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by SOFIA DUMERY, Senior Vice President of Design at Melissa & Doug Innovation isn’t rocket science. Or at least it doesn’t have to be. At Melissa & Doug, the road to delivering incremental growth isn’t through cutting-edge technology or incredible feats of engineering, but through simple insights. These insights stem from identifying a problem, making keen observations, and staying true to our mission to inspire open-ended play and to our commitment to sustainability. I’ve long admired the story of how Sam Farber, the inventor of the OXO Good Grips vegetable peeler, came up with the idea for that iconic TPR (thermoplastic rubber) handle. It started by identifying a problem (lack of tools for arthritic hands), using clever observation (seeing the ergonomic potential of a bicycle handle), and utilizing TPR in a novel way. Similarly, at Melissa & Doug, our products often start with identifying a problem. How can we make kids less fearful of going to the dentist? We know kids often use pretend play to act out real-life situations. What if we could create an immersive dentist play set with all the attention to detail given to doctor play sets? What if the accessories in the play set were so realistic and authentic that kids would really feel like they were at the dentist’s office? To develop our Super Smile Dentist Kit Play Set, we used our powers of observation to get all the little details just right! Everything from the tiny blue drinking cup, fun flavored “fluoride” treatments, easy-to-put-on braces, cavity stickers, floss nestled in a dispenser, and trendy clear retainers. But none of it would work without our commitment to delivering open-ended play that is built to last. To that end, we added a service card, which encourages dialogue between the dentist and patient, a drill that vibrates, and molars that partially pull out. Innovation Doesn’t Mean Complex That attention to detail and focus on simplicity can be seen in a classic product, like our 100-Piece Wood Blocks Set. With nine different shapes in multiple bright primary colors, it’s a great developmental toy, earning it STEAM accreditation by The Toy Association. Sometimes the true innovation in toy making comes from kids themselves. Think about seemingly ordinary blocks and the extraordinary things kids will do with them. Likewise our latest introduction, Sticker WOW!, a sticker stamper and activity pad set, is based on our tried-and-true approach to innovation. Working with internal and external consultants, we pushed ourselves to create a novel new entry to the arts and crafts category. Stickers had not seen anything new in ages, and there was a specific pain point we could address: younger children often lack the fine motor skills to easily peel off the backs of stickers. From that keen observation, Sticker WOW! was born. It’s a whole new way to play with stickers, with a character-based sticker stamper preloaded with 300 assorted stickers and a 24-page activity pad. Developing the dispenser proved to be quite a challenge. After much trial and error, we realized that a simpler dispenser was just as effective as anything more technical. When it comes to innovation, simplicity often truly is the answer and the way forward. But simple doesn’t mean easy. The design process includes multiple teams working through various engineering, production, quality, and compliance hurdles. It’s the painstaking attention to detail, materials, safety, testing, and real kid feedback that take products to the next level. As toys are the tools that will build our future innovators, keeping things simple, open-ended, and child-led allows room for the child’s imagination and confidence to grow. It may not be rocket science, but it sure is special!

In the ever-evolving realm of retail, where trends shift, consumer behaviors change, and competition intensifies, staying ahead of the curve is crucial for brands vying to secure a prime spot on physical store shelves. In this blog, based on a webinar hosted by Women in Toys, Licensing, and Entertainment (WiT) and The Genesis Company, we'll delve into the intricacies of navigating the dynamic landscape of physical retail. From the pivotal moment of securing a purchase order to the ongoing challenges of maintaining success once on the shelf, these key takeaways will provide a strategic roadmap for brands seeking to thrive in the fiercely competitive world of physical retail. The Foundation: Securing that Coveted Purchase Order Securing a purchase order serves as the golden ticket for brands aspiring to carve their niche in physical retail. While a stellar reputation and financial viability are significant, driving foot traffic and enticing consumers into the store are prerequisites for obtaining that coveted purchase order. However, the retail landscape's evolution introduces additional criteria, including Diversity, Equity, and Inclusion (DE&I) initiatives, sustainability efforts, market share gain potential, exclusivity, and gross margin percentage. Brands must align with retailers' publicly stated goals and differentiate themselves by showcasing data-backed strategies contributing to the retailer's success. A Sneak Peek into the Retailer's Mind: Earnings Calls One way to better understand retailers’ goals is to tune in to their earnings calls. These calls provide a direct line to the retailer's strategies, initiatives, and focus areas. Actively listening and aligning a brand's offerings with the retailer's goals grant a competitive edge in securing a purchase order. Additionally, mirroring the retailer's language and communication style enhances the chances of building rapport and understanding. The Changing Dynamics: Retailers' Evolving Relationship with Brands The past several years have witnessed a pivotal shift, redefining the retailer's role. Unlike the past, where retailers actively launched new brands, the contemporary approach is to host the best brands. Direct-to-Consumer (D2C) strategies have gained prominence, emphasizing the importance of building relationships with customers, fostering brand loyalty, and leveraging data to understand consumer preferences. Acknowledging the impact of e-commerce is crucial, with 83% of brands being researched online before in-store purchases. Brands need to optimize their online presence, utilizing social media, user-generated content, videos, and keyword optimization to capture consumer attention and drive online engagement. The Product-Consumer Tango: Decoding Consumer Behavior Understanding consumer behavior is essential for a brand's success, both online and in physical retail. The symbiotic relationship between product quality and strategic marketing is underscored. While a great product is crucial for repeat purchases, strategic