ASTRA October 2012

T H E N E W S L E T T E R O F T H E A M E R I C A N S P E C I A LT Y T O Y R E TA I L I N G A S S O C I AT I O N • O C T O B E R 2 0 1 2

YourNeighborhoodToyStore.org Connecting parents to toy stores for the first time

Message From the Chair

Your

Neighborhood ToyStore.org

by Linda Hays

have the unique experience of having been a customer of ASTRA member stores back in the mid-1990s. I did not realize it at the time, but ASTRA was a very new, very grassroots association. What I did know is that my favorite toy stores had an ASTRA sticker on their window. It was a simple logo with stars and a figure of a child in purple, if I remember correctly, but even then, it was an indicator to me that these stores were part of a bigger movement. A movement that seemed to be represented by the quality and play value of the toys they had on their shelves.

The thing that I keep remembering from that experience is how much of a message was conveyed by such a simple branding effort. How much of that message came from my own experience with these stores, not from being overwhelmed with information, but from being infused with a feeling.

When I became the proud owner of a specialty toy store, my first mission was to find out what this ASTRA association was and get one of those decals for my own windows. I felt certain that they represented something I wanted to be a part of. I am even more deeply convinced of this today. It is my strong recollection of the impact that decaled “brand” made on my new mother consumer self that makes me so excited about the branding efforts that ASTRA is currently engaged in. Best Toys for Kids, Neighborhood Toy Store Day and now the launch of a professionally designed consumer website all have me saying “Woohoo!”

Do I always feel the Best Toys for Kids picks represent my store perfectly? No. But they give me a great point of communication with my customer about the choices that I make for my store. I receive a list of toys chosen by toy industry experts and an opportunity to present myself as one of those experts. I feel more strongly about what the list represents than the items that are on it. I get behind it without grumbling, not because I feel it is perfect, but because I feel it gets better every year, and will only have the opportunity to become the best tool it can be by my participation in the process.

Is Neighborhood Toy Store Day at the most convenient time of the year for me to execute a big event? No. But it is when the industry experts tell me it’s the best time to catch the attention of my customers. So, I rally after my big “Mac Friday” (buy local

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celebration) event, and host another event that extols the virtues of specialty toy stores. When I roll out the red carpet on Neighborhood Toy Store Day, I do so for all of us. I celebrate your specialty toy store, my specialty toy store and the role we all play in our communities. I participate because the opportunity to celebrate has been presented, and if I don’t take part, that opportunity may cease to be there.

Now we have YourNeighborhoodToyStore.org and the “Woohoo! Factor.” I have to admit, so far, I love everything about this project. I love the branding, I love the content, I love the lineup of future topics. I am a 40-something mother of three who is somewhat tech savvy, very design conscious, and likes to be in the know. I am the target market for this project. It makes sense that I would love it. I do recognize that will not be the case for all of you. It is my hope that you will use it and the branding strength it can offer you, anyway. There is so much to be gained individually through our joint participation.

ASTRA’s efforts in creating the Neighborhood Toy Store brand give each of us the opportunity to raise awareness of specialty as a whole, reinforce our own expertise and build stronger relationships with our own customer base. Currently, it gives us talking points, but it is my hope, with enough of us doing the great job we all do, there will soon come a time when there is an understanding. When quality, service and play value will be an expectation, an assumption that customers have when they see your neighborhood toy store.

Linda Hays hopscotch toys 103 SE Baker St. McMinnville, OR 97128 (503) 472-3702 linda@hopscotchtoys.com

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Board of Directors Chair Linda Hays Chair-Elect Michael Levins

October 2012 • astratoy.org

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F E A T U R E S 10 ASTRA Launches YourNeighborhoodToyStore.org 14 16 16

Social Media Marketing: ASTRA Members Reap Benefits Social Media: Plan and Execute Without Going Nuts

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Save the Date for ASTRA’s Night in New York!

Why Put the Effort into a Shop Local Movement?

Plans Abound for Neighborhood Toy Store Day What Can Make Your Customers Say “WooHoo” this Neighborhood Toy Store Day?

Newsletter Editor Mary Sisson

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30 Message from the Chair President’s Report News from the Industry Ready, Set, PLAY … for Children with Disabilities ASTRA Welcomes Its Newest Manufacturer Members New Members

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

We are always looking for good articles and input for the newsletter. Letters to the editor are welcome. Please forward letters, comments, ideas, etc., to the ASTRA office – fax 312-222-0986, e-mail kmchugh@astratoy.org.

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Graphic Artist Lindsey Williamson

President Kathleen McHugh

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Assistant Editors Alyssa LaFaro Tina Manzer

ASTRA Staff D E P A R T M E N T S

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Treasurer Dana Barnes Directors Steven Aarons Bob Breneman Lea Culliton Lillian Davis Ann Kienzle Mike Klein John MacDougall Dean May Ted McGuire Robin McLane

PR Experts Help ASTRA’s Toy Experts Shine Thank You to the Public Relations Committee Calendar Guides Woohoo! Content

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Past Chair Michael Ziegenhagen

Membership and Program Coordinator Caryn Giznik Technology and Membership Services Manager Daniel Elacqua Meeting and Exhibit Manager Amanda Zawad The ASTRA Newsletter is published by the American Specialty Toy Retailing Association, 432 N Clark St., Suite 401, Chicago, IL 60654, 312-2220984, fax 312-222-0986, e-mail info@astratoy.org.

Website: www.astratoy.org. Copyright © 2012 American Specialty Toy Retailing Association. All rights reserved.

Advertisements are accepted. For more information, contact Rick Kauder, Fahy-Williams Publishing, 800-344-0559; e-mail rkauder@fwpi.com All articles for the ASTRA Newsletter are supplied

by ASTRA and its members, with Fahy-Williams assembling and editing the newsletter, and managing the advertising sales function. ASTRA reserves the right to accept, reject, or alter all editorial and advertising material submitted for publication. Advertising in ASTRA does not imply endorsement of products and services. Opinions expressed in articles contained herein are those of the authors, not necessarily of ASTRA or its individual members. The information has been obtained from sources believed to be reliable.

President’s Report

You Are the Experts

by Kathleen McHugh

ore than a year ago, the ASTRA Board of Directors took another step toward direct-to-consumer marketing for the toy industry with the decision to create a new consumer website. The project came together September 17 with the release of “Discover the Woohoo! Factor” at YourNeighborhoodToyStore.org.

Packed with expert advice on toys and play for children of all ages, ASTRA’s new website speaks directly to parents, and encourages them to embrace the Woohoo! Factor of shopping and playing locally. Created as an online resource that connects parents with local toy stores, specialty toymakers and toy industry experts, YourNeighborhoodToyStore.org features the most up-todate information on creative and educational play, toy trends and news, child development, and where to find the best merchandise on the market.

The website is directed to consumers, but it is a partnership with retailers, manufacturers, and child and play experts who will make it successful to reach its full potential. The experts are you!

You make the toys, you play with the toys, you sell the toys and you see children play with your toys every day. Working with you, we will create the editorial calendar that sets the topics for the expert information that fills the pages each week.

