Toy Times February 2024

February 2024

T

Magazine

A Recap of Our First

Toy Boat

pg 14

We are here to Elevate, Engage, and Promote the success of our membership.

The guiding star of the specialty play industry!

Board of Directors

February 2024 • astratoy.org

features

chair Theresa Duncan past chair TJ Simmons chair elect Darby Zahradnik treasurer Maryam Al-Hammami secretary Sandra Malott directors Maryam Al-Hammami, Brice Elvington, Ryan Hamilton, Patrick Holland, Rachel Jones, Kim Lannan, Gene Murtha, Stephanie Sala, Cassidy Smith, Azhelle Wade, Sari Wiaz

Magazine

10

Understanding the Importance of Progressive Play

12

The Pros and Cons of December Dating

14

Astra’s Toy Boat: Who Went in 2023 and Who’s Going in 2025?

22

Opportunities to Help Children after Hawaii Fire Devastation

24

Countdown to Astra Marketplace & Academy 2024

chair Tom Savage Theresa Duncan, Villa Villekulla Toy Store Amanda Gummer, Genius Expert Tami Murphy, Grand Prix International Lisa Orman, KidStuff PR Phil Wrzesinski, Ravensburger North America

26

Best Practices as We Move Forward into the First Quarter

Astra Staff

editor Tom Savage graphic artists Tammy Spear, Mark Stash, Maia VanOrman

Editorial Advisory Committee

30

Putting the Special into Specialty

president Sue Warfield Direct Line: 312-283-9393 Email: swarfield@astratoy.org

32

Elevate Your Business with CPE Certification

director of operations Kathy Trivisonno Direct Line: 773-261-8707 Email: ktrivisonno@astratoy.org

34

If You Still Don’t Have an Online Presence, Get One!

special projects and events manager Michael Foldeak Direct Line: 312-283-4255 Email: mfoldeak@astratoy.org

departments

marketing lead Victoria Weatherspoon Direct Line: 773-352-0261 Email: vweatherspoon@astratoy.org membership specialist Ashlee Cammack Direct Line: 312-238-9887 Email: acammack@astratoy.org

4

President’s Report

education specialist Katie Cooley Direct Line: 312-414-1546 Email: kcooley@astratoy.org

6

Message from the Past Chair

relationship specialist Dan Guzman IV Direct Line: 773-536-9927 Email: dguzman@astratoy.org

8

Letter from the Chair

38

Index of Advertisers

support specialist Ashley Kreisman Direct Line: 312-238-9845 Email: kreisman@stratoy.org Toy Times Magazine is published by the American Specialty Toy Retailing Association, 312-222-0984, info@astratoy.org, www.astratoy.org. Copyright © 2023 American Specialty Toy Retailing Association. All rights reserved.

Toy Times Magazine Mission Statement Our mission is to act as a channel of communication for the general membership of Astra and to provide information about current happenings and future goals as decided upon by the board of directors, various committees, and Astra Staff.

We strive to provide useful and timely information and support for and about Astra members in accordance with the Astra mission statement.

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

Please forward letters, comments, ideas, etc., to the Astra office at info@astratoy.org

Advertisements are accepted. For more information, contact Rick Kauder, Fahy-Williams Publishing, rkauder@fwpi.com, 315-789-0458.

All articles for Toy Times are supplied by Astra and its members, with Fahy-Williams assembling the magazine, and managing the advertising sales function.

Astra reserves the right to accept, reject, or alter all editorial and advertising material submitted for publication. Advertising in Astra does not imply endorsement of products and services. Opinions expressed in articles contained herein are those of the authors, not necessarily of Astra or its individual members. The information has been obtained from sources believed to be reliable. astratoy.org • February 2024

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president’s report

So Much to Celebrate in 2024!

A

s we enter 2024, I look back on 2023 and realize it was an amazing year and only a preface to what exciting things can happen in 2024. Where is Astra now, and what is our future?

After an amazing 2023 that saw Astra’s reach include gift shows (Gift Marts in Dallas, Atlanta, Las Vegas and New York Now), toy shows and events (Toy Boat, TOYFEST, Marketplace & Academy, Toy Fair and ChiTag) we continue to go to where our members gather.

Our membership has risen to above pre-pandemic levels.

We are up to a staff of eight, all of whom are engaged and excited to raise the bar for what we can do for our members.

In 2024 we look to continue, expand, and create new programs. This is just a sampling of our work as we move forward to make your membership in Astra have the value you expect.

• Our Astra Certified Play Expert Program. We are adding more in-person offerings as well as completing a new online version for those that cannot attend a full two-day program.

• We will continue the Zoom gatherings of our members to better communicate our Astra offerings and benefits as well as allowing an open forum for member sharing.

• Marketplace & Academy. There is a NEW schedule with Toy Sync during our opening party and an all-new Awards Gala, celebrating our Excellence Award winners, our Play Award finalists and winners, and introducing the Astra Hall of Fame.

• We are planning and taking reservations for Toy Boat 2025, which sets sail from Fort Lauderdale on March 17, 2025. It will be an amazing gathering with one heck of a send-off on St. Patrick’s Day! Reserve now as cabin choices are going fast. This time around, the payments will be in four equal installments with the first one due upon booking and the remaining split out over 2024.

• We are expanding the participation in our retailer benchmarking survey to offer even more insight into what key factors help to make our Astra stores more profitable.

• We continue to further delve into consumer behavior and what are the deciding factors for shopping at specialty stores through the market research done by Stellar. We will be getting qualitative input from the consumers with whom they work and these will be available in the same manner as the initial consumer survey report. The original report is still available for $99.

