by SUE WARFIELD, President, American Specialty Toy Retailing Association (Astra)
Astra’s Marketplace & Academy is our signature event, and this year, Milwaukee has been fabulous — but that is not all that Astra has going on, so let’s take a look at what’s to come later this year and beyond.
REGIONAL GROUPS
Regional Groups bring together members from all categories — retailers, reps, manufacturers, affiliates, and inventors — for learning, networking, and socializing in a relaxed setting away from trade-show noise.
After successfully piloting two regional groups in Denver and Minneapolis, we will add more in the second half of the year, starting with the Chicago area. From there, we’ll poll Astra members to see which other areas are interested.
Organizations may add Regional Group access to their Astra membership for $100 per year. Once added, all individuals listed under that organization in our system may attend any regional events. The membership fee includes immediate notifications about regional events, access to your region’s community board for sharing ideas, and Astra support in organizing events.
When it comes to what type of events you can expect, each Regional Group decides its own schedule, with a designated Astra “champion” on board to help coordinate ideas. Events can be social, recreational, or educational — whatever the group prefers.
EDUCATIONAL OFFERINGS
The new Astra website is up and running, including the Academy section, which will soon feature new webinars for members and non-members alike. And, the Certified Play Expert (CPE) program is now available online. Interested parties can also look out for in-person sessions later this year. The Certified Master Representative program is currently being updated and will launch in January 2027, while the Certified Master Retailer program will be updated throughout next year, with completion expected just before 2028.
THE ASTRA TOY APP
Breaking news — we have an app! Available for both Apple and Android phones, the Astra Toy app is a year-round resource for staying connected. While it launched for Marketplace & Academy, you can use it all year to see what’s going on in the community. Find it by searching “Astra Toy” in your app store today!
ALL EYES ON PITTSBURGH
We are already recapping this year’s Marketplace & Academy and looking at how we can make next year’s event even better. Planning for Pittsburgh begins in July, so be sure to share your ideas and feedback with us.
In addition to all of these initiatives, there’s always more as we work with our members on what they want to see from Astra. For now, it’s full steam ahead as we keep chugging along toward the holiday season!
Stay on the Pulse of Play!
A version of this feature first appeared in The Toy Book‘s 2026 Specialty Toys & Gifts Issue. Read the full issue here!
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