ASTRA Toy Times November 2018

N OVE M B E R 2018

magazine

Making a List, Checking it Twice

Mountain Top Toys

Makes the Most of Birthday Buckets and Holiday Wishlists

THE MAGAZINE OF THE AMERICAN SPECIALTY TOY RETAILING ASSOCIATION astratoy.org • November2018

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November 2018 • astratoy.org

features

departments

money matters

trending now

4 President’s Report

10 Birthday Boxes, Bins and Buckets

24 Customer Service for All

6 Contributors

12 Why Care About Locally-Owned Businesses?

26 What's Hot for the Holidays?

7 Message from the Chair

14 Keep That Momentum Going Through the Holidays

28 Gift Wrap: A Window to Your Store

8 Power of Play Profiles

astra news

toy stories 16 ASTRA Embraces Toys for Joy 18 Spielwarenmesse 2019: Tuned to the Future in Anniversary Year 19 ASTRA in Germany 20 Maximizing Your Return Through PR 20 Neighborhood Toy Store Day

30 Innovation Council Update

42 ASTRA Welcomes Its Newest Manufacturer Members 44 New Members 46 Index of Advertisers

32 Testing, Testing, Testing: Product Age Determination Guidelines 33 ASTRA Membership: We Are Expanding 34 Make Sales Training a Continuous Process 36 What I've Learned Since Becoming an ASTRA Member

22 Store Expansion 23 Before the Toy Industry...

From the Desk of...

ASTRA Toy Times Magazine Mission Statement Our mission is to act as a channel of communication for the general membership of ASTRA and to provide information about current happenings and future goals as decided upon by the board of directors, various committees, and ASTRA staff. We strive to provide useful and timely information and support for and about ASTRA members in accordance with the ASTRA mission statement.

We are always looking for good articles and input for the magazine. Letters to the editor are welcome.

Please forward letters, comments, ideas, etc., to the ASTRA office at dmarsden@astratoy.org

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president’sreport

An Eventful

Year

by Kimberly Mosley, ASTRA

T

hey say, “Time flies when you’re having fun.” I am not sure about the “fun” part of that statement, but the year has certainly flown by. It has been an eventful year. It started with the March announcement that Toys R Us was closing its doors for good. Despite the melancholy stories from the media, toy sales grew by 7 percent during the first half of the year, according to market research firm NPD Group. That’s likely because the TRU closing was keeping toy buying top-of-mind for shoppers.

To help ASTRA retailers, we launched a consumer-facing PR campaign to encourage those former TRU shoppers to visit ASTRA stores. In April, we partnered with Brilliant PR and Marketing to capture some of those shoppers, support members fielding media inquiries and position ASTRA and our members as thought leaders.

With that campaign we have secured an audience of more than two million with coverage in two of the top five Designed Market Areas (Boston, Chicago). We have garnered more than 240 views with a potential audience of more than 82.2 million with the national press release. We secured local media outlets to cover Marketplace & Academy and build awareness for ASTRA and our members. We highlighted the Neighborhood Toy Store Day (NTSD) Experience, Best Toys for Kids finalists display and New Product Nook as examples of the kinds of products and experiences families can discover in their neighborhood toy

stores. In addition, we developed plug-and-play resources for retailers coupled with handcrafted media contact lists. As we look to the fourth quarter, we will continue to beat the drums - focusing on PR to support Neighborhood Toy Store Day on November 10 and Best Toys for Kids.

By now, retailers have received packets with stickers, press releases and instructions on how to make their store a part of the NTSD celebration. Don’t miss being a part of the fun!

More information including enhanced digital photographs for posters, ad slicks and social media postings can be found here: ntsd.astratoy.org/eventplanning. Don’t forget to remind your customers to use the #NTSD18 to help spread the buzz on social media. I’d like to send a big “Thank You” to ASTRA manufacturers who provide specials in support of Neighborhood Toy Store Day. Visit ASTRA Connect to see a complete list of those specials.

Unfortunately, the closing of TRU also closed the TRU Children’s Fund, a public charity affiliated with TRU that provided support to a number of children’s charities. For Tami Murphy of GPI, Inc. and Brian Turtle owner of Endless Games, that result was unacceptable. They reached out to their mighty community of ASTRA manufacturers to help fill that void. In July we partnered with Good360, a global leader in product philanthropy, to launch the Toys for Joy program. Good360 can reach a diverse network of nonprofits serving people in need. Spearheaded by Tami and Brian, the Toys for Joy program tapped into the passion and caring of the ASTRA community encouraging donations large and small. More than 30 ASTRA members stepped up and donated nearly $300,000 in products to positively impact the lives of children. Thank you to those ASTRA manufacturers and retailers that care so deeply about the children affected by TRU closing.

As this eventful year continues to fly by, mark your calendar for ASTRA’s 2019 Marketplace and Academy from June 9 – 12 in Pittsburgh. Staying successful requires a commitment to ongoing education and collaboration. The annual tradeshow and conference are great ways network, gain knowledge and find great new products. So that as time flies, you’ll be having fun.

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November2018 • astratoy.org

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Board of Directors

chair Dee Farrell past chair Erik Quam chair-elect Christine Blumberg treasurer Kevin McGrath secretary Amy Saldanha directors Nicole Bortnick, Betty Skoke Burns, Cynthia Compton, Damien Crocker, Anita Demetropoulos, Jacqueline Killian, Tami Murphy, Nick Tarzia

Magazine

editor Tom Savage assistant editor Dee Marsden graphic artist Maia VanOrman

Editorial Advisory Committee

chair Tom Savage Jean Bailey, Consultant Ashley Browning, Specialty Marketing Group Roger Bildsten, Hip Hooray LLC Theresa Duncan, Villa Villekulla Toy Store Michael Levins, innovativeKids Tami Murphy, Grand Prix International

ASTRA Staff

president Kimberly Mosley director of member relations Sue Warfield director of education and training Ahren Hoffman associate manager, marketing and communications Dee Marsden meetings and exhibits coordinator Laura Dann membership coordinator Robyn Foster office administrator Nicole Peavy Toy Times Magazine is published by the American Specialty Toy Retailing Association, 432 N Clark St., Suite 305, Chicago, IL 60654, 312-222-0984, info@astratoy.org, www.astratoy.org.

Copyright © 2018 American Specialty Toy Retailing Association.

All rights reserved.

Advertisements are accepted. For more information, contact Fahy-Williams Publishing, 800-344-0559.

All articles for Toy Times are supplied by ASTRA and its members, with Fahy-Williams assembling and editing 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 information has been obtained from sources believed to be reliable.

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contributors Jean Bailey

Jean Bailey is a consultant to the toy industry and former director of the National Lekotek Center, a non-profit that works with children of all abilities utilizing toys and play. For the last decade she has promoted, studied, written articles and white papers and reviewed research on toys and play as it relates to child development. Bailey has presented on the subject of toys and play internationally and brings with her years of experience in marketing, communications and adult education.

Roger Bildsten

Roger Bildsten is the past CEO of both Manhattan Toy and International Playthings (now Epoch Everlasting Play). He has served multiple terms on the ASTRA and Toy Association (TIA) Boards. In 2007 Roger formed Hip Hooray LLC to speak and write about kids and advise the unique businesses that serve them.

Ashley Browning

Ashley Browning is a sales representative for Specialty Marketing Group, covering Minnesota, North and South Dakota. She is a graduate of the University of Kansas with degrees in Journalism and Spanish.

Her career in toys began with a chance meeting in 2012 with a "baseball mom”, who has now become her closest friend.

This introduction lead her to Specialty Marketing Group. Ashley recently joined a regional magazine's advisory board in which she was featured highlighting holiday toy trends. In her spare time she enjoys spending time with friends and family, running between various sporting events for both her son and daughter, and of course trying to stay warm during the long winter months in Minnesota.

Marie Donahue

Marie Donahue is a research associate with the Institute for Local Self-Reliance (ilsr. org) Community-Scaled Economy and Energy Democracy Initiatives. She analyzes and writes about how communities can support locally owned businesses and invest in distributed energy systems, while

reigning in corporate concentration.

Donahue also helps coordinate the Advocates for Independent Business (indiebizadvocates.org), a coalition of independent business trade associations that seeks to ensure a vibrant future for local businesses and their communities.

Theresa Duncan

Theresa, along with her father Todd, owns Villa Villekulla Neighborhood Toy Store. Through her background in youth development, Theresa saw first-hand the power of play in the development of children and their store, located on Amelia Island, Florida, reflects a passion for bringing quality play opportunities to the children and adults of their community.

Tami Murphy

Tami is the Director, Business Development Services at Grand Prix International and currently serves on the ASTRA Board of Directors. In 2016, Tami was nominated for a Women In Toys Wonder Woman award.

In her free time, Tami enjoys reading and spending time with her kids.

Sandy Ruben

Sandy Ruben is owner of Sandy Ruben and Associates, a toy sales representative group covering the Southeast.

Kathleen Tomes

Kathleen Tomes is the president and founder of Brilliant PR & Marketing, the preeminent agency specialized in marketing to moms, dads and families.

Brilliant leads public relations, social media, influencer relations and more for some of the finest brands in the industry, including ASTRA, Highlights for Children, Educational Insights, Learning Resources, HABA and more. Visit brilliantprm.com for more information.

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message from the chair

Gearing Up for the

Holiday Season

by Dee Farrell, Chair

H

appy fall! Fall means the most exciting time of the year is just ahead. I can feel the anticipation as we start to get closer –there is just a little more hurry in phone calls and conversations with retailers and with sales representatives. Manufacturers are comparing notes, hoping to find ways for a big 4th quarter push. Everyone is checking and double-checking stock levels and starting to prepare for the busiest time of the year!

And this holiday season, we all know things will be different. More than 900 Toys R Us locations are no longer open for business, and everyone in the toy industry is hoping to capture some of the $11 million dollar opportunity that Toys R Us leaves behind.

I called the ASTRA office this week and asked the staff: “What are you hearing from our members – how is everyone feeling about the upcoming holiday season?” The answer was unanimous – everyone wants to make sure that holiday shoppers know about us, know how to find us. We need to get the word out that neighborhood toy stores are here and open for business.