4 February 2024 • astratoy.org

• We are working more closely with our committees, taking their input to provide the resources and programs that our members find most beneficial.

This year it is Happy New Year with renewed and extra enthusiasm. Our continuing goal is to focus on the joy and positivity to be found in each day and in all endeavors. While not all things go as we hope or plan, there are always good things that can come out of tougher times.

Many of you know the life-threatening event that happened to me just before heading out to Toy Boat in February 2023. While this is not something I would like to repeat, there were many positive things that came about in the timeframe of my surgery and recovery. I joke about it, but truly, the timing and where it all happened brought about great outcomes.

In one of my many social media feeds, an article came up regarding finding joy in everyday life. The article was titled, “People who find joy in everyday life often have these 6 unique traits”*. As I read through these six traits, listed below, I realize these are all traits we can work to achieve and choose to develop.

• Optimism – “A key trait that can transform our perspective on life.”

• Resilience – “The ability to bounce back from adversity.”

• Gratitude – “Acknowledging and appreciating the good in our lives, no matter how big or small.”

• Generosity – “Making others happy actually helps us find happiness in our own everyday life. It’s backed by science.”

• Mindfulness – “Every moment is unique. Every detail is precious. Noticing that is on you.”

• Humor – “It is one of the most important ingredients for creating a life full of joy.”

The Astra team is focusing on the traits of people who find joy in everyday life, choosing and working to help our members find that joy in what we can do for you.

Choose positivity in 2024. It makes life so much better. * You can see the full article at hackspirit.com

A NEW & Improved Shopping Experience!

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message from the past chair

New Board Members have joined the Astra team

I

am very excited to announce our new official Astra board members: Ryan Hamilton of Plus Plus, Kim Ryon of Squishables and Stephanie Sala of Five Little Monkeys.

These three newly appointed board members were the first board members to go through our new orientation process. In years past, the newly appointed board members began their three-year service at Marketplace & Academy. This could lead to confusion and inexperience for a brief period as the new board members acclimated themselves to current circumstances.

Luckily, last year, the board approved a new process for board members that should set our organization up for sustained success in the future. Once an applicant has gone through the interview process conducted by the Nominating Committee, the board then votes on the slate of recommendations from the committee. When those new board members are approved, they begin a six-month orientation period beginning at Marketplace & Academy.

This allows new board members to sit in on at least three official board meetings (without voting rights) before they’re asked to begin their official service. The knowledge and understanding gained during this orientation period can be crucial to ensuring they’re voting on any given topic with confidence that it is for the best of our greater membership.

I am thrilled with the team Astra has put together in their board of directors. The camaraderie this group has shown and willingness to discuss and address what is best for our membership has made me very proud to be a part of it. As members of this organization, you should feel confident with the direction this organization is headed to help you feel supported and succeed in your business. Ryan, Kim and Stephanie are wonderful new additions to this team, and we congratulate and wish them luck throughout their service.

Is

30

Is

30 Years Old!

Best,

Years Old! TJ Simmons, Astra Board Past Chair

Celebrate our three decades of promoting specialty playthings and if you’ve always wanted to work with us call now to hear our anniversary special offers!

Contact Lisa Orman, 608-575-1323 or email Lisa@KidStuffPR.com

6 February 2024 • astratoy.org

letter from the chair

Get involved.

It’s worth it!

T

hat my first official act as Chair of the Astra board of directors would be a “Letter from the Chair” in Toy Times Magazine feels like a full circle moment.

My first volunteer experience with Astra was serving on the editorial committee of this very same magazine.

When I raised my hand to volunteer for Toy Times in 2017, it was for two reasons, and they both ended up being pretty selfish.

The first reason was that Astra had given me so much as a retailer that I wanted to give back. What I didn’t know was that despite the often tough deadlines, working on Toy Times would be one of the most powerful ways that Astra supported me and my business.

Through writing for this magazine, not only did I get to meet so many of Astra’s members from all segments of the industry, I was in a unique position to ask a lot of questions and delve into topics and have conversations that I may

8 February 2024 • astratoy.org

not have otherwise had access to. Being able to share that information with my colleagues while upleveling my own business at the same time was a special privilege.

I was able to experience what makes Astra unique among trade organizations. It is a place where someone like me with a tiny little small town toy store can have a seat at the table with a multimillion dollar manufacturer. It is a place where a brand new toy inventor can connect with buyers. A place where we willingly share opportunities and information, because it is a place where we understand that what is truly important is protecting independence, creativity, and play. Astra, as the guiding star of the specialty toy solar system, warms all the planets in its orbit, no matter how big or small.

The second reason I volunteered for Toy Times was that way back in 2017 the members area of the Astra website awarded points for volunteering. As a true toy person, gamify ANYTHING and I’m in! Each issue of Toy Times requires a lot of work, which equaled a lot of points for volunteering. I didn’t even care that there wasn’t a prize, just

give me a high score! But it turns out, there have been many prizes including knowledge, relationships, and being an active member of a community working toward common goals.

Now that I have the honor of serving on the board of directors, the prize for being part of Astra has gotten even more valuable - I get to serve the toy community alongside some of the hardest-working, most caring people in the business. We get to work together in pursuit of a cause which I care deeply about: engaging, elevating and promoting the specialty toy industry.

The website no longer awards points for volunteering, plus being a member of Astra is so much more rewarding than just some silly points.

Even so, I can’t help but wonder how many points I’d get for being Chairperson of the Board?

