Edplay October 2021

October 2021

Dedicated to the Specialty Toy Industry

Over the

Top

After a challenging 2020, Patrick and Joanna Holland report that their two toy stores surpassed 2021 sales goals.

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STOCK UP on NEW FAVORITES for the Holidays!

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SPIROGRAPH is a trademark of Hasbro and is used with permission. ©2021 Hasbro. All Rights Reserved. Licensed by Hasbro. ©2021 KOOSH is a trademark of Oddzon, Inc. and is used with permission. ©2021 Oddzon. All rights reserved. Licensed by Hasbro. ©Disney/Pixar

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by Kevin Fahy

Size Matters

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Math & Language Manipulatives

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Who is the largest seller of toys in the United States? Who is the largest seller of everything else?

There’s not much doubt as to who the two largest sellers are in both cases, Amazon and Walmart, but the order they are in is more difficult to determine than you might think. A few years ago, there was a spate of stories in the press stating that Amazon had passed Walmart to become America’s largest retailer, but that pronouncement was highly misleading.

If you got past the headlines and drilled down a little bit, you found that Amazon was bigger than Walmart in just one particular location, and that was Wall Street. The online merchant had passed the big box giant in terms of “market capitalization,” or the total valuation of all its shares of stock.

By that metric, Tesla would be the largest automaker in the world, bigger than General Motors and Ford combined. In sales volume, as well as profitability, Ford’s North American pickup truck business is by itself far larger than Tesla.

When most of us consider the size of a company, we measure it by sales. It’s logical to look at profit, assets, market share, number of employees and other factors, but sales is the benchmark.

So it got my attention when, on August 17th, I read the following headline in The New York Times: “People Now Spend More at Amazon than at Walmart.” Apparently, the upstart had finally ascended to the throne.

But not so fast. Once again, when I got down to the fine print, the story was not quite so black and white. Well over half of the transactions on Amazon’s website are fulfilled by third parties through what it calls its marketplace function. Amazon never touches the merchandise, but simply processes the payment and takes a commission for itself.

When Amazon reports its sales, it only counts those commissions, not the total amount paid for those products. The net effect of that accounting is that sales appear to be much lower than receipts indicate, but profitability looks very high in relation to sales.

Amazon uses that lower sales number to argue that it is not any sort of monopoly. As recently as last summer, Jeff Bezos testified to Congress that Walmart was twice its size.

When Wall Street bankers estimate Amazon’s size, however, they apply what they call “gross merchandise value” to add back in the full price of everything Amazon sells. While Amazon reports its sales over the past year as about $390 billion, Wall Street pegs that at $610 billion. That exceeds Walmart’s sales of about $570 billion.

In terms of employees, Amazon has added a half-million new jobs in the past two years alone, for a total of 1.3 million. Walmart is the largest private employer in the world, with a workforce of 1.6 million. Walmart is also larger in both infrastructure and inventory, and has in recent years become a major internet player.

Although it is still not in Amazon’s class, Walmart will do about $75 billion in online sales this year, making it the number-two

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Timers ~ Spinners ~ Pawns & Chips

Tel: 1-800-899-0711 Fax: 617-482-3423 www.KOPLOWGAMES.com October 2021 — edplay.com 3

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October 2021

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Wordplay

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Friends in High Places

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They Did It

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What’s Next?

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Today’s Turbulence from the REPS’ Perspective

Eight Full Pages of New & True Products!

Size Matters

by Kevin Fahy

Toy Retailer Patrick Holland talks about 2021’s turnaround.

Specialty toy professionals met face-to-face (er, mask-to-mask) in Minneapolis for ASTRA’s Marketplace & Academy in August.

The Center for Exhibition Industry Research predicts a dramatic rebound for the tradeshow industry in 2022. Here’s a list of shows coming up.

To find out how independent reps are coping with our businesses’ biggest challenges, Sandy Ruben recently polled reps from across the country. Here’s what they had to say.

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It’s Not Too Late for a Holiday Toy Trends Forecast Global predictions courtesy of Spielwarenmesse hint at a tween and teen product comeback.

Retailers Recommend Fabulous Products Endcap

From puzzles to projectors, figures to games, and from a rainbow bath time to a star-filled sky, Dreams USA’s unique and well-designed products appeal to shoppers at specialty toy stores.

Industry News For Your Business Information

Index of Advertisers

4 October 2021 — edplay.com

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retailer.plus-plus.us info@plus-plus.us 1.888.830.4212

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Wordplay (continued from page 3) internet merchant. Almost all of those sales are directly from Walmart to the consumer, filled from its own inventory. Down the road, it is expected to follow Amazon’s model and conduct more third-party fulfillment.

As Walmart becomes a little more like Amazon, the reverse will also be true. That development was confirmed by an August 19 article in The Wall Street Journal entitled “Amazon Plans to Open Large Retail Locations Akin to Department Stores.”

The company has dabbled in brick-and-mortar retail for a number of years, but mostly in small venues such as bookstores (echoing the original rollout of the online business in 1994). Its first venture into large-scale physical retailing was its acquisition of the grocery chain Whole Foods Market in 2017.

Now, according to the old “people familiar with the matter,” Amazon will soon launch its first two department stores, one each in California and Ohio.

They are expected to occupy around 30,000 square feet, which is double the average Walgreens but

nowhere near a 200,000 square-foot Walmart.

The product mix has yet to be determined (or hasn’t yet been leaked), but everyone would be surprised if it does not include a lot of the company’s private label merchandise. We could also presume that it would include high-volume categories such as clothing, furniture and electronics.

Stepping back a little from those details, you may be tempted to wonder whether the new initiatives from the two retail tyrannosauruses, and their titanic struggle for primacy, really matters. Isn’t there room enough for everybody?

Well, it certainly matters to them, and no, there isn’t. Just ask Woolworth’s, Sears, or Kmart how being number two worked out. As far as Amazon is concerned, growth has been its prime directive from day one, and that growth has been spectacular, relentless, and destructive of anyone working in any space that Amazon has targeted for expansion. There is no way it could maintain that pace of growth without taking business from other retailers.

(continued on page 8)

EXERCISE YOUR IMAGINATION

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6 October 2021 — edplay.com

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Wordplay (continued from page 6)

Ironically, as Amazon searches for new worlds to conquer, it seems to be circling back to look at niches that it flattened on its way up. That would explain its foray into bookstores a couple of years ago, as well as this reported development of compact department stores.

It may be ironic but it makes sense. In spite of the rapid growth of online shopping, especially over the past year-and-a-half, brick and mortar is still something like four times larger. When the pandemic is behind us, conventional retailers expect to regain some of the market share that they gave up to e-commerce, while holding on to the gains they made online.

Amazon already has the lion’s share of online sales, so if the growth of e-commerce levels off the company is going to have a tough time maintaining its own growth rate. Walmart, on the other hand, is in position to grow both online and off.

From what I can gather, Amazon became what it is today through a combination of three basic strengths: price, convenience and trust. It still has those strengths, but they are no longer such a distinction from everyone else.

So who sells the most toys in the United States? I don’t know, but I know that, ultimately, it will be the company that best manages those three issues. The efforts of our two largest retailers to do so matter to all of us.

The largest seller of toys in the world, by the way, is a Chinese company called Alibaba. It is about twice the size of Amazon.

You can e-mail Kevin at kfahy@fwpi.com.

8 October 2021 — edplay.com

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Friends in High Places

by Tina Manzer

In 2013, Patrick Holland and his wife Joanna purchased Mountain Top Toys, a then 21-year-old store in Signal Mountain, Tennessee.

In 2020, Patrick and Joanna received the Learning Express Founder’s Choice Award, the franchise’s highest honor.

Small and secluded, the town sits atop a ridge outside Chattanooga …where there is a very busy Learning Express store. Eight years ago, its in-store experiences and regular promotions were luring customers away from Mountain Top Toys. The Hollands’ first priority was winning them back.

Unlike Chattanooga, Signal Mountain is not a tourist destination. Its residents are the toy store’s lifeblood. To meet their needs and keep them shopping local, Patrick and Joanna introduced new product lines frequently; lines that were still under their competitors’ radar. They also installed a pointof-sales system (the prior owners hadn’t computerized) to help them better analyze sales data for more-informed purchasing decisions.

“In the first two years, we changed the store culture, put our birthday registry program online, attended holiday markets to get our name out beyond the mountain, and introduced a loyalty program that was effortless for customers to participate in,” explains Patrick. “We aggressively went into gift lines before our competitors did, and we created a local ad campaign during our second holiday season that performed WAY beyond expectations.”

They figured that Mountain Top Toys was never going to be bigger than Learning Express, nor would it be their customers’ exclusive toy destination. However, they felt that their efforts would keep the store top-ofmind.

