ASTRA May 2014

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 • M AY 2 0 14

MAKING CONNECTIONS ASTRA’s Marketplace & Academy June 8-11, Phoenix, AZ

MESSAGE From the Chair

New People, New Direction

by Linda Hays

T

his is my last newsletter address as the chair of your association. I can’t express what an honor it has been to serve ASTRA and the spectacular individuals that it has on its board.

Though their backgrounds vary widely, there is a common thread of ethics and a determination to be in service to the whole that has made working with them an unmitigated pleasure.

I am currently serving on the nominating committee, which is made up of several non-board members, the board chair and the incoming board chair. The nominating committee has been thoughtfully designed to make sure that the board members are not being chosen by the board. This ensures that there’s no possibility of a lockstep induction of an insider crowd, or a team of people who could push an agenda. The board positions are filled by members from every leg of our association.

Once again I am struck by the intentionality with which this is all laid out. By the hard work that is done on the part of each new nominating committee every year in vetting the candidates. By the infrastructure that has been developed one decision at a time to allow all of this to come together and create the balance that enables the board to be as effective and representative as it is. I have been especially grateful for this process, as it has allowed me to serve on the board, and move into the position of board chair, in spite of the fact that my store is so small.

I was given this opportunity because at the time I submitted my nomination there was a desire for representation of smaller stores on the board.

You see, it is not only the three legs of the membership that are considered, but the subcategories within those.

Large/small, male/female, local/regional, fresh ideas/experienced perspective, all of this is discussed. There was a time not so long ago that ASTRA struggled to have enough volunteers to fill the board positions. Now we are blessed with many who are willing to serve in this capacity. That will mean that many of those who are nominated will not be selected. Please don’t let that deter you from putting your hat in the ring, and then putting it in the ring again. I have yet to see an invalid application – only good people who didn’t fit the profile we needed to get the mix the nominating committee saw as most balanced and in best representation of the membership that year.

I have also been fortunate enough in my term to be part of establishing a new strategy for the association going forward.

Our final strategic planning meeting is one week away, but when this is published, it will have already taken place. I can’t say for certain what will emerge at the end of that two-day session, but I find myself compelled to write about the work that has been done so far.

There has been a strong determination from the start to cast a broad net, to expand our vision, and to consider all possibilities so that we may find the things that could shift the paradigms enough to make way for real and important change within the association. I expressed in my last newsletter address how difficult it was on all of us to resist the urge to declare a list of action items

as we came away from our strategic planning meeting in September. Today, I am feeling altogether different. Each board member has had the opportunity to sit with what we learned, and to stew on further development.

At our meeting in February, it was clear that we were all feeling excited about re-engaging the material. We felt really enthusiastic about being able to make some decisions that will bring the kinds of change that we feel ASTRA is in need of and ready for. It is humbling to be at the helm when such important work is being done by so many who have their hands on the rope. It is humbling to look at the accomplishments of those who have towed the rope before us. I am ever grateful for the education and edification that this process has brought to me. Thank you for allowing me to serve.

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

astratoy.org • May 2014

5

Board of Directors Chair Linda Hays Chair-Elect Michael Levins Treasurer Lillian Davis

April 2014 • astratoy.org

Secretary Dean May Ann Kienzle

Features

Directors Bob Breneman Thea Brown Lea Culliton John Giacobbe Tim Holliday John MacDougall Ted McGuire Jeff Pinsker Claudia Towles

MONEY MATTERS 10 12

Profit Survey Benefits You, Benefits All of Us How Much Is Your Business Worth?

14

TOY STORIES 14

Spring: Selling the Great Outdoors

Newsletter

TRENDING NOW 16 18 21 22 23 24

From Zero to Showroom in Five Years The Great Triangle: Vendor-Rep-Retailer Fads: Be Proactive, Not Reactive What’s Hot for 2014 The Bottom Line of Fads My Two Cents on the Rainbow Loom Phenomenon

23

ASTRA MARKETPLACE & ACADEMY 26 32 38 42 44

Keynote Speakers Brand New Track Programming Schedule-At-A-Glance Thank You to Our Sponsors Family Fun in Phoenix

Membership and Communications Manager Caryn Giznik

Think Things Are Complicated? You Could Be Canadian

Message from the Chair President’s Report Ready, Set, PLAY … for Children with Disabilities

Associate Director of Meetings and Exhibits Amanda Zawad Associate Program Planner Laura Sweitzer

48 ASTRA Welcomes Its Newest Manufacturer Members 62 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, email kmchugh@astratoy.org.

6 May 2014 • astratoy.org

Graphic Artist Jennifer Srmack

President Kathleen McHugh

Departments 5 7 8

Assistant Editors Alyssa LaFaro Tina Manzer

ASTRA Staff

ASTRA NEWS 46

Editor Mary Sisson

Membership Services Associate Dee Marsden The ASTRA Newsletter is published by the American Specialty Toy Retailing Association, 432 N Clark St., Suite 205, Chicago, IL 60654, 312-222-0984, fax 312-222-0986, email info@astratoy.org.

Website: www.astratoy.org. Copyright © 2014 American Specialty Toy Retailing Association. All rights reserved.

Advertisements are accepted. For more information, contact Rick Kauder, Fahy-Williams Publishing, 800-344-0559; email 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 Make Connections That Count in Phoenix

by Kathleen McHugh

I

n surveys, people say that networking is the number-one benefit of attending ASTRA’s annual convention. What is it that makes networking so important and rewarding? Networking is really all about making personal connections with others who have some of the same interests as you. It begins when you strike up a conversation with the person next to you at the table during lunch. That casual hello becomes something more when you begin to unravel shared interests or contacts. In many cases, a friendship is born from that moment.

Connecting with other people at the convention is important to your business. Even the smallest retailer gains valuable insights into the workings of the toy business when they branch out and get to know the people and companies who make up the industry. Having trouble getting a must-have product? You just met the owner of the company over breakfast. You call him directly to figure out what can be done. Confused about what POS system to use? Ask the nice retailer you just met at the roundtable discussion what she uses. Looking for in-store marketing event ideas?

It’s the perfect ice-breaker question at the Sunday lunch, where there will be eight to 10 retailers at your table who are eager to share what they do at their stores.

ASTRA is all about the connections you make, and the ASTRA annual convention offers hundreds of opportunities to create some. From breakfast on the first day to the closing session, there are dozens of ways to connect with the people who make up the specialty toy industry. Make this year the year you turn a casual hello into a new friendship that could last for years to come.

New this year, we carefully divided the sessions into tracks of learning: Business & Finance, Children & Play, Marketing (traditional), and Social Media & Technology. Whether you’re new to the business or an industry vet, there are sessions at every level and experience. We have plenty of “new” in store for you this year.

At the request of our manufacturer exhibit members, we added another day for set up of the exhibit hall (Saturday and Sunday set-up times). This gave us the time we needed to create a broader schedule of manufacturer and sales rep sessions. From the basics of manufacturing to how to create winning partnerships, Sunday will be a busy day for all of us.

Our keynote presenters this year are exceptional. Both speakers are presenting topics that all of our members can relate to in their business. I especially want to encourage manufacturers and sales reps to attend the opening session this year – “Everyday

Excellence: Creating a Customer Focused Team” with Lisa Ford.

It’s a topic that can inspire us all to perform at our best.

Then there is beautiful Arizona. Phoenix offers a wide range of activities for every interest. From its picturesque mountains to the flats of the desert, the landscape alone is something to see. It’s the perfect jump-off point for day trips to Sedona and the Grand Canyon, two must-see vacation stops for any family. And after this winter, we can all use a little heat.

Finally, I want to thank the Convention Committee for the time they took to put together this conference. They worked all summer long discussing ideas and topics. It’s a long process that includes many hours on the phone and spent emailing, but I trust you will appreciate the results this year. If you haven’t already registered, I hope you will join us for one of our most innovative conventions to date.

Safe travels to Arizona.

My warmest regards,

Publicity That Counts!

KidStuff PR is proud to celebrate 20 years of promoting the toy industry Call Lisa Orman, 608-767-1102 or email Lisa@KidStuffPR.com. astratoy.org • May 2014

7

READY,forSET, PLAY...

Children With Disabilities

Reaching Milestones

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

T

he ASTRA Marketplace is coming up, and I am honored to be presenting again this year. My program will focus on how toys can help children of all abilities reach developmental milestones.

Before I give you a preview, I wanted to talk about the whole concept of milestones as it relates to the Marketplace.

The word milestone dates back to the 3rd century, when the Romans placed stones along the roads they so diligently built for travelers to indicate their distance traveled. These markers were also placed for the traveler to calculate the remaining distance to their destination. Isn’t that exactly what this Marketplace gathering is all about – getting together with other retailers and witnessing where you are, yet appreciating the distance remaining to travel?

Milestones recognize accomplishments while challenging us to focus on the future, the miles ahead to be conquered. For children, these milestones take the form of both visible and invisible markers of accomplishments. One visible milestone is how children can physically develop; toys are a great tool to motivate them. But there are invisible

8 May 2014 • astratoy.org

milestones that are more challenging to discern in children – like confidence building, self-esteem and cognitive skills. These markers of a child’s development seep into life gradually, and this growth is harder to pinpoint. Yet so many toys tackle these very attributes and do it amazingly well.

Another developmental milestone we often focus on is social interaction. For children with special needs, this resonates deeply because we are all social creatures by our very nature. Toys and games are the perfect vehicle for children to begin to learn those social emotional skills so desperately needed, and perhaps slightly undervalued, in society today. You, as toy retailers, must realize that your products are needed on so many levels.

So where do retailers fit into the map of developmental milestones? Well, just like the visible and invisible markers, you, too, can look at what can be seen and what is perceived. Visible, for sure, is your bottom line. Are you making your numbers?

Can you make payroll? Are you moving inventory? Just like watching the physical growth of a child, this can be easily mea-

sured. Then there is the invisible growth.

That is the impact you’ve made on your customers and how your personal assistance and your intimate knowledge of your products seep into their conversations with other parents, teachers and therapists.

One outstanding element that makes you special is your ability to answer the question, “What makes this toy special?”

Your understanding of the intricacies of the products on your shelves can help separate you from mass retailers. You are the micro to their macro. Your intimacy with your products is one of your most profound advantages. I hope to add to that advantage in the presentation in June.

Going back to your connection with milestones, look at social interaction. Toys and games are the perfect vehicles for helping children develop social skills, and ASTRA is the perfect vehicle to connect with others who are like you, who you already share common interests with. Use this to your advantage. This is what the Marketplace can offer – a chance to become involved in the collective intelligence of many retailers just like yourself, and to help you create new ways to frame the buying choices consumers have before them.

The way toys help children of all abilities, especially those with special needs, is a message well suited to specialty toy retailers, and one I will address within the context of my presentation. So I encourage you to attend both Marketplace and my presentation.

I also encourage you to do what children do – push beyond the boundaries of what they could do yesterday, and reach new milestones on their journey of development. At ASTRA Marketplace, this could mean making a point to seek out new retailers and manufacturers you have yet to learn about, becoming engaged with new members of ASTRA beyond your familiar circle, and going to as many programs you can possibly fit into your schedule.

ASTRA

MONEY Matters

Profit Survey Benefits You, Benefits All of Us

by Mary Sisson, editor

A

man in a business suit walked into my store one day and offered to do an analysis of my business for $300. I told him I get that service from ASTRA every other year, and it’s free. (More polite than saying “Get lost,” and also true.)

This is the year, and now is the time to fill out the Profit Survey forms ASTRA has sent by email and snail mail. The more retailers who participate, the more valuable the information is.

Why take the hour or less to submit your numbers?

“It saved my backside! I wouldn’t be open today if it weren’t for having my eyes opened by those numbers,” says Michelle Deutschmann of Kaleidoscope Toys in Falmouth, Massachusetts. “I was one of the higher grossing stores with the lowest profitability. My expenses were way out of whack. Some expenses still are, but they are fixed expenses that can only change if I move.”

