With the holiday season just around the corner, the American Specialty Toy Retailing Association (ASTRA) wants independent toy stores to be “media-ready” for their season in the spotlight.

On Sept. 16, ASTRA will present an exclusive webinar meant to help toy store owners secure media coverage and to be better prepared on what to say when press comes calling. Toys “R” Us, Tariffs, and Neighborhood Toy Store Day: Get Ready for Your Next Media Moment, will take place at 10 a.m. CST, with a recording set to be archived on ASTRA Academy for ASTRA members to reference throughout the upcoming season.

“Toys are in the news this fall, and it’s beyond the usual interest created by the upcoming holiday season, as important as that is,” says ASTRA President Kimberly Mosley. “The impact of tariffs is top of mind and the changing retail landscape — including the effort by Toys “‘R” Us to re-enter the market — gives toy store owners lots of angles for getting their business into local news stories this fall. ASTRA’s webinar will provide both general tips for getting coverage as well as specific ways to talk about tariffs, the importance of locally-owned businesses that create jobs, Neighborhood Toy Store Day, and more.”

Julie Stern and Lindsey Hall of Brilliant PR & Marketing will lead this webinar, which will include valuable tips on how store owners can engage with the media via press release examples, pitch letter techniques, and social media tips.

The event is complimentary for ASTRA members. Registration is open at via the ASTRA Academy website.