As a result, customers came back.

In 2017, the owner of the Learning Express store approached Patrick and Joanna about buying her Chattanooga location and having Mountain Top Toys join the franchise. “There was real excitement among our customers when we announced the purchase,” says Patrick. “I think they understood, even before Joanna and I did, that each store would get the best of both worlds.

“We like to think the two stores give us a balanced portfolio,” he adds. “Due to its location, Chattanooga has the potential for great upsides but is more prone to negative market conditions.

Mountain Top Toys could continue to grow for the next 10 years and not approach the sales volume of Chattanooga, but it is a

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consistent and reliable location that steadily increases its profits each year. That’s a great safety net for the overall business.”

In September, as Patrick took stock of his stores for the holiday season, he discussed where they stand now, what he expects in Q4, and his hopes for 2022. edplay: How’s business?

Patrick Holland: That should be an easy question to answer, and yet … after a very challenging 2020, this year we saw a complete turnaround. It’s the highest grossing and most profitable year our stores have had in their respective histories.

We’ve already surpassed our goals. For Mountain Top Toys it marks eight straight years of upward sales.

In a “normal” year, the Chattanooga store accounts for about 80 percent of our business, but during 2020, when tourism

suffered, it did about 65 percent. Meanwhile, Mountain Top had a terrific 2020 because of its relationship with its community during a time when people didn’t want to Squishmallows will be bestselle venture beyond their rs in Q4, predicts Pa trick. neighborhood to shop.

We know the rest of the year and a good portion of 2022 Your stores are are going to be beyond unpredictable fairly close to each other … does with supply-chain issues, the challenges each have its own product mix? of hiring and retaining qualified staff, and How do they compare in terms of price increases and inflation that will shake customers served? up our product mix next year. At the same

We may bring in new lines and test time, we’ll be navigating the ongoing health them in our larger Chattanooga store to get concerns of our team and customers – and a quick read, but both stores essentially the lack of civility that sometimes surrounds carry the same items. When we purchased that topic.

Learning Express, we were surprised to (continued on page 14)

12 October 2021 — edplay.com

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(continued from page 12) learn that the best customers at Mountain Top were also the best customers at Learning Express. They value a consistent experience at whichever location is convenient to them that day. So, to make sure that neither store is out of good-selling product while we wait for a reorder to arrive, I spend 20 to 40 minutes each night analyzing sales and creating tickets for product transfers from both stores. The following morning, we physically do those transfers.

What are your expectations for holiday sales? How do they compare to last year?

Wow, we thought last holiday season was challenging to forecast, but this year there are just so many never-before-seen variables to add to the mix.

I trust that we’ll see very strong customer traffic, and I believe at minimum

we’ll have a better holiday season than the past two years. Were it not for a supply chain made of Swiss cheese, I’d predict that this could be our best holiday season ever. But this year, nothing is guaranteed with one exception: Santa always finds a way to get his job done and done well. So, we need to do the same.

Will most sales come from brick-and-mortar shoppers or e-commerce?

From brick-and-mortar, assuming businesses will not be forced to close for mandated health concerns.

Online sales have been a big bonus over the past 18 months. Honestly, they gave storeowners confidence that they can pivot and elevate their game when push comes to shove. That’s what entrepreneurs do.

The shift to online by our local

customers during the pandemic has largely moved back to in-store shopping. That’s due, in no small part, to the exploding popularity of sensory and fidget toys. The category would not have taken off the way it did without the in-store experience. The minute it became a category of collectibles, kids headed to stores to see and touch anything new. It was constant, and drove extremely high volumes over the first nine months of 2021.

With that said, online sales will still make an impact this holiday season, and retailers now have a platform they can manage to continue to adapt to the everchanging needs of their customers.

What is your ordering strategy?

Our inventory is significantly higher going into the holiday season than it has been in prior years. We loaded up early due to the repeated warnings from (continued on page 31)

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They Did It

Specialty toy professionals met face-to-face (er, mask-tomask) in Minneapolis for ASTRA’s Marketplace & Academy in August. The show presented new products and bestsellers in nearly 300 booths to about 500 enthusiastic buyers who were thrilled to be able to see, touch and order products. Everyone enjoyed meeting and greeting their colleagues and learning from one another in person. As ASTRA President Sue Warfield noted, “It was the best medicine just to be together.”

Retailer Nick Tarzia from Awesome Toys & Gifts in Connecticut added this: “ASTRA’s show proved that what this world hungers for is human face-to-face connection, friendships new and old, and a sense of community which, as toy-store owners, we provide to our customers. I for one will try to hold this feeling of gratitude and appreciation, and ‘play’ it forward to my employees and my customers. Like air and water, we cannot survive without human connection. It was great seeing everyone, and thank you to all who made it possible.”

Inventory issues, shipping delays and skyrocketing costs have made getting products in-store particularly challenging this year, and retailers were eager to replenish their shelves. Marketplace gave them a leg up by showcasing products for three important selling seasons: back-to-school, Halloween and the holidays.

“We had a very good show,” reported exhibitor Alan Buff, BEAUTIFUL BLESSINGS vice president of STANDS OUT FROM THE CROWD Dreams USA. “Even though attendance was probably down due to COVID, we were very pleased with our result. We opened a lot of new accounts – actually a phenomenal number of new accounts for a company our size.”

As an incentive for retailers to place orders, ASTRA held a raffle with a drawing each day for a $500 spending spree in a participating vendor’s booth. Buyers “Own your power, Own the beauty within” received a raffle ticket from vendors for each order they wrote on the show floor.

For the first time, all fullContact: Raveen James info@iambeautifulblessing.com conference badge holders including iambeautifulblessing.com 16 October 2021 — edplay.com

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photo courtesy of ASTRA

sales reps, manufacturers and affiliates were invited to attend the ever-popular Game & Kit Playtime. Also for the first time, buyers could place orders right at the game/kit tables. Extra-special offers and incentives from manufacturers encouraged them to do so.

There was lip synching. As a special networking event, it was still being talked about weeks after the show. “I got to experience so much in my second year attending,” wrote Neela Ligenfelter from Timbuk Toys in Denver. “From placing my first-ever, inperson order as a new buyer to performing in my first lip-synch battle which was the best experience EVER … what can I say except thank you ASTRA. Our Timbuk Toys family can’t wait for all the exciting new things to start showing up in our store.”

In 2022, Marketplace & Academy will be held June 12 through 15 in Long Beach, California.

ASTRA’s new board members

ASTRA’s new board chair Jeanie Crone is director of sales at OjO Games, a company that makes problem-solving games and toys based on real world STEM subjects.

She has decades of experience in the apparel industry, as a consultant, and in the toy industry with EDC Publishing and Schleich. Jeanie has served on ASTRA’s Finance Committee and the Winter Camp Committee.

She is joined on the ASTRA executive Jeanie Crone committee by immediate past chair Amy Saldanha from kiddywampus toy store in Minnesota, Betty Skoke Burns from Angellina’s Toy Boutique in Canada, Tom Rushton from Revenew Sales, Corey Funkey from SMART Toys and Games, and Lisa Orman from Kidstuff PR.

The following new directors began their three-year term in August.

TJ Simmons, Thin Air Brands

TJ has 15 years of experience in the toy industry, including stints as a sales rep with Diverse Marketing, a manufacturer with Kahootz Toys, and as a retailer with Harbor Toy Co. in Michigan, *play in Chicago, and Marbles: The Brain Store locations.

He has worked on ASTRA’s Membership Committee and helped develop the customer service module of the certified Master Sales Rep program.

Theresa Duncan, Villa Villekulla Toy Store

Theresa owns a neighborhood toy store that serves the community of Fernandina Beach, Florida. A graduate of the Goldman Sachs 10,000 Small Business program, Theresa was named 2020’s Young Business Leader of the Year by the Nassau (continued on page 18)

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(continued from page 16)

County Chamber of Commerce. She discovered the true value of play in her previous career developing out-of-school-time programming for at-risk youth ages 4 to 18.

She’s served on ASTRA’s Editorial Advisory Committee for the past three years.

Gene Murtha, SCORE Association

The Service Corps of Retired Individuals is a national nonprofit whose members provide free consultation services and advice to business owners and aspiring entrepreneurs. Gene has 40 years of toy management experience that includes 16 years at Mattel and three years as the president of Gund. He started his own company, Main Street Toys, which developed and marketed products through independent retailers.

Azhelle Wade, The Toy Coach

A designer and inventor, Azhelle worked for Toys “R”Us, Party City and Madame Alexander before launching her consultancy. Her podcast Making It in the Toy Industry and her Toy Creators Academy programs offer step-by-step guidance, industry insights, and resources.

