It’s June, and that means it’s time for Astra Marketplace & Academy, the annual mid-year gathering built to strengthen the specialty toy industry from the inside out.
This year, the traveling show sets up shop at the Baird Center in Milwaukee, where retailers, manufacturers, rep groups, and service providers will gather for four days of education, networking, celebration, and, my favorite part: product discovery on the trade show floor.
It’s the perfect place for a business that runs on relationships, sharp curation, and the kind of community big-box aisles can’t fake. Astra Marketplace & Academy brings all three into focus.
MAJOR MOMENTUM
Amid a roller coaster decade packed with challenges, this year has been a pleasant surprise with some big wins across several categories, and a few brands, like LEGO and Pokémon, are powering a welcome tailwind as we head into the back half. Scarcity and social media buzz paired with that tween-and-teen “gotta have it” mentality — looking at you, NeeDoh (and pretty much all squishy toys) — helped pull fresh faces into stores, and specialty retailers are keeping those folks coming back by doing what they do best: building trust, creating places worth visiting, and matching families with toys and games that feel like real discoveries.
Our annual Specialty Toys & Gifts Issue taps directly into that energy by spotlighting the people, products, and ideas powering specialty retail today.
In “Curating Community,” we visit the Pulse of Play Award-winning retailer Five Little Monkeys to see how thoughtful merchandising, deep customer relationships, and a clear sense of purpose can turn a single toy store into a neighborhood anchor with eight locations across the San Francisco Bay Area.
“The Realm of Play” heads to Ohio to explore the expanding world of Sir Troy’s Toy Kingdom, a Pulse of Play Awards finalist that continues to grow its retail empire — three big stores and counting — with a mix of imagination, strategy, and specialty retail showmanship.
We also take a look at how circularity is reshaping the sustainability conversation. After years spent talking about materials, packaging, and waste reduction, more companies are looking at the full life cycle of a toy.
Elsewhere in the issue, we chat with WobbleWorks about its evolution beyond 3D pens and how the company continues to stretch its creative muscles with new products and new play patterns.
Our Pulse of Specialty roundtable brings together retailers, manufacturers, and reps for a quick read on the first half of the year.
And, because this is The Toy Book, there is plenty of product discovery. This issue features more than 200 new toys and games that specialty retailers can look forward to in the months ahead, including special looks at building and construction toys, products for adult enthusiasts (“kidult” has become a contentious label), dolls, plush, games, and more.
THE STORY CONTINUES…
While “specialty” can mean different things to different people, just look around Marketplace & Academy to see a living definition in action. The stories behind the products and the expertise behind the recommendations (are you an Astra Certified Play Expert yet?) power great play experiences for kids of all ages.
P.S. If you need a break from all the great toys and games, Milwaukee Metal Fest is happening just a mile and a half down the road. The music and toy industries share many similarities, but those are tales for another time. Let’s rock!
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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