choose from delivered by experts and peers, you will leave with several actionable ideas. This year’s keynote speaker, Peter Sheahan, is internationally known for his innovative business thinking and thought leadership.

Best-selling author of “Flip: How to Turn Everything You Know on Its Head,” his presentation promises to be provocative, insightful, and packed full of real world examples that will help you to find opportunities amid change and disruption.

Do you understand the value of social media, but struggle to create a plan that can be implemented by you and your team? New this year, the National Institute for Social Media (NISM) will be facilitating a Certificate for Social Media Management Workshop on Saturday, June 9. This workshop will teach you how to create a strategic plan, interpret social media analytics, and create meaningful content for your audience.

HR employees, sales or marketing professionals and business owners with a basic understanding of social media who are interested in taking the next step in the business of social media are invited to attend.

ASTRA members recognize they can change the world through the power of play. With ASTRA's Certified Play Expert workshop, offered Friday and Saturday, June 8 and 9, you will

gain in-depth knowledge on the science behind the power of play, child development stages and learning styles. Sign up today and show your customers your commitment to the importance of play for healthy child development.

Lastly, this year’s Marketplace & Academy is an opportunity for professional as well as personal renewal. From St. Louis Cathedral to Bourbon Street, New Orleans promises to be a city rich with music, history, culture and fun. The city’s infectious spirit is sure to invigorate, captivate and motivate. Don’t leave the city without visiting historic cemeteries, riding charming streetcars and relaxing to soul-stirring music. I can’t wait to see you there.

Although Toys R Us is currently making headlines, the next challenge and opportunity are right around the corner. No matter the challenge, ASTRA continues to be a community of dedicated professionals committed to providing children with healthy, quality play materials that have high play value. The importance of what we do doesn't only happen when toys are in the headlines – for us, it happens every day. We are mighty together and inspired by the power of play.

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ready set play

Resilience and the Power of Play

By Kathryn H. Lavin, MSW, KiteTail Strategies, LLC

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ay! You lost!” are not the words you expect to say or to hear while playing with children. And although penned with tongue in cheek, the sentiment behind those words is one we need to deeply consider. We speak frequently of the power of play and its indelible role in the development of skills in children; cognitive, communicative, physical, sensory and social-emotional. Yet often overlooked in the realm of play is the long-term impact that these developmental skills have on one’s mental health.

Leading behavioral health professionals are now discussing the important role that resilience has on a person’s mental health. Resilience, that is, the ability to move forward despite challenges or failures–or losses–plays a critical role in a child’s development.

The American Psychological Association defines resilience as “the process of adapting well in the face of adversity, trauma, tragedy, threats or significant sources of stress…” In clinical circles some describe this ability to be resilient as “post-traumatic growth,” and others as “bouncing forward.” It is this ability to utilize one’s strengths, problem solving and coping skills that leads to confidence,

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self-worth and strong interpersonal relationships, key indicators for positive mental health.

From a behavioral perspective, resilience is a response; specifically, a response to stressful situations, trauma or grief. It is important to note that resilience does not eliminate the exposure to challenges, but rather it is the way in which a person thinks and reacts to them, that makes one resilient. As such, because it relies on thoughts and actions, it is something that can be taught, developed and refined.

Therefore the role and power of play cannot be overlooked, and in fact, is one of the most important factors and tools to consider in teaching resilience. For children to develop resilience they must be exposed to measured and structured challenges. Play innately provides a rich teaching environment for developing those critical coping and communication skills needed for resilience, the “Yay! You Lost!” Teachable Moment.

Leading clinical social worker Lynn Lyons discusses several ways in which we can teach children to be resilient.

For many of these, toys and games can serve as powerful tools and play a key role in promoting resilience: avoiding eliminating all risk, teaching children problem solving and concrete thinking skills, not providing all the answers, allowing children to make mistakes, and

being a role model for resiliency.

Often society looks to create a world where everyone wins. Yet in not allowing children the dignity of risk and looking to avoid disappointment, we rob our children of developing the critical skills needed for resiliency. Yes, there is no doubt that watching a child cope with loss or struggle with achieving can be uncomfortable and unsettling at best. Yet as adults, it is our responsibility to provide our children with the means and tools to face those challenges. Scaffolding, STE(A)M, collaboration, team building and games that rely on luck rather than skills are great ways to promote structured risk. As everyone knows, there is no avoiding disappointment when you land on a chute, rather than a ladder. It is this structured risk, the possibility of losing and the experience of disappointment that allows children to develop their resilience.

The conversation of the power of play and its relationship to teaching resilience and its connection to positive mental health is just starting, but it must continue. The ability to learn to lose with grace and dignity not only provides a child with coping skills but promotes better mental health throughout all our communities. “Yay, you lost” does not need to be a cheer, but its lessons are something that must be considered and ASTRA embraced.

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moneymatters

After the Party’s Over How to Make the Most of Your M&A Experience

After all the anticipation and preparation, Marketplace & Academy finally happens. Vendors show their wares, both new and tried-and true.

Retailers try to take it all in and try to figure out the best mix for their stores. Reps connect with their manufacturers and their customers, learning new products and offering a helping hand. But what happens after the show? How does everyone keep the momentum going and maximize the Marketplace? Here are three perspectives.

The show’s over.

Now the hard work begins!

A Manufacturer's Perspective

by Michael Levins, Innovative Kids

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ost everyone at some point in their life has gone on a date. The run up to the evening is filled with excitement. Expectations run high.

You make reservations at a nice restaurant, pick out an outfit to look your best, and think of interesting conversation starters.

The date comes and goes, you believe it went well and can’t wait to see that person again. Two days go by, a week, two weeks, a month – and you don’t understand why there is no second date. What happened?

Where was the miscommunication?

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Believe it or not, trade shows are a lot like dating. You have a similar approach in terms of prepping your materials, designing your booth to ensure it looks fabulous, creating your show specials, and displaying your latest and greatest new products. You are ready and excited to get going. The show finally takes place, you have terrific customer meetings, and you end feeling that the investment in time and money was well worth it. You say to yourself, “business will undoubtedly grow.” Two days go by, a week, two weeks, a month – and no orders, or worse, no further contact with prospective customers. What happened?

Where was the miscommunication?

We asked a number of veteran manufacturers how they handled post-show follow up to best position themselves to secure orders, keep a meaningful dialogue going with prospective customers, and ultimately get that proverbial second date.

Given the exhausting nature of trade shows and how they require you to be emotionally and physically “on” for a lengthy period of time, Tami Murphy of The Haywire Group believes it is important to take a day to “decompress and gather your thoughts, so your responses back to customers are crisp, accurate and strategic.”

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Virtually all of the manufacturers agreed on the importance of working quickly to keep the momentum going and the need to reach back out to customers to thank them for visiting, recap their interaction, and provide specific information on items of interest. Juan Felipe Pineda of ToyWorld.com prepares a series of e-mail templates in advance of the show.

Then, he says, “I can personalize my note but quickly respond to customers and sales prospects before they return home.”

Project Genius President Brandi Pinsker has her office send out samples requested by customers during the show to make sure the items are waiting for them when they return to their stores and offices.

With the aid of technology, most manufacturers send out several follow-up notes and emails. These may consist of reminders of show specials, specific products they want to emphasize to customers, or products that proved most popular at the show. Murphy of The Haywire Group prioritizes her contacts. When possible, she explains, “I will send out a personal handwritten letter instead of an email to emphasize the importance of the interaction, which helps get their attention and breaks through the clutter of email.”

Included in post-show action plans is timely mailing of catalogs, price lists, and any related materials requested by customers. Original Toys founder John McGrath emphasizes the need of “getting these materials out within 24 to 48 hours after the show ends.” He then likes to give his follow-up a personal touch by telephoning customers and prospects within 12 to 20 days after the show. Jeff Pinsker, President of Amigo Games, points out that good and effective communication should have a “call to action.” He also suggests not making the common mistake of focusing only on customers that stopped by your booth. You should also “broaden your reach” to a wider audience of customers and prospects. These, he says, should include “those folks that did not attend or simply were unable to stop by your booth during the show.”

The speed and care with which you communicate is essential in making headway with customers, according to John

Parsons of Winning Moves. “As a former buyer, I am able to think like a buyer.” After the show, understand that the retailer has been inundated with huge amounts of product information. By taking steps to make the process of ordering and identifying products as streamlined as possible, you can make all the difference in actually getting someone to order from you.

“Let’s face it, we are human beings and our tendency is take the path of least resistance, so you need to make it as easy as possible for your customers.” Parsons adds, “Don’t make your customer work to give you their business by making them search for information such as pricing or product numbers; try to anticipate their needs.”

In keeping with the philosophy of making things simple, Pineda makes extensive use of technology. For example, he likes using file sharing programs “to send videos to remind customers of important features of the product, which can be more effective than a catalog or still photo.” He also uses social media as an effective method in “demonstrating approval” of products from other retailers and consumers. In a similar vein, Brandi Pinsker uses technology to embed images into her recaps to enable customers to better remember what they saw and make the connection between what they saw during the show and perhaps what they wish to order several weeks or even months later.

All of the manufacturers placed a strong emphasis on the role sales reps play in follow-up after the show has ended.

Endless Games’ national sales manager, Brian Turtle, states, “I like to start with reps and send out an email blast with a show recap while it is fresh in everyone’s mind.” In the communication Turtle encourages his reps to provide feedback about products from specific customers, comments on products overall, and any tidbits of information he wants to convey to the rep teams. Lastly, he likes to schedule Skype calls with rep teams for further training and to tease out any additional information gathered during the show.

Several manufacturers state that the key to success with their reps is based on

good communication and a realistic set of expectations. McGrath points out that rep groups “answer to a host of masters, both the manufacturers and retail customers.”

The fact is, “If you represent many lines you will be inundated by sales managers asking for immediate follow-up and answers.”

The reality of the situation is to have a workable time frame for all those involved.

According to Pinsker of Amigo Games, “The rep piece is as much about the communication as it is about action.” Based on experience, his work does not end by simply sending his reps copies of show orders and business card leads collected.

“Instead of these going into a black hole, I would like an action plan of who and how they will be followed up on with the buyer, when they will be seen, and what happens after customers are seen.”

Given that manufacturers, reps, and retailers have made substantial investments to be at a given show, the emphasis then needs to be on the importance of time management in their efforts when the show is over. One manufacturer quips, “Time is the enemy” with everything we do. “We can ill afford to waste any of it.”

Based on this, manufacturers would like to see more upfront and honest feedback from customers and reps. “Do they really like the item or are they just being polite?” manufacturers wonder. “Hearing ‘not interested’ is fine but not hearing anything back from our customers makes it challenging, as you don’t know if you should continue to pursue them or move on.”

Another states that once the opportunity is handed off to the sales rep, they must follow up quickly enough with the buyer before they lose interest and move on to something else.

In the end, all of the manufacturers stated that the best post-show routines require consistent follow-up and outreach.

Statistical analysis has proven that upwards of 80 percent of all sales are made on the fifth to twelfth contact with a new prospect. Understanding that customers are all operating on different calendars in terms of their needs, manufacturers must exercise patience and persistence to give themselves the best opportunity to secure that

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moneymatters

Reps Grease the Communication Wheel

by Ash Goto-Webb, Sugar B Sales

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any of these ideas are preparatory by nature, but will give support post-show, when heads are spinning from the wealth of information taken in at the Marketplace & Academy seminars and by the exciting new product by which we’ve all been stimulated. Undoubtedly, after the show retailers will begin planning how to market, merchandise and educate staff on new product, concepts and goals for the future. Keeping the muddle out of the ordering process will make way for implementing all the fun!

For Retailers • Have your rep’s cell number programmed into your phone; we will come runnin’ when you need to order that something wonderful in a booth.

Otherwise, if you prefer to drop off your own orders or will be ordering on your own, make a list and let your reps know so that we can follow up with vendors to make sure it was received and processed. Every year, it never fails to have reports of lost orders, or extensive hold ups because new account applications or credit references weren’t available at the time the order was placed. We’re here to facilitate the process!

• If you require purchase order numbers for orders made at the show, consider generating a system of PO #s you can give out as you write orders – this expedites the submission and ensures you are on top of what you are ordering.

• Let us know the last date an order can ship on. Having cancel dates

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•

• •

•

•

•

saves you surprise arrivals! Tell us if you prefer orders to ship as ready or ship complete, and if back orders are acceptable. Keep in mind that new product isn’t always available to ship, so allow some wiggle room if you do use cancel dates.

Come to the show with a calendar of best ship dates to spread out inventory arrival for monetary and space considerations if needed.

Bring extra copies of credit references and resellers certificates.

For manufacturers who require new account applications, please take the time to fill out and submit to your rep as soon as possible. At the show is best!

Keep good notes about what you need to find out back at the shop if you’ve asked a rep to hold an order made at the show. We usually are working under manufacturer promotion deadlines.

Let your reps know if you need something specific from us to make things easier for you. We always want to know how to best help you and can be flexible – we truly want to do our best to accommodate any specific needs you may have.

Review the ASTRA show specials sheet your reps have prepared for you – make sure you didn’t miss any of the incredible and generous promotions vendors have that this wonderful show has to offer!

For Manufacturers

Communication about orders while they are still fresh for all parties is helpful.

Hopefully, sales managers have an established method of communicating with reps individually and as a group. We are both in it to support our retailers, who are the frontrunners of leading the way

through play and need our best practices of working together to deliver boxes of happiness to their doors!

• As these shows continue to be important to our customers, it is very helpful when manufacturers give us reps adequate time to process the orders after the show closes. Consider lengthening the deadline for order submission, as we can be processing hundreds of orders and each order requires individual attention. Reorders are generally fairly straightforward, but a first-time order generally requires securing credit references or credit cards, or new account applications that can slow down the process. Perhaps we need extra time for the customer to provide us with their system-generated PO # that wasn’t available at show time.

Frequently, we are holding orders as customers are confirming inventory counts back home and may need to edit orders. There are many different reasons for needing extra time.

• Confirm receipt of orders within 24 hours when manually submitted or not sent electronically via Brandwise, RepTime, BrokerForce, etc. and then join the party utilizing these ordering platforms! It is a PCI-compliant, easy way to process orders without data entry.

• Let us know if product is not available to ship by the requested date. Consider adding an ETA to new items’ description for the product files that we use to upload to our ordering software, i.e. “Mardi Gras Carnival Game (ETA 8/20/18)” so that when we share our PO copies with our customers, they have some idea of when the product is

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expected via the line description.

• If you don’t have a way to share tracking and invoice copies with your rep electronically, ponder the benefits of implementing it in the very near future. There is a lot of back and forth about when orders (and which items on those orders) can be expected as retailers have the big job

of preparing their stores to receive product. Let’s make it easy for them to plan.

• Finally, a big thank you – without your innovations, foresight and vision to make products a reality, our mutual love of the power of play could not be realized!

How Retailers Can Keep Momentum Going

by Amy Saldanha, kiddywampus

W

e all love Marketplace & Academy – where ideas fly around and everything seems possible. Marketplace is the “best in show” – the place where we can come together to get new insights, ask questions, solve business problems and bask in the glow of other “toy people” like ourselves.

Everybody loves a great party… but in our business we need to keep the energy going all year round! So after the buzz and the fun’s over…what do you do to maintain momentum?

Take the energy and ideas home with you! Take great notes, and take pictures. This is not just about the presentations and products – almost more importantly, take note of the people who made an impression and about who said what. This is ASTRA – we are a community where you can ask anyone anything at any time…and get a thoughtful response. When you get back to your store, and want to translate all those great ideas into action, reach out to people who made an impression on you during Marketplace to keep the excitement and exchange of ideas going.

Prioritize and plan while at Marketplace. At the end of Marketplace, we’re all exhausted – but take time on the trip home to synthesize what you’ve seen and define specific actions you want to take. Do this while the ideas and energy are still fresh in your mind! Before just running the business completely absorbs you again, take the time to convert ideas into pragmatic actions by actually calendaring activity into your year. Be aspirational, and be grounded - take into account your store’s natural rhythm, i.e.

when will you and your staff have the time to act on the new ideas and plans?

Engage and energize your staff. You can’t do this alone (though it may often feel like you have no other option)!

Michelle Sahr, owner of Off the Wagon Toys in Kent, Ohio and a 10+ year Marketplace attendee, says, “I try and share new ideas with staff when I get home and then have them help me with implementation. Using your staff to help implement new ideas helps them get excited about them.” Allocate staff resources against your prioritized plan (see above!) so that you can achieve real progress on your full slate of priorities.

Create a look book. Coming out of Marketplace, update and refresh your look book with products that really caught your eye. Visualize where and how the product fits into your store. This will be a great resource for you later in the year – particularly as you fill gaps and finalize your Q4 purchasing and merchandising.

Stay cued up to act! Who knows what will change in trends and products after Marketplace? Keep your sell sheets and contact info of possible products handy. We’ve all seen products that take off on social media – and when it happens the next time, you want to be able jump on the momentum and order quickly.

Define and measure success.

Of course this is true for anything you do…but one great way to ensure that you have built a specific plan, with allocated resources around a chosen “look,” is to define outcomes and financial or operational measures that you can differentiate from your general operating measures. This is a great way to keep yourself, your store and your staff ASTRA on track!

Visit us at ASTRA booth #526

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moneymatters

Mighty Together Ahren Hoffman, director of education & training “In any moment of decision, the best thing you can do is the right thing and the next best thing is the wrong thing–the worst thing you can do is nothing.” – Theodore Roosevelt

N

ow is the time, more than ever, to stand mighty together. In the face of an ever-evolving industry and retail landscape, we must work together to help one another to not just survive – but take advantage of the opportunity that change presents – and thrive.

To stand mighty together, the first step is to work to understand one another. How does a retailer manage their bottom line? What key expenses do sales representatives undertake? What does a manufacturer have to do to provide product specials and free demos?

To get a better understanding from each member segment, ASTRA enlisted the support of Brice Elvington of Toy Shop Florence, Christine Blumberg of RobertsBlumbergGiacobbe, and Damien Crocker of HABA USA to share their insights into managing the bottom line.

Managing the Bottom Line Brice Elvington | Retailer

While payroll is typically our largest expense as a specialty toy retailer, when it comes to the costs of doing business as it relates to the retailer-sales representative-manufacturer relationship, the most significant costs relate to what is typically our second largest expense – occupancy. While all retailers look at their store and see the space as opportunities for bringing in new products, displays, and excitement for their customers, the best business-minded retailers also know the cost of every square inch of shelf space and floor space. The three standout costs include: 1. Floor/Shelf Space: The average item in your store needs to be turning 2.5 to 3 times per year, but it also needs to be relative to what amount of space the average item takes up in your store.

Larger or lower margin items need to turn faster than smaller or higher margin items. For items that don’t fit many (or any) on the shelf, there is the cost of storage (or the cost of the shelf sitting empty before you realize what was there needs replacing). With seasonal items, fads, or items with expirations, there is the cost of the markdowns towards the end of the season (or their life) or the cost of storing them away until the next season. If the item comes with a demo or display, there is the space it requires, too.