Theresa Duncan, Astra Board Chair

Understanding the Importance of

Progressive A

By Amanda Gummer, Genius Expert

s children grow and evolve, so too does their play. Understanding the role of progression through play is crucial for both toy manufacturers and retailers in developing or selecting toys that align with a child’s developmental stage.

From the ages of 2 to 10, children undergo remarkable transformations, both physically and cognitively, and toys help to facilitate this growth by offering challenges, fostering creativity and sparking imagination. Here are some toy suggestions for each area of play that children may progress through:

Creative Play Ages 2-3: Children at this age have limited fine motor skills and are developing strength in their hands. Finger paints, chunky crayons, large paper pads and soft modeling clay are great for this age group and the smallest of hands.

Ages 4-5: As children gain better fine motor skills, play-dough molds and tools, paint brushes, watercolor sets, marker pens, and beginner craft kits like bead threading or simple mosaic sets will help to develop those skills further and encourage creativity.

Ages 6-7: Children’s improved hand-eye coordination and ability to do more intricate finger movements mean they can enjoy more complex craft sets such as jewelry-making kits, sketchbooks with higher-quality drawing materials and even beginner sewing or knitting kits.

Ages 8-9: Acrylic or oil paints on canvas boards, sculpting or building kits for creating detailed models, and DIY craft kits for making functional items such as pottery or wooden items are all great resources for this age group.

Ages 10 and Beyond: Intricate model-making kits such as model airplanes, advanced sculpting tools and high-quality craft sets that allow for personalization and customization are great resources for older children.

Construction Play Ages 2-3: Starting simple and big, toys such as large interlocking blocks, soft foam building sets, simple shape sorters and nesting cups or boxes are great introductions to construction play.

Ages 4-5: Children can progress to Lego Duplo sets, magnetic building tiles and basic jigsaw puzzles which will encourage problem-solving and creativity.

Ages 6-7: As children’s fine motor skills improve, they will enjoy classic Lego sets, marble runs and construction sets to inspire creativity.

Ages 8-9: Children will be capable of more complex construction sets such as Lego Technic sets, engineering kits with gears and motors, 3D puzzles and intricate construction projects such as model cars or bridge building.

Ages 10 and Beyond: Robotics kits, advanced construction sets involving real tools and materials such as metalwork or woodwork kits, and electronics kits for building circuits and devices are all exciting toys to keep older children developing their problem-solving and creative skills.

10 February 2024 • astratoy.org

Imaginative Play Ages 2-3: Dolls or stuffed animals, simple dress-up costumes and basic farm or vehicle playsets will encourage younger children to begin to play imaginatively.

Ages 4-5: Action figures, themed playsets such as pirate ships and dollhouses, pretend play kitchen sets, more detailed dress-up costumes with accessories and puppets will inspire roleplay and the beginnings of storytelling.

Ages 6-7: As a child’s play becomes more elaborate, character-themed dress-up like superheroes or princesses, costumes that inspire roleplay of everyday scenarios such as doctors and police, and open-ended construction toys such as Lego or magnetic tiles will help to encourage creativity and imagination.

Ages 8-9: Board games involving strategy and imagination, science experiment sets to foster curiosity and fort or den building kits will lead to hours of imaginative play.

Ages 10 and Beyond: Tabletop role-playing games help develop strategic and creative thinking, crafting kits for children to create their props and costumes for roleplay and challenging mystery-solving games like board or escape room kits are all helpful for older children’s imaginations.

Educational Play Ages 2-3: Toys such as shape sorters, wooden blocks and basic color and shape-matching games set the foundations for many skills such as visual discrimination, cognitive development, spatial awareness, problem-solving and hand-eye coordination.

Ages 4-5: As children become a little older, jigsaw puzzles, memory matching games and alphabet and number games can be helpful before starting school.

Ages 6-7: STEM-based kits involving basic coding or experiments will ignite curiosity in this area. Math-based toys such as math cubes and fraction blocks help children to understand through hands-on learning. Activity books and writing journals will help to strengthen their literacy skills.

Ages 8-9: As children grow, they become more interested in history and geography. Maps, atlas sets and even interactive globes are great for introducing children to other countries, continents, cultures and historical facts in a more hands-on way.

Ages 10 and Beyond: Electronics kits that introduce children to circuitry, soldering or building gadgets will help older children foster a deeper understanding of technology and engineering concepts.

Outdoor Play Ages 2-3: Softballs, ride-on toys, sand, and water play tables get young children excited about playing outside.

Ages 4-5: As children become more physically able, balance bikes, tricycles, swings, slides and simple sports equipment such as soccer balls and hula hoops encourage physical activity.

Ages 6-7: Children’s gardening tools will encourage them to explore the natural world around them, as will nature scavenger hunts. While more advanced equipment such as scooters, bicycles and rollerblades will offer a more physical challenge.

Ages 8-9: Skateboards, basketball hoops and tennis rackets are all great as children get older. Camping trip equipment will help to get them really excited about exploring the great outdoors.

Ages 10 and Beyond: Outdoor adventure kits for hiking encourage older children to take control of their outdoor adventures and also help to hone skills such as map reading and resilience.

It’s important to note that children may have varying preferences and skill levels within each age bracket, so offering a range of options ensures inclusivity and supports diverse learning and play styles.

astratoy.org • February 2024

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The Pros and Cons of

December Dating

By Phil Wrzesinski, Ravensburger North America

I

t is fishing season for vendors right now, and the target is whales. We are all out there trolling for that whale of an order to set the tone for the rest of the year.

The bait? December Dating.

Vendors know that those large Q1 orders help us with our forecasting, help us gain shelf space, and help us gauge interest in the brand. We use this lure of free cash flow for 1011 months to entice you to place those huge orders.

