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A corporate focus on mental health sparks workplace change. Mental health is an important part of all of our lives. And yet, it is often overlooked as a crucial component in an employee’s well-being in the workplace. 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.

The B2B ecommerce channel of Amazon, known as Amazon Business, boasts a staggering number of over one million customer accounts across the globe. With a vast network of more than 150,000 sellers, this platform has generated over 10 billion in global annualized sales, reflecting its impressive reach and popularity in the B2B space (source). Third-party sellers were able to join Amazon starting in 1999, and now they account for over 58% of Amazon’s sales. But what are the most important aspects of selling on Amazon? If you are a small business owner seeking to establish or expand your brand presence on Amazon's vast e-commerce platform, read on to learn more about product selection, listing and delivery, brand building, growth and scaling strategies, and other essential insights and strategies for success. The Fundamentals Starting to sell on Amazon may seem like a Herculean task at first, but there are many things you can do to ensure you are creating the most sales opportunities. First and foremost, you must identify your target audience. By defining your ideal customer, you can tailor your marketing efforts and product offerings to meet their specific needs and preferences, making your brand more attractive and relevant. Knowing your target audience can also help you create more effective messaging that resonates with their pain points and motivations, leading to increased customer engagement and, ultimately, sales. Another important aspect of beginning to sell online is supplying high-structured, quality data. This means providing detailed descriptions of your products and including high-quality images with variations in photos to show different angles and elements of your products. Some best practices for the title are to keep it relevant and concise while still providing necessary information to potential buyers. Supply Chain and Shipping An aspect that many first-time business owners often overlook is the importance of having a sustainable, reliable supply chain in place. This is necessary to establish before you begin selling so you may meet any increase in demand for your product without increasing fulfillment times. People have become less tolerant of shipping delays and expect overnight deliveries for most products. Therefore, having a well-established supply chain is crucial to providing your customers with a positive experience and setting your business up for success. It’s also important to think through other fulfillment considerations before you begin selling. For example, does your product require temperature control or have a short shelf life, which may require more effort to ensure freshness? Is your product fragile or large and heavy, which may take up more space in the warehouse and increase costs? Additionally, it's essential to consider the location of your warehouse and whether you can successfully ship your product there, as this can affect your overall fulfillment strategy. Resources for Growing and Scaling Your Brand As a first-time business owner, many resources are available to help you grow and scale your online brand, and already quite a few programs and resources from Amazon are made bespoke for selling on the Amazon marketplace. Here are a few options for you to consider. Amazon Small Business Academy Amazon Small Business Academy is an eight-part Pathways series program that guides you through the fundamentals of starting an e-commerce business, launching it, and growing it within the Amazon ecosystem. In addition to the academy, there's also the option of accessing Seller University through your seller essential account or YouTube. This free resource offers valuable insights on topics such as how Fulfilled by Amazon (FBA) works and understanding product IDs. Fulfilled by Amazon Fulfilled by Amazon (FBA) is a service where Amazon handles the storage, delivery, and customer service requests for your products. Utilizing FBA comes with numerous benefits, including guaranteed Prime shipping for your products, which customers value and expect in today's age. Additionally, the global network aspect of FBA allows you to leverage Amazon's warehouses around the world to take your business to the global stage, providing opportunities for growth. As a business owner, you can use the FBA Revenue calculator to estimate the cost of using this service and make informed decisions about whether to join. Sponsored Product Ads Amazon's Sponsored Product Ads program is designed to help small sellers increase visibility and sales for their products. When customers search for similar items, your products will be featured prominently on search pages, giving you high-end visibility. Additionally, the program offers Creative Product Videos, which allow business owners to upload videos showcasing their products in use, providing a real-life look for potential customers. Black Business Accelerator The Black Business Accelerator (BBA) is a program launched by Amazon in June 2021, with a commitment of $150 million to support and help grow Black-owned businesses. The program provides financial assistance, including a $500 startup credit, one-on-one meetings with executives, and sponsored ad credits for promotional and marketing support. The aim is to provide opportunities for Black small business owners to access the tools and resources they need to succeed on Amazon's platform and beyond. Amazon Launchpad The Amazon Launchpad program is designed for innovative entrepreneurs who want to launch their products in the Amazon store. In partnership with Shark Tank, Amazon Launchpad provides global support, expertise, and launch support to help businesses succeed. This program helps businesses set up their product page, provides one-on-one support, and hosts webinars on how to sucessfully launch products. By joining this program, businesses can benefit from the Amazon brand and reach a large audience of potential customers. Additionally, they can access resources and support to help them succeed in the highly competitive e-commerce market. Selling on Amazon can be an effective way for small businesses to reach a global audience and grow their brand online. From advertising and fulfillment services to review management and customer engagement tools, there are many resources available for small businesses looking to succeed on Amazon. With careful planning and execution, even the smallest businesses can achieve great success on Amazon and build a thriving online business.

