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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.

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.

In a world where environmental issues are becoming increasingly urgent, educating and inspiring the next generation is crucial. Wastebuster, a non-profit educational company, has been at the forefront of engaging children through storytelling, campaigns, and innovative programs. Founded in 2006, Wastebuster has become one of the largest free online environmental education programs globally, working with over 24,000 schools in 94 countries. In this blog, based on the WiT webinar “Wastebuster: Toys as a Force For Good,” you’ll learn more about Wastebuster’s focus on toys as a force for positive change and the introduction of their latest project, Recycle to Read. National School Recycling Rewards Programs One of Wastebuster's successful initiatives is the National School Recycling Rewards Program, which educates children about recycling and incentivizes participation. By promoting a sense of responsibility and providing rewards, children can see the impact of their actions. This approach helps instill long-term behavioral changes and fosters a connection between environmental stewardship and personal actions, showing children that accountability towards the environment can have a lasting impact. The Power of Toys and the Need for Recycling Toys hold a unique place in children's lives, capturing their imaginations and shaping their values. Wastebuster highlights the importance of responsible end-of-life solutions for toys and the need for proper recycling infrastructure, which we currently lack. According to Tansy Robertson-Fall, a circular economy expert, it has been estimated that approximately 80% of all toys end up in landfills, incinerators, or the ocean. In addition, 61% of children’s toys are left unused — on average, 35% are neglected or forgotten within a month of purchasing. Wastebuster addresses these issues by promoting reuse, responsible recycling, and raising awareness about sustainable toy production. Introducing the Recycle to Read Project Wastebuster's latest project, Recycle to Read, is a not-for-profit enterprise focused on establishing an economical and scalable toy reuse and recycling infrastructure. This initiative centers around multi-brand toy collections in retail, school, and business sites. It aims to make toy recycling accessible and convenient for consumers while promoting circular economy education and collaboration with schools. How Recycle to Read Works Recycle to Read implements a retail collection system where consumers can drop off broken plastic toys. By scanning a QR code on the collection bin, consumers can nominate a school to receive book points. This incentivizes participation, encourages responsible disposal, and ensures broken toys are recycled rather than discarded. Additionally, the project emphasizes circular economy education in schools, providing resources and support for organizing toy reuse events. The Importance of Collaboration in Toy Recycling Collaboration plays a vital role in extending toys' life, avoiding landfills, and making toy recycling accessible, scalable, and consistent. Stakeholders can overcome limited infrastructure and high processing costs by pooling resources, knowledge, and expertise. Collaborative efforts maximize efficiency, minimize duplication, and create a unified approach toward achieving common goals. The toy recycling industry can flourish through collective impact and cross-sector collaboration, empowering children to actively drive change. Wastebuster's dedication to environmental education and their focus on toys as a force for positive change exemplify their commitment to a sustainable future. Through their programs, campaigns, and the Recycle to Read project, they strive to educate, inspire, and empower children to become active participants in creating a more sustainable world. Collaboration and collective impact are key to their success, and together, we can work towards a brighter future where every action counts.

From Ideas to Investment: A Roadmap to Securing Outside Capital Whether you have an idea, prototype, or product ready to license or sell, obtaining outside capital is integral to your success. But navigating the world of investments can be difficult. In this blog based on the WiT Webinar “How To Raise Outside Capital,” we will explore the nuances surrounding the different types of capital, networking strategies, negotiation techniques, and tips for closing deals. Breaking Down Different Types of Outside Capital When it comes to raising outside funds, it's important to understand the different types of capital available. One common option is bank loans, which involve borrowing money from financial institutions and repaying it with interest over time. Another option is personal loans, where you use your own funds or borrow from family and friends. The friends and family round is often considered one of the most common sources of early-stage capital, as it involves seeking investments from close contacts who believe in your vision. Angel investors, on the other hand, are unrelated individuals who invest their own money in startups and CPG companies, typically writing checks ranging from $25,000 to $200,000. These relationships may take time to develop, but angel investors can supply both funding, valuable expertise, and industry connections. Lastly, crowdfunding has gained popularity as a means of raising capital, particularly when you have a proof of concept and some traction. It not only provides funding but also serves as a marketing tool to generate buzz and attract potential customers. Meeting Investors and Following Up While it may be difficult to initially identify potential investors, establishing connections and genuinely networking with them is an important part of venture capital raising. Attend industry events, pitch competitions, and investor conferences to meet investors who align with your business goals. When you do get an opportunity to pitch your business, showcase your passion, expertise, and the potential of your business or product. After the initial meeting, it's essential to follow up promptly and professionally — send a personalized thank-you email or note expressing your appreciation for their time and reiterating your interest in continuing discussions. Building and maintaining relationships with investors is a long-term endeavor, so consistent communication and a proactive approach can go a long way in creating trust and credibility. Remember, investors often invest in not just the idea but also in the entrepreneurs behind it, so cultivating these relationships is key to securing the outside capital you need. How to Negotiate Terms During the negotiation process, maintain a collaborative mindset and strive for a win-win outcome. Listen attentively to the investor's concerns and objectives, and be open to finding common ground.Be prepared to offer alternatives or compromises that address their interests while protecting your own. Ultimately, negotiating terms requires a balance of assertiveness, flexibility, and strategic thinking to arrive at a mutually beneficial agreement that aligns with your business goals. How to “Close” Negotiations One important aspect of closing investment deals is creating a strong and compelling pitch deck that effectively communicates your business model, value proposition, market opportunity, and financial projections. Your pitch deck should be concise, visually appealing, and highlight the most critical information in 8-15 slides. Additionally, building strong relationships with potential investors is crucial. Engage in meaningful conversations, address their concerns, and demonstrate your commitment and expertise. Remember, rejection is a common occurrence in fundraising, and not closing every deal does not mean people are unwilling to invest in your venture. Stay persistent, learn from each interaction, and use feedback to refine your approach. Keep building relationships, nurturing connections, and exploring other avenues for funding. The key is to maintain a positive attitude and remain resilient throughout the process, knowing that each interaction brings you closer to finding the right investors who believe in your vision. Raising outside capital for your business is an intricate and dynamic process that requires a comprehensive understanding of the different funding options, effective networking strategies, skilled negotiation techniques, and the ability to close commitments. With determination and a strategic approach, you can navigate the world of outside capital and take the necessary steps to fuel the growth and success of your business.

