September 2020
Dedicated to the Specialty Toy Industry
Ellen Joy, owner Margaret Davis, manager
A Teachable Moment
Alakazam Toys in Charlottesville, Virginia, started a community dialogue on diversity this summer (page 12)
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word play
by Kevin Fahy
Bouncing Back The first toy that my arents later remembered giving me was a basketball. They said that had been asking for the moon, literally, and they thought that a large orange ball might do the trick. t didn’t. still wanted the moon, but that was robably more about an inci ient character flaw than any lack of interest in the basketball. n fact, have been addicted to ballgames throughout my entire life. To me, there has never been a distinction between toys and s orts. o matter what sort of toys was given, would organi e them into teams to lay football, basketball or baseball. ome of you might not reali e that model trucks, for exam le, can lay football, but assure you that they can. also watched those three s orts on television, which at that time coincidentally had three networks. That’s not counting the fu y network, B , which broadcast more esoteric s orts, like tennis. ach of those s orts had a distinct season, which together covered the whole calendar with minor overla s. s far back as remember, my friends and layed those three s orts and only those three s orts, ust about any day that the weather ermitted. There was no hockey in the town where grew u , no soccer, no lacrosse. We layed icku games, organi ed and conducted without the assistance, or even the knowledge, of arents, coaches or any other adults. We generally layed on ublic school ractice fields, but any vacant s ace would do. Those idyllic days gave way to organi ed s orts in high school and college, but since then have rarely touched a baseball, dribbled a basketball
or tossed a football. That’s not to say that ’ve given u on ballgames. or the ast years, ’ve worn down my oints on hard tennis courts and walked the lush hills of state ew ork’s golf clubs, trying to hit the erfect shot. Why think it goes back to eo le giving me balls to lay with when was a toddler, but ’m not sure. t any rate, s end a lot more time laying s orts than s end watching other eo le lay them, and that reference goes all the way back to those black and white T s and their three channels. ven then, would always choose a real game over a moving image. That is not true of most of the men that know. Many of them are at least somewhat athletic, but very few s end much of their time hysically engaged in athletic com etition. They do, however, follow s orts avidly. They watch every night, know who won yesterday’s games, can tell you the standings in every rofessional league, and follow drafts and trades the way stock brokers follow the financial markets. have friends who would struggle to name a ustice of the . . u reme ourt, let alone all nine, but they can easily reel off the members of the B all star team. There’s nothing necessarily wrong with that, in fact envy their ability to focus on leasurable ursuits, but my interests are mostly elsewhere. When the coronavirus struck, and society shut down for what we were first told would be a few weeks, there were things that ex ected to miss. ex ected to miss my customary visits to bars and restaurants, and have. ( c o n tin ue d o n p ag e 6 ) September 2020 — edplay.com 3
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Dedicated to the Specialty Toy Industry
September 2020
8
3
Wordplay
8
The Trade Show, Reinvented
Bouncing Back by Kevin Fahy Virtual markets Toy Fair Everywhere and ASTRA Camp were the next-best things to being there this summer, and gave the industry a taste of trade show alternatives to come.
12 Survivors of the Stay-at-Home Summer —
24
Three Toy Stories
With multiple issues to address ranging from staff safety and race relations to effective selling during a pandemic, three specialty toy retailers prepare for the fourth quarter.
14 Retailers Recommend Fabulous Products 18 Small Store Displays for
Stocking Stuffer Success
30 Online or In-store —
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20 24 27 28
Meet Shoppers Where They Are
Purchasers will be storming stores from all channels during the holidays. Try these simple ideas to manage the season and your sanity.
Industry News New & True For Your Business Information Index of Advertisers
About the cover
The giant poster in Alakazam’s window was created using the artwork of Matt Blease, an illustrator from Liverpool, England. He invited people to download the image for free from Instagram. Alakazam photos by Leah O’Connell, Firefly Photography, Charlottesville, Virginia
About edplay edplay is the original trade magazine for the specialty toy industry, founded in 1994. With six printed issues and monthly enewsletters, it reports on new play products, features interviews with toy experts, and provides best-practice advice for running an independent toy store. Publisher: J. Kevin Fahy, kfahy@fwpi.com • Editorial Director: Tina Manzer, tmanzer@fwpi.com • Graphic Artist: Christopher Cornett, Christopher@fwpi.com Advertising Director: Tim Braden, tbraden@fwpi.com • Ad Sales Representative: Ashley Cavanagh, ashley@fwpi.com Enewsletter & Online Advertising Manager: Rick Kauder, rkauder@fwpi.com • Production Manager: Mark Stash, mstash@fwpi.com Marketing Director: Amy Colburn, amy@fwpi.com Subscriptions: Yesenia Rangel, accounts@fwpi.com Copyright © 2020
4 September 2020 — edplay.com
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The Issue
( c o n tin ue d f ro m p ag e 3 )
expected to miss going to the movies on Saturday night, and I do. I expected to miss my annual spring trip to Florida, and I did. What I did not expect to miss was televised sports. Had I been allowed to choose 10 things to take into the bunker with me, that would not have been among them, but as it turned out that would have been short sighted. When baseball’s opening day rolled around, and nothing opened, it felt as though spring had been canceled. A couple of weeks later, on my birthday, I realized that I missed watching the Masters Golf Tournament. I don’t normally pay much attention to professional golf, but I had unknowingly come to associate the floral s lendor of Augusta with the coming rebirth in the Northeast. As the shutdown wore on, more iconic events were canceled, deepening the sense of unreality. There would be no Kentucky Derby, no Indy 500, no Wimbledon. With each withdrawal, our whole culture seemed to diminish. The only basketball I watch is the NBA playoffs, which is kind of like a little season unto itself, a season in which the players turn it up a few notches and play
at full throttle. In its absence, sports fans tuned in to a documentary. In April and May, ESPN ran a 10-part series entitled “The Last Dance,” about the championship years of Michael Jordan and the Chicago Bulls of the 19 9 0s. Without much live competition going on, nearly six million people watched the premiere showing of each episode. It was great, but unfortunately ESPN didn’t have any other prepackaged sports dramas on the shelf. It was forced to scour the globe to come up with actual s orting events being layed, and managed to find such fan favorites as South Korean baseball, Australian rugby and Hungarian soccer. For those who prefer to root for local athletes, ESPN brought us more provincial competitions such as darts, cornhole, ax throwing, mini golf, cup stacking, arm wrestling and cherry-pit spitting. I didn’t see any cats playing ping-pong, but I would not have been surprised. Those efforts notwithstanding, I have to confess that the lack of televised s orts was ust as difficult for me as it was for anyone else, and I was j ust as excited to see them coming back in July and August. We all knew there would be changes, but beggars can’t be choosers. Baseball, basketball and hockey all came back at about the same time, all feeling slightly different. It reminded me of one of those sus ense films where a character disappears for a while and then comes back. He looks the same, but something about him is j ust a little off. I’m not complaining. With or without cardboard cutouts and artificial fan noise, ’ll take it. aving a baseball game on in the background, summer evenings resumed something of their normal rhythm, at least for a while. As for tennis and golf, the professionals have now picked up their sticks, which we amateurs had accomplished back in April. Since my home state took the padlocks off courts and courses I have made extensive use of them, and I am very grateful for that opportunity. I have always believed that we have a need to play. This whole experience has convinced me that we need to see others play as well.