bio!TOY conference happens every 2 years, and this year focused on both bio-based and recycled plastics (and how to choose between them)! WiT Sustainability Learning Community co-founder Sharon Keilthy was one of the organizers and has some buzzwords and take-home ideas to share from the event. The buzzwords and take-home themes Why: it’s personal I was encouraged by speakers referring to a fossil-fuel-free future as, “it will be.” Every speaker showed an eagerness to see toys become sustainable, and their motivation is personal: their children. “My daughter asked me, “Daddy, why are you making toys from petroleum? Our planet is in crisis!” And I didn’t have a good answer. She was right. So I went into the office and told my team, “We need to change.” - Steven van Bommel, founder of BiOBUDDi “I wanted my children to grow up in a thriving world. So I had two choices: raise them without toys, or make toys sustainable.” - Sonia Sánchez, Sustainable Toys Action Consulting and fellow WiT Sustainability Learning Community committee member They are right: the toy industry is the world’s most plastic-intensive industry, with 90% of products using virgin petro-plastic. The industry has a carbon footprint so big we’d have to plant 1 billion trees to absorb it! Defining ‘sustainable toys’ "Sustainability means the reduction of emissions – all the rest is blah-blah, it's nothing." - Filippo Gallizia, GeoMag World. The vast majority of presenters agreed with him and focused on the importance of making toys carbon-neutral. Yet, toy recyclability appeared in many questions, and even one toy maker’s sustainability strategy. But as many said, it’s a red herring — potentially even greenwashing. For my eco toy store Jiminy, our strict standards focus on carbon footprint (a real, immediate benefit to the world), not on recyclability in today’s recycling systems (a theoretical benefit customers won’t realize). That’s because a quality toy will be played with for 25 years before it’s too worn or broken for the next child. And in 25 years (nearly 2050), recycling technology will be completely different (better). Selling a benefit that won’t be realized is greenwashing, say the FTC Green Guides, (the EU equivalent of which is due for approval this year). And the waste hierarchy tells us, it’s usually better to recycle than biodegrade. It takes far less electricity/water/chemicals to recycle existing paper into a new sheet, than to biodegrade it, grow a new tree, and make paper. So although our society currently associates “biodegradable” with “sustainable,” actually we’d only want a toy to be biodegradable if it frequently ends-up in nature — like Nerf darts! Bio-based vs recycled “There's an ecological limit to the quantities of bio-based plastics, so recycled plastics will be key.” - Alexander Kronimus, Plastics Europe. The importance of recycled plastic was a strong theme at bio!TOY. But any recycling risks contamination. Industrial waste is safer — we know better what’s in it. Post-consumer waste is riskier (imagine a mobile phone full of heavy metals being mixed-in). Separating toy-safe plastics (by resin and colour) from post-consumer waste is expensive — meaning they are not widely available in quantities, nor at prices, needed, especially by bigger toy manufacturers. The main source of toy-safe recycled plastics is food containers, especially PET drinks bottles, but there is controversy about breaking the bottle-to-bottle closed recycling loop to divert material into toys. Bio-plastic, (renewable) virgin material, is more readily toy-suitable, but it will be a small percentage of the “fossil-free end-state” for plastics. The bio!TOY policy debate with Toy Industries of Europe, Plastics Europe, the European Commission, and Hasbro, considered how policy could make toy-suitable recycled plastic more available, by encouraging growth of supply. Mass balance Mass balance means putting a mixture of plants (biomass), and/or waste (trash), into the same processing equipment together with fossil feedstock — tracking the percent of each going in — and allocating that same percent to the outputs. Floris Buijzen of Borealis used a helpful analogy: renewable electricity flows through the same electricity distribution grid as fossil electricity — we just attribute the renewable to the customers who buy it. “Mass balance is probably the most complex technology to communicate, but in my point of view, it is the quickest solution to save CO2 emissions.” - Christian Ruthard, Product Manager at INEOS Styrolution Safety It felt like half the speakers said something like, “we want to be sustainable but we can’t compromise child safety.” The main concern is recycled plastics contamination (see above). But I think Sonia Sánchez made the entire room stop breathing with this powerful counterpoint: "Many seem to say 'sustainability is important but don't push me too much because we cannot compromise on safety.' I think we need to reframe this mindset – sustainability is safety in the long term…The truth is that for some children in countries affected by climate change, it is not even a long-term consideration of safety – it is a matter that affects them today". Cost Some toy makers reported no increase in cost switching to recycled materials. GeoMag, for example, attributed this to having chosen a widely-available recycled polymer. But most reported higher costs — such as Fischertechnik who saw 40% higher final costs switching one playset to bio-PA6. Ulrich Betzold reported that after extensive e-commerce testing, they learned customers will pay up to 10% more (full retail price) for sustainability. By my calculations, if materials are only 10% of a toy maker’s costs, they can pass on up to two times higher material costs before retail price increases by 10%. Overall take-home I left bio!TOY feeling very encouraged that so many people with so much influence on our industry are so committed to sustainability. But I was also conscious that as an industry that exists for children, we should be leading among other industries on sustainability.We have much work to do to get from here to there.

