ASTRA May 2016

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SEE YOU AT TOY FAIR! BOOTH

6013

DENVER + ASTRA’S MARKETPLACE & ACADEMY + YOU: From its Old West heritage to its picturesque mountain views, Denver will inspire awe. The many vendors, exceptional deals, 4th quarter buying opportunities, and rich educational programming will INSPIRE YOU!

ASTRA’S MARKETPLACE & ACADEMY FEATURES: > Two days’ worth of business-building educational content from leading INDUSTRY EXPERTS > A well-curated, ENERGETIC FREE TRADE SHOW where specialty toy retailers can MEET MANUFACTURERS

THE YEAR’S

BIGGEST

GATHERING OF THE

> A place to SHARE EXPERTISE, and ideas that will inspire your world of play

SPECIALTY

TOY INDUSTRY

COME DISCOVER ADVENTURE IN DENVER

Register at www.astramarketplace.org or 1-800-591-0490

Gear Up! GET READY FOR OUTDOOR ADVENTURES.

Visit us at ASTRA Booth 1301

TO ORDER: orders@alexbrandsMI.com • PH: 800-329.TOYS • FX: 734-454-9540

MESSAGE From the Chair

Musings from the

Chair

by Dean May

I

sometimes wonder after all these years (more than three decades) ... if I/we have made a difference in our community, our industry, and more. Last week, as I was leaving my ¿WQHVV FOXE D \RXQJ PDQ HYHU\RQH VHHPV \RXQJHU WKHVH GD\V approached me and inquired whether I owned a toy store. He SURFHHGHG WR WKDQN PH IRU SURYLGLQJ KLP KLV ¿UVW MRE LQ KLJK school, along with some mentoring and counseling occasionally. He shared the story of his lovely family and the fact that he has spent the past 21 years in law enforcement, now heading the . XQLW IRU RQH RI WKH ODUJHVW 'DOODV VXEXUEDQ SROLFH IRUFHV DQG WUDYHOLQJ WKH FRXQWU\ WUDLQLQJ RWKHU ¿UVW UHVSRQGHUV I’d like to think we made some small impact on that young man’s life to devote his career in the service of others. I think if we all look around, we can see the difference and the impact we PDNH RYHU DQG RYHU E\ KRZ ZH UXQ RXU EXVLQHVVHV PHQWRU RXU employees, serve our communities and treat our customers. Think DERXW WKH NLGV ZKHUH HOVH GR ZH JHW DOPRVW GDLO\ WR PDNH PDJLF KDSSHQ DQG GUHDPV FRPH WUXH LQ FKLOGUHQ¶V OLYHV" , IHHO EOHVVHG WR work in this industry.

Industry 7LPLQJ LV DOZD\V VOLJKWO\ GLI¿FXOW ZLWK WKHVH FROXPQV , DOZD\V IHHO OLNH ,¶P ZULWLQJ HLWKHU VRPHZKDW KLVWRULFDOO\ RU PD\EH too preemptively. In any event, I wanted to weigh in with my thoughts on the recent 113th (and I think I’m old) New York Toy Fair. This was my 27th Toy Fair, and I can honestly say that I was DV H[FLWHG SUHSDULQJ IRU WKLV RQH DV , ZDV P\ YHU\ ¿UVW , DVVXUH \RX I wasn’t disappointed. 2QFH DJDLQ ZKDW D EOHVVLQJ LW LV WR ZRUN LQ VXFK D G\QDPLF industry, one that’s replete with continually extraordinary ingenuity, creativity and imagination. Someone asked me at ASTRA’s Night in New York party (which, if you missed it, was once again a highlight of Toy Fair): What is one of the greatest advances in toys I’ve witnessed over the past three decades? ,Q UHVSRQVH , UHFDOOHG WKH ¿UVW VRXQG ER[ LQ D GROO ZKLFK PDGH WKLV UDWKHU REQR[LRXV ODXJKLQJ VRXQG WR QRZ ZKHQ ZH ¿QG RXUVHOYHV VKRSSLQJ WKH VKRZ ÀRRU IRU ' SULQWHUV WKH VL]H RI DQ (DV\ %DNH RYHQ SUHVFKRRO WR\V WKDW WHDFK EDVLF FRGLQJ PRUH than a few iterations of drones that need FAA licensing, augmented reality, virtual reality ... the reality is – the future of this industry is truly unlimited.

\RX PLJKW EH WKLQNLQJ 7KH FLW\ RI 'HQYHU DV PDQ\ RI \RX NQRZ LV FXUUHQWO\ KRPH WR D ZRUOG FKDPSLRQVKLS 1)/ IRRWEDOO WHDP ,Q MXVW D IHZ VKRUW ZHHNV LW ZLOO EH KRPH WR D ZRUOG FKDPSLRQVKLS gathering of specialty toy retailers, manufacturers and reps. ,I \RX KDYHQ¶W DOUHDG\ SOHDVH SODQ WR MRLQ XV WR UH HQHUJL]H reconnect and renew old friendships, and make new ones. Our IDEXORXV &RQYHQWLRQ &RPPLWWHH DQG $675$ VWDII ERWK RI ZKRP ZH FDQ¶W WKDQN HQRXJK IRU WKHLU HIIRUWV KDYH EHHQ KDUG DW ZRUN IRU PRQWKV GHYHORSLQJ DQG SODQQLQJ ZKDW ,¶P FRQ¿GHQW ZLOO EH WKH EHVW DQG ELJJHVW 0DUNHWSODFH $FDGHP\ HYHU &RPH HQMR\ WKH IUXLWV RI WKHLU ODERUV <RX ZRQ¶W ZDQW WR PLVV LW -XQH

Adios 7KLV LV P\ ¿QDO FROXPQ ZULWWHQ DV WKH FKDLU RI \RXU ERDUG RI GLUHFWRUV ,Q UHÀHFWLRQ WKLV KDV EHHQ DQ DPD]LQJ DOEHLW VOLJKWO\ XQLTXH \HDU :H EHJDQ E\ ELGGLQJ DQ HPRWLRQDO IDUHZHOO WR RXU SUHVLGHQW RI \HDUV DQG WKHQ ZHOFRPHG D G\QDPLF QHZ SUHVLGHQW :H ODXQFKHG RXU &HUWL¿HG 0DVWHU 5HWDLOHU &05 SURJUDP DQG IROORZHG WKH VXFFHVVIXO FRPSOHWLRQ RI FHUWL¿FDWLRQ E\ D QXPEHU RI HDUO\ DGRSWHUV &RQJUDWV WR HDFK RI \RX :H VDZ WKH ODXQFK RI RXU YHU\ ¿UVW HYHU $675$ ([FOXVLYHV SURJUDP DQG NLFNHG RII WKH IRXUWK DQG ¿QDO LQLWLDWLYH RI RXU FXUUHQW strategic plan, with an energetic and visionary group of millennials. :H KDYH MXVW EHJXQ WKH HDUOLHVW VWDJHV RI SUHSDULQJ RXU QH[W VWUDWHJLF SODQ DQG ZLOO ODXQFK WKH &HUWL¿HG 3OD\ ([SHUW SURJUDP LQ 'HQYHU 7KHVH DUH MXVW D IHZ RI WKH KLJKOLJKWV EXW QRW HYHQ FORVH to all that happens throughout any year to support and grow our PHPEHUVKLS ,Q 'HQYHU ZH ZLOO DOVR EH ELGGLQJ IDUHZHOO WR ¿YH ERDUG PHPEHUV ZKR KDYH IUHHO\ RIIHUHG WKHLU YLVLRQ DQG FRXQVHO DQG faithfully served ASTRA anywhere from three to seven years. We DUH WKDQNIXO IRU WKHLU FRPPLWPHQW DQG FRQWULEXWLRQV $W WKH VDPH WLPH ZH ZLOO ZHOFRPH ¿YH QHZ ERDUG PHPEHUV ZKR , DP WRWDOO\ FRQ¿GHQW ZLOO MXVW DV DEO\ VHUYH XV RYHU WKH QH[W WKUHH SOXV \HDUV We thank you for stepping up and volunteering your time, talents DQG H[SHUWLVH WR WKH EHQH¿W RI RXU PHPEHUVKLS Finally, thank you for entrusting me with the leadership of our DVVRFLDWLRQ WKLV \HDU ,W KDV EHHQ KXPEOLQJ DQG DQ KRQRU WR KDYH served. Looking forward to seeing everyone in Denver. Cheers,

Rocky Mountain High I, of course, am referencing one of the state songs of Colorado, ZULWWHQ E\ WKH ODWH JUHDW -RKQ 'HQYHU QRW VXUH RI ZKDW VRPH RI

'HDQ 0D\ astratoy.org • May 2016

5

Board of Directors Chair Dean May Past Chair Michael Levins Chair-Elect Ann Kienzle

May 2016 • astratoy.org

Treasurer Tim Holliday

Features

ASTRA’S MARKETPLACE & ACADEMY 40

MONEY MATTERS 10 12 14

Lease Negotiations Choosing a Retirement Fund for Your Company BeneďŹ ts of Third Party FulďŹ llment

41 42 44

TOY STORIES 16 22 24

Toy Inventors Go Bananas – Rep Buys Retail Store Notes from the Showroom Floor

46 48 50 52 52

TRENDING NOW 26 28 30 32

Movies for 2016 Play Fair Tech Tools Amazon and the Impact on Brick & Mortar

Marketplace and Academy: It’s Like No Other Show What’s New at Marketplace Work-Life Balance, Management and Fun! An Interview with Colette Carlson Being Brilliant on the Basics An Interview with Bob Phibbs, the Retail DoctorŽ Things to Do in Denver Things to Do in Boulder Schedule-At-A-Glance Track Programming Show Sponsors

16

38

CertiďŹ ed Master Retailers Introducing the New Director of Education and Training 2016 Candidates for the Board of Directors

Departments 5 7 8

Directors Todd Andersen Christine Blumberg Thea Brown Dee Farrell John Giacobbe Christine Osborne Gwen Ottenberg Jeff Pinsker Michelle Sahr

Magazine Editor Mary Sisson Assistant Editor Dee Marsden Graphic Artist Danielle Valente

ASTRA Staff President Kimberly Mosley

ASTRA NEWS 36 37

Secretary Erik Quam

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

Director of Member Relations Sue WarďŹ eld Director, Meetings and Strategic Partnerships Amanda Zawad

28 54 ASTRA Welcomes Its Newest Manufacturer Members 58 New Members 62 Index of Advertisers

Director of Education and Training Ahren Hoffman Meetings and Exhibits Coordinator Laura Dann Marketing and Communications Specialist Dee Marsden Membership and Programs Coordinator Katie Marso OfďŹ ce Administrator Maggie Bridger

ASTRA Toy Times Magazine 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 magazine. Letters to the editor are ZHOFRPH 3OHDVH IRUZDUG OHWWHUV FRPPHQWV LGHDV HWF WR WKH $675$ RIÂżFH DW GPDUVGHQ#DVWUDWR\ RUJ

6 May 2016 • astratoy.org

The ASTRA Toy Times Magazine is published by the American Specialty Toy Retailing Association, 432 N Clark St., Suite 305, Chicago, IL 60654, 312-222-0984, fax 312-222-0986, email info@astratoy.org. Website: www.astratoy.org. Copyright Š 2016 American Specialty Toy Retailing Association. All rights reserved. Advertisements are accepted. For more information, contact Lisa Johnson Fahy-Williams Publishing, 800-344-0559; email lisa@fwpi.com. All articles for the ASTRA Toy Times Magazine 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

by Kimberly Mosley

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³WKH SODFH WR EH´ WR ¿QG KRW QHZ WR\V DQG JDPHV 7UDGH VKRZ KRXUV DUH IURP D P WR S P RQ 0RQGD\ DQG IURP D P WR S P on Tuesday. You are not going to want to miss a single minute. *DPH 1LJKW LV RQH RI WKH PRVW SRSXODU HYHQWV DW 0DUNHWSODFH $FDGHP\ 1HZ WKLV \HDU ± ZH KDYH DGGHG UDSLG ¿UH WDEOHV +HUH YHQGRUV ZLOO JLYH RQH WR WZR PLQXWH GHPRQVWUDWLRQV WR quickly showcase great new games. /DVWO\ FRQVLGHU 0DUNHWSODFH $FDGHP\ DV DQ RSSRUWXQLW\ for professional, as well as personal, renewal. When was the last time you took time out of your business schedule to consider what is down the road? At the opening session, Colette Carlson will give you tools to build a positive mindset to increase mental WRXJKQHVV 7KLV ZLOO EH D IXQ ODXJK RXW ORXG VHVVLRQ WR KHOS \RX FUHDWH IRFXV DQG HOLPLQDWH ³HQHUJ\ YDPSLUHV ´ <RX¶OO EH VWD\LQJ LQ WKH KHDUW RI WKH FLW\ )URP WKH 5RFN\ 0RXQWDLQV 1DWLRQDO 3DUN WR the Coors Brewery, Denver promises to be a city of adventure and excitement. I can’t wait to see you there.

he daffodils and crocuses are beginning to peek their little heads above the ground, a sure sign that spring has sprung. As we shake of the last remnants of winter’s heavy blanket, I know we are all looking forward to what lies ahead – longer days, sunshine and warmer weather. Longer days will bring birds, ÀRZHUV DQG VKRSSHUV 0RPV DQG GDGV DQG JUDQGSDUHQWV ZLOO be looking for quality toys for the children in their care. Are you ready? This is the perfect time to take a step back and regroup. Now is the time to set plans and get new projects going. This issue includes articles on Dana Barnes’ transition from sales representative to retail store owner. Also, there is a great DUWLFOH RQ $675$¶V ¿UVW UHJLRQDO 0HHW *UHHW /HDUQ HYHQW which included a panel discussion on Amazon and its effects .LPEHUO\ 0RVOH\ on specialty retail. The panel members included a great mix of perspectives from retailers and manufacturers. As you plan your projects to improve business, remember you are a part of a community. Use the ASTRA Connect discussion boards to generate new ideas and gain new insights. Someone’s idea may be just the thing to help you spring ahead. ASTRA members know that the best way to build a competitive advantage is by delivering an outstanding customer experience. As you think about the parents and children in your community, what new experiences will you offer? As staff interact with customers, do they have the tools they need to deliver on your customer service promise or resolve unavoidable issues to the delight of the customer? $675$ 0DUNHWSODFH $FDGHP\ FDQ FHUWDLQO\ KHOS \RX ¿QG DQVZHUV -RLQ XV LQ 'HQYHU -XQH WR FRQQHFW ZLWK IHOORZ members who share similar challenges. Keynote speaker Bob Phibbs, the Retail Doctor®, will inspire you to reinvent the LQ VWRUH H[SHULHQFH DQG ³NHHS WKHP FRPLQJ LQ WKH GRRU ´ +H KDV great ideas on how to attract, train and retain the best employees. As you review the educational sessions in Denver, you will want WR FRQVLGHU EULQJLQJ VWDII WKDW PD\ EHQH¿W IURP WKHVH RIIHULQJV Customers are becoming savvier in their shopping habits. Is LW WLPH WR UHWKLQN \RXU VRFLDO PHGLD DSSURDFK" $W 0DUNHWSODFH $FDGHP\ 0DULH %RQDFFRUVH ZLOO OHDG \RX RQ D GHHS GLYH VHVVLRQ that helps you develop your social brand equity. In this session, you will learn how to tailor big business social media strategies WR ¿W \RXU SOD\ERRN ,I \RX DUH VWLOO EXLOGLQJ \RXU VRFLDO PHGLD VNLOOV GRQ¶W PLVV %HWW\ 6NRNH %XUQV¶ VHVVLRQ RQ ³,QVWDJRRG ,QVWDJUDPPLQJ ´ 7KLV VHVVLRQ ZLOO JHW ¿UVW WLPHUV RII WR D JUHDW VWDUW You will not want to miss the tradeshow this year. Exhibitors are excited to bring you the latest toys and games with special $675$ RIIHUV :LWK PRUH WKDQ ¿UVW WLPH YHQGRUV LW ZLOO EH

astratoy.org • May 2016

7

READY,forSET, PLAY... Children With Disabilities

Surprise Sells

by Ahren Hoffman, former Manager of Industry Relations & Partnerships, National Lekotek Center, ahoffman@lekotek.org

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XUSULVH LV WKH IHHOLQJ ZH KDYH ZKHQ Ă€RZHUV DUH GHOLYHUHG unexpectedly, a coworker brings in homemade treats or your VLJQLÂżFDQW RWKHU VHFUHWO\ OHDYHV \RX D QRWH WKDW \RX ÂżQG LQ your work bag. Surprise is exciting. Being surprised activates the pleasure centers in our brain and gives us a nice shot of dopamine, which makes experiences more enjoyable. Why do unexpected pleasures in life mean so much? The Journal of Neuroscience shares that even if you don’t think you like surprises, your brain does. The brain’s pleasure centers are more “turned onâ€? when we experience unpredictable pleasant things such as ‌ SURPRISE! Surprise is the spice of life, and explains the attraction of turning the crank on the jack-in-the-box again and again: it’s all about surprise! This year at Toy Fair I was amazed at the surplus of surprises that manufacturers packed into their products. Here are a few surprises to share:

OverSTEMulated One surprise was the volume of products draping themselves in the mantel of STEM (promoting Science, Technology, Engineering and Math). Everywhere you looked at Toy Fair, STEM was all the craze. You couldn’t throw a bouncy ball without it hitting some sort of STEM product. Some critics of the STEM fad claim that what has really fueled current innovation and technology has involved problem-solving, creativity and a broad perspective. After all, Mark Zuckerberg of Facebook studied psychology and Steve Jobs from Apple studied calligraphy, before they both dropped out of college. There is no doubt that STEM is important to our future society. How you get there can be debated.

Surprise Has a Prize Think about the number of toys in your store that build a sense of anticipation, whether it’s Hasbro’s Pie Face! game or Spin Master’s soon-to-be released Hatchimals. Surprise carves neural pathways in our brains, helping kids and adults create new information networks. A study from the U.S. National Library of Medicine and National Institutes of Health shares that an element of surprise actually drives the motivation to learn and is an important tool in cognitive development. Johns Hopkins University found that children have an intrinsic impulse to learn about the world around them and absorb the most knowledge when their H[SHFWDWLRQV DUH GH¿HG E\ VXUSULVH

Ageless 7KH LQÀX[ RI JDPHV IRU JURZQXSV LV VXUSULVLQJ DQG IUDQNO\ it’s about time. No longer considered an exclusive category for children, toys and games are aging up, and bringing with them all WKH LQKHUHQW EHQH¿WV IURP FRJQLWLYH UHJHQHUDWLRQ WR NHHSLQJ SHRSOH socially connected. 0DQ\ ERRWKV DURXQG WKH FRQYHQWLRQ ÀRRU KDG WR\V VSHFL¿FDOO\ PDUNHWHG IRU JURZQXSV DQG WKHUHœV GDWD WKDW FRQ¿UPV WKDW LWœV a smart move! Children have long outnumbered adults, but the 1DWLRQDO ,QVWLWXWH RQ $JLQJ UHSRUWV WKDW IRU WKH ¿UVW WLPH SHRSOH 65+ will outnumber children under 5 by the year 2030. Perhaps you should think about an adult section (no, not that kind!) in your store, since playing is just as important for adults as it is for children. In our ASTRA Child Development 101 series on Cognitive Development, we explored the concept of neuroplasticity, or the ability for our brains – despite our age – to regenerate. Human brains are hardwired to enjoy new experiences, so why not, as a specialty retailer, sell a sense of surprise to all ages and stages?