“I like to see where I stand in the industry,” says Terry Myers of Kaleidoscope Toys (not related) in Round Rock, Texas. “It can tell me where I need to focus for the coming year.”

Mary Holmes, owner of Go Bananas in Ashton, Virginia, adds: “It also focuses you. If you don’t analyze your numbers often, then doing this exercise can be very eye-opening and will give you a starting place on areas to cut back on (if possible) if you learn that you are spending far more than your peers. I really wish, though, more people participated, as I think it will make the data much more relevant.”

The completely confidential survey gives invaluable information to those who participate, showing them where they stand in relation to other ASTRA stores. That information is just as valuable for the industry as a whole.

“Even if you don’t use this information for yourself, it will be available for those who are just getting started in the industry to look at,” says ASTRA Chair Linda Hays of Hopscotch Toys in McMinnville, Oregon. “I don’t know who remembers putting together a business plan with a sense of ‘I’m just making this stuff up!’ But having some real data from real stores would have made me (and the banks) a lot happier.

“As a board member, it has been useful to take the pulse of the industry (or at least the percentage of the industry that participates) to see the overall picture,” she continues. “It’s useful in knowing whether we are tackling issues that matter at all.”

To glean even more from the survey results, retailers can attend two convention sessions led by Al Bates of the Profit Planning Group, the organization that analyzes the survey and creates the reports.

So, in the words of a major brand with a swoosh, “Just Do It.” An hour invested can reap huge dividends for your store and for the specialty toy industry as a whole.

ASTRA

10 May 2014 • astratoy.org

ASTRA June 9-10 Phoenix Conv. Ctr. Phoenix, AZ Become a Retailer

The first 100 to place an order June 9th get a

FREE drink ticket!

Booth 500 800.554.5414 | sales@safariltd.com Figures designed by Safari Ltd® in the US since 1982

astratoy.org • May 2014

11

MONEY Matters We are a manufacturer not a jobber!

( .% -!. +-" !.

How Much Is Your Business Worth?

( 3 +*"3 +(( /"! -!.

Complete

BOARD GAME & CARD GAME Production

-!"- 0(#&(()"*/ 4 -"%+0.&*$ +),"/&/&1" ,-& &*$ 4 0 (&/3 ,-+!0 / ++! ."-1& " 4 .3 /+ 2+-' 2&/%

3*" ! //(" -""'

4

222 !"( *+."-1& " +) 4 &*#+ !"( *+."-1& " +)

12 May 2014 • astratoy.org

Tips for improving its value

by Lynn Switanowski-Barrett

C

hange is a constant part of the retail climate today. Occasionally, change is brought to your toy business due to a change in customer buying habits, but in other instances, change is brought about through the conscious decision to sell a business, as the owners transition to retirement and the next phase of life.

Do you plan to sell your toy store in the next two to three years? If so, have you asked yourself how you should prepare it to make the selling experience a proďŹ table one? And a process where you gather the highest selling price possible because you have maximized the value to the seller?

When determining how to maximize the change in the value of your business, my suggestion is to take a critical look at two key areas. First, review the ways you garner a return on your business investment (a function of the sales and margins that your business provides), and second, review the growth of the investment you have put into the business. These two areas are where a potential buyer will review and determine how effectively you manage the working capital of the business, and how you have returned a proďŹ t during your ownership of the business. (This may not be at the top of your priority list, but to a new owner, these are critical determinations for value.)

When reviewing your business performance, you should

analyze how much you are selling and determine, via key toy industry benchmarks, how your sales performance is versus other stores of your size and scope. You should also use benchmarks to help you understand how your proďŹ t margins measure up to your key industry competitors.

You will also want to review your capital investment performance – i.e. how you are managing the capital you put into the company for technology and infrastructure investments, and how those investments provide a return on bottom-line performance and proďŹ ts.

These critical performance assessments may leave you with work to do to improve the value of the business you are hoping to sell. However, it is important to start the review process in plenty of time so that you can successfully implement the changes that may be necessary in order for you to have a successful sale experience.

Lynn Switanowski-Barrett is the founder of Creative Business Consulting Group, a retail consulting ďŹ rm based in Boston.

CBCG works with retailers to create proďŹ t-improving sales, social media, marketing and open-to-buy programs. For more information, please contact CBCG directly at 617-437-9191, or email lynn@cbc-group.net.

Attend the ASTRA Marketplace Seminar: “How Much Is Your Business Worth? Tips and Tactics to Improve the Value of Your Retail Business�

This seminar will delve into the key areas that a business must evaluate when it’s looking to change ownership. It will give you the tools, tips and tactics to help you prepare for this transition time period. We will focus on teaching independent retailers how to use key retail analytics and benchmarks to drive proďŹ t margins and improve their performance with the ultimate end goal of the business in mind. We’ll help you determine the ďŹ ve critical factors in determining the value of a business, and we will help you with tactics to help you improve performance in these areas if it is failing. We will also help retail business owners understand how to set up a timeline and exit plan for the business that will improve the value based on meeting goals and benchmarks for performance. Attend this session and you will learn how simple changes will help you create more value for business today – and when you want to sell it.

ASTRA

x IJ 0 ļ ‹*Ý ;9:= +*ĭ+X3

Þė NĆ9 astratoy.org • May 2014

13

TOY Stories

Spring: Selling the Great Outdoors

by Susan J. Oliver, Tropomedia, and Mary Sisson, editor

A

fter a winter of crazy weather in every corner of the continent, families are eager to get outside. While most areas won’t be ready for pool toys or water balloons, shoppers will be open to toys for discovery, learning, fitness and fun.

The many sights, sounds, smells and textures of the outdoors make it a perfect place for kids to explore and learn. Research indicates that young children engage in richer imaginative play outdoors than indoors because adults tend to control indoor play more closely, and many outdoor play materials like rocks and trees and leaves are more open-ended than indoor toys.

Another reason that outdoor play is so good for kids is that children often break away from their regular social alliances leading to stronger social skills. The outdoors also eliminates the lure – for part of the day, at least – of screen time (television and other

electronic devices). And in a culture where one in five children is overweight, according to the Centers for Disease Control and Prevention, outdoor play can make a big contribution to children’s movement skills and physical fitness.

How can you steer families to toys with great outdoor play value? Here are some ideas.

• Feature your science section, especially kits and toys that take kids outdoors to probe the wonders of the backyard. This is a perfect time to make a display of bug books, bug houses, nets and related paraphernalia. Four-year-old boys aren’t the only ones fascinated by insects. And with science fair season often hitting schools in the spring, what better time to try out those rocket kits or chemistry experiments that could make a mess indoors?

• Pull together anything gardening-related – kid-size wheelbarrows, gardening tools, gloves and aprons; botany kits and root viewers; kid-friendly fresh vegetable cookbooks. Helping hoe and plant with a tool that fits can inspire a lifetime of gardening enjoyment and scientific discovery.

• Prime your staff on the benefits of outdoor toys that get kids out into spring, whether jump ropes or stilts, riding toys or active games. Throw an umbrella into the mix to inspire kids to get outdoors even during April showers.

• Use your store to promote “Screen-Free Week,” May 5 through 11.

Offer kids an incentive if they can go the whole week without television, video games or other screen-centric entertainment.

Encourage outdoor play instead, and ask kids to report back how they used all that free time. Chances are you’ll hear about fresh air, sunshine and family togetherness.

Besides store displays, make free use of Facebook, Pinterest, Instagram, blogs and other social media with messages of the value of outdoor play. Position yourself and your staff as community experts on engaging children in the world of outdoors.

Remember that outdoor play does not require a playground, a park, an hour, or a beautiful, sunshiny day. Put together a few outdoor activity ideas families can do in 10 or 20 minutes. How about a vigorous session of jump rope? Watching clouds until they pass that tree over there? Making regular visits to a small area – say three square feet – of grass or sidewalk to monitor what’s happening in different weather or at different times of day? Above all, remember that there is no such thing as bad weather, only bad clothes.

Playing outdoors offers endless opportunities for kids to learn, grow and develop healthy habits. Make spring the springboard to encouraging your customers’ families to get outside and play.

ASTRA

14 May 2014 • astratoy.org

TRENDING Now

From Zero to Showroom in Five Years

by Mary Sisson, editor

F

ive years ago, Betsy Harney took a giant leap from California to Washington to start her own sales rep group. She moved into a permanent space in January. Here’s how she did it.

What other professional involvement has helped you grow?

Betsy: Not only was I the first chair “woman” on the board for WTHRA, but also the first woman president of the 40-plus-year-old association based in California. Being involved with this toy association for 18 years built my confidence, validated my place in the industry and forged lasting relationships with many of my “family” members in the toy business.

What led you into the business of being a sales rep?

Betsy: I worked as a sales consultant in a Northern California department store and wanted to do more than clean out fitting rooms. Someone told me I should try outside sales, so I did! My first rep job was selling greeting card lines. I loved building relationships with my customers.

What are the advantages/ disadvantages of having a permanent space?

Where did you get your sales rep experience?

Betsy: I worked for Kathleen Milne Company for almost 20 years, from 1988 to 2008, covering several territories in the states of California and Nevada. I worked closely with Kathleen in many aspects of her group.

What led you to Washington?

Betsy: Three loves of my life led me to the Northwest. The love of my father and granting his dying wish that I would do something for myself and start a business of my own. A loving man who lived in Seattle; with his support and encouragement I was able to start Sugar B Sales. And of course, the love I have for this industry.

The toy business is a big family to me – peers, colleagues, mentors, vendors and customers all backed the Sugar B venture.

Without their support, I’m not sure I could have sustained the early years!

How did you start over in a new area?

Betsy: The most humbling thing I’ve ever done was leave loyal customers and vendors to start a new business from scratch in a territory where I knew no one and no one knew Betsy Harney.

What steps did you take to grow your business?

Betsy: I drove many miles to meet as many retailers I possibly could and participated in trade shows Northwest retailers would attend. Marketing and branding Sugar B Sales really paid off; early on we sent fourto six-page newsletters that were printed and folded by myself. We also sent out countless postcards and e-blasts, which we continue to send twice a month. We forged through the territory building relationships with wonderful retailers of the Northwest, while adding a sales force to make Sugar B Sales a great team of road warriors.

For two years in row, Team Sugar B has been awarded best overall increase in a territory from Douglas Company. We’re up against rep groups in huge territories, yet we seem to rise to the top! Our team works hard to meet the demands of our retailers and our vendors.

What role has ASTRA played in your business?

Betsy: ASTRA has been a great tool for networking, rekindling relationships and starting new friendships to last a lifetime.

Betsy: Since we have grown and the lines list matured, our customers need more time with the products and reps during market week. Having a permanent showroom allows us to present our lines efficiently and provide our retailers with a comfortable atmosphere. We strive to offer the best customer service to all our valued retailers.

What inspires you about the toy business?

Betsy: My biggest reward in the toy industry is truly all about the child. Hopefully all my wonderful lines will inspire interest in music, art, literature, science and more!

With the many toys I’ve sold all these years, I know there are happy and well-rounded kids because of the education I’ve brought to retailers, teachers and parents.

What advice would you give to someone else starting a rep group?

Betsy: Go for it! This is a great business to be in if you love to work hard, need to be challenged every day and want to add creativity to your life. Build relationships with your customers first and everything will follow suit. A close colleague told me it takes five years of hard work to start an agency in a new territory. Sugar B Sales turned five years old this January – and we’re just getting started!

