Rather, I realized as I was sitting down to write about my excitement for our upcoming Marketplace & Academy that this will be the 21st time I’ve attended the annual Astra great get-together.
It hasn’t always been called Marketplace & Academy, but for all the gatherings I have attended, there has been education, a form of product showing, and above all, the amazing sense of community, sharing and comradery.
From Charleston to Long Beach. From Philadelphia to Denver. From Minneapolis to New Orleans, and many other cities in-between, we have worked to make every one of our gatherings the best it can be for all our members while also welcoming in non-members to see what Astra is all about.
Finding locations that can work for what we offer is not an easy task. For the size of our show floor, only larger convention centers have the room for us. For the number of days we use the convention center, as well as the number of rooms we need for our education sessions, it takes a lot of space at the center.
21 and Counting for me!
Convention centers work with the hotels in the area. It’s a package deal. Our ratio of space needed at the convention center and the number of days we need it, coupled with a lower room block guarantee we can do with the hotels, limits the number of cities that will even return our request for proposal. So, we always take a look at what is best for all.
While COVID threw every show a curve ball, Astra was able to work through it all and we only missed one Marketplace & Academy, an amazing feat during a very difficult time.
I was recently asked, “Is there a favorite memory you have of a specific Marketplace & Academy?” My answer was, “No, I don’t have a favorite because every one of them is special and has its own unique atmosphere and fun memories.”
Rather, I would say my favorite overall excitement about Astra’s Marketplace & Academy is that those who attend come eager to see new products, play, learn and engage with one another. Best of all, everyone is happy! This is what makes us special.
We have surveyed our members on numerous occasions about whether we should pick one location and keep it
there, or continue as we are, moving it to a different city each year. The survey results have always been that the majority of our members like moving it around.
However, we don’t always get a large number of members answering our surveys. With that in mind, this year, when you pick up your badge you will be given a very short survey on a card that asks three simple questions about locations for future Marketplace & Academy gatherings. And when I say future, I mean 2029 and beyond as we’ve already booked our sites for 2026-2028.
Boxes will be available right at registration and also at our booth on the show floor for you to submit your answers. We want to do what the majority of our members would like, so please participate.
We can’t wait to see you in San Antonio May 31-June 4!
It’s going to be a fabulous gathering!
Sue Warfield, Astra President
Young Professionals
Cultivating the Future, Astra Young Professional Committee
Introduces Student Mentorship Program at Marketplace & Academy
By Emily Webster and Chelsea Bogue | Young Professionals Committee
The specialty toy industry thrives on creativity, collaboration, and innovation. But its future depends on nurturing the next generation of industry leaders.
The Astra Young Professional Committee is taking a proactive step in fostering fresh talent by launching a dedicated student and young aspiring professionals program at Marketplace & Academy in San Antonio this year.
Designed to connect students and emerging professionals with industry veterans, this initiative will provide valuable insight, hands-on learning experiences, and mentorship from seasoned sales reps, manufacturers, and specialty toy retailers.
The importance of investing in young talent cannot be overstated. The toy industry is built on passion, play, relationships, and ensuring that new professionals understand these foundational principles is key to long-term success. By engaging students early, we provide them with the tools and knowledge to navigate the unique landscape of specialty toys.
“This experience truly helped shape my understanding of the specialty toy industry and gain a better understanding of how relationships are built between sales reps, manufacturers, and retailers,” said Tyler Humner, a student attendee from last year’s program. “There is so much nuance to be learned. The industry is so fun, positive, and open to learning, and it was great having everyone be open to my questions and learning!”
Our media partners:
Encouraging young professionals to join the specialty toy industry ensures continued growth and innovation. Local specialty toy stores in the San Antonio area are especially encouraged to bring their young team members, giving them an immersive experience to learn, network, and engage with industry leaders.
A Call for Mentors: Be a Guide for Emerging Talent
The success of this program relies on the involvement of current Astra members, from retailers to manufacturers to sales reps. They’re all encouraged to step into mentorship roles. By sharing knowledge and insights, mentors play a crucial role in shaping the industry’s future. Whether it’s discussing best business practices, product development, retail strategy, or sales dynamics, experienced professionals can make an impact on young professionals eager to learn.
How to Get Involved
If you or your business are interested in bringing young team members to this year’s Marketplace & Academy, or if you’d like to serve as a mentor, reach out to Emily Webster, Chair of the Young Professionals Committee, at emilywebster@scholarschoice.ca
This initiative is more than just an event, it’s an investment in the future of the specialty toy industry. Let’s work together to support, educate, and inspire the next generation of toy professionals!
A Peek into Astra Board Service
What is the time
commitment, really?
Astra’s Board of Directors held their first in person board meeting of 2025 in Fort Lauderdale March 1516. The team at Fun in Motion graciously offered their headquarters as a meeting space for our board members.
