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Podcast about the toy & games business, hosted by leading toy business expert Steve Reece of www.KidsBrandInsight.com. Steve takes a look at different trends in the toy & game biz, and speaks to interesting people from across the business. © 2018 RG Marketing Ltd. All rights reserved.
 
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show series
 
Paul Dixon has had an amazing career, and amassed huge life wisdom. He talks us through his career and shares some deep insights into life on Episode 52 of the Playing At Business podcast. Paul worked as a Toy Buyer for major mass market retailer TARGET. He has run his own consumer products business, and also worked as a Toy salesman. He offers str…
 
Matteo Vezzosi is the Executive Director at the Asia Toy & Play Association. In this episode we discuss with him the toy markets of Asia, and how toy companies can access those markets. For anyone interested in distributing their toy products across Asia, this is a must listen episode.
 
We never expected to get to 50 Episodes but we did! Celebrate with us as we review our experience of interviewing people from across the toy business for the last 3 years. We also discuss the massive 2022 movie slate, packed full of toyetic blockbusters & what the likely impact is on the toy business.…
 
There are 4 distinct lifestages of toy companies. The product development and marketing initiatives the company chooses to run, the company strategy and management are all influenced by, if not defined by the lifestage. In this episode, Steve Reece takes his usual approach of strategic thinking with a no nonsense, no corporate speak delivery to exp…
 
2021 has been an 'interesting' year for the global toy business. 2022 looks set to be another challenging year with various head winds and disruptive factors affecting the toy business., but with some accompanying tailwinds. In this episode, Steve Reece explains his analysis of the prospects for the toy category for 2022 based on more than 2 decade…
 
These are turbulent times for supply chain managers in the toy business. Some of the challenges though could have been more easily managed if toy companies had avoided the one major mistake they seem to make by default. Aside from container shipping being exorbitant and timings unreliable, there have been many other issues along the way which make …
 
John Baulch's Toy World magazine has just celebrated 10 years in business. We talk to John in this episode discussing how toy trade magazines can help toy & game companies of all size communicate to the toy trade and make better progress. We discuss trends and changes in the toy business which John has observed in his nearly 40 years in the busines…
 
Anita Castellar has a wealth of experience in the world of Licensing having worked for Lucasfilm, Hasbro and The Walt Disney Company. We discuss trends in licensing and the state of the licensing business today. For those who are interested in toy licensing this is a must listen episode!
 
Lutz Muller is a leading Consultant to financial companies looking to understand what is going on in the toy business. In this episode loves comments on everything he sees going on in the toy trade this year.
 
Tim Walsh has a wealth of experience and insight about the toy & game business. Having come into the market with hit game Tribond, he has worked on many successful products over time. He has also come to the fore in recent times for his YouTube channel featuring origin stories of iconic toys & games. This is a fascinating interview with someone who…
 
Ben Hogg has been working in the toy & games business since childhood, thanks to a family owned toy retail business. In this episode we talk about how his adult career in the Games business started and we discuss his work across all sides of the UK games business, from specialist niche games through to his being part of the team that successfully l…
 
The toy & game business is generally speaking marketing driven. In this episode Steve Reece discusses the bewildering array of marketing tools, platforms and media open to toy & game companies today. We also look at the 5 easiest ways to completely waste your marketing spend, and in doing so highlight the best way to get maximum value from marketin…
 
KidsKnowBest is a fast growing digital media agency focused on children. In this episode we interview co-Founder Joel Silverman about the company, their approach to creating compelling content and insightful understanding of how kids think. We also discuss his journey from hairdresser to celebrities in London's ritzy Mayfair to heading up a growing…
 
The Puzzles category has had a great time during the pandemic, new generations of puzzlers have been 'born' out of all the lockdowns around the world. In this episode of our Playing At Business podcast we talk to Amanda Chaplin of Gibsons Games to delve deeper into the world of puzzles and to discuss Gibsons' perennial classic games - their portfol…
 
In this episode, Steve Reece shares 7 key learnings from his time working in the toy & seasonal department of a major retailer. This episode looks at the importance taking a practical approach to merchandising, takes a look inside a decision by a retail buyer to delist a brand, and outlines key timeless learnings from the world of retail.…
 
Peter Jenkinson is Mr. Toys, a man who is well known to those within the European as one of the most passionate advocates for toys & games, both on an individual product basis and for the industry overall. We discuss what is going on with the toy trade nowadays and get Peter's insights into major trends including sustainability, the Kiddult categor…
 
