Edplay March 2024

Fun is on a Roll at Hobby-Sports

fair play by

Victoria Ritter

Just before this past Christmas, my mom asked me whether

I wanted a practical gift or a fun gift to open when I visited my hometown for the holidays. She had gotten ahead of her shopping and had enough presents for yuletide and my birthday in late January. After a moment of consideration, I chose the latter option; on Christmas morn, I was overjoyed to unwrap a Harry Potter Lego set from my parents. It turns out I’m a proud “kidult,” an adult who enjoys playing with toys that are traditionally meant for younger ages.

As we lounged around the Christmas tree that afternoon, my dad pointed out an article in the January 2024 edition of National Geographic noting the importance of play in adults. The author, Sadie Dingfelder, addresses how several species use play to develop skills in adulthood, such as fostering “inclusivity, cooperation, creativity, adaptivity, and egalitarianism.” She cites psychiatrist and play researcher Stuart Brown, who stated, “adult play is necessary for our survival as a species.” While the article focuses on play in general and gives broad examples of imaginative play, it’s not a far stretch from playing with toys.

Whether you enjoy toys and games on your own, use them to socialize with your contemporaries or to interact with younger generations, play is essential, no matter your age. Plus, with thousands of companies and independent retailers specializing in play, the opportunities are endless.

While the holidays are over and the rush of the new year is upon us, my wish for us all is to hold onto our inner child and never forget the importance of having fun.

As the new year gets on a roll, we at edplay are pleased to present our new products edition. In this issue, you can find more than two dozen brand-new toys and games; learn more about upcoming trade fairs including Toy Fest and the inaugural North East Toy Show (NETS); meet Adrienne Smith, a professional football player turned toy inventor; look inside a hobby sports store in Portage, MI; and meet a couple special companies who seek to bring joy to kids.

Happy reading!

Dedicated to the Specialty Toy Industry

A brand of Fahy-Williams Publishing

About edplay

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

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Life in the

Fast Lane

by Tina Manzer

Thirty-five years ago, when he was still in high school, Rex Simpson started a business with his older brother Lee. Their passion was radio-controlled vehicles, and their hobby of buying used RC cars and fixing them up for sale soon generated a following around Portage, MI.

“We had a little store in our parents’ basement and sold mostly to our friends,” Simpson explained. “Two months before I graduated, we moved to a 1,400-square-foot storefront and then a year and a half later, we relocated to what became Hobby-Sports’ permanent home.”

At 9,000 square feet, it was a lot of space to fill, “but someone else rented part of the building for the first few years so we were able to grow into it,” said Simpson. “We own the property, which has been critical to the growth and longevity of our business. It has really helped us do what we wanted to do as a hobby store.”

What they did turned their small enterprise into an exciting retail destination for fans of radio control, model trains, slot cars, rockets and more. Today it’s a busy hub for customers looking for the latest and hottest vehicles and even repairs and upgrades for their current vehicles. With an

in-store train layout with HO and O gauge trains, HO slot car and 1/18 scale rock-crawling course, and a dirt off-road track and rock-crawling course outside, Hobby-Sports.com exemplifies experiential retail.

Hobby-Sports makes sure its customers feel appreciated. Twice a year, the store holds a customer appreciation week. This event has free food, DJ, magician, demos, raffle prizes and a variety of activities.

In addition to brick-and-mortar sales, the store has a thriving online business. “Our website is powered by Shopify – the best thing we ever did – and we sell our parts on Amazon and eBay,” Simpson stated. “Twenty-five percent of what we sell is sold online.”

Sales at Hobby-Sports.com reached a high-water mark in 2021. “Today sales are slower, but they’re still higher than they were in 2018,” reported Simpson. “I look at it this way: In 2021 we sold three times as much product as we did in 2018. Now we’re selling twice as much as we did in 2018.”

Approaching an intersection

Independently owned hobby stores have much in

(continued on page 10)

Hobby-Sports’ staff stand at the ready to help customers.

common with specialty toy stores. Both offer consumers a mix of playthings that are highend (more durable, better designed, often more expensive, etc.) compared to other stores in their general category. In some cases, products in hobby and specialty toy stores overlap.

Like specialty toy stores, hobby stores’ roots run deep in their communities – many began years ago as mom-and-pop businesses to meet the play-

product needs of local shoppers. Always crucial to their businesses’ success has been a staff of serviceoriented people who love to share their passion for play and product knowledge. Owners of both hobby stores and specialty toy stores work hard to keep their merchandise new, exciting and unique to differentiate their stores within their market.

“There is a lot to the toy industry and it’s very interesting to me,” said Simpson, who attended ASTRA Marketplace, his first toy trade show, last June. “I think in the future, hobby stores and toy stores are going to be sticking together more, even though now it may feel like

they’re two separate and different business types.

“I loved ASTRA Marketplace – not only for the diversity of the products it presented, but also because it’s like one big family,” he continued. “Everyone is willing to share ideas and talk with you.”

