Our Team
Meet Our Fabulous Team!
Sandy Ruben (Hillsborough, NC)
Sandy began his career in early childhood, where he worked for 10 years as both a director and teacher. He was co-founder of two Children’s Coop day care centers in Cambridge, MA. During that time, he received a M. Ed in Administration from Cambridge College.
His toy career began in 1985, where he founded Sandy And Son Toy Store (later named Stella Bella Toys) in Cambridge, MA. Sandy owned and operated the store the first 13 years of it’s 31 year existence.
Sandy Ruben and Associates was founded in 1999. For a number of years, it was simply Sandy covering 6 states by himself. Since it’s origins, Sandy has personally driven close to a million miles! The organization has grown to a rep group of 19, covering 10 states.
Sandy is committed to both the Specialty Toy Industry and to ASTRA. He has been a member of ASTRA for over 26 years. He has been a panelist/presenter at their conferences, as well as serving on their Board of Di-rectors (2003-2005).
PO Box 849, Hillsborough, NC 27278 Phone: 843-696-4464 Fax: 800-801-7493
Don Smith (Athens, GA)
Don worked in the retail industry for the past 41 years, 26 of those years in the toy industry. He was a co-owner of a toy store with 2 locations in North Carolina. Prior to coming to Sandy Ruben and Associates, he was a sales rep and area sales manager with GUND. When not travelling and selling toys, you’ll most likely find him acting, directing, and singing at Town & Gown Players in Athens, GA. Don has been nominated for ASTRA’s Sales Rep of the Year multiple times.
Phone: 919-749-8038
Rachel Jones, CM (Chesapeake, VA)
Before Rachel moved to Chesapeake, Virginia, she owned a popular store in Scottsdale, Arizona called Sugar Magnolia. Rachel thought it only fitting to go into toy sales after the move since she has a built in toy testing department with 3 children at home. You can trust her opinion based on her research! She understands the importance of each order and loves to help her customers with just about anything to do with their businesses. Rachel believes it's about the relationship more than anything. Rachel has been nominated for ASTRA’s Sales Rep of the Year for 5 years in a row! Besides being a Certified Master Sales Rep, Rachel was also selected to the ASTRA Board of Directors for a three year term from 2022 - 2025.
Phone: 218-230-8898 Fax: 888-898-9864
Boone Forst (Mt. Pleasant, SC)
Boone is a North Carolina native and has lived in Charleston, South Carolina since 2007. She has a combined 6 years of buying experience which includes specialty foods, home accessories, and her absolute favorite, children's toys. She is passionate about detailed work, creating relationships with her customers, and just having fun. When she is not working, Boone loves spending time with her family and heading to the beach or the mountains.
Phone: 828-260-1566
Bethany Mathis (Nashville, TN)
Bethany taught early elementary in the public school setting for 12 years before she opened the specialty toy store Time 4 Toys in Flowood, MS in 2016. She spent almost every open day in the store serving her community through toys. In mid-2022, it was time for her family to move, but not before she lovingly passed on all she had learned in the past six years to Time 4 Toys's new owner. She now calls Nashville home, and is looking forward to using her own experiences to help stores carry products that serve children with a variety of needs and make sense for the individual store and local demographic.
In her free time, she enjoys spending time with her husband, Craig, and three children, Abagael, Hayden, and Paxton.
Phone: 901-833-7799
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Katherine Hodges (Garner, NC)
Katherine’s entire career has been in the specialty toy industry. Her first job was in a specialty toy store at the age of 15 and that retailer continued to employ her as a store manager and multi-location buyer until one day she bought their company. Katherine owned her stores for 10 years before becoming a sales representative. She won ASTRA Sales Rep of the Year in 2018 and realized this year that she has been to Toy Fair over 31 times! She lives in Garner, NC with her supportive husband John and their son Taylor.
Phone: 919-244-8774
Catherine Coury (Raleigh, NC)
Catherine Coury, a native North Carolinian, has spent her professional life of 20 years selling GUND, plush toys. Getting her Bachelor of Arts in Communication from NCSU, truly helped her career to better understand and grow her customers. Her motto is ‘If the customer’s happy, we’re all happy!’. Catherine, and her husband, Scott have two beautiful children, Mason & Maddy Mae. They love being product testers and great hands on research for their mom.
Phone: 732-841-9372
Lizzie Lerner (Palm Bch Gardens, FL)
Lizzie was born and raised in Chicago but now calls South Florida home with her husband, two sons, and two dogs, Mark and Cha Chi. She has worked as a brand ambassador for a variety of skincare and makeup lines, loves trade shows and is very excited to bring her enthusiasm for sales to the toy industry. Her two young sons, Julien and Jake are going to have to fight her off for toys because she is a big kid at heart. After working as a Massage Therapist for the past two decades, she knows the importance of great customer service so...RELAX..she's got you!
