All Things

Jan 6, 2016 - first up, let me be the first to wish everyone a very. Happy New Year! Here's hoping that the most positive of the many and varied retai...

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T H E M A G A Z I N E O F T H E A M E R I C A N S P E C I A LT Y T O Y R E TA I L I N G A S S O C I AT I O N • J A N U A R Y 2 0 1 6

All Things

NEW

TOY TIMES MAGAZINE

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MESSAGE From the Chair

New and A

focused

s the Chair’s article in our magazine is traditionally ﬁrst up, let me be the ﬁrst to wish everyone a very Happy New Year! Here’s hoping that the most positive of the many and varied retail sales predictions of 2015 came true for most of our members. But now that we are looking at 2015 in the rearview mirror, it’s time to turn our focus to all that 2016 holds for us. NEW opportunities, NEW York Toy Fair, and a reNEWed focus on this NEW generation of store owners, buyers, employees, and consumers known as Millennials. In my last article, I brieﬂy mentioned the facilitated focus group that met prior to the September Board of Directors meeting. I’ve been asked to further address the who, what, and why of that group, and our take-aways. First, the who: 11 participants chosen from all three member constituencies with a focus on diversity – geographic, ethnic, gender, and experiential. Their backgrounds and their individual paths to the specialty toy industry were varied to say the least. Two with engineering degrees, an accountant, family retail background, a communications major, military aerospace, telecommunications customer service, a sales professional, and a toy manufacturer’s warehouseman … talk about diversity. Initially, the group was asked what attracted them to the specialty toy industry. We heard: a passion for toys and play, entrepreneurial opportunities, desire to be creative, a family connection, and mentoring by a current industry participant. The resources that proved most helpful in the early stages of their toy careers were, to no one’s surprise, their employers/mentors, family, and ASTRA (speciﬁcally Marketplace & Academy). Here’s where I make the shameless plug — save the date June 5-8 for the 2016 Marketplace & Academy in Denver. Finally, multiple participants said that manufacturers’ reps were some of the most valuable resources they had getting started. In your board’s quest to ﬁnd out what makes a career in the specialty toy industry appealing to this NEW generation, we heard: Fun!, entrepreneurial, dynamic, an opportunity to inﬂuence yet the next generation, and an industry and colleagues who are supportive. Our next goal was to address to what extent our industry currently reﬂects today’s population … maybe not so much. So the group was queried on how ASTRA and our members can promote greater diversity in the industry.

There was a wealth of positive ideas. • Talk about it. • Advocate it. • Partner with other organizations already championing it. • Review product design, production, and packaging. • Target underserved communities. We wanted to hear the group’s thoughts on how ASTRA might facilitate transitioning current member business ownership to their generation in order to afford industry stability, sustainability and growth. They proposed numerous initiatives for ASTRA to consider implementing. • Develop tools for business valuation. • Create an online forum for sellers and buyers. • Provide case studies of successful transitions and transactions (please refer to the excellent article on this topic in the last edition of ASTRA Toy Times). • Organize a seller/buyer roundtable at Marketplace. Finally, we asked what can and should ASTRA do to support this new-age group of owners and managers. Their response was to encourage mentoring, facilitate relationship building and collaboration, and share ideas, winning strategies, and successful programs. Our take-aways were that we have a host of opportunities and challenges, and we have a dynamic group of young, career-hungry members ready to roll up their sleeves and get to work moving our industry and ASTRA forward. No better time than the start of a NEW year. We would love to hear your thoughts and ideas on these topics. I invite everyone to join with your ASTRA staff and board as we tackle this strategic initiative. Our futures depend on it, but we can’t do it without YOU. I’m looking forward to seeing everyone in NEW York next month at Toy Fair, and don’t forget to purchase your ticket soon for our always popular Night in New York event; it sells out every year. It’s the event to be and be seen at during Toy Fair. Also, stop by the ASTRA booth #6013 at Toy Fair and meet our new president, Kim Mosley, along with our fabulous ASTRA staff. Cheers,

Dean May Toys Unique! Dallas, Texas astratoy.org • January 2016

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Board of Directors Chair Dean May Past Chair Michael Levins Chair-Elect Ann Kienzle Treasurer Tim Holliday

January 2016 • astratoy.org

Secretary Erik Quam

14

Features

Directors Todd Andersen Christine Blumberg Thea Brown Dee Farrell John Giacobbe Christine Osborne Gwen Ottenberg Jeff Pinsker Michelle Sahr

MONEY MATTERS 10 12 14

ASTRA Proﬁt Survey Buying Tips From Veterans Cash Flow Tips

20

TOY STORIES 16 26 32

Meet 4 New Stores From Concept to New Toy Neighborhood Toy Store Day

Editor Mary Sisson Assistant Editor Dee Marsden

TRENDING NOW 36

Challenges, Opportunities, Change

Graphic Artist Danielle Valente

ASTRA NEWS 38 39 42

ASTRA Academy ASTRA at Toy Fair Technology Column – ASTRA Connect

Departments

ASTRA Staff President Kimberly Mosley

32

5 7 8

Message from the Chair President’s Report Ready, Set, PLAY … for Children with Disabilities 44 New Members 48 ASTRA Welcomes Its Newest Manufacturer Members 54 Index of Advertisers

ASTRA Toy Times Magazine Mission Statement Our mission is to act as a channel of communication for the general membership of ASTRA and to provide information about current happenings and future goals as decided upon by the board of directors, various committees, and ASTRA staff. We strive to provide useful and timely information and support for and about ASTRA members in accordance with the ASTRA mission statement. We are always looking for good articles and input for the magazine. Letters to the editor are welcome. Please forward letters, comments, ideas, etc., to the ASTRA ofﬁce – fax 312-222-0986, email [email protected].

6 January 2016 • astratoy.org

Magazine

Director of Member Relations Sue Warﬁeld Director, Meetings and Strategic Partnerships Amanda Zawad Director of Education Greg Choyke Meetings and Exhibits Coordinator Laura Dann Marketing and Communications Specialist Dee Marsden Membership and Programs Coordinator Katie Marso Ofﬁce Administrator Maggie Bridger The ASTRA Toy Times Magazine is published by the American Specialty Toy Retailing Association, 432 N Clark St., Suite 305, Chicago, IL 60654, 312-222-0984, fax 312-222-0986, email [email protected]. Website: www.astratoy.org. Copyright © 2016 American Specialty Toy Retailing Association. All rights reserved. Advertisements are accepted. For more information, contact Lisa Johnson, Fahy-Williams Publishing, 800-344-0559; email [email protected] All articles for the ASTRA Toy Times Magazine are supplied by ASTRA and its members, with Fahy-Williams assembling and editing the newsletter, and managing the advertising sales function. ASTRA reserves the right to accept, reject, or alter all editorial and advertising material submitted for publication. Advertising in ASTRA does not imply endorsement of products and services. Opinions expressed in articles contained herein are those of the authors, not necessarily of ASTRA or its individual members. The information has been obtained from sources believed to be reliable.

PRESIDENT’S Report

MAKING by Kim Mosley

Connections

L

et me start by sending a big “Thank You!” to the ASTRA community for the warm welcome and well wishes I have received over the past weeks. It did not take me long to learn that ASTRA is truly comprised of a vibrant community of leaders leading the way through play. As we launch into a new year, I hope you had a successful 4Q and you are able to take a little time now to catch your breath and regroup. As we step into the new year, I am also taking a breath. I have dedicated the past weeks to learning. I have spent time speaking with many members about the challenges they face and opportunities they are pursuing. I worked at a local store during Neighborhood Toy Store Day and learned ﬁrst-hand about the continued importance of the local toy store. I saw how the community counts on the experience and expertise of their local toy retailers. One harried shopper exclaimed, “I’m on my way to a birthday party and I need a toy NOW!” All in a day’s work for many ASTRA members. While anyone can Google it, ASTRA retailers are a trusted source of information. And they are a part of the neighborhood when you need it NOW. This issue includes great articles to help you start a great new year. In Money Matters you will ﬁnd an article on managing cash ﬂow and buying tips from veterans. You will also hear how toys are produced from concept to Toy Fair. And there is a persuasive article about why you should participate in this year’s Proﬁt Planning Survey.

members’ requirements. The new discussion board is mobile friendly and integrates with your email so you can reply to threads directly from email messages. It also features improved search functionality. We are excited that this platform integrates with the membership database so we can maintain up-to-date records when you make changes to your proﬁle. Our thanks to the Technology Committee for their work in helping us launch the new message board. They worked to help us identify member requirements for the discussion boards and worked as beta testers during the implementation. The committee has also deﬁned a slate of priorities for the coming year including an improved website, identifying key technology and training resources and a “Genius Bar” at Marketplace & Academy. Stay tuned.

Toy Fair If you will be at Toy Fair, come visit us at booth #6013 where you can pick up your packet of ASTRA member specials, register for Marketplace & Academy and ﬁnd out what is in store for ASTRA in 2016. A complete schedule of Toy Fair events is also included in this issue. We are excited for our annual Night in New York party, which promises to be a fun evening of food and friends. I hope to see you there. Also, please join us at Share the Fair, the event where ASTRA retailers talk about the hottest products they’ve seen on the trade show ﬂoor. Thank you for your continued support of ASTRA and best wishes for a successful 2016,

Strengthen business We continue to focus on expanding the professionalism of the industry. ASTRA Academy houses the Certiﬁed Master Retailer (CMR) certiﬁcation program where you can gain mastery of a set of core retailer knowledge. Since it launched less than a year ago, almost 5 percent of the membership has already enrolled in the program to attain this credential. That’s a clear indication the ﬁeld is excited to continue to build a framework of industry knowledge. In 2016 expect to see more advanced-level offerings in the program.