We’ve made it easy. For retailers, most of the articles will be in the form of a short Q&A on favorite toys and games, or for special holidays or times of year. Manufacturers will contribute based on their company’s particular line of expertise and the content calendar. Pictures, pictures, pictures are the lifeblood of the Internet. Please share with us digital shots of your store, game nights, special events and, especially, children playing with your toys or games.

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YourNeighborhoodToyStore.org kicks off with a giant push for Neighborhood Toy Store Day supported by a powerful blog and public relations effort. Two PR Newswire releases are scheduled for October and early November.

We’ve created plenty of support materials for you to use, including template press releases, themed posters, postcards and e-mail templates. Manufacturers revved up their support early this year with plenty of ideas for day-of-events and toy and game giveaways. For sales reps, we created a simple one-piece handout to convince their customers to take advantage of the publicity materials ASTRA provides for this day of celebration.

Even though we kick off the site with a push for Neighborhood Toy Store Day, “Discover the Woohoo! Factor” at YourNeighborhoodToyStore.org will be a 365-day promotion of your unique contributions to your community, good toys and especially good play. The Internet gives us the level playing field to connect us all to new customers. It will take some trial and error, but with your support we have a good chance for success.

Learn how you can contribute to this exciting new tool by contacting us at info@YourNeighborhoodToyStore.org.

We wish you much success this holiday season.

Warmly,

Kathleen McHugh ASTRA President

ASTRA News From the Industry Children’s World Named National Indie Award Finalist Children’s World in Sarasota, Florida, was second-place runner-up for the 2012 Indie Award. Independent We Stand, a national small business movement that promotes the benefits of locally owned businesses to local economies, sponsors the award.

Owned by Tim and Cynthia Holliday, Children’s World was one of six finalists for the award out of hundreds nominated from around the country. Voting was opened to the public from August 22 to September 7, giving local communities a chance to stand by their favorite businesses that make a difference in their communities.

Kevin Bacon Game Leads to NPR Interview Brian Turtle of Endless Games, who with two college friends invented the game The Six Degrees of Kevin Bacon, was interviewed on NPR’s “Morning Edition” when Google incorporated the Six Degrees game into its search function.

Though Endless Games no longer makes the game, Turtle shared with host Steve Inskeep how it all started on a snowed-in night in 1994, when Kevin Bacon movies seemed to rule the TV schedule.

ASTRA

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R e a d y, S e t , P L AY. . . f o r C h i l d r e n W i t h D i s a b i l i t i e s

Looking for Customer Loyalty?

by Ellen Metrick, Director of Industry Relations & Partnerships, National Lekotek Center, emetrick@lekotek.org

ll stores aspire to build customer loyalty.

The formulas for doing so are out there, but allow me to share a few highlights from a brand loyalty survey hosted by Clickfox in March of this year.

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F Top two reasons that make customers loyal – quality (88%) and customer service (72%) F Best way to build loyalty – customer service (34%) F Most critical times for a company to gain loyalty – first impression (48%), and when stores exceed expectation F Top two reasons customers might pay more or drive farther – quality (77%) and customer service (63%)

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When I reviewed this data, I saw not only the power of good customer service, but I also saw a strong opportunity for retailers to develop the special needs market. The reason is that these parents, families and friends need your recommendations and assistance much more than your average customer.

The typical ways to make choices without in-store recommendations are online reviews, packaging and age recommendations. These resources do not address the individual needs of a child who may have cognitive, sensory, communicative and physical limitations. That is why they need you.

In addition to having a conversation about areas of focus or interest their child might have, there is another way to really connect. Ask if they would like to complete a short survey either at the store or later online that would allow you to provide them with a toy/match suggestion list for their child. This would detail the child’s preferences and his/her developmental goals (physical, communicative, sensory, social, emotional, etc.).

Asking parents to fill out a survey on their child’s individual needs is a great way to build store loyalty.

According to a December 2011 report from RSR Research, most global retailers believe that focusing more on the customer rather than product (61%) and better targeting through more detailed customer preferences (58%) are highly valuable marketing opportunities you don’t want to miss.

Once you have customers’ preferences, you can continue to update and e-mail their toy/match suggestion list with new products you get in – and they can continue to use this list and share it with friends, family and others shopping for toys for their child. By doing this, your store is very likely to exceed the customer’s expectations. And according to the above survey, customers are willing to pay more and travel farther to experience this.

The need for personal service for parents who have children with special needs is indeed deeper than conventional customers. What I also believe is that the opportunity to secure the gratitude of these customers and their loyalty runs even deeper still.

As a resource for toy suggestions, you can check out www.ableplay.org, or search online for toy companies you purchase from that dedicate a section of their website or catalog to kids with special needs. If you’d be interested in seeing a sample toy/match survey we use here at Lekotek, e-mail me at emetrick@lekotek.org for a copy.

ASTRA Launches YourNeighborhoodToyStore.org

New website helps families discover the “Woohoo!” factor of finding and playing with today’s best toys

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Get ready to discover the “Woohoo! Factor!” We are pleased to announce the launch of YourNeighborhoodToyStore.org, a new consumer website designed to celebrate the thrill, excitement and fun of finding and playing with today’s best toys.

Packed with expert advice on toys and play for children of all ages, ASTRA’s new website encourages parents to embrace the Woohoo! Factor of shopping and playing locally. Created as an online resource that connects parents with local toy stores, specialty toymakers and toy industry experts, the website features the most up-to-date information on creative and educational play, toy trends and news, child development and where to find the best merchandise on the market.

“Our goal is to help families discover the Woohoo! Factor – or the delight, joy and satisfaction – of finding and playing with today’s top toys,” says Kathleen McHugh, president of ASTRA. “YourNeighborhoodToyStore.org is designed to provide parents with a clear and comprehensive overview of what to look for when content and calendars, as well as sample tweets and Facebook selecting a toy, how to maximize the benefits of playtime and posts related to the editorial content. where to find the best selection of high-quality merchandise.”

The new website includes the following content-rich, easyToy store locator to-use features.

To help parents find the best selection of specialty toys on the market, a “store locator” search function will allow users to Featured articles find their own neighborhood toy stores by city, state or ZIP code.

Local toy stores and industry experts will share original arti- The oversized search window is posted on the top of the home cles on a wide range of topics, including creative and educational page for quick and easy access. play, toy trends and child development. How-to features will Retailers are encouraged to complete their store profile listpresent parents with craft tutorials, game ideas and other inspira- ing on the ASTRA website so consumers searching your area can tional projects. Sample articles include: Everybody WINS with learn about you.

Family Game Night, Five Games to Build Math Skills, Get Creative without the Toxins: Art Materials Buying Guide and Play news and resources Importance of Imaginative Play. New content will be posted Relevant consumer news from ASTRA, such as a list of the weekly. annual Best Toys for Kids winners and details on Neighborhood Retailers can expect to receive advance notice of editorial Toy Store Day, will run for parents’ convenience. In addition, 10 October 2012

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What is the Woohoo! Factor?

