fair play
by Victoria Ritter
ho remembers, growing up, being on the playground at recess or over at a friend’s house and someone pulls out a brandnew toy or game? There’s that thrill of examining the pieces, working out how to play with it, perhaps even some jostling as you figure out who gets the next turn. Exploration was
As adults, we have precious few moments to revel in something new. Perhaps we’ve been through so much change (especially in the past few months with tariffs hanging over everyone’s heads) that we long for some normalcy, reminders of simpler times. Soon enough, nostalgia grabs hold. Thankfully, we in the specialty toy industry can experience the other side – we get to create those new things to inspire joy, wonder and sense of exploration.
On the bright side, there are opportunities to engage those same joyous emotions of childlike exploration. I, for one, get a thrill going to trade shows, especially the annual Astra Marketplace & Academy. It’s like the first day of school and a field trip rolled into one experience – I can travel to a new location, connect with friends at networking events and learn a thing or two at the educational sessions. Visiting vendors is like going joining the throng of classmates trying to get a glimpse of the newest plaything. The best part is sharing my findings with a wider audience and knowing my colleagues are doing the same.
Speaking of something new, there are a few novel aspects of edplay going forward. We have looked at all parts of the magazine, keeping in mind what you, dear readers, enjoy most while refreshing some elements. New & True has been rebranded as Fun Finds to better capture the playful spirit of the magazine. A brand-new feature is Retailer’s Toolbox which highlights “tools of the trade” on certain topics – our premiere article focuses on navigating the ins and outs of trade shows. There are a few more small tweaks that I’ll leave you to discover yourself.
We have an excellent lineup of features this issue. Astra President Sue Warfield not only gave us a sneak peak at this year’s Astra Marketplace & Academy in San Antonio but also reflected on Astra Toy Boat’s fun on the high seas. Jay Kuo, president of Ultra PRO sat down with us to highlight how his company connects families and re-connects people with the joys of collecting and playing board games. Meanwhile, in Kent, OH, Michelle Sahr of Off the Wagon, caters to families and kidults alike with a unique selection of plush and trendy toys.
There is joy in discovering something new. I hope you may feel some of that same delight as you flip through these pages.
Happy reading!
Disney Moana Tonie
Disney Moana 2Simea Tonie
Dedicated to the Specialty Toy Industry Since 1994
A publication of Fahy-Williams Publishing About edplay
Founded in 1994. edplay is the original trade magazine for the specialty toy industry. With four printed issues and monthly enewsletters, it reports on new play products, interviews toy experts, and provides best-practice advice to help retailers succeed.
Publisher Tim Braden tbraden@fwpi.com
Editorial Director Victoria Ritter victoria@fwpi.com
Production Manager Mark Stash mstash@fwpi.com
Graphic Designers Maia VanOrman Tammy Spear
Proud Member of
Advertising Director Darlene Ryan darlene@fwpi.com
Schedule a call calendly.com/dar-fwpi
Enewsletter & Online
Advertising Manager Rick Kauder rkauder@fwpi.com
Subscribe Online Visit edplay.com
Headquarters 171 Reed Street Geneva, NY 14456 315-789-0458
About Fahy-Williams
Founded in 1984, Fahy-Williams Publishing specializes in magazines, directories and Enewsletters for a wide variety of niche markets.
We also publish: Art Materials Retailer ArtMaterialsRetailer.com
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Copyright© 2025. No part of this publication may be reprinted or otherwise reproduced without written permission from the publisher.
Off the KeepsWagon on Rolling
by Victoria Ritter
Expect the unexpected at Off the Wagon. The small, local chain of specialty toy stores in northern Ohio, owned by Michelle Sahr, deals in novelty and specialty products that appeal to various ages and demographics.
Catering to the clientele
Specialty toys are deeply engrained in Sahr’s family. Prior to opening Off the Wagon, her dad owned a number of retail stores across northeast Ohio, including a toy store called My Little Red Wagon, until the early 2000s. Off the Wagon opened its first location in downtown Kent in 2009, followed by a second location in Chagrin Falls in 2021. While the Kent location was the smallest, it had the highest sales.
“We got lot of good foot traffic in the historic downtown district,” Sahr explained. “We’re nestled around other small retailers and restaurants. Being in a community like that, people like to come and spend their afternoon, perusing and maybe having a nice dinner with friends and walking around the town. It becomes a destination point.”
Today, Off the Wagon employs roughly 28 people across its two locations and distribution center. Each store is staffed by five to six full-time employees along with a handful of part-time workers – some from the local college.
When Off the Wagon first opened in Kent, the retail landscape was geared toward college students and older adults – there were very few family-oriented businesses. Sahr and her team had to figure out a way to appeal to their audience and came up with “toy-tangent” products. They found that college students tended to buy games, puzzles, arts and crafts and plush.
Although more family-friendly restaurants and retail locations have opened in the downtown district, Off the Wagon remains the only toy store in the area.
“I’m selling more plush in my college town than in Chagrin Falls, which tends to cater a little bit towards families,” Sahr said. “We have an eclectic mix of items that appeals to all ages. Our theme is basically, it needs to either
(continued on page 13)
displays at the front. “Since we’re in out differently,” Sahr said. “It gives the store more character. In one store, the plush is separated by brand in two or three areas, and in the other store, it’s all
Altogether, Off the Wagon carries is the robust online catalog found on which has a few customers. For online products, we can transfer it to the store and the customer
“Our online store has been really geared towards the more eclectic, weird and quirky novelty stuff – and they tend
Online sales account for about 20 percent of Off the Wagon’s profits. The retailer sees a significant increase in online sales from October through December.
“In November, our online sales beat any of our in-store sales,” Sahr said. Since Off the Wagon is a reliable source for funny and unique Christmas gifts, its distribution center has sent out 300 packages a day during the holiday
season. The retailer is able to ship internationally and even has regular
Off the Wagon has close to 380 vendors, with popular products being Jellycat and Squishable plush, Fat Brain Toys’ Air Toobz and Robotime DIY miniatures. Top product categories include plush, books, socks and candy. Sahr’s favorite aspect of operating the stores is bringing in new items. Sometimes she will introduce a product at only one store to see how well it sells before adding it to the other store’s shelves. Meanwhile, staff members will keep tabs on what items are running low. Yearly inventory is conducted with 12 employees entering every item into the POS system with USB scanners.
“I rely on those numbers,” Sahr said. “One of the most important numbers we look at is our turnover rates on each item. I tell my manager, ‘If we can bring in an item and put it in the same space and turn it over four times instead of two, then that’s what we’re doing.’”
When looking for new products, Sahr keeps an eye out for TikTok trends and classic or novelty items. Off the Wagon’s candy selection is unique, to say the least, with pickle-flavored cotton candy, spicy gummy bears, astronaut Neapolitan ice cream sandwiches and gummy macaroni and cheese. “We try to make sure what we carry is not what you can find in your nearest grocery store,” Sahr commented.
