The retail landscape is changing and the lines are blurring. Where there once existed a distinct wall between “mass” and “specialty” retail accented by the occasional “category killer” in between, a growing number of “mass specialty” retailers (those with a niche focus but more than 10 locations) continue to emerge.

At the same time, brands that were once — and to a large extent, still are — darlings of the traditional specialty realm of independent toy stores and gift shops are spreading their wings to reach a wider audience via major retailers that may not have carried them just 3-5 years ago.

So what’s so special about specialty, and what does “specialty” even mean anymore? That’s a question posited by many, and one that Sue Warfield, President of the American Specialty Retailing Association (ASTRA) addresses on page 22 as ASTRA Marketplace & Academy kicks off in St. Louis. And in our annual State of Specialty (page 24), this year’s roundtable weighs in on some of the opportunities facing the business in the months ahead.

When I think of “specialty,” a key distinction — outside of providing outstanding customer service and a highly curated selection of great toys, games, and adjacent products — is the ability to be agile, react to trends, and pivot quickly based on ever-changing business needs.

Evolution means survival, and The Toy Book team has seen and done it (growing a print magazine in 2024!) over the past 40 years while chronicling the stories of the brands and retailers that don’t just survive but thrive.

Ripping a page (and title) from The Toy Book volumes of the 1980s, “Rappin’ with the Reps” returns on page 48 as Senior Editor Nadia Velit explores how old-school sales tactics and new digital platforms can work together to grow business and connect manufacturers and retailers of every size.

Another unique factor that I love about the specialty corner of the industry is the real sense of community that exists in two key ways. On one hand, specialty retailers, including independent toy stores, gift shops, hobby shops, comic shops, and game stores serve as beacons of joy and excitement that bring families together. On another, those who work in the business comprise a community of their own and ASTRA unites it. On page 26, Assistant Editor Samantha Connell explores both sides of a playful community coin.

Of course, retailers need a steady stream of new and innovative products to keep shoppers coming back, and as always, this issue of The Toy Book is packed with ideas. This month’s Stock This! is followed by our annual Specialty Toys & Gifts showcase in addition to a curated collection of products across STEM; MESH; Arts, Crafts, & Activities; Dolls; Building Sets; Games & Puzzles; Plush; and more.

Looking ahead, The Toy Book team is already working hard on our next couple of issues, including our new Action & Adventure issue (August) and our EPIC LA Fall Toy Preview issue (September).

In the meantime, we hope to see you on the show floor at ASTRA Marketplace & Academy!

A version of this feature was originally published in The Toy Book’s 2024 Specialty Toys & Gifts Issue. Click here to read the full issue! Want to receive The Toy Book in print? Click here for subscription options!