directors: Brice Elvington, Ryan Hamilton, Rachel Jones, Kim Lannan, Cassidy Smith, Lenny Breeden, Tres Patten, David Castillo, Carl Buchbinder, Hilary Key
Magazine
editor Tom Savage
graphic artists Tammy Spear, Mark Stash, Maia VanOrman
Editorial Advisory Committee
chair Tom Savage
Villa Villekulla Toy Store Theresa Duncan
Genius Expert Amanda Gummer
Grand Prix International Tami Murphy
KidStuff PR Lisa Orman
Ravensburger North America Phil Wrzesinski
4 Kids Books & Toys Cynthia Compton
Astra Staff
president Sue Warfield
Direct Line: 312-283-9393 Email: swarfield@astratoy.org
director of operations Kathy Trivisonno Direct Line: 773-261-8707 Email: ktrivisonno@astratoy.org
special projects and events manager Michael Foldeak Direct Line: 312-283-4255 Email: mfoldeak@astratoy.org
marketing manager Victoria Weatherspoon Direct Line: 773-352-0261 Email: vweatherspoon@astratoy.org
membership specialist Ashlee Sawyer Direct Line: 312-238-9887 Email: asawyer@astratoy.org
education specialist Katie Cooley Direct Line: 312-414-1546 Email: kcooley@astratoy.org
relationship specialist Dan Guzman IV Direct Line: 773-536-9927 Email: dguzman@astratoy.org
support specialist Ashley Kreisman Direct Line: 312-238-9845 Email: kreisman@astratoy.org
social media specialist Olivia Camacho Email: ocamacho@astratoy.org
director of technology Patrick Greenwood Email: pgreenwood@astratoy.org
Advertisements are accepted. For more information, contact Rick Kauder, Fahy-Williams Publishing, rkauder@fwpi.com, 315-537-8701. All articles for Toy Times are supplied by Astra and its members, with Fahy-Williams assembling the magazine, 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
letter from the past chair
When I applied to serve on the Astra Board of Directors, I didn’t really know what to expect. I knew Astra had impacted me greatly, that I enjoyed volunteering for the Toy Times Editorial Committee, and that I had received a gentle push from someone in the industry I admired.
For anyone curious about serving on the Board or wondering what we do, I thought it might be fun to share what Board service at Astra is like.
First, there’s the application process. To apply, email Sue Warfield (swarfield@ astratoy.org) for the application. Board members are selected based on several factors, including balanced representation from all stakeholder groups, previous Astra volunteerism and committee service, and specific skill sets the Board may need at the time. If you aren’t selected in one round, don’t be discouraged. Your particular magic may be needed later and we’ll encourage you to apply again.
New Board members go through a six-month onboarding process. During this time, they participate fully in Board meetings but are not voting members. Applications are currently being accepted for members who will onboard in San Antonio at Marketplace & Academy and officially begin their service in January 2026.
Board members attend three inperson meetings and at least one virtual meeting annually. The in-person meetings are scheduled based on geographical convenience and cost, with one exception. Over the course of a day-and-a-half, the Board ensures the organization is doing all it can to “Engage, Elevate, and Promote the Specialty Toy Industry.” This involves strategic planning, setting and overseeing the budget, reviewing staff reports on initiatives, considering committee reports and budget requests, and brainstorming new projects.
Recently, we began holding one of our annual meetings in the location of the upcoming Marketplace & Academy. On the first day, we meet in a conference room, followed by a working dinner. The second day starts early, with the Board wrapping up any remaining agenda items before meeting with our event planner and representatives from the convention center and destination. This includes touring facilities, discussing plans, and addressing potential challenges.
Our most recent in-person meeting was held in San Antonio. The agenda was packed with discussions. We focused heavily on the schedule and offerings for Marketplace & Academy, ensuring maximum value for all members. We brainstormed ways to increase retailer attendance, knowing this benefits every membership category.
You may have noticed added member benefits like hotel stipends and reduced attendance prices, or heard about the new kids programs debuting this year!
We also reviewed future locations for Marketplace & Academy and brainstormed ideas for continued innovation. Every meeting includes a review of Astra’s financials, ensuring accuracy and making sure resources are leveraged effectively for all members.
In addition to attending meetings, most Board members serve as liaisons to Astra’s committees. Liaisons act as communication conduits between the committees and the Board, attending all committee meetings and presenting committee reports at Board meetings.
I promise it’s not as boring as it sounds. While we spend long hours in meeting rooms and review plenty of spreadsheets, the rewards are immense. We help shape how Astra supports the specialty toy industry, ensuring members receive the resources they need, and flex our creative problemsolving skills. Most importantly, we work alongside passionate colleagues from all sectors of the industry.
Serving on the Astra Board of Directors is more than just a role, it’s an opportunity to give back to the community, grow as a leader, and influence the future of the specialty toy trade.
If you’ve ever thought about applying, take the leap. You might just find it’s one of the most rewarding experiences of your career.
Theresa Duncan, past Astra Board Chair
As I begin my term as Board Chair, I would like our members to know that I am fully committed to enhancing the value of Astra to everyone in the specialty play industry.
This organization has opened countless doors to me throughout my toy career. Whether it be Marketplace & Academy, networking on message boards, Astra Camp, continual education, or the relationships I’ve gained along the way, Astra has given me more than enough reasons to feel compelled to give back. That said, it’s been an honor to serve on Astra’s Board of Directors since 2022 and I’m humbled to have been chosen to lead our Board in the coming year. During the interview process for joining the board, I was asked to share what I hoped would be my most important lasting impact on Astra after my tenure was over. My answer to that question was that I want to attract the next flock of toy professionals to our industry.