Brice Elvington, CMR, The Toy Shop Florence

With a background in chemical engineering and business, Brice has more than a decade of experience in the toy industry.

He’s served on the ASTRA Innovation Council, contributed regularly to ASTRA Connect discussion topics, and earned his Certified Master Retailer designation. Brice is committed to bringing manufacturers, reps, and retailers together and helping fellow retailers learn what works and what doesn’t work.

Patrick Holland, Learning Express Toys of Chattanooga and Mountain Top Toys

Patrick has served on the ASTRA Exclusives Committee where he helped to inform staff on decisions for the program moving forward. Please see the profile of his business on page 10.

Sari Wiaz, Wize Choice Creations/Baby Paper

The creator of Baby Paper worked in electronics retail, event planning and management, real estate, and ad specialty sales, before joining the toy industry 15 years ago. Sari has served on ASTRA’s Marketplace & Academy Committee, the Education Committee, and the ASTRA Summer Camp Committee.

18 October 2021 — edplay.com

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What’s Next?

As we were preparing this article, President Biden announced that U.S. travel restrictions for vaccinated international visitors would ease in November. The move reopens the country to millions of people and boosts the recovery of the exhibition, conference and event industries. Members of the Exhibitions & Conferences Alliance were thrilled, calling it a “win-win.” The news gives us confidence that the live tradeshows here and abroad will be held, as scheduled, early next year.

The Consumer Electronics Show (CES) January 5-8, 2022

Las Vegas ces.tech

The tradeshow organized by U.S. Consumer Technology Association (CTA) will return to an in-person event next year with one popular online component from 2021– the CES Anchor Desk. It will connect digital audiences to exhibitors, conference sessions, keynotes and product announcements taking place at the live event.

More than 1,000 companies have signed up so far to exhibit at what is arguably the proving ground for breakthrough technologies and global innovators. Eureka Park, the CES incubator area, will feature startups from around the world, including large delegations from France, Italy, the Netherlands and South Korea.

The first CES was held in New York in 1967 with 250 exhibitors and 17,500 attendees.

Dallas Total Home & Gift Market January 5-11

Dallas Market Center dallasmarketcenter.com

Considered the first big market of the year, Dallas gives specialty toy retailers a head start on lining up brand new products, top trending toys, and proven bestsellers.

In June, the summer edition of the show welcomed a surge of enthusiastic buyers from across the country. A sharp increase in new buyers for children’s apparel and accessories, gifts, toys and more was recorded at The KidsWorld Market.

Overall, retail decision makers from 47 states attended the trade event, including an historic number of new buyers. The result was record attendance compared to both June 2019 and January 2021, which is typically the larger of the two annual events.

Buyers ordered deeply to fill depleted inventories, exhibitors report.

The January 2022 market promises special events, seminars, discussions, organization meetings, and tours, plus displays of thousands of new products.

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Atlanta Gift Show January 11-18

americasmart.com

At this summer’s staging of the show, there was a big uptick in out-of-region attendees, independent retailers and buying groups. “Buyers and brands were energized by the ability to come together again to tap the unmatched discovery opportunities that can only be found at Atlanta Market,” said Bob Maricich, International Market Centers (IMC) CEO. “Recovery is accelerating with market attendance beating projections.”

Retailers and designers were eager to get out on the trade show floor as reports of a record number of early arrivals circulated before the market officially opened on July 13. Featuring some 8,000 lines, the show continued through July 19. Notable were nearly 60 new relocated and expanded brands that opened among the market’s 1,000-plus gift and home décor showrooms. Temporary exhibits have expanded significantly since the winter 2021 edition with more brands and renewed partnerships with the Accessories Council, the Museum Store Association, and Virginia’s Finest.

Spielwarenmesse February 2-6

Nuremberg, Germany spielwarenmesse.de

The first-ever Summer Edition of the world-renowned toy fair was scheduled for July 2021 after its January event was postponed. But following the uncertainty surrounding COVID-19, that show was cancelled and focus shifted to 2022. Next year, the in-person experience in Nuremberg will be combined with the virtual world thanks to Spielwarenmesse Digital. The expanded coverage provides a great benefit to exhibitors.

There are also new opportunities for international startups. An affordable package deal features a variety of services such as a fully-equipped booth in the new StartupArea in Hall 8, additional exposure in the “Innovation Made in Germany” pavilion, a profile on the digital platform and other marketing services, and access to a meeting lounge. Any international toy company that has been trading for no more than five years is eligible to take part. (continued on page 22)

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(continued from page 20)

Toy Fair New York

ToyFest West

Jacob K. Javits Center toyfairny.com

Booth reservations and attendee enthusiasm for a live Toy Fair in 2022 continue to grow, especially since the cancellation of Toy Fair Dallas scheduled to take place this October 5 through 7. “While our exhibitors and hundreds of retail buyers were looking forward to coming back together in person this fall, the health and safety of the greater toy community remains The Toy Association’s number-one priority,” explained Steve Pasierb, president & CEO of The Toy Association, in August. “In the interim, we remain committed to the ‘possible’ and continue to focus our efforts on providing retail buyers and toymakers with effective ways to connect and do business.”

In 2020, The Toy Association pivoted to offer the Toy Fair Everywhere 24/7 digital marketplace which continues to be active and vital today. To help the industry deal with the impact of the global shipping crisis, the platform offers thousands of toy and play products available for immediate distribution to retailers.

South Point Hotel, Casino and Spa in Las Vegas toyfestwest.com

Managed by the nonprofit Western Toy & Hobby Rep Association (WTHRA), the show presents new products to toy buyers located west of the Mississippi in the most cost-effective manner possible.

The first event took place in Los Angeles in 1961, the year LEGO came to the U.S. The industry had been moving from a holiday-only operation to a year-round business and by then was experiencing a growth spurt. West Coast reps saw an opportunity to give their retail customers a chance to experience (and purchase) the hot toys being promoted at Toy Fair on the East Coast, and the show they developed has been a hit ever since.

The South Point Hotel offers room rates well below East Coast and Southern California prices, plus world-class restaurants onsite.

February 19-22

February 28-March 2

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Today’s Turbulence from the REPS’ Perspective The roller coaster ride to Christmas is proving to be both heady and horrifying for the specialty toy industry.

Our independent reps are challenged every day to maintain market equilibrium.

To find out how they’re coping with our businesses’ biggest challenges during the busiest time of the year, Sandy Ruben polled reps from across the country.

Here is the essence of their discussion.

“A sales rep’s role has become more difficult as he or she dedicates more hours to individual, personal, one-on-one, customized sales presentations. By necessity, it takes more time today to demo and explain game instructions or how a new product works. Instead of sitting down with retailers, opening up a box to let them play with the product, and getting their immediate reaction, we now need to make videos of ourselves playing a game, unboxing, and assembling a new toy. Then, we need to fully describe workings, attributes or instructions of each and every item. It can be exhausting.” from AV

“Our greatest value as reps is knowing our product lines very well and how they fit in with a store’s mix. We should be experts on our lines, and be able to offer advice based on that knowledge. I see online ordering as another tool that a customer can use, not as a replacement of the value of a rep. Some stores appreciate the option of online ordering, but it’s only one aspect of the sales process.” from TL

“Although the computer is a handy tool, most buyers still love a paper catalog and a sales rep that will not let them make a purchasing mistake.” from RJ

“Navigating online ordering can be overwhelming. Many retailers do not have enough time to order effectively. While websites have endless information, reps are time savers. They know their customers’ stores, are able to identify products that are great for it, and they value the relationship. A rep tells a curated story that a website/catalog can never do.” from JD

“There are some in our community who feel that a sales rep in 2021 just sits in his/her workout clothes at home waiting for orders to arrive.

“Since the advent of digital ordering, our position as sales representatives has absolutely changed! My objective is to be a business consultant, not just a sales rep. It’s not just about carrying the bags and being face-to-face, especially during the pandemic. It’s about taking good care of the customers who have been so loyal. That means chasing product for them, emailing them reminders of specials and free-freight deals, re-stocking a fixture using a photo they sent, following up on everything for them … the trust that we’ve built with our sweet customers is vital.” from CC

“We handle returns, defectives, shipping issues, and all other customer service problems. Companies have, for the most part, pushed all of this back onto the reps as their responsibility.

We handle all credit-related processes. We must now complete credit apps, gather W9s, copies of state-issued seller permits, pursue past-due balances, pricing discrepancies and more.

“This year, especially, we have been overwhelmed with pricing changes (some companies more than once), and these have all come at us sporadically. It has forced us to constantly update our systems and circulate the changes around to our sales associates and customers. Store owners have a very difficult time keeping track of all this, especially those on a POS system. Without our diligence, there is no way customers could keep things straight, So, in turn, our diligence saves our manufacturers from having to manage what would otherwise be a nightmare.