We have an incredible opportunity this season to be seen, to be found, and to make sure we too play a big part in picking up the consumers that Toys R Us left behind. What better way to do that than taking part in the annual celebration of Neighborhood Toy Store Day, Saturday November 10, 2018? In the weeks leading up to that special day, ASTRA and

Neighborhood Toy Store Day provide the perfect opportunity for all of us to call attention to the magic and wonder of our member stores. The message is clear: We’re still here making magic and making children’s dreams come true!”

Brilliant PR and Marketing, ASTRA’s PR agency, has provided a phenomenal list of resources to help us get that message across: • Lists of hundreds of regional media contacts and organized them by market.

I recently downloaded the Chicago area list and found 104 incredible contacts ranging from traditional media outlets to social influencers!

• An email template you can fill in to send to media outlets to ask them to cover your store or your products • A press release template to share with media outlets announcing your events • A media release to use with customers and staff authorizing you to take photos and videos and use them in your communications • A step-by-step webinar on how to use the resources and tips for getting media’s attention

All of these resources can be found at ntsd.astratoy.org. Click on the Event Planning tab and following the links to access these valuable resources.

With Toys R Us a huge topic of interest in the media, now is the time for retailers to let the media know you’re here for the holiday season!

Manufacturers, use these resources to encourage and support your neighborhood toy store customers!

Contact some of your own local toy stores and approach the media together.

Consider scheduling social media posts that direct your social media audiences to their local toy stores on Neighborhood Toy Store Day. And a big thank you to everyone who submitted Neighborhood Toy Store Day specials – these offers are a great way to get the word out about your products and also help our retailer members make NTSD the biggest success ever!

Sales representatives, as you’ve done in years past, keep getting out into the stores on NTSD and assist with demos, events and play days. You are so instrumental in bringing your retailers and your manufacturers together. You keep us connected and working as a team.

We all need to get involved to get the word out. This can be our year, the year we get our stores on the map and draw holiday shoppers into our member stores. The toy store magic still exists! Let’s continue to be mighty together and make this 4th quarter a success for everyone in the specialty toy industry.

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Sneak Preview

Power of Play Profiles

By Jean Bailey, Toy Industry Consultant

W

hat’s a play profile and why is it relevant? According to ASTRA’s Certified Play Expert (CPE) workshop, it’s the personal play history of an individual starting from their earliest memories as a child.

To develop a personal play profile, people go back in time and remember what they played with as a child and what toys they related to, such as cuddle toys as a toddler or sports equipment as an adolescent. In developing a play profile, memories of play experiences are reflected on, along with the emotions that those experiences provoked.

It’s a term I first heard used by Dr. Stuart Brown who, as part of his job as a young psychologist, took case histories of clients he was assigned. Somehow, Dr. Brown had the intuitive instinct to inquire and investigate his clients’ play experiences, or lack of them, throughout their childhood.

The CPE workshop begins by offering a play profile group exercise that we’ve found to be quite profound. Without giving that experience away, it’s the beginning of a clearer realization for attendees that how they played as a child has some bearing on who they are today, what they are currently doing; and even how they have learned to relate to the world.

ASTRA believes that our play experiences as a child remain relevant throughout our lifetimes. Here’s a taste of some of what we talk about in the workshop.

As we said, Dr. Brown uncovered something no one had ever really noticed before.

When he focused on a person’s personal play profiles, he made some amazing observations. After documenting thousands of play profiles, he was confronted with the following findings: 1. An active presence of positive play experiences as a child correlated to a successful and accomplished adult life.

2. An absence of play experiences as a child correlated to societal problems later in life including incarceration.

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Calling on his background in general and internal medicine, psychiatry and clinical research, Dr. Brown uncovered the dark side of something he termed “play deprivation.”

Through his work with homicidal young males, including the worst of the worst – serial murders – he discovered that the most violent offenders lacked rich, rewarding and positive play experiences as a child.

So powerful and profound was Dr. Brown’s revelations that he dedicated much of his life to the further study of play and promoting it through his role as founder and president of the National Institute for Play.

The CPE workshop speaks to the fact that play deprivation, much like malnutrition, can exhibit itself in a host of ways.

It can affect a person at different times of their lives and in different ways – leaving them in a disadvantaged and vulnerable position.

Throughout the workshop, we look at the benefits of toys and play from a lot of different angles including physical, sensory, cognitive, within our ability to communicate, and finally from a social/emotional perspective.

Within the realm of research on play, the animal kingdom has provided a wealth of insight into the power of play. That subject alone could merit an entire series of columns by itself. Suffice to say that animals that play when they are young are the most successful in developing strategies to survive. And when they do pass away, researchers find these animals had the largest brains and leave behind the most offspring.

The CPE workshop goes on to provoke participants to remember their childhood play experiences through different

exercises. When the two-day workshop ends, many of the participants have been able to draw at least a dotted line between their personal play profile as a child and who they are now, what they are doing, and what currently brings them joy.

Once I became cognizant of the relationship between people’s play history and their current life, I started seeing evidence of this connection in a lot of biographies of prominent people.

For example, Carl Jung, an analytical psychologist, used to play a lot with stones he found by the seashore. He spent hours building and balancing them one atop another as a form of recreation. This thoughtful, contemplative, playful experience mirrors the thoughtful, contemplative way he approached his client’s problems – one step (rock) at a time, always striving to create balance.

Child development pioneer Jean Piaget spent hours in a museum as a child observing, of all things, mollusks. Later in life his observation of children was equally methodical. By watching and reflecting on how children mature, he was able to come up with revolutionary new ideas on child development that no one else had taken the time to recognize.

By attending the CPE workshop, you can better recognize the role our play experiences as a child contribute to the creation of our future selves. Registration for the next CPE workshop will open on December 1, and it will take place in Pittsburgh right before the 2019 Marketplace & Academy in June. We invite you to join us and delve into your own personal play profile. What you discover may surprise you. At the very least, we suspect, it will put a smile on your face. ASTRA

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moneymatters

Birthday Boxes, Bins and Buckets

C

all them Birthday Boxes, Birthday Bins or Birthday Buckets, but in the end, they work.

They’re similar to a wedding registry, and they’ve exploded in popularity in toy stores around the country over the past several years. Here are the basics of how it works: Kids visit your store, hopped up on excitement because of their upcoming birthday, and they fill their buckets full of what they want. In the end, you’ve got a bucket full of desired toys, and now parents, grandparents, relatives and friends invited to an upcoming birthday party know exactly what to get.

It works all year-around, and now it’s time to make it work around the holidays when every child uncorks a delightful scream at the thought of opening a gift with its contents overflowing with exactly what they want.

Patrick Holland of Mountain Top Toys in Chattanooga, Tennessee, has mastered the Birthday Box and holiday wish list program. He’s parlayed the success of Neighborhood Toy Store Day and used it as a launching pad for his holiday wish list. He opens his store a week before Neighborhood Toy Store Day, and promotes it as a time

The Birthday Box wall at Mountain Top Toys

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Santa at Mountain Top Toys

for all kids to browse the goods to pick out their favorites for the holidays. The big day just around the corner, no doubt, brings Santa to Holland’s store during this time, and kids line up to whisper what they want.

That information from dear old Santa is shared with the store and the wish list begins. The wish list is left behind at the store, and if any of the wide-eyed children ask what’s up with that, the staff tells them that Mountain Top Toys is full of Santa’s local helpers.

“Having the kids pick out the toys they want is yes, for the parents, but it’s really for the relatives who live outside the area,” Holland said. “They call in and we go over the wish list with them over the phone. If they get something, then we call the parents – who are local – and tell them that a grandparent or relative just bought the gifts for your child.”

Whenever it’s convenient for the parent, they can come in and pick up the gift, and it’s ready to go, wrapped and ready for the tree.

Holland says the holiday wish list works and that parents love it because they’re no longer getting a check in the mail from their parents to buy something for their kids. Ah yes, the nuisance of being the middleman has just been eliminated.

“Grandparents are now more invested in the choice of toy,” Holland said. “It’s so easy for them, because they just call us and we give them all the information of what their grandchild already wants. Over time, we’ve gotten to know some of these family members who live a state or two away. They call up, and we just know them. I’ve never met them, but we’ve made it convenient.”

Holland has been the store owner at Mountain Top Toys for six years. The store has been around for 26 years, but only in the last few

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has he mastered the Birthday Box program.

He’s put the program online so families can preview what a child wants at their leisure. Relatives from around the country can search, and busy parents in town can do the same, even on their phone, when planning for their child to attend a birthday party.

But where Holland has really taken it to the next level – and eliminated the overwhelming amount of donation requests he receives each year – is a program through the local school system.

Launched in May of this year, Mountain Top Toys started a program where any school that partners with them, the store makes a donation. If a Birthday Box is started, the store asks which school they attend. As long as the that box has at least $50 worth of merchandise sold – which it almost always is – Mountain Top Toys donates $5 to the school. With a lot of neighborhood schools in populated areas, that number can add up in a hurry.

“It’s been really popular with a lot of schools, and it helps with all of the donation and silent auction requests that we get,” Holland said. “I was trying to figure out a way to create a program that’s more meaningful, that’s year-around and that’s less work. Now when a school group comes to me, I tell them that we have a program already set with your school, and it’s better for everybody.”

The Birthday Box has been a winner for Holland and Mountain Top Toys. But he cautions on how to start your own program.

The key, obviously, is to get people in the door and then get the people invited to a birthday party in the door as well. The previous owners had incentives to open a Birthday Box, but didn’t take it any further.

Several times, Holland says, people would open a Birthday Box the day before the party, get a discount coupon for a purchase, and then nothing happened after that.

“Over the course of the first two years, we have a lot of people who come in and ask if a certain child has a Birthday Box,” Holland said. “If they don’t, they’ll call the child’s parents and tell them to come down and start one. People have gotten so used to that convenience, which is great.” ASTRA

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moneymatters

Why Care About Independent

Locally-Owned Businesses?

By Marie Donahue, Institute for Local Self-Reliance

L

ocally owned businesses play a central role in healthy communities and are among the best engines that cities and towns have for advancing economic opportunity and building resilient places. Small business ownership has been a pathway to the middle class for generations of Americans and continues to be a crucial tool for expanding prosperity and community self-determination. Here, we outline five important reasons for local officials to support independent businesses, based on a growing body of research.

Share these out with your customers in your newsletters or on social media and have them on hand for when you speak to media or your local officials to advocate for small businesses.