Warm Regards,

Kimberly Mosley

Technology With the help of the Technology Committee, we have launched a new discussion board, ASTRA Connect. This new platform has an easy-to-use interface with features that meet our astratoy.org • January 2016

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READY,forSET, PLAY... Children With Disabilities

What

NEW Can We DO ?

by Ahren Hoffman, Manager of Industry Relations & Partnerships, National Lekotek Center, [email protected]

NEW

… it’s a word that captures the attention of everyone. New cars, new shoes, new restaurants, new outﬁts, all hold within them the promises of possibilities and the potential for us to be our best, happiest and most conﬁdent selves. It is no different when a child sees a toy, all shiny and new, nestled in a shimmering package that’s just begging to be opened. Do you remember going over to a friend’s house as a kid and looking at their stash of toys — all new to you — with a feeling of excitement and expectation? That’s the power of NEW. When working with children who have special needs at Lekotek, we use the power of new when we introduce toys. We select play products with a prescriptive approach, choosing toys with skill development potential geared for the individual child. Fun and excitement are all natural outcomes of introducing new toys; they have the power to motivate the child to move beyond his or her current potential and reach for more. New is the most powerful antidote to boredom and it keeps our brain entertained. As it turns out, our minds are hardwired to appreciate and seek out what’s new. Researchers claim we are drawn to novelty without even being aware of it. There’s even a section of the brain that is devoted to noticing everything new.

8 January 2016 • astratoy.org

When we see something new, it can trigger a release of dopamine into the body that leads to increased feelings of wellbeing and pleasure. By introducing novelty in the form of a toy, kids’ brains can light up! The wonderful thing about toys is they span so many developmental realms from cognitive to physical, sensory to communicative, and let’s not forget the all-important social/emotional potential in toys. Play can be used to promote a child’s developmental milestones and open doors for learning new skills. The novelty and newness of toys can encourage children to play more. While the scenario of play time might be a well-oiled routine for children, with new toys added to the mix, they are inspired to adapt to something unfamiliar. By assessing the new toy, children are motivated to think of new ways to play, shaking up the routine they may have fallen into with their favorite toys. It also allows them to grow and develop those new skills, learn those new ideas, see the world from a new perspective and ultimately to learn something new about themselves and their abilities. As Thomas Jefferson said, “If you want something you have never had, you must be willing to do something you have never done.” And that’s what new can do for you!

What “NEW” can do: 1 Lead to increased conﬁdence by conquering a new challenge, whether it’s a more complicated puzzle or learning to yo-yo. 2 Bring unique energy, excitement and expectation from the moment kids see it. A new paint brush and paints may help the child ﬁnd the artist within. 3 Encourage kids to move out of their comfort zones, and this leads to the development of courage to take on new tasks. 4 Allow kids to learn that at ﬁrst they might not succeed; however, failure is not ﬁnal when learning a new skill. It is important to try and try again. 5 Build resiliency. This skill helps kids cope, recover and prepare for future challenges in the world around them.

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MONEY Matters

The POWER of

Participating in the Proﬁt Survey by Linda Hays, Hopscotch Toys

E

very other year, ASTRA hires The Proﬁt Planning Group, an independent contractor specializing in ﬁnancial planning and increasing proﬁtability for small- to mid-sized businesses, to provide their services to our membership. They collect the metrics from retailers and provide fully comprehensive reports back. In their report on your business, you will see everything from turns and margins to payroll and leasehold expenses. You will not only see what your speciﬁc business proﬁle looks like, but you will also get comparisons against industry averages, average and high-performing stores, and the most proﬁtable ASTRA stores

10 January 2016 • astratoy.org

(which are not always the highest-performing). Things that are potentially problematic will be highlighted for you to review, along with opportunities to optimize your proﬁtability. You need to do this for your business. If you have a point-of-sale system and an accounting system like QuickBooks, it doesn’t take much time to generate the numbers that are needed and submit them. I am kind of a joiner. I like the power that an individual gains by becoming part of a larger group that represents them, and I believe strongly in playing my part to contribute to the groups that I belong to. When I

Friendly Loom™ Products ﬁrst started ﬁlling out the survey it was because I wanted ASTRA to have my numbers. I thought about people who were interested in opening a toy store, and how helpful those kinds of statistics would have been to me in building my own business plan. That was in 2008 with 2007’s numbers; I have since participated in 2010, 2012, and 2014. I didn’t realize how much they would help me. Every year I get the results back, note what has changed, how my store stacks up against other stores, where we seem to rock it, and where we could be doing better. I tweak a few things, then I ﬁle it away and don’t really look at it again. Throughout the year as decisions need to be made, though, it comes back to me. This last fall, I pulled all of the proﬁt surveys out and started to analyze them together. I was astounded at the picture those surveys painted for me. Things I had not forgotten about, but had neglected to incorporate in my current story. Like that year in 2011 when I went in on orders with another store (we had been doing this for years), and that store went out of business — leaving me with $20,000 of invoices on merchandise that was not in my possession, but I had to pay for. It was right there, in the reports — my costs of goods sold were off the hook! My move to a new building showed in the numbers, both in increased expenses, and increased sales. My decision to buy my building showed in the numbers in increased leasehold expenses. Everything showed in my number story. The proﬁt survey is one of the most valuable services that ASTRA provides for its membership. If you don’t participate, you are missing a powerful tool for making your business more proﬁtable. Additionally, the more participants we have, the more relevant those numbers are for all of us. It is totally conﬁdential — no one in ASTRA ever sees your numbers. Please, this year, when the call goes out, take the time to participate in the survey.

“The profit survey is one of the most valuable services that ASTRA provides for its membership. You need to do this for your business.” ASTRA

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MONEY Matters

Buying TIPS from

Veterans Resolved: Be a Better Buyer It’s not just a new calendar page, it’s a whole new calendar. New Year’s resolutions for toy retailers go beyond eating better and exercising more. Resolving to be a better buyer often tops retailers’ lists. With Toy Fair and other shows early in

the year, buyers need to avoid the “kid in a candy shop” dangers and approach shows with a plan. What have veteran toy store owners learned about buying over the years? Here’s how two stores – one brick-and-mortar and one online only – handle it.

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The Learning Tree in Prairie Village and Leawood, Kansas “Years ago I changed my buying habits to end December fairly well stocked,” said Jonny Girson, owner of The Learning Tree in Prairie Village and Leawood, Kansas. “If you don’t have the product in December you can’t sell it. Since there are still birthdays in January, we want to have a good variety in the store for our customers.” Many vendors aren’t ready to ship at the beginning of the year, so Jonny uses the ﬁrst couple of weeks of January for cleaning the store and analyzing sales and purchases for the previous year to determine what categories, vendors and items to go heavier on and which to go lighter on. “I do place a couple of large dating orders early in January from some of my larger vendors,” he said. “They’re fairly conservative orders of ‘hero’ product that I know we’ll sell through. I also try these vendors’ new offerings ﬁrst.” Alan Cason, who switched from brick-and-mortar to an online only store, AbraKIDabra TOYS ‘n’ MORE in Athens, Georgia, said, “There is a ‘January lull,’ but not nearly what I remember in the store back in the day. I try to make sure that I have plenty of the big sellers from holiday time so that other folks who see them at a friend’s house can grab one from me online.”

Trying New Product Jonny looks for product that is well made, has lasting play value, comes in

appealing packaging and is a good value for the MSRP. “I buy based on what I think I can sell the product for, not what it costs,” he said. “I started ‘value pricing’ as opposed to ‘cost-based pricing’ whenever I can about 15 years ago.” He prefers not to work with his reps at shows, though they all have his cell number and can let him know when they think there’s something worth looking at. He generally doesn’t write orders at shows if he has a rep for that company, to ensure the rep gets the commission. “I always like to write at least a handful of orders for new product at every show, to cover the cost of the show and keep the store fresh,” he said. When he tries a new vendor, “the product and packaging need to scream ‘Buy me,’” he said. Alan looks for toys with buzz for his online store. “I need name recognition to start with. A new item without buzz collects dust. If it has a wow factor and is

something that will translate well in images and text I’ll try it cautiously, then go full throttle if I see fast movement.”

Daring or Cautious? Alan has discovered he sometimes needs to dive in deeper earlier on items. “Several instances I have tried to reorder and manufacturers are sold out,” he said. “Run with your gut,” Jonny advised. “You know your business. You know your customers. “Come up with a dollar amount that you’re comfortable sacriﬁcing for taking a risk on product. Know that you may not see the sales you expect, but you have to always be trying out new product and pushing the envelope. You always need to have fresh product for your customers.”

But Be Realistic The most important rule, according to Jonny, is to watch your cash ﬂow. “If you

can’t pay for it, don’t buy it. Make sure you have the ﬁnances to fund your cost of doing business. Have a reserve, so you always have cash to pay for product you have to order or reorder immediately.”

Experiential Learning Jonny ordered Rainbow Looms a few months before anyone had heard of them because he thought they would be huge. It took about six months for them to hit, and then The Learning Tree reaped the rewards. On the other hand, he passed on Magnatiles for several years, despite loving them, because he thought they were too pricy for the perceived value. “Now I think of the sales I missed,” he said. Alan made a good call on the Yookidoo Flow & Fill Spouts Foam. When he learned they’d been discontinued by the manufacturer, he bought his competitors’ product. ASTRA

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13

MONEY Matters

Simple Tips for the

Year’s Cash Flow

by Phil Wrzesinski, Toy House and Baby Too

I

n last January’s ASTRA Toy Times Magazine, I showed you how to run an open-to-buy calculation to help you manage your cash ﬂow. Many of you did that and found success. At the end of the article were the following tips: • Always over-buy the Must-Haves. • Never out-buy your Terms. • Get rid of the dogs. • Never buy something you don’t want. I received more questions about implementing those tips than I did about open-to-buy (OTB). Here is how you implement them.

The Must-Haves You have products in your store that you sell consistently all year long. It may be a certain ﬂoor puzzle or book or preschool toy. It may be a science or craft kit. There are a handful of best-selling items in every category that sell all year long. If you have a point-of-sale system (POS), use it to help you identify those items. Run reports based on units sold. (Note: make a separate list of impulse items. Those usually have the highest units sold and need to be measured against other impulse items to ﬁnd the must-haves in that category.) Identify at least ﬁve must-haves in every category. Look at each item historically. If it has been a strong seller for multiple years, you have found a must-have. Sometimes it might not be a speciﬁc item, but instead a sub-category. For instance, Groovy Girl dolls are a must-have for our store. It doesn’t matter which doll as long as I have a decent selection on hand. Once you identify your must-haves, use them to pad orders to reach minimums or better terms. These are the items you can safely over-buy so that you always have them in stock. Do this and you will be able to maintain sales no matter how low the rest of your inventory might be. Plus, since these are the items most requested, you’ll be saying, “Yes, we have that in stock,” more often, which sends a positive message to your customers.