“We inventory, merchandise, promote and sometimes act as salespeople in the store, answer the telephone, stock shelves, and check-in orders. We get lunch for the storeowner because frequently he or she is the only person working.” from NL

“Much of what makes this whole thing work is friendship and trust. Both are vital to a strong working relationship.” from SR

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It’s Not Too Late for a Holiday Toy Trends Forecast

by Tina Manzer

Every year The Insights Family market research firm – with headquarters in Manchester, England; and offices in the U.S., Brazil, Singapore and Australia – polls more than a half-million family members of all ages across 18 countries. The purpose is to collect data on current and future attitudes, purchasing behavior, and consumption to help clients plan their holiday advertising.

The firm’s most recent analysis, its “Media Planning Playbook” is available for download now at get.theinsightsfamily.com/mediamix.

In September the newsletter of the Nuremberg, Germany Spielwarenmesse provided these highlights from the report.

Their focus is on toy trends that are poised to influence purchases this holiday season and into 2022.

Co-creation

kids want to build and develop their own experiences

A theme that’s appeared in all four of The Insights Family Future Forecast reports from 2018 to 2021, “Cocreation” has grown in strength each year. By Christmas 2021, the trend will have reached full momentum in the toy sector.

It means that simply “consuming” a product or watching content is not enough for kids, parents, and families.

Instead, they want to create, build, and develop their own

personalized experiences. The demand was so prevalent in 2019 that The Insights Family declared that the terms “audience” and “consumer” were outdated.

Currently, on average, 47 percent of European children ages 6 through 9 consider personalization to be an important factor in their purchase behavior. In the UK, for instance, if the importance of personalization continues on its current trajectory in the UK specifically (+63 percent since February 2021), it could influence the purchasing decisions of more than two-thirds of its children by Christmas!

Toys ageing up Could 2021 be a comeback year for tween and teen toys?

Preschoolers still play with toys the most (13 hours, 32 minutes per week in Germany), followed by kids ages 6 through 9 (9 hours). But over the last year, play has started to age up as kids between the ages of 10 and 12 – and even teenagers – became more engaged with toys.

In France this year, tweens report playing with toys six minutes more each day compared to the time spent in 2020.

Over the course of a year, that’s a 37-hour increase.

Toy purchases by tweens and teens have also been on the rise. In Germany, boys ages 10 to 15 report that they’ve been spending more of their own pocket money on trading cards, stickers and outdoor toys. The number of kids spending their own money on trading cards such as Pokémon, for instance, has increased 205 percent since January 2020, fueled by YouTubers such has Logan Paul, who create content and videos using their collections. Sales of stickers and outdoor toys increased 142 percent and 225 percent, respectively, over the same period.

The trading card trend is partly driven by a sense of nostalgia with teens, but we can’t underestimate the power of influencers. The trend for trading cards is partly driven by a sense of nostalgia with teens, but we also can’t underestimate the power of influencers.

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Going beyond categories Where does the definition of a video game end and a TV show begin?

The speed of change and innovation in the kid’s industry has blurred the lines between what were once “traditional” categories. This is especially true in the digital space, with Netflix creating “choose your own story” content.

Likewise, when Fortnite began to host concerts and other in-game events, people wondered if Fortnite was a video game or social media platform. “Fortnite is a game ... primarily,” explains Epic Games CEO Tim Sweeney. “But with every update and every new creative map, it grows closer toward being a place and a platform.”

We are now observing this trend in the toy industry, too.

LEGO (the favorite toy brand in the EU5, most popular in Germany at 13 percent) continues to blur category boundaries by utilizing the latest technology. LEGO VIDIYO combines its classic figurines with an Augmented Reality app that enables kids to create their own music videos.

LEGO VIDIYO taps into another trend we expect to be popular this Christmas: musical toys. The kids’ entertainment ecosystem is going through an audio boom that creates exciting opportunities in the toy industry.

Once again, innovation means entirely new categories,

like the “carefully connected smart speakers” from Toniebox and Yoto. They deliver audio content through a system of collectible cards or toys. Toniebox currently ranks fifth on the list of top smart speakers in Germany for kids ages 3 to 5.

Spielwarenmesse is Europe’s biggest and most important toy tradeshow. It brings together toy industry professionals representing well-known brands and trendy start-ups, plus buyers from major chains and independent retailers. In 2020, it hosted nearly 3,000 exhibitors – 400 of them brand new – from 70 countries, and more than 62,300 visitors from 136 countries. One million products were on display and 120,000 of them were brand new. In 2022, the inperson show is scheduled for February 2 through 6.

In September, the Spielwarenmesse team reported that business is picking up again in Germany based on figures from the Association of the German Trade Fair Industry.

More than 100 shows will be held in Germany by the end of the year – still in compliance with stringent safety and hygiene requirements. In Bavaria specifically, trade fairs are now permitted regardless of the incidence rate. The team expects a further easing of safety measures by the time their trade fair is held in February.

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industry news

Twelve finalists were nominated for induction into the The Strong’s National Toy Hall of Fame in Rochester, New York. They are American Girl Dolls, Battleship, billiards, Cabbage Patch Kids, the Fisher-Price Corn Popper, Mahjong, Masters of the Universe, the piñata, Risk, sand, The Settlers of Catan, and the toy fire engine.

“These 12 toys represent the wide scope of playthings, from one of the most universal in the world, like sand, to a game-changing board game like Risk and the popular adult game of billiards,” says Christopher Bensch, vice president for collections. “Whether old or new, for kids or adults, all 12 of these toy finalists greatly influenced the world of play.”

The National Toy Hall of Fame receives thousands of nominations annually. This year, winners will be selected based on ballots placed by fans in September, and by the 23-member National Selection Advisory Committee. The 2021 inductees will be announced on November 4.

The Strong’s National Toy Hall of Fame recognizes toys that have engaged and delighted multiple generations.

Criteria for induction include: Icon-status (the toy is widely recognized, respected, and remembered), Longevity (the toy is more than a passing fad and has enjoyed popularity over

multiple generations); Discovery (the toy fosters learning, creativity, or discovery through play); and Innovation (the toy profoundly changed play or toy design).

Story Time Chess added two more wins to its list of 15 industry awards.

From PureWow, the women’s lifestyle destination “dedicated to making your life easier, more interesting and of course, beautiful,” came a Happy Kid Award in the Best Games category. PureWow calls on families around the world to review and test 1,000-plus toys, books, and games to determine award-winning finalists. Winners are then chosen

by PureWow editors and more than 50 families across the U.S. “A Happy Kid Award winner needs to be so gamechanging that you can’t wait to tell other parents about it,” says purewow.com.

Then, the ninth annual Best in Biz Awards 2021 International named Story Time Chess a silver winner, Best New Product of the Year – Education Category. This prestigious award is judged by top-tier editors and reporters from publications that include The New York Times and Wired.

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Story Time Chess uses silly stories, a unique chess board, and vibrant illustrations to communicate the rules of chess to young developing minds, making chess simple and fun and targets players as young as 3. The method has been utilized and perfected over the last 12 years through a New York City-based company called Chess at Three, which has successfully taught more chess to more than 100,000 children in the last decade.

Andrew Kashian, Story Time Chess president and founder, recently announced that the company is poised to expand distribution in North America and around the World.

Industry veteran Graham Mottram has been hired to handle sales in Canada.

Little Partners, makers of the Original Learning Tower, has earned GREENGUARD GOLD certification on its full product assortment.

GREENGUARD Certification requires products to meet some of the world’s most rigorous standards for low emissions of volatile organic compounds (VOCs) into indoor environments. GREENGUARD certified products aid in the

creation of healthier indoor environments and release fewer pollutants that can contribute to health issues including asthma and other respiratory issues

The Original Learning Tower, an adjustable-height platform carefully designed to raise a child up to counter height, offers a secure environment for children to participate independently alongside parents, caregivers, or siblings.

Little Partners line includes other step stools, plus easels, cubbies, climbing and balance tools, and other developmental accessories.

Ahren Hoffman has joined Crazy Aaron’s as marketing team lead.

Most recently Ahren was business development director for ASTRA. In that role, she worked to identify and implement partnerships to increase revenue and create innovative proposals to elevate events, programs and education.

Before that, Ahren was the manager of industry relations and partnerships at the National Lekotek Center. For Lekotek’s AblePlay.org – a consumer website for families

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industry news and professionals that features ratings and reviews of toys for children with disabilities – she evaluated toys and play products beneficial for all children, especially those with disabilities. Her work resulted in the creation of multiple toy guides, play resources and a section in a manual related to the benefits of sensory play.

Hoffman received her bachelor’s degree in Therapeutic Recreation with a minor in psychology at Central Michigan University.