You can e-mail Kevin at kfahy@fwpi.com. 6 September 2020 — edplay.com
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The Tradeshow, Reinvented Toy Fair Everywhere and ASTRA Camp debut as virtual alternatives by Tina Manzer
The Toy Association has cancelled Toy Fair Dallas 2020, scheduled for October 6 through 8. What’s more, it has postponed Toy Fair in February 2021, based on feedback from exhibitors and retail buyers, plus the latest facts related to the pandemic and business travel. “We are developing with our members a Toy Fair offering in the spring of 2021 and, of course, the always anticipated Toy Fair New York in the expanded Javits Center in February 2022,” said a letter from association President Steve Pasierb. A successful web-based backup But connecting industry professionals virtually became a Toy Association reality this summer with the launch of Toy Fair Everywhere (TFE). Successful online markets in July, August and September were designed to meet long-lead and fourthquarter buying/selling needs. More than 570 brands and nearly 30,000 products were showcased during the three market weeks. With unlimited virtual booth space, exhibiting companies leveraged the online platform to book meetings, upload product catalogs, and access real-time analytics to tailor their buyer outreach. Unlike other trade groups, The Toy Association’s online option was ready when in-person meetings were shut down indefinitely in March. “We’ve been working on a virtual experience for the last seven years,” revealed Kim Carcone, the group’s vice president, market events. “Little did we know how essential it would become in 2020.” “We leveraged years of development and the deep talents of our technology partners to make it more than a stopgap response to the limitations of the pandemic,” said Steve Passierb. “Instead, it paves the way toward a year-round business-generating solution for the toy community, even when normal travel meetings and trade shows resume.” Dmitriy Zverev and Keiko Webb from UKidz LLC,
distributor of the UGears brand of wooden automated models, exhibited at TFE’s three markets. “We will not lie – putting the booth together was a lot of work. The format – banner size, description length, etc. – was different from other platforms we use so it took us a good month-and-a-half to complete.” But among the benefits of the platform was the ability to upload multiple images of each product, including lifestyle images, to give buyers a better idea of playability and functionality, short Keiko and Dmitriy, Ukidz of experiencing it in person. “The flexible schedule was another advantage,” they told me. “Retailers all over the world could log in any time to check out the showroom.” Traffic during the first market week was lighter than they would have liked; possibly due to unexpected issues with the brand-new platform that prevented buyers from logging on at first. The bugs were quickly ironed out, however, and The Toy Association tacked extra days onto the schedule to compensate. “We also feel that a lot of retailers and reps were unsure of what ‘virtual show’ meant. The unfamiliar format may have discouraged them from participating,” Dmitriy added. However, the two believe that virtual experiences like TFE are effective as a supplement to physical shows, “for return customers and others who are not afraid to try new items. Still, buyers may be hesitant to invest in new products they see
8 September 2020 — edplay.com
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only online. Feel and touch will still be essential in our industry.” Ukidz launched multiple new products and four new brands at TFE and at ASTRA’s virtual markets in August. In addition to UGears, Ukidz now distributes PIX IO magnetic blocks, Babai wooden toys and games, and MATADOR and Unit Bricks construction sets. ASTRA members came together at Camp As an online alternative to its annual June tradeshow, ASTRA Camp was developed by the team at the American Specialty Toy Retailing Association. The virtual experience was available August 4 through 6 and 11 through 13. Among its features were exhibits with live Q & As and videos, educational sessions, and “a full schedule of online social events and programs, ranging from a Lip Sync Battle to cam fire singalongs,” re orts ee Marsden, the association’s marketing & communications manager. “As of Wednesday, August 12, 1,09 7 ASTRA Camp attendees had taken part in this adventure with us. The exhibitors’ Camper Huddles – live Q & A and presentation sessions –
had strong attendance. uring the first week, numbers nearly doubled from the Tuesday start to the Thursday finish.” Attendance was high for education sessions and evening social events, too. There were also many engaged participants in a Facebook group for ASTRA Camp attendees, Dee adds. “Community and connection have been key elements of ASTRA Camp from the very beginning. We are hearing that connecting with industry friends in this way has been incredibly important and meaningful for attendees. It’s been fun for us to see memories made in a whole new way.” ASTRA’s Game & Kit Night, a popular live event at Marketplace, was creatively presented through videos of kids testing products. In between the segments, ASTRA Camp participants had a chance to play the games for prizes. “There are elements of ASTRA Camp that may continue forward, even when a live Marketplace & Academy is available,” Dee concludes. “The world out there is not what it was six months ago. Just like many of our members who have to shift and reinvent themselves in this new industry landscape, so must we.”
