Toy Trailblazers: Tracking Industry Trends with Spin Master

Spin Master's Diana Young, Senior Vice President of Innovation, Design & Development Strategy, unravels the process of turning ideas into beloved toys. From project to playroom, explore the methods and magic behind toy creation.

Featured on Tomorrow's World Today:

• Season 7, Episode 7
• Speed Cubing Pro Solves the Rubik’s Cube in 15 Seconds
• How Retro Trends Are Influencing Modern Game Designs
• How Spin Master is Revolutionizing the Future of Play
• The 3-Year Journey of Bringing Toys to Life

Learn more about the future of play:

• Sustainability in the Toy Industry
• How Does Technology Shape the Toy Industry?
• 5 Best Toys for Creative Kids

Transcript

(0:00) Welcome to the Tomorrow's World Today podcast. (0:04) We sit down with experts, world-changing innovators, (0:08) creators, and makers to explore how they're taking action (0:12) to make tomorrow's world a better place for technology, (0:16) science, innovation, sustainability, the arts, and more. (0:22) In this episode, George Davison, (0:24) host of Tomorrow's World Today on science, (0:27) sits down with Diana Young, (0:28) senior vice president of innovation design (0:31) and development strategy at Spin Master.

(0:33) They dive into the world of toy innovation, (0:36) exploring how Spin Master predicts trends, (0:38) the creative process behind toy design, (0:41) and how this leading toy company (0:43) continues to shape the landscape of child's play. (0:46) Now, here's George Davison. (0:47) Welcome, Diana.

(0:49) Thank you so much. (0:50) I'm so happy to be here, George. (0:51) Appreciate it.

(0:52) Of course. (0:52) Well, I hope you'll share some of your stories (0:54) with us today about the things that go on in your world, (0:59) because our audience likes to know a lot (1:00) about the inside making of these companies and whatnot.

(1:04) So could you tell us a little bit (1:06) about what your position's like at Spin Master? (1:10) Yeah, so it's a great place to be, Spin Master, right? (1:14) We spend all of our days making toys (1:16) and bringing entertainment to kids around the globe.

(1:19) And I did product development (1:21) for the last 10 years at Spin Master. (1:24) And now I actually lead innovation and strategy (1:27) for our toy team. (1:29) So focused more on the front end of the development now (1:32) than the full cycle, which is very, very fun.

(1:35) That's kind of be interesting. (1:36) Like, how do you foresee a future (1:38) so that you're strategically heading the company (1:42) in the right direction for the kids? (1:43) Yeah, it's hard because, you know, (1:45) our toys take about 18 months to develop, right? (1:49) To make sure it's manufacturable and safe for kids, (1:52) and it's got all the fun that we need to be in there. (1:54) And so right now, actually, we're in the end of 24.

(1:57) We're working on our 26 product. (1:59) So to your point, like, how do we know (2:02) what's gonna be interesting in 26? (2:04) Well, kind of like everybody else, we're taking some guesses. (2:06) We like to take a lot of shots on goal, (2:08) and most of them work.

(2:10) Sometimes they don't work, (2:11) but that's what's fun about being in innovation (2:14) and in development is you try things. (2:16) Some work and some don't. (2:17) Right, so is there like a secret place (2:21) that you could, like, look into and say, (2:24) oh, I think that's gonna be a big area to play in, (2:27) or do you have to, do you do a lot of research? (2:29) Like, can you give me an outline as to how it works? (2:33) Yeah, I mean, if there was a secret ball (2:36) that I could look into, I wouldn't be at this company.

(2:39) I'd be running my own thing. (2:41) We all wish that, but it's, you know, it's a combination. (2:45) So we do a lot of consumer research.

(2:48) So we're out always talking to kids (2:50) and figuring out what they're interested in. (2:52) But because of the lead time to create the product, (2:55) to bring it to market, (2:56) we really need to be guessing and predicting (2:58) what they're gonna be interested in two years from now. (3:01) And so we partner with our, you know, brand marketing team, (3:04) who's always out scouring for white space, right, (3:07) where there isn't a lot of toys competing with us.