2. Discounted Items: If an item does not sell well at full price, there could be several reasons why. It could be a bust, having to compete with online or big box store prices, being the last in line to receive shipments and the craze died down, seasonal or short-term fads, and the list goes on. The longer it sits on the shelf and takes up that valuable space, the more the occupancy costs it takes up and keeps something else from occupying that space.

3. Introducing New Lines: One of the most surprising costs of doing business is introducing a new item or line to your store. No single step seems to be a big cost, but it’s the dozens of little steps and costs that really add up. It starts with the time to meet with your sales representative or visit their booth at a trade show, then factoring in the probability of its being as good as advertised. This is where a long-term relationship with the company or your sales representative is invaluable, and the costs of uncertainty disappear, trusting their interests are in line with yours. Once you are sold on a new line, then you have the paperwork, listing references, waiting on approvals, signing MAP agreements, sending a copy of resale license and the list goes on. Once the order is placed and shipment is on the way, new item numbers must be created, PO entered, and space picked out to display it or figuring out what items it will replace. Being ready to receive product, tag product, and educate staff on what it is and how to sell it to the customer and add something to our social media marketing about the new items/line to build some excitement in the area all take time and time costs money.

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©GUN

ASTRA T 2018_ASTRA_02_Jun.indd 14

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Let the GUND times roll!

Proud to continue our legacy of excellence, we are committed to creating products that evoke feelings of tenderness, warmth and comfort that will be loved and cherished for a lifetime...

The best is yet to come!

ŠGUND

ASTRA Toy Times_Gund2018.indd 1 2018_ASTRA_02_Jun.indd 15

8 00. 4 4 8 . GU N D bu sin e ss. c om astratoy.org • June2018 15 4/17/18 12:57 PM 5/7/18 1:53 PM

moneymatters continued from page 14

Christine Blumberg | Sales Representative

Why does someone become a sales rep? Loves the product? Loves the lifestyle?

Loves the “no ceiling” for salary? The answer: all the above! But, things have changed over the years with Walmart, Target and, of course, Amazon. It has become harder for the average manufacturer, retailer and sales representative to hit the same numbers that

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they did 10 to 15 years ago.

The two largest expenses for sales representatives (besides health insurance, if they don’t have it elsewhere) are: 1. Everyday Road Sales: If you want to be successful as a sales representative, you need to be on the road every day. Being on the road means gas, hotels, meals…five days a week.

2. Show Expenses: There are certain shows that are necessary to be an effective sales representative. It is imperative to attend the two largest domestic toy shows – Toy Fair and ASTRA’s Marketplace & Academy. And, to prepare for the next year’s sales cycle, you will need to attend the December Las Vegas Sales Meetings. However, there are many shows that the principals and representatives attend during the year to meet accounts or review new vendors.

These can be regional shows or national shows that could include a flight and increase expenditures.

So, what is the sales representative facing in today’s ever-changing market?

There are two major challenges for sales representatives now: The pool of customers is smaller. You must adapt and work harder and smarter to get as much business as you can from the account base that you have. Additionally, you must look outside of the traditional toy store channel – tourist shops, pharmacies or bookstores – to sell toys. You must look harder for more business. But there is always opportunity! There is always more business; you just have to find it.

The second major challenge is the partnership between the sales representative, the retailer and the manufacturer. Our relationships are our lifeblood. We have long and meaningful relationships with both our accounts and our vendors. We want to get our accounts the best deals while keeping in mind the bottom line of our vendors. However, we also need to maintain our commission rate.

This is sometimes hard to do with so many needs from each side.

As an example, the customer may request free freight and a discount of 5 percent. Vendors occasionally ask for a representative to “chip in” towards this discount. If a vendor asks the sales representative to chip in 2.5 percent of the 5% discount, it represents 2.5 percent to the vendor. However, it represents 25 percent of the sales representative’s total income. This is a major impact on the sales representative to give up this much of their commission to help make a deal. Our common goal is to make the sale, but as partners, we all have to be fair to each other and be sensitive to the bottom line.

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Damien Crocker | Manufacturer

The specialty toy market is an expensive and time-consuming channel in which to do business but can be the most rewarding.

Working with specialty retailers allows a much closer connection to the end consumer – the children who ultimately will play with our toys – which is why most of us are in this business. Specialty retailers provide real-time feedback in a way you can’t get anywhere else, and can be instrumental in improving product, finding direction, and developing a real connection to what is happening in the market. They can also be fiercely supportive of their manufacturers and are instrumental in building a brand. For these reasons, it’s extremely important to work in the specialty market in a way that is cost-effective, and sensitive to the bottom line.

1. Free demos, marketing materials and play day products: This is an important piece of the puzzle, because this expense category helps to create brand exposure and consumer familiarity with a manufacturer’s products. By absorbing this expense, a manufacturer is investing in the idea that this item will turn more for the retailer and help to engage their staff, which could increase turns on other items from that manufacturer. This is a worthwhile investment, if it’s used appropriately. From a partnership perspective, we need our sales representatives and retailers to ensure that the demo is used for a reasonable period (which varies by item), and we need our retailers to use this item with their staff to help encourage more engagement.

2. Discounts: Free freight has become something of a barrier of entry in the specialty market – without an FFA program, it’s difficult for a retailer to consider doing business with a manufacturer (of course there are exceptions). The need of the retailer to refill shelves at a relatively low level, without having to absorb the amortized freight costs or pass it on to their customers, has become the norm. Discounts tend to be more difficult for the manufacturer, unless they are in lieu of free freight. When you think in terms of what a discount can do to the profitability of a manufacturer, it’s easy to understand why the answer is sometimes “no.” It’s worthwhile to consider using discounts differently. If you’re getting a large order and need a 5 percent

The MUST-HAVE for babies since 1961 discount, consider using that discount to help to fund marketing, promoting the vendor that provided it. Your order will turn faster because your customer is more familiar with that vendor, and the manufacturer will see a reorder more quickly. This may make it easier for some manufacturers to say “yes” to one-off discounts.

3. Trade Shows: For a manufacturer, shows are a very significant expense. Many retailers and reps can go to two or three shows (or even four or five) per year to meet with vendors and look for new products. However, based on the market segments (game, gift, toy, baby) a manufacturer covers, they may need to go to 20 or more shows every year.

Each of these shows includes costs associated with freight in/out, handling costs from the facility, travel and accommodations for employees, and the costs of incremental sales programs (show specials). Of course, manufacturers always want to write enough orders to cover our costs (and make money) at every show that we attend. Manufacturers understand that not every show coincides perfectly with the natural flow of business. We also, by the regional nature of shows, see only a small percentage of our customers at all but a few shows. A major way that a show gets measured in a lot of cases are “intangibles.” The single biggest intangible factor that makes a show successful is spending time with our customers and our representatives. Make a concerted effort to spend even just a few minutes with your manufacturers, even if you don’t need an order – sometimes you may even be making the difference between them returning to that show or not.

When retailers, sales representatives and manufacturers work together to ensure a common goal, the investment in the market is a sound one – even in the midst of an evolving retail and toy industry landscape.

Let’s choose to stand mighty together as we journey through the changes in an industry dedicated to changing the world through the power of play.

ASTRA will be dedicating more insights from Brice, Christine and Damien on the topic of “Mighty Together: Managing the Bottom Line” pre-Marketplace along with a panel at Marketplace & Academy on Sunday, June 10 from 10:15 am-11:30 am.

ASTRA

stimulating all five senses

ASTRA Booth #124

sophiethegiraffe-usa.com calissonincwholesale.com astratoy.org • June2018

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moneymatters

a

After Toys R Us; Golden Age for Specialty Toy?

by Richard Gottlieb, Global Toy Experts

L Booth #1823

Conduct your way to fun with the exciting new board game from

Horn Entertainment, Inc www.crazytrainsgame.com info@crazytrainsgame.com

704-380-0590 18

et’s be clear. Toys R Us did not fail because of the Internet or too much debt. They failed because they were terrible merchants.

Maintaining a 1960s era warehouse approach to store design combined with a lack of cleanliness, broken parking lots, an at best indifferent in-store staff with a focus on lowest price point rather than greatest product portfolio were the elements of a long, unassisted suicide. Oh, and one more thing, Toys R Us had long ago lost its love of toys.

Toys R Us has for some time been like an old oak tree, shedding a great deal of shade under its expansive branches and blocking out the sun and thereby hindering new growth. That tree is gone. Some may feel nostalgia and sadness but others, maybe you, are going to recognize the opportunity and take full advantage of it.

This is a moment for great merchants; those who don’t just stock toys but curate them and those who don’t just sell products but love to sell them. Those who are focused on making a family trip to the toy store as joyful an experience as going out for ice cream.

Specialty retailers now have a once in a generation opportunity to take advantage of this moment by entering the zip codes that Toys R Us has been forced to abandon and do what specialty toy retailers do best: provide a great toy store experience. Yes, Target and Walmart will remain but they are not toy stores. They are mass merchandisers that provide an emotionless, functional experience with a limited number of promoted toys.

That’s not what you do. I don’t have to tell you that a great toy store experience is provided by owners who love toys, engage their customers and provide an ever changing and fascinating array of toys. Not just toys that kids see on television or YouTube but toys that they have never before seen. Therefore the bigger the assortment of toys, the more carefully they are chosen, the more attractively they are merchandised, the more the magic.

You who work in the specialty toy retailing industry fully understand the importance of the magic of visiting the toy store – that wonderful moment of anticipation that customers have just before they walk in the door and into the warmth and fantasy of your store.

Open new stores. Grow your business. Children, their parents ASTRA and the toy industry need you to. Hell, we all need you to.

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toystories

12 Years of ASTRA Magazines =

12 Years of Learning

by Mary Sisson, editor

W

hat kind of hoarder keeps 12 years of ASTRA publications?

I do. One, because I edited all of them, and two, because they have been as much a part of my toy store owner education as day-to-day experience.

My husband, Bob, and I opened Kazoodles in 2006, two months before we flew to Atlanta for our first ASTRA convention.

Debbie Scholl was relinquishing her role as newsletter editor to become president (before that position was renamed “chair”). I’d been editing newsletters and reporting for newspapers since junior high, as a volunteer and a professional. So I raised my hand.

Our kids were grown, Bob worked until midnight as a newspaper copy editor, and there was plenty of time to research and write. I remember sitting in my office interviewing a national marketing expert and getting a little one-on-one advice for our fledgling store, thinking, “Wow!”

Since then I’ve been privileged to interview amazing people inside and outside the toy industry on a wide range of subjects and learn from each one of them. Some of the most impressive sources don’t have national recognition, but their status as purveyors of fun and play in their own hometowns gives them just as much authority.

Those 50 volumes record 12 years of ASTRA history. Actually, in 2007, 2012 and 2017 they reached back to ASTRA’s beginning, featuring memories from the earliest days of the association as we marked 15, 20 and 25 years of “leading the way through play.”

A new logo was rolled out in the July 2006 issue, and that little blue kid has been kicking a six-pointed star ever since. By my second issue, we were tackling a subject that is still front and center for ASTRA today: communication and understanding between manufacturers, sales reps and retailers.

As ASTRA has grown, so has the publication. It went from 30 pages in 2006 to 54 pages in 2018, and up to 84 pages in this pre-Marketplace issue. In January 2012 the white cover changed to a full-color photo on slick paper. By August 2014 the ASTRA Newsletter had become ASTRA Toy Times Magazine. Early issues listed show specials for Toy Fair and ASTRA Marketplace. Once those went online, the space was freed for more articles.

I can remember rounding up volunteers, including my husband, our manager, and total strangers, to cover every session at Marketplace & Academy. When sessions started being recorded, we changed the focus to convention wrap-up and issues that concerned the industry. More often than not, “biggest and best” were descriptors of the convention, and the numbers and attendee reaction backed up the statement.

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As ASTRA’s board has shaped the direction of the association, the issues they’ve prioritized have shaped the magazine. So have issues raised on the listserv or discussion boards. A retailer marketing program in 2006. A new webinar series in 2007. Reps going AWOL in December during Las Vegas meetings in 2008. Top 20 toys morphing into the Best Toys For Kids list in 2009. The first Neighborhood Toy Store Day in 2010. Nurturing young retailers to ensure a future for specialty toys in 2011. MAPP pricing in 2012.

Marketing directly to consumers through the Woohoo! Factor website in 2013. Communication among the retailer-rep-vendor triangle in 2014. ASTRA Exclusives in 2015. Millennial employees in 2016. ASTRA’s ecosystem adapting to the digital age in 2017.

Forces from outside the association also determined topics over the years. If 2007 was a year of major toy recalls, 2008 was one of knee-jerk toy safety legislation. ASTRA took the stance that sensible national safety standards were better than 50 separate state standards. My own state of Washington took the opposite stance, and I not only reported on state and national toy safety legislation, I went to Olympia to testify. In 2007 I happened to be touring China with my daughter and sister, who had worked for China Daily, and was able to interview Chinese journalists (my sister’s friends) about the toy recalls for the ASTRA Newsletter.

The shop local movement has been a thread throughout the years. In 2011 ASTRA hired Stacy Mitchell, co-director of the Institute for Local Self-Reliance and author of Big Box Swindle, to write a white paper and speak at the annual meeting about the growth of internet retailing and its implications for the specialty toy industry. We’ve covered aspects of localism from ASTRA’s voice in Washington on tax fairness to ASTRA retailers changing their towns with shop local efforts. ASTRA sent Linda Hays and me to an AMIBA (American Independent Business Alliance) conference in 2012 and we came home loaded with ideas and inspiration to share.

ASTRA members have helped each other stay on top of their business game through articles on overcoming the economic recession, adding a second location, fighting showrooming, using social media, planning for retirement, buying tips, marketing, ad writing and so much more. The generosity of ASTRA members willing to share their experience has made this magazine a useful tool for everyone in the association.

The “Ready, Set, PLAY…for Children with Disabilities” (now “Children of All Abilities”) column has had a huge impact on me and my store. From the get-go I wanted to serve this population, and this column has shown me how.

One of my favorite stories was the one on store names in January 2014. Go Bananas, Bigglesnorts, Scalliwag, Mr. Fub’s Party, Purple Platypus, Green Alligator, Blue Turtle – what fun and creativity go into toy store names!

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RETURN

ASTRA’s staff consisted of two people in 2006. Now eight staff members serve the needs of the membership.

I’ve worked closely with Dee Marsden, communications and marketing manager, and her predecessor, Caryn Giznik. We’ve sent everything on to Tina Manzer at Fahy Williams, whose staff takes our stories and creates a magazine.

In 2008 a store closure led to a vacancy on the board, so thenpresident Sue Warfield asked me to fill the position, figuring it might be useful to have the editor know what’s going on. When I boarded the plane for my first Toy Fair and the board meeting at FAO Schwarz, my husband had just returned from a mission trip to remote villages in Senegal. Talk about contrasting experiences! I have been in awe of Sue’s energy and passion for the specialty toy industry ever since.

When Kathleen McHugh announced her resignation after 15 years at ASTRA’s helm, the accolades started flowing – most of them using nautical terms such as “keeping the course,”“rough seas,”“hand on the rudder.” So “Farewell to Captain Kathleen” was a natural tack to take as we watched her sail into the sunset.

With Kim Mosley taking the lead, a natural theme for the January 2016 issue was “All Things New.” Her leadership is guiding the association into the next set of challenges and industry changes.

We are fortunate to have had these two strong women and hard-working board members shaping a future that will still offer independent toy stores and quality toys for play.

Now it’s my turn to head into the sunset. Bob retired, our daughter and grandson are temporarily living with us, and I no longer come home from Kazoodles to an empty house. I’m ready to have time to get down on the floor and play.

One parting thought. Retailers, when you have the opportunity to participate in the Benchmarking Survey, do it! We’ve been giving you ASTRA compelling reasons since 2007.

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From May 2015: “Play is the best way to learn. If I could open up a school tomorrow, I’d just call it Play.” – Aric Klar, owner of Toyology in West Bloomfield, Michigan From October 2015: “Sometimes I need to remind myself that I’ve worked all year for these amazing Christmas moments. Take the time to look with wonder and awe on all that you created, smile with joy when you wrap the presents, be thankful and feel blessed for all that you have. Remember your own childhood and remember the meaning of Christmas. When you own a toy store, it can be very easy to create the magic for everyone else and forget to let the magic take place in your own heart, too. How blessed are we!”

– Betty Skoke Burns, owner of Angellina’s Toy Boutique in Whitehorse, Yukon Territory, in a story on combating fourth quarter stress From January 2016: “New is the most powerful antidote to boredom and it keeps our brain entertained.” – Ahren Hoffman, then with National Lekotek Center From January 2017: “Changing the world was not in the business plan. But if we want to remain relevant not only as a business, but also an industry, we need to think beyond the four weeks a year that the rest of the world focuses on toys, and turn it into a yearlong journey about play. Because, as with most things, it’s about the journey, not the destination.” – Ann Kienzle, owner of *play in Chicago

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toystories

Before I was in Toys

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ost likely when you ask an ASTRA member their toy story, the first thing they might say is something along the lines of “So, I never thought I would end up in the toy industry, but…” We’re bringing these stories to light and featuring members to get to know the story behind their toy story.

Looking back and knowing what you know now, what advice would you give your pre-toy-industry self?

Don’t rush products to market. Take the time to get it right. The worst thing you can do is rush to market, because once the item is in the market, it is instantly judged on the face-value of what it is.

So there are no real “do-overs."

Adam Reed

When people ask me what I do, I say (describe in one sentence): I create brands that encourage children to harness their imagination through storytelling and brandable characters.

Two Media Manufacturer

What motivates you to do what you do?

My two children, Peyton and Weston. I run everything by them as “product testers,” and they inspire and motivate me every day to do even more.

What is one way ASTRA has helped you in your toy industry journey?

Although I’ve only been a member for a short time, the entire staff has been nothing but incredible to work with. Everyone I have interacted with thus far has been so helpful in giving direction, suggestions, and advice on how to achieve the goals I currently have for my brand. The community seems close-knit and supportive, and we are all working towards the same goal, which is a refreshing feeling in today’s world.

Adam Reed What were you doing before you were in toys?

I am a television producer by trade, and have created many hit TV series over my career. Now I feel like I have two careers…one during the day producing TV series, and one that I do from 9 p.m. to 3 a.m. every night creating and building children’s brands for the company I founded, Two Tons Media. I use both disciplines to help build each other, and as evidenced by the launch of my first real children’s toy product going viral in 2017, Reindeer In Here, it seems to be working.

How did you get into the toy industry?

It started with a literal dream. Four years ago before I had any children, I honestly had no intention of being in the toy industry.

However, one morning, I woke up from a dream and remembered only two things from that dream: A literal voice in my head that said, “Write children’s books,” and the title of my first book, “Bee In The Sea.” That morning I went to the gym, and from a literal stream of consciousness wrote my first children’s book in 20 minutes on the treadmill. That set me on a journey of selfpubishing my first book, which quickly turned into my second book which evolved into a book and plush combo entitled Reindeer In Here. We launched in 2017 and have already been dubbed "the only bonafide direct competitor to Elf On The Shelf."

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Tony Windle

t.w. BONKERS ‘Toys & Wonder’ Retailer What were you doing before you were in toys?