Rise of the Blind Bag The blind bag (items in a bag not to be revealed until after purchasing) as a tried and true concept made a resurgence at Toy Fair this year. There were many variations on this theme, each one providing an element of risk, expectation and surprise. What’s appealing about this kind of product positioning is that each purchase has the potential to uncover a hidden treasure, and this kind of experience appeals to the gambler in us all. When new stimuli are involved, our brain releases more dopamine, once again JLYLQJ XV D VKRW RI SOHDVXUH 6XUSULVH E\ GH¿QLWLRQ IHHGV RII RXU love for the unexpected. So if surprise sells, what can you do to create the unexpected for the customers in your specialty store? Toy Fair was an amazing event again this year and that shouldn’t be a surprise to anyone. We saw STEM grow, grownups were encouraged to stay young and we all were captivated by what ASTRA was hidden from our view.

8 May 2016 • astratoy.org

MONEY Matters

Stand up for Yourself in by Mary Sisson, editor

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Lease Negotiations

or a brick-and-mortar store, those bricks and mortars are usually one of the biggest expenses in the budget. 7KH $675$ 3URÂżW 6XUYH\ Âą WKH PRVW UHFHQW Âą VKRZV UHQW DYHUDJLQJ QHDUO\ percent of the budget for a typical ASTRA VWRUH RU FORVHU WR SHUFHQW IRU KLJK SURÂżW stores. When it comes time to negotiate a OHDVH Âą RU WR UHQHZ DQ H[LVWLQJ RQH Âą WHQDQWV DQG ODQGORUGV DUHQÂśW DOZD\V RQ WKH VDPH page. Ideally for tenants, high priorities are D VKRUWHU OHDVH ZLWK RSWLRQV WR UHQHZ DQG RI FRXUVH ORZHU UHQW )RU ODQGORUGV WKRXJK the opposite is usually true. “There are many nuances to the deal SRLQWV IRU HDFK WUDQVDFWLRQ HYHQ ZLWKLQ WKH VDPH EXLOGLQJ ´ VDLG 3DP /LQGORII ZLWK Colliers International, a global real estate VHUYLFHV FRPSDQ\ Âł/DQGORUGV KDYH YDU\LQJ goals in negotiating leases. The largest LQĂ€XHQFH W\SLFDOO\ LV WKH YDOXH RI WKH OHDVH ZLWK UHJDUG WR WKH EXLOGLQJÂśV YDOXH VKRXOG WKH\ ORRN WR VHOO RU UHÂżQDQFH ´ %XLOGLQJV DUH YDOXHG LQ WKH PDUNHWSODFH based on total income and expenses to get a QHW RSHUDWLQJ LQFRPH /LQGORII VDLG Âł/RZHU UHQWV PHDQ ORZHU LQFRPH PHDQ ORZHU YDOXH 0RVW ODQGORUGV ZRXOG SUHIHU WR JLYH IUHH UHQW DQG VRPH LPSURYHPHQW DOORZDQFH DQG JHW KLJKHU OHDVH UDWHV WKDQ ORZHU OHDVH UDWHV for this reason.â€? 7KRXJK PD[LPXP YDOXH LV D FRPPRQ landlord goal, negotiating a lease can be a totally different experience in different parts of the country. “The differences DUH QRW MXVW LQ OHDVH UDWHV EXW LQ ZKR SD\V KRZ PXFK IRU ZKDW RSHUDWLQJ H[SHQVHV XWLOLWLHV VLJQDJH HWF DQG ZKR LV UHVSRQVLEOH IRU ZKDW SDUWLFXODUO\ +9$& equipment,â€? Lindloff said. $IWHU WKH *UHDW 5HFHVVLRQ ZKHQ UHWDLO YDFDQF\ UDWHV ZHUH UHSRUWHG DV KLJK DV SHUFHQW UHWDLO VSDFH ZDV ÂżOOLQJ DFFRUGLQJ WR &XVKPDQ :DNHÂżHOGÂśV GDWDEDVH million square feet of open-air centers in

10 May 2016 • astratoy.org

major markets around the country. By the HQG RI WKH RYHUDOO 8 6 VKRSSLQJ FHQWHU YDFDQF\ UDWH ZDV DERXW SHUFHQW 7KLV PHDQV UHWDLOHUV PD\ QHHG WR ZRUN KDUGHU DQG VPDUWHU WR QHJRWLDWH D IDYRUDEOH OHDVH $ JRRG SODFH WR VWDUW LV ZLWK WKH Lease Negotiation segment of ASTRA’s &HUWLÂżHG 0DVWHU 5HWDLOHU SURJUDP $PRQJ WKH SRLQWV KH PDNHV DOORZ enough time for getting building permits, KDYLQJ SODQV GUDZQ DQG GRLQJ WKH EXLOGRXW WKLQN DERXW IXWXUH QHHGV QRW MXVW SUHVHQW VSHOO RXW ZKRÂśV UHVSRQVLEOH IRU WKH XQH[SHFWHG VXFK DV FRPSO\LQJ ZLWK $'$ FRGHV JHW VRPHRQH RQ \RXU VLGH WR ORRN RYHU WKH GHDO We asked ASTRA members to share recommendations based on their H[SHULHQFHV ZLWK QHJRWLDWLQJ D OHDVH Melissa Tennille of Teaching Toys and Books in Tacoma, Washington, said, Âł:KHQ ZH OHDVHG RXU VHFRQG VWRUH WKH PDOO XVHG D FRPPHUFLDO UHDOWRU DV D JR EHWZHHQ for our lease negotiations. The realtors DVVXUHG XV WKDW WKH\ ZHUH ZRUNLQJ IRU ERWK XV DQG WKH ODQGORUG EXW ZH IRXQG RXW WKDW LWÂśV DFFHSWDEOH WR KLUH RQHÂśV RZQ OHDVH QHJRWLDWRU +DYLQJ QHYHU KDG D OHDVH OLNH WKDW Âą ZLWK D FRPSOHWH EXLOGRXW DV WKH VSDFH ZDV XQÂżQLVKHG Âą ZH GLGQÂśW HYHQ NQRZ ZKDW ZDV WRR PXFK WR DVN IRU ,W IHOW JRRG WR KDYH VRPHRQH JR WR EDW IRU XV ´ Cynthia Wyatt of Totally Thomas’ Toy Depot in San Diego tried hiring a lease QHJRWLDWRU ZLWK KHU SUHYLRXV ODQGORUG EXW WKH\ GLVDOORZHG DQG ZRXOGQÂśW KDYH SURFHHGHG KDG VKH XVHG RQH Âł0\ ODVW WZR ODQGORUGV ZHUH QRW RQ ERDUG ZLWK WKDW ,Q ERWK FDVHV WKHLU WDNH ZDV QR QHJRWLDWLRQ really. So, I did it all. I’m pretty good at it, EXW , OHDUQ VRPHWKLQJ QHZ HYHU\ WLPH ´ 1R PDWWHU ZKDW VKH VDLG Âł\RX VKRXOG UHDG NQRZ DQG XQGHUVWDQG HYHU\ SDUW RI D OHDVH DQG EH LQYROYHG <RX ZLOO FDWFK WKLQJV WKDW RWKHUV ZRQÂśW ´ “One big one is if you are an LLC,â€?

said Kristen Pollard of Mud Puddle Toys in Marblehead, Massachusetts. “Make sure \RX VLJQ WKH GRFXPHQW ZLWK \RXU QDPH 0DQDJHU 7KLV JLYHV \RX WKH SURWHFWLRQ XQGHU WKH //& 2WKHUZLVH \RXU VLJQDWXUH LV seen as a personal guarantee.â€? 6DUL DQG 6DP 3RZD]HN RI 7R\V 3OD\WLPH 2DVLV LQ 6FRWWVGDOH $UL]RQD PRYHG LQWR DQ ROGHU FHQWHU ZKHUH WKH VSRW WKH\ FKRVH ZDV D GLUW\ PHVV Âł:H PDGH VXUH WKDW HYHU\WKLQJ QHHGHG IRU FRGH ZDV GRQH E\ WKH ODQGORUG 8QIRUWXQDWHO\ ZH ZHUH EOLQGVLGHG E\ D PRS VLQN UHTXLUHPHQW VR LI \RX KDYH D GHDO OLNH WKDW PDNH VXUH WKHUH LV D FRQWLQJHQF\ IRU XQNQRZQ FRGHV ´ They also made sure they had a guarantee on the four air conditioner units. Âł7KH\ ZHUH VR EDG WKDW WKH ODQGORUG SXW LQ DOO QHZ GXFW ZRUN DQG ÂżYH XQLWV WKDW DUH YHU\ HQHUJ\ HIÂżFLHQW :H DOVR JRW D JUHDW EXLOGRXW DOORZDQFH $OVR \RX QHHG IUHH rent to get you up and running.â€? 0LFKHOOH 6DKU RZQHU RI 2II WKH :DJRQ LQ .HQW 2KLR VDLG VKH DOZD\V PDNHV landlords add a clause letting her family out of the lease should she die or become disabled and unable to run the store. “I don’t ZDQW WR VWLFN P\ IDPLO\ ZLWK D OHDVH WKH\ cannot keep,â€? she said. She also asks to add an out at three years. “One time I bought our lease out for the last 1.5 years. I negotiated D SULFH 1RZ , WU\ QRW WR ORFN LQWR D ORQJ OHDVH )LYH \HDUV ZRXOG EH WKH DEVROXWH PD[ 7KUHH \HDUV ZRXOG EH SUHIHUUHG ´ A no-compete clause is top priority for Terry Myers of Kaleidoscope Toys in Round Rock, Texas. And “no personal JXDUDQWHH ´ VKH HPSKDVL]HG 3KLO :U]HVLQVNL RZQHU RI 7R\ +RXVH and Baby Too in Jackson, Michigan, VDLG Âł$OZD\V SLFN DQ RII VHDVRQ GDWH IRU UHQHZDO (YHQ LI \RXU ÂżUVW OHDVH VWDUWV LQ 1RYHPEHU GRQÂśW KDYH 1RYHPEHU 'HFHPEHU DV WKH HQG GDWH UHQHZDO GDWH EHFDXVH LI \RX ZDQW WR PRYH WKDW LV WKH ZRUVW WLPH WR PRYH ´ ASTRA

MONEY Matters

Sock it Away Now, to Retire Later by Mary Sisson, editor

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ore than half of people age 55 and older don’t have any money saved for retirement, according to a report from the Government Accountability 2I¿FH SXEOLVKHG LQ 8QOHVV they’ve thought ahead, this could include entrepreneurs and their employees in the WR\ LQGXVWU\ If this is you or the people working IRU \RX D YLVLW ZLWK D TXDOL¿HG ¿QDQFLDO DGYLVRU VKRXOG EH RQ \RXU FDOHQGDU VRRQ Professionals trained in the types and EHQH¿WV RI GLIIHUHQW UHWLUHPHQW SODQV FDQ help you decide which is right for you and \RXU FRPSDQ\ A recent Washington Post story said the old advice to save one times your salary E\ DJH KDV EHHQ XSGDWHG 1RZ )LGHOLW\ Investments recommends that people save WKDW PXFK E\ WKHLU WK ELUWKGD\ %\

they should have saved double their annual SD\ E\ WKUHH WLPHV WKHLU VDODU\ DQG E\ age 67, those retirement dollars should total WLPHV D SHUVRQÂśV DQQXDO LQFRPH Offering a retirement contribution can help you attract and retain quality employees and raise morale and SURGXFWLYLW\ &KRRVLQJ WKH W\SH RI SODQ depends on how involved the employer wants to be in administering the plan; whether contributions are made by the employer, employee or both; and tax FRQVLGHUDWLRQV RI WKH YDULRXV SODQV

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(PSOR\HHV FDQ PDNH SUH WD[ VDODU\ GHIHUUDOV ZLWK D . ,QGLYLGXDO 5HWLUHPHQW 3ODQ ,WÂśV EHHQ WKH PRVW SRSXODU RSWLRQ RYHU WKH SDVW \HDUV SEP IRA (PSOR\HHV FDQ GHIHU XS WR SHUFHQW 6LPSOLÂżHG (PSOR\HH 3HQVLRQV DUH HDV\ RI WKHLU LQFRPH RU ZKLFKHYHU LV WR XVH ZLWK ORZ DGPLQLVWUDWLYH FRVWV 7KHVH OHVV :LWK D 5RWK . LQVWHDG RI D WD[ are for employers who want to contribute break for money placed into the plan, the to a retirement plan, while keeping tax break is granted on money withdrawn DGPLQLVWUDWLYH GXWLHV WR D PLQLPXP Âł,W LQ UHWLUHPHQW 7KH DQQXDO FRPSDQ\ doesn’t give employees contribution is discretionary, and a vesting the ability to put money VFKHGXOH LV RSWLRQDO away,â€? explained Wes %RUJVWHGW D ÂżQDQFLDO Safe Harbor 401(K) advisor with Waddell While setting up a traditional IRA 5HHG Âł,WÂśV UHDOO\ IRU requires that employers pass certain tests, someone who’s a sole WKRVH WHVWV GRQÂśW DSSO\ KHUH 7KH 6DIH SURSULHWRU ´ Harbor requires a mandatory company FRQWULEXWLRQ Âł(PSOR\HHV DUH IXOO\ YHVWHG SIMPLE IRA LQ ZKDWÂśV SXW LQ ´ %RUJVWHGW VDLG 7KH 6DYLQJV ,QFHQWLYH Matched Plan for DeďŹ ned BeneďŹ t Plan (PSOR\HHV 6,03/( If you’re older and want to put away lets employees invest a boatload of money, this is the plan for part of their salary before \RX 7KH DQQXDO FRQWULEXWLRQ LV PDQGDWRU\ taxes and defer paying EDVHG RQ D IRUPXOD LQ WKH SODQ GRFXPHQW taxes on the earnings 7KH FRQWULEXWLRQ LV GHWHUPLQHG E\ WKH until the money is DPRXQW \RX QHHG WR IXQG EHQHÂżWV QRW E\ D ZLWKGUDZQ (PSOR\HUV GROODU OLPLWDWLRQ must contribute; employees have that Whether you’re a sole proprietor or option, up to 3 percent of employer of multitudes, an eye to the future their income, matched by WRGD\ ZLOO VDYH VWUHVV LQ UHWLUHPHQW \HDUV WKH HPSOR\HU (PSOR\HHV 7KLV DUWLFOH LV D YHU\ VLPSOH RYHUYLHZ 3LFN can’t touch their plans up the phone and make that appointment without penalty until age ZLWK D TXDOLÂżHG ÂżQDQFLDO DGYLVRU DQG D WD[ For more information contact: DQG WKH\ PXVW accountant to help you determine which Danelle Maestas start taking money out at plan is right for you, your employees, and 1-800-289-9299 x240 dmaestas@amep.com RU SD\ SHQDOWLHV \RXU EXVLQHVV ASTRA

12 May 2016 • astratoy.org

MONEY Matters

The BeneďŹ ts of Third Party

FulďŹ llment Outsourcing by Gregg Healy, written for the ASTRA Technology Committee

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here comes a point when it is no longer feasible to keep operating your business out of the garage or in a storage unit down the street. Yet, at the same time, revenues are not enough for you to quit your day job. What do you do? Who do you turn to when you are in that in-between state of fully committing your life to your new business venture and keeping that one foot in WKH GRRU ZLWK \RXU QLQH WR ¿YH HPSOR\HU" This is where third party logistic suppliers come in. Conceptually, they work behind the scenes so that your product never has to physically enter your world and ships seamlessly through the supply chain from manufacturer to end user, without missing a beat. Depending upon services offered, third party logistic companies can handle everything from receiving orders, light assembly, transportation management to even customer service related issues – all through employing their economies of scale, technical expertise and implementation of technology offered in the supply chain arena.

Scale: In terms of economies of scale, third party logistic companies leverage their buying power when it comes to acquiring better shipping rates on ocean, air, rail, truck and even express parcel service. Their bulk buying power is typically much greater than the individual or small independent can get on their own.

Labor: The same holds true with labor. Rather than dedicating human resources for just your product, third party logistic companies are looking at your volume alongside the volume of the other shared clients in the building, managing the total labor UHTXLUHPHQW 5DWKHU WKDQ KDYLQJ D Âż[HG FRVW RI ODERU W\SLFDOO\ WKLUG party logistic companies bill based on storage rates and transactional activity. This makes it not only easier to manage the logistics costs ZKHQ ORRNLQJ DW QHW SURÂżWV EXW DOVR IUHHV XS WKH FOLHQW WR IRFXV RQ growing his or her business on the front end, knowing that delivery to the clients is being taken care of on the back end.

Location: With warehousing space, these companies are usually located in large industrial complexes, closer to ports of entry. Thus, you could be in Montana, ship from China via Long Beach, and send product directly to your customer in Oklahoma. Your location can be virtual, allowing you to work from the comfort of your own home rather than being tied down to a physical location to pick, pack and ship product.

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Technology: $V H[SHUWV LQ D KLJKO\ FRPSHWLWLYH ÂżHOG WKLUG SDUW\ logistic companies are continually looking at ways to simplify their SURFHVVHV WR EHFRPH PRUH HIÂżFLHQW DQG PRUH SURÂżWDEOH :DUHKRXVH management systems play a large role in this as they serve as the brains of the operation. Many warehouse management systems integrate with client ERP and accounting systems for single order entry. Likewise, integration with online sales portals and shipping companies provides extensive information for both the end customer, as well as the client. Expertise: Let’s face it, you didn’t start your business with the SULRULW\ RI PD[LPL]LQJ WKH VXSSO\ FKDLQ DV \RXU ÂżUVW REMHFWLYH ,W was product. Product makes the world go ’round, and focusing on developing, marketing and selling your product is the primary REMHFWLYH )XOÂżOOPHQW LV RIWHQ WKH DIWHUWKRXJKW 7RR RIWHQ ZKHQ FRPSDQLHV DUH JURZLQJ DQG KDQGOLQJ WKHLU RZQ IXOÂżOOPHQW WKH\ tend to maintain the philosophy of “whatever it takesâ€? to get the product to the customer in a timely manner. With a strong foundation in the basic principles of logistics, companies waste valuable resources developing these skills that are not part of the company’s core competencies. Fixing issues means pouring additional people and resources into logistics, increasing costs. At a FHUWDLQ PDWXULW\ OHYHO FRPSDQLHV RIWHQWLPHV ÂżQG ZD\V WR LQFUHDVH HIÂżFLHQFLHV DQG ORZHU FRVWV E\ RXWVRXUFLQJ WKHLU HQWLUH GLVWULEXWLRQ departments and reverting back to what they know best: product. The advantages of outsourcing to a third party are clear, but in choosing one, look for one that is large enough to offer the advantages listed above, but also small enough to care about your business. Many third party logistic companies are not interested in working with smaller companies as their business is based on scale and volume. Do your homework. Look for a company that shares your passion for your product and that shares your business philosophy. Visit their facilities. Are they clean and organized? Remember, this company is representing you to your customers, so ÂżQG D SDUWQHU Then get back to selling, growing and developing your EXVLQHVV Âą WKH UHDVRQ \RX JRW LQWR WKLV EXVLQHVV LQ WKH ÂżUVW SODFH Gregg Healy is passionate about logistics. After over 10 years as an executive in automotive logistics, Gregg founded Smart Turn Logistics, a Los Angeles based full-service logistics company. Gregory_Healy@smartturnlogistics.com

TOY Stories

The Inventors

Hayden, left, and Duncan show their Young Innovator of the Year award in the Two Bros Bows warehouse. Photo by Glenn Roberson

by Mary Sisson, editor

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STRA’s Marketplace is a showcase of innovation. Every toy and game in every booth started with a creative spark in somebody’s brain. From there it grew through hard work, learning, perseverance, industry contacts and sometimes just plain luck. In this issue we’re featuring the LQYHQWRUV RI ¿YH SURGXFWV \RX¶OO ¿QG DW specialty toy stores. Two were invented by kids. Two are brand new on the market. And one is a game that’s been around since 1977; a chance meeting on an airplane led to getting the inventor’s story to share with ASTRA members.