A longtime member of the National Retail Hobby Stores Association (NRHSA.org), Simpson was in Cleveland scouting out toys to add to his mix. “Half of our 4,000 square feet of selling space is RC-related. In the other half we sell Gundam models, slot cars, plastic models, puzzles, metal detectors, science products, rock tumblers, trains, rockets and LEGO,” he explained. “LEGO generates about $25,000 in sales for us each year.

“Most of our shoppers are guys ages 20 to 40,” he added. “When they come in with their families to buy a $400 RC truck for themselves, we need to have something here for their kids. LEGO fits the bill, but I’d like to have more toys. Many of my friends in the hobby industry are diversifying that way, too.”

Negotiating the curves

In addition to the difference in customer demographics compared to toy stores, hobby stores have a unique range of product price points and a large number of SKUs. Simpson’s store carries about 10,000 unique products and prices range from a 42-cent piece of Basswood to $1,400 for a massive 1/5 scale, four-wheel-drive Losi Gas Buggy.

Simpson reported that his average sale is around $130. “Our busiest time is Christmas, which accounts for about 20 percent of our business each year. Our second busiest is during tax season when people come in with their refunds.”

Best sellers at Hobby-Sports.com include vehicles from Traxxas, a radio-control model manufacturer based in McKinney, TX; and from Horizon Hobby, an Illinois-based international distributor of RC vehicles and manufacturer of the Arrma RC brand. “Horizon Hobby’s radiocontrol motorcycle was the hottest product of 2023,” explained Simpson. “The technology is amazing.”

Products from Traxxas are innovative and reliable and their technology is state-of the art, he noted. “They also do a good job of marketing and pushing people into our stores. Sometimes the biggest challenge for us is knowing what’s going on with new products before consumers do. Traxxas gives brick-and-mortar stores three weeks to sell new products before the item is sold online. They give brick-and-mortar stores the support they need to succeed.”

At NRHSA’s tradeshow in Las Vegas each September, hobby store owners can experience and purchase new products in person. The show includes an outside area for RC car demonstrations plus a trip to a flying field to demo airplanes. Simpson says there is always an operating a train layout, “and some years we do rocket demos, garden railroad tours and have a pool party.”

The show is small – about one-quarter of the size of ASTRA Marketplace – and Simpson is concerned about the dwindling number of hobby stores. “The industry has half as many stores as when we started. With less stores, families have a lesser chance to get exposed to the hobbies we sell. It’s a trend in every independent retail niche and I’m sure it’s affected specialty toys.

“My goal is to see my store stick around another 35 years,” Simpson said. “How can we accomplish that? What can we improve and change? Answering those questions is my mission.”

Hobby-Sports honors its patrons with two customer appreciation weeks each year.

10 Questions with The Toy Network

Established in 2018 as a division of Rhode Island Novelty, The Toy Network specializes in a variety of toys, from trendy impulse items to traditional items. Its portfolio encompasses a little more than 4,200 products including toys, plush and candy.

While The Toy Network is based in Fall River, MA, it distributes primarily in the U.S. and reaches out to Canada, the Caribbean and the Americas.

The Toy Network has a presence at several major trade shows such as the new North East Toy Show (NETS), Toy Fest, ASTRA Marketplace and the Smoky Mountain Gift Show along with some distributor and campground shows; it has plans to attend Toy Fair in 2025 and is always looking to try other venues.

Its workforce is comprised of more than 100 workers, including Bob Szumowski, director of channel sales. Szumowski recently sat down with insight on recent trends and what makes The Toy Network stand out in the toy market.

pricing product to pass along the savings to our customers.

How did The Toy Network get its start? How has it grown?

The Toy Network was created for the specialty toy market. Many of the impulse items we sell transcend specialty distribution that opens doors into other channels.

How’s business today?

Business is excellent! We continue to see year-over-year growth from expansion of the customer base and exciting new product additions to our toy, plush and candy lines.

Bob Szumowski

What trends have you seen concerning educational toys?

The continued evolution of STEM products to stimulate early childhood development.

What is your most popular product in The Toy Network’s portfolio?

Believe it or not, currently it’s a little stretchy, sand filled, cute dachshund. The popularity of dogs, the cuteness of a dachshund and most importantly, the fun of playing with it contribute to its success!

Shipping at The Toy Network is designated carbon neutral.

Why do you believe The Toy Network’s product lines belong in specialty toy stores?

The core principle of every toy store is fun. Our toys are interesting, cool, nostalgic and trendy!

What advice would you give to retailers about selling your products?

What factors are considered when creating an engaging and inspiring toy?

For us, it’s all about the current trends. For instance, we think we’re about to see capybaras become as popular as axolotls have been. Go figure … the world’s largest rodent becomes a popular toy trend!

When it comes to impulse, while it’s an inexpensive category, it should be viewed as a profit center in the store. Our low margin business model offers store owners a product line that allows them to make-up margin they might otherwise lose on other products, or utilize in offsetting additional marketing for their store. Here’s an opportunity to generate revenue, sometimes in a relatively small footprint.

Toy Network

Apart from the toy market, what other markets do you serve?

