Astra Toy Times January 2018

JAN UARY 2018

magazine

Mixing Up the

FUN on

Neighborhood Toy Store Day

THE MAGAZINE OF THE AMERICAN SPECIALTY TOY RETAILING ASSOCIATION astratoy.org • January 2018

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features

departments

money matters

trending now

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ASTRA Leadership Establishes the ASTRA Innovation Council

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STEM Toys: Balancing Curiosity with Safe Play

ASTRA’s Retail Benchmarking Survey Answers Your Questions

12 New Year Checklist

Retailers, Manufacturers & Sales Representatives

toy stories

astra news 40

ASTRA at Toy Fair 2018

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Elevate Your Expertise

4 Contributors 5 Message from the Chair 6 President’s Report 8 Connection. Confidence. Community.

50 ASTRA Welcomes Its Newest Manufacturer Members 52 New Members 54 Index of Advertisers

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Hurricanes’ Force Long-Lasting for Toy Industry

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Wildfires Take Their Toll

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The Hidden Gems of ASTRA’s New Website

on the cover

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Make a Plan Before Disaster Strikes

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Set Yourself Apart from the Herd

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Sales Representatives: Friends in Disasters

Playing with putty on Neighborhood Toy Store Day at Touch of Grayce in Geneseo, NY

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ASTRA Connect Connects Big Hearts to Kids in Need

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CPE Sneak Preview: Your Brain on Cuddle Toys

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Neighborhood Toy Store Day

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

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

Please forward letters, comments, ideas, etc., to the ASTRA office at dmarsden@astratoy.org astratoy.org • January 2018

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Board of Directors

chair Erik Quam past chair Ann Kienzle chair-elect Dee Farrell treasurer Michelle Sahr secretary Christine Blumberg directors Nicole Bortnick, Cynthia Compton, Damien Crocker, Anita Demetropoulos, Kevin McGrath, Tami Murphy, Christine Osborne, Gwen Ottenberg, Amy Saldanha

Magazine

editor Mary Sisson assistant editor Dee Marsden graphic artist Maia VanOrman

ASTRA Staff

president Kimberly Mosley director of member relations Sue Warfield director, meetings and strategic partnerships Amanda Zawad director of education and training Ahren Hoffman associate manager, marketing and communications Dee Marsden meetings and exhibits coordinator Laura Dann data and operations analyst Maggie Bridger accounting coordinator Evelyn Alexander

Toy Times Magazine is published by the American Specialty Toy Retailing Association, 432 N Clark St., Suite 305, Chicago, IL 60654, 312-222-0984, info@astratoy.org, www.astratoy.org.

Copyright © 2018 American Specialty Toy Retailing Association.

All rights reserved.

Advertisements are accepted.

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

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

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

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contributors Roger Bildsten

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

Theresa Duncan

(Hurricanes’ Force) is Co-Owner and Publicity Pixie of Villa Villekulla Neighborhood Toy Store in Fernandina Beach, Florida. When she isn’t talking about, daydreaming about, or playing with toys, she is ringmaster of a three-ring circus that includes an amazing partner, two incredible children, and a neurotic dog.

Ash Goto-Webb

(New Year Checklist: Sales Representatives) is a sales representative with Sugar B Sales in the Pacific Northwest.

Based in Portland, Oregon, since 2014, she was previously general manager and buyer for The Ark Toys in San Francisco and Berkeley. Her mother, Jessica Webb, was a sales representative for 25 years with R-Biz Associates of California, so Ash has been connected with the toy world for the better part of her life. Awards for her rep performance include 2015’s “Rising Star” from Douglas Cuddle Toys. She anticipates the day her toddler daughter can help with labeling catalogs and pricing out samples; she’s already a talented toy-tester!

Richard Gottlieb

(Toy Deserts: an Opportunity for ASTRA Members) is an internationally known consultant, speaker and commentator on the business of play.

He is highly valued for his ability to visualize how to survive and thrive in the 21st-century play economy. Richard is the CEO of Global Toy Experts, a global consultancy and resource for knowledge and guidance for competing in the 21st century play and children’s media businesses. Richard, who holds an MBA in Global Management, is also the publisher of Global Toy News, The Industry Resource for Toy News, Toy Trends and Analysis of the Business of Play. He is frequently interviewed by media worldwide.

Scott Hackworth

(ASTRA’s Retail Benchmarking Survey Can Answer Your Questions) is a senior vice president at Industry Insights, Inc., where he applies analytics

and statistical techniques to render useful information from financial survey data. His work has been featured in The Economist, The Wall Street Journal, The New York Times, and numerous other publications. Scott is a CPA and holds a Master of Predictive Analytics degree from Northwestern University and an MBA from Capital University.

Michael Levins

(‘Tis the Season of Procrastination), a graduate of Columbia University, began his working career as a regional sales manager for International Paper providing printing papers to magazine, trade and textbook publishers. Upon leaving the paper industry Levins founded innovativeKids® in 1989 at the age of 28 and was later joined by his wife, Shari. Over the years, the company has transitioned from a private label manufacturer to children’s book publisher and manufacturer of educational toys. Levins is a former board member of ASTRA, The Children’s Book Council and Technique Tigers baseball team.

Ellen Metrick

(STEM Toys: Balancing Curiosity with Safe Play) has been an active participant in the toy industry for 30 years. She has consulted with major toy manufacturers and retailers on toy design and quality, created systems to research and evaluate toys’ impact on child development, and been a major contributor to numerous publications focusing on creative applications for play products. She is a Human Factors Specialist with UL, LLC, providing safety risk assessments on children’s products through the lens of child development. With a background in special education, she has spent her career focused on how toys and play impact development for all children.

Amy Saldanha

(Driving 4th Quarter Sales) is founder and CEO of kiddywampus, a specialty toy retailer and destination for families in the Twin Cities. Prior to founding the store in 2006, Amy practiced law as a civil litigator in Chicago, followed by stints in operations and talent management at several digital start-ups. She holds degrees in political science, speech communications, and political philosophy (that one from the University of Kent in Canterbury, England) and her JD from Valparaiso School of Law. She is a current ASTRA board member. She and her husband, Kenneth, have three children, all of whom are active at kiddywampus.

message from the chair

The City So Nice

by Erik Quam Fat Brain Toy Co.

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They Named it Twice

he City So Nice They Named it Twice, The Big Apple, The City that Never Sleeps … all are nicknames for New York City, which of course, has hosted the largest gathering of the toy industry in North America for more than a century now.

The granddaddy of them all, The North American International Toy Fair. It’s quite the spectacular event. Surely a toy gathering that is not to be missed.

No matter how many times you’ve attended, it never gets old. It truly is “old home week” in New York for those few days each February. Truth be told, it can also be exhausting, overwhelming and a scheduling nightmare. I’m guessing the typical person wearing a fitness tracker is averaging way more than the suggested 10,000 steps a day during Toy Fair Week.

All that aside, Toy Fair is one of the most highly anticipated events of our industry each year. It’s where deals are made and business gets done. For many, it’s the beginning of Q4 planning.

Can I let you in on a secret? There’s a whole other world to Toy Fair, and it’s pretty amazing. I’m guessing most of us already know about it, but I felt it was important to act as the unofficial spokesperson for this other world and either invite you or remind you to take a trip DOWN the escalator and come visit the first floor of the Javits Center.

Sure, the ceilings aren’t as high, the exhibits might not feature wait staff serving five-course meals, and there may not be any celebrities endorsing their latest licensed product, but the innovation and the overall vibe on Level

1 is amazing! At Fat Brain Toy Co., we even go as far to include the following tagline on our Toy Fair marketing, “Visit us downstairs … where the cool stuff is!”

Now, by no means am I suggesting that Level 3 isn’t awesome. It is! Hundreds of great manufacturers exhibit “upstairs” and are showing off their latest and greatest toys, games, puzzles and more.

The product is just as amazing. But anyone who has been to Toy Fair has to admit, the vibe downstairs is just, well … it’s different.

Downstairs you’ll find the indie spirit alive and well. Toy industry veterans and newbies alike are bursting with that entrepreneurial drive that continues to serve as an example of why our industry is in constant motion. You’ll definitely notice a more casual atmosphere – a lot more blue jeans and a lot fewer suits. Heck, you’ll probably even see adults down on the floor actually playing with toys they are considering bringing into their stores!

Yes, there is an open invitation to actually practice what we sell – PLAY!

I guess what I’m trying to say is, if you typically don’t spend much time down on Level 1 of the Javits Center during Toy Fair, make a resolution for the new year to come down and check out what’s going on. My guess is that you’ll bump into a lot of familiar faces and that the old-homeweek feeling that I mentioned earlier will really resonate with you. Of course you’ll need to explore every square inch of Toy Fair. After all, you never know what gem you’ll find just around the next corner.

Whether that diamond in the rough be upstairs or downstairs, you know you’re

seeing the best the industry has to offer!

While you’re down there, be sure to stop by the ASTRA booth, 6415 and say hello. There is always lots of information and of course, the place to pick up your “Share the Fair” list!

As has become the tradition, ASTRA will be hosting our Night in New York party, but in 2018, we have an entirely new experience planned! The new location, Clyde Frazier’s Wine and Dine, is just a quick five-minute walk from the Javits Center. We’ve also changed the time from three to two hours and reduced the cost to just $65 per person for ASTRA members, which includes a $5 donation to KaBOOM!, a national nonprofit organization that constructs play spaces in communities where they are needed most. There will be passed hors d’oeuvres, food stations, dessert and an open premium bar. We hope you’ll join us for the newly re-imagined Night in New York. The party will end at 8:30 p.m. which still gives everyone an opportunity to attend other gatherings around the city.

So, as the opening lyrics of “New York, New York” say, “Start spreading the news,” and let me be the first to wish you a successful Toy Fair. I hope to see you at Toy Fair in New York City. Happy shopping!

Playfully Yours,

astratoy.org • January 2018

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president’sreport

Welcome to 2018

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by Kimberly Mosley, ASTRA

here is little doubt that 2017 was a difficult year with unprecedented challenges from Mother Nature and unexplainable violence from man. A big thank you to the ASTRA community for their support of those in need during these difficult times. In September, more than 35,000 toys were in route to Texas after Hurricane Harvey, and in November, Stephanie Sala of Five Little Monkeys worked tirelessly with ASTRA manufacturers to fill a 26-foot-plus truck with toys to give to roughly 6,000 children who lost their homes in Northern California wildfires. There were so many acts of charity and kindness both big and small, I cannot begin to list them all. This is just one more example of how we are mighty together.

