Edplay June 2022

June 2022

Dedicated to the Specialty Toy Industry

Magic in Long Beach

• ASTRA Marketplace & Academy • Pixie Toy Store

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THANK YOU FOR THE ASTRA

BEST TOYS FOR KIDS NOMINATION

#CT2208

We’re bubbling over with NEW, EXCITING, AND GIFTABLE toys, games, and activities!

#1754 #6327

Visit

#9226 #6320

#CT2203

at booth #430

for a closer look!

www.playmonster.com • 1.800.524.4263 ©2022 PlayMonster LLC KOOSH is a trademark of Oddzon, Inc. and is used with permission. © 2022 Oddzon. All Rights Reserved. Licensed by Hasbro. PLAYSKOOL is a trademark of Hasbro and is used with permission. © 2022 Hasbro. SPIROGRAPH is a trademark of Hasbro and is used with permission. © 2022 Hasbro. All Rights Reserved. Licensed by Hasbro.

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word play

by Kevin Fahy

We Can Work It Out I have always enjoyed listening to the Senate confirmation hearings over nominations to the U.S. Supreme Court. I’m not a lawyer (thank goodness), nor any sort of legal scholar, but I like history, am enamored of our founding documents and enjoy a healthy debate.

Sometimes the debate has veered off into the bizarre, as in the case of Clarence Thomas, or the sensational, as in the case of Brett Kavanaugh, but even the more mundane hearings are interesting to me. Listening to John Roberts discussing the nuances of ancient court precedents was like taking a college course from a truly distinguished professor.

Back in the day, senators would make their speeches, conduct their interrogations, argue over judicial philosophy, and then go ahead and vote for the nominee. In 1981, Sandra Day O’Connor was confirmed unanimously.

So were Antonin Scalia in 1986 and Anthony Kennedy in 1987. Ruth Bader Ginsburg, or the Notorious RBG, was approved by a vote of 96 to 3.

Those days are gone. The last two appointments were indicative of where we have arrived now in American government, not just on Supreme Court matters, but on nearly everything. Both were women, one nominated by a Republican president and one by a Democrat. Both were highly qualified, at least by the old standards.

Each of the two was asked questions that were disingenuous, irrelevant and frankly insulting. Each was forced to endure hours of pontificating from senators simply oozing with self-regard. The vote was 52 to 48 and 53 to 47 respectively, almost exclusively along party lines.

It seems as though everything works the same way these days. You’re on one side or the other, with us or against us. If you’re on our side, you’re supposed to agree with us on everything, and hold the other side in utter contempt. How can they be so stupid? Or worse, how can they be so evil?

I remember when Senator Bob Dole was running for president against the incumbent, Bill Clinton. A reporter asked Dole a question which referred to Clinton as his enemy. Dole immediately replied that “he’s not my enemy, he’s my opponent.” That distinction was something that Senator Dole understood firsthand, but it’s apparently lost on today’s partisan warriors.

Surely, you say, there must be things that all of us, as Americans, agree upon. You’re right, there are a few.

Almost everybody thinks that it is wrong for a nation to invade a peaceful neighboring country without provocation or a credible pretext. Nobody thinks it’s okay to murder innocent civilians, or to intentionally attack schools, hospitals, train stations, nuclear power plants, etc. Politicians may quibble about details, but pretty much all of them support the shipment of weapons and humanitarian aid to the injured party.

If that were the only sort of thing we could agree on, it would seem as if we were setting the bar pretty low. It’s like saying that we all think Hitler was a bad person. (Yes, I know, there are even a few dissenters on that one.)

My First AMIGO – card games designed for children as young as 3 years old, teaching basic game skills, reinforcing STEM learning, and FUN!

Can you find the picture that changed?

Help Mausi find her friends before the sun sets!

Put all your froggies in a row!

All three games designed by Haim Shafir, the creator of CLACK! and Fruit Punch!

Attending ASTRA? Visit us at booth #1506!

www.amigo.games

(continued on page 6) June 2022 — edplay.com 3

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June 2022

3

Wordplay

We Can Work It Out

by Kevin Fahy

page

10

10 Why Marketplace & Academy is

More Than a Toy Show

There’s no other get-together on the planet more helpful, relevant, and inspiring to specialty toy professionals

12 16 17

page

59

Schedule Visit edplay’s Advertisers at Marketplace!

Highlights

Brian Turtle and the Toy Sync Battle Stacey Hanke on Leadership and Influence Timely Topics for Specialty Toy Professionals

26 36 40 44 62 46 50 54 61

Store Profile: The Pixie of Bixby Knolls Autumn in New York

Toy Fair Moves to September

ASTRA Plans a Tropical Toy Event for February 2023 Wrebbit3D: 30 Years of Innovation Endcap

Is your store ready for STEM/STEAM Day?

Industry News For Your Business Information New & True Products Advertiser index

Now age 8, Zoey, the daughter of Pixie Toy Store owner Heather Rasmussen, attended ASTRA Marketplace when she was 2 months old. Everyone thought she was a doll – a prototype. Learn more about Pixie Toys on page 26.

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Wordplay (continued from page 3) At any rate, I keep my eyes open for news stories about issues on which the two sides of the political divide agree, particularly those that affect children and education.

That’s why it caught my attention when The New York Times ran an article in April entitled “Republicans and Democrats Agree Child Care Needs Help,” by Claire Cain Miller.

According to the article, the legislation proposed by the two parties in Congress is very similar in design and intent. Both address the issues of quality, affordability and accessibility.

The Republican plan, sponsored by Tim Scott of South Carolina and Richard Burr of North Carolina, seeks to provide funding through an existing program called the “Child Care and Development Block Grant.”

Families earning up to 1.5 times their state median income ($142,000 nationwide) would pay no more than 7 percent of their income for child care, while those below 75 percent of the median income would pay nothing.

Democrats also apply the 7-percent cap, but on income up to 2.5 times median income, or $237,000 nationally.

Although Republicans don’t put a total cost on the program, or explain where the money would come from, Democrats peg the price at $382 billion over six years, with the cost being offset by higher taxes on corporations and “the rich.”

The two plans share numerous other common elements. Both offer families a wide choice of child-care facilities, from home based to large institutional settings, including year-round and 24-hour coverage. They also recognize the need to subsidize the building of new childcare centers and the upgrading of existing facilities.

There is broad agreement regarding the need for more training requirements for child-care staffers, particularly in developmental psychology, behavior management and special needs. Incentives for degree attainment are provided in both bills.

Parents must prove that they have a valid need for child care, such as employment, school attendance or medical disability. No one wants to subsidize child care for people who should be providing it themselves.

Of course, the two parties don’t agree on everything.

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When Joe Biden was running for president, he made clear that it was universal preschool that he wanted, not simply day care. Accordingly, the Democratic bill sponsored

by Patty Murray of Washington and Bobby Scott of Virginia covers preschool for children ages three to four.

Republicans argue that preschool should be provided by states and cities, many of which do so already.

Another sticky issue is the salary for day-care workers, which currently averages $12 per hour. The Democrat bill calls for a “living wage,” which would be equivalent to elementary school teachers in the area.

Republicans would prefer to offer retention bonuses rather than a general salary increase.

As is often the case, there is also some concern about religion-based facilities. The Democrat plan includes them, but also includes a provision that prohibits an institution from receiving federal funds if it practices faith-based teaching, hiring or admissions. Republicans would want to delete that clause.

Still, the overlap between liberals and conservatives is unusually large on the whole issue of federally subsidized

child care, and yet there does not seem to be any movement toward passing a bill. That leads to the obvious question, “Why don’t they just pass the parts that they agree on?”

I wish there were a good answer. Part of it is surely that neither side is willing to participate in anything that could be construed as a win for the other, because they fear that it could harm them with their “base.” Part is that votes are used as bargaining chips to secure a particular slice of pork, often having nothing to do with the issue at hand.

The older I get, the more I appreciate Winston Churchill, who once remarked that “democracy is the worst form of government, except for all the others that have been tried.”

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

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Happy Anniversary, ASTRA...

C Publisher J. Kevin Fahy kfahy@fwpi.com

Ad Sales Representative Darlene Ryan darlene@fwpi.com

Editorial Director Tina Manzer tmanzer@fwpi.com

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

Graphic Artist Maia VanOrman maia@fwpi.com Production Assistant Missy Kelly missy@fwpi.com Advertising Director Tim Braden tbraden@fwpi.com

Production Manager Mark Stash mstash@fwpi.com Subscriptions accounts@fwpi.com

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

A brand of Fahy-Williams Publishing edplay is the original trade magazine for the specialty toy industry.

With five printed issues and monthly enewsletters, it reports on new play products, interviews toy experts, and provides best-practice advice.

We also publish Around the Table a publication of the Game Manufacturers Association Art Materials Retailer for People Who Sell Art Supplies

Educational Dealer for retailers who sell to teachers, parents and schools ASTRA Toy Times The Magazine of The American Specialty Toy Retailing Association

...Love, edplay

Supporting the specialty toy industry since 1994 8 June 2022 — edplay.com

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The Inflatable Play Fort Just Add Air!

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Reach Out Today!