The Toy Association and child psychologist Dr. Amanda Gummer’s Good Play Guide have joined forces to launch a brand-new, first-of-its-kind STEAM Accreditation Program for the toy industry.

Accredited toys will receive The Toy Association’s official “STEAM Stamp of Approval” for use in marketing campaigns, product packaging and listings, and all other digital and traditional marketing platforms.

Any toy company or brand involved in the manufacture, design, and marketing of children’s STEAM products is invited to participate. Submitted products will first be tested by children. Experts will observe the children at play, then the products will be further evaluated by the Good Play Guide’s

team of experts, who will ensure they meet the strict criteria outlined in The Toy Association’s “STEAM Toy Assessment Framework.”

HABA Family Group is expanding its e-commerce footprint in the United States with the acquisition of specialty online retailer Bella Luna Toys/Oompa. Like HABA, Bella Luna Toys offers high-quality, educational wooden toys made from environmentally friendly and sustainable materials.

Bella Luna and its employees will report to the HABA USA subsidiary, and will continue to operate as a separate company. Founder Sarah Baldwin and Chris Percival will continue to lead the merchandising process. In January 2022, Bella Luna Toys will double its warehouse space by moving its fulfillment operations to HABA USA headquarters in Skaneateles, New York.

Super Soaker inventor Lonnie Johnson will be inducted into The National Inventors Hall of Fame (NIHF) in 2022.

In partnership with the United States Patent and Trademark Office, NIHF will honor seven inductees on May 5, 2022, at one of the innovation industry’s most highly anticipated events.

Johnson, an engineer and entrepreneur, formed his own engineering firm in 1989 and licensed the Super Soaker to Larami Corporation. Two years later, the water gun had generated more than $200 million in retail sales, and became the number-one selling toy in America.

Larami Corporation was eventually purchased by Hasbro Corporation, the second-largest toy manufacturer in the world. Over the years, Super Soaker sales have totaled close to $1 billion.

The president and founder of Johnson Research and Development in Atlanta holds 100-plus patents, with at least 20 more pending. Johnson is also the author of several publications on spacecraft power systems. His work today includes advances in rechargeable battery technology and thermodynamic technology to convert thermal energy to electrical energy. Two of Johnson’s spin-off companies, Excellatron Solid State and Johnson Battery Technologies, are developing revolutionary energy technology.

The mission of the National Inventors Hall of Fame is recognizing inventors and invention, promoting creativity and advancing the spirit of innovation and entrepreneurship.

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(continued from page 14) manufacturers and reps that shipping and delivery were going to be a mess in Q4. That’s already proven to be case. I expect many outstanding orders are going to ship lean, and that some new items will be pushed to a 2022 release due to supply-chain issues. Hope for the best, prepare for the worst, and communicate constantly with your customers.

What will be interesting this year is the hunt for “new” late in the season. For us, it began at ASTRA Marketplace and continues via email offers, trade promotions, and new buying platforms. Each time a manufacturer reports that an item we’ve ordered won’t be available until next year, we’ve got a hole to fill. For vendors with quality product, effectively communicating that to reps and retailers will be critical – and likely rewarding.

How have you managed thus far?

We’ve managed well, surprisingly. We’ve found ways to source the hot trends that have driven our growth, and being part of the Learning Express franchise has been a major factor.

For us, the real impact of supply-chain issues has not been on the showroom floor, but in the back office. Trying to get answers takes time, as does tracking down missing orders, requesting invoices, and working to get credits on damaged goods. They’re on the rise because freight companies are understaffed.

A lack of communication between vendors, retailers and reps gives way to confusion and frustration. At the risk of sounding like Yoda, staffing shortages lead to delays, delays lead to unanswered questions, unanswered questions lead to frustration, frustration leads to burnout, burnout leads to staffing shortages.

What will be the bestsellers in Q4?

Squishmallow, for sure. Halloween has shown it is as hot as ever. Otherwise, I don’t see this holiday being “the year of the ___.” A lack of supply will likely thwart any true, lateseason, breakout hits.

Anything with decent inventory levels heading into November has the potential to become a bestseller. I hope that the momentum of any new line that unexpectedly pops late then struggles to fill late orders will come back strong in 2022.

Have you hired more staff for the holidays?

We’d gladly hire another five or six employees tomorrow if we could find them. Joanna has done an amazing job finding and training new employees quickly, but they are a young staff with busy school and extracurricular schedules. It puts a strain on our veteran team members who must clock a lot of hours.

Burnout is a very real concern – for staff and owners!

How was the ASTRA show in August?

I was impressed at the level and volume of innovation I saw, both from new manufacturers, and from our existing partners’ new product. I brought in some new items and lines

for the holidays – props to Mavi Bands, Coosy, ID Toys and D & L, in particular – and I’ve set many more aside for 2022 consideration. Fingers crossed we have New York Toy Fair in February. But if we don’t, I feel much better about bringing in new lines early in 2022 than I did in 2021, thanks to the amazing vendors I saw in Minneapolis.

What do you look forward to working on as you serve on the ASTRA board?

Working with ASTRA and Learning Express to bring both great organizations closer together is a priority for me. I know the value of each, and I know each will find incremental value in the other.

Outside of that, I’m willing to assist in whatever way I’m needed; to positively impact ASTRA and the industry given my background and experience. That sounds like an answer a politician would give, but the past 18 months has shown us that what we hope or plan to do versus what we’re asked or needed to do are often very different given macrolevel conditions.

More than anything else, three years from now when my time on the board is over, I hope the world, the industry and my own business have all normalized to the point where when I’m asked, “How’s business?” I can respond simply, “Can’t complain, how are things with you?”

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for your business information TikTok Trumps YouTube

The Verge reports that TikTok’s users now spend more time than YouTube users each month watching content. A report from app analytics firm App Annie indicates that in the U.S., TikTok overtook YouTube in August last year. As of this June, its users watched more than 24 hours of content per month compared to 22 hours and 40 minutes onYouTube.

The difference is starker in other countries – in the UK, TikTok overtook YouTube last May and today, users reportedly watch almost 26 hours of content a month, compared to less than 16 on YouTube.

The figures only include viewership on Android phones, however, so they may not be representative of mobile users as a whole. “But caveats aside, they show the extent of TikTok’s meteoric rise over just a few short years,” says the article.

“It’s even more impressive given the three-minute maximum of most of its videos, compared to the 10-minute format preferred by YouTubers; and that for much of 2020, TikTok faced continued threats that it would be banned in the U.S.”

MAY YOUR HOLIDAYS BE

MERRY & BRIGHT!

Your Career was Probably Influenced by Your Toys and Play

Nearly half of adults say they are living out their childhood dream jobs, according to new research commissioned by The Genius of Play and conducted by OnePoll. In the survey of 2,000 adults in the U.S. with children ages 3 to 14, a third of respondents revealed that how they played as kids impacted the careers they pursued later in life, with the average deciding on their dream job by age 7 and landing that job by age 23.

“‘Fake it ’til you make it!’ might be a common expression in the real working world, but this new research proves that there is a true benefit to role-playing the job you want, especially as a child,” says Anna Yudina, senior director of marketing initiatives at The Toy Association.

The survey looked at factors that influenced career paths.

Thirty-two percent of adults reported the toys they played with as a child influenced their careers. Other factors included the activities (sports, clubs, etc.) they participated in (50 percent), the media they consumed (40 percent), the careers of their parents (34 percent), and the influence of friends and siblings (21 percent).

In addition, most employed adults reported implementing in their daily jobs many of the soft skills they learned through play as a child. They include creativity, teamwork, problem solving, empathy, and communication,

Many respondents reported carrying over their childhood hobbies into adulthood. From drawing to music to writing, science, and more, the results emphasize that play continues to be a powerful tool at any age.

Eighty-six percent of those surveyed are now encouraging their own kids to play with toys to learn valuable skills they, too, could use as adults. The majority reported that they frequently encourage their child to play with toys that would enrich their learning and inspire careers in specific fields such as the sciences, technology, engineering, the arts, and mathematics.

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The latest (and definitive) edition of Rack Toys by freelance pop-culture writer and photographer Brian Heiler will be released through Nacelle Company’s new publishing department. The 2012 book is a love letter to the colorfully packaged toys that hang from grocers’ shelves; the ones designed to entice children sitting in shopping carts. When revered with nostalgia, these inexpensive toys possess plenty of charm and kitsch.

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The popular collectors’ book includes expanded chapters and deeper dives into the worlds of Comic Action Heroes, TV and Movie Superstars, Saturday Morning, Spooky Fun Page, World Famous Super Monsters and more.