marketing is what entices consumers to make that initial purchase. With consumers increasingly relying on online resources for product research, the importance of influencer marketing and user-generated content is growing. The statistics paint a compelling picture – a $14 billion global influencer market in 2021, with 50 million self-proclaimed influencers. Brands that harness this trend tap into the authenticity and trust associated with user-generated content. Unlocking the Retailer's Scorecard: The Significance of Digital Experience When it comes to the in-store experience, digital penetration remains of utmost importance. Retailers often rely on “scorecards” to gauge the viability of a brand in stores. These scorecards outline specific requirements that, when met, enhance the brand's visibility, relevance, and strengthen the brand-retailer relationship. Achieving a high score, often 80 or above, is crucial for maintaining shelf space and building credibility. A brand’s digital presence, an often-overlooked metric, comes into play with these scorecards. Brands are urged to understand the percentage of sales coming from the online channel, allowing for strategic planning to ensure products are optimized for both physical and digital shelf spaces. Maintaining Momentum: On-Shelf Success Metrics In the post-purchase order phase, the focus shifts to the metrics and strategies brands must adopt to ensure continued success on the shelves. Productivity per foot emerges as a key metric, emphasizing the importance of each inch of shelf space generating substantial sales. Consumer engagement remains at the forefront, with experts stressing the perpetual need for reviews, social proof, and an active digital presence. Success metrics encompass factors like the recency and volume of reviews, star ratings, and strategic technology utilization to generate more reviews. Adaptability in Action: Leveraging Planograms Brands are encouraged to align their product offerings with seasonal demands, recognizing that consumer preferences and shopping behaviors vary throughout the year. This is where planograms come in — a diagram showing how and where specific retail products should be placed on shelves. While planograms are often perceived as constraints, they can present opportunities for brands to strategically position themselves based on seasonal trends and consumer expectations. The significance of pricing strategy is highlighted, advocating for entry-level price points while cautioning against extreme discounting. The delicate balance between offering affordable options for new customers and preserving the brand's perceived value is emphasized. Simplifying the Retailer's Burden: Facilitating Ease It is imperative to make the buyer's job as easy as possible. Recognizing that buyers are inundated with tasks, brands must streamline processes, providing easily digestible information that aligns with retailers' needs. Navigating the Future of Physical Retail With a keen focus on consumer behavior, evolving retailer dynamics, and the ongoing need for adaptability, brands equipped with these strategies are poised to navigate the complexities of physical retail and emerge successful in an ever-changing market. Unleash your brand's power, maximize its potential at the shelf, and navigate the future of physical retail with confidence. This blog is inspired by WiT Webinar “Unleashing Your Brand’s Power: Maximizing Potential at Shelf”. Watch it on WiT’s Video Library

Negotiations. Just the word alone can send shivers down the spine of even the most seasoned professionals. But here's a fact: negotiations are a critical part of our personal and professional lives, whether we realize it or not. In the realm of leadership and career development, mastering the art of negotiation can make a profound difference. In this blog, based on a webinar hosted by Women in Toys, Licensing, and Entertainment (WiT) and salary negotiation expert Ashley Cash, we'll delve into the world of negotiations. You’ll learn how women in leadership roles can navigate these crucial conversations to strengthen their positions, secure fair compensation, and ultimately bridge the gender wage gap. Understanding the Gender Wage Gap Before diving into the intricacies of negotiations, it's essential to acknowledge the persistent gender wage gap that affects women across various industries. On average, women earn only about 85% of what their male counterparts make. This disparity can be attributed to a variety of factors, including biases in hiring and promotions, lack of representation in leadership roles, and the historic undervaluation of work predominantly performed by women. The wage gap is not just a statistic; it has real-world consequences. Over a career, women can lose hundreds of thousands of dollars in earnings due to the gender wage gap. Moreover, the gap is even wider for women of color, with Black, Latina, and Indigenous women experiencing greater disparities. Addressing these inequities is crucial for achieving gender equality in the workplace. The Landscape for Women in Leadership In leadership roles across different industries, women are breaking barriers, shattering glass ceilings, and inspiring future generations. However, their journey is not without its challenges. A lack of representation is one of the most significant hurdles women face in leadership positions. Women hold only a fraction of leadership roles in various industries, making it vital for those who do to advocate for themselves and others. As industries evolve and diversify, the importance of diverse leadership cannot be overstated. Women bring unique perspectives, innovative ideas, and valuable skills to the table, enriching industries and propelling them forward. The Psychology of Negotiation Many people experience nerves, self-doubt, and fear when entering into a negotiation. The fear of confrontation, imposter syndrome, and the worry of appearing ungrateful are just a few of the emotions that can hinder effective negotiations. To conquer these psychological barriers, you must shift your mindset. Take the time to acknowledge the true goal of any negotiation. It's not about one party winning and the other losing. Instead, the goal is for both sides to achieve as much as possible, if not everything they desire. This shift in perspective can alleviate nervousness by reframing the conversation as a collaborative effort rather than a battle. Additionally, recognizing that negotiations are an expected and routine conversation in various aspects of life, from work to family, can help you feel more at ease. Negotiations occur when you're accepting a new job, renewing a contract, or even deciding who takes out the trash at home. They're not confrontations; they're expected exchanges. The Power of Asking Questions A key strategy in mastering negotiations is the art of asking questions. Preparing to negotiate or create a compelling offer doesn't solely rely on presenting your terms; it starts with understanding the other party's desires and needs. Asking questions is the linchpin to gathering essential information for a successful negotiation. Some questions that can help you navigate negotiations effectively include: What's the budget for this? — This question can anchor the conversation and set the stage for further discussions. What's worked or hasn't worked in the past? — Understanding past experiences can help tailor your offer to align with their needs. Who will be paying close attention to this? — Identifying key decision-makers and stakeholders can help you leverage your position in the negotiation. What's the alternative for you? — Knowing the alternatives they're considering can help you address their concerns effectively. How does my rate or proposal compare to others?