The Astra board holds three in-person board meetings a year. One in the first quarter – piggybacked onto another toy industry event – usually Toy Fest or Toy Boat. One is prior to Astra Marketplace & Academy in June, and one is held in early fall, which is tied onto a site visit for the next year’s M&A location.
Board members at-large attend at least two virtual meetings per year. One is in early January to install new board members, the other in November to review and approve the following year’s budget.
Most board members will be assigned as a board liaison to a committee of volunteers. This requires them to attend committee meetings, take notes, and report back to the board on any needs the committee might have, financial or otherwise.
Prior to meetings, the board chair shares pre-read information for board members to prepare themselves for discussions. Occasionally, Astra’s President,
Innovation Council
Sue Warfield, may need guidance from the board, which is discussed via email rather than an additional meeting.
Board members can serve on the Executive Committee if they become a board officer, or if they are the board liaison to the Finance Committee. The Executive Committee meets for one hour bi-weekly with Sue Warfield to discuss timely topics, decide if those topics need to be added to a future board meeting, or if it is in Astra staff’s realm to make decisions without board input.
The board member with the largest time commitment is Astra’s Board Chair. The Chair meets weekly with Sue, is responsible for creating the agenda for each board meeting, handles all communication to the greater board, writes articles for Toy Times Magazine, presents at various Marketplace & Academy events on stage, and is sometimes asked to help with virtual roundtables.
Serving on the Astra board has varying time commitments, based on the capacity In which you serve. No matter what, board service is a rewarding and eye-opening experience for all who make the time to serve.
Astra’s Innovation Council to Offer Accelerator Helping New Manufacturers Succeed in Specialty
By Marina Khidekel, founder Hugimals World | Astra’s Innovation Council
New toy manufacturers looking to break into the specialty market now have a unique opportunity to learn directly from industry insiders.
For the first time, Astra is offering its New Manufacturer Accelerator program,
designed to help inventive brands succeed in the specialty toy industry.
Created by Astra’s Innovation Council, this immersive program provides essential insights into the specialty market, opportunities to connect with key
industry players, and tools to optimize product offerings, customer service, and operations.
The program begins with foundational sessions focused on understanding the specialty toy market. Participants will learn how to craft a brand and product line that resonates with specialty buyers, gaining insights on everything from standout customer service to effective packaging. A highlight will be a retailerled workshop where manufacturers receive direct feedback on optimizing their packaging for specialty shelves, ensuring their products stand out in a crowded marketplace.
Other sessions feature an impressive cross-section of industry leaders, including “Crazy Aaron” Muderick, PR expert Bill Southard, Tenzi Co-Founder Kevin Carroll, BGN Sales Group Principal Nicole Bortnick, and more. The program will culminate at Astra’s Marketplace & Academy, where participants will be recognized for their participation and can apply their new knowledge with the broader Astra community.
Beyond practical education, the program fosters community by creating a collaborative space where manufacturers can learn from one another and industry experts. A small cohort ensures that each participant receives personalized attention and the chance to build lasting relationships with peers and veterans; connections that will extend well beyond the program itself.
As the cohort learns from seasoned presenters, the Innovation Council also hopes the group’s questions and conversations will provide valuable insights into how Astra and its committees can better support new members. The Council will share key highlights and takeaways from the inaugural Accelerator at this year’s Marketplace & Academy.
With expert-led education, hands-on workshops, and meaningful networking, Astra’s New Manufacturer Accelerator is the perfect launchpad for manufacturers ready to make their mark in the specialty toy industry.
Smart Buying Strategies
How to Maximize Profitability at Marketplace & Academy
Astra Marketplace & Academy is not only the premier event for the specialty toy industry, serving as both an educational event and a tradeshow for retailers, reps and manufacturers, but it’s also one of the most critical weeks of the year as each of those groups plan their product mix and sales for the rest of the year.
Good planning is key for a successful show. We asked tradeshow pro Kate Noreen, owner of Mudpuddles Toys and Books in Sherwood and Portland, Ore., for her best advice for retailers as they get ready for Marketplace this year.
Here are Kate’s TOP FIVE tips for store owners and buyers:
1. Do your homework
“I pre-write my orders for fourth quarter. Yes, this takes a lot of time and brain energy but the payoff is huge. There’s no way to write all my orders during the show because of the sheer size of the market. I prefer to use my time to see what’s new, visit ‘new-to-me’ vendors, have those yummy side conversations with other retailers, and not feel the stress of the clock ticking. Pre-writing keeps me within my budget by
category and allows me to focus on my staff and marketing during the holiday season. I submit my orders at the end of the market with my edits and additions, and work with my reps on backorders and subsequent shipping issues.”
2. Know where you can find the best bang for your buck
“Look through all of the Astra specials and decide who has the best discounts on the products from your ‘must have’ list. Consider those vendors where you need to place your order right away for allocation. (You snooze, you lose). If there is a vendor with great year-round terms, I may choose to write those orders afterwards, keeping their spot in my year-round product mix, but maximizing margin by taking advantage of show specials.”