But does it make sense?

From a pure cash flow perspective, December Dating is your best friend. You get the merchandise on your shelves and will have sold most or all of it long before the bill comes due.

From an inventory, space or flexibility perspective, however, it can be a danger.

Here are some of the pros and cons of placing those larger orders at the beginning of the year.

PROS

Besides great cash flow, those large December Dating orders often come with other perks. You could become a premier/flagship/mast/pinnacle partner with the vendor and get higher up in the pecking order for fulfillment. You might get special

discounts. You might get better reorders and/or free merchandise. You might get perks that other retailers who place basic orders omit.

When the vendor sees you as an important partner, they are willing to work with you in many ways, including demos, samples, training and digital assets.

CONS

On the other hand, it is easy to overbuy when you are trying to pad an order to reach a certain volume. It is easy to get yourself locked into certain items or categories that may be in a downturn.

There is nothing worse than having product you bought in January still on your shelf when you have to pay the bill in December.

TIPS FOR DOING DECEMBER DATING RIGHT

Here are some simple tips for making December Dating work for you.

• Don’t out-buy the previous year’s totals. Unless you absolutely know you’re going to grow sales this year, you should aim for around 50 percent of last year’s totals on any given item. If it flies off the shelf, you can always buy more.

If it slows down, you haven’t committed too heavily.

• Focus on early-year needs. December Dating allows you to stock up the store fast after the holidays have cleaned off your shelves. Focus on those items you want for Easter, spring and summer so your store looks both full and ready for the next big season.

• Try something new. If the vendor has a line you haven’t tried, now is the time to give it a go. You then get the whole year to figure out how best to sell it. Plus, stores that do December Dating orders are more likely to get samples and other support to help you make sales.

• Stick to your plan. The most profitable stores have an inventory management plan. When you plan out your categories, seasons and promotions, then you know what you need to buy and when. Having a plan makes writing those big orders much easier than just thumbing through a catalog until something hits your fancy.

December Dating offers are big orders. You must have the space to receive them, the space to stock them (and back-stock them) and the willingness to pull the trigger. But when done right, there is no better way to keep cash flow humming.

12 February 2024 • astratoy.org

thetoynetwork.com

T A Glimpse at Who Went in 2023, Who’s Going in 2025, and Why

By Tom Rushton, Principal Revenue Sales

14 February 2024 • astratoy.org

T

he Toy Boat was an incredible and unique experience for those who jumped on board in 2023. We secured our cabins early, and our family loved it!

Here’s a look at the origins of the Toy Boat that became what Astra envisioned it could be.

It was an entertaining, educational and laid-back event that was less of a trade show and more of a networking experience. An event that surpassed what those of us who were on board could have imagined. There was a camaraderie amongst those who boarded the Liberty of the Seas at the Royal Caribbean dock in Fort Lauderdale.

We were there together to embark on an adventure that none of us could fully anticipate. What did we expect? With this crew, it was to have fun, hang out with our Astra family, meet new people and the rest was to be discovered. That was the best part!

The origins of The Toy Boat take us to Las Vegas in 2022, a place where you can never know exactly what could happen. When the idea came up during the Astra Board of Directors’ meeting in the Golden Nugget hotel conference room, no one knew what to think.

The reactions ranged from: “Wow! That’s an amazing idea!” To: “Wow! Wait, you’re serious?”

That broad range of reactions to Toy Boat 2023 raged on for months.

A lot of us brought our families. Being with them reminded us of the early Astra Marketplaces when we didn’t worry about whether bringing a spouse or partner and kids was okay. Families were welcomed on board The Toy Boat and we all got to meet the people we had only heard about up to that point. We dined together each day after hearing the “Happy Cowboy,” who looked remarkably like Woody from Toy Story, greet us outside the restaurant and remind us to “Washy Washy!” Sure, that’s another cruise line but can you forget hearing those words every time you see a bottle of hand sanitizer?

So to reflect on Toy Boat 2023, we asked retailers, reps, manufacturers, inventors and affiliates to give us their unique perspectives.

Question 1:

When you first heard that Astra was holding the inaugural Toy Boat Cruise in 2023, the initial thought that went through your head was?

Mary Couzin - Founder & CEO - People of Play I didn’t see that coming from Astra, or anyone at that time, and thought it was imaginative and innovative.

Tony Davis - Partner/Executive VP - Enchanted Moments Well, you probably can’t print what I thought but I was wondering if the bright lights and late nights of Vegas got to the committee when that decision was made.

T Andrew Zorowitz - CEO - Foam Brain Games (GAMA Member) I was excited. The Toy Boat seemed fantastic on multiple scores. Me and my wife enjoy cruising and it was a great value for a trade show but most importantly it created an environment where we could all network and get to know others in the industry in a way that usually can’t happen at busier events.

Ryan Hamilton - CEO - Plus Plus USA “Whuh?” Like many people, I was fairly confused. I was living in Denmark at the time, so I thought maybe I was missing something about American culture these days. Seriously, though, I understood that it was going to be a “trade show on a boat,” which is of course not practical. As I now know, I misunderstood the purpose of the event.

Wes Hardin - CEO & Founder - Diverse Companies My first reaction when I heard about the Toy Boat was that Astra was “joking,” but it has truly turned into something that could be here to stay.

Kyle Cosgrove - Territory Sales Manager - Goliath Games Upon hearing of the Toy Boat, my very first thought was, “I’d love to be on a cruise, but who would actually do work while cruising the Caribbean? With so many different ways to be distracted, is anyone going to have the focus to talk about case-packs and new gameplay?”