In addition to TikTok, Sahr keeps her “finger on the pulse of sales” and attends national trade shows to keep (continued on page 14)
Off the Wagon Keeps on Rolling
up with trends. Up and coming fads include strawberries, cherries, weird animals and insects such as beetles, moths and spiders.
“I would swear that all of these types of trends start in college towns,” Sahr mused. “Not play trends, but like the sensory trend is popular here.”
Continuously evolving
Off the Wagon regularly contributes to local events that benefit the wider community. Past activities include Vendor Village and themed days hosted by Main Street Kent, a nonprofit focused on revitalizing the downtown area.
“I found that my time is wellspent contributing to those events because they tend to bring huge crowds into the downtown district. They help everyone,” Sahr stated. “When you collaborate with other retailers and restaurants and
everyone’s doing something, it just makes the event all the more exciting.”
Business is going well for Off the Wagon as its year-over-year profits continue to increase. Sahr shared key reasons for their continued growth have been taking calculated risks and keeping track of in-store sales trends. She cited one instance where the store once sold comics, but they weren’t making money and were hard to order; instead,
they brought in more “quirky” items which performed well.
Keeping track of sales data, knowing what the store is known for and catering to what people want is “a sweet spot” for Sahr. “You have to always reevaluate what you’re doing well and what you’re not doing well,” she said. “I always want to reinvent myself.”
Sahr is currently looking at opening a third location in the nearby community. She also plans to grow online sales and ensure Off the Wagon’s legacy for the next generation; her daughter and son are full-time employees.
“I’m thinking of how we can tap the knowledge we have,” Sahr stated. “I’m also continually trying to do better and learn how to make this a business that’s going to thrive and survive.”
ten questions Game On! with Ultra Pro
Those looking to discover – and possibly recapture – the joy of collecting and playing tabletop games are welcome at Ultra PRO. The Ultra PRO, originally known as Rembrandt, got its start in 1952 by making vinyl photo wallets for film developers. As digital photography took over, the company pivoted to providing protection for trading cards and branched out to include tabletop gaming accessories, board games and electronic toys. Today, Ultra PRO has about 2,400 SKUs in its portfolio.
Jay Kuo
Based in California with satellite factories in Ohio, Massachusetts, Japan and Belgium, Ultra PRO distributes worldwide.
You can find Ultra PRO at several sports collectibles, tabletop gaming and toy shows. The largest events it attends are Spielwarenmesse, GAMA, New York Toy Fair, Astra Marketplace & Academy, MagicCon, Gen Con, the National Sports Collectors Convention, Spiel Essen and PAX Unplugged, among others.
Retailers and distributors interested in carrying Ultra PRO products can contact Joe Walling at jwalling@ ultrapro.com or Richard Dracass at rdracass@ultrapro. com.
“One of the growing trends we tap into is the ‘kidult’ audience – adults buying what is considered a children’s game, for themselves,” said Jay Kuo, president of Ultra PRO International, LLC.
Kuo shared how kidults are shaping the market and how Ultra PRO is meeting their gaming and collecting needs.
Nostalgic toys and memorabilia are a growing trend in the toy market. What do you believe is the drive behind this movement?
Gen Z, Millennials and Gen X are earning stable incomes and growing families. As they reflect back on their childhood, the memories of collecting – or missing out on collecting – and family game nights drive them to not only reconnect with and acquire what they missed out on in the past, but to share their hobby and create new memories with their families.
How does Ultra PRO stand apart from other toy and game manufacturers?
The team behind Ultra PRO Entertainment combines their own personal gaming enthusiasm and vast industry experience to drive innovation in excellence in every game produced. Our games combine familiar gameplay with unique twists that can be completed in 30 minutes or less, with the flexibility to modify and enjoy new experiences each time you play. Most games have a range of difficulty levels to make the experience as casual or challenging as players want, when they want.
What is your most popular product, and what do you contribute to its success?
Across our wider organization, our Toploader card holder is our most successful product and the original innovation that has helped collectors across generations keep their cards in the best condition possible. With its sturdy construction and clear PVC, collectors know Ultra
ten questions
PRO is the go-to brand for trusted protection. Within our tabletop game division, our lineup of electronic Pokémon games are all top-sellers. The enthusiasm of the Pokémon fandom for these products has been nothing short of incredible. The interactive trivia-based game mechanics has proven to be a winning combination.
When designing a new product, what factors are considered? How do you ensure top quality?
Ultra PRO is the world leader in collectible accessories. To maintain this strong position, we ensure quality across the board. We always look at material composition, clarity and longevity.
The Ultra PRO Entertainment team is focused on creating family-friendly games that will appeal to a wide range of children ages 6 and up to kidults. We include the flexibility of multiple difficulty levels to make the experience as casual or challenging as players want, when they want.
If you could design a new product, what would it be?
The world of collectibles is ever expanding. We’ve seen a rise in video games, pop music and even sneakers.
These are all interesting areas that we are keeping an eye on. Opportunities to create “newstalgic” tabletop games that have familiarity with new twists is high on our demand list.
Overall, how’s business?
Ignoring the recent tariff complications, business is great. We’ve seen steady and consistent growth throughout the years. We proudly celebrated our 70th anniversary a few years ago and are extremely grateful for the relationships and partnerships we have enjoyed in the collectible and toy industry.
(continued on page 18)
ten questions
What are you most proud of about working at Ultra PRO?
I’m most proud of Ultra PRO’s diverse portfolio of core products seen as the industry gold standard for quality protection and our successful partnerships with global brands in both the trading card and gaming space. The positive reactions we receive from collectors and players are incredibly fulfilling.
Why do your products belong in specialty toy stores?
Ultra PRO Entertainment believes that the best games are the ones that spark conversation, create shared moments and bring people together. Ultra PRO’s accessories are an absolute must when it comes to protecting and organizing
collectibles, trading cards and tabletop games in style.
What advice would you give to independent retailers about selling your products?
Our entertainment division has programs available to assist retailers in introducing our tabletop games to their customers, including product information and demonstration guides. We welcome you to reach out to our team for assistance. Don’t forget to add a few essential collectible protection products into the mix while you’re at it.
What’s next on the horizon for Ultra PRO?
We are excited about growth into new markets, new channels and new potential industries.
ROBOTS ARE EVEN COOLER WHEN YOU BUILD THEM YOURSELF.
retailers recommend Fabulous Products
“We’re loving Klutz Press’ revamped face painting books (Face Painting and Glitter Face Painting). They combine high quality Wolfe face paints with easy and doable instructions for an adult painting faces at a birthday party or for a kid interested in making themselves look like a fox or butterfly. The paints are dry to the touch once applied and feel comfortable on the skin. My mom got me the 1992 iteration of this book when I was spending too much time in school drawing on myself with marker. I pivoted to this, worked on my skills and have
done stints as a professional face painter. While that’s not everyone’s journey, I can recommend this as an awesome place to get started with face painting skills.”
