Edplay September 2025 by Fahy-Williams Publishing

fair play

Aby Victoria Ritter

fun fact about me: I was raised on Disney and Pixar movies and have become an ardent fan, second only to my sister. The colorful backgrounds and catchy songs drew me in as a kid. I was impressed that a few of them even dealt with serious life matters in a relatable manner. As an adult, I can better appreciate not only the messages these films instilled, but how they wove the moral through the story in subtle ways.

I had the privilege of meeting Matthew Luhn, a storyboard artist, animator and writer at Pixar, at this year’s Astra Marketplace & Academy. He shared how his family owned a toy store and his journey from working in the toy industry to being on the ground floor of Pixar’s first film, “Toy Story.” As Luhn gave the keynote speech, I was enthralled by his take on storytelling.

Luhn’s presentation got me thinking how much toys and games are integrated with storytelling in one way or another. (Perhaps that’s why I so enjoy writing about the specialty toy industry. It combines two of my dearest delights: writing and engaging in play). Manufacturers often share how their passions lead to creating their first product, which can turn into several toy lines. Retailers seek to create an experience that customers – whether they be first-time guests or loyal patrons – remember long after they leave. Children can engage in imaginative play with the help of dolls, plush or costumes. Friends can bond and meet new people while playing a game.

But then there are subtle ways that toys and games work their way

Marketplace & Academy. Nicole Desaulniers shares her own journey of how she founded the Mulberry Moose toy store in In Williamsport, PA. Manufacturers and retailers highlight their product picks, just in time for the holiday purchasing season.

And if you have your own story you’d like to share with our readers, please don’t hesitate to reach out.

Happy reading!

You can email Victoria at victoria@fwpi.com

Rolife Super Creator

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

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Kawaii

I Saw It on Mulberry Street

by Victoria Ritter

There’s a moose on the loose in Williamsport, PA. No, not an actual moose, but the Mulberry Moose, a unique toy store that’s capturing residents’ attention.

After working at a toy store on the Delaware coast for six years, Nicole Desaulniers moved to Williamsport to find that the city lacked a toy store. While residents could buy toys and gifts at nearby big box stores, the closest specialty toy store was more than an hour away. She quickly got to work and opened the Mulberry Moose last June.

“It’s a neat community here in Williamsport. There’s a lot of history. It’s had booms and falls, but we’re in a place now we’re trying to engage in revitalization, which is really fun,” Desaulniers said. “It’s my first year, so everyone’s still figuring me out and finding out where I’m at. The biggest surprise is how I’ve kept having new people coming in every single day.”

The store’s name came from its address on Mulberry Street and Desaulniers’ fondness for moose, which she developed while living in Maine. Turns out, her customers love the store’s mascot, too.

“My shop is a real traditional toy store,” Desaulniers said “I’m bringing stuff to the community that either they can’t access at the regular venues or products that they wouldn’t even know to look for.”

Wares you won’t find anywhere else

Desaulniers describes the Mulberry Moose’s selection as “a little bit boutique, but tactful.” There are no licensed products

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I Saw It on Mulberry Street

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on the shelves. “I feel strongly about quality and uniqueness,” she said. “It needs to be something that is not already out there that people know about.”

Perceived price is also key to product selection. As Williamsport is largely a working-class community, Desaulniers is conscious of prices. She explained that a majority of her wares are priced between $15 to $30, perfect for birthday gifts and the average customer.

The Mulberry Moose has 3,200 SKUs from 65 vendors. “I try to not overlap with different companies,” Desaulniers stated. “I pick a company for a type of toy. For example, my wooden toys are from Hape. My dress up items, for the most part, are from Great Pretenders.”

As Williamsport is the birthplace of the Little League World Series,

the Mulberry Moose carries Super Stadium Baseball Game, sold through Epoch Everlasting Play. Other popular products include NeeDoh from Schylling (a favorite among college students), Douglas plush and Wigglitz 3D-printed animal fidget toys. “They come in all sorts of animals and creatures,” Desaulniers said. “I saw them first at Toy Fair. When I bought them in, they sold out almost immediately – I sold a thousand in a month.”

While Desaulniers has to like a toy before she buys it for her store, she is open to customer recommendations. “There’s a brand for slime that I’ve been thinking about carrying, and just the other morning I had a young girl come in,” she recalled. “I asked her about the product to see what she thought, and she was like, ‘Yes!’ I’m getting the same response from a few different

kids, so I’m going to bring those in.”

A magical experience

The Mulberry Moose is located on the ground floor of a 100-yearold building. A decorated porch welcomes guests as they step inside the 1,200-square-foot store. Desaulniers and five part-time employees are at the ready to help customers “find everything you never knew you needed.” The front area, fondly named the Fairy Hallway, contains costume wings and tutus. Further back are puzzles, games, novelty items and arts in crafts. The back of the store houses pretend play items for infants and younger kids.

“I have Lycoming College right next door, so I have things for college students as well as older kids,” Desaulniers said. “I really cater to really everyone. I’ve been trying to give people good options.”

She believes anyone can play at any age. She hopes to create a little magic inside the store, as well as become a staple in the larger community. While the Mulberry Moose doesn’t have the space to host large gatherings, it does provide weekly activities such as craft-making or playing with bubble toys. It also has a presence at local events including the summer Kids Block Party, Williamsport Welcomes the World at the end of the Little League World Series, a community Halloween trick-or-treat and German Christmas Market. Those who attend the monthly open house nights at Detwiler Planetarium may even see the Mulberry Moose’s table with space-related toys for sale.

“You get to interact with all kinds of folks who didn’t know you were there. I usually give out coupons for

10 percent off something in the store,” Desaulniers said.