3. Take a calculated risk
“There are always a handful of new vendors or new products I have on my radar. Some of these I want to see in person, and for some I appreciate the chance to hear feedback from colleagues. Astra is the market where I decide to take the
(continued on
An interview with Kate Noreen, by Cynthia Compton
Economics Smart Buying Strategies
(continued from page 12)
plunge. This might be a vendor/product released in 2024 where I was on the fence or I was overstocked in that category. Gathering more intel from the vendor and other retailers is so valuable, and hearing the buzz about new products and taking action can really pay off.”
4. Ask the right questions
“Here’s when you need to be prepared to take notes in the booth. I always try to ask the following questions about the products I purchase: When is it shipping? What other channels are you using for this product? Do you have sufficient stock for re-orders after October 1? What will the packaging look like? Do you have any specialty-only products? What is your policy on shipping backorders (is it the same terms)? Asking these questions makes me a better buyer, and helps me plan my assortment for the remainder of the year. A clear understanding of the manufacturer’s schedule also builds a partnership with the vendor, as we work together to spotlight their new products as they arrive.”
5. Protect your time
“I go in to the trade show floor with a strategy of where I will spend my time. It’s too easy to end the first day and realize you only covered one quarter of the show floor. I highlight the vendors by priority each day. I still walk the entire show but there are too many vendors and not enough time to be leisurely, so keep your pace and focus, and at the end of each day, keep score of what you accomplished and what your priorities are for the next day. At the end of the show, you can still rely on your reps to cover lines that you are familiar with, but the opportunity to see new and innovative products is limited and must be prioritized. Of course, you want to recognize that time will evaporate quickly and some conversations in the aisle or the coffee line are just as valuable as time in a booth, but a clear checklist of ‘must do’s’ will help keep you on track.
Economics Navigating Global Supply Chain Challenges in 2025
(continued from page 16)
How will manufacturers manage their inventories? Do you bring in the same amount with an enormous tariff? Do you go ‘low’ and hope that it changes by the time you need to reorder so you don’t have a warehouse full of stock at higher costs?
The answer is mixed. Some manufacturers are staying the course and keeping their forecasts the same. Others are determining if they can get by in smaller quantities and many are cancelling production. This may change the pricing for the factories if they don’t order in Minimum Order Quantities (MOQ). This may also cause a shortage of products during our busiest selling season. Some factories are now asking to be paid in advance, which small vendors cannot afford.
What will retailers do?
Retailers will need to price items accordingly while still maintaining their margins. They, like manufacturers, need to maintain their margins to pay for rent, labor, goods, and other overhead costs.
Retailers seem to have a mixed message on how to handle the additional tariff. Some want the additional tariff as a ‘surcharge’ on the bottom of the invoice, others want the additional tariff in their new increased pricing so that they can set retails accordingly.
Retailers are requesting full transparency from their manufacturers and sales reps, to help keep them informed. They want to know when and if the tariff is lifted, that wholesale costs go back to their original 2025 prices. They have to know that if the goods have already been tariffed and in the warehouse, those prices are not going to go down as soon as the tariffs are lifted.
For big box retailers that work on lower margins, the overwhelming consensus is that retail prices will go up. Products on the shelf will need to be reticketed and new retails and products will need to increase.
Retailers that are able to take advantage of current discounts and dating are stocking up. If they have products that have a track record of good sales, they can be more confident on holding on to that inventory. If a retailer does not have the
cash flow or space to keep large quantities of goods, it is best to work with their sales rep to determine which vendors are able to ship products in the future or allow multiple shipments.
What will the consumer do?
One of the biggest questions that no one can know is what will the consumer pay for an item? Will new standard retail prices be $26.99 or $28.79 or much higher?
How will their online competition react?
Will they also raise retails?
No matter how you slice it, the consumer will ultimately pay more. Regardless of your side of the political arena, the tariff is creating a tremendous amount of angst and confusion in the marketplace.
One of the best things about our industry is the opportunity to share ideas and talk to each other. With upcoming trade shows such as the Astra Marketplace & Academy and The North East Toy and Gift Show (NETS), vendors, reps and retailers can come together and work out solutions.
Every year seems to hold a different challenge for all of us. This industry has recently weathered retail shutdowns due to a pandemic, massive container cost increases, Amazon, Faire and more. Through all of this, we continue to work together, survive and thrive!
No one knows what will happen with the current tariff situation, but we do know that we will weather this together!
Since the writing of this article, tariffs have fluctuated. The issues described here have been made even more challenging. Astra is working with a government advocate to help us all get our voices heard.
The Power of Representation
Building an Even More Inclusive Specialty Play Community
by Victoria Weatherspoon , Astra Marketing Manager
In the world of specialty toys, where passion and creativity drive the industry, representation isn’t always front and center. But from my first Marketplace & Academy in 2023, I saw people, including business owners, makers, and creators, who all understood that play should be for everyone, by everyone.