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info@AirFort.com | www.AirFort.com | (800) 619-1090

5/9/22 1:20 PM

WHY Marketplace & Academy is More Than a Toy Show There’s no other get-together on the planet more helpful,

Sunday night and the Toy Sync Battle at 8 p.m. on Monday.

relevant, and inspiring to specialty toy professionals than

Don’t miss a single breakfast or the special ASTRA lunch

ASTRA’s Marketplace & Academy. The annual tradeshow is

on Saturday. Dine with someone you don’t know and learn

scheduled for Saturday, June 12 through Wednesday, June 15

something new.

in Long Beach, California, but it’s more than an exhibit hall

Be confident about introducing yourself to ASTRA

– although experiencing innovative play products from more

“strangers.” The specialty-toy crowd is friendly, helpful, and

than 300 vendors is a mind-blowing adventure all its own.

known for sharing – whether it’s best retail practices or

Curating just the right fourth-quarter mix from such a wide

creative tools for success. Have a particular challenge?

showcase of children’s products can help your holiday sales

ASTRA is full of creative and colorful characters who can

blast off. So go ahead: fill your shelves. You’ll save big with

help you get your ducks in a row.

the show-only specials.

Networking opportunities abound, even before the show begins. Start at the Meet & Greet at the Hyatt bar on Saturday evening. Then, work your way through the ASTRA party on

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And if, perchance, they don’t, ASTRA’s educational sessions will. Think of the more than 20 insightful topics as doors to be opened to new ideas and exciting opportunities.

Turn to page 12 for a peek at the possibilities.

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SCHEDULE

Saturday, June 11 Hyatt Long Beach

EDUCATION SESSIONS

Choose from among the following sessions in three different time slots.

6 to 8 p.m. MEET & GREET 2:30 to 3:15 p.m.

• Let’s Instagrab Some Customers! Using Reels on

Instagram to Draw Traffic and Sales

Sunday, June 12

Long Beach Convention Center

• Location, Location, Location: How to Manage Your Lease, When to Move, and When to Buy

Sessions are for Full Conference Attendees • Cash is King and You Are the Advisor except for the luncheon, which is open to all.

• Are You a Store that Plays Games or a Game 8:30 to 9 a.m. BREAKFAST Room that Sells? Setting up the Right Game

Store for You

9 to 9:45 a.m.

OPENING SESSION – ASTRA’S 30TH ANNIVERSARY Las Vegas Headliner Jeff Civillico gets the celebration started!

• Hey Vendors, Here are the Habits Your Retailers Really Love

3:30 to 4:15 p.m.

• 50 Gems in 50 Minutes: A Fast-action List of Tips and Tricks

10 a.m. to 12:30 p.m.

• Social Media on a Shoestring Budget – Leveraging Free Marketing Tools

12:30 to 2:15 p.m.

• Keeping Your Retail Brand Fresh – the Balance Between Nostalgia and New in Your Store

GAME AND KIT SESSION

LUNCH WITH SPECIAL GUEST JAMES HOWARD Howard, founder of the Black Inventors Hall of Fame, will present his short film, a documentary called “Black Inventors Got Game.” It features the stories of seven influential black inventors and their contributions to the toy industry.

• Top Toy Trends for 2022 • I’ve Opened My Store, Now What?

• Taking Your Idea to Market: Tips for Inventors and New Vendors • Must-Have Policies for Brands in an Ecommerce Age (continued on page 14)

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SCHEDULE Sunday, June 12

Long Beach Convention Center EDUCATION SESSIONS

(continued from page 12)

4:30 to 5:15 p.m.

• Diversity, Sustainability, and Ethics – The Words Your Customers Want to Hear •

All Toys Teach (but how do you teach about toys?)

•

Transitioning Your Business the Right Way

•

You’ve Heard About TikTok. It’s Time to Get Started.

•

Navigating the Challenges of Owning Multiple Stores

•

Faire or UnFaire – How to Navigate Online Wholesale Marketplaces

•

The 10 Tools Your Sales Reps Need from You

7 to 11 p.m. ASTRA PARTY

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Monday, June 13

Wednesday, June 15

7:30 to 8 a.m.

CONTINENTAL BREAKFAST, ANNUAL MEETING AND AWARDS

8 to 9:15 a.m.

“BE THE LEADER YOU WERE MEANT TO BE” Stacey Hanke, Speaker The author of the book Influence Redefined will inspire you to take action.

9 to 9:45 a.m.

“THE HERO EFFECT” Kevin Brown, Speaker

9:30 a.m. to 1 p.m.

TRADESHOW OPEN

Long Beach Convention Center Long Beach Convention

Center

12:30 p.m.

PRIZE DRAWINGS ON THE SHOW FLOOR including a free Toy Boat cruise for two!

Kevin is passionate about helping people expand their vision, develop their potential, and grow their results. At ASTRA, he’ll share a simple philosophy that separates world-class organizations and high-performance people from everybody else.

10 a.m. to 7 p.m.

TRADE SHOW OPEN

8:30 to 11 p.m.

TOY SYNC BATTLE IN THE HYATT BALLROOM full conference badge or ticket required

Tuesday, June 14

Specialty Arts & Crafts, Science and Cosmetic Kits made in France

Visit us!

ASTRA Booth

#442

Long Beach Convention Center

8 to 9:15 a.m.

SHARE THE FAIR retailers only

9:30 a.m. to 6 p.m.

TRADE SHOW OPEN

P 561-400-8729 • F 561-935-4303 • Sentosphereusa.com June 2022 — edplay.com 15

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Visit edplay’s Advertisers at Marketplace!

Booth F22

Booth 1533

Booth 522

airfort.com

EDC Publishing – Usborne & Kane Miller Books

Magna-Tiles

Booth 1527

magnatiles.com

Teacher Created Resources

Booth 942

See ad on page 6

Booth 1538

amahiukuleles.com

Booth 620

AirFort

See ad on page 9

See ad on page 17

Amahi Ukuleles See ad on page 13

Fat Brain Toy Co

Micro Kickboard

Booth 1060

See ad on page 40

tonies.com

microkickboard.com

Booth 1506 amigo.games

Booth 340

AMIGO Games See ad on page 3

Kala Ukulele

Booth 744

MukikiM Toys mukikim.com

See ad on page 39

Booth 1341

bananapanda.com

Booth 726

Banana Panda See ad on page 19

Klutz

Booth 1038

MW Wholesale mwwholesale.biz

See ad on page 27

Booth 1315

discoverwithdrcool.com

Booth 1820

Blue Marble

See ad on page 18

Koplow Games

Booth 430

PlayMonster playmonster.com

See ad on inside front cover

Booth 840 brybelly.com

Booth 625

Brybelly

See ad on page 48

Booth 712

Crazy Aaron’s crazyaarons.com

See ad on page 38

Booth 1362

Dolphin Hat Games dolphinhat.com

See ad on page 33

Booth 1620

Dreams USA

dreams6usa.com

See ad on page 41

Learning Advantage learningadvantagedealer.com See ad on page 43

Booth 1605

Booth 645

Plus-Plus USA retailer.plus-plus.us/ See ad on page 11

Booth 543

TREND enterprises See ad on page 32

Booth 1211

TWW Wholesale See ad on page 52

Booth 1544

Ukidz LLC ukidz.com

Booth 442

Sentosphere USA sentosphereusa.com

Learn with OJO

See ad on page 15

See ad on page 25

Booth 1755

learnwithojo.com

See ad on page 22

tww-wholesale.com

koplowgames.com

See ad on page 50

Toy Collection Catalogs

trendenterprises.com

scholastic.com

See ad on page 29

Booth 633

toycollectionretailer.com

kalabrand.com

See ad on page 23

Tonies USA See ad on page 37

fatbraintoyco.com

See ad on back cover

teachercreated.com

See ad on page 28

edcpub.com

See ad on page 45

Booth 1045

US Toy Company ustoykidfun.com

Storyastic

See ad on page 34

storyastic.com

Booth 1021

Lulu Junior

See ad on page 17

See ad on page 49

Booth 1512

wikkistix.com

Booth 1607 lulujr.com

Booth 629

Madame Alexander Doll Company madamealexander.com See ad on page 14

Wikki Stix (Omnicor Inc)

Tangle Creations

See ad on page 30

See ad on page 21

Booth 1414

tanglecreations.com

Wrebbit Puzzles wrebbit3dpuzzle.com See ad on page 7

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Highlights Not Your Same Old Song and Dance At least 10 teams will vie for the coveted champion’s belt at this year’s Toy Sync Battle, scheduled for Monday evening, June 13, at ASTRA Marketplace & Academy.

What began in 2016 as a simple idea hatched over hotelbar cocktails has become a full-on, ASTRA-sanctioned Marketplace & Academy event – one that you simply won’t want to miss.

“It was really the brainchild of Cassidy Smith, president of Uniche Collective,” explains Brian Turtle, director of national sales, Goliath Games. “It’s his baby.

He just lets me hold it. Cassidy brought up the idea at Toy Fest West in Vegas one year and then a group of us just got on board and ran with the vision. At ASTRA that June, we took over a bar on our own and put on a show. Since then, it has evolved and grown into a spot on the Marketplace & Academy schedule every year.”

The “show” is a battle between teams of toy-industry professionals who don costumes and ham it up for their peers; lip-syncing and air guitar-ing their way to ASTRAshow stardom. An esteemed panel of judges decides the winner.

Brian enjoyed competing in the first two battles, but hung up his cleats to take on the role of host/emcee by the time the show reached New Orleans in 2018. Although he thought his playing days were over, he dusted off the cleats last year to appear with ASTRA’s Jenna Stirling in a rendition of ‘You’re the One that I Want’ from ‘Grease.’ I dressed like Danny Zuko. Mostly, though, I host and MC, telling jokes in between songs, stuff like that.”

