Toy Business Unboxed

In this episode, you'll discover how Jordan uses language to broaden his audience by shaping his game descriptions to sidestep jargon and appeal to casual players and how that approach fuels his rapid growth. We break down small business tactics like starting with low scale production, leveraging local markets, and building a community through regular meetups that now draw dozens of players weekly. Plus, learn the importance of brand consistency and how creating approachable, easy to learn games can capture a wider audience, from hobbyists to newcomers.

In this episode, Erica shares how a childhood love of puzzles sparked a purpose-driven brand built to celebrate Black artistry and push the creative boundaries of an entire industry. She pulls back the curtain on the real challenges of manufacturing in a niche market, the magic that happens when you partner with emerging artists who bring fresh perspectives, and the innovative strategies she uses to attract new audiences through viral media moments and deep community engagement. Erica also opens up about how her background in banking shaped the way she runs her business, and how a bold pivot during the pandemic transformed a garage project into a nationally recognized brand.

In this episode, Matthew from MaKa Games shares how a silly pun sparked "License to Krill," a whale-themed card game where the box itself is part of the mechanic. We dig into his journey from tech engineer to indie publisher, the creative process behind blending theme and physicality, and the realities of self-publishing and manufacturing. Matthew also opens up about how he balances growing a board game business while raising four kids and holding down a full-time job, proving that relentless passion and smart planning can turn a wild idea into a thriving one.

In this episode you'll discover why many promising products fail not because of lacking quality, but due to missteps in understanding manufacturing costs, distribution channels, and the importance of market placement. Matt breaks down how luck, timing, and strategic marketing often play as much a role as creativity in achieving breakout success. He shares stories from blockbuster hits like Wingspan to indie gems that soared when least expected, highlighting the power of effective positioning and storytelling.

In this episode, Alex shares how his background in engineering and personal experience with autism inspired a line of immersive, interchangeable play spaces that adapt to children's changing needs. Discover how Pods Play products are safe cocoons for relaxation, tools for sensory regulation, and mediums for storytelling that foster genuine emotional and developmental progress. Alex also breaks down the core features of his inflatable structures, from calming LED lights to app-driven story modules that merge digital and physical play.

Welcome to Toy Business Unboxed, your go-to source for insights into the toy industry. Unlock the secret to turning play into profit with gamification, a powerful yet overlooked strategy in toy and game marketing.This episode breaks down how industry leaders like Pokémon, Uno, and Lego use points, rewards, competitions, and community contests to transform passive consumers into loyal, active fans. Whether you're struggling with social media, email, or website conversions, you'll walk away with proven tactics including leaderboards, UGC contests, and AI-powered content creation that boost engagement, drive repeat purchases, and build a brand community that keeps coming back.

In this episode, April shares how her background as an educator and her love for Hawaiian culture inspired her to create toys that reflect local cuisine and heritage like wooden puzzles of Filipino and Korean dishes or a lei threading kit inspired by native Hawaiian flowers. You'll discover how her journey from a simple play food set to a diverse catalog of 50+ items underscores the power of purpose-driven product development and a slow, deliberate growth strategy that avoids the pitfalls of e-commerce commoditization.

In this episode, Astrid and Clint reveal how they turned a family hobby into a successful indie game business. Discover their journey from creating Stack the Scoops during the pandemic to selling it on Amazon and in retail stores. They share insights on design, manufacturing, and marketing, including how to avoid common pitfalls, the importance of playtesting, and building an audience early. Perfect for aspiring toy entrepreneurs, this episode offers practical tactics to accelerate your product's growth and turn passion into profit.

This episode uncovers the secrets behind turning a high-stakes live improv show into a fun, approachable party game that still captures the thrill of punishment and the energy of live performance. Together with Jaime and Brian, you’ll discover how to balance authenticity and accessibility, and the innovative problem-solving involved in translating physical and cultural lessons into game mechanics. We break down how physical punishments inspire gameplay challenges, how to keep humor universal, and the key design pivots that make the game both fun for casual players and true to its Japanese roots.

In this episode, you'll discover how Grace's early experiences with her father's creative approach to math sparked her mission to turn a source of anxiety into an engaging, confidence-boosting game. We break down the mechanics of Race to Infinity, a strategy-driven board game that builds fluency, reasoning, and problem-solving through a thrilling race from zero to infinity. You'll also learn how schools are weaving these games into their curricula as warm-up activities, reinforcement tools, and after-school programs, now reaching over 3,000 institutions worldwide. 