Do you ever find yourself held back by that nagging voice in your head, constantly whispering doubts and fears? Everyone has saboteurs — the negative inner voices that undermine our confidence and hinder our progress, telling us we’re not good enough or that we will fail. While this phenomenon is universal, we all also have an inner sage — the wise voice within us that can challenge the inner critic and help us fulfill our true potential. In this blog based on the WiT Webinar, “Taming Your Inner Saboteur,” we will delve into how to identify your inner critic, understand how this inner voice holds you back, and discover how to tap into the profound wisdom needed to silence self-doubt. Three Main Saboteurs Although many people suffer from having an inner critic, there are three main ways this saboteur can manifest. First, we have the self-judge — this inner critic is part of our brain that is always ruminating, constantly criticizing us. It runs on auto-pilot, and disturbs our sleep with worries of failing or thoughts of our past mistakes. This inner saboteur can paralyze us from moving forward by anticipating future failures and discouraging us from trying new endeavors. The second manifestation of the inner saboteur is the judge of others. This judge inside of us is constantly looking for faults in others, sizing up other people and judging our perceptions of how they measure up. The third judge is the judge of circumstances. We frequently are unaware of our minds doing this, but we constantly judge the circumstances of our lives. We tell ourselves we will be happy once we reach another milestone, be it getting a promotion, losing a certain amount of weight, or getting a nicer home or car. This judge of circumstance causes you to give away responsibility for your own happiness and creates a never -ending finish line. Once one goalpost is met, the new one is already placed further away, causing you to constantly chase an unattainable ideal. Unlocking Your Sage To combat the oftentimes loud voice of the inner saboteur, you must unlock your sage. Your sage is the inner calm and peace that can help you perceive threat as an opportunity, find the positive in situations, and navigate difficult circumstances with empathy. It is easy to succumb to the negative, and our brains are wired to a certain extent to avoid perceived threats and be hyper-vigilant. All of us have faced adversity and challenging circumstances that have had positive long-term impacts, but in the throes of these difficult times it can be tough to think in a positive manner. But with gentle training and practice, we can rewire our thinking and shift our perspective. Such practice requires awareness, setting intentions, and patience with the process, and with ourselves. While it may be challenging to maintain a positive mindset during times of adversity, the rewards of rewiring our thinking and shifting our perspective are invaluable. As you embark on this path of self-discovery, remember to be kind, compassionate, and patient with yourself as your inner Sage guides you towards a life where you can embrace your true potential with confidence and clarity.