10 September 2020 — edplay.com
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Survivors of the Stay-At-Home Summer 3 Toy Store Stories by Tina Manzer
The team at Dancing Bear Toys takes the pandemic quite seriously, but makes shopping, and waiting to shop, fun.
1 .
“I think fourth quarter will be bonkers – we need to prepare now for the onslaught,” commented Sarah Evers, co-owner of Dancing Bear Toys in Ashville and Hendersonville, North Carolina. “Business will be coming at us from our website, the stores, and curbside. It’s a time-consuming way to do retail, based on our experience this summer. I expect it will make the holidays very intense.” Dancing Bear closed its doors in March and reopened in May on a limited schedule. “We are being ultra-careful and conservative about this virus,” reports Sarah. “Shoppers are required to wear masks and social distance, and we set a store capacity limit that’s probably half of the recommended number.” For a variety of reasons, several employees did not return to work when Dancing Bear reopened. “It’s been a challenge. It has been very hard to get back to hiring because of all that we have to do as a result of the pandemic. “We never thought that coming to work in our toy store would be a health risk, but COV ID has changed
everything,” she adds. “We keep an open dialog with all of our staff, and make sure we are all in agreement about how to handle things. It feels good when our employees tell us how much they appreciate the steps we take to keep them safe.” Business has been good, says Sarah. “We have been having very large average sales. Our website is doing awesome! ” Pre-pandemic, the scope of Dancing Bear’s ecommerce site was limited. “But during March and April, we went to town getting categories updated with tons of new products and images. It was well worth all of the time and hassle – we think that the website will continue to be a big part of shopping for the remainder of the year and into next. “We are proud of the work we did on the website,” she adds. “ t finally feels like it represents our store.” _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
2 .
The death of George Floyd in May added to the COV ID conflict. or llen oy at laka am
Toys in Charlottesville, V irginia, the incident was a catalyst for starting a community dialogue about diversity – as an important theme in raising kids and as a change agent for the toy industry. n uly, llen kicked off a blog series visit alaka amtoys.com with a post entitled “Representation in Toys and Why It Matters to Us.” She wrote: The lack of diversity in toys means so much to children of color. I hear often from parents that they want a doll that looks like their child. I have bought those dolls myself, for my own children. White parents: imagine what it must feel like to struggle to find a doll that looks like you. Imagine what it must feel like for a child of color to walk into a place that is supposed to be for them, and to find themselves immediately excluded. When we don’t make an effort to represent all children, we are doing all children a disservice. We aren’t doing our j obs as parents if we don’t expose our children to the world. Not j ust their world, but the world at large.”
Ellen is a relative newbie in the toy
12 September 2020 — edplay.com
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Alakazam promotes inclusion and diversity with a doll display.
industry – the transplanted New Yorker has owned Alakazam for a year. She believes in being transparent; in making it clear to customers where she and her business stand. “We support Black Lives Matter and the blog series helped illustrate our position,” she said. “It garnered us a lot of support in our little community, which, as you know, has undergone its own difficult patches in the past.” The series has featured the voices of a variety of writers. They’ve addressed the responsibility of keeping all children safe, solutions to parent/ child power struggles, celebrating a kindergartener with Down syndrome, and the therapeutic power of creating art. “Being honest has helped us to form stronger relationships with our customers,” Ellen says. “Even
if it hadn’t worked out that way, we feel it’s important to be honest. It’s a conversation that needed to be had. We have also been very clear on how grateful we are for our customers’ support. Our goal has always been to be useful to them, and to bring j oy into the world.” When the doors of Alakazam were locked in March, delivery and curbside
pickup remained customer options. Reopening was postponed until July so that she could use June to post products online. “We were lucky that we started the process pre-pandemic. We had invested in a pretty serious inventory designed to make e-commerce part of our business and, right now, we have more than 3,000 products online.” By August, business was “okay,” ( c o n tin ue d o n p ag e 2 8 )
September 2020 — edplay.com 13
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retailers recommend by Christine Osborne, Owner, WonderWorks Toys in Charleston, South Carolina
b4adventure.com
The Plum Sand & Water Play Table
blueorangegames.com
us.waboba.com
from B4 Adventure is perfect for playing and learning outdoors. It’s made from sustainable timber so it’s sturdy and environmentally friendly. Its teal color looks pretty in a backyard. And play time can become snack or lunch time – the wooden lid converts it to a picnic table. FinGears from Blue Orange Games are multipurpose and oneof a kind. They’re a quiet fidget stress relief gadget, and a toy that can be played with by multiple people together. Snappy magnets are encased in vibrantly colored rings that have a multidirectional spin. ids can do tricks with them, stick them to surfaces, and slide them like hockey pucks. Crazy Aaron’s Mindfulness Collection is the newest Tsory Thinking utty. ragrances like mint, lavender and rosemary combine with the softness of the putty to provide a calming sensory experience. Waboba’s REWILD footballs in two sizes are from the world’s first line of beach toys and s orting goods made from plants – j ute and rubber. They can be played with wet or dry. The company donates a percentage of the proceeds to organizations that protect and restore \ the environment. The packaging is recyclable! Squirmles from Nowstalgic have become a teen obsession here. The fuzzy chenille ‘worm on a string’ has taken the internet by storm. They sell best when you have the video monitor and a clerk who masters the trick! The Starry Night AirFort glows in the dark!
puttyworld.com
( c o n tin ue d o n p ag e 1 6 )
airfort.com nowstalgictoys.com 14 September 2020 — edplay.com
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GAMES & GIFTS 3 P I C TURES IN 1 P UZZL E ! T hese mind-bending puzzles use t h r ee diffe r ent ima ges on top of each o t he r to explo r e t he inte ract ion bet ween colour and lig ht, r esul t ing in a visu ally stunning and cha llenging jigsaw puzzle. Use t he r ed, gr een and blue viewing gl asses included to isol a te each l aye r of t he ima ge, turning one puzzle into t h r ee stunning ima ges!