Lyla Tov Monsters Jump-Start Business Acumen Lyla Black’s Girl Scout troop worked together to earn their business badge. But, Lyla says, “I already knew most of that stuff already.” And no wonder. Fourth-grader Lyla is the inventor of Lyla Tov Monsters, was named 2014 Young Inventor of the Year at Chicago Toy & Game Group’s TAGIE Awards, and was the 2015 Wonder Girl

16 May 2016 • astratoy.org

Award winner from Women In Toys. She’s been interviewed on New York One, a local cable channel and the national Jewish Cable Channel. Still, among her friends, “I don’t really talk to them about it.” Nor does she lose sleep over the business. Lyla Tov means “good night” in Hebrew, and the toys’ tagline is “for a good night’s sleep.” It was a gift for her dad, Eric, that inspired the line of friendly monsters. “When I was 3 I wanted to make a monster for my holiday present for my dad,” she said. She drew it; her mom, Erin, made it; and her dad loved it. The next year Erin, who designs costumes largely for Sesame Street, had a table at a craft fair. Lyla wanted to sell things, too, so she designed 15 monsters, FKRRVLQJ WKH IDEULFV DQG GHWDLOV DQG VWXI¿QJ WKHP IURP (ULQ¶V WUHDVXUH WURYH RI ÀHHFH and foam in the garage. “She was moving in on turning 5,” Erin said. “I thought it was a good time to teach her about money management, saving, spending and giving a percentage.” The monsters sold out before lunch. A friend who was studying web design created a website for practice, and a couple of stores became interested. “To make it worth the time, we were going to have to raise the price,” Erin said. Instead, they ran a Kickstarter campaign and met their goal in eight days. They worked with Beverly Hills Teddy Bear, which has relationships with factories around the world. Lyla designed four monsters and gave Kickstarter contributors the naming rights. Forrest and Charlotte were named after contributors’ grandchildren. Madeline and Squonk are the other two in the current line. The line launched with a pajama party for Lyla’s whole class. While Erin’s background in costume design brought Lyla’s ideas to life, Eric’s work in children’s television is evident

in the videos on the Lyla Tov website. He wrote and she illustrated a book to accompany the monsters. Lyla Tov had a booth at ASTRA’s Marketplace last year. “What a great group of people,” Erin said. Lyla has designed and chosen fabric for two more monsters to round out the group as soon as sales can seed the production. The oldest of four children, Lyla says “I’ve learned that you should help others with the money you make and not just keep it all to yourself.” She’s contributed to Dancing Dreams, a dance program for children with mental and physical challenges; an orphanage in Ukraine, where her uncle is on the board; and two programs for children displaced by homelessness. One of those served 20 homeless children in her own neighborhood. They now each have a Lyla Tov Monster.

Two Bros Start Business of Bows After brothers Duncan and Hayden, then 10 and 7, saw the movie “Brave,” there was one thing they really wanted: an $80 bow and arrow. To earn money, they created their own version of a bow made of piping plastic and arrows made of dowels with fabric-covered foam tips. Backed by an investment from their mom, Elisha Duncan, they bought materials at Lowe’s, made the bows and arrows in the living room of their 800-square-foot apartment and set up a table at a craft fair. They sold 15 of the 18, reinvested the money in more materials and had similar results at a different show. By their third show, the Village Store, a local gift shop in nearby Davidson, North Carolina, placed an order. And that’s how Two Bros Bows was

born. Three years later they’ve sold bows in almost 700 specialty toy stores in 49 states, and the brothers share the TAGIE Award for Young Innovator of 2015, selected from 200 nominees. Math was involved. Piping comes in 10-foot lengths, and one length makes three bows. Doweling rods are four feet, the perfect length for two arrows. To cover the writing on the pipe, they decided to wrap a spiral of decorative duct tape around it. Later they painted the pipes black and duct taped over that. Avengers, Hello Kitty, skulls and crossbows, Mario, Angry Bird – they had 21 types of tape to choose from. “We found out specialty toy stores were interested in our stuff, but not interested in that kind of branding,â€? Elisha said. So they narrowed the design choices WR LQFOXGLQJ Ă€DPHV Ă€RUDOV DQG GUDJRQV an Asian symbol for brothers. When summer came around, Elisha, who has her own jewelry making business, thought this might be a good time for the boys to learn entrepreneurship at another level. They packed their van with bows and arrows and headed for the mountains, planning to visit three toy stores. First was John Taylor at O.P. Taylor’s. “He said he’d take them all,â€? Elisha said. He called within two weeks to place another order. In two months they were in 24 stores, with the help of sales rep Tim Owens of Toy Travelers International, who reached out to them. “Dealing with CPSIA was an experience on its own and a huge learning curve,â€? Elisha said. “It took all the money we had to invest in the testing, too. The boys and I knew it was a safe toy, but the one thing that always came up in the back of our minds was the tip of the arrow getting pulled off. ...To pass the third-party testing the arrow could not be pulled off with less than 18 pounds of pressure. Ours takes 52 pounds of pressure to pull off.â€? “The living room was covered with bows and arrows,â€? Hayden recalls. The dining room was already taken over with Elisha’s jewelry. So they rented a 1,000-square-foot warehouse. Within a year they added the 1,000-square-foot suite next to it, and they recently moved to a 3,000-square-foot space.

Two Bros Bows now has ¿YH IXOO WLPH HPSOR\HHV DQG WZR manufacturers, and they still proudly make everything in North Carolina. Hayden and Duncan, now 10 and12, help out less with making the bows and arrows now and more with other aspects of the business. They demonstrate their bows in a video on their website, twobrosbows.com, shot at Chimney Rock State Park on Martin Luther King Day – in 23-degree weather. The designs are now applied with shrink-wrap rather than duct tape. The

ÀRZHU GHVLJQ LV EDVHG RQ +D\GHQœV DUW Duncan designed their logo. They came up with new packaging in 20 minutes before Hayden left for school one day. They sometimes write the commission checks to reps, and they handwrite notes to many of their retailers. Elisha credits Christine Osborne at Wonder Works in Charleston with helping spread the word. But ASTRA’s Marketplace in Charlotte last year was a real turning point. It was close to home, so they gave it a shot. They doubled their business in a day and a half. astratoy.org • May 2016

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toy airplanes. Vanessa Nornberg, CEO of the company, has long worked in the jewelry industry, designing private label costume jewelry. That background in design and wholesaling was put to good use when the Wacky Links idea took hold. “All of us have children of varying ages,â€? she said of herself, co-owner Dale Parris, and brand manager Paige Langlands. “It’s important to us that they play with things that incite and inspire imagination and creativity.â€? Testing Wacky Links with kids assured them that their product would ÂżW WKHLU FULWHULD IRU Company Links Jewelry, good toys. “Kids get Toy Industries really engrossed in When a jewelry designer looks at a them. They continue construction toy, something new just might creating, pulling come of the encounter. them apart, trading Pipe-and-connector type toys were the LQVSLUDWLRQ IRU :DFN\ /LQNV Ă€H[LEOH VLOLFRQ with kids around the table. It creates tubes that kids stick together with charms conversation. We’re excited to make whatever they can imagine — i d about b the h value l of the play that comes from something like backpack chains, belts, crowns, necklaces; one boy even created an obstacle course for this,â€? Nornberg said. The boys weren’t allowed at Toy Fair, so Elisha hung a life-size poster of them and took pictures of retailers who ordered so her sons could get to know their retailers. “Lots of kids just don’t get out and explore,â€? Duncan said. Two Bros Bows has gotten the brothers outdoors as well as teaching them about business and decision-making. “Everybody in my class has seen the (TAGIE) trophy,â€? fourth-grader Hayden said. And that $80 bow and arrow they wanted? It never happened. The brothers are having too much fun with Two Bros Bows.

18 May 2016 • astratoy.org

Through their jewelry business they had trusted contacts among manufacturers and knew what kind of testing had to be done. “We choose to make sure all our jewelry is CPSIA compliant,â€? Nornberg said. “We’re lucky in that we could bring that background to this.â€? 7KH ÂżUVW VKLSPHQW DUULYHG LQ -DQXDU\ and the Wacky Links team turned to $675$ VWRUHV IRU FULWLFDO WHVWLQJ -HQQLIHU Eisenberg at Smarty Pants in El Paso, Texas, got one of the early samples and was vocal with other ASTRA members about the product. The staff at Happy Up in Nornberg’s hometown of St. Louis gave feedback about packaging and pricing. “We’re always trying to think of everything in terms off retail il stores,â€?â€? Nornberg said, from space-saving packaging to light shipping weight. They have no desire to sell directly

to consumers. “We feel that’s the retailer’s job. They’re much better placed to explain how toys work. We’ve always been on the wholesale side. That’s where our expertise is.â€? They’re selling kits for $3.74 wholesale with a suggested retail of $11.99. “We’re used to that kind of margin in the jewelry industry,â€? Nornberg said. “â€?It’s always our intent to make sure our retailers UHPDLQ ÂżQDQFLDOO\ YLDEOH ´ Originally thinking Wacky Links would appeal to girls, they found boys just as interested. They aged the toy for 4-8; 4WR \HDU ROGV FDQ SUDFWLFH ÂżQH PRWRU VNLOOV while older children put their imaginations, creativity and problem-solving to work. “Kids come up with all kinds of things that were never written on the package.â€? And three jewelry-making parents have created a toy that meets their high standards for children’s playthings.

Sisters Fill Niche With Boy Story Finding a doll for a new big sister is easy. But for a new big brother? That challenge led to Boy Story, a new line of diverse boy dolls with a cool factor built in.

Pregnant with her second son, Miles, Kristen Jarvis Johnson wanted a doll for big brother Anton, “so he could have a little person to play with and hold while I was busy with the baby,� she said. “But I didn’t want a baby doll. I wanted something that was like-aged, cool, boyish, and durable. I wanted something that could help introduce the concept of having a little brother and companion for all his fun times.� Searching endless hours online turned up nothing except the realization that she wasn’t the only parent looking for boy dolls. “So here I was, a full-time international lawyer, trying to balance my home-work life, with an amazingly supportive husband, constantly hearing

discussion in my communi-ty about sharing the load at home, but then I turn around and the toys that I consider core toys for growth and development of our children were still incredibly old fash-ioned and gendered.� Full of ideas, she was afraid they’d be relegated to the closet once maternity leave ended. But a light bulb went off for Kristen’s sister, Katie Jarvis. A designer by trade, she quit her job and jumped full-time into making Boy Story a reality. “Kristen has been my mentor and used her business knowledge to help keep things moving forward,� Katie said. “I have been ‘in the trenches’ designing the dolls, working with our book illustrator, 3D modelers, our manufacturer, clothing designers, logistics and printing, and everything in between.� In just over a year of hard work and dedication, the sisters have the prototypes the way they want them. They launched a Kickstarter campaign that goes through the end of April for initial production costs, and expect to have the 18-inch dolls and books avail-able by late summer or early fall. Living frugally in Qatar, Kristen and her husband so far have self-funded the venture

astratoy.org • May 2016

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with their savings. They’ve made heavy use of social media to get out the word about Boy Story and the Kickstarter campaign, and worked with some bloggers to reach beyond their current circle of contacts. And social media has allowed the sisters to work together between Qatar and Florida. “Facebook chat is a lifesaver!â€? Katie said. They use an online project management program, Trello, to keep to-do lists in order, and Skype and Facetime when they need face-to-face meetings. Soon, though, they’ll be meeting face-to-face in Tampa. Kristen has decided to leave her law career behind for now and GHYRWH IXOO WLPH WR %R\ 6WRU\ 6KH ÂżQGV KHU back-ground in business law quite useful for her own entrepreneurship. Katie, with B.A. in interior design, GLVFRYHUHG LWÂśV D SHUIHFW ÂżW IRU KHU VNLOOV “Creating a toy that I know is going to hold such a special place in so many children’s lives means the world to me,â€? she said. She put her technical skills to use ÂżJXULQJ RXW WKH SURSRUWLRQV DQG PRYHPHQWV of the dolls, creating facial features and skin tones for each doll, brainstorming accessories, and designing packaging. “I’ve been blown away by Katie’s

20 May 2016 • astratoy.org

talents,â€? said her sister. “One of the best features of our dolls came out of Katie’s design talent: their joints! We call these toys Action Dolls because they have specially designed ball joints that allow kids to pose them, kind of like action ÂżJXUHV :H WKLQN WKHVH MRLQWV ZLOO UHDOO\ encourage kids to take our action dolls along on all their adventures and encourage their imagination.â€? That’s how the sisters grew up. Homeschooled, they did everything together, often playing in the woods from morning till sunset. “Those memories of playing all day long together help us keep fun and play at the center of our business,â€? Katie said. 7KH\ KDG KRSHG WR ÂżQG D PDQXIDFWXUHU in the U.S., “but the combination of skills, equipment and costs would have ended our business right there,â€? Kristen said. Ulti-mately they chose a trade company in southern China that works with several high-end boutique manufacturers. “They had the best work, best communication, and were quick to work with our demands.â€? Those demands include quality, meeting international labor laws and standards, and passing rigid safety tests. The sisters plan to attend ASTRA,

even though booths were sold out before WKH\ FRXOG JHW RQH 7KH\œOO ZDON WKH ÀRRU with dolls in hand, ready to share their Boy Story with anyone interested.

Pigs Changed Inventor’s Life A pair of pigs changed David Moffat’s life. They’ve given him the freedom to live life on his own terms, live where he wants, help whom he wants, and boost business ideas of friends across the globe. The pigs in question are the little pair in the game Pass the Pigs. Since Moffat invented the game in 1977, it has sold 37 million copies. This year it’s joined by a big set, expanding the game play to lawns, parties and preschool classrooms. The idea was planted in Germany, where Moffat operated a ski lift for two winters in the mid-’60s. He and his friends frequented a restaurant where Betty, the waitress, always kept a little pig in her purse. Customers determined who bought the next round of beer by dropping the pig LQ WKHLU EHHU WR VHH LI LW ZRXOG Ă€RDW 7RVVHG on the table, the beer-laden pigs would land in different positions, so the group started assigning points. Betty gave Moffat and his friends each a pig when they left, but he lost his. Once home, he got a job as an American Airlines ticket agent so he could travel. On a ticket to Munich, he stopped at a toy store and brought home 30 little Schleich pigs. Eventually he quit the airline, worked in New Zealand and Australia, then traveled around the world. “Then I thought, ‘Now what am I going to do?’â€? he said. So he returned to his hometown of %DNHUVÂżHOG &DOLIRUQLD DQG RSHQHG D soup-and-sandwich pub. Out came the pigs DQG WKH SRLQWV 7KH ÂżUVW WR WRVV SRLQWV bought the next round. “More and more people said, ‘You should put it on the market,’â€? he said. So he took it off the counter before someone copied the idea.

Back in 1966, traveling between ski seasons, Moffat and his friends had agreed to meet in Pamplona, Spain, at 7 p.m. on July 7 for the running of the bulls; 85 people showed up. This began the 7-7-7 Club, which met every year for the next decade somewhere in the world. Fast forward to 1976. A few of Moffat’s fraternity brothers from UCLA met at his restaurant. One asked Moffat, “What are you going to do, Dave? Make sandwiches the rest of your life?� The four Sigma Nus formed a partnership. One sold ads for Reader’s Digest all over the U.S. One was art director of an ad agency. And the other was married to a copyright lawyer for Disney. The fourth was Moffat. Among them, they had the talent and know-how to turn a pair of pigs into something over the next year. “We were extremely lucky. Everything fell into place,� Moffat said. The ad salesman talked to the head buyer of Broadway stores in Los Angeles, now part of the Macy’s chain. They agreed to carry the game if Broadway got a one-month exclusive. The vice president of Recycled Paper Products in Chicago

WKRXJKW LW ZRXOG ÂżW ZLWK WKHLU 6DQGUD Boynton Animal Farm series. Moffat was back in Pamplona in IRU WKH ÂżQDO PHHWLQJ RI WKH Club when a waiter told him the telefono was for him. It was the lawyer; Recycled Paper Products had agreed to the terms and wanted to start production immediately. By October, Pig Mania, the original name, was on the market. In 1983, one of the four partners went to the Nuremberg Toy Fair and met with people from Milton Bradley, who were awarded the international rights and changed the name to Pass the Pigs. “We’ve had big sales in Scandinavia,â€? Moffat said. “I guess they have nothing to do when it’s cold but sit around and play with pigs!â€? Eventually, Milton Bradley started selling the game in Walmart, which lowered the price. “That hurt all the little independent stores,â€? Moffat said, “so they stopped carrying it. Then Walmart stopped.â€? That’s when Winning Moves stepped in as publisher. Moffat brought up the idea for the big version, released this year, at meetings in Phoenix with Winning Moves just before ASTRA’s Marketplace in 2014.

Over the years Moffat has met teachers who have used the game to teach mathematics. “One teacher said she’s used it with autistic children. It brought them out of their shell and they became more socially active.â€? Harvard and Duquesne universities statistics classes have used Pass the Pigs in probability studies. Just how did those pigs change David Moffat’s life? “I still live in the same house I’ve lived LQ VLQFH KLJK VFKRRO´ LQ %DNHUVÂżHOG +H spends more time, however, in Zihuatanejo, 0H[LFR ZKHUH KHÂśV KDG KLV ÂżQJHUV LQ helping various businesses start or expand. “It’s given me freedom,â€? he said. “I sold my restaurant business in 1984 and I haven’t really worked since.â€? And the waitress who gave him that ÂżUVW SLJ" 7R SURPRWH WKH JDPH LQ *HUPDQ\ Moffat presented her with a live pig and invited the press. She got news clippings about it from all over the world. ,Q *HUPDQ\ WKH OLWWOH SLJV DUH FDOOHG glucksschwein – lucky pig. Those little pigs indeed became very lucky for David Moffat. ASTRA

astratoy.org • May 2016

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TOY Stories

Store’s New Owners Already Know Toys by Mary Sisson, editor

A

s principal of High Five Inc., a rep group centered in Ashburn, Virginia, Dana Barnes saw a number of his customers deciding to close up shop due to untenable rent or retirement. His wife, Anne, had talked about buying a toy store, but stores coming available would have meant a move. Meanwhile, Mary Holmes, owner of Go Bananas! in Ashburn, 9LUJLQLD ZDV DW WKH WRS RI KHU JDPH ZLWK D KLJKO\ SURÂżWDEOH VWRUH but feeling ready to move on to another challenge and reap the EHQHÂżWV RI KHU ZRUN DIWHU D GHFDGH DV 7RS %DQDQD 6KH NHSW PXP about it, but since Dana lived in the area, she mentioned it to him during a rep meeting early last July, wondering if he knew anyone who’d be interested. Well, yes, he did. He was married to her. 7KH VDOH FORVHG 2FWREHU EXW WKH URDG WR QHZ ownership was a longer journey than either party expected. “Negotiating a price was probably the hardest part,â€? Dana said.