ASTRA

16 May 2014 • astratoy.org

A ESTPLTACER A’ S & AC ARK

M

AD EM Y

JUNE - Q PHOENIX ARIZONA THE YEAR’S BIGGEST GATHERING OF THE

SPECIALTY TOY INDUSTRY

WHERE

PLAY MEANS

BUSINESS “Some conferences you go to, you just see people eating lunch by themselves on the steps. At ASTRA, you see groups of people sharing and laughing all over the place.”

Kate Tanner, Owner, Kidstop Toys & Books The best way Kate Tanner can describe the energy of the event is abundance. “Some conferences you go to, you just see people eating lunch by themselves on the steps. At ASTRA, you see groups of people sharing and laughing all over the place,” says Kate, owner of Kidstop Toys & Books. Attendees are set up to succeed from the minute they register. “Manufacturers, toy reps and retailers are all under one umbrella and we’re all working in the same direction. So you can build rapport with everyone there very quickly.”

The educational sessions only build on that. The Academy is where you get your questions answered about web sites and social media and pricing and operations and any number of other things that concern specialty toy retailers. What you learn in the sessions is as important as those little gems you find in the Marketplace that you know in your gut will be a huge hit. “By the time I leave ASTRA, between the discounts and incentives I get, and the valuable, action-oriented knowledge I gain, the trip is already paid for, probably in quadruple.”

REGISTER AT

www.astramarketplace.org

1 - 8 00-591-0490

astratoy.org • May 2014

17

out on business,” says Richard Henry of Stellabella Toys in Massachusetts. “Best example is Usborne Books. My rep suggested I was missing tons of business … and he was right!”

They know their lines

“The specialty toy industry is made up of many individuals who are passionate about supplying the best toys for children. Online ordering may be the future for other industries, but true toy people always seem to be doing business with people they also consider friends.”

They work for healthy partnerships Wunderlich said reps are a buffer between their customers and vendors, “especially the credit department (or sales prevention department).”

“A great rep understands that their job is to help manufacturers and store owners

“The sales reps we work with are more than just people trying to make a sale for a commission check,” says Cheyanne Kapski of Crazy Aaron’s Puttyworld. “They are truly fans of our product and many of them feel like family. This helps tremendously when they represent us to the stores that are needed to succeed in this business. They are able to discuss our product in a knowledgeable and passionate way.”

While catalogs and emails tell part of a manufacturer’s story, “there is so much information being thrown at the buyers that emails and catalogs often get lost,” says Medina. “The rep will consolidate the most important information during an appointment and relay success stories.”

Hatch pointed out that she can give buyers insight regarding product sellthrough at other stores in her territory.

They do more than take orders While some companies have turned to online ordering, there’s much in a rep’s role that technology can’t replace. “The passion and belief in a product does not come through on the Internet,” says Kapski.

“Online sales are for people who already know they are going to buy the product.

What about all the people who are unsure?

Who have never heard of our brand before?

That is where sales reps are invaluable.”

The bags of samples that strain reps’ backs give customers a chance to get hands-on with a product. Wunderlich points out, “For customers that don’t mind ordering online, they still have to make the time. Most customers don’t get to ordering unless a rep shows up.”

Medina looks at online ordering as an added sales tool the rep can use, also. The ordering history on an online database helps reps see when an account may be missing a hot bestseller.

“We always recommend our customers work directly with their sales rep on any large restocking orders,” he says. astratoy.org • May 2014

19

understand the different challenges each is dealing with,” says Medina. “There are always two sides to every story, and much like a marriage counselor, both sides’ needs should be considered to continue a healthy partnership. A great rep knows where to find the answers before sending

an email or making a call.”

“A great rep is someone who follows the processes the manufacturer puts in place, and informs their buyers of new and exciting things,” says Kapski. “If we receive an order where no follow-up is necessary, the rep has done their job.”

Good rep/bad rep “A knowledgeable sales rep is one of the best business partners I have,” says Janet Gregory of Over the Rainbow Toys in Alaska. “I appreciate their time and efforts, and make every effort to work with them. Inattentive and/or inefficient reps are largely a waste of my time. It is then in the best interest of my business to place my orders direct.”

“A good rep is concerned about what you have in the store – will it sell well, does it fit in with your core, is it the quality that you want, have you ordered enough to cover your needs,” comments Sari Powazak of The Doll House and Toy Store in Arizona. “A bad rep will just sell you all they can without regard to what will be the right product for you. They are more concerned about their income and the short-term outcome rather than your success.”

Phil Wrzesinski of Toy House and Baby Too in Michigan, considers reps like employees of his store. “The best ones get to know my store. They understand the philosophy behind the products we choose to buy. They pay attention to what we already have and look for items that fit our style and make suggestions that make sense. They pay attention to the details of my orders, send me confirmations right away, and let me know when I’ve reached the right levels for different plans or just fallen short. They inform me of backorders, changes in prices, new releases, discontinued items, special promotions, changes in distribution plans of the company. They communicate appropriately and in the ways I prefer. They handle problems such as mis-ships, defects and invoice errors in a timely fashion.

“The worst ones are simply order takers who make suggestions (if they make them at all) based on what they want to sell, not what we would likely sell,” he explains. “They are slow to respond, never proactive and always seem like they are a day behind. They rarely confirm my orders, and if they do, the order is full of mistakes and discrepancies.”

ASTRA

20 May 2014 • astratoy.org

TRENDING Now

Fads: Be Proactive, Not Reactive

by Mary Sisson, editor

“B

e proactive, not reactive,” advises Christine Osborne, owner of four Wonder Works toy stores in Charleston, South Carolina. When it comes to fads, “Retailers need to make things happen. Don’t sit and wait for the trend to come.”

What is a fad? A sudden and unpredictable spike in sales in which consumers are buying a product as much because of its popularity as its usefulness, according to Bryan Lilly, a marketing professor at the University of Wisconsin.

As a fad sweeps across the country, knowing when to jump in is part art, part science, and a good part listening to customers and other retailers. Stores that create the buzz in their communities reap the biggest rewards.

After Osborne brought in Rainbow Looms in July 2013, she promoted them heavily. Cheong Choon Ng, Rainbow Loom creator, visited Charleston and customers paid money to meet him.

The money went to charity. “I have children leading my Rainbow Loom classes. It empowers children to be teachers,” she adds.

Commercials, Facebook, the store website, banners, summer classes – any way she could promote the looms, she did. “A little girl, 9 years old, sold the bracelets and raised $5,000 for a boy with a brain tumor,” she says.

When Rob Pickering, with two Snapdoodle Toys stores north of Seattle, saw the fad booming in the East, he spent days and days trying to get through to Rainbow Loom. Perseverance paid off, and Pickering had no competition until the looms appeared in Michael’s. He’s sold 1,100 looms and more than 4,000 packages of bands since August.

“We put them prominently in the store and ordered every possible color of bands,” he explains. And when the Seahawks won the Superbowl, Pickering ordered Seahawks colors heavily.

“People posted Seahawks designs on Facebook.”

“I just had a gut feeling that this would be huge,” says Sari Powazek of The Doll House & Toy Store in Scottsdale, Arizona.

“I liked the story behind it. I liked the fact that (Choon’s) teen girls were doing the demos on YouTube. I was also fortunate that a regular customer spends the summer on the East Coast and called me to tell me that I must get in this thing called Rainbow Loom. I already had it in the store. When I realized how excited the kids and parents were, I started looking for ways to enhance the craft.”

It reminded Powazek of Beanie Baby days. “Adults, as well as children, loved both the Babies and the Loom. I feel that the Loom has gone the way of the Beanies – there will always be a market for it, but it has definitely slowed down.”

“The trend hit here, but late, after it had died down significantly on the East Coast,” says Cynthia Wyatt of Totally Thomas in San Diego.

“We were ready for it with stock and all, thanks to our East Coast

Cheong Choon Ng demonstrates the Rainbow Loom in Charleston.

friends who clued us in.” Stores with active online sales can also see trends coming when sales spike from other parts of the country.

When is it time to get out?

“Sell to the other retailers where it is just getting started,” recommends Mary Holmes of Go Bananas in Ashton, Virginia.

“Once the trend hits mainstream it’s only a matter of a few weeks before it will be a saturated market, and then it’s done.”

“When the mass gets involved, it’s time to go, if for no other reason than that is when knock-offs are everywhere,” agrees fellow ASTRA Virginian Deborah Smith of Toys That Teach in Richmond.

Going to ASTRA’s Marketplace and Academy June 8-11?

Visit AMEP at booth 642!

American Educational Products LLC 800-289-9299 or 970-484-7445 www.amep.com

For further info contact: Katie Dugan kdugan@amep.com.

astratoy.org • May 2014

21

TRENDING Now

What’s Hot for 2014 hristine Osborne went to Toy Fair 2014 with a mission for the ASTRA Newsletter: to find the next trends.

Here’s what she observed.

C

– ALEX, Creativity for Kids, The Orb Factory – all are capitalizing on the tween art venue. They’re refocusing on doing things with your hands.”

Full-on retro

Engineering

The Simon game, sock monkeys, old Fisher-Price toys, Viewmasters, yo-yos and pickup sticks, and a whole new design of Lava Lamps are some of Schylling’s offerings. Kahootz has grown its collection of Spirograph; the 50th anniversary edition includes a gold plastic disk.

STEM (Science, Technology, Engineering and Math) emphasis in education is translating to toys. “We were happy with all the science kits. We saw a ton of great ones,” says Osborne. “There’s a huge infusion of younger talent.” She’s working with an entrepreneur now who’s creating a STEM toy with a National Science Foundation grant.

Crafts for older kids “The Rainbow Loom was a fad, but it has put an emphasis on tween art,” says Osborne. “Every single art vendor

Plush Mermaids were swimming in this

Announcing the arrival of Rubens Cuties, the newest members of our Rubens Barn Dolls family!

To see our entire family of unique handmade dolls and their accessories, visit rubensbarndolls.com. We’ll be at!

To place an order, call 877.908.5934.

22 May 2014 • astratoy.org

ASTRA Stop by booth

1340

category, as was replicating plush in big and small sizes.

Minecraft “Anything that has Minecraft on it is selling,” says Osborne, such as LEGO Minecraft sets, swords from ThinkGeek and figures from Spin Master.

“The Hunger Games” Crossbows are bigger than ever thanks to “The Hunger Games,” with Marky Sparky’s Faux Bow as an example. Osborne was excited about Two Bros Bows, a company started by 8- and 10-year-old South Carolina brothers who invented soft bows and arrows to grow ASTRA their college fund.

TRENDING Now

The Bottom Line of Fads

F

ads. They come and go, and what do they leave behind? For a retailer who plays it right, a fad can leave a huge chunk of change.

“This is what a new fad or trend can provide a toy store,” says Christine Osborne of Wonder Works in Charleston, South Carolina, “additional revenue, which in turn provides dollars to bonus staff and upgrades one’s stores. A new fad lets you look toward the future and feel comfortable with planning for the next phase of the business.” Rainbow Loom sales added an increase of 30 percent to her year, and she only brought them in in July.

She has spoken with several stores that were struggling and went from being in the red to being in the black thanks to the Rainbow Loom craze. Other companies have developed products around the looms, such as how-to books.

“It truly is a huge shot in the arm for the specialty toy industry.

As I told (Rainbow Looms’) Choon the other day, it is hard to grasp the far-reaching effects his product has on stores like ours. It is huge in sustaining them and what we provide the community, which changes the landscape of cities across the USA.” She recently upgraded slatwall, shelves and gondolas at all four Wonder Works stores, all from Rainbow Loom revenue. It also covered staff bonuses and planning for more efficient and expanded systems in her stores.

Rainbow Loom revenue let Annika Bixby of Brilliant Sky Toys in Wilmington, North Carolina, replace her 12-year-old car. At Playthings, Etc. in Butler, Pennsylvania, Allen DiFrischia got to meet some “wonderful new people and show lots of people the joys of crafting and sharing ideas.”

This isn’t the first fad to net some serious dollars for specialty stores.