Toys are not just a source of entertainment for kids — they’re a means of nurturing their creativity, imagination, and cognitive skills. However, it's crucial to ensure that toys available for purchase are fun and safe for kids. With so many toy trends emerging in recent years, keeping track of potential hazards associated with them can be overwhelming. That's where “human factors” experts come in — they assess how children interact with toys and identify potential hazards. In this blog post based on the WiT webinar “Safe Play: Human Factors’ Impact on Toy Safety,” you’ll learn about the latest toy trends and their associated hazards. Overview of Human Factors Have you ever wondered how toy manufacturers ensure their products are safe for children to play with? “Human factors” is an area of psychology that focuses on the relationship between people and their environments. Experts in human factors use child development and anthropometric data to assess how children interact with toys, aiming to reduce the risk of injury and potential product recalls. By taking into account a child's developmental milestones, physical abilities, cognitive understanding, emotional skills, and more, human factors professionals can identify potential hazards and prevent harm. Read on to dive into recent toy trends, and corresponding hazards. Social Environmental Good Over the past few years, sustainability and ecological impact have become front-and-center concerns regarding our consumption habits. Naturally, this trend has also infiltrated the world of toys, and nowadays, you can find many environmentally friendly and entertaining toys. However, when buying these types of toys, keep in mind the various hazards they can introduce. For example, wooden toys are prone to splintering. Additionally, toys made of natural rubber can break down when exposed to heat, becoming a choking hazard for younger kids, or the chemical additives to the rubber may irritate the skin. Sensory 2.0 Sensory toys typically have light-up playthings that let children express their changing moods. These toys may also include fidget play. Some hazards here may be accessible batteries that become choking hazards or cause chemical burns. If the toy makes sounds, it could have sound levels that are too high, potentially causing hearing damage. And lastly, plush toys are prone to breaking, and the stuffing or parts can be a choking hazard. Great Escape The Great Escape category includes travel-ready toys, international-themed toys, and augmented and virtual reality products. Oftentimes these toys have small parts that can detach, or even powerful magnets that children may swallow, which can cause intestinal blockage. There are also potential privacy and cybersecurity concerns that may arise with using augmented and virtual reality toys. It's essential to consider how the data collected by these products is handled and secured to ensure child safety and privacy. It’s important to consider whether the toy companies assoicated with these prodcuts use encrypted storage or sell information to third parties. Entertainment When it comes to toys inspired by TV shows, movies, or social media influencers, it's important to keep in mind the age range that the toy is designed for. While it may be tempting to buy a toy that your child has seen on their favorite streaming service or from a social media influencer, it's crucial to consider the potential risks. Choking hazards can be a major concern with these types of toys, especially for younger children. Next Generation Creators This category of toys empowers children to unleash their creativity and share their own unique creations. However, it's important to be mindful of potential safety hazards. For example, some art supplies may contain toxic chemicals or paints that may have lead. Additionally, some kits may come with tools that are not suitable for young children or could be mishandled, leading to injuries. Finally, when it comes to sharing photos and videos of their creations, it's important to consider who has access to their content and how their data is being stored and used. While toys are an essential part of childhood, it's crucial to ensure that they are not only fun but also safe. Different toy trends bring their own unique risks, from choking hazards to toxic chemicals. By being aware of these risks and considering your child's age, developmental stage, and abilities, you can make informed decisions when selecting toys for your little ones. This blog is inspired by WiT Webinar ““Safe Play: Human Factors’ Impact on Toy Safety” Watch it on WiT’s Video Library HERE.

Amazon’s Brand Protection Report details how the company’s industry-leading technology and experts have increasingly deterred bad actors and prevented millions of counterfeit products from entering the global supply chain. SEATTLE--(BUSINESS WIRE)-- Amazon (NASDAQ: AMZN) today released its third annual Brand Protection Report, highlighting how the company's efforts to protect customers, brands, and selling partners from counterfeit products has resulted in more criminal referrals and industry partnerships than ever before. The report also demonstrates how the strategic combination of industry-leading technology and experts are successfully stopping bad actors and making an impact beyond Amazon’s store—identifying, seizing, and appropriately disposing of over six million counterfeit products in 2022, preventing them from reaching customers and being resold elsewhere in the global supply chain. “We take pride in the progress our organization has made this past year, specifically further evolving our technology to stay ahead of bad actors and doubling down on our criminal referral and litigation efforts,” said Dharmesh Mehta, Amazon’s Vice President of Worldwide Selling Partner Services. “We’re appreciative of the growing industry-wide collaboration in this space, and look forward to continuing to innovate and work together to drive counterfeits to zero.” Amazon’s Brand Protection Report highlights progress in four key areas: 1) robust proactive controls to protect its store, 2) powerful tools to protect brands, 3) holding bad actors accountable, and 4) protecting and educating customers: Increasingly Deterring Bad Actors: Our robust seller verification, including connecting one-on-one with prospective sellers through video chat, coupled with continued advancements in our machine learning-based detection, are deterring bad actors from even attempting to create new Amazon selling accounts. In 2022, we stopped over 800,000 attempts to create new selling accounts, preventing bad actors from publishing a single product for sale—down from 2.5 million attempts in 2021, and 6 million attempts in 2020. Expanded Adoption of Brand Protection Tools: We continued improving our automated protection technologies which leverage our partnership with brands enrolled in Brand Registry and the data they provide us, reducing the need for brands to find and report infringements. In 2022, adoption of our brand protection programs continued to grow—and at the same time, the absolute number of valid notices of infringement filed by brands in Brand Registry decreased by over 35%. Holding Counterfeiters Accountable and Stopping Them From Abusing Our Store and Others: Our efforts to identify and dismantle counterfeit organizations are working and making a positive impact. In 2022, Amazon’s Counterfeit Crimes Unit sued or referred for investigation over 1,300 criminals in the U.S., UK, EU, and China. We continued to partner with brands and law enforcement to not only stop these bad actors, but we also worked to go upstream from the counterfeit signals we detected to identify, seize, and appropriately dispose of over six million counterfeit products. This prevented them from being resold anywhere in the supply chain. Strengthening Consumer Education: In partnership with the U.S. Chamber of Commerce and U.S. Customs and Border Protection, we built marketing campaigns that helped educated consumers about how to shop safely and ensure they were purchasing authentic products, while also ensuring they understood the harm and dangers of purchasing counterfeits. These campaigns reached over 70 million consumers in the U.S. To view the full Amazon Brand Protection Report, click here. 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.

