Specialty Retailers Interested in an Eclectic Collection of Product Backed by a Legacy Company with Major Chops Must Visit Master Toys at Booth #1806!
Vernon, CA (May 15, 2026) – What’s in a name? In this case, quite a lot! Master Toys, the 50+ year old company of toy experts is thrilled to return to Astra Marketplace & Academy in Milwaukee June 5-8 at the Baird Convention Center in Booth 1806. Although this will be their 2nd year at Astra, Master Toys has a long history of success in the toy industry – no one sticks around for this long without a keen eye and the wherewithal to adapt. Master Toys’ diverse range of products cover all kinds of consumer needs, from impulse buys to outdoor activity and even fidget/ sensory delights.
Sugar Squishie mania has swept the country by storm, and social media is ablaze with kids and kidults alike trying to get their hands on anything squishy; it can be tough for stores and distributors to keep up with the meteoric rise in demand! Master Toys is eager to show up to Astra this year with a promise of realistic deliverables and transparency for retailers, especially for specialty, who’s stock historically gets cut to accommodate massive, big box store orders. Specialty retail deserves security and trust too, and Master Toys has wisdom from 5 decades in the business to make sure orders are fulfilled and agreements are met! With longevity and trusted relationships forged over 5 decades, Master Toys is here to help retailers and will be transparent about their inventory and shipping status.
Speaking of the squish craze, Master Toys has plenty of offerings that are sure to satisfy eager customers hunting for their trendy, sensory, fidget fix, ready for shipping in early July. Among their core squish category are three primary contenders – QUBE, DROP and DRIP, which all come in 4 different colors – pink, purple, green and blue. As their names suggest, QUBE is a perfectly pliable, rounded cube translucent enough to see your hand while looking through it! Squish, stretch, manipulate and watch it slowly morph back into shape, the cube is an excellent choice for customers on the hunt for trendy squish toys. DROPs are oversized gumdrop-shaped squish toys with a bumpy exterior, offering a different sensory experience when compared to the QUBE. Feel how the surface changes in real time as you mold and stretch the DROP in your hands. DRIP introduces a teardrop shape and a ton of glitter inside! Feast your eyes on the gleaming sparkles within as you play.
Here’s some food for thought: occasionally, food can be played with! Master Toys’ Big Dill Squishy Pickle is a humorous take on squish toys. This quirky cucumber has a bumpy exterior indicative of most pickles, as well as a pair of eyes which is far less common! But if smooth is more your style, try the Slow Rise Butter. Resembling and smelling like an iconic stick of butter at a mere glance, surprise your friends by squishing it in front of their eyes and drink in their reaction as it slowly morphs back into shape!
Big fun comes in small packages indeed, especially with Master Toys’ World’s Tiniest toy line, with SKUs available now to order. Keep a copy of your favorite classic games in your pocket! The best part of World’s Tiniest is that these mini-fied objects still work like their 1:1 scale counterpart. A game of Tumble Tower is even more nail-biting at such a tiny scale! But don’t worry, Master Toys was thoughtful enough to include some tweezers for precision removal and stacking. Test your memory on the go with a World’s Tiniest Copy Cat Memory Game, just be sure to hold it close and don’t mis-input with your comparatively gigantic thumbs! Tiny Old Maid is here for game night when your group wants to mix things up, and you can carry on a conversation across the house playing two games at once with Small Talk – World’s Tiniest Walkie Talkies. And if you’re up for the ultimate challenge, brandish a pair of Micro Rays – World’s Smallest Space Blasters. Your target is even smaller now, good luck!
Master Toys’ Fluffy Putty is your all-in-one stop for fidget fun. Fluffy Putty is super light and airy, delightful to stretch, fold, mold and mash, all while retaining its aerated, light and unreal hand feel. Each capsule of Fluffy Putty includes two different mix-ins to bring the flexible fun to a new level: tiny confetti-style charms and a miniature animal friend. Customize your putty experience to make a fidgety experience that just right for you. New styles for 2026 include a Capybara Fluffy Putty (with tangerine slice confetti discs), Axolotl Fluffy Putty (with rainbow confetti discs), Unicorn Fluffy Putty (with rainbow balls) and 3 styles of Farm Fluffy Putty (Cow with sunflowers, Chicken with corn, and Pig with herbs).
Summer is practically here, it’s time to stock up on bubbles to populate your impulse aisle! Master Toys is writing orders now for Maxx Bubbles products in partnership with Sunny Days Entertainment, bubble masters in their own right. Maxx Bubbles 4 oz Bubble Wands come in 6 different colors and are perfect for party favors so you can have a wand for each partygoer and thus, maximum bubble chaos! The special elongated bubble wand allows for easy re-coating and mess-free storage. Meanwhile, 16 oz Bubble Bottles are perfect for long-term fun and re-use. Equipped with a double- loop bubble wand and plenty of fluid, be prepared for hours of entertainment, or save some fun across multiple days with the handy bottlecap seal. Master Toys also has offerings through their partnership with Horizon Group USA, available for perusal and order. These partnerships were forged with specialty in mind, offering top-quality play products and reliable infrastructure for stock and delivery.
Retailers in attendance at Astra are encouraged to come by booth #1806 to experience first-hand the professionalism of Master Toys and their hottest new offerings for 2026! For more information on Master Toys and their full product portfolio in the interim, visit https://www.mastertoysinc.com/.
About Master Toys
Master Toys and Novelties, Inc. has been a manufacturer and wholesaler of toys, dolls, impulse/trendy gift items, die-cast metal cars and so much more, celebrating its 50th Anniversary in business just last year. With five decades of experience, Master Toys pride themselves on delivering high-quality, innovative products that bring joy to children, kidadults and collectors alike. They are dedicated to the specialty market, understanding the unique needs of independent retailers and specialty stores. Master Toys’ focus is on creating distinctive, trend-forward products that stand out in the marketplace, ensuring that their partners have access to items that captivate and delight their customers.