Search Results

In today’s fast-evolving digital play landscape, forging smart, values-aligned partnerships between gaming platforms, licensors, and toy companies isn’t just an opportunity, it's a necessity. That’s what made our Toy Fair University panel, Level Up: Maximizing Partnership Opportunities in Digital Gaming, such a powerful conversation. Moderated by Careen Yapp, Chief Strategic Partnerships Officer at Embracer Group and Chairman of the Board for Women and Games International, the panel brought together leaders from across the digital and toy spectrum: Andrea Fasulo, Head of Global Licensing at Supercell Justine Higueras, Global Group Director (Beauty and CPG Partnerships) at Roblox Tiffany Patterson Afton Thatcher, Head of Industry, Toys at SuperAwesome Together, they unpacked the trends, tech, and tactics shaping the future of digital gaming partnerships. Here’s what stood out: It’s all about community, not just IP Each panelist emphasized that success isn’t about slapping a logo on a product, it’s about listening to players and building extensions that add value. Whether it’s through in-game codes, physical/digital integrations, or 3D immersive storytelling, today’s fans expect authentic, co-created experiences. The digital/physical divide is dissolving From Roblox’s concept of “fidgetal self-expression” to Jazwares’ seamless “play beyond the screen” model with Adopt Me, it’s clear: the next generation of players doesn’t differentiate between digital and physical. They’re looking for one cohesive experience. Tech is an enabler, authenticity is the differentiator Generative AI, immersive ads, and real-time community feedback loops are unlocking new modes of storytelling and engagement. But without a clear voice and meaningful strategy, the tech won’t carry the brand. Authenticity, safety, and long-term community building must lead. Build for the long game Whether your audience is 10 or 30, early brand loyalty drives lifetime engagement. That means creating partnerships and campaigns that evolve with your fans and deepen connections through culture, creativity, and consistency. -------------------------------- Watch the full recording of the Level Up panel and hear these leaders share how they’re navigating innovation, licensing, and the future of play, from Roblox’s co-creation tools to Jazwares’ packaging sustainability, and more. This article is inspired by the Toy Fair University Panel “WiT: Level Up - Maximizing Partnership Opportunities in Digital Gaming”. Watch it on YouTube .

Intellectual Property might sound like an intimidating legal concept, but understanding these key legal concepts helps creators protect their work and build a lasting brand. In a recent WiT webinar, entertainment, licensing, and IP attorney Michele Martell (whose career began with the Muppets and spans over three decades) shared real-world advice for creators and entrepreneurs navigating the world of IP. Michele reminded us that IP isn’t just for lawyers. Understanding your rights from the start can make all the difference. Here are a few key takeaways from the session: Start Thinking About IP Early People often wonder how early in the process they should be investigating the status of their intellectual property rights. And Michele’s advice is that you should be paying attention to it right out of the gate. The earlier you start exploring how to protect your work, the better. Think of IP as part of your creative process, not something separate from it. Think about what you have that is “ownable” and how that could build a foundation for your intellectual property rights. You don’t need an attorney to start paying attention to what you can learn from the marketplace. Understand the Different Types of IP In the United States, there are multiple types of intellectual property rights: Copyrights protect original works of authorship, fixed in a tangible medium of expression - gives a creator the right to prevent someone from copying or making a derivative work; Trademarks serve to identify the source of goods or services - think product names, logos, or brand identity; Patents protect inventions or functional design features (such as unique mechanics in a product) - gives a creator the exclusive right to make, sell, monetize their invention for a period of time; and  Trade secrets and personality rights (name/image/likeness) provide further layers of protection depending on the context. Build a Web, Not a Wall There is no such thing as perfect protection. That’s why a layered approach works best. Assess what you have or what you're creating and then really think about all aspects of intellectual property and how you can use them as a whole, in a strategic manner as your business evolves. A board game, for example, might include a copyrighted rulebook, trademarked name, and design-patented board layout. When used together, these layers make your IP harder to copy and more appealing to license or invest in. IP is Ongoing, Not “One and Done” Registering a trademark or copyright isn’t a checkbox to tick and forget. Your brand, products, and markets will evolve, and so should your IP protections. A regular “IP hygiene” practice, like reviewing your rights quarterly or annually, helps ensure your protections keep up with your business. Think Globally (Eventually) If you have international aspirations, consider expanding your IP protection to other key markets like Canada, the EU, or Mexico. While many creators start with the U.S., international protection becomes important as your brand scales. One Big Takeaway You can do this. As you've discovered in the process of inventing, creating and building your business, there have been a million things that you don't know, and you realize that you are not expected to know all of them. You realize that this is a lifelong journey, that you can be part of this industry for a long time, and that you're learning from everything that is happening. There is a sense of calmness when you understand that this is an archetypal process - it is ok that you are learning as you go. This blog is inspired by the WiT Webinar “Intellectual Property Protection with Michele Martell.” Watch it on WiT’s Video Library. More information about Michele’s practice can be found at www.martellmediahouse.com NOTE: The contents of this blog are intended to convey general information only and not to provide specific legal advice or opinions, and should not be construed as, and should not be relied upon for, legal advice in any particular circumstance or fact situation. Nothing in this blog is an offer to represent you, and is