Keep moving forward

Business has been “better than expected” for the first year, according to Desaulniers. She has made 30 percent more in sales than (continued on page 12)

I Saw It on Mulberry Street

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she anticipated; she’s also spent 30 percent more than she originally projected. “I think it’s going to be another year before I’m in profit just because of what’s going on with the tariffs,” she said. “It’s been hard here because we’re trying to balance our markups.”

One ongoing challenge is getting the word out about the store. For the first few months, Desaulniers promoted the store through newspaper and radio ads and relied on word of mouth; today she also advertises online and with a billboard. “The billboard’s a slow burn,” she commented. “People have to see it multiple times, but then they finally connect. I believe that having multiple ways for people to learn about the store, it’s a double connection for them. And I think that’s really helped.

All kinds of different avenues bring people in.”

Nevertheless, she’s optimistic and proud of how the Mulberry Moose has fulfilled a need and has been embraced by the community. She especially enjoys seeing multigenerational families visiting the store and create memories.

“I love it when kids come in and it’s their first time in a toy store,” Desaulniers said. “The little ones will come in and they’ll be like, ‘This the best place I’ve ever been to!’ They’re so excited.”

Desaulniers hopes that, with time, the Mulberry Moose will become more than just a retail store – a cherished “third spot” where people

can hang out and connect with each other.

“People generally have their home and either their work or school. There’s a third spot – it can be church or some sort of community. It’s a place where you can go and be with people. And that was something I really want to create here.”

TAKE TO THE SKIES

ten questions with PowerUp

Traditional paper planes take just a few minutes to construct, but remain in flight mere seconds. PowerUp, a family-owned business based in Ohio, is extending flight time and promoting STEM learning.

PowerUp’s two core products are the 2.0 FreeFlight motorized paper airplanes and the 4.0 smartphonecontrolled module, each with several expansion kits. The PowerUp 4.0 can fly up to 10 minutes on a full charge. With scissors and a little tape – or superglue for balsa wood kits –aviators ages 8 and up can have their craft ready for takeoff.

PowerUp’s products are sold across the globe. The company exhibits at several trade shows including Astra Marketplace & Academy, Spielwarenmesse, Toy Fair and NHRSA, to name a few.

“Since launching in 2011, PowerUp has grown steadily, touching the hearts of generations young and old,” said PowerUp Founder and CEO Shai Goitein. “Our products are used for learning, bonding and STEM enrichment –from kids experimenting with flight to grandparents sharing nostalgia. We’re now expanding in the specialty retail space

with strong momentum and great customer feedback.”

how PowerUp got its start and how it’s helping the next generation take to the skies.

How did you come up with the concept of remote-controlled paper airplanes? What did your initial development process look like?

The idea began in 2007 during a volunteering project teaching aerospace to underprivileged youth. With a background in aviation and industrial design, I was inspired by micro-flight components and envisioned a way to attach a motorized module to paper airplanes. The earliest version used traditional RC control, but the first commercial product was the PowerUp 1.0 FreeFlight, using a supercapacitor and micro motor. With the rise of Bluetooth in 2012–13, PowerUp evolved into smartphone-controlled flight, launching several successful Kickstarter campaigns that helped bring advanced modules like PowerUp 3.0, Dart, and today’s flagship PowerUp 4.0 to life.

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ten questions

As a veteran industrial designer (formerly at Kodak), I began building the first prototypes as a personal weekend project, not a company. But when I saw how well the system worked, I turned it into a startup. From camera design to flight tech, the transition was natural, fueled by a passion for aviation and creativity.

Can you give an overview of your product line?

The PowerUp 2.0 is a free-flight supercapacitor module that clips onto folded paper airplanes. After a 20-second charge, it powers up to one minute of flight. It teaches basic flight dynamics and is ideal for STEM.

The PowerUp 4.0 is a smartphone-controlled, dualmotor, gyro-stabilized module. It includes paper templates and allows users to fly custom planes made from balsa, foam, cardboard or even puzzles. The app includes a flight log, leaderboard, multiple airplane designs and social sharing.

Users can upload their own creations, test new models and fly by tilting their phone. The built-in autopilot and flyby-wire stabilization make it easy to fly – even in wind or with less-than-perfect builds.

How do you ensure a balanced, lightweight plane?

For optimal performance, planes should stay under 20 grams (about 0.7 ounces), though heavier planes can fly if they are well-designed. While balance does affect performance, the onboard gyro stabilization compensates for minor imbalances, making it forgiving and ideal for experimentation.

What materials do you use and where are they sourced from?

The PowerUp modules are designed to be crashresistant. Materials include reinforced nylon for the body, carbon fiber for structural strength and rubber bumpers for impact protection. Production for the PowerUp 4.0 is based in China, while foam and balsa kits are produced in collaboration with U.S. partners.

What is your most popular product?

PowerUp 4.0 is the top-seller overall due to its performance and versatility. However, the PowerUp 2.0 is a favorite among educators and STEM programs because it’s simple, affordable (under $20) and doesn’t require a smartphone. It promotes hands-on learning through folding, adjusting and flying – a perfect introduction to basic aerodynamics.

What is your newest product, and how often do you release new items?

PowerUp’s newest product is the StarFlux, a futuristic balsa wood plane with a reversible design offering two distinct flight modes: traditional and canard. It’s part of an ongoing collaboration with U.S.-based Nighthawk Gliders. Another recent launch is the PowerUp Dragon, and this fall the Pioneer Project debuts – a tribute series honoring pioneers of electronics. These simpler balsa kits integrate with PowerUp 2.0. PowerUp typically releases one major product annually, often introducing multiple variations or collaborations within that year.

What skills can kids gain from your kits?

PowerUp kits blend DIY craft, science and play. Kids learn:

• Basic aerodynamics through trial and error

• How elevator adjustments affect flight

• The role of stability, drag and wing design

• Patience and perseverance

They also gain screen-to-sky balance by building indoors, then testing their designs outdoors. The process supports hands-on learning, critical thinking and creativity, all while staying accessible and affordable.