22 May 2016 • astratoy.org

“Us knowing Mary, we didn’t want to come in with a price that was LQVXOWLQJ ´ 7KH\ ERXJKW WKH LQYHQWRU\ VHSDUDWHO\ IURP WKH EXVLQHVV Âł7KLV LV EXVLQHVV $QG ZHÂśUH WDONLQJ D ORW RI PRQH\ KHUH ´ Mary said. “I wanted my broker to be handling everything.â€? After doing a lot of study on selling a business and reading the book %XLOW WR 6HOO E\ -RKQ :DUULOORZ VKH KDG ÂżUVW PHW ZLWK D EURNHU LQ 6HSWHPEHU 7KDW 'HFHPEHU VKH JDYH KLP DOO KHU ÂżQDQFLDOV ÂżOOHG RXW ORQJ TXHVWLRQQDLUHV DQG JRW KLV IHHGEDFN DV D VHFUHW shopper before he came up with an asking price. “He took into DFFRXQW WKDW ZH ZHUH LQ DQ DIĂ€XHQW DUHD ZLWK H[SRQHQWLDO JURZWK and the type of industry our business was in,â€? she said. 7KH %DUQHVHV JDYH WKHLU OHWWHU RI LQWHQW RQ /DERU 'D\ DQG LW WRRN XQWLO 2FWREHU WR JHW DOO WKH ÂżQDQFLQJ WRJHWKHU DQG MXPS through the legal hoops. Âł, ZDV JHWWLQJ DQWV\ ´ 0DU\ VDLG 6KHÂśG GRQH DOO KHU IRXUWK TXDUWHU RUGHUV DQG *RRG 7R\ *URXS FDWDORJ SUHSDUDWLRQ Âł, GLG WKLV EHFDXVH LI WKH EXVLQHVV GLG QRW VHOO E\ WKH PLGGOH RI 2FWREHU , VWLOO QHHGHG WR EH SUHSDUHG IRU WKH KROLGD\ VHDVRQ P\VHOI ´ 6KH NHSW SODFLQJ VPDOO RUGHUV RQ EHVW VHOOHUV DQG PRVW RI KHU YHQGRUV ZHUH agreeable to keeping the orders in their systems for the new buyer. $QQHÂśV ÂżUVW FRXSOH RI ZHHNV ZHUH VSHQW PHHWLQJ ZLWK DOO KHU UHSV Âł7KH\ DOO ZHUH IDEXORXV ´ VKH VDLG $QG ZKLOH 'DQD WULHV QRW to give her preferential treatment, there is a convenience factor if VKH QHHGV D 6FKOHLFK RU 0DQKDWWDQ RUGHU LQ D KXUU\ 6LQFH WKH\ KDG D SHUVRQDO UHODWLRQVKLS HVWDEOLVKHG ZLWK PDQ\ vendors, “they were able to go out on a limb for us,â€? Anne said. 7KH\ UHFHLYHG ER[HV HYHU\ GD\ IRU WZR ZHHNV 7KH %DUQVHV UHKLUHG DOO RI WKH HPSOR\HHV WKRXJK WKH\ GLGQÂśW NQRZ DERXW WKH VDOH XQWLO LW KDSSHQHG 2QO\ WKH PDQDJHU ZDV WROG before the store changed hands. “Don’t underestimate how long the process can take, and keep LW TXLHW XQWLO \RX KDYH D GHDO LQ SODFH ´ 0DU\ DGYLVHG 6KH RSHQHG *R %DQDQDV LQ LQ %UDPEOHWRQ 7RZQ &HQWHU an original tenant in a center of locally owned businesses and franchises, but no national chains. “It’s such a destination now,â€? $QQH VDLG Âł0DU\ GLG D IDEXORXV MRE RI JHWWLQJ WKH QDPH RXW ´ 7KH VXUURXQGLQJ DUHD ZLWK KRPHV LV VHW WR GRXEOH LQ WKH QH[W ÂżYH \HDUV Anne worked with Dana in High Five for more than a decade, until having three kids in college and another one at home necessitated another job. But she was ready to get back into toys. And Mary was ready to sell. “My business was at its top. I literally was ready for a new challenge,â€? she said. Âł'HÂżQLWHO\ WKH PRVW HPRWLRQDO DVSHFW RI WKH ZKROH WKLQJ was trying to negotiate with a friend,â€? Anne said. “We were very fortunate we were able to have a meeting of the minds.â€? ASTRA

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TOY Stories Notes from the Shop, “Road Dust on My Boots� Edition by Cynthia Compton, owner, 4 Kids Books & Toys

I

t’s tradeshow season for us intrepid retailers, as we journey to big cities (which sound exciting) to be herded through airports (moo...) into cabs toward giant convention centers, which from the inside look pretty much the same. Big rooms, hot lights, a variety of interesting carpet choices over concrete, and lapses into our second language, boothspeak. :H EHFRPH Ă€XHQW LQ WKLV GLDOHFW DIWHU RXU ÂżUVW VKRZ DV ZH realize that there is no way on Earth we can cover all these vendors in three days. It’s kind of like our own Gullah. Mashing together retail jargon (casepack, FOB, CPSIA status, dating, MAP, mass market exposure) with comparisons (“it’s a cross between Shopkins and DYO, this year’s Sillybands by the team that kickstarted the design of the girl STEM line last year that was bought by Mattel ‌ but then got copied by the discount manufacturer.â€?) We exchange these lines in rapidly escalating dialog, articulating around mouthfuls of free chocolate (the fuel of ZDON WKH Ă€RRU FKDPSLRQV DQG FDUHIXOO\ DFFHSWLQJ SURIIHUHG catalogs (too heavy) price sheets (printed too small) and little foam rubber tshotchkes which quickly weigh down really garish bags

24 May 2016 • astratoy.org

strategically placed at the end of each aisle (where we stop to post on social media – hey guys, what’s the hashtag for this show?) In fact, there is a medical condition created by these bags, “showroom shoulder,â€? characterized by a semi-permanent divot between the neck and collar bone, the width of a bag strap. At day’s end, excited to be released from convention hall lockup, we board tropically heated buses to our hotels, planning to explore the glamorous city that we’ve scrimped the airline fare to bring us to. But more often than not, even seasoned retailers fall prey to the “just sit down on the bed for a minuteâ€? siren call ‌ and there, three hours later, we awake, drooling slightly on the pile of catalogs and wondering about the room service menu. After a few days, we return home, bleary eyed and footsore, bearing tales of airport indignities, slight hangovers, and an inbox full of reminders that all the special pricing ends ‌ today. And at the bottom of that stack of emails, there’s a reminder to register for the next show. And like a new mom nursing twins, our trauma memories evaporate, and we sign up to do it again. (This was originally posted on Facebook after Toy Fair.)

ASTRA

TRENDING Now

2016 Movies May Inuence Toy Interests by Mary Sisson, editor

M

ovies make their mark on the world of toys, so a smart retailer or rep will keep tabs on movies that will grab the attention of kids and families this year. Here are a dozen debuting in 2016.

Zootopia (March 4): You may need sloths on hand for this one. In this modern mammal metropolis, animals from every environment live together. It’s a computer-animated cop story with a message. Disney.

Alice Through the Looking Glass (May 27): Have hats in stock? Alice returns to the whimsical world of Wonderland and returns in time to save the Mad Hatter. Disney.

Miss Peregrine’s Home for Peculiar Children (June 7): When Jacob discovers clues to a mystery that spans different ZRUOGV DQG WLPHV KH ¿QGV D PDJLFDO SODFH NQRZQ DV 0LVV Peregrine’s Home for Peculiar Children. But the mystery and

danger deepen as he gets to know the residents and learns about their special powers. Based on the teen book by Ransom Riggs.

Finding Dory (June 17): The friendly-but-forgetful blue tang ÂżVK UHXQLWHV ZLWK KHU ORYHG RQHV DQG HYHU\RQH OHDUQV D IHZ WKLQJV about the real meaning of family along the way. Disney.

The BFG (July 1): A girl named Sophie encounters a Big Friendly Giant who may look intimidating, but is considered an outcast by the other giants because he refuses to eat boys and girls. Directed by Stephen Spielberg, based on the book by Roald Dahl.

The Secret Life of Pets (July 8): Max’s life as a favorite pet in Manhattan is turned upside down when his owner brings home a sloppy mongrel named Duke. A bunny named Snowball is building an army of abandoned pets to take revenge on happy pets and their owners. Universal. Ice Age 5: Collision Course (July 22): Scrat’s adventure into space sets off a series of events that threaten Manny and the rest of the herd down on Earth, forcing them to leave behind their home. On their journey, they discover an exotic place, led by its spiritual leader Shangri Llama. Computer animation from BlueSky.

Pete’s Dragon (August 12): $ UHPDNH RI WKH ¿OP WKH adventure of an orphaned boy named Pete and his best friend Elliott, who just so happens to be a dragon living in the forests of WKH 3DFL¿F 1RUWKZHVW Disney.

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The Jungle Book (Oct. 18): An orphan boy is raised in the jungle with the help of a pack of wolves, a bear, and a black panther. Disney, based on the book by Rudyard Kipling.

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26 May 2016 • astratoy.org

Trolls (Nov. 4): In this computer animated movie based on Troll dolls, Princess Poppy and Branch venture far beyond the only world they have ever known, and their quest will test their strength and reveal their true colors. DreamWorks. Fantastic Beasts and Where to Find Them (Nov. 18): 7KH DGYHQWXUHV RI ZULWHU 1HZW 6FDPDQGHU LQ 1HZ <RUNÂśV VHFUHW community of witches and wizards takes place 70 years before +DUU\ 3RWWHU UHDGV KLV ERRN LQ VFKRRO LQ WKLV ÂżUVW RI D WULORJ\ Written by J.K. Rowling.

Moana (Nov. 23): ,Q DQFLHQW 2FHDQLD LQ WKH 6RXWK 3DFLÂżF WKH young Moana, a born navigator, sets sail in search of a fabled island. During her journey, she teams up with her hero, the legendary demi-god Maui. Disney.

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ASTRA Members Bring

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28 May 2016 • astratoy.org

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ASTRA Office by Dee Marsden and Maggie Bridger 7KH $675$ RI¿FH KDV GLVFRYHUHG RQOLQH WRROV WR PDNH WKH ZRUNÀRZ PRUH HI¿FLHQW :H WKRXJKW \RX PLJKW ¿QG WKHP XVHIXO WRR

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30 May 2016 • astratoy.org

TRENDING Now

Amazon A Passionate Issue on All Sides! by Sue WarďŹ eld, ASTRA Director of Member Relations

T

here is no doubt that this is a very hot topic within our community, as well as for all independent business owners. Simply check out the two discussion board threads titled “Amazonâ€? and “Lux Blox says NO to Amazon and all other third-party sellersâ€? and you will see how both sides have strong opinions. Facts do not lie, and there is no doubt that they show the LQĂ€XHQFH RI $PD]RQ RQ RXU ZRUOG WRGD\ ZLWK VR PDQ\ RI WKH younger generation attached to their electronics and their ease with simply “clickingâ€? to order products. There are articles aplenty that show the effects of Amazon on local businesses, as well as on the local tax base. A study by the American Booksellers Association and Civic Economics noted that “nearly half of all states still collect no sales tax revenue from

Amazon sales and others collect only partial sales taxes, producing a nationwide tax gap of $625 million.� In addition, they estimate from their study “that the shift to online sales has resulted in a national reduction in demand for retail space totaling over 100 million square feet, the equivalent of over 30,000 traditional storefronts employing 136,000 workers. These land use changes result in uncollected property taxes of $420 million.� While there are plenty of others using the Internet to sell goods (including many of our own brick and mortar stores), eMarketer compiled these statistics from Fortune.com. (The dollars noted are in millions.)

Amazon.com Wal-Mart Apple Macy’s Home Depot Best Buy

$71,844 $13,188 $10,740 $ 4,710 $ 4,267 $ 3,672

Yet despite all the facts noted above, Barbara Thau, a contributing writer for Forbes, noted the additional facts below rendered from a recent study done by A.T. Kearney through an Omnichannel Shopping Preferences Study. The study surveyed 2,500 shoppers from a cross-section of demographic groups including teens, Millennials, Generation X, Baby Boomers and senior citizens. The results showed that: • 90 percent of shoppers surveyed would prefer to buy in brick and mortar stores across demographic and age groups. • They love going out, shopping with people and touching stuff. • 94 percent of retail sales are still generated at brick and mortar stores. • The conclusion noted in the report was that although online shopping has reshaped consumer buying habits, physical stores still dominate shoppers’ patterns more than the media reports suggest. On March 11 in Minneapolis, ASTRA hosted a “Meet, Greet and Learnâ€? that included a panel discussion about Amazon. The SDQHO FRQVLVWHG RI ÂżYH PHPEHUV IURP WKH WR\ LQGXVWU\ HLWKHU current or past ASTRA members. The purpose of the discussion was to present various points of view about the online retail giant. Each panelist was given a different question to answer based on his RU KHU VSHFLÂżF H[SHULHQFH It was extremely informative! Here are the questions each panelist was asked, along with a summary of their responses.

32 May 2016 • astratoy.org

Roger Bildsten, former CEO of International Playthings and Manahattan Toy

What do you see as similarities and/or differences between when specialty toy manufacturers started selling their goods to Target and other big box companies versus the Amazon factor now? When Target and Toys R Us starting selling specialty toys, they visited ASTRA stores, went into manufacturer booths at trade shows, hired designers from these manufacturers, copied products and made an all-out effort to gain market share in the toy business. From a manufacturer’s point of view, selling to these companies was a risk. From a retailer’s point of view, you couldn’t compete dollar for dollar … but in other ways. Since then, Target has somewhat “given up” on being a specialty toy player, but they still dabble and they need to be watched. Competing as a retailer wasn’t as tough. Target had no real sales help, was slow, and didn’t offer any real hands-on option. Main difference between Amazon now and what Target/Toys R Us, etc. did for toys before? Amazon has pretty much everything, the others do not. Again, you can’t compete on variety and ease of purchasing. Selling to Amazon is less risky for a manufacturer, but can lead to a slippery slope pricewise. Bottom line, if I know exactly what I need, it’s too easy to buy on Amazon. However, if I don’t know what I want, I go to a store

to learn, experience and hopefully buy. A shop needs to be more than a shop. It can be a place where new moms want to go who are desperate for interaction and ideas. It can be a place where classes with energy are offered. It can be a place where parents and kids engage. That’s how to compete. Michael Levins, CEO of Innovative Kids

With Amazon knocking on your door to sell your products, what did you do at first and how has your approach changed over time? Our Amazon history: 1st: Sold Amazon books only through our distributor, did not sell Amazon our toy product. 2nd: Stopped selling Amazon our books, still didn’t sell them any toy product. 3rd: Sold Amazon books only through their Advantage program, still did not sell Amazon toys directly but used FBA resellers instead. 4th: Where we are today: Continue to sell Amazon books, eliminated all FBA resellers due to a variety of problems with them, and sell toys directly to Amazon to better manage our MAP.

Good or bad? Pros as a manufacturer • Whether we like it or not or whether we want to recognize it as

astratoy.org • May 2016

33

• •

•

a reality or not, Amazon is where a vast number of consumers are shopping and buying a wide variety of products. Amazon provides a relatively cost-effective method for a small manufacturer to target an audience and to promote our products. Amazon offers a highly effective supply chain (we do not have that at all in the book trade), complete with sophisticated analytics on what is selling, how quickly it is selling and how much inventory we need to hold to satisfy demand. As a book manufacturer, we get returns. These are good items, but not brand new so we cannot send them out again to retailers as new product. Amazon offers us a way to sell these SURGXFWV ZKLFK ZH QHHG WR GR WR VWD\ YLDEOH ÂżQDQFLDOO\

Cons • Amazon is not necessarily the best platform for people to GLVFRYHU RXU FRPSDQ\ RU WR ¿QG D VSHFL¿F SURGXFW WKDW WKH\ don’t know they might be looking for, which they may stumble on in a brick and mortar retail store. • Clearly Amazon is having a negative impact on brick and mortar retail given the convenience, branding vis-à -vis a trusted retail site, and pricing. • It remains challenging to manage our MAP policy even with the use of third-party reporting, not just on Amazon, but also with other online marketplaces like eBay, Google Shopping and Jet.com.

34 May 2016 • astratoy.org

Mike Acerra, Owner and Co-Creator of Lux Blox

Your approach to Amazon has been very ďŹ rm. Can you explain your policy and why you have chosen this approach? Our policy is simple. Sell our products on Amazon and you are done. Why? • We started our business by asking ASTRA and ASTRA retailers what they thought of the product by showing samples that we produced on a 3D printer, so we know how important showing and telling in person is to sell the product. • Our product is a demonstrable product. We can do videos all we want, but there’s nothing like putting the product in a person’s hands and letting them actually experience it. • Stores pay rent, train staff, do outreach to the community. Retailers are a part of the civil community and that is what we want to support. Cordelia Blake, Owner of Koala Commerce

How did you decide to sell only through Amazon, and do you see your business model as a major threat to brick and mortar retailers? I am a small-business owner and started with my own e-commerce business that was an utter and complete failure. I FKRVH WR VHOO YLD WKH ,QWHUQHW WR KDYH D ÀH[LEOH OLIHVW\OH 7KURXJK WKH IDLOXUH , ¿JXUHG , PD\ DV ZHOO ZRUN DW WKLV DQG OHDUQ KRZ WR EH successful through selling on the Internet. I’ve learned how to sell on Amazon, and have changed my

business model to include training businesses on how to work with Amazon and/or learn from it to make your brick and mortar store even better. Amazon is not the “evil empire.â€? I relate it to that piece of chocolate cake when I was dieting. The cake is not evil – there is no inherit goodness or evil in the cake. It’s how I deal with it. Amazon is no longer the cheapest place to buy something. It is much more for convenience. I see two opportunities within Amazon: 1) For manufacturers, it is a way to represent your products to the masses and at a higher price than even what it is at the retail store. 2) For the retailer – with Amazon, there are still a lot of consumers that are not getting their needs met. Use Amazon to see what ISN’T there (for example, a bundle of toys for a 4-year-old boy to keep KLP EXV\ DQG KDSS\ RQ D WZR KRXU RU PRUH DLUSODQH Ă€LJKW -LP +HQU\ 2ZQHU RI $LU 7UDIÂżF .LWHV DQG *DPHV VL[ VWRUH ORFDWLRQV

...and how do you get customers to come into your store, buy and return? 7ZHQW\ ÂżYH \HDUV DJR ZKHQ , RSHQHG VWRUHV ZH ZRXOG VSHQG a lot of energy to sell a $200 kite to a customer. We’d train the customer, and then he’d pull out a well-known kite catalog and ask us to match the price. It was as annoying then as it is today when a customer walks in and asks if you’ll give me “Xâ€? dollars off. So, life hasn’t changed. The biggest thing that has changed is the convenience and the speed – with are both hard to compete with.

We started our stores because we had a passion for what we were selling and we wanted to engage the customer. We don’t have a strategy to combat Amazon. We just do what we feel we do best. The biggest change I see today is it is hard to have a “crazeâ€? because the web takes it from you before you even have a chance. I ORYH LW ZKHQ WKHUH LV QR FUD]H DV LW KHOSV OHYHO WKH SOD\LQJ ÂżHOG You’ll never get rid of those who only care about price. Our best weapon is to engage our customers and make them feel the same passion for our products that we do. The conversation will continue at Marketplace & Academy, at the session “To Sell or Not to Sell on Amazon.â€? The panel discussion is scheduled for Sunday, June 5, from 2:15 to 3:15 p.m. Also, watch for future Meet, Greet and Learns to focus on this issue and others. Amazon is here and is not going anywhere soon. There is no doubt that technology is changing the way people shop. Ignoring those changes, is not an option. Instead, we must continue to structure and restructure our business models to provide customers with the best shopping experience possible no matter which channels we offer. The pace of change has been brisk. Our greatest challenge is to continue to be aware of and remain open to new ideas and new approaches that will best serve our business and our community in this ever changing landscape. The recording of the Minneapolis Meet Greet and Learn is available to ASTRA members at astratoy.org.