In this episode, you’ll discover how Chase built a rich multimedia universe from scratch while carefully balancing storytelling with interactive design. He breaks down the massive challenge of translating complex world-building into a streamlined and engaging game format, revealing the surprising importance of small but critical details like card manufacturing and thorough playtesting. You’ll also learn how fan engagement, from immersive live events to meaningful character integration, can elevate your project beyond expectations and transform players into active co-creators.

In this episode, Anna Zhang, co-founder of CuddleCity, shares how her experience as a newcomer and mother sparked a game-changing idea: washable plush toys with swappable, durable covers that stay soft even after dozens of washes. You'll discover how her industrial design background led her to rethink toy cleanliness, from perfecting the zipper insert system to navigating supply chains and a successful Kickstarter campaign.

In this episode, Ken Scheel shares how a simple sock evolved into a beloved toy classic over 25 years. Discover the secrets to designing toys that captivate both kids and adults, emphasizing minimalist design, story-driven prototypes, and timeless appeal. Ken reveals practical strategies for playtesting, the importance of craftsmanship, and how to market with genuine enthusiasm. Whether you're a seasoned inventor or just starting, learn how to create meaningful, enduring toys that stand the test of time.

In this episode, you’ll discover the surprising challenges and rewards of self-publishing in a saturated market, why personal interactions like trade shows outperform digital marketing for brand building, how to use niche expansions and satire to keep your audience engaged, practical insights on managing manufacturing delays, quality control, and inventory timing, and the importance of risk-taking, resilience, and relentless product testing in entrepreneurial success.

In this episode, Cory shares how his background in advertising and illustration became a secret weapon in developing and marketing Witchborn. You'll discover his approach to balancing craftsmanship with cost-effective production, such as transforming vinyl maps into cost-saving cardboard double-sided maps that slashed expenses by 80%. Cory also walks through his experience with Kickstarter, revealing why understanding true costs and building relationships can mean the difference between a hobby and a sustainable business.

In this episode, Galen McCown, a psychotherapist turned board game creator, reveals how he combines psychology and design to craft engaging games like Super Snipers. Explore his journey from Kickstarter success to creating mint-tin games, and gain insights into product design, self-publishing, and leveraging community support. Whether you're a game designer or entrepreneur, discover practical tips for turning ideas into standout products and balancing business growth with personal well-being.

In this episode, Tami Murphy shares her journey from game enthusiast to industry expert, revealing how to stand out in the toy market. Learn tactics for success through trade shows and digital channels, and avoid pitfalls like packaging mistakes. Tami offers insights on adapting packaging for retail and optimizing logistics. Discover why success isn’t one-size-fits-all and how to craft a business that reflects your strengths. This episode provides a roadmap to leverage your skills and build a thriving brand.

In this episode, join Alex, a toy industry veteran, as he shares how his family's legacy and pop culture expertise help him secure top licenses like One Piece before they trend. Discover his innovative approach to spotting trends early, using social media analytics and industry insights to craft captivating products. Learn practical tips on product design, licensing, and marketing across platforms, emphasizing community engagement and cultural immersion. Perfect for entrepreneurs and creatives aiming to turn insights into successful products.

In this episode, discover how Justin De Witt transformed his passion for board games into the successful Fireside Games. Learn how Castle Panic became a hit and explore insights into balancing design with business strategy. Uncover digital marketing tactics and the power of community feedback. Perfect for aspiring creators, this episode offers practical tips for building a standout brand in the tabletop industry.

In this episode, Leonie Grundler, founder of Lioness Game, discusses her journey from tech to board game creator, successfully raising over $400,000 for her game Biome on Kickstarter. She shares how building an engaged community and leveraging strategic partnerships before launch were key to her success.Leonie offers insights on cultivating authenticity, the importance of pre-launch testing, and choosing self-publishing, providing valuable advice for creators to transform ideas into thriving businesses. Perfect for aspiring entrepreneurs, this episode is filled with actionable insights for taking concepts to market confidently.

In this episode, join Stephen Conway, founder of The Spiel Foundation, as he reveals how play can transform lives. Discover how his nonprofit has donated over 18,000 games to those in need, fostering community and joy. Learn about their global bundle program and game awards that celebrate strategic play. Stephen shares insights on building community spaces and offers advice for aspiring social entrepreneurs. Tune in to see how your passion for play can make a difference.

In this episode, discover how Alex, creator of the award-winning game Numberella, transformed math from a chore into an engaging game for kids. Learn about the journey from classroom innovation to global success, packed with insights on resilience, creativity, and the power of play in education.