Gone are the days when we could simply create a single piece of content and share it across all platforms, expecting similar levels of engagement. With each social media platform becoming more distinct and unique, the need for tailored content has never been more crucial. If you find yourself struggling to set your social media apart, follow these five simple steps based on the webinar by Patricia Lincoln, Marketing Manager at Learning Resources. 1. Pick the right social media platform for your business Not all social media platforms are created equal, and this has become more evident in the past few years. Depending on your brand voice and target audience, certain social media platforms may be more beneficial than others. For example, we all know that TikTok caters to a younger, unpolished audience that flourishes on video content and emulating trending videos. Meanwhile, Instagram has been a consistent and versatile business staple that allows for photos, videos and live content, and LinkedIn caters to strictly a professional audience. Oftentimes, Pinterest is classified as a search engine, yet it can be a powerful tool for stores to leverage elevated content and aesthetics to pull in consumers. Then we have Facebook —many claim it’s on its way out, but it can still be leveraged to share reels from Instagram and stay updated on industry news. If your brand is attempting to break into new audiences and increase sales, Instagram or Pinterest are the platforms you should focus on. If your brand wishes to expand to a younger audience or create more organic content, TikTok may be more favorable. Be warned, however, that TikTok has a steeper learning curve as it is the biggest outlier in regard to traditional social media platforms. 2. Crafting an Effective Content Strategy Once you have settled on the platforms you plan on using, the next step is making and executing a tailored content strategy. There are three general types of content: educational, entertaining, and empathetic. Educational content can vary from giving information on the industry, tips and tricks relevant to your brand or industry, or even offering different ways to use your product. The idea is that you are offering a free value to your audience that keeps them coming back for more. Empathetic content can be broader, but oftentimes it's best to focus on solving a problem or pain point your target audience is experiencing. Entertaining content doesn’t necessarily have to be silly TikTok dances — it can be funny anecdotes about the industry or just authentic content that showcases your personality. While we have become even more embroiled in the digital landscape, we still seek connection behind the screens, and this unfiltered experience of brands and products creates audience loyalty and trust. For the content strategy itself, you need to think of your content as an extension of your brand.What is the added value or impact of your content for your audience? With so many different platforms fighting for our attention these days, you have three seconds to really hook your audience. Try an attention-grabbing intro, beautiful graphics, or a really clean, well-branded page that incites curiosity. 3. Understanding Algorithms and Engagement As we’ve all seen, social media platforms are quickly evolving, and it can seem like a full-time job just trying to keep up. For example, Instagram’s algorithm now works by showing you content similar to what you’ve already interacted with on the platform. For example, it may take signals from Reels you’ve liked, commented, or saved. In addition, you’ll be shown creators that you may not necessarily follow (yet) but you have interacted with . So what does this mean for your brand? To gain a considerable following, you’ll need to interact with the community, such as similar products, creators, or influential players in the industry. While the new algorithm may seem confusing, the emphasis on the explore page can make it easier to get your content in front of a new audience and have a greater chance to go viral. 4. Consistency Regardless of which platform you decide to use for your business, consistency is a pillar of good social media marketing. Without consistency, it's very difficult to garner a loyal following, as people expect content regularly. However, that doesn’t mean you need to post 7 times a week to remain relevant. Part of the consistency of social media content creation is sustainably creating content, and as a business owner, it can be very easy to burn out.The content you are creating needs to be relevant, on-brand, and genuine to attract an audience. It is better to consistently post well-done content that is intentional and useful to your audience fewer times a week, than to push sub-par videos every day. Your audience can tell when you are genuine and creating content that truly resonates with you and your brand. 5. Be authentic, not perfect. Finally, the most important aspect of content creation is focusing on who is listening and how we reach them. Authenticity and being genuine is what drived followers to subscribe. Your content must be natural and meaningful to the audience, not perfectly scripted. It can be very easy to get lost in the echo chambers of perfectionism when comparing yourself to other content creators or chasing the newest trend. Still, ultimately your content will be an extension of your brand. It’s not that you shouldn’t jump on trends, but it’s important to be selective and choose those that will serve your brand and purpose well. Curated content that is authentic and on-brand will never go out of style. As we navigate the diverse and ever-changing landscapes of social media, it is crucial to adapt, experiment, and refine your marketing and content strategies. By following these guidelines, you can unlock the full potential of your social media presence, connect with your followers on a deeper level, and make a lasting impression. Embrace the opportunities that each platform offers, be intentional with your content, and watch your brand thrive in the world of social media.