The toy & game business is currently facing massive challenges with shipping. Shipments are delayed, and container shipping costs have soared to plainly ridiculous, unviable levels. In Episode 36 of the Playing At Business podcast we take a look at what's currently going on, how long this disruption is likely to last for & what toy & game companies…
 
India is a fast rising toy manufacturing hub. In this episode of the Playing At Business podcast we interview the owner of a leading toy factory in India. There are cost savings to be made by switching some toy manufacturing from China to India, and in this episode we take a look at what drives those cost savings. We also find out about iTech Plast…
 
Toy & game business expert Steve Reece talks through brand licensing and how it works in the toy business. He outlines some of the key opportunities presented by licensing, as well as the risks both financial and otherwise. He also discusses the key to negotiating good licensing deals. For anyone interested in toys & brand licensing, this should be…
 
In episode 33 of the Playing At Business podcast, Steve Reece lists out the top 20 things he has learnt from more than 2 decades working across regions, product categories and companies in the toy & game industry. Steve has worked for, with and on some of the most iconic toy & game brands out there - including Monopoly, Play-Doh, Disney & many more…
 
David Ripley has extensive experience in the toy business, having worked as a Toy Buyer and in more senior commercial roles for major UK retailers. He has also worked for and with a number of online platforms. As such, David is very well placed to offer unique insights into a broad range of topics from how Toy buyers select products, to where Toy r…
 
Dean Weller is the expert's expert when it comes to marketing and buying media for toys & games. In this broad ranging episode of the Playing At Business podcast, we talk about how marketing has changed over time, we run through the typical weight of a toy marketing campaign today looking at the percentage of spend typically spent on TV advertising…
 
China has played a critical role in building the global toy business as a massive hub of highly efficient toy and game production. As OEM contract manufacturing i.e. making toys for other people gets harder and harder to make a profit from, so an increasing number of Chinese toy factories are looking to move up the value chain & move towards being …
 
TOYI is an up and coming Construction Toy brand. There story is compelling - the concept started as a University project for co-Founder Elif Atmaca. From there TOYI was successfully funded on Kickstarter, and is now selling successfully around the world. TOYI's story is interesting because they are a few years into the business, with some degree of…
 
Augmented reality has been on the periphery of the toy business for some years now. Pokemon Go really brought the technology to the fore, leading to a major boost on Pokemon toy & card game sales. In this episode of the Playing At Business podcast we talk to Wikitude's Paula Monteiro about A.R. and the potential for toys. We also discuss some of th…
 
Adam Borton is a professional toy inventor and designer held within high regard in the toy business. Among other things he invented and licensed to Mattel the smash hit skill and action game 'Flushin' Frenzy'. In this podcast interview we talk about Adam's journey in the toy business, and about his new initiative: Toy And Game School, which aims to…
 
Rick Derr is a successful toy retailer with a strong social media profile, in fact, Rick puts a lot of his recent success down to his business heavily adopting social media marketing and advertising to drive traffic into store. We also discuss his winning strategy for bricks and mortar retail to work with Amazon not against them. This is a must lis…
 
India is the cause of much hype & speculation recently regarding the speed of growth of the toy manufacturing industry in India. With India being the only country in the world with a comparable population size and therefore potential workforce as China, and with low labour costs, India seems to be the primary beneficiary of the move of some degree …
 
In Episode 24 of our Playing At Business podcast we interview Phil Albritton, founder and host of the Powerkid podcast, the original toy business podcast. Phil has been interviewing the cognoscenti of the toy industry for years now. Phil is also an innovation force in terms of the creative side of the toy business, his company Powerkid Design suppo…
 
Billy Langsworthy is Co-Founder of Mojo Nation, a company dedicated to celebrating the creativity of toy & game designers. Mojo Nation offers networking & pitch events for toy & game creators to get in front of toy companies who can license their products. We talk about toy & game inventing in this episode of our podcast. We also discuss Billy's wo…
 
The Fantastic Factory create compelling board games. In this podcast we interview David Snow and Steve Evans, the brains behind the business. 'Disruptive' is an over used label these days, but there is no other way to describe the creativity lead approach of The Fantastic Factory. In a somewhat chaotic and occasionally hilarious interview we find o…
 
In Episode 21 of the Playing At Business podcast we talk to the creator of smash hit toy product 'Rainbow Loom'. Choon Ng has done something which very few people in the toy business have - he created and implemented a product which started a massive global toy fad. At the peak of Rainbow Loom's success, it was as big as anything out there, selling…
 
New toy businesses are the lifeblood of the industry. Today's start ups can become tomorrow's corporate behemoths. But there are a lot of hurdles and barriers in the way of success for those starting up a new toy business. In this latest podcast episode, toy industry expert Steve Reece runs through a few key areas which need to be well managed in o…
 