Independent Business Research

Last year was also a tough year for retail. In 2017, several large chain stores downsized, closed or reorganized. There is a great article in this issue of Toy Times about the demise of Toys “R” Us. The retailing landscape has certainly changed over the years, but ASTRA retailers have an edge over chain stores. According to a recent survey from the Advocates for Independent Business, despite the challenges, independent businesses are weathering the retail storm. Two-thirds of independent businesses surveyed said that they’re responding to retail changes as well or better than chains because of their expertise, service and link to their community. The report suggests that locally owned businesses have resilience not found in the large chains so as national chains close, independent retailers find new opportunities. Visit the ASTRA website to learn more about this important research.

Innovation Council

In September, your ASTRA leadership met to continue to guide the organization’s focus and growth. Armed with a detailed report from member-based, round-table discussions and recognizing that change is happening at an accelerated rate, the board established an Innovation Council. The council is charged with examining the retail landscape to identify important developments, trends and disruptions that impact the ASTRA ecosystem. The council will prioritize the key developments and provide to the ASTRA Board insight and recommendations for further action to help members adapt and thrive in the face of ongoing change. This issue of Toy Times has

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an article with more information on this important ASTRA think tank.

Toy Fair

If you will be at Toy Fair February 17-20, 2018, please stop by booth 6415 to say hello. There you can pick up your packet of ASTRA member specials, register early for Marketplace & Academy, and find out what is in store for ASTRA in 2018. I hope to see you at the annual Night in New York party, which is always a fun evening of food and friends. Don’t miss Share the Fair, where ASTRA retailers come together to share ideas and talk about the must-see products they’ve seen on the trade show floor.

And so, we begin another new year together. The challenges of 2017 have reinforced that our mission is more important than ever – to provide the children of our communities with quality play, and advocate for the importance of play in the communities we serve. Thank you for all you do to change the world through the power of play, and best wishes for a successful 2018.

ready set play

FOR CHILDREN WITH DISABILITIES

Connection.

Confidence.

by Kathryn H. Lavin, MSW KiteTail Strategies

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Community.

here is no doubt that one of my favorite things to do this time of year is to sit around the fireplace playing games with my family. There is something that is quintessentially “winter� about this activity. Whether playing cards, a board game or a traditional game of charades, there is something about wrapping yourself in a warm blanket, listening to the fire, drinking hot chocolate and playing a game.

For years my family has been playing games together, and as our children age, the types of games we play have morphed and changed. Yes, I confess, we have gone from playing Chutes and Ladders and Candy Land to Scrabble and (censored) Cards Against Humanity. Yet, because my oldest child, now 21, has intellectual challenges and a developmental disability, we also need to incorporate games that are time limited, easily understandable, and often color-coded: Uno, Trouble, and Sorry, just to name a few. We have discovered that when we play games that my daughter can use (through concepts of inclusive education and differentiated learning), we often find extended family members and grandparents joining in.

As such, to include all generations and abilities, we tend to play games that are easy to modify or include scaffolding. In addition, they usually relate to some kind of sharing of our thoughts and creativity,

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team building or ancient oral storytelling, such as Family Feud, Pictionary, or Would You Rather?

As I think about playing games with my family during the winter months, I am reminded how essential playing is for children of all ages, building lasting family bonds, security and a sense of well-being.

I am often amazed to think how play has impacted families and the development of societies throughout history. Think about it: every culture has had its own form of play, whether imaginary, competitive, active or creative. There is obviously something about play that enhances our lives and impacts us both individually and collectively.

For me, play touches our souls. As individuals, we relax, we unwind, we laugh.

As families, we bond, we communicate, we grow. As communities we unite, connecting children with coaches and neighbors such as when we come together to cheer for favorite teams. As a society, we create, we share and we elevate our communal well-being.

Play is essential and its impact cannot be underestimated. It transcends age and ability. Our ability to play and to have access to play at ANY age is critical.

How we design and promote play and its tools must be considered, recognizing that play builds connection, confidence and community. It is imperative that as

leaders of play, and as the grownups in our society, we not only teach our children the importance of play and the balance it provides, but we model it for them.

Recently, my 13-year-old daughter and her friends started a monthly Game Night. On the third Friday of each month, up to 10 teenagers show up at the door of the host family, games in tow, ready to spend the night eating pizza, playing and laughing with each other. I asked her to tell me the top three things that she loved about Game Night. Here is her response, and I quote: 1. Quality fun time with friends that de-stresses 2. I love board games 3. I like the competition

I so appreciate that she not only finds the value in play and that it releases stress (advice that we all need to heed), but that she also finds it builds a healthy sense of competition, as healthy competition builds resilience, a key ingredient for positive mental health. The common denominator and connector is the game, the tool that supports the play. My 13-year-old has found that these Game Nights makes her friendships stronger, and stimulate her mind, boost her self-esteem and lead to, above all else, a night of pure joy that includes connection, confidence ASTRA and community.

We’ve only just beGUND. Proud to continue our legacy of excellence, we are committed to creating products that evoke feelings of tenderness, warmth and comfort that will be loved and cherished for a lifetime...

The best is yet to come!

Celebrating 120 years of hugs!

Visit us at the New York Toy Fair and see what’s new for 2018!

Booth 637

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800.448.GUND

moneymatters

ASTRA’s Retail Benchmarking Survey

Can Answer Your

Questions T

by Scott A. Hackworth, CPA, Industry Insights Inc.

he results of the 2017 ASTRA Retail Benchmarking Survey are in – and the year it covered, 2016, was solid for most specialty toy retailers. Based on responses from 138 stores, sales increased by 2.6 percent, on average, and bottom-line profits climbed to 5 percent of sales. This was the best profit margin reported since at least 2009.

These insights and many, many more are available now as part of the new Retail Benchmarking initiative that ASTRA is funding for its members. Working with a committee, the online questionnaire was constructed in a modern style that included several familiar items, but also added fresh topics of interest.

ASTRA retailer members submitted their forms between May and August, and overall participation grew by 64 percent, compared with the year before.

All survey participants received a copy of the full-color Industry Report, a customized Company Performance Report that shows their data alongside other stores most like them, and a suite of interactive, online reporting tools. These reporting tools allow users to create customized data reports and analyze the information from various perspectives. For example, our team used the new ASTRA benchmarking tools to find answers to some common questions.

What is one way that most profitable companies achieve success?

• Payroll Control! The most profitable companies manage their employee costs much better than do less profitable stores. The leading stores maximize their employees’ productivity, while maintaining standard pay rates.

Does staying open longer increase sales? Does it increase profits?

• Increased Sales? Yes. Stores that are open more hours generate more sales. Stores that close at or before 6 p.m. typically generate $450,000 in sales, compared with $750,000 by stores that are open later. Approximately 10 percent of sales reportedly occur after 5 p.m. Stores that are open daily (including Sundays) typically generate more sales as well.

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• Increased Profits? No. The data seem to show that increasing hours actually decreases the store’s profit margins.

How many employees should we have?

• The average store has a full-time employee (or the equivalent) for every $105,000 in sales. This means that a store with $525,000 in revenue would be expected to employ the equivalent of five full-time employees. The most profitable stores, though, would employ just four full-time equivalents for that sales volume.

Are we paying our employees too much?

• Employee wages range from $10 per hour for lowest paid employees to $15 per hour for the highest paid staff members.

Interestingly, there is very little variation in the lowest pay rates among stores, though larger companies provide a higher pay ceiling for their employees.

• Payroll costs account for 19 percent of sales for the average store.

A virtually limitless amount of information for your business can be obtained through ASTRA’s Retail Benchmarking Survey results. Using the available tools, even a very simple analysis of your company’s own figures for comparison can yield important insights about your business.

You do not need to be a financial or statistical expert to benefit from this information. Just a few minutes of your time for the survey could create a world of difference for your business.

Watch for details on an upcoming webinar that will provide even more information on how the survey results can help you become more profitable. The 2018 survey (based on your 2017 store sales) will be available in April. By completing the survey, you will receive both the overall survey results, but more importantly, the individualized “report card” on your business for free. Don’t miss out on getting this valuable information. Mark your calendars and watch your emails and ASTRA the ASTRA Digests for all the details.

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

moneymatters

New Year

Checklist

Make the Most of 2018 The calendar flips. A new year begins. It’s a blank slate full of possibilities and

maybe a resolution or two. What follows are tips from their peers to help retailers, sales reps and manufacturers make the most of 2018. Whether you’re seasoned or just starting, running down these checklists is sure to give you reason to make another resolution – and transform your business for the better.

Retailers

by Amy Saldanha, kiddywampus

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ood news – the crazy holiday season is behind you and you pulled it off. Bad news – no time to rest, it’s time to start working towards a successful 2018! Here are seven suggestions from highly effective toy store owners.

Celebrate success!

You’ve made it! You’ve survived the fourth quarter sales season! It’s time to take some deep breaths, get some sleep and declare success. Don’t fall back into routine without recognizing the effort that you and everyone around you (employees, family, friends) made to get through the season. Re-energize yourself for the new year by acknowledging your accomplishment. “I love the first of the year … starting with a clean slate having survived THE MARATHON!” writes Lynne Milot, owner of three Grandrabbit’s Toy Shoppes in the Boulder, Colorado area.

Take stock – literally!

Things have been pretty crazy for months – and it is time to reconcile your physical inventory with sales. While taking physical inventory is not exactly a party, it is an opportunity to remind yourself, and poll your staff, on customer reactions and responses to products. Get the music going, get some snacks, and sprinkle in some stories with the counting: “OMG, people were so confused by this description, it took me five minutes to explain it every time we sold one.” Comedy – and merchandising – gold!

Take stock – figuratively!

Now’s the time to reflect on not just the holiday season, but on the entire previous year. What worked, what didn’t, what do you want to change for the upcoming year? Get specific across multiple viewpoints – which lines were most successful? Which age groups did well? Were there products you didn’t carry which were frequently requested? Which physical sections of the store had the most volume? Was this line good for volume/traffic, revenue or profitability?

It’s always great to talk with employees about their perspective as well, though beware of the lengthy anecdotes that

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don’t get you any facts!

Many retailers recommend this evaluation as the starting point for the next year’s plan, to ensure these lessons don’t get lost in the flurry of the day-to-day operations of a store.

Says Gwen Ottenberg, owner of Imagine That Toys! In Wichita, Kansas, “I run reports to scour for fast movers, slow movers, dead inventory, profitable items, profitable companies, slow-shipping manufacturers, manufacturers I want to make a bigger presence with, etc. This is where the game plan starts.”

This recap is also a good time to consider systemic changes to your business, above and beyond tweaks to lines, products and configuration. According to Anita Demetropoulos, owner of three Island Treasure Toys stores in Maine, “We always try to look at what worked and didn’t work well throughout the year and try to create new systems going forward. For example: in the past we would transfer product from one store to another without any documentation, and we were always having inventory issues, so last year we implemented sending a transfer slip with each transfer and the receiving store had to check in the items off the slip just like a new order coming in with a packing slip. This has reduced so many inventory discrepancies.”