As we wind down our celebration of Asian American and Pacific Islander Month (AAPI), WiT had the privilege of sitting down for a conversation with industry leader, Janet Hsu. Over the course of her career, Hsu has held executive roles at MGA Entertainment, Mattel, Sanrio, Saban Brands, Horizon Group USA, and more. Her story serves as a testament to the power of resilience, unwavering determination, and the relentless pursuit of breaking through barriers. She provides a source of inspiration and motivation for aspiring leaders, underscoring the importance of embracing one’s cultural identity and harnessing it as a source of strength. Women in Toys, Licensing & Entertainment (WiT): Can you share a little about your personal and professional journey, along with key accomplishments and challenges you encountered along the way? Janet Hsu: Growing up in a small town with very little diversity, I stood out as a minority and saw first-hand the impact of race at a very young age. I straddled classic Korean traditions and culture at home while acclimating to U.S. society. I watched my parents struggle as immigrants who came to the U.S. after their lives were torn apart by the Korean War. Their pursuit of a better life after experiencing incredible losses inspired me to be even more focused and humble and to work hard. As a female Asian American in the corporate world, resilience has been ingrained into every aspect of my personal journey. I recently read that one in every 124 Asian women holds a top job, compared to one in every 45 white men and one in every 60 white women. To help close the gap, I take on the responsibilities of continuing to inspire meaningful change and helping to pave the way for other female and minority professionals. Throughout my career, I’ve had opportunities to manage, cultivate and expand global powerhouse brands. I’ve delivered growth and value by making big bets in overhauling business models, reimagining marketing strategies, changing partnerships, modifying distribution plans, diversifying revenue streams, and identifying new opportunities. I don’t think I ever had a fear of change as I have always viewed change as a necessity. I’ve always been more fearful of standing still. I’m proud of the talented teams I’ve built with strong capabilities and organizational resilience. Together we made significant progress and overcame obstacles. As an Asian American woman, I do confront stereotypes that can cause me to feel the need to overcompensate in certain situations. I also found that people may underestimate you at the beginning based on your physical appearance and their preconceived opinions. Resilience has helped me navigate these challenges. WiT: Did you have influential figures or mentors that supported and guided you throughout your career, and how did they contribute to your success? Janet Hsu: I see development and leadership as a lifelong journey, not a destination – and I’ve been incredibly fortunate to have influential mentors who have personally guided and supported me along the way. Through hard work, leadership, and consistently delivering results, I’ve been able to break the bamboo ceiling, carving my own path to success. Along the way, my mentors have nudged me out of my comfort zone and provided a strong foundation throughout that process. The diverse perspectives and lenses offered by my mentors have been truly invaluable. WiT: Have you found that being a female Asian leader presented unique opportunities or obstacles, and how did you navigate them? Janet Hsu: Yes, as a female Asian leader, I’ve encountered instances where obstacles have emerged due to stereotypes and the fact that female Asian professionals remain a minority in leadership roles. These experiences have taught me the importance of speaking louder, embodying confidence, and dedicating extra effort to persuading others of my capabilities and leadership skills. I’ve been fortunate to have unique opportunities to bridge international businesses, especially in Asia, which holds a special significance to me as someone who grew up with Korean traditions and embraces my Asian American identity. Growing up with these traditions has cultivated a shared understanding and mutual respect for the cultural nuances that shape business interactions. This reciprocal confidence of engagement has opened doors to exciting collaborative ventures along with a continuous stream of fresh, innovative ideas. It’s an exciting time for us to come together as an industry and community to recognize the importance of diverse leadership from gender, race, and experience. We need to continue to advocate for diversity and inclusion and create an environment where every individual’s unique perspective is heard and valued. WiT: How have your experiences as a female Asian leader shaped your leadership style and approach, and how do you use the perspective to inspire and empower others in an organization? Janet Hsu: The reality is that there are few female Asian leaders in our industry. However, in my recent leadership roles, I’ve been humbled by the proactive approach of female Asian employees. Whether it was an encounter in an elevator, a passing conversation in the halls, or an email requesting a meeting, I always made sure to take time for them. Their passion and drive energize me, and it’s such a gratifying experience to offer guidance and support. I hold adaptability and empathy as two key traits that have helped me grow as an executive. Being able to lead globally as a female Asian leader has meant that I had to be more determined, agile, and stoic in my management decisions to get the right results. Having a deeper Asian cultural understanding on how to use empathy has allowed me to be more innovative and competitive in a geopolitical sense and I try to always have my team learn from this important attribute. WiT: What valuable advice or lessons can you share that have significantly impacted your growth as a leader? Janet Hsu: To be an accessible leader who listens, engages, and creates a non-hierarchical culture. To identify and lean into the strengths and weaknesses of the team. To be humble at the core. To think big and push me out of my comfort zone. To drive vision and inspire the team and company to think differently. To understand passion and purpose in everything I do. To keep building my support system and in turn, to be a support system for others. Industry togetherness is important, especially to discuss, exchange, challenge, and take action. I feel privileged to have had the experience of making an impact and meaningful change. Perhaps one of the most valuable pieces of advice that has impacted my growth as a leader is to understand that change is inevitable. No matter the business environment or the business cycle, you must always be ready as a leader to adopt new principles and adapt to new practices to stay ahead of the game. This article originally appeared in The Toy Book, and has been republished here with their permission.

Private sector partnership makes shopping safer and protects U.S. consumers, brands, and rights owners from counterfeiters Multiple private sector companies are regularly sharing information on confirmed counterfeiters, helping ensure they can’t start selling anywhere else SEATTLE--(BUSINESS WIRE)-- Amazon (NASDAQ: AMZN) today announced the Anti-Counterfeiting Exchange (ACX), an industry collaboration designed to make it safer to shop online and more difficult for counterfeiters to move among different stores to attempt to sell their counterfeit goods. ACX allows participating stores to share information about confirmed counterfeiters who attempted to use their services to try to sell counterfeit products. By sharing information about these counterfeiters, ACX participants can identify and stop perpetrators more quickly than they would in the absence of this collaborative data sharing. In accordance with industry standards and best practices, an independent third party provides anonymized access for participants to share and receive information. ACX has enabled