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35

News

After ASTRA Course, these Retailers are

Certifiably Better

T

im Holliday’s ears perked up at an ASTRA board meeting in 2014 when the idea of an ASTRA education track came up. +HœG HDUQHG D FHUWL¿FDWLRQ IURP DQRWKHU WUDGH DVVRFLDWLRQ and knew the value of continuing education. Holliday, of Children’s World & Children’s World Uniform 6XSSO\ LQ 6DUDVRWD )ORULGD ZDV WKH ¿UVW $675$ UHWDLOHU WR FRPSOHWH WKH &HUWL¿HG 0DVWHU 5HWDLOHU FRXUVH ,Q KLV UROH RQ WKH board, he worked closely with former education director Greg Choyke, taking each segment of the course as soon as it was ready and giving valuable feedback. The second to complete the course was Erica Sipes, who had UHFHQWO\ EHFRPH PDQDJHU RI D QHZ WR\ VWRUH ,PDJLQDWLRQ 6WDWLRQ in Roanoke, Virginia. Relatively new to the toy industry after a career as a professional musician, she started last summer, set the FRXUVH DVLGH WR RSHQ WKH QHZ VWRUH DQG ¿QLVKHG LW LQ )HEUXDU\ 7KH WKLUG UHWDLOHU WR EHFRPH FHUWL¿HG ZDV -HQQLIHU (LVHQEHUJ owner of Smarty Pants Toys and Tutoring in El Paso, Texas. She

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36 May 2016 • astratoy.org

gave herself the course as a birthday present in early February and ÂżQLVKHG LW LQ WZR ZHHNV Âł,W ZDV DQ HQMR\DEOH H[SHULHQFH DQG , MXVW NHSW JRLQJ ZLWK LW HYHU\ RWKHU GD\ RU VR ´ (LVHQEHUJ VDLG Âł, WKLQN WKDW HYHU\ $675$ member, every toy store owner should take it.â€? $QG QRW MXVW RZQHUV $V PDQDJHU RI WKH VWRUH RZQHG E\ 3DXOD Bolte, Sipes wanted to soak up as much of this new world of toys as SRVVLEOH Âł,ÂśYH DOZD\V EHHQ RQH WR GR UHVHDUFK DERXW ZKDWHYHU , VHW P\ PLQG WR DQG WKH &HUWLÂżHG 0DVWHU 5HWDLOHU FRXUVH ZDV OLNH KDYLQJ LW DOO KDQGHG WR PH RQ D VLOYHU SODWWHU ´ VKH VDLG Âł,W PDGH LW PXFK easier to get started off on the right foot at the new store.â€? 6KH KDG PDQDJHG %ROWHÂśV RWKHU VWRUH ,PDJLQDWLRQV 7R\ Furniture Co. in Blacksburg, Virginia, for a year before opening the Roanoke store. 6KH IRXQG WKH ÂżQDQFLDO WUDFN VWUHWFKHG KHU WKH PRVW Âł,Q DOO KRQHVW\ , ZDV D OLWWOH IUXVWUDWHG DW ÂżUVW E\ WKH OHDVH QHJRWLDWLQJ DQG HVWDWH SODQQLQJ SRUWLRQV ´ VKH VDLG Âł, ZDVQÂśW VXUH , ZRXOG HYHU EH QHHGLQJ WKH NQRZOHGJH WDXJKW LQ WKRVH VHFWLRQV EXW LQ WKH HQG ,ÂśP JODG WKDW , JRW H[SRVHG WR WKH FRQFHSWV DQG WKH WHUPLQRORJ\ ´ Âł,WÂśV FRPSUHKHQVLYH ´ (LVHQEHUJ VDLG Âł,W ZHQW RYHU HYHU\ DVSHFW you need as a toy store owner.â€? As a former teacher and mother to three kids with special needs, she found the child development track more of a review. But other sections gave her new ideas to work on. Âł, ZLVK ,ÂśG KDG WKH OHDVH QHJRWLDWLRQV VHFWLRQ SULRU WR HYHU VLJQLQJ WKH OHDVH :KHQ , FRPH XS IRU OHDVH UHQHZDO ,ÂśOO UH OLVWHQ WR that.â€? She’d never thought about succession planning, but that section ZDV WLPHO\ DV VKH ZDV MXVW DERXW WR UHZULWH KHU ZLOO Being able to watch the videos as often as needed and print out handouts is one of the bonuses of the course, Eisenberg said. Holliday said the merchandising section prompted him and his wife, who has now started the course, to go back and take a look at their interior signage. “We probably found ourselves being a little complacent,â€? he said. And they’ve revised the way they handle complaints by asking more of what customers’ expectations are. Âł7KH PDUNHWLQJ FODVV KDV KHOSHG PH WR UHÂżQH KRZ ,ÂśP SUHVHQWLQJ WKH VWRUH RQ VRFLDO PHGLD ´ 6LSHV VDLG ÂłDQG , DP FRQVWDQWO\ ORRNLQJ for ways now that the store can be a presence in the community. That KDV JLYHQ P\ MRE VR PXFK PRUH GHSWK DQG SHUVRQDOLW\ ´ Though she’s the only toy expert at the store right now, she’s DOUHDG\ SXWWLQJ WRJHWKHU D KDQGERRN IRU GD\ WR GD\ VWRUH RSHUDWLRQV DQG WKLQNLQJ DKHDG WR WHDP EXLOGLQJ ZLWK IXWXUH VWDII Âł, GRQÂśW WKLQN , ZRXOG KDYH EHHQ PRWLYDWHG WR GR WKDW KDG , QRW WDNHQ WKH &05 course.â€? Âł, WKLQN LW ZDV D SKHQRPHQDO SUHVHQW , JDYH P\VHOI ´ (LVHQEHUJ VDLG Âł,W EHWWHUHG PH DQG QRZ , FDQ EH D EHWWHU SHUVRQ IRU P\ customers.â€? ASTRA

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STRA is excited to introduce FHUWLÂżHG therapeutic recreation specialist Ahren Hoffman as its new Director of Education & Training. Ahren joins ASTRA from the Chicago-based National Lekotek Center, where she was the Manager of Industry Relations and Partnerships. Ahren is very familiar with ASTRA and the specialty toy industry, and has been writing the popular, “Ready Set PLAYâ€? column in Toy Times Magazine. In addition, she collaborated with ASTRA on the GHYHORSPHQW RI LWV &HUWLÂżHG 3OD\ ([SHUW FHUWLÂżFDWLRQ SURJUDP WKH 0DNH :D\ IRU Play project, and Child Development 101 webinars. In her new role at ASTRA, Ahren will further develop and manage ASTRA’s HGXFDWLRQ RIIHULQJV LQFOXGLQJ WKH &HUWLÂżHG 3OD\ ([SHUW DQG &HUWLÂżHG 0DVWHU 5HWDLOHU FHUWLÂżFDWLRQ SURJUDPV IDFH WR IDFH DQG on-demand offerings, and education sessions at ASTRA’s Marketplace & Academy. At the National Lekotek Center, Ahren created content, supported relationships with clients, managed education projects and evaluated products submitted to AblePlay, an online resource of play products for children with disabilities.

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astratoy.org • May 2016

37

News

2016 Slate of Candidates

for the Board of Directors

A

STRA is pleased to present the 2016 slate of candidates for the Board of Directors. Join us as we officially induct the following members onto the Board of Directors at ASTRA’s Annual Business Meeting and Awards Presentation on Monday, June 6 from 8 a.m. to 9 a.m.

Nicole Bortnick, Sales Representative BGN Sales Group, Chicago, Illinois Nicole has been in the toy industry for 14 years and a member of ASTRA for eight years. As an ASTRA member, Nicole has served on the Marketplace & Academy Planning Committee. She is a member of souvenir, gift and camp associations in the Wisconsin region. Nicole’s business honors include recognition for top sales by various vendors over the years. In her free time, she enjoys taking her dog to the beach and

38 May 2016 • astratoy.org

escaping to Michigan in the summer. She also enjoys photography, art, good food and wine, and visiting friends and family in Canada.

Cynthia Compton, Retailer 4 Kids Books & Toys, Zionsville, Indiana Cynthia has been in the toy industry for 13 years and an ASTRA member for eight years. She has served on the Best Toys for Kids Committee and the Education Committee that planned the recently launched Certified Master Retailer program, and she participated in an online focus group that provided feedback and input in preparation for the most recent strategic plan. Cynthia is a past board member and president of Network of Women in Business and the Great Lakes Independent Booksellers Association. In addition, she is a member of Indiana Bulldog Rescue, Carmel Chamber of Commerce, Indiana Retail Council, American Booksellers Association and the Association of Booksellers for Children.

Cynthia started 4 Kids after the birth of her fourth child and out of a desire to own a business in her community. 4 Kids Books and Toys’ business honors include recognition as the 2014 Pannell Award for the best children’s bookstore (recognized nationally by the Women’s National Book Association), “Best Of ” awards in the Indianapolis community, and several awards from area nonprofits and literacy organizations.

Damien Crocker, Manufacturer The Orb Factory, Halifax, Nova Scotia, Canada Damien has been in the toy industry with The Orb Factory and an ASTRA member for nine years. He has served on the Marketplace & Academy Planning Committee, as chair of the Breakout Session Sub-Committee, and on the Keynote and Game & Kit Session Sub-Committees. In addition, he has served as chair of the Excellence Awards Committee. Damien was also selected to participate in the recent Millennial focus group in Chicago. As both a Millennial and a Canadian, Damien hopes to bring a unique perspective to the table. Damien is the National Sales Manager at The Orb Factory. Business honors for The Orb Factory include recognition as the 2011 Toy Collection Vendor of the Year, 2011 ASTRA Manufacturer Excellence Award, 2011 ASTRA Best Toys for Kids (Creative Play), 2013 ASTRA Best Toys for Kids (Just for Fun) and 2015 ASTRA Best Toys for Kids (Creative Play). In his free time, Damien enjoys live music, camping, outdoor activities of all varieties, and, of course, playing with toys.

Anita Demetropoulos, Retailer Island Treasure Toys, Yarmouth, Maine Anita has been in the toy industry for 14 years and an ASTRA member for three years. She is also a member of the Yarmouth Economic Development Advisory Board, the Yarmouth Chamber of Commerce Board, and the Main Street Bath Board. In addition, she was co-chair of Circus Smirkus Freeport for eight years and has been the Chair of the North Yarmouth Academy Annual Fundraising Soiree for three years. Anita opened Island Treasure Toys after having a difficult time finding high-quality specialty toys in her area. Island Treasure Toys’ business honors include the 2005 Beacon Award from Yarmouth Chamber of Commerce, 2015 Best Toys Store Award from Down East Magazine and Best Specialty Store in Yarmouth. In her free time, Anita enjoys the solitude of Littlejohn Island where she lives, and spending time with her family at home or on adventurous trips.

Tami Murphy, Manufacturer The Haywire Group, Indian Orchard, Massachusetts Tami has been in the toy industry for 10 years and a member of ASTRA for seven years. Tami served as Chair of the Marketplace & Academy Planning Committee and participated on multiple subcommittees under the Planning Committee, including the Breakout Session Sub-Committee. In addition to her volunteer work with ASTRA, Tami also serves as co-chair of the New England chapter of Women in Toys. Tami is the Marketing Manager of The Haywire Group. She volunteers her time to a local nonprofit organization that The Haywire Group supports; it provides services to foster children that the state doesn’t fund. In 2016, Tami was nominated for a Women In Toys’ Wonder Woman award and The Haywire Group received its second Toy of The Year nomination from TIA. In her free time, Tami enjoys reading and spending time with her kids. ASTRA

astratoy.org • May 2016

39

Marketplace & Academy It’s Like No Other Show! by Sue Warfield, ASTRA Director of Member Relations

•

A

s I look back over the many years I’ve been in this business, I realize I’ve attended over 500 shows. These include Toy Fair, ToyFest West, EDexpo, regional gift shows at the Minneapolis Mart and of course, ASTRA’s Marketplace & Academy. At some point, it’s easy for all of them to blend together and begin to look and feel pretty much the same – except for Marketplace & Academy. During a recent call with a committee of our members, in which we were discussing how best to work a show, it was said over and over again how different ASTRA’s Marketplace & Academy is from every other show in our industry. I certainly agree and can note many reasons why, including the great educational sessions, keynote speakers, and show specials, to name a few. However, what really matters is what our members feel makes Marketplace & Academy the one show they always want to attend. So, I asked. And the comments and enthusiasm for the show just kept on coming – not only from retailers, but from sales representatives and manufacturers as well. What did we hear?

From Retailers ASTRA’s Marketplace & Academy is special because: • It is a community – people who want to work together to help each other. • The vendors understand the specialty market and want to sell to specialty stores. • You have time to connect with other professionals who can help you succeed. • You can learn, ask questions, get a million new ideas and build new connections with others. –Amy Saldahna, Kiddywampus, Hopkins, MN • • •

The timing is perfect for you to prepare for the holidays. Toy manufacturers are there with new toys and their top sellers. Check out and vote on the Best Toys for Kids finalists. Final products are chosen by toy experts. • You learn, network and plan for the next six months – all in just four days. –Kate Tanner, Kidstop Toys, Scottsdale, AZ

40 May 2016 • astratoy.org

It’s like going to summer camp as an adult! You get to spend time and actually play with other people who value toys because of the fun, engagement and skill building they provide, not just for the potential profit they can bring. • You have an awesome opportunity to be in the company of dynamic, creative people who love what they do and enjoy sharing information and ideas. • Beware, this attitude is infectious – a trip to Marketplace & Academy could prove to be habit forming, in the most delightful way! –Yvonne Fugate, The Collection, Waitsfield, VT

From Reps ASTRA’s Marketplace & Academy offers: • A chance for buyers, reps and manufacturers to work and play together – we work the show, attend the seminars and gather to eat, drink and share. • It brings the “three legs” or the “triangle” together. • This is about relationships and camaraderie, versus competition and distrust. –Barb Olson, Diverse Marketing •

It’s an environment where we’re able to spend time with vendors, customers and colleagues in a relaxing social environment, and talk about business and other events in our lives. • This connection with the people in this industry is what makes it so enjoyable. –Dana Barnes, High Five • •

There’s a much more relaxed and personal feeling. Retailers actually have time to spend with vendors, versus running from booth to booth at Toy Fair. They write orders, instead of reviewing products and placing orders when they get back to their stores. • Plus the Academy provides knowledge, perspective and an opportunity to share issues and successes. –Christine Blumberg, Roberts Blumberg • •

•

It’s an opportunity to learn and share ideas tailored to independent toy store owners. You meet others who have walked before you, are walking alongside you, and those who are just beginning their journey in our wonderful industry. It has helped me to learn and improve. I have learned some of my best practices from listening to what others have found successful and from avoiding potential pitfalls.

•

It is my job to partner with my retailers and manufacturers, and Marketplace & Academy allows me to do just that. –Gia Kapp, Diverse Marketing

From the Manufacturers “Last year was my first show, and I heard many retailers say that they love the show because they feel it’s more geared to the independent toy store, and gives them a chance to better view the products. As a vendor, I had more time with each customer to show them some ‘hands on’ projects.” –Kim Ryon, Sales Manager, KLUTZ “The show is unique and different from any other show for the specialty toy retailer. It gives the retailer an opportunity to interact with key suppliers; there are specials that most vendors offer as an incentive to write orders at the show; and there are great activities around the show that allow for collaboration with toy professionals, keeping retailers up-to-date on trends in the ever-dynamic marketplace that we serve.” –Doug Kass, Kahootz “It creates a space for everyone who works in the business of making or selling quality toys to come together to have substantive, meaningful interactions around these toys to improve their business. In addition to the basic transactional element of a typical trade show, there are countless educational and inspirational aspects to this event that have extremely positive and intangible effects on toy businesses. The people are nice and it’s fun!” –Ted McGuire, Thames and Kosmos “We’ve come a long way! I now tout ASTRA’s Marketplace as THE place to exhibit when asked by new and existing manufacturers,” said Renee Whitney of Be Amazing! Toys. “My reasons are: • It’s a less hectic show with more one-on-one time with customers; • Amazing educational programs and workshops; • Great networking opportunities; • Most importantly – a healthy, positive vibe among exhibitors and attendees. Where other shows are downsizing and bemoaning the state of the toy industry, ASTRA (while addressing real concerns) continues to be upbeat and positive about our market and the opportunities we all have in the toy business.”

What’s NEW at Marketplace Marketplace Main Stage Check out live, hands-on product demonstrations and prize giveaways from vendors throughout the day in this fun, interactive play pavilion!

Industry Toolbox Sharpen your business tools with products and services featured in this new area. From discounted shipping to the latest industry news to displays and fixtures, the Industry Toolbox is your go-to spot for finding resources to support your business.

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astratoy.org • May 2016

41

ASTRA’S MARKETPLACE & ACADEMY

Work-Life Balance, YOU Management and Fun! An interview with keynote speaker Colette Carlson What path led you to become one of the top 10 percent of motivational speakers worldwide? Colette: Growing up, I never knew this career path existed. However, my parents, who were an elementary school teacher and a football coach, gave me a thirst for learning and encouraging others to play to their strengths. After college and a move out West, I became an executive assistant to CEOs EHIRUH GHFLGLQJ ¿YH \HDUV ODWHU WR PDNH D FKDQJH 0\ ¿UVW day working for sales legend and speaker Tom Hopkins, and eventually Brian Tracy’s team, cemented my ambition to teach and inspire others, which led to a master’s in human behavior. Knowing the education, network and growth that also comes from joining an association of your peers, led me to belong to the National Speakers Association. Through the connections I built and the education provided, my career grew further faster, and , FKDOOHQJHG P\VHOI WR EHFRPH D GHVLJQDWHG &HUWL¿HG 6SHDNLQJ Professional (CSP) which I earned two years ago.

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the hard way. After spending a major chunk of my life romancing the spoon, I found myself 50 pounds overweight and making underwhelming choices. Once I stopped avoiding my pain through pizza, I faced my fears, felt the feelings and began to speak my truth and take heathy risks. Ironically, as I scaled up and took action on my dreams, the number on the scale decreased. Yet a few years later, I found that marriage, motherhood and the mad juggle of career and family left me emotionally and physically exhausted as I tried to meet everyone’s expectations. Only then did I truly learn and apply what I now share with audiences on how to stress less and still have success.

Your session is described as being fun. How do you think an audience of toy professionals will differ from, say, government employees? Colette: At our core, I believe people are more alike than dissimilar. Yet, to answer your question, I’m expecting toy professionals to possess a more playful spirit than government employees given the creativity, innovation and sense of child-like wonder that surrounds your industry. C’mon, for 24 years your association has been inspiring the world of play. This screams fun!

Can you share examples of how YOU management has helped people deal with stress after they heard your presentation? Colette: Too many individuals, for example, believe if they just had more time or better time management skills they could accomplish all their tasks and reduce their stress. Or, they believe there is some magic formula out there and if they could just ÂżJXUH LW RXW HYHU\WKLQJ ZRXOG EH SHUIHFW EXW WKDWÂśV D OLH 7UXWK is, most people have excellent time management skills, but there is simply no more time left to manage given our 24/7 global world. Therefore, it is not about time management, but YOU management. All my YOU management tools show you how to take back control of your life given that people stress the most when they feel something is out of their control. When YOU learn how to manage YOUR expectations and the expectations of others, you can begin to set yourself up for success.

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42 May 2016 • astratoy.org

family is going to demand less of you in the coming year? Stress kills and work-life balance is dead. To create the focus, energy and mindset to keep playing this beautiful game called life, you need to gain the necessary strategies and skills. Plus, we’re going to have fun! ASTRA

ASTRA’S MARKETPLACE & ACADEMY

Being Brilliant on the Basics An interview with keynote speaker Bob Phibbs

Where did you get your passion for retail? Bob: Good question. I imagine it came from my early job at a department store. I was curious about why people bought things and excited when I changed things – a display or the words I used – and got more sales. One of my earliest experiences was as a temp at the Broadway Department Store in Glendale, California, in 1978. One time I was put in Notions, a catchall for anything that GLGQ¶W KDYH VXI¿FLHQW LQYHQWRU\ IRU D GHSDUWPHQW 7KHUH ZHUH ¿YH red remote-controlled Porsche toys, about 3’ long and really cool. I could tell from the tags they’d been there since Christmas – it was July. I took one out, put in fresh batteries and drove it around the department to squeals of delight from shoppers. I got so bold as to go down to the escalator and challenged shoppers to get their attention. After about 30 minutes a security guard told me to knock LW RII , ZHQW EDFN WR WKH GHSDUWPHQW 7KLUW\ PLQXWHV ODWHU , JRW D call from the GM – why aren’t you playing with the cars like you

were? I told him. He replied, “But I see you sold three of them LQ WKH SDVW KRXU ´ , UHSOLHG ³7KDW¶V ULJKW ´ ³*HW EDFN RXW WKHUH ´ 7KLQJV OLNH WKDW KHOSHG IRUP P\ SDVVLRQ WR HQJDJH DQG HQWHUWDLQ people.