1

Local small businesses are linked to higher incomes and less inequality. Enacting policies that strengthen small businesses and expand opportunities for local entrepreneurs is one of the most effective ways of reducing inequality and expanding the middle class.

In 2013, for example, an economist at the Federal Reserve Bank of Atlanta found that counties with larger shares of local small businesses outperform their peers on three critical economic indicators: they have stronger per capita income growth, faster employment growth, and lower poverty rates. Using two decades of data from a number of countries, another study found that areas with more small and midsize businesses had lower levels of income inequality.

2

Entrepreneurship fuels job creation. Across the country, the rate of new business formation has fallen sharply over the last 20 years, contributing to sluggish job growth and wage stagnation.

“New businesses account for nearly all net new job creation,” concludes a Kauffman Foundation research brief.

Cities that achieve higher rates of entrepreneurship and new business creation than the national average are better off.

They generate more jobs, which in turn lifts wages. While cities may be tempted to focus only on tech startups, expanding opportunities for residents to launch businesses that meet community needs in retail, services, food production, and other sectors can have even greater impact.

• Independent toy retailers and other diverse local businesses create vibrant, sustainable communities.

• Based on original research from Advocates for Independent Business, independent retailers provide customers with a unique experience – diverse inventory, community events, expert staff, and levels of personalized service – that chain and online-only retailers cannot provide. At a local store, customers are three times more likely to discover something new.

• Independent retailers offer value, not only to their customers, but also to their community as a whole, that other chain stores cannot. Research shows independent toy stores return more than three times as much per dollar of sales in direct and indirect benefits (in terms of tax revenue, jobs, and a reduced environmental footprint, among others) to their local economy than their chain competitors, on average. This added value is known as the ripple of multiplier effect.

• Independent toy retailers are also resilient and adaptable. These retailers have weathered transformations of local and national economy time again. They have found success where Toys R Us could not and in spite of decades of competition from big box stores such as Walmart or the more recent pressure from Amazon and e-commerce. Toy stores are nimble. Their direct connection to their customers' and community's needs means they can adjust accordingly, as times, interests, and their competition change.

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3

Independent businesses generate more tax revenue at lower public cost. Locally owned businesses in dense, mixed-use commercial districts generate more tax revenue for cities than sprawling shopping centers, while also costing less in public services. An analysis from the Government Finance Review, drawing on data from a sample of 30 cities in 10 states, found that a community earns about $7 in property taxes per acre on the average big-box retail store, compared to $287 per acre on a mixed-use, mid-rise business district. The compact nature of these districts also means they make more efficient use of public infrastructure and services.

5

Community-scaled businesses reduce pollution and improve environmental sustainability.

Independent businesses help to sustain compact downtown and neighborhood commercial districts, which curb sprawl and automobile use, and enable residents to fulfill more of their daily needs close to

© Copyright 2018 by Sophia's® - All Rights Reserved

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Local businesses foster community cohesion and wellbeing. The social fabric of a community is tightly coupled with the health of its independent businesses.

Research has shown that communities with a larger share of local businesses have more social capital, stronger social ties, higher levels of civic engagement, and better success solving problems.

A 2011 study from the Cambridge Journal of Regions, Economy, and Society, for example, found that areas with a greater concentration of small businesses, all else being equal, have improved public health outcomes than those with fewer small businesses. The authors speculate that local ownership of business enhances a community’s capacity to solve problems.

Other research has found the presence of independent retailers helps communities retain their residents, especially those with college degrees.

Taken together, these studies show that cultivating a vibrant independent business sector not only strengthens the economy; doing so can advance social goals as well.

home.

Several studies have found that people who live near small stores walk more for errands and, when they do drive, their trips are shorter. That’s not all: small retailers also influence how likely people are to take public transit. A study of 3,200 households in King County, Wash. (the Seattle area), for example, found that residents of neighborhoods with the most local businesses logged 26 percent fewer

automobile miles than people living in areas with few neighborhood stores, and they were significantly more likely to take public transit to work.

This post appears courtesy of the Institute for Local Self-Reliance (ilsr.org). For additional information on the importance of supporting local independent businesses, please sign up for their Hometown Advantage Newsletter (https://ilsr.org/ newsletter-signup). ASTRA

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moneymatters

Keep That

Momentum Going After The Holidays

I

n the retail business, it’s about the holidays to make your year.

In the TOY retail business, it’s ALL about the holidays to make your year.

There’s no denying it. From October 1 until Christmas, toy retailers need to rally as much as they can to help make it through the year.

The proverb that first surfaced in the 1500’s, “Make hay while the sun shines,” certainly applies to toy retailers during the fourth quarter. The proverb simply means taking advantage of the chance to do something while the conditions are good. And when it comes to toys, the conditions are obviously prime around the holidays.

But does it have to be that way?

No doubt the holidays are the driver for the toy business, but there are a lot of things retailers can do to continue that momentum after the calendar turns to another year. Probably the most important is planning ahead and getting ready for Q1.

What can retailers do now to keep that momentum going?

“The retail industry has created such a frenzy around seasonal discounts that many shoppers now believe it’s the only time of year the can get a great deal,” notes Jennifer McDermott, consumer advocate for the personal finance comparison website Finder.com. “Creating a calendar of events throughout the year will encourage a more steady flow of sales rather than big but very short bursts.”

It’s easy for retailers to rely on holiday sales. But with customers shopping later and later in the year, it’s hard to depend on the holiday sales like in the past. it’s important to look at Q1, and make plans. What can retailers do to set themselves up well?

1

Keep a log each day of the year with sales for the day.

Record what the weather is like each day, and if there are any special events in your area. All of these things will have an impact on the bottom line, and when it’s Q1, all of those things make a

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difference. Set a calendar reminder to look at the log in 2020 and debrief Q1 of 2019 to help plan for that year.

2

Refresh marketing and advertising for the store and think about a new look, whether it’s the products, social media channels or store website. “Providing newness in marketing campaigns is key for re-engaging customers,” says Steve Geick, senior digital specialist at marketing agency Metric Digital.

“Introduce new products, or at least new product bundles. It lifts baseline performance and closes the gaps between holiday rush and more evergreen times. Or, if you don't have anything new to release, refresh your site in a way that's new based on design, rather than functionality, and you'll garner a similar lift in sales.”

3

Add creative in-store experiences to get customers back in the store. Let’s face it...kids are loaded down with toys after the holidays. Some of those toys were bought from independent toy stores, some maybe not. The post-holiday season is a great time to get those kids, and their parents, into toy retailers once again for a tutorial on the new items. Have a Saturday in January to show off the new toys, and have staff - the experts in toys and play - teach the games and play with the toys.

4

Piggyback off events already happening in the community. January, February and March may also seem like down months as far as things to do in the community.

Don’t be afraid to “piggyback” on some of the events already happening such as sports and extra-curriculars. A meet-and-greet with a team, or a local author book reading event always draw crowds. There’s a reason the National Basketball Association’s leading community outreach program is called, ‘Read to Achieve.’

According to the NBA, this initiative reaches an estimated 50 million children a year. ASTRA

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t @

MARCH 10-12 2019

toyfestwest.com @toyfestwest

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toystories

ASTRA embraces

Toys Joy for

By Tami Murphy, Grand Prix International

F

ive numbers prove that the ASTRA community is indeed MIGHTY TOGETHER!

1 5 31 39,500 263,000

In the first year of ASTRA’s Toys for Joy program, it took five months to coordinate and recruit 31 participating manufacturers (and one retailer!) to donate 49,220 toys valued at $273,922.40!

See what we did there?

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ASTRA launched the Toys for Joy program to help fill the void left behind with the closing of Toys R Us and their philanthropic arm. Our members are passionate about the value of play in children’s lives and they are already generous in their own communities.

With that in mind, ASTRA structured Toys for Joy so our manufacturer members would be able to donate smaller quantities of toys and games that together would create a sizable donation.

Good360 is a charitable organization that helps companies donate excess merchandise to charities instead of destroying it. They formerly partnered with Toys R Us’ donation efforts, and have since partnered with ASTRA on Toys for Joy.

“Our team sorts and distributes millions of dollars in needed goods from its Omaha facility each year,”

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Thank you to Ann Williams, Baby Paper, Bananagrams, Big G Creative, Carma Games,

Crocodile Creek, Discover with Dr. Cool, Endless Games, Fat Brain Toy Co., Getta1Games, Green Toys, Inc, Handstand Kitchen, Hog Wild, Modular Robotics, North Star Games, OgoSport, On Trend Goods, The Original Toy Company, Relevant Play, Rubbabu, Safari Ltd, Schylling, SET Enterprises, SMART Toys and Games, Sweets Kendamas, Tactic Games, Talicor/Aristoplay, Thames & Kosmos, Toy Shop Florence, WordTeasers, and Yoee Baby said Shari Rudolph of Good360. “Donated goods range from apparel and footwear to personal care items to school supplies and everything in between. Of course, toys are always needed within the Good360 network, especially as the holiday season approaches.”

Good360 will add a portion of the donations to their online catalog where registered and vetted nonprofit members can request the items. The remainder of the donations will be compiled and sent to one of Good360’s larger nonprofit partners that will enable them to distribute a larger number of toys to a great number of children. With Good360’s networking, including thousands of organizations that serve children, the toys donated will find great homes with deserving kids across the country.

Members ranging from small companies to large, chose to participate for many reasons, but for most, the value of play and the fact that kids are the heart of what ASTRA is all about led them to participate in the Toys for Joy program.

“We believe games have the power not only to entertain but also bring families together,” said Rebecca Anderson of SET Enterprises. "We were excited to learn that ASTRA and Good360 teamed up to create the Toys for Joy program because sharing the gift of play allows us to live the ASTRA motto of ‘Mighty Together.’

Set Enterprises has about 10,000 fans per day visit our website and we were happy to let them join in the fun by providing a matching program so that they too can give the gift of play with games they enjoy themselves.”

As we write orders, send out shipments, follow up with our customers, schedule social media posts and all of the other things we do in this busy fourth quarter, the success and mission behind Toys for Joy reminds us of the ‘why’ of what we do: to bring quality play to children everywhere.

On behalf of Brian Turtle, ASTRA, and Good360, I’d like to thank the participating companies for making this first year of Toys for Joy a success! The heartfelt responses and generosity we received when introducing Toys for Joy has humbled all of us and we are proud to stand mighty together with a community that so highly values giving back.