Move and monetize product.

Time to make the call and cull damaged and slow-moving inventory. Don’t forget there are ways to monetize inventory beyond just sales. Donating this inventory will help give you with extra space and a tax deduction … and bring some goodwill and cheer into the post-holiday weeks.

Fix it while you can see it!

Don’t move boxes around any more than you absolutely have to (and we all know you have to do that a lot). With inventory levels at their perhaps lowest, now’s the time to identify and repair physical damage to shelves, walls and floors. Beyond actual repairs, this is also a great time to conduct a thorough deep clean of the space. This is also your opportunity to make physical upgrades to your space, like new flooring, painting and fixtures.

Set the tone with reps and vendors.

Reps and vendors are taking stock of the year, too, so this is a great time to establish how you want to work with them for the next year. Ottenberg sends out an annual email to reps that clearly

conveys expectations on all sides. Specifics of the sheet include details such as how often she likes reps to communicate with her, how invoices should be sent and how to resolve order issues.

Drive traffic with the 2018 calendar.

Start with your monthly sales report and figure out when you need to boost traffic and sales. Layer in the annual events you know you can count on each year, like Neighborhood Toy Store Day, Small Business Saturday, etc. Now you know where you have gaps. Are there events you can put together around those times?

Storytimes, character visits, book signings and manufacturer demos are a great way to generate additional traffic and sales.

Says Ottenberg, “I ask reps/manufacturers to tell me if they have any special things that I will want to get on my calendar that they already know about, i.e. Melissa and Doug does their anniversary sale type stuff so those are taken into account for planning.”

Manufacturers

by Michael Levins, innovativeKids

T

hey say that nothing is certain, other than death and taxes. But it’s safe to say that once 2017 wraps up, we’ll be on to 2018! A new year brings with it new expectations and new opportunities. As manufacturers, how do we take stock of what we did right in the prior year, what would we like to go back and change if we could, and what new processes should we implement to ensure future success?

Several ASTRA manufacturer members shared their wisdom about making improvements as we step forward into the New Year.

Learn From Peers

Cassidy Smith, national sales manager of Hape North America, said that he has “no magic formula or patented process,” but that he continuously learns from peers within the industry. A key element for Smith is listening to both solicited and unsolicited feedback from Hape’s retail customers, sales reps, and even other manufacturers. By continuously incorporating

this feedback into new product launches and modifications of existing products, Hape guarantees that each year’s offerings are better than the last.

Communicate With Reps

Smith went on to emphasize the importance of communicating with sales reps about retailer programs. Each year he surveys his reps to ensure Hape matches their freight and dating programs to the needs of their retail customers throughout the year. Smith also gleans important information from fellow manufacturers about overall trends and product successes and failures. That provides him with a sense of the marketplace, which is crucial to incorporate into the new year.

Build Partnerships

Bonnie Rizick, director of sales of Reeves International, emphasized the importance of building partnerships with retailers as “keys to our mutual success.”

Increasing the level of trust and collaboration in these relationships leads to exceptional input, which can be turned into action across all aspects of the company.

She also believes that it is essential to gather feedback from both retailers and sales reps about promotions and policies.

Start Early

According to Rizick, planning for the next year begins months in advance, and remaining current is critical for success.

“What worked for manufacturers and specialty retailers several years ago,” she noted, “might not be relevant now.”

Remember Fundamentals

As in any good sports team, fundamentals are the secret to success in the upcoming year. Dee Farrell, one of the owners of Neat-Oh, stressed that basics, such as having your catalog printed and ready for the Las Vegas sales meetings, are essential for effective meetings and getting the new year off to the best start.

“We work well in advance in reviewing our entire marketing strategy,” she explained, to ensure the company is maximizing its efforts. This includes an annual review of pricing, finalizing their social media plan, advertising, and trade astratoy.org • January 2018

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moneymatters terms. Farrell makes sure their planning is mapped out quarter by quarter, determining where the company’s focus will be and matching their plans with their customers’ requirements throughout the upcoming year. She also explained that Neat-Oh conducts continuous post mortems on its products and reviews its brands to ensure their cohesiveness, messaging, and market resonance.

retailer knows when to expect them.

Print new account applications for those vendors that still require them, and beg accounts to fill them out at the appointment! (Note to manufacturers: Please cease with these time-wasters! Sometimes weeks go by while waiting for that signed piece of paper, or accounts just cancel the order altogether.)

Continuously Innovate

All three manufacturers agreed that a critical aspect of their businesses’ preparation for the new year was to ensure that they were continuously innovating for the marketplace and taking some acceptable level of risk. Smith emphasized that “more than ever, we see copycat products being released by companies” as a quick, low-risk, and relatively inexpensive way to increase revenue.

Overall, the ability to get off to a strong start for the upcoming year requires a culture of planning, questioning, and listening to the market, customers, and competitors. Perhaps most important, though, is a company’s willingness to take that information and turn it into positive forward motion!

Clean Out Your Samples

Purge discontinued samples by donating to your local favorite charities, and price new samples with cost and case pack to help with buyer momentum. Organize into bins and totes. Lobby the trunk deity for more space this year!

Sales Representatives

by Ash Goto-Webb, Sugar B Sales

H

aving just survived the year-end frenzy, and hopefully the jubilant reward of a small and manageable inventory count, our retailer friends and associates bravely forge on with the new year. In our support roles as sales reps, we recognize the importance of preparation to ensure a smooth buying process. If there is one simple driving (pun intended!) force sales reps need to abide by, it is this: Do whatever you can to expedite this process for your buyers.

With this principle in mind, here are some suggestions to help you organize for a mutually successful year.

Organize Your Catalogs

Recycle previous years’ catalogs, keeping one for reference.

Make sure to label your new catalogs with your order contact info.

(Beseech manufacturers to heed sales reps’ requests to receive new catalogs in December instead of waiting until after Toy Fair!)

Have digital copies at the ready to share with accounts while awaiting hard copies. Share PDFs with accounts using services like DropBox or upload to your agency website for linking. Be sure to mail catalogs to anyone who forgets how to contact you with labeled catalogs, updated line list and Quarter 1 specials.

Prepare Your Sales Presentation Books

Get your sales presentation books ready with new catalogs, and ensure that cost and case pack info is added if any are unpriced. Consider adding labels with UPC codes to catalogs with missing barcodes so as to scan easily into ordering software, and retailers can easily scan new product UPCs into their POS systems.

Make a note of bestsellers, or products that should really get more attention and add ETAs for all the new products so your

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Schedule Appointments

Get those appointments rolling and claim that real estate for your manufacturers. You have great product that needs to get into the hands of retailers so they are superheroes for their customers!

Find out which shows they plan on attending and keep a list for making appointments.

Consider mailing catalogs in advance to accounts with appointment time labeled on the outside of the package. Include line list so their POS systems can be updated with your contact info. Designate a time slot every week to contact new leads and follow up on mailed or dropped-off catalogs.

Connect with Your Accounts

Email accounts with POS systems new Excel price lists for all the vendors they order from. Many use these as import tools to update items. Email discontinued items from the vendors they buy from to keep down unnecessary PO edits.

Request updated credit references sheets. Make a list of all out-of-business accounts and submit to vendors.

Make Your Office Work for You

Record your vehicle mileage on December 31 for tax purposes. You always forget by the time April 15 comes around! Be sure to tune up that saddle for the road! Get vehicle maintenance out of the way, because Quarter 1 is fast and furious.

Import accounts and leads into your navigation app (Google Maps allows you to apply labels to stores, i.e. “Leads” or “Accounts” so when you’re out traveling you can easily plot your route and/or see the proximity for possible conflicts.)

Update line lists and quarterly/monthly manufacturer specials, and shred and recycle old PO copies, credit references, submitted new account applications, sensitive sales reports, etc.

Keep your computer happily humming by investing in an optimizing and “cleaner of junk” utility. Commit to learning at least one new tool of technology to expedite processes. Maybe it’s as simple as signing up for a USPS account to print out mailing labels and postage, or acquiring a new contact management system to help track your business.

Have a prosperous and joy-filled 2018, dear colleagues, and remember to take good care of yourselves. Our support role requires energy and resilience, so be sure to do those activities that help ground and maintain your being!

ASTRA

toystories

Hurricanes’ Force

Long-Lasting for Toy Industry

by Theresa Duncan, Villa Villekulla Toy Store; and Mary Sisson, editor

“T

he thing about hurricanes versus other natural disasters is that you have time to prepare,” says Jonathon Chess, Toy Guru at Safari LTD.

Though hurricanes may provide some chance to prepare, preparation cannot always account for every contingency or prevent loss. Zoe Rosa of Brains ’N Motion Toys in Puerto Rico puts it into perspective.

“I don’t think anybody was prepared for this magnitude of disaster; Irma was a hurricane that entered the island as a Category 5 and took the whole island right through the middle. We did prepare with storm shutters and storing water, food, gas, etc., but nobody was prepared for not having power nor water for so long and on top of that, communications (cell service and internet) shut down.”

Every store and every storm is different, but many in the ASTRA community used the same tactics in preparing for water and wind damage during this year’s active hurricane season.

Sandbags were placed in front of doors to keep storm surges at bay, computers were moved to higher ground and/or wrapped in plastic, data was backed up, and inventory was moved away from doors and windows.

At Tomfoolery Toys & Books in Houston, Carol Staley and her manager put

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everything up before Harvey hit. Though they’d never flooded before; they got 16 inches in the store. But preparation saved most of the inventory. A cardboard fixture of books “just dissolved,” she said, as did a cardboard display of Silly Scoops. “There’s nothing sadder than a wet stuffed animal.”

While some neighboring businesses took months to reopen, she was closed only 3-1/2 weeks while her landlord replaced walls and slatwall. Friends and family helped pack up the 2,500-square-foot store in four hours so repairs could begin.

Storms Hit Manufacturers, Too

Retailers focus on protecting their physical stores and inventory, while manufacturers and distributors have a different set of challenges when preparing for storms. Jonathan Chess, from Safari, a manufacturer and distributor based in Miami Lakes, Florida, explains the vast logistics that go in to preparing for a storm.

“First, as soon as we knew there was a potential storm coming we tried to clear out every order we had in the warehouse and get them out to our customers. Then, we had to arrange the travel plans for our reps who were out in the field. We took each case individually and decided what was in each employee’s best interest – to fly them home or to alter their travel schedules. Then we closed for three or four days. We were completely overloaded when we returned, but our customers were

very understanding.”

For most, that preparation helped to mitigate most of the damage, and for many insurance will cover some loss but not all.

Physically recovering from a hurricane, while challenging, is still faster and easier than economic recovery.