Alan Cason sold so many Beanie Babies at his former brick-and-mortar store, AbraKIDabra, that he bought a Lexus, paid off another car, built a screened porch and took a two-week European vacation. Cynthia Wyatt of Totally Thomas in San Diego put a down payment on her house and paid for landscaping.

“Thanks to Beanie Babies I was able to dramatically expand my customer base and draw in more women and children,” says Todd Andersen of Hub Hobby in Minneapolis. Beanie Babies allowed Shirley Reilly to show rapid sales growth in her 2-year-old store, enabling her to qualify for a loan to purchase her commercial building. Katherine McHenry got over her “new store” financial hump and stayed in business at Building Blocks in Chicago.

How about Silly Bandz? “Thanks to Silly Bandz I got to write off a lot of money, so I guess I saved money on taxes, right?” adds McHenry.

HZZ ndj ^c E]dZc^m 7ddi] .%-

ASTRA

astratoy.org • May 2014

23

An essential ingredient to every toybox, every childhood, every generation.

See more puppets at www.folkmanis.com 0r call 1-800-654-8922 for a free catalog.

astratoy.org • May 2014

25

ASTRA 2014

Marketplace & Academy June 8-11, 2014 Phoenix, Arizona It’s time to get re-inspired and reconnected!

Secrets to a Phenomenal Business An interview with Howard Partridge, closing keynote speaker at ASTRA Marketplace

Howard Partridge

26 May 2014 • astratoy.org

What was your first business, and what lessons did you learn from it?

that your business exists for one reason and one reason only: to be a vehicle to help you achieve your life goals.

Howard: My experience is that tell-

Did you have a point in your life when your business ran your life?

ing people what industry I started in devalues what I do and causes my audience to discount the message, so let’s leave that out.

The greatest business lesson I’ve ever learned is also the greatest business lesson any business owner can learn –

Howard: Yes! In 1997, I felt like a slave to my business and couldn’t go on vacation without spending much of the time talking to customers and employees back home. (continued on page 28)

(Marketplace, continued from page 26)

Give us a hint as to one of the five secrets of phenomenal business.

Our members’ businesses range from tiny toy stores to major toy manufacturers. How do your principles apply to this wide range of businesses?

Howard: The five secrets will help you attract more prospects, close more sales, make your customers happier, make more profit and get your employees to do what you want, when you want it.

Sound good?

Howard: Like people, we are all unique, but in many ways we are the same. All businesses have the same “parts” ... marketing, sales, operations, administration and leadership.

What’s the number-one reason we should not miss your presentation?

How did you connect with Zig Ziglar, and what do you admire about him?

Howard: I approached them about distributing their products to my small business audience. Before I left our first meeting we had Zig booked to speak at my conference. Over time we built a stronger relationship, and I became their exclusive small business coach and their first certified legacy trainer.

Howard: The number-one reason is that I’ll show you the number-one reason small businesses don’t grow and what to do about it – and you’ll love every minute of it. Business owners around the world in hundreds of industries are revolutionizing their businesses with my methods. I’m looking forward to being with you all, and I appreciate the opportunity.

Guide Your Team to Business-Building Service An interview with Lisa Ford, opening keynote speaker at ASTRA Marketplace What led you to become an expert in customer service?

Lisa: I got my start working with a consulting firm that specialized in customer service issues. My main focus was designing and conducting training sessions on how to improve the customer experience. I have been working and speaking about customer service for more than 25 years now. I spend time with clients, getting to know their business so my content is relevant to their needs.

Lisa Ford

Can you describe personal experiences with customer service?

Lisa:There are instances of good and bad service that I observe every day.

I just checked into a hotel two nights ago and was greeted by the front desk

employee with absolutely no eye contact. She “sensed” I had arrived at the counter and asked for my last name, credit card and identification. She had to look up to take the card from my hand. What I found interesting is that no one else was there to distract her, no phone ringing – just one customer.

She gave me the assigned room, keys and directions to the elevator. There was no warmth, respect or sincerity. That is not service. She simply delivered a transaction that was not satisfying. On my elevator ride to the room, I saw a number of stickers with “Trip Advisor” on them. The hotel was interested in guests posting positive reviews, but had not done the right stuff to earn one from me.

Here’s a positive experience. Recently after a visit to one of the walk-in (continued on page 30)

28 May 2014 • astratoy.org

A LITTLE EXTRA GOES A LONG WAY!

COMPLETE BALLOON SOLUTIONS for SPECIALTY TOY RETAILERS

ANAGRAMEXTRA.COM

855-511-0061

ASTRA MARKETPLACE BOOTH 822

astratoy.org • May 2014

29

(Marketplace, continued from page 28) medical clinics at Walgreens, I was very impressed with the phone call 24 hours later to check on how my daughter was feeling and reminding her to take all 10 days of the prescribed antibiotic. The nurse’s follow-up was timely, and her tone and interest felt sincere, not rote. This follow-up call exceeded my expectations, especially since I have never received this type of call from the family practice doctor.

How does customer service make a difference in your bottom line?

Lisa: Customer service is the difference in your business. Most customers can get what you offer in many other places, so there has to be a reason to shop and remain loyal to your business and product. That reason is customer service. Price is a tough game to play for any length of time. Personalization, knowing your customers, educating and anticipating their needs is the key to your bottom line. Your customer service must be the reason to continue doing business with you. Customers want a relationship that is memorable.

How do generational differences in employees come into play?

Lisa: The generational differences with your employees can certainly be used to your advantage. The younger generation can be great contributors when you understand this new frontline worker. They are constantly on and always connected. To tap into their potential, change your approach and attitude to engage them differently. Here is what they need in a workplace – a sense of purpose, a sense of freedom and belonging, and a collaborative, team-based environment. This means you need to talk about the purpose of the work, give them control over certain aspects of the job, and be clear on expectations. Allow multi-tasking, adjust to their shorter attention spans, involve them in decisions, and give lots of feedback and recognition. Creating a culture to embrace and engage this generation is necessary for your business success.

How do you equip employees to deal with difficult customers?

Lisa: Too many businesses spend time training on the systems and processes of handling customers and not enough time on

30 May 2014 • astratoy.org

the “soft skills.” The soft skills include how to deal with the difficult customer. First, you must set the example. Your team will watch how you handle the challenges and will also listen to what you say after the customer is gone. The best way to handle a difficult customer is to stay calm yourself and let the customer vent. Don’t interrupt the venting or the customer will, typically, start over.

Once the customer seems finished, acknowledge the emotions. The best way to do this is either through restating, empathizing or finding agreement. Do not start with a logical response after the venting. The customer wants to know they have been heard, and the logical response can irritate even more. In a team meeting, discuss typical difficult customer situations, and guide the team on how to respond and what options are available to them for resolution. It is important for staff to take ownership over the difficult customer situation, so guidelines and boundaries need to be provided beforehand.

What’s the number-one reason we should not miss your presentation?

Lisa: This presentation will be packed with stories, statistics and strategies that can be used immediately in your business.

The content will cover what customers want in an experience, the “new rules,” how to go beyond selling products, asking the tough questions to improve your business and how to engage employees. I will also discuss how creating the customer service culture comes from the leader, and how to guide your team to build loyal customers. You must constantly be thinking about how to take customer service to the next level, and my presentation will inspire and inform you on how to do just that.

astratoy.org • May 2014

31

Brand New Track Programming New! Tracks specifically geared to meet your needs, so you can pick and choose the sessions that will make the most difference for your business. From foundational to advanced, this year’s program offers learning opportunities and formats to fit everyone.

For Retailers Business & Finance Performance Survey Results 101: The Profit Drivers

Sunday, June 8

10:45am - 11:45am

Foundational

Sunday, June 8

10:45am - 11:45am

Advanced

Sunday, June 8

1:15pm - 2:15pm

Intermediate

Wednesday, June 11

8:30am - 9:30am

Foundational

Sunday, June 8

1:15pm - 2:15pm

Foundational

Wednesday, June 11

8:30am - 9:30am

Advanced

Al Bates, Profit Planning Group

How Much Is Your Business Worth?

Lynn Switanowski, Creative Business Consulting Group

Performance Survey Results 201: Planning for Profit Al Bates, Profit Planning Group

Tips and Tricks for Managing Cash Flow Paul Erickson, RMSA Retail Solutions

Children & PlaySponsored by Plan Toys The Value of Creative Play in Childhood Phyllis Brody, Faber-Castell USA

Navigating to Better Understand the Child with Special Needs Ellen Metrick, National Lekotek Center

(continued on page 34)

32 May 2014 • astratoy.org

astratoy.org • May 2014

33

(Programming Schedule, continued from page 32)

Marketing Sunday, June 8

10:45am - 11:45am

Foundational

Marketing to Moms: Social Influencing 2.0 Sunday, June 8

1:15pm - 2:15pm

Advanced

8:30am - 9:30am

Intermediate

Sunday, June 8

10:45am - 11:45am

Intermediate

Sunday, June 8

1:15pm - 2:15pm

Advanced

Wednesday, June 11

8:30am - 9:30am

Intermediate

The Upside of a Changing Marketplace: Buying Locally Kimber Lanning, Local First AZ

Heather Walsh, The Weisse Group

Making Your Ads More Effective

Wednesday, June 11

Phil Wrzesinski, Toy House and Baby Too

Social Media & Technology Inter@cting with Influencers: The Connected Mom Heather Walsh, The Weisse Group

Is Your Retail Business Social?

BYOD (Bring Your Own Device) Lynn Switanowski, Creative Business Consulting Group

Mobile in the Marketplace Jeremy Small, FireDrum Internet Marketing

Complimentary Wi-Fi Access ASTRA will have complimentary Wi-Fi access in the meeting rooms and public space of the Phoenix Convention Center.

34 May 2014 • astratoy.org

(continued on page 36)

2014 ASTRA SHOW Booth 540

1-800-992-9002 www.DouglasToys.com astratoy.org • May 2014

35

(Programming Schedule, continued from page 34)

More Sessions for Manufacturers!

You want more and we listened. We created a complete educational track with sessions for all levels. This year you can set up your booth on Saturday, June 7 from noon to 6 p.m. and Sunday, June 8 from 8 a.m. to 5 p.m. Earlier move-in means you can attend the educational sessions. Make your travel plans accordingly.

For Manufacturers Manufacturing Basics: Your Toy Industry Starter Guide

Sunday, June 8

10:45am - 11:45am

Foundational

Sunday, June 8

1:15pm - 2:15pm

Advanced

Mary Couzin, Chicago Toy & Game Group

Create a Winning Partnership: Manufacturers and Sales Representatives

Bill Bordegon, The Orb Factory (Moderator) with Panelists: Lea Culliton, HABA USA, Lillian Davis, Diverse Marketing, Jan Hatch, The Erin Griffin Group and Kevin McGrath, The Original Toy Company

Branding in a Technology-Driven World Sunday, June 8

2:30pm - 3:30pm

All Levels

3:45pm - 4:45pm

Foundational

1:15pm - 2:15pm

Advanced

Doug Strohm, Tudor Games

Best Practices for Dealing with CPSC

Sunday, June 8

Neal Cohen, US Consumer Product Safety Commission

For Sales Representatives Create a Winning Partnership: Sunday, June 8 Manufacturers and Sales Representatives

Bill Bordegon, The Orb Factory (Moderator) with Panelists: Lea Culliton, HABA USA, Lillian Davis, Diverse Marketing, Jan Hatch, The Erin Griffin Group and Kevin McGrath, The Original Toy Company

Creating Value & Loyalty to Increase Your Sales

Sunday, June 8

2:30pm - 3:30pm

Foundational

Sunday, June 8

3:45pm - 4:45pm

Intermediate

Mike Leeds, Pro Sales Coaching LLC

Sales Representatives and Retailers: Expectations from the Other Side

Terry Myers, Kaleidoscope Toys (Moderator) with Panelists: Todd Andersen, Hub Hobby; Betsy Harney, Sugar B Sales; and Debbie Scholl, FUNdamentally Toys!

