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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.
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