Over the years, the battle has raged. Among the most memorable moments was a rendition of an off-color song originally performed on “Saturday Night Live” by Justin Timberlake and Andy Samberg. Apparently lip-syncers Nick Tarzia from Stamford Toys and Ron Solomon from MAPP Trap had to be reminded that ASTRA Marketplace was a G-rated-for-general-audiences kind of organization. (continued on page 18)

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5/11/22 10:34 AM

Highlights

One year, Brian performed as Prince in an entire “Purple Rain” costume. Last year in Minneapolis, he reprised the role to open the event with the first words from “Let’s Go Crazy” – Dearly beloved, we are gathered here today to get through this thing called life … “Prince put this city on the musical map, so it had to be done,” Brian said.

“The lineup looks good for 2022,” he adds. “We’ll have time for a nice half-time intermission that gets members of the audience on stage so they can experience lip-syncing for themselves. Last year during that break, a little girl got up and sang – not lip-synced – Queen’s “Bohemian Rhaposdy.” She had to be all of nine years old. Another time, Phil Wrzesinski from HABA sang and played the guitar.”

No one should feel intimidated by performing, concludes Brian. “The ability to sing or play an instrument is not a prerequisite. After all, you’re just faking it for a fun group.

“We’re simply putting on a show for a very friendly crowd.”

Email SALES@THINKBLUEMARBLE.COM today to inquire about becoming a National Geographic STEM toy retailer.

S P R I N G I N TO SCIENCE

M

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Observation Puzzle Dinosaurs 4+ Let’s Play Dino Dominoes 2+

Hands at Play Dinosaurs 3+

ASTRA Marketplace & Academy 2022 booth: 1341

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I Love Coloring Dinosaurs 4+

Made in Poland

bananapanda.com To order: call: 856-720-0580 email: sales@bananapanda.com

June 2022 — edplay.com 19

5/9/22 1:20 PM

TA

Highlights

How to Enhance Your Influence Stacey Hanke of Stacy Hanke Inc., a leadership training and consulting company, will deliver ASTRA’s closing keynote on “being the leader you were meant to be.” A Certified Speaking Professional and author of two books – Influence Redefined … Be the Leader You Were Meant to Be Monday to Monday and Yes You Can! Everything You Need to Know From A to Z to Influence Others To Take Action – Stacey will discuss the secret ingredient to effective leadership: influence.

She has trained and presented to thousands of business leaders to help them improve their body language habits and choose words wisely so that they are better persuaders, sellers and influencers. When we caught up with Stacey recently, she told us what she hopes to accomplish in Long Beach.

From your presentation, what will ASTRA members come away with?

First is self-awareness … of how they come across and how their listeners perceive them, no matter the medium they’re trying to communicate through. Second are ‘practicals’ – or immediate how-tos – for enhancing their executive presence and communication in both their personal and professional lives. Third, I hope they have some fun along the way.

This session won’t be me standing up there lecturing from a podium. Instead, I’m going to give the audience an experience, kind of like a golf lesson. It’s a chance for them to take a look and listen through the eyes and ears of their listeners so they can figure out what’s working and what isn’t. They’ll have the tools from my session to make those enhancements.

In golf, just like in business, there are certain core skills that you need no matter how experienced you are.

Say someone comes to me for a golf lesson – not that they would! But the first thing I would say is, “Let me see your swing.” I want to see their style to figure out where they’re at right now so we can build from there.

For our clients, we record a Zoom meeting with them to see what their baseline is – to determine where their skills are currently – and then we craft a program based on that. It comes down to their personal style and their willingness to listen to feedback to make changes.

At the heart of our message is this: how do you communicate with influence consistently? That’s where the “Monday to Monday” comes into play. No matter what company you work for, what your role is, or how many years of experience you have, you communicate; now more than ever before. It doesn’t matter if you’re involved in a large or small business, or are a CEO or an assistant, your communication entails composing emails, possibly social media, probably virtual interaction through Zoom or Teams, as well as in-person meetings. And that’s just at work. It doesn’t include your personal life, but we cover both. We believe that if you’d like to communicate with influence, you’d better be consistent personally and professionally.

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Influence is just one aspect of leadership, right? Is it the most important aspect?

I’m going to say yes because I live it and breathe it, but I’ll also give you the “why.” You can be the smartest leader in your industry or your area of expertise, but if you cannot communicate your messages in a way that your listeners can follow, it doesn’t matter how intelligent 20 June 2022 — edplay.com

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(continued on page 22)

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Highlights (continued from page 20) you are. A leader is someone who is very clear with directions and strategies; where they’re taking the team and the company. None of that clarity can happen if they don’t communicate with brevity, or if they don’t communicate with the kind of confidence that builds trust – not just through their messaging but also through their delivery.

Do you have specific tips you could share with us now?

Everyone tells me that they’re struggling with this: when they’re in Zoom or in Teams, they don’t know where to look. It’s the challenge of eye connection. Then there’s another layer: how do you read people on a virtual platform?

Many people are returning to inperson meetings now. The challenge is getting rid of all the bad habits created as the result of video meetings over the last two years. When you’re meeting in person, you have all these other areas to work on: what are your hands communicating? Are you fidgeting with your feet? Are you leaning? Slouching? None of that mattered when only part of you appeared on a screen. We’ll touch on some of the body-language aspects when we are together in June.

Stacey’s company equips leaders with the skills to communicate with confidence, presence and authenticity, day in and day out. For more information, visit staceyhankeinc.com.

Timely and Relevant Topics for Today’s Specialty Toy Professionals Be ready for the educational opportunities at Marketplace & Academy by reviewing – and choosing – your favorite session topics now!

Let’s Instagrab Some Customers!

Designed to show participants how to create Reels for their Instagram feed, this session will include a live demonstration. “Come with your Instagram open and ready to connect with this online community.”

Location, Location, Location: How to Manage Your Lease, When to Move, and When to Buy Dennis Wright from SCORE presents the ins and outs of securing the best location at terms most favorable to you.

Cash is King and You Are the Advisor

Phil Wrzesinski demystifies the biggest balancing act in retail: cash 22 June 2022 — edplay.com

versus inventory. He offers simple tricks for making sure you have the right inventory at the right time along with ways to find hidden money in your store.

Setting up the Right Game Store for You

For game-store retailers specifically, this session discusses how events drive traffic, how in-store play drives loyalty, and how your product mix drives sales.

Hey Vendors, Here are the Habits Your Retailers Really Love An invaluable session to help manufacturers adapt to giving their customers exactly what they want.

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and

shiny,

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mid-sized

concert ukuleles offer a bit more playing range than their soprano counterparts.

With an array of vibrant color choices wrapped in high gloss “hard candy” shells, these high quality instruments look and sound sweet enough to eat. edplay-202204-Candy-Shoppe-ASTRA-MArketplace-D1-lc.indd 1 22_EPY_3_5.9.22.indd 23

Blackberry

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MARKETPLACE 2022 BOOTH : #340 KA L A B R A ND.CO M — edplay.com 23 June 2022 4/5/22 12:01 PM 5/9/22 1:21 PM

Highlights (continued from page 22)

50 Gems in 50 Minutes

Packed with more actionable items than you ever imagined, this presentation shares priceless advice collected from ASTRA members.

Social Media on a Shoestring – Leveraging Free Marketing Tools

Find the time for social media and save money by using free marketing tools that best target your audience. Learn best practices for using graphics, how to be consistent, and where to find analytics that measure your efforts.

The Balance Between Nostalgia and “New” in Your Store

From merchandising to marketing, this panel discussion covers the best ways to keep your mix fresh without losing the warm fuzzies specialty stores do best.

Top Toy Trends for 2022

Join James Zahn and Maddie Michalik from The Toy Book to discover trends that make the most sense for specialty.

I’ve Opened My Store, Now What?

A panel of veteran retailers shares the lessons they wish they knew when they were starting out.

Taking Your Idea to Market: Tips for Inventors and New Vendors

A lesson on different corporate structures, prototyping, the production cycle, sourcing, and navigating B2B versus B2C sales.

Must-Have Policies for Brands in an Ecommerce Age

Consumer product attorney Jeremy Richardson and Ron Solomon from MAPP Trap identify the challenges brands face and the policies needed to address them. Learn how

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The

H

of Bixby Knolls

by Tina Manzer

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eather Rasmussen’s toy store in Long Beach, California, began as just four IKEA shelves-worth of toys set up in a local yarn studio. Over the years she slowly grew Pixie Toys into a busy 1,100-square-foot storefront filled with plush, toys, science kits, books, children’s clothing and baby-shower gifts. It’s the only toy store in Long Beach; in the city’s Bixby Knolls neighborhood a few miles from downtown.

It’s the perfect place for an independent store. Citizens of this tight-knit, localbusiness-supporting community are committed to their independent shops and restaurants. “If people had to choose between (continued on page 28)

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COME PLAY WITH US! Booth #1038

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continued from page 26

Stop by our booth to see our exciting...

NEW

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buying a birthday present from Target and buying it from me, they would choose me for a lot of different reasons, including my free gift wrap,” Heather explains. “But first and foremost, it’s because they believe in supporting independent businesses.”

She recalled an evening not long after she opened, when 20 or so people of all ages walked in on a mission – to spend money there, $20 each. It was the Long Beach Cash Mob, “a group of people who assemble at a local small business and all buy items from that business,” says its Facebook page. “The purpose is to support our local businesses and the overall community.”

Heather has felt the love ever since.

Once upon a time

Plus, New Fidget Boxes

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Pixie Toy Store was born in 2007. “I was 20 years old and going to college for early childhood education.

I knew I wanted to work with kids. My goal was to be a kindergarten teacher,” explains Heather. “At a certain point I realized I just wasn’t happy with the path I was taking. I joked with my mother, ‘Maybe I should open a toy store,’ and she said, ‘Do it.’”