“Licensing is renting an idea or a brand or intellectual property to a third party for some type of compensation.” Licensing is a vital component of many businesses' growth strategies. It enables companies to expand their product lines, reach new customers, and generate additional revenue streams. However, licensing can also be complex, with legal and financial considerations that must be carefully navigated. In this blog — based on a presentation by Stephanie Pottick, a former toy industry exec and attorney — you’ll learn how licensing works and how you can use it to add to your bottom line. Licensing In Vs. Licensing Out Licensing is when one company allows another company to use its intellectual property, like a brand or a product design, for a fee. There are two types of licensing: licensing in and licensing out. Licensing in describes when a company wants to use someone else's intellectual property. For example, a game company like Hasbro might want to make a Star Wars version of its popular game Monopoly. In this case, Hasbro would be licensing in the Star Wars brand from Lucasfilm. On the other hand, licensing out describes when a company allows another company to use its intellectual property. For example, Hasbro might allow a shoe company to make shoes using the Monopoly brand. Licensing can be a great way for companies to expand their product lines and reach new customers. By licensing in someone else's intellectual property, a company can create new products that appeal to a wider audience. And by licensing out its own intellectual property, a company can earn money without having to do the manufacturing and sales itself. But licensing also comes with risks. If someone claims that the licensed intellectual property infringes on their own intellectual property, the licensee may be on the hook for legal fees and damages. That's why companies need to protect themselves with strong contracts and legal guidance. Licensing Agreements A licensing agreement is a legal contract that outlines the terms of a deal between two parties. It is important to thoroughly understand the agreement before signing it, as anything you don't know about the agreement can potentially harm you. Take this example: A designer signs a licensing agreement with a company, allowing them to use her designs on their products. However, she later discovers that the contract includes a clause that gives the company the exclusive right to use any new designs she creates during the term of the contract. This prevents her from entering into any other licensing opportunities until the contract is over, leaving her stuck for the term of the contract. To avoid situations like this, working with someone who understands licensing and can review the contract before signing it is crucial. Every company has different concerns, and negotiating terms can be challenging, especially when dealing with larger companies. However, understanding the agreement's terms is essential to ensure both parties comply. Important Terms If you're considering licensing your brand or intellectual property, knowing some key terms can be helpful. These terms include royalty rates, net sales, exclusivity, territory, contract term, renewal, guarantee, advance, and termination. Royalty rates are the percentage or amount you will get for sales using licensed property. The royalty could be a flat fee or a percentage based on net sales. Net sales are the gross sales minus allowable deductions, including retail or rebates, discounts, platform fees, returns, and more. As a brand owner, you should try to cap allowable deductions to a certain amount whenever possible to make more money. However, if you are the licensee or manufacturer, you may want to deduct the full amount. Exclusivity refers to whether the license will be exclusive or non-exclusive. If you are the licensee or manufacturer, you probably want an exclusive license to reduce competition for your licensed goods. On the other hand, if you are the licensor or brand owner, you may want a non-exclusive license so you can license your brand to multiple companies for similar products. Having an exclusive license can give you a competitive advantage in the marketplace. Territory refers to where the licensed products can be sold and not sold, and this can vary by region, i.e. North America, the U.K. etc. Contract term refers to how long the contract will last. Remember that products take time to design, manufacture, and sell, so the contract term should account for this. Renewal refers to how renewal will be handled or addressed. Some contracts may include automatic renewal if a certain sales benchmark is hit. If there’s nothing in the contract about renewal, then it is not automatic. Guarantee and advance refer to the amount guaranteed to be paid by the licensee to the licensor over the contract term, and the amount paid upfront by the licensee to the licensor upon execution of the contract. Termination refers to the reasons or causes for which a party can terminate the contract. It is important to think about things that can go wrong during the course of working with the other party and then think of ways to address those that are amenable to both parties. A licensing agreement is like other contracts — it is a way to manage expectations in the business relationship. Even though each agreement is different, paying close attention to the details during the negotiation process can help avoid problems in the future. Whether you're a brand owner or a manufacturer, having a good grasp of the basics will help you succeed in the licensing industry.

