ASTRA October 2016

Page 1

MESSAGE From the Chair

We Are Santa by Ann Kienzle t’s autumn. The leaves are changing and it’s getting dark a bit earlier every day. The buzz in the store is what costume the kids are going to wear for Halloween and how school is going so far. Here in Chicago we’re talking baseball … in October … which is exciting stuff. The reply to “Can I have this” is now “Let’s put it on your Santa list” mode instead of just a “no.” The holiday gift wrap is out and we’ve even had a few early bird shoppers. And we’re all gearing up, as an industry, for the season we work towards and talk about and wait for all year long. The buzz in the outside world is much heavier than costumes and baseball. Politics are in overdrive, on social media, talk shows, commercials, and in the news. The problems of the world, from terrorist attacks to deep-rooted social issues surrounding race, gender and religious equality are weighing on all of us. We’re inundated with articles of contrasting opinions all written as fact. Our country seems to have moved into a space where there is no friendly debate or gray area. It’s all or none. It’s always fascinating to me that the Olympics and the election cycle are the same year. It’s such a contrast between WKH XQL¿HG SDWULRWLVP WKH 2O\PSLFV EULQJ DQG WKH LQFUHDVLQJO\ divisive nature of politics in America. When it all seems overwhelming to me, I take such pleasure in shutting out the talking faces of the media (social and otherwise) and stepping into my little 1,000 square feet of sun-drenched happiness in the middle of Chicago, interacting with the customers big and small and selling great toys. We do a magical thing. We sell fun. When I get home at night, Aaron always asks, “How was Willy Wonka today?” To him, Willy Wonka doesn’t mean candy, it means magic and happiness and fun. That’s what we do. And that, my toy friends, is what we can provide to our communities when the world is just too much. We can provide a place for laughter, family fun and community. A place where the debate is over Superman vs. Batman. And the big questions are more along the lines of “Why do you only have bunnies on the Calico Critter table?” and “Did you know Darth Vader is Luke’s father?” As retailers, we are there to help them create a magical holiday season. We’re there to let Santa know they want the red dragon, not the green one. To wrap their gifts, to help them to their car, to hold their purchase until they’re ready to pick up, to be open late and to offer a bottle of water as they work through their list of 19 nieces and nephews. We’re there to create happiness for our communities, and when we do that, we LQHYLWDEO\ ¿QG LW IRU RXUVHOYHV DV ZHOO

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As manufacturers, we are the elves. Working hard all year to make the toys. To invent the product that will inspire the next great engineer or entrepreneur. We’re there to make sure our retailers are stocked and our sales reps are informed. We’re donating to our local charities so that all children can experience the magic of the season. We have a cheery, helpful voice on the phone for the consumer calling frantically at the last minute for the “must have” toy. And all the while, we’re busily preparing to do it all again next year. As sales reps we’re holding it all together. We’re keeping retailers informed of low stock levels. We’re providing sugar and gift wrap relief. We’re running the big surprise Santa gift (a train table) from the south side to the north side as a favor to our customer and theirs. We’re hustling hard behind the scenes to make everything work. To make everyone happy, our retailers, our manufacturers and all the little people we’ll never meet who are anxiously awaiting Christmas morning. We’re all working together to create magic. We’re all working to provide, if only for a season, an escape from the madness of the world we live in. We retailers, manufacturers and sales reps do all of this because we are in the toy industry. We sell toys to children. We are in the business of play. We ARE Santa. In this hectic, crazy world, how much more magical can you get? (I mean, outside of the Cubs going all the way of course.)

Ann Kienzle *PLAY Chicago, Illinois

astratoy.org • October 2016

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Board of Directors Chair Ann Kienzle Past Chair Dean May

October 2016 • astratoy.org

Chair-Elect Erik Quam

Features

Treasurer Dee Farrell Secretary Christine Blumberg

MONEY MATTERS 10 12 16

Alternate Sources of Revenue Loans: Hard to Get? ProďŹ t Survey Results

18

TOY STORIES 18 22 24 26

Overcoming Disasters 4Q: Sales Staff Tell All Neighborhood Toy Store Day Micro Truck Marketing

TRENDING NOW 28 30 32 36 38

Travel Tips for Toy Professionals Going Live on Social Media December Sales Rep Meetings Handling 4th Quarter Stress What Really Matters to Your Customers?

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Directors Todd Andersen Nicole Bortnick Cynthia Compton Damien Crocker Anita Demetropoulos Tami Murphy Christine Osborne Gwen Ottenberg Michelle Sahr

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

ASTRA NEWS 40 40 40 42 44

New ASTRA Website Debuts There’s a New Face on the ASTRA Team Seattle Mart: New & Old ASTRA Exclusives ASTRA Best Toys For Kids

Departments 5 7 8

Director of Member Relations Sue WarďŹ eld

Director of Education and Training Ahren Hoffman Meetings and Exhibits Coordinator Laura Dann

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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 October 2016 • astratoy.org

President Kimberly Mosley

Director, Meetings and Strategic Partnerships Amanda Zawad

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

48 ASTRA Welcomes Its Newest Manufacturer Members 52 New Members 54 Index of Advertisers

ASTRA Staff

Marketing and Communications Specialist Dee Marsden Membership and Programs Coordinator Gina Anzalone OfďŹ ce Administrator Maggie Bridger 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 Fahy-Williams Publishing, 800-344-0559. 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 “Children are the world’s most valuable resource and its best hope for the future” John F. Kennedy by Kimberly Mosley all has arrived and the cooler air puts me in the mood to carve pumpkins and rake leaves. I DP VXUH \RX DUH DOVR LQ WKH ¿QDO VWDJHV RI SODQQLQJ IRU D EXV\ IRXUWK TXDUWHU $FFRUGLQJ WR WKH 13' *URXS WKH 8 6 WR\ LQGXVWU\ JUHZ SHUFHQW LQ WKH ¿UVW KDOI RI WUDFNLQJ DKHDG RI JURZWK UDWHV 7KH\ DUH HVWLPDWLQJ WKDW WKH LQGXVWU\ ZLOO JURZ WR DSSUR[LPDWHO\ SHUFHQW IRU WKH IXOO \HDU ZKLFK ZRXOG EH WKH IDVWHVW JURZWK RI WKH 8 6 WR\ PDUNHW VLQFH As you prepare for this heated fourth TXDUWHU OHW PH ERUURZ D OLWWOH RI \RXU WLPH WR UHÀHFW ,W LV KDUG WR EHOLHYH WKDW MXVW RQH VKRUW \HDU DJR , KDG WKH SULYLOHJH RI DFFHSWLQJ WKH SUHVLGHQW UROH DW $675$ 6LQFH WKHQ LW KDV EHHQ D YHU\ EXV\ \HDU , PHW DQG WDONHG WR PHPEHUV IURP 1HZ <RUN WR /RV $QJHOHV )URP ODVW \HDU¶V 1HLJKERUKRRG 7R\ 6WRUH 'D\ WR ODVW PRQWK¶V VWUDWHJLF SODQQLQJ ERDUG PHHWLQJ ,¶YH KDG WKH RSSRUWXQLW\ WR EH D SDUW RI WKH one of the most dynamic and vital industries LQ WKH ZRUOG ,¶YH OHDUQHG VR PXFK DERXW WKH WULXPSKV DQG WKH FKDOOHQJHV RI WKLV LQGXVWU\ Like everyone else in the independent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¿HG 3OD\ ([SHUW FHUWL¿FDWLRQ SURJUDP &3( ZLWK ERWK DQ RQ GHPDQG DQG D WZR GD\ IDFH WR IDFH RSWLRQ IRU REWDLQLQJ WKH FHUWL¿FDWLRQ $QG LQ

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-XQH ZH UHFRJQL]HG RXU LQDXJXUDO FODVV RI &HUWL¿HG 0DVWHU 5HWDLOHU &05 JUDGXDWHV :H DUH QRW UHVWLQJ RQ RXU ODXUHOV ,Q 6HSWHPEHU \RXU ERDUG SDUWLFLSDWHG LQ D WKUHH GD\ VWUDWHJLF SODQQLQJ ERDUG PHHWLQJ to identify key initiatives for the association and to articulate a vision for the future. This QHZ VWUDWHJLF SODQ LQFOXGHV D UHDI¿UPHG IRFXV RQ SURPRWLQJ WKH ORQJ WHUP YLDELOLW\ RI WKH LQGXVWU\ )URP WKLV LPSRUWDQW ZRUN \RX ZLOO VHH D QHZ DSSURDFK WR 0DUNHWSODFH & Academy. 7R NLFN RII WKH KROLGD\ VKRSSLQJ VHDVRQ WR\ VWRUHV DFURVV WKH FRXQW\ ZLOO EH FHOHEUDWLQJ 1HLJKERUKRRG 7R\ 6WRUH 'D\ RQ 1RYHPEHU 5HWDLOHUV ZLOO EH UHFHLYLQJ SDFNHWV ZLWK PDUNHWLQJ DQG HYHQW SODQQLQJ UHVRXUFHV DQG LQVWUXFWLRQV RQ KRZ WR PDNH WKHLU VWRUH D SDUW RI WKH FHOHEUDWLRQ 0RUH LQIRUPDWLRQ LQFOXGLQJ GLJLWDO ¿OHV IRU SRVWHUV DG VOLFNV DQG VRFLDO PHGLD SRVWLQJV FDQ EH IRXQG RQOLQH $ ELJ ³7KDQN <RX´ WR $675$ PDQXIDFWXUHUV ZKR SURYLGH VSHFLDOV LQ VXSSRUW RI 1HLJKERUKRRG 7R\ 6WRUH 'D\ 9LVLW $675$ &RQQHFW WR VHH D complete list of those specials. 1H[W \HDU SURPLVHV WR EH MXVW DV H[FLWLQJ 0DUN \RXU FDOHQGDU IRU $675$¶V 0DUNHWSODFH DQG $FDGHP\ -XQH LQ 3KLODGHOSKLD 3HQQV\OYDQLD 6WD\LQJ DW WKH WRS RI \RXU JDPH UHTXLUHV D FRPPLWPHQW WR RQJRLQJ HGXFDWLRQ DQG FROODERUDWLRQ 7KH DQQXDO WUDGHVKRZ DQG FRQIHUHQFH DUH D JUHDW ZD\ WR VWD\ XS WR GDWH DQG FRQQHFWHG -RKQ ) .HQQHG\ VDLG LW ZHOO ³&KLOGUHQ DUH WKH ZRUOG¶V PRVW YDOXDEOH UHVRXUFH ´ DQG $675$ PHPEHUV DUH WKH FXUDWRUV ZKR XVH WKHLU NQRZOHGJH DQG LQVLJKWV WR SXW WKH EHVW WR\ LQ WKH KDQGV RI D FKLOG 6R IURP P\VHOI RXU %RDUG RI 'LUHFWRUV DQG D JUHDW VWDII WKDQN \RX IRU \RXU PHPEHUVKLS DQG VXSSRUW ,W LV ERWK DQ KRQRU DQG SULYLOHJH WR serve this important mission.

.LPEHUO\ 0RVOH\ astratoy.org • October 2016

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READY,forSET, PLAY... Children With Disabilities

Creating

Memories

by Kathryn H. Lavin, MSW, Executive Director of Lekotek and AblePlay hen I was young it seemed like everyone on my street had glow-in-the-dark stars. These stars could be glued to almost anything – ceilings, walls, lamps, books, bags, younger brothers. In my home there was only one logical place for those glow-in-the-dark stars: the ceiling. I say “logical� because my father was both an engineer and loved all things related to space. When he glued the stars to the ceiling, he did not just glue them in any haphazard way; he made sure that the stars were in their correct constellations, with the correct juxtaposition to each other.

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8 October 2016 • astratoy.org

Grandpa and Emily. I can remember being in our bedroom staring at the ceiling with my brothers and sisters, dreaming big dreams. I UHPHPEHU VOHHSRYHUV ZLWK IULHQGV SOD\LQJ Ă€DVKOLJKW WDJ DQG FUHDWLQJ LPDJLQDU\ FDPSÂżUHV XQGHU WKRVH VWDUV $ERYH DOO , remember snuggling with my dad as he told me myths about the constellations and how they began. Fast forward about 20 years and again, I have another image RI P\ IDWKHU SOD\LQJ ZLWK P\ ÂżUVW FKLOG ZKR KDSSHQV WR KDYH special needs. The toy they were using was a shape sorter. This particular sorter made noises as the blocks slide down a tube. My father, the engineer, realized that if you blow air into the blocks, WKH\ ZKLVWOH $V D UHVXOW P\ GDXJKWHU VSHQW PDQ\ DIWHUQRRQV playing with “whistling blocks.â€? Recently I found that shape sorter in the back of the closet and showed it to my daughter. Sure enough, she put one of the blocks to her lips and whistled. “Grandpa,â€? she said. “Yes, Grandpa.â€? The point of sharing these stories about my dad is two-fold. First, toys help to create memories. Some people look at a toy and think it’s just a toy, while another person can see a toy and be ÂżOOHG ZLWK PHPRULHV RI DOO NLQGV 7KDW DELOLW\ WR FUHDWH PHPRULHV IURP SOD\ LV WKH HVVHQFH RI WKH WR\ $V ZH REVHUYHG LQ WKH 7R\ Story trilogy by Pixar, toys foster not only a child’s development, but their spirit. They help to facilitate moments of growth and FRQQHFWHGQHVV LQ RQHÂśV OLIH /LNH $QG\ H[SHULHQFHG DV KH KHDGHG off to college, or a little girl’s memory of glow-in-the-dark stars, toys can elicit a very visceral and deep emotional response. Secondly, how you modify and use a toy supports those memories. For children with special needs those adaptations are critical, not only for development, but for creating social and HPRWLRQDO ERQGV 7R\V FDQ EUHDN EDUULHUV DQG WKH PRGLÂżFDWLRQ of how toys are used in play can help to strengthen ties with both family members and peers. Everyone knows that a block is not supposed to be used as a whistle, and yet, through that adaptation, my dad helped to create a loving memory for my daughter with Down syndrome. The toy become a way that both my father and my daughter were able to connect with each other. During this time of year, families come together to create PHPRULHV 2XU ZLVK DW /HNRWHN DQG $EOH3OD\ WKLV VHDVRQ LV IRU IDPLOLHV DQG FKLOGUHQ RI $// DELOLWLHV WR FUHDWH DQG H[SHULHQFH joyful memories through play; for it is through the power of play that a toy can have great impact in creating those memories of connectedness, sharing, and joy. ASTRA

MONEY Matters

Retailers Tap Non-Store

Revenue Sources The second of a two-part series by Mary Sisson, editor esides selling in-store and online, how else can toy store owners bring in revenue? In the August issue of ASTRA Toy Times we featured working with QRQSURÂżWV VXSSO\LQJ FRUSRUDWH SDUWLHV DQG running booths at festivals. Now, part 2.