We often talk about filling other people’s cups—but how often do we check our own? In a WiT webinar led by counselor, speaker, and author Kelley Grimes, we explored the transformative power of self-nurturing—a practice that prioritizes your own well-being so you can thrive both personally and professionally. Kelley shared practical ways to shift from depletion to empowerment—reminding us that self-nurturing isn’t a luxury, it’s a leadership strategy. Below are three accessible, evidence-based practices you can start using today. Cultivate Mindfulness in the Midst of Your Day You don’t need a meditation cushion or an hour of silence to practice mindfulness. At its core, mindfulness is about paying attention on purpose, with curiosity, compassion, and without judgment. Try: A mindful pause before responding to a message or attending a meeting The STOP technique: Stop, Take a breath, Observe, Proceed Mindful moments in daily routines—like brushing your teeth, walking, preparing your meal and/or eating Mindfulness reconnects us to the present moment, lowers stress, improves focus, and builds self-awareness. Best of all? It can be done in under two minutes, anytime, anywhere. Create Circles of Support—and Ask for Help Self-nurturing doesn’t mean doing everything yourself. In fact, cultivating strong, reciprocal, supportive relationships is a powerful way to nurture your health and wellbeing. Consider: Who’s already part of your circle of support—family, friends, colleagues, communities? Where could you build new circles—mentorship groups, creative networks, peer support? How could you give yourself permission to receive help as you so easily give it? Let others in. Ask for help. Say yes when support is offered. It’s not weakness—it’s empowered wisdom. Gamify Your Self-Nurturing Practice Yes—self-nurturing can be fun! Kelley encourages making self-nurturing practices playful and engaging. Create a personal or shared Self-Nurturing Challenge where you track daily habits like: Drinking water Taking a walk Journaling or meditating Reading or playing music Practicing gratitude Playing a game Add a reward system, invite your family or team, or try a round of the “ABCs of Gratitude” where you name something you’re thankful for from A to Z. By making self-nurturing a joyful game instead of an item on your “to do” list you are more likely to build consistency—and experience the benefits. When you nurture yourself, you’re not just helping yourself—you’re improving your relationships, strengthening your leadership, and modeling healthy habits for others. Self-nurturing supports your creativity, your focus, your mood, your health, your business—and your joy. This blog is inspired by the WiT Webinar “3 Self-Nurturing Practices to Help You Thrive in Business and Life”. Watch it on WiT’s Video Library.

May is Small Business Month, and we’re spotlighting the tools and strategies that help small-but-mighty companies grow. In a recent WiT educational webinar, How to Use Amazon Advertising to Reach More Customers, Jeffrey Cohen, Principal Evangelist at Amazon Ads, joined Ehi Oviasu-Kahn— Chairwoman of the Board at Women in Toys, Licensing & Entertainment, attorney, artist, and visionary founder of Little Art—to unpack how brands of all sizes can tap into Amazon’s ad ecosystem and build smarter, more sustainable growth. The conversation touched on a powerful truth: you don’t need to be a big brand to win on Amazon. With the right strategy—and a clear understanding of how ads fit into your broader business plan—small businesses can reach the right customers, increase visibility, and drive meaningful sales without blowing the budget. Below are the key takeaways from the session. Advertising is the Last Step Before diving into ads, make sure your house is in order: You need a product that’s ready to sell Your listing should include great images, clear titles, and detailed descriptions Your inventory must be available (via FBA or your own fulfillment) Only then should you start thinking about ads—which act like fuel on a fire you’ve already built. Start Small and Test Smart Advertising doesn’t require a big budget out of the gate. Start with a small test budget and a clear hypothesis (e.g. “Will this keyword generate sales?”). Use Amazon’s Sponsored Products Auto Campaigns to let the algorithm do the heavy lifting. Test. Measure. Adjust. Start with a hypothesis Measure key success metrics Analyze results Pivot or persevere This mindset reduces risk—and stress. Brand Building on Amazon There are many ways to build your brand on Amazon—make sure to take advantage of Amazon’s free brand-building tools: Amazon Storefront: Think of this as your brand’s mini website within Amazon. Use it to tell your story, highlight your product line, and encourage multiple purchases. Brand Story Section: Share your mission, origin story, or product impact—this builds trust and helps differentiate you from competitors. Customer Reviews: The Amazon “flywheel” thrives on reviews. Good reviews lead to better placement, which leads to more visibility and sales. Match the Shopper’s Journey Think of your customer’s search behavior like walking through a store: Some know exactly what they want → keyword-specific ads work best Some are browsing for ideas → sponsored brand ads with product collections and videos help them explore Some are shopping for adjacent needs (e.g. party supplies) → sponsored display ads can help your product appear alongside related items Understanding this path—and showing up at the right moment—helps convert interest into action. Follow These Best Practices To get the most from your advertising campaigns, keep these tips in mind: Set a meaningful budget so you can gather enough data to make smart decisions Limit keywords per campaign—stick to 3–5 to ensure clarity and control Be patient—Amazon campaigns need time to optimize and perform Read the metrics wisely—if clicks aren’t converting, it may be time to improve your product page Tools for Scrappy Creators Amazon Ads now offers AI-powered tools to make advertising more accessible: AI Image Creator: Turn your standard product photo into lifestyle shots—on a table, in a party scene, etc.—without needing models or props. Video Builder: Create short, branded videos using templates, music, and your product images—for free. These tools save time and money, and help your listings and ads stand out. Whether you’re a solo founder or leading a fast-growing startup, Amazon provides a playing field where smart, nimble businesses can win. Advertising on Amazon isn’t just about selling—it’s about telling your story, building your brand, and growing with intention. Looking for more support? Explore WiT’s growing library of small business resources , created to help you navigate growth, marketing, IP, and more. This blog is inspired by the WiT Webinar “How to Use Amazon Advertising to Reach More Customers.” Watch it on WiT’s Video Library.

