by SUE WARFIELD, President, American Specialty Toy Retailing Association (Astra)
We stay in a dynamic world. Companies throughout borders depend on each other, and nowhere is that extra evident than within the toy trade. Many toys loved by households within the U.S. are created or manufactured abroad, simply as numerous merchandise offered in worldwide markets are designed or produced right here at house.
PRODUCTS AND PERSPECTIVES
As commerce present season approaches for the toy neighborhood, deciding which occasions to attend — and the place the best return on funding could also be discovered — is all the time a balancing act. Astra’s view is that there’s way more to a commerce present than merely the merchandise on show. I’ve lengthy believed that reveals are important, not solely these within the U.S., but additionally those beyond our borders. Worldwide occasions constantly ship recent concepts, new views, and worthwhile context for the place the worldwide toy enterprise is heading.
PRICELESS RESULTS
For enterprise homeowners and executives, budgeting for reveals needs to be seen by a broader lens. Most of the advantages gained aren’t quick, however when put into motion, they end in significant enhancements and long-term development. That, as they are saying, is priceless.
At each present and trade occasion, I acquire insights by listening to what’s taking place throughout the toy world. There isn’t any substitute for face-to-face conversations with trade colleagues from the U.S. and overseas. These discussions reveal what’s upcoming, the place product tendencies are rising, and which licensed properties are resonating. Reveals additionally present a firsthand have a look at rising applied sciences that may enhance enterprise effectivity and unlock new gross sales alternatives.
TRENDSPOTTING ABROAD
Equally essential is knowing the challenges going through producers, gross sales representatives, and retailers — and discussing how we will work collectively to deal with them. Commerce reveals provide a singular window into tendencies growing in different elements of the world which will quickly affect the U.S. market.
Visibility issues, too. Being current at reveals retains what you are promoting high of thoughts, even on a subliminal stage. Over time, the price of not being seen as a retailer can far outweigh the funding required to attend.
EXCLUSIVE DATA REVEALED
These of us who work on this trade are in it for the lengthy haul. There’ll all the time be bumps within the highway — that may by no means change. Our resolve to remain the course by each the highs and lows has confirmed that we will adapt and endure. As we proceed to advocate for the significance of play worldwide, we additionally reaffirm our dedication to offering secure, well-designed, high-quality toys and video games for all ages. That’s, and all the time can be, what this trade is all about.
Keep on the Pulse of Play!
A model of this characteristic first appeared within the 2026 International Issue of The Toy E book. Read the full issue here!
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