Michele Sapoznik is a sales representative with JC Sales and serves stores in the Caribbean, Key West, and Puerto Rico. “The economic impact has been terrible,” says Sapoznik. “Many stores have still not reopened, and most of the stores in Puerto Rico that have reopened do not have power.” Brains ’N Motion is one such store. It has been without power since Irma, and then Maria, rocked the island in September, but has managed to reopen with reduced hours. Daily sales now are only between 10 to 20 percent of what they were before the hurricanes.

“For us, it will be a great impact because 60 percent of our business is done during this season. Customers will buy a lot less since there are other priorities like gasoline for the generator if they have one, flying out of the country, not being able to generate income during these months, etc,” says Rosa. “Not only that, people are not even on the street driving because of the horrible traffic jams by not having power on the traffic lights.”

Though Staley’s Tomfoolery reopened in less than a month, the fact that 1,900 homes in front of her center and a third of

the homes in the area behind it flooded has meant fewer shoppers.

After-school business from three nearby schools plummeted when the schools flooded and relocated. A restaurant two doors down, a Houston fixture, remained closed for months and Staley lost the residual business.

“Saturdays are better than last year,” she said during the holiday season. “That’s why I think everything’s going to be fine once it settles down.” She had expected business interruption insurance to cover losses, but has found that unless there’s been a mandatory evacuation, claims are denied.

FEMA estimates that 40 percent of businesses affected by a natural disaster do not reopen at all.

Even stores that skirt the brunt of these storms are still impacted.

Mandatory evacuations, power losses and nearby flooding kept many stores closed for up to a week. Back-to-back years of major storms making landfall in Florida meant that many areas had still not fully recovered from previous damage before experiencing more loss.

When customers are focused on replacing their roofs or removing trees from their houses, they don’t have as much discretionary income for things like toys, and that can mean a longterm decline in sales while the area recovers. Jennifer Ellen-Ellis of Olde Towne Toys in St. Augustine, Florida, says, “So many people who lost everything in Matthew (2016) and just got back in their homes lost again.”

ASTRA Community Lends a Hand

The ASTRA community has played an important role in helping affected businesses get back on their feet. “ASTRA has always been an integral part of my decision-making regarding store matters,” says Rosa. Ever since we got hit by the first hurricane, Irma, they’ve reached out and made themselves available for any help we might need.”

Sapoznik says that many vendors are working with stores to help them recover. “A lot of vendors are offering extra discounts and extending terms for stores that were affected by the hurricanes.”

Chess agrees. “Our sales are down in areas that were hit such as Houston, Puerto Rico, and South Florida, as well as areas affected by the wildfires. Right now we are taking a ‘How can we help?’ approach verses a sales approach. We called as many of our customers in those areas as we could to find out if there was anything we could do to help.”

“What I’ve learned,” says Staley, “is that vendors and customers truly care. They want to know that you’re okay.”

While the hurricanes had a huge negative impact across the toy industry, Rosa sees a huge positive that came from the storms: a return to the values that draw us into the independent toy business in the first place.

“This disaster puts in perspective what are the real important things in life. I have seen kids play more outside without being ‘connected’ the whole time with electronics. I have seen neighbors and families make connections with each other in a deeper level. I’m a firm believer that even in the bad there is an element of good.” ASTRA Top to bottom: Tomfoolery Toys & Books in Houston undergoes repairs; Spooner boards float in the flood; Tomfoolery after hours of cleanup by family and friends. astratoy.org •• January January2018 2018 astratoy.org

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toystories

Wildfires Take Their Toll

O

ut West, wildfires took their toll on ASTRA stores, even if they were spared from being burned.

“We didn’t have any actual fire near to our store, but much toxic ash floated down around us and even coated our merchandise inside,” recalled Leslie Young, owner of Circle of Hands Waldorf Shop in Sebastapol, California. “I’ve had to do extra

dusting and cleaning, but of course that’s nothing compared to the structure damage many homeowners and retailers experienced!”

The store closed for three days as no customers were out and about due to smoke and the fear factor.

Debbie McCormick at Sunnyside Cottage in Santa Rosa said continued on page 20

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astratoy.org • January 2018

19

toystories Wildfires continued from page 18

“T

her family was told to be ready to evacuate; will be felt for years, Jennifer said. Hood River he first week they had no power and spotty cell service. “My is a tourist destination for people from all over store, however, did have power and internet so world, especially Portland, and Interstate 84 was like living the I went in and opened up, taking the lead from between there and Portland was closed for 19 the neighborhood grocery store next door. Our days in September, when people normally flock in a ghost town, but it shopping center was just across the street from to the Gorge for outdoor recreation. evacuated homes and a half-mile from homes Hutchinson said her customer looks different felt right to be there for that were burned to the ground early in the fire.” then than any other time of the year, typically

The first week was like living in a ghost town, the folks that wandered homeschool families and retirees, “great, loyal but “it felt right to be there for the folks that customers who might only come to my store for wandered in and needed to talk.” She got a lot of their annual trip to the Gorge. These customers in and needed to talk.” organizing done. “I think that shopping local is appreciate a specialty toy store and will spend more important than ever when you realize how significant amounts of money.” important we all are to each other.”

Everyday foot traffic was lost due to the thick smoke in

McCormick was comforted knowing her cloud-based POS the air. system, Lightspeed, would have her data if needed.

“My store is lucky. We have a fairly consistent, stable, year Jennifer Hutchinson of G. Williker’s in Hood River, Oregon, round business that can survive the short-term loss of sales. Hood made sure she took home a backup of Quickbooks on a flash River has a high season and a low season. While many businesses drive each night during the Eagle Creek fires in the Columbia are seasonal, it was a blow to the economy when they had to River Gorge. “I know I should make sure my flash drive is safe lay off workers before the high season usually ends. The loss of every night, but it is something everyone gets relaxed about. business in the area during the most profitable time of year will Merchandise and fixtures can be replaced, but reconstructing have a trickle-down effect. There will be less cash flow from the data would have been a major headache.” people that live and work here.”

ASTRA

While the fires didn’t reach Hood River, the economic effects

™

Toll Free: 800-741-0089 • Toll Free Fax: 888-807-7979 orders@orbtoys.com • www.orbtoys.com

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January 2018 • astratoy.org

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toystories

Make a Plan Before

I

Disaster Strikes

n an industry focused on the joy of Johnson in The Hartford. “Getting up and running again quickly is crucial for business play, the bad things that can happen survival. Statistics show that 90 percent of may seem light years away – until businesses that don’t reopen after a disasthey strike. Whether there’s warning, as in ter within five days ultimately fail.” a hurricane tracked along its path; or no If the hurricanes and wildfires of 2017 warning at all, as in an earthquake, robbery aren’t enough to get a company planning, or fire; business owners would do well to the possibility of other disasters should: consider the Scout motto: “Be prepared.”

“Lack of planning contracts to a fire, earthquake, tornado, robbery, bomb surprising statistic: as many as 25 percent threat, blizzard, tsunami, data corruption, of small businesses never reopen followpower outage … the list goes on. ing a major disaster, according to the U.S.

Before an emergency strikes, create Small BusinessWikStix_ASTRA_stapleChild_Cereal_PRNT.pdf Administration,” wrote Allie and practice a plan for10:53 staffAMso they’ll know 1 11/27/17

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January 2018 • astratoy.org

just what to do when the crisis occurs.

Write or update emergency procedures, including exits, meeting places, and when to evacuate, shelter or lock down. Find help at osha.gov/SLTC/etools/evacuation/ or ready.gov/business/implementation/emergency.

Michelle Week, who specializes in urban emergency preparedness at R.E.I., recommends gathering up essentials and creating kits to keep in a variety of locations: your car, your home, and key locations in your business.

Business continuity

So you have plans for the emergency.

Do you have a plan for business continuity in the days that follow? If so, do you review it annually or does it sit in a fat notebook in some forgotten corner? A concise, clear plan in an obvious location is far more useful than a detailed one that nobody knows about.

1

Start with a checklist. Google “business continuity plan” and you’ll find checklists to choose from. Pick one and start marking things off so you don’t miss a step.

Make sure the checklist includes sections on communications, data, employees, operations and safety.

2

Prepare for risks. Is your area prone to tornadoes? Earthquakes? Floods?

Winter weather? Google checklists for the types of disaster you are most likely to contend with and, again, go down the list and mark things off as they’re ready.

3

Turn to the experts. The Red Cross offers a Ready Rating program to help businesses train for disaster preparedness and recommend steps to make a business safer. Check readyrating.org.

4

Create an emergency kit. It should have enough nonperishable food, bottled water and other supplies to last 72 hours.

5

Designate an employee to be crisis manager and form a team. Clearly outline roles and responsibilities.

6

Plan for communications, including multiple modes of communication with all employees. Develop a communication tree and give copies to all your employees. Gather emergency numbers, including your insurance company, electrician, plumber, customer list and media contacts, and store that offsite.

7

Identify critical business functions.

Assign each one a priority and decide how much downtime is acceptable for each function.

8

Protect your data. This is one of the most crucial steps. Make sure all data is backed up offsite. Use a company with 24-hour support that’s able to grow with your business.

9

Document your equipment. Take photos or videos of everything, including serial numbers. Store this information off-site.

10

Double-check your insurance.

Know what disasters it will cover.

If you need help beyond insurance, you may be eligible for a Business Disaster Loan from the Small Business Administration.

11

Review your plan regularly. Make sure all information is current, and test backup systems so everyone on your team knows what to do.

Additional Resources: • “How to Create a Disaster Recovery Plan for Your Small Business” by Allie Johnson, Small Biz Ahead, The Hartford, June 19, 2017 FEMA website, ready.gov • “Sample Business Continuity Plan Template for Small Businesses” by Paul Kirvan and James Alan Miller, TechTarget, October 2017 • “Disaster Preparedness Vital for Business Owners” by Sarah Meyer, Vancouver BusiASTRA ness Journal, Oct. 6, 2017 astratoy.org • January 2018

23

toystories

Sales Representatives:

Friends

by Ash Goto-Webb, Sugar B Sales

24

January 2018 • astratoy.org

T

he nation watched, horrified, as hurricanes, one after the other, flooded entire swathes of communities; and as fires raged, one after the other, ignited entire neighborhoods.

Our hearts go out to everyone affected and as we explore the best ways to support them, we recognize the importance of listening and learning from their experiences. With the devastation of the wildfires fresh in our memory, we sought to hear what our friends and colleagues in Northern California could tell us.

We wanted to know how sales reps provide meaningful help when their communities are suffering. How were

they personally affected? What steps can sales reps take to prepare when they find themselves in the midst of life-altering circumstances?

Following are some accounts of the firestorms, as experienced and witnessed by sales reps who live in and/or service the area.

