ASTRA Toy Times November 2019

N OVE M B E R 2019

magazine

BRING THE With In-Store Events

THE MAGAZINE OF THE AMERICAN SPECIALTY TOY RETAILING ASSOCIATION astratoy.org • November2019

2019_ASTRA_04_Nov.indd 1

1 10/24/19 2:22 PM

US_ASTRA_2pag_.pdf

1

10/7/19

1:56 PM

C

M

Y

CM

MY

CY

MY

K

Untitled-1 2

10/25/19 2:54 PM

Click For Video

astra ads.indd 3

22-25

februari

10/25/19 3:31 PM

2019_ASTRA_04_Nov.indd 2

10/24/19 2:22 PM

12

18

22

November 2019 • astratoy.org

features

departments

money matters

trending now

4 President’s Report

10

Toys and Tariffs

20

Coping with Holiday Stress

6 Message from the Chair

12

Getting Customers Back into Your Store 22

After the Holidays 24

Leveling Up Customer Service During the Holidays

8 Ready, Set, Play

Differences in Selling to Millennials vs. Gen Z

37 ASTRA Welcomes Its Newest Manufacturer Member

26

How Online Influencers Can Help You Make the Most of the 4th Quarter

38 Index of Advertisers

28

4 Tips for Leveraging PR During the Holidays

toy stories 14

Being Charitable Pays

16

ASTRA Retailers Put the Special in Specialty Retail During the Holidays

18

Using Santa to Build Gift Registries During the Holiday Season

36 New Members

astra news 30

Mighty Together in Minnesota

31

Connect with ASTRA at the December Sales Rep Meetings

32

Do Good While Doing Business

321

Save with Preferred Saving Partners

34

Congratulations, Graduates

On the Cover: Harry Potter Day at Dancing Bear Toys

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 astratoy.org • November2019

2019_ASTRA_04_Nov.indd 3

3 10/24/19 2:22 PM

president’sreport

Falling into the

Fourth Quarter

W

hat makes autumn so special? Is it the chatter of kids on their way to school, the changing colors of the leaves, or the cooler temperatures?

Autumn, for ASTRA members, is the start of fourth-quarter madness. It’s our busiest time of the year. Our Super Bowl season!

Before the chaos begins, take some time to look to the future. During this calm before the storm, take stock of the way the current year has unfolded, make end-ofyear projections and plan for the coming year.

Taking Stock The results of the 2019 ASTRA Retail Analytics Survey (formerly the Benchmarking Survey) are in – and 2018 was solid for most specialty toy retailers. Based on responses from 118 specialty toy retailers, companies experienced better than usual levels of sales growth and profitability during the year.

According to an article published by the NPD Group, market research company, January through June 2018 sales were up seven percent and much of that growth was attributed to the Toys”R”Us (TRU) liquidation. This year, January through June 2019, we no longer had the incremental impact from the liquidation, which resulted in a hit to sales. In the coming months, however, NPD predicts a reversal of the negative trends as there will be new sales compensating for the pantry loading from the liquidation. With the negative

TRU comparisons no longer impacting current trends, the remainder of the year looks positive. The toy industry is already experiencing positive growth, with a nine percent increase in sales over the latest three weeks ending July 20, 2019, versus the same time period in 2018 .

At this time last year, ASTRA launched a consumer-facing PR campaign to encourage those TRU shoppers to visit ASTRA stores. Brilliant PR and Marketing (BPRM) continues to provide PR services to ASTRA and the membership with the goal of positioning ASTRA as the thought leader and key spokesperson for the specialty toy industry and offer resources to members to navigate PR and media opportunities. This year we have been represented in 70 pieces of coverage with 190,730,343 impressions. And the audience continues to grow.

By now, retailers have received packets with stickers, press releases and instructions on how to make their store a part of the Neighborhood Toy Store Day celebration (#NTSD19) on Saturday, Nov. 9, 2019. More information including enhanced digital photographs for posters, ad slicks and social media postings can be found here: http://ntsd.astratoy.org/ eventplanning. A big “Thank You” to ASTRA manufacturers who provide specials in support of this special celebration.

Making Plans While you are making plans, mark your calendar for ASTRA’s 2020 Marketplace and Academy, June 7 – 10 in the land of Mickey Mouse, Orlando, FL. Expectations for 2020 are high! Orlando, Disney and Universal Studios and all that it offers families as a destination is the perfect venue for ASTRA - an organization that values and advocates for the importance of play. Undoubtedly, ASTRA members will leave the show inspired by all they learn in the land of Mickey.

Staying at the top of your game requires a commitment to ongoing education and collaboration and Marketplace and Academy is where we are mighty together. The annual tradeshow and conference are a great way network, gain knowledge all while finding great new products. Registration will open in December for this can’t-be-missed show and you won’t want to miss the early bird pricing. We hope to see you in Orlando in June!

Kimberly Mosley

4

November2019 • astratoy.org

2019_ASTRA_04_Nov.indd 4

10/24/19 2:22 PM

USA_EN

“In Nuremberg I get the needed momentum for the year ahead. The enormous offer gives inspiration for my product range and shows me where the market is going.�

Cynthia Compton 4 Kids Books & Toys

w e n o t n i p a A le s a e d i s s e n bu si The Spirit of Play trends and new products

USA_EN_ASTRA_Magazine_8komma5x11_Inch_Anschnitt0komma25_Inch_Frau.indd 1 2019_ASTRA_04_Nov.indd 5

www.spielwarenmesse.de/usa market overview

know-how

experience

product range

26.07.192:22 09:17 10/24/19 PM

Board of Directors

chair Christine Blumberg past chair Dee Farrell chair-elect Amy Saldanha treasurer Kevin McGrath (2020) secretary Nick Tarzia (2021) directors Melissa Beese (2021) Betty Skoke Burns (2021), Jeanie Crone (2022) Corey Funkey (2022), Jacqueline Killian (2021) Lisa Orman (2022), Brad Ruoho (2022) Tom Rushton (2022), Jenna Stirling (2022)

message from the chair

Market Your

MAGIC

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 Lisa Orman, KidStuff PR Relations Phil Wrzesinski, HABA USA Kemi Tignor, Little Likes Kids LLC

ASTRA Staff

president Kimberly Mosley member relations director Sue Warfield business development director Ahren Hoffman meetings and events director Dina Velasquez marketing and communications manager Dee Marsden membership coordinator Robyn Foster office administrator Nicole Peavy education administrator Cora McCarron meetings and events administrator Clare McKeown 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 © 2019 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.

6

by Christine Blumberg

I

t’s the busiest time of the year, and while we are in the business of selling toys, let’s remember that we are also selling magic. No matter what segment of the industry – retailer, manufacturer, sales rep, inventor or service provider – what we do each day contributes to the end goal: bringing magic to the lives of children and their families every time they step into their local toy stores. Watching a child’s face literally light up when they walk through the front door of a toy store or when they play with a product that expands their worldview and imagination is aweinspiring – it reminds us of why we do what we do.

So, how do we get more kids into our fantastic toy stores to show them the magic? Retailers, here are some ideas you can try to help you market the magic of your store! Sales reps and manufacturers, although we don’t have physical stores, how might we help make these ideas come to life for our retailer customers?

Bring in Santa • Bring Santa to your store and publicize his arrival • Use your phone to take a photo of the child with Santa (don’t forget to use the Media Release Form that ASTRA provides) and ask for your customer’s email address so that you can build your marketing email list and share the photo with the family • Add to the experience by incorporating a “decorate your own Christmas ornament” event with treats Ask the Parents • Poll the parents (pick parents who you

identify as a VIP customer): What do you want to see in the store? Why do you come back or what would encourage you to come back?

