Buzz Report: ASTRA Marketplace & Academy (part 2)
By Karyn M. Peterson -- Gifts and Dec, 6/28/2007 2:05:00 PM
LAS VEGAS—The American Specialty Toy Retailing Association hosted its final activities yesterday, bringing the 2007 ASTRA Marketplace & Academy—which, by most accounts, was a successful one—to a close.
One toy manufacturer taking advantage of the limited—but passionate—retailer attendance at the exhibit halls this week was Solana Beach, Calif.-based Rokenbok, which had two new fourth-quarter products fully set up and on display at its booth. “It’s a product line that definitely needs demonstration,” marketing manager Todd Wagner told Playthings.
The company’s Monorail Metropolis set features more sophisticated styling and colors (green, grey, black and chrome) than most of the previous products in Rokenbok’s line of R/C construction sets, while Rok Jr. is a beginning builder set that simplifies the system and sizes it up for small hands. “We’re starting to think about it in new ways,” Wagner said of the company’s selection, adding that “Junior is really a brand new line for us.” The company’s other lines are generally appropriate for ages 6 and up, with a “sweet spot” of ages 8 to 10, Wagner said. The new line “brings that down to around 4 and up ... The idea is to hook ’em young,” he said.
Specialty market stalwart Melissa & Doug entertained lots of repeat customers at the show in its well-appointed booth that was packed with favorites and bestsellers from its wide selection of items. However, retailer interest was also good for upstart company Old World Toys, a new Burbank, Calif.-based distributor of classic wooden toys, mostly imported from Europe, that look to rival some of Melissa & Doug’s lines.
Wooden building blocks sets (Cathedral and Castle) from architect Steven Hurd, a wooden Rolli Rider cycle and a selection of intricately carved play foods from Germany were all on display at Old World Toy’s industry debut this week. A new website is being set up to help get out the word about the company’s products, while initial distribution of toys from Old World will be available to retailers starting this fall, owner Diana Sproul told Playthings.
For Brand New World, Medina, Ohio, which focuses quite a bit on the educational market, its line of Community Helper dress-up costumes were a hit with specialty toy stores at this year’s show, according to Kathy Palker, vice president of sales and marketing. The company also offers fantasy costumes (princess, wizard, dragon, etc.) although the more realistic community line (doctor, police officer, etc.), in terms of sales, “leaves them in the dust,” Palker told Playthings. Other items popular with toy retailers are its vinyl Peeling Fruits & Vegetables sets and its Loaf of Fun Bread, which reinforces letters and numbers during pretend play.
A draw for NKOK, City of Industry, Calif., at the show this year were its expanding line of Singer-branded sewing and crafting machines for kids, along with its Little Mack R/C construction vehicles, the Picture Puzzle Maker and new additions to the Kidsmart baby line, like the Baby UFO and the Bathtime Light House, according to sales manager Robert Shinohara. The newest items will ship to retailers in September, he said.
Dallas-based My NapPack was showcasing the latest designs for its signature pillow-comforter-blanket combination product, which was invented by a mom, Beth Clampitt, several years ago. “This is our first time at ASTRA and we’ve gotten a lot of good feedback,” rep Pat Dunipace told Playthings, noting, “We’re already in Learning Express and several other toy stores.”
Toys’NTayls, Bethel, Conn., was at the show this year to debut its very first product—The Two Tuba Switch, a sweet children’s book that includes activities and comes packaged with four figures of the main characters. The book and toy set ($24.99), which ships in September, tells the story of Mitch, who turns into different objects when he is feeling particularly shy, according to author Sarah Itzhaki, PhD. Additional products from the company are forthcoming.
Stay tuned for a final ASTRA Marketplace & Academy buzz report from Playthings.com!
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