I Play To Make Specialty Toys Better

I had the unique opportunity to be a committee member on the ASTRA Best Toys For Kids Award Selection Committee.  I know, that is a long name for a committee.  What does all of that mean?  Let's dive in!

ASTRA is the American Specialty Toy Retailing Association.  Their vision is "to change the world through the power of play."  ASTRA is a group of independent toy retailers, manufacturers and sales representative that are focused on "what the child can do, rather than what the toy can do."

Every year, members of ASTRA submit what they believe to be the best new toys of the year for the Best Toys For Kids Award.  Many stores and industry giants put out their holiday list of toys every year.  They usually focus on what the most popular toy will be or what the trendy items are. ASTRA's list focuses on items that value creativity and open minded play.  These toys need to be unique, meaningful, groundbreaking and through-provoking. You can see the 2019 award winners timelesstoys.com  or the full list of winners at The Toy Book. 

I spent 2 days this week with a small group of retailers from across the country. The group consisted of the owners of
 

We played with hundreds of submitted toys and games to decide which products qualify to be finalists for this award.  Hours were spend debating the play value of the product, the uniqueness, the impact it has on the toy industry and much more. Every item is thrown, smashed, and played with just like your kids would do.  It doesn't matter to us what the most popular items will be this holiday season. The only thing that matters is bringing you a list of items that are worthy of the term "Best." Now that we have selected the finalists, members of the industry will spend the next few months voting for the award winners in each category.  Those winners will be announced in June. 
 
This is what small toy business is all about.  This is why specialty stores like Timeless Toys exists.  We are here to bring you the BEST products. Products that promote play and learning.  
 
I am so excited to share with you the award winners later this year and why they were chosen.  
 
To see more about Best Toys For Kids, visit ASTRATOY.ORG