The toy business is fortunate to have so many seasoned veterans with a lifetime of knowledge of our industry. As I see these toy veterans enter retirement, I’m reminded that the time is NOW to draw young professionals into a career in toys. I’ve served as the Board liaison to Astra’s Young Professionals Committee for the past two years. In that time, I watched these volunteers work together to host Astra’s first collegiate shadow program at M&A in St. Louis. They’re diligently working on a similar program for 2025 in San Antonio. Now is the time to spread the word that meaningful careers are waiting here in the specialty toy industry.
Another goal I have for the duration on my time on Astra’s Board of Directors is to continue to improve our organization’s
communication to members. Last June at M&A in St. Louis, I participated in the roundtable discussion session with several hundred other members. Having a chance to hear other members share what they loved about Astra, what they wanted more of from Astra, and what they wished Astra focused on helped reinforce that our organization is on the right track.
But, there is still work to do. One table’s discussion topic was regarding the value of Astra membership. There were a few people at that table that were not able to speak on the topic. Other than Marketplace & Academy, they were not aware of any other benefits of membership. That tells me that we have room to grow in effectively communicating how Astra is here to serve our membership year-round, not just for a few days during the month of June.
Our current Board of Directors works quite harmoniously with Astra’s staff. The Board-staff relationship is arguably the strongest it’s been in years. Transparency between the Board and staff is crucial. Each group needs to know what the other is doing to ensure that we are working together to effectively serve our members.
This year, we will extend that same transparency to our greater membership through regular updates in Toy Times. Our hope is that these updates will give a greater understanding of the role of Astra’s Board plus a peek behind the scenes of a typical board meeting. Perhaps these updates will leave you feeling called to serve in the future!
I will close with a bit of gratitude. I am thankful for the dedication of every Board member I have served with –especially to Jeanie Crone, TJ Simmons, and Theresa Duncan. These three served as chair during my time on the Board so far and I am grateful for the examples they set of what leadership of Astra’s board looks like. Thank you all for trusting me to serve Astra in this capacity. I know I have big shoes to fill and I hope I do it well.
Let’s Play!
Darby Zahradnik, Astra Board Chair
president’s report
ISisu and 2025
am writing this after returning from Germany where I collaborated with an amazing international group of people working together to pick the Spielwarenmesse toy awards.
Listening to all that 2024 brought to their countries, and knowing what we all have faced in 2024 with the recent fires in California, the flooding in North Carolina, and the unknowns of 2025, I was contemplating what to write for this first Toy Times Magazine article of 2025.
As many of you know, I have a very strong Finnish ancestry. My grandparents on my father’s side came over from Finland and my dad learned Finnish before he learned English. The sauna culture has been in my blood from when I was a toddler with our fire heated sauna on the edge of our lake place in Ely, MN.
You may have also heard me refer to “Sisu”, a Finnish word that has been ingrained in the Finnish culture for centuries. On my layover in Minneapolis on my way home from Germany, I wandered into a store in the airport. Staring at me on the shelf as I walked in was the book, “Everyday SISU – Tapping into Finnish Fortitude for a Happier, More Resilient Life.”
Sisu is what will carry us through, and it’s why we need our specialty community. If you Google Sisu, here’s what comes up: strength of will, determination, perseverance.
To the Finnish people, Sisu has a mystical, almost magical meaning. Sisu is a unique Finnish concept. It is a Finnish term that can be roughly translated into English as strength of will, determination, perseverance, and acting rationally in the face of adversity. I was raised on Sisu and it has been part of my soul and carried me through a myriad of challenges and helped guide me through the opportunities that challenges present us. I even have a personalized license plate “SISUE” to remind me to carry on and grow stronger.
The Astra community is the epitome of Sisu. We work together to not only face the challenges that will always be there, but more importantly, continue to come up with new and better ways to turn the challenges we face into opportunities for growth – be it professional or personal –and often times both!
We all have stories to share on how we have survived various road blocks and yet, have come out on the other side stronger than ever. Let’s learn from those that have the experiences of years in this business and pick up on the new ideas and energy of the younger and newer members. That’s what community is all about – we are stronger and better together than any of us individually.
During my 22-plus years of Astra involvement, we have faced several toy issues including Target and Walmart concerns, Amazon concerns, the global COVID pandemic, and now the
uncertainty of tariffs and increased online purchasing. We’ve come through it all and we are still here!
Toy Boat is happening again in March, and although this magazine will be reaching mailboxes after the deadline to sign up, I eagerly await the amazing ideas and networking that will take place during our time on board. I know that Astra will hear new ways we can help our members and I will also build new relationships and strengthen those I already have. If I don’t see you on the Toy Boat, I hope you will join us at Marketplace & Academy in San Antonio.
I learned a long time ago that even when I have been at some of my lowest points, both mentally and financially (and trust me, I’ve been there!), I only made it through by understanding the value of investing in myself and my business.
Strength of will, determination, perseverance and fortitude....Sisu.
2025 will be great. We all have a part in making it so.
Sue Warfield, Astra President
New Year, New Challenges
Economic Trends Shaping the Specialty Toy Industry in 2025
by Cynthia Compton Owner at 4 Kids Books & Toys, Zionsville, IN
Happy New Year! We may begin 2025 with a lot of uncertainty, and while it is tempting to wait and see how the economy responds to the tumultuous news cycle, specialty retailers don’t have the luxury of time to prepare their stores for success this year. Trade show schedules are well underway, our stores are (hopefully) empty from a successful holiday season, and weather events will affect many of our locations and business operations.
Our inboxes and mailboxes are full of new offerings, sales reps are scheduling road trips, and manufacturer incentives to book seasonal orders have ever-shorter deadlines. The “wait and see what the year brings” approach could lead to lost sales, eroded market share, and perhaps the loss of all those hard-won new customers we gained in the busy fourth quarter.
We must buy in order to sell, and while the state of the economy may depend on multiple variables, there are some concrete ways that we can best set up our businesses for success.