Keri Piehl, Color Wheel Toys, Los Rancheros, NM
“We brought in nine SKUs from Micro Kickboard for the first time this spring. Customers are loving the consistent price point, quality and easy assembly. A display is available with an order of 24 units. They are
zooming out the door at all three of our locations!”
Cathi Hall, Topsy Turvy Toys, New Bremen, Tipp City and Greenville, OH
“I am loving the Air Color Airbrush Kit from The Pencil Grip. This art set is completely different from any other art kit I’ve seen, and it is catching our customers’ attention. I love that the markers can be used with the airbrush as well as used normally for coloring. It’s an added bonus that the markers are triangular shaped, so they won’t roll away from you. It’s washable – which is important to my customers – and it’s
easy for kids to use. My daughter recently demoed it in the store and couldn’t get enough of it.”
Amanda Stevens, Shenanigans, Charlottesville, VA
“Right now, we are really loving the game Flip 7 by The Op Games (also sometimes known as USAopoly).
I love this game because it is the perfect casual game. It’s a game you can play and still chat with your friends while you’re playing and not miss anything. Plus, it’s quick and easy to learn, fun to play and you can play with a few people or a big group. We played it at one of our recent Grown Up Game Nights and it was a big hit.”
Megan Wyatt, Wit & Whimsy Toys, Granite Bay, CA
Keep Minds Sharp
in Summer
Over the summer break, students can experience a decline in academic skills, known as the infamous “summer slide.” Here are a few products that can help combat summer learning loss – in a fun way.
LEGO Stationery Creativity Set from Santoki
The officially licensed LEGO Stationery Creativity Set lets kids build and color unique duck variations, attaching their creations to markers for endless fun. As kids build and color, they practice spatial awareness and improve their ability to follow instructions, while experimenting with their own imaginative designs; they can also explore color recognition and precision in drawing. This set keeps kids engaged and learning while allowing them to express themselves outside of the classroom, making it an ideal way to stay mentally active and sharp during the summer break.
For ages 6 and up
Available through Amazon
Shape
Makers from Miniland Education
Shape Makers builds spatial and creative skills using sustainable wooden pieces and challenge cards to recreate 2D images in 3D. The game builds visual and spatial skills, body-move intelligence and logical-math intelligence. For ages 6 and up One to four players Available at minilandgroup.com/educational/usa/ shape-makers-fsc-100
Hide & Goat Seek from Smart Toys and Games
Help the goats hide from the wolf! This fairy tale game helps preschoolers develop logic and deduction skills, and shape recognition and orientation. Solve the 48 challenges. Includes a beautiful full-color storybook. For ages 3 to 7 years
Available at smarttoysandgames.com
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Kawaii
Magshuto Stunt
Park from Fat Brain Toy Co.
This action-packed Magshuto set features ramps, rebounders, rings, a tunnel and a magnetic target for building the most insane stunts imaginable. With every trick shot kids try, there’s a new skill to master and a new lesson to learn – from hand-eye coordination to problemsolving to the limits of the laws of physics!
For ages 6 to teen Available at fatbraintoys.com/toy_companies/fat_brain_toy_co/ magshuto_stunt_park.cfm
Pokémon Trainer Expert from Ultra PRO
Pokémon Trainer Expert is an interactive and electronic game with a double-sided board intended for one to four players, with beginner and expert gameplay modes. Players have up to 10 chances to correctly guess which Pokémon is hiding behind the clues. This game encourages strategic play and improves cognitive skills such as memory, attention to detail and problem solving.
For ages 6 and up Available at ultrapro.com
Preschool Activity Book from Wikki Stix is a great summer product. The book helps parents prepare their kids for the coming school year! wikkistix.com
In Pokémon Expert from Ultra Pro, be the first player to guess which Pokémon hides behind the clues. Immerse yourself and friends in the universe of Pokémon. faire.com/direct/ultraproentertainment
With the Silver Aero Pull Back Race Car from Aeromax, pull it back and watch it go! This little car has speed, high performance and durability. Three cars are included. aeromaxtoys.com
Welcome to the jungle! Three new Soprano designs from Amahi Ukuleles are joining the collection: Dragon Scale (Coming Fall 2025), Hippo/Sunset Laser Etched and Elephant/Tree Laser Etched. amatisonline.com
Have a bowl full of fun with Cereal O’Clock Slime Charmers from Crazy Aaron’s. This smooth, fruit cereal-scented, purple butter slime comes with white bingsu beads and robust cereal-themed charms to mix in. crazyaarons.com
The Good Toy Group is the leading specialty toy group for independent retailers with stellar catalogs, digital marketing, vendor community and toy excellence. goodtoygroup.com
The 9-inch Bubble Tea Plush Animals from The Toy Network are made of soft, stretchy, velour plush and feature an assortment that includes an axolotl, cat, dog and frog. thetoynetwork.com
Tie-Dye Dotz from Blue Marble simplifies the traditional tie-dye process, allowing you to create vibrant garments and accessories with nearly no mess! thinkbluemarble.com
Disney Moana 2 – Simea tonie from tonies lets you follow along as Moana journeys to the far seas of Oceania after receiving an unexpected call from her wayfinding ancestors. us.tonies.com
fun finds
Storypod is the only interactive, language-based learning platform you’ll need to engage, expand and advance children’s early development. storypod.com
Watch the Duck Sailor Boat from Dreams USA propel across your tub with bubbles! Simply add a scented fizzy bath tablet to the ship’s hull and get ready to set sail! dreams6usa.com
The IQ Deluxe collection from Smart Toys and Games introduces a luxury collection of games at a value price. A treat for yourself or a thoughtful gift to those who love elegance and brain-teasing fun. smarttoysandgames.com
The Tiny Gardening! 34-piece kit from EDC Publishing is perfect for budding botanists. Hoe, hoe, hoe! It’s time to make a garden grow! edcpub.com
S’NOODLES from Schylling Associates are oodles of crafting fun. Simply add water and let imagination take shape for easy dip and stick builds. schylling.com
Train like a hero with the Marvel Super Hero Trainer from Ultra Pro. Complete missions alongside your favorite heroes.