May is Mental Health Month, and it’s a timely reminder that our well-being is the foundation for everything we build—at work, in our communities, and in our personal lives. It’s also a chance to explore the tools and mindsets that help us navigate life’s inevitable ups and downs with greater clarity, calm, and confidence. In the WiT webinar “Creating Resiliency and Adopting the Rebound Mindset,” executive coach Lori Tabb offered insights into how we can develop resilience and lead with intention—even when circumstances feel uncertain or overwhelming. While the session was recorded some time ago, the tools and reflections shared remain strikingly relevant today. What Is Resilience (Really)? Resilience isn’t about powering through, pretending everything is fine, or doing it all alone. It’s about navigating challenges with perspective and self-awareness. It’s about recognizing what’s hard, and still choosing to move forward with care. Resilience means: Accepting reality—even when it’s difficult Naming our emotions instead of avoiding them Reclaiming a sense of control, even in small daily ways Asking for help and connection when we need it Leading with self-compassion, not self-judgment The Rebound Mindset: A Shift in Perspective A rebound mindset helps us move through challenges with intention instead of reaction. It’s the ability to visualize who we want to be on the other side of a tough season—and to begin aligning with that version of ourselves now. Ask yourself: what would your future self want you to know today? Visualizing where you want to land makes it easier to take meaningful steps forward—even when you can’t see the whole path yet. Five Practices for Building Resilience Ground Yourself with Intention.  Just 90 seconds of mindful breathing can help you reset your energy and shift your state of mind. It’s a powerful (and free) habit to build. Name It to Tame It. Acknowledging your emotions is the first step to managing them. Whether it’s frustration, fear, or fatigue—naming what you feel makes it less overwhelming. Own Your Strengths.  What do others come to you for? What do you do naturally well? Reconnecting with your strengths—even in small ways—restores confidence and energy. Lighten Your Load.  Protecting your mental health sometimes means ordering dinner instead of cooking, setting clear boundaries, or asking for help. This is not laziness—it’s leadership. Practice Self-Compassion.  Some days you’ll crush it. Some days you won’t. Either way, you’re still worthy. Extend the same grace to yourself that you offer to others. Keep Mental Health at the Core The demands of business, caregiving, leadership, and life are real—but so is your ability to pause, reflect, and choose how you want to show up. Your mindset matters. So do your boundaries. So does your rest. When you prioritize mental health, you don’t just feel better—you lead better. And that’s a practice worth building all year long. This blog is inspired by the WiT Webinar “Creating Resiliency and Adopting the Rebound Mindset” with executive coach Lori Tabb. Watch it on WiT’s Video Library.

In celebration of World Intellectual Property Day 2025, Women in Toys, Licensing & Entertainment (WiT) sat down with Stephanie Pottick, IP attorney and expert in licensing, trademarks, and copyrights, to discuss the critical role of intellectual property in the toy and entertainment industries. Moderated by WiT Chairwoman of the Board of Directors Ehi Oviasu-Kahn, this conversation explores how creators can protect their innovations, avoid common pitfalls, and unlock the full economic potential of their ideas—especially women navigating the IP landscape. Ehi: Let’s start with the big picture—what role does intellectual property play in driving innovation within the toy and entertainment industries? And why is it so important that inventors and creatives understand their rights early in the process? Stephanie: Intellectual property (IP) plays a huge role in driving innovation because it allows creator(s) and inventor(s) to benefit and profit from what they’ve created. Understanding your rights early in the process can be the difference between success and failure, especially since intellectual property ownership is key. Ehi: This year’s World IP Day theme is IP and Music, a celebration of how intellectual property empowers creators and shapes culture. What can toy and content creators learn from how musicians approach IP ownership and licensing? Stephanie: IP and Music are intertwined. Did you know that different components of a song can be protected? For example, the lyrics, the score, and the recording are all different and can be protected separately. Plus, the band name may be protectible as well. Multiple people can contribute to one composition, which actually can create a bit of a mess when it comes to ownership and licensing. Sometimes that leads to lawsuits - think of bands who break up and wind up arguing over who owns the band name, who controls the recordings, etc. Toy and content creators should take note and realize that when it comes to a toy, or a property, or a book (think text vs. illustrations), anyone who has contributed, technically has a stake in that creation. By thinking about these things and addressing them up front, you can save yourself a world of aggravation not to mention a lawsuit. Ehi: From your perspective as an IP attorney, what are the most common IP pitfalls you see inventors and entrepreneurs in our industry fall into? Stephanie: Wow, that’s a great question… how much time do we have? 😉 One of the biggest pitfalls I see is that many inventors and entrepreneurs (and even some established business owners) don’t take IP seriously and don’t think it’s worth the time and investment to protect their IP up front, but they usually regret that after a legal problem arises. It costs a fraction of the fees to protect yourself up front as opposed to having to defend a lawsuit, which can cost tens (and even hundreds) of thousands of dollars. Another big pitfall I see is not dealing with IP ownership, especially when it comes to hiring freelancers who create logos, illustrations, content, and more. Did you know unless you have something in writing (that’s legally sufficient, of course) a graphic designer owns the IP rights to a logo created for you…even if you paid for it? It’s true. Ehi: You work with clients ranging from big corporations to solo entrepreneurs. What’s your advice for a small business or first-time inventor looking to protect their creations without an in-house legal team? Stephanie: First, they should try to educate themselves on IP. Whether it’s searching online or taking online courses, anything you can do to empower yourself with some knowledge should help. Another great way is to become a member of an organization like WiT, where they will find supportive people and amazing educational content. Finally, I think it’s important to find an experienced IP attorney who understands your business and can help you identify what you have, make sure you own it, and then give you your options on how to protect - and profit from - your creations. Typically, only big corporations have in-house legal teams, and even they sometimes work with outside professionals when it comes to IP and other specialized areas. Ehi: Let’s talk about timing. When should a toy inventor, game designer, or content creator start thinking about IP protection? Is there a “too early” or “too late”? Stephanie: ASAP, especially when it comes to trademarks. First, you want to make sure no one else is using the name or tagline you’ve come up with. Then, if it looks available, you’ll want to try and protect it sooner than later. That’s because if someone else protects it or uses it before you do, then you may lose it. Of