Jungle Jigsaw Puzzle
Animals Jigsaw Puzzle
Get in touch!
Ocean Jigsaw Puzzle
usa@gingerfox.co.uk
630-273-3233
Hacche USA Retail Ltd DBA Ginger Fox
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retailers recommend
KaBlocks Blast from Mindware is so fun
ids as young as can send foam blocks flying feet into the air This new take on the aBlocks construction set comes with a silicone launch ad, an easy to stom lever and lightweight foam blocks. mwwholesale.biz
Masks and neck gaiters from Top Tren have been flying off the shelves because they’re stretchy and su er comfortable. There’s s ace inside for a re laceable carbon filter. They’ve been voted for breathability even with their snug, secure fit. toptrenz.com
BUILDS ON IMAGINATION
Buildzi from Carma Games is our new favorite family game layers race to be the first to build their tower without letting it tumble. t’s fast aced and fun for ages ilovetenzi.com
Unique track with built in steps to hold Dominos. Set includes 2 different size sets of dominos one for the stairs and one for the table! Never ending fun.
info@HABAusa.com www.HABAusa.com 800-468-6873
1 16USA_Edplay_20HE0192.indd September 2020 — edplay.com
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Ellen Joy of Alakazam Toys gave a shout-out to Washington, D.C.-based company Little Likes Kids. Begun two years ago by a mompreneur, the educational puzzle, game and placemat publisher is known for its j oyful scenes that feature a diverse mix of people. “Specialty toy retailers have an opportunity to shed a light on inclusivity, both in our marketing and in the merchandise we offer,” said Ellen. “Products from companies like Little Likes Kids – which has great holiday materials in which Santa isn’t white – support conversations that need to be had.” If racial diversity in products and vendors is something you’re looking for, also check out Puzzle Huddle (puzzlehuddle.com). “The company (rightfully) insists that by creating ethnically diverse imagery on its u les, children have the o ortunity to be affirmed and the imaginary play then becomes very personal,” wrote Loryn Stone for SyFy Wire.
With the ICEE Slushie Maker Set from iScream, kids can have an icy cold drink at home anytime they want. It looks and operates j ust like the ones you see in a store, and includes cu s, straws and the flavor syru . iscream-shop.com
BE SEEN
brightz
HAVE FUN!
For more information please contact info@brightz-ltd.com
September 2020 — edplay.com 17
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Small Footprint Fixtures for Stocking Stuffer Success After years of cultivating welcoming storefronts that persuade in-a-hurry shoppers to linger, specialty toy retailers are limiting their hours, packing away their hands-on displays, and social distancing their fixtures. It’s all in the name of safety and speed-shopping – two consumer goals during the lingering andemic. “ t feels like we’re starting a whole new business,” Steve Aarons told T h e W as h in g to n P os t in May, shortly after his hild’s lay stores in the . . area reo ened. “ t’s ainful to say we’re going to take away the play tables and not let kids run around the store anymore, but it’s also the right thing to do.” It’s a get-in-and-get-out retail environment for the foreseeable future and with no one browsing, the impulse-item category in toy stores is taking a hit. But in plenty of time for stocking-stuffer season, a newsletter from toy rep andy uben caught our eye. t featured a group of small footprint displays he recommended from different brands. They offer a visually pleasing presentation of a lot of product in not-alot of space; perfect for parents looking for a grab and go ex erience. ontact sandyrubeninfo gmail.com for more information.
Djubi
Duncan Toys
EDC Publishing
16” wide by 60” high. Holds approximately $800 worth of product at dealer cost. Customers can build their own assortment.
Plus Plus
Schleich
Ho
Spin Copter
A 360-degree shoppable experience at 24” wide by 24” deep by 60” high. Holds 180 to 220 items depending on the assortment. Adjustable trays and dividers
18 September 2020 — edplay.com
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Fascinations/Metal Earth
House of Marbles
Marky Sparky
Peter Pauper Press
18” wide by 69.5” high. Holds more than 384 pieces of Metal Earth.
Tiki Toss
19” wide by 20 inches deep by 72 inches tall. Holds 34 units ($1,300 MSRP in product) in this image.
Toy Network
Ugears
Waboba
17.3” wide by 12.9” deep by 55.5” high. The demo cube on top ranges from 10” by 6” by 10” to 10” by 10” by 13” depending on the model displayed. Holds 12 to 28 regular Ugears models. September 2020 — edplay.com 19
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industry news Jeff Pinsker, CEO of Texas based Amigo Games, is the recipient of ASTRA’s 2020 Lifetime Achievement Award. A longtime game-and-toy-industry professional, Pinsker founded and sold three companies, and has held management positions at Cardinal/ Spin Master, Pressman Toy, Scholastic’s Klutz division, and University Games. He is currently a board member of the Game Manufacturers Association (GAMA) and a former ASTRA board member. Smart Toys & Games in San Francisco has been named manufacturer of the year. Its game Froggit is on the 2020 Best Toys for Kids list in the category, “games for ages 7 and under.” The Toy Maven in Dallas is Retailer of the Year. Owner Candace Williams, a former teacher, founded the store in 2007. It evolved from a two-year-old retail venture, The Kids Cooking Company, in which Candace sold books and cooking-related toys and games. The Sales Rep of the Year award goes to Jeff Saad and his firm, which covers Washington, regon, laska, daho and Montana. A 4 0-year retail veteran, Jeff started the company in 19 9 8. Ryan Hamilton of Plus-Plus USA was honored with ASTRA’s Innovator Award. Ryan saw the promise in an existing toy – the uniquely shaped Plus-Plus building component
from Denmark – and then licensed it for distribution in the U.S. n , lus lus was named the fifth fastest growing com any in South Carolina by the Capital Corporation. ASTRA’s Humanitarian Award goes to Crazy Aaron’s, the company that works with seven Philadelphia-area vocation centers to employ exceptional individuals with intellectual and physical disabilities. Crazy Aaron’s Specialty Sales Manager Kyle Cosgrove was named ASTRA’s 2020 Rising Star. All the award recipients were honored via Zoom for their contributions to the specialty toy industry during ASTRA Camp on Wednesday, August 5.
