“There are no tired brands, just tired marketers.” That quote alone has been living rent-free in my head since this interview. It has challenged me to take a look at my own brand and ask, am I doing everything I can to keep it thriving?

In this episode, Sharon Price John, President and CEO of Build-A-Bear Workshop and Chairwoman of the Toy Association, shares how she turned around a failing classic brand, and ushered it into a new era of profitability and heart.

Sharon walked me through her approach to brand transformation, from how she finds hidden profit in the smallest details to how she leads with data, with a focus on building resilience even through the toughest times. Sharon is a master of reframing for a positive mindset. When the pandemic hit, she renamed her daily team meetings from “COVID calls” to “success calls.” And that mindset shift worked wonders. 2021 became Build-A-Bear’s most profitable year ever.

If you’re sitting on a brand that you know has potential but you’ve been feeling stuck on how to help it gain momentum, this episode will certainly give you a new perspective.

Listen For These Important Moments:

• [04:06] - What do you do when a business is failing, but the brand still has magic? Sharon shares how she approached one of the biggest challenges of her career.
• [08:04] - Could saving a few pennies really turn a business around? This moment will make you rethink how you look at every product detail.
• [18:50] - In the middle of a crisis, Sharon made one simple change that completely shifted her team’s mindset—and it led to record-breaking results.
• [24:58] - “There are no tired brands, just tired marketers.”— This one quote changed how I see branding forever. If your business feels stuck, this is the wake-up call you need.
• [38:41] - Think success means climbing a ladder step by step? Sharon has a different take that might just change your entire career outlook.

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Is it time to stop manufacturing overseas? Or are these tariffs just temporary chaos?

In this episode we're talking about the massive new tariffs shaking up the toy industry and what they mean for your bottom line. With import costs from China jumping up to 54% April 2nd, and a potential 104% threat looming over the horizon, toy creators everywhere are wondering what to do next. Should you absorb the cost? Raise prices? Cancel a launch? Shift production? I’ll walk you through what’s really happening, what’s coming next, and how to make a smart move without panicking.

On April 4th, I held a Tariff Toy Talk for Toy & Game Creators where we could get together and discuss what to do in light of the Trump administration's tariffs that are decimating our economy, and threatening the life of the toy industry.

Since so many of you reached out wanting to hear the recording, I thought it would be best to make this talk readily available on this podcast.

Tune in to hear from other toy people just like you—creators, inventors, and business owners—who joined me to share their questions, insights, and real-life experiences going through this rollercoaster. From surprise $9K tariff bills to last-minute Kickstarter cancellations and creative shipping workarounds, you’ll get insights from the front lines.

Listen For These Important Moments!

• [00:01:16] — A quick look back at how the 2025 tariff news hit the toy industry starting right after Toy Fair wrapped.
• [00:04:27] — Several indie toy brands start to feel the heat. From canceled Kickstarters to massive clearance sales, the early ripple effects are real and painful.
• [00:08:11] — A few creators share the gut-punch of getting charged thousands of dollars on orders they thought were already squared away.
• [00:28:03] — Innovative responses begin to surface. 3D printing, fulfillment shifts, and DTC models come up as small brands brainstorm ways to stay afloat.
• [00:43:20] — The big manufacturing question gets unpacked. Can U.S. factories really step up for toy makers or is that just a hopeful dream for now?

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Have I ever told you that I’m allergic to cats? Well, lucky for me I recently met Katharine Burke, the creator of PurryFuls, a purring plush cat that is designed for on demand comfort that only a purring cat can provide.

Katharine left a high-stress tech job to build Purryfuls, and in today’s episode she shares exactly how she went from zero toy product experience to debuting her brand at New York Toy Fair and getting featured in Forbes!

In this episode we go into detail about the skills that Katharine had to develop to create her first prototype, and why those skills likely saved her thousands of dollars. If you’re interested in hearing a case study of a fellow startup toy entrepreneur taking a leap of faith on their toy product, give this episode a listen.

Listen for These Important Moments:

• [02:23] – Burned out from a high-pressure tech job, Katharine made a bold decision that completely changed her life. She walked away to follow her toy dream.
• [05:21] – When she couldn’t find a plush that mimicked a cat’s purr, she realized something big: this product didn’t exist yet… and she was going to make it.
• [07:02] – No sewing skills? No problem. Katharine taught herself everything from scratch (including coding) to bring her purring plush to life.
• [17:15] – Just one day into Toy Fair, her brand was already featured in Forbes. This unexpected media moment changed everything.
• [22:51] – Instead of diving straight into retail, Katharine took a smarter path that gave her more control, and it's one you might want to follow too.

