ASTRA Heading to the Midwest for its Summer Specialty Toy Event

It’s not even Christmas yet, but specialty toy retailers can already start planning their summer now that the American Specialty Toy Retailing Association (ASTRA) has announced the dates and location of its annual Marketplace & Academy event.

Running June 5-8, the annual event brings together the specialty toy industry with four days of educational sessions featuring industry thought leaders, networking events, and the highly anticipated ASTRA Star Awards Gala. The event will be hosted at The Baird Center in Milwaukee, Wis., and registration is now open at MarketplaceAndAcademy.com with discounted early-bird pricing available through Jan. 31, 2026.

Bringing together independent retailers, manufacturers, sales representatives, and industry professionals from across the U.S. and beyond, Marketplace & Academy 2026 offers a dynamic combination of trade show business opportunities and educational resources. Attendees can expect exceptional programming, including a keynote speech from Michelle Thaller, astronomer and former assistant director for science communication at NASA Goddard Space Flight Center, hands-on product demonstrations, and educational insights from industry experts on some of the most topical conversations shaping small businesses and specialty toy retailers today.

The ASTRA Play Awards, which is currently accepting nominations, will announce the 2026 winners during the Star Awards Gala, shining a spotlight on exemplary products across a wide range of categories. Throughout the show, award finalists will be featured on the show floor in the all-new ASTRA Experience, a content creation hub for influencers and exhibitors.

“In today’s landscape, where industry trends shift faster than ever, ASTRA’s Marketplace & Academy is more than a show. It’s the place where ideas are exchanged and partnerships are built,” said ASTRA President Sue Warfield. “We are proud to bring this community together under one roof so we can collectively drive growth, leadership, and unite around our shared belief that play matters.”

Founded in 1992, ASTRA is a nonprofit, member-driven trade group dedicated to engaging, elevating, and promoting the specialty play community. Membership brings year-round opportunities to learn, collaborate, and share expertise with fellow professionals. The association is governed by a 15-member volunteer board representing retailers, manufacturers, sales representatives, and affiliates.