— This question helps you gauge where you stand in the competitive landscape. These questions provide valuable information and also demonstrate your genuine interest in meeting the other person’s needs. They shift the focus from you to them, fostering a more collaborative atmosphere. Who Are You Negotiating For? A powerful hack for dealing with nervousness in negotiations is to consider who you're negotiating for. While it might be challenging to advocate for yourself, you can often find the courage to negotiate when you're doing it for someone or something you care deeply about. For example, consider the courage you find when negotiating on behalf of your children, parents, clients, company, or community. Knowing that your actions can positively impact others can provide the necessary confidence to ask for what you want and need. Shifting Mindsets for Success Negotiations are not just about money — they often tap into our emotions and self-worth. It's vital to dispel certain mindsets that can hinder your negotiation success. Here are three mindset shifts to consider: Cancel the fear of being perceived as ungrateful: Negotiating for what you deserve does not equate to ingratitude. You can be appreciative of an opportunity while still advocating for your needs. Embrace the expectation of negotiations: Recognize that negotiations are a common and expected part of various aspects of life, including work, family, and business. Build resilience against rejection: Don't let the fear of rejection deter you from asking for what you want. Rejection is part of the negotiation process, and it doesn't diminish your value or potential. By internalizing these mindset shifts, you can boost your confidence and become more adept at navigating negotiations effectively. Negotiation isn't just about presenting your case and hoping for the best. To increase your chances of reaching a favorable outcome, you need a comprehensive strategy. This blog is inspired by WiT Webinar “Navigating Negotiations: How to Ask For (and Get) More”. Watch it on WiT’s Video Library HERE.

Child safety is a paramount concern for any responsible parent or caregiver. In today's ever-evolving world, where innovative toys and products for children flood the market, ensuring the safety of these items is more critical than ever before. In this blog post, inspired by a webinar hosted by Women in Toys, Licensing, and Entertainment (WiT), we’ll dive deep into the world of product safety. Our aim is to unravel the insights shared by experts Nancy Coles, the Executive Director of Kids in Danger (KID), and Shehnaz Safiuddin, Owner of Snap Kick Marketing and a Member of the Board of Directors for Kids in Danger (KID), regarding the importance of developing products with safety as the top priority. The Safety Mindset Imagine this scenario: You're a product designer, filled with enthusiasm and creativity, working on a brand new children's toy. You're envisioning the joy and happiness it will bring to kids all over the world. However, in the midst of your creative process, there's something that should always be at the forefront of your mind—safety. The journey to designing safe children's products is multifaceted and nuanced. It's not just about adhering to regulations and standards — it's about understanding real-world usage, anticipating potential risks, and ensuring that your product doesn't just meet safety requirements, but actually promotes a safe and enjoyable experience for kids and their caregivers. The Reality of Child Product Safety Each year, thousands of children are injured, and hundreds lose their lives due to incidents involving infant and children's products. The most tragic aspect of this reality is that many of these incidents are entirely preventable. Child safety should be a non-negotiable aspect of any product development process, especially when designing for children. It's not just about checking boxes on safety standards — it's about considering how products will be used in the real world and making design choices that prioritize safety. The Design Safety Hierarchy: A Blueprint for Safety To design safe products, it's crucial to adopt what is known as the "Design Safety Hierarchy." This hierarchy lays out a clear path for eliminating hazards and ensuring safety. The hierarchy consists of four critical steps: Step 1: Eliminate Hazards. The most effective way to ensure safety is to eliminate hazards from the product entirely. If a part of your design poses a risk, it should be reimagined or removed. For example, changing small parts into non-small parts to prevent choking hazards. Step 2: Guard Against Injury. If eliminating hazards isn't possible, consider creating safeguards that prevent injury. An example of this is redesigning a stroller's hinge to eliminate pinch points, ensuring a child's fingers can't get caught. Step 3: Use Restraint Devices. Sometimes, products require the use of restraint devices like seatbelts or harnesses. These should be designed to be effective and easy to use, but always remember that user behavior can vary, so they're not foolproof. Step 4: Warnings. Warnings are the last line of defense. While they're the least effective way to ensure safety, they're still vital. Warnings should be clear, concise, and tested to ensure they convey the intended message to consumers. The Role of Real-World Use Understanding how consumers use products in the real world is essential. Parents and caregivers rely heavily on intuition when using children's products. They expect that if a product is on the market, it must be safe for their child's age and needs. However, this reliance on intuition can lead to misunderstandings and misuse of products. Parents may not always follow instructions precisely, and children often use toys in ways that seem intuitive