• Put up an anonymous idea box to encourage your consumers to give you feedback Create a Birthday Registry • Start a birthday registry program where a child can come in and create a birthday registry of the items they want for their birthday (and from your store!)

• Put all of these items in a bin with the child’s name on it and encourage parents to share that their child has a birthday bin registry at your store (and highlight your extra customer service features such as gift wrap or curbside delivery, of course!)

• For any toys that remain in the birthday bin, send a postcard to parents and grandparents for 15-percent off any remaining toy in the birthday bin up until a certain time Sell by the Pound • Sell impulse toys by the pound (like candy) • Create fun, birthday-sized party bags, fill with impulse toys and weigh them like candy shops do with candy Use Technology • Use technology to your advantage and invest in tablets like iPads • Use them to watch QR (Quick Response) videos on packages or to see how an item works. *Note: You may consider blocking Amazon and other ecommerce sites for this.

• Or consider selling high-priced, bulky items that you don’t inventory and special order that item. That way, when your customer picks it up, you can get them back in your store!

November2019 • astratoy.org

2019_ASTRA_04_Nov.indd 6

10/24/19 2:22 PM

Start a Loyalty Program • Create business-card-size loyalty cards.

Get a creative hole punch in the shape of a toy and punch out a notch every time they spend $10.00. When they reach a certain threshold, give them $20.00 off in the store.

Utilize Play Money • Give your customers play money that has your store logo on it. Every time they spend $50.00, give them $5.00 of your toy store play cash with an expiration date to get them back in your store.

Set Up Play Dates • Schedule standing play dates for children come to do construction, arts and crafts, make your own Christmas ornament, etc – all free.

• Have a “Play Date Sale” where you offer a certain percentage off during those play date hours featuring the arts and craft kits or construction kits that the child is playing with.

Give Parents a Shop and Sip Night • Have a wine and cheese event and invite parents, aunts, uncles, grandparents, etc. to come and sip wine and shop! This can work great in advance of the holiday shopping season to give parents a “sneak peek” at the new products you’ve brought in and get their insights and feedback.

Boost with Free Batteries • Add free batteries for every toy purchased that takes batteries.

Use some of these ideas to market your store, draw traffic and share the magic of your fantastic store now and into 2020.

Here’s to another season of bringing magic to the lives of children everywhere!

Christine Blumberg Principal

New England Sales Representative Group

astratoy.org • November2019

2019_ASTRA_04_Nov.indd 7

7 10/24/19 2:22 PM

ready set play

Join the Movement Movement

By Jean Bailey, CPE

T

oy stores can be - and many are – so much more than just a store.

They can be part of a movement.

One definition of movement is, “a group of people with a particular set of aims.” The ASTRA Certified Play Expert (CPE) program is designed to make participants stauncher play advocates and arm them with the knowledge and research that allows them to play a stronger role in the play advocacy movement.

There’s another definition of movement. The very first lesson explored in this certification is child development, and the initial segment we delve into is physical milestones. Our body needs movement to stay in optimal health! Motivating kids to move is imperative to their growth and development.

The following is from the American Academy of Pediatrics Guidelines for Desired Behaviors for Preschoolers: • Many children less than five years of age fail to meet the physical activity Center for Disease Control (CDC) guideline of at least 60 minutes of moderate to vigorous activity per day.

• Young children are not automatically active. Studies show that three to five-year-old children spend over 30 percent of their time awake in sedentary activities.

• Some research indicates that two to five-year olds should engage in two or more hours per day of physical activity.

• Play spent outdoors in this age group seems to yield more active play than when play occurs indoors.

Fortunately, there are so many toys and play products that can seduce even the most sedentary juvenile to get up, go out and move, move, move. They range from the traditional jump ropes and balls to junior-size sports equipment like basketball hoops and badminton sets.

The list is endless including kites and wagons, sidewalk chalk and swings, water toys and any play product with wings or wheels.

The necessity to keep moving is reflected in the way the body responds, which cannot be underestimated. According to the President’s Council on Sports, Fitness & Nutrition, movement impacts the heart, lungs, bones, muscles, joints and more. And that’s only the body.

Our emotional life craves movement as well and it has a profound effect. One of the simplest, cheapest and most effective ways to battle everything from a bad mood to full scale depression is to get moving,

8

even at a snail’s pace of a leisurely walk. According to a 2019 article in Frontiers in Psychiatry entitled: Physical Exercise in Major Depression, “Exercise has been shown to be effective both in reducing mortality and in treating symptoms of major depression.”

And there’s more. Moving also strongly affects a child’s ability to focus and promotes mental clarity by accelerating the flow of blood to the brain.

“Memory and movement are linked, and the body is a tool of learning, not a roadblock to or a detour away from it,” said Lara DotsonRenta in her story, ‘Why Movement is Essential in Early Childhood’ in a recent edition of The Atlantic.

During the CPE Workshop, we explore one physical movement that is highly effective, engages the whole body, exercises major muscles, and gets your heart going all while putting less stress and strain on your joints than running. Oh, and it burns more calories than jogging.

It’s skipping! This activity is both playful and powerful yet, despite all the reasons and rationale, few grownups ever participate in it and we seldom witness anyone skipping other than kids.

But recently I did see an adult skipping. In fact, this person was 76-years old and recently recovering from heart valve surgery. His name is Mick Jagger. He appeared at Soldier Field for a concert and his stage had a long runway that brought his performance into the audience.

Over and over again, Jagger left the main stage and skipped and jived down the runway, rocking with the music and singing with all his heart.

Jagger looked ageless as he skipped his way across the stage. One of his secrets is perhaps that he still plays. He plays the guitar, he plays on stage, and he skips his way into physical and emotional health.

As toy retailers, manufacturers, distributors, inventors - and as play advocates - you should be proud when you help put products into the hands of children that help make every day a moving day.

Learn new ways to look at play with ASTRA’s Certified Play Expert program. It’s an experience you really shouldn’t skip. Learn more at: https://academy.astratoy.org/certified-play-expert ASTRA

November2019 • astratoy.org

2019_ASTRA_04_Nov.indd 8

10/24/19 2:22 PM

2019_ASTRA_04_Nov.indd 9

10/24/19 2:22 PM

moneymatters

A S F T RI F T

he on-again, off-again speculation about new tariffs on Chinese imports has been dizzying. For months, the President’s negotiations with China has had both the stock market, and consumers, in flux.

The President recently announced that he was delaying some new tariffs until December 15 in hopes of not disrupting the Christmas shopping season. Although the tariffs have been moved back, make no mistake – they’re still coming. The round of tariffs coming in December will cover $160 billion of imports. The bottom line is, for the first time, President Trump’s trade war with China will likely raise prices directly for U.S. homes on items like clothing, shoes, toys and electronics.

Only 18 percent of toys imported from China are being affected right now by tariffs, but that number will soar to 100 percent when the December 15 tariffs

10

hit, according to the Peterson Institute for International Economics (PILE). Starting on December 15, U.S. companies will find that 100 percent of their imports from China, in nearly all product categories, are being targeted by Trump’s tariffs.

That’s why many ASTRA toy stores around the country are stocking up on merchandise now to avoid the massive round of tariffs that loom in the coming weeks.

“What you’ll likely see is more inventory buildup in the middle, and towards the end of Q4 this year,” said Tony Nash, CEO at Complete Intelligence. Nash is an economist and expert on China who has been frequently featured on CNBC, Yahoo Finance and the BBC. “And then you’ll see imports to the U.S. from China, at least in regards to toys, slow in Q1. Even if the tariffs are lifted, it will still stay slow because the toy importers have already

bought what they’re going to buy.”