We serve several markets, including Gift, hardware, general stores, campgrounds, kids’ apparel, garden centers, outdoor sporting goods, grocery, convenience stores and kids salons.

What are you most proud of about working at The Toy Network?

The incredible product our product team continues to find and create. The transformation the company has made over the last six years with improvements in packaging and design. The marketing support we continue to receive to drive sales and the incredible support we get from the backbone of the company, our operations. Our operations team literally can receive an order by noon Eastern Time and ship it out of the warehouse and have it on its way to the customer the same day.

Furthermore, we ship from our own 650,000-square-foot fully automated warehouse. Our shipping is also designated carbon neutral, our warehouse is Silver LEED Certified and the roof of building is covered with 6,600 solar panels that generates 130 percent of our electrical consumption. Now that’s a company one can be proud of.

6,600 solar panels cover the warehouse’s roof.

ToyFest

Get ready for the best toy fair in the West! The Western Toy and Hobby Representatives Association (WTHRA) is gearing up for its annual West Coast toy trade show, ToyFest. The show is set to take place March 3 to 5 in Las Vegas, NV.

Organizers expect between 500 and 600 manufacturers exhibiting more than 1,000 products at this year’s ToyFest. Exhibitors will have a couple of days before the show to set up their booths. As in years past, there will be a daily raffle for buyers. With every order written at the show, a ticket will be issued to be entered in several drawings. Giveaways include products from manufacturers and $2,400 in cash prizes.

“At ToyFest you’re treated as a real person, as if you’ve just come

to Welcome Hundreds of Exhibitors

home to see your family,” said Blake Goldenberg, WTHRA Board of Directors member. “The show is set up in an open environment with open booths, welcoming buyers to browse. The sales representatives and manufacturers are there to help and spend time with you. You won’t feel rushed; instead, you’ll feel relaxed and productive.”

ToyFest will bring back special events for attendees to enjoy and use as networking opportunities. Two educational seminars are scheduled during the show. On March 2, Rick Derr will present “Trends.” On March 4, Colleen Clifford Hendon will discuss how stores are toolboxes and highlight how product knowledge can increase customer engagement and sales in “Tools Are Toys Mom.”

The Morning Masterpieces Kit Session is set for 8:30 to 10:30 a.m. on March 3 in the Play Room, located in the Expo South Hall Breakout room. This hands-on activity will allow retailers to see and learn about the newest kits and crafts.

The Welcome Gala Reception begins at 7 p.m. March 3 at the Lily Ballroom in Resorts World. The soiree, hosted by WTHRA, will include dinner, cocktails and induction ceremony for the WTHRA Hall of Fame.

At 6:30 p.m. March 4, the ToyFest Game Night will commence in the Play Room. The three-hour event will be in a round-table format, with players rotating between tables every 10 minutes. Cash prizes and games will be given away every rotation. Dinner and drinks will be provided.

Finally, the Best of ToyFest will be announced from 8:30 to 9:30 a.m. March 5. Throughout the show, buyers can take note of “hot, not to miss” products. Past categories include arts and crafts, infant, outdoor, preschool and more.

The show is free to attend, but registration is required. To register, visit toyfestus.com/attendee-registration. For more information, call 833-869-3378 or email info@toyfestus.com.

Anew toy trade show has emerged in the Northeast corridor. This year marks the first North East Toy Show (NETS), which takes place February 11 to 13 in Springfield, MA.

Founded and organized by Christine and Alan Blumberg of Trade Show Ventures, NETS will welcome retailers and manufacturers alike at the Mass Mutual Center. Christine estimates 1,000 attendees will come to the trade show, as several retailers are bringing several staff members to see new products on the floor. She is most excited for more store employees to come, better understand the products they will be selling, and thus drive more sales at their respective businesses.

“We’re really pulling from Maine all the way down to Virginia,” Christine said, adding retailers represent boutiques, book stores, garden centers, and tourist attractions and museums with gift stores. “We do have some outliers from Kansas, Illinois and Michigan, but the main group of attendees are from the New England, mid-Atlantic area.

“The impetus for this show came from the retailers,” she added. “They came to us and said ‘Would you put on a show? We want to stay here.’ It’s great that they’re responding to this show.”

The exhibit floor is sold out, Christine reported, with more than 140 vendors signed up since January. The trade show floor will be open 9 a.m. to 5 p.m. Sunday and Monday as well as 9 a.m. to 3 p.m. Tuesday.

A couple of special events are in

Celebrates Inaugural Year

store. On Sunday, February 11, a Super Bowl Party will take place 5 to 11 p.m. at the Basketball Hall of Fame. For $75, guests will be able to enjoy dinner, an open bar and access to the museum prior to gametime. When the big game begins, attendees can gather on the court floor to eat, drink and watch the Super Bowl on a 40-foot screen.

The following night, from 6 to 9 p.m. is Game Night. Thirty game companies will set up playing tables in the Game Hall while NETS will cater complimentary food and beverages. Attendees will be able to network and mingle as they play new games.

“You can sell a stuffed animal, wagon or kite just by looking at it. But if you don’t know how to play a game, it’s hard to sell it,” Christine stated. “Going to Game Night is going to be super impactful for our retailers.”