36 May 2014 • astratoy.org

astratoy.org • May 2014

37

SCHEDULE-AT-A-GLANCE All events will be at the Phoenix Convention Center unless listed otherwise.

SATURDAY, JUNE 7

10:45 a.m. – 2:15 p.m.

5 – 6 p.m.

Master Class 2.0

6 – 8 p.m.

Sponsored by

All Industry Session: Ignite Learning – Best Business Innovations

Meet and Greet, Lobby Bar, Sheraton Phoenix Downtown Hotel

Noon – 1 p.m.

7 – 10 p.m.

Networking Lunch

ASTRA’s Opening Reception at the Arizona Science Center

Sponsored by

SUNDAY, JUNE 8 7:30 – 8:30 a.m.

New to ASTRA and Marketplace?

Then the breakfast is on us!

7:30 – 8:30 a.m.

Continental Breakfast

8:30 – 10:30 a.m.

Opening Session – Everyday Excellence: Creating a Customer-Focused Team Sponsored by

10:45 – 11:45 a.m.

Breakout Sessions for Retailers and Manufacturers

1:15 – 2:15 p.m.

Breakout Sessions for Retailers, Manufacturers and Sales Reps

2:30 – 3:45 p.m.

Kits, Kits and More Kits (Full Conference Retailers Only) Sponsored by

SUNDAY, JUNE 8 2:30 – 3:30 p.m.

Elevate your senses! Join us at the for a night of fun and exploration. Discover the inner workings of the human body at the many interactive, hands-on exhibits. Snack on zesty Southwestern cuisine, and enjoy the playful sounds of local musicians all while making connections with your industry peers. No matter where you’re staying, there are three easy ways to get to the party: 1.) Hop on one of our shuttle buses at the headquarter hotels. 2.) Take a ride on a pedicab. 3.) Enjoy the short walk.

(If you registered for the full conference, this reception is included in your registration fee.) Sponsored by

Breakout Sessions for Manufacturers and Sales Reps

3:45 – 4:45 p.m.

Breakout Sessions for Manufacturers and Sales Reps

MONDAY, JUNE 9 7 – 8 a.m.

Breakfast Buffet

8 – 9:30 a.m.

ASTRA’s Annual Business Meeting and Awards Presentation (continued on page 40)

38 May 2014 • astratoy.org

(Marketplace Schedule, continued from page 38)

MONDAY, JUNE 9

TUESDAY, JUNE 10

WEDNESDAY, JUNE 11

9:30 a.m. – 6 p.m.

7:30 – 8:30 a.m.

7:30 – 8:30 a.m.

Exhibit Floor Open

Continental Breakfast

Continental Breakfast

Sponsored by

9:30 a.m. – 6 p.m.

Membership Oasis Open – access to Wi-Fi, charging station and copier

9:30 a.m. – 6 p.m.

Best Toys for Kids 2014 Finalists Display and Voting

11:30 a.m. – 1:30 p.m.

Lunch in the Exhibit Hall

2:30 – 3 p.m.

Ice Cream Social Sponsored by

8:30 – 9:30 a.m.

Breakout Sessions for Retailers

8:30 a.m. – 6 p.m.

Exhibit Floor Open (Extended Hours)

8:30 a.m. – 6 p.m.

Membership Oasis Open – access to Wi-Fi, charging station and copier

8:30 a.m. – 6 p.m.

Best Toys for Kids 2014 Finalists Display and Voting

11:30 a.m. – 1:30 p.m.

Lunch in the Exhibit Hall

5 – 6 p.m.

Cocktail Reception

2 – 3 p.m.

Ice Cream Social

7 – 10 p.m.

Sponsored by

Game Night (Open to All Retailers) Sponsored by

6 p.m. until…

Free Evening

40 May 2014 • astratoy.org

10 a.m. – Noon Closing Session: The 5 Secrets of a Phenomenal Business and Raffle Drawing To register for ASTRA’s Marketplace & Academy, visit astramarketplace.org.

Register for the full conference by May 15, and you’ll be entered to win a four-night stay at the Sheraton Phoenix – a $675 value!

In order to simplify deadlines for manufacturers we are not printing manufacturers’ Marketplace & Academy specials in the newsletter. The most up-to-date specials are available online at astratoy. org under the “For Members” section.

Specials will also be printed in the onsite Pocket Guide. (continued on page 42)

astratoy.org • May 2014

41

ASTRA’s Marketplace & Academy is generously sponsored by the following companies:

Gold Star Sponsors

Bronze Star Sponsors Silver Star Sponsors

42 May 2014 • astratoy.org

astratoy.org • May 2014

43

astratoy.org • May 2014

45

News

Think Things are Complicated?

You Could Be Canadian A

STRA members include more than 40 Canadian toy stores and a dozen or so Canadian manufacturers, plus members in Australia, Dubai, Bermuda, Puerto Rico, Mexico and other points around the globe. Yet when ASTRA ran the “Love Your Toy Store” contest in February, only U.S. entrants were eligible.

This raised a question: What else do non-U.S. members deal with that those in the states take for granted?

“First of all,” emphasizes Karin Belanger of Scalliwag Toys in Belleville, Ontario, “we love ASTRA. We love Marketplace, and the professional development seminars.”

But often, buying and shipping deals, incentives, contests and promotions available in the U.S. are not available elsewhere.

“We deal with freight, shipping, NAFTA certificates, brokerage fees, currency exchange rates, payment difficulties, duty, customs … issues every day,” says Diane Shaw, owner of Education Station in Edmonton, Alberta.

Belanger and her husband, Richard, are sometimes able to tap into ASTRA specials by using their New York shipping address (a UPS office). They make the four-hour round trip and do the border brokerage themselves.

“It’s not always an option, alas,” she says. “Many things are too large, or too heavy, or else the manufacturer has signed some sort of exclusive deal with a Canadian distributor that results in a hugely inflated cost (up-charges of 50 percent or more over the U.S. cost are not uncommon in this situation).

It is even more galling when the Canadian distributor has an exclusive distribution deal, but still doesn’t keep much product in the warehouse.”

Figuring Alaskan members face some of the same shipping issues, “Could we form a sort of ‘Far North Caucus’ – everyone north of the 48th Parallel welcome?” muses Belanger.

“The huge advantages conferred on us through our membership in ASTRA far outweigh the bits in which we can’t participate,” she says. “We very much relish the opportunity to talk with and share experiences in the United States (we don’t get out much here, you know?) That alone would make ASTRA worth its weight in gold.”

Just don’t blame the Canadians for the bitter winter, she warns. And “Justin Bieber totally isn’t our fault, either.”

ASTRA

46 May 2014 • astratoy.org

Welcomes Its Newest Manufacturer Members Aqua-Leisure Industries Avon, Massachusetts aqualeisure.com Aqua-Leisure, family owned for four decades, is committed to producing quality seasonal leisure products for the entire family.

With offices in Boston and Asia, we offer extensive global distribution of complete modular merchandising programs to our retail partners, thereby providing their customers with the highest quality products at value prices.

Box Play for Kids LLC Phoenix, Arizona boxplayforkids.com We make award-winning, eco-friendly recycling activity stickers that repurpose boxes, cartons and tubes into wonderfully simple toys that stimulate children’s imaginations.

Bread and Butter Publishing Ballwin, Missori kitchenclubkids.com Kitchen Club Kids storybooks celebrate health, family fun and sharing through tales of cooking. Ideal for early child development, each book builds reading skills, counting, colors and cooking fundamentals while promoting healthy eating habits.

It’s never too early to start making smart food choices and eating healthy. Visit kitchenclubkids.com today! (continued on page 50)

48 May 2014 • astratoy.org

astratoy.org • May 2014

49

(continued from page 48)

New Manufacturer Members

Build & Imagine Oakland, California buildandimagine.com Build & Imagine is a new construction toy company that aims to get girls (and boys!) building. Build & Imagine StoryWalls are beautiful building sets that connect with magnets to ignite imaginations. We’re accepting orders for our first three play-sets launching this fall: Malia’s Beach House, the Surfside Cafe and the Marine Rescue Center. Contact laurie@buildandimagine.com to reserve your sets.

Dangermoose Entertainment Peoria, Arizona serpentstones.com Dangermoose Entertainment is an Arizona-based think tank passionately pioneering new ways for people to play. Serpent Stones, a critically acclaimed Aztec-themed card battle game, is Dangermoose Entertainment’s first venture into the toy/game industry and has been nominated for a 2014 Mensa Select Award.

Direct Global Deals Edison, New Jersey directglobaldeals.com Direct Global Deals is a distributor for the hot “As Seen On TV” product category. We carry the latest money spinners like remote control helicopters, UFOs and interactive cars. Flashing novelties for kids like puffer balls, scooters and the latest licensed character back-to-school products are our strong points. Retail price points that offer value for money is our niche.

Enlivenze LLC St. Paul, Minnesota enlivenze.com Enlivenze introduces FlipStir, a new twist in 3-D puzzle gaming – handheld, self-contained so kids never lose the pieces, no batteries required and no rules! Kids just use the wand, gravity and their cleverness to solve the puzzle and reveal the artwork. Shake. Stir. Solve. (continued on page 52)

Your Toy Store Isn’t Just All Fun And Games.

It’s A Business Too. Paddy O’Shea says, “Let us show you how to turn our game into a pot of gold.”

A new card game that we feel is more fun than Uno and more challenging than Hearts! It is a fun game that golfers, card players and people who play board games find entertaining and exciting.

A family game for 2 to 6 players, ages 10 and up. It is easy to learn and unpredictable in its play.

It makes a great gift!

Wholesale Price - $4.95

www.paddyosheagolf.com 50 May 2014 • astratoy.org

astratoy.org • May 2014

51

(continued from page 50)

New Manufacturer Members

Fiesta Vernon, California fiestatoy.com Fiesta has been in business since 1972 and has since grown into a leading manufacturer and distributor of plush toys. We pride ourselves on providing a quality product at the best value with superior service.

Fiesta has been evolving and growing for more than 40 years to become a premier plush toy company.

Funko Everett, Washington funko.com Funko is a pop culture license-focused toy company that holds more than 150 licenses including, but not limited to, Lucas Films, Marvel, Hasbro, “The Walking Dead,” “Game of Thrones,” DC Comics, NBA, Sanrio and Disney. Funko’s Pop! Vinyl is the number one stylized vinyl collectible in the world with over 10 million units sold in the last three years.

Fobie Friends Scottsdale, Arizona fobiefriends.com Finding fun in facing fears! The Fobie Friends book and e-book series addresses childhood fears by enhancing self-empowerment through imagination. By use of meter and rhyme, vivid imagery and familiar story lines, children easily relate to the lesson in each story. Plush character animals available with each book.

Games Workshop Memphis, Tennessee games-workshop.com We are a UK company that has been producing high-quality plastic miniatures for over 30 years. We work with 300-plus independent toy retailers across Europe, and never with mass markets. All products are produced in Lenton, England. Find out how our Stockist Program can extend the life of customers by four to six years. (continued on page 54)

52 May 2014 • astratoy.org

(continued from page 52)

New Manufacturer Members

Harvest Time Partners Inc. Portage, Michigan harvesttimepartners.com Harvest Time Partners is a combat-veteran owned, personal and professional development company.

We created a series of conversation games called Abundant Harvest and Face to Face that are made in the USA. The games open the door to more effective communication and encourage principle-based decision making on real-life issues.

Historical Conquest Juneau, Alaska historicalconquest.com The only card game that brings history to life, Historical Conquest is sweeping the nation! Kids love battling real-life heroes and gaining world domination, and parents love that their kids are learning history while playing. Amazing artwork, in-depth summaries and interesting abilities make each card come alive.