regular information sharing and participants use this information in their ongoing efforts to detect and address counterfeiting, improve their individual risk evaluation systems, and make more robust referrals to law enforcement so bad actors can be held accountable. Through ACX, Amazon has already detected hundreds of matching accounts where the same counterfeiter tried to create selling accounts on Amazon and at least one other store operator. The power of ACX comes from the fact that as soon as one of the participating stores catches a counterfeiter and shares the account information through the exchange, all the other stores participating in ACX can know about that counterfeiter and can stop them even more quickly in their store. Each participant makes its own independent decisions about whether and how to use the information in ACX. “We want our customers to have confidence in their shopping experience and for brands to know they are protected from counterfeits," said Dharmesh Mehta, Amazon’s vice president of Selling Partner Services. “As we laid out in our blueprint for private and public sector partnership to stop counterfeiters, we think it is critical to share information about confirmed counterfeiters to help the entire industry stop these criminals earlier. By leading the way in creating an industry-wide solution to share information about known counterfeiters, we are excited to have helped improve the industry’s collective ability to fight counterfeit crime, providing consumers and rights owners with greater peace of mind.” “The IPR Center applauds the foundational efforts made by the Anti-Counterfeiting Exchange, and we’re pleased to have been a part of its creation,” said James Mancuso, director of the National Intellectual Property Rights Coordination Center. “This is an opening salvo in a much larger battle against counterfeiters and criminal organizations, and the effort will need even greater participation, from all industries and sectors, to reach its full potential. We look forward to supporting this momentous effort with all of the tools that the IPR Center brings to bear.” Daniel Castro, director of the Center for Data Innovation, reiterated the importance of this type of voluntary collaboration. “Active cooperation among private sector firms is key to combating illicit counterfeiting networks. In 2020, the Department of Homeland Security called on private sector stakeholders to take a more active role in detecting and preventing the trafficking of counterfeit goods. It’s encouraging to see Amazon and other stores answer this call by creating the Anti-Counterfeiting Exchange.” Amazon has been working with other members of ACX to pilot the exchange, ensure the appropriate guardrails, and design a scalable way to broaden participation to additional companies interested in stopping counterfeiters. Private sector partnerships around data sharing are crucial to combating counterfeiting. Amazon invites other retailers and marketplace service providers to join the Anti-Counterfeiting Exchange and collaborate with the founding members to further strengthen the industry’s collective efforts against counterfeiters. Through ACX, counterfeiters and criminal organizations are on notice that the private sector is aligning against them and working to protect consumers and rights owners across the retail industry. About Amazon Amazon is guided by four principles: customer obsession rather than competitor focus, passion for invention, commitment to operational excellence, and long-term thinking. Amazon strives to be Earth’s Most Customer-Centric Company, Earth’s Best Employer, and Earth’s Safest Place to Work. Customer reviews, 1-Click shopping, personalized recommendations, Prime, Fulfillment by Amazon, AWS, Kindle Direct Publishing, Kindle, Career Choice, Fire tablets, Fire TV, Amazon Echo, Alexa, Just Walk Out technology, Amazon Studios, and The Climate Pledge are some of the things pioneered by Amazon. For more information, visit amazon.com/about and follow @AmazonNews. Amazon.com, Inc. Media Hotline Amazon-pr@amazon.com www.amazon.com/pr Source: Amazon.com, Inc.

For the fourth year in a row, Amazon is co-sponsoring National Small Business Week, with plans to participate in local events across the U.S. and online in a free virtual summit May 2–3. While Amazon celebrates its small business partners every day, National Small Business Week gives us a special opportunity to honor them and demonstrate our steadfast commitment to their success. More than 23 years ago, Amazon opened our store’s virtual shelves to independent businesses to sell directly to customers. Today, products from independent sellers, most of which are small and medium-sized businesses, account for nearly 60% of all items sold in our store. In the U.S., Amazon selling partners come from all 50 states, and their work adds up to a big local impact in communities. Selling in Amazon’s store has allowed our selling partners to employ an estimated 1.5 million people in the U.S. This year, we’re proud to co-sponsor National Small Business Week again to recognize the critical contributions of America’s entrepreneurs and small business owners. As part of our sponsorship, Amazon will participate in a virtual summit (May 2–3), hosted by the U.S. Small Business Administration and SCORE, which will allow small business owners and entrepreneurs to access free educational webinars, business resources, and networking opportunities to help fuel their success. Throughout the week, we will also join events in cities across the country to celebrate local award-winning small businesses and share tools and resources to promote small business growth. We are inspired by small businesses and want to see them succeed. That’s why we work year-round and invest in tools and services that empower small businesses to establish and build their brands, connect with more customers, and create jobs in their communities. Amazon offers hundreds of thousands of hours of free educational content for small businesses at all stages of their entrepreneurial journey. For example, in February, we introduced the expanded Amazon Small Business Academy, a free interactive resource to help support entrepreneurs from concept to launch and beyond. We are also a proud member of the Small Business Digital Alliance, a co-sponsorship agreement between the U.S. Small Business Administration and Business Forward to help small businesses connect with digital tools and reach new customers. Earlier this year, we also joined the U.S. Department of Commerce’s International Trade Administration in a strategic partnership, GoGlobal with Commerce and Amazon, to help small businesses across the U.S. expand their businesses globally and increase sales. At the National Small Business Week virtual summit, Amazon will host a webinar titled “Growing Your Business and Making an Impact with E-Commerce,” highlighting three successful entrepreneurs who have used ecommerce to launch and grow their businesses. The panel, moderated by Abby Malchow, manager of small business partnerships