Rents are high in Hermosa Beach where Heather grew up; thus the shared space in the knitting studio. Her father bought her the shelves and matched her $500 initial investment. “I paid a percentage of my profits to the owner of the knitting studio, and the rest I put right back into my business. I never used credit cards, always cash.”

Her selection attracted shoppers, and the studio owner allowed her to expand to 200-square-feet. The studio grew, too, adding a children’s clothing corner, a children’s art studio, and a children’s photographer. And then it closed.

“So the children’s photographer and I rented space together in another shop – this time in Bixby Knolls – and split the expenses. Pixie Toys became more and more popular, so I kept taking up more and more space.”

When that shop closed, she struck out on her own.

Rents in the up-and-coming neighborhood were decidedly lower than in other spots in Los Angeles County. “I got here at the right time,” says Heather, whose storefront is now one of many independent shops and restaurants lining the street.

By all accounts, Bixby Knolls is an exceptionally family-friendly neighborhood. It has embraced special neighborhood events like the cleverly named Kidical Mass bike ride, Concerts in the Park(ing Lot), and Knights of the Round (Turn)Table. There’s even a literary society.

“What makes it really special are its First Fridays,” says Heather. “Literally thousands of people come and basically hang out with their families and listen to live music. Businesses stay open late, and everyone strolls Atlantic Avenue with stops at the shops and restaurants.”

(At least 23 of them offer outdoor patio dining, according to the bixbyknollsinfo.com.)

Says visitlongbeach.com: “Neighborhood pride is strong in this community and the area has been undergoing (continued on page 30)

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W

RACE ON OVER TO BOOTH #726!

Check out LEGO® Race Cars!

VISIT US WHEN WHERE

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ASTRA Marketplace Booth #726 June 12–15, 2022

Long Beach Convention & Entertainment Center Long Beach, CA

June 2022 — edplay.com 29

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Product recommendations come from reps, and through word of mouth from people in the store, Heather’s friends, and parents in her “mom” group.

a true renaissance, thanks to many great partnerships with the City of Long Beach, city council offices, homeowner and neighborhood associations, and other community groups.”

Local shoppers keep Pixie Toys busy, “but as the word spreads about wonderful Bixby Knolls, we are seeing more visitors from outside Long Beach,” explains Heather. “There are 12 hospitals in Long Beach, and we serve people from out of town who come to visit patients – particularly the families of children who have been hospitalized for an extended time.”

A spritely mix

The store is organized thematically. “People seem to shop for gifts within themes, so I have all my ‘outer space’ items together; the same with my ‘dinosaur’ items, and so on,” says Heather. She focused on toys exclusively until she noticed more and more customers coming in for baby shower gifts.

“That’s when I started adding kids’ clothing and infant toys.

As time went on, I noticed how well my books were selling.

Today I have a wide selection – probably more than other specialty toy stores my size. I love them and if I don’t watch out, they tend to take over the place. I homeschool my kids, (continued on page 32)

Ow

Th m

At look

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Beautiful Blessings Stands out from The Crowd

Own your Power, Own the Beauty Within These unique dolls and their forthcoming accessories aren’t found in your average brick-andmortar store. No one except Beautiful Blessings™ offers dolls like these; they are motivational and inspirational. Our dolls are elegant and classy, and they represent positive imagery.

Our mission is to help kids fight peer pressure and build self-esteem.

At Beautiful Blessings™, we believe that “The Average Girl IS Beautiful!” and that each girl should look in the mirror and say, “I am a beautiful blessing.” Be a part of the Beautiful Blessing™ Movement.

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iamabeautifulblessing.com

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STEAM items. Construction sets from Smart Max are big sellers, as are Ravensburger’s puzzles, and Brio and Gravitrax lines. “Everyone wanted puzzles during COVID, and I received a huge shipment from Ravensburger just before we closed. I was ready to go when the demand increased, which helped me get through the shutdown.

“Besides the fact that Ravensburger’s products are amazing, I really do love the company,” Heather adds.

“Their extended dating terms are unique in the industry, I think. I use them to buy deep and in huge amounts throughout the year. I’m proud of the great selection I can create for my customers.”

Dealing with the real world ages 8 and 10, so I know what good learning tools books can be. There are a lot of homeschooling families here.”

That’s why “toys” – the all-encompassing category in her store covering craft kits, art supplies, puzzles and playthings – also includes a healthy number of STEM and

Pixie Toy Store does not have a website, and about that Heather is unapologetic. She admits it would have helped during the pandemic and yes, it would contribute to the growth of her business now, but she’s figuring out other ways to make her business strong. “When we were closed during COVID, people called and we delivered their purchase right to their door. When they wanted (continued on page 34)

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Both Heather and baby Zoey were in Phoenix for ASTRA’s 2014 Marketplace & Academy.

ideas, I texted them pictures.

A lot of them simply trust our judgment. A typical text might say, ‘8-year-old, $25, I’ll be there in a half-hour.

Will that work?’

“So I’m okay with it. Not having a website is not my biggest challenge right now.

The supply chain is. Merchandise shows up so sporadically, so I can’t plan for it. I don’t have a lot of storage, and my store is small, so when a bunch of boxes are delivered on the same day, conducting business is difficult. To get everything put away takes time and meanwhile, they’re in the way. And since prices have increased, logging items into my system takes more time.

“It’s May, and I just got a shipment of Easter items.”

Other than dealing with an issue that’s plaguing everyone right now, Heather is grateful for her business, her two part-time employees, and “the right kind of people

in the beginning who helped me grow my business.” Her mom, Robin Daykin, is one of them.

A former toy-store owner, Robin is a sales rep with Toyology.

“The toy business has been part of my life since I was born,” says Heather. “I remember taking naps in my mom’s store, and going there after school. Growing up, I went to gift/ toy shows at the LA Gift Mart. Later, I was my mom’s demonstrator when she called on toy stores. I recall she sold a lot of Klutz products that way.”

Heather plans on attending Marketplace & Academy in June. Say hi when you see her.

Pixie Toy Store is located at 3914 Atlantic Ave. in Long Beach, 90807. It’s about a 15-minute drive from the Long Beach Convention Center.

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in New York Breaking with a long-held tradition, the 118th edition of Toy Fair New York next year will take place at the Javits Center from September 30 to October 3 instead of its traditional February timeframe. “With the dates now set, businesses have ample time to plan for what is sure to be an exceptional and much-anticipated show,” noted Kimberly Carcone, The Toy Association’s senior vice president of global market events.

aspect of Toy Fair – from timing and location to in-show experiences and content, to the Toy Fair brand itself. The agency completed a comprehensive brand audit and held multiple focus groups of exhibitors, retailers, and attendees, which was presented to the board of directors of The Toy Association. It was clear that “change” or “evolution” was simply not enough. With the insight gathered from member surveys, interviews, and research work from both mdg and the Trade Show Committee, the board discussed what the ideal timing of the event would be, and a fall timeline had broad consensus.

What issues had the most influence?

In a recent interview, Kim explained why the change came about and how it benefits the industry.

Was the date change an idea that had been percolating for a while?

KC: It was clear several years ago that the February timing of Toy Fair New York was no longer right for many in the industry. We decided to launch a Toy Fair Reimagination project to reflect on the show’s future and ensure it remained relevant to a host of different audiences. We worked with mdg, experts in the trade show and association space, to look at every

A confluence of factors brought us to this shift in timing to fall. The development and selling-in calendars of our members and exhibitors, together with retail buying cycles, has progressively shifted earlier, putting great pressure on February as a viable time for the majority of these sectors.

Though it feels like – and it is – a big change for the industry, our board’s goal is to help the greatest number of members successfully grow their businesses as retailers seek increased lead times for buying decisions. Late September through mid-October, making certain to avoid key holidays, becomes the most viable window between summer vacation season and the vital year-end holiday selling season for companies.

Fall also offers companies a perfect opportunity to exhibit holiday drivers in front of media covering holiday trends, toys, and play. It’s the time of year when toys are top-ofmind for consumers as the holidays draw near. The fall dates are perfect for generating toy stories and timely product exposure – it will ultimately help drive sales.

Finally, fall is a powerful time for entertainment companies to promote content in advance of fourth quarter activity.

So it will have a positive impact on buyers.

The fall timing aligns with longer lead-time requirements for retailers’ purchasing cycles – longer design lead-times to increase play value in products and experiences, and longer lead-times in production and supply chain sourcing. A fall show aligns inperson tradeshow meetings to support buyers with access to our members’ latest innovations on a timeline to increase industry sales.

Will there be differences in the format compared to the February event?

We are constantly introducing new content and programming, partnerships, and enhanced opportunities for all who rely on Toy Fair New York for their business, networking, and professional development needs. Each year, the show presents not-to-be-missed opportunities for toymakers, retailers, inventors and designers, students, trade media, and others. Our fall 2023 show will be no different.

For more than a century, Toy Fair New York has brought together global buyers, sellers, importers, inventors, licensors, entrepreneurs, media, and everyone else with a stake in the play business – a legacy that we will continue while moving forward with a re-imagined show in the heart of New York City. The show will continue to serve all audiences looking to advance business in a rapidly evolving retail and manufacturing environment and tap into New York’s unique position as a finance and media hub. (continued on page 38)

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(continued from page 36)

We look forward to making several announcements over the coming months – stay tuned for more!

Looking ahead, what are The Toy Association’s expectations for the state of the supply chain?