Chelsea Bogue - National Sales Manager of Specialty Toy - Diverse Marketing My first thought when I heard about the Toy Boat Cruise was, is there actually going to be enough interest from the customers and manufacturers to make this worth the planning and time?

Question 2:

Did you attend The Toy Boat in 2023? If so, why?

Mary Couzin - Founder & CEO - People of Play I had never been on a cruise, nor did I have a desire to ever take a cruise. That said, I thought if Astra was going to take a leap and host such an innovative event, I wanted to support the effort. Networking is so critical in any business. The chance to have it in such a relaxed atmosphere was an opportunity I did not want to pass up, even if it meant going out of my comfort zone.

Kyle Cosgrove - Territory Sales Manager - Goliath Games Despite the initial hesitation, I did attend and am thrilled to have made that choice. The way that we at Goliath saw it was that the Toy Boat would be the best chance throughout the year to have entire families engage with our games and toys rather than buyers alone. With a handful of new games

that were being introduced that were different from the traditional perception of Goliath games, it was crucial that we understood how to position our own games within the wider market, and what items would deserve to be our focal points for specialty for the rest of 2023.

Heather Edwards - Owner - Snicklefritz Toys I like weird and I like sunshine and I like my toy friends so what a win all around. I was so excited to see how things would turn out and figured if it was a flop, I at least was on a cruise with people I like.

Tony Davis - Partner/Executive VP - Enchanted Moments I did indeed attend, and as you may recall, I found myself eating crow from my first thoughts. My initial reservations were swiftly dispelled as I observed the planning and execution that went into every aspect of the event. From the amazing Fun In Motion Party the evening before the cruise to the informative meetings and engaging social activities, it was evident that no detail had been overlooked.

What struck me most was the opportunity to witness vendors, retailers and reps come together in a more relaxed and social environment. It was a departure from our usual interactions, and the experience was one I would certainly recommend.

Question 3:

How was your experience on board in 2023? What was the most memorable event or feeling you had?

Mary Couzin - Founder & CEO - People of Play Everyone was super relaxed, open to ideas and products, and getting to know one another. It was networking and business on steroids all while having fun. Bravo Astra!

Andrew Zorowitz - CEO - Foam Brain Games (GAMA Member) Honestly, it was my second favorite trade show of 2023.

It was a great opportunity to spend time with several of our existing customers and we opened new accounts that have been great. We also got to spend time with other publishers in the industry and learn about their products and what they do and how they do it.

Heather Edwards - Owner - Snicklefritz Toys Honestly, it was one of the best things I have done for myself and for the store. Not only did I get to be with friends I had already, but I was able to meet new people that I now talk to pretty much every day. I was able to actually sit down and talk to manufacturers and see their perspectives on things. The round table setting in the dining room was great for really being able to play and astratoy.org • February 2024

17

T

see the products up close and not on a rushed and busy trade show floor. The game time with the kids on the ship was amazing. I found new games that I never would have looked at before. Sitting at the piano bar every night with the same group of amazing humans that I now call some of my best friends was the most memorable and wonderful thing about the boat for sure. If you were there, you just know.

Chelsea Bogue - National Sales Manager of Specialty Toy - Diverse Marketing My overall experience on The Toy Boat in 2023 was great.

We ended up participating on behalf of some of our manufacturers that wanted to participate but were unable to send someone physically on the boat. I enjoyed the fact that they had things planned from the time that the tables were open, to the breakout/education sessions, to networking events in the evening. I got to spend quality time with vendors and customers that I probably wouldn’t have gotten otherwise being on the side of the business that I am on.

Tony Davis - Partner/Executive VP - Enchanted Moments I really enjoyed the social aspect and getting to know folks in the industry that you only get to see occasionally during the year. You mix that with people you know well and Astra really had something that worked!

Kyle Cosgrove - Territory Sales Manager - Goliath Games Simply put, I loved it and was beyond impressed with the level of coordination that was on display throughout the trip. Not only did I feel like I got invaluable time with some of our retail partners to teach and talk about our products with more depth, but I had a better chance to understand retailers’ businesses, strengths, challenges and the like.

Lisa Orman - President - KidStuff PR My trip on the maiden voyage of the Toy Boat began with my Uber driver on the way to the airport asking me where I was headed and the purpose of my trip, and I found myself saying, “I’m going on a cruise for work, and I work in toys.” How many people can say they went on a cruise for work, let alone a toy cruise? I found myself feeling very lucky indeed. The gratitude continued as I joined scores of friends on the adventure, many of whom I knew only in passing; after five days of eating, drinking adult beverages, hanging by the pool and talking a lot, I now count them as real friends. We talk a lot in our industry about being a family, but spending dedicated, offline time with all of these folks and learning about their lives (and in some cases, meeting their family, whom they brought along, which was a very special part of the trip) and their businesses really brought that feeling home and will stay with me for the rest of my career. There’s something about drinking cocktails in a bathing suit with work colleagues that really strips things down, pun intended. Very humbling too, haha.

Yes, I will be going in 2025 and hope to see you there.

Question 4:

You didn’t hop on board The Toy Boat in 2023. Are you cruising in 2025? If so, why do you feel it’s right for you/ your company this time?

Ryan Hamilton - CEO - Plus Plus USA Yes! For one thing, as a member of the Astra board, I want to support this initiative, but I also see it as an opportunity to deepen our connection with our retail partners and to learn from our peers in the industry. Plus, I heard so many rave reviews from my friends who attended in 2023!