HoneyBee Child Chapel Hill, North Carolina honeybeechild.com Introducing HoneyBee Child and the award-winning SwingEase! HoneyBee Child is an upscale, mom-inspired brand designed for smart, savvy mothers who appreciate simplicity, functionality and good design. Our inaugural product, the SwingEase, was named JPMA’s most innovative product of the year, and also just won the prestigious Cribsie New Arrival Award.

I Am Elemental New York, New York iamelemental.com I Am Elemental offers unique articulated action figures for girls. Packaged in “Mystery Bags,” Series 1/ COURAGE is available for pre-order now (delivery summer 2014). Collect the building blocks of COURAGE: Bravery, Persistence, Honesty, Industry, Energy, Enthusiasm and Fear. Visit iamelemental.com to learn more. It’s time to play with power.

InRoad Toys Crofton, Maryland inroadtoys.com InRoad Toys introduces PlayTape – Fun That Sticks. PlayTape is the fastest, best way to creatively build roads for toy cars. PlayTape sticks to any flat surface, and is repositionable, easy to tear, easily removed with no residue, easily stored and transported, disposable and recyclable. It’s made in USA, for ages 3-plus and patent pending. (continued on page 56)

54 May 2014 • astratoy.org

us games Full Page

astratoy.org • May 2014

55

(continued from page 54)

New Manufacturer Members

Insanimals Huntington, Maryland insanimals.net INSANIMALS is a new line of collectible toys for kids of all ages. “Quirky,” “fun,” “out of the ordinary,” “really crazy” – that’s how moms and kids describe these loveable characters.

Plush toys, storybooks, puzzles, t-shirts, coloring and activity books, and games are all available. Let your crazy out!

Magatrax / Metro Fulfillment Auburn Hills, Michigan magatrax.com Magatrax offers the newest form of playtime for your children.

Our clear, colorful, geometric-shaped magnetic building tiles allow kids to use their imagination and create new and exciting figures while still engaging them educationally. From rocket ships to princess castles, Magatrax will always attract the fun!

Lyla Tov Monsters LLC Astoria, New York lylatov.com Lyla Tov Monsters are innovative plush toys designed to help children feel safe at night. Designed from a youthful perspective, they are the brainchild of 3-year-old Lyla Black (now 7). Each Monster uses a different combination of cheerful colors, fabrics and accessories that appeal to all ages.

Napa Valley Toys USA Napa, California nightbuddies.com NightBuddies are magical plush toys with a special secret – hug them and their eyes light up. Children feel comforted at bedtime with their NightBuddies beside them. The patented illuminating eyes help ease fear of the dark with these soft cuddly companions. (continued on page 58)

56 May 2014 • astratoy.org

astratoy.org • May 2014

57

(continued from page 56)

New Manufacturer Members

Paddy O’Shea’s Card Game LLC Glendale, Arizona paddyosheagolf.com A new card game that we feel is more fun than Uno and more challenging than Hearts, Paddy O’Shea’s Golf Card Game is a family game for two to six players ages 10 and up. The wholesale price is $4.50 per game and the minimum order is 12.

Pathfinders Design and Technology Victoria, British Columbia Canada pathfindersdesign.com Pathfinders Design is pleased to introduce our high-quality, unique, educational wooden building kits in a number of great lines, including Leonardo da Vinci replica kits and Hydraulic Machines – which are great for STEM activities. We specialize in making award-winning DIY products at great prices – for kids of all ages – to help you stand out.

58 May 2014 • astratoy.org

PieceMaker Technologies Pittsburgh, Pennsylvania piecemaker.com PieceMaker Technologies offers the “Factory in a Store,” an easy-to-use system which lets retail toy stores create customized inventory on-demand. Through a fun and interactive touchscreen kiosk, consumers browse an enormous library of goods in-store, customize each item, add a personal message, and receive a one-of-a-kind item in less than 20 minutes.

Pink Poppy Grantville, Maryland pinkpoppy-usa.com Explore the magical world of Pink Poppy, with its stunning ranges of hair accessories, jewelry, dress-ups, handbags, tea sets, wands, tiaras and so much more. It’s everything needed to transform a child’s dreams and wishes into reality. (continued on page 60)

astratoy.org • May 2014

59

(continued from page 58)

New Manufacturer Members

Popstar Club Inc. Woodland Hills, California thebeatrixgirls.com PopStar Club Inc. is home to The Beatrix Girls. The Beatrix Girls are a band of pop star musicians, dolls and role models for girls. They come with great clothes, fabulous hair and original pop music developed by platinum-winning songwriters and Grammy winning producers, and webisodes produced by Emmy Award-winning producers.

SoapSox Alhambra, California soapsoxkids.com This collection of unique, soft and colorful characters makes bathing fun for kids and easier for parents. Each character has a soft terrycloth exterior and anti-microbial sponge interior. Each SoapSox has a unique pocket that holds your favorite liquid or bar soap. Simply add soap, water and scrub.

Scentco Inc. Santee, California Scentco Inc., the creators of Smencils scented pencils, is excited to announce the exclusive distribution of all Smencil products. The Smencil line has a brand new look and feel, as well as some deliciously scented new offerings including Smanimals, scented stuffed animals, and Scented Glitter Gel Pens. Scentco Inc: We make things smell good!

Sparkup Ltd. Tel Mond, Israel sparkupreader.com Sparkup is pioneering a new category of “tangible interactivity” using visual recognition technology to enhance children’s learning and play activities. The company’s “Magical Book Reader” enables anyone to add synchronized audio, personally or professionally recorded, to any printed picture book in the world, in any language.

60 May 2014 • astratoy.org

New Manufacturer Members

Time Timer LLC Cincinnati, Ohio timetimer.com The Time Timer is a unique visual timer that makes the concept of elapsed time and “How much longer?” easy to see and understand. It is used around the world to help focus on tasks, take turns and transition from one activity to the next. Visit us at timetimer.com!

Tubby Table Toys Inc. Woodland Hills, California tubbytabletoys.com Tubby Table Toys Inc. created the Tubby Table so bath-time water play stays in the tub and off the bathroom floor. Developed by moms with twins, the Tubby Table is a bathtub play table with an adjustable leg that suctions to the tub bottom and engages children with shape-sorting cups.

Wise Owl Toys Stratford, Connecticut wiseowltoys.com With our product launch at the 2014 New York Toy Fair, Wise Owl Toys demonstrated that classic, yet innovative, quality wooden toys, competitively priced, still delight and engage children of all ages.

Check out our talented design team’s ever-expanding product line – with new materials and fresh ideas – at wiseowltoys.com.

Zither Heaven LLC Rochester, New York zitherheaven.com Zither Heaven LLC is a U.S. manufacturing company that uses sustainable solid wood to produce quality musical instruments for children and beginners. Our instruments are eco-friendly and known for their solid construction and playability. Our current products include banjos, ukuleles, harps, thumb pianos, mandolins, Rock-it Sticks/dulcimers, and bowed psalteries.

ASTRA

astratoy.org • May 2014

61

New Members If any of the information below is incorrect, ASTRA truly apologizes.

Please contact us immediately at info@astratoy.org.

Handcrafted wooden figures

BOOTH 1009 ASTRA MARKETPLACE

Baby toys made primarily by hand

Wooden toys, mobiles, games, puzzles

Gollnest & Kiesel KG c/o Chalais Associates

310-899-4400

mchalais@chalaisassociates.com

Gymnic Line’s Oppy Balls

Made in Italy, the Gymnic Line’s Oppy Balls are made of the same super strong, soft vinyl as the Gymnic Line’s Hop Balls. The difference The Oppy’s handles are separated and the Hop Ball’s handles are fused together. For ages 6 years and up.

ASTRA Booth # 1201

MANUFACTURERS Aqua-Leisure Industries Inc. Barry Fireman 525 Bodwell St. Avon, MA 02322 (508) 587-5400 bfireman@aqualeisure.com aqualeisure.com AryaBall Babak Forutanpour 3247 Sitio Tortuga Carlsbad, CA 92009 (760) 814-1874 support@aryaball.com aryaball.com Box Play for Kids LLC Janette Harwell 66 W. Cambridge Ave. Phoenix, AZ 85003 (480) 236-8066 janette@boxplayforkids.com boxplayforkids.com Bread and Butter Publishing Eluka Moore 439 Clayheath Ct. Ballwin, MO 63011 (314) 458-3500 eluka@breadandbutter publishing.com kitchenclubkids.com Build & Imagine Laurie Peterson 4424 Arcadia Ave. Oakland, CA 94602 (415) 265-0299 laurie@buildandimagine.com buildandimagine.com Dangermoose Entertainment Robert Harrington 9008 Lone Cactus Dr. Peoria, AZ 85382 (714) 458-7269 dangermoose@serpentstones.com serpentstones.com

Digital Dream Labs Justin Sabo 6024 Broad St., Suite 2R Pittsburgh, PA 15206 (215) 421-8842 justin@digitaldreamlabs.com digitaldreamlabs.com

Games Workshop Matt Lewandowski 6211 E Holmes Rd. Memphis, TN 38141 (901) 541-7615 matt.lewandowski@gwplc.com games-workshop.com

Direct Global Deals Ganesh C. Shahani 44 Jonathan Dr. Edison, NJ 08820 (732) 642-1984 directglobaldeals@gmail.com directglobaldeals.com

Harvest Time Partners Inc. David Esposito 6842 Shallowford Way Portage, MI 49024 (269) 370-9275 david@harvesttimepartners.com harvesttimepartners.com

Enlivenze LLC Suchi Sairam 471 Sibley St., Suite 100 St. Paul, MN 55101 (651) 398-2012 info@enlivenze.com enlivenze.com

Hijinx LLC Wade Peterson 197 Damonte Ranch Pkwy.

Suite D Reno, NV 89521 (775) 848-3108 contact@loomaticsguide.com loomaticsguide.com

Fiesta Coral Lauber 2834 E. 46th St. Vernon, CA 90058 (323) 581-9988 Ext. 112 coral@fiestatoy.com fiestatoy.com Fobie Friends Brian Miller 8776 E. Shea Blvd. #106-502 Scottsdale, AZ 85260 (602) 410-1969 brian@fobiefriends.com fobiefriends.com Funko Veronica Sanchez 1202 Shuksan Way Everett, WA 98203 (425) 783-3616 veronica@funko.com funko.com

Historical Conquest Zack Edwards 8157 Pinewood Dr. Juneau, AK 99801 (907) 209-6760 zedwards@historicalconquest.com historicalconquest.com HoneyBee Child Katie Stewart 393 Dark Forest Dr. Chapel Hill, NC 27516 (202) 441-6852 info@honeybeechild.com honeybeechild.com I Am Elemental Dawn Nadeau 50 West 67th St., Suite 7C New York, NY 10023 (917) 545-7860 dawn@iamelemental.com iamelemental.com

800-496-6427 (1-800-GYMNICS)

gymnicballs.com / tmigymnic.com 62 May 2014 • astratoy.org

(continued on page 64)

astratoy.org • May 2014

63

(New Members, continued from page 62) InRoad Toys Andy Musliner 1548 Ellsworth Ave. Crofton, MD 21114 (301) 452-0592 amusliner@inroadtoys.com inroadtoys.com Insanimals Chris Sciannella 820 White Marsh Ct. Huntingtown, MD 20639 (301) 760-7301 info@insanimals.net insanimals.net Lyla Tov Monsters LLC Erin Black 24-40 32nd St. Astoria, NY 11102 (718) 626-1730 monsters@lylatov.com lylatov.com Magatrax / Metro Fulfillment House Roger Henkin 4400 Glenmeade Ln. Auburn Hills, MI 48326 (248) 703-3033 rhenkin@magatrax.com magatrax.com Mintlea Farms LLC Cindy Murphy 11607 Springhouse Pl. Reston, VA 20194 (360) 259-9019 cam@stinkyandsmelly.com stinkyandsmelly.com Modular Robotics Stu Barwick 3085 Bluff St. Boulder, CO 80301 (720) 933-4069 stu@modrobotics.com modrobotics.com Napa Valley Toys USA Sally Connolly 1436 2nd St. #284 Napa, CA 94559 (800) 455-1081 sconnolly@nightbuddies.com nightbuddies.com

