10 minute read
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.
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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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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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?”