Cashless, Contactless, and Crypto Payments Grow, says Panel

A discussion at the National Automatic Merchandising Association show in Las Vegas this August explored the opportunities and complexities of the current payment landscape. In a session titled, “The New Landscape of Payment Acceptance,” panelists discussed the shifts that have occurred in consumer shopping behavior, today’s expanding payment options, and the increase in cashless payments. Here are some of the high points covered in an article by Elliot Maras, editor of Kiosk Marketplace and Vending Times.

Even before March 2020, cashless payments were increasing quickly, particularly in the “unattended market” (vending), noted Panelist Jeff Beach, vice president, merchant sales solutions at Visa. He presented these statistics.

• Cashless rose from the around 35 percent of all transactions in 2018 to 64 percent today.

• Contactless payment is also rising, driven partly by the pandemic and partly by the growth of digital wallets like Apple Pay and Google Pay. • “Tap-and-pay” has increased to 12 to 14 percent of transactions today. In the U.S., Visa has 370 million tap-and-pay cards, and its usage is above 25 percent in New York City, San Francisco and San Jose.

• For Target, two of every five transactions are now contactless.

• Contactless payments now account for 40 percent of fuel pumps at Costco after the retailer introduced tapand-pay pumps in March.

• Contactless usage is at 30 percent in the unattended space, which is higher than in other retail environments.

Recent growth in contactless marks a significant gain since the payments industry first promoted it 10 years ago, Beach said, when mobile phones weren’t even equipped for it. Today, “People don’t want to touch the surfaces as much as they did before.”

Communications technology associated with cashless is helping augment its use, since real-time information allows Visa to react to changes faster than would have previously been possible. “From Visa’s perspective, debit is the engine that is going to continue the drive to displace cash,” Beach concluded.

Nicolas Cabrera, chief product officer at Bakkt LLC, a digital wallet for managing digital assets, noted that while

not everyone is going to pay for purchases with bitcoin or other crypto currencies, the crypto market continues to grow rapidly. Bakkt has enabled cryptocurrency payments in vending machines, managing all of the currency conversion and settlement.

Beach agreed. Visa has supported crypto payments through some of its card programs, and in the last six months has seen more than $1 billion in crypto payments.

While cash payments have declined, they are not dead, said the panelists. “I don’t think cash is going away,” said Mike Coffey from Canteen Vending Services Inc. “Some customer segments are still 60- to70-percent cash users, and from a regulatory standpoint, some states require cash acceptance for the unbanked.”

Video Game Surveillance Technology Prevents Late-Night Users

This summer, Chinese gaming giant Tencent Games

launched camera-enabled facial recognition to monitor children who play its video games, which include the wildly popular Honor of Kings. It will use the system to prevent young gamers from playing late at night, wrote David Mattin in his newsletter “New Week Same Humans.”

The move followed a nationwide moral panic about video game addiction among children.

Device cameras are auto-enabled during play, and gamers are matched against a national citizen database held by the Ministry of Public Security. Children under age 12 are kicked off after one hour; 13 to 18-year olds get two hours. Now, Tencent is expanding its surveillance to prevent late night game binges. Called Midnight Patrol, the initiative will lock minors out of all Tencent games between 10 p.m. and 8 a.m.

In the U.S., 72 percent of parents say they are worried about their children’s screen time. “That means the Tencent system solves a problem that people are just as concerned about in the Global North as they are in China,” observes Mattin, the British journalist who founded the weekly newsletter. “We inhabitants of the Global North have been conditioned to think of privacy and individual liberty as foundational values. The Chinese techno state is about to pose a difficult question: what if trading away some freedom could buy you some peace of mind, convenience, or security? What if that is better, actually?”

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retailers recommend

Fabulous Products Holly Pollard Brookside Toy & Science in Kansas City, Missouri

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“Puzzles are selling really well. Still! We carry a huge variety of Ravensburger – always have, because of their beautiful images and high quality. Kids are loving the animals, dragons and fantasy themes, so the 35-piece Dinosaur Playground (1) has been popular, along with the 24-piece Mermaid Adventures (2).

“We carry 500 and 1,000-piece puzzles from a local vendor, Kansas City Puzzle Co. People here like their images of local landmarks including Bond Bridge (3) and Birdie (4), the sculpture on the lawn of the Nelson Atkins Museum. The puzzles are made from 100-percent recycled materials. The inks are soybased and the packaging is biodegradable plastic.

“My money’s on marble runs for the fourth quarter, and I’m pretty much stocked. I have sets for toddlers to kids age 14 and older. I love everything about them, especially their engineering aspect. The runs and races by Quercetti, like the Migoga (5), are beautiful; made in Italy.”

Christine Osborne Wonder Works Toy Stores in Charleston, South Carolina “For the fall and fourth quarter, Top Trenz has OMG Pop Fidgety game boards (6) and puzzles (7). This trend is NOT going away.

“The YCOO Program A Bot X (8) from ID Toys is our BIGGEST robot yet! It’s a great entry point for kids who are interested in programming.”

“The Good Banana Rainbow Snuggly Blanket (9) is not your average blanket. It’s as soft as a child’s favorite stuffed animal.”

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1. The telescoping roasters from Firebuggz are billed as “The World’s Finest S’more Making Equipment!” They’re great for safe, won’tfall-off-the-stick cooking over an open campfire. Stainless steel with wooden handles. sales@firebuggz.com

2. The all-wood EnSALADa 30-piece Set from Wordy Toys is available in English, English/ Spanish, and English/French.

Being bilingual is great for little brains! Studies show that bilingual kids are better at multitasking and thinking outside the box. They can also focus longer, and generally score higher than monolingual kids on college entrance exams. wordytoys.com

3. Each Small Palmetto Puzzle presents a simple challenge: to take the extra piece on the left and move it in with the pieces on the right. There are four pieces, but only one solution. Six styles are available with varying degrees of difficulty. palmettopuzzleworks.net

4. The 4M Techcraft Pneumatic Robot Arm Kit from Toysmith transforms cardboard into a real, working, pneumatic arm that can lift objects using air pressure. For kids age 5 years and up, the kit includes all the components and instructions. annemcgilvray.com

5. The Clixo Rainbow Pack from Toyish Labs combines the magic of origami with the ease and simplicity of building blocks. 2-D and 3-D creations can be folded, stacked, hung, or even worn! Multisensory details make play engaging. It’s a versatile system that’s perfect for sensory play, STEAM learning and stress relief. orders@clixo.com

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6. The Die-Cast Car Transporter Truck (TVE-CARTR) from The Toy Network comes with six die-cast cars and can carry up to 13! It’s a great holiday gift for any diecast enthusiast! thetoynetwork.com

7. FRACTILES-7, an award-winning magnetic tiling toy made in the USA, is perfect for classrooms – in-home or at school – plus holiday gift giving, and RV and road trip fun! The relaxing hands-on STEM activity helps build math, logic, and focus skills while reducing screen time. The magical geometric art stimulates the imagination.

303-541-0930, fractiles.com

8. Find It Games Sports Version is NOW SHIPPING! The package has black ends and contains pellets that simulate an outdoor playing field.

There are more than 40 items to find that represent 35 different sports, plus an elusive penny. The classic look of the container will be sure to please any sports enthusiast. finditgames.com

9. Zip on, zip off!! From the makers of Cable Bites, ZipperBites easily attach to most zippers to bring personality and pizazz to your jacket, backpack, purse, etc.! Ten unique ZipperBites are sold in packs of six per style and have an MSRP of $8.00 each. dreams6usa.com

10. Customize the wooden tokens from Kardwell International for a fun, environmentally friendly and interactive way to learn. Measuring 1.5 inches, the tokens are perfect for incentives, events, games, alphabets and more.

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new & true 11

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14 15 11. Slappy Camper from MW Wholesale is the runaway best-selling family game on everyone’s holiday gift list! Players race to stock their camper leaving no extra spaces, and flip the cards to see what gear to pack next.

They use the marshmallow slapper to smack the matching card on the table.

Slap the wrong card and they may be unpacking! mwwholesale.biz

12. New holiday tubes in the Plus-Plus seasonal collection include a 70-piece Santa (MSRP $7.99) and a 240-piece Glitter Frost Mix (MSRP $14.99).

They’re great as stocking stuffers and package toppers. plus-plus.us

13. Land of Dough from Crazy Aaron is play dough re-imagined! Beautiful designs catch the eye and the glittery look engages the imagination. It’s fun to mash, mix and knead. puttyworld.com

14. Hues and Cues from USAopoly challenges players to get others to guess a specific color from the 480 on the board – using only one- and two-word cues!

The closest guesses earn the most points. Since everyone imagines colors differently, connecting colors and clues has never been this much fun! order@usaopoly.com

15. Hear the call and jump into the 280-piece Ghosbusters’ Ecto-1 combination car 3D jigsaw puzzle. Don’t forget to grab your Proton Packs and traps before leaving headquarters! Wrebbit 3D Puzzles are the first and only original 3D jigsaw puzzles.

