SAINT LOUIS, Mo. — One of the most exciting toy industry gatherings is happening in St. Louis -- toy makers and toy buyers are convening together downtown for the ASTRA Marketplace and Academy.
ASTRA is a trade show that helps toy makers of all kinds pitch their toys to retailers, whether that's a boutique specialty store or a major box store with hundreds of locations.
If you walk on the exhibition floor, you may see big brands like LEGO or Melissa & Doug or you might find niche wooden toy makers from Ukraine or Joeydolls, a Toronto-based doll maker who creates dolls for every Asian culture.
"I really wanted children to feel proud of their heritage," Joeydolls founder Samantha Ong said.
This is Ong's first time as an exhibitor at the toy convention.
Dmitriy Zverev with UKIDZ came to the convention to help sell mechanical puzzles that are designed and made in Ukraine. His company also makes eco-friendly LEGO-compatible bricks, which he jokes "don't hurt as much when stepped on."
Play Visions, based out of Woodinville, Washington, specializes in sensory-type products, whether that's a slim-like, stretchy substance or cubes that stick together without being sticky. Kylie Rose worked in the factory but bought the company a couple of years ago and is now on the exhibition floor pitching to retailers. He also works with occupational therapists who tell him what they need, but at the heart of it, he said he simply enjoys the work.
"I'm a toy guy," Rose said "I'm a big kid."
The convention also helps toy makers and toy retailers connect on education sessions and host meet and greets with toy makers, but the end goal is often to get in front of as many retailers as possible.
"This is always a really great show for us," said Carly Little, the national account manager of Schleich, a detailed figurine company. "And we're really happy to be here in St. Louis."
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