What are you most proud of about founding PowerUp?

PowerUp is not a throwaway toy – it’s a platform for long-lasting engagement. I’m proud of creating a product line with strong play value, durability and open-ended creativity. From families to teachers to hobbyists, PowerUp products continue to surprise users with their innovation, reliability and the joy they bring. The brand constantly evolves through new partnerships and fresh ideas, encouraging users to discover the inventor within.

Why do your products belong in specialty stores?

Paper airplanes and balsa kits are timeless. Specialty stores – often focused on quality, curation and storytelling –are ideal environments for PowerUp. Customers who walk into these shops are looking for something memorable and meaningful. PowerUp offers high-quality, tech-integrated versions of nostalgic classics that spark curiosity and learning, making it a perfect match for specialty retail.

What’s next on the horizon for PowerUp?

Looking ahead, PowerUp is expanding its design library through collaborations with iconic aerospace brands like Lockheed Martin. Expect more recognizable aircraft models, bundled kits and cross-brand integrations – all built from lightweight materials and designed for smartphone flight. PowerUp continues to merge technology, education and imagination into a uniquely flyable format.

retailers recommend

“Sam & Julia is a brand out of the Netherlands. It’s sold by a distributing company called Dam Toys. It is a cross between a craft and a dollhouse. It has all the components that you put together. It’s geared towards 7- to 10-year-olds, and it’s all miniature, which a lot of kids really like right now. You can start with a cardboard room, and then you get wooden die cut pieces that you paint and make into furniture. They also sell plush mice that can go in the room. It’s just the sweetest thing. Kids can go online and print out wallpaper to put in their little rooms. It’s a progressive thing –it’s not a one and done, which I really like. It’s super creative, which gives kids a fun avenue. In the winter, I would really like to find a space at a coffee shop where we can have a little Sam & Julia club. The kids can bring one of their projects and we can all work on a project together.”

Nicole Desaulniers, Mulberry Moose, Williamsport, PA

I really love all the Rolife Super Creator kits It’s such a fun satisfying project that I think is perfect for anyone ages 10 to adult. Since blind boxes are big right now, it’s so fun to be able to show off your collections in a fun and unique way.

Heather Day, Pixie Toys, Long Beach, CA

“We just got our first shipment of the new Magna-Tiles and I would say that the Puppy Park is a huge hit! We love this product because of the imaginative play value and the fact that this can be a standalone play toy or can be added to the other Magna-Tiles play sets.

“We also like the Sticker Maker by Hello Blink (sold through Gamewright/Ceaco Games). There are lots of creative options to explore, using your own art work or uploading select designs from the free app. Extra add-ons include foil stickers and glitter stickers. It’s a wonderful toy that is simple to use and offers hours of creativity.”

Kathy Detwiler, Buttonwood Books and Toys, Cohasset, MA

“Over the last year the Pixel Piano from Hape has been one of our big hits. It’s a compact keyboard with a digital screen that has a ‘wood grain’ look when not in use. There are three settings. One is animal sounds: Press a key and you will hear and see the animal. Two is the basic piano setting where you can play and each key plays and lights up the screen. Three is a ‘learn to play’ mode where the piano will teach you how to play a song by showing you visually which key to press. It’s a just a lovely toy, and we’ve had great success with it!”

Jo Hunt, Brilliant Sky Toys and Books, Brentwood, TN

Baby Jack & Co. Meet Kelley Legler of

When did you establish Baby Jack & Co.? What was the inspiration behind it?

When my son Jack was a toddler, more than 16 years ago, he was fascinated with satin ribbons on his blanket. During an evening sleep, he got his finger stuck in a ribbon loop while he was fidgeting during self-soothing. I didn’t realize how often this occurs to children’s fingers, toes and even their tongues. This prompted me to create a safer alternative of a tag toy by sewing all the ribbons shut into tabs but still providing sensory stimulation.

Baby Jack was originally called Baby Jack Blankets until we began creating more in the toy category. We rebranded as Baby Jack & Company to focus on those who support our brand and products.

What went into developing the Learning Lovey?

As my two children Jack and Bailey grew, I started to learn through their perspective when we would visit places like the farm, zoo, aquarium, botanical gardens and museums. I started teaching them how to draw animals, beginning with shapes, and it led to fabric designs. Many of our Learning Lovey designs have shapes, letters and numbers in the prints to educate and we created a “seek and find” game for growing minds on their comfort toy. Once my kids reached fifth grade and had to memorize all the state capitals, it gave us the idea to create our U.S. State Crinkle Squares which teach state facts. I figured that kids should begin learning at an early age, and it would be a wonderful keepsake when traveling!

How many designs of The Learning Lovey do you have?

All of our fabric designs have a personal story as to why they were created, whether inspired by moments with my kids, places we have traveled to or suggestions from customers. We rarely discontinue our designs since they all sell really well and have proven longevity. We have 29 designs covering themes: gender, animals, transportation, military, hobbies and religion. There are 10 sports, 12 cities, 42 states and

more than 75 licensed NHL, NBA and NCAA products that are with an exclusive distributor.

What are the mental/developmental benefits to playing with the Learning Lovey?

We created a sensory toy that can bring comfort, education and sensory stimulation. With the help of medical experts like Ms. Dawn, SLP, we identified important ways that the Learning Lovey aids in the development of the five senses.

Touch: Babies love to touch everything that they see. They develop emotionally, physically and mentally through sensory play and interaction. A sensory tag toy like ours has a variety of textured ribbons to flick, rub and chew – paired with soft, plush fabrics.

Taste: Babies explore by putting things in their mouths. As parents, we all know how scary that can be, so we want to give them the best tools to be able to learn about textures. Velvet, satin, ribbed and ultra soft mink will stimulate your little one and help with development.