by Natalie Barron & Lori Tabb, Momentum Partners, LLC No matter how high you climb in your career or how many years of professional experience you have under your belt, chances are you’ve experienced self-doubt. Those negative little voices in your head telling you you’re not doing enough, you’re not qualified enough, or you’re bound to fail? Those are your inner Saboteurs. They throw up roadblocks that get in the way of you stepping into your full potential. The tricky thing about Saboteurs is that you can’t ignore them — they’re deeply ingrained, and they’ll keep popping up in the back of your mind until you take the time to tame them. Here are five approaches that will allow you to cultivate a more peaceful coexistence with your inner critical voices. Step 1: Give them a name Your inner Saboteur has a name — probably several names, actually. Take some time to consider the ways your inner critic tries to sabotage you. This quick and free assessment will help you identify them specifically. Make a list of your top three Saboteurs. If you can name them, you can tame them. Step 2: Identify and analyze Now that you’ve named them, put them to work in your favor. The truth is, your Saboteurs are born from your strengths. Identify three strengths that your inner critic feeds on. Then identify three challenges or situations that rile up your negative inner voice. Analyze the relationship between these strengths and challenges. Step 3: Find your other inner voice If you have a negative inner voice, you have a positive one in there too: your Sage. Now’s the time to locate your inner Sage — and help it speak louder than your inner critic. Think of a time when you felt truly successful, alive, and empowered. What beliefs did you have about yourself in that moment? Those positive feelings can fuel your supportive Sage voice when a Saboteur rears its ugly head. Step 4: Anticipate success With that positive Sage voice ringing in your head, anticipate specific circumstances that might stir your Saboteurs. Maybe it’s certain people, particular types of meetings, pressing deadlines, or specific interactions. Consider how you might respond to the circumstance without the interference of your inner critic. Envision yourself handling it successfully. Step 5: Acknowledge your power When you subdue your Saboteurs in favor of embracing your strengths, celebrate! Acknowledge the power it takes to change your thought patterns. When you feel grounded and successful, your colleagues, clients, friends, and family all benefit. At the end of the day, take a moment to reflect on a situation where you benefited from taming your inner critic. It takes time and effort to tame Saboteurs, but with regular practice, you can elevate your Sage voice to keep them in check. Even if inner critics emerge from time to time, you’ll have the tools to tame them — and even leverage the opportunity to lean into your strengths. Whether you’re in the C-Suite, climbing the ladder, or building your business, learning to work through your self-doubt guarantees less daily stress and greater success in the long run. Turn insight into action Powerful question: In the next week, what’s one situation you can anticipate igniting your inner Saboteurs, and how can you plan to proactively talk back to them? Want to dive deeper into taming your Saboteurs? Explore coaching, workshops, and programs from Momentum Partners, and follow their LinkedIn page for insights and inspiration!

The world has experienced so much change in the last few years, but one thing remains consistent: Kids are still kids. But with the sudden onset of pandemic-related lifestyle changes and limits on traditional entertainment, our children's behaviors and wants have shifted. Unsurprisingly, screen time across all kinds of devices, big or small, shared or individually owned, has exploded. But what do these changes in kids' behavioral, purchasing, and gaming trends in a post-COVID mean for the industry as a whole? These insights and research from SuperAwesome can help you navigate. How kids spend their time across various devices and platforms Kids are becoming increasingly more content oriented, both in terms of consuming content and engaging with it. Many connect with their friends about fandoms, brands, and even platforms, showing that kids’ lives are still rooted in being social. As kids age, their key influences change and widen. However, many of the same influences show up in the top 10 lists across all age ranges, but they shift in order of importance over time. In the US, YouTube is the most influential app for 6- to 12-year-olds, with TikTok a close second. Most children have at least one device starting at a very young age, with 63% percent of four- to six-year-olds having their own tablet. Kids' increased pester power in the family democracy As kids begin to receive devices at earlier and earlier ages, there is reason for kid-centric messaging across these technologies. Brands must recognize that parents are prioritizing what their children specifically ask for more than ever. Parents primarily buy what their kids want because they fear disappointing them when opportunities for reward are few and far between. Parents aiming to compensate for time or fun lost as a result of COVID gives kids even more power over their wishlists. Children's influence over household spending has also increased steadily over the past few years and is reflected by SuperAwesome’s research that “90% of parents are more likely to sign up to a streaming service if their child asked.” The rise in gaming as kids' top hobby The screen time explosion was reflected in all digital behavior, especially gaming, and has created permanent shifts across all aspects of family life. According to SuperAwesome’s research, “47% of parents see gaming as their kids’ favorite activity,” and “57% of 7 to 9 years olds in the US prefer gaming, regardless of device, to watching any kind of TV.” The increased screen time has led to deep entrenchment in gaming universes eclipsing all other activities and forms of content. Additionally, this is the first generation of kids in the U.S. where their parents also grew up with video games, and 85% of parents in the U.S. with kids under 12 say that “they play video games as one of their hobbies.” Seventy-four percent of US parents reported playing