I have always worked in the music industry. In the ’90s, I worked for a large distributor of CDs, tapes, etc., as an account manager. While working in that field, I recorded two contemporary jazz albums, and received international airplay Tony Windle for my single, “Spring’s Hope.” In 2003, I got my dream job working for Yamaha Music Corporation as a district sales manager.

How did you get into the toy industry?

I ended my career with Yamaha in 2014 when I saw that everyone’s favorite toy store was for sale in my home town of Placerville, California. I jumped in head-first, with only my Adam Reed (and daughter?)

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5/7/18 1:54 PM ASTRA_new

ecial p S A R T S A $250 FFA

Push & Go!

“Expandable play world for ages 2+ with no batteries!“

Inventive Playthings for Inquisitive Minds

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HABA USA · info@HABAusa.com · www.HABAusa.com astratoy.org • June2018

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toystories continued from page 22

wholesale retail sales knowledge, and a love for all things fun. It was a huge risk, but after 20+ years of working in the corporate world, I wanted to be in charge of myself. Little did I know that I am really not in charge. The kids are. :)

I was a successful manufacture’s rep, I thought I knew how to be the “perfect rep,” and I was very critical. It took me a good part of a year to trust my reps, and I wish I would have given them the reins much earlier in the process.

Looking back and knowing what you know now, what advice would you give your pre-toy-industry self?

“Don’t be scared to spend money on product, and make time for your most proactive reps!” At first, I was so worried about spending that I ran out of product quickly. I didn’t realize that changing the name of the store and adding a bit of my flare would result in a huge increase in business. People finally realized there was a toy store in our town, although it had been here for over 10 years. Modestly, because

When people ask me what I do, I say (describe in one sentence): “I own a toy store, can ‘ya believe it??!!”

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What motivates you to do what you do?

When I am having a tough day, and perhaps maybe a not-so-fun interaction with an unreasonable customer, it’s always the awesome customers and their kids who make this all worth the effort.

During the fidget spinner craze, the local kids grew to trust me, as I allowed them

to show me what they wanted and give them a little bit of a say in my inventory selection. This created incredible loyalty.

Plus: I am ALL IN on this venture. I own the store outright, but that sometimes makes it a little scary, knowing that this is what I do now, and there isn’t a corporate entity that pays my salary. I have no choice but to be motivated!

What is one way ASTRA has helped you in your toy industry journey?

Knowledge and networking. The ASTRA chat boards are very important!

I love reading everyone’s thoughts on certain topics – and I enjoy offering my knowledge as well. I can’t wait to head out to New Orleans and receive my Certified ASTRA Play Expert Certification!

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toystories

From the Desk Of ....

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epending on who you ask, “workspace” might mean a corner of the storage closet, a desk in an open office layout or the inside of a car. Take a peek at the workspaces of ASTRA members and staff.

Emily Levitt eeBoo Manufacturer

First thing you do when you get to the office: Say hi to my coworkers, drink coffee, and then dig into my email. In addition to other things I handle eeBoo’s international sales. By the time I’m at my desk my inbox is usually full of urgent requests since it is already late afternoon in Europe. Then I prioritize: what do my coworkers need

from me to do their job, what do our local customers need to get their orders out the door as soon as possible, and what do I need to get to my international customers before the end of their day.

Favorite productivity tool: My trusty old-school notebook, my Outlook calendar, which I use for everything, and of course a short daily stroll around the upper west side to stretch my legs and for some serious dog watching!

Currently reading: The amazing review eeBoo puzzles just received on the blog “Jigsaw Junkies.” I am also always reading the news. It’s probably an addiction, which is why it’s important to put my phone down and pick up a book.

Emily Levitt of eeBoo

s Visit u

at

I just started Nicholson Baker’s Substitute: Going to School with a Thousand Kids and recently finished The Underground Railroad

by Colson Whitehead.

ASTRA #1546 Booth

The families’ new friends have arrived!

Smiley, charming, bold, interacting, and educational, for a new level of quality play time for all.

www.living-puppets-usa.com call: 305-779-1107 mail: office@living-puppets-usa.com

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Three things on your desk right now: For work: A stack of new printer’s proofs for Holiday 2018 product to review, three different proposals for redesigning our website with the goal of a more wholesalefriendly online portal for our retailers, and some orders that require special follow up.

For inspiration: A newspaper clipping I’ve had since August 8, 2007, of larger-than-human Lego guy that washed up on the shore of a Dutch resort, a flying Styrofoam pigeon Sax found on the street that says “the more you exert yourself to throw the higher it flies (and the stronger you will be)”, and a photo of the kids I used to teach in St. Louis to remind myself of what kids love, want, and need – which should always be at the core of our business.

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Friendly Loom™ Products

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

Most recent thing you did for your business (followed up with an order, came out of a design meeting, finished up a phone call with a retailer, etc.): I just finished up a call with a retailer discussing some feedback on a game we are redesigning and potential new games they would like to see eeBoo create in the future. Next, I’m training a new team member on running some super-fun sales reports, then I will be hopping into a marketing meeting to discuss upcoming specials we can offer, interesting e-blasts, and social media content.

Kimberly Mosley ASTRA

First thing you do when you get to the office: Grab a steaming cup of coffee before starting on the business of ASTRA. Ahhh!

Harrisville Designs • 1-800-338-9415 • harrisville.com • Harrisville, NH

Favorite productivity tool: Slack, a team messaging system that increases productivity by reducing the number of meetings and phone calls needed to get things done.

Currently reading: I am rereading FL!P: How to Turn Everything You Know on Its Kimberly Mosley Head by our Marketplace & Academy keynote speaker, Peter Sheahan.

Three things on your desk right now: A beautiful white azalea plant (spring will eventually come, right?), a cup of coffee, Mardi Gras beads (Let’s go to New Orleans y'all!)

Most recent thing you did for your business: Developed the marketing plan for the 2018 Retailers Benchmarking Survey.

ASTRA

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toystories

Three Keys to a Successful

Pop-Up Shop P

op-up shops are “popping up” across the world in small towns and metropolitan areas – in malls and shopping centers, vacant warehouses, and even coffee shops. Lego and Toys R Us are among thousands of retailers and brands that have creatively used pop-up shops to build brand awareness and bring their products to more customers.

A pop-up shop is a temporary retail storefront that showcases a business or a product for a short amount of time, typically three days to three months. Pop-ups can be found anywhere from parks to airports, but are most commonly found in shopping centers and malls.

According to Pop Up Republic, a pop-up industry service provider, temporary retail accounts for $10 billion in annual sales.

Pop-up shops may not always generate large returns in terms of immediate sales profits, but they can be a unique and memorable way to promote your brand and draw in new customers if done well.

Pop-ups can mostly be seen in the toy industry during the holidays, in malls, shopping centers, and community festivals. A few high profile brands such as Lego and

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FAO Schwarz have set up pop-ups in large cities to boost product excitement, bring convenient shopping to new neighborhoods and to interact directly with customers.

Temporary retail is flexible, opening the possibilities for many creative uses and locations.

A few toy stores operate solely as popup shops. One such store is Color Wheel Toys in Albuquerque, New Mexico. The colorful, interactive shop appears in the fall and closes after the holiday season, and does not have a permanent location. “It was a way to see if a toy store could work in this neighborhood and to see if I really wanted to make the commitment to own a toy store. It also gives me flexibility to travel and take time off, which I know I wouldn’t have in my first years as a full time toy store owner,” says owner Keri Piehl.

Hall of Toys in Battle Creek, Michigan sets up a pop-up shop inside a large corporate office for their Toys For Tots drive.

“It might not be a traditional pop-up, but the logistics are the same,” says owner Brett Hall.

Kazoodles Toys in Vancouver, Washington set up a holiday pop-up in the basement of a downtown furniture store.

So how can you leverage this trend for your toy store or toy brand? The key to a successful pop-up shop lies in three areas – location, aesthetics, and marketing.

Location

Just as with a permanent storefront, the location is paramount to a successful temporary store. A pop-up shop provides an opportunity to do business in a premium location that might be out of a realistic price range for a long-term lease, and the ability to be in non-traditional spaces may mean opening in a location that doesn’t have available space year-round. Because of the short-term and flexible nature of a pop-up, there is a lot of leverage in negotiating price and terms of a lease.

Child’s Play Toys had a holiday pop-up shop for two years in a mall six miles from their Sioux Falls, South Dakota store. “We were able to really negotiate to reduce the cost. Our mall doesn't have a toy store so they really wanted one for the holidays,” says owner Nancy Savage.

When a landlord approached Five Little Monkeys Toys in the San Francisco Bay Area after an existing toy store vacated a property,

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“A FAST AND FUN LEARNING EXPERIENCE!”

the decision to do a pop-up shop for the holidays was easy. “The landlord really wanted us there (with the hopes of us staying long term) so he made it easy for us to get open, providing signage and lighting and fresh paint,” says owner Stephanie Salas. The landlord got his wish, and what was intended to be a temporary store became a permanent fourth location for Five Little Monkeys.

One benefit of opening a pop-up shop is to test the feasibility of a new location before jumping into a long-term commitment. Look for convenient locations that already have a lot of foot traffic and visibility – think of your pop-up shop as an interactive billboard for your brand or store.

Aesthetics

A temporary retail space is an opportunity for a store or a brand to really make a memorable statement. It may sound obvious but, in order to make a pop-up profitable, keeping costs down is critical. Because of Piehl’s background as a teacher, she is able to create an aesthetically pleasing, fun space on a shoestring budget and has tips for anyone setting up a pop-up shop.

“Because you can’t do anything about the flooring and some landlords won’t let you paint, I loaded up on colorful throw rugs and covered the walls in sheets that I tie-dyed myself. I scoured thrift stores and second-hand retail fixture stores for baskets, tables and shelving. I kept everything in one color scheme so it wouldn’t look pieced together.”

A pop-up shop can be a chance to do things that you can’t do in your full-time location or at a trade show, such as performances and events or hyper-curated product assortments. The famed brand Chanel offered numerology readings at their New York pop-up. Piehl always has a community art project in the works at Color Wheel Toys.

Newmero bricks develop children's number skills and help them understand math. Ideal for parents that have children at different age levels or want to stimulate their child for several years.

Each piece features a digit, the corresponding number of bumps at the top and a key shaped pattern on the side. Different color pieces represent units; tens, hundreds and thousands and they are stackable making them perfect to illustrate place value.

Ages 3-9

Contact your sales representative: 970-484-7445 / 800-289-9299 / www.amep.com

Marketing

Because of their short-term nature, temporary stores typically do not generate the revenue that brick and mortar or online stores do, but they provide excellent marketing and branding opportunities.

“I find them to be worthwhile for bringing new customers into our actual store. We always come out ahead at these events but not enough for the hassle. But if we get one or two new lifetime customers it is worthwhile,” says Melissa Tennille, owner of Teaching Toys and Books in Tacoma and Gig Harbor, Washington.

Pop-up shops are local events, and drawing customers from the surrounding neighborhood will increase your likelihood of success.

“I marketed through our store newsletter and social media, the local newspaper, on fliers hung up around downtown, through networking, and through the window display at Divine Consign (the furniture store).

In retrospect I should have sent an Every Door Direct postcard to the area,” says Mary Sisson, owner of Kazoodles.

Because pop-ups are short-lived, many of your shoppers will visit on a whim or as a last-minute decision so it is important to continually promote your shop while it is up and running. The real value in a pop-up shop is to introduce your year-round business to new customers. Don’t forget to collect contact information so you can continue to build these new relationships.

Pop-up shops can be a lot of work, but they can expose your brand or store to new customers while providing additional sales. They may not be the most lucrative of endeavors, but can be a powerful marketing tool.

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trending now

Postcard from Toy Fair (and what to look for at Marketplace & Academy)

by Cynthia Compton

G

reetings from NYC, and 30,000 or so folks who gathered for the 115th North American International Toy Fair at the Javits Center over the last 5 days. Since I couldn’t tuck you all into my recently acquired, large and rather garish selection of free tote bags, I thought I’d spend this week’s space to share this small shopkeeper’s observations, and some key trends that were clear as we wandered the aisles.

No tradeshow I have ever attended offers quite the visual overload of Toy Fair, and this year attendees were greeted in the lobby by oversized models made from building bricks, magnetic blocks and models. Giant versions of characters, games, and plush serve to remind guests that toys are BIG business — estimated by the Toy Industry Association as a $27 billion market in the

U.S. alone. The challenge, among all the bright lights and whiz-bang-doodlepop-shazaam of the two full floors of more than 1000 exhibitors, is to find just what will sell back home, and which products will be profitable for the independent retailer.

As is my custom, I spent the first full day walking each aisle for a visual overview, and then returned to all the new unfamiliar vendors and manufacturers. I saved the last two days for visits with current suppliers, and kept a running total in my notebook of themes as they emerged and repeated. Here’s my list to watch and consider as I order playthings for this year.

Please Touch

The tactile trend that was so prevalent in 2017 has expanded and become a permanent category for many toy companies. We saw fidget spinners create a cashflow boost for many stores in early 2017, followed by slime, putty, slow-rise squishies, and “magic sequin” covered items. All of these “please touch” tactile play experiences appealed to broad age ranges, and were available in multiple formats and price points.

In 2018, toy designers have responded to this demand by creating a full tactile category, which continues to serve the needs of children and adults in sensory playthings, soothers, and widgety fidgety items. Conversations about the societal causes and contributors to this trend continue, with some experts opining that the popularity of tactile, handheld toys is a response to an increasingly screen-filled childhood experience, with less outdoor play time (more iPads, fewer mud pies).

Tactile stimulation is a key component in most toy lines this year. While fidget spinners may be over and out, small pocketsized playthings were featured over and over again. Magic sequins now cover slap bracelets, putty and manipulative clay fill small tubs just the size of a tin of lemon drops (or chewing tobacco).

The popularity of slime, goo, and other carpet-ruining substances has not waned, although it is now more sophisticated, as slime was presented in new and improved versions including color changing, textured, and glow in the dark and scented. Two-way magic sequins covered plush, pillows, journals, and just about everything that would hold still long enough to be stroked (especially unicorns, narwhals and mermaids, but more on that later).

Don’t Peek

If you are familiar with “unboxing” videos, you are aware of the fascination with the process of reveal, another big trend in the toy industry. Originating on YouTube several years ago, the several

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minutes of watching someone open a packaged toy has become a play pattern and important component of many toys.

Blind boxes and blind packs are common in toy lines ranging from plush to collectible figures. The actual opening and surprise of what’s inside is PART of the toy value.

After the toy is opened, many playthings then morph into something new through the application of water or heat or light. Think, for example, of Hatchimals (the grail of Christmas lists for many frustrated parents in 2017) or crystal growing kits, those staples of the science sections from the 1990s. It is interesting, I think, that the play experience has extended to the acquisition process… could this be a response to so many items being delivered to the front doorstep in a cardboard box, and our children associating home delivery with delight and anticipation?

Cold Noses, Warm Hearts

Animal rescue was a strong theme throughout multiple vendors and different toys for a variety of age groups. From vet kits for pretend play, ride-on animal toys with “adoption certificates,” science-based anatomy labs and models featuring dogs, sharks, and hedgehogs, and full-sized animal rescue centers, the burgeoning American pet industry (estimated at $69 billion in 2017 by the American Pet Products Association) has influenced the interest in toys featuring animal adoption and care.

For the first time, too, I noticed vendors displaying actual pet toys at Toy Fair as a companion line to their toys for children.

Given the prevalence of pet boutiques in my own community, this reflects the buying pattern of many consumers, as dogs and cats receive holiday gifts and birthday presents.

led to numerous spy and escape activity toys and sets.

Tech toys were more integrated with other forms of playthings, so instead of a lot of things we label “push and go beep” toys, we saw tech toys that children could actively construct, using components from their other playthings, or robotic toys augmented with voice recognition, so that they respond to a child’s language and interaction with the toy. Toys that interact with other media devices were also common, such as a plastic dinosaur that could be played with alone, or combined with an app to create virtual reality play, or a working watch that could be used alongside an app to teach the process of telling time.

Choose Kind

By far, my favorite theme of this year’s Toy Fair was the emphasis on global connections and the empowerment of children in creating change in the world. Companies emphasized products

whose purchase contributes financially to social causes, and allows children to connect with issues that they care about, including education, famine relief and international peace initiatives.

Cooperative games made a strong showing, as did toys produced in fair market labor organizations.

And because I know you’ll ask…..

My most frequent question from staff and customers after a Toy Fair trip is “what’s hot?” so I’ll just make a list of themes for you to consider, with no insight or analysis attached. In 2018, buy: unicorns (still!), poop, mermaids, fairies (yep, still), narwhals, llamas, flamingos, pompoms (the really puffy kind), pineapples, sequined stuff that changes color or image, superheroes, putty and cacti. If you cover any/all of that in glitter, your playdates will be even more popular.

This blog post originally appeared Feb. 21, 2018, in Publisher’s Weekly Shelf Talker.

ASTRA Reprinted with permission.

Full STEM Ahead

While we saw fewer toys clearly labeled “STEM” or “STEAM” this year (which was all the rage last year), the category of science-related play and experimentation for all ages and marketed to both boys and girls continued to grow. Tinkering and building kits appeared to be much more gender neutral, and the popularity of “ESCAPE THE ROOM” type adventures has astratoy.org • June2018

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ASTRA Innovation Council Takes Shape

by Roger Bildsten

O

ur copy deadline for this edition of Toy Times is just four days before the first meeting of ASTRA’s exciting new initiative — The ASTRA Innovation Council.

The initial meeting, via conference call, will bring together a volunteer roster of retailers, reps, vendors, and other experts charged by the ASTRA board with identifying important developments that impact the ASTRA ecosystem.

How’s THAT for a mandate at such an interesting time?

You may recall that in November the ASTRA board approved establishment of the Innovation Council. A call for volunteers went out a few days later. We received an enthusiastic response from members and the board also charged us with identifying a small group of recognized experts to join the Council from outside ASTRA membership.

It was important that the Council reflect the diversity that is ASTRA in terms of experience, geography, retailer/vendor/rep, gender, and so on. Narrowing the terrific group of volunteers wasn’t easy but the board approved the roster in February and plans were put in place for the Council’s initial March conference call.

The Innovation Council is responsible for examining the global landscape to identify important developments that impact the ASTRA ecosystem. The Council will prioritize the most important developments and provide to the ASTRA Board insight and recommendations for further action to help members adapt and thrive in the face of these challenges and opportunities.

We all know that the one constant we can count on is change. Especially in the toy world! Not so long ago we faced reports that big box stores would bring the end of independent retail. More recently, the story is online consumerism.

Yet, as we go to press one of the biggest big boxes, at least in its current form, is liquidating. The demise of Toys R Us is a challenge for the toy industry overall, to be sure. But perhaps this is an opportunity for the independent toy world as consumers look for play alternatives. How will we make sure they know to look to the ASTRA world for solutions? How will we make it easy for them to find us and purchase from us? What are the impacts on our member vendor base and how can we help? We need to figure it out because we’re all in this together.

At the same time, online consumerism continues its rapid growth. How should the ASTRA ecosystem best thrive in this fast-changing environment? How can we help independent retailers prosper? What roles do our vendors and reps play in making this happen? We need each other because we’re all in this together.