Phone: 312-838-1499 Toy Demos on Instagram @thetoyladyfl
Jena Smart (Rochester Hills, MI) Key Account Manager/Specialty Sales
Michigan-born with over 10 years of experience, the toy industry is truly her happy place. A passion for play exploded when she unexpectedly joined the budding manufacturer of My Friendship Bracelet Maker (ask her how!). From there, she continued to gain extensive experience as a National Account Manager at Ann Williams Group (makers of Loopdedoo) & PlayMonster. Jena joins us from her role as Director of Sales at Exploding Kittens. Why SRA? Simply said, "Driven by heart, I aspire to play a bigger role in toys & games, creating meaningful connections that leave a lasting impact, all while having fun!” With an adventurous spirit (she's explored 30+ countries) and her adorable Cocker Spaniel, Maggie, by her side, she's always ready to play.
Phone: 586-885-8886
Kirsten Ruben Sales, Administration and Commissions
Phone: 843-696-4464
Valerie Bernstein, CMSR (Leesburg, AL)
In May 2019 Valerie achieved ASTRA’s Certified Master Sales Representative (CMSR)! She is a transplanted New Yorker, or, as she says it "New Yawker" - she got smart and moved south in 1992. Valerie started her sales career in the Aerospace Industry and eventually decided toys were just more "FUN"! She and her family divide their time between their home in GA and their lake house in AL. Valerie has been nominated for ASTRA’s Sales Rep of the Year several years in a row including 2019.
Phone: 678-595-3062
Daryll Gunter (Tallahassee, FL)
Daryll Gunter is a 6th generation Floridian, a combat veteran, and he opened his first business at 21 years old; a video store. He previously owned his own toy store with his wife along with a bear stuffing business. Some of his favorite family activities include riding trains, the beach and baseball. Daryll also loves collecting toys and Star Wars memorabilia. He and his wife Dawn, have two outgoing kids, Chip and Amelia. So, if you need any feedback from a kids perspective, he has it.
Phone: 850-838-6568
Crystal Lemon (Ft. Laud. & Asheville)
Crystal has been a cultural entrepreneur dealing in the genres of Music, Art, Dance, and Multimedia experiences. She was instrumental in licensing and merchandising for The Morikami Museum, White Space Museum, global performer DJ Rob Gee and Digital Media Artist Laurence Gartel. She has worked on projects such as The 57th Grammy Awards, Newport Jazz Festival, NASA MMS launch as well as other national campaigns. Her passion for connecting people to the right product is a driving force for her business. As all things come full circle, Crystal is excited to be working with SRA as a toy rep placing fascinating toys in the hands of young minds. "Today’s child can be the next generation’s cultural leader." That is a wonderful and exciting dream to be part of.
Phone: 347-261-1136
Tracy Jones (Largo, FL)
Many of you met Tracy when you were in Atlanta. She has worked for us at both the January and July 2023 Gift Shows, and she did a fabulous job! A true “Road Warrior”, she brings over 20 years of sales rep experience. Some of her love for toys was learned when she spent a few years as a merchandising supervisor for Hasbro Toys. Tracy met the love of her life while traveling through Nashville selling computer software. (Get the theme of selling on the road!) Along with her husband David she has 2 grown children and 2 wonderful goldendoodles Charli and Brody. Tracy is a new Florida transplant from Kansas City and will be based in Tampa, handling Florida accounts, but she will also cover parts of Georgia and Alabama as well.
Phone: 913-710-8077
Misty Blalock Audish (Charlotte, NC)
Misty lives in Charlotte, NC with her husband. She had 12 years sales experience in the gift industry, including years as a Gund rep, before joining Sandy Ruben & Associates in 2014. Misty is dedicated to developing productive business relationships with her customers which shows as she was nominated for Toy Rep of The Year for ASTRA! On Sundays in the fall, you’ll find Misty cheering on the Carolina Panthers!
Phone: 704-258-7367
Karen Bortle (Clarksville, TN)
Karen is a Kansas transplant who resides in Clarksville, TN. She has gained her professional toy playing experience from spending time with her grandsons, Scout and Remy. In her free time she enjoys spending quality family time with her daughter Kelsey, son-in-law Drew & their two children. Karen has a wide range of experience in retail management, buying, and the collegiate industry. She has a passion for retail and product and has 15 years experience in retail management and 9 years experience as a buyer. She has an additional 7 years experience as an independent rep and loves the toy industry.
Phone: 913-787-3125
Jeff Griffith / Inside Sales Support
Jeff has worked in the specialty toy industry for over 17 years and has extensive knowledge in retail, purchasing, and multi-channel online sales. Customer service is at the core of his experience and he looks forward to helping you with all your future successes! Jeff lives in Greensboro, NC with his wife, Katie, and their 3 children – Elliott, Kate, & Max. When not working, Jeff loves traveling, board games, watching movies (in his converted shed theater), and playing competitive kickball!
Phone: 336-944-3353
Chris Lowe Showroom Manager & Marketing
Before having her two toy stores, Bean Head Toys, in Atlanta from 2007 to 2014, Chris was a professional children's fashion photographer in Miami, NYC and Atlanta for 22 years. After selling her stores, Chris worked part-time for SRA until she became the Showroom Manager in 2016, overseeing all "aspects showroom". Chris is also designs all the SRA Marketing materials and manages both our website and B2B. In her free time, she enjoys being outside, reading, exercising and spending time with her husband Kevin and their 3 adult children and significant others who luckily all live in Atlanta.
Phone: 404-831-0042