You’ve spoken at ASTRA Marketplace & Academy before. Can you share examples of how you have helped ASTRA stores? Bob: Several are using my online retail sales training program, SalesRX, to great results. Roberta Bonoff with Creative Kidstuff hired me to freshen their thoughts, organization and energy after $675$ LQ 0LQQHDSROLV ,W ZDV IXQQ\ VKH DVNHG PH DIWHU WKH speech if she could work with me, called me on my way home and ÀHZ PH RXW D ZHHN ODWHU ± VKH ZDQWHG FKDQJH

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44 May 2016 • astratoy.org

See us in Denver BOOTH 1906 Here’s what she has shared: “He did all of that and more; we reorganized, took a KDUG ORRN DW RXU ¿QDQFLDOV DQG RXU PDUNHWLQJ efforts. There is a renewed energy on all OHYHOV 2XU DYHUDJH VDOH KDV LQFUHDVHG DQG we have a renewed sense of where we are going. Bob is a phenomenal guide, trainer and KXPDQ EHLQJ IRFXVHG RQ PDNLQJ \RX DQG \RXU FRPSDQ\ VXFFHHG ´ ,¶YH DOVR UH PHUFKDQGLVHG D FRXSOH RI WR\ stores over the years.

You’ve given presentations to people from some big brands. How do you hone your keynote for small, independent toy stores? Bob: People often think there is this big

Storybooks

ew! Read and re-enact 24 classic children’s stories nwith charming 3-D objects! These classic storybooks represent some

of the finest children’s literature available. GLIIHUHQFH EHWZHHQ DXGLHQFHV EUDQGV DQG Each set includes the book, a re-sealable retailers. There isn’t. When I’m working storage bag, and carefully-selected sets ZLWK D OX[XU\ EUDQG OLNH 2PHJD WLPHSLHFHV of charming objects to help young or Hearts on Fire diamonds, it is about the students retell and re-enact SHRSOH QRW WKH SURGXFWV :KHQ , ZRUNHG ZLWK these wonderful stories LEGO and Yamaha, it was about the people, in their own words. The Mitten, The Very QRW WKH SURGXFWV :KHQ , ZRUN ZLWK $675$ Hungry Caterpillar, it’s not about the toys or the events – it’s about Stone Soup, and WKH SHRSOH 7KH ELJ GLIIHUHQWLDWRU , ¿QG LQ DOO 21 other all-time organizations are those who sit on the sidelines FREE Retail display or sign! favorites! FRPSODLQLQJ DERXW KRZ XQIDLU ¿OO LQ WKH EODQN YHQGRU FRPSDQ\ SROLF\ HWF LV DQG KRZ they are put upon. The other group is eager WR FKDQJH HVSHFLDOO\ LI WKH\ DUH GRLQJ ¿QH They are looking at possibilities and keeping that sense of wonder alive in their employees’ and their own minds. That makes every day D FKDQFH WR XSJUDGH \RXUVHOI .QRZLQJ ERWK W\SHV RI SHRSOH PLJKW EH LQ WKH DXGLHQFH , WU\ WR SUHVHQW LGHDV RI ZKDW FDQ ZRUN DQG ZKDW 1338 Seventh Street Berkeley, CA 94710-1410 WR ORRN DW $V D VPDOOHU UHWDLOHU LW LV XOWLPDWHO\ 800-660-8646 \RXU PRQH\ ± QRW WKH VWRFN PDUNHW¶V ± DQG email: info@primaryconcepts.com , ZDQW WR GR HYHU\WKLQJ , FDQ WR HOHYDWH WKH www.PrimaryConceptsDealer.com FRQYHUVDWLRQ IURP SURGXFW DQG SURPRWLRQ WR FUHDWLQJ DQ H[FHSWLRQDO H[SHULHQFH 7KDW¶V something any brand should aspire to and it is ORFDWLRQ VWDQG RXW $Q\ WR\ VWRUH WKDW GRHVQ¶W JHW WKDW DQG IDOOV LQWR WKH HDV\ WR GHVSDLU D EDWWOH HYHU\ GD\ WR FRQQHFW WKH GRWV LQ VXFK D PLQGVHW ZLOO SUREDEO\ KDYH D YHU\ URXJK JR RI LW , FDQ¶W WHOO \RX KRZ PDQ\ WLPHV , KDYH ZD\ \RX FRQVLVWHQWO\ KLW LW RXW RI WKH SDUN JRQH LQWR D VWRUH WKDW ZDV GLUW\ ¿OOHG WR WKH FHLOLQJ ZLWK PHUFKDQGLVH SRRUO\ OLW SRRUO\ PHUFKDQGLVHG DQG WKH VKRS RZQHU ZDV EHKLQG D FRXQWHU ZLWK D %LJ *XOS RQ WKH SKRQH With pressure from online and big box FRPSODLQLQJ KRZ VORZ LW ZDV $P , EXOOLVK RQ VPDOOHU VWRUHV" $EVROXWHO\ EXW \RX KDYH stores, how do you view the future of to earn it more than ever.

small retail? Bob: 7KH UHDOLW\ LV SHUFHQW RI VKRSSLQJ LV VWLOO GRQH LQ EULFN DQG PRUWDU VWRUHV 0F.HQVH\ VD\V WKDW VKRXOG EH DW OHDVW SHUFHQW XQWLO DW OHDVW 7KH SODFH WR EH in retail right now is boutique retail. Look at the most interesting brands and popup shops ± WKH\ KDYH D ODVHU IRFXV RQ PDNLQJ WKDW RQH

What’s the number one reason we don’t want to miss your closing keynote? Bob: My sessions are always fun. If you haven’t seen me before, I’m not one of those JX\V ZLWK EXOOHW SRLQWV RQ HDFK VOLGH ZLWK H[DPSOHV IURP $SSOH , DP WKH JX\ ZKR ZLOO KHOS \RX EH EULOOLDQW RQ WKH EDVLFV <RX¶OO ZDON RXW ZLWK DFWLRQDEOH WKLQJV \RX FDQ GR ZKHQ \RX JHW KRPH WR SRVLWLYHO\ DIIHFW \RXU VWRUH VDOHV IURP VHOOLQJ WLSV WR PHUFKDQGLVLQJ DQG PRVW LPSRUWDQWO\ \RXU PLQGVHW :H¶OO DFWXDOO\ EH EXLOGLQJ D SRVLWLYH energy shield – that alone is worth staying for. ASTRA astratoy.org • May 2016

45

ASTRA’S MARKETPLACE & ACADEMY

ASTRA 2016 in

Denver, Colorado:

by Sallie Kashiwa and team, Timbuk Toys

A

40-foot blue bear stands peering into the towering windows of the Colorado Convention Center. The sculpture is named “I See What You Meanâ€? and has become an iconic symbol of the FLW\ ,WÂśV DQ LPDJH LQĂ€XHQFHG E\ WR\ EHDUV and Western art, and symbolizes, in a giant way, the spirit of curiosity. There is much to explore in Denver and throughout Colorado. So, feed your curiosity and come explore the fun attractions that will surround you at Marketplace 2016! Larimer Street is a 10-minute walk

46 May 2016 • astratoy.org

Adventure Awaits from the Convention Center. There you’ll ÂżQG DZDUG ZLQQLQJ UHVWDXUDQWV FRIIHH shops, and interesting stores that date back to the Gold Rush and Denver’s earliest history. Or head in the direction of the 16th Street Mall and catch the free Mall Bus that will take you up and down this lively artery of Denver’s urban scene. On the upper end, atop the hill, is the Colorado State Capitol, reminiscent of our U.S. Capitol. $W WKH ORZHU HQG \RXÂśOO ÂżQG :\QNRRS Street. Denverites call this area “Lodoâ€? – short for Lower Downtown. It features many great attractions and is a fun place

WR H[SORUH 7KHUH \RXÂśOO ÂżQG WKH :\QNRRS Brewery, Denver’s oldest Brewpub, founded by John Hickenlooper who went on to become the mayor of Denver and then the governor of Colorado. You can sample ÂżQH FUDIW EHHUV RU WDNH D WRXU RI WKH EUHZLQJ facility. Directly across the street is Union Station, our recently remodeled train station, which is now a hub of exquisite eateries, including bars that specialize in artisan cocktails. Lodo is where Denver VWDUWHG Âą ZKDW ZDV RQFH D GLVWULFW ÂżOOHG ZLWK mud streets and dilapidated warehouses, LV QRZ DQ DIĂ€XHQW DUHD ZKHUH \RX FDQ VWLOO feel the pioneer spirit! One could easily spend an entire week exploring the Denver metropolitan area but, of course, in Colorado, the primary GHÂżQLWLRQ RI ÂłDGYHQWXUH´ LV UHFUHDWLRQDO There are cave tours, mine tours, bike tours, zip line tours, white water rafting, hiking ÂŤ RU ÂżQG \RXU DGYHQWXUH FUXLVLQJ GRZQ DQ alpine slide! Many geographical attractions feature heart-pumping thrills, such as the bat-a-pult and terror-dactyl swing over Williams Canyon and zip line over the Royal Gorge. If that’s more than you’re game for, you can get out in the beautiful Colorado outdoors for a walk or a hike near town. Red Rock Amphitheater is a geological phenomenon that is as fun to explore during the day as it is great for concerts at night. You could head down to Cherry Creek 6WDWH 3DUN ZKHUH \RXÂśOO ÂżQG D ODUJH H[SDQVH of open land and a great visitor center offering a wealth of information about Colorado history and wildlife. Or take a relaxing stroll through the Denver Botanic Gardens for an inspiring horticultural H[SHULHQFH 'HQYHU LV ÂżOOHG ZLWK SDUNV DQG bike trails, so it’s an ideal place for all sorts of recreational adventure! ASTRA

ASTRA’S MARKETPLACE & ACADEMY

Behold Beauty, Culture in Boulder by Lynne Milot, Grandrabbit’s Toy Shoppe

I

f you come to Boulder, Colorado, be prepared to be swept off your feet in more ways than one. Nestled 5,400 feet above sea level, where the Rocky Mountains meet the high desert plains, our astounding natural beauty captivates those lucky enough to spend time here. Boulder is surrounded by 36,000 acres of open space and recreational areas that provide the environment to nurture an eclectic and vibrant city culture. The western backdrop is the stunning Rockies with a perfect view of the iconic Flatirons formation of sedimentary stone slabs and the Gateway to Rocky Mountain National Park. For the outdoor enthusiast, there are endless opportunities for biking, running, rafting, climbing and 120 miles of trails to hike. Early founders and leaders were deeply committed to WKH FLW\ EHDXWLÂżFDWLRQ VXVWDLQDELOLW\ HGXFDWLRQ DQG KHDOWK In 1877 the newly incorporated city persuaded the state OHJLVODWXUH WR HVWDEOLVK WKH ÂżUVW VWDWH XQLYHUVLW\ LQ &RORUDGR LQ the small hamlet of 10,000 people. It became the foundation Visit us at ASTRA Marketplace Booth 539 to see what is new for 2016

www.SmartNogginToys.com 301-895-4608 New for NogginSeek Cognitive Rattle

2016!

(over On above photo of baby with Rattle in hand.

NogginRings Reaching & Grasping Rings

NogginStik Developmental Rattle

SmartNoggin’s award winning Milestone Makers line was created to help parents and caregivers encourage early milestones through play!

48 May 2016 • astratoy.org

for the thriving tech and research community we have today. The University of Colorado boasts a beautiful campus with VWXGHQWV DQG DWWUDFWV VFLHQWL¿F DQG FXOWXUDO HYHQWV WKDW HQULFK DQG ÀDYRU RXU FRPPXQLW\ OLIH A favorite gathering place for Boulderites is Chautauqua, a 40-acre site housing the Colorado Chautauqua Association Park, Auditorium, Dining Hall and cabins just south of downtown. It is one of the few Chautauquas remaining since their popularity in the 1920s and was designated a Historic Monument in 2006. Think of Chautauqua as the forerunner to Ted Talk Conferences with lectures and performances, as well as a huge grassy picnic and playing park and hiking around the base of the Flatirons. The fabulous old-fashioned Chautauqua Dining Hall is celebrated for wonderful fare, and Sunday brunch on the outside porch should not be missed. Summer brings popular musicians and the renowned Colorado Music Festival in the old auditorium, quaint with great acoustics and ¿OOHG ZLWK KLVWRU\ DQG PHPRULHV Downtown Boulder’s Pearl Street Mall boasts a unique summertime entertainment experience. Of course, the foodie offerings in the hometown of the Farm to Table movement are superb. But not many other small cities have the unique mall entertainment that locals and tourists alike enjoy in Boulder. There is always a collection of performers, jugglers, a human pretzel that smooshes himself into a very small box and, my favorite, Mighty Zip Code Man, who if you say ANY zip code, even the most obscure, he can tell you where it is. Yep, it’s true. Boulder Creek runs two blocks south of the Pearl Street Mall from the mouth of Boulder Canyon all the way east. Alongside the crystal waterway is the beautiful Boulder Creek 3DWK JUHDW IRU UXQQLQJ DQG ELNLQJ D NLGVœ ¿VKLQJ SRQG DQG D rocked wall pond for little ones to splash in by the picnic park. Renting inner tubes and tubing down Boulder Creek on a hot summer afternoon is the stuff great childhood memories are made of. , LPDJLQH WKDW IRU WKRVH FRPLQJ WR %RXOGHU IRU WKH ¿UVW time, there are questions and maybe concerns about our legalization of pot.What Amendment 64 says is that anyone 21 or older may possess and use one ounce of pot for personal use on private property but not in public. Some say that Boulder is nine square miles surrounded by reality. Those who call themselves natives, by virtue of living here at least 20 years, smile and roll their eyes, knowing we live in paradise. Whether it’s the natural beauty, healthy lifestyle, energizing cultural and intellectual environment, great food or the quirky eclectic natives ... come visit Boulder. Rocky Mountain High is something to behold! ASTRA

ASTRA’S MARKETPLACE & ACADEMY

SCHEDULE-AT-A-GLANCE

To register for ASTRA’s Marketplace & Academy visit www.astramarketplace.org.

All events will be at the Colorado Convention Center unless listed otherwise.

SATURDAY, JUNE 4 12:00 PM – 5:00 PM Registration Open 6:00 PM – 8:00 PM Meet and Greet

7:00 PM – 10:00 PM Opening Connection Reception

6:30 PM – 9:30 PM Game Night

Punch Bowl Social A gastro-diner inspired menu, local spirits and craft beers — all under one roof! Sing at the top of your lungs in one of the private karaoke rooms or challenge your peers to a game of ping pong, darts, shuffle board or bowling. Sponsored byy

Sponsored by

Hyatt Regency Denver, Strata Bar

SUNDAY, JUNE 5 7:30 AM – 6:00 PM Registration Open

MONDAY, JUNE 6 7:30 AM – 6:00 PM Registration Open

TUESDAY, JUNE 7 7:30 AM – 6:00 PM Registration Open 8:00 AM – 9:00 AM Continental Breakfast 9:00 AM – 6:00 PM Trade Show Open 9:00 AM – 6:00 PM ASTRA Connection Center

7:30 AM – 8:30 AM New Member and First Time Attendee Breakfast

7:30 AM – 8:00 AM Breakfast Buffet

7:30 AM – 8:30 AM Continental Breakfast

8:00 AM – 9:30 AM Annual Business Meeting and Awards Presentation

9:00 AM – 6:00 PM 2016 Best Toys for Kids Finalists Display and Voting

8:30 AM – 10:00 AM Opening Keynote Session: Stress Less: YOU Management vs. Time Management!

9:30 AM – 6:00 PM Trade Show Open

10:00 AM – 10:20 AM PlasmaCar Race

9:30AM – 6:00PM ASTRA Connection Center

11:00 AM – 11:20 AM Slackers Slacklines

Colette Carlson, CSP, Speak Your Truth, Inc. Sponsored by

10:00 AM – 10:15 AM Smart Break Sponsored by

10:15 AM – 11:45 AM Deep Dive Sessions 11:45 AM – 12:45 PM Networking Lunch

Membership has its benefits! Stop by the Connection Center during the trade show floor hours to relax, use our FREE Wi-Fi, charge your phone, print or grab some water.

9:30 AM – 6:00 PM 2016 Best Toys for Kids Finalists Display and Voting 10:00 AM – 10:20 AM PlasmaCar Race

Stop by to relax, use our FREE Wi-Fi and charge your phone.

11:30 AM – 1:30 PM Lunch on the Trade Show Floor 1:30 PM – 1:15 PM NinjaLine Warrior Challenge 2:30 PM – 3:00 PM Cake Pop Celebration Sponsored by

6:00 PM until… Free Evening to Discover Denver

Sponsored by

11:00 AM – 11:20 AM Slackers Slacklines

1:00 PM – 4:30 PM Breakout Sessions

11:30 AM – 1:30 PM Lunch on the Trade Show Floor

2:00 PM – 2:15AM Smart Break

1:30 PM – 1:15 PM NinjaLine Warrior Challenge

7:30 AM – 12 :00 PM Registration Open

Sponsored by

2:30 PM – 3:00 PM Ice Cream Social

8:00 AM – 9:00 AM Continental Breakfast

Sponsored by

9:00 AM – 10:00 AM Breakout Sessions

3:30 PM – 5:30 PM Kit Session Sponsored by

5:00 PM – 6:00 PM Trade Show Cocktail Hour 6:00 PM – 6:30 PM Before the Games Begin Networking Reception

50 May 2016 • astratoy.org

WEDNESDAY, JUNE 8

10:15 AM – 11:45 AM Closing Session: Being Brilliant on the Basics Bob Phibbs, the Retail Doctor®

ASTRA’S MARKETPLACE & ACADEMY

Session Track Programming These tracks are 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.