At Astra, we know diversity and inclusion are the foundation of a thriving specialty toy community. We strive to foster spaces where every child sees themselves reflected in the products on store shelves and where every entrepreneur, no matter their background, feels like they belong. Marketplace & Academy is where that commitment comes to life, where we welcome businesses owned by people of color, women, LGBTQ+ entrepreneurs, and creators from all walks of life. They are all welcome to come together to celebrate the joy of play.
This year, I had the chance to speak with three remarkable vendors who will be exhibiting at Marketplace & Academy, two new and one returning. I talked to them about their experiences in the specialty toy industry, their journeys to Astra, and why diversity in play matters.
Q: Tell us a bit about your business, what inspired you to start your brand, and how your background influences your products.
A: GameFlo is a community-based gaming company creating wholesome ways to connect. We are on a mission to provide healthier alternatives to screen time while nurturing imagination and making learning fun! We design culturally-relevant games and experiences for people of all backgrounds, starting with our premier game, PICKUP Basketball.
PICKUP Basketball is a card game that was designed to make the world of gaming a more inclusive space. We believe that the world where we play together is a world where we can stay together. Healthy competition can be a pathway to building confidence, community, and other critical skills. These lifelines can uplift youth, differently-abled folks, and marginalized groups.
Q: What challenges have you faced as a minority-owned business in the toy industry, and how have you overcome them?
A: We face challenges similar to other businesses in the toy industry, mainly gaining awareness. Finding creative avenues for marketing that do not break the bank is a priority and something we are constantly iterating on.
Q: What are you most excited to showcase at this year’s Marketplace & Academy, and what do you hope to achieve? What’s one thing you’d love attendees to know about your business before they visit your booth? Where can people connect with you online? (Website, social media, etc.)
A: We are excited to meet fellow game creators and professionals at this year’s Marketplace. Community is everything, and we want attendees to know that they are welcome to come by our booth to discover that they can indeed see themselves in our game, both figuratively and literally.
If you are not able to make it over to our booth, come visit us at www.gameflo.io or find us on social media @_gameflo.
Happy Dinosaur: A First-Time Exhibitor’s Perspective
Lyla Andrick | CEO and Founder of
Happy Dinosaur LLC
Q: Tell us a bit about your business, what inspired you to start your brand, and how your background influences your products.
A: Happy Dinosaur is a character and storytelling-based toy brand that features a line of dinosaur plush with plans for accompanying storybooks and television in the future!
I started Happy Dinosaur in March 2020, when I was 17 years old and in my final year of high school. School had closed due to COVID and I was temporarily furloughed from my job in a small animal hospital. I had been drawing dinosaurs on my paper (yes, we still used paper in my high school!) homework for months and I had an incredible economics teacher encourage me to take the dinosaurs off the page and bring them to life. I started making my first plush by hand and the first Happy Dinosaur made was so ugly. After a few iterations of the pattern, Happy Dinosaur was ready for his social
(continued on page 22)
My education was focused on Entrepreneurship and Science, so I approached the toy world with a strong focus on customer discovery. I want my toys to be grown with, not grown out of, so it’s very important to constantly be a play ethnographer, or a person who studies and describes the culture of a particular society or group. I observe play every day to see how kids change with their toys over time and what makes a child want something new. I love the sociology of psychology of humans and their comfort items, but also understand the business of toys and media, which I think has given my brand its integrity and keeps customers coming back.
Q: What challenges have you faced as a minority-owned business in the toy industry, and how have you overcome them?
A: I have been very privileged to grow up in an environment not unlike the world my dinosaurs live in. I have not received much adversity based on my presentation or identities, and I am grateful for that. The place where I feel the most ‘minority-ness’ is in business programs where innovation constantly disregards creativity. I’ve participated in several entrepreneurship accelerators where startups are based on technological innovation and problem solving. It can be hard to compete in a pitch competition against start-ups who are curing cancer or creating products with value propositions that don’t have to be explained. I spend a lot of time answering questions from investors about why toys are good, and it can be
very frustrating because I’m not reinventing the dinosaur, so the ‘innovation’ is lost on the audience.
I have competed for start-up funding awards, but find that most of the awards I have won are more about my branding or sales, rather than the value behind the product. The closest ‘category’ that is specific to me is being a ‘consumer product,’ but toys are much more specific than other Consumer Packaged Goods (CPG) categories…categories like clothing or food. I’m happy to receive any money as toy manufacturing has costs. But now I’m looking for people that I don’t have to convince that ‘toys-are-good’. Becoming a member of Astra has been such a relieving experience as the education is so niche. Even though I’m not curing cancer, and toys are not new, inventors are still innovating and the toy industry continues to change as children change!