The following trends have continued steadily since 2022, and we can count on them still being factors for specialty toy retail in 2025, so here’s five ways to stay profitable.
Prices Will Continue to Rise: Watch Your Cash Flow
Increased costs of raw materials, labor, and shipping are just three of the reasons that toy prices will inch upward this year, and increased pressure to source alternative manufacturing locations will add to many vendor costs. Store buyers need to take advantage of early booking deals, free or reduced freight allowances, and think carefully about turn numbers to prevent out-of-stock emergencies on popular items.
Economics New Year, New Challenges
(continued from page 10)
At the same time, it’s critical to ‘break up’ with keystone and other outdated pricing models and evaluate the margin on each item instore. Flexibility is key, and a solid understanding of the profit margin generated by each department will help keep a better mix of inventory. Having the deepest selection of products may not be sustainable when prices are rising, and keeping plenty of cash on hand to replenish fast moving stock is more important than ever.
Closely watching inventory turn and the performance of seasonal items are more important tasks, and staff can be invited to join this management decision-making process. The entire team will benefit from more awareness of ‘hot’ items, and by engaging in frequent conversations with sales rep and vendor colleagues, stores can take advantage of the earliest availability of high-turning items.
The Labor Market Stays Challenging: Keep Your People
Hourly wages continue to rise in most states, along with increases in minimum wage structures in many cities. At the same time, there is a smaller pool of applicants for retail jobs nationwide, and staffing our stores is a challenge.
This tightening labor pool trend is particularly burdensome for toy stores, where the non-negotiable job requirements of detailed product knowledge, training on child development
and healthy play, retail sales skills (and the ability to wrap rapidly) combine to make our specialized toy experts even harder to find and keep. Staff turnover is incredibly expensive, as is burnout of key team members when they are forced to cover open shifts, so finding ways to retain valued staff members is critical to successful store operations this year.
Flexible, employee-led scheduling systems, and a careful analysis of store traffic and hours can be keys to supporting a fully staffed store and back office.
This might be the year to re-evaluate the staffing schedule based on customer traffic and institute some work-from-home options for administrative tasks to maximize team morale and job satisfaction.
Social Commerce Grows: Update Your Marketing Mix
Vendors and brands have continued to bypass retail outlets to sell directly to consumers through social media channels, and customers are comfortable with the frictionless model of buying items directly from Instagram, Facebook, and (at the time of this article) Tik Tok.
It seems contradictory that while our customers are asking for retail experiences that are personal, curated and event-driven (toy stores are leaders in the ‘try-it-and-buy-it’ model and have been creating magical environments for decades), they are also increasingly purchasing items from their phones based on cute videos and testimonials from influencers while scrolling on their phones.
Individual items highlighted on social media translating into direct sales – not directing customers to a store website for a longer browsing experience – is a different model of marketing for our channel. Various holiday trend reports show that among Gen Z customers, up to 55 percent purchase directly from Instagram, and over 50 percent from Tik Tok. Facebook purchases from this demographic continue to decline, which is important to note as retailers evaluate their customer base and the best ways to reach them.
Gen Z and Millennials combined will account for up to 40 percent of purchases in the next five years, and specialty retailers must continue to evaluate their marketing to reach this critical group. Surveys of Gen Z and Millennial customers also show a strong preference for personalized experiences in retail, with customers craving a local, personal relationship in which to shop. Here, our model has a chance to shine, if toy stores support that experience with a seamless online experience tailored specifically to their customer base.
(continued on page 14)
Economics New Year, New Challenges
(continued from page 12)
Many experts predict a rise in subscription-type models or membership programs in 2025, and specialty retailers who keep and analyze their own customer data may find opportunities to create these revenue streams.
Sustainability and Ethical Sourcing are Important Factors to Consumers: Be Greener
Surveys of 2024 holiday shoppers reveal ever-increasing interest in both products and packaging that is sustainably sourced and produced, and consumers have proven willingness to support those retailers who prioritize and communicate commitment to these values.
A surge in demand for sustainable toys was shown by increases in online searches for eco-friendly toys in the fourth quarter of 2024, and this trend is likely to affect options available to specialty retailers. Whether a store chooses to increase the number of SKUs from environmentally conscious sources or simply highlight those items already in stock in a clearer way, the need to support consumer preferences for sustainable products and packaging cannot be ignored.
While most Astra stores focus on quality and healthy play, our ability to source the latest and most interesting trends has also been our strength. Customers look to us for the ‘hot new toys’ and count on our ability to evaluate them.
Specialty toy stores, in our unique position as a trusted and safe curator of quality play, have an advantage in communicating our values to customers. We already serve as consultants in every transaction and often engage with parents about why we choose to stock a certain brand or item in our stores. Adding education about sustainability and other brand values to this conversation is an added value to our relationship with the families we serve.
This conversation about sustainability begins with our vendor partners, and frequent reporting on the turn of these items and customer feedback is key to keeping manufacturers engaged. We can’t sell what they don’t have, and our role as drivers of innovation is vital to the health of the industry.
Trend is Trending Faster: Get to a Show
The cycle of discovery for new items is abbreviated in 2025 as products continue to move more quickly from specialty into mass market availability.
Increased direct-to-consumer marketing creates more rapid adoption cycles of toy trends. As larger mass market outlets reduce the total square footage of their stores, they also mimic our specialty store experience through ‘stores within a store’ or boutique pop-ups for trending categories.
This is not the year to stick with stale inventory or skip a trade show. Astra Marketplace & Academy pays for itself many times over in both show specials and earlier access to new inventory. But if travel is not in the store budget, good relationships and regular meetings with field sales rep groups are a lifeline to product knowledge and smart buying.
Sourcing new lines is an important part of keeping our stores relevant to consumers with both shorter attention spans and a myriad of other options to shop literally at their fingertips or back pocket through their personal devices. But where we really add value to the experience is in our evaluation and curation.