64 May 2014 • astratoy.org

Paddy O’Shea’s Card Game LLC David Medansky 3521 West Chama Rd. Glendale, AZ 85310 (602) 721-5218 david@paddyosheagolf.com paddyosheagolf.com Pathfinders Design and Technology Derek Wulff 925 Clapham Dr. Victoria, BC V9C 4G5 Canada (250) 478-2677 derekwulff@pathfinders designandtechnology.com pathfindersdesign.com PieceMaker Technologies Arden Rosenblatt 4620 Henry St. Pittsburgh, PA 15213 (914) 588-8548 arden@piecemaker.com piecemaker.com Pink Poppy Kim Palmer One Corporate Dr. Grantville, MD 21536 (774) 218-1796 kimpalmer@pinkpoppy-usa.com pinkpoppy-usa.com Popstar Club Inc. Sherry Gunther Shugerman 21300 Victory Blvd. #650 Woodland Hills, CA 91364 (818) 917-0021 sherrygunther1@gmail.com thebeatrixgirls.com Red Rooster Toy Company Bob Trinque 141 Nac Dr. Duncansville, PA 06635 (914) 763-6351 rtrinque@optonline.net redroostertoyco.com

(continued on page 66)

astratoy.org • May 2014

65

(New Members, continued from page 64) Rosalina Baby Collections Inc. Vonn Bunao PO Box 1987 Summerville, SC 29484 (843) 871-8438 info@rosalinababy.com rosalinababy.com

INTRODUCING

Scentco Inc. 8640 Argent St. Santee, CA 92071 (619) 582-9900 bbowers@scentcoinc.com scentcoinc.com

Wise Owl Toys Eric Broyles PO Box 243 Stratford, CT 06615 (917) 338-2995 eric@wiseowltoys.com wiseowltoys.com

SoapSox Ray Phillips 100 N. Granada Ave. Alhambra, CA 91801 (855) 762-7769 ray@soapsoxkids.com soapsoxkids.com

Zither Heaven LLC Debbie Candelora 1645 Lyell Ave., Suite 170 Rochester, NY 14606 (585) 697-5681 dcandelora@zitherheaven.com zitherheaven.com

Sparkup Ltd. Josh Straus 1 Avnet Rd. Tel Mond 40800 Israel +927 54 739 7796 josh@sparkupreader.com sparkupreader.com

SALES REPRESENTATIVES

Super Impulse Susan Gray Canal Works 10 Canal St., Suite 330 Bristol, PA 19007 (863) 510-5647 susan@superimpulse.com

The newest addition to the bestselling series VISIT US AT BOOTH #1245

ßßÿŗ ,# %ŗ ., .ŗĊŗ 1ŗ ),%ąŗ ŗÝúúÝÞĚÞýĂÝ UNLIKELY LOVES is a trademark of Workman Publishing Co., Inc. UNLIKELY FRIENDSHIPS and WORKMAN are registered trademarks of Workman Publishing Co., Inc.

66 May 2014 • astratoy.org

Tubby Table Toys Inc. Julie Gibbs PO Box 6991 Woodland Hills, CA 91365 (818) 602-7728 julie@tubbytabletoys.com tubbytabletoys.com

The Original Looper Michael Lynch 15551 W. 109th Lenexa, KS 66219 (913) 492-8500 sales@looperlooper.com looperlooper.com Time Timer LLC Jan Rogers 7707 Camargo Rd. Cincinnati, OH 45243 (513) 561-4199 jan@timetimer.com timetimer.com

Coreen King Coreen King Consulting 217 Red Jacket Terr.

Murfreesboro, TN 37127 (615) 584-7589 coreen@coreenkingconsulting.com coreenkingconsulting.com Eva Liardi Ketz & Associates 6468 City West Pkwy.

Eden Prairie, MN 55344 (952) 932-7148 eva@ketzassociates.com ketzassociates.com Rhonda Steinhagen Ketz & Associates 2060 Veterans Memorial Blvd. NW Andover, MN 55304 (612) 597-3411 rhostein@gmail.com ketzassociates.com

Deanna Volpe Ketz & Associates 6232 N. Santa Monica WhiteďŹ sh Bay, WI 55217 deana@ketzassociates.com ketzassociates.com Liz Ward Ketz & Associates 5004 Woodland Ave. Des Moines, IA 50312 lizward718@gmail.com ketzassociates.com Gary Breitling GB Sales 41-18 Rys Terr.

Fairlawn, NJ 7410 (201) 797-0999 toysax@aol.com Lee Leibold Action Group Sales 3210 Hill DL Highland Village, TX 75077 (214) 760-8408 lee@actiongroupsales.com actiongroupsales.com Andrea Pierog A Plus Sales 35 Ruddell Crescent Georgetown, ON L7G 5N4 Canada (905) 702-8786 apie@cogeco.ca

RETAILERS A Child’s Kingdom Peg Arnold 1621 North Brdwy.

Rochester, MN 55906 (507) 289-2287 achildskingdom@live.com achildskingdom.com Big Blue Whale Vanessa Wodehouse 801 Merrill St. Houston, TX 77009 (281) 685-3044 vwodehouse72@gmail.com

C.K. Hobbies Inc. dba HobbyTown USA Clark Baisdon 2501 NW Loop 410, Suite A San Antonio, TX 78230 (210) 348-8697 sanhobby@aol.com Candy Kitchen Shoppes Cynthia Leiner 5301 Coastal Hwy. Ocean City, MD 21842 (410) 524-6002 ckjesse@candykitchens.com candykitchens.com Changing Hands Bookstore Kim Saltzstein 6428 S. McClintock Dr. Tempe, AZ 85283 (480) 730-1142 kim@changinghands.com changinghands.com Children’s Museum of Manhattan Devan Jairam 212 West 83rd St. New York, NY 10024 (212) 721-1223 Ext. 228 djairam@cmom.org cmom.org Coffee Kids Shamaine Coffee 8836 N. Lombard St. Portland, OR 97203 (971) 255-0839 coffeekidsportland@gmail.com coffeekidspdx.com Costumes Galore dba Fun.com Erin Thompson 2080 Lookout Dr. North Mankato, MN 56003 (507) 386-8499 erin@fun.com fun.com

Edu K Tools Jorge Arturo Avila Montes Cerrada Rinconada Yalaham 43 mz7 SM 11 Santa Maria Sike Cancun, Qunitana Roo 77504 Mexico (998) 872-3574 almacen@eduktools.com.mx eduktools.com.mx

Goose Group Inc. Doug Huebsch 342 3rd Ave. SE Perham, MN 56573 (218) 346-7589 info@goosegangtoys.com goosegangtoys.com

Got Toys Jen Johnson 1714 Hunter Rd. New Braunfels, TX 78130 (210) 286-4227 greuenegottoys@gmail.com gruenetoys.com

Hicklebee’s Children’s Books Monica Holmes 1378 Lincoln Ave. San Jose, CA 95125 (408) 292-8880 monica95033@yahoo.com hicklebees.com

Evergreen Toys Inc. Kitty Reed 8152 Citation Trail Evergreen, CO 80439 (303) 915-9833 service@bluesprucetoys.com EZ Bounce LLC dba Bubble Bounce Peter Simpson 7101 Democracy Blvd.

Space 2176 Bethesda, MD 20817 (301) 332-8488 peter@bubblebouncefun.com bubblebouncefun.com Frogs and Lily Pads Karen McLaughlin 25 Center St. Rutland, VT 05701 (802) 770-1882 frogsandlilypads@yahoo.com G Willikers Brett Palmareet 1508 N. 13th St. Boise, ID 83702 (208) 367-0020 Ext. 3 brett@goodyssodafountain.com ggwillikers.com Glass Butterfly Julie Haas 140 A Ave. Lake Oswego, OR 97034 (503) 636-9045 jhaas987@aol.com glassbutterflyoregon.com

Deanna Dash’s Toy Shop Inc. Fay Parker Lower Bay St. Bridgetown, 11156 Barbados (246) 426-1866 ddts@caribsurf.com astratoy.org • May 2014

67

YOU CAN’T STOP THEM IF YOU DON’T KNOW WHO THEY ARE! MAPP Trap monitors and “traps” minimum advertised price violations on Amazon, eBay and your choice of watchlisted domains.

MerchantDNA® uncovers the eMerchants’ true identities and matches them to YOUR customer list.

Top 10 MAPP Violators LetsPlayGames - 8%

EverythingYou’dEverWant - 8%

ToysToysToysToys- 12%

Home & Garden Shop - 8%

Jan’s Bear Essentials Janice Chapek 250 Humberd Ln. Grants Pass, OR 97527 (541) 955-5214 jansbearessentials@gmail.com jansbearessentials.com

Lollipop Station Faith Gil 179 E Davis St. Culpeper, VA 22701 (540) 229-4242 info@lollipopstation.com lollipopstation.com

Journey Toys Alicia Suwaina PO Box 114453 Abu Dhabi United Arab Emirates +971 50 622 6105 alicia@journeytoys.ae journeytoys.ae

Mildred & Dildred Autumn Ruhe 2905 E. Skyline Dr. #186 Tucson, AZ 85718 (520) 615-6266 autumn.ruhe@gmail.com mildredanddildred.com

BuildingForFun - 8% BFFshop - 12%

NiftyGifty - 8%

WeSellEverything - 8%

BuyOnline.com - 20%

BuyersEmporium - 8%

For more information visit www.creditorsnetwork.com, email ron@creditorsnetwork.com or call 303-670-5111

Kaleidoscope Communities LLC Apolonio Trinidad 8722 Third Ave. Brooklyn, NY 11209 (347) 863-1950 kaleidoscopetoystore@gmail.com kaleidoscopekidstoys.com Knock Knock Toys & Gifts Lisa McHenry 219 1/2 Main St. Seal Beach, CA 90740 (562) 799-8500 knockknocktoystore@gmail.com Kuba’s Toys Anna Rios 610 67th St. Apt. 2R Brooklyn, NY 11220 (914) 380-0280 annarios123@aol.com Learning Toys Donna Klacza PO Box 20024 Applewood Village Postal Outlet Mississauga, Ontario L44 4L2 Canada (905) 281-0880 info@learningtoys.ca learningtoys.ca Lewis Stores Inc. Lori Schuette 700 E 54th St. North Sioux Falls, SD 57104 (605) 610-5018 lschuette@lewisdrug.com lewisdrug.com

68 May 2014 • astratoy.org

Minds Alive Janet & Jeff Weersink 313 King St. Midland, ON L4R 3M5 Canada (705) 526-6662 mindsalive@rogers.com mindsalive.ca Mix Sales & Service Inc. dba Greenpoint Toy Center Nancy Hernandez 738 Manhattan Ave. Brooklyn, NY 11222 (718) 383-3437 ijustcant1@yahoo.com greenpointtoys.com Modern Everyday Inc. Michael Moriel II 9637 Remer St. South El Monte, CA 91733 (626) 609-1213 michael@moderneveryday.com moderneveryday.com Monkey Fish Toys Mike Olafsson 64 E. Uwchlan Ave #221 Exton, PA 19341 (484) 889-8029 mikeo@bullmarkettoys.com monkeyfishtoys.com Moore Toys & Gadgets Inc. Diane Moore 107 E. Front St. Wheaton, IL 60187 (630) 699-7299 diane@mooretoys.com

