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

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So, you’re going to Toy Fair New York this year, but you aren’t sure you’re making the most of your trip? It’s true, without a solid plan, walking into Toy Fair New York can be completely overwhelming. You can easily get lost in a few friendly conversations, pass too much time playing with toys at welcoming booths, and end up missing opportunities to grow your business, or sell your ideas. Once you walk through the doors of the Javits Center, the impact of the show is bound to hit you. So let’s take a little time to pre-plan and make this show a success for you.

In this episode, we’re going to break down a game plan to navigate New York Toy Fair with a focus on achieving specific goals that will grow your business. Whether you’re an exhibitor, inventor, retailer, or media professional, this episode includes five essential strategies to keep you focused, energized, and hopefully leaving Toy Fair with real opportunities.

Find out how you can get your hands on my Toy Show Planning Assistant GPT, for an AI show planner, packing list, and event research tool.

Listen For These Important Moments

• [01:13] - Why Attend New York Toy Fair 2025
• [07:15] - Top Five Essentials for Toy Fair Success
• [08:05] - Setting Clear and Measurable Goals
• [14:51] - Strategic Scheduling Tips
• [16:58] - Packing Smart for Toy Fair
• [18:37] - Attending Special Events
• [23:27] - Networking Like a Pro
• [26:50] - Introducing the Toy Fair Planning Assistant GPT
• [37:58] - Final Takeaways and Listener Review

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Let’s be real—Toy Fair is chaotic. Buyers are rushing from booth to booth, seeing hundreds of products. If you want them to stop, pay attention, and actually care about your toy or game, your pitch needs to do more than just explain your product—it needs to demand attention.

In this episode of Making It In The Toy Industry, I’m breaking down 3 simple strategies that will help you:
✨ Grab buyer attention in seconds (without feeling salesy)
🎉 Make your pitch an experience they won’t forget
👀 Spot buyer body cues so you know when to pivot or close the deal

These strategies come straight from industry pros Barry McLaughlin & Jason Lautenschleger—game inventors who turned quirky pitches into real shelf space at major retailers.

If you’re heading to Toy Fair and you’re serious about landing deals, this is the episode that’ll help you do it.

🎧 Tune in now and let’s make your pitch impossible to ignore.


Listen For These Important Moments!

• [00:00:00] – Intro: The Countdown to Toy Fair Begins!
• [00:02:10] – How to Grab a Buyer’s Attention FAST at Toy Fair
• [00:04:47] – Adapting Your Pitch to Fit Toy Fair Trends
• [00:07:13] – The Secret to Engaging Without Being Salesy
• [00:11:17] – Your Pitch is a Performance – Make It FUN!
• [00:14:08] – Reading Buyer Body Language & When to Pivot
• [00:20:34] – Final Recap & Actionable Takeaways
• [00:21:16] – Action Item: Practice Your Pitch!
• [00:20:53] – Pitching is About More Than Just Selling

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Your Low-Stress, Start-To-Finish Playful Product Launch In 5 Steps
>> https://learn.thetoycoach.com/masterclass <<

New York Toy Fair is just around the corner and if you’re preparing to launch your toy or game at this event, learn this lesson: it WON’T sell itself! Buyers see hundreds of pitches, and even the best ideas can get lost in the noise.

The real secret? It’s not just what you pitch, but HOW you pitch it. So, how do you make buyers stop, pay attention, and want to play?

That’s exactly why I’m bringing back an episode with Barry McLaughlin & Jason Lautenschleger, who share how to pitch and stand out at New York Toy Fair.

In this episode of Making It In The Toy Industry, Barry & Jason share their wildest Toy Fair pitch stories, including the time Jason literally proposed with Game Night in a Can—and walked away with a deal! These longtime friends (who have competed on 11 game shows together) have mastered the art of pitching with energy, humor, and theatrics to grab buyers’ attention. From landing deals with Goliath Games and PlayMonster to turning trade show pitches into full-blown entertainment, their unique and fun approach proves that showmanship sells.

Barry & Jason reveal how mini-games during a pitch can instantly engage buyers, and how reading body language cues (like the "surprise inhale" and “writing the nods”) can help you close the deal faster. Plus, they explain why not knowing all the rules of the toy industry actually helped them innovate.

If you’re prepping for Toy Fair or looking to level up your pitch game, this episode is full of must-know strategies. Learn how to grab attention, keep buyers engaged, and turn a pitch into an unforgettable experience. Put on your headphones and get ready to SELL MORE TOYS!

Listen For These Important Moments

• [00:29] - Preparing for New York Toy Fair
• [02:17] - The Journey of Barry and Jason
• [06:03] - Creating Game Night In A Can
• [15:27] - First Toy Fair Experience
• [17:10] - Pitching Tips and Strategies
• [23:51] - Connecting Through Humor
• [24:15] - Adapting Your Pitch Strategy
• [26:25] - Memorable Pitching Anecdotes
• [30:50] - Handling Competition and Doubt
• [31:38] - Keys to Pitching with Pizzazz
• [33:07] - The Importance of Presentation
• [40:46] - Final Advice for Aspiring Game Creators

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Your Low-Stress, Start-To-Finish Playful Product Launch In 5 Steps
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Polarizing topic incoming... DEI.

When The Toy Coach was picking up steam, many people told me a focus on DEI and being black would be to the benefit of my business. There were so many opportunities to speak on and about diversity and struggle as a person of color that it was hard to feel justified looking the other way at those opportunities.

My instincts told me that the DEI initiatives and opportunities offered, while tempting, were not solid ground to build a business upon….and unfortunately, I was right.

This episode explores my personal feelings about the DEI initiative rollbacks that started with the US federal government and spilled out into a few corporations, how we feel, what we think, and what we’ll do now.

Be sure to check the show notes for links to black-owned businesses you may be interested in buying from.

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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 <<

Let’s face it: toy brands get almost ALL the glory, but the inventors behind the product—people like you—deserve the spotlight too. In this episode of Making It in the Toy Industry, I’m sharing 5 lessons to take you from hidden genius to rising star, inspired by my own experience and my recent convo with Tim Walsh, inventor of ‘Blurt!’.

We’re talking about why advocating for yourself matters (yes, you can request your name on the box), how to time your ideas to ride the perfect trend wave, and why pitching just one idea is a rookie mistake. (Spoiler: you need a whole pipeline of concepts.)

I’ll also give some insight into how to spot the white space in the market, using data-focused tools and cross-industry trends.

Hit play if you agree with me and Tim Walsh that toy and game inventors are criminally unrecognized. 🙂


Listen For These Important Moments:

• [00:01:46] - Recognition for Toy Creators
• [00:07:27] - Collaborating with the Industry
• [00:10:55] - Designing for Connection
• [00:12:25] - Playtesting in Real-World Environments
• [00:14:10] - Timing and Persistence
• [00:18:23] - Pitching Multiple Ideas
• [00:20:50] - Finding White Space
• [00:23:28] - Drawing Inspiration from Other Industries

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 <<