There is always room to be creative and by finding ‘my people,’ in the toy community, I’m starting to get past the CPG limitations!
It would be silly to ignore that I am also a 22 year old Chinese woman, and sometimes I have ‘micro-challenges.’ Occasionally I’ve had a comment like: “Your toys are handmade? So they aren’t made in China? They’re made by China!” That induces an eye roll. In many ways, I’m lucky to have been spared from direct discrimination, but I have a hot take on luck, and that is that luck can (continued on page 26)
Dry Erase Learning
ROBOTS ARE EVEN COOLER WHEN YOU BUILD THEM YOURSELF.
Diversity, Equity, and Inclusion
(continued from page 23)
be broken up into two categories: privilege and opportunity. I have been privileged to have the same opportunities as my fellow entrepreneurs in tech, and given the same stage as an all male new venture competition cohort, but those stories are not really accomplishments, just neat things that happened. Opportunities are often confused with luck, but I think they’re different. Opportunities are not deserved, they’re earned, and as a young entrepreneur, I feel I’ve earned all the opportunities I’ve had and created opportunities where there weren’t before. This is the ultimate way young people can overcome minority-based challenges: Don’t wait on luck. Instead, create your own opportunities.
Q: What are you most excited to showcase at this year’s Marketplace, and what do you hope to achieve?
A: I’m excited to showcase the characters to a large audience! All the plush have been custom or unique from 2020-2024, but in the last year, I’ve developed the personalities of these characters and I’m hoping to see that they are just as well loved by others as they are by me and my immediate circle. When you start as a small business, and people watch your company evolve over time, there is a lot of confirmation bias and validation from people who want to see you continue to succeed.
I’ve been able to use my ‘hometown advantage’ to secure retail partners where I live, but sometimes hometown advantage is a disadvantage when it comes to objective reception. For me, a sign of success will be that my company can exist without me, and that my characters will be able to stand alone. To create characters that grow with their audience is not an easy task, but for characters like Snoopy, who remain loved long after Charles Schultz stopped drawing him, it can be achieved.
While I was making every single dinosaur by hand, I was experiencing greater demand than I have inventory. Now that I’m working with a factory partner, I have more inventory than I have demand. I’m currently selling my dinosaurs in nine stores, and I’m ready to expand. I’m taking Happy Dinosaur seriously. I changed my major for this company, I quit my job for this company, and I spend all my time doing everything for Happy Dino, so I’m also seeking to be more than a ‘small business.’
I had previously acquired all my customers by driving around and getting to meet store owners, which is a great way to develop strong relationships, but is ultimately not sustainable. So I also hope to build great relationships with buyers and owners without putting another 100,000 miles on my little car!
Q: What’s one thing you’d love attendees to know about your business before they visit your booth?
A: We are more than just a plush! Kids are taking these dinosaur characters to heart. They’re playing quietly with Clever Dinosaur, practicing emotional skills with Chill Dinosaur, and taking Happy Dinosaur to school to ask questions. The characters relate to kids and kidults because they were created by kids and kidults. Happy
The Power Of Representation
Dinosaur can be your first plush and your forever plush, and we can’t wait to share their world with you!
Q: Where can people connect with you online? (Website, social media, etc.)
Q: Tell us a bit about your business, what inspired you to start your brand, and how your background influences your products.
I was born in Malaysia and grew up in Australia as a minority, often feeling the absence of representation in toys, media, and everyday life. That feeling only deepened when I became a mother and I saw how little had changed. I also experienced colorism firsthand and witnessed racism, while also being subjected to stereotypes about what it means to be Asian. These experiences made me even more aware of the messages children absorb about beauty, identity, and belonging, especially for Southeast Asians and Asians in general.
During the pandemic, as I searched for dolls for my daughter, and I struggled to find ones that truly reflected our heritage. At the same time, the rise of anti-Asian hate made it even clearer that our stories, cultures, and identities need to be represented and understood. Too often, Asian representation is celebrated only at certain times of the year, and I wanted to create something that seamlessly integrates our cultures into everyday play, ensuring they are naturally seen, valued, and celebrated.
That’s how Joeydolls was born, a brand dedicated to fostering cultural pride, inclusivity, and meaningful representation through beautifully designed dolls.
Q: What challenges have you faced as a minority-owned business in the toy industry, and how have you overcome them?
A: As a family-owned business, one of the biggest challenges has been managing the high costs of production while maintaining the quality and detail that make our dolls so special. We are deeply committed to ensuring our dolls truly reflect the cultures they represent, from their traditional clothing to their facial features. This level of detail requires significant investment. Without the largescale resources of major toy companies, every decision we make is intentional and deeply tied to our mission.
Ensuring diverse representation in toys has always been a challenge, and while progress has been made, there’s still so much more work to do.