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Follow the Conferences Those non-holiday months when more FDVK Ă€RZV RXW WKDQ LQ LQVSLUHG &RQQLH Hoeft years ago to add some income in the OHDQ PRQWKV +HU &5 7R\V LV LQ .HDUQH\ right in the middle of Nebraska, and the city’s central location is a popular place for conferences. She was invited to set up a table at a nurses’ conference one time, and now she’s a regular at conferences for teachers, nurses and daycare providers. She doesn’t just take educational products for teachers or institutional toys for daycares. She takes a wide range of products, whatever is selling well at the store. Most conference goers just want to take something home to the kids or grandkids. “Daycare shows are phenomenal,â€? &RQQLH VDLG 7KH\ W\SLFDOO\ VWDUW HDUO\ and end just after lunch, and she can pull LQ LQ ÂżYH KRXUV 6KHÂśV D IDPLOLDU face at teacher conferences, and is often tapped to speak on how to use games in the classroom. She aims to pay no more than 10 percent of sales for the table rental. If a trip involves a hotel, she’ll usually negotiate paying for one table and getting two. Unlike school photographers and curriculum sellers who go to make contacts, “If we don’t make (money) that day, we’re not going to make it.â€? She and her husband transport and

10 October 2016 • astratoy.org

display product in plastic crates that fold for storage. The back of their pickup holds 21 crates. They also do game nights at elementary schools from January to March. Typically they’ll arrive at 5:30, set up, spend 45 minutes teaching the teachers and two hours playing games, and then they can sell. “It’s a marathon 2-1/2 hours,â€? she said. They give the school 20 percent back in games, which actually costs them less than 10 percent. “We don’t do a kickback unless we do $1,000.â€? Ten years ago she would have closed WKH VWRUH LI VKH KDGQÂśW ÂżJXUHG RXW KRZ WR GR all this, she said. It’s hard work, but selling at conferences and doing game nights has kept the store in the black during months when toy stores typically see red.

ones that we have a good shot at winning. Some take me 20 hours or more to bid on, but winning a big contract is worth it.� The government is not a fast payer, so D VWRUH KDV WR KDYH WKH FDVK ÀRZ WR FRYHU invoices, she pointed out. ,Q WKH 8 6 PRUH WKDQ 37$& (Procurement Technical Assistance &HQWHU FRXQVHORUV QDWLRQZLGH DUH UHDG\ to help small businesses navigate their way through the government contract system. Potential contractors must register at sam.gov, the System for Award 0DQDJHPHQW SDJH 5HFHQW FRQWUDFWV awarded can be researched at fpds.gov, the Federal Procurement Data System, and usaspending.gov. (The government code for toys is 423920.) Find a counselor at aptac-us.org.

Work With the Government The Yukon government runs a 5HF\FOH &OXE IRU NLGV ZKR HDUQ SRLQWV IRU the recyclables they bring in. “They can turn those points into prizes,â€? said Betty Skoke Burns, owner of Angellina’s Toy Boutique. “We always offer four prizes and get hundreds of kids redeeming their points for gift cards and cool things we select. We bill the government. It’s extra work for us, but it is so awesome. For the last four years it has made a massive impact on our sales!â€? Angellina’s also bids on government FRQWUDFWV WR RXWÂżW HOHPHQWDU\ RU pre-kindergarten classrooms. One year WKH\ RXWÂżWWHG WKUHH QHZ FODVVURRPV Âł7KH bidding/tender process is interesting. It is a lot of legwork to source the exact SURGXFWV 6RPH WHQGHUV DUH VSHFLÂżF ULJKW down to the color and styles of the chairs,â€? Betty said. “We spend our time on the

Make a Non-Toy Space :KHQ 7RP DQG &ODXGLD 7RZOHV RI aMuse Toys in Baltimore moved one of their stores two bays down, they sectioned off 400 square feet for The Lab. They rent it for birthday parties and yoga classes, DQG RIIHU LW WR D ORFDO KRVSLWDO IRU &35 classes. They also use it for story times, book signings and store activities. It opened up opportunities for sales they didn’t have before – on event days, the numbers show a marked increase in foot WUDIÂżF DQG VDOHV The Lab has its own logo, which makes it a little more separate from the store, especially useful when charging for events, Tom Towles said. “There are certain things Amazon and other online places do to compete with us,â€? he added. “Our customers recognize this is a value-added thing for people in our community.â€? ASTRA

MONEY Matters

Loans: Playing Hard to Get? by Mary Sisson, editor

Tried to get a loan lately? f you’re like one in three independent businesses that applied for a bank loan in the last two years, you failed to secure one. This is according to the 2016 Independent Business Survey of the Advocates of Independent Businesses, of which ASTRA is one of 15 members. ,I \RXÂśUH PLQRULW\ RZQHG WKDW ÂżJXUH soared to 54 percent, and 41 percent for young businesses, whose expansion has historically been a major source of net job growth, said Stacy Mitchell of the Institute for Local Self Reliance in her report. “Among all independent businesses (including those that had not recently VRXJKW D ORDQ RQH LQ ÂżYH UDQNHG ÂľGLIÂżFXOW\ REWDLQLQJ ORDQV RU ÂżQDQFLQJÂś DV a top challenge,â€? Mitchell wrote. Overall bank lending to small businesses is down by roughly 20 percent in the past decade, with the decline mostly at big national banks, Mitchell said. “Local community banks have continued to lend to small businesses, but there are now fewer local community banks. As a result, more independent businesses are struggling to get the loans they need to succeed and grow.â€?

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Know Your Banker Some ASTRA members have found a personal relationship with a banker essential in getting a loan. A consultant from the Small Business Administration helped Cathi Hall, owner of Topsy Turvy Toys in New Bremen, Ohio, prepare an application for a 7(a) small business loan. “In addition, we consulted with the administrator of our Community Improvement Corporation to assess if we could qualify for a Regional Revolving Loan. We were declined the 7(a) loan by a local branch of a regional network of banks. We were also declined participation in the revolving loan fund due to the lack of job creation,� she said.

“Entrepreneurs don’t give up easily: 100 percent of our startup capital was funded through personal home equity loans.â€? The store opened in June 2007. $IWHU D ÂżYH \HDU UHODWLRQVKLS ZLWK the local US Bank branch, including personal accounts and loans, Hall’s store was approved for a business loan to pay back over half of the startup costs. “It was too much debt too soon,â€? she said. Âł7KH EXVLQHVV QHHGHG FDVK Ă€RZ ´ In 2015 the local US Bank branch manager took a risk and approved the VWRUH IRU D VKRUW WHUP ORZ LQWHUHVW KLJK principal business loan. It repaid all personal startup debt. “This infusion of funds allowed for growth, rather than the resignation that we were going to have to continue operating as is, or for that matter, go out of business,â€? Hall said. “Developing a relationship with your customers is a valuable part of maintaining a retail business. Maintaining a relationship with your personal banker is essential.â€? When Anne and Dana Barnes wanted WR UHÂżQDQFH WKHLU KRXVH WKH\ WULHG WKH national bank chain they’d used for personal and business accounts for 15 years. When the bank showed no interest, they turned to smaller, regional banks. “Their attitude was ‘We can certainly help you,’â€? Anne said. They ended up moving all their personal and business accounts to WKH ORFDO EDQN WKDW UHÂżQDQFHG WKHLU KRPH When they wanted to purchase Go Bananas! in Ashburn, Virginia, that local bank had them approved in two weeks with fees 85 percent less than what the SBA had estimated. “The other national and super regionals were only interested in the QXPEHUV ÂżWWLQJ WKHLU PRGHOV ´ VKH VDLG

Manufacturers and Local Banks When Neil Kane, president of Moving 3DUWV //& VRXJKW D ORDQ WR ÂżQDQFH LQYHQWRU\ IRU WKH ; &XEH KH H[SORUHG

multiple avenues. “In the end, the bank that wrote us the loan was one with whom I had a personal relationship.â€? The bank made it very clear that was the only reason Moving Parts got the loan. The company contacted several other banks, but none wanted to do business with them because they had less than two years of operating history and were not \HW SURÂżWDEOH Getting the loan allowed Moving Parts to develop new products, the X2 and the Boob Cube, and to have enough inventory on hand for the holiday season. The seasonality of the toy business is the reason many manufacturers seek loans for working capital, said Jeff 3LQVNHU ZKR DV &(2 RI ,QÂżQLWR\ LQ worked with a local bank. “One of the challenges of being a manufacturer is that we have to pay for inventory long before we are paid E\ RXU FXVWRPHUV 7KLV FDVK Ă€RZ challenge is compounded for overseas manufacturing, since most factories require full payment prior to shipping. It gets more complicated as manufacturers factor in limited manufacturing capacity – we often have to begin building our inventory in June so that we can have the stock we need for Q4. This means that we might have product we’ve paid for in June that we don’t ship until November, which helps to explain why providing extended payment terms to retailers can be tricky. Our line of credit allowed us to build the inventories that we needed to maximize our revenue during Q4.â€? When he worked with the same people at the local bank, they grew to understand the business, Pinsker said. “At previous companies, I found that large banks were scared off by the seasonality of the toy business – we ended up changing banks frequently. At a smaller bank we had access to top management, including the president, (continued on page 14)

12 October 2016 • astratoy.org

(continued from page 12)

so we were able to take the time to make sure they understood how our business worked.� That allowed bankers to overrule often-ridiculous regulations in favor of common sense, he said.

PRQWKV RI UHGRLQJ WKH FRQWUDFWRUœV ZRUN WKH\ FRXOGQœW UHSD\ the loan and lost their house. ³,WœV D YHU\ H[SHQVLYH ZD\ WR JHW PRQH\ EXW LI \RXœUH UHDOO\ stable, it might be worth it,� Glass said.

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14 October 2016 • astratoy.org

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TOY Stories

Disaster

When Strikes: Lessons Learned from Experience

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18 October 2016 • astratoy.org

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Flooding caused by a clogged pipe resulted in damages to Building Blocks Toy Store in Chicago.

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(continued from page 18) the community responded. “We were overwhelmed with shoppers, well-wishers, and even a small cash fund.â€? Good relationships with suppliers helped, too, in the form of extended dating and free goods. “I can’t encourage stores to establish those ties to their communities and constituents enough,â€? Katherine said. “Having that in place was the difference between being a going concern and being out of business as a result of our devastation.â€? While open for business within a day, it took six months to have business as usual and nearly two years to recover IURP ÂżQDQFLDO ORVVHV 1RW RQO\ GLG Building Blocks survive this, but “we are even stronger today,â€? Katherine said. “It became apparent to me that I need to keep nurturing those relationships and communities. As a result of doing so, revenues are even stronger, margins are even better, and mostly everyone who is part of our community has a sense of being vested and involved in our success.â€? Christine recommends making adjustments to Open to Buy as quickly as possible to negate losses. “However, one interesting tidbit – schools make the call early to shut down and reopen late, which means folks love to shop when the ‘all clear’ is given to be back out on the streets, so sales are robust in the stores and managers have to prepare ahead of time to staff stores for reopening quickly. These sales do assist in negating income loss during shutdowns.â€?

Lessons Learned “Enjoy when things are going great!â€? Christine said. “Take note, let staff know, that these are fun times! There will be times that are not so fun, like shutdowns ‌ also, we laugh a lot, as ‘What can you do?’ I will never forget last Easter, when Lynne Milot from Grandrabbits in Colorado texted me a question: ‘We’ve never not had our Easter egg hunt we are known for. Should I still have it in the mounds of snow this year?’ You will make up sales in the future. There is always tomorrow.â€? And from Katherine: “Give back to your community in any way that you can. 1XUWXUH DOO RI \RXU UHODWLRQVKLSV :KHQ LW is your turn of need, they will all come to your rescue!â€?

20 October 2016 • astratoy.org

Because

$#!% Happens...

by Bob and Susan Negen, WhizBang Retail Training 1R RQH ZDQWV WR WKLQN DERXW WKH EDG VWXII WKDW FDQ KDSSHQ LQ OLIH ¹ OLNH JHWWLQJ UREEHG EHLQJ VWUXFN E\ D GHYDVWDWLQJ VWRUP RU KDYLQJ D ¿UH LQ your store – but the truth is that it could happen to you. You can't always keep bad stuff from happening. But you can take precautions to minimize the effects on your business and your life.

Write an emergency procedure for your staff. :KDW VKRXOG EH GRQH ÂżUVW VHFRQG WKLUG LQ FDVH RI D ÂżUH" 2U D SRZHU outage? Or earthquake? Or tornado? Or hurricane? Or if the store is UREEHG" ,I \RX GRQ W NQRZ ZKDW \RX VKRXOG GR FDOO \RXU ÂżUH GHSDUWPHQW RU police department. They can help you. Having these procedures in place can save lives, prevent injuries, and minimize damage to your business.

Double check your insurance policy. Make sure you have enough coverage for your entire store, including DOO \RXU PHUFKDQGLVH Âż[WXUHV HTXLSPHQW VXSSOLHV EXLOGLQJ HWF &DOO \RXU insurance agent if you're not sure. Ask if you're covered for debris removal as well as replacement costs. Find out if you've got loss of business coverage. Although it may be tempting, this is no place to cut costs.

Take a "one shot wonder" video or digital pictures of your store. You will not remember everything you had until you need to claim it later... and it's gone! Make a spreadsheet listing all the big items you own OLNH IXUQLWXUH Âż[WXUHV DUWZRUN FRPSXWHUV RU RWKHU RIÂżFH PDFKLQHU\ DQG include make, model and serial numbers where possible. $IWHU D PDMRU GLVDVWHU LW LV GLIÂżFXOW WR WKLQN FOHDUO\ Âą RU HYHQ DW DOO Make it easy on yourself by planning ahead.

