by SUE WARFIELD, President, American Specialty Toy Retailing Association (ASTRA)
Another year of shows — including ASTRA’s Marketplace & Academy — has come and gone, with just one more big event on the horizon: The Toy Association’s LA Fall Preview Market Weeks. And once that’s finished, the industry will begin looking to next year’s packed schedule of trade shows, gift markets, and more.
Making decisions on which shows to attend is always tough, as we all understand the importance of budgeting. Before deciding which shows are worth it, figure out your goals and ask organizers how they can help you achieve them.
With many options for specialty retailers, our goal at ASTRA is to make Marketplace & Academy better each year so that all attendees feel their time and financial investment is well worth it. After hearing all the in-person comments at this year’s event in San Antonio, listening to feedback on our follow-up Zoom meetings, and reading through our survey results, we began planning for next year’s show in Milwaukee, making sure we can address as many of the pain points as possible. To that end, here are just a few of the things either finalized or in the works for next year:
We successfully shifted the dates of ASTRA’s Marketplace & Academy to June 5-8, 2026, to avoid an overlap with the Atlanta Gift Show, which begins June 9. Moving anything that was booked more than a year ago is not easy, as convention centers are booked solid for many years out. However, after working with The Baird Center, our hotel partners, Summit Expo, and Beth Miller with ConferenceDirect, we made this happen.
Many exhibitors and ASTRA members have expressed their desire to meet with new retailers. We are working with additional organizations to attract new groups of retailers to Marketplace & Academy.
Based on survey responses regarding our educational sessions, we are actively looking for new sources to gather input and interest in presenting. Additionally, we are in the process of forming next year’s committees with new members, giving more voices in the ASTRA membership a chance to participate. If you are interested in being on a committee, please contact Ashlee Sawyer, Kathy Trivisonno, or me if you haven’t already been called or signed up.
Whether you’re seeking new products, writing orders, or chasing inspiration, we wish you the best as the year winds down. Here’s to a strong fourth quarter for all, no matter what comes our way. We are a resilient industry, and there’s plenty to look forward to in the year ahead.
Stay on the Pulse of Play!
A version of this feature first appeared in the 2025 LA Fall Toy Preview Issue of The Toy Book. Read the full issue here!
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