Edplay July 2021

July 2021

Dedicated to the Specialty Toy Industry

In an Ohio village, a toy-store owner

STEPS THINGS UP

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word play

by Kevin Fahy

True Colors Okay, so we’re doing things again, and that feels good. So good that sometimes it’s easy to forget that there’s still a pandemic going on, but there is.

As the disease runs its course, it is becoming evident that it will not be eradicated any time soon, perhaps not for years. Perhaps not ever.

That doesn’t necessarily mean it will always have a big effect on how we live our lives or run our businesses. There are a lot of awful diseases kicking around on the planet, no longer afflicting large numbers of people but never completely going away either.

You probably don’t spend much time worrying about diphtheria, tuberculosis, polio, leprosy or the bubonic plague, even though all of them still exist somewhere. They are kept in check through vaccination and other means of suppression, which may well become the case with COVID. It could become one of the childhood shots that everybody gets, with maybe a booster later in life.

For right now, though, it is very much a pandemic, infecting thousands of Americans every day and killing several hundred. Everything being relative that seems rather mild, but it remains a dangerous situation. There are more than 100 million Americans who are unvaccinated, and many of them plan to stay that way. The virus is still raging in parts of the world, and new variants are evolving at an alarming rate.

Nonetheless, I am all in favor of opening up full bore. Given the overwhelming success of the vaccines in general, I am fully confident that we can resume doing business face to face, in all the ways we did before.

One of those ways is through tradeshows. As a publisher of trade magazines, those events are very important to my company, and nothing changed more dramatically in the bizarre business world of 2020 than the whole tradeshow equation.

We normally attend at least six shows, or two for each of the three trade journals that we publish. In 2020, the first two conventions had just gaveled to a close when COVID hit the fan.

The remaining four shows made a valiant effort to preserve some sort of in-person event for 2020, and the first two were initially pretty confident that they could stick to their schedules for 2021. In hindsight we can see how farfetched such ideas were, because nothing, save perhaps a cruise ship, was so contrary to pandemic protocols as a tradeshow was.

First off, most attendees at national shows arrive at the host city via commercial airlines, and nobody wanted to get on an airplane last year.

Some of us weren’t enamored with air travel to begin with, but a year ago the idea of putting 200 people in a sealed metal cylinder for several hours seemed irrational.

Checking into a hotel was equally scary. Back then, we were so obsessed with surfaces that some cities were hosing down their streets with disinfectants. How could you possibly sanitize a hotel room, let alone an entire hotel? In fact, a hotel struck a lot of people as being awfully similar to a cruise ship that wasn’t going anywhere.

Then there was the convention itself. If you take away everything that happens at a trade show during (continued on page 7) July 2021 — edplay.com 3

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July 2021

3

Dedicated to the Specialty Toy Industry

Wordplay

True Colors

by Kevin Fahy

14

Live and In Person, It’s ASTRA!

8

A day full of presentations and panel discussions distill what we’ve learned from the pandemic and provide tips for moving forward. Building an e-commerce platform, how to hire and retain employees, and effective in-store merchandising are just a few of the topics on the agenda.

10 Visit edplay Advertisers!

14 Small Business, Big Future

Local resident Dave Chappelle helps rally merchants in Yellow Springs to strengthen their community. Leading the charge is Jackie Sharp, gifted marketer and specialty toy retailer. edplay contributor Melody Burri tells the story.

22 We have Good News and Bad News

Rep Sandy Ruben reveals the results of his informal survey: Most retailers report sales increases post-pandemic; stress increases, too, since good retail help is hard to find.

26

26 So Many Dolls to Sell

In part 2 of an interview with the owner of Pattycake Doll Company, retailer Peter Laudin discusses how the doll category can be a profit center for your store.

54 10 Questions with Sue Warfield Now officially ASTRA’s president

32 37 44 48 52 53

Industry News

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New & True For Your Business Information Retailers Recommend Fabulous Products edplay Welcomes Six New Advertisers!

Index of Advertisers

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A brand of Fahy-Williams Publishing About Fahy-Williams We’ve produced custom publications for organizations large and small, in addition to our own magazines, for 36 years. We fund them through advertising sales – that’s our superpower.

Advertising is the reason all of the directories, magazines, and industry publications we create generate revenue for our partners. If you can imagine a publication that builds your brand, communicates with your members or customers, AND makes you money, we can deliver it.

For more information, visit fwpi.com.

About edplay Founded in 1994. edplay is the original trade magazine for the specialty toy industry. With five printed issues and monthly enewsletters, it reports on new play products, interviews toy experts, and provides bestpractice advice.

We also publish

Publisher J. Kevin Fahy kfahy@fwpi.com

Advertising Director Tim Braden tbraden@fwpi.com

Production Manager Mark Stash mstash@fwpi.com

Editorial Director Tina Manzer tmanzer@fwpi.com

Ad Sales Representative Darlene Ryan darlene@fwpi.com

Subscriptions accounts@fwpi.com

Graphic Artist Christopher Cornett Christopher@fwpi.com

Enewsletter & Online Advertising Manager Rick Kauder rkauder@fwpi.com

Editorial Offices 171 Reed Street Geneva, NY 14456 800-344-0559

Around the Table a publication of the Game Manufacturers Association Art Materials Retailer for People Who Sell Art Supplies Educational Dealer for retailers who sell to teachers, parents and schools

Copyright © 2021

ASTRA Toy Times The Magazine of The American Specialty Toy Retailing Association

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Wordplay

(continued from page 3)

which people are within 6 feet of each other, you don’t have much left.

In short, trade shows were simply off the table from March of 2020 through right about now. There’s still a pandemic, but just about every facet of it has been altered dramatically from last year.

As far as air travel goes, I’ve done it and it wasn’t much worse than it was pre-COVID. About the only real issue is that you have to wear a mask at all times, in airports as well as in planes, and I did find that a little tedious.

In one way I even liked flying better, because they weren’t offering beverage service during flights, and I have always found that whole drink cart thing to be seriously annoying. If you’re someone who needs a drink on the plane, you’ll have to remember to buy one in the terminal.

Once we realized that the COVID virus was essentially an airborne pathogen, hotels became a lot less intimidating. I would have no particular problem staying at a hotel at this point, although I might pass on their indoor restaurants. Since trade shows are generally held in warm months or warm climates, it should be possible to find outdoor food venues in most cases.

The biggest question right now might be about the exhibit hall, plus the conference rooms and ballrooms where seminars and social events are held. Is it still necessary to take precautions?

Personally, I would say no, because I’ve been vaccinated and I assume that most business travelers have been as well, but not everyone agrees. Event coordinators are busily trying to find ways to address their concerns, and have come up with some interesting ideas.

According to a June 7 article

in The Wall Street Journal, one of those ideas in particular is gaining traction among the trade association executives who are planning the imminent return of live events. It basically allows attendees to classify themselves according to three colorcoded categories.

The show would provide bracelets (or stickers or badges or whatever) in red, yellow or green.

People who wish to maintain a social distance from everyone else wear red. Those who are okay with more “normal” distancing but prefer no physical contact, such as a handshake, wear yellow. Wearing green indicates that a person is okay with pre-COVID norms regarding physical contact.

I’m okay with the last group, but how do I get across to my fellow conventioneers that I wasn’t really a hugger to begin with? Apparently some people are trying to answer that question by wearing more than one bracelet. A combination of green and yellow, for example, might say, “You can touch me, just don’t get carried away.” Some people are wearing all three colors together, which I guess means that they have different standards for different situations, or perhaps they just want to keep their options open. You might also wear two or three of the same color, to make your preference more emphatic.

The companies that are making the bracelets report that business has been brisk. In case you’re wondering, early indications are that the green bands are moving the quickest.

I have a feeling that trade shows are going to benefit from a great deal of pent-up demand. It’s time to take the plunge.

You can e-mail Kevin at kfahy@fwpi.com.

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Live and In-Person, It’s ASTRA!

Can you believe it? Many of us will be together at a tradeshow in August; a sold-out toy tradeshow with nearly 300 exhibits and thousands of products. We’ll actually be able to touch, feel and see them from every angle. Oh, and the people – we’ll be able to meet them face to face.

Will we remember how, after all this time, to converse and conduct business in person?

Absolutely. We can’t wait.

“We’ll be looking for new items and shoring up our Q4 orders to make sure customer favorites will be delivered in time,” wrote storeowner Amy Saldanha, ASTRA board chair, in the association’s magazine Toy Times.

“Manufacturers who exhibit with inventory ready to ship quickly will win the show.”

Amy owns Kiddywampus toy store in Hopkins, not far from the Minneapolis Convention Center.

She expects retailers to arrive at Marketplace with their checkbooks open and ready to buy. “As our stores come back with our customer relationship stronger than ever before, we will need to bring the holiday fun this year like never before – and that means we need all the toys.

“This will be the show to celebrate what we’ve come through together and to boldly plan our futures,” she adds.