ASTRA and the Toy Association have joined forces with a broad coalition of American businesses and trade organizations. The work continues in Washington to work on trade policy and other issues that impact the toy industry.

The ultimate goal of the partnership and coalition is to make sure that voices are heard, business models are understood, and that the economic impact nationwide is recognized.

ASTRA has released the following statement regarding the tariff situation.

Our economy depends on small, locally-owned businesses that create jobs and play a central role in keeping the consumer dollar circulating in their communities, where it supports local services through sales tax and invests in neighborhood improvement. Independent toy store owners and the manufacturers

November2019 • astratoy.org

2019_ASTRA_04_Nov.indd 10

10/24/19 2:22 PM

Market forces are changing the retail landscape significantly, resulting in the closing of hundreds of brick and mortar stores nationwide. It is more important than ever that our government and business community join together to support fair trade that gives locally-owned toy stores and their suppliers a reasonable chance to survive so that they can continue to bring healthy play to children everywhere. who supply the beloved toys they sell exemplify the value that small businesses provide.

Perhaps there are businesses that have the financial cushion and flexibility needed to absorb the higher costs and reduced retail sales that usually result from increased tariffs. Independent retailers typically do not. Perhaps some businesses have the capacity to create multiple tariff response plans and shift direction numerous times as government tactics evolve. Family-owned neighborhood toy stores are unlikely to be positioned to weather the effect.

Market forces are changing the retail landscape significantly, resulting in the closing of hundreds of brick and mortar stores nationwide. It is more important than ever that our government and business community join together to support fair trade that gives locally-owned toy stores and their suppliers a reasonable chance to survive so that they can continue to bring healthy play to children everywhere.

Nash says that the hike in prices will ultimately trickle down to the consumer.

But depending on how toy retailers have prepared for Q1 and the length of the

tariffs, the industry should be able to withstand it.

“In the short term, it will help toy exporters because they’ll see pre-buying in their order books. But in Q1 they’ll have a pretty hard time keeping the order books that they have,” he said. “You can’t predict when tariffs will be lifted. Individual store owners have to figure out what their Q1 volume is. I would think it’s positive for the sector that these tariffs were pushed back until December because they can order and they can stock for the holiday season, and then Q1 is low volumes. I think it works all around.” ASTRA

astratoy.org • November2019

2019_ASTRA_04_Nov.indd 11

11 10/24/19 2:22 PM

moneymatters

Getting Customers Back Into Your Store After the Holidays

T

he hustle and bustle of the holiday season is a stressful time, and before you know it, it’ll be over. It can be a relief for sure, and a time to put your feet up for a brief period to relax.

Of course, it’s important to take some time for yourself and catch your breath. But retail keeps chugging along, even after the busy holiday season. Although it may not seem like the busiest time for toy retailing, it’s critical for any business to keep the numbers growing at a steady pace. That means keeping the momentum going after the hectic holiday season has ended.

But how do you do that?

October through December is a natural time for any toy store to be busy. Scores of customers are bumping in and out of

12

your store on a constant basis. To keep the hinges turning on your front door even after the holidays, a good way to keep customers coming back is through special events that they can’t miss.

Here are a couple of ideas for events you can host in your store in the pre-spring months.

Screen-Free Week National Screen-Free Week is an annual event the first week of May where children families, schools and communities are encouraged to turn off screens and “turn on life.” Instead of relying on television programming for entertainment, participants read, daydream, explore, enjoy nature and spend time with family

and friends. Over 300 million people have taken part in the turnoff, with millions participating each year.

At Dancing Bear Toys in Asheville, North Carolina, they take full advantage of Screen-Free Week and build programs into the national movement to help drive customers to their stores. During the week, Dancing Bear has an after-school activity that encourages play instead of television.

“Sometimes it’s a dinosaur theme, sometimes it’s a craft. It’s always something a little different,” said Sarah Evers, one of the owners at Dancing Bear Toys. “We challenge the kids not to watch television for a whole week, and if they can get through that week – we have their parents mark that they didn’t watch TV – then

November2019 • astratoy.org

2019_ASTRA_04_Nov.indd 12

10/24/19 2:22 PM

we give them a gift card to the store. We’ve done it for several years, and it’s been a big success.”

Several schools around the country already have programs and incentives for children to take a break from television during that week. Evers says they wanted to jump on that movement as well. Many times parents will add $5 on top of the $5 gift card, Evers says, and then grandparents jump on board so that, eventually, many kids end up with a hefty gift card, just from not watching television.

“What’s funny about that is if you ask the kids a couple of weeks before the program starts, they’re like ‘no way. Why would I ever want to do something so ridiculous,’” Evers said.

“But usually when it’s over and the kids who did it get to pick something out at the store, they realize it wasn’t hard and it was fun.”

Pete the Cat Pete the Cat is a fictional cartoon cat best known for his starring role in his own New York Times-bestselling children’s book series. There are currently more than 60 Pete the Cat books with more being released every year.

The cat has become so popular that in-store events are a natural tie-in. Story time with Pete the Cat brings in hundreds of fans, and it’s a fairly simple day that brings people to your store.

“We started Pete five years ago, and he’s hugely popular,” Evers said. “A lot of his stories have a song and dance, and kids will dance with Pete. After story time, you have to get kids up and get them in line and sometimes it’s gone out the door because the line is so long because everybody wants to go up and meet Pete and get a picture with him.”

Harry Potter Day It seems everyone loves Harry Potter, so it only seems natural to have a Harry Potter Day at your store.

Many shops around the country will turn the toy store into Hogwarts. A Hogwarts Open House really brings them in, according to Evers. Some stores promote the event around the holidays so several eyeballs can see the date for the upcoming event after the first of the year.

The day before the event, Evers says she will go into her yard and pick up sticks and use them as props for the kids to use as wands.

“It’s more of a theatrical performance,” Evers said with a laugh. “We dress up like wizards and ask the kids if a certain stick felt like it was right. The kids would pick one and say, ‘Ooo, I definitely can feel it in this one.’ They would walk around the store with this crazy stick that was literally from my yard like it has powers. That’s the power of a child’s mind.”

It doesn’t matter actually, what kind of day you have in your store. It could be Calico Critters, Star Wars, Pete the Cat, Fancy Nancy or Harry Potter. The key, Evers says, is getting into it.

“We’ve had craft days and game nights, and it wasn’t that nobody came, but it was just kind of lackluster,” she said. “The events that have been the most fun is where we’ve asked the kids to go on a creative journey with us. It really brings in the people. You get out of it what you put into it.” ASTRA astratoy.org • November2019

2019_ASTRA_04_Nov.indd 13

13 10/24/19 2:22 PM

toystories

Being

Here are some ways you can be charitable, helpful, and profitable during the holidays.

Charitable Pays

• Find a charitable organization in your town that collects toys for children (the more local, the better).

A

• Find out what media they use most for press releases and publicity (or introduce them to the media you have the relationship with).

• Create a media-driven, one-time event to collect donations (money and toys) for the organization • Advertise it to your followers, have the organization advertise it to their followers, and have the media advertise it to their followers.

• Get local celebrities and government officials involved.

They all like to align with charitable causes. Have them advertise it to their supporters.

• Talk it up on social media before, during, and after the event.

• Make it special. If it is a morning event, have doughnuts and coffee.

If it is an afternoon or evening event have pizza, cake, or cookies.

• Keep the donation box prominent in your store even after the event.

• Put out a small table of toys appropriate for your customers to purchase and donate. (Check with the organization to see where their needs are greatest. Most often they are short on toys for the oldest and youngest recipients.)

• Use the donation box to thin out some of your own inventory by writing off a few of the great items you over-bought and donating them to the cause.