at Amazon, will offer helpful tips from Amazon selling partners Nona Lim, founder and CEO of Nona Lim; Dean-Paul Hart, president and CEO of Compac Industries; and Cristy Templeton, co-owner of Doug and Cristy Designs. Tune in live on Wednesday, May 3, at 3:25 p.m. EDT. Register for the summit online. Learn more about the three inspiring small business selling partners featured in Amazon’s National Small Business Week webinar below. Nona Lim—Nona Lim Lim is the founder and CEO of Nona Lim, a business based in Oakland, California, making Asian comfort food. A native of Singapore and former competitive fencer, Lim recognized that during training she craved convenient, nutritious food that could fuel her performance and remind her of home. Finding limited options, Lim launched her company in 2014, and it’s become a national brand, reaching customers through ecommerce and physical retail locations across the U.S. Lim’s Singaporean food heritage drives the brand’s obsession with authentic flavor, and she continues to invest in her community and source local products whenever possible. See the full selection of Nona Lim product offerings in Amazon’s store. Compac Industries—Dean-Paul Hart Hart is the president and CEO of Compac Industries, a business that his father purchased more than 40 years ago. Born in Kingston, Jamaica, Hart emigrated to Atlanta, Georgia, where he currently operates his business. Compac Industries creates innovative products that help make life easier for people of all ages. This now includes six brands—Brilliant, Baby Buddy, Better Grillin’, Brush My Teeth, Compac Home, and HartFelt. Compac Industries began selling in Amazon’s store in 2000, and today lists over 600 products from their various brands. As a family-operated and minority-owned small business, Compac Industries is proud to have most of its products made in the U.S. Visit the Amazon store for products from Compac Industries. Doug and Cristy Designs—Cristy Templeton Templeton is the co-owner of Doug and Cristy Designs, a handmade furniture company founded in 2014 by Cristy and her husband, Doug. Over the years, the couple turned a hobby that started in their garage into a flourishing business—using recycled wood to craft original furniture pieces. Their products, including consoles and side tables, can be found in half a million homes across the country all through ecommerce sales. They now oversee a team of more than 20 employees and are in the building stages of their first storefront in the town of Sunnyvale, Texas. Check out products from Doug and Cristy Designs in Amazon’s store. Learn more about how Amazon is powering the growth of small businesses and brands.

As we wind down our celebration of Asian American and Pacific Islander Month (AAPI), WiT had the privilege of sitting down for a conversation with industry leader, Janet Hsu. Over the course of her career, Hsu has held executive roles at MGA Entertainment, Mattel, Sanrio, Saban Brands, Horizon Group USA, and more. Her story serves as a testament to the power of resilience, unwavering determination, and the relentless pursuit of breaking through barriers. She provides a source of inspiration and motivation for aspiring leaders, underscoring the importance of embracing one’s cultural identity and harnessing it as a source of strength. Women in Toys, Licensing & Entertainment (WiT): Can you share a little about your personal and professional journey, along with key accomplishments and challenges you encountered along the way? Janet Hsu: Growing up in a small town with very little diversity, I stood out as a minority and saw first-hand the impact of race at a very young age. I straddled classic Korean traditions and culture at home while acclimating to U.S. society. I watched my parents struggle as immigrants who came to the U.S. after their lives were torn apart by the Korean War. Their pursuit of a better life after experiencing incredible losses inspired me to be even more focused and humble and to work hard. As a female Asian American in the corporate world, resilience has been ingrained into every aspect of my personal journey. I recently read that one in every 124 Asian women holds a top job, compared to one in every 45 white men and one in every 60 white women. To help close the gap, I take on the responsibilities of continuing to inspire meaningful change and helping to pave the way for other female and minority professionals. Throughout my career, I’ve had opportunities to manage, cultivate and expand global powerhouse brands. I’ve delivered growth and value by making big bets in overhauling business models, reimagining marketing strategies, changing partnerships, modifying distribution plans, diversifying revenue streams, and identifying new opportunities. I don’t think I ever had a fear of change as I have always viewed change as a necessity. I’ve always been more fearful of standing still. I’m proud of the talented teams I’ve built with strong capabilities and organizational resilience. Together we made significant progress and overcame obstacles. As an Asian American woman, I do confront stereotypes that can cause me to feel the need to overcompensate in certain situations. I also found that people may underestimate you at the beginning based on your physical appearance and their preconceived opinions. Resilience has helped me navigate these challenges. WiT: Did you have influential figures or mentors that supported and guided you throughout your career, and how did they contribute to your success? Hsu: I see development and leadership as a lifelong journey, not a destination – and I’ve been incredibly fortunate to have influential mentors who have personally guided and supported me along the way. Through hard work, leadership, and consistently delivering results, I’ve been able to break the bamboo ceiling, carving my own path to success. Along the way, my mentors have nudged me out of my comfort zone and provided a strong foundation throughout that process. The diverse perspectives and lenses offered by my mentors have been truly invaluable. WiT: Have you found that being a female Asian leader presented unique opportunities or obstacles, and how did you navigate them? Hsu: Yes, as a female Asian leader, I’ve encountered instances where obstacles have emerged due to stereotypes and the fact that female Asian professionals remain a minority in leadership roles. These experiences have taught me the importance of speaking louder, embodying confidence, and dedicating extra effort to persuading others of my capabilities and leadership skills. I’ve been fortunate to have unique opportunities to bridge international businesses, especially in Asia, which holds a special significance to me as someone who grew up with Korean traditions and embraces my Asian American identity. Growing up with these traditions has cultivated a shared understanding and mutual respect for the cultural nuances that shape business interactions. This reciprocal confidence of engagement has opened doors to exciting collaborative ventures along with a continuous stream