The ASTRA Specialty Toy Hall of Famer and TnP contributor reports back from the event, with plenty of wisdom for UK brands looking to break America
Following her induction into ASTRA’s Specialty Toy Hall of Fame this year, Imagine That Toys owner Gwen Ottenberg reflected on this year’s ASTRA Marketplace & Academy event, why relationships are at the heart of independent toy retail, and what international brands need to know about succeeding in the US market.
“One of the things I love most about the speciality toy industry is that great ideas can come from anywhere,” she said. “Some of the most creative products in my store have been designed in the UK and across Europe. Innovation isn’t limited by geography.
“The US market isn’t necessarily harder than other markets – it’s just different. American consumers shop differently, and retailers often have different expectations around packaging, merchandising, pricing, and even how a product’s story is told.
“My advice to international companies is: ask questions before you jump. Talk to retailers, distributors and sales representatives. Visit stores, attend ASTRA, and be curious. The companies that succeed are usually those that spend time learning before they spend money expanding.”
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