Get online remote backup for all your computers. Imagine the crippling effect it would have on your business (and your life) if you lost all the information in your computers. Your customer lists, \RXU VDOHV KLVWRU\ \RXU LQYHQWRU\ GDWD DQG \RXU ¿QDQFLDO UHFRUGV QRW WR mention all the seemingly small stuff you'd have to re-do from scratch like merchandise signs, employee manuals, forms, checklists, brochures, and other marketing pieces. We use MozyPro for our online computer back-up and it has been worth its weight in gold many times over. Merchandise and other "stuff" can be replaced, but your data cannot. 0RWKHU 1DWXUH V IXU\ LV XQSUHGLFWDEOH VR LW V LPSRUWDQW WR EH SUHSDUHG Even though you don't want to think about it ... it could happen to you. Want more great retail tips? Sign up for the FREE WhizBang! Tip of the Week at whizbangtraining.com. You’ll get great business-building information delivered directly to your inbox every week. These tips are practical, proven ideas to help you run a successful retail store.

TOY Stories

Perception vs. Reality What’s It Really Like to Sell Toys in the 4th Quarter

The Toy Store’s renovated break rooom orking retail during the holidays is not for the faint of heart, especially in a toy store. ASTRA Toy Times Magazine wanted to hear from IRONV ZLWK IHHW RQ WKH VDOHV ÀRRU ZKDW the experience is like, so we asked Nick Guffey, manager of The Toy Store in Lawrence, Kansas, to query his employees about it. Here’s what they said. And here’s what he did.

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What did you envision working in a toy store to be like in November and December? Brendan Mott: Busy, big lines, people being short with you (attitude), lots of kids. Brody Willard: Bustling, fun, overwhelming, and high energy. Katie Gillenwater: Busy, overwhelming, a constant line, exhausting.

How did reality differ from what you thought? Brendan: Surprised by the high quantity of tickets. People wanted help (a lot). Lots of parents, not so many kids. Brody: The day goes by so fast, higher energy than even I expected. Katie: I enjoyed the pace; though we are busy the energy keeps the day moving and the day passes by very quickly.

22 October 2016 • astratoy.org

What’s the hardest part about 4th quarter? Brendan: Maintaining energy, and staying stocked.

Brody: Preventing burnout. Katie: Maintaining energy, preventing burnout, and delivering a strong, positive customer experience consistently throughout the season.

What do you like best about it? Brendan: Pace. Brody: Lines encourage us to move fast, the energy level in the store motivates the staff, people get wacky (staff). Katie: Our sales incentive plan. (Staff can earn up to three days of paid leave for hand-selling certain quantities of items over $50 in December; 15 items = 1 day paid leave, 35 items = 2 days, 50 items = 3 days.)

If you could put together a 4th-quarter survival kit for toy store employees, what would be in it? Brendan: Coffee, energy drinks, band-aids, and snacks.

Brody: Energy Drinks, snacks, and a good joke book. Katie: A massage chair (electric one), ibuprofen, coffee, tea, and snacks.

How can your boss help your team not only survive, but thrive in 4th quarter? Brendan: Make food for us ... again! Great coffee makes a big difference with dairy creamer, not that dry stuff. &RQ¿GHQFH DPRQJVW WKH PDQDJHPHQW owner(s) in the team. Brody: Yeah, food. It’s nice to come in and not have to worry about lunch or the public, just relax in the break room, get a massage and eat some chili. Being prepared both physically and mentally each day for a mini marathon. Katie: Communication; the morning and afternoon meetings help with getting everyone on board with the goals and challenges of the day. Food, great coffee, and a selection of tea.

Notes from Nick Guffey on what he thinks helps his staff We rebuilt our break room this year with a new fridge (water and ice in door), couch, massage chair, chair and rug, and started providing both great coffee and dairy creamer. The staff fell in love and for the majority of the time they eat lunch on site. As a way to prevent spills we purchased Contigo brand coffee tumblers

Nick Guffey, 30, manages The Toy Store in Lawrence, Kansas. He may just win an award for providing the most awesome break room.

Brendan Mott, 20, in his fourth 4th quarter at WKH VWRUH LV D ¿OP VWXGHQW who is known for his Kendama skills as well as his warm smile.

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Brody Willard, 26, in his second 4th quarter with The Toy Store, is a graduate of Kansas University with a background in illustration, design, Star Wars, and Lego.

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Katie Gillenwater, 23, in her second 4th quarter at the store, is assistant manager and resident comic book guru. She is skilled at merchandising and keeping a smile on everyone’s face.

7KH ODVW WKLQJ , FDQ VD\ LV LI \RX GR EULQJ LQ IRRG SOHDVH SOHDVH SOHDVH UHPHPEHU DERXW IRRG DOOHUJLHV DV ZHOO DV YHJDQV DQG YHJHWDULDQV 1R RQH OLNHV WR IHHO H[FOXGHG )RONV LQ WKHVH VLWXDWLRQV DUH GHYRWLQJ WKHLU YDOXDEOH WLPH WR \RXU VXFFHVV %HLQJ LQFOXVLYH LV EDVLF JRLQJ DERYH DQG EH\RQG LV ZKDW PDNHV WKH GLIIHUHQFH ASTRA

astratoy.org • October 2016

23

TOY Stories

Neighborhood Toy Store Day Makes Your Store

Stand Out STRA retailers all over the country kick off the holiday season by hosting Neighborhood Toy Store Day to celebrate their community, the shop local message, and the joy of play. The event delivers focused messaging to consumers on the value local businesses have in keeping communities unique and vital. As a result, ASTRA retailers who have participated in Neighborhood Toy Store Days have reported increase in sales and visibility in the community. This is an opportunity for ASTRA retail members to come together to showcase their expertise and the important role they play in the community. Some stores start their planning at Toy Fair in February. Others throw something

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24 October 2016 • astratoy.org

together at the last minute. If your store is more in the last-minute category, there’s still time to create a memorable day and take advantage of the support ASTRA manufacturers offer through playday kits and specials. The event can be as simple as adding some play stations or elaborate as throwing a celebration with an all-day schedule. The point is to give customers a reason to come in and remember your local store for holiday shopping. Last year kiddywampus in Hopkins, Minnesota, had Spiderman, Cinderella and Elsa characters in for a storytime and meet & greet. Liz Heineke of Kitchen Pantry Scientist created science experiments with guests. The store hosts Kitchen Pantry Scientist birthday parties and sells her books so it was a natural tie in, explains owner Amy Saldanha. “Throughout the day we had toy demos throughout the store (including Crazy Aaron’s Thinking Putty, Orb Factory, as well as a 7HQ]L WRXUQH\ DQG KHOG UDIĂ€HV IRU D variety of toys and a kiddywampus JLIW FHUWLÂżFDWH ´ VKH VDLG “As a department within a college bookstore, we don’t always celebrate NTSD, but last \HDU ZH GLG ´ UHFDOOHG $QJLH Sorrell of University Book & Supply in Cedar Falls, Iowa. “Our big push for community contact started the Thursday before NTSD 2015, as we participated in a regional STEM Festival that was attended by 3,000-plus school

children and their parents. We demonstrated our products that build STEM skills, and Mike Acerra joined us with his awesome /X[ %OR[ FUHDWLRQV ´ They weren’t allowed to sell anything at the festival, so they handed out invitations to NTSD, printed with a coupon to use on a toy purchase. “Our NTSD event featured freebies (vendor donations), a ‘popper target challenge’ for better discounts, a Tenzi contest for a $10 gift card, and drawings for several gift baskets from donated NTSD vendor SURGXFWV ´ VKH VDLG “We ran the event from 11 a.m.-2 p.m., knowing that families always have busy Saturdays, and we had over 100 attend (25 families). Many of the families we saw at our event had also stopped by our booth at the STEM festival, so it was QLFH WR NQRZ RXU Ă€LHUV ZHUH VXFFHVVIXO especially for those families that had never EHHQ LQ RXU VWRUH ´ Tidepool Toys & Games, with stores in Bethany Beach and Fenwick Island, Delaware, makes a big splash of NTSD, using their proximity to the beach to their advantage. Owners Sandy and Lori Smyth start WKH GD\ ZLWK D Âł7KDQN D 0DULQH´ HYHQW WR kick off the Toys for Tots drive. Hiring a local entertainer, such as a reptile or magic show, usually nets them write-ups in the local papers about their event and the Toys for Tots drive. That’s not the only charity; the Get Well Gabby Foundation honoring a local child who died of brain cancer is invited to promote their 5k race that takes place

Small Business Saturday: Like NTSD for the Community Thanksgiving weekend, and Piggy Paint gets involved with a special color and donation for the Foundation. Moving outside, the store runs a PlasmaCar race on the boardwalk, with winners entered to win a PlasmaCar, and beach Olympics on the sand. Then it’s back indoors for a game tournament and toy demonstrations, using playday kits from vendors. Finally, they hand out Best 7R\V )RU .LGV ÀLHUV WR WKHLU JXHVWV If that seems like an overwhelming amount of activity to plan (or if your store lacks an adjacent beach), you can keep it simpler. The key is to participate. A lot of the work has already been done by ASTRA, with national PR through bloggers and the press; logos and graphics ready to go; and a host of support from ASTRA manufacturers. Find more information under My ASTRA > Member Programs on the ASTRA website at astratoy.org.

f Neighborhood Toy Store Day focuses on independent toy stores, Small Business Saturday is a chance to band together with neighboring businesses and show the community the EHQH¿WV RI VKRSSLQJ VPDOO DQG ORFDO Always the Saturday after Thanksgiving, this year it’s on Nov. 26. Launched in 2010 by American Express, Small Business Saturday in 2015 garnered $16.2 billion, exceeding 2014 by 14 percent, according to the National Federation of Independent Businesses. Congress last year recognized the event with a resolution to encourage consumers to shop locally and increase awareness of the impact of locally-owned and small businesses on the U.S. economy. At the beginning, American Express offered its cardholders SBS rebates when they shopped at registered small businesses. Those incentives ended last year. Now the focus has shifted from consumers to the small businesses

I

themselves, and American Express offers tools to help them promote themselves. Event kits are available, while supplies last, to any organization that signs up at ShopSmall.com to become a neighborhood champion. Giveaways such as shopping bags and pens, signage, HYHQ ÀRRU PDWV ZLWK WKH 6KRS 6PDOO ORJR have been included in these kits. The Shop Small website offers inspiration from communities and shopping districts that have participated in past events. 5DIÀHV UHIUHVKPHQWV GRZQWRZQ scavenger hunts, social media contests, philanthropic donations and more are ways communities have taken Small Business Saturday and run with it. Once Neighborhood Toy Store Day is in the books, Small Business Saturday gives indie toy stores one more way to remind people that shopping small and local is a gift not only to the people on their lists, but to the community where they live.

astratoy.org • October 2016

25

TOY Stories

Feet-On Marketing:

Micro Truck

Takes Scooters on the Road

end two best friends around the country in a small school bus renovated into a showroom, and let people try your product. That’s how Geoff and Julie Hawksworth, owners of Micro Kickboard, makers of kickboard scooters for kids and adults, decided to invest a good chunk of their marketing budget. The Micro Truck – like a food truck, but serving up scooters – has been on the road since November, visiting toy stores, universities and events to give people a FKDQFH WR ULGH 7KH +DZNVZRUWKV ¿UVW took it from Michigan to Texas, and in April, a pair of Aarons took over. “We initially thought of college students doing it for three or four months,” Julie said. “It’s the kind of job everyone would love.” But they talked to Aaron Stoner, who has modeled adult scooters for the company. “He’s great with little kids and

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26 October 2016 • astratoy.org

great with adults,” Julie said. Stoner talked to one of his best buddies, who usually goes by just his last name, Finney. They met with the Hawksworths to discuss the vision and ideas. The verdict? They “absolutely have to do that.” Since April, Stoner and Finney have logged more than 6,000 miles in 10 states. Starting with toy stores, they’ve added mom blog events, music festivals, sporting events and college campuses. “At the Superbowl we gave away a scooter at the end of each quarter,” Finney said. During South by Southwest in Austin and the Consumer Electronics Show in Las Vegas, they promoted scooters as an alternate way to get around those crowded cities. “We know that when people get introduced to the scooters, they like them,” Julie said. But sending samples of a full line of scooters to every store that

carries them wasn’t practical. “We had nice success where we went to any kind of event where people could try them out.” With the Micro Truck, they create such events. Finney and Stoner pull the full range of scooters, plus a table full of swag to give away, out of the Micro Truck for an event. They teach safe riding and demonstrate the fun of scooting. Someone always wins a scooter, and anyone who happens to stop by gets to test them all. “It’s rewarding being able to give away stuff,” Finney said. They pull a 25-foot trailer to sleep in and have been known to create events at campgrounds where they stay. “Some days they just ride scooters around to promote them,” Julie said. +HU ¿UVW H[SHULHQFH ZLWK WKH Swiss-made Micro Kickboard came as she was walking her daughter to school while living in London. She saw a scooter across the street, found out what it was, and bought one. It was a contrast to her daughter’s friend’s scooter, which was loud, rattly and more cheaply made. In 2007, when the family moved to Michigan, they heard the Micro-Mobility company needed a distributor in the U.S. and Micro Kickboard was born. “Once a parent has a child or two on a scooter they want to keep up with them,” Julie said. “A lot of toy stores are starting to stock adult scooters.” Back in Michigan, Stoner and Finney’s schedule is coordinated by Katie Glendening, client relations, who schedules toy stores, and Jamie Rau, marketing manager, who handles the other events. But on the road, they can schedule their own impromptu events whenever a crowd seems ripe for a little scooting. ASTRA

TRENDING Now

Travel Tips from Frequent Flyers

hether gearing up for major shows or taking a sales rep tour through account territory, travel is part of the job for people in the toy industry. We asked Matt Hudson, U.S. specialty regional sales manager with The Orb Factory Limited, and Carol Brenner, sales representative with Real Toy & Beyond in the Northwest, to share tips that make their trips smoother.

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How many trips do you make in a year? Matt: Approximately six to nine trips throughout the year. These mostly surround trade shows. Carol: I am typically on the road three days a week at least meeting with customers – more during peak times like shows, holiday, etc. I travel to New York, Dallas, Toyfest West and Las Vegas every year for shows and sales meetings.