faire.com/direct/ultraproentertainment
PlayTab Go from Fat Brain Toy comes with two PlayTab sensory tiles in a flexible, durable travel case. Pop them out and replace them with any others! fatbraintoyco.com
Fly to new heights with the Smithsonian Space Shuttle Discovery drone from Odyssey Toys. Take control and soar. Fly up, down, forward and backward. odysseytoys.com
LEGO Star Wars Darth Vader Notebook and Lightsaber gel pen from Santoki is perfect for notetaking, bullet journaling and sketching. The pen loop keeps the gel pen close by. MSRP $26.99 sales@santoki.com santoki.com
Be ready for spring with the classic Flower Tulle Skirt and Little Dreamer Fairy Wings from Fairy Finery. Comes in aqua or six other colors. Made in USA by real pixies! fairyfinery.com
fun finds
Pongd’monium from MW Wholesale is a fast game where players complete wacky challenges, bounce the ball into the Ponger and race against the timer to win! mindware.com
Kids can enjoy acrylic painting without the mess or stress with Magic Stix Washable Acrylic Markers 24-pack from The Pencil Grip. Finally – bold, vivid acrylic markers that are actually washable! thepencilgrip.com
Engage little learners with Magicube from Geomagworld. This colorful, creative building block play for toddlers is certified by stem.org. Discover more at ASTRA Booth 1213. geomagworld.com
The Waterman Recycled Beach Collection Ukuleles from Kala Brand Music Co. are now made using 100 percent Global Recycled Standard sourced plastic! These durable, water-resistant, ecoconscious ukuleles available in six coastal colors. kalabrand.com
Harry Potter Friendship Bracelets from Klutz
lets you make bunches of bracelets in Gryffindor, Ravenclaw, Slytherin and Hufflepuff house colors. Great for Harry Potter fans of all ages! klutz.com
Elevate your toy selection with the Roll & Drop Sensory Playset from MEAVIA It’s engaging, educational and designed for sensory exploration. meaviatoys.com
Escape from Monsterland from Miniland Education is a monstrously fun game to play as a team! Join forces to defeat a bully and escape the monstrous world. For every game sold, Miniland will donate $1 to the Foundation. minilandeducational.com
Take creativity on the go! The 26-Piece Travel Set from Magna-Tiles delivers big magnetic fun in a perfectly portable size. magnatiles.com
Shashibo² (Shashibo Squared) from Fun In Motion Toys allow for bigger builds with fewer cubes! Each cube contains three designs, 72 rare-earth magnets, transforms into 210 designs and makes 70 shapes. Fully compatible with Shashibo. funinmotiontoys.com
is Over Yonder in Texas
Take a trip to the Lone Star State this summer as Astra holds its annual Marketplace & Academy June 1 to 4 in San Antonio, TX.
“San Antonio is a really fun city,” said Astra President Sue Warfield. “Our host hotels are literally right on the River Walk, which is cool.”
This year’s show will have plenty of favorite staples along with a few new elements. Astra is bringing back a keynote address. This year’s keynote speaker is Matthew Luhn, a storytelling and creative speaker who has worked behind “The Simpsons” and Disney/Pixar’s Toy Story franchise, Monsters Inc., Finding Nemo and more.
“He seems to be a really energetic, exciting person. It’s nice to start the whole show off with somebody who gets you excited,” Warfield said. She encourages everyone to attend and hear Luhn’s presentation. “Even manufacturers who set up their boots on Sunday can come and listen to the keynote and then go back and set up their booths.”
Six rooms will each host six educational sessions on June 1. “We try to tell people to bring staff and then split up,” Warfield said. “If they bring, say, three staff, they can split up into three sessions and share notes afterwards.”
There will be a lunch panel that same day. Attendees will have sticky notes to write down what’s holding them back from trying new products (cost, overstock, etc.). A panel including a couple retailers and a manufacturer will address the concerns. Astra will also collect the notes and post them on a board in the Astra Center on the show floor and send them out to members to review.
June 1 will wrap up with the Kit and Game Session and the opening party. “They have what they call a ‘grotto’ that is in-between two sides of the building, and it’s on the River Walk,” Warfield explained. “It’s going to be
awesome. We’ve got some fun things planned for that, including some line dancing.”
One slight change from years past is Astra’s Got Talent show in lieu of the annual Toy Sync Battle. Participants can still lip sync as well as make their own music, tell jokes, perform incredible feats and show off their own unique skill. The change was made after seeing the event’s popularity at the last Toy Boat in March. “We were amazed at the talent we saw on the Toy Boat,” Warfield said.
The Awards Gala, sponsored by Schylling, returns for its second year on June 2. It promises to be a night of networking and fun. It is also the time to present Astra’s Excellence Awards: Rep of the Year, Retailer of the Year, Manufacturer of the Year, Young Professional Rising Star and the Play Awards.
“I am very adamant about it not becoming an elitist event,” Warfield stated. “Our cost for the gala is only $50 – that’s for food, a drink, dancing and a nice program.” Tickets are limited to 800 due to the ballroom’s capacity; last year, tickets sold out quickly, so Warfield encourages people to register early.
New, fun activities are in store for this year’s show. Kids Camp, hosted by Kiddie Corp, will provide a space for kids to hang
(continued on page 37)
(See edplay’s advertisers that are at Astra Marketplace & Academy on page 34)
On Board Astra’s Second Toy Boat
Astra had smooth sailing for its second Toy Boat, which set sail March 17 to 25. The cruise, held on Royal Caribbean’s Liberty of the Seas, welcomed 250 guests including 45 retailers, 30 manufacturers, seven affiliates and six rep groups.
“Everyone had such a good time,” said Astra President Sue Warfield. “People found some products that they maybe wouldn’t have found before because it’s such a different environment.”
Astra’s Toy Boat featured a pre-cruise party hosted by Fun In Motion Toys on March 16, a Game & Kit session, educational sessions and plenty of time for networking and relaxing.
Warfield noted that the Toy Boat had more families this year as schools were on spring break. By the end of the trip, kids had made connections of their own. “We want to make sure that the next generation sees this as a career,” Warfield stated. “What better way to do that than to bring your family on to cruise and see some of the things that are happening?”
There are plans to host a similar event in 2027 in a family-friendly, all-inclusive resort rather than a cruise. The experience will be the same, offering opportunities to network, find new products and connect with people in the specialty toy industry.
“We wanted to provide an environment where people could really work with vendors and other retailers, and really sit and talk about ideas,” Warfield explained. “They’re in an environment where they’re not exhausted and can pay attention, get some great ideas from other people or make programs. That was the intention, and that has happened and that’s why we will continue to look at offering it every other year.”
MAGNETIC BUILDING FUN FOR TODDLERS
STEM.org certified Durable & safe for ages 1–5 Eco-friendly production Builds coordination, creativity & early
Award Winning Magicube Safari
GEMS Magnetic Blocks
Stop by and Say “Howdy” to edplay Advertisers
Aeromax – Booth 726
From its introduction of the “Original” Tangle Free Toy Parachute in 1997, Aeromax Inc. has continued to create internationally recognized, career-oriented, durable products.