Supply chain issues around the world continue to create challenges for the toy industry. COVID-19 lockdowns in China, Russia’s war in Ukraine, and upcoming labor union negotiations at U.S. ports are all expected to put a strain on the supply chain this year. Some toy companies are already scrambling to make sure they have toys on shelf for the holiday; products that once took three weeks to arrive are now taking up to 90 days.

The Toy Association continues to aggressively advocate on behalf of the toy and play community to address the shipping crisis. It remains in constant communication with key government officials and port leaders and collaborates with other trade associations. We are also hosting an upcoming series of industry webinars with officials at key U.S. ports, and will continue to speak out in the media to encourage consumers to shop early for toys ahead of the holidays, birthdays and other special occasions, in order to avoid disappointment.

What would you like small independent toy companies to know about Toy Fair?

Toy Fair will continue to welcome independent toy companies,

startups, and first-time exhibitors, alongside veteran companies and brands. Independent toy companies are crucial to the show – in fact, an entire section of the floor is dedicated to exhibitors that are new to Toy Fair, and it’s an important destination for buyers looking to source innovative toys, emerging trends, creative products, eco-conscious toys, educational playthings, and more.

We also offer educational programming specific to this audience, helping small companies tackle everything from intellectual property, protection/applying for patents, how to build a brand’s narrative, tips on out-of-the-box distribution, 3D modeling for toy design, innovation in play, and much more.

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June 2022 — edplay.com 39

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ASTRA Plans a Tropical Toy Event for February 2023 An interview with Sue Warfield

“When Toy Fair made its datechange announcement, ASTRA sent out a survey to a list of people in the toy industry, asking them if they’d miss a February event,” explains ASTRA’s president Sue Warfield. We were discussing the association’s newest event, ASTRA Toy Boat, scheduled for February 20 through 24, 2023.

“The survey included other questions about how the void should be filled. Should ASTRA do it? Alone or with a partner? What were the most important takeaways from Toy Fair that they’d like to see in a new event?” recounted Sue. Within two days, ASTRA had received 250 responses, overwhelmingly in favor of a new ASTRA event. They indicated that in February, the most important goals were seeing new products and connecting

with others in the industry.

“Based on those criteria, we started planning. Our goal was to design a toy trade event unlike anything else – we didn’t want to replace Toy Fair, we obviously didn’t want to replace our own show in June, and we didn’t want to replace ToyFest,” Sue continued.

“When we brainstormed, the best idea was a cruise.”

WOW! In this Q and A, Sue discusses the plans that have been made so far.

Does a cruise make the logistics of a trade event more difficult?

No, because it’s not a tradeshow.

There are no booths. Based on the survey responses, manufacturers want to present new products and be able (continued on page 42)

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(continued from page 40)

to write orders. They don’t need a big setup for that. They can bring their products in a suitcase, and set them up on tabletops. They range in price from $200 to $500. They can also bring their catalogs and write orders. Retailers will need to fill the empty shelves they have after the holidays.

people who plan to attend both.

Among the benefits is the Toy Boat’s lower cost for just about everyone, compared to going to Toy Fair in New York.

Our tabletops are not expensive, there are no other charges except for the price of the cruise, and it’s a group rate.

What kind of feedback have you received since your Toy Boat announcement?

What does the cruise include?

It’s been everything from “Yes, sign me up!” to “I don’t see how this will work.” There are lots of questions. A big one is, for instance, “Is it tax deductible?” We just heard from our accountant that it is. It’s a work trip and the invoice will come from ASTRA. We will continue to provide more information to clear up other questions, but right now we are concentrating on getting people to come to ASTRA Marketplace & Academy this June.

We’ve also heard members’ thoughts on both the benefits and the drawbacks of this idea. One of the drawbacks is that it’s one more thing people will have to evaluate and decide whether or not to go. Another is that ToyFest next year is scheduled shortly after Toy Boat. It may be an issue for

We purchased a WiFi package and a beverage package for everyone. The price we’ll display when registration opens in late May will be all inclusive.

We’ve booked 615 cabins; each one is double occupancy. They range from suites to interior cabins, which are the least expensive at about $900. Since three room blocks allow for a third or fourth person, we can accommodate 1,300 people total.

How many “exhibitors” do you expect?

It’s really too early to tell. We would like to have 100 vendors – 100 tables – but we can accommodate more than that. I think we’ll get them, and then our task will be to get buyers onboard. We will be watching the ratio of vendors to buyers very carefully.

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What do you want specialty toy professionals to know about this event?

That it’s an opportunity to network with other ASTRA members without many distractions. It’s the perfect chance, for instance, for manufacturers to work on programs with some of the retailers. It’s a big ship and a fun environment in which to accomplish work.

I see in the schedule that Thursday is “Tabletop Day.”

Yes, it’s the only day we will not be at sea. Tabletops will be available in the morning. In the afternoon, people can take excursions into Nassau.

We are also planning two game-and-kit demo nights, one of which will be open to everyone on the cruise – even those who are not there for our event.

The schedule each day will not be very structured. We want the attendees to let loose, wind down, and have a little fun as they do their buying and selling. Programs are being planned for the ASTRA kids onboard, so there will be fun options for them while their parents are working. ASTRA has a conference center and other meeting rooms onboard for buyers who want private appointments with vendors.

Watch for more information on ASTRA’s website, astratoy.org/events; and in ASTRA’s Toy Times Digital Monthly in your email inbox.

The Ship

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(as of May 1; subject to change) • Monday, February 20 – Leave Fort Lauderdale • Tuesday, February 21 – a “free day” on a private island – CocoCay, Bahamas • Wednesday, February 22 – Day at Sea • Thursday, February 23 – Tabletops, then Nassau • Friday, February 24 – Back at Fort Lauderdale, 6 a.m.

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30 years of Innovation In most fairy tales, frogs turn into princes, but this innovative Canadian company became a king … of 3D puzzles.

To understand the history of Wrebbit3D – makers of sturdy and challenging 3D jigsaw puzzles featuring high-definition graphics and striking realism – you first have to understand the role company founder Paul E. Gallant played in its success.

After a rewarding career in the recording industry, working first for Trans Canada Musique, then CBS Records (Sony Music) and the Canadian Broadcasting Corporation, Paul started Gallant International Inc., a company that found marketable products on behalf of clients. His work and his research led him to invent a process for making 3D

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puzzles. It relied upon innovative foam backing technology applied to puzzle pieces, and an ancient – but effective – jointing technique called mortis and tenon.

What resulted was a revolutionary product that changed the face of jigsaw puzzles forever. Paul obtained a patent, registered the trademark to protect his invention, and in 1991 launched a new company in Montreal.

The success of his 3D puzzles – actual free-standing structures that elevated the puzzle-building experience – was instantaneous. The company’s funny name and frog logo became well-known among puzzlers.

By 1997, Wrebbit had 250 local employees and $75 million in sales, reported the Montreal Gazette. In 30 years, the company has sold more than 30 million three-dimensional puzzles around the world.

Paul died in 2011, the year the Wrebbit fable entered a new chapter.

Former employees launched a new company, Wrebbit Puzzles Inc. Under the leadership of Jean Théberge, the company’s former legal counsel, and Paul’s son Eric, Wrebbit’s supply chain became local. The puzzles – printed puzzle sheets, assembly instructions, and cardboard – are sourced right in Quebec. The foam backing is produced in the U.S. The change allowed Wrebbit to scale up production when demand

5/9/22 1:22 PM

warranted it, ensuring that enough inventory was on hand to fill orders while also limiting overstocks. Given the state of the global supply chain today, the move was prescient. “It shortens production turnaround and enables us to meet urgent needs from local and North American markets,” said Jean Théberge in an interview with Mojo Nation in December.

Also in 2011, the product line began to evolve. “Wrebbit always associated itself with the top licensed properties, including Star Wars, Disney, and Lord of the Rings,” Théberge told Mojo Nation. “Recently we renewed some old partnership – and forged new ones – with top licensed properties that include Harry Potter via Wizarding World, Game of Thrones, Downton Abbey, Friends, and Ghostbusters.

“Timing new Wrebbit3D puzzle designs with theatrical releases, and selecting popular evergreen licenses or popular TV series, are key elements to our recent success.”

The company evaluates potential licenses based on three criteria – 1. the popularity of a particular license; 2. “it has to be attractive and resonate with our fans”; and 3. a building or structure within the theme that lends itself to being made into a 3D puzzle. ______________ Today, the term “3D puzzle” is now deeply rooted inside the vocabulary of the toy industry, and Wrebbit3D continues to be the gold standard when it comes to genuine 3D jigsaw puzzling.

“As we mark 30 years since we

invented the 3D puzzle, we’ve truly enjoyed the role specialty toy retailers have played in our long and wonderful fairy tale,” says Théberge. “We look forward to many more adventures together.”

Join the 30th anniversary celebration at wrebbit3dpuzzle.com/30th to learn more about this special anniversary, the new Wrebbit3D logo, and new jigsaw puzzle offerings for 2022.

Long Beach, CA June 12 - 15

Visit Us! Booth 1544

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industry news orphans, armed forces, and hospitals.

Each humanitarian kit costs only $25-$33.

By May 5, The Toy Foundation and the global play community had raised more than $3.8 million in monetary and product donations.

They are being distributed to local Ukrainian and international nonprofit organizations to support their ongoing humanitarian efforts for Ukrainian refugees.

The foundation is supporting KIDDISVIT, a 24-year-old Ukrainian toy company that immediately shifted its business into a volunteer organization to help thousands of children and families who left their homes for a safer place. The resources available are decreasing as the need for support is rising, said The Toy Foundation, as KIDDISVIT quickly and effectively supports refugees within Ukraine in these ways.