Wes Hardin - CEO & Founder - Diverse Companies I truly believe the Toy Boat is a great forum for the specialty toy industry to interact on a more casual basis. We are lucky to be in an industry that values that style of interaction.

Astra members are known to describe themselves as a “family.”

We know that, with all families, there will be so many differing opinions, on pretty much any topic. We see that at most of our “family events” over the holidays.

Family can come from unexpected places. The Toy Boat just reinforced that feeling for many of us. From the quotes above, our members grew their families, both business and personal.

Whether you jump on board in 2025 or not, you’re always going to be a part of the Astra Family.

Hope to see YOU on board The Toy Boat in 2025. Don’t forget to bring your laptops and sunscreen!

astratoy.org • February 2024

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MARKETPLACE

ACADEMY

Marketplace and Academy

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21

Opportunities to Help Children after Hawaii Fire Devastation

By Lisa Orman, KidStuff Public Relations

M

y family recently vacationed in Ka’anapali in Maui, near the Lahaina fire that devastated the community in August 2023.

More than 2,200 structures were burned to the ground in the fire according to Maui County officials. It left more than 7,000 people in need of shelter. Many of those who are living in temporary shelters for the foreseeable future are children, who lost all their belongings. After seeing the tragic remains of Lahaina during our visit, I reached out to the Toys for Tots coordinator in Maui. This group assembled 1,000 backpacks immediately after the fire with essentials like socks, shoes, clothing and healthy snacks for these children.

Astra friends, we have the opportunity to help in a direct and impactful way. No donation is too small. If you can help, I hope you will.

We are asked to send unwrapped, new toys so the team in Maui can sort them by age and activity. They especially struggle with gifts for tweens and teens, so if any of you reading this makes or sells toys for older kids and can help, I hope you will!

22 February 2024 • astratoy.org

Now that we’ve emerged from the extra busyness of the holiday season, I hope you’ll take stock of anything you might have to donate. They have ongoing needs for birthdays and comfort for kids who are hurting.

Shipping to Hawaii isn’t cheap and is always the biggest hurdle for our special paradise state. I hope you can overcome it. If anyone is interested in gathering some toys at one or more mainland locations and doing one bigger shipment, feel free to email Astra staffer Ashley Kreisman at kreisman@astratoy.org, who offered to help coordinate and perhaps get a discounted rate from a Preferred Vendor Partner. We hope you will open your hearts and toy boxes and help these kids. They need everything. Thanks in advance. I know this industry holds children dearly in their hearts.

Address for shipping: Jackie Foster, SBU 228 Kamakoi Loop Kihei HI 96753 Jackie welcomes emails or calls with questions: jfoster711@yahoo.com or (808)359-1617.

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MARKETPLACE

ACADEMY

Countdown to

Astra Marketplace & Academy 2024

P

lans are well underway for a fantastic Marketplace & Academy in St. Louis June 2-4. Exhibit space is already 91 percent filled and full conference ticket sales are off to a great start. Expect all your favorite components to be back in a big way! From the education sessions to the Welcome Reception, the Opening Party Sunday evening to the meals on the show floor, Astra staff, the Board and the committees have all been working hard to add enhancements requested by our members.

Speaking of the Opening Party, this event on Sunday evening is always a favorite for catching up with industry friends and having some fun! This year we have rented the entire St. Louis City Museum just for our group. If you are not familiar with this venue, we encourage you to check it out by taking the drone tour. The link is on our website (astratoy.org) under events, then Marketplace & Academy.

There is something for everyone, from discovery time activities to quiet areas for conversations, and an area perfectly suited to the ever-popular Toy Sync Battle, which will now be incorporated into the Opening Party. It promises to be a truly unique experience.

Also returning are the Toy Talks on the show floor every morning during breakfast. Tables will be arranged on the show floor to create a great gathering place for meals and the morning Toy Talk topic. More funds will be allocated toward food this year, so look forward to expanded breakfast

24 February 2024 • astratoy.org

selections and coffee service. This is one example of why your participation in the surveys we send is so important.

One new addition to this year’s conference that we’re particularly excited about, is the Awards Gala. Think old Hollywood with a red carpet and swag bags! Come as you are or dress to the nines. This is a ticketed event that will take place Monday evening and include a full dinner. Support our industry peers as we announce and celebrate the Excellence Award and Play Award winners! Tickets are on sale now at astratoy.org for only $50. Plus, full tables can be purchased or sponsored for groups that want to be sure to sit together and have VIP table placement.

Whether you are a retailer, manufacturer, sales rep, affiliate or inventor, Astra Marketplace & Academy provides the environment to collaborate with industry partners and share experiences and expertise so we can all grow our businesses.

This is an in-person opportunity to build and strengthen working relationships.

Those who have committed to participate through the years will tell you that attending the full conference is an opportunity to build and strengthen working relationships and has made them more successful – as well as resulted in many cherished memories and new friendships developed. This is why we encourage full conference registrations to get the full experience. We look forward to engaging, elevating and promoting each other in St. Louis!

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Best Practices

as We Move Forward into the First Quarter It’s a new year and that means starting fresh!

Take a breath and consider these firstquarter tips from your Astra colleagues.

Retailers

• Once the holiday chaos slows down, do a written debrief of all of your holiday events and marketing, while it’s all fresh, so you can improve or replicate anything next year.

- Theresa Duncan, Villa Villekulla Neighborhood Toy Store • We do all of our big December dating deals early so we can all pitch in, and get fresh product on our shelves early. Do your early Lego buy, so you are one of the first to have the ‘New Lego’ on your shelves early.