“When I joined the toy industry five years ago, I was astonished by the overall kindness and passion of both manufacturers and buyers,” said Art Batchelder of Hog Wild Toys. “I have been fortunate to work for a company that believes in making fun, funky and functional toys for kids of all ages. Active play is such an important part of childhood development. As a father of three, I see this on a daily basis.

Hog Wild is proud to stand by our fellow industry partners to fill the gap left by Toys R Us.” ASTRA

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toystories

Tuned to the future in anniversary year

T

his year, the world’s leading toy fair will be under the banner of a very special anniversary.

When the Spielwarenmesse opens its doors in Nuremberg, Germany from Jan. 30 – Feb. 3, it will be taking place for the 70th time.

Organizer Spielwarenmesse eG is inviting all attendees to join in celebrating this milestone occasion, acknowledging the loyalty of exhibitors and visitors over the years at the ToyFestival. Although steeped in tradition, the Spielwarenmesse still has its eye firmly fixed on the future.

This is reflected, among others, in alterations to the product groups and to the on-trend special shows.

Filling a massive area, the fair at Nuremberg’s Exhibition Center will greet retailers and buyers with no fewer than 120,000 innovations as well as plenty of expertise and industry knowledge.

Perfectly timed to coincide with the anniversary edition, the Spielwarenmesse is responding to dynamic market changes by introducing some innovative ideas. The product group Electronic Toys debuts, and includes RC toys, robots, electronic educational toys and virtual play. Silverlit, Spin Master, Jamara, Jazwares and Stadlbauer are just some of the major names featured in this segment. The foundations for this latest move were laid in 2017 when the Tech2Play activity area was first introduced. This crowd-pulling feature with a robot racetrack and a multi-copter flying cage is set to stay.

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The biggest move is with the Model Railway and Model Construction segments, as those two have now merged. This step will highlight the full international diversity of both sectors. Together they offer a wide portfolio to identical target groups.

Groundbreaking changes are also is store in the product group Festive Articles, Carnival and Fireworks.

More space for special areas

A major highlight to the show is the ShowTime area. It gives exhibitors the opportunity to spotlight their products at fashion shows and presentations. Back again is the special area for Baby and Infant Articles, offering plenty of inspiration for attractive add-on ranges for our youngest members of society. It focuses on five product areas: Baby Toys, Care & Food, Baby Textile, Home & Safety and Travel Systems.

The Toys meet Books area, first launched in 2018, will be continued at the next event. The area features a presentation of non-book products for booksellers, along with talks by retail experts.

Tips for running a business

Trade visitors can refresh their industry knowledge at the Toy Business Forum.

International speakers hold presentations on relevant and different topics every day, helping attendees run their businesses more smoothly.

Buyers going in search of the latest trends will be given helpful guidance at

the TrendGallery. The three main trends, identified by the eleven members of the Spielwarenmesse’s international TrendCommittee, will be brought to life through corresponding products. The new StartUp category targets companies that have been going for five years or less. An updated selection process incorporating a digital preliminary round is designed to make it easier for exhibitors to participate.

Licenses in focus

The Spielwarenmesse also helps attendees gain their bearings in the field of licensing. It’s standing at the Spielwarenmesse is underlined by the show’s long-term partnership with the International Licensing Industry Merchandisers’ Association (LIMA). The exhibition center offers a broad overview of the international offering, and licensors are given an extensive range of presentation options.

ToyFestival – Business first, party second Visitors, exhibitors and media representatives will come together at the ToyFestival on Jan. 31. The ToyFestival will host a casual evening get-together with live music and plenty of food and drink. And, of course, no anniversary would be the same without a spectacular fireworks display. The best views of the display can be enjoyed in the Exhibition Park.

“The 70th Spielwarenmesse will offer the perfect mix of business and great entertainment,” said Spielwarenmesse eG CEO Ernst Kick. “This is an occasion not to be missed.” ASTRA

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ASTRA in Germany!

By Sue Warfield, ASTRA Director of Member Relations

A

ctress and singer Zooey Deschanel once said: “The world is a playground. You know that when you are a kid but somewhere along the way, everyone forgets it.”

At ASTRA, we should never forget it as we strive to change the world through the power of play.

With this vision in mind, ASTRA is so happy to be teaming up with the Spielwarenmesse show. Kimberly Mosley and I went to the show in 2018 and met with their management team to discuss ways in which we could all work together more closely.

Our goals are both to advance industry growth and further the power of play. With the number of manufacturers on both sides of the Atlantic wanting to expand into global markets and our retailers looking for new and exciting products, it is truly an opportunity for all.

We are working with show management as well as manufacturers to provide special opportunities for ASTRA retailers.

We have already confirmed the following: Kimberly will be featured in a short presentation on Neighborhood Toy Store Day during a retailers’ education session on best practices taking place on January 31. ASTRA retailers will receive a discount on the show tickets. Watch for details!

Djeco, distributed through 2018 by Hotaling Imports, will begin working through its own U.S. operation center in 2019. They have already committed to providing ASTRA retailers with a welcome reception in their booth at the opening of the show on January 29. Again, more details will follow!

ASTRA members that have attended before have all said that this is one show that should be attended at least once in your toy industry work life.

“Nuremberg Toy Fair is pretty much top of the list of Toy Fairs to visit,” said Michael Atkinson of Lumenico. “The scale and range of product on-show is nothing short of biblical. There is a lot of 'European originality' on-show as well.”

Europe’s Top Soft Dough Brand is Now Available in the US!

Having been twice myself, once as a rep and once as an ASTRA staff member, I whole-heartedly agree!

The world is global and there’s nothing like Spielwarenmesse.

Travel to Nuremberg may take a stop or two from the U.S., but it is easy and exciting!

Hotels, airbnbs are also available – not only right in Nuremberg, but also along the free train routes that are included in the ticket for the show. Why not team up with some of your ASTRA retail colleagues and start the new year off with an adventure to Germany? Interested in connecting with ASTRA colleagues and events? Email me at swarfield@astratoy.org or call me on my direct line at 312-955-9043. ASTRA

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astratoy.org • November2018

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Maximizing Your Return Through PR on Neighborhood Toy Store Day Kathleen Tomes, President, Brilliant PR & Marketing

T

oy stores across the country are celebrating Neighborhood Toy Store Day (NTSD) on November 10th to kick-off the holiday shopping season and show off their latest and greatest holiday toys! The American Specialty Toy Retailers Association (ASTRA) started this tradition 9 years ago to celebrate their community, show the value of shopping local, and to celebrate the joy of play.

Are you planning special activations or promotions to entice shoppers to visit your store on or around this day? Maximize your return on Neighborhood Toy Store Day participation with PR. It’s easier than you might think! Here are a few simple tips for reaching your local community through promotion in the media:

toystories

Plan Your

Neighborhood Toy Store Day Celebration

It’s not too late to celebrate Neighborhood Toy Store Day on Saturday, November 10.

Join the independent toy retailing community in celebrating neighborhood toy stores and the positive impact they have in neighborhoods all across the country. In the past, participating retailers have reported an increase in sales on Neighborhood Toy Store Day and visibility in their community.

Ready to celebrate? Here are some ideas on how you can take part in this year’s Neighborhood Toy Store Day:

1

Incorporate a Charitable Contribution

Commit to giving a percentage of your Neighborhood Toy Store Day sales to a charitable organization. Let your customer decide which organization by offering a token with every purchase that they can deposit into one of three jars to represent their vote. Track the progress on social media.

2

Promote the Best Toys for Kids

Set up a hands-on play zone with all of the Best Toys for Kids product winners. Create your own “Best of Best Toys for Kids” award and ask each child to vote for their favorite toy from the display.

3

Set Up a Wish List Station

Provide each child who walks into the door with a clipboard and a wish list to fill out that gets kept at the store and is also emailed to the parents.

The Time is Now! - Now is the perfect time to start your outreach for Neighborhood Toy Store Day! Get your local newspapers, TV Stations, and bloggers to talk about Neighborhood Toy Store Day and encourage people that live in your area to visit your store.

Find Your Local Media - Go to ASTRA Connect for a quick webinar to learn how to reach out to the media in your area and download the available list of press contacts. Don’t see a list for your area? Just email us at ASTRA@BrilliantPRM.com.

Post a Free Press Release - Go to ASTRA Connect and customize your NTSD press release template. While you’re there, check out the list of free press release sites that you can post the final version to for greater exposure.

4

Invite Media to Feature Your Store - Customize and send the pre-written “pitch” emails on ASTRA Connect to the media on your list. You can also submit news tips on the website for your local paper or station or send a private message to the station on social media.

5

Don’t Be Shy! - Local papers and television stations are short staffed and busy. Respect their time, but do not be afraid to follow up if you don’t hear back. Pick up the phone or send another email, but never leave a voice message. Ask them if they are interested in sharing Neighborhood Toy Store Day with their audience, if they would like to visit your shop, and whether there is anything else you can provide.

Be sure to sell them on all the great activities, free swag, or product discounts they can share with their fans.

Remember, PR is all about the persuasion business. You are trying to convince an audience, inside your city or town, and outside your usual sphere of influence, to promote your idea, purchase your product, or recognize your value. Pitch with confidence!

Brilliant PR & Marketing is ASTRA’s PR Agency and here to provide resources and guidance for bringing attention to its members through the press and social media. Email any questions to ASTRA@BrilliantPRM.com.

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Host In-Store Activities

In-store product demonstrations are one of the key ways independent toy stores can set themselves apart. Taking into account your store size, plan out a few in-store activities your customers can take part in. Whether it’s inviting a costumed character, having a musician host a sing-a-long event, or putting on a Tenzi tournament or building contest, provide some fun activities to provide a reason for customers to come by your store on Neighborhood Toy Store Day. Photo Booth Fun

Stage an informal photo booth area in your store where customers can snap a photo with their favorite product in your store and post to your Facebook page with the hashtag #NeighborhoodToyStoreDay for a chance to win a prize pack (which can be put together with vendor giveaways or older merchandise).

The key is to participate in Neighborhood Toy Store Day, so plan what will work for you and for your customers. No space for an in-store event? Plan on keeping it simple – even donating a percentage of your day’s sales to a charitable organization will go a long way in reminding your customers the important role you play in your community.