They’re made in Canada using a unique foam backing technology that provides snug, tight-fitting pieces and a sturdy design. wrebbit3dpuzzle.com sales@wrebbit3d.com

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16 17

20

19 18

16. The all-wood peg dolls, cups, bowls, balls and blocks created by Grapat, in Spain, are “props” for children to use how they want to. The natural qualities of the wood, including the sound, the smell, the look and the feel, are an important part of the experience. Waterbased nontoxic dyes let the grain show through. tww-wholesale.com

17. Sustainable Playsilks from Sarah’s Silks can become anything a child can imagine: a cape, a skirt or genie pants; grass to feed a horse or water to sail a boat; a doll carrier; soup in a pot; a scarf to dance; a flag or a magic carpet. They’re woven, dyed, and hand-hemmed in a small village in China. kim@sarahssilks.com

18. Introducing the NEW Under the Sea from Amahi Ukuleles. Model DDUK21 will make its debut in the winter of 2021. The design was inspired by a love for all sea creatures. amahiukuleles.com

19. The high-quality Go-Pop Floor Display showcases the top-selling bubble poppers from FoxMind. It comes preassembled in a sturdy shipping box. Products are hung on metal pegs – any product in the Go-Pop line fits. Take part in the biggest toy trend on Tik Tok and showcase the original Go Pop! bubble poppers in your store. foxmind.com sales@foxmind.com

20. The Rambee Boo Book Series from Waman Books Publishing portrays relatable and realistic characters that resonate with young readers – Rambee Boo the puppy, his brother Rock, and his trusty comfort Sock. The series covers themes like patience, responsibility, teamwork, and more to promote positive behaviors and social development. wamanbooks.com October 2021 — edplay.com 39

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new & true 22

21

23

25

24 21. Now That’s a Hat! from EDC Publishing is a laugh-out-loud storybook with rhyming text and vibrant artwork that begs to be read again and again. “Tall hats, long hats, stripy hats, sparkly hats …” They’re all here! edcpub.com

22. Kala’s Learn to Play Color Chord Ukulele Starter Kit is the most complete learning experience for ukulele – great for ages 3 to 103. The kit includes a durable, high-quality plastic Kala Soprano Ukulele with four basic chord markers, FREE online lessons, a FREE app with tuner and songs included, and a tote bag. It’s attractively packaged for store presentation. kalabrand.com

23. New from Stomp Rocket … dueling Stomp Racers! In stock and ready to ship now. Shipping is free in the continental U.S. with a minimum order of one (1) case. stomprocket.com

24. The Doodle Puppy Bunny from Douglas, available for spring 2022, made its debut at ASTRA in August. This sweet and fun pup features an adorable face, the softest plush materials … and bunny ears! douglastoys.com orders@douglastoys. com

25. Avocado Smash, the Jumbo Party Edition from Ridley’s Games, is even more smashing than the original!

There are a lot more cards, fresh rules, and avocado toast! The object is to have the most toppings on the toast in the end, but watch out for the “You’re Toast” card! The extra-large avocado container sports a fun party hat. chroniclebooks.com

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26. Fidgit Stix Fidget Toys from Wikki Stix remain the hottestselling item on the planet! Who doesn’t have a fidget factor … especially now? Fun, colorful, affordable … great stocking stuffers!

MSRP $6.95 800-869-4554

29

27. Mozabrick Photo Construction Sets from Ukidz turn photos into endless pieces of pixel art. Sets come in three different sizes for fun for the whole family or with friends. ukidz.com info@ukidzllc.com

28. The Madame Alexander Adoption Day Baby is a cuddly 14-inch doll that empowers nurturing and imaginative play. It comes with a rocking crib/changing table, plus a blanket, pacifier, diaper, “hospital” wristband, and an adoption certificate for a child to complete. It’s available in five diverse styles for ages 3 and up. MSRP $39.95. madamealexander.com

30

29. Beautiful Blessings is a unique doll collection that honors and empowers girls and women. Each doll comes with a motivational message reminding girls and women that they are “Beautiful Blessings.” The dolls inspire hospital workers, students, military, and women and girls of every ethnicity, size and shape. iamabeatifulblessing.com

30. Koosh Sharp Shot from Playmonster is easy to catch, hard to put down! The new interactive target game has three game modes to test players’ Koosh-flinging skills! playmonster.com

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new & true 31 32

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34 35 31. Introducing Zzzopa! the next fidget craze from MukikiM. It’s the world’s first bouncing ball with high-speed spin technology. Spin it, bounce it throw it. It’s available in “Sport” or “Fun” series!

MSRP $14.99 info@mukikim.com 414-357-3997

32. The Good Toy Group is your trusted marketing and buying resource.

TGTG offers personalized print and digital catalogs, social media programs, award-winning design, vendor partnerships, impactful buying programs, outstanding toy selection, expert marketing/business and industry strategies, and incredible support. goodtoygroup.com

33. The Eating in Season Ecologic Memory Game from Adventerra Games helps kids learn that fresh fruit is good for their bodies – and the planet! While they match pairs of cute fruits and veggies they find out which season is best for eating them. Contains 32 cards and a parent guide. adventerragamesusa.com

34. The Animal Friends Growth Chart from The Learning Journey is a puzzle that “measures up” to be fun! It’s an activity that doubles as a keepsake. With rulers on the edges, the puzzle can be mounted so kids can track their growth. tlji.com

35. The awardwinning Rubbabu Aniwheelies from U.S. Toy are 100-percent biodegradable natural foam rubber. The soft and squishy developmental aid for children of all ages features a special flock cover for a unique tactile experience.

800-448-5882

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36. Engage in engineering and construction fun with the NEW Magna-Tiles Builder 32-Piece Set from Valtech. Movable, magnetic crane pieces and lightly printed tiles of roads, bricks and caution signs are included to enhance play potential. magnatiles.com

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37. GibGab from Fat Brain is the backand-forth battle of babble. The heartracing, high-pressure challenge of this game is sure to enliven any game night. fatbraintoyco.com

38. Head on down to the farm and pixelate your favorite animals with the Pix Brix Farmland Set. Build 15 animals and a barn using the patented pixel puzzle brick. It’s compatible with other brick sets and brands. pix-brix.com

39. Butts in Space is a simple game of set collection. It combines the hilarity of cartoon butts and toilet paper to create a silly experience the whole family will love! thedustytophat.com

40. The Pixicade Mobile Game Maker Kit helps kids turn their drawings into playable video games.

It comes with three interactive books with examples of games and game-design concepts, a QR code to unlock the app to create 800 games in eight different styles, and a bonus code to create an additional 800 games. pixicade.com

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ADVERTISER INDEX Company

See ad on Page

Website

Company

See ad on Page

Website

Adventerra Games North America

19

adventerragamesusa.com

Amahi Ukeleles

23

amahiukuleles.com

Beautiful Blessings

16 iamabeautifulblessing.com

MW Wholesale

Butts in Space

35

buttsinspaceapp.com

Pix Brix

Circuit Cubes

11

circuitcubes.com

Crazy Aaron Enterprises

9

puttyworld.com

D & L Company

31

stomprocket.com

Dreams USA

7

dreams6usa.com

EDC Publishing /Usborne

8

edcpub.com

back cover

FatBrainToyCo.com

28

finditgames.com

Fractiles

3

fractiles.com

U.S Toy Company

27 constructiveplaythings.com

Iello

21

iellousa.com

Valtech

35

magnatiles.com

Kala Brand Music Co.

13

kalabrand.com

Wikki Stix

14

wikkistix.com

Kardwell International

30

gameparts.net

Wrebbit Puzzles

18

wrebbit3dpuzzle.com

3

koplowgames.com

Fat Brain Toy Co. Find It Games

Koplow Games

Madame Alexander

29

madamealexander.com

MukikiM

25

mukikim.com

inside back cover

mwwholesale.biz

17

pix-brix.com

inside front cover

playmonster.com

5

plus-plus.us

The Good Toy Group

32

goodtoygroup.com

The Learning Journey

22

tlji.com

The Toy Network

12

thetoynetwork.com

Toysmith

15

toysmith.com

Ukidz (d.b.a. UGears US)

6

www.ugears.us

Playmonster Plus-Plus USA

A brand of Fahy-Williams Publishing About Fahy-Williams We’ve produced custom publications for organizations large and small, in addition to our own magazines, for 37 years. We fund them through advertising sales – that’s our superpower.

Advertising is the reason all of the directories, magazines, and industry publications we create generate revenue for our partners. If you can imagine a publication that builds your brand, communicates with your members or customers, AND makes you money, we can deliver it.