My Hobby Place & Toys LLC Lisa Laing 33201 Plymouth Rd. Livonia, MI 48150 (734) 812-2900 lisa@myhobbyplace.com myhobbyplace.com

River Runners JL Needham 495 Lindsay Spring Rd. Heber, UT 84032 (855) 726-8848 partner-development@ riverrunners.co riverrunners.co

Nature At Play Evi Wiratma 1375 Burlingame Ave. Burlingame, CA 94010 (650) 558-9258 natureatplay@gmail.com facebook.com/natureatplay

Science Central Arynn Kreitzer-Larson 1950 N. Clinton St. Fort Wayne, IN 46805 (260) 424-2400 Ext. 422 arynn@sciencecentral.org sciencecentral.org

Paper House Kenn Yoo 269 Amsterdam Ave. New York, NY 10023 (212) 724-8085 kenn0110@hotmail.com

Science Safari Inc. D. Sean O’Neal 1255 Kildaire Farm Rd. Cary, NC 27511 (919) 460-6051 scisafari@yahoo.com scisafari.com

Pinnacle Packaging Louise Fager 10412 NE 128th St. Liberty, MO 64068 (816) 415-8351 louise@pinnaclepack.us mirranme.com Rainbow Resource Center Inc. Robert Schneider 655 Township Rd. 500E Toulon, IL 61483 (309) 695-3200 marketing@rainbowresource.com rainbowresource.com Red Rocket Toy Store Ricky Roth 674 New South Head Rd. Rose Bay, N.S.W. 2029 Australia +61 29 388 3144 toys@redrockettoys.com.au redrockettoys.com.au Rich Brick Suzanne Hemingway 104 Railroad Ave. Ashland, VA 23005 (804) 370-7330 suzanne.richbrick@gmail.com richkids.com

SMCCI Mike DeLuca 111 Plymouth Blvd.

Smithtown, NY 11787 (631) 366-2273 mike@smcci.com

ASTRA Booth 441

4HKL PU [OL <:( Design & Create Larger Potholders with . . .

potholder

harrisville.com

pro

Sunbeam Toys Mara Tippett 24 Bridge St. Frenchtown, NJ 08825 (908) 304-8574 sunbeamtoys@gmail.com sunbeamtoys.com The Growing Tree Kathleen Lafferty 114 W State St. Kennett Square, PA 19348 (610) 444-8484 info@thegrowingtree.com thegrowingtree.com The Hoot Kathryn Chesmer 86 Storrs Rd. Willimantic, CT 06226 (860) 456-2775 hootgifts@att.net hootgifts.com

astratoy.org â&#x20AC;˘ May 2014

69

The Toy Shoppe Inc. Shari Zuckerman 404 Village Walk Dr. Holly Springs, NC 27540 (919) 346-1045 nctoyshoppe@gmail.com

Toy Chest Anne Marcus 348 Central Ave. Hot Springs, AR 71901 (501) 623-4808 anne@annemarcus.com

The Village Toy Shoppe Doris Thompson PO Box 323 Lahaska, PA 18931 (215) 794-7031 villagetoy@gmail.com

Toy Chest Leslie Badiner 401 Center St., Suite B Healdsburg, CA 95448 (707) 433-4743 leslietoychest@sonic.net

Toy Orchard Jennifer Voyik 45 Brookhaven Dr. East Longmeadow, MA 01028 (413) 262-2535 toyorchard@charter.net toyorchard.com Treats of Bermuda Deborah Rance PO Box PG31 Paget, PGBX Bermuda (441) 236-8795 treatsbda@gmail.com

Toodeloos!

Susan Parent 142 Main St. Gloucester, MA 01930 (978) 281-2011 toodeloos@live.com

Trendy Toys Sinem Tuksavul 2052 Northbrook Ct. Northbrook, IL 60062 (312) 479-8984 sinemtuksavul@yahoo.com Varney Health Mart Margie Trythall 744 South E. St. PO Box 70 Broken Bow, NE 68822 (308) 872-2321 varneyhm@hotmail.com

Whiz Kids Jan St. George 808 W. Main Ave., Suite 251 Spokane, WA 99201 (509) 456-8697 janstg@whizkidstoys.net whizkidstoys.net WTTS Inc. dba Wider Than The Sky C. Diane Jameson 158 Main St., Suite 3 Newport, VT 05855 (802) 334-2322 widerthantheskyvt@gmail.com widerthanthesky.com

Village Bears Salli DiFrank 4030 Sawyer Ct. Sarasota, FL 34233 (941) 366-2667 villagebears@gmail.com villagebears.com

ASTRA

newsletter, May 2014 Index of Advertisers Adora ALEX American Educational Products Anagram International Inc. Asmodee Editions Automoblox Company BigJigs Toys Blue Orange Games Credit Collective LLC DeLano/EPI Printing, Inc. Douglas Company edplay magazine Elenco Fairy Finery Fat Brain Toy Co. Folkmanis Franklin Fixtures GALT Goldie Blox Gollnest & Kiesel KG GUND Harrisville Designs Hog Wild LLC Iello Jax Ltd Inc. JC Toys Group Inc. Kahootz Toys Kettler Int. Kidstuff Public Relations The Learning Journey International Legendary Games

70 May 2014 • astratoy.org

37 72 21 29 52 27 39 18 68 12 35 24 64 46 45 25 61 33 13 62 49 69 10 59 4 58 68 69 7 51 48

adoradolls.com alextoys.com amep.com anagramintl.com asmodee.com automoblox.com bigjigstoys.us blueorangegames.com creditcollective.com epiinc.com douglascuddletoy.com edplay.com elenco.com fairyfinery.com fatbraintoys.com folkmanis.com franklinfixtures.com galttoys.com goldieblox.com chalaisassociates.com gund.com harrisville.com hogwildtoys.com iellogames.com jaxgames.com jctoys.com kahootztoys.com kettlerusa.com kidstuffpr.com tlji.com pocketfarkel.com

Makit Products Inc. Manhattan Toy Maple Landmark Merchant Technologies Miniland Educational MukikiM LLC The Orb Factory Paddy O’Shea’s Card Game PlanToys PlaSmart Popstar Club Inc Rich Frog Rock ‘N Learn Rubens Barn Safari Ltd. Saturnian 1 Inc. Specialty Toys Network TEDCO Toys Thames & Kosmos TMI Toymarketing TOMY International, Inc. Toy Collection / CSI U.S. Games Systems Warm Fuzzy Toys Wikki Stix Winning Moves Workman Publishing ZEENIE DOLLZ Zither Heaven LLC Zoob / Poof-Slinky

23 2 57 71 54 66 41 50 31 47 67 23 43 22 11 63 19 60 9 62 15 20 55 64 56 65 66 12 54 53

makit.com manhattantoy.com maplelandmark.com mtpos.com minilandeducational.com mukikim.com orbfactory.com paddyosheagolf.com plantoysusa.com plasmarttoys.com popstarclub.com richfrog.com rocknlearn.com rubensbarndolls.com safariltd.com sat1sport.com stoysnet.com tedcotoys.com thamesandkosmos.com gymnicballs.com tomy-usa.com toycollectionretailer.com usgamesinc.com warmfuzzytoys.com wikkistix.com winning-moves.com workman.com zeeniedollz.com zitherheaven.com alexbrands.com

Visit us at ASTRA Booth #515

â&#x20AC;&#x153;Empowering Americaâ&#x20AC;&#x2122;s Retailersâ&#x20AC;?

POINT â&#x20AC;˘ â&#x20AC;˘ â&#x20AC;˘ â&#x20AC;˘ â&#x20AC;˘

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 â&#x20AC;˘ â&#x20AC;˘ â&#x20AC;˘ â&#x20AC;˘

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

INVENTORY CONTROL

REAL-TIME RETAIL RELIABLE

FLEXIBLE

â&#x20AC;˘ â&#x20AC;˘ â&#x20AC;˘ â&#x20AC;˘ â&#x20AC;˘

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

INTUITIVE E-COMMERCE

PARTIAL CUSTOMER LISTING Barstonâ&#x20AC;&#x2122;s Childâ&#x20AC;&#x2122;s Play The Childrenâ&#x20AC;&#x2122;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 â&#x20AC;&#x2DC;N Kaboodle Larsonâ&#x20AC;&#x2122;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

â&#x20AC;˘ â&#x20AC;˘ â&#x20AC;˘ â&#x20AC;˘

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

ORDER ENTRY â&#x20AC;˘ â&#x20AC;˘ â&#x20AC;˘ â&#x20AC;˘

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

REPORTS â&#x20AC;˘ â&#x20AC;˘ â&#x20AC;˘ â&#x20AC;˘ â&#x20AC;˘ â&#x20AC;˘

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

# "! # " " # # #! #!" "! " # "! # " " # # "# "! # " " # # ! # # !"#!" "!" # ! " ! # # "! # " " #

" " # ! " ! # # ! # !"# "# ! "! # # " !#!" " "# "!

astratoy.org â&#x20AC;˘ May 2014

71

2-Tip Nail Pens with Gems & AppliquĂŠs

ÂŁĂ&#x201C;Ă&#x160; Â&#x153;Â?Â&#x153;Ă&#x20AC;Ă&#x192; Â&#x153;vĂ&#x160; >Â&#x2C6;Ă&#x20AC;Ă&#x160; Â&#x2026;>Â?Â&#x17D;

>Ă&#x192;Ă&#x17E;

Â&#x153;Â?Â&#x153;Ă&#x20AC;Â&#x2021;Â&#x2C6;Â&#x2DC; Designs!

2-Tip Nail Pens Â&#x2C6;Â&#x2DC;Ă&#x160;xĂ&#x160; Â&#x153;Â?Â&#x153;Ă&#x20AC;Ă&#x192;

2 in 1 Tip!

Vibrant, Metallic >Â&#x2C6;Ă&#x20AC;Ă&#x160; Â&#x2026;>Â?Â&#x17D;

Visit Us at the Astra Marketplace & Academy Ă&#x2022;Â&#x2DC;iĂ&#x160;nÂ&#x2021;ÂŁÂŁ]Ă&#x160;Ă&#x201C;ä£{Ă&#x160;UĂ&#x160; Â&#x153;Â&#x153;Ă&#x152;Â&#x2026;Ă&#x160;Ă&#x2021;ä£ *Â&#x2026;Â&#x153;iÂ&#x2DC;Â&#x2C6;Ă?Ă&#x160; Â&#x153;Â&#x2DC;Ă&#x203A;iÂ&#x2DC;Ă&#x152;Â&#x2C6;Â&#x153;Â&#x2DC;Ă&#x160; iÂ&#x2DC;Ă&#x152;iĂ&#x20AC;]Ă&#x160; Ă&#x20AC;Â&#x2C6;âÂ&#x153;Â&#x2DC;> Â&#x153;Ă&#x20AC;Ă&#x160;"Ă&#x20AC;`iĂ&#x20AC;Ă&#x192;\ >Ă?\Ă&#x160;Ă&#x201C;ä£Â&#x2021;Ă&#x2021;xäÂ&#x2021;näĂ&#x17D;äĂ&#x160;Ă&#x160;Ă&#x160;Ă&#x160;Ă&#x160;Ă&#x160;*Â&#x2026;Â&#x153;Â&#x2DC;i\Ă&#x160;nääÂ&#x2021;Ă&#x2C6;Ă&#x2C6;Ă&#x2C6;Â&#x2021; 8 Â&#x201C;>Â&#x2C6;Â?\Ă&#x160;Â&#x153;Ă&#x20AC;`iĂ&#x20AC;Ă&#x192;J>Â?iĂ?Ă&#x152;Â&#x153;Ă&#x17E;Ă&#x192;°VÂ&#x153;Â&#x201C;

alexbrands.com

72 May 2014 â&#x20AC;˘ astratoy.org