Visit http://ntsd.astratoy.org to find more ideas and resources on planning your own Neighborhood Toy Store Day celebration. ASTRA

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toystories

From One Store to More

T

he "Shop Local" trend seems to be more than a trend, and it’s a push by local retailers that’s now much more than just a push.

Simply...it’s working.

The trend, or push, has become a movement, and the public is taking notice.

Small businesses have seen an increase in sales from around the country as more consumers desire a unique shopping experience.

It’s working out so well that some local toy retailers are now in the business of expanding their current spaces, or opening second locations.

But despite having recent strong sales and an eye on growing, those expansions didn’t come without some anxiety.

Scott Friedland owns Timeless Toys, a toy store in the Lincoln Square area of Chicago. He’s taking his toy store model a step further, and Friedland is opening Timeless Tots, a store that features clothing, accessories and other fun things for kids, in a separate space just down the street from Timeless Toys.

“A lot goes into it. A lot,” Friedland said. “I would suggest giving yourself some time if you’re thinking of doing something like that. We did it in a crunch time, and it’s definitely a pain.”

Although Friedland pushed the timing of opening his second store, he obviously says it will be worth it when it’s done.

But he’s got advice for those thinking of expanding or opening a second store, and it comes as a direct about-face from some advice that he received.

“I’ve gotten advice from some other people that have said, ‘don’t open a second store until your first store is absolutely perfect,’” he said. “But I would tell others to not follow that advice because if you’re doing it right, your current store is never going to be perfect. If you’re doing it right, your store is always going to grow, and expand and change. If you're nervous about pulling the trigger because there’s other stuff in

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your store holding you back, don’t let that affect you. Do your research. If there’s a market for what you’re trying to do, and where you’re trying to do it, then it’s worth doing.”

Friedland also says that no matter how hard you try, your focus and time will be much more devoted to your new store than your current store. He says it all comes down to staffing, and having the trust in people who are going to keep your current store up to your expectations.

“I’m extremely blessed to have the staff that I do,” he said.

“I can step away and focus on things at another place and my staff is here and I know they’ll run the show. As long as your staff knows what your intentions are, and they’re just as excited as you are, then you have everything in place.”

Staffing and timing issues are also the most worrisome part for Ann Kienzle, who’s opening a second store, Play, in the Chicago neighborhood of Logan Square. Balancing time between the stores is what’s keeping her up at night as she prepares for her second location.

She says time management, and the fact that she’s ordering so much more product, has her nervous. But, she says, you have to have confidence that you’re going to move that new product.

“But the biggest thing for me is balance of time,” Kienzle said. “When you have one store, you make your appearance and everybody sees you, but when you have two, how do you balance your time? How do I staff so I can pop back-andforth between the two stores? And being able to afford that additional staffing. Those are all things I’ve thought a lot about.”

Friedland says it’s also easy to overthink things. He says he heard from many current customers in his original store asking about clothing and accessories. Timeless Toys was doing well, and he knew his customers wanted more.

“I figured, why not us,” he said. “We have the customer base, and there’s a lot of crossover between the toy industry, clothing industry and gift industry. I already knew the people and I thought this was something we could make happen.” ASTRA

November2018 • astratoy.org

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Before the Toy Industry Irene Kesselman Owner Ali Cat Toys

What were you doing before you got into the toy industry?

I spent most of my career in NY City, having attended school there, and then, working in the garment/fashion industry for 25 years plus. The majority of that time was spent in sales and merchandising. I handled key accounts and most of my time was spent in the children’s clothing industry.

I got to travel all over the country and meet many different kinds of people, several of them whom I still stay in touch with today.

How did you get into the toy industry?

Twelve or so years ago, I moved to North Carolina and one of my old buyers contacted me to see if I had interest in working as a toy sales representative, so I did that for a little over a year before deciding to get into the retail side!

Looking back and knowing what you know now, what advice would you give your pre-toy industry self?

Slow down a bit and breathe! I have always been a hard worker and have cared very much about what I did.

When people ask me what I do, I say: “ I own a retail store!”

What motivates you to do what you do?

I have always worked incredibly hard for others and have been passionate about any product I was selling. I have always been very self-motivated and now hope that I motivate others to do the best job they can, as it really is about being a team and the outcome that is created because of everyone’s contributions. I love to find our customers the perfect toy, or baby gift and see them smile once a gift is wrapped and handed to them!

How has ASTRA helped you in your toy industry journey?

I love attending Marketplace & Academy as it is an intimate and less intimidating show than some other industry shows I’ve attended. I find that very refreshing! I also enjoy reading member posts and comments in ASTRA Connect as it is full of valuable information, and I enjoy helping others when I can answer a question or offer some advice.

From the Desk Of ....

Laurie Ford

Georgia Territory Manager: Toy Division Diverse Marketing First thing you do when you get to the office Since it is in my home I never leave it! I sit in a chair at a desk overlooking my front yard and then it is straight to the computer to check e-mail.

Favorite productivity tool Rep-time, the software Diverse Marketing uses for order processing and customer tracking.

Currently reading Funny you ask…To Kill a Mockingbird since I never read it in high school!

Best piece of advice you’ve received: NEVER make up an answer to a customer’s question. It is far better to say “I do not know” and get back to them with the correct answer than make up one!

Most recent thing you did for your business (followed up with an order, came out of a design meeting, finished up a phone call with a retailer, etc.): Read my e-mail – since I just came back from vacation there are plenty!!

Three things on your desk right now Fat Brain Toys Mini Dimpl key chain since I fiddle when on conference calls, notes on scratch paper instead in notebook ( bad habit) , and personal pile of bills and other items that I should take care of!

astratoy.org • November2018

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trending now

Customer Service for All

By Theresa Duncan, Villa Villekula Toy Store

I

n toy stores, we have the honor of serving a very diverse customer base. Most of the time, they’re in a happy, jovial mood. After all, it’s a toy store!

But there are a few types of customers we are guaranteed to see in all of our stores this holiday season. To help us succeed during this important time of the year, Bob Phibbs, a retail sales training expert for brands of all sizes and also known as the Retail Doctor, gave us some sound advice on serving these seven types of toy store customers.

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We know your grandchild is amazing, and we love them almost as much as you do. However, just because that space puzzle says 18 months and up doesn’t mean that your two year-old astrophysicist will turn their nose up at the gift. True, they might be able to handle assembling that model of the solar system for 8-year-olds, but you can’t be sure they won’t try to eat the small pieces. Toddlers are impulsive creatures, and even a toddler who “never puts anything in their mouth” might suddenly become the child who decided to eat one of Saturn’s rings. Even for older children, toys that are outside of their developmental abilities can be dangerous or, at the least, frustrating. In order to ensure the customer makes a purchase that will be right for the child, Phibbs says to get out in front of the question.

“Make sure your staff is trained to explain that the ages on toys are for safety purposes, and that they impart the knowledge of the developmental benefits of the toy for older ages,” Phibbs said.

The Kid Who Has Everything

There are plenty of kids out there who have a lot of toys.

However, according to a 2016 study by the Toy Association, the average American household with children has 71 toys.

Only 71 toys?!

That isn’t anywhere close to everything! The real issue is that kids have a lot of toys they don’t play with. Our job, as toy experts, is to help our customers find toys kids will love and play with, and to help their adults to see the value in the toys.

“You are changing the world with toys,” Phibbs said enthusiastically. “We have to help them switch their perspective on toys from being something frivolous, to being essential to their child’s development. Remind your customers that you are there to help them have a better kid! What I love about ASTRA members is that they are passionate about the developmental benefits of toys.”

For caregivers worried about the clutter that toys can bring, add-on toys are the best solution. Don’t find out what toys the child has, find what toys the child plays with, and then help them find something that goes along with a toy they already have. This both increases the likelihood that the child will love the toy, and cuts down on household clutter.

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The Parent Who’s Not Buying Anything Today

We often have the benefit of knowing the customer’s intentions before they ever walk in the door such as the parent who declares loudly, “Kids, we’re just here to look, we’re not buying anything!” So is this a lost cause? No way, says Phibbs.

“That’s like bringing your kids into a dessert store and telling them not to have chocolate,” he said. “We know they are buying, have fun with it.”

One thing Phibbs suggests is to turn the conversation to the child by asking questions such as, “What toy would you like most in the whole world?” or “Will you help me pick out a toy for myself?” (He also reminds us to write their answers down- listening to your customers is key!)

Your Best Friend

This customer totally gets everything your store is about. They like and share all of your social media posts, enter all of your contests, show up to all of your events, bring their out-of-town guests in to visit, celebrate every holiday with gifts from your store, maybe they even have your logo tattooed on their arm. They love you! While they may not need as much help locating or choosing products, don’t ignore them. Run-of-the-mill discount programs won’t cut it, either, and Phibbs warns against using social media regularly to offer discounts, lest you train your best customers to never pay full price.

“Your customers would much rather know that you remember them as a person,” Phibbs said. “It takes work, but a simple place to start is to train your crew to find the customer’s name, and use it three times in a conversation.”

He also suggests sending handwritten Thank You notes to your best customers in January.

Your Target Demographic

It seems like magic, that person you meticulously defined in your marketing plan walks in to your store for the first time. You have been studying them, curating your selection for them, targeting ads to them, and now here they are in the flesh! How do you move them from “target demographic” to your new best friend?

“You have to create an exceptional experience,” Phibbs said. “It is a lot of work, not a quick fix. Just because you’ve watched golf, doesn’t mean you can play. Until you actually practice, role play, and train yourself and your staff, you’re kidding yourself.”

From Phibbs’ perspective, it does no good to target your ideal customer until you and your staff fully understand them and know how to “wow” them when they walk in.

The Bargain Hunter

Bargain hunting has evolved over the past few years. What

used to be an elite sport in which only the most-savvy hunters were successful with their primitive tools of paper coupons, has now become anybody’s game with weapons such as mobile data and price scanning apps. Phibbs suggests that instead of worrying about customers show-rooming, or looking for deals online, we should ensure our staff is trained to interact with customers. He again stresses the importance of offering exceptional service.

“Gen Z expects personalized service, just like Baby Boomers. People want to feel like they matter, and that’s what Brick and Mortar can do,” Phibbs said. “If you’re trying to compete on price, don’t. Someone will always be cheaper.”

He also advises against price matching, warning that it is a slippery slope.