Sue Warfield, ASTRA’s president, agrees. “With grit, determination, creativity and the entrepreneurial spirit of our members, we are heading into the upcoming fourth quarter with an entirely new appreciation for our ASTRA Community,” she wrote. “It’s what we’ll celebrate as we gather together in Minneapolis.

“Our educational offerings will be focused on sharing what we’ve learned,” she added,” and what we can use to keep us strong in the future, whatever that may bring.”

Thursday, August 5, the day before Marketplace opens, is devoted to education with at least 13 educational sessions scheduled from 10:15 a.m. through 4:15 p.m. Here’s a list of topics and the experts from all over the country who will present them.

Retail Store Management – Hiring and Retaining Staff Presented by Nick Guffey from The Toy Store of Lawrence and Nick Tarzia, Awesome Toys Not only is it difficult to find good

staff today, it’s getting hard to keep the ones you’ve got! Hear how other specialty-toy storeowners are tackling this issue.

Online Web Management – Where Do I Start?

Presented by Emily Guffey, The Toy Store of Lawrence and Kas Sharma, Henry Bear’s Park Creating an online presence is a must, but making it happen can feel like a daunting task. Learn how to get started from simply showing your top sellers to building a full online ordering platform.

Merchandising from the Inside Out Presented by Ann Kienzle, *play and Megan Walsh, Goodthings Catching the eye of the consumer and making a lasting impression are vital to sales. Your store windows, how items are displayed, the overall ambiance of your store and even the packages that go out the door are all a part of your brand identity. Hear from ASTRA retailers on what they do that works and how they do it!

(continued on page 12) (“Visit our Advertisers at Marketplace” page 10)

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Staying Connected to Your Local Community Presented by retailers Brice Elvington, Toy Shop of Florence and Hilary Key, The Toy Chest The pandemic brought communities closer and shopping local became more important to consumers. Hear about the ways ASTRA stores worked with their communities to provide needed resources and how they’re keeping the momentum going.

Competing with Online Giants Presented by retailers Christine Osborne, Wonder Works and Kate Tanner, Kidstop Toys and Books Online competition is coming from manufacturers selling direct, in addition to the e-commerce giants. Some specialty toy retailers are meeting them head-on, and winning. Find out how.

Doing Business in a New World Amy Saldanha, kiddywampus and Gene Dydell, The Toy Store of Lawrence From websites to social media to new delivery options, many retailers implemented new business strategies in 2020 and ended up with one of their best years ever. Hear how they did it and are keeping it going.

Lessons Learned from 2020 Hip Hooray founder Roger Bildsten officiates as retailers share what they have learned from 2020 and what they are taking into 2021 and beyond.

Financial Planning Through Thick & Thin Presented by Jennifer Abraham Rust, Creative Profit Planning Keeping your business financially sound includes making a plan that takes contingencies into consideration.

Jennifer can help you formulate a plan to navigate any situation that may come your way.

Juggling Multiple Locations Moderated by retailers Stephanie Sala, Five Little Monkeys Having more than one location brings new operational challenges and benefits.

A panel of retailers will share their experiences followed by a roundtable discussion.

“They’re Selling My Product for How Much?!” Maintaining Brand Integrity Online Presented by Ron Solomon, MAPP Trap Learn how manufacturers in multiple industries protect their brand image online. Among the items to be discussed are pricing strategies and authorized reseller and distribution policies, plus how to implement and manage a MAP policy, figure out who the sellers really are, and how to get sellers removed.

Best Practices for Working with Sales Reps: Tips for New Manufacturers Presented by Tami Murphy, Grand Prix International New to the industry? Let Tami help you get the most out of working with independent sales reps.

Packaging: The Manufacturer’s Merchandising Key to Success Presented by Michelle Smith, Piccolo Mondo Toys and Ryan Noonan, Grand Prix International With tips for creating the best impression on retailers and consumers through packaging, this panel will discuss color, graphics and text, and the elements that are the most important to include on a box.

Lessons Learned in 2020 Moderated by Roger Bildsten Manufacturers and sales rep share insights about the business challenges of 2020, lessons learned, and how their businesses will operate moving forward.

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Small Business

BIG

Future An Ohio toy-store owner and Comedian Dave Chappelle team up to promote community and small businesses

by Melody Burri

Storeowner Jamie Sharp

When it comes to Yellow Springs Toy Company in western Ohio, retailer Jamie Sharp isn’t playing around.

She’s warm, quick to smile, loves her community, but make no mistake – when it comes to her business, she means business.

Just two years after her shop’s 2018 launch, it was named “Best Toy Store in Dayton” twice by two different publications – a stellar achievement, to be sure. But it’s exponentially greater when a worldwide pandemic and year-long halt to non-essential business are added to the mix.

Over the last 16 months, Jamie has leveraged her graphic design, creative management and marketing expertise to keep Yellow Springs Toy Company afloat, foster a supportive network of area business owners, champion small business needs to local officials, secure emergency funding, crowdsource financial support and renew customer loyalty from residents.

On a grander scale, she also caught the attention of three notable Yellow Springs residents – comedian Dave Chappelle and Oscar-winning filmmakers Steven Bognar and Julia Reichert – who teamed up to raise awareness about the challenges facing a rural village in Ohio during the pandemic and the Black Lives Matter movement.

Jamie’s voice on behalf of local businesses in Yellow Springs played such a significant enough role in the

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documentary, “Dave Chappelle: This Time This Place,” that she was invited to its debut at the Tribeca Film Festival in June.

YSTC is for adults as much as it is for children. In addition to carrying doll lines that reflect a complete range of human skin tones, the store sells books about social responsibility, feminism, racism, death, and LGBTQ subjects.

New business, new vibe While YSTC is still a relatively young enterprise, it fills a void left by a beloved hometown toy store that lived in the same space for 38 years – Mr. Fubs Party. So how is Jamie honoring the Mr. Fubs legacy while creating her own new vision?

“I try to provide an experience for people, rather than a shopping destination,” she said. “I pay attention to everything, from thoughtful displays to beautiful packaging, from scent to music. This tiny 600-square-foot space has required me to painfully edit orders to preserve only the things that make the most sense.”

Jamie believes that her toys have the power to shape future generations, and she takes that responsibility seriously, providing “quality tools to explore visual art, music and performing arts.”

“I also do not carry any doll lines that do not reflect the complete range of skin tones,” she said. “I lean toward

16 July 2021 — edplay.com

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packaging that reflects diversity, and I carry books about social responsibility, feminism, racism, death, and LGBTQ subjects.”

Surprisingly, YSTC’s marketing is aimed at adults, with a goal of building life-long relationships with customers.

“I learned that most people age out of toy stores at age 10,” she said. “My sense is that the kids are a built-in market and don’t need convincing to visit us. People are adults much longer than they are children and I want to continue to be relevant to people as they age, throughout their lives.”

Millennials and Gen Z are predicted to reject bigbusiness and online shopping in favor of a return to small businesses whose core goals and mission are in alignment with their values, she said.

“I use my marketing to condition people to come in with no expectations and be open to finding something they never dreamed of,” said Jamie.

Since 600 square feet doesn’t allow space for public events, YSTC connects with customers in other ways.

“I started putting a bi-weekly puzzle in our local newspaper, holding Earth-Day scavenger hunts, putting coupons in Easter eggs for the community Easter egg hunt (and two golden tickets that got them HABA tents), hosting trick-or-treating in front of the store – things that engage and build positive associations while staying true to the core of our business,” she said.

Key decisions YSTC was just two years old when the pandemic hit.

Jamie said she had no idea if she’d survive the mandated closure and was extremely stressed. “Within two weeks, I had a website up and was providing local delivery, safe pickup, and U.S. shipping,” she said.

Fortunately, puzzles, games, and art and science activities became popular, and the website helped her survive shutdown. “It continues to be a work in progress,” said Jamie.

“For me, getting a website up was like starting a whole new business. And then, when I reopened, integrating the POS and online presence was challenging, too. It has been a high learning curve from the beginning and it hasn’t let up. I learned the value of B complex vitamins during this time!”

Her store is small, so Jamie chooses only the best-of-the-best.

Still, the constantly changing mix features products from more than 270 manufacturers from the U.S. and around the world.

A community in crisis Beyond her own front door, Jamie also noticed a major COVID-related disconnect between business owners and local officials. “Officials didn’t understand the crisis we were facing or the importance of a thriving downtown business district to the future of our town,” she said.

So Jamie and a handful of other business owners organized meetings with them to increase dialog, and to release two small pots of funding to aid local businesses.

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The Uplift initiative Jamie spearheaded last year helped local merchants in crisis during the pandemic.

Armed with her strong creative marketing experience, Jamie also spearheaded a viral fundraising initiative called UPLIFT Yellow Springs. Promoting the effort was a short video featuring participating stores, restaurants and lodging establishments. Fueled entirely by volunteers, UPLIFT Yellow Springs, rolled out in multiple stages, raised roughly $70k, with $30k going directly to businesses, $20k going to a COVID relief fund for small businesses, and $20k going into a rainy-day fund for businesses.