14

by Phil Wrzesinski ccording to Blackbaud, a service provider for nonprofits and foundations, 18 percent of all charitable giving each year happens in the month of December – more than double all other months. Something about Christmas and the holidays brings out the goodwill in all of us.

According to a 2018 Horizon Media study, 81 percent of Millennials expect companies to make a public commitment to charitable causes and citizenship.

According to the Pew Research Center Millennials are the largest segment of new parents and our most important customers.

According to a 2018 The Spruce Magazine article, there are seven large charitable organizations that service children at Christmas including Toys for Tots, Make-a-Wish Foundation, and Angel Tree, to name a few. I will bet there are several smaller ones, too.

Put it all together and you can see how being charitable can pay.

While running Toy House, we built a longstanding relationship with our

local Toys for Tots organization. We used our contacts with the local radio station to host a huge fundraising event one morning every early December with the radio morning show hosts doing their show live at the store.

Yes, we were up and open at 6 a.m.

Yes, we bought dozens of doughnuts, supplied coffee and juice. Yes, we paid our staff to be there. (And yes, we limited the shopping to only for Toys for Tots until our normal hours at 9 a.m.) We even took cash donations right on the spot and used that money to buy toys from our shelves. A typical event would raise between $5,000 and $10,000 in cash (most of it spent right then in our store) and another $1,000 to $2,000 in toys.

Not only did we get a lot of sales, we got the free publicity, we got the reputation for being charitable and community-minded, and we got the chance to fill the Toys for Tots box with the kinds of toys we knew will make a difference in the lives of the children of our community.

All in all, being charitable is not only expected by your Millennial parents, it is a good thing for both your community and your business. Your customers will quickly know you are the local store that cares about the local community.

That feeling will last long after the holidays have ended.

If you don’t have such an organization in your town, start one. Or you can partner with ASTRA who works with our manufacturers to support Toys for Joy (toysforjoy. astratoy.org). Either way, find a way to give. As the old proverb goes, you have to give to receive. ASTRA

November2019 • astratoy.org

2019_ASTRA_04_Nov.indd 14

10/24/19 2:22 PM

ASTRA

ASTRA-201909-ASTRA-201909-Holiday-Waterman-D1-lc.indd 1 2019_ASTRA_04_Nov.indd 15

9/13/19 3:57 PM 10/24/19 2:22 PM

toystories

ASTRA Retailers Put the

Special in Specialty Retail during the Holidays

by Lisa Orman

W

e asked ASTRA retailers how they keep the ho-ho-ho in the Holidays, and what special things they do to encourage loyal customers. They gave us some great answers!

Linda Lyden Castle Toys and Games Beaver, Pennsylvania

We do offer gift wrapping. We have five different choices for paper. We do two things differently. First, we print an

16

extra receipt and number the items on the receipt, that number then goes on our store label that is attached to every package, so the customer knows which gift it is. Secondly, when we have lines and/or the customer has purchased many items, we take all their information and wrap when we can, then the customer gets a call when their packages are ready for pickup. Also, we label the bags or boxes to ensure the customer gets all their packages so they don’t have to return. We also have delivered packages on our way home and have curbside pickup. One last thing we do is store labels that we put

on the bottom of each item wrapped. At Christmas, the label switches to “We are Santa’s Helpers,” along with our store logo so children don’t get confused. We also take donations that go to Make-A-Wish.

Lisa LeStrange Lucky Duck Toys Bryn Mawr, Pennsylvania

We offer a Christmas wish list that customers can easily fill out, birthday registries and baby shower registries.

We encourage our employees to add

November2019 • astratoy.org

2019_ASTRA_04_Nov.indd 16

10/24/19 2:22 PM

give out cookies and have balloons. The staff usually wears Santa hats or holiday aprons to make it festive.

Nancy Doyle The Nutshell and The Toy Chest at The Nutshell

hair decorations, earrings, pins, shoes, etc. to their attire. We also dress up for special occasions. Our employees learn at our monthly meetings what’s coming up so they are aware of any fun days to accessorize accordingly.

In October we have a Royalty Day (for our loyalty customers) and our annual birthday party. During the fourth quarter, customers are encouraged to save their receipts for our after-Christmas annual Receipt Auction, which is a huge hit.

We offer free gift wrap year-round, which helps bring traffic in all the time. We

Milton, Massachusetts

We offer free gift wrap year-round, and at Christmas, the customers are SO appreciative. We love the holidays and have a lot of fun with the wrapping. We always pick a special holiday wrapping paper for November and December.

We don’t typically dress up as elves, but our full-time staff members always wear something red and green, or a holiday motif every day they work between Thanksgiving and Christmas. Our store help wear a colorful jingle bell necklace each day in December so the customers know who can help them with any suggestions.

We do participate in charitable partnerships. We offer preschools in our town the opportunity for parents and grandparents to do some holiday shopping, which will benefit their particular school. We have a special shopping day for that school and by mentioning the school at checkout, a portion of the proceeds will go to the school in the form of a store credit so the director can come and have a shopping spree to refresh their toys and games at the preschool. We have done this for years, and now we have the preschools calling us to set up the dates.

We participate in the Toy Collection catalog, which is a huge driver of foot traffic. Our catalogs

are mailed to homes in late October, just in time for holiday shopping. There are multiple coupons with the catalog for our customer base to use throughout the holidays. We also have extra staff on hand to specifically help and offer suggestions.

We often have many demos and samples available for the customer to touch and feel to reinforce the quality of our products.

Brian Miller Geppetto’s Inc. (Ten Locations) San Diego, California

Each year we do a toy drive for a non-profit organization. For the last few years, we have partnered with our local chapter of the USO, which particularly in San Diego (because of our military presence here) has been very successful for military families in need. Customers bring in or purchase toys and we also donate hundreds of toys to the cause.

We try to keep it fun. We have holiday hat days, ugly sweater days, cookie exchanges, secret Santa exchanges and end the season with a company-wide dinner celebration in January.

Aside from the huge toy drive, we often do shopping nights to benefit local organizations, from preschools, elementary schools and social service agencies benefitting children. We donate a percentage of that evening’s sales to the organization.

We offer a very liberal exchange policy, which makes gift giving and exchanging easy. We distribute our holiday catalog, which highlights our strong holiday picks as well as offers savings to our customers. ASTRA astratoy.org • November2019

2019_ASTRA_04_Nov.indd 17

17 10/24/19 2:22 PM

toystories

Using Santa to build

Gift Registries

By Ashley Browning

during the Holiday season

W

e’ve heard it all over the news that customers are looking for those special experiences at retail stores. Thankfully for the buying public, ASTRA members are making the most of the holiday season with letters to Santa, gift registries, pictures with pets, and even a visit from the Grinch!

ASTRA members ABC & Toy Zone in Rochester and Chanhassen, Minnesota, and Jack & Josie’s in Marion, Illinois, offer several fun activities during the holiday rush.

18

November2019 • astratoy.org

2019_ASTRA_04_Nov.indd 18

10/24/19 2:39 PM

ABC & Toy Zone owners Steve and Rene Nordhus welcome Santa, and others, each year to their store.

“We have a very large red mailbox like the old fashioned blue mailboxes that used to be on the sidewalks,” said Rene Nordhus of ABC & Toy Zone. “Our REAL Santa looks at every letter and we do several videos of him reading the letters and post them on our social media.”

Christine Keeney of the newly opened Jack & Josie’s says they offer coloring sheets and a preprinted form that kids can fill out for Santa and drop into their mailbox. She said that in their first year of being open, these letters were good guides for finding last-minute products.

They are hoping that in the years to come Santa can respond to the letters.

Both stores offer Santa Claus visits and different photo opportunities. Jack & Josie’s worked with a local photographer and snapped photos with this program from Thanksgiving to Christmas.