Hosting 300 people per day in two shelters located in Dnipro and Voloske Since the war, its team has hosted more than 1,600 people who receive sleeping accommodations, sanitary facilities, hot meals, humanitarian aid, medical supplies, toys, and diapers.

Evacuating at least 5,000 refugees to safer areas Thousands of children, women, senior citizens, and those with disabilities are being transported by KIDDISVIT to safe and secure areas.

Delivering 7 tons of humanitarian aid to restive regions In Dnipro, the team is purchasing essential items including food, hygiene products, diapers and formula, to support local business.

Then, they’re delivering it to families,

Assembling & distributing 3,000+ food and hygienic kits for families The kits last for two weeks.

The Toy Foundation is continuing to collect monetary and product donations for Ukrainian children and families. For members of the play community interested in making a contribution, visit thetoyfoundation. org, or reach out directly to Executive Director Pamela Mastrota or Director of Development John Fistolera.

In April, the experiential toy store Camp opened its first location on the West Coast, in Los Angeles. It is Camp’s ninth store.

In a press release, Camp Founder and Chief Executive Ben Kaufman said that Los Angeles had been at the top of his wish list for several years.

The former chief marketing officer at BuzzFeed and his wife Nikki opened their first store in 2018, in New York’s Flatiron District. Since then, Camp stores have opened in New Jersey, Massachusetts, Texas, Connecticut and now California.

Camp’s space in the Westfield Century City outdoor mall is 7,000 square feet, “much of it behind a magic door that can only be accessed by a child, caregiver or other free spirit performing a special move to get it to open,” reported Spectrum News 1. “Much like the traditional toy store that leads to it, the hidden experiential space is also a place to shop.”

Camp offers craft classes, magic shows and musical performances performed by staff.

Many of the activities are free, but some require a fee. In the spin art and slime room, for instance, kids can make their own slime with a kit that costs $20.

has announced the launch of WiT Wellness, a year-round initiative designed to raise awareness and mobilize conversations around mental health and well-being, and inspire individuals and companies to incorporate mental wellness into their daily lives.

The overall goal of WiT Wellness is to share the tools and resources women and their allies need to manage and maintain wellbeing and good mental health. Additionally, WiT will host ongoing constructive conversations focused on helping to diffuse the stigma around mental health.

Studies show that women are twice as likely as men to experience depression, generalized anxiety disorder and PTSD. They are also much more likely to battle eating disorders. This discrepancy may be caused by various factors, such as pay inequity, gender-based violence, and having more caregiving responsibilities. Challenges are further amplified in the workplace, where women, and especially women of color and those in the LGBTQ+ community, are confronted with sexual harassment, imposter syndrome, and more.

In May, Mental Health Month, WiT offered a variety of wellness events that ranged from discussions and roundtables to WiT’s Instagram Stories – digital content created in partnership with lifestyle brand CupOfTherapy. CupOfTherapy focuses on sharing mental wellbeing resources through emotive illustrations and thoughtful text.

WiT’s focus on mental health and wellbeing directly aligns with the organization’s mission to help advance women through leadership, opportunity, connection, and education. Along with its topic-

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focused events and resources, WiT also offers members a wide variety of programming and ways to find new opportunities. WiT has 25 chapters throughout the U.S., Canada, Hong Kong, France, and the UK, with liaisons in Australia, Finland, Germany, India, Israel and Lebanon.

To find curated tools and resources on a variety of mental health and wellness topics, visit womenintoys.com/ wellness/.

The LEGO Group recently announced plans to triple the size of its digital team to more than 1,800 employees over the next three years. The purpose is to accelerate its transformation to digital. In other words, to provide “electronic versions of fun, where kids of all ages can seamlessly play, shop and share their brick-clicking escapades in the physical and digital worlds,” said PYMNTS.com, a global news and insights source on the role of payments, connected devices and new tech.

“The renewed digital focus at LEGO is being likened by some industry insiders as an effort to develop the next iteration of the blockbuster video game Minecraft, the block-building fantasy world gaming title that is now

owned by Microsoft,” said PYMNTS. “Our digital transformation is one of the single largest investments the LEGO Group will make in a generation,” said Atul Bhardwaj, the company’s chief digital & technology officer, in a press release. “We’ve been blending physical and digital experiences for many years and are excited by our progress.”

Investments in areas such as e-commerce capabilities and new products – especially LEGO Super Mario – are

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industry news

already driving LEGO growth, he said. “The LEGO brick will always be the heart of our business, but we’re seeing great success making LEGO a digitally enabled brand, with new ways to play, shop and do business.”

To accomplish the acceleration to digital, the company opened a new office in Copenhagen, one of four digital workspaces around the world.

Each accommodates 400 employees.

In addition, offices in London and Shanghai, and at LEGOs headquarters in Billund, Denmark, will also be expanded.

The Copenhagen office is designed to enhance digital ways of working and reflect the company’s playfulness and mission to inspire and develop children. It will also support the company’s Best of Both approach, which balances the best of working in

the office and from home.

Digital division employees contributed to its design, reports Tim Ahrensbach, LEGO’s head of Workplace Experience. “The team gave us great advice on how to create the ideal agile working space, plus what would help them focus, the importance of spaces to collaborate and play, and, of course, a great gamer room.”

According to the press release, LEGO is also planning to step up its digital investment across all areas of its business, from play to shopping and technology infrastructure.

The company is looking for talented engineers, product managers, UX/UI designers, technical program managers, digital security specialists and data scientists. For more information, visit lego.com/en-us/careers.

LEGO was founded in 1932, and

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remains a family-owned company to this day. Its products are sold in more than 130 countries worldwide.

ToyFest West is now ToyFest. “Toy and gift stores from 39 U.S. states, plus Belgium, Canada, Costa Rica, Guam, Mexico, and the U.K. now attend our show,” noted Bill St. John, board chair of the Western Toy and Hobby Representatives Association (WTHRA). “The rebranding better reflects our growth from a regional event to a national one.”

Plans are underway for 2023’s ToyFest, scheduled for February 27 through March 3. It will return to The Expo at World Market Center Las Vegas, a newly opened, purpose-built tradeshow facility downtown that served as the venue this year. “As an

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added benefit, ToyFest attendees have access to crossover gift and accessory lines presented at the World Market Center’s permanent showrooms,” said Bill.

“There are many aspects of the show that have proven to work well for ToyFest over the years, like the Morning Masterpieces Craft Fair that opens the show, the fabulous ToyFest Game Night, a toy-business-related educational seminar, exclusive show specials, and the wildly popular ToyFest Cash and Product Raffles,” he continued. “At the legendary Welcoming Gala, we will continue to

honor a Retailer of the Year and induct brilliant toy industry individuals into our WTHRA Hall of Fame.

Here are the 2022 inductees.

Marlene and Charles Gabris, BrainyZoo Toys Marlene, a social worker and mom, couldn’t find good-quality educational toys, so the couple started a toy store in their garage in 1982. It moved to a storefront in 1984. Over the years they continued to open stores around Sacramento, most recently on Black Friday 2020. For many years BrainyZoo Toys has been

voted Best Toy Store in the Sacramento area by Style Magazine and KCRA3 TV. Stephanie Sala, Five Little Monkeys Stephanie opened her first toy store in 2001 in Albany, California.

Since then, the business has grown to six locations and an e-commerce site.

In 2010 Staphanie was named the Alameda County Woman Entrepreneur of the Year. In 2016 she was ASTRA’s Retailer of the Year, and in 2019 she was WTHRA’s.

Brian Turtle, Goliath When Brian and a couple of friends were snowed in for a few days in 1994, they developed the game Six Degrees of Kevin Bacon. TV appearances, including late-night talk shows, ensued. (continued on page 61)

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New Jersey has become the first state to ban plastic and paper bags. “Some studies have shown that paper, though easily recycled, can sap more energy and raw materials than plastic,” reports Bloomberg News.

“Reusable bags, too, have drawbacks, as cotton versions are soil-, fertilizer-, and manufacturing-intensive, and synthetic types often rely on fossil fuels.”

The 100 billion plastic bags used in the U.S each year require 12 million gallons of oil to manufacture, notes EarthDay.org, a Washingtonbased non-profit environmental group.

Stores in the Garden State are implementing creative workarounds to help their shoppers get purchases home, said the article. ShopRite, for instance, with more than 100 grocerystore locations there, will charge a flat $1.50 per order for reusable bags, according to Bloomberg. Instacart, which fulfills shopping lists for Aldi, Lidl, CVS and others, said it will also charge a flat bag fee.

Whole Foods, which dropped plastic bags nationally more than a decade ago, will pack orders in reusable bags with no additional fees.

Wawa, a convenience-store chain, will give away 1,000 reusable bags at each of its 272 New Jersey locations, says Bloomberg The ban results from Governor Phil Murphy’s pledge to make New Jersey – the most densely populated U.S. state – an environmental leader.

California, the first state to ban singleuse bags in 2016, cut plastic carryout bag use by 20,000 tons a year, according to research by University of Sydney economist Rebecca Taylor.

However, the figure was offset by a 120-percent increase in sales of

small trash-bin liners by people who had formerly repurposed their single use plastic shopping bags, the article noted.

Grocer Sam Marazzo of Marazzo’s Market in Ewing, New Jersey, told Bloomberg that he loses 25 cents on each reusable bag he sells. He does it as a favor to his customers who are dealing with an 8.8-percent one-year increase nationally in food prices.

“And no. He said he won’t realize big savings with paper and plastic bags off his supplies list, after U.S. inflation in February hit a 40-year high of 7.9 percent,” said Bloomberg.