In this episode, Zev, a veteran with nearly 30 years in tabletop game publishing, explains that lasting success comes from prioritizing fun, originality, and strong community connections while adapting to industry changes like crowdfunding and the surge of new releases. He shares how he selects winning games using a highly selective approach that considers hype, international appeal, and long-term potential, drawing on lessons from launching hits like Pandemic and Agricola before Kickstarter existed.Zev also highlights the value of combining traditional marketing methods like print and trade shows with modern digital strategies such as social media and Amazon partnerships, while encouraging creators to “swim in the blue ocean” by focusing on innovation rather than trends, offering a clear guide to building a sustainable brand and turning creative passion into a successful venture.

In this episode, Mathue Ryann shares how focusing on small, travel-sized games helped him tap into impulse buying and build a loyal community, transforming his approach to manufacturing, marketing, and distribution. He explores key lessons from early mistakes, along with practical strategies for crowdfunding, shelf positioning, supplier relationships, and retail expansion.From Kickstarter launches to convention sales and new product lines, this conversation reveals how compact, high-impact games can drive growth, flexibility, and profitability in a competitive industry.

Join Joe Casey, co-creator of Ward Trading Card Game, as he shares how a dice-based system is transforming card games. From a cabin project to a community favorite, Ward offers accessible yet strategic gameplay. Discover the challenges and triumphs of growing an indie game in a competitive market. Perfect for game enthusiasts and entrepreneurs, this episode inspires innovation and perseverance.

In this episode, two co-founders share how their love for family game nights grew into a mission to revive real human connection through play. What began as a simple tradition became a social, inclusive game designed to bring people together, shaped by playtesting, problem-solving, and real player feedback.More than a game story, this episode explores the value of face-to-face connection in a digital world, along with insights on grassroots growth and community building—perfect for creators, entrepreneurs, and families looking to bring meaningful game nights back.

Join us as we explore how Jennifer Ginty’s Moody Monster is changing the way children manage emotions. Inspired by her own PTSD journey, Jennifer developed a plush toy that empowers kids to express big feelings. Discover her path to creating this tool, overcoming challenges, and achieving MESH certification.Jennifer shares insights from working with autistic children and trauma centers, showing how Moody Monster aids in emotional resilience. We discuss the socio-emotional toy landscape and the importance of brand protection. This episode is perfect for toy creators, educators, and mental health advocates seeking to make a difference in children's emotional health.

In this episode, Giacomo shares the essential lessons learned from the front lines of indie publishing. He breaks down how a small team, driven by passion and targeted community engagement, can overcome industry giants. Discover why a unique, thematic game—focused on comic book history and nostalgia—became a standout success, and how involvement in online communities, conventions, and honest storytelling amplify reach and trust.

Discover how indie comics can transform your board game publishing strategy with insights from Jay Cormier, founder of Off The Page Games. In this episode, Jay shares his journey from designing the hit game Belfort to creating a niche by integrating indie comic IPs into tabletop experiences. Learn how story-driven concepts attract fans, enhance market relevance, and offer creative control.Jay discusses key decisions for publishers, such as when to self-publish versus license, and shares marketing tactics like Kickstarter campaigns and trade shows. This episode is packed with actionable insights and real-world stories, perfect for game designers, aspiring publishers, and indie comic enthusiasts looking to innovate in the tabletop industry.

Join us as we uncover the secrets to creating standout toys in a crowded market with insights from toy industry expert Noshita Sahu. Discover why investing in design research and understanding user psychology is crucial for your toy startup's success.Noshita shares her journey from childhood curiosity to leading product development for companies like HAPE, revealing how her academic background in toy design informs her approach today. Learn how to use research as a strategic advantage, streamline development cycles, balance costs, and leverage digital marketing data for smarter product development.Perfect for aspiring toy entrepreneurs and designers, this episode offers practical tips to innovate faster and create toys that truly resonate with your audience.

Join us with out guest. Simon Evans, co-founder of Strongpoint Games, as he shares his journey from a passion for board games to becoming a full-time indie publisher. Discover how Simon navigated challenges like manufacturing mishaps and fierce competition, while maintaining creative freedom through self-publishing.Learn about the importance of community resources, strategic marketing moves, and the unique twist that sets Strongpoint's trivia game apart. Perfect for aspiring entrepreneurs and indie publishers, this episode offers actionable insights to help your game stand out and succeed in a crowded market. Don't miss this opportunity to gain clarity and unlock new possibilities for your game business.