“I believe it was very beneficial to us and the photographer,” Keeney said. “The photographer had much more traffic than she had previously, and since we were new, it got the word out that we were open.”

The store also offered story time,

and cookies and ice cream with Santa.

The photo packages had a wide range of price points and Keeney says they felt like customers were able to find something that worked for them.

The Grinch made an appearance for pictures on Small Business Saturday, which was hugely successful. The store plans on repeating the Santa and Grinch idea, and are hopeful to have the Elf on the Shelf this year.

ABC & Toy Zone also has a unique way of gift registry.

“We have toys out for the kids to play with while waiting to see Santa. We do craft events that are fun and breakfast with Santa is a lot of fun too,” Nordhus said. “We also do some unique things like Pet Night and have had snakes, pigs, dogs, cats, rabbits, and hamsters get their pictures taken with Santa. We host several special needs nights where the families let us know ahead of time what the issue may be and then we accommodate that, like turning off the music or Christmas lights.

If driving people to the store to get gift ideas, then clearly having Santa

in-store is the way to go. Nordhus says having Santa come to their store now has a long tradition and drives a lot of traffic to the store. “When he’s not in the North Pole, ABC & Toy Zone’s Santa lives Colorado and spends one month in a hotel in Rochester,” Nordhus said.

Nordhus says the most rewarding time during Santa’s residency is when the staff and Santa go to the Ronald McDonald House to cook dinner and bring presents to the families that are staying there.

Adding new touches to enhance a customer experience is always on the list for these retailers. Keeney says they have a year-long gift registry and when a child signs up, they get stickers that say they are registered at Jack & Josie’s. No doubt, that’s a smart move to get adults headed in the right direction when it comes to gift buying.

“Holiday registries are well received by family members who need a little extra help when picking out a gift,” Keeney said. “I think it truly helps with grandparents that just don’t know what their grandchildren want.” ASTRA astratoy.org • November2019

2019_ASTRA_04_Nov.indd 19

19 10/24/19 2:22 PM

trending now

COPING

By Theresa Duncan

with Holiday Stress

O

h, to be Santa Claus. He gets all of the credit for the holiday magic.

But Santa works just one night a year and has a massive army of elves to help him. But in reality, it is us – the manufacturers, the sales representatives and the retailers – on the frontlines doing the heavy lifting.

Our work lasts much longer than one day, and we have a lot more to worry about than flying around in a big red sleigh and eating cookies.

Anxiety this time of year can be high for

everyone. Add to that, cramming an average of approximately 30 percent of a year’s revenue into one season, managing day-today business operations, a tumultuous stock market, recession fears, tariffs and trade wars and the holiday anxiety in the toy business can reach a fever pitch. In an industry that depends on having fun, how can we stay as jolly as the Big Guy?

Other than being well-staffed and having 364 days of downtime, science tells us how Santa stays so joyful: because

of his kindness and generosity. Studies have linked kindness to lowered blood pressure, a strengthened immune system and reduced inflammation. A University of California research study found that “... engaging in prosocial behavior (action intended to help others) might be an effective strategy for reducing the impact of stress on emotional functioning.” It is no surprise then, that showing kindness and generosity is central to staying sane through the holiday season.

The holiday party to celebrate the busy season being over includes (left to right): Brian Turtle, Linda Prince, Mike Gasser, Kevin McNulty, Nina Chiarelli, Heather Luzzi, and Lynane Ciaccio.

20

November2019 • astratoy.org

2019_ASTRA_04_Nov.indd 20

10/24/19 2:22 PM

Sandy Ruben enjoys a nice break on vacation after the holidays.

To suggest, during a time of the year when you may feel as if you are doing for others 24 hours a day, that the key to being happy is to do even more for others may seem ridiculous.

However, when we go the extra step to show kindness to our employees, we also increase our business’ performance.

According to Danny Meyer, CEO of Union Hospitality Group, the best way to ensure your customers have a memorable experience is to put your employees first.

Plus-Plus USA prioritizes its employees by making a commitment to their families.

“We travel a ton during the rest of the year, so we make a commitment to our employees to keep them home during the holidays,” said Brett Faber, head of sales at Plus-Plus USA. “It means we miss things like the sales representative meetings in Vegas, but it is important to us that our employees are home with their families.”

Putting employees first can be meaningful gestures or traditions. Amy Saldanha of kiddywampus pays for her employees’ lunches on Saturdays and provides additional breaks when possible.

Endless Games plans a big post-holiday party that their employees look forward to through the season.

Another simple way to help your employees handle anxiety is with acknowledgment.

“Recognizing individual employees for outstanding work is a great way to help employees cope with both external and internal stressors,” said Tiehu Clarke, CEO of Definite of Purpose Life Coaching Services.

Sandy Ruben, owner of Sandy Ruben and Associates agrees.

“Principals need to support their reps by heaping as much praise as they can on each and every rep,” Ruben said. “A positive attitude is what motivates sales people to try even harder than they already do.”

When you’re spreading all of this joy

around, don’t forget to take another page out of Santa’s playbook and be kind to yourself. When it comes to coping with anxiety, one of the most beneficial things you can do is to make time for self care, even if it is sitting for a few moments to enjoy a cookie or two (or several million). Or, you could give yourself an hour each day to do something healthier.

“I try not to miss a workout (in December).

I do lots of core exercises so my back hangs in there with all the lifting,” Saldanha said. “Every Tuesday morning I take a boxing class during which I think about any nasty customers

I’ve encountered and every little thing that annoyed me throughout the week and I just take it out on the pads. I walk out drenched in sweat and happy with the world!”

For Ruben, self care during the busy season takes the form of deliberate daydreaming.

“I take a little time each fall to plan a vacation for the following spring that helps push me along through some very, very long hours,” she said.

Things may be a little tense, but at the end of the day we all have to remember that there are a lot of people counting on us to be at our best. The perfect toys, the beautiful packages, and the holiday magic don’t make themselves – just ask Santa. ASTRA

Makers of potholder looms & loops, fiber art kits and weaving looms.

Harrisville Designs • 1-800-338-9415 • harrisville.com • Harrisville, NH astratoy.org • November2019

2019_ASTRA_04_Nov.indd 21

21 10/24/19 2:22 PM

trending now

Leveling Up

Customer Service

T

During the Holidays

he holidays are a tricky time for toy store owners. It’s wildly important to do well as a significant majority of the annual revenue comes between October 1 and December 25. It’s imperative that the store does extremely well.

With that being said, there’s nothing better than a packed store full of shoppers looking to make the holidays bright. But because it’s such a hectic time, sometimes the holidays aren’t so bright for toy stores full of screaming, excited kids, and oftentimes, unruly customers.

But no matter how hectic or frustrating it might be throughout the days, weeks and months of the holiday season,

22

keeping up an elevated level of customer service is crucial.

To realize the importance of good customer service can be a true eye-opener. Just training yourself and your employees that your livelihood and maybe existence depends on customers and their happiness can be a scary thought. Without them, you and your employees will find yourself looking for a new job.

That thought alone should get you through some frustrating moments.

For Sallie Kashiwa, owner and president of Timbuk Toys in the metro Denver area, it all comes down to organization. Kashiwa owns four stores in Denver, and consistent messaging for her employees is key.

“I have systems in place, procedure steps in place, and cheat sheets in place, so that everybody has a very strong sense of what they should be doing when they answer a customer,” Kashiwa said. “I think it’s very important to be able to say to the customer, ‘Gosh, I’m not sure what the answer is to your question but I am going to get an answer for you.’ And then make sure that you follow through and get an informed person back in touch with that customer as soon as possible. Sometimes that can be answered on the store manager level, sometimes it’s a matter of getting it to me. For us to give great customer service and to give the customers the sense that they can trust us to deliver whatever it is they need, we have to have processes and procedures in place so that we can deliver on a consistent basis.”

