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Why I wanted to start a toy club

I don’t like what the toy industry stands for! There, I’ve said it. I have been working within toys for over 10 years now. Firstly as a toy designer, and most recently as Head of Product for Primo Toys, where we launched a $1.6M coding robot on Kickstarter. With a short stint contracting for the invention house Seven Towns, and launching my own toy startup PL-UG sandwiched in-between. I’ve been fortunate to experience nearly all sides of the toy space.

For years now I have been attending the major toy fairs in expectation of seeing the next ‘wow’ toy, but in all honesty I almost always leave deflated. Halls full of old blokes in suits treating toys as commodities, aisle upon aisle of me-too product.

 

“It’s a home for the dreamers, the forward-thinkers, and the innovators. Those that are putting the child user at the centre of their universe.”

 

However nestled in amongst the mass of plastic, you will spot the gems. The startup crammed into a small booth selling their idea to anyone that will listen. That is who the Toy Pioneers Club is for. It’s a home for the dreamers, the forward-thinkers, and the innovators. Those that are putting the child user at the centre of their universe. Don’t get me wrong, I understand the need to be commercial, and that is the ultimate challenge.

The toy industry is unique, and through regular blog posts I hope to share my views, opinions and experiences and encourage startups to go out and challenge the status quo. The Toy Pioneers Club is a community that provides the tools, resources and connections to enable startups to go out and build radically better products and businesses to the ones that exist today.

If you share the same views, and feel that the mainstream toy industry doesn’t represent you, then keep following.

Ben

Join the club.