Have you ever wondered what it’s like to run a business with your spouse? Is it all fun and games, or does every dinner conversation turn into a boardroom meeting? Do you get to celebrate the wins together, or do you find yourself debating packaging details at 10 PM on a Friday night?

I was so curious about this dynamic that I sat down with Alex and Whitney Kimerling, the husband-and-wife team behind Hootenanny Games. But instead of just interviewing them together, I decided to interview them separately, asking them the exact same questions!

Alex and Whitney have built a thriving inventor-driven game company, and in this episode, they share what it’s really like to run a business together, how they develop games, and why they love working with inventors.

You’ll get an inside look at both the best and hardest parts of running a toy business with your spouse. You’ll learn why Hootenanny Games exclusively licenses inventor-created products and what they look for in a game pitch—plus how you can pitch to them.

If you’ve ever thought about inventing board games or working in the toy industry, you don’t want to miss this one! And if you’re curious whether Alex and Whitney’s answers matched up… you’ll have to listen and find out. 😉

Listen for These Important Moments!

• [00:02:16] – A unique twist makes this interview extra fun. Alex and Whitney are being asked the same questions separately to see how their answers compare.
• [00:03:12] – Sharing the best parts of working together, they highlight how their strengths complement each other—one handling the business side while the other focuses on creativity.
• [00:08:48] – At the heart of Hootenanny Games is a simple but powerful mission: to bring people together through play and make them smile.
• [00:11:27] – Unlike many game companies, Hootenanny Games doesn’t create their own games—every single one is licensed from independent inventors.
• [00:16:09] – Rough concepts with strong mechanics stand out the most in a pitch. Games that leave room for collaboration and creative development tend to be more appealing than those that feel too locked in.
• [00:21:28] – The best way to pitch? Video calls over emails. A live conversation makes it easier to share excitement and showcase why a game is special.
• [00:22:41] – Playtesting is key! The strongest game pitches come from inventors who have refined their ideas by watching real players react and engage.
• [00:23:12] – Before closing out, a special listener review gets a shoutout, and everyone is encouraged to check out the other interviews in the New York Toy Fair 2025 series.

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Are tariffs here to stay or not? That was the hot topic at New York Toy Fair 2025, and trust me—it’s still got the toy industry buzzing. In Q1 of 2025, the Trump administration announced a 20% tariff on Chinese imports, and with 80% of all toys made in China, manufacturers, retailers, and consumers are all bracing for impact.

So, who's really going to absorb these extra costs? Will factories take the hit? Will retailers adjust their pricing? Or will consumers end up paying the price?

Inspired by a thought-provoking LinkedIn post from Mike Searls, founder of Thin Air Brands, we sat down for a post-Toy Fair deep dive into how these tariffs will shake up the toy industry. Mike brings over 30 years of experience to the conversation, and he’s seen the industry survive some major shake-ups before.

In this chat Mike breaks down:

🔥 Why Chinese factories can’t absorb the tariffs, and what that means for production

🛒 How major retailers are pivoting their strategies to stay competitive

⚖️ If companies should rush their products to market before the tariffs take full effect

🔍 Shifting buyer patterns at Toy Fair 2025

This episode is part of our New York Toy Fair Interview Series, our conversation ends with a closer look at the recent show. Find out what might you expect from Toy Fair moving forward, by hitting play on this episode.

Listen For These Important Moments

• [02:31] – Meet my guest, Mike Searls, founder of ThiN AiR Brands. With over 30 years in the toy industry, he’s seen it all and is here to break it down.
• [03:43] – The toy industry isn’t all fun and games. Mike shares what really goes on behind the scenes and why competition is tougher than it looks.
• [09:38] – Mike breaks down how tariffs impact different players—from factories to retailers to consumers—and who’s going to take the biggest hit.
• [16:33] – What happens next? Mike shares his predictions on pricing, supply chains, and how companies can adjust to stay ahead.
• [21:36] – Why can’t we just manufacture toys in the U.S.? Mike explains why it’s not that simple and what businesses should know before considering a move.
• [24:24] – We discuss how toy companies can adapt, rethink pricing, and adjust strategies to survive and thrive.
• [26:12] – Mike shares how he’s handled past crises like COVID and 9/11, and what toy businesses can do to prepare for the unexpected.
• [28:05] – Is New York Toy Fair still worth it? Mike shares how the show is changing, why specialty buyers are taking over, and what that means for exhibitors.
• [33:50] – E-commerce is growing, but brick-and-mortar still matters. We discuss why in-store shopping is key for toy sales and how businesses should balance both.
• [37:03] – Before we wrap, Mike shares his best advice for toy entrepreneurs, including why having a strong product pipeline is a must for long-term success.

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After four days of running (literally) from booth to booth, taking meetings, and soaking in the latest trends, I’m here to give you an inside look at what went down at New York Toy Fair 2025. If you missed New York Toy Fair or couldn’t see everything, check out this first episode of NY Toy Fair 2025 Exclusive Interview Series.

Over the next month and a half, I’ll be taking you inside the show floor for exclusive interviews with toy designers, licensors, CEO’s, entrepreneurs and inventors who are Making It In The Toy Industry!

In this episode, Jayson Esterow, President of License 2 Play Toys, shares how he turned a viral trend into a major licensing deal with Jeep. If you’ve ever heard of Jeep Ducking, you know how passionate Jeep owners are about their community. Jayson saw an opportunity to take this organic, fan-driven movement and transform it into an officially licensed toy line.

Gavin Lawler, Creator of Deddy Bears, fresh off his TOTY win for Collectible of the Year, opens up about the challenges of breaking into the toy industry and how he used his F.B.O. (First, Best, Only) formula to develop a product that stands out. Plus, we dive into his major collaboration with Liquid Death and why identifying white space in the market is the key to launching a toy brand that captures attention and drives sales.

Listen now for quick and in depth lessons on toy licensing, product innovation, and winning toy awards.

Listen for these Important Moments:

• [00:00] - My Toy Fair 2025 Experience
• [03:28] - Was New York Toy Fair 2025 a Hit or Miss?
• [08:47] - Licensing & White Space: The Key to Toy Fair Success
• [12:15] - Jayson Estro & The Jeep Ducking Toy Phenomenon
• [20:58] - Gavin Lawler & The Collectible TOTY Award Winner Deddy Bears
• [32:05] - Key Takeaways

Send The Toy Coach Fan Mail!

Support the show

Popular Masterclass! How To Make & Sell Your Toy Ideas
Your Low-Stress, Start-To-Finish Playful Product Launch In 5 Steps
>> https://learn.thetoycoach.com/masterclass <<