Playing At Business - toy & game business podcast with Steve Reece

What does the Toy business have in common with the Mafia? It might sound like an unlikely comparison, but there are some surprisingly interesting parallels between the way organised crime networks operate and the commercial structures of the global Toy industry. From loyalty and personal connections to territorial control, negotiating power and the importance of reputation, there are lessons to be explored from one of the world's most notorious organisational models. And no, we're definitely not suggesting that Toy companies should start making their competitors offers they can't refuse! In this episode of Playing At Business, Toy industry consultant Steve Reece takes a slightly unconventional look at what really makes businesses successful. Why are relationships so important in the Toy trade? When does loyalty become a liability? How can smaller companies gain leverage over powerful customers, and why might a strong network of trusted partners be more valuable than a huge corporate infrastructure? It's a thought-provoking look at the people, power and relationships behind the business of toys — with a distinctly Godfather-inspired twist!

Playing At Business Podcast – Episode 116: The Great Toy Industry Margin Squeeze: Who Is Actually Making Any Money? The global toy industry is facing a curious contradiction. Toy sales are growing, retail prices are rising, and some categories are enjoying remarkable success, yet many toy companies are finding it increasingly difficult to make a decent profit. Rising manufacturing costs, retailer demands, promotional expenditure, licensing royalties and the spiralling costs of bringing new products to market are all squeezing margins. So where is all the money going, and who is actually making a decent return in today's toy business? In Episode 117 of the Playing At Business podcast, toy industry consultant Steve Reece examines the winners and losers in the increasingly challenging economics of the global toy industry. From major manufacturers and powerful retailers to smaller, more agile toy businesses, we explore why growing sales doesn't necessarily mean growing profits, which business models appear best positioned to succeed, and what toy companies need to do differently to protect their financial future. Is the toy industry becoming too obsessed with growth at the expense of profitability? Tune in to find out!

Indonesia is rapidly emerging as a serious contender in global toy manufacturing, driven by its huge workforce, competitive labour costs, and a fast‑maturing industrial base. While many in the toy business still view Indonesia through the lens of Java and domestic consumption, the country now offers export‑ready capabilities that mirror what modern toy brands need — especially for electronic, interactive, and connected products. With rising wages in China and brands pushing for diversified "China + 1" strategies, Indonesia's manufacturing evolution is becoming impossible to ignore. Within this landscape, Batam stands out as Indonesia's most advanced electronics export‑manufacturing hub — a unique island‑wide Free Trade Zone just 20km from Singapore, built on three decades of electronics production. In this episode, Steve speaks with Chrispin from Tunas Prima Industrial Estate - https://tunasindustrial.com/en/ - who explains how Batam's deep ecosystem of PCB assembly, battery integration, plastics, finishing, and box‑build makes it a natural fit for toy brands. Add in Disney‑certified factories, a young labour pool, seamless Singapore logistics, and ready‑to‑use industrial infrastructure, and Batam becomes one of the most compelling new manufacturing bases for global toy companies exploring Indonesia for the first time.    

Today we're diving into one of the most exciting shifts happening in the toy and game industry right now – the rapid rise of micro brands. We'll explore how small, agile toy companies are successfully competing with, and in many cases outsmarting, the biggest Toy brands and companies. We'll look at what's changed in the market, why agility is beating scale in 2026, and share practical strategies that micro brands can use to carve out profitable niches and build loyal communities. Whether you're running a small brand, working inside a larger company, or simply interested in where the industry is heading, this episode is packed with actionable insights. Let's get into it.   Also check out www.KidsBrandInsight.com for details of how our Toy & Game business Consultancy services can help your business.

In this episode, host Steve Reece takes a deep dive into the long-term impact of the Covid pandemic on the Toy & Game industry. Five years since the first global lockdowns, the dust has settled—and the changes are here to stay. From pricing shifts and supply chain diversification to the evolution of trade shows and the rise of direct-to-consumer strategies, this episode explores how one black swan event reshaped the business forever. Whether you're a brand owner, distributor, retailer, or industry observer, this episode offers actionable insights and strategic takeaways. Plus, Steve shares updates on his LinkedIn newsletters, the REECE REPORT, and the launch of ToyRecruitment.com—a specialist recruitment service built by insiders for the Toy & Game biz. Tune in to understand what's changed, what's working, and what the future might hold.   More information on our leading Toy & Game business Consultancy here: www.KidsBrandInsight.com  Ifyou are a Toy or Game company seeking to hire the right people: www.ToyRecruitment.com 

What makes a toy company last for generations? In this episode, we break down the eight essential characteristics that separate fleeting fads from industry legends. From unwavering brand identity to innovation that evolves with consumer trends, we uncover the secrets behind long-term success. Expect insights into adaptability, quality, nostalgia, and the magic of emotional connection. Whether you're a toy industry veteran or an aspiring entrepreneur, this episode delivers practical wisdom for building a business that stands the test of time.

It's been a wild start to 2025 with tariff tribulations abounding.  From supply chain disruptions to retail price rises, these developments have produced a complex landscape for Toy & Game companies to try to navigate. Join us as we unpack the challenges, explore strategic responses and offer some tips to help you navigate the current situation.

In this episode, board games business expert Steve Reece of www.KidsBrandInsight.com runs through the steps in completing a commercial launch of a board game (also includes a card game or other cardboard based Games).  If you are wondering what you need to do next after you came up with the idea of a Game and made a Gameplay mechanic, then this episode is for you.

Over the last decade and a half or so, we have advised 200+ Toy startups and Game startups. There have been a number of recurring Tips and bits of advice we have given. This podcast covers those Top Ten Tips for startups in this whacky world of Toys & Games.   This is a definite must listen for new entrants to the business of Play!

This episode reviews the Toy Biz trade show event in Delhi. This time round more than 400 exhibitors were at the show. Host Steve Reece runs through his experience at the event, and discusses the many opportunities for Toy & Game companies in India.