When planning NETS, the Bloombergs focused on creating an event that was fun, easily accessible and affordable. The timing is also ideal, as it is not overlapping any major holidays or other shows and retailers are looking at possible inventory.

“The stores are through with the holidays, they’re regrouping in January and then they want to see all the new products in the new year,” Christine said. “It’s the right time for them.”

NETS is a relatively inexpensive show, compared to other toy trade shows. Admission for attendees is $39.95 ($29.95 early bird special) which includes coffee and tea every morning, $10 lunch vouchers good for Sunday and Monday and complimentary dinner and drinks at Game Night. Christine explained they were able to keep costs down by hosting NETS in a smaller city compared to New York or Las Vegas. Sponsors were also eager to lend their support to the show.

“ASTRA has graciously paid for

all sales reps to attend Game Night,” Christine said. “ASTRA has been instrumental in helping us to get the show going.”

Christine hopes NETS is a success for vendors and retailers. “The goal is for everyone to walk out of there feeling it was a huge benefit for their business.” NETS will return in 2025. The show is set to take place February 9 to 11.

Games have played a significant part in Adrienne Smith’s life. Growing up, she learned good sportsmanship while playing Candyland, gained a mind for strategy by playing chess with her dad, expanded her vocabulary with rounds of Scrabble with her mom and appreciated teamwork while going on Dungeons & Dragons missions with her friends.

Smith went on to play games in a professional capacity, becoming a renowned football player; today, she plays for the Boston Renegades which is part of the Women’s Football Alliance (WFA). She was a member of the first U.S. National Women’s Football Team in 2010 and scored the first-ever touchdown in the history of women’s international tackle football. Smith has won six WFA national championships and has been named an all-star 10 times. In 2013, Smith founded Gridiron Queendom, an organization dedicated to support the sisterhood of girls and women in football.

The Card Game of Champions

Meet Adrienne Smith, pro footballer and game inventor

be a champion,” Smith stated.

Blitz Champz is a competitive game that can also be used as a math learning tool. Players race to be the first to make 21 points using a collection of offensive, defensive and continuation cards.

More recently, Smith has another accomplishment, slightly off-field: she is a game inventor.

“I never set out to be a game designer,” Smith stated. “I was always very creative growing up. I used to write stories and plays.”

One evening in December 2015, Smith was sitting at her desk at home, looking for a way to bring a love of football and excitement and strategy to others. That night she prayed to create a card game that encapsulated the experience,

Smith created the prototype just in time to share it with her relatives at Christmas. Her extended family had varying degrees of football knowledge. As it happened, Smith’s aunt, who had never played football, was the first winner of a Blitz Champz game. It was a win for Smith as well.

“I saw naturally how, whether or not you knew about football or had played the game, Blitz Champz was still enjoyable,” Smith observed. “I thought I was on to something. The game played well regardless of one’s affinity for football.”

It took Smith all of the following year to fully develop

Blitz Champz. A key piece of the puzzle was the graphics on the cards. Smith wanted both men and women and all races to be represented. “My goal with Blitz Champz, from day one, was that anyone who picked up a Blitz Champz game anywhere in the world would see themselves reflected in the game, and know Blitz Champz was for them, football was for them.”

Smith was able to contact Jason Narvaez through her alma mater Columbia Business School to craft the final graphics design for the cards. Narvaez is an experienced art director and graphic artist who has worked with multiple mainstream animation properties including Teenage Mutant Ninja Turtles, Yu-Gi-Oh! and Marvel superheroes. “He came up with these designs, we worked back and forth and here we are,” Smith stated. “The cards are absolutely beautiful. I love what he’s done.”

Additionally, Smith researched popular card games

including Uno and Phase 10 to determine what deck size allows for optimal game play. Smith reached out to the Columbia Business School alumni network who were proficient in game design for their feedback. She played rounds by herself and with test groups to figure out timing and ideal player numbers. “This is where my MBA kicked in,” Smith said. “It was less about creativity and more about logistics and economics.”

Blitz Champz went to market in 2017 and won the National Parenting Product Award (NAPPA) that same year. The Blitz Champz NFL collection, which encompasses all 32 teams, is distributed exclusively in the U.S. The O.G. Blitz Champz game is available in countries which have an interest in American football, spanning from North America to Europe and Asia.

Retailers can purchase Blitz Champz through faire.com or blitzchampz.com; wholesale orders are available.

(continued on page 24)

Blitz Champz can be enjoyed by football fans and novices alike.

As the card game was hitting shelves, Smith introduced it as a learning tool to elementary and middle school students in New York City through her organization, Harlem Hip Hop Tours. She saw first-hand how Blitz Champz could work as a math tool, to the excitement of kids and mentors alike.

“I’ve always believed education can, and should be, fun. Everything I create is based on edutainment – educate through entertainment,” Smith said. “The beauty of Blitz Champz is that it’s super fun to play, but you also use math skills. I found that kids loved the game and they didn’t realize they were doing math! They don’t realize they’re learning, practicing and enhancing their math skills; they just think they’re playing a game.”