What have you learned over the years to make travel simpler and more painless? Matt: Plan ahead and make sure you build in enough time to make your connections – no one likes to make changes to their plans if they can help it! Try and connect through airports that you are familiar with. If time is tight you will know the quickest route to get to your gate. Carol: I use technology a lot. I have apps downloaded on my phone that make things easier. I am a preparer for travel – RUJDQL]LQJ DOO WKDW , QHHG IURP RXW¿WV WR customer info. I start mentally planning a couple of weeks before I travel in case I

28 October 2016 • astratoy.org

Left: Matt Hudson and his family. Right: Carol Brenner bundled up for the New York Toy Fair.

need to buy anything. I start gathering a few days before so I don’t forget things. I plan out my carry-on so that I am organized and get through security faster. I constantly check the weather to make sure I am prepared. I clean my house before I go because it makes me more relaxed about coming home.

Any packing tips? Matt: Check, double check and triple check. It is easier to pack something from KRPH WKDQ KDYLQJ WR WU\ DQG ¿QG LW RQ WKH road. I always like to pack an extra day’s worth of clothes just in case. As I’m sure PRVW RI XV NQRZ À\LQJ WKURXJK 1HZ York in February there is always a chance IRU D ÀLJKW GHOD\ FDQFHO $QG WU\ QRW WR pack the night before you are leaving. That way if something comes to mind you will have time to remember to bring it with you. Carol: I tend to pack color stories so that everything goes together. Grey, black and white are my favorites. Pack a few comfy shoes since you are on your feet all the time. Accessories change things up so pack a few scarves and necklaces. Pack simple styles that you don’t have to iron. Always take a sweater or long-sleeved shirt even in the summer to Vegas, because they always blast the AC.

Are there apps that help you along the way? Matt: Google and Expedia are JUHDW IRU WU\LQJ WR ¿QG ÀLJKWV DQG accommodations. There are lots of GLIIHUHQW IRRG DSSV WKDW KHOS ¿QGLQJ places around you easier – Opentable,

Foursquare, Urbanspoon for example.

Carol: I use technology a lot. I have apps downloaded on my phone that make things easier. • Mile IQ keeps track of all of my miles, and I can use it for tax purposes at the end of the year. • Calendars 5 keeps track of all of my appointments. You can put the destination in there so you just click on it for directions. You can put notes about what you want to show or talk about with your customer. You can sync with your family calendar so that they know where you are and when your big trips are. • Google Maps gives you directions to where you are going and takes you the IDVWHVW URXWH EDVHG RQ WUDI¿F • The Weather Channel is super accurate so I can plan my wardrobe.

How do you make the most of your time in the places you’re visiting? Matt: I try to take in at least one event in the cities that I get to visit, whether a sporting event or a concert. If there are no major events going on, then just getting to walk around the area for a little bit is always great as well. I wouldn’t have been in cities like Anaheim, Denver, HWF RQ P\ RZQ VR , GH¿QLWHO\ WU\ WR WDNH advantage of being in different cities and see what they are all about. Carol: I google a couple of things to check out. And if it is a place that I have been before I plan on visiting my favorite restaurant or meet up with a friend who lives there for drinks or dinner.

How do you manage time zone changes? Matt: 8VXDOO\ , ¿QG À\LQJ IURP WKH (DVW &RDVW WR WKH :HVW &RDVW SUHWW\ PDQDJHDEOH *HWWLQJ D IHZ KRXUV RI VOHHS RQ WKH SODQH LI \RX FDQ GH¿QLWHO\ KHOSV +RZHYHU À\LQJ EDFN IURP WKH :HVW &RDVW WKH ¿UVW QLJKW LV DOZD\V WKH PRVW GLI¿FXOW IRU PH :LWK D WKUHH KRXU WLPH GLIIHUHQFH \RX¶UH WU\LQJ WR FRQYLQFH \RXU PLQG WKDW \RX QHHG WR JHW WR EHG HYHQ WKRXJK LW IHHOV OLNH LW¶V VXSSHU WLPH Carol: 0\ FDOHQGDU DGMXVWV VR , FDQ NHHS WUDFN RI P\ DSSRLQWPHQWV , WU\ WR VOHHS DV PXFK DV , FDQ &RIIHH LV P\ GUXJ RI FKRLFH WR JHW E\ 'ULQN WRQV RI VPDUW ZDWHU WR VWD\ K\GUDWHG ,W LV HDVLHU IRU PH WR JR HDVW WR VWD\ RQ WUDFN IRU VOHHSLQJ

Carol: 3ODQ DKHDG DQG SUHSDUH /HDUQ DERXW WKH FLW\ \RX DUH YLVLWLQJ DQG WDNH VRPH WLPH WR HQMR\ LW 1HZ <RUN DQG 3KLOO\ DUH DZHVRPH FLWLHV 6R PXFK WR VHH

DQG GR ,Q 9HJDV P\ EHVW DGYLFH LV WR WDNH WLPH WR ZDON RXWVLGH DQG EUHDWKH VRPH FOHDQ DLU ,W JHWV VPRN\ LQ WKH FDVLQRV $QG LW LV VR GDUN \RX KDYH QR FRQFHSW RI WLPH ASTRA

How do you handle being away from family? Matt: 7HFKQRORJ\ LV D JUHDW WKLQJ IRU WKLV , XVH )DFH7LPH DQG 6N\SH WR FDOO DQG FKHFN LQ ZLWK WKH IDPLO\ 7KH WLPH ]RQH , DP LQ ZLOO XVXDOO\ GHWHUPLQH KRZ ORQJ DQG KRZ RIWHQ , FDQ JHW WKHP RQ WKH VFUHHQ WRJHWKHU Carol: 7DON RQ WKH SKRQH D ORW DQG WH[W 6HQG IXQ SLFWXUHV RU IXQQ\ VWRULHV WR NHHS LQ WRXFK

Have you ever had a travel disaster, and what did you learn from it? Matt: 1R UHDO GLVDVWHUV ± , KDYH KDG D IHZ ÀLJKWV JHW FDQFHOHG ZKLFK OHIW PH VOHHSLQJ LQ WKH FRPIRUWDEOH FKDLUV LQ WKH DLUSRUWV $ FRXSOH RI ORVW EDJV DORQJ WKH ZD\ DV ZHOO EXW WKHUH LV QR VHQVH LQ VWUHVVLQJ DERXW LW WKHUH FRXOG EH ZRUVH WKLQJV Carol: , JRW VXSHU VLFN ODVW \HDU DW 7R\ )DLU DQG PLVVHG PRVW RI WKH VKRZ , OHDUQHG WR JHW PRUH UHVW DQG WDNH EHWWHU FDUH RI P\VHOI EHIRUHKDQG WR ZDUG RII YLUXVHV

Anything else that would help fellow ASTRA members before they head off to Toy Fair, Las Vegas, and Philadelphia in the coming year? Matt: 3ODQ DKHDG DV PXFK DV \RX FDQ 9HQWXUH RXW WU\ VRPHWKLQJ QHZ DQG VHH ZKDW WKH FLW\ KDV WR RIIHU

astratoy.org • October 2016

29

TRENDING Now

Facebook Live, Instagram Stories Show Customers Product, Personality by Thea Brown, World of Mirth, Richmond, Virginia h, social media. It seems the moment you feel like you’ve conquered – or at least understand – a certain platform, they change their algorithm. Or a new app rises in popularity. Maybe an older standby adds something new that you just have to begin to use, and possibly like me, have to ask your 13-year-old to explain.

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Facebook Live A live video stream Facebook rolled out this past spring. Similar to Periscope, you can live stream anywhere you can use your Facebook app on your phone. One feature that stands alone is that the video can stay on your timeline to be viewed later or multiple times. You can even go back and make some edits: change the title, add some hashtags, comments, or even a call to action. For a toy store, it’s a unique way to highlight merchandise to your Facebook fans. New game? Now you can explain how to play it in real time to lots of different folks. You can also give a behind the scenes view of your shop, something that a lot of customers would love to see. Maybe show them how you made that amazing new window display, or how long LW WDNHV WR ÀXII DOO WKDW SOXVK 3HRSOH FDQ make comments while you are live, so you can answer questions or explain something further. It might help to have a the camera person act as a moderator to help keep you on track. Another really fun way to use Facebook Live is to showcase the personality of your store. Maybe you have a more traditional store, and would love to show all the wonderful grandparents that you are the place for them to come

30 October 2016 • astratoy.org

Contributor Thea Brown (center) with her family Joe Moore (left) and Loki Moore (right). shopping. Is your store all about events? Go live during craft time and show people all the fun you are having. Known for your story time? Grab that phone and let folks know how amazing your story time leader is, all the while highlighting a great book that can be bought on your website. Pufferbellies Toys and Books in Staunton, Virginia, does this so well. They make videos that are exciting, entertaining, and educational. I asked Erin Blanton how she manages to do this and she was kind enough to share some thoughts. “People really ARE interested to see new product and learn about it. For so long I think we have been conditioned to not use FB in a ‘salesy’ way – the experts are like, ‘Don’t just talk about product!’, and I feel that’s still good advice – but for our store, these videos are a great opportunity to go a little more in-depth about products that we sell, and people really appreciate it. Plus they are buying! The guy that was servicing our A/C the other day said when his wife found out he

was coming to our store, she asked him to pick up ‘those paint sticks you showed in the video.’ “And we’re also reaching new potential customers. Today I was shopping for jeans on my lunch break. The woman helping me noticed my PBs shirt and said, ‘Oh! I haven’t been to your store yet but I’ve watched your Facebook video about watercolor pencils twice and I’m coming in to buy some soon.’ I feel like this is a chance to leverage our expertise in a way WKDW SHRSOH ¿QG HQJDJLQJ DQG WKDW )% LV not throttling back in terms of views.” You can see their videos at www. facebook.com/pufferbellies. Another company doing it well is %HQH¿W &RVPHWLFV 7KH\ KDYH ZHHNO\ videos that showcase how to use their make-up and skincare items. They even ask viewers which products they’d like to see featured that day – a great way to get folks watching every week while feeling involved. You can check them out at ZZZ IDFHERRN FRP EHQH¿WFRVPHWLFV

Instagram Stories Another recent addition to the social media scene. Some are calling it Snapchat Lite. These are photos or videos that you upload and will only last 24 hours. Like Snapchat, you can send these to all your followers or just selected people. You can use their drawing tool to add a picture or text. It differs in that there are currently no ¿OWHUV WKH VWRU\ VKRZV XS DW WKH WRS RI WKH timeline in the app so you don’t have to navigate to a different page, and people do not have to follow your IG to view your story, as long as your account is public. You can also see who has viewed your story but you won’t be alerted if anyone has taken a screenshot. One store that does this right is Mildred & Dildred in Tucson, Arizona. Their videos are fun and quirky, just like their shop. Asked how she comes up with such attention grabbing videos, Autumn

Ruhe says, “Humor helps for us on Instagram. A goofy picture or funny caption tends to get more traction.� She does this by cooking tiny food on a beautiful wooden stove, new merchandise that can be purchased at the shop. Or puts on a puppet show after a big shipment has arrived. Follow them on Instagram @mildredanddildred. NASA also uses their account in a very smart way. Not only can you learn facts about our universe and see amazing photos, they’ve been using IG Stories to keep people updated on current happenings. They just did a video about a new spacecraft they are testing and it was mesmerizing. First, they did a teaser video saying they had exciting news the next day. Then they did a series of photos and videos with information about the new spacecraft and its testing. I might have

At Tucson’s Mildred and Dildred, Nikki Brzescinski “eats� a Squishable while Morgain Ghost shoots a video. Humor goes a long way with the store’s customers.

wanted to be an astronaut again. You can follow them on Instagram @NASA. We all know our customers are using social media to keep up with us. They want to know what is going on in our shops, even if they can’t be there all the time. Show them what they are missing. They will make time to walk through your door. ASTRA

astratoy.org • October 2016

31

TRENDING Now

Make the Most of

LAS VEGAS Sales Meetings

hile retailers are on the short countdown to Christmas, vendors DQG UHSV ÀRFN WR /DV 9HJDV HDFK 'HFHPEHU WR JHDU XS IRU WKH QHZ \HDU 8QWLO WKH /DV 9HJDV VDOHV PHHWLQJV EHJDQ DERXW D GHFDGH DJR VDOHV UHSV ]LJ]DJJHG DFURVV WKH 8 6 WR DWWHQG PHHWLQJV DOO LQ 'HFHPEHU UHFDOOV 0DUN 6OXVDU] YLFH SUHVLGHQW RI VDOHV DQG PDUNHWLQJ DW 6FK\OOLQJ ³6DOHV UHSV ZHUH LQFUHGLEO\ EXV\ LI QRW VWUHVVHG ´ KH VDLG ³7KH VWURQJHVW VXJJHVWLRQ , KDYH LV IRU suppliers who still choose not to have their PHHWLQJV LQ 9HJDV WR HLWKHU FKDQJH WKHLU YHQXH DQG PRYH LW WR /DV 9HJDV RU KROG WKHLU PHHWLQJV LQ D GLIIHUHQW PRQWK ´ 7KH HIIHFWLYHQHVV RI WKH PHHWLQJV LV FRQWLQJHQW RQ RUJDQL]DWLRQ DQG WLPLQJ KH VDLG ³2XU LQGXVWU\¶V ELJJHVW DQG VPDOOHVW VXSSOLHUV FKRRVH WR KRVW WKHLU PHHWLQJV LQ 9HJDV DQG DOO RI XV QHHG WR SODQ RXU PHHWLQJV DURXQG RWKHUV VR RXU UHSV GRQ¶W KDYH FRQÀLFWV /RJLVWLFDOO\ ZH VKRXOG DOO EH LQ WKH VDPH JHQHUDO YLFLQLW\ DV LW PDNHV LW WLPH FRQVXPLQJ DQG GLI¿FXOW IRU VDOHV UHSV WR VKXWWOH IURP RQH HQG RI /DV 9HJDV %OYG WR WKH RWKHU DQG EDFN DJDLQ ´

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The Supplier Standpoint %LOO %HQGD GLUHFWRU RI VDOHV IRU FKLOGUHQ¶V SURGXFWV DW )DEHU &DVWHOO VDLG WKH ¿UVW WDVN LQ SODQQLQJ D PHHWLQJ LV WR NQRZ WKH JRDOV IRU WKH FRPLQJ \HDU 7KH PHHWLQJ LV VWUXFWXUHG WR DFKLHYH WKRVH JRDOV DQG HQVXUH WKDW VDOHV UHSV¶ WLPH LV