Sight: All our fabrics have bright, modern designs. The animals and objects on each pattern, along with the seek and find designs of finding shapes, letters and numbers, can be a fun game or speech developmental teaching tool!

Sound: Auditory development is a great way to teach a growing child. The crinkle crackling sound that is within our 8x8 Crinkle Tag Squares is a wonderful way to educate about cause and effect. Baby becomes intrigued that their efforts make sounds.

Smell: Babies tend to turn towards smells that appeal to them. It also provides comfort to children when their mom’s body scent is found on toys. This helps with sleep training or to ease a child’s separation anxiety.

What other products do you provide?

Baby Jack & Co.’s product catalog consists of sensory toys or blankets in various sizes and prints. The majority of the products are tag stroller toys or comfort loveys, but we designed crinkle cards, sensory books and milestone blankets.

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your products?

These toys have been wonderful gifts for ages newborn into grade school to even geriatric and to pets as well! Safety is truly one of the most important features of our items and with the help of our factory, we ensure all goods are CPSIA compliant and pass all specialized testing and certifications.

Where do you source your materials from?

Baby Jack & Co. has a strong partnership with our factory overseas. This factory is owned and operated by a woman entrepreneur (rare in China) and has been producing goods in textiles for years. We are proud of our growth and

Baby Jack & Co.

partnership overseas and it allows Baby Jack & Co. great margins to never raise our pricing.

Do you exhibit at trade shows? If so, which ones?

Baby Jack has shown at various events over the years: Astra Marketplace, ABC Kids Show, Toy Fest, Atlanta Market, IGES and NY Toy Fair. We have been one of the first brands to sell on Faire and have been very successful working with retailers. In 2026 we plan to exhibit in-person at a few shows to promote our Learning Lovey collection and expand our licensing opportunities.

What resources do you have for retailers? How do you, as a company, help them sell your products?

As a small business, I want nothing more than success for other businesses. We have grown significantly over the past 16 years but always remain a small family-owned and -operated business. We pride ourselves in connecting with

retailers and creating unique marketing. We teach and encourage our retailers to benefit from various ways of marketing our products and are always available to assist them. We also created a kindness project that raises brand awareness and drives traffic into retail stores since some of our fabric designs raise awareness for causes important to our customers.

What’s next for Baby Jack & Co.?

Baby Jack & Co. is focusing on the growth of opening more retailer accounts and creating custom designs. We are excited to announce that we will be creating a custom design for the U.S. Navy Museum featuring the Blue Angels on several products! Many of our custom projects have brought in significant revenue and brand awareness for us and helped increase marketing opportunities for our retailers. Also, 2026 is the World Cup year in the U.S., and as a soccer fanatic and soccer mom, our soccer Learning Lovey will be promoted and sold all over. Stock up!

• Join the buying co-op that gets it

• Best assortment; 200+ vendors • Marketing that works • 4 seasonal print & digital catalogs • Protected territory • 60+ monthly social posts

Proudly Made in the USA

As retailers plan their holiday inventory amidst the ongoing tariffs, domestically-made toys and games offer a dependable way to stock shelves. Here are a few bestselling, U.S.-made products from our advertisers.

Air Toobz

from Fat Brain Toys

Air Toobz is an interactive, one-of-a-kind toy. Simply arrange the tubes and connectors, switch on the fan and watch the foam balls hover or go speeding down the run. Kids can rearrange the tubes to change airflow paths and invent their own games, learn cause-andeffect by experimenting with where the balls will end up, and enjoy the sensory experience of air whooshing through the tubes and the tactile fun of connecting tubes. With adjustable airflow and hours of runtime, kids will never want to stop exploring!

For ages 3 to adult Contact the sales team at Fat Brain Toy Co. at sales@fatbraintoyco.com

Cargo Truck from Luke’s Toys

This simple 3D puzzle assembles into a working truck with little storage boxes; its parts can be mixed and matched with other products from Luke’s Toys, adding to its play value. The Cargo Truck is also eco-friendly, made with 30 percent maple sawdust from furniture factories. For ages 3 to 5 Email info@lukestoyfactory.com or find us on faire.com. (Be sure to mention that you saw Luke’s Toys in edplay!)

Better Butter Thinking Putty

from Crazy Aaron’s

The new Better Butter Thinking Putty offers a buttery smooth texture that is sure to mesmerize. Whether you’re melting stress away or spreading some creative vibes, this yellow, buttery putty is the ultimate way to brighten your day!

For ages 3 and up

Email orders@crazyaarons.com

Tornado Updraft

from PowerUp Toys

This smartphone-controlled balsa wood airplane kit is a collaboration with Nighthawk Gliders, a U.S. manufacturer specializing in balsa wood planes. The Tornado Updraft invites users to build their own model and fly it – but with a modern twist. The kit includes precision laser-cut balsa wood parts, easy-to-follow instructions and is powered by the PowerUp 4.0 module with gyro-stabilized autopilot. Build it, fly it and enjoy real-time telemetry, aerobatics, and auto-stabilized control. MSRP $79.99

For ages 14 and up

PLAY TIME

Email sales@poweruptoys.com or visit PowerUp’s wholesale storefront on faire.com

fun finds

The Amahi Jelly Bean Ukulele from Amahi Ukulele makes playing fun for all ages with 14 candycolored finishes and a sound as sweet as it looks! amatisonline.com

Learning Sets from Storypod are curated with age-appropriate content items for use with the Storypod audio device. storypod.com

Halloween Paper Crafts from EDC Publishing is a festive selection of decorations and creative projects that will spark the holiday spirit for kids and adults alike. edcpub.com

Firepower from Aeromax is still going strong after more than 10 years! Our best-selling toy helps kids (and adults) beat the heat and get wet. aeromaxtoys.com

