Brand awareness is the key to success for inventors, says K’NEX UK MD, Paul Fogarty.
Publish date:
Social count:

Inventors tend to think ‘I have an idea, and here’s the whole idea’.

For toy companies, we have brands, and brands that we’re developing. The best way to get an invention to market is to have it completely synchronised with a brand that somebody already has.

So understanding somebody’s brand and how your concept would fit into that brand (either as a individual product within it, or an extension of it) is hugely important and will make it far more successful.

Toy companies are looking for things that fit with their brands. It’s very rare that someone comes up with a concept that’s worth the investment to create a completely new brand, particularly with the big companies.

For us, it’s all about how can we make K’NEX bigger.

With K’FORCE, if somebody came to us and said ‘why don’t you do blasters?’ that doesn’t help us. But if somebody said ‘I’ve made a blaster chamber and this is how it works within the K’NEX system’, the relevance is there.


Featured Jobs

Vivid Job Logo 620 x 349

Digital Marketing Executive - Toys & Games

Vivid is Britain’s biggest toy company and the 20 largest in the world. With offices across the globe, they sell an amazing portfolio of toys and games to over 60 countries. Vivid is best known for its association with blockbuster brands and is very excited about future opportunities around the world.


UK Sales Agents

Liberty House Toys have been appointed as the exclusive UK distributor for the BiOBUDDi brand, and we are pleased to introduce this new unique, innovative and exciting range of 100% environmentally-friendly toy building blocks. We are seeking experienced sales agents with existing network in the toy retail market.

Gameplan Job Logo 620 x 349

Head of Product Development & Marketing

Our client is a privately owned French toy and games manufacturer which sells through distributors in forty countries. The company develops and sells innovative electronic interactive toys and games for the educational and gaming markets, and also takes suitable licenses. To progress its successful business development a Head of Product Development & Marketing is to to recruited.

HIT Entertainment Job Logo 620 x 349

Licensing Systems Administrator

The Contract System Coordinator is a newly created role to support the deal term entry process into Mattel’s new Contract Management System for its Licensing business. The role will support the Business Teams at the Deal & Amendment phase of the contracting process and act in conjunction with the System Administration team.