course, when it comes to copyrights, some protection exists upon creation, and with patents, you have to file within a certain amount of time. Ultimately, what you protect and when you protect it is a business decision based on your situation. Ehi: Licensing is such a huge part of our industry—can you break down how IP plays into a successful licensing deal? What should inventors keep in mind before entering one? Stephanie: Licensing is all about IP - it’s essentially renting someone else’s IP for a limited time in connection with specific goods or services for sale in specific territories. IP is everything when it comes to licensing. IP owners should understand the basics of licensing, including IP ownership, protection, royalties, indemnification, and other things they can expect before signing any agreement because once you sign something, you’re typically stuck with it. And empowering yourself by learning what to expect means you should be able to negotiate a better deal. Ehi: Many WiT members are juggling creative and business hats. What tools or best practices do you recommend to help them integrate IP thinking into their everyday operations? Stephanie: As we run our businesses, I think it’s important to identify what we’re good at and what we need help with. Having said that, learning about the different aspects of running a business is crucial to have an overview of what to look out for. Thinking about the different types of IP (trademarks, copyrights, patents) when you’re creating can help remind you what may be protectible. Also, as you work with different people, especially outside of your organization, ask yourself if you are sure you own the IP? These can help keep you on track. Ehi: With so many marketplaces and platforms out there—especially online—it can be easy to get copied. What are some proactive steps creatives can take to protect their work from infringement? Stephanie: This is a great question! You’re right, it can be easy to get copied, but there are definitely things you can do to protect your work. Consider IP protection. Most platforms have enforcement procedures which protect copyright, trademark, and patent registration holders. Think of Amazon’s brand registry - if you have protected your trademark, they will help you enforce it by taking down infringers. Essentially, if you protect your IP, those platforms will help you enforce it without having to hire a lawyer or file a costly lawsuit. Ehi: In last year’s World IP Day message, I reflected on how many women struggle to even recognize when they have a protectable asset, let alone take the next steps to register it. From your experience, how can we help more women in our industry move from idea to ownership—and ultimately, to economic empowerment through IP? Stephanie: We can empower women through mentorship and education. Organizations like WiT provide resources that can help. It starts with education and learning what the different IPs are. Then, once people start to get more comfortable with IP, then they will hopefully gain the confidence they need to move forward. Ehi: In your view, how can organizations like WiT better support women in understanding and leveraging IP to grow their businesses? Stephanie: WiT does a great job by providing live and recorded webinars on IP, plus there are numerous events, and the Slack channel where people can connect on IP. I think we need to keep the conversation going and stay updated on the latest developments, including the intersection of IP x AI…but that’s a whole other discussion. Ehi: Lastly, what gives you hope about the future of IP, especially when it comes to leveling the playing field for women and underrepresented creators in our space? Stephanie: Getting access to information has never been easier, which definitely helps level the playing field for women and underrepresented creators, but you still need to find the right guides who have achieved what you’re looking to do. Having the right mindset also makes a difference, and here’s a message I want to share to help with that: The legal stuff does not have to be overwhelming or intimidating, and it’s easy to learn the basics so you can get the confidence you need to succeed. Thank you again for the opportunity to talk about IP on World IP Day, Ehi! It’s been fun!

As consumers demand more eco-conscious products, the toy industry is stepping up its sustainability efforts. From sourcing sustainable materials to reducing carbon footprints, companies are recognizing that the future of play must also consider the future of the planet. In honor of Sustainability Month, we’re taking a closer look at how the toy industry is evolving—and how brands like LEGO are leading by example. The Need for Sustainable Innovation in Toys The toy industry has long relied on plastic as a primary material, but with growing environmental concerns, companies are exploring alternatives. The shift isn’t just about using recycled materials; it’s about rethinking the entire lifecycle of a product—from production to packaging to what happens when a child outgrows their toys. Studies show that more than 90% of toys are made from plastic , much of which is not easily recyclable. This makes sustainability a critical conversation for brands, especially as parents and kids alike demand more environmentally friendly options. So, how are toy companies responding? LEGO: A Case Study in Sustainability One of the most well-known toy brands tackling sustainability head-on is LEGO . The company has made bold commitments to reduce its environmental impact, setting a high bar for the industry. Sustainable materials.  LEGO aims for all products to be made from sustainable materials by 2032, testing over 600 alternatives to traditional plastics. ( LEGO Sustainability ) Renewable energy investments.  LEGO has increased its solar energy capacity by 61% and is committed to achieving net-zero greenhouse gas emissions by 2050. Keeping bricks in play.  Rather than letting bricks go to waste, LEGO encourages reusing and repurposing through programs like LEGO Replay, where used bricks are donated to kids in need. While LEGO’s efforts are worth celebrating, they represent just one piece of the puzzle in the broader movement toward sustainability in toys. Other Toy Brands Making an Impact LEGO isn’t alone in this mission. Many toy companies are implementing sustainable practices, including: Mattel’s Playback Program  allows consumers to send back old Barbie, MEGA, and Matchbox toys for recycling. Hasbro’s Sustainable Packaging Pledge  is the company’s commitment to eliminating plastic from packaging by 2025. Green Toys  is a brand built entirely around sustainability, using 100% recycled plastic for all products. These initiatives signal a positive shift in the industry, proving that sustainability isn’t just a trend—it’s the future of toy manufacturing. The Role of Consumers in Driving Change While toy brands are taking action, consumers also play a key role in shaping the future of sustainability . Parents and gift-givers are increasingly looking for eco-friendly toys, pushing companies to prioritize sustainability. Here’s how you can support this movement: Choose eco-friendly brands  that use recycled materials or sustainable packaging. Extend the life of toys  by donating or reselling instead of discarding them. Support companies with strong sustainability commitments , ensuring your purchase aligns with your values. Sustainability isn’t just about what brands do—it’s about what we demand as consumers. A Message from WiT At Women in Toys, Licensing & Entertainment (WiT),  we believe that innovation and sustainability go hand in hand. As the toy industry continues to evolve, companies that prioritize eco-friendly initiatives will shape the future of play.