These are examples of some of the big challenges and opportunities for consideration by the ASTRA Innovation Council.

We have assembled a strong group of experts anxious to share their insights with the ASTRA community and we look forward to reporting back to you soon.

Remember. We’re all in this together!

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trending now Expand Your Online Sales With Instagram

I

nstagram, one of the fastest-growing social apps, boasts 500 million daily active users. Thirty-four percent of millennials use Instagram daily; 63 percent of teenagers do. And 72 percent of users have purchased a product they saw on Instagram.

A variety of apps make it easy for customers to buy directly through Instagram. Some are expensive; Like2Buy is a service that makes products in Instagram images shoppable when users click on a link that drives them to a Like2Buy page. The service is reported to cost around $1,000.

Soldsie is similar, but instead of leaving the Instagram app, customers comment “sold” on the photo and are sent a mobile-friendly invoice. Soldsie pricing is available by contacting the company.

Insta-Orders is a free service. When a merchant signs in with Instagram, Insta-Orders imports their photos. The merchant then prices the products to convert them into items. The merchant shares the online store with customers, and Insta-Orders sends an email with each new order. The merchant processes orders in their usual way.

Last fall Instagram partnered with Shopify on a beta program to test shoppable posts. The 30,000 businesses in the test group had to submit applications and be approved by Instagram. While at first only available to the test participants, the program recently rolled out to businesses in nine countries, including the U.S. and Canada.

You can prepare your Instagram account to partner with Shopify. First, set it up as a business account, linked to your business’s corresponding Facebook page. Verify that your Instagram account is running on the latest version of the app.

Next, set up a Shopify account. All plans are paid, but you can choose one that best fits your budget. Connect the Shopify account to your Facebook page product catalog. Then choose categories that qualify for the shopping feature.

For details on setting up an Instagram shop with Shopify, go to https://help.shopify.com/manual/sell-online/instagram.

Some pointers: • Add product shots to your Instagram content to remind customers that you are a business with things for sale.

• Make it obvious in your photo that the item is for sale. Put the promotion on the photo, not in the caption.

• Use user-generated content. If you find an amazing photo on Instagram of the product you want to promote, ask permission to use it.

• Remember that selling on Instagram is not like selling on other channels. It’s a real-time, visual network; images must be eye-catching.

• Remember that Instagram doesn’t allow tappable links in photo captions.

• Do provide more details in the caption for customers who are grabbed by the photo.

• Promote your Instagram sale on other social media channels.

Sources:

www.socialmediaexaminer.com/instagram-shoppable-posts shopping-on-instagram help.shopify.com/manual/sell-online/instagram https://expandedramblings.com/index.php/important instagram-stats/

ASTRA

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trending now

CPE Sneak Preview

The Importance

by Jean Bailey, CPE instructor

of

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Language

he Certified Play Expert (CPE) course is one of the cornerstones in the ASTRA arsenal of educational offerings to its membership and beyond.

It is a certification program that provides a grounding in the power of play and empowers attendees to use this knowledge to influence the communities around them.

One of the goals of this program is to provide membership and other organizations that are dedicated to the health and wellbeing of children with the competence and confidence that comes from becoming a Certified Play Expert. That means a lot of things; however, the most simplistic is to have attendees leave the course able to answer, in a myriad of ways, the simple question – why is play important.

As both a tribute to Mary Sisson in this her last issue as editor of Toy Times and to provide insight on the Certified Play Expert training itself, I want to share a couple paragraphs Mary wrote regarding her personal participation in CPE training.

Booth: 1822

“…I was on a panel about grandparenting during the holidays.

The other panelists were a retired preschool teacher and the head of early childhood at our local community college. I had no anxiety about sharing the panel with these early childhood experts, because the CPE training had given me such a rich background to the experience I've gained in almost 12 years of selling toys that I definitely had a lot to contribute.

“Shortly after the CPE workshop, I became a board member of a local organization that advocates for early childhood in our community.

The CPE training was a springboard for my role on this board as we seek to communicate the urgent need for early childhood education and parent support during these crucial first few years of every child's life.”

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Mary also commented about how this class has impacted her personal life.

“Our daughter and grandson came to live with us this past year, and the CPE training has helped me be a better grandma. I recently read Thirty Million Words: Building a Child's Brain. Author Dana Suskind's TED talk was one of many impactful segments of the CPE workshop.

Now I find myself telling everyone from customers to friends to random strangers about her message of nurturing children's brains through a language-rich environment.”

And so, today’s column will unpack a little about what Mary’s referred to above. We talked about Dana Suskind in this training as a real thought leader on the importance of a child developing communication abilities — especially receptive language skills.

So here we go …

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The importance of receptive language — the art of listening and learning

You can watch a child develop fine motor skills to be able to pick up and drink from a sippy cup. You can delight when her large motor skills come together in order for her to take her first step.

You can laugh as your little boy makes his first sounds in an effort to communicate and form words which we refer to as expressive language. However, before expressive language kicks in or the ability to walk, there is a whole lot going on behind the scenes. It is one of the most underappreciated aspects of child development and is for the most part somewhat hidden from view. It is the communication skill referred to as receptive language.

Receptive language is the ability to understand words and language. It involves gaining information and meaning from routines and experiences which help children connect words with actions and objects. continued on page 36

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MukikimPLCD.pdf

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ASTRA Booth #246

P:414-357-3997 F:414-357-7830 info@mukikim.com www.mukikim.com

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trending now continued from page 34

We create colorful results for our clients

Photo courtesy of The Young Scientists Club

Proud Member of:

Call Lisa Orman, 608-767-1102 or Email Lisa@kidstuffpr.com

See our new mid-year introductions!

Visit us at ASTRA Booth #719

The Manhattan Toy Company® Minneapolis, MN 55401 www.manhattantoy.com 1.800.541.1345

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Call your sales representative to learn more or email at mtreps@manhattantoy.com

Some of the ways receptive language* manifests in children are: • Knowing their name • Making facial expressions • Pointing to objects when hearing the word • Following instructions or prompts • Listening to stories

*For more information on expressive and receptive language skills, see ASTRA Academy’s online version of “Make Way for Play,” available digitally at academy.astratoy.org.

There is a champion for receptive language — Dr. Dana Suskind.

Her background gave her a unique perception for understanding the advantages of what she calls a language-rich environment — one in which a child is exposed to language rich in words and expansive in its range of vocabulary. Dr. Suskind is a pediatric cochlear implant surgeon and restores hearing in young children. As an extension of her surgical career she wrote the book “Thirty Million Words: Building a Child’s Brain.” In this book, she revived an underappreciated research study done by Hart & Riley in the 1960s revealing that the disparity of children’s academic achievements throughout their lifetime was affected by whether or not, in the first three years of life, children were exposed to a language-rich environment.

Suskind’s formula is simple: tune into, talk more and take turns.

The Certified Play Expert Workshop teaches attendees that playing games is perhaps the easiest way for parents and caregivers to implement these three practices. Toys, games and play products are the perfect prompt to introduce new ideas, new concepts, new words and new ways for parents to talk to and most importantly talk with their children.

The CPE training helps retailers, manufacturers and sales reps learn more about child development, the thought leaders who have impacted this field and how important play is for children of all ages.

This kind of knowledge is particularly relevant as the terrain of U.S. toy retailing reverberates after the news about Toys R Us’ disappearance from the consumer landscape. Articles referred to this retailer as a warehouse without adequate sales personnel to help consumers navigate the volume of products. The analogy that comes to mind is a library with countless shelves and stacks of books without a librarian to help readers find precisely what they need or want. Some patrons may enter a library knowing exactly what book they want; however, many come with an interest in certain subjects, a preference for certain genres, or just an open mind and the need for a good read. Books and toys are similar in that the real magic and entertainment factor is nearly impossible to determine by just looking at the cover or the outside packaging.

Now more than ever, specialty toy retailers can widen the gap between a store that sells toys and a store that promotes the benefits of play through the curation of a collection of toys – products that have made the cut, been played with and earned their place on the shelf.

Did you know that Benjamin Franklin started the very first American library? He also said, “An investment in knowledge pays the best interest.”

The next CPE training is scheduled for June 9-10, just prior to ASTRA’s 2018 Marketplace & Academy in New Orleans. Please join us, so you can share your knowledge with others in your community like our friend and industry peer, Mary Sisson, and invest in your ASTRA knowledge.

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ASTRA news Mary Sisson to Step Down After 12 Years as ASTRA Toy Times Magazine Editor

Our deepest thanks and appreciation go to Mary Sisson, editor of ASTRA Toy Times Magazine for the past 12 years. Mary will be handing off the baton to a new editor, beginning with the next issue of the magazine in August.

Mary’s contributions to ASTRA and the specialty toy industry have helped to elevate the professionalism of the association and our members.

Soon after opening her toy store Kazoodles in 2006, Mary jumped into the role of editor of the ASTRA Newsletter, leading a team of volunteer writers to address challenges and celebrate wins among the ASTRA community and in the specialty toy industry. She often took on the role of lead contributor, writing the bulk of the articles herself, with a lens on addressing current business challenges, trends and member stories. As the editor from 2006 to 2018, Mary helped to transform the ASTRA Newsletter into the Toy Times Magazine, which has become the go-to publication for the specialty toy industry. Her commitment to learn from members and represent every member segment’s perspectives in her writing has helped to build understanding and connections among all member segments in the industry.

Mary’s additional contributions include serving on the ASTRA Board of Directors from 2008 to 2012, leading the association during a challenging time for the industry that included major changes in safety standards for toys and children’s products. She was also a member of the original ASTRA Exclusives committee, a program developed with the goal of encouraging collaboration among member segments and differentiating ASTRA retailers with a unique product mix.

Mary is a Certified Play Expert and Certified Master Retailer, and is active in her local community in Vancouver, Washington.

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ASTRA Members Honored at Toy Fest West

ASTRA members Harry Clayton, Eugene McKeown and The Wee Loft were honored for their achievements by the Western Toy and Hobby Representatives Association at Toy Fest West in March.

Clayton started in 1975 with Toy World, Inc., In 1995 he became a sales representative with Toy Sellers, then started Wildthings Sales and Marketing where, more than 20 years later, he is still active.

McKeown was director of sales with Reeves International, Inc., before moving to Daron Worldwide Trading in 2001 where he is vice president of sales and marketing. He has developed product for major cruise lines and the City of New York police and fire departments.

The Wee Loft opened in Whittier, California, in 1980 in a small loft of a baby shop. Within a few months, owners Erin Kelly and Annette Garcia had outgrown it and moved to a larger space. They opened their Dana Point shop in 1990 and the Corona del Mar shop in 2013. They joined ASTRA early on and have been in The Good Toy Group since its inception.

Triazzle Makes Return

Wildlife artist, graphic designer and game inventor Dan Gilbert is best known in the toy industry for Triazzle® — striking triangular matching puzzles with many configurations but only one solution. After selling nearly 5 million Triazzle® puzzles worldwide through licenses with other companies, Gilbert is now producing the puzzles in the USA through his own company, Dreamship. The ecofriendly brain teasers are printed on heavy board and come in colorful boxes that include bonus note cards.

Gilbert has worked across numerous industries since the 1970s. In1987 he was asked to create a commemorative puzzle for the National Aquarium in Baltimore. Inspired by square matching puzzles, he chose instead to use triangles and added a frame into which the eye-catching pieces would nest and match.

The Aquarium didn’t produce the puzzles but in 1991 DaMert Company licensed the property and Triazzle® became a worldwide success.

Gilbert’s past licensees include DaMert Company, Toysmith, Activision, University Games, Ravensburger, Great America Puzzle, Mindware and Megabrands. Dreamship, the corporate entity of his design and web-development business, showed Triazzle puzzles at Toy Fair in February.

Gilbert and his wife, Terri Miller, live in Sonoma County, California, right in the center of last fall’s wildfires, but their home was spared.

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Visit us at

ASTRA MARKETPLACE New Orleans

BOOTH #726

Toll Free: 855-787-8842 • sales@wrebbit3d.com • wrebbit3d.com 2018_ASTRA_02_Jun.indd 39

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ASTRA news

2018’s ASTRA Preferred Savings Partners Offer Discounts, Expertise ASTRA’s Preferred Savings Partner Program is designed to take your dollars further. As an ASTRA member, you have exclusive offers from a select group of vendors who can help you solve many of your business challenges and work with you to gain a competitive edge.

E-Commerce/Technology

• Seamless customer experience between in-store and online. Customers can browse actual store inventory online, in-real time, and either purchase online or come into the store to purchase.

• Make sales on the go, anywhere with access to Wi-Fi or a mobile hotspot • Sales stats and performance reporting available online • Manage multiple stores integrated through a single cloud-based system

Kari Baker (503) 434-9706 kari@stoysnet.com www.stoysnet.com

Kurt Beeken (506) 644-5301 kbeeken@retaildimensions.com www.retaildimensions.com

Company Overview Specialty Toys Network is the leading provider of custom websites for toy sellers and makers. Focused on the toy industry since 2006, we have the experience and expertise to make the most of your web presence.

Company Overview Retail Dimensions is the most experienced, flexible and collaborative provider of e-commerce products and services for online retailers worldwide.

Key Benefits • Market your brand • Engage customers • Sell online

Key Benefits • Keep accurate inventory: Sell what you have, not what you don’t.

• Omni channel retailing: Provides customers with a positive, seamless experience whether they are in the store, via desktop or mobile device • Best online shopping experience on any device – driving business to your retail store

Brian King (801) 841-4012 brianking@rainpos.com Company Overview Rain Retail Software is a cloud-based omnichannel retail system that includes point of sale, e-commerce, inventory management, automated marketing, email, social media marketing, social reviews, and text message marketing all in one seamless system. The average Rain customer sees a 20 percent increase in gross sales year-over-year.

Key Benefits • Cut inventory management time in half and ensure accurate inventory in-store and online, in real-time • Get found online and increase foot traffic to your store

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Kelly Nelson (404) 324-8702 kelly.nelson@locally.com brands@locally.com Company Overview Locally is a resource provided by brands to connect shoppers with local, in-stock products on brand sites and across the web.

Less than 1 percent of shoppers purchase the same way every time. Consumers want options and your brands, your brick and mortar stores, and your shoppers all benefit

greatly from having Locally connect the dots in the online space to local in-stock merchandise.

Key Benefits Whether a shopper is looking for a replacement for their child’s favorite toy, they’re headed to a last-minute birthday party, or they want to see, feel and play with an item prior to purchasing, we want to ensure that shoppers can find the items that are available nearby. There is no better place to make that information available than on a brand’s website.

Financial Services

Ron Solomon (303) 670-5111 ron@creditorsnetwork.com www.creditorsnetwork.com www.mapptrap.com Company Overview Created by toy, game and educational manufacturers at the New York International Toy Fair in 2004, The Creditors Network is an innovative, online community of over 200 children’s products vendors that exchange daily credit references, alerts and sales leads concerning thousands of toy, educational, juvenile, game, craft, hobby and gift retailers.

Key Benefits • Discover who’s really selling your products online.

• Protect your brand from online hyper-discounting.

• Protect your accounts receivables

Matt Gandolfo (847) 655-1355 mgandolfo@gotnp.com www.gotnpayments.com Company Overview After 16 years of dedicated sales experience, John Pitzaferro began TransNational as

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a company that would provide a breath of fresh air into the merchant services market. With John's deep understanding of the industry and its workings, he and his leadership team saw TransNational as an opportunity to revitalize the merchant services reputation and create a positive work environment. We broke the industry mold by putting our customers first and created a full-disclosure environment built on honesty and integrity.

Key Benefits TransNational Payments is proud to partner with ASTRA to provide: • Exclusive pricing and consultation on merchant processing, saving business owners 30-40 percent when compared to other processors.

• Industry-leading security through merchant tools that allow you to track your processing and eliminate chargebacks.

• 24/7 customer service which means we're right at your fingertips with one-call problem resolution.

• Fully integrated point-of-sale options to run your business efficiently and effectively.

Legal

Lynda Blankenship (865) 850-8695 lynda@premiersolutionsintl.com www.legalshield.com/info/astratoy Company Overview LegalShield and IDShield are the nation’s leading legal and identity theft protection services. We specialize in providing your family, business, and employees peace of mind, protection and security, as well as the ability to save time and money.

Key Benefits • Whether you are an individual, business owner, or employee, as a member of LegalShield and IDShield, you have 24/7/365 access to the leading law firms in every state, as well as over 2,000 licensed fraud investigators.

• Coverage: LegalShield provides unlimited

telephone consultation, document review, will preparation, IRS representation, traffic court representation, trial defense, 24/7/365 emergency access, collection letters, and more. IDShield provides comprehensive credit and internet monitoring, restoration by licensed fraud investigators, and a $5 million service guarantee.

Natalie A. Remien (312) 368-0100 nremien@lgattorneys.com Firm Overview For almost 40 years, Levin Ginsburg has been advising clients and protecting their businesses. Levin Ginsburg understands business issues, including corporate transactional issues, commercial real estate, employment matters, and commercial litigation, as well as intellectual property protection, licensing and enforcement, and privacy and data security concerns. Ms. Remien, previously assistant general counsel for Ty Inc. and now a full time attorney in private practice and mom of two, has an understanding of the toy industry and enjoys working with manufacturers of toys and other products marketed to children.

Key Benefits Responsive, fee sensitive business legal counsel that cares about your business. Free initial consult for up to one hour for any ASTRA member.

Marketing & Public Relations

Lisa Orman (608) 767-1102 lisa@kidstuffpr.com www.kidstuffpr.com

that each client receives. Instead of being handed off to an account executive upon signing a contract, KidStuff PR clients continue to work directly with president Lisa Orman on a daily basis, while team members support agency activities.

Key Benefits • 24 years of experience publicizing toys, games, juvenile products and services.

• Expert at reaching the mom consumer through media and social media.

• Well-respected PR expert in the toy and game industries, as well as children’s technology.

Jackie Breyer (212) 575-4510 jbreyer@adventurepub.com www.toybook.com Company Overview The Toy Book is the No. 1 trade magazine reaching all toy buyers and retailers. We pride ourselves on being the No. 1 resource for new products, trends, and toy industry news.

We are relied upon by the toy industry to be THE source for what’s new and what’s hot in toys.

Key Benefits • The Toy Book is read by all retailers who sell toys, including independent specialty toy retailers across channels.

• Each issue of The Toy Book reaches subscribers in print, online, and direct via email. We offer bonus distribution at trade shows, including North American International Toy Fair, ASTRA’s Marketplace & Academy, and Fall Toy Preview.

• Our weekly Toy Report is emailed to subscribers every Thursday, offering top news and trends for the toy industry.

• Toy Book advertisers receive free video embedding in the digital version of the magazine.

Company Overview What separates KidStuff PR from other agencies is the hands-on, personal approach

continued on page 44

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ASTRA news continued from page 41

Office Supplies

Company Overview Office Depot and Office Max are one company specializing in office supplies, office furnishings and technology, and printing.