32 October 2016 • astratoy.org

SUR¿WDEOH IRU WKHP DV ZHOO ³2XU QXPEHU RQH JRDO IRU HDFK PHHWLQJ LV WR SUHVHQW RXU QHZ 7R\ )DLU UHOHDVH LQ VXFK D ZD\ WKDW WKH\ DUH H[FLWHG DERXW RXU GLUHFWLRQ NQRZ WKH SURGXFWV LQWLPDWHO\ DQG DUH SUHSDUHG WR SUHVHQW WKHP WR RXU FXVWRPHUV ´ 6HFRQG KLV WHDP ORRNV DW FKDOOHQJHV RI WKH SDVW \HDU DQG ZD\V WR RYHUFRPH FKDOOHQJHV LQ WKH FRPLQJ \HDU 7KLUG WKH\ review and discuss standard terms and XSFRPLQJ SURPRWLRQV ³2XU IRXUWK JRDO ZHDYHV LWV ZD\ WKURXJK WKH HQWLUH PHHWLQJ ´ KH VDLG ³:H ZDQW DQG H[SHFW WKHLU LQSXW 7KLV LQWHUDFWLRQ LV NH\ WR XV PRYLQJ IRUZDUG DV D WHDP LQ WR WKH QHZ \HDU 7KH\ DUH HQFRXUDJHG WR DVN questions, add input and be honest about ZKDW WKH\ VHH LQ WKH PDUNHWSODFH ´ 6OXVDU] SRLQWV RXW ³7KHUH LV RQO\ RQH GD\ LQ WKH \HDU WKDW \RX KDYH DOO \RXU VDOHV UHSUHVHQWDWLYHV µFDSWLYH¶ DQG \RX QHHG WR VWUDWHJLFDOO\ WDNH DGYDQWDJH RI WKLV ³%H RUJDQL]HG FRQFLVH DQG LQWHUHVWLQJ 6DOHV UHSUHVHQWDWLYHV KDYH PXOWLSOH PHHWLQJV HYHU\ GD\ DQG DUH LQ /DV 9HJDV IRU VHYHUDO GD\V DQG WKH\ FDQ JHW EXUQHG RXW ´ +H XUJHV YHQGRUV WR SLFN WKH PHHWLQJ IRUPDW WKDW ZRUNV EHVW IRU WKHP ² RQH JUDQG PHHWLQJ ZLWK DOO WKH UHSV RU VHYHUDO VPDOOHU PHHWLQJV VSUHDG RYHU D IHZ GD\V 6PDOOHU PHHWLQJV IRU VPDOOHU VXSSOLHUV JLYH UHSV ÀH[LELOLW\ LQ FKRRVLQJ D WLPH WKDW ZRUNV IRU WKHP ³&UHDWLQJ DQG FRQ¿UPLQJ DQ

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Rep Recommendations /LOOLDQ 'DYLV ZLWK 'LYHUVH 0DUNHWLQJ UHFRPPHQGV VWD\LQJ LQ WKH KRWHO FORVHVW WR WKH PDMRULW\ RI PHHWLQJV ³7KHUH DUH EDUJDLQV WR EH KDG ´ VKH VDLG ³EXW WD[LV LQ 9HJDV DUH H[SHQVLYH DQG MXVW ZDONLQJ WR WKH FDVLQR KRWHO QH[W GRRU FDQ WDNH PLQXWHV %H DZDUH WKDW SXEOLVKHG KRWHO URRP SULFHV XVXDOO\ GRQ¶W UHÀHFW WKH µUHVRUW VXUFKDUJH ¶ 7KDW XVXDOO\ UXQV DQG FDQ PDNH ZKDW DSSHDUV WR EH D JUHDW SULFH QRW VR JUHDW ´ :LWK SLOHV RI FDWDORJV DQG VDPSOHV WR FROOHFW VKH VXJJHVWV H[WUD VXLWFDVH VSDFH RU D (continued on page 34)

(continued from page 32)

spare bag. A rolling bag helps during the day. “Have a notebook and paper handy,� Davis said. “I usually take notes by vendor, but then have a separate page for ideas and new products that work well for individual stores. That way when I get

home, those don’t get lost in the vendor’s ÂżOH , SXW VWLFN\ QRWHV LQ P\ VWRUHÂśV ÂżOH so I’m sure to discuss them on my next visit.â€? She jots down highlights on a separate page and tries to send a recap to her customers. “It’s a hard time of year

Play Series

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*DOLLS, CLOTHING, PUPPY & FURNITURE SOLD SEPARATELY

34 October 2016 • astratoy.org

CopyrightŠ 2016 Sophia’sÂŽ All Rights Reserved

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for reps to be away from the phone and computer and this lets them know my time has been well spent.â€? She reminds reps to put an “out of RIÂżFH´ UHSO\ RQ WKHLU HPDLO WHOOLQJ IRONV whether they should text or email in case of emergency. “Time is of the essence at this time of year.â€? Carle Wunderlich, principal at WundeReps, goes alone instead of taking his whole team. Beforehand, the group makes up a questionnaire of the information they need to get from the vendors. He prints a form for each PHHWLQJ ÂżOOLQJ LW LQ DV WKH PHHWLQJ JRHV on. “If important info (in our opinion) is not covered I will talk with the vendor for a short time after the meeting.â€? +H ÂżOOV LQ WKH EODQNV RQ WKH VDPH form on his computer and emails it for each vendor to all of his reps. :KDW WKH\ ZDQW KH VDLG LV ÂżQDOL]HG information for the new year, January specials, prices, Toy Fair information, product knowledge, and catalogs. “The problem is only a few give us all this information. Vendors just are not prepared enough to give us the information we need to get out on the road January 2.â€? 6OXVDU] KDV VRPH VXJJHVWLRQV IRU UHSV too. Check what you’re wearing. While it need not be formal, you should make a good impression on senior staff that may only see you once a year. Be early, not late so you don’t LQWHUUXSW WKH PHHWLQJ Ă€RZ Stay off your phone. “While you may think you’re clever and pretend to be taking notes on your laptop or phone, we NQRZ EHWWHU <RX ZLOO ÂżQG WLPH WR DGGUHVV emails and phone calls.â€? Focus on feedback that will make a difference and approach subject matters carefully and constructively. Finally, “Look interested and alert. While you may have 15 meetings in Las Vegas, we have only one.â€? ASTRA Will you be in Las Vegas for the December sales rep meetings? Save the date for the ASTRA Mix & Mingle event, December 13 from 7-9 p.m. at the Parlor Lounge at the Mirage. No need to RSVP – simply show up and enjoy connecting with industry colleagues before the busy week begins.

TRENDING Now

KEEP CALM AND

CARRY ON IN 4Q by Mary Sisson, editor very sector of the toy industry feels the stress of fourth quarter, whether it’s manufacturers dealing with bankrupt shipping companies, sales reps getting panicked calls from retailers, or retailers realizing they didn’t schedule enough staff for a Tuesday that feels like a Saturday. The ubiquitous British buzzwords, “Keep calm and carry on,” offer some sage advice for surviving the last three months of the year. Keeping a level head will help you get the work done and maintain your health in the process.

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Keep Smiling But that stiff upper lip? Forget it. According to the journal Psychological Science, research shows that smiling, especially genuine smiling where the eyes and mouth muscles are engaged, may help lower your heart rate when you’re encountering stress. Researchers at the University of Kansas studied the effects of a genuine, full smile; a mouth-only smile; and a neutral expression on 169 students as they did a series of stressful tasks. Those with the genuine smiles showed lower heart rates after the stress.

36 October 2016 • astratoy.org

Drink Water “Stress is not going to go away,” keynote speaker Colette Carlson told the crowd at the opening session of ASTRA Marketplace & Academy in June. With up to 75 percent of doctor visits related to stress, learning how to overcome it is a universal need for all of us – especially people in the toy industry during fourth quarter. Stress causes the hormone cortisol to kick in, she said. “Scientists have known for years that elevated cortisol levels interfere with learning and memory, lower immune function and bone density, increased weight gain, blood pressure, cholesterol, heart disease...the list goes on and on,” writes Christopher Bergland in Psychology Today (Jan. 22, 2013). One antidote? Drink water. Being dehydrated can increase cortisol levels. Staying hydrated keeps them down.

Coffee is Not a Food Group Some people forget to eat when they’re stressed. Others overeat. With all the temptations of holiday goodies, it’s easy to eat the wrong foods. Doing your best to maintain a balanced diet will do wonders for handling stress – not to mention maintaining health so that illness doesn’t add more stress to the season. Getting regular exercise is just as important. Maybe all those trips to the stockroom will add up to the recommended 10,000 steps a day. But more likely, getting outside for a walk or going to the gym will help with clarity, focus and mood.

Be Prepared The Scout motto applies here. The more proactive you are in getting all stakeholders on the same page, the fewer stressful situations will occur. Thorough training of all staff in customer service and procedures will mean smoother transactions, whether at the cash register or the shipping warehouse. The App Store is loaded with note-keeping apps, or you can keep a notebook handy to write all your to-do lists and memos-to-self in one place. Create a calendar that will help everyone on staff, including yourself, remember what’s when.

Work to Lessen Stress for Others A stressful day in the toy biz? Most likely a customer with a problem is at the source. The closer to Christmas these problems occur, the higher the stress level all around. Approaching each customer with the attitude of lessening their stress is likely to result in less stress for you. Training staff to be ready for shoppers with extensive knowledge of the features DQG EHQH¿WV RI \RXU SURGXFWV DQG H[SHUW WR\ NQRZOHGJH ZLOO leave customers smiling – as will free gift wrapping. Vendors’ making sure each order is entered and shipped correctly alleviates the stress of trying to get things right on a tight timeline. Keeping calm and carrying on is good preventive medicine. Taking time to breathe and focus can keep stressful situations at bay. ASTRA And that will make everyone smile.

TRENDING Now

What REALLY Matters to Your Customers? Price, service, customer experience, convenience, quality are the choices to consider by Sue WarďŹ eld, Director of Member Relations

here was a time when no matter what side of the business you were on, you looked at the options noted above and said, “I can provide two or WKUHH RI WKHVH EXW QRW DOO ÂżYH ´ <RXU customers knew that they would have to choose what was most important to them DQG EX\ DFFRUGLQJO\ 7KRVH GD\V DUH JRQH :KLOH VXUYH\V may show that your customers are choosing just one or two options, their ÂżQDO EX\LQJ VWDWHPHQWV UHĂ€HFW WKH UHDO DQVZHU $OO RI WKHP PDWWHU :LWK QXPHURXV buying channels available, customers can RIWHQ JHW HYHU\WKLQJ WKH\ ZDQW The next question and your approach OLH LQ KRZ \RXU WDUJHW PDUNHW GHÂżQHV HDFK RI WKH FKRLFHV Price – Do they mean bottom-line price, or value? If a 50-cent pen writes, why would someone pay for a $100+ pen? 9DOXH LV XQLTXH WR HDFK LQGLYLGXDO Service – Do they mean personalized service or just that they get what they want? Customer Experience Âą :DV VKRSSLQJ and buying a positive experience? Convenience Âą :DV FKHFNRXW HDV\" :DV the product available? Can they have it now or sent to them? Quality – Is the product well-made, a good value and safe?

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Can you provide all of the above and still make a proďŹ t? YES! &RQVLGHU WKH YDOXH ,WÂśV QRW MXVW WKH ERWWRP OLQH SULFH LWÂśV WKH SULFH LQ FRQMXQFWLRQ ZLWK WKH RWKHU IRXU RSWLRQV If price is the only thing important to a customer, then he or she may be the FXVWRPHU \RX KDYH WR ÂłOHW JR ´ <HV VRPH customers really are only focused on the SULFH EXW PRVW DUH QRW 3ULFH LV RIWHQ XVHG DV WKH ÂłH[FXVH´ WR EX\ HOVHZKHUH VD\ WKH studies by various groups, when in fact RWKHU IDFWRUV FDXVHG WKH ÂżQDO GHFLVLRQ Âł5HDOO\"´ \RX DVN YHU\ VNHSWLFDOO\ “But I provide a great overall experience that includes service, convenience and

38 October 2016 • astratoy.org

TXDOLW\ ,W VWLOO FRPHV GRZQ WR SULFH ´ 7KH IDFWV SURYH RWKHUZLVH 7LPHWUDGH surveyed 5,000 consumers about their perceptions of what retailers provide and, at the same time, surveyed 100 C-Level retail executives about their plans for building D SRVLWLYH FXVWRPHU H[SHULHQFH :KLOH 93 percent of the executives considered a personalized customer experience a major initiative in their organization, only 26 percent of consumers felt that retailers delivered it; 54 percent felt retailers ³VRPHZKDW´ SURYLGHG D SHUVRQDOL]HG experience, and 20 percent noted that UHWDLOHUV QHHG WR LPSURYH Based on the survey, the top three things consumers value most when VKRSSLQJ DUH SURPSW VHUYLFH SHUFHQW D SHUVRQDOL]HG H[SHULHQFH SHUFHQW DQG VPDUW UHFRPPHQGDWLRQV SHUFHQW If they are made a priority and staff is trained to deliver them, all three can be given in a store, online, by manufacturers shipping products and sales reps selling to WKHLU UHWDLO FXVWRPHUV For the consumer, only 11 percent would rather shop strictly online with an H FRPPHUFH UHWDLOHU VXFK DV $PD]RQ

Consumers deďŹ ne “personalizationâ€? “Having a consistent customer experience DFURVV DOO FKDQQHOV´ SHUFHQW 7DNH note: this implies that consumers want to VKRS LQ PXOWLSOH FKDQQHOV

“The interaction between the associate and WKH FXVWRPHU´ SHUFHQW

“Having a 360-degree view of the customer and being able to make more SHUVRQDO RIIHUV´ SHUFHQW

“Offering a more personalized experience through digital capability and digital FKDQQHOV´ SHUFHQW

Here are the areas that consumers feel are the poorest in terms of retail customer VHUYLFH • The initial call in to the company SHUFHQW

• • • •

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In contrast, the executives placed social media as the top priority for LPSURYLQJ FXVWRPHU VHUYLFH :HEVLWH ZDV QXPEHU WZR Âł,Q VWRUH´ ZDV WKLUG DQG ÂżUVW FRQWDFW RU FDOO FHQWHU ZDV GHDG ODVW 1RWLQJ WKDW ÂłFDOO FHQWHUV´ ZDV WKH WRS frustration among consumers, and “having a consistent customer experience across all FKDQQHOV´ ZDV KRZ WKH PDMRULW\ GHÂżQHG personalization, it is apparent that customers ZDQW WR VKRS WKURXJK D YDULHW\ RI PHWKRGV $ )XWXUH 7UHQGV 5HSRUW SXEOLVKHG E\ the Networld Media Group noted that 61 percent of its survey respondents state it was either critical or very important that a EXVLQHVV KDYH DQ RQOLQH SUHVHQFH