Training your staff to have a consistent message is also critical.

Everyone must be saying the same thing. If not, the store’s credibility is shot, and word of mouth between customers is a fast-moving machine. But Kashiwa says being consistent is also a big help during such hectic times like the holidays.

When the heat is on and customers are everywhere in the store, being confident in answering a customer eases tension.

And if a sales rep doesn’t have the answer, they should have the confidence to say so, and to find the right answer.

“I believe very much in saying ‘I don’t know, but I’ll find out,’” Kashiwa said. “I think another important phrase for anyone in the service industry is ‘I’m sorry.’ If somebody gets upset about something, we meet with them immediately and say ‘I’m so sorry that didn’t work out to your satisfaction, but I’m going to figure out what we can do to help you.’ That is the best way to make people’s frustration diffuse, and the best way to gain an enthusiastic customer out of a conflict.”

With the hectic holiday season in full swing, train your staff.

If you haven’t already, take the time on a Saturday morning, or a weeknight, to call a staff meeting to calm their nerves, get them proper messaging, and give them confidence to either answer a customer’s question, or find someone who can.

Organization, proper messaging, and confidence will make your holiday season both profitable and less stressful. ASTRA

November2019 • astratoy.org

2019_ASTRA_04_Nov.indd 22

10/24/19 2:22 PM

2019_ASTRA_04_Nov.indd 23

10/24/19 2:22 PM

trending now

s l a i n n e l Mil

Differences in Selling to

by Phil Wrzesinski

24

November2019 • astratoy.org

2019_ASTRA_04_Nov.indd 24

10/24/19 2:22 PM

v

Z n e G . s sv M

illennials are today’s parents – and and your top customers. According to the Pew Research Center, Millennials were born between 1981 and 1996, making them between 23 and 38 years old – prime parenting years.

While there are many studies online on the shopping habits of Millennials, the best way to sell to them is to understand what makes them tick.

Here is a list from www.visualcapitalist.com of common traits of Millennials.

• Grew up during an economic boom • Tend to be idealistic • Focused on having experiences • Mobile pioneers • Prefer brands that share their values • Prefer Facebook and Instagram • Most were raised by Baby Boomers

In other words, they are Idealistic parents who are looking to have experiences with brands who share their values, and they are not afraid to use their smartphones to find those brands.

Here are some of the things you should do to attract and sell to this generation.

• Make sure your website is optimized for mobile phone use (Mobile pioneers) • Make sure you have claimed your business on Google and updated your info for Google Maps (Mobile pioneers) • Make sure your Values are wellknown and evident in all you do (Shared Values/Idealistic) • Talk up your commitments and involvement in the local community (Idealistic) • Bump up the “experience” factor by increasing demos, having fun & silly displays, and training your staff to a higher level of service (Experience)

2019_ASTRA_04_Nov.indd 25

Millennials may be today’s parents, but the oldest of Gen Z are turning 22 this year and are starting to join the parenting arena, too. While they share some traits with Millennials, they also have a lot of differences.

VisualCapitalist listed these common characteristics of the Gen Z generation.

• Grew up during a recession • Tend to be pragmatic • Focused on saving money • Mobile natives • Prefer brands that are authentic • Prefer SnapChat and Instagram • Most were raised by Gen X

While being focused on saving money may be a trait of this generation, it doesn’t necessarily mean Amazon and Walmart have the upper hand. According to a 2019 National Retailers Foundation and IBM study, 98 percent of Gen Z prefer to shop in stores.

Another 2019 study by Criteo puts that number only at 80 percent. Still, that is a lot of brick-and-mortar shopping. The Criteo study added one distinct caveat. “Eighty percent of Gen Z prefer shopping in stores versus online – as long as the shopping is convenient.”

With those numbers in mind, here are some things you can start doing now to attract this future wave of parents.

• Don’t just state your values – show how those values are evident in everything you do (Authentic) • Use signs to direct traffic and share information (Convenience) • Accept all forms of payment (Convenience) • Make policies simple, straightforward, and customer-friendly (Pragmatic) • Talk more about the benefits of the product than the features (Saving Money/Pragmatic) • Be honest—tell the downside of a product, too (Authentic)

The good news is that Pew Research Center studies over the past few years continue to show both Millennials and Gen Z, despite being mobile pioneers and natives, are more likely to shop local than their Baby Boomer and Gen X counterparts. That likely comes from the idealistic nature of Millennials and the desire for authenticity of Gen Z.

The Millennials are here, and Gen Z is right behind them. Make sure your store is optimized to meet their needs and desires. ASTRA astratoy.org • November2019

25 10/24/19 2:22 PM

trending now

Online How

IN FLUE N CE RS Can Help You Make The Most of The Fourth Quarter

By Kemi Tignor

I

t is that time of year again: Fourth-quarter gift giving season!

While there is a lot of noise out there as stores and manufacturers compete for parents to give their shops and gift ideas a look, where there’s a will there’s a way. And one way to raise awareness and call attention to what your business has to offer is to employ the help of influencers and various curators who help shoppers make decisions on where to shop and what to buy.

I’ve been spending far too much time on social media working to identify the right influencers for Little Likes Kids. To save you a little time and smart phone data, here are three under-the-radar influencers available to you for raising awareness this holiday season.

26

November2019 • astratoy.org

2019_ASTRA_04_Nov.indd 26

10/24/19 2:22 PM

Pinterest Influencer: Happy Toddler Playtime Pinterest is a go-to place for moms for Holiday Gift Guides! Happy Toddler Playtime has 17,000 followers and 4.1MM monthly views. Popular poster, Mandisa, is flying just under the radar – for now. She commands a strong and steady following.

She’s prolific and produces a steady stream of content for her dedicated followers.

Happy Toddler Playtime: https://www. pinterest.com/happytotplay/ Facebook Influencer: Play Learn Connect Facebook is, of course, the largest social media platform in the world. While you may have read that the kids have all moved on to Snapchat or TikToc, your customers, the parents, grandparents, Aunties, and Uncles are all still on Facebook.

Amy Lu, the owner of Play Learn Connect, is a great partner to help you

reach your customers. Lu delights in developing kids’ activities that help parents and caregivers connect with their children. She is active across all the major social media platforms, including 26,000 Facebook followers, the largest of her audiences.

Play Learn Connect : https://www. makingmotherhoodmatter.com/workwith-me/ Instagram Influencer: Love More Live Blessed Don’t just post on Instagram, also use paid promotions with filters for your local area to advertise locally and attract visitors to your store and products. Make a small investment in Instagram influencers to promote your business or product for you.

Influencer marketing is blowing up!

“Love More Live Blessed” is run by Crystal Mendez, a mommy influencer based in San Antonio, Texas. A mom to three children, Mendez promises followers

positivity and family fun tips. Mendez has a comprehensive media package that she can put together for retailers and manufacturers that includes paid blog posts, photos and promotion across all of her social media channels: Pinterest, Instagram, Facebook and Twitter.

Mendez is just under the radar too.