“It wasn’t a fortune, but when none of us had unemployment or any income, it helped us piece it together,” Jamie said. “It helped to raise awareness and fuel the ‘shop local’ movement here, and helped people build an emotional connection and investment in us surviving.”

As the pandemic raged on, a second disconnect was revealed: the one among the business owners themselves.

“We all tend to keep our heads down and work to keep our own businesses going,” said Jamie. “So another local business owner and I established a private Facebook group for downtown business owners. It provided up-todate information, and links to COVID-19 Economic Injury Disaster Loan funding and Paycheck Protection Program information, and other local and national grants.”

The Facebook group also provided meetings with accountants and business advisors, and offered a way for business owners to get to know each other and share concerns and plans for masking, safety precautions and support.

Still, there was a further fracture between business owners and the local Chamber of Commerce, Jamie said.

COVID had “gutted its leadership,” and “significant (continued on page 50)

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We Have Good News and Bad News

by Sandy Ruben from rep group Sandy Ruben and Associates

“In the first half of this year, we have witnessed tremendous sales growth in our stores, the likes of which we’ve never seen” a toy-store owner in Tennessee told me. In Illinois, a 20-year toy-retailing veteran echoed the good news. “Sales are at record highs for the first half of this year.”

While the surge in sales alleviates one big worry for specialty toy retailers, another one looms large – the nationwide shortage of retail workers. In many ways it’s making their jobs more stressful than ever. A recent informal survey I conducted among toy retailers revealed that more than 70 percent of them were having trouble finding qualified people to work in their stores. On average, they were operating with 20-percent less staff than what they felt they needed. In other words, a store that would regularly have 20 employees is now operating with 16.

Fewer employees mean more working hours for storeowners. On average today, it’s 10 hours more per week compared to two years ago, they report. In addition, they’ve moved to “all hands on deck” mode; calling on friends and family, young and old, to fill in – in a variety of capacities. Nearly 40 percent of the respondents to my survey said they have “hired” family members. Many of them had never worked in the store before now.

The consensus among storeowners looking

for new staff is that word-of-mouth works best.

Most leads are coming from current staffers; others come from customers.

Resources retailers have successfully used in the past have been coming up short. “I have used LinkedIn, Craigslist, Facebook Job … nothing works,” a toy retailer in North Carolina told me.

Retaining employees remains another issue, and storeowners are going to great lengths to make sure once employees are hired, they stay. A retailer in Virginia is picking up extra shifts so her employees have more free time. “I am working lots more to attempt to relieve pressure and prevent burnout among my staff. I try to pick up as much extra as I possibly can,” she told me. “I need them for the long haul.”

Another retailer offers a generous store discount – her manager’s is 40 percent. “I have nine grandchildren so it’s huge,” says the manager. “I’m working for that discount.”

Higher wages eventually enter the discussion. “Increased payroll is a necessity in

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Good News and Bad News

attracting good employees,” says a toy-store owner from South Carolina.

“Good people are going to be expensive, so an increase has to be built in the business plan somehow,” adds an owner in Georgia.

Based on the responses to my survey, the staffing shortage may be storeowners’ biggest stressor right now, but it is not the only one. Many voiced frustration with toy manufacturers who, they feel, are making things difficult when they used to be so easy.

“Invoices arrive days after shipments do.

Packing slips may or may not be attached. Tracking info has to be requested from many vendors when it should be an automated process. Credit requests for damages or missing product can take weeks to resolve and always requires follow-up,” lists Patrick Holland, owner of Learning Express Chattanooga/ Mountain Top Toys.

“Because we are struggling to staff our stores, we are desperate to find ways to cut down on unnecessary time spent elsewhere. That’s why it’s more important than ever for all areas of the toy industry to move faster toward efficiency.

“Every extra minute spent by a retailer on issues with their orders is one less minute spent selling or optimizing our stores to increase sales – for everyone,” Patrick concludes. “In the face of staffing woes, to fully take advantage of this consumer spending surge, we have to streamline our efforts. It has made us look more carefully at where we choose to get product and who we do business with. It’s no longer simply ‘Who has the best product?’ It’s become ‘Who has great product and a streamlined process for doing business that will save us time?’”

Because now, more than ever, time is money.

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Time to reconsider pay and benefits

To attract and retain employees today, retailers will need to start with what matters most: compensation, noted David Ritter in Footwear News magazine, in May. Increasing the hourly rate or offering performance bonuses are always options says Ritter, managing director of business consultancy Alvarez & Marsal. He’s also noticed that a number of retail businesses are adding perks for part-timers that were once traditionally reserved for full-time workers, like medical and dental insurance.

Retailers who decide to go that route should start with the basics, recommends Kristen Carlisle, general manager of automated wealth management platform Betterment for Business. In an article for

by Tina Manzer

benefitspro.com, she listed 401(k), health insurance, parental leave and vacation days. Later, upgrades like dental and vision insurance, life and disability insurance, flexible spending accounts and flexible paid time off can be added.

“Once a small business has at least two full-time employees and the financial stability to contribute toward medical benefit premiums or retirement plan costs, it’s time to put a plan into action,” recommends benefitspro.com. “Several new regulations and programs are available to help with startup costs to make it easier. Among them are The Affordable Care Act’s Small Business Health Options Program (SHOP), plus new Pooled Employer Plans (PEPs) and Multiple

Employer Plans (MEPs) designed to make it easier for small businesses to offer more robust retirement savings plans.

Compensation can come in many forms, says David Ritter. Retailers who do the research to understand what employees value most will be ones who succeed in hiring.

In some cases it’s more pay, and in others it may be rewards and recognition that aren’t monetary. When in doubt, ask potential hires what benefits/compensation they would use.

Consider your options carefully so you don’t spend money on something that’s of no value to employees. Generous employee discounts, like the case Sandy mentions in his article, may be a favorite among the staffers of a toy store.

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So Many Dolls to Sell Don’t overlook the doll category as a profit center for your store Part 2 of an interview with retailer Peter Laudin from Pattycake Doll Company, a 20-year-old online doll shop

by Tina Manzer

Do you think selling dolls is a must for all toy stores?

I think most stores carry dolls because they think they have to, without a second thought about why or even how to sell them! This is especially true among retailers who bought an existing store, or took over store operations from someone in their family. Their perceptions of the products they should carry are inherited. If the store always sold dolls, they will, too.

According to The Toy Association, Statista.com and research from other organizations, dolls are about a $3.5 billion-a year industry. That’s twice as much as plush and twice as much as action figures (in round numbers). And look at Pattycake Doll Company – almost 20 years of only selling dolls online, and every year a profitable one.

What tips do you have for selling them?

Ron Popeil, the greatest salesman of the 20th century, said, “Always remember that America is a gift-giving society.” I’m not trying to be cute here, but the average American 5-year-old does not have his own credit card. That means that every doll you sell is going to be bought by someone and gifted to someone else. You need to understand the psychology of gifting. When you understand why dolls make such great gift, you’re on your way to knowing the best ways to sell them.

So what makes it so special?

First, it’s just hard to go wrong with a doll – 99 percent of kids love them. And dolls appeal to a wide age range.

No matter how old a child is, there’s a suitable doll. For a 6-month-old there are first dolls and loveys. Baby dolls are perfect for toddlers to love and nurture. For ages 5, 6 and 7 there are fashion dolls with clothes to change and hair to brush and style.

Presenting a new doll to a child is also a one-of-a-kind gift for the givers! The first few seconds when they hand over the doll and the child reacts are priceless. The positive feelings and excitement created, for both parties involved in the exchange, are unique.

What benefits of doll play should retailers point out to parents and other gift givers? edplay readers – professional play experts all – are well aware of and understand how and why play is important for both children and adults. Everything we have learned about play from psychologists and child development experts includes doll play as well. But you’re right, it does have some unique benefits.

Doll play activates the areas of the brain where imagination, self awareness, caring, empathy, and creativity take root.

Doll play is very open ended: there is no start, no end, and no rules about playing with dolls. There is no right or wrong with doll play.

Doll play travels well. Any location is a playground for children when a doll is in their arms. A child can play alone with a doll, but also with others.

Dolls help a child become more self aware, and help

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Have fun & save the planet!

New Preschool Games & Puzzles!

Respect the Earth: Ecologic Puzzle

Fun, educational puzzle features charming cartoons Shows kids how to care for our world Sustainably made, and so much fun to play and learn!

Polar Adventure: Disappearing Ice

A roll and move game with adorable wooden animals Players try to get to the safety of the big glacier Develops tactical skills & hand-eye coordination Gently teaches children how human activity affects polar animals

For summer specials, contact sales@adventerragamesUSA.com See more eco games & puzzles for preschoolers and older kids at adventerragamesUSA.com

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So Many Dolls to Sell them build self esteem. “This doll is Black and she’s beautiful. I’m Black so I must be beautiful, too.”