What can we learn from all these statistics? • •

3ULFH ZDV QHYHU PHQWLRQHG DV D SULRULW\ Offering multiple ways in which a customer can buy from you is vital to JURZWK • Individual attention is of utmost LPSRUWDQFH 1R ÂłRQH VL]H ÂżWV DOO ´ RU HYHQ ÂłRQH VL]H ÂżWV PRVW´ ZLOO ZRUN IRU VHUYLFH • 0DNH VXUH WKDW WKH ÂżUVW FRQWDFW ZLWK D customer – phone, email, website, or in person – is the absolute best it can EH )URQWOLQH VWDII DQG ÂżUVW LPSUHVVLRQV can be the key to building a strong and ORQJ ODVWLQJ UHODWLRQVKLS $UH ZH SD\LQJ enough attention to the training and retaining of those front line employees? • Technology is important, but only if accompanied by a human and SHUVRQDO LQWHUDFWLRQ H[SHULHQFH Independent businesses and those who understand these factors and can react quickly to changes and customer requests will be the biggest winners – both now and LQ WKH IXWXUH &KDOOHQJHV RU RSSRUWXQLWLHV" ASTRA ,WÂśV DOO LQ KRZ \RX ZRUN LW

News

Upgraded & Redesigned:

astratoy.org

Ahren Hoffman, Director of Education & Training ou may have noticed thatastratoy.org has changed! On August 18 our new website went live. We invite you to take a tour of our new and improved site by clicking on the welcome banner located on the homepage at astratoy.org. This will help you get to know where content OLYHV DQG ÂżQG \RXU PRVW LPSRUWDQW SDJHV Why did we make changes to our site? ASTRA simply outgrew the previous website’s features and functions. The redesign updated an outdated look to represent ASTRA more effectively and the upgrade augmented the functionality of the site two fold—externally for users and internally for staff. The website launch supports ASTRA’s goals to: • Improve usability for members and consumers • Expand the ability to collect data on website usage • Increase the ability for staff to update and maintain content • Optimize functionality by providing members with more self-service options Our website upgrade and redesign serves ASTRA’s three main audiences—current members, potential members and supports the shop local message with consumers. Current members can locate member exclusive information when logged in under “My ASTRAâ€? positioned in the top

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There’s a New Face on the ASTRA Team

STRA members, there’s a new person RQ VWDII MXVW IRU \RXU EHQH¿W *LQD $Q]DORQH ¿OOHG WKH UROH RI PHPEHUVKLS and programs coordinator in August. She interacts with current and potential members and is there to support them with LQIRUPDWLRQ RQ $675$ PHPEHU EHQH¿WV DQG SURJUDPV VXFK DV the Year-Round Offerings and ASTRA Exclusives. A Florida native, Gina moved to Chicago to attend Roosevelt University. She graduated in 2009 with a degree in hospitality, tourism and event management, then began working for hotels in downtown Chicago as a convention service manager. For six years she planned mid- to large-scale conferences, working directly with clients on all the logistics of their events. Wanting to make a difference with her work and in the community, she sought a new opportunity with ASTRA. ,Q KHU IUHH WLPH *LQD HQMR\V \RJD WDNLQJ GDQFH FODVVHV visiting family in Florida and exploring new coffee shops in her neighborhood.

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40 October 2016 • astratoy.org

Many thanks to the Technology Committee! We appreciate your support in the upgrade and redesign process for ASTRAToy.org as well as taking the time to EHWD WHVW WKH GHYHORSPHQW VLWH EHIRUH RXU RIÂżFLDO ODXQFK - The ASTRA Team

navigation bar of the website. This static bar will follow members as they scroll throughout pages so that information is always at WKHLU ÂżQJHUWLSV Âł0\ $675$´ LQFOXGHV LWHPV OLNH WKH PHPEHU GLUHFWRU\ PDQXIDFWXUHU SURÂżOHV PHPEHU SURJUDPV $675$ Exclusives, Best Toys for Kids, Neighborhood Toy Store Day, HWF SURÂżOH XSGDWH DQG PRUH Âł0\ $675$´ ZLOO EH WKH JR WR SODFH IRU PHPEHUV WR ÂżQG LQIRUPDWLRQ UHODWHG WR WKHLU QHHGV Potential members FDQ ÂżQG PDWHULDO RQ EHQHÂżWV SURJUDPV DQG EXVLQHVV VHUYLFHV DORQJ ZLWK MRLQLQJ WKH DVVRFLDWLRQ IURP WKH “Join ASTRAâ€? tab in the main navigation bar. This section of the website is organized by ASTRA’s four member types—retailers, PDQXIDFWXUHUV VDOHV UHSUHVHQWDWLYHV DQG DIÂżOLDWHV²WR RXWOLQH DQG GHÂżQH VSHFLÂżF RSSRUWXQLWLHV IRU HDFK VHJPHQW 3RWHQWLDO PHPEHUV WKDW DUH LPPHGLDWHO\ UHDG\ WR MRLQ FDQ VHOHFW Âł-RLQ´ LQ WKH WRS QDYLJDWLRQ EDU DQG VWDUW ÂżOOLQJ RXW LQIRUPDWLRQ Finally, ASTRA is sharing the shop local message with FRQVXPHUV E\ LQÂżOWUDWLQJ FRQWHQW LQ WKH Âł5HVRXUFHV´ VHFWLRQ located in the footer of the website through our marketing efforts. The “Why Shop Localâ€? navigation will direct consumers to this SDJH RI WKH ZHEVLWH WR ÂżQG WKHLU QHLJKERUKRRG VWRUH YLHZ WKH current Best Toys for Kids and learn why it is important to shop local. Consumers that land on our website can search for their neighborhood toy store direct from the homepage! Although we recently launched our new website, ASTRA will continue to make changes to improve usability and optimize functionality as we explore insights and analytics of the new and improved astratoy.org. Have you taken a tour yet?

History’s Made New at Seattle Mart he new moved into the old when Seattle Mart, a partnership of showrooms serving gift and toy retailers, opened in August in the original headquarters of the Boeing Corporation. Built by and for engineers, the 80,000-square-foot building features tall ceilings and generous natural light. But turning it into a collection of showrooms required a complete interior UHQRYDWLRQ &RQVWUXFWLRQ EHJDQ LQ 0DUFK DQG ZDV ¿QLVKHG MXVW in time to coincide with the Seattle Gift Show. Among the 40 showrooms, Seattle Mart houses four ASTRA member sales rep groups: Arlene Oom & Co., Jeff Saad & Associates, Toyology Inc., and Real Toy & Beyond. 7KH SDUWQHUVKLS EHJDQ ZKHQ WHQDQWV OHDUQHG WKDW 3DFL¿F Market Center had been sold and would be closing as a wholesale center. Showroom principals quickly took action, searching for a suitable building. They found the old Boeing building less than a mile away. As a partner to the retail community in the Northwest, the idea that Main Street matters was made evident throughout the building. Buyers from throughout the Northwest and Alaska ASTRA were treated to a party to celebrate the grand opening.

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kind the

ness

kit

kindness is a beautiful thing when you make it. and give it.

Astra, thank you for choosing the kindness kit as a Best toy! We created the Kindness Kit as a feel-good toy for all kids and we’re honored you feel good about it, too. We’ve got lots of exciting crafts (including a new line for ages 13+) and even a new game. Here are a few you might love. Check out annwilliamsgroup.com for more goodness. design. make. love.

Craft crush

LQIR#DQQZLOOLDPVJURXS FRP ‡

You Won’t Find Them Anywhere Else n August there were ASTRA Connect discussion board posts noting the concern and frustration over low advertised and online pricing of products that have been considered ASTRA retailer consistent sellers. At the same time, there were posts asking for product that is unique and not sold everywhere. The ASTRA Exclusives program was designed to offer not only products available just to ASTRA retailer members, but also to protect our retailers from the retail price gouging on these products. We’ve found that many of our members are not aware of the following facts: • All vendors that send in proposals for ASTRA Exclusives product agree to having and enforcing a MAP price of no more than 10% off double the wholesale cost. • The minimum exclusivity time frame is six months from date of availability to ship. That is extended if our members order 50 percent or more of the initial quantity needed to bring the product to market. • We are on our 3rd ASTRA Exclusives offering, currently Arts & Crafts. In every offering, the minimum order amount needed to bring in and try these products has been $500 or less. • Stickers are provided to all retailers who order these products that point out that they are exclusive to ASTRA retailers. • Signage is also available that can be placed by the product in your store to highlight that these are exclusive. • All products have been chosen from the proposals by ASTRA retailer members. For each product line, a new committee is formed to score each proposal and then the products within each proposal. • 7KH ¿QDQFLDO FRPPLWPHQW RQ WKH SDUW RI WKH PDQXIDFWXUHUV is a substantially greater risk than an ASTRA retailer writing a small order to give the products a try. These manufacturers believe in the strength of the ASTRA retailers.

it. New and innovative doesn’t always “do it” for consumers either. Some things become hits, others, not so much. We are all in this together. Sometimes, you’ve just got to say, “OK, I’ll give it a try.”

I

3. I would like to wait and see how they do before I order. Exclusives are time sensitive. Waiting really isn’t a fair option.

So what are the current selections? •

4 great art kits from Djeco, available through Hotaling Imports

Rubber Engraving DJ08614 $12.50

•

Big Box of 800 Stickers

DJ08671

DJ09881

1 friendship bracelet from Crorey Creations.

1. I didn’t know there were ASTRA Exclusives. Go to www.astratoy.org and login. Click on My ASTRA and then Member Programs. Click on Exclusives, and you’ll ¿QG WKH FXUUHQW $675$ ([FOXVLYHV SLFWXUHG WKHUH DV ZHOO DV ordering information by manufacturer. This is always a buyer’s dilemma. The question stated is, “If I don’t see the fun or value, how can I sell it to my customers?” We get that. However, these were scored by fellow ASTRA retail members who did see value in the products. In addition, they have been tested with consumers after they have been made available, and we’ve yet to have a total dud. For ASTRA to entice new manufacturers or long-term manufacturers to offer innovative new products for this program, they need to see that our retailers support

42 October 2016 • astratoy.org

For 2017 (Available to order at Toy Fair) •

DJ08648 $8.50

Stitching Cards 1001 Nights

We’ve heard the following three reasons why more retailers haven’t ordered any of our ASTRA Exclusives:

2. They just don’t do anything for me.

Motif Art

1 item from Think Fun

Special Edition Rush Hour $10.00

•

•

5 items from Neat-Oh

Magnetica

Dinomania

Window Makers

$3.50

$3.50

$5.00

Spray Pens

My Dream Lights

$5.00

$8.99

7 items from Plan Toys

Peek A Boo Snail Roller

Bird Clapping Roller

My First Horseshoe

Whale Wheelie

Penguin Wheelie

$6.00

$6.00

$10.00

$10.00

$10.00

Seal Wheelie $10.00

Friendly Loom™ Products Animal Series $5.00 each

Thank you to all the ASTRA Manufacturers who have submitted product. For those who have been chosen we thank you for supporting ASTRA in this endeavor. You’ve shown us you care about the independent retailer. Let’s show them our support by giving them some orders! A big shout out to these manufacturers who have already had products selected for our ASTRA Exclusives program: • Snapo • Outset Media • Plan Toys • Djeco (Hotaling Imports) • Hape • Crorey Creations • Neat–Oh • Think Fun

Fish Rug Hooking Kit

Felted Jewelry Kit

Traditional Potholder

pegLoom

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

Fax: 603-827-3335

astratoy.org • October 2016

43

News

ASTRA’S 2016 Best Toys for Kids ominated, vetted, and voted by experts in the specialty toy EXVLQHVV $675$œV %HVW 7R\V )RU .LGV UHÀHFW WKLV \HDUœV toys to be highly recommended to customers seeking quality in independent toy stores. The Best Toys For Kids Committee narrowed 425 nominees GRZQ WR ¿QDOLVWV GLVSOD\HG DW $675$ 0DUNHWSODFH ZLWK WKH opportunity to vote right then. Voting was extended to allow retailers who couldn’t attend to add their votes.

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“The committee felt the quality of nominees was better this year,� said Sari Powazek, committee chair. Other retailers on the committee were Steven Aarons, Terri %UDFNHQ &DQGDFH :LOOLDPV (ULF 0DVRQFXS DQG 3HJJ\ 6HEHUW with Christine Blumberg as board liaison. Samples of product in hand, the committee looked at the quality of the product, packaging, instructions, age appropriateness, “but most important, play value and lasting play value,� Sari said.

ACTIVE PLAY

CHOOSE YOUR OWN CATEGORY

Slackers Ninjaline Intro Kit

Sneaky Cards

B4 Adventures Train like a Ninja with the patented Slackers NinjaLine 36’ Intro Kit with seven hanging obstacles. This kit allows the versatility of moving the obstacles further apart as your skills improve and includes obstacles that vary in skill level. Easy to install and take down so you can take your training with you. The line can be used as a Slackline, too. All obstacles include steel hanging delta safety clips. Hang between two posts or healthy trees.

Gamewright, a division of Ceaco A fun play-it-forward game, Sneaky Cards is a game with individual mission objectives that inspire fun, quirky and engaging social interactions.

Rock and Roll It! Piano MukukiM Toys Flexible and portable piano features 49 standard keys, built-in speaker, record and playback functions, multiple keyboard tones, multiple demo songs and battery and USB power supply.

Kidoozie Counting Pogo Jumper International Playthings The Kidoozie Counting Pogo Jumper digitally counts every hop as it squeaks. The stretchy bungee ÂżWV DQ\ KHLJKW DQG WKH SRJR MXPSHU VXSSRUWV XS WR 250 pounds.

CLASSIC PLAY 8+ YEARS Snap Circuits Jr.

CLASSIC PLAY 0-7 YEARS Rat-A-Tat Cat Gamewright, a division of Ceaco Rat-A-Tat Cat is a memory game of suspense, strategy and anticipation. Get rid of the high cards (rats) and go for the low cards (cats).

WOW Flip ’n’ Tip Fred Reeves International, Inc. The friction-powered recycling truck has tip and release action. Tipping buckets at the front and back send recycling into the “crusherâ€? to be sorted into three different bins. The waste crusher spins and a clicking side door opens to empty the truck. Set includes UHF\FOLQJ WUXFN WZR GULYHU ÂżJXUHV and three recycling bins.