Here are her social media stats: • Facebook Fans: 389 • Twitter Followers: 11,300 • Pinterest Followers: 5,000 (193,000 monthly views) • Instagram Followers: 11,500 Love More Live Blessed: https://lovemoreliveblessed.com/ Consider working with online influencers to give you exposure to new customers during the critical holiday season. They may offer new customer insights and leave you feeling inspired and energized in the busiest time of the year! ASTRA

High Quality Award-Winning Educational Products for Children

FOR MORE INFORMATION, PLEASE CONTACT US: The Learning Journey Int’l • Tel: 1-602-787-1115 • Fax: 1-623-879-0125 Toll free: 1-877-839-3969 • www.thelearningjourney.com • Email: info@tlji.com #JoinOurJourney astratoy.org • November2019

2019_ASTRA_04_Nov.indd 27

27 10/24/19 2:23 PM

trending now

Tips

for Leveraging PR During the Holidays

By Kathleen Tomes

T

he holidays are around the corner and public relations teams across the country are in full swing, gearing up for the busiest time of the buying year. And the time is right for YOU to reach out to customers and local media to get YOUR holiday sales snowballing, too! After all, they who pitch first win the press coverage! Below we’re sharing a few of our best tips and tricks to help you drive more traffic to your store:

1. Spread the Word!

Are you hosting in-store holiday events? Do you offer holiday discounts? Or personalized services like gift wrapping or wishlists?

These are all smart marketing tools, but they won’t do you any good if no one knows about them. Email a media advisory (a simple, one-page document with the what, how, when, where, and why of your offer, along with your contact info) to the calendar editors of your local newspapers and TV stations to spread the word. It doesn’t hurt to follow up with a phone call, either!

2. Be a Resource!

YOU are the expert in your field and you’ve got the info reporters are dying to know right about now! What are your customers in your area buying? What are the products you can’t keep in stock? Which categories are in and which are out? What trends do you see? Email your local lifestyle editors, offer yourself up as a holiday toy resource, and invite them to your store to check out the holiday scene for themselves (and take pix of your gorgeous shop and perfectly-merchandised shelves, of course!).

If you fancy yourself a writer, you might even try your hand at a piece highlighting holiday toy shopping from the store owners’ perspective.

3. Get Social!

Hopefully you’ve got Facebook and Instagram accounts for your store and hopefully you’re posting often, highlighting new inventory, sales, and special events. Now it’s time to look beyond your own channels to reach a broader audience. Do a bit of research to find local moms’ groups or bloggers - introduce yourself, share your info with them, and ask that they pass it onto their followers. These are sometimes quid pro quo arrangements, so consider offering a store credit or reciprocal sharing on your social media sites as incentive.

4. Tag Along on a Bigger Story!

Look online for your local publications’ editorial calendars, where they’ll list the stories they’re working on for the future. If you see something that makes sense for you or your store, just drop the reporter an email, give some background, and offer yourself up as a resource or quotable source for that piece. You can also leverage recent national or regional news by providing a local perspective.

For example, how will the new tariffs impact your store? Just try not to polarize.

There’s no better time to talk about toys than during the holidays. Take advantage of this timely coverage to bring your store to the forefront and drive brand new traffic in to shop. It’s time to give PR a go! ASTRA

Log into astratoy.org and head to ASTRA Connect > Resource library to download a list of media contacts and influencers in your region.

28

November2019 • astratoy.org

2019_ASTRA_04_Nov.indd 28

10/24/19 2:23 PM

B

Stock MukikiM for your BEST Q4!

2019_ASTRA_04_Nov.indd 29

10/24/19 2:23 PM

ASTRA news ASTRA Regional Groups:

Mighty Together in Minnesota

ASTRA Regional Groups connect members on a local level with face-to-face gatherings to network, learn and share challenges and opportunities unique to a particular region.

ASTRA members from the North Central region met in September at kiddywampus in Hopkins, Minnesota to share insights and ideas on navigating the fourth quarter successfully across all segments of the specialty toy industry.

Interested in joining or starting a regional group in your area? Contact Sue Warfield, member relations director, at swarfield@astratoy.org.

30

Back, L-R: Brad Ruoho, Legacy Toys; Roger Bildsten, Hip Hooray LLC; Jeff Kasper, Legacy Toys; Steve Nordhus, ABC & Toy Zone; Josh Forsman, Legacy Toys; Todd Andersen, Hub Hobby; Amy Saldanha, kiddywampus; Susan Berns, Fairy Finery; Samantha Hubbard, The Owl and the Octopus; Jamie Seeley-Kreisman, Beka. Middle, L-R: Lu Ketz, Ketz & Associates; Millie Adelsheim, Mischief Toy Store; Peggy Weigel, ABC & Toy Zone; Sue Warfield, ASTRA; Ashley Browning, Specialty Marketing Group. Front, L-R: Suzanne Hudek, Legacy Toys; Paul Weibel, Hansa Creation USA; Rene Nordhus, ABC & Toy Zone; Jonathan Seeley-Kreisman, Beka; Sarah Post, Hub Hobby; Tami Staker, Whimzy Toys & Party; Marion Seeley-Kreisman; Beka. ASTRA

November2019 • astratoy.org

2019_ASTRA_04_Nov.indd 30

10/24/19 2:23 PM

Connect with ASTRA

at the December Sales Rep Meetings

Sue Warfield, ASTRA member relations director, and Ahren Hoffman, business development director, will be in Las Vegas during the December sales rep meetings to meet with ASTRA member manufacturers and sales rep groups. Schedule a meeting with ASTRA to learn how to make the most of your membership benefits and share insights on how ASTRA can further support your business success.

Schedule a time to meet with ASTRA from December 8 – December 10.

Contact Sue Warfield at swarfield@astratoy.org to schedule a meeting time to connect.

Save the Date

ASTRA’s Annual Meet & Greet event during the December sales rep meeting will be held on Monday, December 9 from 7:00pm-9:00pm at the Mirage in the Parlor Lounge.

No RSVP required; simply show up and enjoy connecting with Specialty Toy Industry colleagues!

astratoy.org • November2019

2019_ASTRA_04_Nov.indd 31

31 10/24/19 2:23 PM

ASTRA news

Do Good While Doing Business The Merchant Giving Project (MGP) provides retailers with funding possibilities for charitable organizations. Visit ASTRA Academy online at academy.astratoy.org to learn more about partnering with Merchant Giving Project to help you do good while doing business. You’ll find a webinar with Jeff Campion, founder and president of Merchant Giving Project, as well as podcast interviews with ASTRA members Linda Hays of Hopscotch Toys and Peggy Sebert of Becky & Me Toys who have partnered with Merchant Giving Project to give back.

Save with Preferred Savings Partners As an ASTRA member, you are eligible to receive exclusive discounts from ASTRA-endorsed vendors ranging from shipping, office supplies, ecommerce, travel and more.

Save with the member discounts designed to help you with running your business. Log into astratoy.org and head to My ASTRA > Member Programs > Preferred Savings Program for a complete list of vendors and discounts.

32

November2019 • astratoy.org

2019_ASTRA_04_Nov.indd 32

10/24/19 2:23 PM

The networking, education sessions and show floor are the best! We look forward to Marketplace & Academy every year and can't imagine not attending.

Tammy Clower Giggle Monkey Toys

AUG 31 8PM 474 Washington Street ATTENDEE REGISTRATION OPENS DECEMBER 2 • SUPER SAVER RATE ENDS DECEMBER 31 WWW.MARKETPLACEANDACADEMY.oRG

2019_ASTRA_04_Nov.indd 33

10/24/19 2:23 PM

ASTRA news

Congratulations, Graduates!

Congratulations to the following individuals on the successful completion of their certification programs. Learn more about ASTRA Academy certification programs at academy.astratoy.org.

Note: This list reflects graduates as of October 1, 2019.