A feeling of excitement, joy and happiness that awakens the playful child within all of us. Extreme satisfaction. Glorious approval. Triumphant fulfillment. Exuberant celebration. Wow ... times 10. Discover the Woohoo! Factor.

(“ASTRA Launches YourNeighborhoodToyStore.org” continued from page 10)

families can sign up for a monthly YourNeighborhoodToyStore.org e-newsletter.

Calendar of events The event calendar will announce upcoming events in local toy stores and information on fun, play-inspired holidays such as Play Tag Day and Teddy Bear Day. Information on ASTRA’s Neighborhood Toy Store Day and details on “Shop Local” events will also be featured.

Retailers are also encouraged to post

their weekly, monthly and special events on the new event calendar. Posts about Neighborhood Toy Store Day will be especially helpful for press inquiries.

Toy Buying Guide Guided by research from child development experts, the Toy Buying Guide provides parents with tips on how to spot a “good” toy, and includes product recommendations by age through 8 years old. A special section on toys for children with disabilities is included as well.

Like us on

facebook.com/TheWoohooFactor Follow us on

twitter.com/TheWoohooFactor See it for yourself. Visit the website at www.YourNeighborhoodToyStore.org.

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Shows & Showrooms: ABC Kids Expo – Booth 2305 Dallas – Eureka 8220 Atrium, 8th Floor Los Angeles – Bozeman Assoc. 355B Seattle – Arlene Oom & Co. Suite 291 Minneapolis Gift Mart – Square 1, Red 233 Atlanta – Toys South, AmericasMart. Bldg 2 West Wing, Suite 772/790

Ph: 1-800-468-6873 www.HABAusa.com

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ASTRA

PR Experts

Help ASTRA’s Toy Experts Shine

by Mary Sisson, Kazoodles

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The “wow factor” didn’t quite cut it. With ASTRA’s new consumer website, visitors are invited to “Discover the Woohoo!

Factor.”

“It’s ‘wow’ times 10,” explains graphic designer and branding expert Jim Robinson of Punch, an advertising and design shop in Maryland. “We want to show people there are stores they can go to and not get the ordinary.”

That’s exactly what the public relations committee had in mind when they led the effort that resulted in YourNeighborhoodToyStore.org. “It’s an online resource for consumers curated by the actual experts,” explains Claudia Towles, the committee chair. As owner of aMuse Toys in Baltimore, she, like all ASTRA retailers, is on the front lines of play every day.

“It makes sense to have a unified national voice,” she says. Unlike many mommy blogs, no one’s being bought by toy giveaways on this site, writing glowing reviews about a toy just because the company sent a free one.

“We are a community of experts,” Towles says. With the site, “we come together and voice our expertise and our passion. This resource is by us, for us and for the consumer.”

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Both designer Robinson and marketing consultant Heather Walsh of The Weiss Group, who planned and wrote the initial content, started with ASTRA. They met frequently with ASTRA leadership, and polled members to understand exactly what they needed the site to accomplish.

“I’m so thankful they were so honest,” says Walsh in regard to phone calls with ASTRA members. She heard both their joys and struggles. “It helps with the tone of the website. We have a product useful for the entire community. I understand the ins and outs of running a toy store.”

The tone? Even when the academics of play are the focus, fun permeates the site.

“We wanted to keep the energy, the jump-up-in-the-air feeling, but keep it sophisticated,” says Robinson, who also designed the logo.

Walsh was contracted to make sure the content is in place for the first six weeks. She also will conduct social media and social marketing training to be sure ASTRA members get the most value they can from the site. A training webinar is scheduled October 23.

Then, it’s up to ASTRA members to share their expertise. “There are lots of points of entry for ASTRA members,” says

Walsh. “Not everybody has the time to write 500 to 1,000 words.” Anyone can post an event on the calendar, answer five questions about play or pick five products related to a theme. Guidelines for contributing and social media guides are posted on the ASTRA member website.

“It’s a very user-friendly site,” explains Robinson. “You’re two clicks away from everything.” Bloggers can go to the online media kit or the Toy Buying Guide to easily grab content. Retailers can quickly post articles to their Facebook pages or blogs.

With a national voice, the site highlights the uniqueness of independent toy businesses, the real people behind them and the real dreams behind them.

“Childhood is fleeting,” says Towles.

“We should celebrate it as much as we can with positive things.” Local, independent toy stores do just that. And this website is designed to send consumers to those stores to discover the Woohoo! Factor.

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Thank You to the Public Relations Committee Claudia Towles ....................aMuse Toys – Baltimore, Maryland Michael Levins.....................innovativeKids – Norwalk, Connecticut Ann Kienzle ..........................PLAY (The Toy Business LLC DBA PLAY) – Chicago, Illinois Beau James ..........................Corolle Dolls – Grantville, Maryland Debbie Scholl ......................FUNdamentally Toys! – Houston, Texas Jamie Gallagher..................Creativitiy for Kids/Faber-Castell – Valley View, Ohio Kate Tanner ..........................Kidstop Toys and Books – Scottsdale, Arizona Joy D. VanDrie.....................Toy Town of Cadillac LLC – Cadillac, Michigan Michael Ziegenhagen .......Playmatters – Pepper Pike, Ohio Michelle Sahr .......................Honey Gold Company DBA My Little Red Wagon – Kent, Ohio Reid Campbell.....................Creative Education of Canada Inc. – Point Edward, Ontario Rob Cox .................................BDC Group Inc. – Solon, Ohio Steven Aarons .....................Barstons Child’s Play – Washington, D.C. John Skrajewski ..................Playmobil USA Inc. Dee Farrell ............................Neat-Oh International LLC Cristina Sierra ......................NeverMissGift.com

“

Through collaboration and thoughtful insight, the specialty toy industry can not only survive the age of online shopping, it can thrive, broadcasting to consumers the tangible value in supporting neighborhood toy stores. Many thanks to those who lent their time and experience to this project. Together we can be one really big fish!

– Claudia Towles, public relations committee chair and owner of aMuse Toys in Baltimore, Maryland

”

Calendar Guides Woohoo! Content

Brought to you by edplay magazine

Discover your Woohoo! Factor with this simple content calendar.

Follow along with YourNeighborhoodToyStore.org, or simply use this calendar to guide your own Facebook posts, tweets, blogs or events.

WEEK FIVE: October 15-19, 2012 Make Halloween Last All Year – Play Creatively What Every Dress-Up Box Should Have – Play Creatively Manufacturer Spotlight ASTRA Retailer Spotlight (Dress-Up/Role Playing Expert) WEEK SIX: October 22-26, 2012 5 “Play” Alternatives to Halloween Candy – Play Safely Outdoor Autumn Play – GET OUTSIDE – Play Together WEEK SEVEN: October 29-November 2, 2012 Guest Post/Craft Tutorial What Is Neighborhood Toy Store Day? Why Shop Local? Five Benefits You May Not Have Known...