An added benefit of the game was how it built confidence in girls.

“Within 15, 20 minutes of teaching the game and going through some practice rounds, I can see the confidence levels of these girls increase by a billion-fold. All of a sudden, they’re like, ‘Wow, I am good at this. This game is fun. And I’m beating the boys!’ That is powerful to see. On the other side of that coin, the boys start looking at the girls in a new light as they see how they know the game and see them as equals.”

Becoming a game inventor and innovator came as a

surprise to Smith, but she views it as an honor and pleasure. “We’re literally out here creating toys and games. It doesn’t get better than that. Our job is to create happiness.”

Her hardest challenge was overcoming racial and gender stereotypes, which she observed are present not only in the toy industry, but also in the sports and education fields and American culture. She counteracted those stereotypes by demonstrating her intelligence, creativity and prowess in executing ideas; now she’s in a place where she can tell people how her ideas will benefit them.

“I feel blessed to be a part of this community,” Smith said. “It spurs me on to want to develop more.” Smith has plans for additional renditions of Blitz Champz in the works and is open to the possibility of creating new games.

At ASTRA Marketplace & Academy in 2023, Smith was part of a panel that addressed diversity in the toy industry. When asked what advice they would give to innovators, she said: “Give yourself permission to be great,” explaining the importance of affirming and encouraging yourself. She stands by her statement today.

“Sometimes people hold themselves back because they don’t want to face ridicule or they don’t want to make other people feel uncomfortable,” Smith stated. “That serves no one. We’re all given gifts, and we need collectively everyone to recognize, cultivate and maximize whatever their gift is.”

Top Trends Expected to Drive Toy Sales in 2024

On February 8, The Toy Association’s trends team unveiled the top 2024 trends in toys, play and youth entertainment, including the playthings that are expected to drive sales in the specialty toy market.

“Consumers continue to be mindful about how they spend their hardearned dollars, and parents will be looking for playthings that are durable and will provide long-lasting and skill-building fun for children of all ages,” said Adrienne Appell, executive vice president of marketing communications at The Toy Association. “Our research shows that nearly two in three parents (65 percent) will consider how the toys they purchase help build a skill set. This emphasis on skill development extends across age groups, ranging from educational toys for very young kids all the way to mentally stimulating activities for adults – ensuring the many benefits of play are accessible to all.”

Over the past few months, The Toy Association trends team held meetings with a plethora of toy companies of all sizes to preview hundreds of products. In addition, the team scouted trends across social media, tech, fashion and other industries to identify key themes as ones to watch in the toy aisles in 2024. The full lineup of trends – including a range of toys to exemplify each trend that are coming to market this year – were made available at toyassociation.org/trends following the Toy Trends Briefing on February 8. The following are some highlights.

Environmentally conscious toys

According to a Toy Association survey, 45 percent of parents in the U.S. under the age of 40 consider a toy’s environmental impact when making buying decisions. In 2024, toymakers will prioritize sustainability not only as a commitment to using eco-friendly materials, but also as a holistic approach aligned with these evolving consumer values — and what consumers care about most when it comes to sustainability and purchasing products is durability.

Beyond being environmentally friendly, this trend centers on toys and brands that stand the test of time, emphasizing craftsmanship, heirloom qualities, extended play value and a toy’s ability to adapt and grow with children as they age.

Magic and mystery abound

Thanks to a growing interest in supernatural and mystical topics across movies, TV, literature and social media, the toy aisle will feature an abundance of magical playsets, action figures based on characters from classic horror properties, tarot card-themed and murder mystery-inspired games and more. This trend highlights how popular interests can seamlessly transition from entertainment mediums to tangible, engaging play experiences for both kids and adults. Expect to see an array of toys that leverage new technologies, hidden features, secret codes and unfolding narratives that tap into our natural curiosity, explore the

thrill of the unknown and lead kids to new discoveries.

Well-rounded play

As consumers acknowledge the crucial role of play in shaping wellrounded individuals, they are now making more deliberate choices in selecting playthings for their kids. In turn, more toy companies are diversifying their product offerings to include toys that aid both mind and body, whether in the form of games that encourage active play to STEM toys that encourage out-of-the-box thinking or activity kits that promote self-expression. Plus, the influence of worldwide events will also be apparent on the toy industry this year as we predict the 2024 Summer Olympics and Copa America will contribute to a significant rise in outdoor and active play, solidifying outdoor and sports toys as the highest sales-generating supercategory in toys (according to Circana data that tracked dollar sales from January to September 2023).

Manufacturers Will be Taking the ‘Mean and Lean’ Approach in 2024

by Sandy Ruben

In 2023, retailers took the “mean and lean” approach regarding their inventory. After 2022, where inventory levels were at some of the highest points that they have ever been, it was time for a major retrench. That meant dramatically reducing inventory, closing down storage units and changing buying habits. Orders were placed more frequently but in much smaller amounts. Retailers still experienced very strong sales but referred to their new approach as ‘mean and lean.”