to them but might be risky. The Shared Toy Box Concept Consider the "shared toy box" scenario. While products are designed for specific age groups, the reality is that many households have children of different ages. This means that toys intended for older children might find their way into the hands of younger siblings. Designing products with this in mind, by eliminating small parts, for example, can reduce potential hazards. Market Research: Understanding Your Audience Market research is a valuable tool for understanding your audience and their needs. It helps designers and marketers gain insights into how consumers will interact with a product and what safety considerations are necessary. While some may assume that market research is costly, there are budget-friendly ways to conduct research effectively. Safety-Centric Marketing: A Comprehensive Approach Safety-centric marketing means embedding safety considerations into every facet of product promotion and communication. Every touchpoint— packaging, advertising, social media, in-store displays, instruction sheets, PR — should emphasize safe use and age-appropriate practices. Visual Communication Matters Visual cues are powerful tools for conveying safety. When designing packaging or marketing materials, it's crucial to include images that show the product in a safe context. Age-appropriate models and environments, like children wearing helmets while using bicycles, send a clear message about safe use. Influencers and Social Media In the age of social media and influencers, maintaining safety-centric messaging can be a challenge. Influencers often create their content, and it's vital to educate them about the safety aspects of a product. Collaboration between product design, marketing, and influencers can ensure that safety is prioritized in their content. Designing child-safe products is not merely a legal requirement — it's a moral obligation. The responsibility lies not only with the designers but with everyone involved in the product's journey, from engineers and marketers to influencers and consumers. Embracing a safety-first mindset from the outset of product development can prevent injuries, save lives, and build trust with consumers. In the end, the more we all work together to eliminate child product hazards, the safer this world will be for our children. It's a mission that should inspire every product designer and marketer, reminding them that their work can make a profound difference in the lives of children and families worldwide. This blog is inspired by WiT Webinar “Develop a Design Safety Mindset”. Watch it on WiT’s Video Library HERE. To access KID’s Design Safety Toolkit, click HERE.

In today's dynamic e-commerce landscape, where the click of a button can bridge the gap between sellers and consumers, packaging has risen to the forefront as a crucial element in ensuring customer satisfaction and fulfilling environmental responsibilities. E-commerce packaging isn't just about containing products — it's a cornerstone of the customer experience. In this blog post, inspired by a captivating webinar hosted by Women in Toys, Licensing, and Entertainment (WiT) and presented by Heather Smith, a distinguished Senior Business Development Manager at Amazon, you’ll learn the ins and outs of the intricate world of e-commerce packaging. Together, we'll unravel the four indispensable factors that serve as the bedrock of successful e-commerce packaging and explore how they can elevate customer delight, reduce waste, and provide reliable product protection as your products make their way around the world. Factor 1: Design to Protect - Safeguarding the Essence of E-Commerce One of the most profound distinctions between traditional retail and e-commerce lies in how products are handled. E-commerce introduces multiple touchpoints, emphasizing the importance of packaging that can endure the rigors of the shipping journey. It’s important to design packaging that goes beyond aesthetics, prioritizing the protection of products. By implementing packaging solutions that guarantee the safe passage of products through the e-commerce fulfillment process, brands can achieve not only lower damage rates but also elevate customer satisfaction levels. Factor 2: Design to Reduce Waste - Sustainability in Every Parcel The e-commerce realm presents a unique opportunity for brands to reduce their environmental footprint. By focusing on minimizing packaging size, weight, and materials, brands can contribute significantly to sustainability efforts. Unlike traditional retail, where oversized packaging is designed primarily for in-store visibility, e-commerce packaging encourages the reduction of packaging volume and the elimination of unnecessary components. Furthermore, an environmentally conscious approach involves the use of recyclable materials. It’s important for brands to identify strategies that embrace sustainable practices without compromising the integrity of their products. Factor 3: Design to Delight - Crafting Unforgettable Customer Experiences E-commerce packaging is more than just a protective shell; it's an opportunity to create lasting memories for customers. Thoughtfully designed packaging can transcend its functional role and become a source of joy for customers. It’s important to design packaging that delights customers, reinforces brand loyalty, and leaves an indelible impression. The unboxing experience, often overlooked in traditional retail, is now a vital aspect of e-commerce packaging. Packaging tailored to e-commerce customers can offer an authentic and engaging experience that resonates long after the initial purchase. Factor 4: Design to Be Authentic - Establishing Trust and Brand Identity Authenticity in e-commerce packaging involves more than just protecting and delighting customers; it's about engaging, elevating, and reassuring them. Brands can use e-commerce packaging to showcase their identity and branding prominently. This not only enhances brand recognition but also assures customers that they are receiving products from a trusted source. The introduction of concepts like Ships in Own Container (SIAC) and Frustration-Free Packaging (FFP) allows brand owners to maintain control over the customer experience while simultaneously reducing waste and delighting customers. Successful e-commerce packaging is a multifaceted endeavor that places a premium on product protection, waste reduction, customer delight, and authenticity. By embracing these four fundamental factors, brands can optimize their e-commerce packaging strategies. The result? Happier customers, a reduced environmental impact, and fortified brand loyalty. This blog is inspired by WiT Webinar “The Four Factors of Successful E-Commerce Packaging”. Watch it on WiT’s Video LibraryHERE.