ShopToysandGifts.com Helping retailers find products and suppliers in the toy industry

This interactive directory is a terrific resource for retailers looking for

• New Products • Contact Information • Supplier Discounts

WEEK EIGHT: November 5-9, 2012 How Kids Can Play Their Way to Early Literacy Skills Idea Round Up: Things You Never Thought to Do with Blocks ASTRA Retailer Spotlight (Play & Academic Experts) Manufacturer Spotlight WEEK NINE: November 12-17, 2012 2012 National Toy Hall of Fame Inductees Five Top Picks for Kits this Holiday Season Types of Play: Sensory Play

Bookmark ShopToysandGifts.com 16 October 2012

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ASTRA Welcomes Its Newest Manufacturer Members Anton Publications Downers Grove, Illinois www.antonpublications.com Some special things never go out of style, like Bingo, Dominoes, Charades and matching games.

What makes ours so special? We gear our games to popular children’s interests and hobbies. Our attractive line features high quality, amusing artwork and colorful packaging. Fun games that are American as apple pie and ice cream and are easy to play.

Festivity Designs LLC Seattle, Washington www.festivitydesigns.com We produce an original line of whimsical necklaces handmade from recycled Scrabble tiles, which follow the hottest trends for kids, tweens and teens. There are thousands of styles to choose from, or you can customize to suit any occasion.

You dream it, and we can make it!

Japan Artec Inc. Torrance, California www.artec-educational.com Founded in 1960 as a specialized manufacturer of teaching materials, Artec provides hands-on science, technology, engineering and math products that stimulate and inspire young minds. Great for activities, science camps or gifts.

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Mungi Bands Wilmington, North Carolina www.mungibands.com Mungi Bands are the original magnetically connectable silicone jewelry. Each universally connectable design gives kids a chance to express their interests through bracelets, necklaces, headbands, anklets or anything else they can think of!

NumbersAlive!

Washington, D.C. www.numbersalive.org NumbersAlive! encourages numerical literacy through fun and friendly number characters.

Team Ten (numbers zero through nine) explores mathematical concepts and their relevance in world history and culture through accompanying books, cultural accessories and the website (www.numbersalive.org). Our colorful plush numbers bring their unique flair to classrooms, birthdays and anniversaries. Have you hugged a number today?

Smarty Parents Inc. Portland, Oregon www.smartyparents.com Yummy Dough is just in time for holiday fun.

The deliciously edible modeling and fun dough turns creations into cookies. The Kiddy Platter children’s placemat and craftmat is perfect for holiday mealtime, cookie decorating and crafts.

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Social Media Marketing

ASTRA Members Reap Benefits

by Mary Sisson, Kazoodles

Facebook, Twitter, LinkedIn, Pinterest, Google, Bing, Yahoo!, Yelp.

A decade ago, who’d have dreamed these funny words would be woven into our everyday lives, let alone known the impact they would have on our society and our businesses? Just keeping up can be overwhelming, yet hidden in these funny words is the power to change the very essence of how we market to our customers.

While radio, then television, then wireless and the Internet provided ever-changing platforms to deliver messages to consumers, social media marketing has made a fundamental shift in how companies communicate with their customers. As Jason Falls and Erik Deckers say in their book No Bullshit Social Media (published by Pearson Education Inc.), “Now they can talk back to you.”

That very idea has caused some companies to retreat in fear. What if customers say something negative? Hiding won’t make them go away. The fact is, in today’s social media world, customers are talking. And smart businesses are making sure they’re part of the conversation.

“Even though I love all things tech, I at first resisted Twitter,” confesses Tom Towles of aMuse Toys in Baltimore. “Not only did I not see the point, I really did not see myself telling the world what I was up to at any given moment.

“But it is a very useful tool. I tell my friends that don’t have it: ‘Get an account even if you don’t plan on sending a single tweet.’ You can follow so many great people and websites. Amazing and useful information just comes your way without doing anything. You just have to follow the right people.”

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Towles does tweet, however. And his store has seen surprising results. When The Wall Street Journal did an online piece about one of aMuse’s tweets – about Magnatiles being in short supply, but the store refusing to raise prices or sell to people who would resell on eBay – the article led to a huge number of phone orders for Magnatiles.

“Another was posting on Facebook about a Boogie Board shipment that came in,” he explains. “Customers commented on how much they liked the product, making others come in or call based on those

comments.” The same has happened with other products.

ASTRA manufacturer members have experienced social media’s unexpected results, too. In 2009, Wild Creations had the opportunity to showcase their product – the EcoAquarium with frogs – on “The Today Show” for Black Friday. “We were very excited, and it did very well, as we had a large bump in Internet traffic that day,” recalls Peter Gasca, Jr., Wild Creations CEO. The following week, they had a review by homeschool blogger The Pioneer Woman, who showcased the EcoAquarium in a Twitter party. “Not only did traffic increase two to three times more than our showing on television, but we captured sales from a majority of visitors, as tracked with a promotional code used at checkout.

“At that point, we understood the power (and value) of social media. Now we engage through our blog, Twitter and Facebook, and actually encourage customer service questions to be submitted on Facebook,” says Gasca.

Fat Brain Toys owner Mark Carson tells a social media Cinderella story. They were winners of the 2011 American Express OPEN/Facebook Big Break for Small Business contest. Before the contest started, they had 942 Facebook fans, Carson says. After the two-week contest, they had 2,500. A year later they have more than 20,600.

“We were really out there pitching it hard to anybody who would listen [during the contest],” says Carson. Their incentive? They really wanted the prize: a boot camp at Facebook headquarters in Palo Alto and $20,000 in cash to finance a Facebook marketing plan.

Fat Brain used its Big Break to quickly ramp up sales and increase revenue by (continued on page 22)

(“Social Media Marketing: ASTRA Members Reap Benefits” continued from page 20)

over 150 percent from Facebook visitors alone, according to the American Express OPEN Forum.

“Honestly, at the time (of the contest), we didn’t have a very focused social media effort going on,” Carson says.

“What it’s really good for is to convey that voice and make it reflective of the company you are. The mistake is often made that people look at Facebook as a place to post offers. It’s more a place we can engage our customers, and hopefully they’ll understand who we are.”

The policy at Safari Ltd. is to make itself as available as possible on various sites. “We recognize that the opportunities with social media are endless,” says

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Kateva Rosato, social networking specialist. “You receive instant access to thousands of consumers with limitless exposure. You gain insight into what your customers actually care about and what they are saying about you. Finally, you are giving your company a unique voice to participate in these conversations.”

Safari posts to Twitter several times a day with company updates, re-tweets and unique content. They broadcast giveaway contests on Facebook and share others’ interesting posts. They’re on Pinterest, too, where they don’t just pin their products, but also pin interesting articles and others’ images they think their followers will enjoy.

They also post company updates on LinkedIn and share a variety of content on Google +.

“We consider all this a successful marketing experience because we make sure not to talk at our audience, but converse with them,” says Rosato. “Through these tactics, we have managed to learn what our customers are saying about us, address any potential problems that we would not have known otherwise, and gain priceless insight into our consumers’ wants and needs. Social media isn’t just about reputation management but relationship building. Its influence has proved invaluable.”