Business & Operations Deep Dive Session Sunday, June 5, 10:15 AM – 11:45 AM Google+: Socializing Your Internal Communication Tom B. Towles, aMuse Toys Audience: All Advanced

Children & Play Deep Dive Session Sunday, June 5, 10:15 AM – 11:45 AM The Importance of Play: Facts Behind the Fun Hayley Anderson, National Lekotek Center Ahren Hoffman, ASTRA Audience: All Intermediate

Sunday, June 5, 1:00 PM – 2:00 PM You Can Hire a Manager, But You Can’t Hire an Owner Tom Shay, Profits Plus Solutions Audience: Retailers Intermediate

Sunday, June 5, 1:00 PM – 2:00 PM Robots, STEM and Makerspaces – Oh My! Laure Levin, Modular Robotics Audience: Manufacturers & Retailers Foundational

Sunday, June 5, 2:15 PM – 3:15 PM What Makes a Good Sales Representative? A Panel Discussion Audience: Sales Representatives Intermediate

Sunday, June 5, 2:15 PM – 3:15 PM Finding the Right Balance: The Role of Technology in Creative Play Jeff F. Nelson, YOXO Audience: All Intermediate

Wednesday, June 8, 9:00 AM – 10:00 AM Make Your Customer Service CONTAGIOUS! Anne Obarski, Merchandise Concepts Audience: Retailers Foundational

Wednesday, June 8, 9:00 AM – 10:00 AM Shop Smarter: A Guide to Educating Your Customers Philip C. Wrzesinski, Toy House and Baby Too and Phil’s Forum Publishing LLC Audience: Retailers Intermediate

Financial Management Deep Dive Session Sunday, June 5, 10:15 AM – 11:45 AM Open-to-Buy: Make Your Money Work for You Deborah A. Scholl, Fundamentally Toys Audience: Retailers Intermediate Sunday, June 5, 1:00 PM – 2:00 PM Financials You Can Understand 2.0 Philip C. Wrzesinski, Toy House and Baby Too and Phil’s Forum Publishing LLC Audience: Retailers Advanced Sunday, June 5, 2:15 PM – 3:15 PM The Cost of Holding Dead Inventory Tom Shay, Profits Plus Solutions Audience: All Intermediate Wednesday, June 8, 9:00 AM – 10:00 AM Building the Right Succession Plan Paul C. Sunderland, Attorney and O’Toys Limited retailer Audience: Retailers Intermediate

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

52 May 2016 • astratoy.org

Silver Sponsors

Industry Trends & Relations Deep Dive Session Sunday, June 5, 10:15 AM – 11:45 AM MAPPing Out a Strategy for Profitability Ronald Solomon, MAPP Trap Idanna F. Smith, The Good Toy Group Audience: All Foundational Sunday, June 5, 1:00 PM – 2:00 PM The Biggest Threat to Your Business: Government Regulation Jennifer Gibbons and Rebecca Mond, Toy Industry Association Audience: All Intermediate Sunday, June 5, 2:15 PM – 3:15 PM Licensed Products: It’s Worth the Risk Steve Starobinsky, Diverse Marketing Nick Tarzia, Stamford Toys Audience: Retailers Foundational Sunday, June 5, 2:15 PM – 3:15 PM To Sell or Not to Sell on Amazon A panel Discussion Audience: All Advanced Sunday, June 5, 3:30 PM – 4:30 PM Toy Testing: Keeping Out of CPSC’s Crosshairs Neal S. Cohen, Neal Cohen Law LLC Audience: Manufacturers Foundational Wednesday, June 8, 9:00 AM – 10:00 AM Modern Families: How Their Pain Points Can Lead You to Your Next Billion Dollar Idea Lauren Fitzgerald, The Mom Complex Audience: All Foundational

Sales & Marketing Deep Dive Session Sunday, June 5, 10:15 AM – 11:45 AM Don’t Just “Like” Facebook; Love It! Jim Donio, Toy Market Audience: Manufacturers & Retailers Advanced Sunday, June 5, 1:00 PM – 2:00 PM In-Store Events Made Easy Peg E. Arnold, A Child’s Kingdom Sara M. Erickson, Renegade Game Studios Audience: Retailers Foundational Sunday, June 5, 1:00 PM – 2:00 PM Social Media Strategy: Your Digital Playbook Marie A. Bonaccorse, The Sassy Tweetress Audience: Retailers Advanced Sunday, June 5, 2:15 PM – 3:15 PM Instagood Retailer Instagramming Betty Skoke Burns, Angellina’s Toy Boutique Audience: Retailers Foundational Sunday, June 5, 3:30 PM – 4:30 PM The Power of Relationship Sales Kevin Carroll, Carma Games (Tenzi) Erin Griffin, The Erin Griffin Group Audience: Manufacturers & Sales Representatives Intermediate Wednesday, June 8, 9:00 AM – 10:00 AM Visual Merchanding for Sales: The Secrets to Successful Displays Bob Phibbs, the Retail Doctor® Audience: Retailers Intermediate

Bronze Sponsors

astratoy.org • May 2016

53

Welcomes Its Newest Manufacturer Members Allan Distributors, LLC Franklin, MA www.allandistributors.com Allan Distributors is a service-oriented supplier of children’s jewelry, accessories and toys for boys and girls of all ages, including earrings, rings, bracelets, necklaces, \R \RV ÀDVKLQJ WRRWKEUXVKHV DQG PRUH )UHH GLVSOD\ DQG SHUFHQW RII \RXU ¿UVW RUGHU PLQLPXP

Beveridge Marketing, LLC Potomac, MD www.eyeblack.com (\H%ODFN LV WKH FRPSDQ\ WKDW FUHDWHG DQG SDWHQWHG EUDQGHG ORJRV DQG PHVVDJHV RQ H\H EODFN DWKOHWLF XQGHU H\H VWULSV (\H%ODFN LV QRZ XVLQJ WKHLU LQQRYDWLRQV IRU D \RXQJHU DXGLHQFH 7KH KLJK TXDOLW\ $PHULFDQ PDGH SURGXFWV IRU NLGV FDQ EH XVHG IRU DWKOHWLF JDPHV SDUWLHV SOD\LQJ RU MXVW KDYLQJ IXQ

AppyKids Dubai, DU, United Arab Emirates www.appykids.com Appykids is an award winning children’s HGXWDLQPHQW FRPSDQ\ IRFXVHG RQ FRPELQLQJ WKH EHVW RI HPHUJLQJ technology and creativity to create fun, interactive, educational H[SHULHQFHV IRU FKLOGUHQ 7KH $SS\NLGV ,QWHUDFWLYH 3OD\.LW LV D revolutionary toy that teaches children by bridging physical and GLJLWDO SOD\

Boy Story Odessa, FL www.boystory.com %R\ 6WRU\ LQWURGXFHV D GLYHUVH OLQH RI LQFK ER\ DFWLRQ GROOV DQG DGYHQWXUH VWRULHV $FWLRQ GROOV DUH FRPSDWLEOH ZLWK VWDQGDUG LQFK GROO DFFHVVRULHV DQG FORWKHV KDYH VSHFLDOO\ GHVLJQHG MRLQWV DQG DUH PDGH ZLWK KLJK TXDOLW\ YLQ\O DQG FRWWRQ WZLOO WR ZLWKVWDQG VRPH VHULRXV SOD\

Aqueduck by Peachy Alamo, CA www.aqueduck.com As essential as soap, the ingenious Aqueduck PDNHV FOHDQXS ZLWK OLWWOH RQHV HDV\ E\ H[WHQGLQJ WKH VSLJRW¶V VWUHDP 1R PRUH OLIWLQJ IDVW JURZLQJ WRWV WR UHDFK WKH ÀRZLQJ IDXFHW ± WKH $TXHGXFN HDVLO\ DWWDFKHV WR QHDUO\ DQ\ VWDQGDUG WDS PDNLQJ FOHDQOLQHVV D FLQFK DW KRPH RU RQ WKH JR 6LPSO\ VTXHH]H ERWK VLGHV ZKLOH SXVKLQJ WKH ORZHU ÀDS LQZDUG DWWDFK WR WKH IDXFHW DQG VFUXE WKRVH JHUPV DZD\ %3$ 39& DQG SKWKDODWH IUHH 'LVKZDVKHU VDIH Arckit (MBM Building Systems, Ltd) Dublin, Ireland www.arckit.com $UFNLW LV D JURXQGEUHDNLQJ VFDOHG IUHHIRUP PRGHOLQJ V\VWHP WKDW DOORZV HYHU\RQH IURP DUFKLWHFWV WR PRGHO enthusiasts to physically explore designs and bring ideas to life ZLWK VSHHG DQG SUHFLVLRQ ,QVSLULQJ VSRQWDQHRXV FUHDWLYLW\ $UFNLW LV DQ HYROXWLRQDU\ UHXVDEOH V\VWHP WKDW EULQJV RXW WKH LQQHU DUFKLWHFW LQ DOO RI XV ,PDJLQH LW %XLOG LW beleduc USA, Inc. Duluth, GA www.beleduc-usa.com :LWK D \HDU WUDGLWLRQ LQ WKH WR\ LQGXVWU\ DQG JXLGHG E\ WKH PRWWR ெ3OD\ ± ([SHULHQFH ± /HDUQ ´ EHOHGXF FUHDWHV GHYHORSV DQG PDUNHWV HGXFDWLRQDO WR\V VXFK DV SX]]OHV JDPHV DQG ZDOO WR\V PDGH RI ZRRG UROH SOD\ LWHPV DQG KDQG SXSSHWV

54 May 2016 • astratoy.org

BrickStix, LLC Hartland, WI www.brickstix.com 'UHDPW XS E\ D NLG %ULFN6WL[Š PDNHV WLQ\ SLHFHV RI DZHVRPHQHVV GHVLJQHG WR ¿W SODVWLF EULFNV OLNH /(*2Š DQG 0(*$ %/2.6Š 7KH UHXVDEOH UHPRYDEOH DQG UHVWLFNDEOH GHFDOV EULQJ EXLOGV WR OLIH %ULFN6WL[ UHFHQWO\ DGGHG 6SRQJH%RE DQG 7HHQDJH 0XWDQW 1LQMD 7XUWOH VWL[ SOXV JORZ LQ WKH GDUN VHWV .LGV FDQ EXLOG GHFRUDWH DQG SOD\ 1HZ GD\ QHZ VWRU\ %ULFNV 6WL[ )XQ Bubble Thing New York, NY www.bubblething.com %XEEOH 7KLQJ ± WKH ZRUOG¶V ELJJHVW EXEEOHV VLQFH 1DPHG ³.LGV 3URGXFW RI WKH <HDU´ E\ &UHDWLYH &KLOG 0DJD]LQH 1RZ SXEOLVKHUV RI WKH FODVVLF EHVWVHOOHU ³+RZ WR 0DNH 0RQVWURXV +XJH 8QEHOLHYDEO\ %,* %XEEOHV ´ DC Canada Education Publishing/Patrix Ottawa, ON www.dc-canada.ca '& &DQDGD (GXFDWLRQ 3XEOLVKLQJ LV D SXEOLVKHU RI FKLOGUHQ¶V ERRNV JDPHV DQG PXVLF :LWK D KHDG RI¿FH LQ 2WWDZD DQG VDOHV DURXQG WKH ZRUOG ZH¶YH VROG PLOOLRQV RI ERRNV LQ WKH ZRUOG 2XU GLYHUVH DQG SDVVLRQDWH WHDP LV GHGLFDWHG WR FUHDWLQJ XSOLIWLQJ DQG LQQRYDWLYH HGXFDWLRQDO PDWHULDOV IRU FKLOGUHQ DQG HGXFDWRUV Four Boys Industries, LLC Denver, CO www.switchwitches.com 6ZLWFK :LWFKHV QHHG FDQG\ WR UXQ WKHLU :LWFK\ :RUOG 7KLV ERRN WR\ VHW KHOSV SURPRWH JRRG EHKDYLRU DQG KHDOWK\ FKRLFHV ZKLOH VROYLQJ VXJDU DQG DOOHUJ\ SUREOHPV 2Q +DOORZHHQ QLJKW XQZDQWHG FDQG\ LV ³6ZLWFKFUDIWHG´ IRU D VSHFLDO VXUSULVH 7KLV LQWHUDFWLYH IDOO WUDGLWLRQ KDV 12 UXOHV FXVWRPL]H WKLV FRQFHSW IRU HDFK IDPLO\

New Manufacturer Members Handcrafted HoneyBee Tehachapi, CA www.handcraftedhoneybee.com Handcrafted HoneyBee creates fun and educational skin care kits for girls ages 7 up. Our handmade kits provide an experience that engages both sides of the brain. Girls create high-quality skin care products while learning about the science behind the process and creating their RZQ XQLTXH ÀDYRUV FRORUV DQG SDFNDJLQJ

My Lil Tees, LLC - GCap Division Staten Island, NY www.thegcap.com *&DS LV D VSLOOSURRI VWUHWFKDEOH ERWWOH FDS IRU WRGGOHUV DQG \RXQJ NLGV 7KH UHXVDEOH ERWWOH FDS ¿WV DQ\ VL]HG ERWWOH GULQN WR SUHYHQW VSLOOV 6WUHWFK WKH *&DS RYHU DQ\ XQFDSSHG ERWWOH LQVHUW DQ\ VWUDZ DQG WKHUH LV QR PRUH PHVV RU ZDVWHG GULQNV

Lumenico USA, LLC Philadelphia, PA www.lumenico.com $ORND 6OHHS\/LJKWV E\ /XPHQLFR DUH WKH ODWHVW WUHQG LQ QLJKWOLJKWV 'HVLJQHG E\ D SDUHQW IRU SDUHQWV WKH\¶UH IXQ DQG functional. The nightlights are easy to power up inside the SDFNDJLQJ IRU D JUHDW LQ VWRUH GLVSOD\ 5HPRWH FRQWURO ZLWK FRORUV 6DIH DQG 86% SRZHUHG 7ZHOYH IXQ GHVLJQV WR FKRRVH IURP 6HH \RX DW $675$ 0DUNHWSODFH ERRWK

Passport Game Studios Lynnwood, WA www.passportgamestudios.com 3DVVSRUW *DPH 6WXGLRV LV DQ LQGHSHQGHQW ERDUG game publisher dedicated to bringing the best WDEOHWRS JDPHV WR SOD\HUV DOO RYHU WKH ZRUOG 6LQFH 3DVVSRUW has partnered with a selection of hand-picked companies to SXEOLVK (QJOLVK ODQJXDJH WDEOHWRS JDPHV LQ DGGLWLRQ WR LWV growing catalog of original titles.

meeperBOTS/Meepertek Whitewater, WI www.meeperbot.com ,QWURGXFLQJ PHHSHU%27 D VWXGGHG SRZHU SODWIRUP WKDW LV WKH perfect canvas to turn your brick kits and creations into movable PDVWHUSLHFHV %XLOG \RXU EULFN EORFN FUHDWLRQ ZLWK /(*2Š 0HJD %ORNVŠ DQG RWKHU FRPSDWLEOH EULFNV 'RZQORDG WKH IUHH PHHSHU%27 &RQWUROOHU $SS &RQQHFW WR \RXU PHHSHU%27 DQG GULYH PHHSHU%27 LV WKH PRVW IXOO IHDWXUHG YHUVDWLOH PRWRU FRQWUROOHG WR\ RQ WKH SODQHW EULQJLQJ D ZKROH QHZ GLPHQVLRQ WR WUDGLWLRQDO EULFN EORFN SOD\ :KDW ZLOO \RX FUHDWH" %XLOG download and drive!

PawdPet Monterey, CA www.pawdpet.com 6PDUWSKRQHV DQG PLQL WDEOHWV DUH SHUIHFW IRU NHHSLQJ NLGV EXV\ ZKHQ \RX¶UH RQ WKH PRYH EXW SDUHQWV ULVN WKHVH H[SHQVLYH GHYLFHV EHLQJ GURSSHG EURNHQ RU ORVW LQ OLWWOH KDQGV 7KH PawdPet tech holder is a cuddly toy whose magnetic belly serves DV D VWDQG DQG KDV D IX]]\ SRFNHW WR VWRUH GHYLFHV LQ LWV EDFN :LWK D FRQYHQLHQW FURVV ERG\ FDUU\LQJ VWUDS WKH DGRUDEOH DQG IXQFWLRQDO 3DZG3HW LV ERXQG WR EH \RXU NLG¶V FRQVWDQW FRPSDQLRQ 7HFK VDIHW\ KDV QHYHU EHHQ WKLV )81

Next Generation Distributors Markham, ON www.nextgendistributors.com Jacalvi, Inc 1H[W *HQHUDWLRQ 'LVWULEXWRUV ,QF LV D &DQDGLDQ GLVWULEXWLRQ Whitehouse, OH www.versa-bricks.com FRPSDQ\ WKDW VSHFLDOL]HV LQ LQIDQW WRGGOHU SURGXFWV 2XU DZDUG -DFDOYL ,QF LV SURXG WR VKRZFDVH LWV QHZ LQQRYDWLYH EXLOGLQJ WR\ ZLQQLQJ )DUP +RSSHUV DQLPDO ERXQFHUV DUH D EHVW VHOOHU LQ Versa Bricksâ„¢. These newly-patented construction bricks allow 1RUWK $PHULFD $YDLODEOH LQ GLIIHUHQW VW\OHV )DUP +RSSHUV kids to take their current toys to a new level of exploration. Unique offer toddlers a delightful mobile experience while helping to EULFNV FRQQHFW /(*2Š +RW :KHHOVŠ 7UDFNV DQG .¶1(;Š FUHDWLQJ develop coordination and balance. LPDJLQDWLYH DQG LQWHUDFWLYH VWUXFWXUHV :KROHVDOH LV SULFLQJ DYDLODEOH Noochie Golf Mesa, AZ Kera Ent., Inc. — My Art Buy Kera www.noochiegolf.com Newburyport, MA www.keraframes.com ,QYHQWHG E\ RXU VRQV JUHDW IRU IDPLO\ JDPH .HUD LV D KLJK HQG SKRWR IUDPH PDQXIDFWXUHU WKDW KDV UHFHQWO\ QLJKW 1RRFKLH *ROI LV D PLQLDWXUH JROI JDPH LQWURGXFHG D FKLOGUHQ¶V SDLQW NLW P\ DUW ,W LQFOXGHV D UHDG\ WR WKDW FRPHV ZLWK IRXU SLHFHV WKDW FDQ EH FRQ¿JXUHG LQWR RYHU KDQJ IUDPH HPERVVHG DUWLVW SDLQW ERDUG QRQ WR[LF SDLQW DQG FRPELQDWLRQV 7KH SLHFHV PDGH RI KHDY\ $%6 SODVWLF DQG EUXVKHV DOO PDGH LQ WKH 86$ $GGLWLRQDO LWHPV ZLOO EH DGGHG WR FRYHUHG ZLWK V\QWKHWLF SXWWLQJ JUDVV FDQ EH FKDQJHG HDVLO\ E\ this new product line as the year goes on. snapping them together like a train track.

56 May 2016 • astratoy.org

Renegade Game Studios Escondido, CA www.renegadegames.com 5HQHJDGH PDNHV DZDUG ZLQQLQJ IDPLO\ JDPHV VXFK DV /DQWHUQV 7KH +DUYHVW )HVWLYDO )XVH *UDYZHOO DQG .LWW\ 3DZ 2XU PLVVLRQ LV WR SXEOLVK JDPHV WKDW DUH IXQ FKDOOHQJLQJ DQG XQLTXH :H EHOLHYH WKDW JDPLQJ LV IRU HYHU\ERG\ DQG WKDW HYHU\ERG\ LV D JDPHU \RX PD\ KDYH MXVW QRW IRXQG WKDW ULJKW JDPH \HW

SchKIDules East Longmeadow, MA www.schkidules.com SchKIDules manufactures an all-magnetic line of visual schedules for parents and teachers. A visual schedule is a positive behavioral support that uses pictures to communicate a sequence of events to a child. SchKIDules are extremely effective with toddlers, kids learning routines and chores, and with kids with ADHD and autism.

Watchitude New Brunswick, NJ www.watchitude.com Watchitude™ slap watches just launched over 50 new designs this January, and it has been an amazing line. The kids absolutely love the designs, and the packaging is outstanding for gift giving. The retail is perfect at $19.99 for this high-quality, patent pending watch, with a zinc alloy casing, analog quartz movement, and insane design options.

Soy-Yer Dough BloomďŹ eld, IN www.soy-yer.com Soy-Yer Dough is a gluten-free, non-toxic modeling dough that is proudly made in the USA.

WhatNot Toys Los Angeles, CA www.whatnottoys.com WhatNot Toys is the greatest new toy company to hit planet earth! Founded by Bob Grey and other toy industry OXPLQDULHV :KDW1RWÂśV PLVVLRQ LV WR VHDUFK WKH JOREH WR ÂżQG WKH best new toys and collectibles and share them with kids of all ages in North America and beyond.

Spin-ballS, LLC Fort Lauderdale, FL www.spinballspoi.com Spin-ballS is a modern version of LED poi OLJKWLQJ XS WKH 86$ 3RL LV GH¿QHG DV EDOO RQ D VWULQJ 6SLQ WKHP DURXQG WR FUHDWH D YLVXDO HIIHFW )RU WKH MR\ RI SOD\ ¿WQHVV DQG exercise, and even self-esteem and meditation, it’s a hobby that lasts a lifetime.