Good specialty toy stores don’t just carry a line because it’s new; we carry it because we believe in the play value and can confidently recommend it. Our staff knowledge and experience coupled with an ever-changing selection of toys is what makes our stores unique and special.
This year, highlighting those trends we adopt to promote in our stores will be more important than ever, as customers may know about new trends at the same time that we do.
Happy Q1. May your sales be strong, your inventory interesting, your store well-staffed, and your customers all raving fans. We’ll see you at a show soon.
How to Build Financial Resilience in 2025 Strategies for Specialty Toy Businesses
by Scott Friedland, CPE CEO, Shopkeeper at Timeless Enterprises, Ltd. and Sales Representative for Enchanted Moments
Running a specialty toy business is both exciting and challenging. You get to share joy and creativity with your community, but face a rapidly changing economic landscape, supply chain disruptions, and shifting customer expectations. In 2025, financial resilience isn’t just a buzzword, it’s the key to keeping your business thriving. Discuss practical ways to strengthen your foundation and set yourself up for success.
Expand How You Make Money
Relying on just one revenue stream is like building a castle on sand. To keep things steady, it’s wise to diversify.
• Grow Online Sales: If your e-commerce presence is essential but nonexistent, now’s the time to invest. Make your online store easy to navigate, highlight unique toys, and use social media ads to reach new customers. People love shopping from their couches. Meet them there.
• Try Subscriptions: Curated toy subscription boxes or VIP memberships with exclusive perks are a win-win. They generate recurring revenue and keep customers coming back.
• Host Events: Whether it’s a toy demo, a kids’ crafting workshop, or a themed party, events create buzz, build relationships, and bring in extra cash.
Get Smarter with Inventory
Too much inventory ties up your cash, and too little means missed sales. Finding the sweet spot is critical.
• Use Data: Use tools that analyze sales trends to predict what will sell and when. It’s better than guessing.
• Order Flexibly: Work with suppliers to start with smaller orders, then reorder based on what’s flying off the shelves. This gives you room to adapt.
• Move the Slow Stuff: Bundle slower-moving items with bestsellers or run a fun flash sale to clear space without taking a loss.
Nurture Supplier Relationships
Your suppliers can make or break your business, especially in uncertain times. Building strong partnerships helps you stay ahead.
• Be Honest: Share your forecasts and challenges with suppliers. A good relationship is a two-way street.
• Don’t Depend on One: Spread your risk by working with multiple vendors. That way, if one has issues, you’re not left stranded.
• Source Locally: Whenever possible, work with local suppliers. It can cut shipping costs and time while supporting your community.
Keep Your Customers Close
Loyal customers are the lifeblood of any small business. They’re also cheaper to keep than finding new ones. Focus on making them feel valued.
• Deliver Amazing Service: Knowledgeable, friendly staff can turn a casual shopper into a lifelong fan. Train your team to shine.
• Reward Loyalty: gives your regulars points, discounts, or special perks. People love feeling appreciated.
• Get Personal: Use customer data to tailor your marketing. If someone loves puzzles, send them updates about new arrivals or a special promotion.
How to Build Financial Resilience in 2025
(continued from page 17)
Use Technology to Your Advantage
The right tech tools can make a world of difference in how efficiently you run your business.
• Upgrade Your POS System: An integrated point-of-sale system tracks inventory and sales in real-time so that you can make smarter decisions.
• Automate Expenses: Use software to keep tabs on where your money is going. It’ll help you spot opportunities to save.
• Explore Financing Options: Platforms offering small business loans or invoice financing can provide a cushion if cash flow gets tight.
Be Smart About Pricing
Pricing is a tricky balance, but the right strategy can make a big difference.
Plan for Seasonal Ups and Downs
Toy sales naturally have their peaks and valleys. Preparing for both ensures smoother operations.
• Start Early for the Holidays: Get your holiday inventory in order sooner rather than later. Pre-orders can help you gauge demand.
• Save for Slower Months: Set aside some holiday profits to cover expenses during quieter times.
• Get Creative in the Off-Season: Push educational or outdoor toys when traditional sales slow down. You’ll keep revenue flowing.
Be a Part of Your Community
Your community can be your biggest supporter if you make meaningful connections.
• Collaborate Locally: Partner with nearby schools or businesses for events or fundraisers. It boosts your visibility and goodwill.
• Give Back: Organize toy donation drives or support local causes. Customers appreciate businesses that care about more than just profits.
• Share Your Story: Use social media or in-store displays to tell your brand’s story. People love knowing the faces and passion behind the business.
• Focus on Value: Highlight what makes your toys unique such as their educational benefits, craftsmanship, or uniqueness.
• Offer Bundles: Encourage more significant purchases by grouping items at a discount.
• Stay Flexible: Regularly review your prices to ensure they reflect your costs and remain competitive.
Stay Curious and Adaptable
The specialty toy industry is constantly evolving, so staying informed and flexible is essential.
• Engage in the Industry: Join trade shows and associations to learn about trends, meet peers, and find inspiration.
• Listen to Customers: Their feedback is a goldmine for improving your offerings and services. Don’t be afraid to ask what they want.
Building financial resilience isn’t about playing defense but being proactive, adaptable, and intentional. By diversifying revenue, tightening up your operations, and deepening relationships with your suppliers, customers, and community, you’ll be ready to tackle 2025 head-on.
The specialty toy business is about spreading joy, so let’s make sure you can keep doing it for years to come.
Play Reimagined
Marchl - 4, 2025 I Jacob K.Javits Center I NewYork, NY
The most iconic trade show in the industry.
Discover NEW
Playthings
Toy Fair is Where You Can Learn Trends, Find Products and Stay Ahead of the Game!
Strengthen your business, deepen your current & develop new relationships, and discover products, brands and entertainmentexperiences all under one roofin the world's most vibrant city.
