In this episode of Making It in The Toy Industry, we delve into the world of consumer product marketing and licensing with special guest Robert Yusim. We open with a captivating discussion on the value of ideas versus inventions and the crucial steps needed to turn an idea into a marketable product. Robert shares his journey into the toy industry and how he's helped launch numerous successful consumer products, including the iconic Thighmaster, Pixicade, and more.

Discover the magic behind making products licensable even when they're not patentable, and how adding value to your invention can significantly impact your licensing deals. Robert sheds light on the ever-evolving nature of the toy industry, where staying on trend and refreshing your products are essential for success.

Join us as we explore Robert's impressive career, from his early days working with Spin Master to his role in the rocket fishing rod's massive success. Whether you're an aspiring toy inventor or a product marketer, Robert's experiences and advice in this episode are invaluable.

Episode Cliff Notes:

• [00:00:00] Discover the essence of adding value to an idea beyond its conception.
• [00:01:13] Meet Robert Yusim, an accomplished consumer products marketer.
• [00:10:25] Learn about the significance of mentors, networking, and building valuable connections.
• [00:12:00] Distinguish between an idea and an invention and why substance is crucial.
• [00:14:00] What makes non-patentable inventions licensable? Discover the key factors.
• [00:18:00] A compelling success story involving Pixicade and the strategies behind its growth.
• [00:22:08] Valuable advice for aspiring entrepreneurs starting their own business ventures.
• [00:22:51] Find out what toy blew Robert Yusim's mind as a kid.

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