Wayne DePaulo, 2017’s WTHRA (ToyFest West) Hall of Famer sales rep, lives in Sonoma County. He pointed out the importance of having locals do as much as they can to bring normalcy back into the lives of children. He “gets chills” just thinking about it. “The shock of it felt like 9/11 – it has that kind of energy, it’s just devastating,”

Disasters iStock

he explained. Wayne said he’s seen a lot of disasters in his day. The route he drives, Highway 101 North to Lake County, which takes him an hour to drive, is burnt out.

Gertrud Trouw with R-Biz Associates said she felt very depressed the first week after the fires. Everyone knew someone who was affected – either they were evacuated or were hosting evacuees, or they were losing homes and property.

A few weeks later, the general feeling was subdued but optimistic. “People are so willing to drop everything to help their neighbors. It’s a beautiful thing. In a disaster, people really come together,” reported Trouw. Retailers told her that

customers were coming in to buy toys for affected families.

“Many manufacturers have generously given product and waived freight, but retailers are not always aware of the help that is available. Be that connection,” said Keiko Webb, a sales rep with Wildthings Sales & Marketing. She suggested that the best thing is to support the retailers by participating in their community fundraising events and negotiating the best terms with vendors to help them through what will inevitably be a challenging 4th quarter, which was expected at the time of this writing.

Vince Canelo, a sales rep with Toyology

who lives in Santa Rosa, noted that the firestorms are the costliest in U.S. history.

A challenge to many of those who lost property is finding out that they were underinsured. “Retailers should definitely boost their insurance policies and make sure they cover what you think they do.”

Fortunately, no toy retailers lost their shops, but the effect on the community is tremendous. As to advice for sale representatives, Canelo said, “Take all the precautions you can; hopefully you have reserves to get you through a lean month or two. We’ve all been in a state of shock, but phoenix-like, we as a community will ASTRA rise up and onward.” astratoy.org • January 2018

25

toystories

ASTRA Connect

Connects

BigHearts

by Mary Sisson, editor

T

to Kids in Need

he news of floods and wildfires left many openmouthed with disbelief, but it spurred some ASTRA members to action. And then dozens more joined in.

Stephanie Sala, owner of Five Little Monkeys stores in the Bay Area, responded to the fires in Northern California by sending out a plea via ASTRA Connect (connect.astratoy.org) for toys to distribute to families who lost everything, and money to buy gift certificates at toy stores in the wildfire area. The response? Check out the photos that accompany this story.

“Literally thousands of toys” were delivered to her house, which she used to keep donations separate from holiday deliveries to her store. “The living room, bedrooms, driveway, hallway – pallets lined up blocking the front door,” she said.

Boxes were arriving so fast she had a hard time keeping track of all the donating companies.

Not wanting to hurt small businesses in the area, she also asked for money to buy gift certificates at local toy stores and collected $900.

She’d originally thought of creating a fun event, but instead donated the toys to local efforts that were already established.

She loaded up a 26-foot truck with donations for Toys For Tots, “the biggest donation of toys in Sonoma County ever,” she said.

A second load went to the Santa Rosa Fire Department’s Toys For Kids.

“Many people were uninsured or underinsured renters,” Sala said. “They had to literally run from homes with the clothes on their backs.” But she’s seen people who lost their homes out helping other people.

After Hurricane Harvey, some ASTRA members recognized the need for supplies for kids in the affected area about to begin

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January 2018 • astratoy.org

school. Florence Allen, owner of William’s Store Fun Smart Toys in Macon, Georgia, has a sister in the Houston area. While her sister didn’t get flooded out of her home, many around her did. Her church became a drop-off location for donated items.

Allen learned that school children needed backpacks, so she sent a request to her customers via Facebook. She shipped two big boxes donated by customers. Crocodile Creek caught wind of the effort and sent several boxes of backpacks, lunch boxes and puzzles to the church in Katy, Texas.

A children’s shoe company sent a large shipment, too. “I do not know how they found out,” Allen said. “The staff at the church was overwhelmed with the response.”

Dee Stevens, who owns the Grow-cery in Glen Rock, New Jersey, gathered more than 150 backpacks for kids in Conroy, Texas. “Just put the word out and they will come,” she said.

Santa’s Little Helper, kits that emphasize giving, togetherness, and thinking of others, were sent to toy stores in areas hit by Harvey and Irma to distribute to families in need.

“We feel it’s really important to share them in times such as this to celebrate the outpouring of kindness being shown, and to keep the momentum going,” Santa’s Little Helper owner Ellie Visser posted on ASTRA Connect.

Words of encouragement also came via ASTRA Connect from Betsy Ordemann, owner of Magic Box Toys in New Orleans.

Sharing her story of 2005’s post-Katrina recovery and success was a gift of hope. After being closed in September and October that year for repairs, with sales down 30 percent in November, December came in with a surge as parents sought to replace toys lost in the floods and strangers bought toys for kids they didn’t know.

ASTRA

astratoy.org • January 2018

27

toystories

CPE Sneak Preview

Your Brain on

Cuddle Toys

by Jean Bailey, Certified Play Expert trainer

T

he Certified Play Expert course is one of the cornerstones in the ASTRA arsenal of educational offerings to our membership and beyond. It is a certification program that provides a grounding in the power of play and empowers attendees to use this knowledge to influence the world around them.

In September of this year two more CPE classes were held and received rave reviews. Participants included members and academics from the child development field. September trainings included ASTRA’s first ever company-sponsored private training. To date, 103 individuals are credentialed Certified Play Experts.

Is this course right for you? Here’s a sneak preview of just one little fun fact that this course unpacks in this two-day interactive and educational play experience.

A Case for Cuddles

Plush toys are big business in the U.S., with 1.08 billion dollars in sales reported by Statista for 2016. This reflects a slow but steady increase since 2013. When you think about plush, it’s really all about touch. Plush toys are meant to be held and cuddled. According to Diane Ackerman, science writer and author of A Natural History of the Senses, “Touch is the oldest sense, and the most urgent. If a saber-toothed tiger is touching a paw to your shoulder, you need to know

28

January 2018 • astratoy.org

right away. Any fist-time touch, or change in touch (from gentle to stinging, say), sends the brain into a flurry of activities.”

When we are hugging or embracing, the brain is also capable of secreting a neuro-peptide called oxytocin, commonly referred to as the cuddle hormone. This hormone triggers the brain’s bonding instincts and instills feelings that inspire social connection and empathy.

According to research, between 60 and 70 percent of children in the USA and UK have what prominent pediatrician and psychoanalyst from the 1950’s Donald Winnicott referred to as a “transitional object.” He used this term to describe soft toys, bits of cloth and blankets that children become emotionally attached to as a way of handling separation from their mother. What’s more surprising is that our need for that cozy cuddle continues to adulthood. According to one study, as many as 25 percent of young women heading to college for the first time take a transitional object with them. And those are only the brave ones that had the courage to arrive with their bed buddy. This is actually a smart move because oxytocin is also an antidote for stress.

With all the natural disasters happening across the country this last year, you might wonder how many kids and adults could have used a good cuddle, a dose of oxytocin and a soft friend to help them make it through the night.

ASTRA

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IDEA SHARING. THOUGHT LEADERSHIP. NEW PRODUCT DISCOVERY. Come see why Marketplace & Academy is rated the #1 trade show and conference for independent retailers in the business of play.

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toystories

SAVE THE DATE 2017 Neighborhood Toy Store Day Stats • 46% of respondents saw between 5%-25% increase in sales on Neighborhood Toy Store Day as compared to a typical Saturday in November • 16% of respondents saw between 30%-900% increase in sales on Neighborhood Toy Store Day as compared to a typical Saturday in November • 97% of respondents promoted their event on Facebook, with 57% promoting it via email and 48% via Instagram • 29% of respondents included a charitable component to their event, and 21% of those respondents donating $500 or more

Thank you to the manufacturers, sales

representatives and affiliate members who helped make Neighborhood Toy Store Day a big success!

Save the date for this year’s Neighborhood Toy Store Day on November 10, 2018.

• 252 retailers pledged to participate in Neighborhood Toy Store Day 2017 – up from 90 retailers in 2016 – with one retailer becoming a member of ASTRA after hearing about Neighborhood Toy Store Day • More than 80 participating manufacturers submitted specials to support Neighborhood Toy Store Day – up 14% and a record high • 665 downloads of the 2017 “Mixing Up the Fun!” theme graphics • “Neighborhood Toy Store Day” was the most-searched term in ASTRA Connect in October 2017

“The vendors REALLY help make it great with giveaways. Please let them know how valuable they are!”

- Participating ASTRA member retailer

NOV 10 30

January 2018 • astratoy.org

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ASTRA Leadership Establishes the

ASTRA

Innovation Council

by Roger Bildsten, Hip Hooray LLC

I

t’s hard not to feel most days that we’re faced only with challenges and disruption. We are worried about how the digital revolution is impacting our bricks-and-mortar businesses. The press is full of stories about the retail apocalypse. Our customers are harried, glued to their smartphones, and demanding ever more from us. We wonder about tomorrow.

But wait a minute. Maybe, just maybe, this is a great time to be a player in the specialty toy ecosystem. For many specialty retailers the digital revolution is a positive tool rather than a direct competitor.

Much of the dire news about the demise of retail concerns large chains that are overloaded with debt from private equity leveraged buyouts. Consumer confidence is high, U.S. unemployment is historically low, and the economy is growing. Sure, our customers are harried and demanding – but they’re shopping!

Yes, we have challenges. And digital disruption is everywhere.

But we also have significant opportunity. ASTRA leadership is moving to understand these critical developments and help members act.

The move began with a mid-2017 deep dive into understanding how the ASTRA ecosystem of retailer/manufacturer/sales representative is being impacted by the rapid pace of digital change.

Through a series of roundtable sessions, we dug into the bad and the good. Here are four of the key takeaways from the May sessions.

1. Participants’ outlook on the future, in spite of and because of the rapidly expanding online world, is POSITIVE. 2. They feel that COMMUNICATION between vendors, reps, and retailers is fragmented and needs improvement because “We’re all in this together.”

3. Each session came to the conclusion that TERRIFIC retail environments are critical to success in the modern digital environment.

4. These member companies hope that ASTRA can play a leadership role in addressing the urgency of, and tools for, ADAPTING in the digital age.

After these sessions, the ASTRA Board received a detailed report on the roundtable results and held a robust discussion about next steps. A well-attended and lively panel was also held at Marketplace & Academy in Philadelphia to present results to membership. Now the Board is moving to establish the ASTRA Innovation Council because leadership recognizes that our modern world is changing at an accelerating rate. The ASTRA Innovation Council is charged with examining the global landscape to identify important developments that impact the ASTRA ecosystem. The Council will prioritize key developments and provide to the ASTRA Board insight and recommendations for further action to help members adapt and thrive in the face of these developments. continued on page 36

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January 2018 • astratoy.org

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mbers Sinc e Me 03 20

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-MAZE A B Q · CIENCE S · A V OOKS E B K · · S G E N I AM LEARN LAY · G P E V EARLY I ale.biz · ACT w wholes E .m T w w A w E : e CR sale.biz • Websit mw whole

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We create colorful results for our clients

Photo courtesy of The Young Sceintists Club

Proud Member of:

Call Lisa Orman, 608-767-1102 or Email Lisa@kidstuffpr.com

The ASTRA Innovation Council will:

• Identify important developments impacting the specialty retail channel.