Whatever your place in the business of PLAY... Toy Fair is for YOU!
Holiday 2025
Media Capital oftheWorld
Featuring thousands ofnew and unique international toys, games, edutainment, entertainment-driven experiences, and more, Toy Fair offers attendees a competitive edge no other trade eventcan match!
Accessible Play for All Designing and Selling Toys That Make
a Difference
by Dr. Amanda Gummer CEO at Good Play Guide
The world of play is meant to be an inclusive space where all children can learn, grow, and have fun. Yet, for many children with diverse abilities, access to toys that meet their unique needs remains a challenge. As awareness of inclusivity grows, so does the demand for toys designed to cater to children with additional needs. Retailers and manufacturers have an incredible opportunity to lead the way in creating and offering toys that truly make a difference.
The Growing Demand for Inclusive Toys
Parents and caregivers are increasingly seeking toys that not only entertain but also support developmental milestones for children with additional needs. This includes toys that are sensory-friendly, easy to manipulate, and adaptable to different levels of ability. The demand is driven by a growing recognition of the importance of play in all aspects of a child’s development, which includes cognitive, emotional, and physical.
Inclusion isn’t just a social responsibility, it’s also a smart business move. A diverse toy selection not only widens your customer base, but also reflects your brand’s commitment to ensuring every child has the opportunity to thrive through play.
Best Practices for Designing and Selling
Inclusive Toys
1. Prioritize Universal Design
Toys that follow the principles of universal design can be enjoyed by children of all abilities. For example, puzzles with large, textured pieces can benefit children with limited fine motor skills while also appealing to typically developing
children. Similarly, games with simple, visual instructions can be inclusive for non-verbal children or those with learning difficulties.
2. Focus on Sensory Appeal
Many children with additional needs benefit from toys that engage their senses. Toys that incorporate various textures, calming lights, or gentle sounds can be particularly beneficial for children with autism or sensory processing challenges. Be mindful, however, of overstimulation. Offer toys that allow for sensory input to be adjusted or tailored.
3. Promote Skill Development
Toys that help develop fine and gross motor skills, social skills, or communication are especially valuable. Building blocks, activity boards, and role-play sets are just a few examples of toys that foster learning and growth while keeping play engaging and fun.
4. Collaborate with Experts
When designing toys, seek input from child development specialists, occupational therapists, and parents of children with additional needs. Their insights can ensure toys are not only functional but also genuinely enjoyable.
5. Highlight Accessibility in Marketing
Clearly communicate the inclusive features of your toys to parents and caregivers. Use accessible language and imagery that celebrates diversity. Label products with terms such as “sensory-friendly,” “adaptive,” or “inclusive play” to help families easily find what they need.
Brands Leading the Way
Several brands are making meaningful strides in accessible play, setting an inspiring example for the industry. Some examples include:
• LEGO: With its Braille Bricks initiative, LEGO is empowering children with visual impairments to learn and play simultaneously, blending fun with educational development.
• Fat Brain Toys: This brand has gained recognition for its sensory-friendly range, offering toys like Dimpl, which engages touch and motor skills through its simple yet captivating design.
There are many others, especially smaller, innovative brands that are making great strides in inclusive play. The most important consideration, to avoid stigmas and benefit from mass market appeal, is to make it truly inclusive, and not something that is only enjoyed by children who have additional needs.
A Call to Action for Retailers
Retailers play a vital role in ensuring families can access toys that cater to diverse needs. By curating a thoughtful selection of
inclusive toys and promoting them effectively, you can make a tangible difference in the lives of children with additional needs.
The demand for accessible play is not a fleeting trend. Instead, it’s a shift towards a more inclusive society. By embracing this change and championing toys that cater to every child, you’re not only supporting a more equitable world but also ensuring that the joy of play is something every child can experience.
Social Impact
TToys with a Purpose
The Importance of Social Responsibility in Toys for
2025
by Malte Niebelschuetz Founder & CEO at Shore Buddies, San Diego, CA
he future of specialty toy stores hinges more than ever on more than just the quality of the toys you sell.
In 2025, success will be defined by the stories your toys tell and how those stories resonate with today’s value-driven customers. Millennial parents and grandparents are increasingly seeking toys that align with their ethics and priorities. This megatrend is only to further increase with Generation Z on the rise. With the growing of Generation Z, this demand will only continue to build, making pure entertainment and fun factors no longer sufficient.
Why Sustainability is a Mega Trend
Recent legal changes underline sustainability. For instance, states like Pennsylvania and Ohio now permit the use of recycled materials in plush toys, signaling consumer demand for sustainable options.
However, the urgency of sustainability is amplified by alarming health concerns tied to micro and nanoplastics. A study published in 2023 Environmental Science & Technology reveals that microplastics have been detected in human organs, raising serious questions about their long-term health effects, including inflammation and toxicity.
As awareness grows, customers are actively seeking alternatives to products that contribute to plastic pollution. Specialty toy stores therefore have a unique opportunity to stand out against online and mass market competitors by focusing exclusively on purpose-driven toys, but only if offered at a competitive price point.
The Role of Storytelling
Shoppers crave an emotional connection with the products they buy, and a toy’s story makes all the difference. Storytelling through branding, packaging and messaging transforms toys into meaningful purchases. Customers ask:
- What does this toy stand for?
- How does it make a positive impact?
- Is it safe for children?
Consider Shore Buddies, for example. These plush toys, originally made from recycled plastic bottles are now pivoting to natural, organic fibers. Despite this change, their mission remains the same: educating children about ocean conservation. From eco-friendly packaging to thoughtful messaging on their tags, every detail reinforces their purpose. This approach turns a simple purchase into an investment in values, making these toys irresistible to environmentally conscious shoppers.
Purpose Beyond Sustainability
While sustainability leads the charge, purpose-driven toys offer broader impacts. Parents and grandparents also value toys that:
- Promote inclusivity and challenge stereotypes.