ASTRA

Social Media

Plan and Execute Without Going Nuts hether to use social media for your business is no longer the question. The question is: how do you use it most effectively, and how do you fit this task into your workday without being overwhelmed? While some ASTRA members have a person on staff to manage social marketing, for many it’s a toss of the coin whether mom or pop is going to take on the task.

Claim your listings. Google your business by name and category. Click through to every search engine where it comes up – Google, Yahoo!, Yelp, Bing, Citysearch and others. Look for any prompts to claim your listing, which will require setting up

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a login and password. Update as much information as you can.

But you can’t stop there. Check at least monthly. “You have to be the most current submitter to search engines all the time, or they’ll do it for you,” says Greg Swanson of ITZ Publishing, a strategist for new media. Search engines constantly search the Web for the latest information, and will fix your information without your knowledge, even if someone plugged it in wrong.

The search engines want answers to these questions: Is it really a toy store? Is the address correct? Are you open?

“If people are talking about you,

you’re open,” says Swanson. But if they mistype your address or phone number, you could appear to be open somewhere else in the next update. Here’s some advice.

A Start with one channel, such as Facebook or Twitter, and focus on doing that well. Create content that spurs conversations and fosters relationships.

A Plan, plan, plan. You are creating a community, so know your audience, your message and how you will respond to customers’ comments. (continued on page 26)

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NEW! MINI PACKS 24 October 2012

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astratoy.org

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Smart Toys and Games, Inc. 2822 Van Ness Avenue San Francisco, CA 94109

Phone (800) 542-6375 Fax (415) 931-5250 sales@tangoes.com

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(“Social Media: Plan and Execute Without Going Nuts” continued from page 24) pegLoom

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A Blog. If the thought of writing something meaningful on a regular basis drives you to despair, turn to YourNeighborhoodToyStore.org for content. Not only will you appear as an expert to your customers, but the search engines will think kindly of you in an algorhythmic sort of way.

Easy Weaver

Harrisville Designs, Inc. O harrisville.com PO Box 806, Harrisville, New Hampshire 03450 1-800-338-9415

Fax: 603-827-3335

A Don’t think Facebook can replace a website. While Bing searches Facebook, Google does not. You can link your Facebook page and Twitter feeds to your website, but you need that site for search.

A Since 50 percent of the time people search for you by smartphone, they’ll be more likely to find you if your website is optimized for mobile.

A Overwhelmed with all the tweeting, posting and messaging? Many ASTRA members have tamed that monster with HootSuite, a social media management dashboard that lets you manage multiple networks.

“I love the ease of HootSuite,” says Terry Myers of Kaleidoscope Toys in Round Rock, Texas. “Every Sunday we plan out the entire week with Facebook and Twitter posts, then I can forget about it. You can do copy, images and video.”

Katherine McHenry of Building Blocks in Chicago uses it on her phone to manage all her social media accounts. She posts live through the software rather than scheduling posts because she read that Facebook factors HootSuite into its algorhythm and lowers the chances of followers seeing the post.

Karin Belanger of Scalliwag Toys in Belleville, Ontario, blogs on her own domain rather than a site such as wordpress.com, using bit.ly to shorten the URL of each post as it’s written. Then, she uses HootSuite to post the blog to Twitter and Facebook.

26 October 2012

ASTRA

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astratoy.org

Save the date for ASTRA’s Night in New York!

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rab your friends and join the fun of an elegant evening in New York at the classy Bryant Park Grill on Sunday, February 10 from 6:30 to 9:30 p.m.

Hors d’oeuvres, a complete dinner buffet and a full open bar are included for the low price of $75 per person.

New location, delicious food, same low price. Watch for your personal invitation coming soon and register early. This event always sells out.

Plan your stay for Toy Fair in New York City!

It’s never too early to plan your stay in New York during Toy Fair. This year, we return to The Roosevelt Hotel, 45 East 45th Street, New York, New York.

It costs $219 per night. You must book through travel planners – visit www.astratoy.org/astra-at-toy-fair.asp.

The bus stop will be serving ASTRA Members to and from the Jacob K. Javits Convention Center.

Bryant Park Grill on Sunday, February 10, from 6:30 to 9:30 p.m.

astratoy.org

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October 2012 27

Why Put the Effort into a Shop Local Movement?

by Mary Sisson, Kazoodles

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ast spring, ASTRA sent Linda Hays and me to Louisville to the national conference of the American Independent Business Alliance (AMIBA). “Go Local, Grow Local” was the theme, and presenters and participants represented independent business alliances of all stripes. Some were brand new; some had a decade under their belts.

But all of them had the same goal: to educate their communities about the value of supporting local independent businesses.

When we came home, I knew I hadn’t gone just for ASTRA. Shop local efforts had begun and fizzled in my community – Vancouver, Washington, a city in the shadow of Portland, Oregon, and often confused with the Canadian city. It was time to light a fire and get a movement started again. But I already work more than full-time running my store. Editing the ASTRA Newsletter is another part-time job. Is it really worth the energy to organize a shop local movement?

The answer is “Yes!” Here are some of the reasons.

• It increases the bottom line for independent businesses. For five straight years, even through the recession, independent businesses from communities with independent business alliances

“Go Local, Grow Local”

reported better results and more growth.

In 2011, the increase averaged 7.2 percent for communities with an IBA and 2.6 percent without.

• It’s not just economic growth. It’s about the kind of growth you want your community to have. It’s the fabric of the community and the quality of the experience of living there.

• In a Maine study, 14 cents of every dollar spent at a chain store returned to the local community versus 48 cents from locally-owned businesses. Many other studies over the last 10 years have produced similar results.

• An alliance promotes local business collaboration as you work together to build a powerful, collective brand. When a few hundred businesses are all using the same logo, people remember.

• It builds a voice for independents, and engages citizens as the community considers competing visions of economic development. With big box retailers, the net job increase may actually be negative. A group effort can get institutions such as government, schools, hospitals, prisons and more thinking and buying local.

We’re still in the fledgling stage, but Buy Vancouver is now launched, thanks to the volunteer efforts of a group of busy business owners. Speakers in Louisville emphasized that the most successful IBAs have paid staff to carry out the day-to-day business. We’re a long way from that.

But when people see three Columbia River salmon swimming in a triangle, they know this is a business that will keep their money flowing in Vancouver. And it’s a start.

ASTRA

28 October 2012

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NEW for 2013

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Perfect for

Serving the Toy Industry since 1982.

Replicas designed by Safari Ltd® in the USA. Shop our entire collection at safariltd.com or call 800.554.5414 for a free color catalog.

Plans Abound for

upcakes and karaoke, puppets and play, games and giveaways.

Those and more are elements of Neighborhood Toy Store Day plans in stores around the country. Some are designed to draw people into stores.

Others are aimed at sending toys out the door with those same people. And still other plans reach out that door to help kids and families in local communities who need a boost for the holidays.

Connie Hoeft of CR Toys in Kearney, Nebraska; Janet Gregory of Over the Rainbow Toys in Anchorage, Alaska; and Cynthia Compton of 4 Kids Books and Toys in Zionsville, Indiana, will be collecting for their local Toys for Tots drives.

