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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
 
Electronic Toys are not new. The toy business has a long history of dumbing and pricing down electronics & tech in general into toy formats and toy price points. In the end though, whether these tech toys work or not in the market doesn't come down to the tech/electronic itself. Listen to Episode 76 to find out what really matters even more!…
 
Creative Play toys have been around for a long time, but this isn't an easy space with so many generic stationery products and 'Me too' generic kits for sale straight from the factory gate in China. In Episode 75, we take a look at the key success factors, and how companies can build brands in this space & win over the long term.…
 
With soaring container shipping prices, Covid lockdowns and rising costs in China, many toy companies have begun to look at 'Nearshore' option for manufacturing. We run through the pros, cons and realities of Nearshoring in this episode of the Playing At Business podcast.โดย Steve Reece on behalf of RG Marketing Ltd.
 
Not that many people know that the video game business was considered to be part of the broader toy business for quite some time before it eventually became clear that the Video Games business was a bigger beast than its parent! In this episode of the Playing At Business podcast we talk through the differences between the Toy and the Video games bu…
 
Toy companies (both big & small) rely heavily on the factories they work with. Every time they produce a toy your reputation and potentially your business rest on the factory & their complying with safety, ethical and quality standards. Competitive pricing is also a concern of course, manufacturing spend is the biggest cost for toy & game companies…
 
The toy business is moving from a single hub (China) sourcing model to a multi-hub model. India is the only other country with comparable population size, with abundant cheap production line labour and existing industrial capacity and domain expertise in plastics. There are many more reasons though why India's rise in toy manufacturing is an inevit…
 
There are some core fundamental practises that successful toy & games companies follow. If you look at any company operating in the toy biz with longevity and success, they will no doubt be following these 10 'Commandments'.โดย Steve Reece on behalf of RG Marketing Ltd
 
Sometimes toy companies get so lost in their own internal processes and stakeholder conversations that they forget to think about what their end consumer i.e. children will want out of a product. We run through how to make toys that kids will want in this episode of the Playing At Business podcast.โดย Steve Reece on behalf of RG Marketing Ltd
 
France is one of Europe's 'BIG 3' toy & game markets. In this episode we speak to Yann Fresnel (of Toy Influence), who has extensive commercial experience in the French toy market. We discuss his career in toys, what companies need to understand about the market in France and also look at how his company helps with market entry in 'La Republique fr…
 
Selling your products into Retail is rarely easy, but getting into those accounts in the first place is one of the hardest elements of starting a toy or game business. Even for established companies persuading new customers to come on board can be tough. In this episode of PLAYING AT BUSINESS podcast we take a look at this topic and look at some fu…
 
The only constant is change! The toy & game business is ever evolving. Over time we have observed many fundamental changes in the business itself but also in the world around us which also affects the world of toys. In this episode we run through the 10 biggest changes we have observed over time, and how that helps us predict & prepare for the futu…
 
This not a podcast episode, instead it is an advertorial in which host Steve Reece talks at length about his own experience in the toy & game business and how our Consultancy business came about. We wanted to put this recording up to explain how we work and what we do in more detail for anyone who is interested. We talk through each of our Consulta…
 
Licensed products are a major feature of the toy & games business. In this episode we take a look at the key elements of licensed toys & games in terms of standard deal terms to acquire licenses, the do's and dont's of licensing and we take a look at what a healthy approach to licensing looks like for toy & games companies.…
 
Europe remains a major region for the toy business, but it is a very fragmented region with more than 40 countries/territories, along with many languages, cultures and peoples. In this episode we discuss how to approach this potentially lucrative but highly fragmented market.
 
The Collectables toy category has been a major pillar of the toy business for a long time now. But the costs and risks of trying to enter this category can be high, while product launches tend to be very hit or miss. In this episode of The PLAYING AT BUSINESS podcast we look at the key success factors for Colelctable toy product lines.…
 
Toy & Game packaging is often more important than the product within in terms of motivating someone to buy the product in the first place. There are some fundamentals of effective toy packaging, as well some very common mistakes. We run through all of this in Episode 62 of The PLAYING AT BUSINESS podcast.…
 
Inventors are critically important to the toy & games business. On this episode we talk to Azhelle Wade - The Toy Coach - about her work helping Inventors to get their toys & games to market. Azhelle's positive energy shines through in this episode. We discuss the top tips she shares with Inventors and her Toy Creators Academy which helps inventors…
 
The board games category has increasingly low barriers of entry. Whereas toys may require significant tooling investment, cardboard games basically require a great gameplay mechanism & some eye catching graphic design...but surely there is more to it than that? In this latest episode of the PLAYING AT BUSINESS podcast we take a look at the key fact…
 
For most people working in the toy business, the day to day focus is on the nuts and bolts of their role in the company they work for. Few take the time to consider just how much good the toy & game business does in the world at large. That's what we discuss in this episode of the PLAYING AT BUSINESS podcast - coming straight from the heart we take…
 
For any company who has been in business for a while, entering into new product categories becomes an obvious but not entirely risk free move. In this episode of the PLAYING AT BUSINESS podcast we take a look at why companies choose to enter into new product areas, how self-awareness is one of the most important things to consider and how successfu…
 
Effectively presenting products is one of the most critical skills for people in the commercial departments of the toy industry. In Episode 57 of the Playing At Business podcast we take a look at 5 key success elements of effectively presenting toy products. It isn't just a case of showing how the product works (although that's part of it). There i…
 
Spider-Man has been around since first appearing in comic books back in the early 1960s. Today Spider-Man is a mighty movie and entertainment franchise - the 5th biggest grossing movie franchise of all time in fact, with the most recent instalment: Spider-Man No Way Home heading towards the Top 10 grossing movies of all time. Spider-Man has also be…
 
Once seen as a slightly strange thing to do, today toy collecting is very much a thing. Major companies like Hasbro and Mattel have extensive programs and platforms to nurture, grow and monetise fans and collectors of their brands and products. In this episode, we talk about all things toy collectors, and why they are of increasing financial import…
 
Tens of thousands of visitors, thousands of exhibitors - toy trade shows represent the biggest opportunity to get face to face with the most people who can advance your toy & game business. In this episode we discuss trade shows and how to get the most out of them, as well as taking a look at the major toy trade shows coming up soon.…
 
Toy sourcing has never been more challenging than it is at the time of publishing this episode. Shipping costs have soared. Factories which have been supplying toy & games companies for decades are shutting in China. Alternative toy hubs are lacking in capacity as demand soars for toy manufacturing away from China. China will still have a key role,…
 
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…
 
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