- Educate children about STEM, empathy, or cultural diversity.
- Support fair labor practices and ethical production.
By curating toys that embody these principles, specialty stores can appeal to customers seeking products that align with their vision of a better world. For example, gender-neutral toys with inclusive branding empower parents to make choices that reflect their progressive values. But remember, communication and presentation is key. Brands and toys that successfully
communicate their values, have a competitive advantage over those that don’t. Even the best purpose and highest impact toys will remain stuck on shelves, if their presentation or storytelling lacks clarity.
Standing Out in a Competitive Market
For specialty toy stores, the mega trend of sustainability presents a golden opportunity to differentiate from online retailers and mass-market chains. Here’s how to harness this trend effectively: 1. Curate with Purpose: Stock toys that are eco-friendly, inclusive, and educational.
2. Highlight the Story: Use in-store displays, packaging, and social media to communicate the mission behind each toy.
3. Engage Your Staff: Train employees to share these stories with customers, creating a more personal shopping experience.
4. Focus on Value: Offer purpose-driven toys at compatible price points to remain competitive.
The Path Forward
In 2025, the toys you stock will define your store’s identity. By focusing on sustainability and storytelling, you’ll not only meet customer expectations, but also build loyalty and differentiate your business. This mega trend is an opportunity to create lasting connections with your customers and ensure your store thrives in a rapidly evolving market.
As you plan your inventory, ask yourself:
- What stories do your toys tell?
- How can those stories create a lasting impact?
By answering these questions, you will position your store for success and at the forefront of socially responsible retail.
Strengthening Local Communities Through Play Independent Retailers Leading the Charge
By Michelle Gillen-Doobrajh, Owner at Tildie’s Toy Box, Philadelphia, PA
At Tildie’s Toy Box, we have always strived to be a safe, welcoming, and fun space in our communities for families to gather, children to play, and for our neighbors to feel at home.
One of the ways we accomplish that goal is through free, family-focused events centered around supporting the community particularly through book readings, signings, and story times. We are lucky to have several talented children’s book authors and illustrators who reside in the Philadelphia area. Hosting them in our shop allows the children to see their favorite books come to life via live drawing demonstrations and hear the author read their stories in their own voices. It takes a product from being an item on the shelf to something more personal, which is a really powerful moment for a child.
Tildie’s has also held several Drag Queen story times, which continue to be one of our most popular and well-attended events. Not only do we support our LGBTQIA+ community through events like these, but it is a wonderful free and family friendly way for the community to gather, have all families feel welcome, and of course, have FUN!
The Power of Partnerships Collaborating for Growth in 2025
Over the last four years, Astra has been a part of the Institute for Local Self-Reliance (https://ilsr.org/ independent-business). As part of that partnership, Astra has also been involved with Small Business Rising (https://www. smallbusinessrising.net).
Astra President Sue Warfield has been the co-chair of the coalition of members for the past 18 months and is now a continuing member of the committee that meets once a month. Members include: Main Street Alliance, National Grocers Association, Local First Ithaca, American Booksellers Association, Independent Shopkeepers Association, and over 30 more business associations that work to address the issues that are being faced by small businesses around the country.
From sending out letters to government officials, to brainstorming ideas on how to fight monopolies that threaten our communities, the coalition continues to work with partners across all industries.
Within our own toy community, Astra is building relationships with other toy, game, and gift associations to work together for the success of us all. In partnership with Spielwarenmesse,
Warfield is on their ToyAward jury, and they have hosted dinners for Astra members in Nuremberg over the past three years.
We are a global community and we will continue to grow our global reach. Astra attends the January gift shows at Dallas, Atlanta and Las Vegas as we work to support our Sales Rep Showrooms in the Gift Marts, and also attend Toyfest to further support the rep side of our business.
Input from Toyfest further emphasizes the importance of working together.
“Collaboration in the toy industry is crucial for building community because toys connect people, inspire creativity, and promote learning and joy,” a recent statement read from Toyfest. “By working together, companies can design innovative, inclusive toys that reflect diverse cultures and interests, fostering shared experiences and stronger bonds. Partnerships support small businesses, advance educational goals, and demonstrate commitment to social good, building trust and loyalty. Additionally, industry collaboration strengthens local and global networks, amplifying positive initiatives and creating a more dynamic, community-focused marketplace.
ToyFest loves working with not only the retailers, vendors, and sales reps, but also the other tradeshows to make sure we are offering something wonderful for the industry. Part of our mission statement says the objective is to mentor and educate the ToyFest members and the industry it serves, as well as market and sell wonderful, safe products through integrity and vision, with the understanding it is the children who ultimately benefit.”
Our relationship with the Toy Association has also been a long lasting and continued partnership.
“Bringing the joy of play to children (and adults!) is at the heart of everything The Toy Association does, and guides our work to deliver experiences, resources, and businessbuilding opportunities for members and the overall industry,” said Greg Ahearn, President and Chief Executive Officer of the toy association.
As we continuously look for strategic ways to serve our members and the broader toy community, The Toy Association’s new Three-Year Action Plan kicks off this year centered on five key pillars:
Experiences – encompassing our business, trade, and consumer events and platforms).
Global Advocacy – championing the toy industry’s interests worldwide.
Engagement – fostering collaboration and alignment to unlock new opportunities for members.
Inform & Educate – empowering the industry with forwardlooking business insights.
Giving Back – unifying the industry behind The Toy Foundation to deliver the benefits and comfort of play to children where and when they need it most.
These pillars were developed after gathering extensive feedback on how we can better partner and deliver tangible results for members and the broader global toy community.