A doll is also a security tool for a child.

Being held by a parent clearly makes a child feel safe and secure. When a parent is not available, the next best thing is to hold something that helps replicate the feeling.

Doll play has legs. A child’s interest in most toys lasts for hours, days or weeks. A child’s love for a doll can last much longer, even into adulthood. “My grandmother gave me this doll when I was just a little girl,” is something I hear a lot. I’ve been in business a long time, but stories like that still give me goosebumps.

The role of doll play in developing and strengthening nurturing skills is probably its #1 benefit, especially compared with other toys.

Finally, dolls are a fun collectible, for kids and adults.

Consider the thousands of collectors of Mattel’s Signature Barbies.

How do you decide which dolls to sell?

In the beginning of our business, we only considered the diversity aspect of dolls. If it was a Black, Asian, Desi or Biracial/Hispanic/Multicultural doll we tried to carry it. It matched our customer base. But over the decades as our business matured, we learned that we didn’t need to, or want to, carry every ethnic doll. If shoppers could get it at KB, Toys “R” Us or Walmart, they didn’t need us.

We started to hone in on dolls that were not being carried by the big box stores; the ones that were more “specialty.” And no, we didn’t worry if it was on Amazon.

Once people land on our site and see how many Black or Asian dolls we have, they buy.

What doll characteristics are parents looking for right now? Are they different from, say, five years ago?

Based on the sales in our store we see big changes today. The biggest is how dolls are being used by Millennials and Gen Xers – parents and teachers – to teach diversity and acceptance. Last year, a big recommendation

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So Many Dolls to Sell for parents among mommy bloggers and influencers was to add diversity dolls to their kids’ toy boxes as a way to help raise a non-racist child.

Public schools and Head Start programs across the country are driving sales of our Muslim girl dolls. Dressed in a hijab and abaya, they’ve become top sellers.

Gender is also a theme. Many of the dolls we sell are gender neutral, and if they are the standard sizes – 12, 14.5, 15 and 18 inches – doll clothes are readily available.

Tomboys? Princess Boys? Trans? Fluid? How wonderful it is that a 5-year-old Trans girl can find a doll, clothes and skin tone she can identify with! We’re even seeing “pride” doll clothes.

If a child has two mommies, one Black and one White, he or she will want dolls to match. In other words, if mommies come in two colors, the dolls have to, too.

What did the advent of boys’ dolls do for your business?

As far as we know, there have always been boy dolls.

And as far as we know, boys have always “played dolls” with their sisters.

The subject of dolls made specifically for boys is one we’ve never studied, but I can tell you this: back when we were bringing in any ethnic doll we could find, we would carry both the boy and the girl versions. About 15 years ago, my wife noticed that a pretty good percentage of the ethnic dolls we were selling were the boys. She suggested that we should look at that a little closer. What a brilliant idea! We decided to add “Boy Dolls” as its own category. Boy dolls rapidly became about one-third of our overall doll sales.

All that being said, there are still a heck of a lot of people today who won’t give a boy a doll. Do they believe that a boy who plays with dolls will grow up to be gay? I’m not sure. But we have seen a lot of research that says boys who played with dolls growing up make better husbands and fathers.

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Micro Series Genius Series

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ASTRA Booth 940

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industry news PlayMonster has acquired creative craft-kit company Ann Williams Group.

Craft-tastic, Loopdedoo, Craft Crush, Loopdeloom, and Sticker & Chill brands will join popular brands in PlayMonster’s craft activity line – Spirograph, Colorforms, My Fairy Garden, Face Paintoos, Fashion Plates, and Latchkits.

Since November 2019, PlayMonster has also acquired Kahootz Toys, Set Enterprises, Interplay, and BriteBrush.

“The innovation, quality, and attention to detail of Ann Williams’ beautiful products are

outstanding and best-in-class within the category,” says Bob Wann, PlayMonster CEO. “They deliver a wonderful play experience that aligns perfectly with our vision, and demonstrates a nice synergy with our growth following the successful integration of Kahootz over the last year.”

“We’ve been inspiring creativity with innovative craft and activity kits for more than 12 years,” said Sheila Wright, Ann Williams Group founder and president. “We’re driven by the core belief that handson activities and creative play are one of the best gifts you can give a child, and we see those same shared values in all that the PlayMonster team does.”

Before she designed children’s

craft kits, Sheila designed cars. The first kid’s product the automotive engineer created, Talkatoo Charms, featured tiny recorders hidden inside jewelry and clip-on charms. Moms could record voice messages for their children and hide the charm in their lunchboxes or backpacks.

Talkatoo was one of the first toys to sell on e-commerce site Zulily.

The experience gave the company exposure, and people started reaching out to Sheila with retailing and partnership opportunities. The result was Ann Williams Group.

Since then, the company has designed kits for crafters of all ages.

In a fun and ingenious way, they help teach a variety of activities including sewing, jewelry making, weaving and needle felting with wool.

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For more information, visit the companies’ websites: playmonster. com and annwilliamsgroup.com.

Last April, NPD Group reported a 70-percent increase in arts and crafts sales. Consumer interest in creative pursuits continued throughout 2020, and Michaels recorded $1.9 billion in net sales in the fourth quarter of 2020 – a 12 percent year-over-year increase, according to Modern Retail. Resin, crafting technology, and kids’ art and education were among its top categories last year.

On March 3, private equity firm Apollo Global Management completed its $5 billion acquisition of Michaels. The move officially

made Michaels a privately-held subsidiary of Apollo, and Michaels’ stock ceased to trade on the stock exchange.

At about the same time, crafts chain Joann made its Wall Street debut. It reported a 24.3 percent boost in revenue in the first three quarters of 2021 compared to the same period in 2020, notes Modern Retail. New customers accounted for some of the growth, as did the resurgence in sewing.

“Anything that entertains kids has been selling well since the start of the pandemic,” reports Erin Keating, manager of Catskill Art & Office Supply, an independent art supply store in Kingston, New York. To appeal to the kids-art market, she recently brought in

3-D wall décor kits from Studio Roof and the Easy Carry Art Studio from Micador jR, according to the “Retailers Recommend” column in Art Materials Retailer magazine.

In June, the trade group for the artmaterials industry announced that it would merge with the Association For Creative Industries (AFCI), the trade group for the crafts-supply industry. The result will be one broad and diverse association of nearly 800 companies that represents all areas of the creative arts industries. The move was announced in a letter

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industry news from Steve Chamberlain, president of the International Art Materials Association (NAMTA).

The NAMTA staff will assume all operations. “Unlike many mergers, this was not a matter of necessity for NAMTA, but one of opportunity,” he continued.

“The leaders of both NAMTA and AFCI have discussed this possible partnership many times over the past decade, and after a very successful joint virtual show, it became clear the time was right to move forward.”

Members of AFCI, formerly the Craft & Hobby Association (CHA), are craft supply manufacturers, buyers, designers, educator/ demonstrators, digital content creators, and professional makers/

DIYers. Many are also members of NAMTA.

ABC Kids Expo, North America’s premier juvenile products trade show, will be held from September 26 to September 28 at the Orlando World Center Marriot in Orlando.

For the first time, attending retailers will be charged a small fee – $59 – to attend the three-day event. Show management explains that their goal is to offer buyers two to three times the value of the admission price with the addition of new features to the show experience.

Among them are the following:

• dramatically reduced resort pricing; • a free lunch ticket for each day of the show; • free-Wi-Fi connectivity on the tradeshow floor; • free shuttles to theme parks and • free “inability-to-attend” insurance. Registrants who are unable to attend the expo due to reasons covered in the policy will receive a 100-percent refund of their registration fees.

Reasons include death, injury, or illness of the registrant or a family member; a “do not travel advisory” from a government agency due to adverse weather conditions; mechanical breakdown, accident, fire or

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theft of a registrant’s private vehicle en route to the show; jury duty or a court summons; being unexpectedly posted overseas as a member of the armed forces; unforeseen disruption of public transit networks; unforeseen work relocation of more than 100 miles or unexpected termination from their job.

In order for the coverage to apply, the ABC Kids Expo must go on and cannot be canceled.

For the first time, Toy Fair New York 2022 (Saturday, February 19 through Tuesday, February 22) will feature the World of Toys Pavilion designed to bring more

global brands and playthings to the New York City show. The 2,153-square-foot pavilion was made possible through a partnership with Spielwarenmesse eG, reports The Toy Association, and by the recent expansion of the Jacob K. Javits Convention Center.

The pavilion will be featured in a central location on Level 3.

The World of Toys service is offered by Spielwarenmesse eG and helps toy manufacturers present their company and products at toy markets around the world.

It’s a hassle-free opportunity, says the German trade event organizer.

Exhibitors in the Toy Fair New York pavilion, for example, will

have a ready-made booth with basic furniture and fixtures, and receive comprehensive support in organizing their attendance. The service package covers initial planning, organizational and marketing services, and on-site support.