In this episode of Toy Business Unboxed discover how Fairfield’s Michael Vanderschuere is revolutionizing plush toy manufacturing in the U.S. with strategies that cut container costs by 25x and reduce lead times to six weeks. Learn how a simple teddy bear went viral on TikTok and Instagram, selling out in days. Michael shares insights on leveraging U.S. manufacturing advantages like shipping efficiency and quality control, especially for plush items around the 16-inch mark. This episode is a must-listen for toy entrepreneurs and brands seeking to scale smarter and faster while maintaining high quality and sustainability.

Join us with Ruud, founder of Wulfhorn Games and Amsterdam Board Game Design, as he shares his journey from graphic designer to board game publisher. Discover how a homemade gift sparked a thriving business model focused on co-creation and community. Learn about the Amsterdam board game scene, strategic partnerships, and the power of staying true to your vision. Perfect for aspiring designers and indie publishers, this episode offers insights into building a sustainable niche in the board game world.

Join us as we dive into the world of board game design with Ellie Dix, founder of The Dark Imp and author of The Board Game Family. Discover how Ellie transitioned from a classroom educator to a successful game designer, balancing her passion for creating games with the strategic demands of the industry. In this episode, Ellie shares insights on self-publishing during a pandemic, the importance of quick turns and inclusive gameplay, and her shift to licensing designs with major publishers. Learn practical tips on pitching to publishers, building industry relationships, and choosing the right path whether self-publishing, licensing, or both. Perfect for aspiring game designers and entrepreneurs, this episode offers valuable strategies to turn your passion into a thriving career.Visit thedarkimp.com or follow Ellie on Blue Sky @thedarkimp for more insights.

Join us with Dominique Quinque, co-founder of Heidi Huckleberry, as she shares how nature-inspired diorama kits are transforming childhood play. Discover how these eco-friendly toys foster environmental awareness and resilience, while promoting creativity and parent-child bonding. Learn about the importance of sustainability in the toy industry and Dominique's journey from East Germany to creating impactful, educational products. Perfect for eco-conscious entrepreneurs, educators, and parents, this episode redefines what toys can be—tools for nurturing future environmental stewards and resilient minds.

In this episode you'll discover how Castle Perilous Game and Book has thrived for over 30 years amidst digital retail giants. In this episode, Scott Thorne shares insights on the evolution of game retail, from strategic shifts in board games to the rise of collecting over playing. Learn how community events and exclusive in-store experiences can give brick-and-mortar stores a competitive edge. Scott discusses innovative revenue streams, the impact of crowdfunding, and navigating AI challenges. Perfect for retail owners and entrepreneurs, this episode offers practical strategies to stand out and grow in the evolving gaming industry.

Join us as Brian Burt, a seasoned legal expert, unveils the three critical paths to toy commercialization: licensing, direct sales, and entrepreneurship. Discover insider strategies to protect your IP, avoid common pitfalls, and maximize returns. Whether you're starting out or expanding, gain actionable insights on building a robust business plan, securing capital, and smart branding. Perfect for toy creators at any stage, this episode is packed with practical advice to help you turn inventive ideas into a thriving reality. Tune in to learn how to navigate legal hurdles and funding challenges in the competitive toy industry.

In this episode, you’ll discover the proven strategies Tommy used to turn playful characters into a multi-faceted empire — from live performances and books to music and digital content. We break down how his unique business model creates a seamless experience of fun and learning, capturing kids’ imaginations and parents’ trust alike. Plus, insights on adapting entertainment for different markets, the challenges of maintaining quality at scale, and the opportunity to leverage your brand across multiple platforms.Captain Fantastic’s founder, Tommy, is a visionary in children’s entertainment with over 15 years of experience blending play, mindfulness, and storytelling. His ambition to grow a global franchise network and create beloved content makes this episode a masterclass in innovative brand building.

Most parents struggle to find sensory toys that are safe, engaging, and truly helpful for their child's development especially with the limited options in markets like India. Khushboo Saraf reveals how her personal journey from corporate engineer to founder of Lattooland transformed a simple need into a mission-driven business that’s impacting thousands across the US and India.In this episode, Khushboo shares her inspiring story of identifying a critical market gap: safe, non-electronic, open-ended sensory toys that help children regulate emotions and stimulate brain development. You’ll discover how her background in tech and motherhood converged to create unique, taste-safe products designed for continuous engagement proving that sensory play can be a mainstream, essential part of childhood. We break down her approach to building a team remotely, managing supply chain challenges amid tariffs, and maintaining a brand committed to safety and inclusivity.

Most board games kill their potential before they even leave the prototype stage. Alex, founder of Librarium Games, reveals the behind-the-scenes journey from a handmade prototype inspired by folklore to a thriving publishing company. His story uncovers how strategic scaling, innovative manufacturing solutions, and testing in unexpected venues like Renaissance Fairs transformed a small idea into a business that has captured dedicated communities and even surprised industry giants.

