Astra’s Insights: The Value of Being There

by SUE WARFIELD, President, American Specialty Toy Retailing Association (Astra)

We live in a dynamic world. Businesses across borders rely on one another, and nowhere is that more evident than in the toy industry. Many toys enjoyed by families in the U.S. are created or manufactured overseas, just as countless products sold in international markets are designed or produced here at home.

As trade show season approaches for the toy community, deciding which events to attend — and where the greatest return on investment may be found — is always a balancing act. Astra’s view is that there is far more to a trade show than simply the products on display. I have long believed that shows are essential, not only those in the U.S., but also those beyond our borders. International events consistently deliver fresh ideas, new perspectives, and valuable context for where the global toy business is heading.

For business owners and executives, budgeting for shows should be viewed through a broader lens. Many of the benefits gained aren’t immediate, but when put into action, they result in meaningful improvements and long-term growth. That, as they say, is priceless.

At every show and industry event, I gain insights by listening to what is happening across the toy world. There is no substitute for face-to-face conversations with industry colleagues from the U.S. and abroad. These discussions reveal what’s upcoming, where product trends are emerging, and which licensed properties are resonating. Shows also provide a firsthand look at emerging technologies that can improve business efficiency and unlock new sales opportunities.

Equally important is understanding the challenges facing manufacturers, sales representatives, and retailers — and discussing how we can work together to address them. Trade shows offer a unique window into trends developing in other parts of the world that may soon impact the U.S. market.

Visibility matters, too. Being present at shows keeps your business top of mind, even on a subliminal level. Over time, the cost of not being visible as a retailer can far outweigh the investment required to attend.

Those of us who work in this industry are in it for the long haul. There will always be bumps in the road — that will never change. Our resolve to stay the course through both the highs and lows has proven that we can adapt and endure. As we continue to advocate for the importance of play worldwide, we also reaffirm our commitment to providing safe, well-designed, high-quality toys and games for all ages. That is, and always will be, what this industry is all about.

A version of this feature first appeared in the 2026 International Issue of The Toy Book. Read the full issue here!

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