Key Benefits ASTRA members can save up to 80 percent on more than 93,000 products. Great for your printing, cleaning and office needs. Shop online or in any Office Depot or OfficeMax store. Enjoy free next-day delivery on online orders over $50. Go to officediscounts.org/ ASTRA to shop online or print off a free Store Purchasing Card.

Product Testing/Liability Insurance

Robert Witkin (800) 392-6958 x331 bobwitkin@york-jersey.com www.toy-insurance.com Company Overview York Jersey Underwriters Inc. is a committed preferred savings partner with ASTRA. As an accomplished agent in the insurance industry since 1926, York Jersey values our partnership with this established not-for-profit trade association. We have been in business since 1926 with 40 years of experience in the toy industry. We are licensed in all 50 states operating as program managers for our liability insurance program for the toy, hobby and juvenile industries.

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Shipping Marty Imler (858) 243-2464 martyimler@Eurofins.com http://product-testing.eurofins.com Company Overview Established in 1987, now with more than 400 locations in 41 countries, Eurofins product testing is one of the leading companies in the testing, inspection and certification industry for products in a wide range of categories such as toys/children’s products, textiles, food contact materials, cosmetics & personal care products, electrical and electronics, etc.

Key Benefits • Eurofins’ Product Testing honors the ASTRA discounted rates among all our strategic global lab locations to support manufacturing centers in USA, China, Hong Kong, Malaysia, Korea, Japan, Vietnam, India and Europe.

• Prompt regulatory consultation.

• Hands-on concierge support services by local, responsive and dedicated customerfocused account managers.

• Prompt, reliable turn-around times.

• Free in-bound sample shipping to any one of our China labs from mainland China, Hong Kong, Macau and Taiwan.

Keith Korhely (800) 599-2902 kkorhely@partnership.com www.partnership.com Company Overview PartnerShip LLC is a leading shipping solutions provider to over 17,000 businesses across North America. We have enjoyed significant success over our 25-year history by helping our customers save time and money in all facets of shipping and logistics, including LTL freight, truckload, trade show, expedited, and small package shipping.

We also provide specialized solutions that address many small business needs, including storage, invoice consolidation, inbound shipping management, and more.

Key Benefits • Savings up to 29 percent* on select FedEx® small package services.

• Savings of at least 70 percent on standard and guaranteed LTL freight shipments with UPS Freight, YRC Freight, and other reputable carriers.

• Competitive pricing on truckload, trade show, and expedited shipments using quality national and specialized carriers. *Includes a bonus 5 percent online processing discount. Full details available at www.PartnerShip.com/22ASTRA/ FedExdiscounts.

In

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TAPPLE is the award winning, fast paced word game that gives family and friends a rush of excitement as they compete to beat the timer.

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Š2018 USAOPOLY, Inc. All Rights Reserved. Designed, manufactured & distributed by USAOPOLY, Inc. 5607 Palmer Way, Carlsbad, CA 92010 U.S.A. MADE IN CHINA. Colors & parts may vary from those pictured.

2018_ASTRA_02_Jun.indd 45

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Giving Back at Marketplace & Academy Launching for the first time in New Orleans, the Mighty Together Volunteer Program aims to give back to the Marketplace & Academy host city by supporting the local community.

Fast Facts from New Orleans

• Over 40 percent of children in New Orleans live in poverty.

• 90 percent of students in many New Orleans schools qualify for free or reduced lunch.

• Schools struggle to provide the necessary school environment, supplies and equipment for students to be successful.

School Clean Up

When: Saturday, June 9 Time: 1:30pm - 5:30pm Meeting Place: Ernest N. Morial Convention Center Who: Open to everyone

Europe’s Top Soft Dough Brand is Now Available in the US!

Come in early and volunteer for our school cleanup project and spend the afternoon with your peers helping New Orleans' schools. Volunteers will be tasked with various activities, such as classroom organization and painting, beautification and maintenance of school grounds, library organization, and more. Join industry peers in a fun afternoon of giving back on Saturday, June 9.

Sponsored by Pre-registration required.

Backpack Stuffing

When: Monday, June 10 and Tuesday, June 11 Time: 9:30am - 5:00pm Where: Ernest N Morial Convention Center | My ASTRA Center Booth 919 Who: Open to everyone Fill a backpack with back-to-school supplies on the trade show floor! Volunteers will have the opportunity to include a personal note of encouragement along with a toy from supporting manufacturers which adds a special touch from their friends in the toy industry. ASTRA has a goal of filling 1,000 backpacks with over 12 items for back-to-school readiness on Monday and Tuesday of the trade show. Stop by the My ASTRA Center booth 919 to stuff a backpack or two!

Sponsored by

Food Donation

ASTRA will be partnering with the Ernest N. Morial Convention Center to donate leftover food from meal functions to the local community. In partnership with Bethel Colony, food donations will be distributed to local churches, Second Harvest, women's shelters and other assistance programs in the area.

Important note: Please do not attempt to donate leftover food items on your own from ASTRA meal functions. We have a great partnership program set up to ensure food donations are handled in a safe and equitable manner.

Toy Donation

FREE SAMPLE Visit Booth #1544. Inquiries to KSM 800-576-9901 | www.ksmteam.com

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Exhibitors are invited to participate in the annual Marketplace & Academy toy donation at the close of the show. ASTRA will be partnering with Network NOLA to give back to the local community by donating toys, games, school supplies and juvenile products to underprivileged children and families in need. ASTRA

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Experience the Magic of Metamorphosis

egg

caterpillar

tadpole

chrysalis

Frog Life Cycle

frog

Three-Way Reversible Puppet

Monarch Life Cycle

butterfly

Three-Way Reversible Puppet

See a world of puppets!

ASTRA Booth #809 www.folkmanis.com 0r call 1-800-654-8922 for a free catalog.

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by Deidre Rodriguez

M

ost people think of New Orleans and have the perception of an adult city with Bourbon Street as the focal point. I have raised four children and now have the pleasure of enjoying New Orleans with four toddler grandchildren.

Here are family-friendly suggestions for things to do and dining options within a quick walk or streetcar ride from the Hilton New Orleans Riverside.

Here’s what you can’t miss: Café Du Monde Experience the original café au lait at Café Du Monde on Decatur Street at any time of the day – it’s open 24 hours! Hint: Go for dessert and avoid the long lines or enjoy the Riverwalk location while you head to the Ernest N. Morial Convention Center via the Riverwalk Outlet Collection.

World War II Museum It’s the only Smithsonian Museum outside of DC and has a campus of four buildings!

Hint: Plan on at least half a day and catch the 45 minute movie narrated by Tom Hanks for a great overview.

Central Grocery Pick up a Muffaletta sandwich on Decatur Street and have a picnic in Woldenberg Park stretching from the Aquarium to the Toulouse Street Wharf. You can have adult beverages on the street, but remember – they must be in plastic bottles or cans! astratoy.org • June2018

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New Orleans Children’s Museum Just seven blocks from the Hilton New Orleans Riverside on Julia Street, the museum is a great spot for toddlers to teens!

New Orleans Streetcars For just $1.25, hop on a streetcar for your own tour of the city.

• Riverfront Streetcar: This ride stops at the front door of the Hilton New Orleans Rivierside and parallels the river.

Heading downriver where Frenchmen Street intersects Esplanade between the river and Decatur Street, you’ll find three blocks of live music venues (while avoiding Bourbon Street!)

• Uptown Streetcar: Walk to St. Charles Ave and pick up the streetcar to the Garden District. It’ll take you about 45 minutes each way where you’ll see mansions and Tulane Unviersity. Stop at Camelia Grill, Boucherie or Brigtsen’s for a great casual dining option in the Riverbend area.

• Canal Streetcar: Take the red cars down Canal Street that read Museum and travel to the New Orleans Museum of Art located in City Park. There is a beautiful sculpture garden that is free, where you’ll find canoeing, kayaking, paddle boating, fishing, minigolf and more. Enjoy a meal at Brennan’s in the Museum or Morning Call in the Park for beignets and café au lait.

St. James Cheese Company Grab a salad, sandwich or cheese and charcuterie to snack on in your room at this great local spot located on Tchoupitoulas, about four blocks from the Hilton New Orleans Riverside.

Pat O Brien’s Ready for a good time? Get a group and enjoy a sing along in the piano bar where it is nice and cool. Known for the Hurricane drink, though I don’t recommend having more than two.

Drago’s Inside the Hilton New Orleans Riverside you’ll find this family-run business known for their charbroiled oysters. Make sure you give them a try here or at Spirit’s Bar – you ASTRA won’t be disappointed!

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New Orleans Phrases

Thank you to our

Sponsors Gold Level Sponsor

We do have some unique phrases in New Orleans – I guess that happens when you have been a city for 300 years with several countries governing over our history!

Neutral Ground

dividing area or median in the center of a street

Dressed

a po boy is dressed with mayo, pickles, lettuce, tomatoes

Lagniappe

a little something extra

Locker closet

Cochon de lait

Silver Level Sponsor

pig roast

Boudin

pork and rice dressing in a casing that you squeeze out to eat

Cracklin

fried pork rind

Bronze Level Sponsor

Tasso

spicy seasoned ham

Café au lait

strong coffee with half hot milk at Café Du Monde. It is a coffee and chicory blend.

Chicory

bitter root of a plant used to extend coffee in the 1800’s during a coffee shortage astratoy.org • June2018

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W

by Ahren Hoffman, director of education & training

A

STRA’s 2018 Marketplace & Academy will be filled with opportunities for idea sharing and thought leadership! We are thrilled to host expert speakers along with industry peers to share their insights and ignite learning in New Orleans with the independent toy industry in mind.

Marketplace & Academy sessions welcome all levels of expertise with opportunities for attendees to elevate their professionalism or refresh their skills. Education is the fire that fuels innovation, collaboration and change. ASTRA has heeded this advice and refreshed the Academy offerings so that attendees can maximize learning and engage in more personalized education.

To create a more personal education experience at Marketplace & Academy, we have created some new opportunities and labeled them with learning styles to make the best selections based on your preferences. Learning styles are based on individual strengths and weaknesses. People will learn more when following their preferred learning approach. In other words, when we play to the learning styles that fit our personality, we learn more efficiently. ASTRA has outlined three types of learners and connected them to the new education offerings at ASTRA’s 2018 Marketplace & Academy.

• Deep Learner—Immerses in new knowledge and intellectually curious • Strategic Learner—Focuses on results and action items to implement • Surface Learner—Prioritizes learning baseline information and superficial ideas What’s New? Pre-Conference Workshops Who: Deep Learners

ASTRA is offering both a certification and a certificate workshop before Marketplace & Academy begins for deep learners who want an in-depth experience at gaining new knowledge.

The Certified Play Expert Workshop gives attendees the research, language and tools to support the science behind play.

For the second year in a row, ASTRA is offering anyone in the business of play an opportunity to get credentialed as a Certified Play Expert before the show opens.

Learn More & Register: http://bit.ly/2HRjbGq

The Certificate in Social Media Management Workshop is facilitated by the National Institute for Social Media (NISM). Any HR employee, sales or marketing professional or business owner with a basic understanding of social media who is interested in taking the next step is invited to participate. This certificate-based program will teach attendees how to plan, implement, manage, and report all aspects of an organization’s social media strategy with your industry

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M&A Education

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H

S AT’ N E Appeals to

Learning Styles peers, brainstorming real solutions to maximize your digital presence. This workshop allows you to participate in experiential exercises and create a strategy and content you can use immediately.

Learn More & Register: http://bit.ly/2pryOOi What’s New? Opening Ceremony Who: Deep Learners & Surface Learners

When you change your perception, you change your experience. Expert speakers on the topics of play, financials, trends and marketing will launch us into learning during the Opening Ceremony. By providing a brief preview of their breakout sessions, attendees will be armed with more information to make a session selection.

Surface learners can glean insights from the session overview at the Opening Ceremony while deep learners can select a breakout session to gain an in-depth view of the insights shared.

What’s New? OpenSpace Sessions Who: Surface Learners

ASTRA listened to your feedback and created a unique opportunity for more candid conversations and connection with colleagues. OpenSpace sessions generate communication and collaboration, while helping you develop new solutions to various challenges and business problems.

OpenSpace sessions provide an interactive process with participants involved in simultaneous mini-discussions based around a theme or an issue. Participants in these sessions rotate through multiple conversations, which is a key source of learning for surface learners.

What’s New? Lightning Learning Who: Strategic Learners Lightning Learning brings concise content in 15-minute intervals to the My ASTRA Center on the Marketplace floor. Each session will follow with an additional 15 minutes for Q&A where attendees can stay for further conversation or head back to the show floor.

Lightning Learning prioritizes information and provides key content for strategic learners looking to implement ideas.

What’s New? Consultation Stations Who: Strategic Learners

Consultation Stations bring one-on-one expertise to the Industry Service Pavilion on the Marketplace floor. Register for a 30-minute appointment with an expert on subjects that can support your business.

Learn More & Register: https://bit.ly/2DPBJot Consultation Stations provide customized content for strategic learners looking to implement action items immediately.

ASTRA

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Education Sessions Friday, June 8 and Saturday, June 9 PRE-CONFERENCE WORKSHOPS Certified Play Expert Workshop

ASTRA’s Certified Play Expert Workshop gives you the research, language, and tools to support the science behind play. ASTRA invites toy industry professionals, therapists, librarians, educators and anyone in the business of play to take part in this event.

Presented by Jean Bailey, National Lekotek Center former director, and Kerry Bauer, Child Life Specialist Friday, June 8, 8am-5pm Saturday, June 9, 8am-5pm Hilton New Orleans Riverside 2 Poydras St, New Orleans, LA 70130 $399/person Includes breakfast and lunch on both days, certificate of graduation, and certified Play Expert pin.

Certificate in Social Media Management

Receive your Certificate in Social Media Management during a full day of hands-on application of social media best practices.

This workshop will teach attendees how to create a strategic plan, interpret social media analytics, and create meaningful content for your audience.

• Do you understand the value of social media, but struggle to create a plan that can be implemented by you and your team?

• Are you looking for efficient and effective ways to create content your audience will engage with?

• Do you and your team have a plan for responding to questions as well as positive and negative comments on social media?

• Have you identified how to measure success and uncovered what’s growing your digital presence?

This workshop allows you to participate in experiential exercises and create a strategy and content you can use immediately.

Facilitated by Amy Jauman of the National Institute for Social Media Saturday, June 9, 8am-5pm Hilton New Orleans Riverside 2 Poydras St, New Orleans, LA 70130 $199/person Includes breakfast and lunch, and certificate of graduation.

Sunday, June 10 EXPERT-LED WORKSHOPS 10:15 am - 11:30 am

Play Through the Ages!

Track: Children & Play The essential research on child development and play, contextualized for the independent toy industry, has been compressed for maximum impact.

Speaker: Kirsten Anderson, Integrate Play Solutions Location: Room 215

Games: The Changing Toy Market: Who’s Buying & How to Reach Them

Track: Industry Trends & Relations There’s no question the specialty toy market is changing. If you want to sell toys and games to today’s consumers, you have to know who they are, what they want and where to find them.

Learn effective marketing methods, how to create a loyal customer base, what products are driving sales and more. America is on the cusp of yet another baby boom. Act now to position your business to benefit from the changing market – and reap the rewards. (This session will be recorded for viewing post Marketplace & Academy.)

Speaker: Rieva Lesonsky, GrowBiz Media Location: Room 221

60 Innovative Marketing Ideas in 60 Minutes

Track: Sales & Marketing Attract more than 1,000 shoppers in a week, grow sales by more than 50% in a month, and obtain the highest store sales in one day using ideas from this fast-paced, one-hour.

Speaker: Patricia Norins, Marketing Lemonade Location: Room 209

Performance Data: Gauging the Independent Toy Industry

Track: Financial Management The ASTRA Retailer Benchmarking Survey provides the best source of performance data for the independent toy industry. The survey’s findings should serve as the standard for gauging your company’s health – and letting you know how you compare with your peers.

The information in this report provides retailers, manufacturers and sales representatives the answers to better business practices.

Speakers: Greg Manns, Industry Insights Location: Room 207

Mighty Together: Managing the Bottom Line

Track: Industry Trends & Relations Join this panel session to learn more about how retailers, manufacturers and sales representatives in the independent toy industry are more alike than different when managing the bottom line. Panelists will share their top three costs of doing business along with insights on how working together will not only help us survive but thrive.

Moderator: Roger Bildsten, Hip Hooray, LLC Panelists: Brice Elvington, Toy Shop Florence; Christine Blumberg, Roberts Blumberg Giacobbe; & Damien Crocker, HABA USA Location: Room 211

OpenSpace NEW TO ASTRA’S MARKETPLACE & ACADEMY! SEE THE DESCRIPTION ON PAGE 48.

These subjects will provide attendees with the platform to lead the discussion with the support of an expert facilitator. (Sessions will be held as another option during the breakout and workshop sessions of Academy.)

Toy Trend Spotting Expert: Adrienne Appell, The Toy Association Location: Room 205 Community & In-Store Events Expert: Brian Turtle, Endless Games & Mariah Romaninsky, Drexel University Location: Room 218 Neighborhood Toy Store Day & Best Toys for Kids Expert: Cassandra Forcier, Building Blocks Toy Store Location: Room 225 1:00 - 2:00 pm

BREAKOUT SESSIONS Getting Your Customers to Talk (About You!)

Track: Business Operations This session will equip you with four simple, yet effective ways to generate word-of-mouth marketing and get people to brag about your business to others.

Speaker: Phil Wrzesinski, Phil’s Forum Publishing, LLC Location: Room 209

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FREE

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Theorists, Thought Leaders & Thinking Behind the Value of Play

Track: Children & Play Learn the lessons of Piaget, Vygotsky, Brown, Erikson and others and tap into the science of the playful mind and the drive to play that kids experience every day. By attending this session, you will receive a certificate of achievement and become a superhero advocate by promoting play and all its benefits.

Speaker: Jean Bailey, National Lekotek Center former director Location: Room 205

Building the Right Succession Plan 2.0

Track: Financial Management Learn how to calculate your value and successfully market and sell or transition your business when you retire. Follow real businesses through a series of vignettes which outline the planning issues faced by businesses, the key stakeholders involved and how they overcame their planning obstacles.

(This session will be recorded for viewing post Marketplace & Academy.)

Speakers: Paul Sunderland, Business Consultant/Attorney Location: Room 221

merrymakersinc.com Tel. 888.989.0454 merrymakers@merrymakersinc.com * Visit booth for details

Growing Your Own Geeks: How Game Culture Keeps Customers in Your Store

Track: Industry Trends & Relations In this session, explore the world of games that bridge the distance between traditional children’s games and the heavyweight European titles. Known as “gateway” gaming, these games are designed to appeal to tweens and teens, as well as adults in the family. Learn how to spot gateway games and how to market and sell not only the games, but also the interpersonal experience inside each box.

Speaker: Ray Wehrs, Calliope Games Location: Room 215

Wow Merchandising: 100+ Examples to Drive Sales

Track: Sales & Marketing This session will share 100+ merchandising examples that include DIY ideas and low budget tricks to help drive sales. This session will use examples from ASTRA member stores and exhibits at Marketplace & Academy to provide attendees with ideas on how to create WOW merchandising.