At times, it can feel like an uphill battle to bring meaningful diversity into mainstream spaces, but I always go back to why I started Joeydolls. Representation matters and our dolls are needed now more than ever. It’s not just about giving children of Asian descent a way to see themselves, it’s about fostering understanding, inclusivity, and cultural appreciation among children and adults everywhere.
The more we normalize diversity in everyday spaces like playrooms and classrooms, the more we create a world that truly welcomes and values everyone.
Q: What are you most excited to showcase at this year’s Marketplace & Academy, and what do you hope to achieve?
A: We’re excited to return for our third time exhibiting at Astra’s Marketplace & Academy, this year at Booth 1413, and to introduce Joeydolls to more independent toy retailers and industry professionals who are passionate about meaningful representation in toys. We’re also proud finalists for the Astra Play Award under Pretend Play! We’ll be showcasing our line of Asian cultural dolls, including our upcoming Lil Joeydolls, which are a new nine-inch collection designed for on-the-go play. This new line comes at a lower price point, making our dolls more accessible to families who want meaningful representation in their child’s toy collection. Accessibility is always top of mind for us, and we’re constantly
thinking about ways to make it easier for people to embrace inclusivity and celebrate culture through play.
We’re also thrilled to be expanding our line to include even more Southeast Asian representation, as well as launching our highly requested boy dolls. Expanding Joeydolls has always been about reflecting the true diversity of our world’s cultures, and these new additions make our lineup even more inclusive and meaningful.
Our goal is to expand retail partnerships so that more families across North America and beyond can access dolls that celebrate their heritage and identity. At its core, our mission is to spread love and joy through our dolls. We hope to spark important conversations and show that diversity in toys isn’t just a trend, it’s a necessity.
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Diversity,
(continued from page 27)
Q: What’s one thing you’d love attendees to know about your business before they visit your booth?
A: Joeydolls isn’t just about dolls, it’s about creating a world where all children feel seen and valued. Because our dolls represent so many different cultures, they provide a reason for year-round celebration, giving them a lasting presence on shelves rather than being tied to a single holiday or event.
Recently, a retailer told us they wanted to put our dolls into a window display, not just for Lunar New Year, but simply because they thought they were beautiful and deserved visibility. I was honestly so surprised to hear this, but also incredibly appreciative. Not only because our dolls were being seen, but because I felt seen too. That moment reaffirmed why Joeydolls exists, to provide that same sense of belonging and joy for families all year round. This is just one of the many reasons why I believe that carrying our dolls can help your customers feel that you value diversity too.
Every one of our dolls has been designed from the heart and with the help of our incredible community. We often send out surveys for feedback, and our designs are shaped by the voices of those who want to see better representation in the world. Because of this, our dolls are not only well-received, but they spark deep emotional responses. We’ve received so many heartfelt messages from adults
who tell us how meaningful it is to finally see a doll that represents them and their family, which is something they never had growing up. It’s a powerful reminder that representation isn’t just for kids. Instead, it resonates across generations.
Hearing from exhibitors like GameFlo and Joeydolls reaffirms what I’ve come to learn at Astra: diversity is at the heart of a specialty toy community where everyone feels seen and heard. It is essential. Every year at Marketplace & Academy, we see more brands, more creators, and more voices shaping the future of specialty toys. And with every conversation, every new face at the table, and every product that represents the beautiful diversity of the world we live in, I know we’re building something lasting.
As the Guiding Star of the specialty play community, Astra is dedicated to reshaping the toy industry to be as inclusive, diverse, and innovative as the children it serves.
And that is something worth celebrating.
Social Impact
Community-Driven
How CPE Has Made My Store a Hub for Play
by Melissa Brilliant | Henry Bear’s Park, Arlington, MA
Iwant to start by confessing, with 15 years of toy experience and a Master of Arts degree in Developmental Psychology under my belt, I walked into the first day of Astra’s Certified Play Expert (CPE) course expecting an easy review of things I already knew.
Instead, I was blown away by the presentation of classic concepts of human development and the power of play and how they connect in a tangible and meaningful way to the work we do every day. I left energized and excited to put what we learned into practice, to create play-centric practices and in-store experiential spaces that encourage connection with all customers, from infants to adults.
The following initiatives, inspired by the CPE curriculum, have made a huge difference:
Create Playful Connection Through Conversation
One of the most moving parts of CPE training was answering the Play Profile questions for ourselves and then listening to classmate responses.
For example, some questions included, “What’s your favorite play experience that you remember?” Another, “Did/do you have any imaginary friends?”
We decided to bring these questions to our team meetings to encourage sharing and connection, but also as a reminder that everyone who walks into the store is a kid at heart. No matter their age, everyone has memories of play that are central to who they are.
Finding a lighthearted way to discover and connect to that childhood core in every customer turns our store into their “happy place.”