Safari has moved from Miami to Jacksonville, Florida. The company’s new address is 8010 Westside Industrial Drive Jacksonville, FL 32219 Payments can continue to be remitted to PO Box 14 20 Carol Stream, IL 60132-14 20 The assets of Alex Brands have been acquired by Out There First. Alex Global Products is the new name of the company that will serve as the home of brands that include lex Toys, Backyard afari, deal, oof, cientific x lorer,
Meet My Little Girl! New 14” My Little Girl toddler doll is soft, cuddly and ready to explore the world with your child! Made with love to teach nurturing, empathy and kindness!
www.madamealexander.com • 833-MADAME A (833-623-2632) Sept Oct20.indd 20 Edplay September 2020 — 1edplay.com
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and ZOOB. The announcement follows the May 12 Alex Brands auction, out of which Slinky and Shrinky Dinks were acquired by Just Play. The new company is being led by Managing Director Keith Gammon, an industry veteran with experience at Little Tikes and Mattel. Most recently, Gammon served as executive vice president of sales at Alex Brands. Prior to its closure and rebirth, Alex Toys grew through acquisitions, including legacy brands Ideal and Poof. On July 1, rep agency Anne McGilvray & Company (AMCI) began selling the portfolio of Toysmith toy and gift products in the U.S., in a variety of channels including toy, gift, aquarium/zoo, art, book, craft, hobby, educational, hospital, resort/destination, parks, zoos, and more. “We’ve been looking to rep the Toysmith line for many years,” says company founder Anne McGilvray. “We think it’s a match made in heaven,” added Liesl Ludwig, Anne’s daughter and company CEO. “Armed with Toysmith’s new zero order minimum and free shipping to all states, this new artnershi is a sure fire reci e for success for our customers and their guests alike.” AMCI’s team of sales reps has been helping small stores grow for the past 4 5 years. The team covers 4 3 states and exhibits products from 130 vendors in seven different show-
rooms, from California to Georgia. Since 19 82, Toysmith has offered a wide array of j oyful, on-trend impulse and novelty items, unique gift offerings and active play products from signature lines including Warrior’s Mark, Get Outside, GO! , Snapperz, Oddly Satisfying, Prank U! , and more. In June, Tim Kilpin was named president of PlayMonster. He will report to CEO Bob Wann at the company’s headquarters in Beloit, Wisconsin. Kilpin will focus on expanding and accelerating PlayMonster’s business with an emphasis on sales, marketing, design, and business development. Wann, in addition to continuing strategic and operational oversight, will increase focus on international growth and acquisition. Kilpin has been an executive in the toy and children’s entertainment industry for more than 35 years, serving in senior roles at Mattel, Disney and Activision Blizzard. He set brand strategies and creative direction for Monster High, Hot Wheels, Disney Princess, Winnie the Pooh, Barbie, and Mickey Mouse. He has served on the Boards of Build-ABear Workshop, the Make-A-Wish International Foundation, and the Children Affected by AIDS Foundation. He is also a member of the board and executive committee of the Toy Association.
Exclusively distributed by HABA USA 4407 Jordan Road, Skaneateles, NY 13152 USA Mail: info@HABAusa.com | Phone: 315-685-6660 September 2020 — edplay.com 21
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industry news Then in August, the Toy Association announced that Wann is a nominee for induction in the prestigious Toy Industry Hall of Fame for 2021. A salesman, marketer and product innovator, Wann has led and overseen the growth and global expansion of well-known toy brands, including Nerf, Care Bears, Mr. Potato Head, Monopoly, Scrabble, Trivial Pursuit, Pictionary, Clue and Spirograph, at companies like Hasbro, Playskool, Milton Bradley/Parker Brothers, American Greetings and Fisher-Price. Wann has led the expansion of Patch Products from a small games company to the award-winning, multi-category PlayMonster business, which he continues to grow exponentially in the U.S. and internationally. Wann has served on the Toy Association Board of Directors for more than 10 years; eight of them on the executive committee as chairman, vice chairman, secretary and treasurer, and seven years as chairman and host of Playcon. Award-winning toymaker Le Toy Van, based in London, has expanded into the U.S. market with a stateside website, letoyvan.com. ts vast array of uro ean toys has a rench flair that sparks imagination without the use of technology. All its wooden toys are made from sustainably sourced rubber wood, repurposing trees that have reached the end of their rubbergiving lives.
The Bicycle brand has signed actor, writer, and board-game enthusiast Wil Wheaton to be its first global board-game ambassador. In this role, Wil supports the new “Games By Bicycle” line of board and card games. As the creator, producer, and host of the wildly successful web series Tabletop, Wil is credited with reigniting an interest in board games. “My goal was to put more gamers into the world by showing how fun and social gaming is, and by playing games that were quick to learn, quick to teach, and quick to play,” he explains. “I am thrilled to be partnering with Bicycle to bring its collection of party and light-strategy games to the world. They are accessible, uncomplicated, and so much fun to play.” In his new role, Wil will lead the # EveryonesGotGame campaign for Games By Bicycle, notes Kyle Nicholson, brand manager at The United States Playing Card Company. “We know that cards and games can break the ice, help you get to know people even better, and can turn get-togethers into something epic. We are working with Wil to inspire more people to host game nights.” Wil’s career highlights include roles in the TV series “Star
22 September 2020 — edplay.com
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Trek: The Next Generation” and, more recently, as a fictionali ed version of himself on B ’s “The Big Bang Theory.” B cards have been the bestselling laying card brand for years. ounded in , the com any manufactures and globally distributes a broad ortfolio of traditional laying cards, card games, board games, accessories, and casino gaming roducts. The nited tates laying ard om any is a art of the artamundi rou , the world’s leading game manufacturer and the market leader in laying cards and card games. osa, age , from erriman, tah, who de icted a series of chleich orse lub characters and their dog looking out over a desert ex anse, is the winner of Schleich
USA’s Power of Imagination Photo Contest.