Xtraordin Air Toys Chicago, IL www.itebynite.com Lumi-Niter Ž is a glow-in-the-dark disc that uses the technology of glowsticks to create instant fun after the sun goes down. 'LVFV DQG JORZVWLFNV DUH DYDLODEOH LQ ¿YH GLIIHUHQW FRORUV VR kids can create cool, glowing patterns in the night sky. Discs are ZDWHUSURRI QRQ WR[LF DQG ÀRDW

Come see what’s new at ASTRA booth #718

$$$ %$ # & & ! ! %$ # astratoy.org • May 2016

57

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

MANUFACTURERS Allan Distributors, LLC Allan Levine 25 Kenwood Arde, Unit 15 Franklin, MA 02038 (800) 698-6472 allandist@gmail.com www.allandistributors.com AppyKids Dinesh Lalvani 608 Prism Tower, Business Bay Dubai, DU 102638 United Arab Emirates +97144232026 dinesh@appykids.com www.appykids.com Aqueduck by Peachy Susanna Lee 430 Livorna Rd. Alamo, CA 94507 (925) 282-3308 susanna@aqueduck.com www.aqueduck.com Arckit (MBM Building Systems, Ltd) Damien Murtagh 17 Clyde Rd., Ballsbridge Dublin 4 (000) 745-2221 damien@arckit.com www.arckit.com Beleduc USA, Inc Martin Schneider 2220 Northmont Pkwy., Ste 259 Duluth, GA 30096 (770) 295-2287 marin@beleduc-usa.com www.beleduc-usa.com Beveridge Marketing, LLC Peter Beveridge PO Box 60705 Potomac, MD 20859 (301) 816-1980 peterb@eyeblack.com www.eyeblack.com

Bloco Toys, Inc Nathalie Barcelo 6300 Avenue de Parc, Ste 507 Montreal, QC H2V 4H8 (514) 940-8410 nathalie.barcelo@blocotoys.com www.blocotoys.com

elope, Inc Joseph Martinez 10035 Federal Dr. Colorado Springs, CO 80908 (719) 328-1312 ext. 212 joseph@elope.com www.elope.com

Joe Journeyman Ryan Nord 2510 E Center St. Warsaw, IN 46580 (888) 713-5343 ryan.nord@idnabrands.com www.joejourneyman.com

MOBI Games, Inc Vanessa Nobrega 158 Glenrose Ave. Toronto, ON MFT 1K8 (416) 402-6190 v_nobrega@yahoo.com www.playmobi.com

Boy Story Katie Jarvis 16836 Nikki Ln. Odessa, FL 33556 (813) 766-2684 katie@boystory.com www.boystory.com

Evan-Moor Educational Publishers William Evans 18 Lower Ragsdale Dr. Monterey, CA 93940 (800) 777-4489 ext. 100 bill@evan-moor.com www.evan-moor.com

Kera Ent., Inc – My Art Buy Kera Jeff Adams 44 Kent St. Newburyport, MA 01950 (978) 255-2926 jeff@keraframes.com www.keraframes.com

My Lil Tees, LLC GCap Division Nadine Savino 267 London Rd. Staten Island, NY 10306 (347) 979-5641 info@thegcap.com www.thegcap.com

Four Boys Industries, LLC Rachel Gaede 191 University Blvd., Ste 560 Denver, CO 80206 (315) 575-9619 rachel@switchcrafted.com www.switchwitches.com

Little Cosmetics, LLC Starla Tyler 205 W Benedict, Unit 14 San Bernardino, CA 92408 (909) 838-1332 info@littlecosmetics.com www.littlecosmetics.com

Next Generation Distributors Robert Mendelsohn 250 Trowers Rd., Unit 11 Markham, ON L4L 5Z7 (416) 457-1200 robmendel@rogers.com www.nextgendistributors.com

Hamiltonbuhl Sheldon Goldstein 80 Little Falls Rd. Fairfield, NJ 07452 (800) 631-0868 ext. 1002 sgoldstein@vcom-mm.net www.hamiltonbuhl.com

lullubee Tiffany Dekel 255 W 88th St., Ste. 7D New York, NY 10024 (917) 740-1647 tiffany@lullubee.com www.lullubee.com

Noochie Golf JoAnn LoBracco 1826 W Broadway Rd., Ste. 3 Mesa, AZ 85202 (480) 789-0429 info@noochiegolf.com www.noochiegolf.com

Handcrafter HoneyBee Stacia Guzzo 21001 Old Town Rd. Tehachapi, CA 93561 (818) 437-7658 stacia@handcraftedhoneybee.com www.handcraftedhoneybee.com

Lumenico USA, LLC Michael Atkinson 404 S 16th St. Philadelphia, PA 19146 +44 7914 965569 michael@lumenico.com www.lumenico.com

Passport Game Studios Scott Morris 12407 Mukilteo Speedway Lynnwood, WA 98087 (512) 635-2677 scott@passportgamestudios.com www.passportgamestudios.com

Hoot Company Kerri Love 2783 Martin Rd., Ste 316 Dublin, OH 43017 (614) 302-9817 kerri.love@hootcompany.com www.hootcompany.com

Mason Jars Company Karen Rzepecki 1001 State St., Ste 1220 Erie, PA 16501 (814) 739-2296 karen@masonjars.com www.masonjars.com

PawdPet Carrie Ushiba 11623 Spur Rd. Monterey, CA 93940 (831) 212-4930 carrie@pawdpet.com www.pawdpet.com

Jacalvi, Inc Jean Schutt 11103 Oak Pointe Dr. Whitehouse, OH 43571 (419) 877-2660 versabricks@gmail.com www.versa-bricks.com

meeperBOTS/Meepertek Jenna Hansen 141B W. Whitewater St. Whitewater, WI 53190 (262) 458-2750 jenna@meepertek.com www.meeperbot.com

Props in a Box Ross Garner 167 West 81st St., LL2 New York, NY 10024 (212) 595-0937 ross@theatrictoy.com www.propsinabox.com

BrickStix, LLC Matt MacLean PO Box 83 Hartland, WI 53029 (414) 502-7849 contact@brickstix.com www.brickstix.com Bubble Thing David Stein 319 W 106th St., #2A New York, NY 10025 (212) 663-2325 ds@bubblething.com www.bubblething.com ClickBlock Corporation Chimin Lee 1100 Hicks Rd. Rolling Meadows, IL 60008 (224) 248-9165 chimin.lee@clickblock.com www.clickblock.com DC Canada Education Publishing/Patrix George Ghanotakis 180 Metcalfe St., Ste. 204 Ottawa, ON K2P 1P5 (613) 565-8885 g_ghanosophia@hotmail.com www.dc-canada.ca

58 May 2016 • astratoy.org

Renegade Game Studios Scott Gaeta 306-N W El Norte Pkwy., Ste 325 Escondido, CA 92026 (760) 212-0107 scott@renegadegames.com www.renegadegames.com

Shandong Zhimei International Trade Co., Ltd Mingfeng Guo 87 Timberline Dr. Voorhees, NJ 08043 (856) 470-4785 matthew@kadele.com.cn www.kadele.com.cn

Santa Factory Rungnapha Pattarapaisansin 150/1 Surinpakdee RD Naimuang District Amphur Muang Surin, Thailand 3200 (662) 934-7864 info@santafactory.co.th www.n-joykids.com

Silver Lead Co Dan O’Leary 1115 Center St. Lansing, MI 48906 (517) 482-7575 dol@silverleadco.com www.silverleadco.com

SchKIDules Kelly Robinson 120 Canterbury Cir. East Longmeadow, MA 01028 (203) 441-5437 schkidules@gmail.com www.schkidules.com

Soy-Yer Dough Sawyer Sparks 280 N Gate BLVD Bloomfield, IN 47424 (812) 384-3072 soy-yer@biogreene.com www.soy-yer.com

Spicy Doodles Gaming Inc. Warren Chao 3605 Long Beach Blvd., #300 Long Beach, CA 90807 (562) 774-3988 warren@spicydoodles.com www.getemojicards.com

Wacky Links® Vanessa Nornberg-Barey 248 W 35th St., Ste 605 New York, NY 10001 (646) 598-8210 sales@wackylinks.com www.wackylinks.com

Spin-BallS, LLC Kevin Daniels 505 SW 17th St. Fort Lauderdale, FL 33315 (954) 805-3080 accounts@spinballspoi.com www.spinballspoi.com

Watchitude Daniel Hakim PO Box 168 New Brunswick, NJ 08943 (732) 745-7764 dan_hakim@watchitude.com www.watchitude.com

The Little Fig, LLC Sherry Bushue PO Box 26073 Overland Park, KS 66225 (855) 326-7200 sherry@thelittlefig.com www.thelittlefig.com

Whatnot Toys Robert Grey 1205 Edris Dr. Los Angeles, CA 90035 (415) 297-9245 rgrey@aol.com www.whatnottoys.com

Xtraordin Air Toys Angel Trichak 2248 W. Belmont Ave., Ste #28 Chicago, IL 60618 (312) 656-7890 angel@flitebynite.com www.flitebynite.com

SALES REPRESENTATIVES Noel Weintraub 24/7 Sales 58 Joyce Rd. Hartsdale, NY 10530 (917) 880-9344 noel@247salesgroup.com www.247salesgroup.com

Welcome

to the new extended Little Friends bendy doll family!

AST rke RA Spe tplac $50 cial e 0F FA Ma

Oma, opa, mom, dad, babies, pets, horses, horse accessories join our ever growing family of flexible friends. www.HABAusa.com

astratoy.org • May 2016

59

RETAILERS b’gifted Lisa Pritchard 216 S Broad St. Grove City, PA 16127 (724) 264-4949 shopbgifted@gmail.com www.shopbgifted.com Brainiakz Toys Brenda Fantauzzi 10300 Southside Blvd., Ste 1301 Jacksonville, FL 32256 (904) 374-8833 brenda.tuzzi@gmail.com Clayton’s Inc Kellie Klos 5225 Main St. Williamsville, NY 14221 (716) 633-1966 claytonstoys@gmail.com www.claytonstoystore.com

Crafts Direct Scott Schlecht 620 Sundial Dr. Waite Park, MN 56387 (320) 654-0907 scott@craftsdirect.com www.craftsdirect.com Enchanted Forest Toys Stacy Yates 3535 College Rd., Ste 102 Fairbanks, AK 99709 (907) 374-5991 enchantedforesttoys@gmail.com www.enchantedforesttoysak.com Gibson’s Bookstore Heather Weirich Roy 45 S Main St. Concord, NH 03301 (603) 224-0562 heather@gibsonsbookstore.com www.gibsonsbookstore.com

60 May 2016 • astratoy.org

Gifts-and-Toys Arlene Cole PO Box 39 Waddell, AZ 85355 (623) 330-8204 arlene@gifts-and-toys.com Happy Sun Enterprise, Inc Francine Dailey 4274 Shackleford Rd., Ste B4 Norcross, GA 30093 (678) 380-5888 Francine@bestanimeshop.com www.bestanimeshop.com Imaginations Toy & Furniture Co Paula Bolte 1531 S Main St. Blacksburg, VA 24060 (540) 951-8515 toylady@mac.com www.imaginationsofva.weebly.com

JAKE’s Toy Box Dan Driver 14455 W 64th Ave., Unit M Arvada, CO 80403 (720) 974-3222 dan@jakestoyboxonline.com www.jakestoyboxonline.com

Lake Forest Book Store Eleanor Thorn 680 N Western Ave. Lake Forest, IL 60045 (847) 234-4420 eleanor@lakeforestbookstore.com www.lakeforestbookstore.com

JR Family, Inc Elaine Jennings 709 N Main St. Charles City, IA 50616 (641) 228-1391 artwearcc@gmail.com

Lost Marbles Toy Store Darren Moon 435 Main St. Longmont, CO 80501 (281) 832-0063 toywiz@lostmarbletoystore.com www.lostmarbletoystore.com

Kiddlestix Toy Store Jana Doyle 3815 S Harvard Ave. Tulsa, OK 74135 (918) 749-8697 kiddlestixtulsa@gmail.com La Jolla Fun Land Ali Hajisattari 12848 Harwick Ln. San Diego, CA 92130 (858) 847-8884 lajollafunland@gmail.com

Maziply Toys & Collectibles Scott Mazerall 101 Kingston Collection Way, Ste. D102 Kingston, MA 02364 (781) 582-8697 mail@maziply.com www.maziply.com

Peak A Boo Toys Jeff Boyd PO Box 2888 117 S Main St. Breckenridge, CO 80424 (970) 453-4910 peakabootoys@aol.com www.peakabootoys.net PINWHEELS Elizabeth & Christian Miller 616 Windrush Dr. Kirkwood, MO 63122 (312) 517-2010 liz.organizeu@yahoo.com Play Today Toys Scott Nelson 116 Bartram Oaks Walk, Ste. 104 Jacksonville, FL 32259 (904) 770-2237 scott33n@msn.com

Portsmouth Supply International, LLC Brian Duhaime 8 Hillside Ln. Newmarket, NH 03857 (603) 674-8652 brian@portsmouthsupply.com

PUZZLES Tim Southerst 108 Front St. Lewes, DE 19958 (302) 645-8013 puzzles@lewespuzzles.com www.lewespuzzles.com

Pound Ridge General Store Susan Ergun 67 Westchester Ave. PO Box 167 Pound Ridge, NY 10576 (914) 292-0270 poundridgegeneralstore@gmail.com www.poundridgegeneralstore.com

Raff and Friends, Inc Kim Nelson 4545 Transit Rd., #840 Eastern Hills Mall Williamsville, NY 14221 (716) 632-4202 kdnelson21@aol.com www.raffandfriends.com

Pro Impact Sports, Inc Atul Mahajan 4231 Business Center Dr., Ste. 10 Fremont, CA 94538 (415) 370-5300 atul@proimpactsports.com

Scott Family Amazeum Randy Graham 1009 Museum Way Bentonville, AR 72712 (479) 957-2544 rgraham@amazeum.org www.amazeum.org

Seazons, LLC dba Celebrations Party & Gifts Tami Staker 122 S Broadway Ave. Albert Lea, MN 56007 (507) 373-7746 tami@celebrationsalbertlea.com www.celebrationsalbertlea.com

Shorelines NW Jay Shepard PO Box 550 172 N Hemlock St. Cannon Beach, OR 97110 (360) 430-8490 cannonbeachgiftshop@gmail.com Spring Lake Toys Paulette Laurenzi 28 Hutton Dr. Mahwah, NJ 07430 (201) 962-0865 springlaketoys@verizon.net

Shear Madness Haircuts for Kids Janon Otto 13425 W 128th St. Overland Park, KS 66213 (913) 485-7100 janono@shearmadnesskids.com www.shearmadnesskids.com Shepaug Railroad Company Michael Saucier 23 Westminster St. Ashburnham, MA 01430 (978) 537-2277 ptotoys@gmail.com www.halfpricehobby.com

TBD Toys and Games Don Holsinger 15 Summerset Cove Jackson, MI 38305 (731) 217-0004 holsinger5@outlook.com

astratoy.org • May 2016

61

The Children’s Museum of Houston Connie Schnupp 1500 Binz Houston, TX 77004 (713) 522-1138 cschnupp@cmhouston.org The Country Goose dba Highlands Skayne Ltd Leonora Burton 115 Main St. Cold Spring, NY 10516 (854) 265-2122 goose@highlands.com The DoSeum Christa Simpson 2800 Broadway San Antonio, TX 78209 (210) 572-0616 csimpson@thedoseum.org www.thedoseum.org

The Museum of Science and History Eliza Grossman 1025 Museum Cir. Jacksonville, FL 32207 (904) 396-6674 ext. 240 egrossman@themosh.org www.themosh.org

Toy Safari Joey Mertzig 1410 Park St. Alameda, CA 94501 (510) 522-1723 toysafaritoys@gmail.com

The Toy Company Claudia Vescolani 208 State St. St. Joseph, MI 49085 (269) 983-0600 thetoycompanymichigan @gmail.com www.thetoycompanymichigan.com Tildie’s Toy Box Michelle Gillen-Doobrajh 1204-14 S 12th St. Unit N Philadelphia, PA 19147 (609) 462-3409 michelle@tildiestoybox.com

Toys Forever Models & Hobbies, Inc Brandon Mundell 300 S Walnut St. Muncie, IN 47305 (765) 288-6505 brandon@toysforeverhobbies.com www.toysforeverhobbies.com Turner Toys & Hobbies Peter Sloan 21 Essex Way Essex, VT 05452 (802) 233-6102 peter@turnertoys.com www.turnertoys.com We R FUN Ev Johnson 35696 Moraine Dr. Cushing, MN 56443 (320) 630-1571 orders@werfun.com www.werfun.com

Too Cool, Inc Ryul Bae 529 Hawthorn Ctr. Vernon Hills, IL 60061 (630) 885-6699 toocoolinc@hotmail.com

Toy Times Magazine, May 2016

Index of Advertisers Adora .....................................................adoradolls.com ...................................60 ALEX .......................................................alexbrands.com ...4, 25, Back Cover American Eductional Games ....amep.com ...............................................12 Blue Orange Games .......................blueorangegames.com ................... 29 Charles Zadeh Enterprises.........charleszadeh.com ............................. 22 The Creditors Network.................creditorsnetwork.com ..................... 20 CJ Products – Pillow Pets .............mypillowpets.com..............................18 Crorey Creations, Inc. ....................myfbm.com ......................................... ..23 DeLano/EPI Printing Inc...............epiinc.com ................................................8 Douglas Company ..........................douglascuddletoy.com....................49 Fat Brain Toy Co. ...............................fatbraintoyco.com.................................2 Folkmanis ............................................folkmanis.com ......................................27 Funology Innovations LLC ..........funologyzone.com .............................17 The Good Toy Group.....................thegoodtoygroup.com .....................21 Games Workshop ...........................games-workshop.com.................9, 19 GUND.....................................................gund.com.................................................13 HABA USA ...........................................habausa.com ........................................ 59 Harrisville Designs ..........................harrisville.com .....................................62 The Haywire Group........................haywiregroup.com .............................57 Jax Ltd Inc. ...........................................jaxgames.com .......................................15 Kidstuff Public Relations .............kidstuffpr.com......................................36 Light Stax-Lazy Dog Co. ................thelazydogco@gmail.com ................7 The Learning Journey Intl ...........tlji.com......................................................44 Lollaland ..............................................lollaland.com........................................ 30 Magformers........................................magformers.com ................................63

Friendly Loom Products ™

Micro Kickboard ..............................microkickboard.com ........................35 Miniland Educational....................minilandeducationalusa.com .....46 Mapp Trap...........................................creditorsnetwork.com ......................37 MukikiM LLC ......................................mukikim.com........................................38 The Orb Factory ...............................orbfactory.com ....................................55 Pink Poppy Inc. USA.......................pinkpoppy-usa.com......................... 28 PlanToys...............................................plantoysusa.com ................................ 43 Primary Concepts............................primaryconceptsdealer.com........45 Schylling...............................................schylling.com........................................ 39 Sentosphere USA ............................sentosphereusa.com........................53 SmartNoggin Toys...........................smartnoggintoys.com ......................48

Fish Rug Hooking Kit

Felted Jewelry Kit

Sophia's ................................................shopsophias.com............................... 33 TEDCO Toys........................................tedcotoys.com...................................... 24 Thames & Kosmos ..........................thamesandkosmos.com ..................11 TMI Toymarketing Int'l..................gymnicballs.com................................. 26 Toy Collection / CSI Inc. ...............toycollectionretailer.com ................37 Toysmith ..............................................toysmith.com.........................................31 Tucker International LLC .............tuckertoys.com .....................................41 Uncle Bubble-D Now.....................unclebubble.us ....................................61 Wikki Stix.............................................wikkistix.com ........................................34 Winning Moves ................................winning-moves.com ..........................51

Traditional Potholder

pegLoom

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

62 May 2016 • astratoy.org

Fax: 603-827-3335

Woolbuddy ........................................woolbuddy.com.................................. 30 Yellow Scope .....................................yellow-scope.com.............................. 32 Zoku .......................................................zokuhome.com ................................... 47 Zorbitz Inc...........................................zorbitz.net.............................................. 42

EXPERIENCE PLAYFUL PRODUCTS FULL OF SURPRISES AND ORIGINALITY.

Visit us at ASTRA Booth 1300

TO ORDER: customercare@juratoysus.com • PH: 301-895-4782 • FX: 301-895-5029

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