At the same time this was happening, manufacturers had projected robust sales and were carrying unprecedented amounts of inventory. This turned out as a major boost for retailers who found that they could essentially order what they wanted, when they wanted and still receive it.

This year will be dramatically different, and you may already be experiencing that. Manufacturers have now taken on the “mean and lean” way of doing business. Inventory

levels for most vendors have been dramatically reduced. Free freight levels have been increased quite a bit. There have been some layoffs internally, including customer service.

What happened? First, many manufacturers saw a sales drop, and in many cases the drop was dramatic. It was common to be down 10 percent, with some being down even 20 percent or more.

That, combined with the added costs of maintaining large inventory levels, has created a double whammy, leaving many companies extremely cautious about what they bring in this year.

This will affect retailers in a variety of ways. The most notable being that many top-selling items will be out of stock at various points of this year. In addition, the length of time

that they are unavailable will be significantly longer.

Where in the past, out of stock items would be replenished in one to two months, we have already seen where it is taking three to four months on certain items to be back in stock.

We are also seeing overall product selection is being reduced. In both 2024 and 2025, you will see some catalogs with 20 to 30 percent less items than in previous years. Underperforming items have always been cut, but we will see much bigger discontinued lists throughout the year.

Not only will accessibility to some of your top sellers be impacted, but also to what have been your “bread and butter” items – the ones you always have on hand – that sell yearround. As manufacturers adjust their inventory levels, you will see some periodic shortages on these as well.

It’s a year of correction for manufacturers with inventory. As the pendulum swings, they may reduce inventory too much, and may not have the correct amount until 2025. What is the best way for specialty retailers to still thrive in this changing environment?

I advocate the “selectively gamble” approach. If you see a new item that you are sure is going to be a hit in your store, buy enough to last you six months. Make sure that you have enough to take you through your busiest sales months.

Then there’s the “tried and true” items. Where in the

past, you may have ordered six, you may want to increase that to 12. You want to make sure you can keep these favorites in stock.

Will there be an overall inventory crisis this year? Absolutely not! You will be able to keep your stores fully stocked in 2024. There will be plenty for you to choose from that manufacturers have in stock. (Reminder – more than half of specialty manufacturers make their in-stock/out-of-stock inventory lists available to retailers upon request.)

So, is it gloom and doom? Definitely not at all. There’s an amazing amount of new innovative products in 2024, and it’s one of the best new introductions that we have seen. While manufacturers are taking the appropriate steps towards profitability, we are expecting specialty retailers to continue to see their sales soar.

By making some adjustments to your usual way of purchasing, this will be a fantastic year for you.

Sandy Ruben began his career in Early Childhood Education, working as both a teacher and founder of day care centers before opening up a specialty toy store. For the past 25 years, he has been the owner of Sandy Ruben and Associates, a specialty toy and gift rep group that covers the Southeast. Astra recognized Sandy in 2015 with the Sales Rep of the Year.

new & true

1. 20 Birthday Fun Paks from Wikki Stix are ideal as party favors or a party activity! Each has 12 Wikki Stix and an activity sheet. A great yearround product! wikkistix.com

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3. Store your treasures in the world of whimsy and wonder with the Giggle & Honey Musical Jewelry Box from U.S. Toy. This enchanted collection includes three styles: Fairy, Ballerina and Unicorn. For ages 3 and up.

MSRP $19.99 ustoy.com/ specialty

4. The limitededition Seasonal Series Easter Shashibo from Fun in Motion are too sweet. Your peeps will love this new series. Imagine the fun these colorful cubes will add to your Easter basket! funinmotiontoys. com/pages/ getshashibo-home

5. With Pick-aPen: Gardens by Reiner Knizia from Amigo Games, players use pencils as dice! Roll your way to beautiful gardens by claiming the colors you want! amigo.games

6. Puzzle by Number: 500-piece Kitten from PlusPlus combines the creativity of a paint-by-number and the challenge of a puzzle. Match each color to its corresponding number. Includes a play mat.

MSRP $24.99 plusplususa.com

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8. WordSnap from SD Toyz is the wordbuilding puzzle game that expands your imagination beyond the confines of a gameboard. WordSnap promises a challenging, immersive experience that invites you to flex your vocabulary.

9. The 80-Piece Marble Run from The Toy Network will keep kids engaged for hours! Sturdy plastic pieces connect tightly and allow kids to use their imaginations. Includes 30 marbles. thetoynetwork.com

10. Smart Dog from Smart Toys & Games is a travel-friendly compact puzzle game for dog (and puzzle) lovers, young and old. Navigate the course and win the show! Ages 7 to adult. MSRP $16.99 smarttoysandgames. com

7. Lil Squeezers from Wishbone Products fosters cute character bubble play! Dip the wand, squeeze and watch bubbles fly. Collect them all! Includes 3-1/2 ounces of Bubble Bonanza solution. wishboneinc.ca