• There are still lots of Birthdays in January, February and March and children often have money to spend so you want the store to feel full.

• This is also a time when we do all of our repairs, painting and general maintenance work on the shop. We might even reset whole departments to give the stores a fresh look!

- Joanne Farrugia, Jazams • We bring in a lot of books in January. Parents may not want to buy more toys in January, but they will purchase books.

• Cleaning, cleaning and more cleaning. We have to find those dust bunnies before Easter.

• Look at underperforming lines and decide which lines need to take a hiatus, thereby opening up dollars and shelf space.

- Anna Chow, Cheeky Monkey

26 February 2024 • astratoy.org

• Much of our first month of the first quarter is reviewing the previous year. We take a deep dive into what worked and what didn’t in regard to everything from advertising to buying, to merchandising, to store layouts. We look at our shipping process, our warehouse procedures and even our exact staffing per store and whether or not it helped or hurt sales.

• We refresh a store with new paint, get carpets cleaned if the store has carpets and maybe even move some departments and end caps around.

• Easter will also be interesting as it is so early this year for all of us.

- Rob Pickering, Snapdoodle Toys

Sales Reps

• Patience, my customers will tell me when they are ready to buy.

They seem to want to spend the first couple of weeks cleaning and doing inventories. They like a calm after the storm, and that’s fine. I’m always available to take care of damages or get an invoice for them. Or, just to chat.

• By the end of December, I work to have my books in order, catalogs piled up and a plan.

• What I do at the beginning of every month is put out an email with my lines and current specials. In the email, I will highlight something important or a new line, or a really good special. My customers expect to see this. And I better not be late or I will hear about it.

- Alison Cassler, ESP Sales (continued on page 28)

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• Q1 is all about organization and communication for manufacturers. How do you get new product and ordering information to your buyers? Use your sales reps and communicate with your buyers.

• Get your sales rep an organized folder with specials, live inventory, discontinued items, new items and best sellers.

• Let your buyers know what shows you are attending and the specials.

• Remind them who their sales reps are.

• Urge them to make appointments with the reps at their showrooms.

• Schedule group video calls for those who can’t attend a show or showroom.

• Make it easy to order with B2B web portals and order forms.

- Rudy Valenta, PlanToys • Update your catalogs and price sheets in both hard copies and digitally.

• Be sure that your sales reps have the tools they need to present your line to buyers.

Fresh samples, catalogs and price sheets and make them aware of any changes to your SKU’s and inventory issues.

• Dig deep into your sales to see what is selling and on what distribution channels. Create sales on slower-moving products and offer incentives for buyers.

Reach out to retailers who bought an item but did not reorder to see why. You will get invaluable feedback from your retail partners.

• Exhibit at trade shows to stay in front of current customers. For smaller brands, this is crucial, as we are not always on the minds of retailers. By exhibiting, we are letting retailers know that we are still around. This is also a great time to showcase any new products you are working on.

- Sari Wiaz of Baby Paper

Putting the SPECIAL into

SPECIALTY

By Phil Wrzesinski, Ravensburger North America

W

hen you and I say “Specialty Toy Store” we know exactly what we mean. But when the general public hears those words, their definitions can be all over the board: The definitions can range from: - Stores that specialize only in toys like Toys R Us - Stores that only carry a special kind of toy like a game store or a wooden toy store - Stores that cater to the special needs market - Toys that carry more than just Barbie, Lego and Hot Wheels Maybe we are using the wrong word? What if we drop the “-ty” and just become Special Toy Stores? That brings on a whole new meaning that better defines what we do.

What does a “Special” Toy Store look like?

A Special Toy Store knows my name and my kids. They greet me like family and treat me like family. They create experiences that transcend transactions. Astra members are sanctuaries of play, discovery and magical moments for consumers.

A Special Toy Store has magical gifts, toys I have never seen and toys that are filled with play while valuing love and imagination.

A Special Toy Store has a staff that knows the products they sell, and even the products they don’t sell. They can find me anything I want, including items I forgot I needed.

They know how to take care of me, too. They know all their procedures, all their special services, and even how to go above and beyond my expectations to make the trip worthwhile. There is no doubt that a benefit of specialized, personalized service is the ability to provide expert advice and recommendations.

Independent toy retailers are staffed with knowledgeable professionals who are passionate about play and child development.

A Special Toy Store has special

30 February 2024 • astratoy.org

services, whether it is free gift wrapping, special orders, personal shoppers, private events, shipping, home delivery or anything that makes me feel special. Through this personalized service, relationships are built with customers, learning about their families, traditions and the unique qualities that make each child special.

A Special Toy Store wants to make me look good and feel good, whether I am buying a gift, getting something for a school project, or just spoiling grandchildren. They ask the right questions to make sure I get the right items. They bend over backward to find solutions when they don’t have exactly what I thought I needed. They make suggestions and offer ideas.

A Special Toy Store is fun. They have events for the whole family where we can play and learn and grow. My kids want to go because the events are well-planned, well-staffed and welldesigned. I want to go because I feel safe and know my kids are getting more than just “time” with these events.

A Special Toy Store serves my community. They host classes, offer programs, collect for local charities, and get involved in more than just selling stuff.

A Special Toy Store is just, well… special.

This year, forget about being a Specialty Toy Store and instead focus on being a Special Toy Store for every single one of your customers. Make your store a hub of knowledge, a place where families don’t just shop but come to seek expert advice, share stories, and be part of a community. This is the true essence of specialized, personalized service. Astra provides the tools to cultivate this environment, creating a space where your customers feel valued and understood.