Café Baras from Kids Table Board Games is a caffeinated adventure for two to four baristas. It’s up to you to ensure that you have the right food, drinks and decor at your coffee shop. kidstablebg.com/ cafebaras

The Learning Lovey Tag Toy from Baby Jack brings sports education, comfort and sensory play for kids of all ages. babyjackandcompany.com

Create your own boba tea putties with Mixed by Me

Boba Thinking Putty Kit from Crazy Aaron’s With three tea base options and five varieties of fruit-themed mix-ins, the possibilities are endless! crazyaarons. com/products/draftboba-thinking-puttymixed-by-me-kit

The Halloween Activity Kit from Wikkistix has fun activities to entertain kids waiting for the big day. Includes 72 Wikki Stix … and no sugar! info@wikkistix.com

Krumples Bop & Pop from Smart Toys and Games encourages cause-and-effect play while strengthening hand-eye coordination, motor skills, reaching, grasping and visual tracking. Twist the two Krumples pieces off the stand for easy cleaning! smarttoysandgames.com

Take STEM play to new heights with the 4.0 Smartphone Controlled Paper Airplane from PowerUp. Transform a paper plane into a Bluetoothenabled flying machine, all controlled by your smartphone. poweruptoys.com

Shashibo² (Shashibo Squared) from Fun In Motion Toys transforms into more than 70 shapes, each revealing three unique artistic designs. Connect it with your Original Shashibo to explore shapes you’ve never seen before. funinmotiontoys.com/products/shashibo2

NeeDoh Jelly Dohnut from Schylling has all the irresistible power to find your best mellow and chill, but now it has a sweet jelly squeeze. One squeeze turns into many for a soothing sensory sensation. schylling.com

Brighten your day with this officially licensed LEGO Minifigures Keychain Light Cute Little Devil from Santoki. Features dual LED lights, 3D wings and a mischievous tail. Available September 2025. MSRP $16.99 sales@santoki.com santoki.com

Light up your sound with the Light Tone ukulele from Kala Brand! Featuring a specially designed LED array with 10 color modes and a rechargeable battery, it can dazzle audiences anywhere. catalog.kalabrand.com/toy

Make the cutest clay animals with Air-Dry Clay Animal Party from Klutz! Includes everything you need to make up to 15 adorable animals, including a strawberry milk cow and avocado axolotl! klutz.com

The Balancing Bird Painting Kit from U.S. Toy blends art, science and wonder. Kids can paint their own majestic eagle then place its beak on any surface and watch it balance! ustoy.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

Stay fit at your desk while relieving the stress of work with MUGYUUUS from Dreams USA! Available in four types, MUGYUUUS are weighted cuddly animals to help you build strength and relax. dreams6usa.com

World of Eric Carle Very Hungry Caterpillar Snack Match from MW Wholesale is a cooperative memory adventure. Help the iconic Very Hungry Caterpillar find matching snacks before the week – and the leaf – run out. mindware.orientaltrading.com

Engage little learners with the awardwinning Magicube Stacking Safari from Geomagworld

These colorful, creative building blocks are ideal for toddlers. geomagworld.com

The Magshuto Stunt Park from Fat Brain Toys features just about everything you need to build the most insane stunts. Take on the 15 included challenges or invent your own stunts. fatbraintoys.com/toy_companies/fat_brain_toy_co/magshuto_ stunt_park.cfm

Encourage kids’ creativity and cognitive skills with the Toniebox from tonies. Stories, music and learning content is downloaded directly to the Toniebox when you place a Tonie on top. tonies.com

fun finds

The Aircolor Airbrush Kit from TPG Creations includes everything you need to create beautiful airbrushed artwork: the Airbrush device with a built-in rechargeable battery, 10 washable dual-tip markers, two reusable stencils and a charging cable. tpgcreations.com/products/newaircolor-airbrush-kit-includes-10-dualtip-markers

The Halloween Bubble Tea Clip-On from The Toy Network adds some spooky spirit to backpacks and purses. Sold by display. Each comes with a hang tag. thetoynetwork.com

Step into a world of imagination with the Pet Playhouse 50-Piece Set from MagnaTiles. Build a dream pet playground with slides, gates and furniture. It’s the perfect holiday gift for animal-loving young builders! magnatiles.com

3D Puzzle Truck Toys from Luke’s Toy Factory develop problem solving, creative play and fine motor skills. Made in the USA! lukestoyfactory.com

Bye-bye bite marks! The Crib Chomper from Malarkey Kids keeps teething babies happy and cribs looking new with soft, textured silicone they’ll love. malarkeykids.com

ROBOTS ARE EVEN COOLER WHEN YOU BUILD THEM YOURSELF.

A Sunny Time in San Antonio

by Victoria Ritter

Amid the trade and economic challenges domestic businesses have faced, Astra hosted another successful, well-received trade show. Astra’s Marketplace & Academy took place June 1 to 4 in San Antonio, TX.

When the steep tariffs went into effect this spring, manufacturers and retailers were concerned about not only their own budgets, but also whether there would be enough people at the show to justify attendance.

Astra President Sue Warfield took action, calling members to assure them the show was still on, various sectors of the specialty toy industry would be present and the experience was worth the trip. “It was a new challenge,” she said. “We’ve always known that you can’t count on anything. We had the COVID pandemic, now it’s the tariffs. You just have to roll with the punches.”

Thankfully, tariffs on Chinese imports decreased from 145 percent in April to 30 percent in mid-May. Financial pressures lessened and businesses felt more comfortable traveling to San Antonio in June. The show welcomed 364 vendors – about 60 of which were new to the show – close to 500 retail representatives and 243 sales reps.