Speaker: Lindsay Anvik, See Endless, Inc. Location: Room 207

We Are Family: Inspiring the Entrepreneurial Spirit in Your Family Business

Track: Business Operations Join this session for a discussion on designing family roles and responsibilities. Explore new ways to re-energize your family’s life outside of toys and develop strategies to encourage the entrepreneurial spirit in your family’s next generation.

Speaker: Sarah Fowles, Ruckus & Glee LLC, Matthew Poulson, Ruckus & Glee, LLC, Melanie Hall, Hall of Toys & Brett Hall, Hall of Toys Location: Room 211

The Power of Play: An Interactive Experience

Track: Children & Play This session will provide education on the power of play at the commercial, customer, and community levels. See a physical play class setup and the opportunity to participate in a mock play class filled with sensory exploration, art, story time, and music.

Speaker: Megan Philpott, Toodleydoo Toys Location: Room 225

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continued from page 56 Barefoot in the Pitch

Track: Sales & Marketing Learn basic improvisation including how to harness nervous energy, ad lib in the case of a glitch and feed off audience interaction. Discover ways to make your pitch or presentation feel organic and raw while maintaining a prepared and professional persona.

Speaker: Maggie Held, Scribfolio LLC Location: Room 218 2:15 - 3:15 pm

BREAKOUT SESSIONS How Can Our Community Harness the Power of the Marketplace?

this session, look at current trends and the role human factors play in determining their appropriateness for target audiences. You’ll also discover the role and the goal of human factors in toy safety as a necessity in the growth and development of children.

Speaker: Ellen Metrick, UL, LLC Location: Room 211

You Lost Me at Hello

Track: Sales & Marketing In this high-energy and practical session, learn about the tools you can use to teach your team how to interact with customers so that they’ll keep coming back for more. Come away with resources to train your employees how to win over a customer in the first three seconds (okay, maybe five seconds) and how important it is to project confidence and likability.

Speaker: Kevin Carroll, TENZI Location: Room 218

The Paradox of Potential

Track: Business Operations Harness the power of the marketplace! This session will discuss the role each of us has in protecting the value of specialty toys on Amazon. Learn what brands can do to control their representation and the listing price of their items legally and ethically.

Speaker: Robyn Johnson, Best from the Nest Location: Room 209

Track: Sales & Marketing This interactive session and research gets to the heart of achieving more through an individual and company-wide mindset for growth. The “future of work” is about getting everyone in an organization to achieve their potential.

(This session will be recorded for viewing post Marketplace & Academy.)

Speaker: Thom Singer, The Conference Catalyst Location: Room 221

Certified Play Experts Present: Become a Community Resource Center

Retail Math 101: What You Need to Know to Survive & Thrive

Track: Children & Play Come away from this session with the knowledge that will help empower you and your team to become messengers of play, advocates for healthy childhoods and advisors on appropriate toy choices in your community.

Speaker: Peter Reynolds, HABA USA & Carah Killian, Beyond the Blackboard Location: Room 205

Track: Financial Management This Retail 101 session will explore key financial calculations to create and sustain a healthy, thriving business. From managing mark-up to understanding the importance of turn, dig deep into the content that can help you remain competitive and prosperous.

Speaker: Deborah Scholl, Fundamentally Toys Location: Room 225

Profit Margin is Not Your Only Money Maker

Strategic Planning Made Simple

Track: Financial Management This session will show you how to evaluate lower margin goods to see how they can make you money, when you can actually “make it up in volume” (and when you can’t), and how to find lost dollars in your inventory.

Speaker: Phil Wrzesinski, Phil’s Forum Publishing, LLC Location: Room 207

Safe Play: Human Factors’ Impact on Toy Safety Track: Industry Trends & Relations Understanding the potential risks of play, above and beyond safety standards, is key to selling, creating and marketing toys. In

58

Track: Business Operations Learn the five key parts of any strategic plan.

This session will outline the steps involved in strategic planning and help you explore how you can best develop and plan for the future of your business.

Speaker: Paul Sunderland, Business Consultant/ Attorney Location: Room 215 3:30 - 4:30 pm

OpenSpace NEW TO ASTRA’S MARKETPLACE & ACADEMY! SEE THE DESCRIPTION ON PAGE 48.

Subjects like trends, the aging population, in-store events, STEM and Q4 survival will provide attendees with the platform to lead the discussion with the support of an expert facilitator. (These sessions will be held as

another option during the breakout and workshop sessions of Academy.)

Product Diversification Expert: Deb de Sherbinin, Women in Toys Location: Room 205 Q4 Survival Expert: Christine Osborne, Wonder Works Location: Room 211 The Aging Population Expert: Jean Bailey, former director of the National Lekotek Center Location: Room 218 STEM Expert: Catherine Croft, Catlilli Games Location: Room 225

Monday, June 11 10:00am - 3:15pm

LIGHTNING LEARNING NEW TO ASTRA’S MARKETPLACE & ACADEMY! SEE THE DESCRIPTION ON PAGE 48.

15-minute sessions at My ASTRA Center, Booth 919, will focus on high-level ideas on subjects like social media, lease negotiation and merchandising.

10:00am - 10:15am | 3 Approaches to Business Valuation Speaker: Paul Sunderland, Business Consultant/ Attorney 12:00pm - 12:15pm | 5 Vital Lease Terms for Today’s Times Speaker: Craig Melby, LeaseSmart 1:00pm -1:15pm | Top 3 Merchandising Tips Speaker: Lindsay Anvik, See Endless, Inc. 3:00pm - 3:15pm | Top 3 Tips for Creating a Social Media Presence Speaker: Amy Jauman, National Institute for Social Media 10:00am - 4:00pm

CONSULTATION STATIONS NEW TO ASTRA’S MARKETPLACE & ACADEMY! SEE THE DESCRIPTION ON PAGE 48.

The Consultation Stations will bring oneon-one expertise to the Industry Service Pavilion on the Marketplace floor. Register at marketplaceandacademy.org for a 30-minute appointment with an expert on subjects like social media, merchandising, lease negotiation and succession planning.

Experts: Paul Sunderland, Business Consultant/ Attorney – Succession Planning; Lindsay Anvik, See Endless, Inc. – Store & Exhibit Merchandising; Amy Jauman, National Institute for Social Media – Social Media; Craig Melby, LeaseSmart – Lease Negotiation

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12:00pm - 12:15pm | 5 Vital Lease Terms for Today’s Times Speaker: Craig Melby, LeaseSmart 1:00pm -1:15pm | Top 3 Merchandising Tips Speaker: Lindsay Anvik, See Endless, Inc.

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Tuesday, June 12 10:00am - 3:15pm

LIGHTNING LEARNING NEW TO ASTRA’S MARKETPLACE & ACADEMY! SEE THE DESCRIPTION ON PAGE 48.

15-minute sessions at My ASTRA Center, Booth 919, will focus on high level ideas on subjects like social media, lease negotiation and merchandising.

10:00am - 10:15am | 3 Approaches to Business Valuation Speaker: Paul Sunderland, Business Consultant/ Attorney

3:00pm - 3:15pm | Top 3 Tips for Creating a Social Media Presence Speaker: Amy Jauman, National Institute for Social Media

Wednesday, June 13 KEYNOTE

8:30am-10:00am

FL!P: Proven Strategies for Turning Challenge Into Opportunity Keynote Speaker: Peter Sheahan See the description on page 62

10:00AM - 4:00PM

CONSULTATION STATIONS NEW TO ASTRA’S MARKETPLACE & ACADEMY! SEE THE DESCRIPTION ON PAGE 48.

The Consultation Stations will bring oneon-one expertise to the Industry Service Pavilion on the Marketplace floor. Register at marketplaceandacademy.org for a 30-minute appointment with an expert on subjects like social media, merchandising, lease negotiation and succession planning.

Experts: Paul Sunderland, Business Consultant/ Attorney – Succession Planning Lindsay Anvik, See Endless, Inc. – Store & Exhibit Merchandising Amy Jauman, National Institute for Social Media – Social Media Craig Melby, LeaseSmart – Lease Negotiation

Astra Booth #1154

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“Intelligent toys since 1948”

“Lasting toys for lasting play”

The resource for everything kids

2018_ASTRA_02_Jun.indd 61

One Corporate Drive Grantsville, MD 21536 855.431.3920 Email: Info@KidSourceProducts.com Website: www.KidSourceProducts.com

Visit us at booth

#740

www.vikingtoys.se

5/7/18 1:57 PM

Schedule at-a-Glance Friday, June 8 8:00am – 5:00pm

Certified Play Expert (CPE) Day 1

Saturday, June 9 8:00am – 5:00pm Certified Play Expert (CPE) Day 2 8:00am – 5:00pm Pre-Conference Workshop: Certificate in Social Media

Management 8:30am – 5:30pm Registration Open 1:30pm – 5:30pm Mighty Together | Volunteer

Program: School Clean Up Sponsored by

Come in early and volunteer for our school cleanup project. Volunteers will be tasked with classroom organization and painting, beautification and maintenance of school grounds, library organization, and more. Get some friends together and sign up at marketplaceandacademy.org.

Sunday, June 10 7:30am – 6:00pm 8:00am – 8:45am 8:00am – 8:45am

Sponsored by

Registration Continental Breakfast New Member and First-Time Attendee Breakfast

Team up with our veteran members and learn how you can save money, build valuable business relationships, source products, and share.

During breakfast, you’ll get to know ASTRA and our veteran All-Star members at this one-onone Q&A session designed to help you maximize your membership and time at the show.

9:00am – 10:00am Opening Ceremony 10:00am – 10:15am Smart Break Sponsored by Smart

Toys and Games 10:15am – 11:30am Expert-Led Workshops and

OpenSpace Sessions 11:45am - 12:45pm Networking Lunch & Learn Sponsored by

6:00pm – 8:00pm Welcome Pool Party Sponsored by 1:00pm - 2:00pm Breakout Sessions 2:00pm – 2:15pm Smart Break Sponsored by

Make a splash at the Welcome Pool Party. Simply show up ready to sip, mix and mingle with your ASTRA friends. New to ASTRA? Stop by our welcome table to meet veteran members and start making connections before the show begins.

2:15pm - 3:15pm 3:30pm - 4:30pm 3:30pm – 5:30pm

Breakout Sessions OpenSpace Sessions Kit Session (Full Conference Retailers Only)

Sponsored by

Take Marketplace's newest kits out of the box and try them out with a roomful of other retailers.

7:00pm – 10:00pm Opening Reception Sponsored by

An evening of music, activities and delicious local food. Entry is included with Full Conference registration.

Monday, June 11 7:30am – 6:00pm Registration Open 7:30am – 8:00am Breakfast Buffet 8:00am – 9:30am Annual Business Meeting &

Awards Presentation Each year the ASTRA community honors members who have contributed to ASTRA and supported the independent toy retailing industry. Join us as we celebrate our Lifetime Achievement Award winner and our Excellence Award winners. Then stay to hear the Board of Directors and ASTRA staff present the new strategic initiatives for the coming year.

9:30am – 5:00pm Trade Show Open 10:00am – 10:15am Lightning Learning: 3 Approaches to

Business Valuation 10:00am – 4:15pm Consultation Stations

(Appointment Only) 11:30am – 1:30pm Lunch on the Trade Show Floor 12:00pm – 12:15pm Lightning Learning: 5 Vital Lease

Terms for Today’s Times 1:00pm – 1:15pm Lightning Learning: Top 3

Merchandising Tips 3:00pm – 3:15pm Lightning Learning: Top 3 Tips for

Creating a Social Media Presence 5:00pm – 6:00pm Game Night Reception

(Full Conference Retailers Only) Grab a bite to eat and a drink and stop by the Rapid Fire tables to learn quick-play games.

6:00pm – 8:30pm Game Night (Full Conference

Retailers Only) Sponsored by

Relaxed game playing in a fun, social atmosphere where game manufacturers can show off their latest and greatest games.

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Tuesday, June 12 7:30am – 5:30pm 8:00am – 9:15am 8:00am – 9:15am

Registration Open Continental Breakfast Share the Fair Continental Breakfast (Full Conference Retailers Only)

Sponsored by

10:00am - 4:15pm

11:30am - 1:30pm 12:00pm - 12:15pm

1:00pm - 1:15pm

3:00pm - 3:15pm

4:00pm - 5:00pm

Consultations Stations (Appointment Only) Lunch on the Trade Show Floor Lightning Learning: 5 Vital Lease Terms for Today’s Times Lightning Learning: Top 3 Merchandising Tips Lightning Learning: Top 3 Tips for Creating a Social Media Presence Happy Hour

Enjoy a continental breakfast and coffee while you swap stories and discuss the hot new toys and children’s products you've seen in the aisles with your fellow retail attendees.

9:30am – 5:00pm Trade Show Open 10:00am - 10:15am Lightning Learning: 3 Approaches to

Business Valuation

Wednesday, June 13 7:30am – 5:00pm 8:00am – 8:30am 8:30am – 10:00am

Sponsored by

Registration Open Continental Breakfast Keynote Speaker Peter Sheahan FL!P: Proven Strategies for Turning Challenge into Opportunity

10:00am – 4:00pm Trade Show Open 11:30am – 1:30pm Lunch on the Trade Show Floor 3:00pm – 3:30pm Raffle Prize Drawing

To register for ASTRA’s Marketplace & Academy visit marketplaceandacademy.org

PERFECTLY MAGGIE,

Visit us at the ASTRA show, BOOTH #229

because every child deserves healthy self-esteem!

• PROMOTE KINDNESS • SHARE SPECIAL MOMENTS • CREATE BEAUTIFUL MEMORIES

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"Intelligence is the ability to adapt to change."

– Stephen Hawking

Keynote Speaker Helps Toy World Face Change

"The secret of change is to focus all of your energy, not on fighting the old, but on building the new." – Socrates "Some changes look negative on the surface but you will soon realize that space is being created in your life for something new to emerge." – Eckhart Tolle "The only way to make sense out of change is to plunge into it, move with it, and join the dance."

– Alan W. Watts

C

hances are good that after ASTRA members hear keynote speaker Peter Sheahan at the closing session of Marketplace & Academy, they’ll have more quotable quotes about change jotted down to inspire them.

With companies buying other companies and Toys R Us leaving the scene, change and disruption are hot topics in the toy world this year. Sheahan’s high-energy presentation will inspire continued on page 66

M, I W S a r fo ... n n i i w p e m h u J rt o f N I Y STA

ol! o p Y V R Y-TU S P O T e th r o f t u ASTRA BOOTH # 1036 ch o t a w t u ...b VISIT US!

ww.blueorangegames.com | 415.252.0372

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THAT FEELING YOU GET WHEN YOU GET YOUR FIRST PAIR OF BABIATORS. ASTRA BOOTH #524 Free Shipping for all orders over $300

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listeners to apply an innovative approach to navigate this sea change.

Named one of the 25 Most Influential Speakers in the World by the National Speakers Association and the youngest person ever to be inducted into their industry Hall of Fame, Sheahan, 38, will speak the truth about the toy industry.

His research-rich presentation promises to help retailers, reps and manufacturers find opportunity in the things that are happening in the toy world. He’ll bring relatable examples from companies that have embraced change and learned to thrive.

“You need to find your niche and move up the value chain,” said Sheahan’s research analyst, John McPhee, who is searching out the background for Sheahan’s talk. “Find opportunity in the things that are happening. They’re not happening to us, but happening for us.”

The opportunity that specialty retailers have is that they know their market, McPhee said. “These retailers are really experts for their customers.” Independent retailers are not going to out-Amazon Amazon, but the successful ones will learn to grow their own niche.

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As for manufacturers, “They’re still going to need to put customers at the center of everything they do,” McPhee said. With many losing money in the Toys R Us descent, Sheahan will inspire manufacturers to take ownership and find ways to move ahead.

Sheahan’s entry into the business world began when he managed a hotel in his native Australia. Noticing the generational differences in employees, he wrote his first book, Generation Y, to help employers understand what they value and appreciate the differences. Some of his seven titles are Flip, Making It Happen, and Matter.

Founder and CEO of Karrikins Group, he is known internationally for his innovative business thinking. He’s delivered more than 2,500 presentations to more than 500,000 people in 20 different countries.

His ASTRA presentation will be tailored for the specialty toy industry. The same speaker who’s advised leaders from Apple, Microsoft, Hyundai and IBM will give owners of Main Street toy stores and tiny little toy companies the same level of attention and inspiration. ASTRA

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Follow us: Twitter: @helioproduction Instagram: @heliosite Facebook: @heliosite

Award Winning Children’s EDUCATIONAL Night Light Projection System

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ASTRA Welcomes Its Newest Manufacturer Members ACD Toys

Middleton, WI www.acdd.com ACD Toys, a division of ACD Distribution, LLC, delivers the same top quality customer service, expertise, and passion to the toy industry that ACD Distribution has provided for over 15 years. ACD Toys offers an extensive product selection, including toys and games from Hasbro, Pokémon, HABA, and many more.

ACD Toys provides its customers with a team of experienced sales reps, as well as quick and easy online ordering and low free shipping minimums.

AJ Play LLC

St. Helens, Oregon www.ajplayllc.com

AJ Play is family-based sports toy development and manufacturing company. We are the proud inventors, builders, and players of Spider Disc Games and the UberDart. At AJ Play, we strive to create fun for everyone!

Animates by Toy Tech Corp Manasquan, NJ

AniMates is a line of conventional toys driven by traditional play merged with device-based visual experiences. Our line is a series of play sets complete with custom figurines, themed play mat and the AniMates app. Our app converts the board into a smart toy, making objects come to life and enhancing the user’s experience. Four themes – Pirates, Army Men, Dinosaurs and Construction – each include 24 figurines/accessories and a play mat. The free AniMates app creates an interactive 3D world for children to explore, connecting the toy's physical elements with most Android or iOS devices. It also includes several games, providing hours of traditional and augmented play.

AvoSeedo

Wilmington, DE www.avoseedo.com

AvoSeedo is simply the perfect tool for you to grow avocado trees at home! AvoSeedo is a fun way to teach children how to grow trees. It's simple and very easy to use.

BATHSCOTS

Ashburn, VA www.bathscots.com

BATHSCOTS is the first authentic line of bath toys aimed at bridging the gap between passionate sports parents and their young ones. Bath time offers one of the most important times of the day for bonding and BATHSCOTS provides children and parents the ultimate chance to bond over some of life’s biggest passions.

Boolean Girl Tech

Arlington, VA www.booleangirltech.com

Boolean Girl Tech developed the Boolean Box, a build-it-yourself computer kit that encourages girls ages 8+ to build, code, invent, and animate.

Boolean Girl Tech was created to help narrow the gender gap in STEM (science, tech, engineering, and math) courses, college majors, and careers.

We focus on creating products that inspire elementary school-aged girls to learn to code and engineer. From the first steps, our products are tested and improved based on input from our customers - the girls who use them.

Brainy Yak Labs

Belmont, MA www.brainyyaklabs.com

Our new Party Lamp Kit lets kids 8-12 build and decorate a real lamp that projects colorful light shows all over their room! While they're connecting the simple circuit and assembling the components, they learn about electronics, engineering, and the physics of light. We fuse arts and crafts play with technology to get kids excited about STEAM!