More than , global entries , from the . . were submitted by fans. Their original hotos de icted stories ins ired by chleich figurines and laysets.
The cam aign kicked off at ew ork Toy air, where chleich commissioned a series of hotogra hs from famed toy hotogra her Mitchel Wu.
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new & true
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5. The John Deere 1270G Harvester and Tree Trunk with Roots from Bruder includes a moving crane boom, grippers, transport rollers and a sawing unit. Children can immediately start harvesting timber! Bruder’s bWorld forestry worker (60030) and MACK timber transport truck (02824 ) are perfect play additions. o r d e r s @ b r u d e r t o ys . c o m , b r u d e r t o y. c o m
1. The Rock and Roll It Micro Music Series includes two pianos and two drums, in color and in classic black and white. MukikiM’s fun novelty music makers measure 7 by 2.5 inches. They come packaged in roll-up tubes in case packs of 12 per SKU or in an assorted PDQ display of 16 units; four of each. i n f o @ m u k ik im .c o m , m u k ik im .c o m
3. The 14- inch Sweet Smiles Dolls from Madame Alexander come in light, medium and dark skin tones. With sleep eyes and a soft weighted body, they look and feel so real! Each wears a bunny print tee, hat and leggings; bottle included. They teach kindness and empathy to children 12 months and up. m ad am e ale xan d e r .c om
2. The Cookery Set Culina from HABA sits nicely on a table, dresser, countertop, or even the edge of a bed to turn any place into a cook space. Little chefs can whip up a meal beside the adults in the kitchen! At this price and size, every retailer can find room. i n f o @ h ab au s a. c o m , h ab au s a. c o m
4. Colorizzy Paint-by Number Sets from 6. Each Pixio block from Ugears is an ABS Sentosphere were developed with easy designs plastic 0.3-inch cube with six magnets inside. The that are perfect for young artists. Four different design of the magnets and resulting polarity allows SKUs feature 12 acrylic paints and two sturdy the blocks to connect to each other in almost any boards made of 100-percent recycled materials. sequence. Bring them together – BANG! – and the s e n t o s ph e r e u s a. c o m blocks are connected. i n f o @ u k i d z llc . c o m , u k i d z . c o m
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7
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7. Everyone’s favorite Wheel Brightz is available in a new twinkling colorway! Razzle Dazzle’s lights twinkle and change color randomly through red, gold, green, blue, teal, purple, and pink. b r i g h t z - lt d . c o m 8. The Learn to Play Color Chord Ukulele Starter Kit from KALA is a complete learning experience for ukulele – great for ages 3 to 103. It includes a high-quality durable plastic Kala Soprano Ukulele with four basic chord markers, FREE online lessons, a FREE app with tuner and songs included, and a tote bag. The package is attractive for store presentation. 8 7 7 - 8 5 3 - 3 8 5 3 , k alab r an d . c o m / lt p- s c c
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9. Dig out Dealing Dinos from Ginger Fox, a game in which rapid reactions and prehistoric skills are the secrets to success. Simply race to perform the dinosaur actions and be the first to get rid of all your cards. It’s fearsomely fast and roar-some fun! 6 3 0 - 2 7 3 - 3 2 3 3 , u s a@ g i n g e r f o x . c o . u k 10. With kits from Klutz, build S.T.E.M.-driven models, such as DJ Bubbles (an octopus spinning records), a pterodactyl, and much more. Kinetic sculptures (“automata”) are mechanical engineering toys that move when you crank the handle on the side. They move through a series of axles, cams, and cranks that work like pistons in an engine. s c h o las t i c . c o m
11. Spirograph Scratch and Shimmer from PlayMonster takes Spirograph art to a whole new level! Create amazing designs using the stylus tool, deluxe non-slip ring and glittery gears on special coated paper. Scratch and Shimmer adds an artistic touch to almost anything with sparkly or rainbow scratch stickers. playm o n s t e r . c o m
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new & true
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12. The NEW Magna-Tiles Storage Bin & Interactive Playmat helps keep the playroom organized. Its spacious interior holds up to 300 MagnaTiles. Sturdy side handles make it easy to move around. The easy-care interactive play mat provides a 28 by 25-inch play area for children to play and learn with Magna-Tiles! m ag n at i le s . c o m 13. Do-Wikki from Wikki Stix provides zany family fun in a new way for 4- year-old kids, moms and dads, and everyone in between. Speaking of “tween,” it’s perfect for them, too! Several ways to play make this an easily adaptable game everyone can enj oy. It’s the only family game with Wikki Stix! 8 0 0 - 8 6 9 - 4 5 5 4 , w ik k is t ix .c o m
14. Each of the Tabletop Wooden Games from The Toy etwork features flashy neon colors to light up any child’s (or adult’s) game time. Choose from a bright assortment: Foosball, Pool, Air Hockey, or the 4 In 1 that includes table tennis. All games are 20 inches long. t h e t o yn e t w o r k . c o m 15. Hubelino’s new Twister Action Set extends the possibilities of the popular marble run! A conical funnel improves the running properties by allowing many marbles to twist simultaneously in the new twister. The twister can be rotated for flexible installation into the marble run. 3 1 5 - 6 8 5 - 6 6 6 0 , i n f o @ h ab au s a. c o m
16. 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. 3 0 3 - 5 4 1 - 0 9 3 0 , f r ac t i le s . c o m
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for your business information Shopper Study: Social Distancing Trumps Masks New York City residents are four times more likely to choose a store where shoppers respect 6 feet of distancing, as opposed to one where no one is social distancing, according to an experiment Cornell researchers conducted in May. “We want to understand how people are making decisions based on compliance with the health guidelines,” says Ricardo Daziano, principal researcher, and associate professor of civil and environmental engineering. “Until a vaccine is developed, policymakers need to not only find the best incentives for eo le to avoid hysical roximity, they also need to create plans for relaxing social distancing in the future. The behavioral forecasts from the models developed in this proj ect will help guide those decisions.” The research, funded by a National Science Foundation grant, uses virtual reality to continue assessing New Yorkers’ perceptions of social distancing as the pandemic evolves. V R is a safe way to gauge people’s decisions in a realistic setting, compared to a simple survey or interview, Daziano explains. It also gives researchers control over density, proximity to others and the percentage of people wearing masks. The preliminary experiment was conducted online with 775 New York City residents in May, before the city entered phased reopening. At the time, shoppers frequently needed to wait in line outside grocery