Angelina Castro : Ladies, welcome! It’s an honor to have you all here. Let’s dive right in. What does Women’s History Month mean to you? DeeDee, let’s start with you. DeeDee Wright-Ward : For me, it’s all about opportunity—the opportunity to recognize and celebrate the incredible contributions of women throughout history, whether they’re world-renowned pioneers or everyday leaders shaping their industries. Women do it all—we lead, educate, uplift, nurture, and innovate. This month is a time to honor that and also to remind ourselves to keep pushing forward. Amy Thompson: Exactly! It’s a time to honor how far we’ve come and reflect on the journey that’s still ahead of us. Deirdre Cross:  I couldn’t agree more. Women’s History Month is a celebration of the undeniable impact of women throughout history—and today. I’m grateful for the chance to recognize the countless ways women enrich the world through their leadership, creativity, and courage. The inclusion of women doesn’t just enhance the spaces we enter—it transforms them. Angelina Castro : Absolutely. Now, let’s talk about mentorship and inspiration. Who is a woman who has inspired you in your career? Karen, I’d love to hear your perspective. Kristin Lecour : It’s hard to choose just one. I’ve been incredibly lucky to be surrounded by so many inspiring women throughout my life and career. Women who lift others up, take up space, speak up, or lead quietly through their work. I’m constantly in awe of their strength, their grace, and their resilience. That collective energy has shaped how I lead and how I show up for others. Menal McGrath : There are too many to name! But I’ll give you a few snippets that have really stuck with me: Carole Levine – Know your stuff and never give up. Lori Dawn Howl – Disarm them with authenticity and humor. Isabelle Lahoud – Gut instinct + data makes you unstoppable. Each of these women has influenced the way I think, lead, and grow. Angelina Castro : That’s a perfect segue into our next topic. What’s the best piece of career advice you’ve ever received? Michelle, take this one. Michelle Weber : Hands down, the best advice I ever got was: Don’t wait for permission—take initiative. Success comes from stepping up, solving problems, and driving ideas forward with confidence. The people who make an impact in any industry aren’t the ones waiting to be asked—they’re the ones taking action. Shawn Smith : Absolutely. One of the most powerful pieces of advice I received early on was: Trust your judgment—and have the courage to stand by it. Cristina Liquori : For me, it was the advice to never stop learning. I’ve found that learning demonstrates humility—no one leader has all the answers. Often, seeking out conversations with others helps further shape your ideas as you drive to better outcomes. And, it turns out, it is fun to learn and learning keeps every day feeling new! Lisa Whitaker : I love that, Cristina. I once received the advice: "Don't ever confuse yourself with your position." Showing kindness and respect to people whether or not they have a big company name or title in their email address will always pay benefits in business and in life. Angelina Castro: Let’s build on that. What advice would you give to the next generation of female leaders? Natasha, I know you’re passionate about this topic. Natasha Tous: Absolutely. My biggest advice? Own your narrative. Don’t let the world define you. One of the biggest mistakes I see women make is hesitating—waiting for clarity, waiting for permission. But leadership is about decisive action. If you don’t define yourself, someone else will. Menal McGrath : Exactly! And sometimes, obstacles will feel like mountains. But the reality is that everything is temporary and if you stay the course, you will see it through. Be a bit delusional in your goals. If you keep at it, it will all come together. DeeDee Wright-Ward : I love that. For me, it’s less about traditional advice and more about grounding in affirmations—reminders that keep me focused and fuel my leadership. A few that I come back to often: “Listening is a superpower.” “Strategy is a gift.” “Catalyzation is a weapon against all doubt.” I hope those words resonate with someone else the way they’ve anchored me.  Deirdre Cross : I also think it’s important to remind young leaders that their voices have power. Your presence at the table is a catalyst for change—even in ways you may not yet see. Your perspective is not just valuable, it’s essential. By stepping forward, you are not only breaking barriers but also clearing the way for the women who will follow in your footsteps. Angelina Castro : That’s powerful advice. Now, let’s get personal. What has been a defining moment in your career? Amy, why don’t you share first? Amy Thompson : One of my proudest accomplishments occurred at Mattel, when I helped start the Ruth Handler Mentorship Program for Women in Toys. It was the industry’s first mentorship program for women designed to advance career growth across the toy industry through mentorship, coaching, professional development and learning. Shawn Smith : A defining moment for the industry as a whole! A defining moment for me was leading the PR campaign to launch the Disney Store in Times Square. It was one of those “sink or swim” moments, and I won’t lie—I had my doubts. But I stepped up, trusted my skills, and delivered. That experience taught me that sometimes, you surprise even yourself with what you’re capable of. Karen Kilpatrick : That’s the key—embracing change and taking the leap. Every defining moment in my career has come from stepping outside of my comfort zone and taking risks.  Christina Sklavenitis : A defining moment for me came 2015. I was working for a small Canadian toy company, and many people doubted I could land a Disney license for the Canadian market. Not only did I secure it—I went on to negotiate multiple deals across North America and Europe with brands like Disney, Star Wars, and Marvel. That experience taught me that “no” isn’t the end of the road—it’s just a step on the way to “yes.” Kristi Wasmer : I had a similar moment when I decided to start my own consulting company, KW Retail Solutions. It was both exciting and daunting, but it pushed me to harness my years of experience in retail development and the power of the relationships I had built over the years. The responsibility of building brands like PEEPs, Care Bears, and Unicorn Academy at retail has been a game-changer and has helped shape the way I view leadership. Angelina Castro: Last question—do you have a favorite quote or mantra that inspires you? Kristin, let’s hear yours. Kristin Lecou r: One that’s always stuck with me is “We don’t see things as they are, we see things as we are.” by Anaïs Nin. Perspective is everything in leadership. We bring our own experiences, biases, and viewpoints into every decision, and recognizing that can make all the difference in how we lead and collaborate. Karen Kilpatrick: For me, it’s “Either you can or you can’t. Either way, you’re right.” Mindset is everything. If you don’t believe in yourself, no one else will either. Amy Thompson : “Keep the long view.” It’s easy to get lost in a moment or a temporary setback. I like to think of these moments as reflection points and learning injections that help us become more effective leaders. Don’t lose sight of the bigger picture and your ultimate destination as a leader.  