See ad on page 8
Amahi Ukuleles – Booth 1414
Family-run for more than 30 years, Amahi Ukuleles produces high-quality string instruments for players of all ages and skill levels in a large selection of colors and unique designs.
See ad on page 18
Blue Marble – Booth 1721
Blue Marble takes playtime seriously. Its award-winning National Geographic STEM kits and Blockaroo building blocks maximize fun, instilling a lifelong love of
Craftie Fox Inc – Booth 1219
Storypod is a learning first audio system with products for ages 0 to 6 and above. Its delightful audio experiences play content when tapped on the Storypod device.
See ad on page 21
Crazy Aaron’s – Booth 1500
Known for creating the best putty on earth, Crazy Aaron’s products are made with safe, non-toxic, top-quality materials in Norristown, PA.
See ad on page 34
Dreams USA – Booth 1615
For more than 25 years, Dreams USA has captured attention with specialty gift items designed in Tokyo, Japan. The company offers practical products that bring joy and fun into everyday lives.
See ad on page 12
EDC Publishing – Booth 618
EDC Publishing delivers educational excellence through its three product lines: Kane Miller Books, SmartLab Toys and Learning Wrap-Ups.
See ad on page 36
Fat Brain Toy Co. – Booth 900
Unlike mainstream activities, Fat Brain Toy Co. creates innovative toys and games that inspire kids to learn through pure, authentic play.
See ad on page 48
Fun In Motion Toys – Booth 1722
Fun In Motion Toys have always had a passion for toys, especially those that can make you move and groove! It’s on the lookout for something new, fun and interactive.
See ad on page 23
Geomagworld – Booth 1213
Invented and patented in 1998, GEOMAG was the first magnetic construction system with incredible performance. Geomagworld’s products have received the STEM approved tm certificate by stem.org.
See ad on page 33
The Good Toy Group – Booth 1328
The Good Toy Group community of stores promotes the value of good toys and play for children everywhere. Its mission is “To unite and support the best independent toy stores in a member-owned cooperative venture.”
See ad on page 35
Kids Table Board Gaming –Booth 337
Helaina and Josh Cappel have teamed with some of the best creative minds in the hobby to create games that are accessible to new players.
See ad on page 43
Koplow Games – Booth 948
Koplow Games is a full-line supplier of dice and game accessories. It offers more than 1,200 different standard and polyhedral dice along with plus pawns, timers, dice bags and more.
See ad on page 45
Klutz – Booth 1209
At Klutz, creativity knows no bounds. Its educational kits are made for a range of interests – from art and crafts to STEM.
See ad on page 47
MAGNA-TILES – Booth 914
MAGNA-TILES is the original magnetic construction brand, founded in 1997. Its sets are a staple in millions of homes and classrooms across more than 80 countries.
See ad on page 37
Master Toys & Novelties, Inc. –Booth 248
Located in Los Angeles, Master Toys and Novelties, Inc. is a manufacturer, direct importer and wholesaler of toys, dolls, novelty gift items and die-cast metal cars.
See ad on page 38
MasterPieces, Inc. – Booth 1531
MasterPieces has been making puzzles, toys and kits for more than 30 years. It sets itself apart with uniquely cut puzzles in a wide range of themes and styles.
See ad on page 25
MEAVIA Toys – Booth 1436
Founded by a dad whose son was diagnosed with autism, MEAVIA is dedicated to creating products for kids with sensory needs.
See ad on page 14
(continued on page 36)
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continued
Miniland – Booth 515
Miniland seeks to help build a better world with tolerance, respect, empathy, diversity and sustainability. It carries a range of dolls, STEM toys and social-emotional learning products.
See ad on page 40
MW Wholesale – Booth 1400
MW Wholesale represents the MindWare and Peaceable Kingdom collections that offer fun, creative and safe products that focus on customers’ wants and needs.
See ad on page 11
North East Toy Show (NETS) –Booth 120
The largest specialty toy and gift show on the East Coast is set to return on September 7 to 9, 2025. Its mission is “Convenience, Community and Commerce.”
See ad on page 24
Odyssey Toys – Booth 1828
Founded in 1995, Odyssey Toys seeks to create products that bring joy to people of all ages. Bestsellers include plush animals, drones and remote-controlled vehicles.
See ad on page 5
Schylling Associates – Booth 1300
Based in North Andover, MA, Schylling’s products – from NeeDoh, LAVA Lamp, Classic Tin Kaleidoscope and more –satisfy curiosity, encourage discovery and help people find their best mellow and chill mood.
See ad on page 43
Smart Toys and Games – Booth 928
Although Smart Toys and Games is primarily known for its single-player logic games, the brand has continued to evolve to include multiplayer and digital games.
See ad on page 2
Spotlight On PLAY – Booth 1649
Spotlight On PLAY provides catalogs and marketing solutions for specialty toy retailers, graphic design and printing services, as well as promotional products.
See ad on page 13
tonies – Booth 1728
tonies is the world’s largest interactive audio platform for children. The intuitive and award-winning audio system has changed the way young children play and learn independently.
See ad on page 7
The Toy Network – Booth 736
The Toy Network is a family-owned and -operated toy company that features trendy, impulse novelties, classic, traditional toys, plush, candy and more.
See ad on page 19
TPG Creations – Booth 425
TPG Creations sparks creativity and supports childhood development. Its flagship brands – Kwik Stix, Magic Stix, Wonder Stix and Zen Strips – offer a unique way to engage, create and play. See ad on page 4
Ultra Pro International – Booth 346
Check out a selection of easy-to-learn tabletop games that foster community and friendly competition. Ultra Pro games are geared for all ages, offering engaging experiences for family and friends. See ads on pages 8, 16, 37
U.S. Toy Company – Booth 606
Family-owned since 1953, U.S. Toy seeks to provide affordable and safe products that help you learn, create, play and celebrate. See ad on page 39
Wikki Stix Co. – Booth 1018
Wikki Stix are “one-of-a-kind creatables,” an award-winning original waxed yarn creativity toy made in the U.S. Wikki Stix are also educational, making them a great fit for classrooms. See ad on page 20
(continued from page 32)
out while their parents work the show floor. There will be two rooms – one for younger kids, another for older kids – featuring engaging activities. The cost is $5 per child per hour, $3 for each additional sibling. “We have families that come and their kids want to walk the show floor. But the adults sometimes need a little time to talk to vendors and not have to watch their kid the whole time,” Warfield explained. “It’s right in the convention center, not a very far walk from the show floor.”
As they say, everything’s bigger in Texas, and Astra Marketplace & Academy seems to agree. The show floor is nearly sold out, with only about a dozen booths available in April. By mid-April, attendee numbers reached 578 retailers, sales reps and affiliates – ahead of last year’s numbers at the same time frame. Registration is available at astratoy.org/MA2025/Default.aspx
Looking ahead, Warfield is excited about getting back together with fellow members of the specialty toy industry.