QR Codes Become a Fun Way to Communicate

Those maze-like black-andwhite boxes have finally come into their own in the U.S., reports Supermarket News. Forty-five percent of respondents to a survey last June

by Statista Research said they used a marketing QR code during the previous three months. The age group with the highest use was 18- to 29-year-olds.

Michael La Kier, president and founder of What Brands Want LLC, remembers what a flop QR

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codes were when they first appeared. “They were ahead of their time,” he told Supermarket News. “People didn’t know what to do with them or what they were. You had to download a specific app to scan the code, but it didn’t always work.”

Technology has advanced significantly since then. In 2017, iOS11 was released giving smartphone cameras the ability read QR codes. “Today, it makes more sense than ever for retailers to capture those smartphone owners by using QR codes,” advised Supermarket News. “Use them to attract shoppers, increase awareness of promotions, and even close sales.”

Here are some of the how-tos the article provided.

•

First choose your purpose. Start with an objective, not a tactic, advised La Kier. Examples he used were, Am I trying to recapture sales that might otherwise be lost? and Am I trying to provide more information to help close that sale?

•

Announce the opening of a new location with a direct mail piece that features a QR code that links to a map app to help people find the store.

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Collect customer email addresses by putting a QR code on a sign or a sticker. It could take them to a sign-up sheet where they can paste their address.

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Make it easier for shoppers to purchase a product you don’t have in stock with a QR code linked to your e-commerce site.

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Set up a tracking URL to measure your QR codes’ effectiveness. You can do it manually through a URL generator.

•

A Google search of “make a QR code” turns up millions of options. Some are free. After you chose a generator and are on the site, paste in your tracking URL or upload a file to create the QR code. “A site we visited offered a variety of frames that included the call to action ‘scan me,’ different shapes and colors, and even the use of a logo,” wrote reporter Victoria A.F. Camron.

•

Retailers in an area with lots of foot traffic could apply QR-code stickers to windows that invite passersby to

“Hi! It’s me, Norman™.

I am an 18’’ interactive boy that tells hilarious knock knock jokes.”

Have you ever met a child who hasn’t told a knock knock joke?

Neither have I. Norman will come with 50 knock knock jokes, that is often followed by a funny expression or some giggles. A simple press of his hand lets the interactive fun begin. How cool is that? It’s me, Norman™ is kid-tested and loved by parents and teachers alike.

Kids love Norman not only for his jokes, but also because he is cute, cuddly and ready to be taken on new adventures. Norman will quickly become everyone’s best friend. It’s me, Norman™ will give children a chance to put down the computer, phone and tablet, at least for a while, and have some real quality play time.

It’s me, Norman™ is battery operated (included) and is available now for immediate shipment.

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for your business information

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scan the code and then enter the store to see if they won a prize.

•

Consider what your customers want to know and use a QR code to make it as easy as possible for them to find it.

•

Teach your employees first.

“Employees should use your QR codes until they understand it and can explain it,” concluded La Kier.

Kids and Their Credit Cards

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People in the Gen Z cohort, those born between 1997 and 2012, don’t yet wield significant purchasing power, but they do hold sway over the consumer mindset, said Chiro Aikat, executive vice president of North America products, Mastercard.

In an article in Retail Dive, he noted that their influence has caused shifts in consumer thinking on a variety of issues. Consumer credit is one of them.

“Complicated” is how the article described the way Gen Z feels about credit cards. They know they need one, but they use them cautiously.

“For me, there’s just always been a fear of spending money I don’t have,” noted one 24-year-old.

Each generation’s relationship to credit has been unique. “A number of factors influence those generational differences, from personal preference to access to credit,” noted the article. Baby Boomers got their first credit card – a novel idea – at a retailer, while Gen X-ers were offered free T-shirts on college campuses for filling out creditcard applications.

Compared to other generations,

Millennials were 3 to 3.5 years late to credit cards because of the Great Recession. Gen Z will have them sooner, say experts, but there’s still a delay.

Like other major life events – buying a house, getting married, having children – getting a credit card is occurring later for younger consumers. A big factor is student loan debt. It weighs heavily on this generation. An even bigger factor is the Credit Card Accountability Responsibility and Disclosure Act, passed in 2009. It introduced more requirements for those under 21 trying to get a credit card, including proof-of-income and a cosigner. It also prevented card issuers from soliciting on college campuses.

Data indicates that about half of the youngest shopping cohort has a credit card, but a similar portion of that age group can’t qualify because they lack sufficient income.

So with Gen Z, it’s more a question of when they’ll embrace credit cards, as opposed to whether they’ll do so, said Retail Dive. Once they take the plunge, many predict they’ll keep credit card companies on their toes. They’re highly intuitive with technology, use peer-to-peer payment apps like Venmo or Cash App heavily, and demand seamless, digital experiences.

“Appealing to Gen Z is a top priority for card issuers, given the importance of customer acquisition and retention. Companies are eager to be the first to give young people credit cards because so many tend to stick with a card company for years to come … although Gen Z’s notions of loyalty may differ from their parents,” the article concluded.

Fifty-five percent of Gen Z-ers have credit cards, compared

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to 66 percent of Millennials, 77 percent of Gen X and 85 percent of Baby Boomers, according to Retail Dive.

Back to the Burbs

As foot traffic in city centers has decreased since COVID and the advent of working remotely, retailers are seeing growth opportunities in the places consumers live – the suburbs, reports Modern Retail. Amazon announced in April that it is launching a new store format that targets suburban shoppers specifically. It’s also opening a new Amazon Go store in a suburb of Seattle. Warby Parker and Wayfair also have plans for suburban locations.

“This, to me, is the natural evolution,” Bryan Eshelman told Modern Retail. The managing director in the retail practice at consulting firm AlixPartners, said, “They are now trying to get access to yet another set of customers to continue growth. That’s the next adjacent opportunity if you will – moving from online to city stores, city stores to suburban stores.”

It’s not a new concept, but it has gained traction as remote work becomes more commonplace. As of February, 39 percent of employees worked entirely remote and only 19 percent worked fully on-site, based on a recent Gallup survey.

“While city centers suffered losses during the pandemic, suburban main streets flourished,” said the article. “For instance, overall traffic in a suburban shopping district in White Bear Lake, Minnesota, increased by at least 25 percent from 2020, according to Star Tribune in November.”

Meanwhile, in the Big Apple, almost 30 percent of the office-dependent retail corridors in Midtown East and around Grand Central Terminal were unoccupied last summer, said a report from Real Estate Board of New York.

Modern Retail reports that Target plans to open about 30 stores this year, including mid-size locations in dense suburban locations. In 2020, Dollar General unveiled Popshelf to target wealthier suburban shoppers.

By the end of 2025, it plans to increase Popshelf’s store count by about 1,000.

Even as offices continue to reopen, not all employees are required to be onsite every workday.

More than 40 percent of workers had a hybrid schedule this February, says a Gallup Survey.

Accompanying the interest in suburban locations is increasing competition for good real estate locations.

“You have to be where the customers are and customers have definitely, over the past few years, been moving out of cities and into more suburban areas,” Eshelman said.

“We’ll see if that trend holds, but for now, this is the place retailers need to be.”

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1. Smart Shapes Bilingual Sorting Cube (TCDG-098) is a twist on a classic from your childhood!

This is the same concept, but you can now learn the names of the shapes in English and Spanish. brybelly.com

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2. Madame Alexander’s It’s All Me Dolls are a mash-up of kids’ favorite activities for imaginative play! Six styles; each poseable 8” doll includes apparel and accessories for two activities. 3+. madamealexander.com

3. Find the hidden pieces with Crazy Aaron’s Hide Inside! Sweet Surprise. You’re gonna get a sugar rush while you search for the six silly confection characters in the mix of sweet surprise. crazyaarons.com

4. The unique shape of The Wooden Wagon’s Abel Beechwood Blocks ensures that everything you build looks beautiful. Abel Blocks advance fine motor skills, concentration, and creativity. tww-wholesale.com

5. The new wooden Bonsai Puzzles from Dreams USA can be assembled in hundreds of different configurations.

Available in Pine, Japanese Apricot, and Japanese Maple. Bonsai Puzzles are sold 3 per style and have an MSRP of $30.00 dreams6usa.com

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6. Le Château Frontenac Wrebbit3D Jigsaw Puzzle is an 865-Piece wonder for ages 14+, available now! This year Wrebbit3D is celebrating the 30th anniversary of the invention of the world’s first-ever 3D Jigsaw Puzzle. wrebbit3d.com

7. The HyperRunner Zippy Car from MukikiM is designed to delight and thrill: a huge “WOW” item for the holidays! It features four fun operational modes including Escape, Follow, Trace & Remote Control (Ages 5+).

MSRP $ 39.99. mukikim.com

8. From Kala Brand, the all-new Sea Glass Waterman Ukulele features a new texture and 6 new colors. Durable, water resistant, and easy to clean—this real, playable instrument is a veritable treasure in its eye-catching retail packaging. kalabrand.com

10 9. Look! from Amigo Games is one of our “My First AMIGO” games – card games for children as young as 3! Each round, a player flips a picture card, changing the art slightly. Who will find the change first? amigo.games

10. New for ’22! The perfect Wikki Stix Activity Set from Wikki Stix is creative play that’s great for home or travel.

Perfect for ages 4-6!

MSRP: $19.95 info@wikkistix.com

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11. Match the Farm Animals Puzzles from Banana Panda is an educational set of large puzzles with interchangeable pieces. It expands the line that features TOTY 2018 Rookie nominee Match the Baby, our all-time bestseller. bananapanda.com

12. USAopoly’s VENN is a clever game where clues and art overlap!

Race to find three secret words based on where a Clue Giver arranges unique Art Cards onto colored circles.