any type of video/PC game with their kids on at least a weekly basis in 2021 alone. According to Jarrod Walczer of SuperAwesome, “You can build brand loyalty and connections through gaming fandoms in a way that you never had the chance to before now,” thanks to co-gaming. If kids aren't playing games, they're watching others play. The majority of kids watch videos of games that they don't even own. Gaming influencers have become mainstream celebrities with a great deal of impact on purchasing trends for children over the age of nine. Gaming should be a non-negotiable part of your kid marketing mix, with gaming influencers a powerful tool to increase engagement across platforms, regardless of whether you are a gaming brand. The post-COVID purchase funnel With so many online hours, consumers are shifting their purchases from physical stores to digital ones. Purchasing within games and game stores outpaces all in-person and e-Shopping, except for Amazon, Walmart, and Target. Reflecting this trend is SuperAwesome’s holiday report stating that “10- to 12-year-old boys were more likely to ask for clothes for their video game avatars than they were for their own bodies.” Games, add-Ons, and g-commerce were some of the top requested items on the holiday shopping lists of 2022 kids. A not-so-surprising find by SuperAwesome showed that friends’ opinions and YouTube outpaced TV in the wishlist influence of kids. Yet Amazon, TikTok, and video games trailed not far behind TV. This research backs the trend forecasts that products must be talkable amongst kids and their friends to ensure that purchases are made. If you have a kids' product, you must create content around it that speaks directly to kids that's fun and engaging for them. Keep in mind that kids 10 and under are part of the most diverse generation to date, and inclusive content is no longer a boon, but a necessity in staying ahead of the competition. Overall, the COVID-19 pandemic has caused a considerable alteration to the kids' toy and gaming market. Kids across all age groups have exhibited a shift towards more digitized fun, from spending increasing amounts of time on their devices to having more influence over their parents' spending. With this shift in dynamics, it will now be even more critical for companies to invest in understanding what drives kids’ behavior and how to effectively engage them online. As we move through 2023, the kids’ gaming and toy sector will continue to develop and innovate rapidly as it adjusts to new customer behaviors and platforms. This blog is inspired by WiT Webinar “Kids After COVID-19: Behavioral, Purchasing and Gaming Trends Unpacked” Watch it on WiT’s Video Library HERE.

Many recent studies show that pets have become a popular substitute for parenthood in recent years. According to Ericka Basile of Jazwares Pets, 61% of young people under 40 agree that pets are the new kids. This overwhelming consensus shows how much dependence people place on their animal companions — and it’s especially helpful in understanding global spending growth on pet care, with markets reaching a staggering $261 billion by 2022. Younger generations, particularly Millennials, are turning to pets as an affordable option for companionship and emotional support, with 7 in 10 young adults in Gen Z preferring to adopt a pet over having their own children. While pet ownership remains costly, most owners are willing to pay a significant portion of their incomes for their furry friends in lieu of having children. Some estimates report that millennial pet owners budget $216 a month for their pets and spend roughly $198, which reflects on the broader variety of pet products available online and in brick-and-mortar stores today. But what do pet parents look for when it comes to purchasing products for their cherished animals? Pets need mental and physical stimulation just like kids do, which is why providing them with toys that interest them is so important. Toys give pets the chance to explore, learn, engage their senses, and manage impulses — all activities that are beneficial for pet health and development. Not only do toys invoke a sense of joy in our furry friends, but the best types of pet toys also help strengthen the bond between pets and owners by involving both parties in interactive playtime. Moreover, some pet toy designs are specifically geared towards a specific animal group's instinctive drive, such as prey drive, mental stimulation, and enrichment. Taking into consideration the various benefits that come with playing with proper pet toys, it's easy to understand why supplying our animal companions with well-designed fun is so crucial. Pets have natural play patterns and unique ways they like to interact with toys, so it's important for pet owners to get the correct types of toys for their pets. Some toys are designed for dogs specifically, such as squeaky toys and chew ropes that help promote teeth cleaning and entertainment. There are also active toys meant for fetching and retrieving so owners can engage with their dogs in fun activities outdoors, or even specific plushies designed to be chewed up instead of a pair of shoes. For cats, many models of crinkle balls exist to swat at and rile up their senses during playtime. Other types of pet-friendly toys include those designed for burrowing or foraging activities, as these mimic actions experienced in nature. Even owners who want to go one step further can invest in clothing for their pets! The pet industry is increasingly humanizing pets, and this trend shows no signs of slowing down. As the industry grows, so does the variety of products available for pet owners. When it comes to choosing toys for their animals, pet parents are looking for products that fit their play patterns and provide a fun and safe experience for their beloved pets. Pets are becoming more and more like children to their owners, who want the best for them in every way. The pet industry has done a great job of keeping up with this trend by humanizing pets even further with an ever-growing variety of pet products. As we continue to see our pets as family members, it's important that we also consider their playtime needs and find toys that fit their natural play patterns. This blog is inspired by WiT Webinar ‘Why Pets are the New Children.’ Watch it in the Video Library HERE.