“I think everybody is so uncertain right now, with everything going on with tariffs and how is that going to affect us. It’s really important that we gather in person and brainstorm and come up with ideas. I believe that there’s strength in numbers and strength in working with your colleagues. We can’t give up – we need to build each other up and work together to deal with whatever the uncertainties are.”
The Toy Industry Came Together for Work and Play at ToyFest
ToyFest concluded its 63rd exhibition and 12th tradeshow in Las Vegas, held at the World Market Center. Toy and gift stores from 40 states and 13 international countries attended the show.
“What a week! ToyFest 2025 had great energy and excitement, allowing everyone to enjoy all of ToyFest’s special events and products from so many vendors,” said ToyFest President Sandy Lepire. “The buyers that came were serious about order writing. I can’t wait for 2026 as we continue to make ToyFest the best it can be for all.”
The show kicked off February 19 with the Morning Masterpieces Kit Session. The session provided breakfast and was filled with 14 vendors and various crafting activities. Buyers had the opportunity to see and learn about new, creative kits and crafts on the market.
ToyFest Game Night welcomed nearly 140 attendees and a sold-out room with 18 game sponsors. ToyFest raffled $400 as an extra perk for attending. Dinner and drinks were served, creating a fun-filled night with fantastic new games learned by all.
ToyFest focused one seminar dedicated to AI for retailers. The speakers were Matt Jantz, owner of Craez Marketing, and Tim Scanlan, owner of three brick-andmortar skateboard stores, three skateboard online stores, and distribution company, 7V Distribution. Thrive in 2025 with AI dealt with valuable information such as using AI to analyze customer data, optimize inventory, dynamic pricing, improve marketing campaigns and more.
The ToyFest Party was held at Resorts World, Lily Ballroom on Thursday evening. Lepire and Bill St. John kicked off the awards portion with an introduction of the volunteer WTHRA Board of Directors and ToyFest Slate of Officers. Industry peers who passed away in 2024 were recognized with a moment of silence including Mike Banducci from R&M Distributors, Marcy Fowler from Fedco and Levin & Schneider, and Karen Beels from Unicorn Gifts & Toys / Lolly & Co. Mike Banducci / R& M Distributors, Stew Rosenberg / Artist Point Giftwrap and Mike Whitham with Golden Sales were inducted into the Western Toy & Hobby Hall of Fame. Snapdoodle Toys
& Games in Washington State took home the Retailer of the Year award. The toy industry enjoyed socializing with friends and colleagues, creating a captivating evening.
Best of ToyFest showcased new vendors on Tuesday morning. The sitdown round table breakfast recognized the following manufactures:
• Arts & Crafts: Ooly with Kathleen Milne Collection
• Building & Construction: Educa/Floral Art by Hansen Company with Golden Sales
• Dolls / Action Figures: Joeydolls
• Games & Puzzles: Tied between Happy Camper and The Cactus Card Game
• Infant: PJM Distributions’ Cloud-b with Sunshine Sales
• Novelty: Mushi with Sunshine Sales
• Outdoor: Deep Shot Games
• Pre-School: tonies
• Science: Stem/Steam: Cra-Z-Art’s Dissect It with Sunshine Sales
ToyFest raffled off more than $2,400 in products to buyers all three days in the ToyFest Daily Raffle. For every order written, buyers received a raffle ticket to win.
ToyFest’s 2026 show dates will be announced in the coming months. “ToyFest 2025 once again provided a great show for customers, reps and vendors in a relaxed and fun environment,” said John Hansen III, WTHRA’s incoming Chairman of the Board. “WTHRA looks forward to providing everyone with another great show in 2026.”
ToyFest’s Game Days are set for August 25 in Portland, OR and August 27 in Albany, CA. For more information, visit toyfestus.com
retailer’s toolbox
How to Make the Most of a Trade Show
Trade shows offer a great opportunity to see what’s new and available on the market, meet sales reps face-to-face and make connections with retailers. But the experience can be overwhelming to even the most experienced trade show attendee. Here are just a few tips from retailers to make the most of the experience.
From Rex Simpson of Hobby-Sports.com in Portage, MI:
“I have attended the NRHSA’s (National Retail Hobby Stores Association) show every year for more than 30 years. I have also attended the Astra show for the last two years.
• Always communicate with the sales rep and vendor/ manufacturers before the show so they know you are attending.
• Be open to new ideas from other retailers to help your store grow.
• Stop and talk with new vendors. Be open to new products that could fit your store.
• Get samples and negotiate smaller orders to try something new in your store.
• Make sure you know when products will be available when ordering.
• If you run out of funds, keep ideas for future products. Let the vendors know your plans and that you will see them next year.
• Say thank you for attending to everyone you communicate with at the shows.”
From Heather Marks of Sir Troy’s Toy Kingdom in Belden Village, Medina and Solon, OH:
“This year I’ve attended Spielwarenmesse, Toy Fair, and I am planning on attending Sweets & Snacks Expo 2025, Astra Marketplace & Academy and LA Toy Preview.
“For me, making the most of my trade show experience means not overscheduling myself with appointments. Yes, it is important to stop and see the new items that my current brands
are adding to their lines and do a bit of networking, but I am really there to discover new items. My main three sales reps each get a one-hour appointment to highlight what they would like me to see. Other than that, I only do appointments with major brands where booth access has to be arranged.
“My other trick of the trade is taking photos. For products I like and want to follow up on, I take photos of the items, the booth and the business card.
“Don’t forget what a great resource your friends with toy stores are! Make time to have lunch or dinner with another colleague and ask what they found interesting at the show. Even when I have two other buyers with me at a show, I often find that my friends have seen something I missed or hadn’t considered.
“Lastly, have fun! I always try to schedule doing something fun before, after or during a show. When I went to Nuremberg, I took a side trip to the charming town of Rothenburg ob der Tauber the day before the show started. In New York, I caught a Broadway show and took a trip to Chinatown with another toy store owner.”
From Michelle Sahr of Off the Wagon in Kent, OH:
“I always make a point to go to Astra Marketplace & Academy and Toylanta. Those are my mainstays. I’ve also
been to other markets over the years.”
“I make a list of things that I’d like to find – what kind of holes would I like to fill in my inventory? Maybe it’s an age range or that I need more arts and crafts, for example. I try to make that list ahead of time, and it helps me stay focused.
“I also give my managers lists of places I want them to go and things I want them to see. I’ve been to hundreds of shows, so a lot of times I know what I’m looking at and I know if it’s new or stuff I’ve seen already. But for them, everything is new, so I try to give them some directions.
“I focus on the new stuff. It doesn’t have to be a new vendor – it can be new items from old vendors. You want to make the most of your time and not get distracted. Sometimes I come with questions for a vendor. It’s a great place to answer questions from vendors; sometimes even the inventor is there, and you can find out so much information about things you’re already carrying.”