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With over 13,000 followers on TikTok and millions of video views, Lost Boy Entertainment is forging a new path for launching a successful game brand. To continue our New York Toy Fair 2025 interview series, I sit down with Cameron Ring, co-founder of Lost Boy Entertainment.

Lost Boy Entertainment is a rising game company that started with just 500 copies of their first game in 2020 and now has products online and in major retailers.

The company is composed of 3 cousins who handle everything from designing games to shipping orders and marketing. In our talk Cameron shares how they started small on Amazon, shipping games from their garage and how they eventually expanded into retail.

This episode is a great 101 on the power of identifying a market gap, filling a need, and self funding your launch. If you’re considering a show like New York Toy Fair might be the best next step for your brand, listen in on why rushing in too soon could actually hurt your business.

My favorite takeaway from this interview with Cameron revolves around distribution channels, but you’ll have to hit play to find out exactly what was so insightful about that conversation.

Listen for These Important Moments!

• [04:40] - Cameron and his cousins manufactured just 500 copies of their first game Plunder, and after selling out multiple times on Amazon, they realized they had something special on their hands.
• [08:10] - Learn why Cameron says he values selling in multiple channels for different reasons.
• [14:39] - How did Cameron and the Lost Boy Entertainment team know that they were ready for New York Toy Fair? Well they started building at smaller shows first.
• [20:00] - What has been the biggest secret to the success of Lost Boy Entertainment? Was it TikTok marketing, smart distribution, or steady and slow growth? Perhaps all three…

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Have you ever wondered what it’s like to run a business with your spouse? Is it all fun and games, or does every dinner conversation turn into a boardroom meeting? Do you get to celebrate the wins together, or do you find yourself debating packaging details at 10 PM on a Friday night?

I was so curious about this dynamic that I sat down with Alex and Whitney Kimerling, the husband-and-wife team behind Hootenanny Games. But instead of just interviewing them together, I decided to interview them separately, asking them the exact same questions!

Alex and Whitney have built a thriving inventor-driven game company, and in this episode, they share what it’s really like to run a business together, how they develop games, and why they love working with inventors.

You’ll get an inside look at both the best and hardest parts of running a toy business with your spouse. You’ll learn why Hootenanny Games exclusively licenses inventor-created products and what they look for in a game pitch—plus how you can pitch to them.

If you’ve ever thought about inventing board games or working in the toy industry, you don’t want to miss this one! And if you’re curious whether Alex and Whitney’s answers matched up… you’ll have to listen and find out. 😉

Listen for These Important Moments!

• [00:02:16] – A unique twist makes this interview extra fun. Alex and Whitney are being asked the same questions separately to see how their answers compare.
• [00:03:12] – Sharing the best parts of working together, they highlight how their strengths complement each other—one handling the business side while the other focuses on creativity.
• [00:08:48] – At the heart of Hootenanny Games is a simple but powerful mission: to bring people together through play and make them smile.
• [00:11:27] – Unlike many game companies, Hootenanny Games doesn’t create their own games—every single one is licensed from independent inventors.
• [00:16:09] – Rough concepts with strong mechanics stand out the most in a pitch. Games that leave room for collaboration and creative development tend to be more appealing than those that feel too locked in.
• [00:21:28] – The best way to pitch? Video calls over emails. A live conversation makes it easier to share excitement and showcase why a game is special.
• [00:22:41] – Playtesting is key! The strongest game pitches come from inventors who have refined their ideas by watching real players react and engage.
• [00:23:12] – Before closing out, a special listener review gets a shoutout, and everyone is encouraged to check out the other interviews in the New York Toy Fair 2025 series.

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Are tariffs here to stay or not? That was the hot topic at New York Toy Fair 2025, and trust me—it’s still got the toy industry buzzing. In Q1 of 2025, the Trump administration announced a 20% tariff on Chinese imports, and with 80% of all toys made in China, manufacturers, retailers, and consumers are all bracing for impact.

So, who's really going to absorb these extra costs? Will factories take the hit? Will retailers adjust their pricing? Or will consumers end up paying the price?

Inspired by a thought-provoking LinkedIn post from Mike Searls, founder of Thin Air Brands, we sat down for a post-Toy Fair deep dive into how these tariffs will shake up the toy industry. Mike brings over 30 years of experience to the conversation, and he’s seen the industry survive some major shake-ups before.

In this chat Mike breaks down:

🔥 Why Chinese factories can’t absorb the tariffs, and what that means for production

🛒 How major retailers are pivoting their strategies to stay competitive

⚖️ If companies should rush their products to market before the tariffs take full effect

🔍 Shifting buyer patterns at Toy Fair 2025

This episode is part of our New York Toy Fair Interview Series, our conversation ends with a closer look at the recent show. Find out what might you expect from Toy Fair moving forward, by hitting play on this episode.

