Over the years, the same question has come up repeatedly: “What does ‘specialty’ really mean?”
For our ASTRA retailers, “specialty” is about much more than just quality toys — it is the entire experience an independently owned and operated store offers, including a curated product selection, unmatched customer service, and understanding customers’ needs.
ASTRA’s annual Marketplace & Academy is the epicenter of what specialty is all about. From our opening session with round-table discussions on relevant topics to our trade show, the ASTRA community will experience the true meaning of specialty throughout the entire show.
There’s much to look forward to, including tried and true programming like attendee receptions, Game & Kit Night, the opening night party, and the Toy Lip Sync Battle. But there are some new opportunities to look forward to as well.
ASTRA’s Certified Play Expert (CPE) course allows retailers, sales representatives, and manufacturers to receive an official Play Expert certification and learn what makes specialty truly special. Available at Marketplace & Academy, this course requires a separate registration.
Plus, there’s a new award program in town this year. Previously known as the “Best Toys for Kids Awards,” ASTRA renamed its specialty awards program the “ASTRA Play Awards.” This new name allows the awards committee to focus on products that foster good play for all ages, inclusive of categories beyond toys that are sold at specialty, including books, games, and more.
Despite the new name, the program runs just as it has in years past. To qualify, items must be new to market, unique, in good supply at independent toy retailers, and significant (thought-provoking or groundbreaking). You can see the full list of finalists at astratoy.org/play-awards.
Also new this year, Marketplace & Academy attendees can look forward to the Play Awards Gala, at which we will announce the ASTRA Play Awards winners. This extra event requires a separate ticket and will take place Monday, June 3 at 7 p.m. in the America’s Ballroom at the St. Louis Convention Center.
All of the programming, networking opportunities, and even the exhibit floor at ASTRA Marketplace & Academy focus on helping manufacturers, retailers, and everyone in between serve future generations by providing children with quality playthings. And remember: One toy doesn’t fit all. That’s what specialty is about – choosing the right toy for the right child — or adult — for a specific time in their life. We all need to play, and we are all special.
A version of this feature was originally published in The Toy Book’s 2024 Specialty Toys & Gifts Issue. Click here to read the full issue! Want to receive The Toy Book in print? Click here for subscription options!