During the pandemic, 41% of adults in the U.S. reported experiencing high levels of psychological distress, according to four Pew Research Center surveys conducted between March 2020 and September 2022. While mental health has become more recognized globally as an essential aspect of our overall well-being, different cultures and regions have varying levels of support, expectations, and nuances surrounding mental wellness. In this blog post, drawing on the expertise of Dr. Erica Gergely and Antti Ervasti from Cup of Therapy in the WiT webinar “Mental Health Near & Far with Cup of Therapy,” we will explore some of the challenges and cultural influences that shape our perception of mental health around the world. The Influence of The Pandemic on Mental Health In the first year of the COVID-19 pandemic, the global prevalence of anxiety and depression increased by a massive 25%, according to a scientific brief released by the World Health Organization (WHO). An even larger percentage of young people, women, and people of color were affected. This globally unifying event, however, has shed light on mental illness and the lack of infrastructure many countries have to provide treatment. According to Mental Health America, there was a 500% uptick in mental health screenings in 2021 compared to 2019, showing a vast increase in awareness of the mental health crisis plaguing the world. In addition, stay-at-home orders created a heavier reliance on internet services and telehealth, allowing previously unserviced and isolated communities to receive desperately needed healthcare. In particular, psychiatric help encompasses 50% of telehealth visits, while pre-pandemic, psychiatric telehealth represented less than 1% of outpatient care. While many have returned to in-person services for their health needs, telehealth use has remained vital for mental health and substance use treatment, representing 36% of these outpatient visits. Breaking Down Stigmas When it comes to mental health, culture can significantly impact how we perceive and approach this delicate subject. One of the most significant impacts of COVID-19 has been the breaking down of stigmas related to mental health. The conversation around mental well-being has become more open, allowing individuals and organizations to discuss their symptoms and seek help through multiple channels. This is a crucial step in the right direction, as addressing mental health openly is vital for destigmatization — but there is still a long way to go. Diverse Perspectives on Symptoms In many cultures, there still remains a certain stigma surrounding non-physical or non-visible illnesses, hindering the ability of sufferers to talk openly about their symptoms. It may be seen as more culturally appropriate to describe mental health problems as physical symptoms, as this won't reflect as negatively on the person reporting it. This cultural variation has strong implications for diagnosis and treatment, highlighting the need for cultural sensitivity and knowledge in mental health care. It also highlights the importance of finding a mental health provider who understands the cultural nuances and perceptions you carry to provide you with the best possible care. Community Support and Cultural Factors Community and family support is essential for individuals facing mental health challenges. Yet, cultural factors can determine the extent of this support. Some cultures readily offer assistance and provide resources for those suffering from mental illnesses, while others leave individuals to navigate mental health issues on their own. In certain societies or religions, it may be frowned upon to rely on an outside mental health professional. Instead, members seek faith-based treatment or turn towards traditional healers within the community, which adds another layer of complexity to seeking the necessary help. Regardless of where you seek mental health services, we must encourage open conversations and cultural sensitivity to destigmatize mental health awareness on a global scale. It’s important that we globally begin to treat our mental wellbeing as another facet of our overall health. Let's continue these essential conversations and work together to create a world where mental health is a universal priority, and support is available to all who need it. This blog is inspired by WiT Webinar “Mental Health Near & Far with Cup of Therapy”. Watch it on WiT’s Video LibraryHERE.

In today's digital marketing landscape, creating buyer personas is a strategy that can make or break your marketing efforts. But how can you build a unique buyer persona for your organization that will speak to your target audience and build your brand presence? Read on to gain practical insights, inspired by the WiT webinar “Harnessing the Power of Buyer Personas,” that will help you better understand the significance of buyer personas and the transformative power they hold for your brand. What Are Buyer Personas? Buyer personas are more than just profiles — they are the heart and soul of your ideal customer, encompassing demographics, needs, behavior, and obstacles. By crafting these personas, you gain not only a deeper understanding of your target audience but also the ability to tailor your marketing campaigns for maximum impact. If you don't know who your target audience is, creating a buyer persona will help you authentically connect to your audience. The more that you know about who you're speaking to and how best to communicate with them, the more your brand will resonate with your target audience. How Buyer Personas Affect Your Marketing Efforts Your goal should be to create a brand that people can relate to and that they want to engage with. All of the brand decisions you make, from your logo to the store experience, should be from the perspective of attracting your buyer persona. It’s not enough to just create a product and sell it — you need to make sure you know who your audience is so that you can gain market share. A buyer persona will help you understand who your buyers are, where to find them, and the kind of language you need to use to elevate your brand. In addition, your buyer persona can help you narrow down what platforms to focus on for your marketing efforts. If your ideal buyer persona skews younger and more tech-savvy, its more prudent to hit trendy social media platforms such as Tiktok, Twitter, or Instagram. If your target audience leans more conservative or professional, LinkedIn will be your best bet for capturing their interest. As you make decisions about your logo, brand identity, website, or social media it's so easy to fall into the trap of designing or creating based on what you like. But ultimately, your brand is not for you — it’s for your target audience. It's important to keep that in mind as you're thinking through your buyer persona. What's going to resonate with them, make them happy, and encourage them to buy your product or service? How to Create Your Buyer Persona The easiest way to craft your brand’s buyer persona is by looking at all your current consumers and seeing if you can identify what they have in common. This can be anything from the type of products or services that they typically buy to what their demographics are. Evaluating your current customers is a powerful way to build brand trust and loyalty, and collect data along the way. When creating a buyer persona, its important to ask questions about your customer’s demographics and psychographics, such as their gender, education level, profession, and marital and parental status. Delving deeper, you can begin to answer these questions about your ideal customer: What are