Offer Moments of Play for All Ages and Stages
After learning about the benefits of play across the lifespan, it felt essential to offer in-store experiences for all members of our community. To that end, we have demo stations in every section of our store. Whether it’s an activity cube that is safe for infants, a doll and high chair for caretaking play, a pop-up tent, or dollhouse for imaginative adventures, a giant Rush Hour game for a logic challenge, a Shashibo cube or slime tub for sensory stimulation, or a half-finished FlowArt project in the “kidult” section, the goal is for each and every person who comes in to lose themselves in the joy of play.
Be a Hub for Play for your Staff, Not Just your Customers
The best way to promote play in your store is to promote play among your staff! Play is for everyone. We encourage our store team to open any items that they’re excited about.
This is useful on three fronts. As a training tool, nothing is better than firsthand play. In terms of sales, we all sell more of the things we love. And, when it comes to engaging with customers, demonstrating a favorite new toy or game creates a genuine connection and an opportunity for joy.
Astra Beyond the Booth
How to Keep Vendor Relationships Strong Year-Round
By Sabrina Honeycutt, Diverse Marketing | Tennessee and Lower Kentucky Toy Territory Manager
When I was asked to participate in this article, I thought, “Easy!”
But, I was told it would have to be around 500 words. When I thought about it and realized it is for vendor relationships, not retailer, I paused, reevaluated, then thought, “I’ve still got this!”
Sales relationships are often relegated to being mainly between representatives and retailers. During my eight years in toy sales, my vendor relationships have proven to be indispensable! Hopefully, these few paragraphs will be a gentle reminder and reinforcement of activities reps are already doing, or can do easily.
I share my preferred method of communication clearly with everyone. My vendors will agree, I am completely transparent on my strengths and weaknesses. Sales reps with a large book of business are pulled in many directions especially if they are more field-based.
Time is limited. Email is not always my first priority. Most of my customers and vendors know, if you NEED me, text or call me. When I am ‘in the field,’ I am in my stores and more than likely staying with customers and we are working into the night! This might occur over one or two long days, and sometimes into several in a row. Email just loses out during these days. Vendors have peace of mind knowing they can reach me easily and anything will be rectified quickly by text or call.
I communicate often and ask often from my vendors. Vendors love knowing about the successes and the needs of your customers. Sales managers enjoy sharing proof of success through product placement, so send photos! This proof of life means so much, because vendors can see something tangible from your efforts and their hard work in offering tools for success.
I ask for special terms, demos, store activity kits, graphics, and leftover merchandising aids from markets and shows. But it’s important to note, I do not abuse this. The worst thing anyone can say is no!
B2B (Business-to-Business) Astra Beyond the Booth
(continued from page 32)
My customers appreciate quick calls during appointments to ask vendors questions or share ideas. We get immediate answers, and the vendor knows they are part of the process. Nurturing these relationships makes it so much easier when there is a crisis.
Another gentle reminder is if you have a vendor problem, enter the call as solution-based not complaint- based.
Most of my passion for this industry is facilitating success for vendors, stores and my rep colleagues. The easiest path, for me, is passing on product ideas, merchandising solutions and current and emerging trends.
Take just a bit of time each day to familiarize yourself with social media platforms. Follow stores, vendors and popular creators. Watch for your vendor products to pop up in the algorithm. You might find “that post” that is going viral before the vendor does. Share what you find!
A few of my vendors have developed new products after I shared trending information or product requests. Sharing what vendors might not be aware of strengthens that rep/vendor relationship even further. Constantly strive to be collaborators with vendor partners. Don’t treat them as just a PO destination.
I see the three callouts equate to communicate, communicate, communicate. When reps communicate well between other reps, vendors, and retailers, they are strengthening the representative role within the specialty toy industry.
And remember, thank everyone you talk to. We are all in this together.
The NogginStik® is more than a cute baby rattle—it’s a developmental tool that helps encourage a baby’s brain development beginning at birth. Designed by SmartNoggin’s founder, Marcia Haut, armed with a teaching degree and 30 years experience as a teacher and early intervention therapist, she was unable to find a learning tool/toy to help encourage a baby’s critical early milestones. As she was assessing and providing developmental therapy to babies who were already showing delays by three months old, she made it her mission to design “that toy.” She chose a rattle - the first toy for a baby. But her rattle would encourage key early milestones - such as visual tracking, auditory orientation, grasping and have fun textures that would delight the sense of touch. After two years in development, testing and observation with infants, and perfecting each intricate feature on the NogginStik from the size, to the light function, to the tone of the rattle sound, Marcia introduced the award-winning NogginStik® at the 2013 New York Toy Fair. With its patented design and unique, patented light function, safe high-quality materials, and a parent guide to baby’s milestones, it has been described as a cute baby rattle with a powerful agenda - to encourage a baby’s critical early milestones with the hope of lessening or preventing developmental delays through play. We are thrilled to report that with the help of our amazing retailers, it is on the “must have” list of parents, therapists, pediatricians, and early childhood educators across the country.