“Once you do it for one person, your pricing integrity is shot,” he said.

Instead, Phibbs says that we should do the opposite, which is to be confident in charging full price.

The Confused Shopper

Chances are, this customer usually does not have many children around, or none in the demographic of the child they are shopping for. They don’t often buy toys, they don’t know many kids, and toy stores can be overwhelming. The adage, “if you can’t explain something simply, you don’t know it well enough” applies here.

Product knowledge is the key to helping a confused customer, but be careful not to overload them with information. Find out exactly what information they need and give it to them in the simplest way possible.

“They don’t want four or five different options of what they could do, they want the best option,” Phibbs said. “You have to have a point of view, and you have to decide what’s best.”

No matter which type of customer you are serving this holiday season, the Retail Doctor reminds us that the sale isn’t finished until they have bought a gift for everyone on their list.

“Finish the sale and don’t say anything else except, ‘who else is on your list?’ You will see them look up and to the left at an imaginary list,” Phibbs said. “Now, it’s your time to help them find gifts for everyone else.”

While each customer is unique, the key to serving all of them really comes down to a few key points: knowing your customers and your numbers, and staff training. No matter which type of customer walks through your door, you and your staff will be prepared to serve them if you are well-trained, understand your customers, and - most importantly - are having fun!

“You have to know how to play,” Phibbs said. ASTRA astratoy.org • November2018

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trending now

What’s Hot

By Sandy Ruben, Sandy Ruben and Associates

A

s I travel across the Southeast calling on toy stores, one of the most frequent questions that I am asked is, "What are the hottest trends right now?"

I wanted to be able to give accurate and up-to-date information. I knew who had the answers – it was the stores that belonged to ASTRA.

I send out a survey six times per year to a group of 30 retailers from across the country. The results, “Counting Down the Hits,” have been published in edplay magazine for the past year. To see the articles, visit edplay.com and click on “Past Issues.” The information I’ve gained from those surveys is interesting indeed.

Here’s a quick recap of some of the things we found.

Last year, we were still doing well with both pirates and robots. Pirates seemed to die out quickly, while robots have faded a bit slower. However, we’ve found that it’s time to move on from both items.

Hedgehogs was another strong theme last year, but it also took the fate of the pirates and robots and has slowly lost its popularity.

A surprise for me has been fairies and princesses. For most of the past five years, these two themes accounted for much

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for the holidays?

of my sales in books, art kits, puzzles and even games. In my first survey in 2017, fairies came in third, while princesses came in fifth. But again, in each survey since, there's been a steady drop. Now both have dropped out of our top 10.

In a related category, mermaids came in second in almost every survey over the past 12 months. That was until our most recent survey, where it dropped to 14th overall. I think this may be more of a seasonal change, and I think mermaids still have some life in them.

Food related items have definitely had resurgence. While at times we have seen some interest pineapples and donuts, the only food item that has remained strong throughout has been avocados. Avocados? Really?

Candy is something we continue to keep our eye on. Sweets have started to make a move recently.

On the animal side, you can't go wrong with the llama. Their popularity keeps increasing, and in our most recent survey, they came in second. Many of my stores still seem under represented with llama items, and they may be missing out on some great opportunities.

Our next most popular animal is the narwhal, which have remained strong and stable throughout the year. Rounding out

the list of popular creatures is the alwayspopular dinosaur. Dinosaurs have always had their ebb and flow, but rest-assured, they’re back, and near their height of the popularity.

Fantasy creatures in general are definitely captivating a lot of interest.

Unicorns have been our No. 1 theme on every survey. However, I think this may be the last big push with them, as they have been popular for so long.

Many stores are reporting very healthy sales with products that promote girl empowerment. While most of these items are book related, we have also seen great success with building, science and craft products that support encouraging the development of strong girls.

While some of you have been capitalizing on this next one, many of have not. Shooting up to fifth place for us is Harry Potter, and no doubt the 20th anniversary of the series has helped this one spike.

What's up and coming? We are looking for new animals to break through.

There's been some interest in both pandas and flamingos, but it remains to be seen if either will make it to the Top 10 list.

If you would like to be a part of our Hot Toys/ Trending Themes group, please e-mail at sandyrubeninfo@gmail.com. ASTRA

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for

trending now

Gift wrap: A Window to Your Store W

ith the holidays upon us, there’s no doubt that our stores are slammed with hysterical kids who’ve already seen too many Santas, drowsy parents who’ve already seen too many Santas, and overwhelmed employees who’ve already seen...too. many. Santas.

But no doubt it’s the time of the year that makes the magic, and adding another layer to the sometimes exhausting season may seem like it’s too much. But in the end, gift wrapping for your customers tells a lot about you and your store.

“It’s amazing to me. It’s absolutely amazing how many stores don’t offer wrapping,” said Stewart Rosenberg, owner of Artist Point Wrap, which has the largest selection of wrapping paper in the industry. “And the question to ask is, how successful are their stores? It’s advertising for your store.

The people who have successful stores, wrap.”

There’s no denying that stores who offer gift wrapping, have presents that stand out at birthday or holiday parties.

Patterns change annually, but some

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stores opt to keep the same look year after year. When a present shows up with that unique, recognizable print, people realize immediately where the present was purchased.

Gift wrap is an advertising expense, and should be looked at that way, rather than as a store supply. Some stores have gone so far as to get custom wrapping paper with their logo. That’s cool, says Rosenberg, but not necessarily what you need to do to advertise. Unless you’re going through a roll of paper a month, Rosenberg says the investment to get custom paper doesn’t make sense.

But offering just general gift wrap? Yes, says, Rosenberg. By all means, wrapping presents for people, in a toy store, is a must-have.

“Most of your better stores, rock gift wrapping,” Rosenberg said. “They do it yearround. How stores wrap the package, and how it looks at a party, is their advertisement. People know that the toy has come from that particular store.

When there’s a whole pile of gifts, they know immediately that one came from your store and it’s not a mass-market toy.

And that makes a difference.”

Offering gift wrapping is time consuming, yes. And there’s obviously a cost. Many stores around the country offer the service for free, which obviously comes with supply costs. However, many other stores, like Curious Kidstuff in West Seattle, offers gift wrapping, but it comes at a price.

Three years ago Curious Kidstuff owner Ann Walker went from offering a free gift wrapping service, to charging $1 for the first two packages, and then $2.99 for every package after that.

She says it was met was some angst when she first made the change because so many of her customers were used to getting things wrapped for free.

“People were a little shook up at first.

But now, people say, ‘oh you’re kidding.

That’s all you’re charging?’ People don’t blink an eye at it now,” Walker said. “I’ve talked to a couple of other store owners who’ve said they’re scared to do it. You do take a little flack at the beginning, but I’m glad I did it in the long run. But everybody’s got to make that choice.”

Gift wrap is like fashion, Rosenberg says. Every year, Artist Point Wrap introduces new designs, and many years they retire the designs that don’t sell.

New, fresh looks always supplement standard looks each year, and Rosenberg says stores should do the same.

“You have to have that trendy look, because the stores that are in business for a number of years need to have fresh looks beside their standard look,” Rosenberg said. ASTRA

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ASTRA news

Innovation Council

By Roger Bildsten Hip Hooray, LLC

T

hings are Happening Fast — That’s Good!

August is drawing to a close as I write to meet the Toy Times deadline. I used to think of this as a slow, quiet time leading up to the excitement and cooler weather of autumn. These days, though, it seems there’s no summer slowdown at all. And in some ways that’s good!

Up and Running

In the most recent edition of Toy Times, I reported to you that ASTRA’s Innovation Council is up and running.

It’s been an exciting start. At the beginning of 2018, the Innovation Council wasn’t even formed. Now, the council has already submitted two position papers to the ASTRA board and is moving forward with its next initiatives.

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You’ll recall that the Innovation Council was established by ASTRA leadership this year to help our industry address the rapid-fire rate of change we’re facing. As an organization, we didn’t have a mechanism in place to look forward and seek ways for the ASTRA ecosystem to adapt. We needed a way to assess the big picture and tackle some of the major stuff.

An impressive array of knowledgeable ASTRA members raised their hands to get involved. Since the council formed, its members have given of their valuable time and expertise for regular conference calls of the full group, plus teleconferencing by smaller working groups.

Big Picture Opportunities — and Challenges

So instead of taking the summer off,

ASTRA’s Innovation Council worked on two priority topics approved at the June board meeting:

Who are Our Customers?

What do Our Customers Want?

We all know the usual suspects for WHO our customers are. We help them everyday in our independent stores and think about them as we develop products and programs: parents, grandparents, kids, extended family, educators and more. We love them!

But we began to realize that there are so many more parents, grandparents and kids who we don’t help every day… because they don’t know about us!

When it came to WHAT our customers want, we realized how much we already have. Sure, we need to improve every day,

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but think about it. Independent bricks and mortar toy retailers have many core advantages to offer anybody who cares about kids: • Expertise • Quality • Shopping Environment • Product Selection • Service • Local Community Commitment • Cool Factor • Price Competitiveness

Two Big Challenges

The first: Not enough potential consumers even know about us. Many consumers aren’t aware that there’s a nearby independent play expert with all of these benefits. For example, former Toys “R” Us regulars need a new place to find toys. The big box and online retailers racing to grab these consumers’ toy purchasing power can’t offer the advantages of a specialty retailer.

The plan is to distill the independent

toy story and figure out how to tell it more broadly to everyone who shops for toys — young and old. Our working name for this effort will be “Communication” and you’ll hear more about it in coming editions of Toy Times.

The second challenge? Noticeably absent from the advantages listed above is technology. From new parents to grandparents, technology is part of our lives.

Some ASTRA members have embraced technology, but they’re pretty much having to figure it out for themselves, and they are a minority. If we tackle this challenge with the attitude that “we’re all in this together” the Innovation Council believes that we can speed our ecosystem’s adoption of technology to better meet our customers’ future demands.

But we have a plan. A new council working group will seek tech answers for the future, then work closely with the reviving ASTRA technology committee to identify programs that can really be put to work by members. Our working name for

this effort will be “Tech” – stay tuned!

In our early work on these priority topics, the council found that a lot of great ASTRA programs are ultimately not adopted by many members. We realize that new programs need to be understandable, affordable, and easy for individual members to implement. You’ll hear more about these three necessities as programs are developed: • Understandable • Affordable • Implementable

The ASTRA board showed foresight in forming the Innovation Council this year, and some rock star ASTRA members raised their hands to get involved.