Through cooperative gameplay, this handson communication game mixes friendly competition and fun. theop.games

13. The Toniebox is a screen-free audio system that puts kids in control of listening to stories, songs, and more! tonies.com

14. Klutz’s LEGO Race Cars is the ultimate STEM kit that lets you build, rebuild, and experiment to create the best car in your LEGO collection! shop.scholastic.com

15. The Craft Box from Teacher Created Resources unlocks a child’s imagination and lets their creativity run wild! From felt squares and tissue paper to googly eyes and jewel stickers, it has everything needed to start a crafting adventure! tcrdealer.com

16. Tha new Constellation AirFort has kids exploring outer space at all times of the day.

With its glow in the dark design, spotting constellations like Ursa Major and Orion has never been easier!

Bringing the galaxy down to earth! Lighting up your life in just seconds! airfort.com

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17. Its me, Norman from Norman & Friends is the world’s only interactive knock knock joke-telling doll where kids must play along to make the fun happen. itismenorman.com

18. Fidgeting with Tangle Jr. Crush is an amazingly effective way to help calm nervous energy and improve focus!

Tangles are the ultimate creativity tool for kids and adults alike! tanglecreations.com

19. Amahi Ukuleles would like to present DDUK9, their topselling ukulele model, featuring the Amahi logo. Fun, vibrant, and sunset on the beachworthy, this colorful soprano ukulele comes with nylon strings and vinyl zippered carrying bag. amahiukuleles.com

20. The momentumbuilding play of On Track Card Game from TREND Enterprises is freight-loads of fun.

An inventive “supply yard” draw pile adds strategy to every turn.

Play solo or as teams.

Count on TREND for award-winning FUN and games. trendenterprises.com

21. Learn with OJO’s Underwater Missions Marine Biology Board Game is a hunt for treasure and a way to discover species. This game combines strategy and environmental science in an active learning experience. learnwithojo.com

22. Lulu Junior’s My Comic Book kit includes everything kids need to create and publish their own softcover comic book! Inspire creativity, practice literacy skills, and build self-esteem with this unique kit.

Ages 6+. sales@lulujr.com lulujr.com

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23. Give children a head start in reading and math with these colorful, double-sided flash cards from Scholastic that teach essential skills.

Each set includes activity cards with helpful tips and suggestions for making learning fun. scholastic.com/ tsmarketing

24. Get ready for some Magna-Tiles® fun down on the farm! This future fan favorite features fully-magnetic farm friends - chicken, cow, pig, horse - and our first magnetic fence! magnatiles.com

25. THE RANK GAME from Storyastic helps families and friends “tech less and talk more” while building relationships and relearning the art of interpersonal communication through “the gamification of conversation.” therankgame.com

26. Learn to Build - ABC & 123 from Plus-Plus is a new best-seller in the Learn to Build range. Learn to Build - ABC & 123! includes 400 pieces, and 40 letter and number cards to create a fun-filled educational building experience.

MSRP $26.99 retailer.plus-plus.us

27. The Foldable Mini by Micro Kickboard for ages 2-5 is for traveling tots and kids on the go. The new folding mechanism means taking a Mini wherever you go just got easier! Now available in Purple! microkickboard.com

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31 28. Inspire imagination and kids’ creativity with Blue Marble’s STEAM craft kit from National Geographic.

Kids paint and decorate smooth river stones, then find them perfect homes. thinkbluemarble. com

29. The Whacky Racket from US Toy Co., a Top Toy Award Winner, puts a new twist on tennis and badminton.

The set includes two kid-friendly mesh rackets and two light-up boingy balls.

(GS901) SRP $23.99 1-800-448-5882

30. Beautiful Blessings is a unique doll collection designed to inspire girls and women. Each doll comes with a message that we are confident, beautiful and powerful.

Created for all ages! iamabeautiful blessing.com

31. Gimme That! from Dolphin Hat Games creates a potato counting, high frying, potato mashing, and spud bumping boisterous game night! Be the first to count 100 potatoes to WIN and become the new Spud King! dolphinhat.com

32. UGears Sky Watcher Tourbillon Table Clock from Ukidz Toys is an exciting addition to the UGears catalog of 3D puzzles, DIY model kits, automatons, robots, wooden puzzle boxes, and STEM Lab model kits. ukidztoys.com

33. The Toy Network offers the Dino Adventure mobile playset, which is great for the imagination and dexterity! With multiple colored doughs and molds every child will have fun with this set! thetoynetwork.com

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36 34. Learning Advantage’s Extreme Dinosaurs of the World helps kids learn about extreme dinosaurs and create amazing dinothemed crafts! Build a velociraptor model, spinosaurus nest, prehistoric diorama and more. Includes a dinosaur poster! Ages 6+. learningadvantage.com

35. From Play Monster comes a magical craft set to encourage children to explore the outdoors!

Gather natural ingredients and then add some “magic” to create potions!

Includes reusable bottles for endless fun!

Ages 4+ with help. playmonster.com

36. Kids create their very own book about monsters, using the warm-up activities, book planner, stickers, and visual prompts from a real-life illustrator!

Three more titles in the Illustrate This Book series from From EDC Publishing! edcpub.com

37. Munchkin Petting Zoo from Steve Jackson Games lets players add a menagerie of surprisingly friendly fauna to their arsenal!

This is an expansion for Munchkin, it is not a standalone game. retailers@sjgames. com

38. The new Rollin’ die-cast display kit from Toysmith will rev up your die-cast sales into high gear. This premium kit includes 11 best-selling vehicle types all presented in a slim profile, durable black metal frame. toysmith.com

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industry news (continued from page 49) In 1997 the board game debuted in the lineup of Endless Games, where Brian worked until it was sold to Goliath in 2021. Today, Brian is Goliath’s national sales manager.

Retailer of the Year Holly Horner, Thinker Toys Holly was 10 years old when her family purchased Thinker Toys in Carmel-by-the-Sea. After college, she became the first manager at its new Morgan Hill location.

In 2020, the same year the store received the Morgan Hill Small Business of the Year Award, Holly bought the business. In 2022, Carmel-by-the Sea was named Best Toy Store in Monterey County.

In June, WTHRA will be holding a membership drive for manufacturers and sales reps. Member perks include lead retrieval at ToyFest, reduced rates for the GameDayNW and the California Game Day, and a copy of the attendee list for ToyFest. In addition, the contact information for each member manufacturer and sales rep is listed on the ToyFest website for one year, as well as in the ToyFest directory.

Registration for the 2023 event will open this summer.

Early bird discounts will be offered in June at the ToyFest booth at ASTRA Marketplace & Academy.

Founded in 1961, WTHRA is a non-profit organization.

More than 1,400 people attended the GAMA Expo in Reno this March. The annual tradeshow of the Game Manufacturers Association is the largest gathering of hobby game industry professionals in the U.S. There, Amy Colburn, center, representing Around the Table magazine from the publishers of edplay, met with the folks at Portal Games. According to portalgames.pl/en/, it’s a company of “bookworms. Movie maniacs. Story addicts.

And yet, we don’t write books… we don’t make movies. We make games that tell stories.”

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endcap Is Your Store Ready for

Day? Twenty-one years after the acronym STEM was introduced by the U.S. National Science Foundation, experts agree that developing strong science, technology, engineering, art, and mathematics skills is still crucial – not just for the success of our children, but for the success of our country.

“Our knowledge-based economy is driven by constant innovation,” notes the bipartisan congressional STEM Education Caucus. “The foundation of innovation lies in a dynamic, motivated and well-educated workforce equipped with STEM skills.”

The concept continues to capture the imaginations of parents everywhere. They’re on a mission to start their children on STEMskill development early. Fortunately there are many companies in the specialty toy space creating products that support their goals. To help you stock the products you need now to celebrate National STEM/STEAM Day on November 8, here’s a look at Ukidz, based in Mundelein, Illinois.

Five of its brands recently earned The STEM.org Authenticated Trustmark.

This seal helps consumers identify resources that conform to vetted STEM standards.

Here are the STEM-certified Ukidz brands. Each one focuses on different aspects of construction.

1. Matador, a construction set based on precision-drilled wooden blocks, rods and wheels 2. Pixio, a unique construction set in which blocks are connected thanks to a well-thought-out system of magnets (above) 3. Unit Bricks – a version of the classic wooden playthings championed by both Albert Einstein and Architect Frank Lloyd Wright 4. Babai, a line of balancing toys, lacing toys, teethers, dollhouses, and more, made from sustainable wood 5. UGears self-propelled mechanical model kits that are assembled without glue “We believe building toys are ageless, and appeal to both the young and young at heart,” says mechanical engineer and Ukidz founder Dmitriy Zverev.

According to STEM.org

Educational Research (SER), the group that conducts the secure third-party review and evaluation process, its seal ensures that the product has been certified to do the following.

• Integrate seamlessly into STEMfriendly classrooms and homes • Align to science, technology, engineering, and/or math standards • Support the development of a learner’s 21st-century skills • Engage users through hands-on learning and collaboration Also taken into consideration during the process is the product’s ability to build skills like socialization and communication, imagination and cognition, kinesthetics and active play, and diversity and inclusion.

Founded in 2001, SER is the longest continually-operating, privatelyheld STEM education research and credentialing organization in America.

Through an extensive collaborative effort, SER has worked closely with an international coalition of educators, administrators, NGOs and schools to establish a trusted set of STEM benchmarks.

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