The American Specialty Toy Retailing Association, or ASTRA, is an organisation of manufacturers, manufacturers representatives, distributors and retailers of specialty toys, as compared to mass market product sold by e.g. Toys "R" Us. 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.
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