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11. Sensory Sprouts Peek and Pull Tissue Box from MW Wholesale is soft, yet durable and includes six scarves, each featuring different textures. A stylish addition to any nursery or playroom. infor@mwwholesale. biz

new & true

crazyaarons.com

12. The Cuboro Junior set from TWW Wholesale introduces children to the original marble run system from Switzerland. With Cuboro, learning becomes fun that inspires young and old. tww-wholesale.com

14. HALOSPIN from Odyssey Toys is a revolutionary drone. A disc that surrounds the drone has the ability to spin rapidly while flying in mid-air, creating a stellar light show. odysseytoys.com

13. During VolleyShot from Fat Brain Toy Co., players operate paddles, knocking the ball back and forth. If you miss, your opponent scores. How long can you keep the volley going? fatbraintoyco.com

15. Erggs’ Crash Arena from Squaregles introduces new, featuring highimpact cause and effect play. Kids can build unique ways for the spunky Erggs characters to launch through the air and crash in style! squaregles.com

16. With Groo: The Game from Steven Jackson Games try to build a town without having it stomped to rubble by Groo. This quick, silly game is illustrated by the great Sergio Aragonés! warehouse23.com

17. Slime Charmers from Crazy Aaron’s include uniquely themed slimes, in Classic Water, Butter or Cloud, with delightful scents and textures. Each slime includes themed charms and textured mixers for enhanced fun!

18. This Track Pack from Maple Landmark is a next-level wooden track. Its great quality, compatibility and uniqueness are enough to entice consumers to boost their purchases. maplelandmark.com thefolks@ maplelandmark.com

20. Zen Strips from Pencil Grip are sensory strips for calm and focus. Simply touch, swipe or fidget to manage stress, boost concentration and enjoy a calming effect. pencilgrip.com

19. Squishy pens from Pango Productions come in an array of trendy characters designed in our studio in London. Whether it’s cosmic cats or axolotls, you will find one to squish to your heart’s content! pangoproductions.com

21. With Harry Potter Clay Charms from Klutz/Scholastic, craft clay into your favorite characters and creatures from the Harry Potter series. Complete a wearable gold charm bracelet! shop.scholastic.com

22. Spaghetteez from MukikiM Toys debuted with industry excitement at NY Toy Fair. It is the new STEM authenticated noodle kit with endless possibilities. Bend, click and create with easy-to-follow instructions. mukikim.com

new & true

23. XTRAS Roads 12-Piece Set from Magna Tiles lets kids create countless road configurations. Designed for little hands, it ensures a frustration-free building experience for favorite toys and vehicles. magnatiles.com

25. With Stomp and Catch from Stomp Rocket, stomp and launch rockets or throw them in the air and catch them! stomprocket.com

24. Amahi is excited to introduce its mini sized steel tongue drum. It’s a real little drum with a real big personality. Perfect for little hands! amatisonline.com

26. The Good Toy Group is the leading specialty toy group for independent retailers with stellar catalogs, digital marketing, vendor community and toy excellence. goodtoygroup.com

27. The Voyage Collection Gardenia and Hibiscus Ukuleles are the two new floral ukulele designs from Kala Brand. Available in soprano, concert and tenor sizes, they are a perfect fit for budding musicians. catalog.kalabrand. com/toy

industry news

After a successful sea excursion in 2023, the ASTRA Toy Boat will set sail March 17 to 21, 2025

The ship, Royal Caribbean’s Liberty of the Seas, will depart from Fort Lauderdale, FL and make stops in Nassau and CocoCay in the Bahamas. The cruise schedule includes a talent show, karaoke, Game and Kit Night, educational sessions and vendor product tables.

Tickets are available to purchase. The cost of cabins includes food, an upgraded beverage package, wifi, gratuities, taxes and fees.

Registration for both events is available at astra.glueup.com.

Additionally, registration is now open for ASTRA’s Marketplace and Academy. The annual toy show is set to take place June 2 to 5 in St. Louis, MO. Events will include educational sessions, a welcome

reception, Game and Kit Session and Toy Sync Battle. New this year will be the Awards Gala on June 3. Early bird rates are available. Registration will close at 11:55 p.m. on May 24.

The Pencil Grip is rebranding to reflect its dynamic growth. The company is now known as TPG Creations.

“The change is a testament to our evolution beyond traditional school and office supplies, now encompassing a vibrant array of art essentials for children,” a representative stated in a recent press release.

With renowned products such as Kwik Stix, Magic Stix and Wonder Stix, TPG Creations is poised to lead the way in inspiring creativity. The rebranding reflects the company’s commitment to fostering imagination and educational excellence.

“TPG Creations is not just a name change; it’s a celebration of growth, diversity and a vibrant future,” the press release read.

(continued on page 36)

industry news

(continued from page 35)

As the new year began, Spin Master Corp., a global children’s entertainment company, announced it had acquired Melissa & Doug, a trusted brand in early childhood play, for $950 million.

Melissa and Doug Bernstein founded their eponymous company in 1988. Their mission is to make meaningful toys that inspire hands-on, open-ended play. Parents recognize Melissa & Doug as a highly rated early childhood brand for wooden and sustainable toys. Wooden play sets, interactive dashboards, building blocks, plush animals and dolls are among the company’s bestsellers.