• Prioritize for deeper analysis developments that have a particular importance to the ASTRA ecosystem and seek innovative responses.

• Report on key developments to the ASTRA Board and provide recommendations for action where appropriate.

• Identify, communicate, and celebrate innovative examples of specialty retailer adaptation in the modern marketplace.

• Establish and maintain close collaboration with the ASTRA Technology Committee regarding technology solutions that may come to its attention so that the Tech Committee can fulfill its scope and functions.

• Utilize and cooperate with ASTRA education and communication resources to share findings with members.

The Innovation Council will consist of 10 members and be composed of both ASTRA members and non-members who have interests aligned with ASTRA. The council will include at least one each retailer, manufacturer, and sales representative with members selected by both an open call for committee volunteers on ASTRA Connect and by invitation from ASTRA leadership. They are asked to serve for a two-year term. We hope you’ve seen the call for volunteers and that you are excited to participate. Here are some of the key attributes we seek on the council.

• Possess solid knowledge of the toy industry and the current state of the industry; • Have a pulse on toy industry trends; • Be eager to actively share knowledge; • Have a strong ability to transform ideas into actions.

The rapid pace of change affecting the ASTRA ecosystem continues to gather speed. As Toy Times goes to press, we are watching reports of the Hasbro move on Mattel. Toys “R” Us is struggling through bankruptcy. Larger vendors are acquiring some longtime specialty manufacturers. Might these developments somehow be opportunities for ASTRA members?

The ASTRA Innovation Council will help identify and assess the direction.

Meanwhile, our core bricks-and-mortar specialty toy retail model continues to hold its own. Indeed, perhaps this is a great time to be in the ASTRA ecosystem. The Innovation Council heads into 2018 charged with analyzing important developments and seeking innovative responses to help ASTRA members adapt and thrive. We’re all in this together!

ASTRA

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January 2018 • astratoy.org

trending now

STEM Toys Balancing Curiosity with Safe Play

by Ellen Metrick, UL

M

ore than a fancy acronym for Science, Technology, Engineering, and Math, STEM is a way of thinking about and understanding the world. STEM has taken over classrooms, the job market, and the toy industry. The majority of toy retailers now have STEM toy landing pages on their websites, and Amazon even offers a monthly STEM toy subscription.

This rise in popularity is good for interest in STEM studies and careers, but comes with its fair share of safe play hazards and concerns.

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January 2018 • astratoy.org

Identifying STEM toys

There’s no universal standard for STEM toys. Top toys currently on the market cover a wide range of skill and safety levels, and include simple building blocks, chemistry sets, video games, and even computer coding dolls. That’s a lot of area to cover, and the definition has broadened further as manufacturers hope to increase their products’ appeal. Simply put, STEM toys promote creativity, logic, problem solving, collaboration, experimentation, and skills that are applicable in all types of learning.

The benefits

The benefits of STEM toys are, in many ways, incalculable. STEM toys teach important problem-solving skills through real-world experience. STEM toys can work their magic beyond playtime, and make STEM subjects more relevant and interesting for students.

STEM toys can teach simple lessons like cause and effect, and help children develop skills that will support them in their future studies and careers, both in STEM and other fields. Through STEM and STEM toys, children can learn to solve problems using teamwork, data collection and analysis, and their own curiosity.

Failure is another important lesson learned from STEM toys, and possibly the scariest one for parents trying to protect their children. The process of trial and error teaches children that it’s okay to fail. You learn from it, determine what went wrong, and try again – and, in doing so, build perseverance.

STEM toy. Encourage parents to read the instructions and warning labels to make sure it’s right for their child. They should have safety equipment like goggles and gloves on hand for the activities, and keep safety in mind after play time is over, too.

Safe and out-of-the-way storage is another key to STEM toy safety.

Finding the balance between curiosity and safe play for children is the key to encouraging a lifelong love of learning, and a ASTRA strong foundation in STEM.

The hazards

Some of the potential hazards surrounding STEM toys are more obvious – electric shock, suffocation from small pieces – but others are less so. Some unexpected safety concerns include the following.

• Unknown play patterns due to limited instructions; • Unknown reactions from combining unrelated objects; • Younger children using products intended for older children.

This final item is a growing area of concern for STEM toy safety as more and more STEM toys are being marketed to younger children (pre-K and younger). This is good for harnessing their curiosity, but can raise some safety concerns.

While younger children may show an interest and aptitude for STEM, it’s important to keep in mind that they may not grasp some concepts, like cause and effect, as well as older children.

Encouraging Curiosity

Children are naturally curious, and STEM toys can help to harness that curiosity in a safe and fulfilling way. As with any toy, parents should consider the child’s age and development when purchasing a astratoy.org • January 2018

39

ASTRA news

M

ake the ASTRA booth your first stop at Toy Fair so you can take advantage of the member benefits and savings before you start writing your orders. Here’s what you’ll find when you visit ASTRA at booth 6415.

Retailers ASTRA at Toy Fair Guide: Discover member-only manufacturer specials to ensure you get the best deals at the show. You’ll also find Toy Fair tips straight from fellow ASTRA members and a complete schedule of ASTRA at Toy Fair events.

Member Ribbon: Your member ribbon will get you access into ASTRA member events and the ASTRA lounge, and help vendors know to offer you the member-only discounts.

Manufacturers Member Packet: ASTRA staff will be dropping off Member Packets with resources to let buyers know you support independents.

You’ll find member ribbons to get you into ASTRA events and the shared lounge, as well as an ASTRA member plaque to display in your booth to encourage ASTRA buyers to stop and see what you have to offer.

Sales Representatives Member Ribbon: Your member ribbon will get you access into ASTRA member events and the ASTRA lounge and help vendors offer you the member-only discounts.

Sales Rep Wanted List: Use this resource to discover which ASTRA manufacturers are

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looking for sales representatives for their product lines.

Register for Marketplace & Academy 2018 and Win Prizes!

Register as a Full Conference attendee for Marketplace & Academy to lock in the early-bird conference rate and automatically win a prize! As a bonus, the first 20 retailers to register for the Full Conference will automatically get an invite to the exclusive Trade Show Sneak Peek event to get a first look at the floor before the show opens.

ASTRA Member Lounge ASTRA will be sharing the Toy Association hospitality lounge space with multiple industry partners including the Canadian Toy Association, LIMA (Licensing Industry Merchandisers’ Association), and ICTI (International Council of Toy Industries).

Hang your coat on the garment racks and grab coffee or water compliments of the Toy Association. The lounge is located in Hall 1E Room 12 past the Food Court on the bottom floor of the Javits Center.

SCHEDULE of ASTRA EVENTS Saturday, February 17

Shared Hospitality Lounge 8:00 am – 6:00 pm Javits Center, Hall 1E Room 12 Drop off your coat, enjoy refreshments and make it your go-to spot for lunch, charging up your devices or connecting with your ASTRA friends.

Celebrate Independents 5:30 pm – 7:00 pm Javits Center, Hall 1E Room 6

Come celebrate what sets independent toy retailing apart! Connect with fellow independent toy professionals and learn how to further differentiate yourself from the competition. Get the low down on the list of curated products available only to independent retailers and discover how to promote these products utilizing the language of child development and play from ASTRA’s very own Certified Play Experts.

Sunday, February 18

Shared Hospitality Lounge 8:00 am – 6:00 pm Javits Center, Hall 1E Room 12 Drop off your coat, enjoy refreshments and make it your go-to spot for lunch, charging up your devices or connecting with your ASTRA friends.

ASTRA’s Night in New York 6:30 pm – 8:30 pm Clyde Frazier’s Wine and Dine 485 Tenth Avenue (Between 37th and 38th Streets) Make this your first stop of your night out on the town! Enjoy a langiappe – little somethin’ extra – with our nod to New Orleans, the 2018 Marketplace & Academy host city, at this happy hour event. Connect with ASTRA colleagues over food and drinks, all included in the price of your ticket.

Tickets: Members $65/person; non-members $150/person $5 from each ticket purchase will go towards KaBOOM!, a nonprofit dedicated to creating great places to play, inspiring communities to promote and support play and driving the national discussion about the importance of play in fostering healthy and productive lives. continued on page 42

ASTRA news ASTRA at Toy Fair continued from page 40

Friendly Loom™ Products

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

Monday, February 19

Share the Fair Breakfast (ASTRA Member Retailers Only) 8:00 am – 9:00 am Hall 1E Room E11 It’s the event that creates the biggest buzz among ASTRA members at Toy Fair! Join ASTRA member retailers over breakfast to talk about the must-see products on the show floor. You’ll gain ideas and insights on which booths you need to see right when the floor opens.

Shared Hospitality Lounge 8:00 am – 6:00 pm Hall 1E Room 12 Drop off your coat, enjoy refreshments and make it your go-to spot for lunch, charging up your devices or connecting with your ASTRA friends.

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

60 Innovative Marketing Ideas in 60 Minutes 11:00 am-12:00 pm Hall 1E Room 9 Attract more than one thousand shoppers in a week, grow sales by more than 50% in a month, and obtain the highest store sales in one day using ideas from this fast-paced one-hour session led by specialty retail expert Patricia Norins and brought to you

by The Toy Association and the American Specialty Toy Retailing Association (ASTRA).

Norins will reveal 60 proven digital and traditional marketing ideas that you can immediately implement for extraordinary results.

Share the Fair List Available (ASTRA Member Retailers Only) 1:00 pm ASTRA Booth 6415 Stop by the ASTRA booth 6415 for the list of must-see products as determined by ASTRA member retailers at Toy Fair.

Tuesday, February 20

Shared Hospitality Lounge 8:00 am – 4:00 pm Hall 1E Room 12 Drop off your coat, enjoy refreshments and make it your go-to spot for lunch, charging up your devices or connecting with your ASTRA friends.

ASTRA

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ASTRA news

Elevate

Your Expertise

Employers need to foster a learning culture within their organizations and encourage employees to own their careers. They need to promote their employee value proposition to position the company as a talent destination.”

ManpowerGroup 2015 Talent Shortage Survey

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Certified Master Sales Representative

by Ahren Hoffman, Director of Education & Training

A

nd the Certified Master Sales Representative program makes three! ASTRA is thrilled to offer our third certification program tailored to sales representatives. The objective of ASTRA’s certification program offerings is to elevate professionalism, refresh expertise and provide customized content to the toy industry.