“A lot of the new vendors signed up in May when the 30 percent tariffs went into effect,” Warfield said. Given the situation, she was overall pleased with show attendance and

believes the 2025 Marketplace & Academy offered great value for all facets of the specialty toy industry.

Making the most of the show

Those who came to this year’s Astra Marketplace & Academy made the most of their time, as several events were well-attended. One notable segment was the keynote address on June 1, presented by Matthew Luhn. Luhn not only shared insight from his time as an animator and storyteller at Pixar, but also connected with the audience on his background working at his family’s toy store.

“We had an unbelievable response to our keynote speaker,” Warfield said. “I don’t know how I’m going to find someone that has the experience that he brought to the table. I’ve never seen a line that long waiting to talk to a keynote speaker afterwards.”

The following education sessions also went well. The most popular took place that afternoon, with Ethan Rappaport of Marky Sparky Toys – and former restaurant professional – sharing how aspects of the restaurant industry can be applied to toy stores. The session was so well-received that Astra hosted a live Zoom meeting with Rappaport in late July and will post the recording on its website.

“When we’re looking for educational sessions next year, maybe there’s some other industries we can learn from,” Warfield mused.

Staple networking events including the Meet & Greet

Reception and Game & Kit Event continued to do well. During the opening party on June 1, which was situated steps away from the River Walk, guests were treated to regional food, drinks and line dancing. People packed into a room to watch Astra’s Got Talent. Contestants of all ages competed for first, second and third place; Warfield is considering adding a kid division of awards for future talent shows.

After a long day on the trade show floor on June 2, Astra’s Awards Gala sold out for a second year in a row. (Award recipients below and on page 37.) At the end of the night, Warfield presented a special surprise award to Brian Turtle to honor his longtime volunteer efforts with the organization.

“Brian Turtle has been our emcee for a lot of things over the years,” Warfield said. “He’ll jump in at the last minute if we need somebody. He does a great job. He can roll with the punches.”

(continued on page 37)

Congratulations to the winners of the 2025 Astra Play Awards!

Active Play: The Incredible B-Ball from Incredible Group

Arts & Crafts: iHeartArt Marker by Number: Garden Stone from Bright Stripes

Baby: Krumples: Plungy from SMART Toys & Games

Books: “Today is a Wacky Wow, Squiggle Giggle, Noodle Caboodle Day!” from Sourcebooks

Construction: microMAGS 26-Piece Travel Set from MAGNA-TILES

Educational: My Storybook Art Kit Adventures from Skillmatics

Family Games: The Gang fromThames & Kosmos

Family Party Games: Trio from Happy Camper

Fidgets: Reverso from SMART Toys & Games

Geek Games: Finspan from Stonemaier LLC

Kidult: Shashibo² from Fun In Motion Toys

Plush: Emily Leaf Sheep Slug from Douglas Company, Inc.

Pretend Play: My Little Dog from Speedy Monkey

Puzzles: Puzzle by Number Activity Pad: Ocean from Plus-Plus

Sensory: PlayTab from Fat Brain Toy Co.

STEM: Wind Fidget Spinner from Heebie Jeebies

Toddler: Dynamic Pixel Piano from Hape

Vehicles: Flat 2 Fast Card Racers from Luki Lab

Youngster Games: Kitty Litter from Project Genius

Nominations for the 2026 Astra Play Awards are open. Visit astratoy.org to learn more and to make a submission.

retailer’s toolbox

“Today we are seeing that product availability is fairly stable. Pricing has increased a bit, but, in general, not above our ability to sell the product. Additional increases may be

“We have to adjust our in-store pricing when costs go up. One frustration is many increases in the same year. We hand-price each item, and lots of price changes become frustrating. We only increase at the

“My advice is to be cautious about the worst forecasting you hear. Oftentimes things aren’t as bad as they initially seem. (As a retailer for many decades, I’ve seen a few crises.)”

From Megan Wyatt of Wit & Whimsy Toys in Granite Bay, CA:

“We have been affected by tariffs in a multitude of ways. First and foremost, they’re causing a lot of stress and anxiety. It’s making it hard to forecast both inventory needs and sales for the coming months, particularly given the ever-changing tariff amounts and moving tariff deadlines.

“There is also the concern of product availability. I’ve had vendors tell me that if I don’t take my holiday orders now, they can’t guarantee the product I ordered will be available in the fall. Then I have to consider whether I have room in my budget as well as my store to take it now.

“On top of that, there is the very

tangible effect of tariffs on costs. They began appearing on my invoices months ago. Slowly, at first, but now with increasing frequency. There are products I’m not ordering because I don’t think I can justify the price increase with tariffs. It’s already tough competing with the online giants and big box stores. I worry my customers will think I’m price gouging.

“I am trying to mitigate costs by taking advantage of the best deals possible, as well as considering where products are being manufactured before I order. Although we are not looking too hard at domestic manufacturing because there simply isn’t enough. We are looking at other places we can reduce costs: supplies, staffing, marketing, etc. And on top of these concerns for my business, I am also concerned with how my industry peers – vendors, reps and fellow retailers – will weather this storm. The

only thing I remain sure of is that the only through is together.”

From Thea Brown of World of Mirth in Richmond, VA:

“We have absolutely been affected by tariffs. Vendors have raised prices, added tariff fees, some have even cancelled their midyear release of new items that we usually have in time for the third and fourth quarter. Other vendors have decided to leave the U.S. market altogether. Prices on everything from receipt paper to shopping bags to cleaning supplies have also seen a hike. It’s basically more expensive to do business now than this time last year.

“I’ve had to not order some of our best sellers as they’d be price prohibitive for our customers. I’ve been more frugal in my buying. As a toy store, we can do 40 percent our of annual sales in the fourth quarter, so

not having stock may be a big issue. I already work with a few vendors that manufacture domestically, but even they usually have parts made overseas.