Calisson Inc - US distributor

San Juan Capistrano, CA www.sophiethegiraffe-usa.com

Calisson Inc. is the sole U.S. Distributor of Vulli’s award-winning teether, Sophie la Girafe®. Made in France from 100% natural rubber, the timeless non-toxic teether has been capturing the imagination, hands, and mouths of babies since 1961!

Dream Pets

Atlanta, GA www.dreampets.com

Dream Pets is the new plush line derived from the original R. Dakin collectibles. Known both then and now for whimsical and playful animal designs, Dream Pets feature unique accents and lovable collectible characters each with a unique dream emboldened on its tag. Soft, cuddly with embroidered eyes – these plush toys are perfect for all ages!

The Dream Pillow

Delray Beach, FL www.thedreampillow.com The Dream Pillow was dreamt up by a 7-year-old to help kids "dream good dreams.” The Dream Pillow set comes with The Dream Pillow, Dream Notes, and a storybook. Kids can use their imaginations to create silly, fun, adventurous dreams. *Positive Thinking *Create Your Dreams *ByeBye Bad Dreams

Families Play Forever LLC Hamden, CT 06517 www.familiesplayforever.com

Families Play Forever is founded by a family for families. We develop and design communicative, fun and smart board games for the whole family to enjoy. We donate 10 percent of every game to children in need. We are best known for the immensely popular ZATEGY square tile game where players lay 4 squares in a row to win.

Fizzee Labs

Flemington, NJ www.fizzeelabs.com Fizzee Labs delivers LIVE unique event experiences, teaching the power of creativity through gamified innovation and entrepreneurial thinking. Each event leverages our signature learning board games, tools, and digital platform created by the kids who founded Fizzee Labs, for participants ages 9 years old through adult. Fizzee Labs designs and manufactures award winning products that are all 100 percent made in the USA!

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#740

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The resource for everything kids

One Corporate Drive Grantsville, MD 21536 855.431.3920 Email: Info@KidSourceProducts.com Website: www.KidSourceProducts.com

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Junior Learning

Galt Toys

Huntington Beach, CA www.juniorlearning.com

Grantsville, MD www.galttoys.com/us

Galt Toys, Inc. supply a wide range of quality educational, developmental and creative children’s toys. Established in the United Kingdom in 1836, we are proud to offer quality toys which follow current trends and production standards yet continue to reflect our educational integrity.

Junior Learning Inc. designs and manufactures educational toys and games. With over 250 titles, Junior Learning is a leading developer of literacy resources. We also have numerous resources for teaching math and some exciting new offerings in STEM.

Juegos Merengue

Gray Matters Games

Glen Ellyn, IL www.graymattersgames.com Gray Matters Games creates lively and cognitively challenging experiences for active minds.

Through their games, they promote community, encourage fun and give back to Alzheimer's research. Their new party game, You Bet-Cha!, combines the best elements of trivia and poker!

HORNIT

Devon, UK www.thehornit.com

HORNIT makes high quality, fun and innovative products which children will love for years. Our products encourage children to be outdoors on their bikes or scooters and make riding even more fun. Safety is a critical consideration, too and the multiple award winning Mini Hornit encapsulates this perfectly: it combines lots of fun with extra visibility, stimulating children’s imaginations. This year we are showcasing our brand new Mini Hornit LIDS Helmet range, available in 8 designs and 2 sizes (2+ Years).

Buenos Aires - Argentina ww.merengue.com.ar “Juegos Merengue” it's a graphic industry that produces traditional games on cardboard (puzzle, memory game, etc.) combined with technology of today’s generation: augmented reality. For this we have a team of designers, illustrators and programmer. All our products are completely made in our establishment. We do not depend on third parties.

Keycraft Global

Rochester, NY www.keycraftglobal.com

Keycraft uses a unique methodology called the “Science of Impulse” to not only source the best pocket money children’s products but also to work hand in hand with our customers to turn low value into high profit. Tried and tested, this approach creates opportunities to make space pay.

Kikkerland Design IGCT Cardboard Technologies Millwood, NY http://www.cardboardtechusa.com

Cardboard Technologies is pleased to introduce the GoGo Cardboard Balance Bike. Made primarily from recycled cardboard and plastic plus organic paint and glue, the GoGo is the lightest (only 5 lbs.), strongest (holds over 200 lbs.) and "greenest" balance bike available.

Sustainably made and fully recyclable, the GoGo ships flat-packed and assembles without tools.

Even its box converts to a parking stand. Teaches kids not only to ride a bike, but introduces them to the concept of sustainable living.

New York, NY www.kikkerland.com

Kikkerland Design Inc., are creators of the Critter Wind-ups and Solar-Powered RainbowMakers.

This year, Kikkerland launches a new line of outdoor discovery products for kids called HUCKLEBERRY. Simple tools and toys to connect with nature, explore, create and play!

Le Toy Van

Toy Van has been operating in the U.S. for 15 years, working through a network of wholesalers’ partners, concentrating in supplying specialty shops, high end chain stores and iconic department stores.

Little Likes Kids™️ Washington, D.C. www.littlelikeskids.com

At Little Likes Kids™️ we understand the value in making toys that reflect the lives of today's wonderfully diverse gaggle of American kids.

And we delight in creating the multicultural images that imbue all our puzzles, games, accessories and playthings. Little Likes Kids™️ is committed to being a trusted source for thoughtfully designed, quality toys that inspire kids' imaginations, stimulate their brains and let them have fun!

Luvsy

Bristol, PA www.luvsy.com

Luvsy – the beautiful theme-shaped blankets that bring imagination to life. Made of extra plush, super-soft minky fleece, kids will want to take Luvsy everywhere with them. Let a child’s imagination soar as they cuddle up in a Luvsy. It’s cozy and fun; your shoppers won't choose just one – your customers will love Luvsy!

M4GH- The Magic Gingerbread House

The Woodlands, TX www.themagicgingerbreadhouse.com

The Magic Gingerbread House (M4GH) is a children's Christmas book with a primary theme of generosity, family tradition and believing in the magic of Christmas. The book centers on the magic of Christmas and a military child.

For the past two years, The Magic Gingerbread House has been sent to our deployed soldiers to help them stay connected with their family at home. Our second book, Believe in the Magic — The Magic Gingerbread House II, focuses on bullying in elementary school. The illustrations are beautiful and the story captures the heart of children of all ages.

Surrey, United Kingdom www.letoyvan.com Le Toy Van is a British family-owned wooden toy company, set up in London in 1995, today expanding to over 65 countries worldwide. Le astratoy.org • June2018

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new manfacturer members The Angel Gift

Dallas, TX www.theangelgift.com

Playhouse

Saugerties, NY www.paperhouseproductions.com At Playhouse our goal is to spark imaginative play with products that are fun, whimsical and engaging. Playhouse is a forward-looking design house with the latest and greatest in trends and licenses across multiple categories: diaries, cards, gift enclosures, notebooks, journals, puzzles and stickers.

The Angel Gift is a Christian book set that includes a board book, angel plush, keepsake box and sentimental note. The board book teaches young children of God’s unconditional love and acceptance. Our hope is the angel plush will serve as an additional daily reminder giving encouragement and building hope, love and comfort in times of uncertainty. It is the perfect gift for baby showers, birthdays, christenings, holidays and children suffering from illness, loss of a loved one, divorce, etc. Perfect for ages 0-5 years.

Vivora Inc.

Forest Park, IL https://vivora.net/niko Vivora Inc. is the designer and manufacturer of Niko, the adorable active sitting companion changing sitting for children across the nation!

Niko's round shape allows for wiggling and shifting for an engaged sitting experience that helps with kids' concentration and focus. There's no need to worry about Niko rolling away – Vivora's patented shape keeps Niko from rolling away when not in use! Available in five adorable bear faces, it is the perfect adorable study buddy that suits little learners best!

OWI Inc

Carson, CA www.owirobot.com

OWI INC. features an award-winning product line centered in STEM, in hopes to promote ingenuity, problem solving, and logic among consumers and educationally-minded parents. Our versatile selection will expand to include two new items in 2018. Dodeca 12 in 1 SolarHydraulic Robot will enhance our existing line of mini solar kits, and KIKO.893 Infrared Sensor Detecting Robot will strengthen our robotic kit line. Both kits are entry level, recommended for ages 8 and up.

new members AFFILIATES Fay Morley Associates Lisa Carroll 405 East 56th ST, STE 9A New York, NY 10022 morleyrecarroll@gmail.com Fundamentally Children 122 High Street, Kimpton Herts United Kingdom theteam@fundamentallychildren.com www.fundamentallychildrenhq.com LotStocks John Kent 1515 7th ST, #327 Santa Monica, CA 90401 john@lotstocks.com www.lotstocks.com

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Witzkan – A Division of Dog House Quilts LLC

Domestic strife is so common, yet so easy to solve. Sometimes it just needs the right gizmo.

TipAlert trains boys and gents to put the toilet seat down when they’re done. With music, flashing light and friendly voice messages, it’s fun for everyone and it really works. Zip it up, tip it down . . . with TipAlert.

Dog House Quilts LLC designs and manufactures the hand-held game Witzkan® in Pennsylvania.

Sensory tactile game Witzkan® uses “wits” and “can-do” attitude to find and seek a wide variety of hidden items.

Saegertown, PA http://www.witzkan.com

If any of the information below is incorrect, ASTRA truly apologizes. Please contact us immediately at info@astratoy.org.

Trendy Pal Nitzan Bertele 29 Lisin ST Tel Aviv, TA 60999 Israel nitzanb@trendypal.net www.trendypal.net

4D Cityscape Inc Chris Merakis 64 Sherrick DR Gormley, ON L0H1G0 Canada ss@4dcityscape.com www.4dcityscape.com

Zhejiang QIT Testing Technology Service Co., Ltd Fanny Fan 1/10/13F, Kechuang Building No 586 Xihuan RD Shaoxing City, 312081 China fanny@qits.com.cn

ACD Distribution LLC Jenna Piller 3129 Deming WAY Middleton, WI 53562 info@acdd.com

MANUFACTURERS 3dux/design Marci Klein 1555 Westport TPKE Fairfield, CT 06824 marci@3duxdesign.com www.3duxdesign.com

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Tip Alert/Mississippi Media

Perth, Ontario www.tipalert.com

AJ Play LLC Jacob Jones 35395 Oakwood DR St Helens, OR 97051 jake_ajplay@yahoo.com Amigo Jeff Pinsker 2701 Gattis School RD, Bldg E, STE 150 Round Rock, TX 78664 jeff.pinsker@amigo-spiele.de www.amigo.games

ARTriangles Charles Lasater 4604 Siskiyou AVE Dunsmuir, CA 96025 info@artriangles.com AvoSeedo LLC Daniel Kalliontzis 3422 Old Capitol TRL #876 Wilmington, DE 19808 dk@avoseedo.com www.avoseedo.com Azure House Games 10508 Doral DR Cedar Hills, UT 84062 info@azurehousegames.com Banana Panda, Inc Simone Parham 244 5th AVE, STE E25 New York, NY 10001 info@bananapanda.com

Blue Orange Edition Thierry DeNoual 115 Route De Coutances, Donvilles Les Bains, France info@blueorangegames.eu www.blueorangegames.eu Boolean Girl Tech Ingrid Sanden 815 N. Barton ST Arlington, VA 22201 ingrid.sanden@booleangirl.org www.booleanbox.tech BrainStorm Products Richard Brady 1011 S Andreasen DR, STE 100 Escondido, CA 92029 rbrady@xkites.com Brainy Yak Labs Tony Hu 464 Common ST, STE 267 Belmont, MA 02478 tony@brainyyaklabs.com

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new members

If any of the information below is incorrect, ASTRA truly apologizes. Please contact us immediately at info@astratoy.org.

continued from page 72 Calisson Inc Steve Montgomery 33049 Calle Aviador, Unit A San Juan Capistrano, CA 92675 steve@calissoninc.com

Galt Toys Jo-Are Bjerke One Corporate DR Grantsville, MD 21536 j.bjerke@jamesgalt.com www.galttoys.com/us

Junior Learning Duncan Milne 19744 Beach BLVD, #389 Huntington Beach, CA 92647 duncan@juniorlearning.com

chubuddy LLC Chris Chu 7730 Laredo DR #298 Chanhassen, MN 55317 chris@chubuddy.com www.chubuddy.com

Giantmicrobes, Inc. Andrew Klein 78 Harvard AVE, STE 300 Stamford, CT 06902 info@giantmicrobes.com www.giantmicrobes.com

Jupiter Creations, Inc Michael Katina 330 Seventh AVE, STE 901 New York, NY 10001 michaelk@jupitercreations.com www.jupitercreations.org

Dream Pets Paige Nichols 1845 Remington RD Atlanta, GA 30341 paige@dreampets.com www.dreampets.com

Gray Matters Games Joe Barron 432 Stagecoach Run Glen Ellyn, IL 60137 joe@graymattersgames.com www.graymattersgames.com

Kangaru Joe DiPalma 201 South State ST, 1A Newtown, PA 18940 jdipalma@kangarubrands.com

M4GH Pamela Franks 14 Highland CIR The Woodlands, TX 77381 pam@m4gh.com www.themagicgingerbreadhouse.com

eco-kids Kip Weeks 193 Presumpscot ST Portland, ME 04103 info@ecokidsusa.com www.ecokidsusa.com

Hampton Mermaid Company Diana Yastrzemski 29 Skinner ST Southampton, NY 11968 diana@hamptonmermaid.com www.hamptonmermaid.com

Keycraft America Jay Bowie 20600 Clark-Graham Montreal, QC H9X4B6 Canada jay.bowie@keycraftglobal.com www.keycraftglobal.com

Mississippi Media Alan Howard 8 Beckwith Street East, Perth, ON K7H 1B3 Canada info@tipalert.com www.TipAlert.com

Kharismatic Kreation Darrell Thomas 30 Foxberry DR Arden, NC 28704 thomaslacrisha@yahoo.com

Monkey Business Sports Cole Larner 25 NW 23rd Pl., Suite 6-380 Portland, OR 97210 cole@monkeybusinesssports.com www.monkeybusinesssports.com

Enginuity Games Andy Daniel 3629 Bryant ST Palo Alto, CA 94306 andy@enginuity.com ESize Innovations / Instant Glam Dolls Edric Sizemore 3011 W. 183rd ST, STE 152 Homewood, IL 60430 esize@comcast.net www.instantglamdolls.com Families Play Forever LLC Kurt Roberts 75 Swarthmore ST Hamden, CT 06517 kurt@familiesplayforever.com www.familiesplayforever.com fischertechnik GmbH Laurenz Wohlfarth Klaus-Fischer-Str. 1 Waldachtal, 72178 Germany info@fischertechnik.de Fizzee Labs, LLC Joe Hudicka 6 Fairfax CT Flemington, NJ 08822 joe@fizzeelabs.com www.fizzeelabs.com From There To Here Andreas Blachian 720 South Point BLVD, STE 215 Petaluma, CA 94954 ftth@comcast.net www.fromtheretohereimports.com

Happy Kidz,LLC Ariel Tavasi PO Box 1279 Mountainside, NJ 07092 info@happykidssmartparents.com www.happykidssmartparents.com Horn Entertainment, Inc Frank Horn 13305 SW 100 TERR Miami, FL 33186 flhcane@gmail.com www.crazytrainsgame.com Hornit Ian Ham 11-15 Dix's Field Exeter, EX1 1GA United Kingdom georgia@thehornit.com IGCT Cardboard Technologies Bruce Weinreb PO Box 209 Millwood, NY 10546 bruce@cardboardtechusa.com www.cardboardtechusa.com Juegos Merengue Claudio Zalchendler Ifanta Isabel 3720 Buenos Aires Argentina info@tecnew.com.ar

Kikkerland Design Inc Laura Kellner 666 Broadway, 4th Floor New York, NY 10012 lkellner@kikkerland.com Le Toy Van 160C Walton RD East Molesey, SRY KT8 0HP UK United Kingdom francois@letoyvan.com Legler OHG Soren Philip Hjorth Achier Str. 7 27755 Delmenhorst Germany service@legler-online.com www.legler-online.com Little Buddiez dba BATHSCOTS Ari Ratner 23415 Spice Bush TERR Ashburn, VA 20148 ari@bathscots.com www.bathscots.com Little Likes Kids, LLC Kemi Tignor 25 Longfellow ST NW Washington, DC 20011 info@littlelikeskids.com www.littlelikeskids.com

Lollipup Inc. Dina Srinivasan 263 Dans HWY New Canaan, CT 06840 dina.srinivasan@lollipup.com Luvsy Rebecca Rescate 61 Green LN Bristol, PA 19007 retail@luvsy.com www.luvsy.com

Mrs. Grossman's Kim Anderson 3810 Cypress DR Petaluma, CA 94954 info@mgpc.net www.mrsgrossmans.com Newmark Learning Adam Henderson 145 Huguenot ST New Rochelle, NY 10801 ahenderson@newmarklearning.com OWI Inc Antonio Palangio 17141 Kingsview AVE Carson, CA 90746 antonio@owirobot.com www.owirobot.com

Persistent Sisters Ellen Schaeffer 1341 East Catalpa Springfield, MO 65804 ellen@persistentsisters.com www.persistentsisters.com Phoenix International Publications Daniel Kiss 8501 West Higgins RD, STE 300 Chicago, IL 60631 dkiss@pikidsmedia.com www.pikidsmedia.com Piper, Inc. Mihran Vardanyan 2415 3rd ST, STE 232 San Francisco, CA 94107 mihran@playpiper.com www.playpiper.com Pony Pals Ranch William Melzer 210 Desert Holly DR Palm Desert, CA 92211 melzer40@aol.com www.ponypalsranch.com Premier Kites Val Deale 5200 Lawrence PL Hyattsville, MD 20781 val@premierkites.com www.premierkites.com Rowayton Games, LLC Claire Schultz 4 Flicker LN Norwalk, CT 06853 cschultzip@outlook.com Spin Copter Kevin Pisor 834 Saint Andrews CIR Paso Robles, CA 93446 spincopter@gmail.com www.spin-copter.com Tender Leaf Toys Gene Lin 9040 Telstar AVE, STE 133 El Monte, CA 91731 www.tenderleaftoys.com

Paper House Productions Kevin Brown 160 Malden TPKE Saugerties, NY 12477 kbrown@paperhouseproductions.com

The Angel Gift Company Brooke Andrews PO Box 93447 Southlake, TX 76092 Brooke@theangelgift.com www.theangelgift.com

Pathways for Learning Products, Inc. Toni Shub 9935D Rea RD, #252 Charlotte, NC 28277 toni@pathwaysforlearning.com www.pathwaysforlearning.com

THE CLASSICAL HISTORIAN John De Gree 1019 Domador San Clemente, CA 92673 john@classicalhistorian.com www.classicalhistorian.com

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The cool tool GmbH Manfred Heindl Fabriksgasse 15 Modling, 2340 Austria messen@thecooltool.com

ToyWorld.com Corp.