14 January 2016 • astratoy.org

Never Out-Buy Your Terms The concept is simple. If you have Net 60, buy 60 days’ worth of product. But of all the tips, this is the hardest to follow. What do you do if you have a company whose minimum is $350 with Net 30 and you barely sell $350 in a year? Do you just bypass that company? No. You ﬁnd creative ways around it. Maybe you split orders with another nearby store. Maybe you ask the vendor to split the order into three ship dates. Maybe you ask for extended dating and back that up with a credit card. Maybe you recognize this company is an outlier and you’re willing to out-buy your terms here because you’re buying within terms for many other companies. The advantages to placing smaller orders more often versus the one or two big show orders are numerous. First, you have the cash from sales already in the bank when the bill comes due. Second, those smaller bills are usually easier to pay than one big bill. Third, you can adjust your stock much more quickly to jump on hot sellers and back off from cold sellers. This one is hard to do, but by far the most proﬁtable in the long run.

Get Rid of the Dogs You have to identify the slow-moving merchandise and ﬁnd a means for turning it into cash. What are the slow movers? • Anything you couldn’t sell a complete case of during your busy season. If the case pack is six and you sold four, it’s a dog. • Anything discontinued by the manufacturer. If they don’t want it, you shouldn’t either. • Anything on your shelf more than six months. With the exception of the items you bought in January with December dating, anything rotting on your shelves that long must go. Look at it this way. You bought a doll at Toy Fair for $10 cost. Six pieces show up in March. By September you see all six pieces are still there. For six months, that selling space has not made you any money. In fact, you are $60 in the hole. It is better to mark those dolls half-off, get your $60 back, and put something else in that space than can make you money.

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Land of Misﬁt Toys Uninformed trade show buying is dangerous. The vendors entice you with great show specials. You get caught up in the fury of the moment and add a few last-second items to the order to get the extra 2 percent. The order arrives and your staff looks at you like you’re crazy. Why did you order that? It doesn’t ﬁt in with everything else you sell. You tell them you needed one more item to get a better deal. Yet that one item ends up being discounted because no one on the staff ever got behind it to sell it. Now all the discounts from your better deal went straight into the markdown for the misﬁt toy. Never buy a toy you don’t want to sell. This isn’t to say that you shouldn’t go out on the limb and try new stuff. You always need new toys. But you also have to believe in those new toys if you want to be able to sell them. If you’re going to pad an order to get a better discount or deal, don’t do it with items you don’t feel strongly about. Pad your order with an extra case or two of must-haves. It is a new year. Commit to one or more of these principles and it will be one of the best cash ﬂow years ever. Keep those questions coming; email me at [email protected].

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TOY Stories

All Things NEW 4 Toy Store Examples by Mary Sisson, editor

F

igures from the likes of market researcher IBISWorld, showing a shrinking pool of independent toy stores over the last 15 years or so, might strike a note of despair in the specialty toy industry. The number has plummeted from about 2,500 to 1,500, according to ﬁgures often quoted by ASTRA and others. But the ﬂip side of that coin shines bright with the opening of new stores, new enthusiasm, and new determination. The stories of four retailers highlighted here show that vision and passion lead otherwise perfectly sane people to open toy stores — or in one case, to reinvent one. Each store has its own personality, ﬁlling a need in the unique community where each is situated. Independent, however, does not mean they’re lone wolves. Interdependence is key, as these entrepreneurs turned to ASTRA and fellow toy professionals to help them bring their ideas to reality. (continued on page 18)

16 January 2016 • astratoy.org

TOY Stories

1

Giggling in Baton Rouge

B

right, cheery, and oh-so-sweet — that’s Giggles, bringing fun to Baton Rouge since August 28, 2015.

“I have always had an entrepreneurial bug but wasn’t always sure what I wanted to pursue,” said owner Emily Guidroz. “My daughter recently turned 7 and after years of frustrating shopping experiences at big box stores, I knew this was the direction I wanted to go in. I did a lot of research and felt there was a true need in our community in the location I pursued. I wanted to make gift giving a little easier and a lot more fun for parents, while

creating a place that sparks imagination and fuels creativity in children of all ages.” The store focuses on three components: toys, candy, and what Emily calls “Pinterest-worthy” party supplies. A small Creation Station room lets her offer classes such as canvas painting, gingerbread house decorating, and birthday parties for 8-10 kids. She located the store in Baton Rouge’s ﬁrst traditional neighborhood development, the Settlement at Willow Grove, a planned community that blends homes with work places, retail businesses and a community atmosphere.

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18 January 2016 • astratoy.org

Emily brings 13 years of marketing and communications experience across several different industries including healthcare, hospitality and non-proﬁt. Her solid business background gave her the foundation to create a business plan that noted her strengths and ﬁlled in the gaps where she lacked experience, identifying friends, peers and business leaders who are experts where she needed more education and development. Joining ASTRA was one of the ﬁrst things she did when she ﬁrst created the concept for Giggles. “The message boards have been phenomenal,” she said. “It is great to be able to connect with fellow ASTRA members who are rookies like me and those who are veteran

store owners. I have developed some email relationships with several store owners who I ping frequently for guidance, ideas and opinions.” “Our mission is to inspire fun, fuel creativity and spark imagination through the power of play while creating a service-oriented experience for parents,” Emily said. “The community has really rallied around Giggles and has been so supportive. Although I hoped the community would support the concept, I still had butterﬂies and a little bit of the ‘If you build it, they will come’ mentality.” After many suggestions that just weren’t right, Emily’s daughter, Grace, said, “What about Giggles?” “We immediately knew that was the one,” Emily said. “She said she liked the name because we giggle a lot.” A few days after Giggles opened, a mom sent Emily a photo of a Giggles gift bag and said, “Bought my daughter a sweet surprise from her favorite store.” “I think at that point the reality set in for me that I am more than a store. I can truly inspire and have a lasting impact on children.”

CONTACT US: Location: The Village at Willow Grove 8201 Village Plaza Court, Suite 1-B Baton Rouge, LA 70810 Phone: (225) 663-2474 Website: www.gigglesbr.com

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TOY Stories

2 STEM Blossoms into Toy Store

I

n the heart of the Silicon Forest near Portland, Oregon, a new store opened in September that widens children’s experiences with science, math, technology, engineering and maker movement toys. iSpark Toys’ tagline is “Brains at Play,” and that’s exactly the goal of Hande Buyuksahin, the owner. “I am a mother of two and my kids played an important role in

opening my own store,” she said. “I wanted to focus on more educational and science toys. I want kids to be interested in science and math. I like to encourage their curiosity.” Locating her store in Hillsboro, Oregon, home to Intel, Tektronix, Hewlett-Packard and other tech ﬁrms, Hande has found a warm reception from area families. “I am surprised how many parents and grandparents welcomed what

I am trying to do with my store,” she said. “I immensely enjoy meeting new parents almost every day.” Her background is in business, speciﬁcally international sales. Developing her own product categories took longer than she had anticipated. It took her a year to ﬁnd the products she wanted to bring in that ﬁt her STEM (Science, Math, Engineering and Technology) theme. “I learned how to do extensive research,” she said. Part of that research was at ASTRA’s Marketplace in Charlotte last June, where she enjoyed the chance to meet manufacturers. Hande has a passion for supporting local inventors and up-and-comers, such as two Portland moms who developed the Yellow Scope Chemistry Kit. Kids can test the toys on three play tables and with many demos on the shelves. iSpark Toys also offers workshops ranging from game programming to Minecraft to rocks and minerals and maker-themed workshops.

CONTACT US: Location: 925 NE Orenco Station Loop Hillsboro, OR 97124 Phone: (503) 207-6570 Website: www.isparktoys.com

20 January 2016 • astratoy.org

TOY Stories

3 Mischief: Toy Store Reinvented

T

here’s some Mischief going on in St. Paul where Peapods Natural Toys & Baby Care used to be. The owners, Millie Adelsheim and Dan Marshall, are the same. The address is the same, at least for now. But since October 1, everything else is very, very different. “When we started Peapods Natural Toys & Baby Care in 1998, it was very much an expression of who were at the time,” Millie said. “We were young parents sharing organic and natural baby care products and wood toys with our customers, which was a very unique concept at the time.” Over the years, as their store grew, the idea of natural baby products became much more mainstream. By 2015, what they offered wasn’t hard to ﬁnd or unique at all. “We felt there wasn’t much more we could do to innovate or grow the business, so we decided to close this past June,” Millie said. And those babies who started them on the Peapods journey? They’d grown up. “As a family, we’re excited about lots of cool stuff that wasn’t appropriate for Peapods. And, it seemed clear to us that older kids and teens have a real need for a great toy

22 January 2016 • astratoy.org

store that really cares about their needs and offers them a chance to create and socialize in the real world,” Millie said. Realizing how difﬁcult it was to buy birthday presents for their own teenagers, Millie and Dan knew they’d found an opportunity to ﬁll an unmet need. Mischief was born, with a very eclectic offering, everything from pop culture collectibles to books, outdoor gear, games, art, jewelry and toys. “What ties it together is a focus on older kids and teens and a strong sense of irreverence and design,” Millie explained. “Our kids are very involved in the store and their contributions have been extremely important.” After 16 years of serving babies and young families, they found they had to unlearn much of what they knew as Peapods and start Mischief from scratch in a lot of ways — a new POS system, new vendors, new customers, new products. “It’s kind of exciting for us because we really are a start-up again and we have to relearn everything,” Millie said. What worked for Peapods won’t usually work for Mischief.

CONTACT US Location: 2290 Como Avenue St. Paul, MN 55108 Phone: (651) 493-3307 Website: www.mischieftoy.com

“The hardest part so far has been ﬁguring out the games and collectibles market, which seems to operate under different rules than toys, with a network of large distributors that each has its own rules and processes.” They credit other toy store owners with being invaluable in helping them track down products and recommending resources. And many of their vendors, such as Toysmith and Schylling, have been helpful by offering Mischief the same terms they had with Peapods. The store is close to both a junior high and an elementary school. The neighborhood kids mostly ignored Peapods. But, as Mischief, the store ﬁlls up as soon as school gets out every day. “Yikes! It’s a lot of great energy and the kids are really enthusiastic about us,” Millie said. They may seek a different space when the lease is up this year. “Reinventing ourselves was a huge risk that may or may not work out in the long term (although we think it will!). But we’re having a lot more fun than we have in a long time. It’s exciting to go to work again!”