stores due to capacity limits. The amount of distance between the people mattered, the researchers found. Respondents were four times more likely to choose stores where shoppers were spaced 6 feet apart in line, and 2.6 times more likely to choose those with 4 feet of space, as opposed to stores where they weren’t socially distanced at all. In grocery checkout lines, every additional foot that shoppers were spaced made participants 8-percent more likely to choose that line. New York City residents were 1.5 times more likely to choose a store where sho ers were wearing masks a significant result, but much lower than their preference for stores with social distancing. Daziano said this result may change in future studies, as more evidence has emerged about the benefits of wearing masks. Participants in the next wave of experiments will experience social distancing scenarios using head-mounted V R displays. The researchers will then construct mathematical models to analyze how people with varied backgrounds and olitical affiliations change their behavior in response to health threats. In future experiments, the researchers plan to survey city residents about different scenarios to gauge their perception of reopening as it occurs. For example, asking people to choose whether they’d rather sit indoors or outdoors at a restaurant – where the tables inside are much farther apart than the outdoor tables – could reveal valuable information about how people assess risk. “From a policy perspective, understanding that will help us plan or maybe redesign the reopening of businesses,” says Daziano.
Business Creativity Soars among Independent Retailers In a recent interview with the National Retail Federation, Dan Jablons, owner of consulting firm etail mart uys, said he continues to be ama ed by the creativity of his independent retail clients in 14 different countries. “Throughout the pandemic, they’ve re-invented themselves in so many ways, and have come up with brilliant ideas to engage with customers and move product,” he told the NRF. “Some of them even produced sales that beat last year’s.” e offered this exam le “ ne client o erates a fishing store. They’re in Texas, so they had to shut down early. They had this fishing reel that was , retail. n the middle of the andemic, they sold raffle tickets for it. But they only sold 12 of them at $ 100 each, so there was a one-in-12 chance of winning the reel that everybody wanted. They sold out in 4 5 minutes. “I asked later if they had done more of these, and they said 4 5 of them,” Dan continued. “They were not all $ 100 tickets; sometimes the ‘prize’ was a T-shirt and a hat. But the practice has already become legendary. Other retailers began doing it.” An important takeaway from the pandemic experience deals with the fundamentals of great retailing: preservation of margin and faster turn. “That doesn’t happen without a solid, detailed analysis and a great strategic plan that stretches into the future,” explained Dan, whose company specializes in open-to-buy, inventory lanning, business forecasting and cash flow. “The retailers that make it through this will be the ones who understand that inventory is their biggest expense, their greatest asset, and the element of the business that requires the greatest amount of their focus.” Success requires a combination of art and science, he concludes. The art is understanding customer preferences and picking out great products to suit them. The science is the hard data analysis, “what needs to arrive by when, and what the ending inventories should be, each month and each season, to ensure ro er cash flow.”
Play and Store with NEW Magna-Tiles® Storage BIN Launching September 2020
• Easy Zip bin (12.5 x 11 x 8”) transforms into interactive playmat (28 x 25”) for little ones to explore colors, shapes, and more. • Durable modern storage bin holds 300+ Magna-Tiles.® • Clean up becomes part of playtime!
www.magnatiles.com 708-246-7209
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t
Survivors of the Stay-at-Home Summer continued from page 12
Ellen said, “but to be honest it’s been tough. I had to let my staff go. We kept them as long as we could; we didn’t want them to leave. I took advantage of PPP early on. I paid my employees and it was gone. “By the same token, I remain optimistic,” she adds. “I’ve learned so much. While everything has been much more difficult at times, frustrating, and even sad, I am happy that we are still in business.” With fourth quarter looming, Ellen doesn’t know what to expect. “It will be as unpredictable as things are now. There are no clear sales patterns to help us. During the holidays, we’ll be in some version of what we’re in now with limited hours, delivery and curbside service.” _____________________________ Last year, the walls of Old Tyme Commissary in Ridgeland, Mississippi came down – on purpose. Four walls between its gift store in front and toy store in back were eliminated, making the 50-year-old local staple one big store. “It was a great idea and made all the difference
3.
in the world,” says owner Melissa Skelton. “Customers who always looked at gifts discovered the great toys we had, and toy shoppers found our gifts for all ages. They still talk about what a positive transformation it was.” This year, though, she worries that those enthusiastic shoppers will be scared away by the lingering pandemic. “We have a website and there are lots of items on it, but you know as well as I do that in-person selling is much more effective. It’s hard to explain how an item works to someone who can’t see it for themselves. Plus, we enjoy helping our customers. My employees are trained to demonstrate our toys and games, and they like playing with the children. “My biggest concern is that the constant talk about rising COVID-19 cases will keep customers out of stores.” The COVID shutdown closed The
Commissary in April. It reopened in May. “Business was great during June,” Melissa reports. “I feel there was a lot of pent-up demand on top of everyone’s frustration over being self-quarantined. Shoppers were ready to get out again. Numbers continued to grow and August got off to a good start.” Melissa attended some virtual tradeshows. She meets with reps via Zoom and in person. “I did not attend any markets this summer because I don’t need to spend the money,” she says. “All of my vendors have websites with pictures, demonstrations and price lists, and I order online. The challenge right now is ordering the right amount of merchandise for the last four months of the year. “I am very optimistic about the fourth quarter,” Melissa concludes. “I know that many of our customers enjoy the shopping experience, and love to come in to see what’s new and fun. We offer layaway, and several customers have already started layaways in anticipation of Christmas. That’s a good sign.”
