Now accepting applications for the New Manufacturer Accelerator Program:
Succeeding in Specialty!
Apply NOW to be a part of the 2025 cohort.
New Manufacturer Accelerator: Succeeding in Specialty
How Does a New Astra Manufacturer Find Success in the Specialty Toy Industry?
By enrolling in Astra’s first-ever New Manufacturer Accelerator program!
This immersive online program, led by members of Astra’s Innovation Council and featuring expert retailers, reps, and manufacturers, offers new manufacturers an unparalleled opportunity to elevate their business in the specialty toy industry.
Course Overview
Over the course of seven live virtual sessions, a select group of manufacturers will gain behind-the-scenes insights from industry experts, participate in a retailer-led packaging workshop, and learn proven strategies to make their business more attractive to Astra retailers.
Session 1: Foundations (*Introduction and Open Group*)
Session 2: Building Your Brand to Succeed in Specialty
Session 3: Marketing to the Specialty Community
Session 4: Maximizing Marketplace & Academy
Session 5: Review and Reflect! (*Open Group*)
Session 6: Optimizing Your Package for Specialty Shelves (*Workshop*)
Session 7: Supporting Specialty throughout the Year with Outstanding Ops & Customer Service
Session 8: Astra Gala – Conclusion of Program
Beyond the sessions, the program emphasizes community building, helping participants forge meaningful connections with peers and industry leaders.
The program will conclude at Astra’s Marketplace & Academy Gala, where participants will celebrate their achievements and put their new knowledge into action.
Key Benefits
- Expert-Led Industry Insights - Learn from top industry experts, including experienced retailers, reps, and manufacturers.
- Hands-On Learning & Practical Application - Gain tactical marketing insights to better connect with specialty buyers and stand out in the marketplace.
- Networking & Community Building - Be part of a tight-knit cohort (maximum of 8 participants) to build strong industry connections that last beyond the program.
- Confidence & Readiness for Marketplace & Academy - Walk into Astra’s Marketplace & Academy feeling prepared, confident, and well-connected.
- Affordable “Beta Pricing” with Maximum Value - A one-time $500 participation fee, offered at a special introductory rate for this first cohort.
- Exclusive Astra Marketplace Benefits - Inclusion in a featured article in the Marketplace & Academy issue of Astra’s Toy Times printed magazine, a seat at the Astra Star Awards Gala, and a featured spot in one of Astra’s Toy Times Digital Manufacturer Spotlights.
Why Join?
This program is a first-of-its-kind opportunity to gain insider knowledge, build valuable relationships, and set your business up for long-term success in specialty retail. If you’re a new Astra manufacturer looking to make an impact, this program is your launchpad!
How to Apply
Limited spots are available! Apply by February 28th, 2025, to be considered. The program begins April 8th, 2025.
To apply, complete the application and prepare the following for your interview:
- A four-slide deck introducing yourself and your business
- A one-minute video explaining what you hope to gain from this program
All requirements must be completed to be eligible for an interview.
While there is no fee to apply, a $500 participation fee is required if selected. This fee includes direct Astra support for the cohort, inclusion in a featured article in the Marketplace & Academy issue of Astra’s Toy Times printed magazine, a seat at the Astra Star Awards Gala ($50 value), and a featured spot in one of Astra’s Toy Times Digital Manufacturer Spotlights (member benefit reserved for Manufacturer Members Tiers 3-5).
Accelerator Program Agenda
Session 1: April 8th, 2025 6:30 - 8:00 PM CST
Foundations with Astra President Sue Warfield and Innovation Council Members
In the program’s introductory session, participants will have the opportunity to introduce themselves, their brands, their products, and to ask their most pressing questions about taking the next step into the specialty market. Led by a long-time industry expert, this session aims to build a sense of community among the cohort, allowing for open curiosity and cooperation to take hold as the program develops.
Session 2: April 15th, 2025 6:30 - 8:00 PM CST
Building Your Brand to Succeed in Specialty with Jillian Lakritz and “Crazy Aaron” Muderick
In the first panel-led session of the accelerator, the cohort will hear from several experts regarding how to establish and promote their business within the specialty channel. From target audience insights, to branding cues, to asset development, this session will encourage the cohort to understand their brands through specialty buyers’ eyes – and to use that perspective to create meaningful, relevant, and compelling impressions within the channel.