Deirdre Cross : For me, it’s “Just ‘Effing Make It.” This mantra isn’t just a rallying cry—it’s a mindset, a creative spark, a fearless leap into the unknown. In the world of tabletop gaming, ideas are everywhere, but it’s the act of bringing them to life that separates the dreamers from the doers. Roll up your sleeves, dive in, and start building.  Angelina Castro : Thank you all for sharing your wisdom. Before we wrap up, I just want to say—WiT is proof that when we come together, we don’t just inspire, we elevate leadership across industries. For anyone reading this, know that you’re part of a network that values mentorship, boldness, and ambition.  Join WiT today and become part of a network that uplifts, mentors, and empowers women in the industry! This conversation was inspired by the wisdom of DeeDee Wright-Ward, Karen Kilpatrick, Kristin Lecour, Michelle Weber, Natasha Tous, Shawn Smith, Deirdre Cross, Amy Thompson, Lisa Whitaker, Kristi Wasmer, Menal McGrath, Christina Sklavenitis, and Cristina Liquori. Learn more about them and WiT’s mission at  Women in Toys, Licensing & Entertainment .

The Power of Strategic Partnerships The right partnerships can take your business to the next level—expanding brand awareness, increasing customer engagement, and driving sales. In a recent Women in Toys, Licensing & Entertainment (WiT) webinar, Bridget Murphy, president of Envision Promotions, shared invaluable insights on creating ambitious and generous partnerships that benefit both sides. With a career spanning Disney, Fox, and major corporate partnerships, Bridget’s expertise in brand collaborations has helped businesses grow exponentially. Her philosophy? Be ambitious in your partnerships and generous with your offerings—because when both brands bring value to the table, the rewards multiply. Why Partnerships Work Studies show that two-thirds of consumers make buying decisions after seeing a brand partnership. Why? Because collaborations create a warm recommendation effect—like a trusted friend suggesting what to buy. When done right, partnerships offer: Increased brand exposure Access to new audiences Credibility through association Revenue growth with little to no out-of-pocket costs Companies that prioritize partnerships grow twice as fast as those that don’t. Whether you’re an indie startup or a legacy brand, partnerships can be tailored to your size, resources, and goals. How to Build the Right Partnerships Creating successful collaborations isn’t about luck—it’s about strategy. Bridget shared the Envision Formula, a four-step process to finding the perfect brand partner: 1. Strategy: Define Your Target & Goals Before reaching out to potential partners, clarify: Who is your target audience? What values should your partner share? What is your key goal—brand awareness, sales, engagement? For example, if you have a children’s educational toy, partnering with a family-friendly food brand could introduce your product to moms making buying decisions. 2. Selection: Finding the Right Fit Not all partnerships are created equal. When making a list of potential collaborators: Align on the audience—Would their customers love your product? Align on values—Does their mission complement yours? Align on resources—What assets can each brand contribute? A great example is Sphero + Pinkberry: Sphero, a tech-driven toy, wanted moms to engage with their product. Pinkberry, a frozen yogurt brand, wanted to keep families in-store longer. Solution? A co-branded experience where customers could play with Sphero toys while enjoying Pinkberry—driving engagement for both brands. 3. Outreach: Making the First Move Many businesses hesitate when it comes to pitching partnerships. The key? Confidence and clarity. Bridget’s top tips for outreach: Use LinkedIn – Reach out to brand managers, partnership directors, and marketing leads. Lead with value – Clearly explain how your brand enhances theirs. Think beyond obvious categories – A toy brand doesn’t have to partner with another toy company. Hospitality, retail, and lifestyle brands are all great options! 4. Execution: Make It Mutually Beneficial The most successful partnerships feel effortless and rewarding for both parties. Whether it’s co-branded products, sweepstakes, digital campaigns, or social media collaborations, each brand should walk away with clear wins. A fantastic case study? Cranium + Post Cereal Post wanted a high-value promotion to drive cereal sales. Cranium wanted to get their games into more households. The solution? A $10 Cranium coupon printed on 22 million cereal boxes, driving massive exposure with minimal cost to Cranium. The result? $2M in revenue grew to $44M. That’s the power of an ambitiously generous partnership! Tips for Small Businesses: Start Small & Scale Up Even if you’re a startup or independent brand, partnerships can work for you: Start local – Partner with independent retailers, museums, or community centers. Offer something valuable – Free product samples, event participation, or social media exposure. Leverage digital campaigns – Contests, giveaways, and collaborative content marketing. A great example is Goldfish Swim School, which partners with game companies to keep kids entertained before and after swim lessons—offering exposure to families in a prime buying mindset. Take the Next Step Are you ready to create meaningful partnerships that drive business growth? Whether you’re looking for a retail activation, co-branded marketing campaign, or an innovative digital collaboration, there’s a perfect partner out there for you. And you don’t have to do it alone! WiT’s vibrant community is a great place to find potential partners, get advice, and collaborate with like-minded professionals. If you’re not yet a member, now is the perfect time to join! Members get access to exclusive networking opportunities, mentorship programs, and the WiT Slack channel, where conversations and connections happen every day. Join WiT today and start leveraging the power of this incredible network! This blog is inspired by the WiT Webinar “Better Together: Ambitiously Generous” with Bridget Murphy. Watch it on WiT’s Video Library.

