05/14/2025
Who remembers, growing up, being on the playground at recess or over at a friend’s house and someone pulls out a brand-new toy or game? There’s that thrill of examining the pieces, working out how to play with it, perhaps even some jostling as you figure out who gets the next turn. Exploration was part of the experience.
As adults, we have precious few moments to revel in something new. Perhaps we’ve been through so much change (especially in the past few months with tariffs hanging over everyone’s heads) that we long for some normalcy, reminders of simpler times. Soon enough, nostalgia grabs hold. Thankfully, we in the specialty toy industry can experience the other side – we get to create those new things to inspire joy, wonder and sense of exploration.
On the bright side, there are opportunities to engage those same joyous emotions of childlike exploration. I, for one, get a thrill going to trade shows, especially the annual Astra Marketplace & Academy. It’s like the first day of school and a field trip rolled into one experience – I can travel to a new location, connect with friends at networking events and learn a thing or two at the educational sessions. Visiting vendors is like going joining the throng of classmates trying to get a glimpse of the newest plaything. The best part is sharing my findings with a wider audience and knowing my colleagues are doing the same.
Speaking of something new, there are a few novel aspects of edplay going forward. We have looked at all parts of the magazine, keeping in mind what you, dear readers, enjoy most while refreshing some elements. New & True has been rebranded as Fun Finds to better capture the playful spirit of the magazine. A brand-new feature is Retailer’s Toolbox which highlights “tools of the trade” on certain topics – our premiere article focuses on navigating the ins and outs of trade shows. There are a few more small tweaks that I’ll leave you to discover yourself.
We have an excellent lineup of features this issue. Astra President Sue Warfield not only gave us a sneak peak at this year’s Astra Marketplace & Academy in San Antonio but also reflected on Astra Toy Boat’s fun on the high seas. Jay Kuo, president of Ultra PRO sat down with us to highlight how his company connects families and re-connects people with the joys of collecting and playing board games. Meanwhile, in Kent, OH, Michelle Sahr of Off the Wagon, caters to families and kidults alike with a unique selection of plush and trendy toys.
There is joy in discovering something new. I hope you may feel some of that same delight as you flip through these pages.
Happy reading!
You can e-mail Victoria at victoria@fwpi.com.
