ASTRA 2022: Getting Back into the Groove

 by SUE WARFIELD, president, American Specialty Toy Retailing Association

It’s a new year and the American Specialty Toy Retailing Association (ASTRA) is ready to move forward after evaluating the changing landscape of both our industry and the world as a whole. We are now positioned to focus on our members and what we can do to continue to connect with one another to achieve greater growth and success. Here are just a few highlights of what’s new this year for ASTRA:

We are now a staff of four full-time employees. Get to know the following ASTRA team members:

Michael Foldeak, special projects and events manager: Michael comes to ASTRA having worked for more than 17 years at Melissa & Doug. Needless to say, he knows the toy industry extremely well and since joining our ASTRA team in June of 2020, he is digging in and learning how to best serve our ASTRA members. Contact Michael at mfoldeak@astratoy.org

Jenna Stirling, membership specialist: Do you have questions about your ASTRA membership? Jenna can help! Jenna started her tenure at ASTRA as a part-time staff member in February 2021 and took the leap to a full-time position in October. Jenna previously held positions at Learning Express and Marbles Children’s Museum. Contact Jenna at jstirling@astratoy.org

Briana White, communications and marketing coordinator: Briana is our newest staff member, having joined the team on Nov. 1. A graduate of Clemson University, Briana has a 2-year-old daughter and brings a new perspective and energy to the ASTRA team. Contact Briana at bwhite@astratoy.org

With a staff full of excited and energized people, we have so many great plans on the horizon this year. While some of the biggest toy trade shows were canceled or postponed, including Spielwarenmesse and Toy Fair New York, we’ve still managed to make it to a few others, including the Dallas and Las Vegas gift shows in the U.S. We spent our time gathering information about new trends and searching for new manufacturers and retailers to join our ranks. 

Our Best Toys for Kids award nominations are open through Feb. 25. Eligible products must have been released after Jan. 1, 2021 and are available to ship no later than Aug. 15, 2022. Anyone can nominate any product by simply snapping a photo of the product and sending it via text along with your name and company name to (312) 283-7144. It’s that easy.

This year, we are specifically looking for exciting, new products that appeal to a diverse market, products from new companies, and playthings that focus on sustainability. Manufacturers: Please keep in mind that we are looking for the best toys out there, so please try to limit how many of your own products you submit and only focus on your strongest items. 

Our Best Toys for Kids committee will comb through the nominations to come up with the finalists, and then our retail members will be able to vote on their favorites beginning April 1.

This year, ASTRA will host another Spring Camp virtual event, which will allow the Best Toys for Kids Awards finalists to show off their products to ASTRA members, and let toy manufacturers provide a sneak peek at their newest releases that will later be on display at ASTRA’s 2022 Marketplace & Academy in Long Beach, California from June 12-15.

Speaking of ASTRA’s Marketplace & Academy, I’m excited to announce that we are back to our full schedule of events, and we can’t wait to experience the fun in Long Beach. For more details on this event or to register, contact our staff or visit marketplaceandacademy.org.

As always, I’m open to hearing any feedback, questions, or concerns you may have, so please feel free to email me anytime. I wish you all the best as we dive into a new year filled with new toys. 

This article was originally published in the February 2022 edition of the Toy Book. Click here to read the full issue!