Mentorship isn’t just about giving advice—it’s about fostering growth, sharing strengths, and helping others navigate challenges with purpose. In a recent Women in Toys, Licensing & Entertainment (WiT) webinar, Dr. Christine B. Whelan, a Purpose Professor at Emory University, delivered a thought-provoking session on purposeful mentoring—why it matters, what it entails, and how to do it better. The Three Pillars of Effective Mentorship Mentorship thrives on three key roles, each playing a vital part in a mentee’s growth: The Problem-Solver – Someone who helps tackle immediate challenges. The Supporter – A steady presence offering encouragement and reassurance. The Guide – A mentor who provides long-term strategies and direction. Effective mentorship incorporates all three, ensuring that mentees not only receive answers but also develop the confidence and skills to grow independently. Why Mentorship Matters Studies show that mentorship leads to higher career success, increased confidence, and greater personal fulfillment—not just for mentees but also for mentors. It’s a two-way street where both parties learn and benefit. More than just professional advancement, mentorship helps individuals navigate life transitions. Whether someone is starting a new career, switching industries, or stepping into a leadership role, having guidance along the way makes a significant difference. Shifting from “Finding Purpose” to “Living Purposefully” A common challenge in mentorship is the pressure to define an overarching life purpose. Instead, the focus should be on taking small, purpose-driven actions daily. Rather than waiting for clarity, individuals can use their skills and strengths in alignment with their values to make an impact right now. This approach—treating purpose as a verb rather than a noun—removes the overwhelming feeling that purpose must be one big, fixed idea. Instead, it becomes an ongoing practice of growth, learning, and contribution. How to Be a Purposeful Mentor For mentorship to be truly impactful, it needs to be intentional and structured. Here are some ways to foster an effective mentorship relationship: 1. Identify Strengths and Values Before offering guidance, mentors should take stock of their own strengths and values. Reflecting on personal skills and experiences makes it easier to provide meaningful support. Questions to consider: • What am I really good at? • What do I care about most? • How can I use my experience to help others? 2. Establish Clear Goals Both mentor and mentee should define what they hope to achieve through their relationship. This includes: • Career development • Skill-building • Expanding professional networks • Building confidence A structured approach helps keep the relationship focused and productive. 3. Make Time for Mentorship One of the biggest challenges in mentorship is finding the time. The key is prioritization. Even a single hour a month can be incredibly impactful. Setting recurring check-ins and treating mentorship as a non-negotiable commitment ensures consistency. 4. Encourage Action & Growth Rather than just providing advice, great mentors empower mentees to take action. Encouraging them to apply lessons, take on new challenges, and step outside their comfort zones leads to meaningful progress. How to Be a Great Mentee Mentees also play an active role in the relationship. To get the most out of mentorship: Be proactive – Initiate conversations and ask questions. Come prepared – Have specific topics or challenges in mind before meetings. Apply feedback – Follow through on action steps. Express gratitude – A simple thank you goes a long way. Bridging the Purpose Gap in the Workplace One of the most surprising insights from the webinar was the “Purpose Gap” in the workforce: 90% of CEOs feel they have a strong sense of purpose at work. Only 10% of frontline employees say the same. This gap highlights the importance of mentorship in helping employees connect their daily tasks to a larger purpose. When individuals see how their work contributes to a greater mission, engagement and satisfaction increase. Taking the Next Step Mentorship is a powerful way to give back, grow, and make a lasting impact. Whether you’re an experienced professional or just starting your career, there’s always something valuable to share. Looking to get involved? Join the Ruth Handler Mentorship Program at Women in Toys, Licensing & Entertainment (WiT).  This blog is inspired by the WiT Webinar “Purposeful Mentoring: What Matters Most, Why It Matters, and How to Make It Happen” with Dr. Christine B. Whelan. Watch it on WiT’s Video Library.

