Susan Matsumoto

Anne Pitone

Susan Matsumoto
Co-Founder of Women In Toys

As one of the founding partners of Women In Toys (WIT) in 1991, Susan Matsumoto is well-known for her can-do attitude and persistence in getting results.

The WIT organization was originally conceived when, as she tells it, from time to time groups of women in the toy business would get together for dinner and network . . . and schmooze. In 1991, she and "founder in crime" -- Anne Pitrone -- decided to formalize these get-togethers into a group, and thus the creation of the Women In Toys Organization. Says Matsumoto, "It's not so much that I perceived a glass ceiling in the toy industry, but that I didn't think women had as much opportunity for networking. I noticed it particularly in Hong Kong when I traveled there three times a year for business. I would know people there, but they would all be men.

WIT was originally conceived in Hong Kong, when women in the industry would travel and made it a practice to get together for dinner, share contacts, and even shopping tips, to name a few areas of interest. Also, a favorite gathering time was at Toy Fair when, she said, "It gave us an excuse to get together. There was such a feeling of camaraderie and power. There were all these women out there, scattered in different segments of the business and country, and now we had a venue in which we can all get together."

Matsumoto says, "I've been in the toy business so long now, it's embarrassing!" Starting as a doll designer for Mattel right out of college, she considered it an important step in her toy career. "Once you've worked at Mattel, it's easier to get jobs in the toy business." Hungry for the action in New York, she moved east and worked for several firms in the city, before starting her own packaging design firm. And that's not all!

"I've had many career revivals. I had my design firm for 14 years, and then started a toy company. I used to go to Hong Kong about three times a year, come up with a line, package it . . . and sell it! And then start all over again. I loved it!" In that business, Matsumoto ran a turnkey operation in which she created inflatable and novelty toys, as well as spring/summer items. Along with a partner, they brought concept ideas to market in the form of creative-- and often successful -- consumer products.

Right now, Matsumoto is inventing, designing and consulting. After tiring of the New York scene, she and her husband to move to the relative peace of Florida. "We had had enough of those notorious 60-80 hour work weeks; our lives were passing us by and it was time for a different kind of lifestyle. We would winter in Florida and have a place out in Hampton Bays and would work out of our homes in both places." While discussing

Matsumoto's current projects, one wonders how really relaxed they are! At this juncture they are designing preschool items, dolls, and juvenile products as well as non-toy items, such as appliances. Additionally, as a consultant to Larami, Matsumoto acts as a consultant overseeing packaging, web site management and public relations. She is also keeping her creative energy active by designing for Fishel Toys.

When asked, "What does the future hold for you?" Susan responded, "Someday I'd like to retire from the toy industry and maybe go back to school . . . law school perhaps. I'm currently involved with non-profit, charitable organizations, and I'd like to get more involved."

Given her thoughts on the future for toy inventors, her wisdom and expertise rings true. "I think that, as a community we have to reach outside of the toy industry. It's such a cyclical industry. For instance, right now, if you don't have expertise in electronics, it's very tough to place products. So, you either have to partner with someone who has that expertise or go outside the toy area. It's very easy to translate invention across industries. You can go into health and beauty aids. Once you have a background in toys, you think out of the box. You think quickly, because you have to. And other industries need us!"

With these efficient ways of utilizing people and resources within an industry, it's no wonder Women In Toys is still thriving a decade after Susan envisioned a need . . . and saw it to fruition!

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Anne Pitrone
Co-Founder of Women In Toys

With over 20 years experience in the design and development of licensed products, Anne Pitrone is an expert at translating some of the most beloved characters into commercially successful ventures. Taking that same ability to make a great idea into reality, Anne -- along with fellow toy industry expert Susan Matsumoto -- founded Women In Toys in 1991.

The two founders had been involved in women's organizations since the late '60s and thought it was time for the toy industry to have such an organization. What was apparent to these women was the fact that many of the people who made this industry great did not have a place to network, to utilize for financial back-up, to be recognized or ... on a lighter note ... to just have fun during Toy Fair. Given the overwhelming response to the organization since its inception, WIT did -- and continues -- to answer those needs and more!

Anne's success in the toy industry speaks volumes for the power of networking, which is one of the objectives of the WIT organization. In fact, meeting all the great inventors and designers in the business and calling them friends -- particularly John Hall, who introduced her to everyone (including Susan Matsumoto) -- is her most rewarding experience in her career.

And what a career she has! From Cabbage Patch to Spiderman, Anne's resume of PRODUCTS could fill the shelves at Toys 'R' Us. However, her business success is not solely based on her ability to create toys that strike a fancy among kids . . . although she does that quite well. Anne has an uncanny ability to know parents and kids and interpret those needs and desires into viable products. Taking that one step further, she then initiates and develops those qualities into a product (or product line) that can successfully be engineered, tooled and manufactured for children around the world.

Now working in her own business as a product development consultant to various toy companies, Anne knows more than ever the value of building and maintaining long-term relationships.

At the center of Anne's life is expression . . . whether it's toys . . . art . . . or friendships. She demonstrates that life is an adventure worth exploring, building and sharing with the world!

After serving on the WIT Advisory Board for many years, Anne's support of the WIT organization continues with her return to the WIT Board of Directors in December 2003. Her vision for the future of the organization sets the stage for years of value for women -- and men -- throughout the industry. By enabling our members to network at various levels throughout the industry, as well as giving ongoing focus to the countless contributions of our members who have been the "unsung heroines" behind many successful ventures, WIT brings confidence and opportunity to our members in this fast-changing industry.

As Women in Toys approaches its first decade, it's clear that Anne's ability to turn dreams into reality is benefiting hundreds of people throughout our industry. WIT pays tribute to Anne Pitrone who, with Susan Matsumoto, helped to create an organization that makes a difference in all of our realities.

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