Session 3: April 22nd, 2025 6:30 - 8:00 PM CST
Marketing to the Specialty Community with Marina Khidekel and Bill Southard
We all know that it’s important to know your audience… but it’s just as important to know how, when, and where to reach them! In this session, panelists will focus on which tactics work the hardest to catch the attention of specialty reps and retailers when exploring new lines and which tactics to avoid. From specialty-minded language to attractive opening order terms, cadence of outreach, and more, session 3 is all about opening doors with proven marketing tactics.
Session 4: April 29th, 2025 6:30 - 8:00 PM CST
Maximizing Marketplace & Academy with Kyle Cosgrove, Scott Friedland, and Kevin Carroll
This session of the program is designed to set cohort members up for success at Astra’s Marketplace & Academy. Our experts will share their experiences on what makes for a meaningful – and measurable – Marketplace. From proposed promotion structures, to optimizing booth presence, to networking within the community, the goal of Session 4 is to prepare cohort members to exhibit with confidence and enthusiasm at Astra’s main event.
Session 5: May 6th, 2025 6:30 - 8:00 PM CST
Review and Reflect! With the Innovation Council Members
This session marks our half-way point through the program and is meant to bring the cohort together to discuss key takeaways from prior sessions, answer lingering questions, and workshop areas where cohort members might be feeling stuck. We’ll then work on how to begin applying what has been learned to the upcoming Marketplace experience.
Session 6: May 13th, 2025 6:30 - 8:00 PM CST
Optimizing Your Package for Specialty Shelves (*Workshop*) with Tami Murphy and Hilary Key
Session 6 is an opportunity for feedback on product packaging. Leveraging best practices in packaging design as a foundation, experts will offer feedback and advice about how to optimize packaging for sales in the specialty channel. Reviewed one at a time, but for the entire cohort to observe, this workshop will highlight what may make specialty retailers approach a product with confidence, reluctance, or rejection.
Session 7: May 20th, 2025 6:30 - 8:00 PM CST
Supporting Specialty throughout the Year with Outstanding Ops & Customer Service with Nicole Bortnick and Iris Solomon
Marketplace may be central to the Astra experience, but where you earn the long-standing support of the specialty channel is in how you operate during those 51 weeks where you aren’t seeing them face-to-face… In this session, our experts will outline the biggest dos-and-don’ts of day-to-day Operations and Customer Service within the specialty channel.
Session 8: June 2nd, 2025 Astra Star Awards Gala 7:30 PM CST
Congratulations! It's time to be recognized and celebrate all of your hard work!
Frequently Asked Questions
Who is this program for? This program is designed for manufacturers who are new to Astra and are looking to learn more about growing in specialty and developing a robust network of industry relationships.
Why should I participate? Stepping foot into the specialty toy industry can be intimidating! From perfecting promotions to maximizing year-round support for specialty retailers to ensuring your brand is built to thrive within the Astra environment, the program is designed to help participants establish a solid foundation for success.
How will this benefit me and my business? Outside of expanding your network with both fellow manufacturers and experienced industry veterans, this program will offer invaluable insights, education, real product and packaging feedback, and three unique Astra perks that are outlined in the “What’s Included?” question below.
How many people are in the cohort? The cohort will consist of 8-10 members, with as much product variation as possible among those selected.
What is Cohort-Based Learning? Cohort-based learning is a collaborative approach where participants progress through a program together, fostering interaction, shared experiences, and peer support. This model emphasizes community-driven learning, encouraging participants to engage, exchange insights, and grow alongside one another. It is collaborative, community-inspired, and strength-based, creating a dynamic learning environment that enhances knowledge retention and real-world application.
How and when will we meet? We will meet virtually for all seven sessions, and then in-person at Astra’s Gala at Marketplace & Academy as all cohort graduates will be seated together and recognized at the Star Awards Gala.
How much is this investment? A one-time $500 participation fee, offered at a special introductory rate for this first cohort.
What’s included? The program includes seven hosted sessions, access to a members-only conversation space, a seat at Astra’s Gala at Marketplace & Academy, a complimentary Vendor Spotlight feature, and inclusion in a featured article in the Marketplace & Academy issue of Astra’s Toy Times printed magazine.
For more information or questions please contact Ashley Kreisman at [email protected]