“We’ve been following developments in the U.S. for several years and have also conducted a survey among all our regular customers, which generated a very encouraging response,” notes Ernst Kick, CEO of Spielwarenmesse.

“Now that the contract has been signed, we’re finally in a position to support exhibitors who want to access the U.S. market.”

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industry news Mattel recently gave Barbie a sustainable makeover with the introduction of three new dolls made from 90-percent recycled ocean-bound plastic parts. Barbie Loves the Ocean is in line with Mattel’s purpose-led approach to branding, and feeds into the company’s goal of using 100-percent recycled, recyclable or bio-based packaging alternatives across all products and packaging by 2030.

To introduce the sustainable Barbie Loves the Ocean

ai162318563462_ASTRA21_1-2Page_7x5in.pdf

collection, Mattel created a stopmotion brand campaign called The Future of Pink is Green. “It leverages the brand’s iconic association of pink – alongside green – to communicate the next step toward a greener future,” reports Ad Age. It also aims to educate fans of all ages on the importance of sustainability in an easily digestible way. On a new Barbie vlog on YouTube, the doll talks directly to her fans about the need to adapt individual behaviors for the sake of the planet.

“The collection is another addition to Mattel’s growing portfolio of purpose-driven brands that inspire environmental consciousness with our consumer as a key focus,” said Richard Dickson,

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Mattel’s president and chief operating officer.

According to Ad Age, Mattel’s plans include launching a limitededition Barbie-branded bracelet in partnership with 4Ocean, which will enable people to get their hands on a post-consumer recycled plastic accessory that has been assembled by hand in Bali. Under the deal, 4Ocean will remove one pound of trash from waterways, oceans and coastlines and educate people on proper waste management for every bracelet sold.

Barbie’s battle to banish plastic waste is complemented by Mattel Playback, a product return program that accepts unwanted toys for re-use in future products.

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1. This cute concentration game from Adventerra Games shows children that fresh food is good for you – and the planet! Sustainably made and so fun to play. adventerra gamesUSA.com See us at Booth #642 at ASTRA Marketplace

2. AstroBuddy from Celestial Buddies is the newest addition to the Celestial Buddies Galactic Gang. Each one is a perfect companion to take along on journeys of discovery for spaceobsessed kids. celestialbuddies.com

See us at Booth #1129 at ASTRA Marketplace

3. The dimpl brand from Fat Brain Toys is growing in number and size with Dimpl Pops and Dimpl Pops Deluxe. fatbraintoyco.com/ dimpl

See us at Booth #322 at ASTRA Marketplace

4. Puzzle outside the lines with Play Plants-Bonsai Wooden Puzzles from Dreams USA. Kids can express their creativity with (L to R) the Japanese Maple, Japanese Apricot, or the Pine Tree. They can be assembled in countless ways; completed sizes vary.

Puzzles shown here are 10 by 10 by 6 inches (MSRP: $30 each). 401-331-5729 alan@dreams6.com See us at Booth #1132 at ASTRA Marketplace

5. Add a pop of color at a great price with Kala Brand’s durable Watercolor Meranti Ukuleles! Four brilliant colors – Fern Green, Adobe Red, Ocean Blue and Royal Purple. kalabrand.com

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6. The Magic Market game from Iello is finally here!

Players age 6+ sell magical items from the attic at the fairytale market. What are their customers looking for? No shopper should leave emptyhanded, especially those with lots of Dragos to spend. When the clock strikes five, the market closes. The player with the most Dragos wins (MSRP $ 34.99). iellousa.com See us at Booth #312 at ASTRA Marketplace

7. Peekaboos from Madame Alexander are snuggly 12-inch babies perfect for little hands to grasp. The hood pulls up and down to play peek-aboo! Three animal designs and three diverse skin tones are available for age newborn and up (MSRP $24.95). madamealexander.com

See us at Booth #648 at ASTRA Marketplace

8. Mom’s Choice Awards: just look for the seal representing the best products for families and educators. momschoice awards.com

9. Why go to the gym after work to relieve your stress when you can do it at your desk? Just use the 15-inch Desktop Punching Ball from The Toy Network. thetoynetwork.com See us at Booth #541 at ASTRA Marketplace

10. In the Water Wonders book In the Jungle from EDC Publishing, colors appear like magic when you wet the artwork with a brush or finger. They fade when the water dries so kids can “paint” as often as they like! retailers.kanemiller. com/interactive-books. html See us at Booth #410 at ASTRA Marketplace

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11. Brybelly’s Magnastars – magnetic letters, numbers, and dry-erase blank cards – enable teachers and parents to create freeform early-learning opportunities. No adhesives necessary! brybelly.com See us at Booth #1113 at ASTRA Marketplace

12. New for 2021, Amahi introduces yet another fun and playful ukulele with DDUK19 Dinosaur design. Custom designed in Cincinnati, Ohio, this colorful and playful model is sure to wow little dinosaur lovers!

It’s available in soprano size with a matching bag, online learning materials, and bright packaging. amahiukuleles.com See us at Booth #345 at ASTRA Marketplace

13. The Wild Environmental Science Mars Landing Survival Kit from Learning Advantage includes 30+ components and an instruction booklet to create a biodome, germinate seeds (included), filter water, and more. Kids ages 8+ can learn how to use science to survive on Mars! learning advantagedealer.com See us at Booth #654 at ASTRA Marketplace

14. Give the gift of friendship!

This 500+ piece Friendship Bracelet Design Kit from Fashion Angels comes with more-than-enough beads, embroidery floss, mini tassels and metal charms to complete more than 40 projects. Gift them to friends and family using the nine included gift boxes that can be customized with the kit’s stickers, cards and twine. fashionangels.com See us at Booth #341 at ASTRA Marketplace

15. Atomic Force from Learn with OjO gets kids excited about learning chemistry!

This exciting atombuilding STEM game for anyone age 6 to 100 is a fun way to learn chemistry concepts and the periodic table. learnwithojo.com See us at Booth #1115 at ASTRA Marketplace

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16. Explore the natural world from your child’s playroom with NEW Magna-Tiles magnetic animals from Valtech. Mix and match with your current Magna-Tiles and let a child’s imagination go wild! magnatiles.com See us at Booth #810 at ASTRA Marketplace

17. The upgraded 25 Mini Deluxe Magic scooter by Micro Kickboard offers a little glow and a lot of fun.

The handlebars light up in five different colors when they’re touched! It’s not only fun, it keeps kids safe in dimly lit areas. Motion activated LED lights in the front wheels glow when they go! (MSRP: $109.99) microkickboard.com See us at Booth #441 at ASTRA Marketplace

18. Play the world’s most popular sport with SoccerBot

by MukikiM. Two remote-control robots face off as they dribble, drive, kick, score a goal and celebrate! mukikim.com See us at Booth #940 at ASTRA Marketplace

19. The Wobbel Deck and Pillow from The Wooden Wagon features soft OEKO-TEX fabric with a foam core. It turns the balance board into the ultimate retreat for reading and daydreaming. tww-wholesale.com See us at Booth #1146 at ASTRA Marketplace

20. Learning foundational skills is groovy with Pete the Cat flash cards from Teacher Created Resources. Each set contains a collection of fullcolor, high-interest flash cards, as well as instructions and tips for the teacher or parent, suggested activities, and additional blank cards. Four sets are available: Alphabet, Numbers 0-25, Shapes & Colors, and Sight Words tcrdealer.com

See us at Booth #1110 at ASTRA Marketplace

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21. The new PlusPlus GO! Monster Trucks Set features larger wheels to create monster-sized fun! The set includes 600 pieces, 10 large wheels, three chassis baseplates, and instructions to create a variety of builds (MSRP $29.99). retailer.plus-plus.us

See us at Booth #831 at ASTRA Marketplace

22. Colorio Go PoP from Foxmind is a soothing tactile logic game combined with a toy that offers mind-stimulating activities. Visit our website to see the full product range. gopop.store

23. Introducing Tangle Charms Fidgety Wearables, a brandnew way to wear your favorite fidget toy. They connect to any Tangle! With trendy colorways and loveable characters, the glimmering charms are collectible – kids can wear, share and trade them with friends. A surprise Mystery Charm adds a fun twist. The possibilities for creative sensory and tactile play are endless (MSRP $7 USD). tanglecreations.com See us at Booth #804 at ASTRA Marketplace

24. Celebrating 25 years, Five Crowns is a fivesuited, rummystyle card game for a wide array of players. It provides great interaction for kids and adults! playmonster.com See us at Booth #210 at ASTRA Marketplace

25. The Ultimate Invisible Ink Activity Book from Klutz is jampacked with hidden treasures. Use the specialty pen with invisible ink and UV light to write, reveal, and uncover the fun! marketing@ klutz.com See us at Booth #709 at ASTRA Marketplace

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26. With Digital Drum Sticks from The Original Toy Company, kids can drum along with their favorite tune on any surface. The two sticks are motion-activated to produce a combination of snare drum/crash cymbal sounds amplified by onboard speakers.