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TOY Stories

4 Ruckus & Glee

T

he up-and-coming business district a few blocks from their home inspired Matt Poulson and Sarah Fowles to make their mark there. And they decided a toy store would be just the way to do it. “We read an extensive market study of the area, and the market study identiﬁed a toy/hobby store as a potential good ﬁt for the street,” Sarah said. “Once we got the idea in our heads, we couldn’t shake it (try as we might). North Avenue needed a place for kids to visit and have fun, and we thought...‘why not now?’” Both former arts administrators, Matt has a background in theater and the service industry, while Sarah’s day job is

24 January 2016 • astratoy.org

as an employee beneﬁts attorney. They weren’t afraid to tackle the list of things to learn: how to choose toys, how to buy toys, how to sell toys, how to market, how to advertise, how to hire employees, how to train employees, how to operate the POS system, and how their customers think and buy. Ruckus & Glee opened in June 2015, focusing on toys for ages 0-10 that get children’s minds and bodies active. The couple settled on the idea of having two names separated by an ampersand after being inspired by the delightfulness of the name of a London street intersection called Elephant & Castle. “Then, we decided that each word should be evocative of some kind of feeling or character we wanted out store to be known for,” Sarah explained. “Ruckus came ﬁrst, Ruckus being the name of a very quirky dog we once knew. For the second word, we experimented with lots of different words and sounds until deciding on the word ‘Glee.’” Sarah and Matt, who met in business school at the University of Wisconsin-Madison, have a daughter, Elinor. “So much could go wrong for a married couple that up and decides to open a toy store,” Sarah said, “but we’re continually surprised at how complementary our skills are. Hopefully we can say the same thing

in three years, ﬁve years, and 10 years!” They joined ASTRA just a few months after the idea to open a toy store hit them. “We visited ASTRA’s Marketplace in June of 2013 in Phoenix to try to convince ourselves not to open a toy store, and left the Marketplace more determined than ever to open a toy store. We have received amazing one-on-one help from ASTRA members through both formal and informal programming. ASTRA’s Marketplace is essential for new store owners like us to make personal connections with other store owners, meet our suppliers, and meet new toys.” They’ve found the network of other store owners essential. “It’s invaluable to reach out to other store owners individually with speciﬁc questions and get thoughtful answers, or just to reach out for support after a bad day or week and get some validation that things will improve,” Sarah said. “We would not have gotten our idea off the ground without this network, and we are so grateful.”

CONTACT US Location: 8730 W. North Ave. Wauwatosa, WI 53226 Phone: (414) 395-3201 Website: www.ruckusandglee.com

ASTRA

TOY Stories

NEW Toy Intros, from Idea to Market by Mary Sisson, editor

W

hen toys and games are introduced at Toy Fair, they’re brand new to the buyers who are seeing them for the ﬁrst time. But for the manufacturers, these introductions have been in process long enough to become old friends. The road from concept to Toy Fair is a long and sometimes winding one. It can cover continents and generations. It ranges from play groups or meetings

with inventors to lengthy boardroom discussions and well-researched decisions. And even then, production can take a turn when a new idea would create a better toy. Here is how the process plays out at Fat Brain Toy Co. and Neat-Oh! Understanding the time and expense that goes into creating a toy is one more way independent retailers can sharpen their roles as toy experts. (continued on page 28)

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26 January 2016 • astratoy.org

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TOY Stories (continued from page 26)

Fat Brain F

Seeks Innovation

at Brain Toys searches the world each year for great ideas. They begin the search for new concepts by hitting the trade show circuit beginning in early January with Hong Kong, then the Nuremburg and New York Toy Fairs in February. “During our time at these shows, my days are ﬁlled with meeting toy and game inventors and agents who want to share their concepts with Fat Brain Toy Co. If something strikes my fancy, I ask for a prototype to be sent to our ofﬁce in Nebraska,” explained Erik Quam, director of product development.

The Process In early March, the Fat Brain team — Erik, designer Kevin Mathis, sales director Justin Koranda, and company founders Mark and Karen Carson — gathers for a series of marathon meetings to review all the products Erik unearthed at the shows. During these meetings they look at every single submission in great detail. Erik has devised a system where each person individually scores each submission over several different categories. He tallies the scores and then the team takes a closer look at the top 20. Many times, a toy hasn’t scored the most points or made the cut, but a team member still feels passionate about its potential and lobbies for it. From there, the team continues to discuss the viability, marketability and overall ﬁt of each product for the line. What are the likely production or design challenges? Price points? Does the product indeed ﬁt the deﬁnition of a Fat Brain Toy? “While all of this sounds like a lot of work, it’s also a ton of fun! We share some great laughs and most importantly, we end up with an awesome lineup for the graduating toy class of the upcoming year,” Erik said.

28 January 2016 • astratoy.org

After ﬁnal decisions for development have been made, he goes to work on contract negotiations and securing licensing agreements with the individual inventors. Once those are signed, the Fat Brain team reassembles regularly throughout the spring, summer and fall to discuss the direction of each project. “The most minute details are discussed during these meetings,” Erik said. “The design process falls squarely in the lap of Kevin Mathis. While Kevin is trained as a graphic designer, he has the mind of an engineer. Often times, our co-founder Mark Carson can’t help but get his hands dirty with some of the projects, too. Combined, the two of them are literally kids in a toy store.” Designs are then sent off to the company’s agents, who provide pricing. The team gathers again to determine price points as well as sales and marketing strategies for each new rollout for Toy Fair. “Fat Brain Toy Co. tends to buck trends a bit as we actually go through this process twice each year,” Erik said. “We not only do a major roll out for Toy Fair, but also a smaller, secondary roll out for ASTRA’s Marketplace. (In 2015) we exclusively introduced specialty toy buyers to our new toy, SpinAgain, in Charlotte. This is just another way Fat Brain Toy Co. remains committed to our industry.”

The Name The team ﬁnds that naming the toys is one of the biggest obstacles they face during production. “We take this very seriously. It’s such an important piece of the equation,” Erik said. He used SpinAgain as an example. In spring 2015 the toy had been completely designed, but the team could not agree on a name for it. They wrote six or seven names on the conference room

windows and had the entire company vote on each. “It was great fun and as always, sparked some great debate in the ofﬁce. SpinAgain was actually not the top vote getter, but our passion for quality toy making once again came to light and the individual who wanted that name made a very good argument for their choice and won everyone over,” Erik recalled.

The Design Package design is also key to the brand. “We sometimes tend to lean toward unconventional package design. There’s a lot of great competition on the shelves of toy stores and we have to be sure we are a contender,” Erik said. “We tend to make some bold choices when it comes to materials for our toys. Finding the right source for some of these materials can not only be time consuming, but expensive, too. In the end, if it makes a better toy, we’re all in. We’ve been known to turn out a product in ﬁve days while others have taken us more than 18 months!”

In the End “Naming rights and package design aside, every project we work on has its own set of challenges (we prefer to call them ‘opportunities’ at Fat Brain Toys). One thing we’ve deﬁnitely learned over the years, you cannot create a recipe or formula for making a great toy. Each and every project is unique and has its own timeline. We ﬁnd that keeps us on our toes. Yes, we really do reinvent the wheel with each new project — and we love that about our jobs!” As sales director, Justin Koranda introduces the new line every year at Toy Fair with a series of meetings with rep groups prior to the show’s opening.

(continued on page 30)

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TOY Stories (continued from page 28)

Neat Oh’s Concepts Start with Kids W

hen the folks at Neat-Oh introduce a new product at Toy Fair, it’s not new to them. It’s been in the works for anywhere from one year to four, but commonly two years. “I think people will be shocked at how long it takes to get a product to market,” commented Dee Farrell, senior vice president with Neat-Oh! International.

Key Concepts While concepts come from a lot of places, they typically start with kids. The company uses social media to invite children in to play. “When we’re market researching something else, we watch the kids,” said Wayne Rothschild, president and founder of the company. “We suddenly get insights where we weren’t looking for them.” One example will be introduced at Toy Fair this year — Zip Bin cases where the lid is a lap desk. Moms asked if the bin could be made a little narrower to ﬁt

30 January 2016 • astratoy.org

between two car seats. “We didn’t realize they were being used in the car,” Dee said. “Sometimes when we seek something, there’s an ancillary ﬁnding.” The other key to new concepts is ﬁnding a need. “People want to have X, and we make it,” Dee said. It was her perspective on cardboard — that some people don’t want to spend $30 on what they see as a cardboard box, even when it’s printed to become a castle — that led to a whole new craft product, Fortigami.

Production Dee and Wayne estimate 90-120 days from when a design is ﬁnished and off to the factory to when the product is in hand. That includes 60-90 days between production and testing, and another 30 days on the water. They work to get samples in the Toy Fair booth and in their 100 sales reps’ hands and start to sell a new toy before they have it in the warehouse ready to ship.

“We’ve learned the hard way, it’s best to get a ﬂavor for who’s going to buy it and how much, before we order,” Dee said. What can slow down a new introduction? “A really good idea,” Wayne said. “Someone, usually a retailer, says something and that’s a fantastic idea.” A serious change could delay the product for six to eight weeks. A minor change, such as making a package peggable, is quicker to implement. “At some point, everything has to go to production and decisions have to be made about when to stop development,” Wayne said. “We’re trying to connect with retailers earlier in the process,” Dee added. Budgeting is based on projected revenue, and if an item is delayed to make changes, that leaves a hole in the line. “It’s a very, very costly process to bring a product to market,” Dee said. She

believes it would help for retailers to understand what’s involved when she has 100,000 pieces of something in the warehouse. With custom-dyed fabrics, if a fabric comes in and doesn’t look like the company envisioned it, they have a decision to make: go ahead and use it, or scrap 100,000 yards.

“Sometimes you have to say no because it will delay it too long. We invest a lot of time and resources into a product.”