As an example of building engagement and creating new experiences, we are very excited to announce that we’ll be offering companies the opportunity to be a part of The Toy Association’s new “Toy Building” in the heart of El Segundo’s toy district (Los Angeles). This experience is designed to deliver on the needs of organizations of all sizes as they meet
Experiences Global Advocacy Engagement
Inform
& Educate Giving Back
and establish partnerships during spring and fall previews that will help their businesses flourish.
It is our belief that through strong alignment and collaboration, we can be a more effective, stronger, and more strategic trade association. We look forward to working across the industry to a bring a new year filled with opportunity, growth, and play!
“Hobby stores, like toy stores, are pillars of their community, building lasting connections and contributing to the social fabric of our nation,” said Josh Gherman, Executive Director of the National Retail Hobby Stores Association (NRHSA). “In the pages of Hobby Merchandiser magazine and among the National Retail Hobby Stores Association membership, we promote the toy segment as a critical factor in diversifying the customer base and revenue stream for independent hobby stores and future growth. There are obvious crossover opportunities for brands to build their presence in both segments while preserving existing relationships. Many toy brands have been surprised by the success they have seen from expanding their distribution to the hobby sector. The NRHSA motto is, ‘There is strength in numbers.’ That extends to the toy industry. We are stronger together, promoting the success of small businesses across the country. We firmly believe that an ongoing relationship with Astra is in the best interest of hobby store owners as well as the play community. We look forward to a productive 2025 for all of us.”
Astra is also working more closely with the Game Manufacturers Association and will continue to reach out to other like associations. There is strength in numbers and in collaboration!
Marketing to Modern Families
Reaching Customers Where They are in 2025
In an era defined by rapid technological advancements and shifting consumer behaviors, effectively marketing to modern families requires innovation, adaptability, and a deep understanding of your audience. Today’s parents and gift-givers are discerning, digitally savvy, and value authenticity, which makes it essential for independent toy retailers to evolve their strategies to connect meaningfully with this dynamic demographic. Here’s how you can meet them where they are in 2025.
Embrace the Power of Social Media
Social media remains a cornerstone of family marketing, but its landscape continues to evolve. Platforms like Instagram and YouTube are invaluable for capturing attention, particularly through short-form, engaging content. Use these platforms to showcase your toys in action with video demonstrations, unboxings, and playtime vignettes. Reels, stories, and live sessions are perfect for humanizing your brand and creating a sense of immediacy.
Consistency is key, so plan a content calendar that aligns with key moments like holidays, birthdays, and special events. Encourage user-generated content by inviting customers to share their own family’s playtime experiences and tag your store. This not only builds community but also acts as authentic peer-to-peer endorsements.
Leverage Local Influencers
Local influencers such as parents, educators, or community leaders with a loyal following, can be powerful advocates for your store. Partnering with influencers adds a layer of trust and relatability to your brand. For example, a local mom with a blog or a dad who shares educational content on TikTok can help you reach your audience in an organic way. Work with them to create collaborative campaigns that align with your values and highlight your unique offerings, such as eco-friendly toys or educational games.
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B2C (Business-to-Consumer)
Marketing to Modern Families
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Prioritize Personalized Experiences
Modern families value personalized experiences that cater to their needs. Implement loyalty programs that reward repeat customers with exclusive discounts or early access to new products. Consider offering personalized shopping consultations, whether in-store or virtual, to help parents and gift-givers find the perfect toys based on a child’s age, interests, and developmental needs.
Additionally, email marketing remains a highly effective tool when used strategically. Segmented email lists allow you to send tailored messages based on purchase history or preferences. Include curated gift guides, exclusive promotions, or invitations to in-store events.
Invest in Community Building
Modern families want to feel connected to the brands they support. Hosting in-store or community events, such as toy fairs, playtime workshops, or story hours, can help you foster relationships with local families. These events create
opportunities for parents and children to engage directly with your products while building a sense of loyalty and belonging.
Harness Data to Stay Ahead
Data-driven decision-making is a game-changer for understanding and anticipating customer needs. Use analytics tools to monitor website traffic, social media engagement, and sales trends. Insights from this data can inform your marketing campaigns, helping you allocate resources to what works best.
The Path Forward
Reaching today’s modern families means meeting them where they are such as online, in their communities, and in their inboxes, with messaging that resonates and experiences that delight. By staying attuned to evolving trends and committing to authenticity, you can position your business as a trusted partner in play for years to come.
The “Play” Book
Five for the Fam: A Conversation with “Astra Family” Member
Kyle Cosgrove
by Tom Rushton Principal at Revenew Sales
In a new series for Toy Times Magazine, we’ll be taking a closer look at some of our members. You know, a chance to bring all of us a little closer together. Call it an opportunity to know the ‘cousins’ in our family a little more.
For this issue, it’s Kyle Cosgrove of Ravensburger.
1 2
How are you, my friend?
I’m doing well, Tom. Thanks for asking to talk! It’s been such a fast start to the new year, but I couldn’t be happier to be considered among the Astra fam.
We recently saw that you have made a career move. Well, I guess we saw it only if we’re friends on LinkedIn, so please fill us in on the latest in the career path of Kyle Cosgrove.
In early January, I joined the team at Ravensburger North America in a newly-created (and nearly too-good-to-be-
true) Hobby & House Account Manager role. It’ll let me stay connected to all my specialty toy folks while taking a bigger step into the hobby game space, and doing so with a worldclass catalog. It was an incredibly difficult goodbye at The Good Game Company, but one that was met with more support from that team than I ever could’ve imagined.
3 4
Now that you’re at Ravensburger, will we still see you at the usual stops on the “Toy Industry World Tour?” What shows will you be attending?
You might not see me at all the stops, but you sure won’t be rid of me either! Toy Fair and Astra are both definites, but some of the hobby-centric shows like GAMA will fill out the travel calendar in a new way. That said, I’ve been quick to let the team at Ravensburger know that I’m happy to go anywhere, at any time, to support a show.
2024 was also a big year for you personally. What’s the latest that you’d care to share with the fam?