Compton is using a local photographer to take pictures of customers who come in with a favorite toy. If they bring something for Toys for Tots, they get a free 5by-7 portrait.

Gregory gives a 50 percent discount off anything that goes in the donation bin.

“I try to structure my NTSD message around the shop local theme – you support us, we support the community.”

“Local” is the word of the day as stores emphasize the value of supporting local businesses. Many stores are bringing in doughnuts, cupcakes or cookies from other local shops. Compton invited other local businesses and services to come display at her store.

C

Local talent will use stores as a stage.

A local animator has been invited to World of Mirth in Richmond, Virginia.

Kazoodles in Vancouver, Washington, is bringing in a puppeteer and a pair of yoyo experts. Kidz Enterprise Toys will have a magician perform. Since the Tyngsboro, Massachusetts store isn’t too far from Fun Q Games in Warwick, Rhode Island, a Fun Q representative will be on hand for a Befuzzled game contest, owner Tracey Harding says. “We’ll reward the winner with a gift certificate to the store.”

Everyone wins a prize at Purple Cow Toys in Astoria, Oregon, when they pin the tail on – what else? – a purple cow.

Owner Katie Murray offers the chance to make Harrisville potholders and Do-a-Dot Art. “Our holiday shopping season does not usually kick in until Black Friday,” she says, “but since we celebrate NTSD, it has started mid-November. Oh, because we always have a 20 percent off everything sale, too.”

Elsewhere in Oregon, Hopscotch’s Linda Hays recruits teen girls as Santa’s elves to help kids make their letters to Santa using art supplies provided by Faber-Castell and stickers from various vendors. Kids can send them via a decorated mailbox on the street. She hands out sheets for a “We love Hopscotch because…” coloring contest, to be returned by the end of November.

“All of this is pretty easy to execute, but it really does feel like a party that day,” says Hays. “My numbers are triple what they used to be, and I invest $70 to $100 in supplies. I love it because my store is dialed for Christmas at that time of the year. It’s the absolute best time to show it off.”

Party time doubles that day for Betsy Ordemann, who, like last year, will celebrate her store’s birthday with face painting, giveaways and raffles. Entertainment in New Orleans? It’ll be at Magic Box Toys on November 10.

Phil Wrzesinski’s Toy House and Baby Too in Jackson, Michigan, will put products into kids’ hands with a LEGO building contest, a yo-yo competition and a Playmobil play day.

Manufacturers are again stepping up to support Neighborhood Toy Store Day with generous offers of product for the day’s festivities. Educational Insights offers a Game Day marketing package, Wikki Stix has a cooperative mural activity available, Plan Toys put a fishing game offer on the table and Thames and Kosmos has a free science kit to give away that day.

Many more offers are available for retailers to choose from to promote the products they sell by letting families experience the fun. Check page 32 for more, and find new offers at www.astratoy.org and the weekly e-bulletin.

ASTRA

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Find ready to print posters like this one, ad slicks, email templates, press releases and more at www.astratoy.org/ntsd.asp

What Can Make Your Customers Say “Woohoo” this Neighborhood Toy Store Day?

I

f you said free toys and games, fun play day kits and lively demonstrations, you would be correct! ASTRA manufacturers are a retail partner’s biggest supporter for a successful Neighborhood Toy Store Day. This listing has some interesting ideas to make your store the fun place to be on November 10.

Check out these free giveaways for your Neighborhood Toy Store Day events from the manufacturers below.

mail a link and copy of your post to katevarosato@safariltd.com

by October 30 to claim your free case. Limit one case per store.

Blue Orange Games Bert@blueorangegames.com www.blueorangegames.com (415) 252-0372 Contact us at the number above for your free NTSD play day kit, which includes 50 Spot it! Discovery Packs, sign-up sheets and winner certificates to organize Spot it! and Fastrack Tournaments, one Spot it! demo for the tournament, one Fastrack demo for the tournament and one Blue Orange t-shirt.

Thames & Kosmos order@thamesandkosmos.com www.thamesandkosmos.com ASTRA members are eligible to choose one of the following free kits to give away to customers on Neighborhood Toy Store Day: Electricity & Magnetism or Crystal Growing.

International Playthings LLC orders@intplay.com www.intplay.com To add more “FUN” to your Neighborhood Toy Store Day, International Playthings is providing a “Box of FUN,” which includes an activity kit, scavenger hunt materials and toys to be used as free prizes for the day! Look for a “Box of FUN” order form via email or see your local sales rep for information on how to order your “Box of FUN” by October 15.

The Orb Factory Damien Crocker orders@orbfactory.com www.orbfactory.com The Orb Factory is excited to again support Neighborhood Toy Store Day! We have even created a special free play day kit to support your event. To learn more, contact your local rep or The Orb Factory at orders@orbfactory.com.

Safari Ltd. Kateva Rosato katevarosato@safariltd.com www.safariltd.com In honor of Neighborhood Toy Store Day, Safari Ltd. is offering one free case (48 replicas) of our Incredible Creatures Meerkat with Baby to every ASTRA member who shares a testimonial about our products, or a picture of customers with our products on their Facebook, Twitter, Pinterest or Google+ page. To qualify you must tag Safari Ltd. in your post, be an ASTRA member located in the USA and only use the product as free giveaways to children at your event for the 2012 Neighborhood Toy Store Day. Please e32 October 2012

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Wikki Stix Kem Clark kclark@wikkistix.com Make a Wikki Wall Mural for all to see! We will send you a long roll of finger-paint paper, which you can stretch out onto tables for kids to work on. Try these suggested themes – a garden, underwater, outer space or winter – and we’ll supply lots of Wikki Stix. All you need to add are some kid-friendly scissors, markers and crayons. Once the scene is complete, have each artist sign their portion, then tape it on a prominent wall or window so kids can bring their friends and relatives to see what they helped create!

Check out these offers with purchase for your Neighborhood Toy Store Day Events from the manufacturers below.

Educational Insights, Inc. Julie Cho Julie@educationalinsights.com Place an order of $300, and we’ll offer you our Game Day Marketing package valued at $180. The package includes two high-quality game day t-shirts, balloons, six puppets, a 20-pack of Playfoam, a customized EI event poster, e-blast and bag inserts.

Endless Games Brian Turtle bturtle@endlessgames.com www.endlessgames.com Receive a free demo game with every case of any Endless Game!

Choose from games like The Cupcake Race, Flippin’ Out!, Follow The Letter, Brainlock or Anger Management!

Visit www.astratoy.org/ntsd.asp for the most up-to-date information.

Note: the listing changes almost daily.

festivity designs Pam Taylor pam@festivitydesigns.com www.festivitydesigns.com Buy ASTRA logo necklaces for your staff or store to receive the Neighborhood Toy Store Day bonus charm free. Buy 36 pieces of regular merchandise to receive a free counter top tray display. Buy 72 pieces of regular merchandise and get hourly giveaways for your customers.

Limit of eight necklaces for giveaways per store. Post photos of winners on Facebook and receive $20 off your next order.