For information on HST and IM.Master Contact: Sales@HST-RC.com (702) 478-9444 • www.hst-rc.com

Elevate Your Business CPE Certification

& How it Helps YOU

I

n the dynamic world of toys, where play is serious business, gaining a competitive edge is key. Imagine having the secret sauce not just to sell toys, but to genuinely

connect with customers, understand child development intricacies and create a shopping experience that leaves a lasting impact. Enroll in the Certified Play Expert (CPE) Program – the golden ticket

for independent toy retailers, manufacturers and sales reps looking to differentiate their business.

For Independent Retailers:

For Toy Manufacturers:

For Sales Reps:

Becoming a Certified Play Expert sets you apart, turning your shop into a hub where parents seek not only the hottest playthings but also expert advice on fostering their child’s growth. As the go-to destination for the trendiest toys and expertise in child development through play, Certified Play Expert Stores stand out through their personalized and specialized service. The CPE certification transforms your team into knowledgeable play advocates, boosting customer loyalty and creating a shopping haven for finding the perfect toys creating lasting memories.

Crafting toys goes beyond building fun; it’s about shaping the future. As a Certified Play Expert, you gain insights into the nuances of child development, allowing you to design products that are simultaneously cool, innovative and developmentally sound.

Understanding the philosophies of play experts and the psychology behind toy preferences, your creations become exciting and essential tools for learning and growth.

The CPE certification becomes your badge of honor, signifying that your toys aren’t just on shelves; they’re integral to children’s development.

In the world of toy sales, the CPE certification is your secret weapon. Armed with an indepth understanding of child development, you’re not just pitching products; you’re providing solutions. Your clients are partners in creating environments where children flourish. With the CPE certification, you become a trusted advisor, offering the latest toys and strategic insights that drive sales and customer satisfaction.

In the buzzing universe of toys, the Certified Play Expert certification is the key to unlocking a world where play isn’t just a pastime but a powerful force for growth. So, gear up, fellow toy enthusiasts, and let’s play our way to success!

32 February 2024 • astratoy.org

ONLINE PRESENCE,

If you still don’t have an

Get One!

T

he 2020 global pandemic may be, for the most part, in the rear view mirror. But it left an everlasting change in how consumers browse, gather information and purchase.

The biggest change is arguably how consumers gather that information and purchase their products online.

According to Statista, a market data research center, the number of digital buyers is at 2.64 billion. That number makes up a third of the population worldwide.

Take a look around. One out of every three of you is shopping online. And it’s showing no signs of slowing. The number of online shoppers has been growing immensely

34 February 2024 • astratoy.org

since the pandemic. In 2023, there are 80 million more digital buyers than there were in 2022. That’s a massive three percent increase in just a year.

It’s projected that online shoppers will increase to 2.71 billion in 2024 and 2.77 billion in 2025.

What does that mean for small, local retailers? If you haven’t already, get on board.

Creating an online presence may be daunting. Change can be hard, but getting your store online isn’t only a must, it isn’t as difficult and daunting as it may appear.

“It was scary at first,” said Child’s Play Toys store owner Nancy Savage. “When the pandemic hit, I went home and looked at our website. I nearly started crying when I saw that our inventory was way off and our site said that we basically had nothing available.”

The Sioux Falls, S.D., store owner quickly sought the services of a web provider for her three stores. She said she knew they couldn’t survive the pandemic without online sales and delivery services.

“I had no idea how to do it, but I found people who did,” she said. “The investment to have our store online has paid off over and over.”

The Child’s Play Toys online store is now considered her fourth store and many days outsells one or more of her brickand-mortar stores.

For Gwen Ottenberg at Imagine That Toys in Wichita, she also says that having her store online has made a difference.

Ottenberg said that her web business is approximately 25 percent of her total business.

“That’s an important chunk of change for me,” she said.

Not only does Ottenberg use her own website for sales, she also sells Fulfillment by Merchant on Amazon. She’s been doing that for 12 years. A Fulfillment by Merchant is a method of selling where sellers list products in Amazon stores but manage all storage, shipping and customer support independently.

“It means I am in control of my product in my stockroom,” Ottenberg said. “I have control of my merchandise at all times and can yank it from that channel to put into any channel that I choose, whether that be in-store, my own website or keep it on Amazon.”

(continued on page 36)

(continued from page 34)

Even if you’re not comfortable with selling products online, your store at the very least needs an online presence.

Imagine being in the market for insurance, a new car, a plumber or handyman. What’s the first thing you do? Likely, you search for them online.

“That’s really how it was for us at first,” Savage said about her first store that opened in 2009. “The site looked nice and it really portrayed us in a professional, positive light.

We weren’t selling anything on it, but if people wanted to find us, we were there.”

That all changed when Savage said they were forced into making the post-pandemic shift. In early 2020 when the pandemic was at its height, Savage said they were fully staffed nearly around the clock filling online orders.

Things online have certainly slowed since then for Savage,

36 February 2024 • astratoy.org

but it’s still a big part of her business.

“I can’t imagine not having an online store,” she said. “It was an adjustment at first, but I’m so thankful that we did it. The online is its own little store, churning out sales throughout the day.”

With a successful website comes other social media opportunities. Facebook, Instagram, YouTube, Snapchat and X all give stores the opportunity to interact with their customers.

“I believe you have to meet your customers where they are and where they wanna shop,” Ottenberg said. “Even if that puts you outside of your comfort zone. I am on social media multiple times a day. My customer sees me and they get to know me and see me as a person, as opposed to a big-box (store). All research says that people want to support people, and I want to be a ‘people’ in their world.”

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