44 October 2016 • astratoy.org

Elenco Electronics Electrical components provide users aged 8 and up with hands-on experience designing and building models of working electrical circuits. Snap-together parts require no tools and ensure correct connections. Includes 30 parts and instructions for over 100 projects. Clear and concise illustrated manual included.

Rubik’s Cube 3x3 Winning Moves The world’s bestselling and most famous puzzle, invented in 1974 by Hungarian sculptor and professor of architecture Erno Rubik.

CONSTRUCTIVE PLAY 0-7 YEARS

EARLY PLAY

Robot Engineer

SpinAgain

Thames & Kosmos This 53-piece kit helps develop ¿QH PRWRU VFLHQFH DQG PDWK YLVXDO VSDWLDO UHDVRQLQJ DQG FRQFHSW GHYHORSPHQW VNLOOV $IWHU NLGV UHDG WKH IXQQ\ VWRU\ RI WZR FKLOGUHQ ZKR FRQVWUXFW DQG ¿[ URERWV WKH\ FDQ EXLOG QRQ PRWRUL]HG PRGHOV RI WKH URERWV XVLQJ WKH ODUJH FRORUIXO SODVWLF EXLOGLQJ SLHFHV :LWK PRYLQJ SDUWV ZKHHOV DQG JHDUV WKH PRGHOV GHPRQVWUDWH VLPSOH PDFKLQHV DQG JHDU WUDLQV

Fat Brain Toy Co. ,W¶V D VWDFNLQJ WR\ ZLWK D VSLQ 0DGH RI FRDWHG SODVWLF WKH GLVFV DUH VROLG DQG %3$ IUHH 7KLV YLVXDOO\ VWLPXODWLQJ WR\ OHWV OLWWOH RQHV SUDFWLFH WKHLU KDQG H\H FRRUGLQDWLRQ DQG EDE\ HQJLQHHULQJ VNLOOV

CONSTRUCTIVE PLAY 8+ YEARS Geckobot Thames & Kosmos 7KLV DVWRQLVKLQJ ZDOO FOLPELQJ URERW KDV D PRWRUL]HG DLU VXFWLRQ V\VWHP WKDW HQDEOHV LW WR ZDON YHUWLFDOO\ XS DQG GRZQ SHUIHFWO\ VPRRWK VXUIDFHV .LGV FDQ EXLOG VL[ RWKHU PRGHOV DQG FRQGXFW H[SHULPHQWV ZLWK VXFWLRQ WR OHDUQ DERXW DLU SUHVVXUH DQG WKH PHFKDQLFDO SK\VLFV RI WKLV XQLTXH GHYLFH

CREATIVE ARTS PLAY 3-7 YEARS Craft-tastic Kindness Kit Ann Williams 7HDFKLQJ NLGV DERXW NLQGQHVV LV RQH RI WKH EHVW WKLQJV HYHU 7KH\ ZLOO IHHO JUHDW DERXW PDNLQJ ± DQG JLYLQJ ± WKHVH HLJKW FXWH FUDIWV

GAME PLAY 3-5 YEARS Little Red Riding Hood SmartGames .LGV FDQ XVH WKHLU EUDLQV WR KHOS /LWWOH 5HG 5LGLQJ +RRG ¿QG WKH ULJKW SDWK WR *UDQGPD¶V KRXVH %XW EHZDUH WKH :ROI KDV WR ¿QG KLV ZD\ WRR )HDWXULQJ FKDOOHQJHV /LWWOH 5HG 5LGLQJ +RRG DOVR LQFOXGHV D NLG IULHQGO\ SLFWXUH ERRN EDVHG RQ WKH RULJLQDO VWRU\

Balance Beans ThinkFun $ ORJLF JDPH DQG PDWK JDPH DOO LQ RQH 6HW XS WKH 5HG %HDQV DFFRUGLQJ WR WKH &KDOOHQJH &DUG 7KHQ FDUHIXOO\ SODFH WKH FRORUIXO %HDQV RQ WKH 6HHVDZ WR NHHS LW IURP WHHWHULQJ :KHQ \RX EDODQFH WKH 6HHVDZ \RX DUH DFWXDOO\ EDODQFLQJ DQ HTXDWLRQ $V WKH FKDOOHQJHV JHW KDUGHU \RX¶OO UHO\ OHVV RQ WULDO DQG HUURU DQG PRUH RQ PDWK DQG UHDVRQLQJ VNLOOV 7KLV JDPH LV D IXQ ZD\ WR LQWURGXFH \RXQJ OHDUQHUV WR HOHPHQWDU\ DOJHEUD

GAME PLAY 6+ YEARS

Fuzzeezâ„¢ Husky

Happy Salmon

The Orb Factory ,QVSLUHG E\ WKH FODVVLF FUDIWLQJ FRQFHSW RI IHOWLQJ WKLV NLW XVHV SHUFHQW QDWXUDO ZRRO DQG XVHV WKH ZDVKLQJ PDFKLQH DQG GU\HU WR DJLWDWH DQG ERQG WKH ¿EHUV WRJHWKHU FUHDWLQJ D VWXIIHG DQLPDO IRUPHG E\ \RX

North Star Games 7KLV VLPSOH IDVW SDFHG FDUG JDPH LQFOXGHV PLQL FHOHEUDWLRQV 7KHUH DUH QR WXUQV 3OD\HUV FDOO RXW WKH DFWLRQ VKRZQ RQ WKHLU FDUGV DV IDVW DV WKH\ FDQ :KHQ WZR SOD\HUV KDYH D PDWFK WKH\ FHOHEUDWH E\ SHUIRUPLQJ WKH DFWLRQ 7KH ¿UVW SHUVRQ WR JHW ULG RI DOO WKHLU FDUGV ZLQV

CREATIVE ARTS PLAY 8+ YEARS Peacock Silk Painting

GAME PLAY 8+ YEARS

Hotaling Djeco $IWHU VWUHWFKLQJ WKH VLON RYHU WKH IUDPH GHOLFDWHO\ DGG WKH FRORUV ZLWK WKH SDLQWEUXVK 7KH SUH SULQWHG FRQWRXUV NHHS WKH LQNV IURP UXQQLQJ 'U\ WKH LQN ZLWK D KDLU GU\HU DQG WKHQ \RX FDQ ZHDU \RXU ZRUN RI DUW DURXQG \RXU QHFN

Dr. Eureka Blue Orange Games 6ROYH WKH VFLHQWL¿F IRUPXODV E\ WUDQVIHUULQJ PROHFXOHV EHWZHHQ \RXU WHVW WXEHV ZLWKRXW WRXFKLQJ WKHP ZLWK \RXU EDUH KDQGV RU OHWWLQJ WKHP IDOO RQ WKH WDEOH )LQLVK WKH IRUPXOD ¿UVW DQG \RX NHHS WKH FKDOOHQJH FDUG 7KH SOD\HU ZLWK WKH PRVW FDUGV ZLQV astratoy.org • October 2016

45

LEARNING PLAY

PRETEND – DOLL PLAY

Code & Go Robot Mouse Activity Set

French Bulldog Puppet

Learning Resources The race is on to build hands-on coding skills! Build your maze, and then use the coding cards to create a step-by-step path for the Programmable Robot Mouse. Program the sequence of steps, and then watch the mouse race to ÂżQG WKH FKHHVH 7KLV VHW LQFOXGHV GRXEOH VLGHG FRGLQJ FDUGV double-sided activity cards, cheese wedge, and a guide to introduce coding concepts.

Folkmanis Puppets A playful pooch whose raison d’être is to be adored, the FolkmanisŽ French Bulldog puppet is the epitome of cuteness!

PRETEND – FANTASY PLAY

PRETEND – ROLE PLAY Calico Critters Seaside Ice Cream Shop International Playthings Sandy Cat is serving up scoops, cones and sundaes in this cheery ice cream shop. Spin the big ice cream scoops to reveal a secret KLGHDZD\ 0RUH WKDQ SLHFHV

The Irish Fairy Door The Irish Fairy Door Company/License to Play The goal is to create memorable family moments by inviting a fairy to come and live in your home. Children can leave little notes and drawings for their fairy, feed them and read them stories. The fairy can leave notes and treats for them, too!

SCIENTIFIC PLAY Hot Ice Crystals Thames & Kosmos These amazing crystals form instantly out of a sodium acetate solution. They look like ice but they release heat upon formation. Use the solution to mold a beautiful crystalline polar bear and seal or create an elegant crystal castle.

FREE FREIGHT ON ORDERS OVER $500! Reference HIASTRA on your purchase order. ! ! " ! " !

#

46 October 2016 • astratoy.org

Welcomes Its Newest Manufacturer Members 32 Square/Boneyard Pets Brooklyn, NY www.boneyardpets.com %RQH\DUG 3HWV LV D %URRNO\Q EDVHG ' SX]]OH manufacturer that designs and produces classic model kits with a modern twist out of colorful, durable, recycled/recyclable plastics WKDW DUH VRXUFHG IURP ZLWKLQ WKH 86$ :H SULGH RXUVHOYHV RQ creating fun and educational toys using quality materials, expert FUDIWVPDQVKLS DQG HQYLURQPHQWDO UHVSRQVLELOLW\ American Jewel Valencia, CA www.americanjewel.com $PHULFDQ -HZHO KDV PDGH LWV PDUN E\ LQWURGXFLQJ WKH 2ULJLQDO <XPP\ *XPP\ 6FHQWHG 6LOLFRQH SURGXFWV 1HYHU EHIRUH has anyone developed such bright, fun and scented Tween DFFHVVRULHV :H RIIHU D ZLGH VHOHFWLRQ RI DPD]LQJ MHZHOV DQG charms that come with every bag, bracelet and necklace we PDNH :H SULGH RXUVHOYHV LQ KDYLQJ HDUWK IULHQGO\ IDVKLRQ IRUZDUG DVVHPEOHG LQ WKH 86$ SURGXFWV Clemens Bears Original Woollahra, NSW Australia www.clemensbearsoriginal.com &OHPHQV 6SLHOWLHUH RI *HUPDQ\ KDYH EHHQ PDNLQJ H[FHSWLRQDO TXDOLW\ SOXVK WR\V WHGG\ EHDUV DQG ¿QH JLIWV VLQFH 7KH\ DUH UHFRJQLVHG IRU TXDOLW\ VDIHW\ DQG KLJK SOD\ YDOXH A comforting, quality teddy bear will be cherished by a child for PDQ\ \HDUV :H VKLS GLUHFW IURP *HUPDQ\ WR WKH 86$ Colorforms Brand, LLC New York, NY www.colorforms.com &RORUIRUPVŠ YLQ\O UH VWLFNDEOH SOD\VHWV provide safe, creative, open-ended and imaginative play, and KDYH EHHQ WUXVWHG E\ JHQHUDWLRQV RI SDUHQWV DQG JUDQGSDUHQWV :KDW EHJDQ DV EDVLF VKDSHV RI VTXDUHV WULDQJOHV DQG FLUFOHV DQG has evolved, incorporating relevant licensed characters and other LQQRYDWLRQV WKDW HQJDJH NLGV DQG HQFRXUDJH VWRU\WHOOLQJ Dream Big Science and Art Los Angeles, CA www.dreambigscience.com :LQQHU RI WKH $FDGHPLFV¶ &KRLFH %UDLQ 7R\ $ZDUG DQG WKH 7LOO\ZLJ %HVW &UHDWLYH )XQ $ZDUG 'UHDP %LJ 6FLHQFH DQG $UW¶V Imaginology Kitâ„¢ is the ultimate STEM (science, technology, HQJLQHHULQJ PDWK GLVFRYHU\ NLW 2YHU SLHFHV VXSSRUW exciting experiments and discoveries that will keep children HQWHUWDLQHG IRU KRXUV DW D WLPH

48 October 2016 • astratoy.org

Elastic Precision Kansas City, KS www.elasticprecision.com Elastic Precision is an American manufacturer of high quality ZRRGHQ WR\V UHGHVLJQLQJ QRVWDOJLF FODVVLFV ZLWK PRGHUQ ÀDUH From rubber band guns to stick horses, Elastic Precision products only follow two rules: they have to be made from wood, and they KDYH WR EH UHDOO\ FRRO Fairy Dust Cincinnati, OH www.fairydust.com )DLU\ 'XVW /WG ,QF LV NQRZQ IRU ¿QH TXDOLW\ children’s gifts, cosmetics and FunStation, make your own, DFWLYLW\ FHQWHUV $VN XV DERXW RXU XQLTXH OLQH RI SURPRWLRQDO DQG FXVWRP SHUVRQDO FDUH SURGXFWV )RXQGHG LQ )DLU\ 'XVW LV D QDPH \RX FDQ WUXVW FUZE Interactive, Inc. Salt Lake City, UT www.fuzeinteractive.io $W )8=( ZH EHOLHYH LQ VKRZLQJ NLGV KRZ WKLQJV ZRUN :H design and develop connected STEAM learning toys that are SURJUDPPDEOH KDFNDEOH DQG WKDW HQFRXUDJH SK\VLFDO SOD\ (DFK toy serves as an educational platform that makes teaching tech HDV\ 7KH =8%, )/<(5 LV WKH ¿UVW SURJUDPPDEOH KDFNDEOH /(' À\LQJ GLVF WKDW WHDFKHV HOHFWURQLFV DQG SURJUDPPLQJ WKURXJK D VLPSOH HGXFDWLRQDO SODWIRUP DQG SK\VLFDO SOD\ Handstand Kitchen Calabasas, CA www.handstandkitchen.com Handstand Kitchen is the perfect recipe for kids to learn to love IRRG WKURXJK D KDQGV RQ FRRNLQJ H[SHULHQFH :LWK RXU WKHPHG cooking kits and accessories, kid chefs learn to bake, make pizza IURP VFUDWFK DQG KDYH IXQ LQ WKH NLWFKHQ 2XU PRWWR LV 5HDO )RRG 5HDO )XQ Imagine by Rubie’s Melville, NY www.imaginebyrubies.com ,PDJLQH E\ 5XELH¶V LV D 7R\ 'LYLVLRQ RI 5XELH¶V &RVWXPH &R RIIHULQJ D FROOHFWLRQ RI GUHVV XS FRVWXPHV and accessories for children in separates and in beautifully GHVLJQHG ER[HG VHWV 6RPH RI RXU SRSXODU OLFHQVHV LQFOXGH '& 6XSHU +HUR *LUOV %DWPDQ 6XSHUPDQ 6SLGHU 0DQ 0LQLRQV 6WDU :DUV 7017 0DUYHO¶V &DSWDLQ $PHULFD DQG PRUH