Are you looking for a glimpse into the future of toys and collectibles? Then it's time to experience the magic of the Nuremberg Toy Fair, known as Spielwarenmesse! For 76 years, this grand tradition has been an incredible way for innovators, creators, and industry professionals to uncover exciting new products from leading brands worldwide. The upcoming International Toy Fair in Nuremberg, Germany, happening Feb 1-5, will feature 2700 exhibiting companies from 70 countries, 62,000 professional visitors, and even some VIPs and celebrities. Spielwarenmesse is sure to be a highlight for journalists and the press, who can look forward to the Tuesday press preview for exclusive presentations of new products. In addition, the Toy Award will be presented at the fair – a little ‘Oscar,’ so to speak – that recognizes innovation in toy design. There is something unique about this year’s expo: For the first time ever, it will be live-streamed so that its reach can extend far beyond those attending in person. This opens up a world of possibilities in terms of experiencing all that Toy Fair has to offer., This year, there is also a new Product Gallery, which provides visitors with an overview of all the new products before they head off to the different exhibitors and stands. Exhibitors themselves also have the opportunity to book glass cubes where they can showcase their wares and products. All these features make for an exciting experience for everyone involved – no matter whether you’re visiting in person or watching from home! Like in previous years, the Nurnberg Toy Fair 2023 will showcase the latest and greatest in toy industry trends, showcasing products from all the key industry fields. Attending is a great way to stay ahead of the competition in the toy industry. Not only can you discover new products— you’ll also gain valuable contacts for partnerships and find inspiration for your own product range. The fair offers an excellent opportunity to meet with experts and network with key players in the industry, giving you access to insider knowledge and allowing you to build relationships that can benefit your business. Additionally, it provides a unique chance to see and touch the products yourself, allowing you to make better decisions when it comes to selecting which items are suitable for your own range. Moreover, attending such an event gives you greater visibility within the industry. It is a great way to showcase your products and services while gaining awareness from potential customers who are already interested in toys. It also gives you the chance to create brand loyalty by interacting directly with consumers, potentially leading to increased sales of your products. Finally, it is a platform for discovering new trends and staying up-to-date with what’s happening in the industry as a whole—an invaluable asset for staying ahead of your competitors. There will also be an array of exciting and interesting special areas and events at this year’s Spielwarenmesse! Lectures by international experts will be available to keep visitors up-to-date on essential topics such as trends, trade, consumer behavior, and marketing. These lectures are free of charge and viewers have the option to access them on-demand after the fair via Spielwarenmesse Digital. The fair will also offer some fun events that focus on education and entertainment. This includes a Toy Art exhibition which showcases artistically painted toys, a 3D Printing Pavilion that displays innovative 3D models and toys made using modeling technology, as well as many other interactive demonstrations throughout. Whether you’re a toy maker, retailer, or buyer, this event is an excellent opportunity to network with other companies and learn about what new trends are happening in the industry. If you are interested in attending, you can learn more and sign up on their website!

Events should be an integral part of your marketing plan, from trade shows to influencer meet-ups. Whether virtual or in person, events can put your products and toy brand in front of media and customers alike. Charlene DeLoach, CEO of The Playroom Chronicles, shared seven ways you can meet your event marketing goals in the WiT Webinar “How to Tell Your Toy Tale and Get the Most Out of Event Opportunities.” Here are the highlights. Create loyalty and connection According to DeLoach, “..connection is the new currency.” Going to events, whether in person or online, will help your customers feel more connected to you, which will encourage them to buy more from you and more frequently from you. With so many products in the market, what can set you apart from competitors is your connection to your audience. Vary your advertising Traditional advertising is a one-way communication tool that often feels impersonal and cold. Take advantage of events to listen to your clients’ feedback and respond to questions they may have. Events open up a two-way communication channel that helps promote your products and brand, allowing potential customers to ask questions and form a more meaningful connection with you and your product. Educate your audience At events, audience education can go beyond simply sharing what your toy or brand features. Events give you the chance to really elaborate on your products’ benefits. You should also let your audience know if you donate a percentage of your profits to charity organizations or help establish community programs with your free time. People are more likely to purchase products that they see have a positive impact socially or on the environment. Establish name recognition Putting a name to a face can humanize your brand and make it memorable, especially when competing against big box brands. When purchasing from a small business, clients see it as an investment in their community, and having name recognition solidifies your brand as part of that community. Choose your events wisely Not all events are created equal, and choosing events that will bring in customers that require your product is important. Once you narrow down what events your product will be received best at, you’re left with choosing in-person or online events, as well as retailer events vs influencer meetups. Deciding which event is better depends solely on your current marketing goals. If you want to spread your company name and increase online visibility, influencer and PR events align more with your goals. If you are selling a toy forages 10 and up, it will not be beneficial to attend baby product conferences. However, buying events could be helpful if you’re attempting to find a retailer to stock your toy. Sell your story Events can also be a great place to really sell the story of how your brand came about. This allows clients to understand your mission and alignment deeper, which fosters more significant connections. You become more than just your toy — you become your “why,” the reason you wanted to start this journey. Often, your story will resonate with clients and engage customers in a way they will remember months down the road. Set goals Setting specific goals not only helps you narrow down which events will be beneficial for your brand or product — it also allows you to measure your success. A plan may be a concrete number of units sold or selling $3,000 worth of product. If more online visibility is your aim, your goal may be to have 10 people write about your product or brand, whether it’s on Instagram or in blogs. Event marketing can help you engage with your customers and get your brand noticed more organically than with traditional marketing. While events can be stressful and require a lot of planning, these tips can help you establish two-way communication with your intended audience.