their spending habits, and what kinds of products or services do they buy? What is their income? What are their hobbies and interests? Do they prefer shopping in store or online? What do they expect when interacting with your brand? What would their ideal customer experience be like? What is a problem they have and how can your business solve it for them? If they are a single income household, is your price point an issue? If they are environmentally conscious, do your products satisfy that expectation? What might stand in the way of them interacting with your brand? The more detailed you can make your buyer persona, the more powerful it can be. The more that you can flesh out who this person is and what really matters to them, the more you will understand how to reach them, market to them, and create products that will really engage them. Creating a buyer persona, however, is not a one-step process.. You need to continuously evaluate and pay attention to how the market and your consumers evolve to make sure you’re creating a message that resonates with them. Listen to your buyers and pay close attention to the market to remain relevant and able to engage with your audience. In combination with other marketing strategies, buyer personas can help brands strengthen their presence and resonate with their target audience. Understanding your buyer's needs, wants, and behaviors enables you to create targeted marketing campaigns that will speak to your consumers and build your brand loyalty and reach. This blog is inspired by WiT Webinar “Harnessing the Power of Buyer Personas”. Watch it on WiT’s Video LibraryHERE.

In the bustling hallways of corporate, self-promotion often takes a backseat, generally stigmatized by societal norms that equate it to arrogance. This leaves many of us hesitant to highlight our own accomplishments. However, the art of 'humble bragging'—strategically showcasing your value while maintaining humility—is a skill that modern managers can't afford to overlook, especially as performance reviews loom on the horizon. Why Self-Promotion is Necessary and How to Balance It? Your work won't always speak for itself. In today's high-speed corporate environment, silence about your achievements can mean missed opportunities. Self-promotion isn't about ego; it's a crucial way to communicate your value to those who need to know. Striking a balance is key: you'll want to detail your contributions while connecting them to the larger goals of your team or organization. This way, you frame your achievements as part of collective success, maintaining both visibility and humility. Strategies for Effective Self-Promotion The E.A.R Method: Examples, Achievements, Results:  Don't just state your achievements—show them. Be prepared with specific examples, discuss the milestones reached, and always corroborate your statements with data or measurable outcomes. The Value-Add Approach: Establish yourself as a problem solver. Discover gaps and inefficiencies, then take steps to correct them. Make it a point to communicate how these initiatives positively affect the organization. The Humble Brag: Networking and Personal Triumphs: In professional settings, finesse the 'humble brag' to subtly showcase your achievements, while aligning them with the team's collective success. However, don't hold back in personal settings—own your accomplishments with pride and say, "Yes, I did this and I'm proud of it!" Three Actionable Tips for Effective Self-Promotion You've heard this one before: make sure you are documenting your successes and accomplishments and also hold regular check-ins with your manager. But here are three tips that are going to elevate your self-promotion game: Leverage Linkedin: share your milestones regularly and engage in meaningful industry discussions to subtly showcase your expertise. Master the Elevator Pitch: prepare a concise, 30-second spiel that encapsulates your value and recent successes. Seek Testimonials: solicit endorsements from colleagues and supervisors to bolster your claims in performance reviews or on professional platforms. As you approach the year-end evaluations, embrace the art of humble bragging. Done right, it not only elevates your professional standing but also fosters a more collaborative and transparent workplace. So, shine your own light—because if you don't, who will? About the Author Natasha Tous, Founder and CEO of Luminaria (weareluminaria), develops rising leaders who want to grow their leadership skills to break into executive leadership positions. She also serves on the Board of Women In Toys, Licensing & Entertainment. Connect with Natasha on Linkedin: @natashatous

Whether you're an artist, content creator, or entrepreneur, having a basic understanding of contracts and copyright protection is the key to protecting your creative works. This blog, based on the WiT webinar “Tinkering like a Lawyer: A Summary of Key Issues in Contracts” held by Entertainment and IP Attorney Charlotte Towne, will delve into some of the legal language and scenarios to help you avoid unnecessary stress, legal consequences, and expense. The Importance of A Solid Contract and Copyright Ownership The need for well-drafted contracts to protect intellectual and creative rights cannot be overstated. Contracts are not only the foundation for solid partnerships — they also provide a clear roadmap to navigate complex ownership issues and safeguard creative rights. A well-crafted contract will prevent ambiguity, align expectations, and ensure that all parties involved are protected should a dispute arise. Copyright ownership gives creators the sole legal authority to control how their creations are used, distributed, and adapted. This means the copyright owner has the exclusive right to reproduce, distribute, perform, display, and create new works based on their original creation. Beyond safeguarding the fruits of artistic labor, copyright ownership allows for economic gain, allowing creators to license their works, negotiate deals, and capitalize on their creativity. Contract Checklist Follow this checklist, including some of the most crucial and often overlooked clauses in toy and entertainment contracts, to help guide you: Identify the Parties: Clearly establish the parties involved, ensuring each individual's or entity's responsibilities are well-defined to avoid future disputes. Specify Services and Deliverables: State the scope of services and the expected deliverables or products, leaving no room for ambiguity. Compensation: Outline the compensation structure, including payment terms and any potential royalties. IP Ownership: Define copyright ownership explicitly, especially in cases involving joint collaborations. Confidentiality: Incorporate clauses that protect sensitive information and proprietary details. Termination: Detail the conditions under which the contract can be terminated, providing a clear exit strategy for all parties. Warranties and Indemnification: Include provisions that address warranties and indemnification, protecting both parties from legal complications. Choice of Law and Jurisdiction: Decide on the legal jurisdiction and forum for potential disputes. Whether you are just starting up or you’re part of an established business, you want to ensure your hard work and money won't be vulnerable to avoidable legal disputes. By educating yourself about critical legal nuances and language, you can confidently protect your brand or company and navigate the world of toy licensing and entertainment. This blog is inspired by WiT Webinar “Tinkering like a Lawyer: A Summary of Key Issues in Contracts”. Watch it on WiT’s Video LibraryHERE.

