Northy's Inventor Mantras: Target the right toy company

The first in a series of advice columns from Wow! Stuff CEO Richard North tackles how to choose which toy firms to target.
Author:
Publish date:
Social count:
0

Wow! Stuff, and more exactly our technical division Wow! Labs, is a toy inventor company.

We were over the moon to have won the 2014 inventor award from Hasbro at the International Toy Fair in New York earlier in the year for our robot blaster that we created for their fabulous Nerf brand.

I think that's when we thought we had officially 'qualified' into the inventor community in the US, where we have an LA office and some super bright creatives.

We share the ups and downs of every inventor we have met, and as a toy and gift company we also invite pitches to Wow! Stuff (kenny@wowstuff.com) across RC (remote, radio and infra-red control) for our very fast growing TX Juice brand.

And also in areas of sub £10.00 at retail for our Scientific Curiosities and other areas across gift/toys that are relevant to our brands.

Like Google often preaches, it's all about relevance.

Can you see how I'm broadcasting what we are interested in, and therefore as importantly what we aren't?

I get asked occasionally from an inventor, "How do you know you I don't have the next big thing if you aren't interested in even seeing it? You could go massive in a new category?"

My answer is always the same: Because if it isn't in the areas we are in, or are planned to go into, then it's a distraction we can ill afford.

So, I have come to realise that pitching a doll to the games inventor relations of a toy company just doesn't work. Most companies will have set their strategies and categories several years ago.

So this week's bite-size inventor mantras:

  • Target the right toy company!
  • Pitch to the right person! (Inventor relations manager, in the right category!)

Related

0 Rich North.png

Lifting the Lid

This week we move from Northy's Inventor Mantras to Lifting the Lid on inventor company ideation and invention. Wow! Stuff boss Richard North offers a challenge...

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.

Liberty

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.