Connect With the Customers “Oftentimes you’re working with a factory that’s in a different time zone, speaks a different language, and has different cultural norms,” Dee said. “They have different ideas about what is cute or what is quality.” Wayne added, “You can walk away from a conference call or face-to-face conversation with a different understanding.” He has 60 patents for “all kinds of crazy stuff.” The number one way to prevent a copycat, he said, is to be the best at what you’re doing.

Long-Term Goals Dee holds a hope for the long term that Neat-Oh! can continue to dialog and develop a partnership with ASTRA retailers to help the company develop products that will serve the customers of specialty retailers. “Only by working together we can crack those codes of unﬁnished ideas. (ASTRA members) can help us ﬁnish it so it works for specialty.” ASTRA

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31

TOY Stories

Neighborhood Toy Store Day These Stores Crank Up the FUN

O

n the second Saturday of November, all over North America, magic is created during Neighborhood Toy Store Day. Here’s how a few stores made the most of NTSD 2015.

Wisconsin Neighborhood Toy Store Day started the same year Kay Hatch purchased Imaginuity stores in Minocqua and Rhinelander, Wisconsin, so the store and the event have grown together. The event grows in popularity — and in sales — year after year. “I’m convinced that media played a huge part,” said owner Kay Hatch. “Keep those ASTRA press releases coming ... free and extremely effective advertising.” Their promotion starts in October. Using ASTRA’s downloadable resources, Kay prints out bag stuffers and hands them out to parents during trick-or-treat. They also put stickers promoting the event on Halloween treats for the kids. “We have between 2,000-3,000 trick-or-treaters between our two stores,” she said, “and the timing is good for promoting NTSD. I feel a little better about investing several hundred dollars on treats if I can use it to promote our stores and NTSD.” She emails press releases to all area newspapers and television stations. This year, one newspaper printed both releases and the local TV station did a live early morning news segment. “They don’t always get printed, but when they do, it’s

32 January 2016 • astratoy.org

great,” Kay said. “We need to promote our expertise and work to educate the consumer.” She sends out email blasts and posts on Facebook, evaluating her advertising budget based on the responses from media outlets. “Customers get pretty excited about our NTSD rafﬂes,” she said. Ten prizes are rafﬂed from each store. “The vendor specials from ASTRA were fantastic this year.” And the rafﬂe tickets serve a dual purpose beyond the drawing: letting customers join Imaginuity’s email list, and offering a checkbox that lets them donate their prize to charity. On Neighborhood Toy Store Day the stores offer in-store specials, activities, and a few light refreshments. “Magformers’ Build-a-Ball event was easy to administer and well received,” Kay commented.

Iowa The Learning Post has been in business in Urbandale, Iowa, for 38 years. Kym Howe purchased it last year, and 2015 was the store’s ﬁrst celebration of Neighborhood Toy Store Day. Kym set goals: increase sales over last year, promote shopping local early, use the day to communicate about Black Friday and Small Business Saturday sales, be known as the local toy store (it’s better known as a teacher store), and kick off the heavy sales season early. “We more than doubled sales from the prior year,” she said. Staff heard

“Neighborhood Toy Store Day fits well into the shop local trend, and ASTRA offers invaluable resources to help retailers facilitate a successful event.” “tons of comments about how happy (customers) were they came that day. Everyone who came had a lot of fun.” Using the ASTRA vendor offerings and just asking for freebies, she ended up with 20 really good prizes and another 20 smaller items. The prize giving started early. The store created an event on Facebook two weeks ahead of time with two large prize giveaways for those who said they were going to the event. She made good use of ASTRA resources, mailing postcards to 500 schools in the area and handing out more at the front counter. “A local radio station played ‘Are You Smarter Than a 5th Grader’ on-air with customers and we awarded prizes to all who played,” Kym said. “I sponsor this daily on their show and they advertised the event every day for a week leading up to the event.” Kym offered a 10 percent storewide discount that day. She brought in ﬁve local authors, and she roped her daughters into demonstrating toys. The customers weren’t necessarily Christmas shopping, she observed. “It looked more like birthday shopping or grandparents buying things to entertain kids for the day.” Kym’s background is in retail technology, “and I’m ﬁnding toys to be way more fun!” (continued on page 34)

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TOY Stories Saskatchewan Tracy Bosche’s Neighbourhood Toy Store Day rule: If you’re going to host an event, do the best event you can do. That goes along with her attitude about Zippity Zoom Toys in Regina, Saskatchewan: trying to be one of the best toy stores out there. Since opening

Celeoverbratin

six years ago with 1,000 square feet, the store has doubled in size and grown every year. For Zippity Zoom’s ﬁfth NTSD, “I honestly think the amazing turnout is a result of the response from customers over the past years,” Tracy said. “We have created our customer base and NTSD so

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organically, each year it has been more successful than the last!” From the start, she’s made gift bags to hand out to every child, from birth to teens, costing her no more than $2 each. She puts a couple of little things in the bag and ties a nicer gift to the front. “Nothing junky ... because I am an independent toy store and we have access to the great toys, so promote them!” She’s used Squeeze Rockets, Silly Putty, Marshmallow Shooters, Chicken Flingers — “What kids wouldn’t have fun with those toys?” Each year her scouting for the next bag item begins at Toy Fair in New York. She would rather sink her money into the gift bags than advertising, other than the store’s Facebook page and attaching save-the-date cards to receipts three weeks prior to the day. “I believe in word of mouth. If you have something great, people will ﬁnd you.” She offered a 10 percent storewide sale (excluding LEGO) and further discounts on puzzles, games and Playmobil. But the magic happens at the prize tree. “We have a couple of blue mini Christmas trees and we ﬁll them with tiny envelopes with prizes or coupons, and mostly prizes since they were free.” Among the coupons were $5 off your next purchase of $10 or more, and a Super Sunday Shopper card allowing the customer to get 10 percent off every Sunday until Christmas. “Each and every year I plan for my event to be slightly better than the last, but this year was way off the charts,” Tracy said. “I couldn’t have planned for this day. We had lineups all day long, we had over double the customers coming in, and I over doubled my sales for the day. It was the largest sales day in my 6-year toy store history!” Tracy invited a couple of kid-oriented businesses to put ﬂiers in the gift bags this year. “I am a strong believer in the community supporting us ... I support them and in turn, I believe it comes back and people support us! I believe that is truly what being an independent toy store means!” ASTRA

34 January 2016 • astratoy.org

TRENDING Now

Challenges,

Opportunities,

by Sue Warﬁeld, Director of Member Relations

I

t’s a new year and with it comes the question, “What did we do right and what can we do better?” The old adage “if it ain’t broke, don’t ﬁx it” doesn’t cut it anymore. With the fast pace of the world, changes in technology, and the many options for shopping, information and resources available online, if we wait until something is broken, it may be too late to ﬁx it. Does this mean doom and gloom? Absolutely not! It simply means that as we look to 2016 and beyond, we must consider two things as we plan for growth — running the business and changing the business. It is easy to fall into the everyday patterns of running the business. It’s human nature to make sure that all is going well and keep it that way. We become totally engrossed in the day-to-day activities, pat ourselves on the back if the day goes well, and start the same cycle the next day. In the meantime, things around us are moving and changing. Trends are ﬂuid. They change quickly. If we don’t devote a percentage of our time to thinking and planning on how to improve and innovate, the world will pass us by. Keeping one step ahead is the antidote to preventing the downslide of business. But how can we do this when the basics of running the business take up so much time?

Use your staff! There is no growth possible if your mantra is “If you want it done right, do it yourself.” All surveys on employee satisfaction show that one of the top staff needs is to be given meaningful work and be shown appreciation. Give up some of

36 January 2016 • astratoy.org

CHANGE your daily tasks to your staff to allow you time to consider and implement changes to your business. Allocate 70 percent of your time to running the business and 30 percent to changing the business. List your daily activities and determine what you can turn over to others to free up 30 percent of your time. It may be hard, but the end results will pay off. As for changing the business, to get you started here are ﬁve consumer–driven trends that are vital to retail growth in 2016, as reported by Bazaarvoice.*

Shopping is social. Classic “word of mouth” positive comments go way beyond the face-to-face comments shared among friends. Actively pursue feedback through reviews online, voice of the customer surveys, question and answer functions on product pages on your website – social media interaction of all sorts is king!

Millennials set the tone. They look for consumer reviews online to make decisions far more than looking at price. Their social networks go with them wherever they are.

online site will separate the big winners from those “just getting by.” Mobile devices are being used to compare prices, see product reviews, and buy. Make it easy for your customers to make their purchase as soon as they decide what they want.

Big data can uncover unprecedented insight. Targeted marketing campaigns through consumer data collected via website and beacons in the store will become commonplace. Technology exists to collect and analyze the data that consumers generate with every click, tap and even physical movements in stores. While all the above may seem a bit intimidating and daunting to the independent retailer, these trends cannot be ignored. It’s a new year and a new approach to the shopping experience is the key to staying on top. Run the business full steam ahead, but make sure you are changing the business to grow. It is imperative. Change is not to be feared. There is one adage that still holds true, “You snooze, you lose.” Grab that cup of coffee or your morning pick-me-up of choice and embrace the new year!

Mobile is everywhere. Mobile commerce is expected to reach $31 billion in 2016, up from $3 billion in 2010.

Omnichannel equals a seamless experience. Offering the option for click and buy, right in the store, as well as through an

To read the entire Bazaarvoice article on trends and see their sources for this information, send me an email, swarﬁeld@astratoy. org, and I’ll forward you the link.

ASTRA

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Toy Fair Booth #2735 astratoy.org • January 2016

37

News

ASTRA Academy

Expands T

hey may not eventually walk the stage in a cap and gown, but 39 ASTRA retailers have enrolled in the Certiﬁed Master Retailer program and they’re making progress toward completion. Meanwhile, a committee of seven retailers, reps and manufacturers has been hard at work on the Certiﬁed Play Expert program, which is expected to be ready for all segments of membership by ﬁrst quarter 2016.

