The American Specialty Toy Retailing Association (ASTRA) The American Specialty Toy Retailing Association (ASTRA)
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Welcome to the world of toy retailing…

Imagine owning your own business.  You hire local residents and add dollars to your local economy.  You spend your days surrounded by the best children’s toys on the market, and you put the magic of childhood back into the lives of your community’s children.

For the nearly 550 locally-owned, independent toy retailers who are members of the American Specialty Toy Retailing Association (ASTRA), that dream is a reality.  But making it happen profitably is hard work in a highly competitive industry. 

Create a business plan based on experience from the best in the business

If you are thinking about opening a toy store, you need a realistic and rigorous business plan.  ASTRA has created a one-of-a-kind resource for entrepreneurs like you.  Play for Profit:  A Retail Business Plan for Toy Stores guides you through all the steps of creating your plan.  It is written by the best retailers in the specialty toy business—successful store owners who know the business inside out.

Factor in all the functions and responsibilities

As you consider your plan, make sure that your passions match the realities of this career.  You will need to be motivated, day after day, to work long hours.  You need to manage all aspects of a small business, including:

  • Securing initial and ongoing financing for your store
  • Finding a suitable location and negotiating a deal for your occupancy costs
  • Managing cash flow in a seasonal business
  • Ensuring compliance with all local, state, and federal requirements
  • Selecting your computer system and software
  • Learning how to use all your systems
  • Paying bills
  • Training employees on a daily basis
  • Creating compelling window displays and in-store displays
  • Re-merchandising sections of the store
  • Developing promotions, special events, and activities
  • Communicating with customers on your email list
  • Maintaining your customer list
  • Interviewing and hiring staff
  • Meeting with manufacturer’s representatives
  • Building relationships with manufacturers and other suppliers
  • Setting prices
  • Managing inventory—how much, what types, what vendors, if/when to discount
  • Keeping your store clean and inviting
  • Getting your store in the news and in social media like mommy blogs

For more information

Even if you haven’t opened your store yet, consider joining ASTRA.  You will have access to the best in the business as you go from plan to reality.  “Joining ASTRA was the best investment we made in the journey from inspiration to realization of our toy store dream,” reports ASTRA member Mary Sisson, owner of Kazoodle Toys in Vancouver, WA.  “No matter the question, our new friends in ASTRA answer freely from their own experience.  Every perspective gives us valuable information we use as we build our own store.  From what to order to how to run our business, ASTRA has been our Toy Store University.”

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© 2012 The American Specialty Toy Retailing Association (ASTRA)
432 N. Clark St. Suite 401, Chicago, IL 60654
(312) 222-0984 phone; (312) 222-0986 fax