Spin Master Corp. focuses on creating exceptional play experiences through its toys, entertainment and digital games. The company distributes to more than 100 countries and is known for award-winning brands such as PAW Patrol, Kinetic Sand, Air Hogs and more.

The transaction expands Spin Master’s reach in specialty retail and e-commerce channels, and provides a recurring, evergreen product portfolio with a diverse revenue base and significant long-term growth opportunities.

“By adding Melissa & Doug’s complementary product line to our existing toy portfolio we expand our capabilities in early childhood play and further bolster Spin Master’s leadership in the children’s entertainment industry,” said Max Rangel, Spin Master’s global president and CEO in a press release. “Our combined expertise, and the addition of Melissa & Doug’s highquality, open-ended, creative and developmental toys, positions both Spin Master and Melissa & Doug to unlock further growth across new and existing channels and in markets globally.”

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(continued from page 38 )

In 2023, Dreams USA saw an unprecedented level of demand for their toys. Its most popular products were Sonny Angel and Smiski minifigures. Sonny Angels take the form of baby boys decked out in unique headgear or themed outfits. Smiski are “curious little creatures” that glow in the dark and exhibit different personalities and poses. Both product lines are sold in a series, with the collectable figures packaged in blind or mystery boxes. While Dreams USA introduces limited edition Sonny Angel series four to six times a year, it releases new Smiski series approximately twice a year and gift/toy items also twice a year.

“The current surge in demand for both Sonny Angel and Smiski is being fueled by 20-somethings seeking healing, comfort and happiness with a minimal investment,” Bonheim observed. “Since introducing Sonny Angel, we have gained a big following

of die-hard fans. Their devotion, love and commitment as well as the true happiness it brings them, makes everything worth it.”

“The warmth that we feel from our fans and retail customers is because the products we sell are so fun, colorful and different,” Buff added.

Dreams USA’s two newest products are the Duck Sailor Boat and Posture Pals. The Duck Sailor Boat is a bath toy that is propelled by a fizzing tablet and, as a throwback to Dreams Inc.’s first toy, is captained by a duck. Posture Pals are plush companions that encourage the user to sit with good posture. “Posture Pals are unique as they provide comfort and coziness but also have a function,” Bonheim said.

When designing a new product, Dreams focuses on creating something unique, colorful, functional,

sophisticated and, above all, fun. The products are not available on the mass market, as the company chooses to focus on supporting specialty toy, gift and fashion retailers. “Everything we create must appeal to our target distribution,” Bonheim said. “We value our relationships with our customers and work very hard to make sure they ‘feel the love.’ We are a small company and we relate best to other small businesses.”

Smiski glow in the dark figures

The Dreams Team Takes a Holistic Approach to Toys

by Victoria Ritter

Sometimes toys can extend past being simply fun or comforting to customers. Some playthings, including items produced by Dreams USA, fulfill a deeper need.

President Toru “Sonny” Soeya founded Dreams Inc. in 1996 in Japan. While he initially did not see himself as a toymaker, he instead envisioned himself as a creator of feelgood products. His mission, which stands to this day, was to create products that relieve mental fatigue and help heal the soul.

“Sonny’s a very spiritual guy,” said Alan Buff, vice president of Dreams USA. “He believed that by creating products that bring inner peace to the person who used them, he was fulfilling a mission. He was creating products that would have more staying power than just the latest fad toy.”

Dream Inc.’s first product was a rubber duck with an LED light. The duck was roto molded, resulting in a smooth feel. The light added balance to the figure and provided a soft glow that help users relax during bathtime. “About 500,000 ducks were sold in the first year in Japan, and the design was selected by MoMA (Museum of Modern Art) for inclusion in their collection,” said Jackie Bonheim, director of marketing.

markets, wanted to establish a company in the States that would be integral to the main business. In 2009, Dreams USA was incorporated in Providence, RI. With nine employees –eight of whom are full-time – Dreams USA resonates with its customers, which mainly consist of independent specialty toy retailers.

Over the next few years, Dreams Inc. began selling some products to select American retailers. Soeya, who observed differences between the U.S. and Japanese

“We are focused on bringing products to the specialty toy market that are unique and salable,” Bonheim stated. Dreams USA exhibits at several trade shows, including ASTRA Marketplace & Academy, Toy Fair New York and is attending the inaugural North East Toy Show in Springfield, MA this February. Dreams USA also exhibits in rep showrooms in Atlanta, Dallas, Las Vegas, Minneapolis and Seattle; its mid-Atlantic reps show products at the Philadelphia Gift Show. No matter where it exhibits, Dreams USA focuses on how its toys speak to the whole mind and body. “The way in which we market the product and its potential uses speak to the idea of healing the mind and soul,” Bonheim said.

Dreams USA’s catalog has expanded to include about 200 SKUs, including bath items, spacerelated products and animal-themed merchandise. Its product lines are designed for all ages, though they are marketed for ages 3 and up. While each toy is attractive to consumers, they are also intended to provide relaxation, happiness and even healing.

Posture Pals

Duck Sailer Boat