For more information, visit fwpi.com.

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

We also publish Around the Table a publication of the Game Manufacturers Association Art Materials Retailer for People Who Sell Art Supplies Educational Dealer for retailers who sell to teachers, parents and schools

Copyright © 2021

44 October 2021 — edplay.com

ASTRA Toy Times The Magazine of The American Specialty Toy Retailing Association

Publisher J. Kevin Fahy kfahy@fwpi.com

Advertising Director Tim Braden tbraden@fwpi.com

Production Manager Mark Stash mstash@fwpi.com

Editorial Director Tina Manzer tmanzer@fwpi.com

Ad Sales Representative Darlene Ryan darlene@fwpi.com

Subscriptions accounts@fwpi.com

Graphic Artist Christopher Cornett Christopher@fwpi.com

Enewsletter & Online Advertising Manager Rick Kauder rkauder@fwpi.com

Editorial Offices 171 Reed Street Geneva, NY 14456 800-344-0559

Sandy Ruben (continued from page 24)

Sweet Dreams (continued from page 46)

“If store owners can trust us to help them, then it saves them time and makes their business more successful.” from TL

“We are more than order takers. Most of my customers feel I am a business partner helping guide them with trends and decisions that will lead them to more growth. We help with anything they need. I am often their only sounding board; someone they can be completely honest with without judgment. However, the job can take its toll.

“We drive hundreds of miles each way not knowing if we are going to have a great sales day or not. We often leave after an appointment to find 100 unread emails and an extra day of work calling in credit cards for the orders from the appointment we were just in. We, in total, are not just sales reps. Our role encompasses sales, accounts payable, accounts receivable, customer service, counselor, consultant, merchandiser, friend, and professional driver.” from RJ

“Now our job has shifted again – to being the best at customer service that we can be. We spend countless hours ‘chasing’ orders and following up on submitted orders; gathering inventory reports along the way to give them a better understanding of what is happening in the marketplace and with all the delays with their orders.

“We are still scheduling face-to-face meetings and after a single day on the road, we come home late to find ourselves with a couple of hundred emails that will keep us working way into the night. Yes, business is good. Yes, customers are having unprecedented sales. Yes, we are doing everything we can to get them product, but our storeowners are barely hanging on to the last ounce of sanity they have. They struggle to figure out what they are actually getting from the companies they are ordering from. They staff their stores with fewer employees; much less than what they need to operate at full capacity. They also monitor mask wearing and keep their store clean and sanitary. We are all working harder than we have ever worked before.” from SD

“The challenges this year for retailers have been enormous.

They have been larger by far than what we, as sales reps, have faced,” notes Sandy. “But that doesn’t mean our jobs have become easier. In fact, there are more demands on our time and our skills than we’ve had to deal with in the last 20 years.

“I am proud of the way that we have come together – retailers and reps – to face the difficulties together. We continue to do amazing things to support one another.”

Sandy is the principal of Sandy Ruben and Associates, a firm that represents leading specialty toy and children’s product lines to retailers throughout the Southeast. Sandy and his team of industry veterans maintain a showroom at Atlanta’s AmericasMart. For more information, visit sandyrubenandassociates.com.

In addition to ASTRA Marketplace, Dreams USA exhibits at Toy Fair New York and has reps in Atlanta, Dallas, Los Angeles, Las Vegas and Minneapolis.

Dreams USA strives to introduce new products in January and July to coincide with American markets, but it frequently has launches mid-season to coincide with product intros in Japan.

“They’ll introduce a product in September, ship it in September, and it’ll be on the shelf in September. If we introduce a product in the U.S. in September, well, the retailers have already spent their open-to-buy money,” he explains. “But we do offer new product here when it becomes available in Japan because consumers here will know it. They’re watching for it. We don’t hold it for the following season.”

The global shipping nightmare

The pandemic shutdown created numerous challenges for Dreams USA, some of which still reverberate in 2021. After overcoming the shutdown sales slump in spring of 2021, Dreams is dealing with product delivery delays today. “We’ve had a shipment stuck in Tacoma for a month,” Alan explains. “Until the products are physically in our warehouse, I can’t make any delivery promises to our retailers. Had we known nine months ago that things were going to get this challenging in August and September, we would have bought more goods in January and February. Us and everybody else in the world.”

Counterfeiting, particularly as it relates to Cable Bites, presents its own unique set of challenges. “We have been incredibly aggressive in defending our rights,” says Alan. We’ve had more than 500 listings of fraudulent cable bites removed from Amazon. The un-policed and un-policeable Alibaba marketplace is a whole other issue. Happily, most Dreams USA retailers have the integrity to avoid the counterfeits.”

From puzzles to projectors, from figures to games, from bath time to star-filled skies, what ties all Dreams USA products together? “It’s not about the fad of the moment or the hour,” Alan explains. “We offer uniquely designed, well made, long-lasting products that have staying power.”

Dreams USA products are particularly applicable to independent, specialty toy and gift stores. And while Smiski and Cable Bites aren’t new to the market, Alan notes that they are new to many shoppers. “People shop in places where they feel a sense of wonder, where they feel a sense of creativity,” he says.

“They’re motivated when they see things that are different and unique – which is just what we offer at Dreams USA.” October 2021 — edplay.com 45

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endcap

Sweet Dreams Imagine a bedtime routine where a bath is filled with rainbows, a glowing figure accompanies the brushing of teeth, and slumber takes place under a starlit sky.

by Bethany Snyder

Dreams USA, a division of Dreams Inc. Japan, brings these possibilities to life, distributing Tokyo-designed creations in 30 countries around the world and inspiring young and old alike.

Take the popular glow-in-the-dark figure Smiski, a creature that loves hiding in small spaces and corners, created by company founder Toru Soeya. “Smiski has captured imaginations around the world, and particularly in the U.S., where our Smiski business is very significant,” explains Dreams USA Vice President Alan Buff.

“Sales of Smiski are just on fire.”

The glowing creature is available in a variety of poses and styles, including a museum series in which he mimics the subjects of famous artworks, like Vermeer’s “Girl with a Pearl Earring.” In a moment of synchronicity, Smiski Cheer – designed to uplift and motivate – was released in the early spring of 2020 when, as Alan recalls, “we all needed a little cheer.”

“By far the most popular series in the U.S. is Smiski Yoga,” adds Alan. “It appeals to Smiski fans and yoga fans. It’s very accessible and when you look at it, you know what you’re seeing. Smiski in the lotus pose is very recognizable.”

Dreams USA offers other mini figures including Fancy Pets (think dogs and cats as fashionistas) and the kewpie-inspired, fanfavorite collectible Sonny Angel, a little boy who wears a variety of headgear – and little else.

From top: Smiski, A popular line of bath- and bedtime Zipper Bites, Bonsai related products includes Rainbombs – bath Puzzles bombs that produce a rainbow on the water’s surface, and Star Map Projector Domes,

The Dreams USA team, from left to right: Mo McIlree, eCommerce associate; Matt Wilkinson, marketing associate; Jackie Bonheim, brand manager; Alan Buff, vice president which project constellations on the ceiling and turn off after an hour. A new product for 2021 is Bonzai Puzzles, wooden puzzles that can be assembled in hundreds of different ways.

“The Dreams line might appear, at face value, as unrelated categories of merchandise,” explains Alan, “but what it really is, is a matrix of well-designed thematic products. Our booth background at ASTRA Marketplace featured a grid with a whole bunch of different ideas drawn together under the header of ‘Ideas, plus design equals fun.’

That’s really how we try to define ourselves.

“We love ASTRA retailers,” he adds. “We’ve found them to be trendsetters; early adopters with a broad view of what merchandise will work in their stores.”

Dreams’ unique and quirky products tend to appeal to 11- to 20-year-olds, but “we have young people who are now in their late 20s, and they’re still fans. Our demographic is aging with us.” The preteen son and the 70-something mother of a favorite retailer both collect Smiski, shares Alan. “We’re a three-generation product supplier for that family!”

A dream come true

Popular among consumers of all ages are Cable Bites, animals that attach – or bite onto – smartphone charging cables and adapters. “They went viral on April 1 of 2018,” relates Alan. “I’ve been doing this a long time, and it was a once-in-a-lifetime, once-in a career opportunity. People would call and say, ‘Whatever you’ve got, send it to me.’

Cable Bites is still one of our leading categories.”

A new sister line called ZipperBites features equally adorable creatures that bite onto backpacks, jackets, and anything with a zipper, making them easy to grab. “They’re really good for little kids trying to put their coats on, but they also add personality to whatever they’re attached to.

They were very popular at ASTRA.”

Alan predicts they’ll be the hot stocking stuffer this holiday season.

t

continued on page 45

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Best Selling

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