In today's fast-paced world, mastering time management has become indispensable for success and personal well-being. Surprisingly, despite the wide variety of tools and different schools of thought, only 20% of people feel like they have their workload under control daily. In this blog based on the WiT webinar “Herding Your Mental Cats: Time Management for Work & Wellbeing” with Colleen Finn, you’ll learn the five essential ingredients that can revolutionize your approach to time management, empowering you to boost efficiency, increase focus, and achieve balance between work and life. Get ready to transform how you navigate through your tasks and discover how to enhance your professional performance and overall well-being. 1. Create a To-Do List As simple as it is, the timeless to-do list is a powerful tool that significantly impacts productivity and organization. By jotting down all of your responsibilities and goals, you can declutter your mind, reduce the stress of remembering everything, and gain a clear overview of your workload. Additionally, a well-structured to-do list provides a sense of accomplishment as you tick off completed tasks, boosting motivation and bringing you closer to your goals. Whether on paper or through digital tools, a to-do list is a step toward better time management. 2. Incorporate Time-Blocking Just as it sounds, time-blocking is a time management technique that breaks your day into specific blocks or chunks of time dedicated to specific tasks, creating a structured schedule that minimizes interruptions. When you assign particular time slots for different tasks, you train your brain to focus solely on the job at hand, avoiding multitasking and the dreaded procrastination that plagues many. You can use a digital calendar or a physical planner to block out your day, but be realistic in your scheduling and remember to allow time for breaks to recharge. Consistency is vital — stick to your time blocks, and with practice, you'll find yourself accomplishing more with less stress. 3. Prioritize Your Tasks By prioritizing tasks effectively, you ensure that your time and energy are directed toward activities that align with your goals. One such technique is the Eisenhower Matrix, which categorizes tasks into four quadrants based on urgency and importance. Another method is the ABCD method, where you label tasks as A (urgent and necessary), B (important but not urgent), C (urgent but not essential), or D (neither urgent nor important). Tackling the least appealing task first, often called "eating the frog," is a great way to deal with procrastination. Addressing the most challenging or unpleasant task early in the day prevents it from lingering on your mind and stealing mental energy from other activities. This builds a sense of accomplishment and keeps you motivated and productive throughout the day. 4. Picking the Right Method Choosing the most suitable method for time management is highly personal, and you need to consider your preferences and work style. Some may thrive with structured time blocks, while others prefer the flexibility of the Pomodoro Technique, which is based on 25-minute stretches of focused work broken by five-minute breaks. Additionally, combining various time management techniques opens up the possibility for a personalized and hybrid approach. This mix-and-match strategy enhances your productivity and boosts your overall time management capabilities. Explore different methods and find the perfect blend that suits your unique style and helps you make the most of your time. 5. From Deadline to Finishline Syntax plays a significant role in how we view things, and time management is no exception. Rather than thinking of projects having a deadline (which induces procrastination due to the amount of stress we place on ourselves), spin it as a more positive “finish line.” This mindset shift allows you to celebrate your accomplishments, no matter how big or small, and reward your progress. Embracing this approach empowers you to take charge of your schedule, find joy in your achievements, and stay motivated to tackle new challenges enthusiastically. It's all about making the journey as fulfilling as reaching the destination. Mastering the art of time management takes time, but it’s an essential skill to boost your overall well-being. By using these techniques and finding the right blend of methods that suit your preferences, you can gain control over your schedule, minimize stress, and maximize your efficiency — personally and professionally. Remember, time management is not about rigid constraints. It's a journey toward greater self-awareness and productivity, leading you to a more rewarding and balanced life. This blog is inspired by WiT Webinar “Herding Your Mental Cats: Time Management for Work & Wellbeing”. Watch it on WiT’s Video Library HERE.