Phase 2 Play is one of the topics added to the Certiﬁed Master Retailer coursework during Phase 2, which was ready to roll in December. Those topics include child development theorist overview, developmental domains, stages of child

38 January 2016 • astratoy.org

development, and special needs. Visual displays and customer service touchpoints round out the service and merchandising subjects. Those who complete the course earn the title of Certiﬁed Master Retailer. Carle Wunderlich, principal with WundeReps in Illinois, serves on the Certiﬁed Play Expert committee. “The idea is for members to increase our professionalism, regardless whether you’re a rep, retailer or manufacturer,” he said. This member beneﬁt — education — “sets us apart from all the other stores out there, the Targets of the world.” And that can be a great marketing tool, he pointed out, as ASTRA members can better serve the community they work with. Manufacturers with greater understanding of the end user, the child, will create better toys. Reps who

understand the beneﬁts of the toys can pass that knowledge on to their accounts. Retailers with this background can zero in on the best toys for their unique customers. “Twenty-ﬁve years ago, we hardly ever spoke about the special needs kid,” Carle said. “If you don’t have a special needs kid, you just don’t know.” But serving that population will be a strong component of the Certiﬁed Play Expert program. To learn more about either program, log in to www.astratoy.org and click on the “Academy” tab, or contact Greg Choyke, ASTRA’s director of education. ASTRA

News

ASTRA at Toy Fair 2016 Schedule of Events

M

ake sure to stop by the ASTRA booth #6013 at Toy Fair to say hi to the ASTRA staff, discover the special Marketplace & Academy registration rate available exclusively during Toy Fair, and learn about what ASTRA has planned for 2016. Retailers: Pick up your member ribbon and passport of Toy Fair specials to ensure you get the very best deals during the show. You won’t want to miss out on the incredible savings that you can receive exclusively as an ASTRA member! Manufacturers: You’ll receive a packet at your booth that includes your member ribbons, member plaque, and an ASTRA information card. Display these and let everyone know you support specialty and small businesses and that you’re a proud ASTRA member. Sales Representatives: Pick up your member ribbon along with the “Sales Rep Wanted” list — a catalog of ASTRA manufacturers looking for sales representatives — and discover new product lines to represent.

The lounge will open one hour before show opening each day. Hang your coat on the garment racks and grab a coffee, soda, or water compliments of TIA. The lounge is located in Hall 1E Room 12 past the Food Court on the bottom ﬂoor of the Javits Center.

Register for Marketplace & Academy and Win Prizes!

Sunday, February 14 Shared Hospitality Lounge 8 a.m. – 6 p.m. Hall 1E Room 12

Register for Marketplace & Academy at Toy Fair and you’ll lock in the special rate. Enter to win an airfare voucher for your ﬂight to ASTRA’s 2016 Marketplace & Academy in Denver and spin the wheel to win other great prizes!

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

Saturday, February 13 Shared Hospitality Lounge 9 a.m. – 6 p.m. Hall 1E Room 12 Exclusively Yours Reception 5:30 p.m. – 6:30 p.m. Hall 1E Room 6 Kick off your evening with a reception for ASTRA members to celebrate the unveiling of the new ASTRA Exclusives products for Active Play and Arts & Crafts categories. Learn all about the products that will be available only to our ASTRA member retailers. Enjoy snacks and drinks as you learn all about the products that will be available only to our ASTRA member retailers

Night in New York Party 6:30 p.m. – 9:30 p.m. Naples 45, 200 Park Ave at East 45th St. Join ASTRA for a fun evening out at ASTRA’s Night in New York, the signature event for the specialty toy industry. This year’s adventure-themed party will feature food and drinks as you as you mix and mingle with friends. Space is limited, so reserve your spot today by visiting http://bit.do/ASTRATF16 or

by calling the ofﬁce at (312) 222-0984. ASTRA members can attend the party for $75 per person. Your ticket includes an open premium bar, butler-passed hors d’oeuvres, and a four-course dinner buffet with dessert.

Monday, February 15 Shared Hospitality Lounge 8 a.m. – 6 p.m. Hall 1E Room 12 Share the Fair (Retailers Only) 6 p.m. – 7:30 p.m. Hall 1E Room 6 It’s the event that creates the biggest buzz among ASTRA retailers. Now that you’ve had a chance to walk the show ﬂoor, join ASTRA retailers to talk about the must-have products you’ve seen at Toy Fair! Be a part of creating the Share the Fair list that helps determine the hottest products of 2016. Enjoy an open bar and snacks compliments of sponsors The Games Workshop and The Orb Factory, and be entered into a prize rafﬂe simply by attending.

Tuesday, February 17 Shared Hospitality Lounge 8 a.m. – 4 p.m. Hall 1E Room 12 Share the Fair List Available ASTRA Booth #6013 Come pick up your copy at the ASTRA booth #6013 to see what ASTRA retailers highlighted as the must-see items at Toy Fair.

ASTRA

astratoy.org • January 2016

39

LET’S HAVE AN ADVENTURE UNDER THE STARS JOIN US FOR ASTRA’S SIGNATURE EVENT!

45 SUNDAY NAPLES 200 Park Avenue FEBRUARY

14

AT

at 45th Street

6:30 PM TIL

9:30 PM

REGISTER TODAY AT http://bit.do/ASTRATF16 OR CALL 312-222-0984

40 January 2016 • astratoy.org

ASTRA’s

HURR LimiteY! Ticket d Availa s ble.

6XQGD\)HEUXDU\ IURPSP±SP 1DSOHV 3DUN$YHQXHDWWK6W The American Specialty Toy Retailing Association’s signature event will be held at Naples 45 during Toy Fair. Located in Grand Central Station, it’s the one place where the specialty toy industry gathers for food, drinks, music, and the opportunity to meet and connect with new and old friends. This event is open to anyone who sells or makes toys and play products. The cost to attend is $75.00 for members and $160.00 for nonmembers. Bring your appetites because your ticket includes a three hour open premium bar, butler passed hors d’oeuvres and a buffet dinner complete with Neapolitan pizza, authentic Italian cuisine and dessert.

Sign up early so you don’t miss this fabulous evening with your colleagues and friends in the specialty toy industry. Register today at www.astratoy.org/astra-at-toy-fair.asp or call 312-222-0984.

REGISTRATION FIRST NAME

TICKET PRICE (circle one)

LAST NAME

MEMBER PRICE

NON-MEMBER PRICE

$75

$160

$75

$160

$75

$160

$75

$160

$75

$160

$75

$160

TOTAL CONTACT INFORMATION COMPANY

ADDRESS

CONTACT

CITY, STATE, ZIP+4

PHONE

FAX

E-MAIL ADDRESS

Please check one: = ASTRA Member

= Non-Member

PAYMENT INFORMATION = Check (made payable to: ASTRA)

= Visa

= MasterCard

= American Express

NAME ON CARD ACCOUNT NUMBER CVV NUMBER

EXPIRATION DATE SIGNATURE

✗

mm/yyyy

Please make checks payable and return payment and form to:

ASTRA, 432 N Clark St., Suite 305, Chicago, IL 60654 | P: 800-591-0490 | F: 312-222-0986

News

ASTRA Connect

Strengthening the ASTRA Community, One Online Discussion at a Time by Ryan Hamilton, Technology Committee

W

e are thrilled to announce the launch of ASTRA Connect, a new online community platform within the ASTRA website. As chair of the Technology Committee, I have been thrilled with the quick action of Kim Mosley, our new president, and Greg Choyke, our director of education, in championing this vital tool. You will ﬁnd many powerful features on ASTRA Connect, but let me outline the discussion boards, a key feature of this new platform.

Email Response-Ability One comment we’ve heard time and again, and I’m sure you’ve experienced, is that the discussion boards would be used much more if we had the ability to respond to ongoing conversations by using email. Well, now we can! You can choose to receive daily or weekly (or no) updates on discussion activity, either on all threads or just the ones you are following. You can also access these discussions using your smartphone. These user-friendly features will help all of us to stay better connected with what’s trending on ASTRA Connect.

Better Navigation One of my frustrations with the old board was that on the ﬁrst of each month, the current discussions disappeared! To keep up with conversations, you had to click back to the previous month (which, I confess, I often forgot to do). Now, as soon as you log on to ASTRA Connect, you will see a list of all the latest discussion posts along with when they were posted, and by whom. You can also quickly search all posts to ﬁnd the conversation you’re looking for, or to ﬁnd out if a topic you’re curious about has already been addressed.

42 January 2016 • astratoy.org

Improved Connections The new ASTRA Connect features a robust personal proﬁle section, giving you the ability to offer more information about your company on the site and to ﬁnd others whom you may beneﬁt from knowing. One of ASTRA’s biggest strengths is our amazing group of people – retailers, manufacturers, reps, inventors, and more – who you can learn from. And I’m not talking about just newcomers here; everyone can beneﬁt! This is most evident at Marketplace & Academy, where I always meet new people and have conversations that really get my gears turning. Let’s not forget that we can make these kinds of connections year-round. In addition to these already great features, we have a few more things coming in 2016.

Dedicated Discussions for Groups Once we’re all used to the new platform. We will be continuously assessing the needs of our community and adding new boards to ensure ease of use and effectiveness. This will allow you to “circle the wagons” and talk with your peers about topics that pertain to your niche speciﬁcally. We know these groups will encourage closer collaboration among each segment of the industry.

Topic-Speciﬁc Groups We have also introduced a board that is speciﬁcally designed to let you feature product news, awards, specials and more. While this information is helpful to many members (especially retailers), it can be distracting from some of the other ongoing discussions among the broader membership. This gives us a dedicated space to quickly share exciting news with our fellow members.

Expanded Content Library Lastly, you may notice a “library” section of ASTRA Connect. We look forward to using this area as a handy place where you can ﬁnd all kinds of resources, including play guides, best practices, store activity ideas, and more, in one quick look. I look forward to seeing all of you on ASTRA Connect. The power of this new platform comes from you and your participation in this exciting new community! Please go to connect.astratoy.org to log on and join in. Your username and password is the same as it’s always been! If you need help, just click the “forgot password” link.

MORE INFO AT:

http://www.connect.astratoy.org ASTRA

astratoy.org • January 2016

43

NEW Members If any of the information below is incorrect, ASTRA truly apologizes. Please contact us immediately at [email protected].