“I advise retailers to be creative. Maybe you have to choose your second or third choice to carry in your shop. Support your fellow local businesses. Be vocal and contact your local and state representatives. These tariffs are a tax placed on us for seemingly no reason. We need to fight back for our customers and for us to stay afloat.”

industry news

ABC Kids Expo, held its annual show May 21 to 23 in Las Vegas, welcoming more than 350 exhibitors – tripling its footprint from last year. Thousands of new products were on display.

Here are a few of the top trends the ABC Kids Expo team noticed at this year’s show.

• Animal prints are prevalent. Leopard spots and zebra stripes could be found on a variety of juvenile products.

• Connected Home products emerge across multiple categories. Examples included bassinets with built-in tech options, sound machines and monitors that interpret babies’ cries.

• Rust colors including deep red, yellow, orange and brown as well as Western themes are popular.

• Longevity is key as products can be adaptable as children grow. Strollers can transform into trikes, then scooters. Infant car seats become booster seats. These products are designed and built to last.

• Grandma chic is in, with checkered designs and Liberty of London clothing patterns.

• Travel items a still going strong, from folding strollers that fit in airline overhead bins and ridable luggage to FAAapproved chillers for breast milk.

• Licensed characters from Peanuts, Batman, World of Eric Carle and Disney are in multiple product categories.

“We continue to see companies both big and small stepping up their level of innovation,” said Aaron Pederson, president of All Baby & Child, ABC Kids Expo. “New products are solving problems, helping to streamline the day to day and overall making parenting a little easier.”

The 2026 ABC Kids Expo is set for May 13 to 15. For more information, visit theabcshow.com.

Spin Master and Cubios Inc., partnered to present a new iteration of a classic 1980s toy. Together, they released the Rubik’s WOWCube, a handheld smart device and gaming platform.

Rubik’s WOWCube features rotatable cubes – with each side housing four screens and a series of gyroscopes. It is also designed to be an open platform where developers can create and upload their original games, apps and more. The Rubik’s WOWCube has a built-in SDK and developer

portal which offers a new frontier of tactile, physicsbased digital design, with tools and support to help creators bring ideas to life in 3D space. It is proudly authenticated by

“We’re incredibly excited to bring the Rubik’s WOWCube to a wider audience,” said Max Filin, cofounder and CEO of Cubios Inc. “The original WOWCube taught us a lot about designing a new way to experience gaming and designing a new platform for developers to build upon. In the two years since we launched the original, we listened to the feedback we received and used it to improve not just the product, but also our approach to how we designed it. This iteration not only implements all our learnings but is also now officially part of the iconic Rubik’s family.

The North East Toy & Gift Show (NETS) is gearing up for its second trade show. This year’s event is set for September 7 to 9 at MassMutual Center in Springfield, MA.

Christine and Alan Blumberg of Trade Show Ventures partnered with industry veteran Lea Culliton to bring the show to life. The initial NETS took place February 2024 and received overwhelming support from retailers and manufacturers.

“Many of our Northeast buyers cannot make it to the West coast shows,” said Culliton, executive director of NETS, in a press release. “This transition to the September time frame is perfect for holiday buying and for brands to do soft previews of their 2026 new releases. NETS offers a simple, cost-effective solution to bring the industry together in the Northeastern region.”

NETS’s mission is “Convenience, Community and Commerce.” Exhibitors will have access to the largest number of specialty retailers within a three-hour radius of NETS. Retailers will be able to peruse a wide selection of game, toy and gift vendors and check out mid-year releases. Plus, a Game & Kit event is scheduled for 5 to 9 p.m. on September 8, providing a chance to play games and create crafts.

To learn more about NETS, visit netoyshow.com

edplay Welcomes Five New Advertisers new

Baby Jack & Co.

When her infant son, Jack, got his finger stuck in a looped taggy blanket, Kelley Legler sought to create a safer tag toy. She founded Baby Jack & Co, which manufactures fabrics that teach, stimulate senses and help kids self-soothe. Its signature product is the Learning Lovey which comes in collections such as cities, sports, honoring those that serve and more. Today, Jack and his sister, Bailey, design fabrics, work on sales, marketing and shipping.

Visit babyjackandcompany.com to learn more.

Luke’s Toy Factory

It’s never too early to learn through play. Luke’s Toy Factory, founded by Luke Barber, specializes in educational STEM toy truck puzzles for preschoolers. With a simple, old-school style, Luke’s Toy Factory’s products are ideal for developing problem solving, fine motor and creative play skills. Plus, they are proudly made in the U.S. with domestically-sourced materials. Among its 3D stacking puzzles, favorites toys include the cargo truck and fire truck.

For more information, visit lukestoyfactory.com

Malarkey Kids (Munch Baby)

This Canadian, women-owned company seeks to make reallife parenting easier with its line of safe, smart and fun products. Debuting its first product, the Munch Mitt teething mitten, at the 2015 NY Toy Fair, Malarkey Kids expanded to include the Buddy Bib (a three-in-one teether, bib and plush), Chew Cube rattle and more soothing solutions. All of its products are made with 100 percent food-grade silicone, are BPA- and phthalate-free and exceed the strictest safety standards. Malarkey Kids is trusted by families in more than 30 countries.

To learn more, visit malarkeykids.com.

North

With more than 30 years of experience, North is a leading financial technology company that caters to businesses of all sizes. Founded in 1992, North provides point of sale systems, solutions for payment processing and merchant account services, all designed to evolve with a client’s business. It caters to various industries including retail, specialty and big businesses. North has partnered with hundreds of thousands of merchants and annually processed more than $100 billion in transactions.

Check out north.com for more information.