The tips glow blue when in use!

For age 3+; requires 4 AA batteries not included. theoriginaltoycompany.com See us at Booth #215 at ASTRA Marketplace

27. Trains, planes and automobiles from U.S. Toy Company offer fast turns and high profits per square foot. The U.S. Toy Diecast Collection delivers the proven, most popular and high-quality items – with more than 70 to choose from.

Ask your local sales rep how you can get a free display!

800-448-5882 See us at Booth #746 at ASTRA Marketplace

28. Every word counts in 25 Words or Less from USAopoly. Based on the hit TV game show, this fast-paced party game keeps family and friends on the edge of their seats! www.theop.games

29. The PIXIO line of unique construction sets from Ukidz LLC features magnetic blocks that connect to each other in any sequence from different sides. Each PIXIO block is an 8 mm (0.31 inch) plastic cube with six magnets inside. ukidz.com info@ukidzllc.com See us at Booth #741 at ASTRA Marketplace

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30. The 440-piece Wrebbit 3D jigsaw puzzle of Central Perk will become the favorite of all the fans of the hit TV series “F.R.I.E.N.D.S.” For age 14+, it’s available now. sales@wrebbit3d.com

See us at Booth #408 at ASTRA Marketplace

31. New from U.S. Toy is the Whacky Racket! The elastic netting provides super-spring action.

Two Rackets and two light-up Boingy Balls are included (SRP $19.99).

800-448-5882 See us at Booth #746 at ASTRA Marketplace

32. The Deluxe Earth Science Kit by 4M fosters curiosity and learning through popular activities like volcano making, crystal mining and crystal science. Perfect for athome learning, it includes detailed instructions and fun facts for kids age 10+ (available in September, SRP $29.99). toysmith.com See us at Booth #612 at ASTRA Marketplace

33. The Money Savvy Pig bank is a favorite financial gift because it helps kids get smart about money. moneysavvy.com.

34. FIDGIT STIX from Wikki Stix is the fidget toy for all ages. Everyone has a Fidget Factor – know someone who chews pencils? Twists paperclips?

Has a jiggling knee?

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for your business information Cry Me a River

“We finally have a chance to break up Amazon,” wrote tech entrepreneur Mark Hurst on June 24. “The moment I’ve been waiting for for years is happening as I type these words.”

The founder of tech consulting firm Creative Good and the GEL tech conference was referring to H.R. 3825, the Ending Platform Monopolies Act. After two years of investigation and two days of debate, the House Judiciary Committee pushed it out of committee and towards a vote on the senate floor.

The package of six bills targets the power large tech companies like Amazon and Facebook hold over the market. If passed, it would allow federal regulators to sue to break up companies that both operate

a dominant platform and sell their own goods or services on it, if the arrangement poses an “irreconcilable conflict of interest.”

The antitrust push has triggered a huge lobbying fight by the tech companies and their trade groups against the proposals.

“This is a move I not only support, but one that I think is essential if we want to recover any semblance of competition in the market,” Hurst wrote, and used his post to review the act’s history and explain its impact on small business.

The effort is bipartisan, but members of both parties are fighting for and against the legislation. Democrats in California who defend the tech giants in their districts pose a threat to certain measures, but Rep. Pramila Jayapal from Amazon’s home district in Seattle is an antitrust advocate, Hurst says.

To explain the act’s impact on Amazon, he turned to Stacy Mitchell, co-director of the Institute for Local Self-Reliance, who wrote: “Under the bill, Amazon would become several companies rather than one. That would be

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hugely beneficial to independent businesses, innovation, working people, and consumers. Here’s why. Virtually all of Amazon’s power to exploit other businesses, crush competitors, and rapidly dominate new industries it derived from its integration – the fact that it operates several dominant platforms and also sells its own goods and services on those platforms.”

For an explanation on each of the bills, Hurst referred to an article on technology news site The Verge

by Makena Kelly, who wrote the following.

antitrust cases could have them heard in the courts they select.

1. The Merger Filing Fee Modernization Act would give the Justice Department and the Federal Trade Commission more money to take on antitrust cases against tech giants. It’s the only bill in the package headed into conference, where House and Senate lawmakers will tinker with the language before it lands on President Biden’s desk.

5. The American Choice and Innovation Act would prevent companies like Google from giving preference to their own products on their own services.

2. The State Antitrust Enforcement Venue Act would make sure state attorneys general who file federal

3. The ACCESS Act outlines new standards for data portability and interoperability.

4. The Platform Competition and Opportunity Act would bar large tech platforms from buying up nascent competitors (like the 2012 purchase of Instagram by Facebook).

6. The Ending Platform Monopolies Act would force large companies like Amazon to sell off different lines of business that conflict with one another. “The bill eliminates the ability of large platforms to use the control they have in different lines of business to hurt competitors,” noted Kelly.

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for your business information

Toys “R” Us Has New Owner; New Clothes in Canada

In March, brand acquisition and management firm WHP Global announced it would take a controlling stake in Tru Kids Inc., the entity that acquired the intellectual property of Toys “R” Us in 2018. According to Bloomberg, the New York-based firm will manage the business and direct the strategic expansion of TRU “as the retailer that once dominated the market for children’s playthings seeks a path back to relevancy.”

Plans include reopening some stores in North America sometime ahead of this year’s holiday season, reports the video game and entertainment media website IGN. Locations could take the form of flagships, pop-ups, airport shops or mini-stores within other retailers.

Even though the brand’s presence in the U.S. was diminished after closing its stores in 2018, Toys “R” Us and Babies “R” Us together still have more 900 branded stores across 25 countries worldwide, reports IGN. According to WHP, the Toys “R” Us brand generates more than $2 billion in retail sales.

“WOW” kids’ apparel at affordable price points

In Canada recently, Toys “R” Us launched a new kids clothing line called Rise Little Earthling. Created by top Canadian designer Joe Mimran, it could help put the chain on more solid footing for the future; something industry watchers say has been needed since the demise of its American counterpart, reports The Canadian Press.

The clothing line may not be a silver bullet, but apparel has “astronomical” margins compared to toys, points out retail analyst Bruce Winder. Apparel sales could help bolster the retail chain’s bottom line.

TRU Canada always offered clothing, but when Mega Bloks founder Vic Bertrand took the helm in late 2019, he thought the selection was “pedestrian.” “We lacked expertise in the apparel business,” he told The Press.

“We had a pretty ordinary assortment of baby clothes that stopped at age 2 – nothing magical, nothing ‘wow.’”

Mimran, the Canadian fashion mogul who created the Club Monaco and Joe Fresh brands, was given free

rein. The result is an apparel collection for newborns to age 6 with price points that young Canadian families can afford. The line includes play, party, swim and sleepwear inspired by themes such as future leaders, kindness, and social consciousness. The patterns are modern, the colors subdued, and the aesthetic is playful says a TRU Canada press release.

“The Rise Little Earthling name represents a commitment to do better through positive messaging, imaging and practices,” the press release continues. “With that mandate in mind, the brand provides trendsetting clothing with tag-less labelling when possible for comfort, and the majority of the line is made of easy-care knitted fabrics in 100-percent organic cotton. The brand’s fit is designed to grow with children, allowing parents to re-use the garments time and time again. Packaging is limited and recyclable, labelling is made with recycled paper and most garments come with recycled cardboard hangers.”

Thanks to its upscale look and popular price point, “It will feel like you’re shopping in a high-end boutique but without those prices,” says Mimran.

Rise Little Earthling is just the start of an expansion into new categories according to Bertrand, but some retail watchers feel he should strengthening the chain’s toy and baby products business first. “They should really understand kids and parents and get that right,” Tandy Thomas, an associate professor at the Smith School of Business at Queen’s University, told The Press.

She agreed that the new clothing is just the ticket for Millennial parents, “but a concern would be there’s a corner of the store with this beautiful, sustainable clothing in muted color tones and then parents turn around and it’s just regular old Toys “R” Us with big colorful plastic things.”

Social Media: the Gap Between Expectations and Results

A recent post by marketing expert Pam Danziger from Unity Marketing reveals a disconnect between

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the unwavering belief among most business executives in the power of social media and the actual results of their businesses’ social media efforts.

A recent study by Harris Poll for Sprout Social, a social media listening and analytics company, reveals that more than 70 percent of business executives rely on social media for customer engagement. Just over 60 percent rely on email, 27 percent on TV/radio advertising, and 24 percent on print ads.

Most (91 percent) plan to increase their social media budgets over the next three years. Another 90 percent of executives from businesses small (fewer than 200 employees) to large (more than 1,000) agree that companies that do not invest in social media marketing will be left behind. Sixtytwo percent agree that brands and companies that do not have a strong social media presence will not be able to succeed in the long run.