Choosing the color for your brand may seem deceptively simple, but there are many underlying aspects to consider when deciding on color schemes. The color palette of your brand can significantly affect how your customers engage with and act towards your content, including your packaging, marketing assets, digital assets, printed materials, and more. To help you think through your color choices and understand how they influence customer behavior, Jessica Korthuis, co-founder & CEO of Her Brand & Co, covered the prominent nine color families and the psychology behind them during our May 3rd webinar “Color Psychology: Guiding Your Audience Using Color.”Read on to learn more about them and how they can affect your audience. Red Red triggers powerful positive emotions, such as energy, passion, and power. However, red is also associated with negative emotions such as anger, pain, and aggression. The color red can create a sense of urgency, making sales very effective. In addition, red encourages appetite, which is why it is frequently used in the fast-food sector. The personality traits of red are bold, adventurous, and energetic — however, 9% of people interpret red as “cheap.” Orange Orange generates a feeling of warmth given its association with the sun, which is considered bright, light, and fun. Darker shades of orange are associated with autumn, which lends itself nicely to “earthy” brands. The personality traits of orange are adventurous, competitive, and disaffected, and some potential negative characteristics of orange are deprivation, frustration, ignorance, and sluggishness. Orange is the color that most people consider “cheap,” with 26% agreeing. Luxury brands tend to avoid orange, with one exception: Hermes. Yellow Yellow is a bold color that can be powerful when used as a highlight alongside a darker color. Yellow has a strong connotation of youthfulness, happiness, fun, and sunshine. The negative emotions attached to yellow are irrationality, caution, and frustration. When considering yellow, keep in mind that printing yellow can be difficult, and frequently the shades change when transitioning from digital to print. In addition, yellow is the second cheapest color, with 22% of people agreeing. Green Green is a calming color that is easy on the eye and often synonymous with health, hope, freshness and nature. Humans have a primitive relationship with green as it represents life, nature, and growth. This is why it’s frequently used amongst “healthy” brands, from pharmaceuticals to organic foods. The negative traits attributed to green include boredom, stagnation, and envy. Blue Blue is seen as calming and is the color of reason, trust, logic, and loyalty, which is why it is widely used across all company types. Blue is a safe option for color; however, it’s important to consider if you will stand out amongst your competitors. In addition, blue is seen as unappetizing as there are no naturally occurring blue foods, so it may not be a good choice for a food-oriented brand. Blue is also considered one of the least “cheap” colors, with just 1% of those polled believing it to be cheap. The color blue is also associated with coldness and emotionlessness, but men heavily favor it. If your brand’s ideal consumer is male, it could be beneficial to include darker tones of blue in your branding. Purple Historically, purple is associated with royalty and can be used by brands that want to position their offer as prestigious. Excess and extravagance are also associated with purple, so it is best not to overindulge in your use of purple in branding. The personality of purple is sensitive, dignified and understanding. Tints of purple can be used for femininity, while darker shades can express moodiness. Magenta Magenta, or pink, is the most widely used color to portray femininity. It is associated with passion, care, and creativity, but on the other side, impulsiveness and rebelliousness. Magenta can be an impactful accompanying color to inspire comfort and give youth to a more formal brand. The personality traits linked to pink are spiritual, innovative, and practical. Pink has been used successfully across a wide range of industries, from food to healthcare to tech. Black Black is a bold color that is synonymous with luxury and power, radiating sophistication, security, and elegance. It can also be seen as oppressive, cold, and menacing or its association with mourning. High street brands are renowned for their simplistic black and white palettes, but the sparing addition of a bright color with black can add energy to sophistication. Black is personified as decisive, confident, and severe, but it is not well suited for specific industries, such as healthcare, due to its connotations with death. White/Silver White has long represented innocence, purity, and cleanliness and can be used for a modern look and feel that capitalizes on simplicity. Using white as a dominant brand color requires restraint in design, and if poorly executed, a white brand can look lazy, sterile, and lacking in personality. The traits attached to white and silver are optimistic, independent, and innocent; however, it can quickly look cheap, with 9% of people agreeing. Color changes everything about your brand and the user experience. Some questions to ask yourself are: “Do my colors intentionally tell the story of my brand?” and “What are my colors communicating to the world at large?” With the guideline we discussed, there are exceptions, and one must be mindful of cultural differences. If you understand your audience and the personality you want to adopt for your brand, picking a color for your marketing will be a breeze. This blog is inspired by WiT Webinar ‘Color Theory: Guiding Your Audience Through Color.’ Watch it on WiT’s Webinar archive HERE.