Juan Pineda 4381 Fox Ridge Dr, Weston, FL 33331 juanfe@toyworld.com www.toyworld.com

What Do You Meme Julien Sharp 495 Broadway #301 New York, NY 10012 julien@whatdoyoumeme.com www.whatdoyoumeme.com

The Dream Pillow Jenna Miller 350 SE 1st ST Delray Beach, FL 33483 jenna@thedreampillow.com www.thedreampillow.com

TubbyWubby Rebecca Ruggles 2185 Hidden Acre Ln, Paso Robles, CA 93446 rebecca@tubbywubby.com www.tubbywubby.com

TinkerBots 19410 Sarkis DR Mokena, IL 60448 j.fabian@tinkerbots.com

UBTECH Robotics Christina Truong 600 Wilshire Blvd, Suite 970 Los Angeles, CA 90017 christina.truong@ubtrobot.com www.ubtrobot.com/us

Witzkan - Division of Dog House Quilts LLC) Gerry Deane 432 Main ST PO Box 934 Saegertown, PA 16433 doghousequilts@gmail.com www.witzkan.com

Toy Tech Corp.

Jerry Phlippeau 2517 Highway 35, D101 Manasquan, NJ 8736 toytechcorp@gmail.com Toymail Sean Hummel 433 Broadway, Suite 301 New York, NY 10013 Brielle@toymailco.com www.toymail.co

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Vivora Inc. James Sit 801 Circle AVE Forest Park, IL 60130 j.sit@vivora.net www.vivora.net Water and Lightning Brian Barenio 147-98 Grand Central PKWY Briarwood, NY 11435 info@waterandlightning.com www.waterandlightning.com

Wizhead Aone Wang 51 John ST, STE 403 Brookline, MA 02446 marketing@wizhead.com www.wizhead.com Woobo Inc. Feng Tan 198 River ST Cambridge, MA 02139 kellyhu@woobo.io

Wrap -n- Snaps LLC Sam LaCasse PO Box 11891 Jackson, WY 83002 sam@wrapnsnaps.com www.wrapnsnaps.com

SALES REPRESENTATIVE GROUPS Aderet LLC Warren Marland 275 Madison AVE, 6th Floor New York, NY 10016 warren@aderetgroup.com www.aderetgroup.com Amahi Ukeleles Autumn Lembert 7605 Production DR Cincinnati, OH 45237 autumnschear12@gmail.com www.amahiukeleles.com Cameron Marketing Services, Inc. Cameron Logan 440 Vista Del Mar DR Aptos, CA 95003 cameronl@pacbell.net www.cameronmarketing.com

Competitive Edge Sales Bob Knight 1429 AVE D, 376 Snohomish, WA 98290 Dan Verrico & Associates Dan Verrico 715 Main ST Buffalo, NY 14203 dan@dvtoys.com www.dvtoys.com Diverse Marketing WEST Bailey Kinney 2050 N Stemmons FWY, Unit 191 Dallas, TX 75207 toydiverse@diversemail.com www.diversetoy.com Educational Marketing Service Shannon Henderson W8841 County Road X Darien, WI 53114 shannon@educational-marketing.com Group One Associates Craig Schultz 309 Evans AVE Toronto, ON M8Z 1K2 Canada craigs@grouponeassociates.com

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new members Jeff Garb & Associates Jeff Garb PO Box 351 Needham, MA 02494 info@repgroup.com www.repgroup.com Toyservice St. Louis Jerie Messer-Lukefahr 1015 Magnolia Woods CT Fernandina Beach, FL 32034 emailjerie@gmail.com Wolther Sales Company Roger Wolther 2102 Elizabeth ST Pueblo, CO 81003 rwolther@hotmail.com

RETAILERS Air Zoo Meredith Martin 6151 Portage RD Portage, MI 49002 memartin@airzoo.org www.airzoo.org Alfresco Casual Living Meg Brownson 321 Main St S Stillwater, MN 55082 megbrownson@msn.com www.alfrescocasualliving.com

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continued from page 76 Anime World Yuju Jennifer Hua 18009 Larch WAY Lynnwood, WA 98037 jenniferyujuhua@gmail.com Austin Children's Museum Vanessa Smith 1830 Simond AVE Austin, TX 78723 store@thinkeryaustin.org Austin Cortez Enterprises, LLC Ernest Brown 5348 Vegas DR Las Vegas, NV 89108 info@theacellc.com www.theacellc.com Big Apple Art Gallery & Framing, Inc Mohammed Elyas 30 East 60th ST, STE 907 New York, NY 10022 mohammed@bigappleartgallery.com www.framers.com

Butterfly 7 Rick Shorter 336 Malcolm X BLVD, Storefront Brooklyn, NY 11233 ricks@butterfly7.com www.butterfly7.com Buy Low Sell Low Inc. Meyer Greenberg 3334 Long Beach RD, #123 Oceanside, NY 11572 info@buylowselllow.com Cavalier House Books John Cavalier 100 N Range AVE Denham Springs, LA 70726 john@cavalierhousebooks.com www.cavalierhousebooks.com CB Fox KIDZ Andy Fox 1731 Central AVE Los Alamos, NM 87544 andy@cbfox.com www.cbfox.com Character Development Jackie Maki 209 Haverford AVE Narberth, PA 19072 jaclyn@characterdevelopment.net

Copper Creek Mercantile Tammy Strampe 15 S Main ST, PO Box 665 Joseph, OR 97846 coppercreekmerc@gmail.com

Education Works Tim Desmond 7 Backus AVE Danbury, CT im@educationworks.com

CraftBOX Laurie Melniczek 300 Coastal HWY, Shoppe 4 Fenwick Island, DE 19944 www.craftboxinc.com

five towns gifts & crafts Sun Kwok Wong 496 Central AVE Cedarhurst, NY 11516 sun88wong@yahoo.com

Cuddle Bug Toy Factory LLC Iffat Ali 5 Forrest Hill DR Titusville, NJ 08560 iffy@cuddlebugfactory.com www.cuddlebugfactory.com

Froggie's 5 & 10 Anne McGilvray 3207 Knox ST Dallas, TX 75205 anne@froggies5and10.com www.froggies5and10.com

Cullen's Babyland & Playland Melinda Barrios 8424 Florida BLVD Baton Rouge, LA 70806 melinda@cullens.biz Dick's 5 & 10 Byron Musehl 103 W Main ST Branson, MO 65616 byronmusehl@gmail.com

Goldsmith's/Kathport Corp.

Kathy Halliwell 128 Main ST Greenport, NY 11944 H3 LLC Justin Holland 1603 Waukegan, STE 13 Glenview, IL 60025 hthreecorp@gmail.com

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MORE THAN A TOY!

Sharks, Dolphins, and Ukadelics—oh my! With over 40 colors and designs to choose from, finding the right ukulele for that new musician has never been easier! Help young artists color their world with an eye-catching Kala Ukulele. DON’T WASTE YOUR TIME AND MONEY ON KNOCKOFFS, choose Kala and quality. Pair it with our free Kala App that includes a tuner, play-along songs, and lessons that will get anyone playing. Our free resources guarantee you’ll be getting more than your money’s worth.

What more do you need…? WE’VE GOT YOU COVERED!

COME SEE US AT ASTRA BOOTH #1401 K AL AB RAN D. CO M

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new members

continued from page 78

Happy Yeti Toys Jennifer Almeter 1830 Vashon CIR Anchorage, AK 99515 happyyetitoys@gmail.com

Jeffrey's Toys Mark Luhn 45 Kearny ST San Francisco, CA 94108 markluhn@pacbell.net

Holly Lines LLC William Becker 11401 Holly CT Kansas City, MO 64114 theteam@hollylines.com www.hollylines.com

Kebbie's Diaper Bag 1223-C National HWY LaVale, MD 21502 info@kebbiesdiaperbag.com

Hopscotch Kids 154 E. Chicago BLVD Tecumseh, MI 49286 hopscotchkidstec@gmail.com IBIYA GROUP Ray Yeung 17558 Rowland ST City of Industry, CA 91748 ibiyagroup@gmail.com Incipix Corporation dba Diversions Puzzles & Games Laura Keith 123 Congress ST Portsmouth, NH 03801 lkeith@incipix.com www.diversionsgames.com

Kimba Trading Kimberly Fells 5694 Mission Center RD, STE 903 San Diego, CA 92108 kimbatradingllc@outlook.com www.kimbatradingllc.com Kindness & Joy Toys Lindsay Ramsey 16 W Center ST Fayetteville, AR 72701 lindsay@kindnessandjoytoys.com www.kindnessandjoytoys.com Kingston Toys Brandy Naparstek 388 Kingston AVE Brooklyn, NY 11225 zakronstoys@gmail.com

Want your product featured for FREE?

KJ Sales, LLC Kim Cyr 77 Charolais WAY, Burlington, CT 06013 crossroadsconsignments@gmail.com www.kjsalesllc.com

Lollipop Station Whitney Edwards 122 E Davis St, STE Culpeper, VA 22701 whitney@lollipopstation.com www.lollipopstation.com

Optimus Toys George Raphael 12448 N Main ST Rancho Cucamonga, CA 91739 sales@optimustoys.com

Laugh Out Loud Expressions LLC Elyse Schultz 5233 Bellaire BLVD, STE B-132 Bellaire, TX 77401 elyse@laughoutloudexpressions.com www.laughoutloudexpressions.com

Lucky Duck Toys Lisa LeStrange 832 W. Lancaster AVE Bryn Mawr, PA 19010 www.luckyducktoys.com

Parent Teacher Tools and Toys Mary Jo Guinn 108 W. State ST O'Fallon, IL 62269 info.parentteachertoolsandtoys@ gmail.com

Little Giant Kidz Terry Beal 3301 South 14th, #35 Abilene, TX 79605 terrybeal@sleepinggianttexas.com www.littlegiantkidz.com Little Things Toy Store Mitchell Szpicek 145 7th AVE Brooklyn, NY 11215 littlethingstoystore@gmail.com

Luna Babies & Toy Store Tera Smith 200 Jeff Davis, STE 9 Long Beach, MS 39560 tera@lunababies.com www.lunababies.com Maddie Mae Melissa Kitchens 1140 Church ST Covington, GA 30014 mdkitchens81@yahoo.com Mass Ave Toys Natalie Canull 409 Massachusetts AVE Indianapolis, IN 46202 natalietoys@comcast.net www.massavetoys.com Mill Park Pharmacy Toy & Gifts Craig Sheikowitz 6602 AVE U Brooklyn, NY 11234 millparkpharmacy@yahoo.com Modern Vintage Home Christy Vickery 1414 Albany PL Richardson, TX 75080 jandcvickery@hotmail.com Monkey Barrel of Amelia 95 Amelia Village CIR Amelia Island, FL 32034 mbofamelia@comcast.net

Upload your product photo to Instagram, and tag us using @edplay_magazine or #edplay. We’ll feature your product on our Instagram, absolutely free!

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New Era Bookshop LLC PO Box 29626, R-33, Fox Hill 4 Uptown Motor City, Dubai United Arab Emirates sure0108@emirates.net.ae Northwoods Children's Museum Rouleen Gartner PO Box 216 346 W Division ST Eagle River, WI 54521 rgartner@northwoodschildrens museum.com www.northwoodschildrens museum.com

Penny Saver LLC Amanda Whittington 5648 W Compass Pointe McCordsville, IN 46055 amanda@pennysavershops.com www.amazon.com/pennysavershops Peterson's Bobbie Marascalco 1400 Washington ST Vicksburg, MS 39180 info@petersonsaa.com www.petersonsaa.com Power of Play Toys, Inc. Carrie Kyes 8932 Wilcox CT Newark, IL 60541 carrieann9373@yahoo.com River Runners JL Needham 29 S Main ST Logan, UT 84321 United States contact-2@riverrunners.co www.riverrunners.co Rock Paper Scissors Toy Store Kim Panton PO Box 1315 Duxbury, MA 02332 info@rockpaperscissorsdux.com Savvy Duo LLC Cory Johnson 12845 Oakpoint CIR Fort Myers, FL 33912 savvyduoteam@gmail.com Sensory Slime Time 1405 A West Prien Lake RD Lake Charles, LA 70601 sensoryslimetime@gmail.com Shelburne Country Store Deb Mayfield 29 Falls RD Shelburne, VT 05482 deb@shelburnecountrystore.com www.shelburnecountrystore.com

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Shop Off the Hangers Tommy Wang 461 Pittsburgh Mills CIR Tarentum, PA 15084 hello@shopoffthehangers.com Simplicity ABC A Suraphong Liengboonlertchai 107 Park LN Kirkland, WA 98033 a@simplicityabc.com www.simplicityabc.com Smarty Pants Education Cynthia Najera 7500 N. Mesa, STE #205 El Paso, TX 79912 info@smartypantsedu.org www.smartypantsedu.org Spark Toys LLC Dianne Gobin 31 Maplewood DR New Milford, CT 06776 digobi@yahoo.com

Splurge Gifts Sonia Malloy 39 Lewis ST Greenwich, CT 06830 sonia@splurgegifts.com www.splurgegifts.com Sweet Pete's Allison Behringer 400 N Hogan Jacksonville, FL 32202 abehringer@sweetpetescandy.com The Little Surf Shack Cynthia Johnson 12545 White DR Fairfax, VA 22030 thelttlesurfshack@gmail.com The Toy Box Michelle Knight 2911 F ST Eureka, CA 95501 toyboxeka@sbcglobal.net

The Toy Box of New Jersey Rosemary Sblendorio 81 Interstate Shopping Center Ramsey, NJ 07446 thetoyboxstore@gmail.com www.toyboxofnj.com Third Eye Comics, Inc Steve Anderson 209 Chinquapin Round RD, STE 200 Annapolis, MD 21401 nfo@thirdeyecomics.com www.thirdeyecomics.com Tisbury Toy Box Kate Salop PO Box 2141 Vineyard Haven, MA 02568 tisburytoybox@gmail.com Tootooroos Manuel Cruz 50 Lawrence ST East Rockaway, NY 11518 manuel@tootooroos.com

Top Network Solutions, Inc Songbom Reu 5435 E La Palma AVE Anaheim, CA 92807 sales@tnsdeals.com

Wishes, LLC Heather Coleman 1815 S Upper Terrrace RD Spokane, WA 99203 wishestoysbooksgames@gmail.com www.wishestoysbooksgames.com

Toys in the Attic Margaret Woods PO Box 290 Kennebunkport, ME 04046 jpcmww@outlook.com

Yeled Baby Joel Green 2 Skillman St. #220, Brooklyn, NY 11205 joel@yeledbaby.com www.yeledbaby.com

Valuator, LLC Laurence Hayes 380 92nd ST Brooklyn, NY 11209 valuator@valuatorllc.com Wild About Music dba Toy Joy PO Box 1445 Austin, TX 78767 robby@toyjoy.com

Rediscover the TRUE meaning of Christmas!!

www.miracleinamanger.com astratoy.org • June2018

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index of advertisers

ASTRA Toy Times Magazine, May/June 2018

American Educational Products......www.amep.com........................................................... 29

Manhattan Toy..........................................www.manhattantoy.com..........................................36

Asmodee North America....................www.asmodee.com......................................53, 73, 83

MAPP Trap...................................................www.mapptrap.com...................................................27

Babiators......................................................www.babiators.com...................................................65

MerryMakers Inc.....................................www.merrymakersinc.com....................................56

Blue Orange Games...............................www.blueorangegames.com................................64

MindWare Wholesale..........................www.mwwholesale.biz.....................................42-43

Calisson Inc................................................www.sophiethegiraffe-usa.com...........................17

Miracle in a Manger Inc........................www.miracleinamanger.com..................................81

The Creditors Network LLC................www.creditorsnetwork.com...................................31

MPA Sales....................................................www.trueandtherainbowkingdom.com............4

DeLano/EPI Printing Inc.......................www.delanoservice.com............................................7

MukikiM LLC..............................................www.mukikim.com.....................................................35

E3 Publishing.............................................www.perfectlymaggie.com....................................63

Orb..................................................................www.orbtoys.com........................................................76

edPlay............................................................www. edplay.com........................................................80

The Original Toy Company................www.theoriginaltoycompany.com......................75

Endless Games.........................................www.endlessgames.com.........................................55

Ozobot..........................................................www.ozobot.com......................................................... 77

Fat Brain Toy Co........................................www.fatbraintoyco.com..............................................2

Panda Mony Toy Brands......................www.pandamony.toys..............................................84

Folkmanis....................................................www.folkmanis.com...................................................47

Pink Poppy Inc. USA...............................www.pinkpoppy-usa.com.......................................16

The Good Toy Group.............................www.goodtoygroup.com..........................................18

Saturnian 1 Inc..........................................www.sat1sport.com................................................... 24

GUND.............................................................www.gundbusiness.com..........................................15

SentoSphere USA....................................www.sentosphereusa.com......................................13

HABA / Habermaass Corp..................www.habausa.com..................................................... 23

Silhouettes by Clay Rice.......................www.clayrice.com........................................................14

Harrisville Designs..................................www.harrisville.com...................................................27

Silver Lead Co............................................www.ksmteam.com....................................................46

Hearts For Hearts Girls.........................www.hearts4heartsgirls.com................................56

Small World Toys....................................www.smallworldtoys.com.........................................9

Helio Productions Inc...........................www.helioproductionsinc.com............................67

Sophia's........................................................www.shopsophias.com.............................................78

Horn Entertainment Inc.......................www.crazytrainsgame.com.....................................18

Springbok Puzzles..................................www.springbok-puzzles.com...............................34

Kala Brand Music Co..............................www.kalabrand.com................................................. 79

STC..................................................................www.stc.group.............................................................. 59

KETTLER International Inc.................www.kettlerusa.com...................................................33

Thames & Kosmos..................................www.thamesandkosmos.com.............................. 25

KidSource....................................................www.kidsourceproducts.com........................61, 70

Toy Collection...........................................www.toycollectionretailer.com.............................19

KidStuff Public Relations....................www.kidstuffpr.com...................................................36

Toysmith......................................................www.toysmith.com......................................................57

Lee Publications......................................www.leemagicpen.com............................................60

USAopoly Inc.............................................www.usaopoly.com....................................................45

Light Stax-The Lazy Dog & Co............www.thelazydog.com............................................... 29

Wikki Stix.....................................................www.wikkistix.com.....................................................66

Living Puppets USA, LLC......................www.living-puppets-usa.com.............................. 26

Winning Moves........................................www.winning-moves.com...................................... 69

Magformers LLC.......................................www.magformers.com..............................................37

Wrebbit Puzzles.......................................www.wrebbit3d.com................................................. 39

Malarkey Kids (Munch Baby)............www.malarkeykids.com.......................................... 30

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Developed in secret government labs on an island base off the California coast comes an original team of heroes with mysterious origins. Human-Animal hybrid experiments, kept locked away from a world they are sworn to protect. Trained by top military minds to use their animal inspired abilities when no other force will do. Is the world ready for genetically engineered beings? All will be revealed at the ASTRA 2018 Marketplace & Academy Show.

This 1:12 scale action figure line focuses on original characters, action features, and has a deep background of world building, inspiring play.

Visit BOOTH 138 to pick up your EXCLUSIVE Lab Rat and other Alter Nation gear while supplies last.

Member American Specialty Toy Retailing Association

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