I don’t know about you, but in all my life, I’ve never been more ready for a fresh start than I am now. With 2021 in full swing, I’m laser-focused on what really, truly matters. I’ve never been more invested in reimagining what is possible and acting on my intentions - and it’s been life-changing. 2020 left us all a bit burned out. Between politics and the pandemic, we’ve been bombarded with nonstop sound and fury that even noise-canceling headphones couldn’t block out. Although it seemed chaotic at times, for me, every day wasn’t total chaos. There were highly productive days, but moments where the noise got so loud that I found myself checking out. I knew things had to change. The fresh beginning of a new year gives us all moments to reflect and make some well-intentioned resolutions. This year things had to be different. It wasn’t about making resolutions - I needed to be resolute about reflecting on what mattered to me. But first, I had to dig deep and turn down the volume. The process was hard. It was challenging to hone in on what mattered. But I powered through with intention and did it on a consistent, daily basis. It taught me that people matter, relationships matter, helping others matters, showing up matters, and most importantly, I matter. It helped to revitalize my professional and personal life with intention and purpose. All the things that mattered started to quiet the noise and going into 2021, the volume is lower and I’m hearing life again. I’ve never felt more awakened, with more peace, clarity, and energy than ever before. Starting with me first, just a few small changes are having a big impact. Taking just 30 minutes first thing each morning for mindful, energetic me-time time sets the volume for the entire day. Now when I sit down to start my workday, I see things and hear things more clearly. True connection is now happening for me, simply because I turned down the noise. With the pandemic, we thought video calls would keep us connected, but Zoom fatigue is real, and it seemed like we were just looking at screens constantly and connecting less. Now, I’m much more present for the people in my life. I listen with full attention, compassion, and empathy. We all have the power to transform our lives, to hear the quiet, and then to focus on and act on what matters most. By doing this every day with consistency, we can keep the noise in check and be productive, compassionate, and engaged. How about you? What matters most to you? What you’re focusing on can make a big difference in your business, your relationships, and your health. Take a little time to reflect and adjust the volume. It opens our minds and opens our hearts. Janice Ross serves as the president of Women in Toys, Licensing & Entertainment (WIT), and is the founder and Managing Partner of Brand Fresh Management. With over 25 years of global experience in the consumer products and entertainment industries, she is a passionate and purposeful advocate for the advancement of women. This article originally appeared in The Toy Book, February 2021, and has been republished with permission.

by DR. AMANDA GUMMER, UK Chapter Chair, Women in Toys, Licensing & Entertainment It’s that time of year — the Toy of the Year finalists have been revealed and everyone wants to know who the winners are. But there’s a lot that goes into creating a “Toy of the Year” — months, even years of careful design and research, to make sure there’s cohesion between ages and stages of development, price points, play value, and style to appeal to the target market. In the increasingly competitive world of toy development, commercial success hinges on understanding children’s needs, desires, and play patterns. Conducting research at different stages of product development reduces financial risk and allows companies to create toys that captivate young minds and inspire endless hours of play. Research can be expensive, but it doesn’t have to be. The general rule of thumb is the more research you do, the more confidence you will have in the findings. But any research (even getting the neighbors’ kids’ opinions) is better than not doing any at all. There are many different types of research that serve unique functions and are valuable at the various stages of a product or brand’s life cycle. Exploratory Research: Uncovering the Play Landscape At the initial stages of toy development, exploratory research is crucial. This research provides a comprehensive understanding of the play landscape, consumer preferences, and emerging trends. If you don’t know what’s out there already, how do you know you’re not just doing something that someone else has already cornered the market with? You can learn a lot by buying and playing with products that are likely to be your main competitors before you even start the design process. Keeping a close eye on the latest trends in children’s media, technology, and popular culture helps toy developers align their products with children’s evolving interests. This analysis can be conducted through market research reports, media monitoring, and attending industry conferences. Concept Development: Shaping Ideas Based on Research Insights Once a firm understanding of the play landscape is established, the next step involves shaping ideas into concrete concepts. Research at this stage helps refine and validate toy concepts before investing in production. Some effective methods for concept development research include: Prototype Testing: Creating prototypes allows developers to gather hands-on feedback from children, parents, and educators. This approach helps assess factors such as usability, durability, safety, and play value. Feedback from prototype testing guides product improvements and iterations. Co-creation Sessions: Collaborating with children fosters an iterative development process. These sessions empower young minds with a platform to actively contribute ideas, preferences, and creative solutions. Co-creation ensures that toys resonate with children’s needs and interests. Expert Reviews: Seeking input from child development experts, psychologists, and educators can provide valuable insights into the developmental benefits and age appropriateness of toy concepts. Expert reviews help align toys with specific age groups and address potential concerns regarding safety or developmental milestones. Product Testing: Validating Toy Performance and Appeal As toy development progresses, product testing becomes essential. This stage involves gathering feedback on the final product to fine-tune its features and prepare for market entry by: Playtesting: Organizing play sessions with target age groups allows developers to assess how children interact with the toy, measure engagement levels, and evaluate its play value. Playtesting helps identify potential usability issues, areas for improvement, and insights useful for future product development opportunities. Consumer Testing: Engaging with families through consumer testing panels helps gather feedback on packaging, pricing, marketing messaging, and overall satisfaction. This research informs adjustments to the toy’s final presentation and ensures it aligns with consumer expectations. Research is not just a means to an end — it is a continuous process that fuels creativity, understanding, and growth. Embrace the insights gained from research to create toys that spark joy, inspire learning, and make a positive difference in children’s lives.