Specialty retailers and manufacturers carry the torch for innovation, job creation, and giving back to the community.
From the 2023 Classics & Specialty Issue of The Toy Book: The world of specialty retail is evolving. Over the past decade, independent toy stores, gift shops, hobby shops, and comic shops have expanded their assortments to reach a broader range of consumers by catering to previously underserved age brackets and by offering unique products and experiences that seldom exist elsewhere.
Likewise, specialty manufacturers have spread their wings to meet the demand for innovative products that fill a niche, have cross-generational appeal, or put fresh spins on classic play patterns.
Following years of growth, the STEM (science, technology, engineering, and math) category has opened the doors for products that fit within a new category with an equally buzzy acronym: MESH (mental, emotional, and social health).
At the intersection of specialty and mass retail is a new convergence of ideas that have spawned what can only be described as “mass specialty” — multi-unit retailers with a growing footprint that extends the reach of specialty products to a larger audience.
For an independent maker of toys, games, or adjacent products, success at specialty can slingshot a brand into the mainstream. And, while the relationship between specialty and mass has long been contentious, the two can complement one another in the long run.
SPECIALTY GETS A GLOW UP
Ahead of this year’s ASTRA Marketplace & Academy in Columbus, Ohio, The Toy Book team caught up with a variety of retailers, manufacturers, and distributors for some insight into where the business sits as we approach the mid-year mark and focus on plans for the holiday season.
Our State of Specialty Q&A (page 20) tackles trends, wins, and the looming challenges facing those within the industry. On page 30, Senior Editor Jackie Cucco shines the spotlight on a trio of new specialty retailers, including an immersive, glow-in-the-dark toy store in Las Vegas.
REDEFINING THE CLASSICS
Classic play never goes out of style, and this issue is packed with our annual look at some evergreen categories of which kids can never get enough.
Speaking of classics, the Madame Alexander Doll Co. turns 100 this year, and you can take a dive into its legacy with Senior Editor Madeleine Buckley on page 70.
Then, speed over to page 62 for a high-octane look at the resurgence of slot car racing and how companies are connecting with a new generation of families.
And, while kidults snagged mainstream headlines last year, tweens are driving new growth in specialty. Editorial Assistant Hannah Sacks digs in to find out what’s hot with this cohort on page 36.
Finally, our Specialty Toys & Gifts New Products Showcase (page 38) may hold clues to the classics of tomorrow.
THE INDEPENDENT ECOSYSTEM
Small business owners and entrepreneurs embody the spirit of the American dream. Last year, Crazy Aaron’s hit a milestone with 100 U.S. jobs created in Pennsylvania, and the products that it makes drive sales for independent, family-owned toy stores from coast to coast. On page 52 you’ll find a roundup of additional products made in the U.S., and on page 97, we highlight how Douglas leverages its plush success to give back to the community.
The Toy Book itself is the product of a small business, created by a scrappy team that’s fueled by the relentless pursuit of excellence — just like many of you. We hope that you’ll enjoy our 2023 Classics & Specialty issue!
Pictured Top: Flags of Valor’s Kid’s Flag Build Kit is crafted by veterans in Winchester, Virginia, and sold by specialty retailers and gift shops across the U.S.
