Wider Than the Sky has
become a member of the American Specialty Toy Retailing Association, otherwise
known as ASTRA! This is a wonderful
union, as ASTRA and WTTS share the same philosophy: Providing children with
healthy, reliable, quality toys that promote creativity and imagination,
providing excellent customer service, and showing commitment to our customers. We
are very excited!
ASTRA
was founded in 1992, currently has over 1400 members, and is the largest
association serving the specialty toy industry. They are promoters of buying
locally. They understand and value the importance of the independent retailer
in today's economy. They also provide us, as a retailer, continuing education,
ranging from legislative updates to the latest trends and best toys for kids,
as well as networking, so that we can continue to be "in the know"
and provide YOU, our devoted and loyal customers, with the best service and
product for your child, to educate you on safety and learning.
At
WTTS, we have a sign hanging from our ceiling that states, "All our toys
are powered by imagination," and our inventory does indeed include these
types of toys. ASTRA is a promoter of such toys. Below is their specialty toy
fact sheet that can be found at their website.
Specialty
toys, in general, are different from mass market toys in several ways:
- Specialty toys are
available at locally owned neighborhood toy stores rather than big box
chain stores.
- Specialty toys tend
to focus on the features of the play rather than the features of the toy.
They are likely to have less electronic gadgetry and more play value.
- Generally,
specialty toys are not based on licensed characters from television or
movies, children playing with them have a greater opportunity to use their
imagination and make up "the story" themselves.
- Specialty toys are
sold at independent toy stores that specialize in customer service and
have staff members who are highly knowledgeable about toys and play.
- Specialty toys tend
to be of higher quality than mass market toys and last longer—often
through all the children in a family and then into storage for the next
generation—than mass market toys.
- Typically,
specialty toys are not heavily advertised on television and promoted to
children as "must haves."
The
majority of our toys do fall into these categories. Specifically, in terms of
advertising, how often do you see Schleich animals advertised, or Tolo
products? Rainbow Loom was all the craze, but I didn't happen to see any
commercials for it. The same is true for
Science Wiz and other science kits, brain teasers and any other game that is
Mensa approved, and good old fashioned jigsaw puzzles that promote hand-eye
coordination, shape and color association, and problem-solving abilities.
ASTRA
does not only provide services to its members, but also resources for you.
Their website has multiple informative articles on all areas of play, tips for
parents, tips on choosing toys, and toys important for different stages of
development. At WTTS we do try to pass some of this same information on to you.
We
look forward to sharing our continued learning with you! Have a wonderful
spring!