MANUFACTURERS Anubias Enterprise LLC Jin Kim PO Box 704 Palatine, IL 60078 (224) 388-0501 [email protected] www.fablossom.com Chibitronics Patricia Ng 16192 Costal Highway Lewes, DE 19958 (650) 823-9007 [email protected] www.chibitronics.com Chronicle Books Julia Patrick 680 Second St. San Francisco, CA 94107 (415) 537-4215 www.chroniclebooks.com D Now Inc. (DBA: Uncle Bubble) Vicky Lin 1072 S De Anza Blvd., Ste. A107-431 San Jose, CA 95129 (408) 564-5450 [email protected] www.unclebubble.us

Family Games America FGA Inc. Yvan David PO Box 97 Snowdon, 3844 Rue Saint Jacques Montreal, QC H3X 3T3 Canada (514) 485-1834 yvan.david@ familygamesamerica.com www.familygamesamerica.com Going Gnome Melissa VanSant 323 Main St. Great Barrington, MA 01230 (413) 528-6111 [email protected] www.goinggnome.com Harper Toys LLC Richard Cartwright PO Box 210 Oldenburg, IN 47036 (812) 212-9674 [email protected] www.harpertoys.com He’s All Boy Inc. Susan Levy 1045 S Adams St. Denver, CO 80209 (303) 884-1828 [email protected]

DuinoKit Daniel Alich PO Box 1251 Whittier, NC 28789 (828) 226-5381 [email protected] www.duinokit.com

K & M International/ Wild Republic Ronnie Adkins 1955 Midway Dr. Twinsburg, OH 44087 (330) 425-2550 [email protected] www.wildrepiblic.com

European Expressions Ronald Peeleman 4525 Carpinteria Ave., Ste. D Carpinteria, CA 93013 (800) 779-2205 [email protected] www.europeanexpressions.com

Kore Baseball Products Susan Koelliker 2315 Orieida St. Salt Lake City, UT 84109 (801) 232-1180 [email protected] www.korebaseball.com

’lil Fairy Door Sally Copus 1600 15th St., Ste. 536 San Francisco, CA 94103 (312) 467-2087 [email protected] www.littlefairydoor.com

Passback Sports, Inc. Corey Brock 111 S Post St., Ste. 2275 Spokane, WA 99201 (509) 622-4707 [email protected] www.passbacksports.com

McClean Enterprises, LLC Christina Budde 107 Main St., PO Box 33 Delmar, IA 52037 (563) 349-1096 [email protected] www.catchupgame.com

Piggy Paint Melanie Hurley 13465 Puppy Creek Road, Ste. I Springdale, AR 72762 (479) 361-8161 [email protected] www.piggypaint.com

Meekle Mates, LLC Michelle Shelderfer 112 Oak Overhang St. Daniel Island, SC 29492 (610) 564-2304 [email protected] www.meeklemates.com

Pillow Pets/CJ Products, Inc. Heidi Niehart 2045 Corte del Nogal Carlsbad, CA 92011 (760) 724-7225 [email protected] www.mypillowpets.com

Moving Parts LLC Dane Christianson 1212 S Naper Blvd, Ste. 119-200 Naperville, IL 60540 (773) 231-7041 [email protected] www.moving-parts-LLC.com

Playtime EDventures LLC Kevin Gatlin 9905 Running Cedar Ln. Indian Trail, NC 28079 (704) 806-5692 [email protected] www.playtimeedventures.com

Open Eyes Learning, LLC Melissa Lane 886 Osprey Ct. Louisville, CO 80027 (303) 335-0585 [email protected] www.openeyeslearning.com

Primary Concepts, Inc. Jim Whitney 1338 Seventh St. Berkeley, CA 94710 (800) 660-8646 [email protected] www.primaryconceptsdealer.com

Papersalt Bridgett MacAfee 3663 1st Ave S. Seattle, WA 98134 (206) 748-0055 [email protected] www.papersalt.com

Qubits Toys, Inc. Lisa Burginger 1649 Sierra Ridge Dr. Orlando, FL 32820 (407) 489-4015 [email protected] www.qubitstoy.com

Raymond Geddes Company, Inc Matthew Manno 7110 Belair Rd., Ste. 200 Baltimore, MD 21206 (800) 533-6273 [email protected] www.raymondgeddes.com Sago Sago Toys Samson Lee 487 Adelaide St. W., Ste. 301 Toronto, ON M5V1T4 Canada (416) 703-6459 [email protected] www.sagosago.com Spy Alley Partners LLP Bill Stephenson 9177 Yucca Ln. N. Maple Grove, MN 55369 (612) 799-5761 [email protected] www.spyalley.com Start Something, LLC John Smartt 4106 Northhampton Dr. Norman, OK 73072 (405) 202-0090 [email protected] Starting Time Hugh Penton 606 Cassidy St., Ste. C Oceansville, CA 92054 (760) 729-6100 [email protected] www.startingtimegolf.com SweetLocks Roxanne Maine 5350 Dtc Pkwy., Ste. 101 Greenwood Village, CO 80111 (303) 756-1604 [email protected] www.sweetlocks.com

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44 January 2016 • astratoy.org

(continued from page 44) Teen Entrepreneur BootCamp Pam Chmiel 145 Nassau St. New York City, NY 10038 (917) 880-2182 [email protected] Velcro USA, Inc. Boris Hadshi 95 Sundial Avenue Manchester, NH 03103 (603) 695-4434 [email protected] VICI Enterprises, Inc. Deepa Dadlani 235 E 40th St., Ste. 39C New York, NY 10016 (212) 972-2975 [email protected] www.vici-enterprises.com Wonderhood LLC Solange Schipani 302 West 86th St. New York, NY 10024 (917) 570-9556 [email protected] www.wonderhoodtoys.com Yellow Scope Amy Compton 919 NE 19th Ave, Ste. 140 Portland, OR 97232 (503) 780-4881 [email protected] www.yellow-scope.com

Doodlet’s Lisa Young 120 Don Gaspar Ave. Santa Fe, NM 87501 (505) 983-3771 [email protected]

Riverwood Gifts Herrick Gibbons 88 Main St. Cooperstown, NY 13326 (607) 547-4403 [email protected]

Engine-Ear Toys Inc. Laura Cohen 1003 Newport Center Dr. Newport Beach, CA 92660 (949) 640-0114 [email protected]

The Forget-Me-Not Factory Barry Gibson 8044 Main St. Ellicott City, MD 21043 (410) 465-7355 [email protected] www.forgetmenotfactory.com

Lilah Rose Alexandra Van Meter 488 Main St. Melrose, MA 02176 (617) 957-4515 [email protected] www.lilahrosemelrose.com Nature’s Nook Children’s Boutique Deborah Burger-Peery 120 11th St. W. Bottineau, ND 58318 (701) 228-2180 naturesnook. [email protected] www.naturesnook childrensboutique.com Nutrition Rite Corporation Ciyan Chen 132-11 14th Ave. College Point, NY 11356 (917) 693-1668 [email protected]

RETAILERS Brain Candy Toys Darren Corning 1595 Bedford Hwy. Bedford, NS B4A3Z9 Canada (902) 431-8697 [email protected] Capitol Kids Peg Scholtes 8 S Carroll St. Madison, WI 53704 (608) 280-0744 [email protected] www.capitolkids.com

Powell’s Books Kelly Olson 2720 NW 29th Ave. Portland, OR 97210 (503) 228-4651 [email protected] www.powells.com Rhett’s Toy Box Lauren Colon 1555 Tidal Marsh Ln. Mount Pleasant, SC 29466 (404) 895-5599 [email protected] www.rhettstoybox.com

To The Moon Antonio Dumas 2205 Wilton Dr. Wilton Manors, FL 33305 (954) 564-2987 [email protected] www.tothemoonmarketplace.com Treetop Toy Shop Afton Lorenz 756 Vistabula St. Lakeland, FL 33801 (863) 797-5816 [email protected] WeeBee Toys Kimberly Johnson 7200 Culebra Rio Cir. Idaho Falls, ID 83406 (208) 317-5469 [email protected] www.weebeetoys.com Smarty Pants Jenn Eisenberg 7500 Mesa St., Ste. 205 El Paso, TX 79912 (915) 777-4246 [email protected] Tumbleweed Toys Vanessa Gammel 110-945 Columbia St. W. Kamloops, BC V2C15L Canada (250) 372-3500 [email protected] www.tumbleweedtoys.ca

ASTRA

46 January 2016 • astratoy.org

Welcomes Its Newest Manufacturer Members Anubias Enterprise LLC Palatine, IL www.fablossom.com The Fablossom Maker Kit is an ideal craft kit, building skills and inspiring creativity, while being fun from start to ﬁnish. Fablossom allows you to design and create fabric ﬂowers and more using the unique patent-pending method that requires no gluing, sewing, no cutting, and no mess! With a growing line of reﬁll kits, Fablossom represents our commitment to grow creativity one child at a time.

Family Games America familygamesamerica.com Keep up with the times with game-changing gifts, games and puzzles for modern-day families. If you like match games, word games or humming tunes, try these urban uptakes – “Who’s Your Daddy?,” “Yadda Yadda Yadda™,” and “CDs & LPs™” from the LOL™ and Dysfunctional Family Fun™ displays. Prefer computer jargon? Try “CubeD³™,” “dubL trubL puzL™,” “EpicOpticals™” or “StrataSphere 2.0™”. For ages 4+.

Chibitronics Lewes, DE www.chibitronics.com Chibitronics circuit stickers are LED stickers which let kids craft and learn about circuitry at the same time. These stickers are great for STEM learning. The stickers are easy-to-use (no soldering required), work with all conductive materials, and are fun for all ages.

Harper Toy LLC Oldenburg, IN www.goinggnome.com Harper Toy, LLC invents, manufacturers and markets toys of lasting importance to engage children’s imagination and creativity, enriching their lives through meaningful experiences in play. BallinkoTM Sculpture Builder Set, ﬁrst introduced at the 2015 Chicago Toy and Game Show, is a toy made in the USA from locally sourced hardwoods.