For our next issue of edplay, we’ll feature advice on how to order products and prepare for the holiday season. If you’d like to share your name, your store’s name and what advice you have for fellow retailers, please email victoria@fwpi.com.
industry news
The Toy Foundation recently appointed a new chair and welcomed five new members to its Board of Trustees.
On February 28, the Board named Kathleen Campisano, global chief marketing officer and general manager of Beacon Media Group, as Board chair. She will serve for a two-year term. Campisano has worked in the toy industry for 35 years, driving multimillion-dollar growth for companies. She served on The Toy Association’s Board of Directors 2017 to 2023 and joined The Toy Foundation’s Board of Trustees in 2019; Campisano initiated the foundation’s program to fund play projects at children’s hospitals treating under-resourced communities.
Campisano, alongside newly appointed Vice Chair Michael Keaton and Executive Director Pam Mastrota, will implement aspects of The Toy Association’s three-year action plan to serve and unite members behind philanthropic initiatives that deliver the comfort of play to children when they need it most.
“Our industry works every day to create wonderful play opportunities that shape children’s lives. By uniting behind The Toy Foundation, we can create a world where every child has the opportunity to experience the comfort, joy and extraordinary benefits of play,” said Campisano. “As chair of The Toy Foundation, I look forward to partnering with companies of all sizes to distribute more toys and fund more children’s hospitals to support children in need around the world. Our impact is greater by working together.”
At the same time of Campisano’s appointment, The Toy Foundation’s Board of Trustees elected five new members, each of whom will share their expertise and relationships to expand the foundation’s work:
• Lindsay Britt, vice president of Global Client Partnerships, ad sales at Paramount Global
• Erica Buxton, president at Razor USA, LLC
• Kristin McKay, senior vice president and general manager – global brands at Hasbro, Inc.
• Tammy Smitham, vice president, communications and corporate social responsibility at Spin Master
• Brian Weiss, president at Goliath Games North America
“I am excited to work alongside Michael as we continue to strengthen The Toy Foundation’s impact,” Campisano stated.
“On behalf of the entire TTF Board of Trustees, we extend a warm welcome to Lindsay, Erica, Kristin, Tammy and Brian for their commitment to uniting the collective philanthropy of the toy industry for the benefit of all children in need.”
The Toy Association’s 119th Toy Fair, which took place March 1 to 4, was alive with discovery. Retailers sought out the hottest new products, media uncovered future bestsellers and exhibitors formed crucial partnerships. The global event delivered an engaging lineup of educational programming while networking and business opportunities reinforced the industry’s collaborative spirit.
“From the moment we cut the ribbon at the opening ceremony, Toy Fair ignited with an energy that carried through every aisle, stage and networking event,” said Greg Ahearn, president and CEO of The Toy Association, producer of Toy Fair. “It was a powerhouse show filled with momentum as industry leaders, retailers, inventors, designers and more came together to participate in the most efficient and valuable four days of the toy planning year.”
Toy Fair attracted thousands of buyers from mass, midsized and specialty retail outlets spanning all 50 states and 79 countries and territories. Nearly 850 exhibiting companies had tens of thousands of products on display. Products included “newstalgic” toys with a modern twist, personalized play experiences, collectables and toys inspired by popular entertainment. The Toy Fair University Stage presented sessions covering topics such as toy safety and compliance, generative AI, toy trends, marketing in today’s landscape and tools for inventors.
Additional programming included Toy Fair Student Congress, Creative Factor Inventor Day and the new dedicated Student Showcase Gallery, which displayed the talents of toy design students from the Fashion Institute of Technology and Otis College of Art and Design. The spirit of innovation continued at People of Play’s 25th Anniversary Toy Fair POP Pub Party.
The 120th Toy Fair is set for February 14 to 17, 2026 at the Javits Center in New York City.
The Toy & Games Innovation Awards, an independent recognition platform, announced the featured winners of its first annual Toys and Games awards program. This year’s winners showcase the groundbreaking products and companies that redefine fun and bring joy to people around the world. The Toys & Games Innovation Awards’ seeks to recognize and celebrate excellence in the toy and game industry.
Winners were judged on their creative concepts, functional details and the potential for the product to evolve or inspire future innovations in the industry. An independent panel of industry experts conducted an in-depth review of each submission. Winners and their respective categories are as follows.
Action Figures & Playsets
Toy Blaster Product of the Year: Nerf
Arts & Crafts
Drawing Product of the Year: Sketchy Kids
Coloring Product of the Year: Shrink Its!
Books
Color Book Product of the Year: Wonderhouse Books
Building Blocks & Sets
Magnetic Tiles Product of the Year: Tytan Magnetic Tiles
Model Kit Product of the Year: Lego
Wood Blocks Product of the Year: Uncle Goose
Jumbo Block Product of the Year: BiggoBlocks
Dolls & Stuffed Animals
Stuffed Animal Product of the Year: charko
Rag Doll Product of the Year: AGC Toys
Games & Puzzles
Board Game Product of the Year: Asmodee
Card Game Product of the Year: Ravensburger
Family Game Product of the Year: Dyce Games
Puzzles Product of the Year: TCG TOYS
Strategy Games Product of the Year: Storyastic
Learning & Development
Development Toy Product of the Year: PlanToys
Robotics Product of the Year: V-TECH
Science Product of the Year: Learning Resources
Outdoor Play
Sports Product of the Year: Little Tikes
Water Toy Product of the Year: Hasbro Ride-On Product of the Year: Power Wheelz
Pretend Play & Dress Up
Dress Up Product of the Year: Rubies
Play Food Product of the Year: Joyin
Playhouse Product of the Year: Step2
STEAM Toys
Technology Toy Product of the Year: 3Doodler
STEAM Smart Toy Product of the Year: Snorble
STEAM Interactive Toy Product of the Year: Flycatcher Toys
Engineering Toy Product of the Year: Ambessa
Gaming
Mobile Game of the Year: PUBG Mobile
VR/AR Game of the Year: WonderTree
First-Person Shooter (FPS) of the Year: Splitgate
Strategy Game of the Year: HUMANKIND
Use of AI in Gaming of the Year: AI Dungeon Game-as-a-Service (GaaS) of the Year: Fortnite Game Streaming Platform of the Year: TWITCH
Leadership
Toy Company of the Year: Mattel
Toy Innovation of the Year: Headstart Gaming Company of the Year: EPIC Games
Celebrating 50 Years of Timeless Toys & Endless Joys
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things are going to get figured out sooner than later, because it affects everybody.”
