SPECIALTY TOYS & GIFTS
HOW THE NEW GENERATION OF TOY ENTREPRENEURS IS MAKING A DIFFERENCE by CHRISTINE OSBORNE, owner, Wonder Works; principal, Christine S. Osborne LLC OVER THE YEARS, I HAD THE PLEASURE of working with numerous toy entrepreneurs. But, the entrepreneurs currently invading the toy industry are different than those who came before them—they have a drive that supersedes anything I saw in the past. Here is a look into the minds of four of the industry’s leading entrepreneurs, as I dive into who and what influenced and inspired them to take our industry to the next level. ROB BERTSCHY, INVENTOR, SWURFER Rob Bertschy, inventor of the Swurfer (now with Flybar), was quick to share that his creativity and resourcefulness allowed him to develop and market the Swurfer, but it was his passion and ambition that pushed him to take it to the next level and turn Swurfer into a real business. Rooted in Charleston, South Carolina, Swurfer is the next generation outdoor board sport—handcrafted wooden swings engineered for surfing the air. Bertschy’s drive and perseverance took him and his family of four on a RV tour of specialty toy stores across the country during his first year in business. This solidified relationships with retailers that far exceeded any trade show encounter for his product. Swurfer quickly made it onto the Today show, as well as numerous other national morning shows, making it the “must-have” swing nationwide. His mind is rarely quiet. When you speak with him, you realize he is living in the next decade. He is always looking forward, planning future industry business models, and developing 20 to 25 new product ideas all at once. Bertschy’s best advice for toy entrepreneurs is, “Don’t forget who you are and where you came from. Growing up in Bentonville, Arkansas, I experienced Walmart’s ascension first hand. From a young age, I was experienc-
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THE TOY BOOK | FEBRUARY 2019 | toybook.com
ing the Walmart way and the culture of exceptional customer service. I have always looked up to Sam Walton and embraced the culture he was so passionate about.” MARISSA LOUIE, INVENTOR, ANIMOODLES Marissa Louie finds her drive in staying grounded. Her background as a designer at Apple and Yahoo gave her the ability to be steadfast in her gut instincts of focusing on giving kids the toys they want. Animoodles are huggable, soft, fully magnetic, mix-and-make plush toys created by
“The entrepreneurs currently invading the toy industry are different than those who came before them—they have a drive that supersedes anything I saw in the past.” veteran artists from Apple, Disney, and Pixar. Animoodles have magnetic arms, limbs, bodies, and heads that kids can be rearranged into hundreds of combinations, or even stick to refrigerators. They are inspiring the next generation of compassionate makers around the world. Louie surrounded herself with industry experts, such as Caren Shalek, who marketed the original Tickle Me Elmo, and Jim Whims, who brought the original Teddy Ruxpin to store shelves. Tom Kalinske, the former CEO of Mattel, Sega, and LeapFrog, also provided her with guidance on product creation and toy company operations. Learning from industry veterans was key to Louie’s success with her product. The digital world of Kickstarter, Amazon, and social media (including influencers) has
been her sweet spot in marketing hands-on play. She is one of the leaders embracing this technology to move her business forward. However, she also states that good, old-fashioned play patterns without hightech apps moved her plush into the next decade of play. For Louie, the future looks like continued learning in all aspects of her business, staying true to herself, knowing her customer, and using her creativity for new characters, textures, and functionality. CAMERON LARIAN, HEAD, KIDFOCUS Cameron Larian has the daunting task of utilizing his energy and persistence to bring MGA products, such as L.O.L. Surprise!, Moj Moj, Little Tikes, Num Noms, Project Mc2, and Ready2 Robot, into the hands of specialty toy stores throughout the country. Larian is openly honest with his desire to learn, grow, and adapt to the changing toy environment. Somewhat of an old soul, he openly discusses his philosophy of taking full responsibility for everything in his life, being open minded, and rolling with the punches. Larian moves his business through stressful times quickly using his unique ability to own his beliefs, understandings, and patterns. His response to criticism, suggestions, and advice is thoughtful, and he recognizes the ability to learn from feedback. His proactivity empowers his business for better future outcomes, and he is extremely open to developing the bridge from mass to specialty in a way that benefits all. ADAM REED, CREATOR, REINDEER IN HERE Adam Reed is the creator of Reindeer in Here, a book and plush set sent by Santa as the first gift of the Christmas season to celebrate the differences in children and reinforce the concept that being different is normal.