But when asked about the success of their social media strategies, fewer than half of the business executives described it as “very effective” when measuring its power to strengthen brand image, raise awareness, increase sales or grow their customer base.

Retailers need to make social media work

More than 80 percent of the executives surveyed were involved in direct-to-consumer businesses, including retail, notes Danziger.

“The gap between retailers’ expectations for social media versus its reality is something I’ve observed in numerous surveys, including ones my company has conducted among big retailers and small,” she explains. She pointed to a recent example from small business networking platform Alignable, which regularly polls users across its network. With nearly 4,000 small businesses responding, of which 60 percent were independent advertisers, the majority rated advertising on Facebook (53 percent) and Instagram (50 percent) only “somewhat effective” in promoting their businesses.

“Overall, independent retailers that need effective social media strategies the most are the least able to make social media work,” wrote Danziger. “However, even the biggest companies with the most sophisticated technical resources often find social media doesn’t live up to its hype either.”

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retailers recommend

Fabulous Products 1 treeblocks.com

2

ocamora.es

3

Amber Bowman Prism Playgoods in Ann Arbor, Michigan

“Nature play and the Wooden Blocks (1) from Treeblocks LLC in Wisconsin seem to go hand in hand. The blocks look like pieces of tree branches with the bark still on them. They’re not just random sticks, though – the reclaimed, recycled and sustainably harvested wood is cut in precise lengths so kids can build with them. They’re rugged – kids can take them outside to the sandbox to play with. They come in sets ranging from 18 to 36 pieces.

“Aren’t the Rainbow Bonsai Blocks (2) from Ocamora gorgeous? The color palette is beautiful so the blocks work as décor and/or as toys. The company is based in Cordoba, Spain. The blocks are colored with ecological water-based dyes and the finish is grippy – they’re easy to grasp and they stick to each other a little. I sold two sets just this morning.

“I was eyeing the Car Roll (3) from So Handmade online. It was very cute, but when my order arrived, the product was so much nicer than I expected! It’s a wallet that holds six cars – kids can take it with them to waiting rooms, restaurants and on trips. Unrolled, it’s printed to look like roads. Inside, the pockets are numbered like parking spots. The company owner screen prints all her fabrics then sews her products together herself.”

sohandmade.com

5

play.mattel.com/polly-pocket/en-us

4 b4adventure.com

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6 dopeslimes.com

Christine Osborne Wonder Works Toy Stores in Charleston, South Carolina

“The B4 Adventure Swinghouse (4) takes backyard swings to another level. It’s all the fun of a swing and a tent combined, and a great way to play in the shade. We cannot keep them in stock!

“Mattel’s Polly Pocket (5) has made an amazing comeback! Kids love taking the tiny worlds along with them.”

“Teens are flocking in for Dope Slime (6). It’s handmade by a company in Cheyenne, Wyoming in unbelievable colors.

It’s scented and textured high-quality slime.”

7 playvisions.com

Tonya Wood The Toy Shop in Corbin, Kentucky

“We carry everything from Funko Pops to Magic the Gathering Cards but we specialize in all kinds of sensory toys that local nurses and therapists use. But as you know, every kid loves them right now. They come in and ask for Tangles and Simpl Dimpl by name. They love the DNA Ball (7) from Playvisions.

“We’ve been selling a lot of the Tidal Storm Hurricane Balls (8) from Prime Time Toys. The reusable water balls come in a seven pack for waterballoon battles.

“I can’t believe the amount of Pokémon cards (9) we sell. Mad Al Distributors is right here in town so, luckily, we don’t have to pay shipping. One little boy comes in every week and asks if we have any new singles.

It’s fun to watch how meticulously he examines each one before he makes a decision.

The cards are crazy popular with kids and adults!”

8 primetimetoys.com

9 madal.com

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(continued from page 20)

Strong areas of focus at YSTC include science, pretend play, plush animals, music, developmental and adaptive play, and art. Children and their adults are all invited to create with chalk on the sidewalk.

the original, since 2015

Fine wooden toys from Europe tww-wholesale.com Booth 1146

decisions were being made on behalf of local businesses by people who didn’t understand our businesses,” she said. “The need to establish a solid avenue for communicating the needs and concerns of downtown business, as well as creating a channel of accountability regarding these decisions, has become apparent,” says Jamie. “I maintain it is our responsibility as business owners to build these channels and provide access to our businesses.”

Cue Dave Chappelle Chappelle’s childhood home was in Yellow Springs, and now it’s where he and his wife have chosen to raise their family. “This is still the kind of town where everyone looks out for each other and if your kid is misbehaving, word of it will reach you before your kid gets home,” said Jamie.

“This has been a safe and protective community for them.”

It’s also where the comedian plans

to open a 6,000-square-foot comedy club with performance space and a restaurant, and where his production office is headquartered.

“I expressed my desire to pull together the downtown businesses to begin to form a supportive community and potentially a new downtown business association to service us,” said Jamie. “He bought into the idea whole-heartedly and offered to host the event at the pavilion where the ‘Summer Camp’ performances have been happening.”

So on June 14, Jamie and Dave Chappelle hosted a meeting of downtown merchants to “determine a voice for our future,” she said.

“The meeting was a roaring success, attended by 68 downtown business owners, most of whom were excited and committed to begin working together for the greater good of us all,” said Jamie. “I look forward to having him be an active participant in the discussion as we envision our future.”

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Math & Language Manipulatives

tres

Standard & Polyhedral Dice 8

16

20

18

6.

14

8

10 12

2

4

2

12

17

10

About the documentary “Dave Chappelle: This Time This Place” was co-directed by Steven Bognar and Julia Reichert, the duo behind Netflix’s Oscar-winning documentary “American Factory.”

The film was shot in summer 2020 in Yellow Springs, where Chappelle hosted his “Summer Camp,” a series of socially distanced shows at an outdoor pavilion lined by trees and cornfields. Celebrities included David Letterman, Sarah Silverman, Chelsea Handler, Kevin Hart, Trevor Noah, Jon Stewart and Michael Che. The documentary closed out this year’s Tribeca Film Festival and marked the first time in more than a year that Radio City Music Hall welcomed a crowd.

“It’s a snapshot,” Jamie said, “of what happened during COVID in our small town from three perspectives: ‘Summer Camp,’ the Black Lives Matter protests and social justice movements that sprung up in response to the George Floyd murder. It shows how our small-town businesses fared during this unprecedented time.”

Chappelle worked with Ohio governor Michael DeWine and local zoning officials to provide safe performances in a small pavilion on the outskirts of town.

“It was a star-studded summer around here and who’s who from the world of comedy and music,” said Jamie. “The Summer Camp activity helped tremendously to bolster our local, regional and state economy – from hotel stays, to eating out, to a local private airport’s business, to shopping, to increasing our town’s reputation and visibility on a national level.”

The events channeled millions of dollars to the Ohio economy, much of that landing in downtown Yellow Springs, she said.

“Attendees frequented our restaurants and shops, helping to boost our sales figures during a time when most of the country was looking at bleak sales,” she said.

Jamie has not yet seen the documentary – her travel plans to attend Tribeca were cancelled due to a family emergency. But she’s optimistic it is “a sensitive telling of our experience as small retailers struggling to survive the grim shutdown days.”

“It is my highest hope that this exposure will shine a positive light on my business and our industry,” she said. “Yellow Springs is small town living at its best. One of the things I love most about being here is the way the community comes together and supports each other during times like this.

The Yellow Springs downtown merchants have the ingenuity, the stick-toitiveness, the resilience, the creativity and the energy to come through on the other side of this.”

4

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edplay Welcomes Six New Advertisers

Brybelly Holdings in Greenfield, Indiana, was co-founded by Jeff Smith and Knute Lentz in 2004. It offers products in a retail and wholesale capacity to customers in several different industries including gaming, toys, and health and beauty.

Brybelly is also the name of the company’s gaming brand that began by selling poker chips from the founders’ garages. Their goal was to design new products, and build and brand them from the ground up. Today, it offers all things gaming.

Brybelly’s best-selling brands include • Conductor Carl and Imagination Generation: traditional, homespun wooden toys; • Crown Sporting Goods: sports equipment for coaches, teachers, and players; • Pint Size Scholars: high-quality and affordable learning materials; and • Wiz Dice: polyhedral dice for every day of the year.

“With solid product footprints and strong, consistent sales, they have helped bridge the gap between Brybelly’s early years and now.”

Since 2009, Dreams USA Inc. has been the exclusive North and South American distributor of limited-edition art toys, fun giftware, and lifestyle accessories created by Dreams Inc. Japan. “Like our company’s orange color, our goal is to make every day brighter and more enjoyable through our unique variety of items,” says dreams6usa.com. “At trade shows, on sales calls and in other conversations, our retailers repeatedly comment, ‘That’s clever; I wish I’d thought of that.’”

The company’s bestselling Sonny Angel dolls, launched in Japan in 2005, have become popular blindbox collectibles for people of all ages.

