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The American Specialty Toy Retailing Association (ASTRA) is a non-profit association that provides leadership and resources to grow the specialty toy industry.   It is the largest association serving the specialty toy industry.

ASTRA members build their businesses around specialty toys, which generally are designed with a focus on what the child can do, rather than what the toy can do.  In other words, our members’ products are about the features of the play more than the features of the toy. 

Our more than 1400 members include:

  • Locally-owned independent toy and children’s products retailers
  • Specialty toy manufacturers
  • Manufacturer’s representatives
  • Industry affiliates
  • Suppliers and service providers
  • Book stores
  • School Supply stores
  • Gift stores

ASTRA was founded in 1992 for two simple reasons: 

  • To strengthen the part of the toy industry that is committed to providing children with healthy, quality play materials that have high play value
  • To bring members of the specialty toy industry together to help each other succeed

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