Playing At Business - toy & game business podcast with Steve Reece

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 business and we discuss the forthcoming trade show cycle. John Baulch is one of the best connected people in the world of toys & games, so for anyone wanting to know more about what really happens in the toy business, this is a must listen episode.

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 deeply understands our business.

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 launched smash hit game Dobble in the UK. We discuss the marketing model for games and how TV advertising can still work but also look at how organic growth can create long term success in the games business.

For anyone interested in the board games business this is a must listen episode!

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 marketing spend. For toy & game companies interested in increasing the impact of their marketing on their business this is a must listen episode.

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 force in the toy & games business.

For anyone interested in understanding digital marketing for the toy industry today, this is a must listen episode.

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 portfolio includes 2 of our all time favourite games - Diplomacy & 221B Baker Street!

Amanda is clearly passionate about puzzles and games, and also about Gibsons position as a more than 100 year old board games company thriving in these modern screen filled times!

For anyone interested in the games & puzzles categories, this is a must listen episode!

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 category and so much more!