of fresh, innovative ideas. It’s an exciting time for us to come together as an industry and community to recognize the importance of diverse leadership from gender, race, and experience. We need to continue to advocate for diversity and inclusion and create an environment where every individual’s unique perspective is heard and valued. WiT: How have your experiences as a female Asian leader shaped your leadership style and approach, and how do you use the perspective to inspire and empower others in an organization? Hsu: The reality is that there are few female Asian leaders in our industry. However, in my recent leadership roles, I’ve been humbled by the proactive approach of female Asian employees. Whether it was an encounter in an elevator, a passing conversation in the halls, or an email requesting a meeting, I always made sure to take time for them. Their passion and drive energize me, and it’s such a gratifying experience to offer guidance and support. I hold adaptability and empathy as two key traits that have helped me grow as an executive. Being able to lead globally as a female Asian leader has meant that I had to be more determined, agile, and stoic in my management decisions to get the right results. Having a deeper Asian cultural understanding on how to use empathy has allowed me to be more innovative and competitive in a geopolitical sense and I try to always have my team learn from this important attribute. WiT: What valuable advice or lessons can you share that have significantly impacted your growth as a leader? Hsu: To be an accessible leader who listens, engages, and creates a non-hierarchical culture. To identify and lean into the strengths and weaknesses of the team. To be humble at the core. To think big and push me out of my comfort zone. To drive vision and inspire the team and company to think differently. To understand passion and purpose in everything I do. To keep building my support system and in turn, to be a support system for others. Industry togetherness is important, especially to discuss, exchange, challenge, and take action. I feel privileged to have had the experience of making an impact and meaningful change. Perhaps one of the most valuable pieces of advice that has impacted my growth as a leader is to understand that change is inevitable. No matter the business environment or the business cycle, you must always be ready as a leader to adopt new principles and adapt to new practices to stay ahead of the game.

Luckily, many companies are beginning to recognize the importance of mental health. Some have even taken steps to address it by implementing employee wellness programs, offering mental health benefits, or promoting a culture of support around mental health. But there is still work to be done. In this interview, two Women in Toys, Licensing & Entertainment (WiT) members — Lindsey Berger, Director of New Business Development at License 2 Play Toys and Dr. Erica Gergely (pictured top), a Licensed Clinical Psychologist and the Inventor of the Soothing Snuggler — discuss the benefits of prioritizing mental health in the workplace and share some advice on how organizations can be more supportive. WiT: Globally, there seems to be a shift in mental health where we’re starting to see more opportunities for conversation in the workplace – do you agree? Dr. Erica Gergely: Yes, absolutely. The pandemic illuminated the obvious — and undiscussed — reality that mental health is important in every facet of life, including our work. Consequently, we’re now seeing the mental health needs of employees as a top priority in many organizations. Employee mental health is directly related to job performance, innovative behavior, and work engagement. WiT: How have the organizations you’ve worked for supported mental health and wellness? Lindsey Berger: When I worked for Melissa & Doug, the organization implemented a number of initiatives to promote mental well-being: The company launched a mental health affinity group that hosted quarterly activities for employees to help promote positive mental health. Some examples include toy trivia, an in-office massage event, and an open-share forum. “Sick days” were changed to “wellness days” in corporate documents to encourage employees to use their days to better care for themselves. The executive team made it a point to encourage employees to use all available PTO/wellness days to recharge and reset. There were even Town Hall announcements to highlight the number of PTO/wellness days still available within the company. WiT: Kids are also facing mental health challenges. How can the toy industry support the well-being of youth, both in school and at home? DEG: The pandemic challenged early childhood development, with various prenatal and postnatal effects. Kids learn through play. That’s why I see the toy and game industry as uniquely positioned to create the vital tools necessary to facilitate healing, growth, and assistance in gaining lost ground in the mental, emotional, and social health of kids. With endless learning potential through play, I believe we can help bridge the developmental gaps both at home and in educational settings. LB: The toy industry has a responsibility to the kids of today and tomorrow to supply diverse and inclusive toys. Manufacturers are promoting inclusivity and well-being by thinking globally and providing toys that resonate with kids regardless of race, gender, or ethnicity. They’re also incorporating multi-language packaging and implementing sustainability initiatives to create a better world. Products on store shelves now come in various skin tones and can be adapted for kids with alternative needs. WiT: WiT is a conduit for human resources professionals and other decision-makers in establishing mental health practices within companies. What are your recommendations for leaders who want to promote positive mental health in the workplace? DEG: Incorporating mental health education and training into the workplace is critical. Leaders who have direct relationships with employees can model good behavior around mental health and wellness, and they’re often the first to know when a team member may need help. They should be trained in recognizing the warning signs and in knowing how to engage with and support someone who may be struggling with their mental health. I also highly recommend that leaders are well-versed in their company’s available mental health benefits and resources and that they regularly communicate offerings with employees. LB: I would highly recommend launching affinity groups to create an inclusive corporate culture. Affinity groups allow employees to connect and share common interests, which improves positive mental health in the workplace. It is also key that corporate leaders from the top-down encourage employees to take PTO to avoid burnout. Mental health and physical health are closely connected and can impact employee performance. A version of this article was originally published in the 2023 Classics & Specialty Issue of The Toy Book. Click here to read the full issue!