The first certification program that ASTRA launched, Certified Master Retailer, offers retailers the opportunity to accelerate business acumen, create marketing tactics, learn child-development milestones and much more in an online format on ASTRA Academy. The most recent certification, Certified Play Expert, is an advocacy effort to teach the science and art behind the power of play to all professionals in the business of play, which can be completed online at ASTRA Academy or by attending an in-person workshop.

Training and development is more important than ever in this new education paradigm of credentialing and continued education. Most salespeople (especially in the toy industry) are motivated and driven individuals. With basic sales skills and a desire to sell, sales reps can succeed. But what would happen to sales if there was customized professional development to accelerate current knowledge and skills?

The Gallup Organization has the answer.

They conducted extensive research into what is different about the world’s best-performing sales representatives. The research included interviews with more than 250,000 representatives, 25,000 sales managers, and

more than 1 million customers. These studies show that there are two factors that play an integral part in the success of sales reps who generate nearly 60 percent of new business growth, and 90 percent of customer loyalty.

The first key to success is an innate ability for sales and the second is participation in training programs to increase professional development.

The University of Vermont shares that individuals who access professional development (company supported or not) are more engaged and committed to their jobs. When that access is supported by the company, employees are more likely to be loyal and apply all their newly developed skills and knowledge to the success of their employer.

The newest certification program, Certified Master Sales Representative (CMSR), will provide toy industry sales reps with training in areas related to customer service, goal setting/ROI, legal contracts/agreements, time management tools, financials, event planning, prospecting, product knowledge and so much more to grow and develop sales performance.

While some people may possess an extroverted “sales personality,” effective selling is a skill that must be nurtured and developed. Continued education and training can help salespeople develop and practice the skills they need to become bigger and better. ASTRA is excited to launch the next certification especially for our sales representative members – an instrumental group in the toy industry.

ASTRA

ASTRA news

The Hidden

Gems

of ASTRA’s New Website

by Maggie Bridger, ASTRA Data & Operations Analyst

I

t’s been a little over a year since ASTRA launched its new and improved website on astratoy.org, and we’re continuing to make changes to help our members find what they need more easily.

With all that in mind, we thought we’d take a moment to walk through the five most useful but least-utilized spaces on the site. Some of these are new features that we’re just super-excited about, and some of them are old standbys that we think are too handy to miss.

1

The number-one spot you need to know about is My ASTRA. Here, you can do all kinds of things related to your membership. Time to renew? Head to My ASTRA. Need to update your member profile? My ASTRA is where you’ll find that.

Looking to submit specials or download the specials listing? That’s right, My ASTRA. It should be your go-to when you’re hoping to do anything ASTRA-related online. Locate it in the top right corner of astratoy.org.

Revolutionizing Dot-to-Dots since 2000!

2

This one’s an oldie but a goodie. You probably know that as part of your membership, you have access to ASTRA’s entire membership directory. But did you know that there are multiple ways to access the information you need, depending on how you’d like to use it? Looking for an Excel spreadsheet for a mailing? Check out the Member Directory.

Hoping to find that one manufacturer whose name you can’t quite remember? The Manufacturer Profiles can help you with that. Looking for a rep in your area? Find a Rep lets you search by region or state. Where can you locate each of these resources? Say it with me … My ASTRA!

3

Our next resource could possibly fall under the previous bullet, but it’s so cool we wanted to shine a special spotlight on it. You know about ASTRA Connect, but do you know that you can actually connect with your fellow ASTRA members there? We recommend taking a moment on connect.astratoy.org to look people up under the Engage tab.

Here, you can search for those super-cool people you met at Marketplace & Academy or that know you from way back when, and add them as contacts. This lets you send them messages directly in Connect, gives you easy access to see all the things they’ve posted/shared via their profile, and – spoiler alert – soon could even prioritize those people’s Connect posts in your digest! Pro tip: Add your picture to your profile first so that people can put a face with your name.

4 Bold Numbers Gorgeous Artwork Over 1 Million Sold 2, 3, 4 - Page Foldouts

Since 2000 18 Unique Styles Numerous Awards 20 Dot-to-Dot Books

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January 2018 • astratoy.org

With Toy Fair coming up, we wanted to feature a couple new and exciting pages we have available to help you make the most of your time in New York and connect with your specialty peers. Head to astratoy.org and select Toy Fair under the Events tab. Here you’ll find all the info you need for your time at Toy Fair, including our revamped Toy Fair Show Specials page.

Gone are the days of needing to wait for an update! This page updates automatically when manufacturers submit or edit their specials, giving you the most up-to-date information every time you visit.

5

Did you know that ASTRA recently launched a site specifically to welcome new members? This space includes a step-by-step guide to the most useful content on our site, and it’s even targeted by member type, meaning you see only that content most relevant to your business needs. And you don’t have to be a brand-new member to use it! Anyone looking for a quick refresher can visit any time by navigating to welcome.

ASTRA astratoy.org.

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ASTRA news

Set Yourself Apart From the Herd

by Ahren Hoffman, Director of Education & Training

A

n article by CredForce from October 20, 2016, states, “Almost every single survey and research carried out in 2015 and 2016 point out to the one important career development aspect that outshines all others – Professional Credentials, Capability Validation, Certification, call them what you will; they are what will set you apart from the herd, no matter what your profession.”

To help independent toy retailing professionals set themselves apart from

Additional Readings “If B.A.’s Can’t Lead Graduates to Jobs, Can Badges Do the Trick?” – The Chronicle of Higher Education; Corporations are turning to digital credentials instead of higher ed to train and educate” – Fast Company; How Nanodegrees Are Disrupting Higher Education & Can a coding bootcamp replace a four-year degree? – Education Dive The Center on Education and the Workforce at Georgetown University’s report on postsecondary education titled, “College Is Just the Beginning,” notes that the credentialing and training education system is a $1.1 trillion-dollar industry. Employers spend $590 billion annually on informal, formal and on-the-job training combined.

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January 2018 • astratoy.org

A certification aims to recognize

professionals who meet established knowledge, skills or competencies while a certificate provides an opportunity to build capacity and recognition of a specialty area of practice or set of skills.

the herd and as part of the organization’s strategic goals, ASTRA created professional development resources that present a myriad of learning opportunities across all levels, stages and expertise in the business of toys and play.

While the college degree has been the gold standard for centuries, credentials are starting to corner the market and, subsequently, shift the focus of employment knowledge. In an op-ed piece in Techcrunch, the CEO of skills training company Pluralsight argued that “Education technology’s next big disruption is the college degree.” Certificate programs are a growing segment of the continuing education marketplace that offer benefits to both the individual and the organization.

In light of the new credentialing trends, ASTRA is offering not only certifications, but also certificates that will grow with the needs and knowledge of the toy industry. As ASTRA develops a certificate program that provides toy industry members with a specialized skill set in the independent toy landscape, both employers and future members will recognize the leadership of the independent toy industry.

The current Certified Master Retailer (CMR) certification program contains seven core areas of knowledge including Business & Finance, Merchandising, Marketing, Customer/Vendor, Technology, Children & Play and Personnel

Management/Coaching. Each track is a specialty area of practice or set of skills that can now be completed as a certificate for retailers. If the participant wishes to complete all seven knowledge areas, they will receive a certification and become a Certified Master Retailer.

The recent addition of retailer certificates helps ASTRA stay on trend and on target with credentialing. This new education offering brings potential and possibilities to more retailers and provides multiple benefits.

• Succinct modules can be consumed quickly as well as appeal to millennial members, busy schedules and veteran retailers who may want a refresher on a specific subject.

• Certificates can be updated more frequently to keep the material fresh and meet the needs of current and future members.

• The offerings provide owners and other decision-makers the opportunity to offer education to a wider range of staff, as well as relinquish tasks once certificate is complete.

ASTRA is committed to the demand for post-secondary education in the form of credentialing through certification, certificates and other individual skills training the future may bring. Take advantage of ASTRA’s professional development opportunities and set yourself apart from the herd.

ASTRA

There’s No Other City Like New York and No Other Show Like Toy Fair!

• More than 1,000 exhibitors • 150,000+ products including 7,000 world debuts • 4 days, 1 location – in the heart of New York City

Saturday–Tuesday, February 17–20, 2018

www.ToyFairNY.com

new manfacturer members

ASTRA Welcomes Its Newest Manufacturer Members

EverBlock® Systems, LLC. New York, NY www.everblocksystems.com

EverBlock® Jr. is a life-sized, lightweight cardboard building block system made from recycled, premium corrugated cardboard. From kids play to adult play and from stylish furniture construction to largescale team building events, individuals and companies can use EverBlock Jr. to create amazing things. EverBlock Jr is Eco-friendly, chemical free and 100% recyclable.

Chardonnay Go

Moorestown, NJ www.chardonnaygo.com Chardonnay Go, LLC is the merchandizing arm of One Funny Mother, Inc which manufactures “Chardonnay Go”, The Board Game For Wine Lovers, Moms And Other Shameless People. Chardonnay Go is based on creator and comedian Dena Blizzard’s viral video “Chardonnay Go” that has over 24 million views worldwide. One Funny Mother strives to make products that connect people, provide laughter and of course, cultivate a love of wine!

www.ankerpp.com

Anker Play Products offers a wide range of creative play products for children of all ages with a goal to deliver high quality craft, activity, and toy products at unbeatable values. All products and packaging are thoughtfully designed in the USA to stand out at retailers and to inspire creativity in the children who use them.

Games by BRIGHT of Sweden

Excite USA

Sweden www.gamesofsweden.se

Carrollton, TX www.excite-toys.com Excite USA manufactures licensed action figure playsets and licensed die cast as well as the hit new product TrueBalance.

The unpredictably fun coordination game was developed in cooperation with occupational therapists as an aid to improve fine motor skills.

Anker Play Products

Cool Water Ripple Group Charlotte, NC www.coolwaterripplegroup.com

Cool Water Ripple Books, LLC. is a selfpublishing company specializing in witty, fun, thought provoking, beautifully illustrated Children’s books. Our company is expanding at a grassroots level by going to classrooms and reading directly to children. Our line of products has recently expanded to include a line greeting cards. We are dedicated to customizable marketing for independent stores and support national as well as local charities.

Industry news delivered free to your inbox each week.

Sign up for our new enewsletter at edplay.com.

Games by BRIGHT of Sweden develop and publish strategy games like our awardwinning Geometry Strategy® (TOTY Finalist 2017, Mensa MindGames competitor 2016) and EXEO DUO™ (Mensa MindGames competitor 2017); unique and intriguing games with surprisingly much depth.