Fun Q Games Jeanine Calkin jcalkin@funqgames.com www.funqgames.com Buy 11 Befuzzled games at wholesale and get the 12th game for free. The 12th game may be used as a giveaway at your store.

Lay-n-Go, LLC Amy Fazackerley amy@layngo.com www.layngo.com Buy 10 Lay-n-Go LITES at wholesale (any color combo – blue, pink, green, red or orange) between now and October 31 to get two LITES for free.

The Original Toy Company Susan McGrath Susan@theoriginaltoycompany.com This offer is for ASTRA brick-and-mortar stores only. Any ASTRA retailer that places an order with our Crocodile Rocker item #6721 in the quantity of four will receive the following: first three rockers will be billed at our new lower price of $23.75 per rocker; the fourth rocker will be billed out at just $15.00 for the Neighborhood Toy Store promotion demo (one demo special price per order).

Remember: in order to qualify for FFA on orders with Crocodile Rockers, your order must be $800 or more as this item ships UPS oversized. Orders must be placed before October 31.

Petsapalooza Carianne Burnley carianne.burnley@petsapalooza.com www.petsapalooza.com Buy 11 Pet Frenzied games at wholesale and get one game for free to use as a play day kit. Hide the pet cards and house cards throughout your store, and if a match is found, customers may receive a discount.

PlanToys, Inc. Ashley Cao Ashley@plantoysinc.com www.plantoysusa.com Place an order between now and October 26 that includes six of our new #5629 Fishing Game and receive our NTSD Kit that includes the following: one #5629 Fishing Game to be used at the event and 18 assorted pieces of our Sealife Kaleidoscopes (#4601, #4602, #4603). astratoy.org

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October 2012 33

Publicity That Counts!

Wowopolis Ari Weinstock customerservice@wowopolis.com www.wowopolis.com We are offering a limited special on our award-winning Colorgami craft and activity line. With each case of 10, you will pay for only 8 kits, receiving two free Colorgami craft and activity kits to use as demos. Made in the USA and available in several themes, this NTSD special is only available through October 31 and may not be combined with other specials. The line can be seen at www.wowopolis.com. Orders must include the code “NTSD” for the 20 percent savings.

Manufacturers – it’s not too late to show your support. E-mail Caryn at cgiznik@astratoy.org with your company name, contact, e-mail address and website, and we’ll include your support in future e-bulletins.

ASTRA

Your Public Relations Experts on Kids' Stuff for Over 18 Years.

Call Lisa Orman, 608-767-1102 or email Lisa@KidStuffPR.com.

Place you order today by contacting Jules Vautour (j.vautour@asmodee.com)!

TEL. (514) 382-8880

34 October 2012

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www.asmodee.com

New Members

RETAILERS A Tiny Kingdom Brannon Bruno 2834 Culver Road Birmingham, AL 35223 (205) 802-8469 bbruno@atinykingdom.com www.atinykingdom.com BeDazzled, LLC dba Brilliant Sky Toys & Books Leigh Slosek P.O. Box 6227 Louisville, KY 40206 (502) 896-0000 Fax: (502) 896-0009 lslosek@brilliantskytoys.com www.brilliantskytoys.com

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

Geneva Gifts, Inc Melissa Reuss 150 Broad St. PO Box 247 Lake Geneva, WI 53147 (262) 248-6756 Fax: (262) 248-1300 genevagifts@sbcglobal.net www.genevagifts.com Giggles: Toys & More Shanna Frieling 2825 W. Main Gallatin Valley Mall #10B Bozeman, MT 59718 (406) 522-8697 Fax: (406) 522-8333 shanna8@q.com

Benton5, LLC Denise Benton 301 Hanover Sq. Lafayette, LA 70508 (337) 237-9724 dfbenton@bellsouth.net

Green Beans Toy Boutique Evan Underwood 6333 E Mockingbird Lane Suite 151 Dallas, TX 75214 (214) 887-1177 evan@greenbeanstoys.com

BO Toys and Gifts Inc Oleg Nikitkon 22 Broenna Ct. Staten Island, NY 10309 (718) 701-1636 botoys@gmail.com www.greatgiftsandtoys.com

Greenlands Stores LLC Steve Gorn 2000 North Federal Highway Delray Beach, FL 33483 (877) 788-2994 Fax: (877) 788-2995 steve@greenlandsstores.com

The Children’s Store Becky Broun 243 S. Elliott Road Chapel Hill, NC 27514 (919) 942-8027 Fax: (919) 967-0818 becky@thechildrensstoreinc.com www.thechildrensstoreinc.com

Grinnell College Bookstore Cassie Wherry 1210 Park Street Grinnell, IA 50112 (641) 269-3424 Fax: (641) 269-4888 Wherry@grinnell.edu www.grinnell.edu/offices/ bookstore

Christopher’s Christopher Sandlass 632 Baltimore Pike Bel Air, MD 21015 (410) 838-1808 christophersco@aol.com www.christophersgiftshop.com

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Hip Hip Hooray Holly Schulz 840 Willow Road Northboork, IL 60062 (847) 272-7459 Fax: (847) 272-7483 hiphiphooray@att.net

HomeTown Toys LLC Deb Wilson 202 W Third St. Dover, OH 44622 (330) 343-8699 Fax: (330) 232-9900 dwilson@hometown-toys.com www.hometown-toys.com HRT Inc Jacob Maslow 144 Joseph Ave. (718) 576-2214 Staten Island, NY 10314 jmaslow1@gmail.com Kidz Kupboard Nancy Blair PO Box 6842 Incline Village, NV 89450 (775) 881-8556 nlblair@pacbell.net The Laughing Place Kathy Eschler 19 Lake St. Owego, NY 13827 (607) 687-3294 eschler.k@hotmail.com Learning Hands-On, Inc. Debbie Robillard 1700 McHenry Avenue #61 Modesto, CA 95350 (209) 491-2937 Fax: (209) 667-1031 deborahrobillard@juno.com learninghands-on.com

Mayberry Toy Co. Paul Stroup 259 N. Main Street Mount Airy, NC 27030 PO Box 1827 (336) 401-3462 pstroup72@gmail.com

Water Street Retail Joe Cook 7887 Fuller Road #111 Eden Prairie, MN 55344 (952) 583-5655 joecook1@live.com

MANUFACTURERS Momo’s Special Toys Melissa Henry 4403 Windsor Oaks Chase Marietta, GA 30066 (888) 534-1999 Fax: (770) 926-1999 melissa@momospecialtoys.com www.momospecialtoys.com Teachers Center Inc. Doug Brigham 6505 Constitution Blvd.