K’NEX Hatfield, PA www.knex.com )RXQGHG LQ .¶1(; LV RQH RI WKH ZRUOG¶V OHDGLQJ LQWHJUDWHG FRQVWUXFWLRQ V\VWHPV IRU FKLOGUHQ :LQQHU RI RYHU LQWHUQDWLRQDO DZDUGV DQG UHFRJQLWLRQV .¶1(; HQFRXUDJHV \RXQJVWHUV WR FRQQHFW FXULRVLW\ DQG FUHDWLRQ )URP WKH OLYLQJ URRP WR WKH FODVVURRP .¶1(; KDV EXLOGLQJ WR\V IRU HYHU\ DJH JURXS DQG VNLOO OHYHO Learning Advantage Timnath, CO www.learningadvantagedealer.com /HDUQLQJ $GYDQWDJH LV D GLVWULEXWRU DQG PDQXIDFWXUHU RI KDQGV RQ WHDFKLQJ DLGV DQG HGXFDWLRQDO SURGXFWV 2XU SURGXFW OLQH LQFOXGHV WKH 4XL]PR PDWK IDFW RK DQG 2RSV *URXSV JDPHV ¿QDQFLDO OLWHUDF\ JDPHV VXFK DV %XGJHW 0DQDJLQJ 0\ $OORZDQFH 6DOH *URFHU\ &DUW DQG %DQN $FFRXQW DQG PDQ\ PRUH DORQJ ZLWK D YDULHW\ RI math manipulatives. MUE Lifestyle powered by the Makeup Eraser Clarendor, IL www.makeuperaser.com 0DNHXS (UDVHU LV IRU HYHU\RQH 7KLV VXSHU VRIW FORWK UHPRYHV DOO PDNHXS LQFOXGLQJ ZDWHUSURRI +DOORZHHQ IDFHSDLQW DQG PRUH SDLQOHVVO\ DQG ZLWKRXW KDUPIXO FKHPLFDOV 0DFKLQH ZDVKDEOH DQG UHXVDEOH IRU ZDVKHV DQG ZLOO ODVW \HDUV :RUNV XVLQJ 21/< ZDWHU 6LPSOH DQG HDV\ WR XVH PRPV WHHQV DQG FKLOGUHQ ORYH LW

50 October 2016 • astratoy.org

Ozobot Redondo Beach, CA www.ozobot.com Ozobots are small, smart robots that inspire big ideas. The DOO QHZ 2]RERW (YR WKH ¿UVW VRFLDO URERW RI LWV NLQG HPSRZHUV HQGOHVV RSSRUWXQLWLHV IRU JDPHUV DQG OHDUQHUV WR FRQQHFW FKDW SOD\ DQG XQORFN QHZ FRQWHQW²DOO ZKLOH WHDFKLQJ FRGLQJ DQG FRPSXWHU SURJUDPPLQJ DFURVV VNLOO OHYHOV Portola Plush, Co. Portola Valley, CA www.angel.co/portolaplush 3RUWROD 3OXVK &R ¶V FROOHFWLEOH SOXVK WR\V VSDUN FUHDWLYLW\ JLJJOHV DQG ZRQGHU 2XU ¿UVW FROOHFWLRQ ZLOO ODXQFK LQ DQG WR\ EX\HUV DUH DOUHDG\ FDOOLQJ RXU SURGXFWV WKH PRVW H[FLWLQJ SOXVK WKH\¶YH VHHQ 2XU WHDP KDV ZRUNHG DW $SSOH 'LVQH\ DQG /HDSIURJ $VN XV DERXW IUHH IUHLJKW DQG GLVSOD\ PRGHOV Scribfolio Nobleville, IN www.scribfolio.com ,W VWDUWV ZLWK D VFULEEOH RQ D SODLQ ZKLWH VKHHW $ GHVLJQ LV LQ KHUH QRZ PDNH LW FRPSOHWH /RRN IURP HYHU\ DQJOH HYHQ XSVLGH GRZQ ,W¶V VXUSULVLQJ ZKDW FDQ EH IRXQG $GG H\HV D QRVH DQG PD\EH D EHDN :KDWHYHU \RX VHH LW¶V \RXUV WR WZHDN 7LWOH \RXU ZRUN DQG VLJQ \RXU QDPH ,W¶V VXSHU IXQ DQG JRRG IRU \RXU EUDLQ ,PDJLQH &UHDWH 'LVFRYHU DQG 3OD\ DQG GR D 6FULEEOH HYHU\ GD\ ,W¶V DPD]LQJ ZKDW D VFULEEOH FDQ WXUQ RXW WR EH 7KH ELJ TXHVWLRQ LV :KDW GR \RX VHH"

An essential ingredient to every toybox, every childhood, every generation. See a world of puppets at www.folkmanis.com 0r call 1-800-654-8922 for a free catalog.

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

AFFILIATES Cupcakes & Cartwheels Thomas Zimmerman 500 Saw Mill River Rd Elmsford, NY 10550 (914) 345-2222 ext. 500 tzimmerman@twoscompany.com www.twoscompany.com

RETAILERS Beanstalk Alyson Pedowitz 654 Central Ave Highland Park, IL 60035 (847) 432-8300 hpbeanstalk@gmail.com www.beanstalkhp.com Boten, LLC Danny Kanfy 5570 Florida Mining Blvd S Jacksonville, FL 32257 (904) 235-3554 boten23@gmail.com Circle of Hands Leslie Young 6780 McKinley St Sebastopol, CA 95472 (707) 634-6140 circleofhands@sonic.net www.circleofhandswaldorfshop.com Flash Candy and Toys Jennifer Thomson 110 S Commerce St Lockhart, TX 78644 (512) 668-5075 flashcandytoys@gmail.com www.flashcandyandtoys.com Gigglywinks Toy & Magic Company Tony Windle 266 Main St Placerville, CA 95630 (916) 717-3325 tonywindle@gmail.com www.gigglywinks.com

Gorilla Gym Kiril Alexandrov 1151 Massachusetts Ave Cambridge. MA 02138 (617) 600-7615 kiril@gorilla-gym.com

Mainstreet Toy Jeni Seifert 213 W Main St Hamilton, MT 59840 (406) 370-5370 www.bitterrootdrug.com

Hill Thrill, LLC dba Toy Haus Stacy Hill 1017 16th Ave Monroe, WI 53566 (608) 558-2331 toyhaus@tds.net www.toyhaus.toys

Myriads Retail Group Ksenia Litvinova 30305 Vines Creek Rd Dagsboro, DE 19939 (302) 364-0024 ksenial@myriadsretail.com

Hilltop International Group, Inc Oliver Wan 10265 S De Anza Blvd Cupertino, CA 95014 (408) 252-9883 oliver@hillbo-inc.com www.hilltoptrading.com JDW Products, LLC John Park 489 Homans Ave Closter, NJ 07624 (201) 951-6500 jpark26@outlook.com Kip’s Toyland Don Kipper 6333 W 3rd St Los Angeles, CA 90036 (323) 939-8334 don@kipstoyland.com www.kipstoyland.com Learning Express Richard P. Derr 315 S Rand Rd Lake Zurich, IL 60047 (847) 540-5902 le45@sbcglobal.net www.learningexpress.com/ stores/lake-zurich Lemon Grass Gifts LLC Linda Pasco W Clearwater Unit #113 Kennewick, WA 99336 (509) 737-1991 ext. 5215 linda@lemongrassgifts.com

52 October 2016 • astratoy.org

Pica Pica Atlanta, Inc Alex Lee 3207 Birkdale Ave Duluth, GA 30097 (678) 468-0084 dueura@yahoo.com Play on the Strand LLC William Taylor 2029 Strand, Suite #1 Galveston, TX 77550 (832) 654-2391 wtaylortiga@aol.com Porter’s Craft and Frame Chuck Porter 19 College Ave Rexburg, ID 83440 (208) 359-0786 cporter@portersonline.com www.portersonline.com PressStartCollectables, Inc Angeleca Lozovsky 141 Crown Point Cir Longwood, FL 32779 (929) 277-8278 pressstartcollectables@gmail.com Seahorses Don Hudson 4029 SE Hawthorne Blvd Portland, OR 97214 (971) 352-6130 info@seahorsespdx.com www.seahorsespdx.com

Sprout San Francisco Andi Rothfeld 2720 S. West Temple Salt Lake City, UT 84115 (801) 466-4929 ext. 2720 andi@sproutsanfrancisco.com www.sproutkid.com

Clemens Bears Original Matthew Reynolds PO Box 90 Woollahra, NSW Australia 61 2 0415 339 530 info@clemensbearsoriginal.com www.clemensbearsoriginal.com

SALES REPRESENTATIVES

Colorforms Brand, LLC Corey Altman 1412 Broadway Ste 1415 New York, NY 10018 corey@colorforms.com (212) 764-0266 www.colorforms.com

Alison Cassler Alison Cassler 5 Deforest Hts Burlington, VT 05401 (802) 864-7145 alisoncassler@comcast.net Janelle Butler Enterprises Janelle Butler 270 North El Camino Rd #133 Encinitas, CA 92024 (877) 654-6813 janelle@janellebutler.com Fred Killingsworth Fred Killingsworth 6875 Marblehead Dr Cincinnati, OH 45243 (513) 404-1547 fred@hingeconsulting.com

MANUFACTURERS 32 Square/Boneyard Pets Eric Winston 239 Java St Brooklyn, NY 11222 (347) 457-5669 pets@32square.com www.boneyardpets.com American Jewel Saul Judah 25159 Ave Valencia, CA 91355 (844) 539-3533 sales@americanjewel.com www.americanjewel.com

Dream Big Science and Art Vivian Belmont 1603 N Benton Way Los Angeles, CA 91601 (818) 324-2843 dreambigscience@gmail.com www.dreambigscience.com Elastic Precision Brent EuDaly 3121 C Merriam Ln Kansas City, KS 66106 (913) 594-2929 ext. 3121 brent@elasticprecision.com www.elasticprecision.com Electroninks Writeables Corey Altman 3006 Longhorn Blvd Austin, TX 78758 (737) 300-1339 umair@electroninks.com www.stageslearning.com Fairy Dust Ltd., INC Diane Clark 3528 Warsaw Ave Cincinnati, OH 45205 (513) 251-0065 dclark@fairydust.com www.fairydust.com Far Out Bubbles Jill Carson 223 Roxbury St Keene, NH 03431 (303) 908-2604 info@faroutbubbles.com www.faroutbubbles.com

',6&29(5 $ :25/' 2)

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www.magformers.com - info@magformers.com - 734-667-1673 - @magformersllc CLASSIC

MAGNETS IN MOTION

THEMED

FUZE Interactive, Inc Kyle Muir PO Box 2962 Salt Lake City, UT 84110 (775) 848-1006 kyle@fuzeinteractive.io www.fuzeinteractive.io

Kangaroo Manufacturing Inc Preston Peterson 7350 S. Kyrene Rd Tempe, AZ 85283 (208) 914-1490 prestonp@kangaroomfg.com www.kangaroomfg.com

MUE Lifestyle Leah Kroeger 5625 Western Ave Clarendon Hills, IL 60514 (630) 988-9402 ext. 5625 leahsmuelifestyle@gmail.com www.leahkroeger.makeuperaser.com

Handstand Kitchen Yvette Garfield PO Box 8664 Calabasas, CA 91372 (818) 917-7200 info@handstandkitchen.com www.handstandkitchen.com

K’NEX Limited Partnership Group Jason Butts 2990 Bergey Rd Hatfield, PA 19440 (630) 984-4440 jbutts@knex.com www.knex.com

Ozobot Shaun Pittman 129 W Torrance Blvd Redondo Beach, CA 90277 (310) 318-0070 shaun@ozobot.com www.ozobot.com

Imagine by Rubie’s David Beige 1770 Walt Whitman Rd Melville, NY 11747 (516) 326-1500 david@rubies.com www.imaginebyrubies.com

Learning Advantage Angie Jordan PO Box 368 Timnath, CO 80547 (866) 564-8251 angie@learningadvantage.com www.learningadvantagedealer.com

Kala Brand Music Bethany Moritz 1105 Industrial Ave Petaluma, CA 94952 (877) 853-3853 bethany@kalabrandmusic.com www.kalabrand.com

Toy Times Magazine, October 2016

Index of Advertisers American Educational Products....................16 Ann Williams Group ............................................41 Asmodee North America ..................................2, 13, 21, 39, 55 C & A Scientific........................................................11 Cassidy Labs ............................................................9

Portola Plush, Co Marissa Louie 425 Golden Oak Dr Portola Valley, CA 94028 (408) 718-1396 marissa@portolaplush.com

Crorey Creations, Inc. ..........................................37

Scribfolio Maggie Lynn Held 54 Ashborne Dr Nobleville, IN 46060 (317) 809-8636 info@scribfolio.com www.scribfolio.com

Funology Innovations LLC ................................29

DeLano/EPI Printing Inc.....................................5 Folkmanis ..................................................................51 Funnybone Toys LLC ...........................................Back Cover

GoForItGames.........................................................16 GUND...........................................................................47 Harrisville Designs ................................................43 Jax Ltd Inc. .................................................................4 Kettler ..........................................................................27 Kidstuff Public Relations ...................................8 Light Stax-Lazy Dog Co. ......................................14 Magformers..............................................................53

21st

Annual

TOY BUYERS’ GUIDE Manufacturers: Your ad will reach toy, game, gift and online retailers.

Miniland.....................................................................33 MukikiM LLC ............................................................17 Plan Toys....................................................................49 The Orb Factory .....................................................19 Sentosphere USA ..................................................7 Sophia’s ......................................................................34 Thames & Kosmos ................................................25

,iÃiÀÛiÊÞ ÕÀÊ>`ÊÌ `>Þ Mails in November

ToyFest West - WTHRA.......................................15 Two Bros Bows........................................................23 Uncle Bubble-D Now...........................................50

For details on how you can get your company listed for free,

Uncle Milton Industries Inc..............................46

contact Todd Crayton at todd@fwpi.com.

Winning Moves ......................................................35 Wikki Stix...................................................................31

54 October 2016 • astratoy.org

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