Sigma’s World™ is Games by BRIGHT of Sweden’s concept of fun Play & Learn games for kids; Race to 10™, 4 bananas™ and M as in Monkey™ are some of the award-winning games in this line.

Scholastic Teacher Resources New York, NY www.scholastic.com/trcatalog

Scholastic Teacher Resources is proud to introduce two brand new workbook lines in addition to our best-selling Summer Express workbook series, flashcards, educational puzzles & games, and reader sets. Scholastic, the most trusted name in education!

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January 2018 • astratoy.org

Teacher Created Resources Garden Grove, CA www.teachercreated.com

Teacher Created Resources is an educational publishing company founded

by Mary Dupuy Smith, a classroom teacher.

We believe that the main reason for our successes is that we know--first-hand-about teaching. All of our products are “created by teachers for teachers and parents.

Famili Plays Flushing, NY

We exist to help families play together, for families that play together stay together. We do this by serving companies who want to create products that will help families create amazing positive experiences so they can enjoy the richness of life that only love can bring.

Turing Tumble LLC Shoreview, MN www.turingtumble.com

Turing Tumble is a revolutionary new game where players build marble-powered computers to solve logic puzzles. It’s fun, addicting, and while you’re at it, you discover how computers work! The logic isn’t hidden inside a computer chip – it’s all right there in front of you. No electronics at all.

astratoy.org • January 2018

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new members AFFILIATES Disegno GmbH Daniel Wiechert Saalburgstr 33, Kronberg, DE-61476 Germany 4.90617E+12 info@disegno.de www.disegno.com Pointy Caroline Brady NCI Business Centre Mayor Square Dublin, Ireland (650) 200-1708 caroline@pointy.com www.pointy.com UL Jennifer Buoniconti 333 Pfinsten Road Northbrook, IL 60062 (847) 272-8800 jennifer.a.buoniconti@ul.com www.ul.com

MANUFACTURERS Anker Play Products Allison Riley 420 Lincoln RD, Ste 340 Miami Beach , FL 33139 (305) 397-8185 ext. 2001 ariley@ankerpp.com

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

Famili Plays LLC David Sue 136-31 41st AVE, Suite 4D Flushing, NY 11355 (214) 236-2465 davesue@familiplays.com Games by BRIGHT of Sweden Anna Kristensson Katrineholmsv. 66 Aaby SE-61633 Sweden +46 11 69613 anna@gamesofsweden.se www.gamesofsweden.se Handwork Studio 35 N Narberth AVE Narberth, PA 19072 (610) 220-0973 laura@thehandworkstudio.com Megahouse Saneaki Omatsuzawa 221 E 35th ST, Ste 3FE New York, NY 10016 (646) 791-5600 omatsuzawa@megahouse.co.jp PonyCycle Inc. Ada Gong 8912 La Jolla Scenic DR N La Jolla, CA 92037 ponycycle@gmail.com

Chardonnay Go Dena Blizzard PO Box 604 Moorestown, NJ 08057 (609) 828-9857 dena@denablizzard.com www.chardonnaygo.com

Scholastic Teacher Resources 1338 Crandall AVE Norton Shores, MI 49441 (877) 620-4200 kkulikowski@scholastic.com www.scholastic.com/trcatalog

Cool Water Ripple Group Chic Cariaga PO Box 489 Lockhart, SC 29364 (704) 634-3948 chicariage@aol.com www.coolwaterripplegroup.com

Strictly Briks Brian Semling W730 State RD 35 Fountain City, WI 54629 (608) 687-7572 ext. 115 brian@strictlybriks.com www.strictlybriks.com

CubieCritters 14001 Windsor St Leawood, KS 66224 (704) 634-3948 periolytsky@gmail.com

Surprise Ride Bob Finn 1146 19th St NW, STE 800 Washington, DC 20036 (540) 239-6851 bfinn13761@aol.com www.surpriseride.com

EverBlock Systems, LLC. Arnon Rosan 790 Madison AVE, Ste 200 New York, NY 10065 (844) 422-5625 arnon@everblocksystems.com www.everblocksystems.com Excite USA Jon Filipski 2611 Westgrove DR, #109 Carrollton, TX 75006 (972) 384-4059 jon.filipski@exciteusa.net www.excite-toys.com

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Teacher Created Resources Chris Campau 12621 Western AVE Garden Grove, CA 92841 (714) 891-1690 ext. 130 ccampau@teachercreated.com www.teachercreated.com

January 2018 • astratoy.org

The Rainbow Bear Michael New 5400 Chenonceau BLVD, #137 Little Rock, AK 72223 (201) 815-8697 sales@therainbowbear.com www.therainbowbear.com Turing Tumble Alyssa Boswell 5465 Saint Albans ST N Shoreview, MN 55126 (651) 231-0617 alyssajboswell@gmail.com www.turingtumble.com

RETAILERS Albee Baby Peter Roberge 715 Amsterdam AVE New York, NY 10025 (718) 909-6835 peter@albeebaby.com www.albeebaby.com Anchor Group LLC Joseph Sasson 46 4th AVE Long Branch, NY 07740 (917) 622-8444 jshalom@anchorgroupe.com Baby Heaven LLC Yuyuan Zhang 11626 Mystery LN Orlando, FL 32832 (702) 858-0998 babyheavenorlando@gmail.com Beat Street Jen Sanger 45 S Evergreen AVE Arlington Heights, IL 60005 (847) 641-1970 beatstreetwest@gmail.com Bosland’s Learning Plus 280 N. Midland AVE Saddle Brook, NJ 07663 (201) 797-6700 boslands@verizon.net Cortex Toys John Cowan 360 N River RD Rome, GA 30161 (706) 936-8291 john@cortextoys.com Cunningham’s Closet Tara Cunningham 2920 E Findley Deer Park, WA 99006 (509) 368-1608 tcunningham@cunninghams closet.com www.cunninghamscloset.com

Darien Toy Store To Be Opened Jasmine Hodgson 11 Linda LN Darien, CT 06820 (646) 872-7267 jasmine.m.hodgson@gmail.com

Square Books Alissa Lilly 160 Courthouse SQ Oxford, MS 38655 (662) 236-2262 alissa@squarebooks.com www.squarebooks.com

Goodies for Kiddies Katherine Guerra 25 Banta PL Hackensack, NJ 07601 (201) 440-5437 info@goodiesforkiddies.com www.goodiesforkiddies.com

Sugarry Ryan Houston 18521 Outlet BLVD Chesterfield, MO 63005 (636) 293-9484 thesugarry@yahoo.com www.sugarry.com

Goose Group, Inc. dba Goose Gang Alison Petru 342 3rd AVE SE Perham, MN 56573 (218) 346-7589 petrualison@gmail.com

The Baby Store Alaska Caressa Brandenburg 2201 Palmer Wasilla HWY, Ste A Wasilla, AK 99654 (907) 376-5500 sales@thebabystorealaska.com www.thebabystorealaska.com

Hairland Sung Kim 925 15th ST E Bradenton, FL 34208 (941) 747-3388 hairlandfl@gmail.com Interactive Toys/Callan Enterprises Christina Callan 506 E Tacoma AVE Ellensburg, WA 98926 (509) 674-2353 christina_callan@hotmail.com MiVaCe Araceli Lippman 765 Lee Mountain RD Sedona, AZ 86351 (928) 451-9197 celilippman@msn.com Out on a Whimsey Deborah Hall 133 High ST Belfast, ME 04915 (207) 338-3911 dhallooaw@gmail.com www.outonawhimsey.com Sedona Kids Company Megan Carder 333 N Highway 89A, Ste 8 Sedona, AZ 86336 (928) 282-3571 sedonakids@yahoo.com www.sedonakidscompany.com Skip and Play Amy Mabry 120 York ST, #709 Jersey City, NJ 07302 (310) 467-0580 amy@skipandplay.com

The Dainty Beach Corley Huber 4701 Ondich RD Apopka, FL 32712 (407) 529-8103 thedaintybeach@gmail.com The Toy King, Ltd Kevin Stettler 7246 W Foster AVE Chicago, IL 60656 (312) 953-0489 kgstettler@yahoo.com www.thetoyking.ltd Tlux, Inc Tom Lux 9 Broadway Jim Thorpe, PA 18229 (570) 325-3144 tlux18229@gmail.com Trendz, LLC Sara Rowland 225 Main Brookings, SD 57006 (605) 697-7443 trendzdowntown@gmail.com Vitality Mark Anderson 59 Route 59 Monsey, NY 10952 (845) 388-1195 vitality5959@gmail.com Yellow Springs Toy Company Jamie Sharp 525 Xenia AVE Yellow Springs, OH 45387 (937) 239-0474 ystoyco@att.net

index of advertisers

ASTRA Toy Times Magazine, January 2018

Asmodee North America................... asmodee.com............Inside Front Cover, 43, 53 Blue Orange Games.............................. blueorangegames.com..........................................21 Creditors Network LLC........................ creditorsnetwork.com...........................................42 DeLano/EPI Printing Inc...................... delanoservice.com.....................................................6 Douglas Company................................. douglastoys.com.......................................................31 edplay Magazine.................................... edplay.com...................................................................50 Folkmanis................................................... folkmanis.com............................................................ 11 The Good Toy Group............................ goodtoygroup.com..................................................36 GUND............................................................ gund.com.........................................................................9 Harrisville Designs................................. harrisville.com...........................................................42 KETTLER International Inc................ kettlerusa.com...........................................................45 KidStuff Public Relations................... kidstuffpr.com............................................................36 Light Stax-The Lazy Dog & Co........... lightstax.com...............................................................54 Magformers LLC...................................... magformers.com.......................................................37 Manhattan Toy......................................... manhattantoy.com...................................................54 MAPP Trap.................................................. mapptrap.com...........................................................51 MindWare Wholesale......................... mindware.com................................................... 35, 55 Monkeying Around............................... monkeyingaround.com.........................................46 MukikiM LLC ............................................ mukikim.com............................................................47 Orb................................................................. orbtoys.com................................................................20 SentoSphere USA................................... sentosphereusa.com..............................................13 Shop Toys 365.......................................... shoptoys365.com........................................................7 Sophia’s....................................................... shopsophias.com.....................................................23 STC................................................................. www.stc.group...........................................................18 TEDCO Toys Inc....................................... tedcosciencetoys.com...........................................51 Thames & Kosmos................................. thamesandkosmos.com.......................................41 Toy Fair New York.................................. toyfairny.com..............................................................49 ToyFest West - WTHRA........................ toyfestwest.com........................................................33 Toysmith..................................................... toysmith.com..............................................................56 Triazzle / Dreamship Inc..................... triazzle.com.................................................................39 Wikki Stix.................................................... wikkistix.com..............................................................22 Winning Moves....................................... winning-moves.com...............................................19 Wrebbit....................................................... wrebbit3d.com..........................................................15

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