In this episode you'll discover how Matt spots trends before they explode from fidget spinners to collectible coins and holiday novelties and how quick experimentation on platforms like AliExpress guides his product decisions without heavy upfront commitments. His approach to testing demand by listing samples first, then scaling if they sell well, keeps risks low and agility high. Plus, you'll learn how he navigates complex regulations like international tariffs and battery safety laws, ensuring compliance without sacrificing speed to market.

In this episode, you'll discover how Colin reimagined the classic brick system with multi-angle joining pieces that excite kids and frustrate Lego lawyers. We break down the secrets behind creating more engaging, versatile builds and how to protect your innovations in a complex global market. Colin shares the crucial lessons learned from nearly bankrupting inventions, patent disputes, and costly legal battles — insights every startup must hear to avoid the same pitfalls.

In this episode, you'll discover how Molly transformed her passion into a thriving business with a small yet powerful team, and why she emphasizes relationship-building over traditional marketing tactics. She shares firsthand insights on how visiting hundreds of stores, demoing games with speed and sincerity, and cultivating real friendships with retailers create unstoppable sales momentum. Plus, learn why quirky, niche themes like Jewish culture or bizarre resource cards can carve out loyal audiences in a saturated market.

Join us as we explore the journey of George Nebesnik, who transformed his passion for game design into a thriving business. Discover the challenges and triumphs of indie publishing, from refining his game Hastilude through years of playtesting to navigating the complexities of marketing and capital. Perfect for aspiring game designers and entrepreneurs, this episode offers insights into turning creative dreams into reality.

Join us as Dina Ramse, a crowdfunding expert, shares her insights on navigating the indie game crowdfunding landscape. Discover the secrets to building trust, engaging communities, and choosing the right platform for your campaign. Learn from common pitfalls and explore emerging trends to ensure your crowdfunding success. Perfect for creators ready to turn their passion into profit.

In this episode we interview the three co-founders of Pektis, an innovative board game studio founded in 2020, as they share how their backgrounds in architecture, visual communication/design, and education shape their approach to board game creation. They explain how the trio came together through work and a shared passion for playing and designing games, then discuss their three pillars for a successful board game: game design and visual communication, community/marketing, and publishing logistics including legal, production, and distribution. The conversation compares self-publishing versus licensing, noting their initial choice to self-publish via crowdfunding to learn the full process and retain creative control, while acknowledging licensing challenges for newcomers and the tradeoffs of publisher demands.

In this episode, we welcome Scott Jochim, an industry veteran known as Mr. Squishy, to discuss his journey within the toy and game industry. Scott talks about his early work in virtual and augmented reality, and how it influenced his transition to toys. He emphasizes the evolution from digital to physical play patterns and his success with the Squishland brand, including its unique approach to the vending machine market. Scott also shares his collaboration with Gary Vee on the Vee Friends toy line, highlighting the melding of physical and digital worlds. He offers insights into marketing strategies, handling industry challenges, and gives advice to new entrepreneurs in the toy industry.

In this episode we welcome Calli, a pediatric occupational therapist and consultant specializing in integrating OT principles into toy design. We delves into Calli's journey from camp counselor to OT, and how her expertise benefits child development through play. The discussion includes the importance of simplicity in toys, creating sensory-friendly toys, and balancing fun with therapeutic benefits. Calli shares insights on adapting toys for motor and sensory development and offers valuable tips for toy companies. The episode highlights the significance of OT-driven design in creating inclusive and supportive toys for all children.

Welcome to Toy Business Unboxed, your go-to source for insights into the toy industry. We share strategies, inspirations, and key mistakes to avoid for a successful Black Friday and Cyber Monday. Learn how to optimize your digital marketing efforts from creating compelling offers, optimizing your website for speed, and leveraging social proof to boost holiday season sales. Our host Jason Hsieh, emphasizes the importance of early planning, knowing your audience, and maintaining momentum even after the holiday season. Stay tuned for actionable tips and real-life examples designed to help you finish Q4 strong and maximize your toy business's potential.

In this episode of Toy Business Unboxed, we delve into the fascinating journey of creating the hit dice game, Tenzi, with its inventors Kevin and Steve. From their initial serendipitous meeting to conquering the toy market, Kevin and Steve share invaluable insights about game development, including the critical moments that shaped their success. Discover the importance of passion, the benefits of partnering up, and how unconventional strategies like in-store sampling and engaging booth tactics at trade shows propelled their game to stardom. Plus, gain expert tips on navigating retail versus digital marketing within the toy industry.