Dreams USA is based in Rhode Island, but the products are planned and developed in Tokyo. “Our international distribution provides us with varied perspectives on what is fashionable and novel. The task then falls on our Japanese design team to integrate these concepts into unique, fun,

practical and innovative products that make people smile.”

Milwaukee-based Fashion Angels was established in 1996. Since then, it has earned a reputation for creating high-quality activity products that are trend leading, stylish, and easy-to-use. Every product from sparkly purses to high-style journals and stickers is designed to inspire and delight. Lines encompass activity kits, fashion sketch books, DIY crafts, stationery, licensed products, accessories, room décor, and bath & beauty products.

Fashion Angels cofounder Goldi Miller opened her first high-end women’s clothing boutique when she was still in college.

Joining her in the rapidly expanding retail operation were her husband Mark and her sister Myra Mouloudji, a fan of fashion, couture design, and art. With their shared love of creativity and handson crafts, the sisters developed do-ityourself beading kits that included all the materials needed to create beautiful highquality accessories. They envisioned how their products could encourage tween girls to explore their imaginations, and Fashion Angels was born.

Learn With OjO, based in London, is an award-winning educational toy company that creates problem-solving games and toys. It specializes in STEM games and tech toys for kids aged 3 to 8 years. Company founder Maha Khawaja explains that her goal is to provide children with vital future skills by stimulating their natural abilities and inspiring a love of learning STEM. “Our educational experts develop smart and challenging concepts, our designers make it look awesome and easy to play, and our incredible community of child testers keeps us on our toes to ensure that everything we create is fun and engaging! We are very proud of our range of children’s education toys and games that are loved by parents and perfect for homeschooling.”

The Mom’s Choice Awards (MCA) organization evaluates products and services created for children, families

and educators. The program is globally recognized for establishing the benchmark of excellence in family-friendly media, products and services.

Based in the United States, MCA works with an esteemed panel of evaluators – educators, parents, children, members of the media, performing artists, business professionals, and others – who review thousands of items from more than 60 countries. The process uses a proprietary methodology in which items are scored on a number of elements including production quality, design, educational value, entertainment value, originality, appeal and cost. Each item is judged on its own merit. Once the evaluations are complete, most items submitted for consideration are donated to schools, libraries, hospitals and charities.

MCA evaluators are especially interested in items that help families grow emotionally, physically and spiritually; are morally sound and promote good will; and are inspirational and uplifting.

The Wooden Wagon Wholesale offers fine toys from mostly American and European manufacturers. They include NIC Toys, Fagus, Erzi and Norbert Verneuer from Germany, the Abel and Wobbel brands from the Netherlands, Mader Kreiselmanufaktur toys from Austria, Grapat from Spain, and Just Blocks from Poland.

The New Salem, Massachusetts-based company was founded in 2003 by a stay-athome dad. “We have sought out the highest quality natural toys – the same toys we would want our own three boys to have,” say the owners. “We pay attention to the play value, safety, workmanship, materials used and timelessness of each of our items.

“We love open-ended toys that spark the imagination and lead children to find their own individual ways to play and tell a story,” they add. “We like toys that work in conjunction with other toys to extend the play value even further. We believe that less can often be more, and that simple toys without noise or flashing lights and batteries can inspire.”

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ADVERTISER INDEX Company

See ad on Page

Website

Adventerra Games North America

27 adventerragamesusa.com

Amahi Ukeleles

19

amahiukuleles.com

Catalog Solutions /Toy Collection

7

catalogsolutions.com

Celestial Buddies

6

celestialbuddies.com

Dreams USA

13

dreams6.com

EDC Publishing /Usborne

20

edcpub.com

Fashion Angels

12

fashionangels.com

Fat Brain Toy Co.

back cover

FatBrainToyCo.com

FoxMind

5 foxmind.com

Iello

21 iellousa.com

Kala Brand Music Co.

15

Klutz

17 klutz.com

Koplow Games

51

koplowgames.com

Learning Advantage

35

learningadvantage.com

Learn with OJO

28

learnwithojo.com

Madame Alexander

33

madamealexander.com

MBG Brybelly OPCO

36

brybelly.com

Micro Kickboard

24

microkickboard.com

Mom’s Choice

47

momschoiceawards.com

Money Savvy Generation

51

moneysavvy.com

MukikiM

31

mukikim.com

MW Wholesale

inside back cover

mwwholesale.biz

Playmonster

inside front cover

playmonster.com

Plus-Plus USA

25

plus-plus.us

Scholastic Teacher Resources

44

scholastic.com

Sentosphere USA

3

sentosphereusa.com

Tangle

11 tangletoys.com

Teacher Created Resources

10

The Original Toy Company

9 theoriginaltoycompany.com

kalabrand.com

teachercreated.com

The Toy Network

30

thetoynetwork.com

Toysmith

29 toysmith.com

TWW Wholesale

50

tww-wholesale.com

Ukidz (d.b.a. UGears US)

45

www.ugears.us

USAopoly

23 usaopoly.com

U.S Toy Company

16 constructiveplaythings.com

Valtech

47 magnatiles.com

Wikki Stix

32

wikkistix.com

Wrebbit Puzzles

34

wrebbit3dpuzzle.com

Meet Sue Warfield (continued from page 54) 10. What kind of car do you drive?

It’s a Subaru Forester, because of the snowy winters here in Minnesota and the time we spend in the mountains of Colorado.

A Seasoned Veteran After six years as ASTRA’s director of member relations, Sue guided the organization through the pandemic after the departure of Kim Mosley last September. Under her leadership, she and her small-but-mighty team held ASTRA’s successful Winter Camp virtual tradeshow in February, a sequel to last year’s Summer Camp held in lieu of an in-person tradeshow. In addition, Sue and her staff oversaw the selection of the all-important Best Toys for Kids finalists and published the first Look Book about them for retailers. Coming up in August is Marketplace & Academy, the in-person specialty toy tradeshow they planned.

Board Chair Amy Saldanha observed that ASTRA is lucky Sue cared so much about its future that she was willing to step up during an incredibly difficult time. “We look forward to the added stability she brings. Her leadership is greatly valued and needed,” adds Amy, owner of Kiddywampus toy store in Hopkins, Minnesota.

Sue is a 30-year retail veteran who began her career when she was in college. She worked as a part-time sales clerk for the Dayton’s department store chain in Minneapolis before moving on to become an assistant manager at a hobby and craft store.

Over the years, Sue worked for two major independently-owned retail chains in the Twin Cities, where she rose through the ranks to become director of retail operations. In 1990 she started a retail consultancy and worked with clients around the U.S.; in 1995 she became a toy rep. In 1999 she opened a furnishings and décor store with her husband.

Having worn so many hats during such a long span of time in the industry, Sue has become well-known, highly respected, and even beloved by many in the association, explains Amy. When you see Sue in Minneapolis in August, stop and say hello. Ask her what Nellie is up to.

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In Washington state with her husband Kris and grandson William.

M

10 Questions Meet Sue Warfield, Officially ASTRA’s President 1. You’re a new addition to the crayon box. What color would you be?

Sue: Brilliant yellow, because I like to always consider the bright side of things; turning tough situations into opportunities and learning experiences.

2. Who or what inspires you most?

People and their stories. We all have our strong points – many of them gained by learning from our own experiences.

Hearing what others have learned and how they learned it inspires me to learn, too, and to engage with people from all walks of life and diverse backgrounds and cultures.

3. What do you wish your brain was better at doing?

Working in project management programs. Understanding some of the newer applications that are supposed to make managing projects easier has not been my strong suit. I seem to work better with basic lists and calendar notes.

However, since everyone is using these new applications and programs, I need to get on the ball and master them.

4. When people come to you for help, what do they usually want help with?

Everyday issues that that they face – the basic, “How do I deal with…xyz?” This is true both personally (“I just need someone to vent to …”) and professionally, like asking me for advice on reaching ASTRA members, gaining new business or, again, just venting.

5. What risks are worth taking?

Any risk that is not life threatening, or that could possibly cause your business, organization, or association to go under. We never know what will work if we don’t try new things. Everyone and every business needs to take risks to stay exciting and relevant.

6. What is your favorite thing to do when you’re not working?

Being out in nature. Oh, and cooking and baking! And blueberry picking! I love all the seasons and spend as much time outside enjoying them as I can.

7. What made you giggle lately?

My dog, Nellie. She’s a stitch when she wants something.

8. What is something that your friends and family would consider “so you?”

Having people over for dinner as much as possible. Everyone knows that I always keep enough food on hand to feed extras.

They know if they stop in out of the blue for lunch, for instance, they can join us because I will have enough to go around. Our home is open to all. During the pandemic it was tough – we missed our gatherings and people stopping in.

9. When was the last time you did something for the first time?

Well, due to the pandemic, I was home for more than 12 months – no travelling. That was a first! Before that, it was a helicopter ride over the big island of Hawaii.

t

continued on page 53

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MAKE LEARNING FUN!

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