It was! Five years after meeting Cora at Astra’s Marketplace & Academy in Pittsburgh, I asked her to go steady…like, with a ring, steady. And she said yes - first try! So in addition to
Kyle Cosgrove of Ravensburger
The “Play” Book
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learning this new role within the industry, I’m also learning the fundamentals of wedding planning. But tell me Tom, it can’t be all that different from planning a 10-foot x 10-foot booth, right?
Exactly the same. But you may want to ask Cora if she agrees with that answer.
To set up Question No.5, we need to break down your sports fandom. Who’s your favorite?
a. NFL Team - NY Giants
b. NHL Team - Philadelphia Flyers
c. NBA Team - Philadelphia 76ers
d. Premier League Team - Free agent, accepting offers.
e. WNBA Team - Chicago Sky
f. College Allegiance - Free agent, accepting larger offers.
g. MLB Team - Philadelphia Phillies
Are the New York Mets going to win the National League East?
After much unexpected thoughtful pondering, Kyle’s answer…nah.
The Bonus Round - If not, who does win it?
The Phillies.
Now, that’s a shocker.
The NogginStik® is more than a cute baby rattle—it’s a developmental tool that helps encourage a baby’s brain development beginning at birth. Designed by SmartNoggin’s founder, Marcia Haut, armed with a teaching degree and 30 years experience as a teacher and early intervention therapist, she was unable to find a learning tool/toy to help encourage a baby’s critical early milestones. As she was assessing and providing developmental therapy to babies who were already showing delays by three months old, she made it her mission to design “that toy.” She chose a rattle - the first toy for a baby. But her rattle would encourage key early milestones - such as visual tracking, auditory orientation, grasping and have fun textures that would delight the sense of touch. After two years in development, testing and observation with infants, and perfecting each intricate feature on the NogginStik from the size, to the light function, to the tone of the rattle sound, Marcia introduced the award-winning NogginStik® at the 2013 New York Toy Fair. With its patented design and unique, patented light function, safe high-quality materials, and a parent guide to baby’s milestones, it has been described as a cute baby rattle with a powerful agenda - to encourage a baby’s critical early milestones with the hope of lessening or preventing developmental delays through play. We are thrilled to report that with the help of our amazing retailers, it is on the “must have” list of parents, therapists, pediatricians, and early childhood educators across the country.
Specialty Toy Stores Reprioritize for a Pivotal Year
By James Zahn, Editor-in-Chief at The Toy Book, Co-President of International Toy Magazines Association (ITMA)
Retail is brutal. Yes, I said it right out of the gate. If you’re reading this, you’re living it and already a survivor who’s likely been through a battle or two… or 10 or 50. It’s a business where one decision can flip the script and change the narrative from a success story to a horror story. Of course, there are moments of action and drama along the way, and in this “film” — call it a personal “Toy Story” — the ending is unwritten.
If the last decade has shown us anything, it’s that specialty retailers are a rare breed — a resilient bunch that, for the most part, does this because they’re driven by purpose and passion more than profit. Still, this is a business, not a charity, and if ever there were a time
to prioritize profits, that time is now. Settling for survival is not a sustainable — or acceptable — business plan. This means getting creative.
The Challenge: Price
In assembling this year’s State of the Industry roundtable at The Toy Book, the hot topic on everyone’s mind was price. It’s been brewing for years, but the last holiday season presented one of the most competitive pricing environments seen since the era of the category killers. The danger is that this time, it’s not big-box versus bigger box, but retail behemoths versus everyone else. And specialty retailers know that they cannot compete on price.
In my conversations, I discovered a lot of finger-pointing between retailers, manufacturers, distributors, and
consumers. No one wants to admit why quality toys and games, many of which are staples of the specialty market, are popping up on the mass side of the business, being sold below the usual wholesale cost. And this isn’t even an example of old-school “loss leader” retailing to get folks in the door with one hot item. It’s a race to the bottom that will squeeze out manufacturers and retailers who can’t compete, all while devaluing the products and further skewing consumer perception of what things should cost into the warped reality that independent toy stores are “overpriced.”
The Opportunity: Reevaluation
With a price war brewing, specialty retailers should turn this into an opportunity to refocus and reprioritize
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Retailers Corner
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their relationships. Look at your product mix and think deeply about the companies whose products you’re carrying. Are they truly supporting you? Are they offering better pricing and terms to someone else? Do they offer markdown dollars or the opportunity to swap non-moving products for something else that moves in your store? Are there other options with better margins on comparable items? Do they answer your questions directly and honestly, or do they pass the buck to someone else? The answers to these questions should help you write your store’s next act.
If you visit your local big-box retailer, you’ll notice that the toy departments look more “specialty” than ever. A growing number of familiar names and
Specialty Toy Stores Reprioritize
products that weren’t there a few years ago are sandwiched between the major brands. The reason? You proved those products viable. Specialty retailers are now the testing ground for product discovery, just as the original Toys “R” Us was years ago. And that’s where the real opportunity lies.
The Product Mix Pivot
More than 2,700 exhibitors set up shop at this year’s Spielwarenmesse in Nuremberg, Germany, and many potential future hits are available to you today.
Is that brand you nurtured and championed now “big timing” you and ducking your calls because they landed shelf space down the road? I guarantee
you can find something awesome to take its place while delighting your customers with something fresh and new! By pivoting the product mix, you can keep “specialty” special by collaborating with new brand partners who are just as hungry for a piece of the toy industry profit pie as you are!
As you continue your retail journey this year, don’t hesitate to ask questions and push back when needed — especially when your vendor partners aren’t meeting your needs. 2025 is already shaping up to be another challenging year that will be pivotal for anyone unprepared.
So dig in, refocus, and make this year a good one!
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 welcome. Please forward letters, comments, ideas, etc., to the Astra office at info@astratoy.org.