From Show Floor to Storefront
How to Turn Marketplace Trends into Bestsellers
By Yvonne Fugate, CPE*, Owner, Toy Maven & Part-Time Unicorn
You’re walking down the aisles of the trade show floor keeping your eyes open for that one new item that sparks your interest. You are looking for something you know will inspire and delight the customers in your store.
Then out of the corner of your eye you think you’ve spotted it. You are instantly drawn in and the questions start flowing.
Who does this shiny new object appeal to within my customer base? Where do I see it placed in my store? Does it fit the aesthetic and price point of my store? If the packaging doesn’t sell the product itself, do I see myself training my staff on how to hand sell it? Does this new item either have a good back story or history we can share?
From Show Floor to Storefront
(continued from page 36)
After all of that consideration, you’ve decided you are going to give this item a “GO”.
While you’re at the show, pull out your phone and ask if it’s okay to take pictures and/or a video to put the product on social media. If the inventor or a passionate stakeholder is present, it’s the perfect time to ask them to share their excitement about the product. That information can be shared on social media, too. It’s also a good idea to remind your customers to be on the lookout for its arrival in your store.
Once the shipment arrives at your store, the fun begins as the long wait is over. Before unpacking, grab your phone and record a video to share your excitement as you unbox the shipment on social media. Once it’s unpacked and ready for the floor, look around your current inventory and gather companion items to merchandise your new item in a vignette that creates a story. While placing your vignette, consider the audience it is intended for.
As a new item, consider keeping it close to an area where you can engage with your customers and share the backstory of the new item while they browse, or share your excitement and knowledge about it. Remember to train your staff to do the same.
If the new item is one that can be demonstrated, go for it! Having an opened item where your customer can personally engage with it is pure magic. Be sure to have one in a package to hand them if they show an interest in purchasing. After all, what we are all really looking for is for our customers to be engaged. That is the secret ingredient of the specialty toy industry.
Entertainment
The “Play” Book
Five
for the Fam: A Conversation with “Astra
Family”
by Tom Rushton, Principal | Revenew Sales
In our continued series, Five for the Fam, we take a closer look at some of our members. Five for the Fam is meant to be a space where we get to know someone we think we may already know, or someone who we don’t know at all.
We’ve all heard about “The Astra Family”. As with all families, there are some members who feel included, some who may feel like they’re included but maybe don’t get all the inside jokes when we get together, and others who may feel like they’re on the outside looking in. Our hope is that this space helps make all the members of the Astra Family feel a little closer to each other and a little more “seen”.
This month, we chatted with Astra “Cousin” - Jayme Gold of Incredible Group.
Member Jayme Gold 2
Interviewer, Tom Rushton: You’ve been with Incredible for 18 years. We’ve watched you grow from 10-foot x 10-foot booths, to what we just saw at Toy Fair in New York City. Giant Oreos, 8-foot tall Swedish Fish and Sour Patch Kids. “Incredible” is exactly the word that comes to mind.
1So, give us some of your background.
I’ve known Dan (Jankelow) and Saul (Sacks), the founders of Incredible Group for 18 years, when we all worked for a DJ company. When I graduated university, I needed a job, and they were looking for someone to help around the office. I happily started at
reception and quickly realized my love for sales. Today I manage specialty sales in North America and still get excited with every new product launch.
What do you think are the reasons for such ‘incredible’ growth?
First and foremost is product innovation. Incredible Group has a history of launching some of the most unique toys and trends in the market, most recently our licensed Candy Squish Toys. We took the impulse category and put our twist on it to create a product line that has proven to catch the eye of buyers and consumers.
Relationships are the next thing that comes to mind. We have cultivated incredible relationships with our reps, customers and partners, that have helped us grow from where we were three years ago.
Can I add Ryan’s dance moves?
You can. I’m pretty sure I saw them on TikTok, and I’ll never be able to get that image out of my head. It’s like a fever dream.
(continued from page 40)
The “Play” Book
What do you see in the near future for you and the Incredible Group?
I see continued growth and opportunity in the coming years. We have new product innovation and have signed deals with new licenses that will continue to push our company forward and excite our reps and customers.
As a follow-up: That’s a great company answer. But what do you see for you in the future?
The truth is, this company feels like family to me, so I hope to be a part of the growth and excitement for as long as I can!
Ok, I’ll ask it: are all Canadians as nice as we see and hear. I promise, that’s as political as I will get.
YES! If anyone is in one of our trade shows booths, they will hear the word “SORRY” at least a dozen times!
What’s your favorite song, both right now and your Top Spotify listen from 2024?
I don’t know if this will surprise anyone, but I LOVE a good musical. At any point in the day I likely have a song from Wicked going through my head.
And that Top Spotify song from 2024?
It’s a tie between ‘Valerie’ featuring Amy Winehouse, and ‘Rich Girl’ by Lake Street Dive. Both classic songs that put a smile on my face. 5