Now, the council is up and running and you’ll be seeing news about “Communications” and “Tech” in future reports.

We’re all in this together and the Innovation Council looks forward to continuing to move quickly on behalf of ASTRA and the industry. ASTRA

Rediscover the TRUE meaning of Christmas!!

www.miracleinamanger.com astratoy.org • November2018

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ASTRA news

Testing, Testing, Testing Posted by ASTRA

W

hen selling products on the marketplace, it can be challenging to determine whether products are considered adult general use, non-toy children’s product, or children’s toy intended for 12 years and younger.

Depending on that determination, relevant regulatory requirements would apply.

But how can you make that determination?

Here some guidelines.

What is a General Use Product?

A General Use Product is a consumer product designed or intended primarily for consumers older than the age of 12. Some products may be designed or intended for use by consumers of all ages, including children 12 years old or younger, but are intended mainly for consumers older than 12 years of age and therefore a general use product.

What is a Children’s Product?

The interpretive rule from CPSIA (Consumer Product Safety Improvement Act) defines a children’s product as a consumer product designed or intended primarily for children 12 years of age or younger.

How does CPSC determine if the appropriate age grade has been applied?

There are four factors that the CPSC (Consumer Protection Safety Commission) has identified to determine if a product is a children’s product or non-children’s (adult) general use product.

Here are the 4 factors and several things to consider when determining the appropriate age grade:

1. Manufacturer’s stated intent (age label)

2. Product packaging, promotion, advertising Things to consider: • Where is it sold or in which section of the store is the product sold?

• Is it at a store primarily intended for ≤ 12 years?

• Is it a licensed article that is targeted at ≤ 12 years?

• Is it tied in with a theme, decorative motif or other products targeted at ≤ 12 years

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• What are the ages of the models on the promotional materials and/or packaging?

3. Consumer perception

Things to consider: • Is it commonly recognized as intended for children?

• Does it have appeal to a person ≤ 12 years?

• Does it have oversized or exaggerated / oversized features?

• What are the features of the product?

Questions to ask re: features of the product: Does it have small sizing that would make the product uncomfortable for average adult? If wearable, does it fit an adult or a child? What materials is it made from? Premium or value materials such as gold versus enamel? What is the relative price point? What colors are used?

Are they colors commonly associated with childhood (pinks, blues or bright primary colors)? Are there online reviews? Who is the end user in the reviews? Data from focus groups or other consumer research.

4. Age Determination Guidelines (2002 or later)

Things to consider: • Relating to product characteristics and children’s interests and abilities • Some examples of articles that are commonly considered non-toy children’s products are backpacks, reading books, hygiene articles, bicycles, etc.

Is my product a toy?

If the product meets the 4 criteria of children’s product AND has intrinsic play value, (i.e., features primarily attractive to children 12 years of age or younger that promote interactive exploration and imagination for fanciful purposes, including whimsical activities lacking utility for accomplishing mundane tasks; actions performed for entertainment and amusement), then the product may also be subject to requirements of toy safety standard.

For guidance on classification, products may be submitted to one of our Consumer Product Testing locations for review and evaluation.

Disclaimer: * This article is general information available to the public, provided here for informative purposes only, and should not be construed as legal guidance. Additional references or regulations may apply. ASTRA

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ASTRA Membership:

G

!

E

X

We are PA N D I N

A

STRA prides itself on a network of people and businesses passionate about toys and play. With our retailers, manufacturers, sales reps and affiliates, we have a vast array of skills, resources and experience upon which we all can draw.

As we’ve grown, we want to expand our reach to both gain additional input and ideas, as well as offer opportunities to increase the collaboration and interest in our industry amongst other groups. To this end, we are in the process of adding the following membership categories to be set for launch in January of 2019: Ambassadors: If you have been an ASTRA member in good standing for at least five years and are now out of the toy industry for at least six months, we’d love to have you apply to be an ambassador member. We will be limiting the number of ambassador members to ten per year and qualifications will be forthcoming in December.

Inventors: For all those inventors that are brand new to the industry and either have “just an idea” for a new product or have already proceeded with a new product prototype, we can help direct you to members that can guide you and give you feedback.

For those that have already produced their product(s) but are not quite ready to go full force into selling wholesale, we can connect you to members than can help with the next steps.

For the inventors that continually come up with new products and are looking to find companies that want to license their products, we can help you connect to product acquisition executives.

Students: The next generation of retailers, manufacturers and sales representatives need a place to learn about the toy industry and the opportunities that are available to them in this fun and exciting world of toys. From possible internships to opportunities to work on committees, ASTRA can offer a new look at career paths that may otherwise be unknown to many post high-school students.

ASTRA is excited to bring these new memberships into our network to continue, expand and continually improve our offerings as we promote the power of play throughout the communities we serve. Watch for the details of each membership in upcoming weekly digests! ASTRA astratoy.org • November2018 Voorco Astra Toy1/4 page ad.indd 1

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ASTRA news

Make Sales

Training I

nvest in your success! The best sales teams care about results and the way they achieve those results is through the continuous development of sales skills. ASTRA is creating a culture of learning and self-improvement through our certification programs. The Certified Master Sales Representative program is the newest program designed to elevate professionalism and refresh expertise. It addresses key areas of business like customer service, technology, product knowledge, time management, goal setting, event planning and more.

Superior sales skills don’t always come naturally, and sales leaders may not have the time or mastery to coach their reps.

ASTRA knows how important sales representatives are to the independent toy industry ecosystem, so we created the Certified Master Sales Representative program to make sales training a continuous process.

What makes a great sales representative? ASTRA has created five content modules that include sales skills every sales rep must master or refresh. Here are some of the key areas of business included in the content:

1. Product Knowledge

The value of being able to explain in detail how each product works, what value it offers, and the reasons it appeals to consumers benefits both your client and your customer.

2. Prospecting

Prospecting can be time consuming and frustrating. Learning how to seek out referrals through existing connections and identifying which contacts to revive can be the most beneficial to long lasting sales.

a Continuous

Process

3. Active Listening

Are you proficient in active listening? Listening with focus and asking intelligent follow-up questions creates trust and most people appreciate a good listener.

4. Time Management

Travel, emails, phone calls, meetings. Time management is one of the most challenging disciplines to master. Learn how to prioritize and maximize time between closing a deal and having the door closed on you.

5. Emotional Intelligence

Emotional intelligence is a skill crucial in closing a sale. Discover how emotions can start running the sale rather than using effective influence skills and how delayed gratification can support the reward.

Reps, are you ready to gain a new perspective on your sales?

You’re invited to participate in ASTRA’s Certified Master Sales Representative (CMSR) program!

Sales representatives can access the CMSR program in multiple ways: • Register for the online program that is available on-demand and at your convenience through ASTRA Academy • Register for an in-person workshop that covers the customer service content and provides you with access to the remaining content online ASTRA

Save the Date Tuesday, December 11, 2018 5:30-9:30pm • The Mirage, St. Kitts • Las Vegas, Nevada

Join ASTRA for the Certified Master Sales Representative Workshop. Get ready for three and a half hours of “edutainment” which includes food, alcoholic beverages and a chance to expand your professional development in-person on the topic of customer service.

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See a world of puppets! www.folkmanis.com 0r call 1-800-654-8922 for a free catalog.

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ASTRA news

What I’ve Learned Since

Becoming an

ASTRA member

By Ashley Browning Specialty Marketing Group

I

became an ASTRA member at the same time I became a sales rep in November of 2012. Having a background in association management, I was aware of the benefits and purpose of a professional association.

Just for fun, I did some digging, and

according to my Google/Wikipedia search, I found this: “A professional association seeks to further a particular profession, the interest of the individual engaged in that profession and the public interest.”

Sounds about right. After almost six years as a member, and sales rep,

this is what I know. Or at the very least, this is what I have learned about being a member: the ASTRA landscape is changing, but the foundation remains the same.

ASTRA continues to grow and continued on page 38

The Diamond Collection

info@mystorkbabies.com • WWW.MYSTORKBABIES.COM

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10/16/18 4:07 PM ASTRA-201

LEARN TO PLAY SOPRANO UKULELE STARTER KIT by Kala

MAKING SPIRITS BRIGHT

The Kala Learn to Play Ukulele Starter Kit is the most complete learning experience for ukulele—great for everyone ages 3 to 103! This kit includes a high-quality Kala Soprano Ukulele, tote bag, FREE Online Lessons & Tutorials, plus a FREE App with Tuner & Play-along songs, all in an attractive package, ready to display.

KALABRAND.COM / LTP-S

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ASTRA news continued from page 36

seek out new members on the retail, manufacturer and rep side. We, the reps, can all agree that we get excited when we see a new store join from our territory.

The growth of organization from my perspective has been positive.

Members generously share knowledge on the message boards from simple things like a new wrapping paper supplier, to hard subjects like employee issues. It’s encouraging to see this growth in the association when this year has been a challenging one industry-wise with the closure of several large retailers, bankruptcies, and the increase of on-line sales.

The sense is that we are all banding together and weathering this storm of

uncertainty. With the continued changes in the industry, I’m hopeful that ASTRA will be instrumental in the evolution of the independent stores, sales reps and manufacturers.

Not only has the membership grown, but the ASTRA Marketplace & Academy has continued to grow as well.

Since adding more time to Marketplace & Academy, it has contributed to the easy flow of the show and allowed for more vendors. I tell my customers that Marketplace is the place to be to mingle with fellow toy industry people at fun social events, attend valuable workshops and entertaining game nights. The laidback atmosphere allows for more time to learn about products and meet new

vendors that get lost in the great sea of Toy Fair.

Several customers have come away from Marketplace as new ASTRA members.

Many of my customers attend each year and commit time for an appointment. It is certainly appreciated from the rep side to get that valuable time at the ASTRA show, even if it is only 15 minutes to recap great finds, new items, and revise orders.

Not only has membership and Marketplace & Academy grown, but education for members has been expanded. I attended a sneak peek of the Certified Master Sales Representative class in Las Vegas during our sales meetings last December, and was excited to see continued on page 40

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the number of attendees, quality of the presentation, and value of the information.