U.S. independent sellers—most of which are small and medium-sized businesses—sold more than 4.1 billion products and averaged more than $230,000 in sales in Amazon’s store in 2022 SEATTLE--(BUSINESS WIRE)-- Amazon (NASDAQ: AMZN) today released its annual U.S. Small Business Empowerment Report, detailing how the company’s investments, innovations, and initiatives on behalf of independent sellers help small and medium-sized businesses across the country increase their product sales and create jobs. Today, more than 60% of sales in Amazon’s store are from independent sellers—most of which are small and medium-sized businesses—providing a vast selection of amazing products, competitive prices, and great convenience for consumers. According to the report, independent sellers sold more products year over year in Amazon’s store and broadened their customer reach beyond the U.S. through increased international export sales. The data signifies the powerful partnership between U.S. small and medium-sized businesses and Amazon, as well as the resiliency of entrepreneurs as they continue to successfully navigate and thrive in a challenging economic climate. Amazon’s Small Business Empowerment Report shows that in 2022, independent sellers in the U.S. sold more than 4.1 billion products—an average of 7,800 every minute—in Amazon’s store and exported over 260 million products. Sellers in rural areas, including parts of Rhode Island, Illinois, Louisiana, West Virginia, and Wyoming, collectively achieved more than 40% year-over-year sales growth in Amazon’s store, demonstrating the opportunity Amazon unlocks for small businesses across the country. Selling in Amazon’s store has also enabled independent sellers to create an estimated 1.5 million jobs in the U.S., including jobs that are responsible for managing, operating, and supporting sellers’ efforts to sell through Amazon’s store, which continued to fuel economic opportunities in local communities around the country. “Small businesses are the heart of our local communities and the backbone of the U.S. economy,” said Dharmesh Mehta, vice president of Worldwide Selling Partner Services at Amazon. “Amazon invests billions of dollars annually to provide entrepreneurs with a constantly improving set of valuable tools and resources to help them gain access to capital, quickly launch in our store, build their brands, and rapidly scale and reach more customers. Amazon is committed to the success of small businesses, and we are excited to continue innovating on their behalf and help them grow into thriving success stories.” Amazon offers a wide range of new and improved tools, programs, and services to help independent sellers get to the next level and grow their brands. According to the report, brand owners in the U.S. grew sales over 20% year over year in Amazon’s store. Matt Slykuis, a resident of San Antonio, Texas, and owner of Boldly Growing, said: “For small business owners, it used to be you could have a great idea and work hour after hour, but you still had to hope you catch a lucky break. However, Amazon has really leveled the playing field and made success possible to just about anyone who is willing to put in the effort to learn and bring their product to market.” Customers can easily discover products from U.S.-based small businesses and artisans with the Small Business badge. The badge helps customers shop while knowing they’re making a real impact on small businesses—including Black-owned, women-owned, and military family-owned businesses—and in their local communities. The badge can be found throughout Amazon’s store and at amazon.com/supportsmall. “Ever since small and medium-sized businesses started selling products in our store 23 years ago, I’ve been impressed by their passion, creativity, and commitment to customers,” said Doug Herrington, CEO of Amazon Worldwide Stores. “All these years later, having met many sellers in person, I remain blown away by their brand building, agility, and ability to look around corners and anticipate new product trends. I am proud that hard-working, diverse, and smart entrepreneurs continue to find success growing their businesses in Amazon’s store, and I appreciate the immense value that together, we are able to bring to customers around the world.” The most-shopped categories from U.S. independent sellers in Amazon’s store: Health & Personal Care Home Beauty Grocery Apparel The five states with the most independent sellers in Amazon’s store: California Florida New York Texas New Jersey The five states with the most independent sellers per capita in Amazon’s store: Wyoming Delaware Florida Utah New Jersey Top five states with largest percentage growth of independent sellers: Wyoming Delaware Florida Utah Texas The five states and district with the fastest-growing number of independent sellers in Amazon’s store: Alaska Washington, D.C. Mississippi Maine Wyoming To view the full 2023 U.S. Small Business Empowerment Report, visit https://sellingpartners.aboutamazon.com/. About Amazon Amazon is guided by four principles: customer obsession rather than competitor focus, passion for invention, commitment to operational excellence, and long-term thinking. Amazon strives to be Earth’s Most Customer-Centric Company, Earth’s Best Employer, and Earth’s Safest Place to Work. Customer reviews, 1-Click shopping, personalized recommendations, Prime, Fulfillment by Amazon, AWS, Kindle Direct Publishing, Kindle, Career Choice, Fire tablets, Fire TV, Amazon Echo, Alexa, Just Walk Out technology, Amazon Studios, and The Climate Pledge are some of the things pioneered by Amazon. For more information, visit amazon.com/about and follow @AmazonNews.