Portage, MI 49024 (269) 327-4666 discover@teacherscenter.com Tiddlywinks OC Jeanie Viveros 129 N. Glassell Street Orange, CA 92866 (714) 396-7440 jeanie@tiddlywinksoc.com www.tiddlywinksoc.com Todays Concept Allen Barsano 190 Whitman Ave. Edison, NJ 08817 (732) 947-3208 shnares@yahoo.com

LeWonderment, Inc. Peggy Pawloski 421 South 11th Street Omaha, NE 68102 (402) 206-9928 peggypawl@aol.com www.lewonderment.com

toy store Lori Carlisle 1103 Dennis Street Brandon, MB R7A 5G6 Canada (204) 727-7263 bornfridaythe13th@hotmail.com

MACkite Lynn Negen 106 Washington Ave. Grand Haven, MI 49417 (616) 846-7501 Fax: (616) 846-0106 lynn@mackite.com www.mackite.com

Twirl Toy Shop Kimberly Liu 10 North Main Street Pennington, NJ 08534 P.O. Box 234 (609) 577-0503 kimannliu@yahoo.com

Anton Publications Glenn Anton 2711 B Curtiss St. Downers Grove, IL 60515 (630) 971-1048 Fax: (630) 971-9670 geja2@aol.com www.antonpublications.com Dee’n’Me Mary Ellen Panaccione 8673 Hampsire Glen Dr. S. Jacksonville, FL 32256 (904) 703-3527 Fax: (904) 703-3527 mapana88@comcast.net www.nuggabldemelodies.com Festivity Designs, LLC Pam Taylor PO Box 51087 Seattle, WA 98115 (206) 409-8563 Fax: (206) 528-0828 pam@festivitydesigns.com www.festivitydesigns.com Fuzzytails

by Lisa McCue, LLC Kenneth Karsten 76 River Drive Annapolis, MD 21403 (410) 263-2935 Dr.Z@jibbaroo.com www.jibbaroo.com GrandCamp Adventures Colleen Golden PO Box 8310 Atlanta, GA 31106 (404) 214-9861 Fax: (404) 888-1704 colleen@grandcamp.com www.grandcamp.com

To all of our Specialty Retailers, The Choose Friendship Company Team offers our continued gratitude for your enthusiasm and support of our multiple award-winning craft toys.

We’re happy to provide you with the tools you need in promoting Choose Friendship Company products; please contact us for the opportunity to serve you better. We offer:

Å” 1SPEVDU 2VBMJUZ (VBSBOUFF Å” 'SFF 1SPEVDU 4BNQMFT Å” $IPPTF 'SJFOETIJQ $PNQBOZ QIPOF BOE FNBJM TVQQPSU

Order 12 of any item by November 1st and receive: Ŕ 'SFF 4IJQQJOH Ŕ 4BNQMF JNBHF CSBDFMFU GSJFOETIJQ CSBDFMFU PS SJCCPO CBSSFUUF Ŕ /FX SFUBJMFST QMBDF ZPVS ţSTU PSEFS BOE BTL BCPVU ZPVS GSFF TUBSUVQ LJU

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Japan Artec, Inc. Kenji Sugisaki 21151 S.Western Ave. Ste 242 Torrance, CA 90501 (310) 933-4790 Fax: (310) 933-4732 info@artec-educational.com www.artec-educational.com

StinkyKids, LLC Britt Menzizs 587 E. Morningside Drive Atlanta, GA 30324 (404) 259-8911 Fax: (404) 874-4250 britt@stinkykids.com www.stinkykids.com

Jet Creations Inc. Jimmy Tseng 6060 Farrington Ave. Alexandria, VA 22304 (703) 823-6225 Fax: (703) 823-6730 jimmy@jetcreations.com www.jetcreations.com

Zometool Inc. Carlos Neumann 1040 Boston Ave. Longmont, CO 80501 (303) 297-3387 carlos@zometool.com www.zometool.com

AFFILIATE Kristal Educational Inc. Michael Krautter 9236 Cote-de-Liesse Montreal, QC H8T1A1 (514) 420-0040 Fax: (514) 420-0041 michael.krautter @kristalcanada.com www.kristalcanada.com Mungi Bands Chad Anger 4510-G Northchase Pkwy. NE Wilmington, NC 28405 (910) 622-0439 info@mungibands.com www.mungibands.com NumbersAlive!

Rebecca Klemm 975 F Street NW Washington, DC 20004 (202) 667-5244 Fax: (202) 667-5793 rebecca@numbersalive.org www.numbersalive.org

321 Product Launcher Scott Kempler 2536 Woodlawn Rd. Northbrook, IL 60062 (773) 251-5852 scott@321productlauncher.com www.321productlauncher.com NSF International Ashlee Breitner 789 N. Dixboro Road Ann Arbor, MI 48105 (734) 769-8010 Fax: (734) 769-0109 abreitner@nsf.org www.nsf.org

SALES REPRESENTATIVES BGN Sales Group Gordon Bortnick 2116 W. Dickens Ave. Chicago, IL 60647 (773) 235-0893 Fax: (773) 235-2063 gordonbortnick@gmail.com www.bgnsales.com The Rosenthal Group, a Division of Ken Rosenthal & Associates Sarah Rosenthal 224 Sudbrook Lane Baltimore, MD 21208 (410) 484-4007 Fax: (410) 484-5510 sarah@krasales.com The Honey Bee Company Kelley Williams 629 Hancock #2 Brooklyn, NY 11233 (224) 402-3963 kelley.o.williams@gmail.com

Revenew Sales Tom Rushton 3502 Marathon Ave. Castle Hayne, NC 28429 (910) 617-9949 tomr@revenewsales.com www.revenewsales.com

Smarty Parents, Inc. Chris Bartell 2845 NE 56th Ave. Portland, OR 97213 (503) 916-9780 Fax: (503) 296-2713 chrisb@smartyparents.com www.smartyparents.com ASTRA

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“Empowering America’s Retailers” POINT • • • • •

OF SALE Customer Loyalty and History Lookups High Speed Credit Card Authorization Elimination of End of Day and Month Processing Real-Time Data Transmission Gift Card/Store Credit Tracking

PURCHASING • • • •

Exceptional Open to Buy by Company or Store Forecasting and Allocation Seamless Special Order Processing Automatic Reordering

INVENTORY CONTROL

REAL-TIME RETAIL RELIABLE

FLEXIBLE

• • • • •

Automatic and Recommended Transfers Markdown Management Encyclopedic Audit Trail Real-Time On-Hand Inquiries Physicals without Business Interruption

INTUITIVE E-COMMERCE

PARTIAL CUSTOMER LISTING Barston’s Child’s Play The Children’s General Store Crackerjacks Creative Kidstuff Curious Kidstuff Doodlehopper 4 Kids Froggies 5 and 10 G Whillikers Green Caboose Growing Tree Toys Jackrabbit Toys

Kits ‘N Kaboodle Larson’s Toys & Games Once Upon a Time Pip Squeak and Wilfred Playfair Toys Smart Toys and Books ToySmart Timeless Toys Toy House Toys That Teach Wondrous Things Zoom

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Real-Time E-Business and Fulfillment Fed-Ex and UPS Interfaces Instant E-Mail Confirmations Comprehensive Fulfillment

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Real-Time Allocation and Fulfillment Order Management Tools Pick Tickets, Packing Slips, Invoices Back Order Status Reports

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Sales and Trend Analysis Color and Size Analysis Location Comparisons Daily/Weekly/Monthly Sales Gross Margin Return on Investment And Many More Throughout!

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