Nevertheless, exciting things are coming for Odyssey Toys. They are looking to work with new licensing partners and are in talks with another toy company for a potential merger in the next few months. “We’ll potentially be a onestop shop where you can get a huge assortment of fun toys from us along with this new company’s offerings,” Irigoyen said. “It could be something that stirs up the industry.”
relationships and dedication to innovation. “Every single one of our customers are important – big or small,” he said. “That’s the biggest lesson that my father bestowed to us.”
Looking back on 30 years of business – including 15 in the specialty toy industry – Irigoyen credits Odyssey Toys’ longevity to sticking to core values, maintaining
Small, independent retailers are especially vital. Irigoyen explained how specialty toy stores were among Odyssey Toys’ first customers, offering their advice and inputs about products while the manufacturer gained their loyalty and support.
“We personally love the little
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guys,” Irigoyen added. “After all, we’re a small, family-owned business, too.”
Irigoyen is honored that retailers look to Odyssey Toys for innovative and fun products. He enjoys working in the toy industry and attending shows including the Museum Store Association show, Astra Marketplace & Academy, Toy Fair, ToyFest and various gift markets. The hard work is balanced with the relationships forged in the toy market.
“We all try to look out for each other, and I think that’s important –not only in this industry but in this world,” Irigoyen stated. “Being able to fulfill the needs of kids and doing it with your peers is fulfilling.”
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Master Toys and Novelties, Inc.
Based in the Los Angeles area, Master Toys and Novelties, Inc. has been a manufacturer, direct importer and wholesaler for 30 years. Its catalog includes sensory toys, plush, tech accessories, games and puzzles, dolls, novelty gift items, die-cast cars and more.
To learn more, visit mastertoysinc.com
MasterPieces, Inc.
From 24-piece kids’ jigsaws to intricate 1,000-piece masterpieces, MasterPieces, Inc. has your family covered. The manufacturer has been making puzzles, toys, kits and more for more than 30 years.
MasterPieces sets itself apart with uniquely cut puzzles in a wide range of themes and styles. It partners with notable brands including Betty Boop, NFL, NHL, the U.S. Army and more. Additionally, its puzzles are made from recycled paper and soy-based inks, ensuring a quality product.
For more information, visit masterpiecesinc.com
Santoki
Santoki got its start in a one-car garage in Berkley, MI in the mid-1990s as the founders designed children’s products. Today, all of the company’s products are created – from concept to finished product – in Michigan with an emphasis on exceeding customers’ expectations of high-quality LED light products.
Santoki is the exclusive U.S. distributor of LEGO LED light and stationary products, including lifestyle products, home goods and stationery. Categories extend from Star Wars, Harry Potter and Ninjango to LEGO DOTS and the recent LEGO movies.
To learn more, visit santoki.com.
Schylling Associates, Inc.
The award-winning toy company, based in North Andover, MA, is known for making timeless toys. Its best-known products include NeeDoh, hand puppets, LAVA Lamp, the Classic Tin Kaleidoscope and Learn to Play Harmonica, just to name a few. Schylling toys are made for the young and the young at heart, encompassing arts and crafts, music, science, outdoor fun, role playing, tin toys and more.
For more information, visit schylling.com.
Ultra PRO
Level up your gaming experience with Ultra PRO. Founded in 1952, Ultra PRO is the leading brand of memorabilia collecting, tabletop gaming accessories and photo and scrapbooking supplies. It offers play mats, dice, card sleeves and more for Pokémon, Dungeons & Dragons and Magic: The Gathering.
In terms of toys and games, its bestsellers include Florida Man, Geek Out and Dad Joke. Newer releases are Food Fight Frenzy, Ship Show and the awardwinning Hey Hey Relay.
To learn more, visit ultraprogames.com or see our story on page 15.
Odyssey Toys: A Legacy of Excellence
by Victoria Ritter
For Steven Irigoyen, president of Odyssey Toys, play is a crucial part of the learning journey. The multigenerational family company seeks to provide joy and fun to people of all ages and learning stages.
Irigoyen’s dad, Sal, founded the company in 1995. Then known as Odyssey Marketing, the business sold to HSN and dealt in consumer electronics such as TVs, sound systems, DJ equipment and lighting. On one of his regular trips to China, one of Sal’s buyers asked him to find toys. He brought back remote-control toy cars which sold very well. Sal saw the potential of toy sales and added them to his inventory.
Around 2010, Odyssey Marketing attended its first Toy
exhibiting at Toy Fair, drone technology had become more prevalent in the toy industry. Odyssey Toys gained more recognition. “We were on the front end of it,” Irigoyen said. “We had some of the first drones in our booth.”
Ever innovating
Odyssey Toys has since branched out to include a range of animatronic plush, electronic and hand-held games as well as DIY kits. Today, the company has a catalog of around 100 SKUs, 70 of which are in their own line, and 20 to 30 from other brands.
“At the end of the day, we wanted to cater to more demographics,” Irigoyen said. “We’re still expanding, still
innovating and thinking of new brands that will target a new audience.”
When developing new toys and games, the Odyssey Toys team put themselves in the shoes of parents and consider a myriad of factors. The first aspect is playability. Odyssey Toys’ products have STEM elements (some even have STEAM accreditation), hone hand-eye coordination and an educational aspect. Irigoyen doesn’t want products to be a one-and-done experience, but something that encourages users to play with over and over again with their friends and family.
“All of our stuff is easy to use, but sometimes it takes a little practice and skill to master it – especially our drones,” Irigoyen stated. “And once you’re great at it, the experience becomes that much better.”
Conception is another major part of toy development. Irigoyen wants customers to understand the toy and what it does when they see it on shelves. In the brief time a potential buyer considers a product, the packaging’s messaging is a crucial influencer. “A really great product cannot always get the recognition it deserves because people don’t understand what it is,” Irigoyen said.
Pricing is crucial. Odyssey Toys balances the cost of the product with the value it provides to the end consumer. Especially in today’s market, the company is price-sensitive as they work to understand how much people are willing to pay for toys and games. “It’s important to be able to give value products for value pricing,” Irigoyen commented. Odyssey Toys typically releases five to seven new products each year. Last year’s bestseller was the Space Shuttle Discovery drone, licensed with the Smithsonian. “Theres’s no other flying Space Shuttle Discovery out there – other than the actual space shuttle,” Irigoyen said. Odyssey Toys is developing a new iteration of the shuttle drone with NASA astronaut Greg Chamitoff who flew on the Discovery.
New to the market this year is Buddy Trucks, a twoin-one remote-control toy with a pulley and excavator. “It’s a really fun with a lot of playability,” commented Irigoyen. “Having two toys in one is a big deal.” Buddy Trucks is an Astra Play Award finalist this year.
Lasting relationships
Business at Odyssey Toys is going fairly well. Irigoyen has seen how the economy took a hit with the recent tariffs. He explained how toy companies have small profit margins that could get eaten up by tariffs. “We hope it’s a storm that everyone will be able to withstand and that
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