I’m looking forward to learning more about the program in the future. I have several customers that have become certified play experts as well and have also taken advantage of the profit/loss evaluation that ASTRA offers.

ASTRA promotes a sense of community. I feel fortunate that customers in my territory feel comfortable calling on each other for assistance. Running short on a game, can’t make a full order, or don’t carry a particular item? My customers will call each other for help, and I’m serious about that…they really do!

As in life, my territory has suffered

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from a few loses, ill parents, and kids going off to school. Many customers will ask me how another one is doing, or will share good news if they hear it before I do.

During the gift shows at the Minneapolis Gift Mart, our showroom becomes a fun gathering place for ASTRA members and they will often sit and visit. ASTRA members also benefit from many special ASTRA-only specials and discounts, and of course the Neighborhood Toy Store Day festivities.

The toy industry history runs deep.

Many people have been in the business for their entire professional career. These great historians have many fun stories of Toy Fair in New York and traveling to Hong Kong

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with customers wrapped around buildings to place orders for such novelties as Power Rangers. I’ve even worked with one of the members who was around when ASTRA was formed. He’s still in the industry and his strong belief in the power of play is evident as is his commitment and passion for his work, training programs, and dedication to the toy industry.

Some may work for several different manufacturers, others may acquire manufacturers, and some people may leave the industry for a while, but they seem to always come back. I realize I may still be considered a newbie in the industry, but I’m looking forward to seeing the changing landscape. ASTRA

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1-734-667-1673 info@magformers.com www.magformers.com

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new manfacturer members ASTRA Welcomes Its Newest Manufacturer Members

Innovative Designs, LLC

New York, NY www.innovativenyc.com Innovative Designs is a leading children’s consumer products company that designs, manufactures and distributes a wide variety of craft activity kits, stationery sets, school supplies, art & drawing materials, stickers, tattoos, novelty items and impulse programs. Innovative Designs is most recognized as the #1 Licensed Stationery manufacturer in the USA.

Stopmotion Explosion LLC

Boston, MA www.stopmotionexplosion.com Stopmotion Explosion LLC has developed a fun, hands-on way to make amazing animated films. The Stopmotion Explosion™ Animation Kit is a complete movie studio. Includes HD camera, animation software, video tutorials and more. Bring clay, toys, etc to life! Used by STEM educators, teachers, homeschoolers and after-school programs. A popular Christmas gift!

Froggys Lair

Aurora, CO www.froggyslair.com At Froggy's Lair we believe that caring for a pet is core contributor to a child's growth and development. We offer wholesale African dwarf frogs in self-sustaining habitats that require minimal care and maintenance. Our frogs are raised responsibly, with the utmost care, in the USA.

Charles Products, Inc

Rockville, MD www.charlesproducts.com CPI has been a leading provider in the custom gift and souvenir industry for over 25 years, working with over 90% of the zoos, aquariums and train depots in the country.

We are confident that you will find great value in our products, as well as our unmatched customer service.

WR Technologies, LLC

Redmond, OR www.eztwirl.com EZtwirl - The World's First Ultra-Light Baton * Weighs just ONE OUNCE!. You can spin, twirl, flip, toss or create tricks. You can even combine two EZtwirl's for even more challenging tricks.

New

Messy Mattie

Portland, OR www.messymattie.com Highchair strap covers for chest or lap straps.

Keep food and grime off of your baby and toddler’s eating stations with re-usable/Long lasting, BPA free, food grade covers. They wipe down super easy or you can fully remove to wash. Available in multi fabric options at select shops in Portland, OR and on line shop soon.

Made in Portland, OR

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Chooseco LLC (Choose Your Own Adventure)

Waitsfield, VT www.cyoa.com Chooseco publishes the Choose Your Own Adventure series. Widely commended for its appeal to reluctant readers, the interactive, multiple-choice multiple-ending series is the 4th-bestselling series for children ever published, with more than 265 million copies sold in 38 languages. Each story is written from a second-person point of view, with the reader assuming the role of the protagonist and making choices that determine the main character’s actions in response to the plot and its outcome.

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USA_AST

What are we playing?

Stay on the ball and experience the multifaceted world of play in one place: the right products for your business model, inspiring special areas, interesting presentations and an exciting festival especially for visitors to celebrate our 70th anniversary.

www.spielwarenmesse.de/usa

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01.08.18 08:32 10/16/18 4:07 PM

new members MANUFACTURERS Charles Products 12290 Wilkins AVE Rockville, MD 20852 info@charlesproducts.com www.charlesproducts.com Stopmotion Explosion LLC PO Box 967 North Dighton, MA 02764 store@stopmotionexplosion.com www.stopmotionexplosion.com Messy Mattie 6008 SE Foster RD Portland, OR 97206 messymattiemail@gmail.com www.messymattie.com Tech Will Save Us 81 Prospect ST Brooklyn, NY 11201 accounts@techwillsaveus.com www.techwillsaveus.com

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

WR Technologies, LLC 3510 SW Valleyview DR Redmond, OR 97756 eztwirl@gmail.com Froggys Lair 19701 E Dorado AVE Aurora, CO 80015 ryp@overcoffee.com Innovative Designs, LLC 141 W 36th St, Floor 8 New York, NY 10018 jmacgregor@innovativenyc.com www.innovativenyc.com Cool Smart Products 1205 NE 95th ST, Ste A Vancouver, WA 98665 sales@coolsmartproducts.com www.coolsmartproducts.com Sharp Trend, LLC 7909 Silverton AVE, Ste 210 San Diego, CA 92126 mc@colormoji.com www.colormoji.com

RETAILERS Fast Track Hobbies 6831 Lonetree BLVD, #E102 Rocklin, CA 95765 dwight@fthobbies.com www.fthobbies.com Shiba Speed LLC 391 Oak ST Dayton, TN 37321 mattcolvin@shibaspeed.com Hour Loop, Inc 21231 66th AVE W Bellevue, WA 98036 hourloop@gmail.com Ebyfun 12400 SE 38th ST, #53732 Bellevue, WA 98006 vivian.d@ebyfun.com MacGuffin Toys 26 Apple Glen RD Long Lake, MN 55356 sdhliam@msn.com

Sanjay Sah 6301 NW Loop 410, Ste L05A San Antonio, TX 78247 opalitetoys@gmail.com One Stop Toy Shop New York 26 Concord ST Lynbrook, NY 11563 Art of Play 4698 Alvarado Canyon RD, Ste P San Diego, CA 92120 contact@artofplay.com Raindew 465 Plandome RD Manhasset, NY 11030 KidZoom Toys 5588 NC Highway 42 W Garner, NC 27529 eric@kidzoomtoys.com www.kidzoomtoys.com

Blake's Treasures 4077 Trail Creek RD Riverside, CA 92505 mtgceo@yahoo.com Sparkles Gift and Party Shop 820 Remsen AVE Brooklyn, NY 11236 davids@stockyourhome.com

SALES REPRESENTATIVES Panorama Sales & Marketing 115 Sweetland AVE Ottawa, ON ON k1n 7v1 CANADA sam.r.armstrong@gmail.com pauladebritocohen llc 19224 Des Moines Memorial DR S Arlington, VA 22207 paula.cohen@marketaccessglobal.com

Proficient Supply Inc 1118 1st ST W Conover, NC 28613

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index of advertisers ASTRA Toy Times Magazine, November 2018

®

Unique building toys for experienced builders, age 7 and up!

American Educational Products..................amep.com...........................................24 Chooseco LLC........................................................cyoa.com............................................... 5 DeLano/EPI Printing Inc...................................delanoservice.com........................... 4 E-Blox Inc.................................................................myeblox.com.....................................48 edPlay........................................................................edplay.com.........................................46 Folkmanis................................................................folkmanis.com..................................35 Gund, a Division of Spin Master Inc..........gundbusiness.com........................... 9 Harrisville Designs..............................................harrisville.com.................................. 11 HyPars LLC...............................................................hypars.com........................................46 Kala Brand Music Co..........................................kalabrand.com.................................37 KETTLER International Inc.............................kettlerusa.com..................................21 KidStuff Public Relations................................kidstuffpr.com...................................24 Magformers LLC...................................................magformers.com.............................41 Micro Kickboard..................................................microkickboard.com....................... 2

visit HyPars.com/retail »

MindWare Wholesale......................................mwwholesale.biz...........................47 Miracle in a Manger, Inc...................................miracleinamanger.com................31 MukikiM LLC..........................................................mukikim.com....................................29 Orb..............................................................................orbtoys.com.......................................44

6 ISSUES

SentoSphere USA................................................sentosphereusa.com....................42 Silver Lead Co........................................................silverleadco.com.............................19 Sophia's....................................................................shopsophias.com...........................13

OVER 6,700 RETAILERS

Spielwarenmesse eG........................................spielwarenmesse.de.....................43

a NUMBER of WAYS to advertise!

TEDCO Toys Inc....................................................tedcotoys.com.................................. 11

Stork Babies - The Fiammetta Toy Co.......mystorkbabies.com.......................36

Thames &A Kosmos..............................................thamesandkosmos.com. .............38 GANT G N I I M M A G G E E V V I I T A R R E E P P O O O O C C The Lazy Dog & Co..............................................thelazydog.co...................................19 ! !

S S E E G G A A L L L L A A F FO SDIK ROF Toy Association..........................................toyfairny.com....................................39 FOR KIDS TheO

ToyFest West - WTHRA.....................................toyfestwest.com...............................15 Triazzle / Dreamship Inc..................................triazzle.com........................................33 Ultra Pro International......................................ultrapro.com......................................45 The Magazine for

People Who Sell Toys

Voorco Designs, LLC...........................................voorcodesigns.com........................33 Wikki Stix.................................................................wikkistix.com.....................................40 Winning Moves....................................................winning-moves.com......................27

Contact Todd Crayton todd@fwpi.com • (315) 789-6431 • 800-344-0559

To reserve your ad space in the next issue of ASTRA Toy Times Magazine contact Todd Crayton • (315) 789-6431 • todd@fwpi.com

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NG COOPERATIVE GAAMGI ES! FOR KIDS OF ALL

Ph 800.296.9485 Ph 800.296.9485 FAX 800.936.6765 FAX 800.936.6765 info@mwwholesale.biz info@mwwholesale.biz www.mwwholesale.biz www.mwwholesale.biz

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www.mwwholesale.biz www.mwwholesale.biz

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