Chronicle Books/Mudpuppy San Francisco, CA www.chroniclebooks.com Chronicle Books is an independent publisher offering bestselling books, children’s books, stationery and gifts that are instantly recognizable for their spirit and creativity. Mudpuppy combines education and fun with award-winning puzzles, activity kits, toys and more that foster imagination and encourage free play. D Now Inc. (DBA: Uncle Bubble) San Jose, CA www.unclebubble.us Uncle Bubble® is focused on developing exceptional bubble toys that redeﬁne the way people play with bubbles. Our engaging selection of products uses special bubble solutions, including our world famous Ultra Bubble solution, formulated especially for perfecting tricks with bubbles and making GIGANTIC bubbles that capture the imagination! DuinoKit Whittier, NC www.duinokit.com The DuinoKit prototyping system was developed by a teacher to make learning and discovering with electronics fun and engaging. DuinoKit is an Arduino based prototyping system designed for both kids and adults. Now learning and inventing can be fun!

He’s All Boy Inc. Denver, CO All of you with wild, dirty, smelly and lovable little boys in your life know what holds a boy’s attention … Potty Humor! So let’s use this to our advantage and get our boys engaged in learning their ABC’s. Our bright illustrations and funny words will have them laughing as they learn the alphabet! K & M International/Wild Republic Twinsburg, OH www.wildrepublic.com Fun comes naturally at Wild Republic because we educate children about the beauty and wonders of nature in entertaining and creative ways. We successfully provide a wide range of interactive and innovative toys that spark the imagination and make learning fun. Kore Baseball Products Salt Lake City, UT www.korebaseball.com Kore Baseball Products is the producer of The Kore Ball – A cushioned core, hand-stitched, genuine leather baseball that helps ballplayers to build conﬁdence and have fun. Since we launched in 2014, the Kore Ball has seen tremendous national success and has quickly become known as the ultimate backyard baseball.

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48 January 2016 • astratoy.org

(continued from page 48) ’lil Fairy Door San Francisco, CA www.littlefairydoor.com ’lil Fairy Door is a tiny little door that you put on the wall, and once it’s attached the fairies might use it to come in and out at night and leave little notes and presents for well-behaved children. Australian based ’lil Fairy Door is now available in North America! McClean Enterprises, LLC Delmar, IA www.catchupgame.com Reconnect with friends and loved ones by making the most of time together — perfect for any gathering! Eye-catching, portable games for all ages that foster more QUALITY time when so little QUANTITY time is available in today’s technology-ﬁlled age. Turn off the electronic devices and re-establish the personal connections. Moving Parts LLC Naperville, IL www.moving-parts-LLC.com Moving Parts LLC is the manufacturer of creative and challenging brain games. The company was founded by a 19-year-old college undergraduate to launch the X-Cube, the next generation, shape-shifting, twisting logic puzzle. The X-Cube is perfect for masters of the original 3x3x3 and twisty puzzle newcomers alike. Papersalt Seattle, WA www.papersalt.com Papersalt creates books and journals for kids and families. With just enough content and cool designs, these books are a great way to translate life lessons into simple yet memorable advice. All products are designed and manufactured in Seattle, WA. The full line can be viewed at www.papersalt.com. Passback Sports, Inc. Spokane, WA www.passbacksports.com The Passback Football is the #1 football training aid in the world and was voted one of the top six toys for this Christmas Season. It’s a great way for kids to develop hand-eye coordination, speed, agility, touch, feel, cardio, and reaction time! Piggy Paint Springdale, AR www.piggypaint.com Piggy Paint is a natural, eco-friendly nail polish for kids. Its non-toxic, hypoallergenic formula makes it safe for all piggies. Piggy Paint dries to a hard, durable ﬁnish and can be removed with our acetone-free nail polish remover. Both are made in the USA! Multiple display and gift sets available.

Pillow Pets/CJ Products, Inc. Carlsbad, CA www.mypillowpets.com Pillow Pets introduces for 2016 Sweet Scented Pets, subtly scented Pillow Pets reminiscent of sweet, childhood memories and seasonal favorites. Q1 releases: PupCake, CookiePup, GummiPup and Springtime Ladybug. Paw Patrol’s dynamic duo Chase and Marshall make an appearance as Dream Lites. DreamWorks Trolls and new Disney licenses also join the line-up. Primary Concepts, Inc. Berkeley, CA www.primaryconcepts.com Primary Concepts, specializing in motivational instructional materials for young students for 30 years, introduces 3-D Storybooks, 24 classic stories complete with props to help young children retell and re-enact the stories in their own words, and FlipChex Self-Checking Magnetic Games for hands-on fun with science, social studies, and math readiness skills! Sago Sago Toys Toronto, ON www.sagosago.com Sago Sago Toys is bringing the magic of our award-winning apps to the toy world. With more than 8 million downloads, the Sago Mini apps are the most trusted brand of apps for young children. Now we are bringing our philosophies of beautiful design, quality and fun to the world of toys. Our products build on a child’s natural sense of curiosity, experimentation and self-expression. With plush, playsets and more in the works, we’re passionate about creating toys that both kids and parents will love. Spy Alley Partners LLP Maple Grove, MN www.spyalley.com Spy Alley Partners produces unique, Hidden Identity games that are challenging and fun. They have won many national awards including Mensa, Parent’s Choice, Australian Game of the Year, Canadian Toy Testing Council, Creative Child, The National Parenting Center, National Association for Gifted Children and many more. These games are designed to stimulate creative thinking while having fun. Starting Time Oceansville, CA www.startingtimegolf.com Starting Time® is a 10-year-old California company that specializes in golf articles for both children and adults. They distribute a line from Germany called My mini Golf and Spiderball. They also have a golf toy called Hot Putt Golf® made in China. Their website is www.startingtimegolf.com.

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50 January 2016 • astratoy.org

(continued from page 50) SweetLocks Greenwood Village, CO www.sweetlocks.com SweetLocks™ scented hairbrush resolves the age-old problem of getting little girls to brush their own hair. This one-of-a-kind scented hairbrush, for girls of all ages, has a sparkly bright pattern and a custom scent inside the brush that comes out with every stroke. The brush lightly scents the hair without leaving residue or damaging the scalp. SweetLocks™ Lip Shimmer and hairbrushes encourage young girls to brush their hair, feel pretty and be empowered. Teen Entrepreneur BootCamp New York City, NY www.ﬂipncheck.com Flip ’N’ Check is a new twist on how to play dry-erase activity games for children 6+. It contains 20 different puzzles, mazes, crosswords, word search, and now introducing the Mad Libs edition. Flip ’N’ Check is geared towards 1st, 2nd, and 3rd graders; kindergarteners may need the help of an adult, and 4th graders may ﬁnd some of the games easy. Velcro USA, Inc. Manchester, NH New VELCRO® Blocks are for little hands with big imaginations. They’re not just building blocks, they’re building blocks to a lifetime of learning and fun. They connect easily so kids can build and rebuild. For more than 50 years VELCRO® Brand has been synonymous with smart, innovative products.

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VICI Enterprises, Inc. Deepa Dadlani www.vici-enterprises.com VICI is the exclusive distributor of Playsam, Playforever Toys, Spherovelo/Early Rider, Nickster and Minimals. These award-winning products have been featured in major publications. The products are priced to appeal to a wide range of toy stores across the U.S. and Canada. Wonderhood LLC New York, NY www.wonderhoodtoys.com Wonderhood is a new line of building toys designed for girls age 4-10, engaging both their creative and scientiﬁc sides. Our unique building toys develop STEM skills, inspire imaginative play, and provide positive role models. Our mission is to empower girls to be the architects of their own futures. Yellow Scope Portland, OR www.yellow-scope.com Yellow Scope: Science Kits for Girls created by scientists and moms, Yellow Scope kits are a different kind of science kit. They’re rigorous and creative — designed to engage both the scientiﬁc and artistic minds of girls. Each award-winning kit is assembled by hand in Portland, Oregon. To learn more visit us at www.yellow-scope.com. ASTRA

52 January 2016 • astratoy.org

TOY TIMES MAGAZINE, January 2016 Index of Advertisers ALEX

4, Back Cover

Bears for Humanity

25

Blue Orange Games

Outset Media

2

bearsforhumanity.com

Pink Poppy

24

pinkpoppy.com

26

blueorangegames.com

PlanToys

21

plantoysusa.com

Carrera of America

47

carrera-toys.com

Pomegranate

43

pomegranate.com

Charles Zadeh Enterprises

43

charleszadeh.com

Reeves & Jones

20

reeveandjones.com

Crorey Creations, Inc.

23

myfbm.com

The Rob Company

9

DeLano/EPI Printing Inc.

52

epiinc.com

Sentosphere USA

46

sentosphereusa.com

Douglas Company

45

douglascuddletoy.com

Shure Products Inc.

17

tsshure.com

Folkmanis

37

folkmanis.com

Smart Noggin Toys

18

smartnoggintoys.com

Franklin Fixtures

54

franklinﬁxtures.com

Sophia’s

34

shopsophias.com

Funology Innovations LLC

42

funologyzone.com

TEDCO Toys, Inc.

10

tedcotoys.com

Games Workshop

49

games-workshop.com

Thames & Kosmos

51

thamesandkosmos.com

GUND

35

gund.com

TMI Toymarketing

15

toydirectory.com

Harrisville Designs

11

harrisville.com

Toy Collection/CSI Inc.

11

toycollectionretailer.com

Jax Ltd Inc.

53

jaxgames.com

ToyFest West - WTHRA

19

toyfestwest.com

KidStuff PR

15

kidstuffpr.com

Uncle Bubble

16

unclebubble.us

Magformers LLC

55

magformers.com

Upper Deck

33

upperdeck.com

Maru and Friends

13

maruandfriends.com

Winning Moves

27

winning-moves.com

Miniland Educational

12

minilandeducationalusa.com

Yellow Scope

52

yellow-scope.com

The Orb Factory

29

orbfactory.com

Zeenie Dollz LLC

31

zeeniedollz.com

54 January 2016 • astratoy.org

alextoys.com

outsetmedia.com

swurfer.com

EDUCATIONAL TOY OF THE YEAR NOMINEE NEW YORK TOY FAIR 2016 BOOTH #2559 www.magformers.com - [email protected] - 734-667-1673 - @magformersllc CLASSIC

MAGNETS

THEMED

IN MOTION

astratoy.org • January 2016

MAGFORMERS LLC 2014. All rights reserved. MAGFORMERS© and the MAGFORMERS© logo are registered trademarks of MAGFORMERS LLC.

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