The American Specialty Toy Retailing Association (ASTRA) has opened registration for the 2026 Marketplace and Academy, scheduled to take place from June 5 to 8 at The Baird Center in Milwaukee. Early-bird pricing is available through June 31 as ASTRA prepares to bring its membership and the wider specialty toy community together for four days of programming, networking, and show-floor activity.
“In today’s landscape, where industry trends shift faster than ever, ASTRA’s Marketplace & Academy is more than a show. It’s the place where ideas are exchanged, and partnerships are built,” says ASTRA President, Sue Warfield. “We are proud to bring this community together under one roof so we can collectively drive growth, leadership, and unite around our shared belief that play matters.”
The Marketplace and Academy will again serve as a hub for independent retailers, manufacturers, sales representatives, and industry professionals, featuring educational sessions led by industry experts and thought leaders. This year’s agenda includes a keynote from Michelle Thaller, an astronomer and former Assistant Director for Science Communication at NASA Goddard Space Flight Center. Attendees can expect hands-on product demonstrations, breakout discussions, and insights on issues shaping today’s specialty retail landscape.
The ASTRA Play Awards will return with an expanded presence, highlighting finalists throughout the show floor in the new ASTRA Experience, a dedicated content creation space for exhibitors and influencers. Winners will be announced during the Star Awards Gala.
ASTRA aims to use the event to strengthen relationships across the specialty toy sector and support members in building sustainable, community-focused businesses. Registration and additional event information are available online at astratoy.org.
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