Stacey Clower, CPE Giggle Monkey Toys Angela Dart, CPE Learning Express – Cary, NC Rob Dulabon, CPE Step2 Stephanie Gillespie, CPE Learning Express – Cary, NC Danny Givens, CPE Little Dickens Pamela Hatch, CPE Maziply Toys Jo Hunt, CPE Brilliant Sky Toys and Books

Certified Master Sales Representative (CMSR) Jan Moniz, CMSR Roberts Blumberg Giacobbe

Latanya Ingraham, CPE Mary’s Daughters LLC

Cole Olson, CMSR ACD Distribution, LLC

Sara Ellen Kozerow, CPE Little Dickens

Alyssa Witt, CMSR ACD Distribution, LLC

Laura Mayo, CPE Tumbleweed Toys Elyse Muller, CPE Wishes, LLC Leah Pickering, CPE Kazoodles Sean Price, CPE MMG Brands

New

Certified Play Expert (CPE) Kirsten Milne-Donchi, CPE Tumbleweed Toys Melissa Carlin, CPE Tumbleweed Toys Joanne Chamberlain Krakora, CPE Little Threads Retail Corp.

Christine Churpek, CPE Boogie Board eWriters

34

Erin Schwindt, CPE Fairhaven Toy Garden Joshua Simon, CPE The Wizard’s Chest Melissa Skelton, CPE The Old Tyme Commissary Desiree Whittington, CPE Little Dickens

November2019 • astratoy.org

2019_ASTRA_04_Nov.indd 34

10/24/19 2:23 PM

2019_ASTRA_04_Nov.indd 35

10/24/19 2:23 PM

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

INVENTORS Earthmounds

1130 W Thorndale AVE Chicago, IL 60660 earthmounds@gmail.com Hand & Gear Design

6210 N. Mears St #3 Portland OR 97202 geordie_h@mac.com www.handandgear.com

Inventors Group Of America

PO Box 406 Glenbrook, NV 89413 www.inventright.com stephenkey@inventright.com Loxe International Beauty Group

5572 W Monroe ST Apt 205 Chicago, IL 60644

MANUFACTURERS House of Marbles

PO Box 5814 Hillsborough, NJ 08844 alan.r@houseofmarbles.com www.houseofmarbles.com/ustrade

RETAILERS Emmerson Toys, Gifts & Hobbies

rocyalox4u2@gmail.com

12940 S La Grange RD # 71 Palos Park, IL 60464

Ripperball Sports

mgreco98@gmail.com

236 W East AVE Chico, CA 95926 tim@ripperball.com www.ripperball.com

Knowledge Bound

Mary's Daughters LLC

1290 Main ST Windsor, CO 80550

1115 Bell AVE Yeadon, PA 19050

ginger@knowledgebound.net www.knowledgebound.net

latanyaingraham@gmail.com

LaunchPAD Children's Museum

623 Pearl ST Sioux City, IA 51101 carrie@launchpadmuseum.com www.launchpadmuseum.com Lisaro Sales LLC

4 Sandalwood DR Warren, NJ 07059

Rusti’s Magic Toy Box

1157 Rainier AVE Pacifica, CA 94044 rusti@magictoybox.com Sensory Play Date

2466 E 116th ST Carmel, IN 46032 kate@sensoryplaydate.com

lisarosalesllc@gmail.com www.lisarosalesllc.com

Perfect Holiday Gifts!

Take advantage of our ASTRA-Exclusive Member Discounts to help you fill your store this holiday season.

Place your order today: info@lassigusa.com

36

November2019 • astratoy.org

2019_ASTRA_04_Nov.indd 36

10/24/19 2:23 PM

new manfacturer member

ASTRA Welcomes Its Newest Manufacturer Member House of Marbles PO Box 5814 Hillsborough, NJ 08844 www.houseofmarbles.com House of Marbles is a manufacturer, designer and distributor of; traditional toys, games, puzzles, board games, children’s books, and the largest range of glass playing marbles in the world.

Share the Love with

Toys for Joy All kids need and deserve love all year round. Just because December is behind us doesn’t mean that kids no longer need toys. After all, kids celebrate birthdays and other special events every single day! At the heart of ASTRA is the belief that every child deserves to experience the magic that is play through high quality toys and children’s products – and not just during the holidays. We are excited to once again launch the Toys for Joy program in partnership with Good360 and invite ASTRA members to share the love and donate products that will go to children and families in need.

Learn more at toysforjoy.astratoy.org.

astratoy.org • November2019

2019_ASTRA_04_Nov.indd 37

37 10/24/19 2:23 PM

index of advertisers ASTRA Toy Times Magazine, November 2019

DeLano/EPI Printing Inc..............................delanoservice.com..............................4 ebba (Aurora World ).....................................ebbagift.com....................................... 37 edPlay..................................................................edplay.com.......................................... 38 Fat Brain Toy Co...............................................FatBrainToyCo.com...........................C2 Folkmanis...........................................................folkmanis.com.................................... 35 Gund, a Division of Spin Master Inc.......gund.com.............................................C3 Harrisville Designs..........................................harrisville.com.................................... 21 JC Toys Group Incorporated......................jctoys.com............................................ 30 Kala Brand Music Co......................................kalabrand.com................................... 15 KidStuff Public Relations.............................kidstuffpr.com.................................... 38 Lassig....................................................................lassigusa.com...................................... 36 Lightspeed POS Inc.......................................lightspeedhq.com......... Cover wrap MukikiM LLC.....................................................mukikim.com...................................... 29 Our Reach is

MW Wholesale.................................................mindware.com......................................9

Out of This

SentoSphere USA...........................................sentosphereusa.com....................... 34

WORLD!

Sophia’s...............................................................shopsophias.com.................................7 Spielwarenmesse eG....................................spielwarenmesse.de/usa..................5 The Lazy Dog & Co. ......................................thelazydog.co............................... 32 The Learning Journey Intl...........................thelearningjourney.com................ 27 ToyFest West - WTHRA.................................toyfestwest.com................................ 23 UGears.................................................................ugears.us............................................... 31

Devoted to

Specialty Toy

Wikki Stix............................................................wikkistix.com...................................... 11

Stores since 1994

Winning Moves ..............................................winning-moves.com.......................C4 Request the 2020 Rate Card today.

Contact Ashley Cavanagh ashley@fwpi.com 315-789-0473

38

To reserve your ad space in the next issue of ASTRA Toy Times Magazine contact Ashley Cavanagh • (315) 789-0473 • ashley@fwpi.com

November2019 • astratoy.org

2019_ASTRA_04_Nov.indd 38

10/24/19 2:23 PM

2019_ASTRA_04_Nov.indd 39

10/24/19 2:23 PM

The Game of Mystery, Suspicion and Foul Play!

Item #1219

13 Dead End Drive first hit the scene in 1994. Now this fan favorite is back, by popular demand, to entertain a whole new generation.

Your goal is to be the last surviving heir and inherit Aunt Agatha’s fortune. Which one of her motley crew of friends and employees will it be?

New Puzzles From

Scattergories 30th Anniversary Edition Item #1229

800.664.7788 x101 or x103 wmsales@winning-moves.com @winningmovesusa

2019_ASTRA_04_Nov.indd 40

Rubik’s Edge

Rubik’s Junior Puppy

Rubik’s Color Blocks

Item #5040

Item #5038

Item #5041

13 Dead End Drive is a trademark of Marra Design Associates and is used under license. © 2019 Marra Design Associates. RUBIK’S®, RUBIK’S® COLOR BLOCKS, RUBIK’S® JUNIOR PUPPY and RUBIK’S® EDGE are trademarks of RUBIK’S®.

Used under license Rubik’s Brand Ltd. All Rights Reserved. SCATTERGORIES is a trademark of Hasbro and is used with permission. © 2019 Hasbro. All Rights Reserved. WINNING MOVES, WINNING MOVES GAMES, and CLASSIC, RETRO, COOL, & FUN, and Logos thereof, are registered trademarks of Winning Moves Inc. © 2019 Winning Moves

10/24/19 2:23 PM

Untitled-1 1

10/25/19 11:35 AM