Tell us about your career, and what inspired you to become a mentor. I help creators, entrepreneurs, artists and visionaries propel, protect and empower their businesses with practical, well-informed, and forward-thinking legal guidance, grounded in my experience as an entertainment, licensing and intellectual property attorney working with brands like the Muppets, My Little Pony, Walkabout Mini Golf, Crayola and many others. I was inspired to become a mentor by Isabel Miller & Betts Fitzgerald of The Jim Henson Company - two icons in the licensing & IP world who graciously made space at the table for me. What is the most rewarding part of mentorship to you? Meeting other people! Selfishly, mentoring is a great way for me to be handed an opportunity to connect on a meaningful level with smart, curious, evolving women. I’ve made great friends and expanded my own network through WIT mentoring. What has surprised you most about the mentorship experience? Much of my work as an attorney involves listening to people and getting clarity on what they need, what they fear and what they are striving for, so that aspect of mentorship feels familiar to me. What has surprised me about mentoring is how often and how quickly we get into the FEELINGS part of a discussion. We show up as our real selves, with an express intention to be together ina safe space to share honestly - creating a horizontal relationship, not a hierarchical one. What everyday actions do you feel qualify as mentorship? Often, we get stuck in our own head, in a loop of thoughts and fears and self-criticism. Talking in a safe way with someone who is objective is a helpful way to sort out the fictional fears from the factual fears (shout out to WIT webinar speaker/author Mary Poffenroth). Asking questions, being an interested listener, not needing to have answers - those actions all provide mentoring support. How do you find time to mentor with a busy schedule? Once I’m matched with a mentee, we set up a regular call schedule so those dates get booked out and protected in advance. We also try to do the calls at a more “personal” time - earlier in the morning, lunch, after work - times when people have a chance to speak freely. It is about an hour a month - we all have time for that! What would you say to someone who doesn't feel experienced enough to mentor? There’s no such thing! Sometimes people might seek specific industry knowledge from a mentor (e.g., how do I ship toys from China?) but usually, the topics are more personal or broader career questions. If you like talking to people one on one, with a great supportive structure that helps you connect and have meaningful conversations, the WIT mentorship program is a fun way to meet people. Can you share any specific mentor "wins" from your partnerships in the Ruth Handler Mentorship Program There have been so many different kinds of wins! One woman sorted through her feelings about being stuck in a corporate structure and started her own business, another created a purposeful plan to attend Licensing Expo and make connections, and a kickass executive realized that she is fully prepared for her new leadership role and that she could be powerful. There have been young women just coming out of school, and older womenchanging careers. One of the benefits of this program is realizing you are not alone, no matter where you are. What is the most fulfilling thing you get from being a mentor? I have been privileged to participate in the entertainment and licensing world for a good while, and I love the layers of relationships that I’ve built. Serving as a WIT mentor means I get to meet more inspiring people, making my experience richer, and that is what is so fulfilling to me. Any additional thoughts? One of the things that I love about WIT and that I constantly share with others, is that we are here for each other. That’s it. If I can help you, I will. And you’ll pay it forward. If you need a familiar face at a crowded industry event, come find your WIT people. If you are going to a new city or country and want to connect with people in your industry, reach out through a WIT chapter. If you want a voice in an industry that impacts the entire globe, and you support sustainability and diversity, squeeze on in - there’s always room for more. WIT has a place for everyone.

Tell us about your career, and what inspired you to become a mentor. Over 27 years, I’ve had the privilege of building my career at some of the most successful consumer goods companies, developing mega brands that have made an impact both in Australia and globally. Reflecting on this journey, it’s the teams I’ve built and the personal connections I’ve formed that have been the most rewarding. Each individual has played a role in shaping me into the leader I am today. Their time, feedback, and belief in me have strengthened my desire to listen, support, and uplift others. I’ve also been fortunate to have inspiring mentors throughout my career. Anna Kirby, in-particular, has been my constant for over 20 years. As both coach and cheerleader, she’s never shied away from frank conversations while knowing when to simply listen. Her guidance has profoundly influenced how I show up for my team today. What is the most rewarding part of mentorship to you? It’s twofold. First, seeing someone discover their own solutions, believe in themselves, and take bold steps is incredibly fulfilling. Second, the long-term relationships that develop through mentorship bring me immense personal joy. What has surprised you most about the mentorship experience? The mutual learning and growth. As a mentor, I’ve discovered that the connection benefits both parties. When approached with trust and integrity, mentorship becomes a win-win experience for both mentor and mentee. What everyday actions do you feel qualify as mentorship? Active listening is crucial—not just hearing with your ears, but listening with your eyes and body language. Early in my career, I realized that my role wasn’t to solve someone’s problem but to guide them toward finding their own solutions. This required me to consciously move away from “solution mode” and focus on honing my listening skills. How do you find time to mentor with a busy schedule? Structured mentor/mentee programs make it easier by providing routine and clear commitments. However, informal mentoring can be more challenging to fit in. I make it clear to others that I’m always willing to make time for meaningful connections. To ensure quality interactions, it’s important that both parties come prepared. Mentees should think through their questions or scenarios and propose potential solutions. This ensures our time is productive and respectful of busy schedules. What would you say to someone who doesn't feel experienced enough to mentor? If you actively listen and guide others, you’re already mentoring. Every interaction is an opportunity to grow as both a mentor and a mentee. While some professional experience is helpful for context, you don’t need decades of tenure. I started mentoring in my late 20s, and it has enriched my life and shaped the leader I am today. What is the most fulfilling thing you get from being a mentor? I feel very fortunate that throughout my career I have had strong leaders and many mentors who have inspired and challenged me.  The opportunity to 'pay it forward' resonates with me strongly.   I truly love forming genuine connections and seeing positive outcomes from those interactions. It’s one of the most rewarding aspects of my career. Any additional thoughts? As you progress in your career, having a mentor or peer as a sounding board remains just as important as in your early years. In my role as a senior executive at Moose Toys, I’ve been fortunate to have Kate Zahra, our CPO, as a mentor. Her camaraderie, commitment to lifting me as a female leader, and guidance through challenges have been invaluable to my success. Remember, you’re never too experienced to benefit from mentorship. Stay curious and committed to personal growth.