In this wide ranging interview with toy manufacturing expert Michele Bovetti we discuss what's happening in toy manufacturing, we talk about how automation can decrease production costs and efficiencies saving costs for toy factories and their customers. We also talk about Michele's work in setting up numerous new factories in India & other countri…
 
Steve Starobinsky is a true Kid@Heart. His work as a futurist and toy trend expert has made him well known and well respected across the toy business. His work with Diverse Marketing (a leading U.S. sales agency) has given him something rare among toy trend observers - hard earned commercial grounding. In this wide ranging interview we cover anythi…
 
Amazon is an ever more important part of the toy & games business with growing market share in many major markets, and with new markets rolling out around the world. Selling via and to Amazon though is not the same as selling to a traditional toy retailer. Amazon is as much a platform as it is a retailer, in short, it needs a bespoke approach to be…
 
In this episode of PLAYING AT BUSINESS we interview world renowned and highly experienced board games creator Richard Heayes. Richard talks us through his journey in the business, and about how he came to create one of (maybe THE) biggest and best selling board games brand extensions of all time. Richard's insights and sparky creative mind shine th…
 
China is the world's second biggest toy market, with significant growth prospects ahead. In this episode we discuss the opportunities in the Chinese toy market with Jacqueline Vong of Playology International Inc, a leading Consultancy with expert insights to the domestic toy market in China. We also discuss content strategies, both in China and in …
 
In Episode 14 of our Playing At Business podcast we give an overview of international toy markets at a topline level, and discuss why a bespoke approach to each country is likely to yield the best results. We discuss some of the Do's & Don't's of export sales for toys & games covering major markets including the USA, China, UK, France, Germany and …
 
Interview with Emile Kalis, co-founder of Identity Games. The company was founded in The Netherlands in the 1990s, and has since established international reach with numerous great games achieving sales success across multiple markets. In this podcast Emile talks us through his journey in the board games business, and shares key insights he learnt …
 
Playing At Business - a leading toy and game business podcast In this episode we interview Marc Fayad of Splash Toys, talking about their latest product launch: Sneak'Artz We also talk about the toy business in general and Marc's experience in the toy business. We discuss toy marketing, distribution across export markets and find out more about Spl…
 
The action figure and fashion doll categories have seen a lot of change in the past decade or more, with a huge degree of success for many toy companies in this space. This episode of the Playing At Business podcast takes a look at the changes and what they mean for the global toy industry. For more on us/our toy business consultancy, go to www.Kid…
 
The global toy industry has become reliant on China's toy manufacturing sector to provide production capacity, as well as development and production expertise. In recent years though China has seemingly shifted away from low end labour heavy manufacturing towards higher end, higher tech production categories. The past few years have seen significan…
 
Playing At Business podcast episode 9 looks at the board games category, and why it is a timeless success, why the future is bright and at key trends in the board game category.โดย Steve Reece on behalf of RG Marketing Ltd
 
This episode looks at consumer research testing in the toy industry, why we don't tend to do enough of it, the benefits of more research testing for the toy business and key learnings from host Steve Reece based on his conducting over 1,200 focus groups with kids on toys. For more on us, please go to: www.KidsBrandInsight.com…
 
Over time, the same toy themes have repeatedly re-emerged time and time again...but why is this? Does this mean we shold not be trying to push the boundaries and create new toys? In Episode 7 of the Playing At Business podcast, host Steve Reece discusses how & why some themes just keep on working time after time. For more on the podcast: www.Playin…
 
In this latest episode of the Playing At Business podcast, host Steve Reece looks at the close relationship between movies and toys. With a bit of history, some analysis and some future gazing, this episode acts as an introduction to the topic of movie related toys. For more on Steve's day job as a leading toy industry consultant, please visit: www…
 
Retail has always been a tough environment, but it has never been harder. Online retail is finally reaching critical mass to the point it now represents an immediate existential threat to physical retailers. This episode of Playing At Business looks at how physical retailers can compete and even thrive in this crazily competitive market place today…
 
In Episode 4 of the Playing At Business podcast, host Steve Reece takes a look at why Play-Doh (and also Coca-Cola) are such strong brands.โดย Steve Reece on behalf of RG Marketing Ltd
 
Monopoly is widely regarded as THE board game all children must play as they are growing up, but more than that Monopoly is an inspiring & instructive story for business people in several ways. Listen in for more... For more on us/other episodes of the Podcast, go to: http://www.PlayingAtBusiness.com…
 
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