POWERUP

Established in 2011 with an idea to create remote-controlled paper airplanes, POWERUP inspires customers to create and innovate. Its easy-to-assemble planes come in foam or balsa wood, or you can make your own with paper, all controlled by smart phone. POWERUP sells planes, parts and accessories. It also provides a series of free tutorials on how to make different styles of paper airplanes. POWERUP has received several accolades including The Best of NY Toy Fair Award – Popular Science, the National Parenting Product Award (NAPPA) and the Tillywig Award.

For more information, visit poweruptoys.com or read our story on page 14.

A Sunny Time in San Antonio

More fun in store for Milwaukee

Astra continues to seek input about future shows. Upon registering in San Antonio, attendees were given a brief survey to fill out about locations for future Marketplace & Academy shows and whether they minded moving the show every year.

“I’d say 98 percent said they like moving around,” Warfield stated. “We pretty much knew that, but you never know for sure. So, we’re going to keep moving the show. We might choose some of the same cities that people like – Pittsburgh for example.”

The Astra team is also conscious of other trade shows. It moved next year’s Marketplace & Academy by one day to allow time for people to attend the Atlanta Market which closely follows Astra’s show. “We moved it as much as we could,” Warfield said.

Kiddie Corp’s Kids Camp will return at the 2026 show after a successful initial run. Parents could pre-register a time for their kids to hang out while they worked the trade show floor. “They could just sign up for a block here or there,” Warfield said. “We may expand our Kids Camp hours for set-up day because kids aren’t allowed on the show floor during that time.”

Astra’s 2026 Marketplace & Academy is set for June 5 to 8 at the Baird Center in Milwaukee, WI. To learn more, visit astratoy.org

advertiser

The Astra Excellence Awards & Specialty Hall of Fame

During its Awards Gala on June 2, Astra honored members who have gone above and beyond in the specialty toy industry. This year’s ceremony recognized the following people with Excellence Awards.

• Young Professional Rising Star: Erin Schwindt Swanke of Sugar B Sales

• Retailer of the Year: Carah and Jacque Killian of Beyond the Black Board in Colorado

• Sales Representative of the Year: Jenna Wyatt of Diverse Marketing WEST

• Manufacturer of the Year: Mike Seals and the team of Thin Air Brands

The gala also celebrated inductees to the Astra Specialty Hall of Fame: Christine Osborne and Melissa Berstein.

At the end of the night, Brian Turtle of Goliath Toys & Games received Astra’s Putting the Special in Specialty Award

end cap BEYOND BRICKS:

Santoki Captivates LEGO Fans of All Ages

by Victoria Ritter

Fans of LEGO are familiar with the company’s sets – from simple, colorful block for little hands to complex, intricate structures for seasoned builders. But the brand has more to offer, including stationery, writing implements and children’s products.

Santoki is instrumental in getting LEGO licensed products into the hands of American consumers, as it is the exclusive U.S. distributor of LEGO licensed stationery and LED lights. The company got its start in 2014 when its founders began designing LEGO licensed children’s products that incorporated LED lights.

Today, Santoki’s catalog of more than 200 high-quality, U.S.-designed products include markers, gel pens, notebooks, pencil cases, bag tags, night lights and LEGO Minifigure keychain lights. Santoki features the LEGO Master Brand along with other popular LEGO franchises such as Star Wars, The Mandalorian, Ninjango and Botanical.

LEGO gel pens are Santoki’s bestselling product, drawing users in with their bright colors and smooth writing. Available as a single pen or in a pack, each pen comes with a genuine LEGO plate. This allows the pens to snap together and construct small builds.

Meanwhile, Santoki’s #1 category is its LEGO Minifigure Keychain Lights. These unique, memorable characters feature LED lights on their feet. “They serve multiple purposes: engaging kids through imaginative play, offering practical lighting and appealing to collectors,” said Santoki President Sun Yu. “I have a passion for LED light technology as it is the greatest technological innovation of the century, transforming how we illuminate our lives.”

New products are released in the spring and fall. Santoki’s newest products include the LEGO Combination Lock Diary Set Botanical, LEGO Star Wars Lightsaber gel pen with a clip, multiple themes of a spiral bound LEGO tab notebook and a LEGO locking notebook with a gel pen. This spring it also introduced new themes for its LEGO Minifigures keychain lights, LEGO stationery creativity set, LEGO coloring sticky notes and LEGO Reclaim & Recycle notebook. A new lifestyle and home goods category – which is new for both LEGO and Santoki – is scheduled to launch in 2026.

“As president, I’m most proud of the exclusive products that the team has designed,” Yu stated. “There’s a deep sense of pride in creating something unique that resonates with LEGO fans.”

Specialty retailers make up

approximately 20 percent of Santoki’s business. Those looking to connect with Santoki can email sales@santoki. com or visit them at Toy Fair, LA Fall Preview, Astra Marketplace & Academy and gift shows in Atlanta, Dallas, Las Vegas and New York City. The company distributes to all U.S. states and territories.

To help retailers sell product, Santoki offers floor and counter fixtures, allowing stores to “maximize merchandising flexibility and capitalize on high-traffic areas,” Yu said. He went on to elaborate how the Minifigures keychain light CDUs are great for lastminute impulse buys at checkout.

“Our products belong in specialty toy stores because they offer unique opportunities to enhance the LEGO experience beyond traditional bricks into fandom,” Yu stated. “Santoki products blend the joy of LEGO with practical, everyday accessories, making them ideal for year-round gifting.”

Despite the 30 percent tariffs impacting Santoki’s cost structure and requiring adjustments to its pricing strategy, business is going well overall. Yu and his team are working to find solutions and navigate the shift together with their customers. He is proud to be a trusted distributor of LEGO licensed products, seeing it as an honor and responsibility.

“As one of the most respected toy companies in the world, (LEGO’s) commitment to quality, creativity and brand trust sets the standard,” Yu said. “And we’re proud to represent and extend that legacy through our distribution.”