Press Release


Wheeling, IL  (November 13, 2010)–Game nights in the den and adventures in the backyard are back in style as families enjoy the opportunity to spend more time together and rediscover the joy of play. Parents are on a quest for toy value this holiday season and seek to choose quality over novelty. Selecting classic and innovative toys stretches the gift budget, providing endless opportunities for years, even generations, of creative fun.


Retailers singled out Snap Circuits Jr.®, manufactured by Elenco®, as a toy that delivers exceptional value, awarding it a coveted spot on the just-released American Specialty Toy Retailing Association’s (ASTRA) 2010 Best Toys for Kids Award list.  The Best Toys for Kids Award list features toys that stretch a child’s imagination, toys that invite discovery and exploration, toys that get little ones moving, toys that helps kids build creativity, toys that fascinate and delight babies, and even toys that will help preteens unplug from electronic games and rediscover the joy of play.

“ASTRA’s top picks are different.  They are made by neighborhood toy store owners around the country who vote on the selections based on watching kids play in their store all day long and talking with parents,” points out Kathleen McHugh, President of the American Specialty Toy Retailing Association (ASTRA), the group that selects the Best Toys for Kids Award list. “Instead of being financed by the companies that make the toys, like the majority of the toy award programs, ASTRA's list is chosen by a community of people who care deeply about quality toys.”

“Our retailers, who are also play experts, selected Snap Circuits Jr.® because it represents the kind of toy they want in their locally or independently-owned stores—a product that’s not about what the toy can do, but rather about what the child can do with the toy,” continues McHugh.  “Snap Circuits Jr.®, along with the others on the Best Toys for Kids Award list, go way beyond the pre-programmed, ho-hum play of so many heavily advertised toys and gives kids play that truly challenges their imagination, creativity, and other skills.”

Art Seymour of Elenco says that what makes Snap Circuits Jr.® unique is that it makes learning about electronics easy and fun!  Follow the easy-to-understand manual and build exciting projects such as AM Radio, burglar alarm, door bells and more.  “This may not be the toy the TV commercials tell your kids to bug you about, but it will be one they play with over and over again. Rather than scripting everything for your kids, Snap Circuits Jr.® lets them make up the play themselves,” notes Art Seymour.

Parents, grandparents, and others can find the 2010 Best Toys for Kids Award list along with an easy-to-use Toy Store Finder to locate independently-owned toy stores in their area at


About Elenco

Elenco® was founded more than 30 years ago by 2 engineers. The core of Elenco® is still our strong engineering and design skills. Our test equipment has been proven to be reliable as well as affordable. Our niche in the electronics industry has expanded to include markets from Universities and High Schools to retail toy and hobby stores.


About the American Specialty Toy Retailing Association (ASTRA)

With more than 1000 members, the American Specialty Toy Retailing Association (ASTRA) is the largest association for companies in the toy and children’s products arenas. ASTRA and its member companies promote the growth of the toy industry by delivering products that serve children’s best interests.  For more information, visit


Because Community Matters, ASTRA members thank you for shopping locally.