ADVERTISER INDEX Company
Page Website
Page Website
Amahi Ukeleles
7
Koplow Games
29
koplowgames.com
Brightz
17 brightz-ltd.com
Madame Alexander Doll Company
20
madamealexander.com
Bruder Toys
5
MukikiM
22 mukikim.com
Crayola
6 crayola.com
Fat Brain Toy Co.
back cover
Fractiles
amahiukuleles.com
Company
brudertoys.com FatBrainToyCo.com
MW Wholesale Playmonster
11
mindware.com
inside front cover
playmonster.com
3
sentosphereusa.com
The Toy Network
13
thetoynetwork.com
Ukidz LLC (d.b.a. UGears US)
10
ugears.us
29 fractiles.com
Sentosphere USA
Ginger Fox
15
usa.gingerfox.co.uk
HABA/Habamaass Corp.
16
habausa.com
Hubelino GmbH
21
hubelino.com
Valtech
27 magnatiles.com
Kala Brand Music Co.
9
kalabrand.com
Wikki Stix
23
Klutz
31 klutz.com
wikkistix.com
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tres
4
Standard & Polyhedral Dice 6.
8
8
10 12 16
12
20 14
2
4
Sell. It’s the key advantage of bricks-and-mortar retailers. “People who make the journey to your store are committed shoppers,” says Bob Phibbs, on his blog at retaildoc.com. “Even if they’re looking for one particular product, they
add
18
Socialization in a safe environment. For some consumers, stores have become the “third place.” In addition to home and work, it’s a safe gathering place for making human connections; essential for our wellbeing.
Hire a professional photographer to come in when you refresh and re-merchandise your store, and post those images online.
1
2
An adventure. There’s nothing like the anticipation of discovering something new, displayed in an exciting way.
Adjust your layout and merchandising to eliminate bottlenecks, overcrowded pathways, and underutilized aisles. With holiday shopping almost upon us, remember that a successful seasonal layout from last year may create overcrowded and unsafe conditions this year.
Math & Language Manipulatives
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Instant gratification. They want to take a prize home today. They’re tired of waiting for a package to arrive tomorrow or next week.
To promote social distancing, increase wayfinding signage to help shoppers find what they want independently.
are always open to discovering something new. It’s your failure if you don’t make the sale, not theirs. And now more than ever, you cannot afford any failures.”
17
Customers may be comfortable buying online, but they’re also yearning to browse, an experience that should appeal to all their senses. “Wondering how a pair of shoes will look or what’s around the next corner are examples of a major shift in the consumer mindset,” writes Audwin Cash, SVP of Atrius Enterprise Solutions, Acuity Brands. “It’s transforming shopping into something that can be enjoyed and reveled in.” Consumers are looking for a shopping trip that provides –
Maintain cleaning protocols that shoppers actively witness in-store. Have some associates sanitize fixtures, carts and baskets while others greet customers and answer questions.
5
In-store
Show customers your in-store safety strategy and invite them to come in. Target BOPIS customers. They tend to purchase more when they go into a store to pick up their online order.
continued from page 30
<
t Meet Shoppers Where They Are
Timers ~ Spinners ~ Pawns & Chips
Tel: 1-800-899-0711 Fax: 617-482-3423 www.KOPLOWGAMES.com
If your brick-and-mortar store can meet their needs – and customers learn to trust that you will every time they visit – they will turn up at your store again and again. Trust is the operative word. Here are some ways to win it. September 2020 — edplay.com 29
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Online or In-store M eet S hoppers W here T hey A re As we head into the fourth quarter, consumers are relying heavily on the internet. Staying at, or close, to home for the past six months has turned even the most fervent in-store browsers into confident virtual shoppers and online orderers. Granted – the internet may not be their favorite venue for viewing and choosing gift items. However, you must continue to expand the online efforts you began in March so you can meet them where – and how – they will shop for the holidays. Here are some tips that can help. It’s going to take work to handle online and in-store efforts equally, but specialty toy retailers have shown they have the capacity to do that. Add as many products as you can to your digital shelf. Include musthave details – price, description, availability and age range – with good-quality images. Add ratings, reviews, and promotional offers. Streamline your delivery models to support more online orders. BOPIS and local delivery will continue to be customer favorites throughout the pandemic and beyond. Stay in constant touch with your customers via email and social media.
“Master one social media platform,” advises The Retail Doctor Bob Phibbs. “While it would be great if we all could do every social media channel well, the reality is, without a lot of money, we can’t.” Instagram boasts the highest average order value ($65), he says. “If you choose Instagram, make sure you understand why and how to put the link in your bio, how to find the right hashtags, which influencers repost, how to add to your story, how to shoot videos in
vertical format, how to use IGTV, how to use captions for your photos, and how to connect your online store to sell via Instagram.” With Facebook, “Make sure you understand how important LIVE video is, that they are filmed in horizontal mode, why Facebook rewards LIVE videos with great reach, how to create custom audiences and lookalike audiences, and how to connect your online account to allow people to buy via Messenger.” After Google, more people search on You Tube than on any other site. “It is the most popular platform among teenagers,” Phibbs adds. “If your target is Gen Z, you’ll also want to be on Tik Tok.”
t
Enlist your staff to write quick product reviews from their perspective. Post their favorites once a week with features and benefits.
Personalize email and social media messages to individual customers using purchase ideas, a peek at new products, new service highlights and special custom offers.
B
continued on page 29
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