Listen For These Important Moments

• [02:31] – Meet my guest, Mike Searls, founder of ThiN AiR Brands. With over 30 years in the toy industry, he’s seen it all and is here to break it down.
• [03:43] – The toy industry isn’t all fun and games. Mike shares what really goes on behind the scenes and why competition is tougher than it looks.
• [09:38] – Mike breaks down how tariffs impact different players—from factories to retailers to consumers—and who’s going to take the biggest hit.
• [16:33] – What happens next? Mike shares his predictions on pricing, supply chains, and how companies can adjust to stay ahead.
• [21:36] – Why can’t we just manufacture toys in the U.S.? Mike explains why it’s not that simple and what businesses should know before considering a move.
• [24:24] – We discuss how toy companies can adapt, rethink pricing, and adjust strategies to survive and thrive.
• [26:12] – Mike shares how he’s handled past crises like COVID and 9/11, and what toy businesses can do to prepare for the unexpected.
• [28:05] – Is New York Toy Fair still worth it? Mike shares how the show is changing, why specialty buyers are taking over, and what that means for exhibitors.
• [33:50] – E-commerce is growing, but brick-and-mortar still matters. We discuss why in-store shopping is key for toy sales and how businesses should balance both.
• [37:03] – Before we wrap, Mike shares his best advice for toy entrepreneurs, including why having a strong product pipeline is a must for long-term success.

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After four days of running (literally) from booth to booth, taking meetings, and soaking in the latest trends, I’m here to give you an inside look at what went down at New York Toy Fair 2025. If you missed New York Toy Fair or couldn’t see everything, check out this first episode of NY Toy Fair 2025 Exclusive Interview Series.

Over the next month and a half, I’ll be taking you inside the show floor for exclusive interviews with toy designers, licensors, CEO’s, entrepreneurs and inventors who are Making It In The Toy Industry!

In this episode, Jayson Esterow, President of License 2 Play Toys, shares how he turned a viral trend into a major licensing deal with Jeep. If you’ve ever heard of Jeep Ducking, you know how passionate Jeep owners are about their community. Jayson saw an opportunity to take this organic, fan-driven movement and transform it into an officially licensed toy line.

Gavin Lawler, Creator of Deddy Bears, fresh off his TOTY win for Collectible of the Year, opens up about the challenges of breaking into the toy industry and how he used his F.B.O. (First, Best, Only) formula to develop a product that stands out. Plus, we dive into his major collaboration with Liquid Death and why identifying white space in the market is the key to launching a toy brand that captures attention and drives sales.

Listen now for quick and in depth lessons on toy licensing, product innovation, and winning toy awards.

Listen for these Important Moments:

• [00:00] - My Toy Fair 2025 Experience
• [03:28] - Was New York Toy Fair 2025 a Hit or Miss?
• [08:47] - Licensing & White Space: The Key to Toy Fair Success
• [12:15] - Jayson Estro & The Jeep Ducking Toy Phenomenon
• [20:58] - Gavin Lawler & The Collectible TOTY Award Winner Deddy Bears
• [32:05] - Key Takeaways

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So, you’re going to Toy Fair New York this year, but you aren’t sure you’re making the most of your trip? It’s true, without a solid plan, walking into Toy Fair New York can be completely overwhelming. You can easily get lost in a few friendly conversations, pass too much time playing with toys at welcoming booths, and end up missing opportunities to grow your business, or sell your ideas. Once you walk through the doors of the Javits Center, the impact of the show is bound to hit you. So let’s take a little time to pre-plan and make this show a success for you.

In this episode, we’re going to break down a game plan to navigate New York Toy Fair with a focus on achieving specific goals that will grow your business. Whether you’re an exhibitor, inventor, retailer, or media professional, this episode includes five essential strategies to keep you focused, energized, and hopefully leaving Toy Fair with real opportunities.

Find out how you can get your hands on my Toy Show Planning Assistant GPT, for an AI show planner, packing list, and event research tool.

Listen For These Important Moments

• [01:13] - Why Attend New York Toy Fair 2025
• [07:15] - Top Five Essentials for Toy Fair Success
• [08:05] - Setting Clear and Measurable Goals
• [14:51] - Strategic Scheduling Tips
• [16:58] - Packing Smart for Toy Fair
• [18:37] - Attending Special Events
• [23:27] - Networking Like a Pro
• [26:50] - Introducing the Toy Fair Planning Assistant GPT
• [37:58] - Final Takeaways and Listener Review

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Your Low-Stress, Start-To-Finish Playful Product Launch In 5 Steps
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