Fair Play – September 2024

As a kid at heart (or kidult, if you prefer) I was thrilled to return to this year’s Astra Marketplace and Academy in St. Louis. It felt like a homecoming – not only was I just a few miles west from my birthplace, but the toy and game community was as warm and friendly as I remembered from my first foray last year. My work colleague even saw a bit of my wonder shine through as we explored the eclectic nooks and crannies of the St. Louis City Museum during Astra’s opening party.

The conference was also a time of learning. As a relatively new member to the toy and game industry, I found myself trying to refamiliarize myself with the trends and newest topics affecting the trade.

The first day of the show was filled with educational sessions where attendees could learn about artificial intelligence’s impact on retail, STEAM toys and the importance of a good employee base, just to name a few topics. One of the most popular sessions focused on how kidults are shaping the market. As if to confirm this, I noticed a surprising amount of nostalgic items on the trade show floor the following day – from Scratch-n-Sniff stickers to Hello Kitty, Care Bears and My Little Pony merchandise peeking out from display shelves.

I had the chance to chat with a wide array of vendors on the show floor, sometimes over a friendly game or two. There seemed to be several board games on display – some familiar, others a new take on classics. After a few spirited rounds of Klask at the Asmodee booth, a rep introduced me to a new game, Catan – New Energies. The rep explained how she appreciated how the game took the classic elements of the board game and applied them to a modern, real-world topic. It was a nice lesson on how games continue to evolve and can help shape how we view, even shape the world around us.

Another commonality I noticed on the show floor was the presence of autumn and Halloween-themed products. For example, Plus-Plus had a handful of tubes themed around fall while Bananagrams promoted its new Bananagrams Halloween Party game. Apparently, Halloween is right behind Christmas when it comes to spending and giving gifts. In 2023, total Halloween spending was expected to reach a record high of $12.2 billion, according to the National Retail Federation. While people have handed out small gifts for Halloween in the late 19th and 20th centuries, the trend of giving small gifts to kids instead of candy has grown in the past few years. Trinkets can range from small, individual items to “boo baskets” (a spooky rendition of an Easter basket). Either way, the spirit is catching.

As you delve into the pages of this issue, you will find a broader, more robust overview of this year’s Astra Marketplace & Academy, among other stories. Take time to celebrate the 50th anniversary of Shenanigan’s Toy Store in Charlottesville, Virginia. With the holidays just around the corner, be sure to check out some trending gift ideas – from stocking stuffers to items whole families can enjoy. Nikki Jeffrey of Geomagworld chats about her company’s creative STEM/STEAM toys and how they encourage young minds to explore possibilities. Rounding out the magazine is a look at how Smart Toys and Games provides innovative, thought-provoking products for kids of all ages.

So sit back, stay a while and indulge your inner child. Happy reading!