(3:10) And we have a lot of innovation processes (3:14) that allow us to like hunt and gather the latest thing, (3:17) even for adults, (3:18) that we can then translate into a kid's toy (3:20) in the upcoming season. (3:22) Yeah, I think, you know, in the field of, (3:24) like if we go back a little bit, (3:26) we refer to that as an observational analysis, (3:29) like just trying to figure out the future. (3:31) It's hard sometimes.

(3:34) And, but by using our observational analysis abilities, (3:38) maybe we can sense where things are going. (3:41) You called it white space, I think. (3:42) It's like finding those spots that are yet to be tickled.

(3:47) That's exactly it. (3:48) That's exactly what we're looking for. (3:49) And like I said, we, you know, with innovation, (3:52) just like anything else in STEM or STEAM, (3:55) you're just constantly trying.

(3:56) So we're trying one thing and we're doing testing with kids. (3:59) So very early in our process, (4:01) we bring kids in to play with our toys (4:04) and see what they like, what they don't like. (4:06) Is it too hard to do? (4:07) Are they interested in it for more than, you know, (4:10) 10 minutes or is it a five minute thing? (4:12) And then they're onto the next product.

(4:14) And so it's not totally random, right? (4:17) Like we're really focused. (4:18) We start with a lot of ideas. (4:20) And then as we go through our development funnel, (4:23) things come out and things get, (4:25) continue to get better and refined.

(4:27) Well, Diana was like, this is always in your background, (4:31) even when you were younger. (4:32) I mean, how do you go from where you were (4:35) as an early starter upper to what you're doing today? (4:40) I mean, I've always been creative (4:42) and creative and technical. (4:44) So it's kind of that like combination of both.

(4:47) I think that positions me for what I do today. (4:50) I studied engineering in university, (4:53) so mechanical and biomedical engineering, (4:55) which doesn't really align with toys, (4:58) but found myself, you know, (5:00) in a number of roles early in my career (5:02) in the consumer goods area. (5:05) And then here at Spin Master, like I said, 10 years ago, (5:08) in a different role, (5:09) I got an opportunity to come into product development.

(5:13) And that's like really where my heart is. (5:15) And I think, you know, as a kid, (5:17) I was taking things apart and putting them back together, (5:20) but also teaching sewing and pottery at camps. (5:23) And so it's kind of that, (5:24) like when we think about, again, Stan and Steve, (5:27) it's like that marriage between the arts (5:29) and the science and tech and engineering.

(5:31) So what would you say then (5:33) is the most exciting part of this job for you? (5:36) Well, that's, I mean, that's easy (5:37) because the most exciting part is like (5:40) seeing all of the new products that we're working on. (5:43) And it's like, we have this big team (5:46) who spent a tremendous amount of time (5:48) on a dedicated project. (5:50) And I, in my role, (5:52) thankfully get to oversee a lot of it (5:54) and sit in the meetings and brainstorm ideas (5:56) and challenges and opportunities.

(5:59) And that is just so, so fun (6:01) because the stuff that our innovation and design (6:05) and development teams are coming up with (6:07) is amazing. (6:08) It's amazing. (6:09) Yeah, I want to look in there.

(6:11) I'm probably not allowed there. (6:13) I'd have to swear you to secrecy another time, (6:16) not on a podcast. (6:18) All right, let's go back a little bit then.
(6:20) I mean, VinMaster is a famous company now. (6:23) It's a large corporation. (6:25) So can you give us a little summary of the history? (6:28) Yeah, it's just such an interesting story.

(6:31) So it started out in 1994. (6:34) So 30 years ago, in fact, (6:35) this 30th anniversary, (6:37) with three friends in Canada. (6:39) So Anton, Ronan, and Benny had gone to school (6:43) and actually camped together.

(6:45) And it started with this novelty item called EarthBuddies. (6:48) So think of like a stocking that has dirt in it (6:51) and scenes and it grows the hair of, you know, of the guy. (6:55) It looks like a face.

(6:56) And they started manufacturing that. (6:58) And then they just fell in love with the toy industry. (7:01) And then they got into Air Hogs and Bakugan (7:04) and Paw Patrol about 10 years ago.

(7:07) And then we've acquired companies as well, (7:09) like TipDeck and Gund, Etch-a-Sketch, (7:12) and most recently our Melissa and Doug acquisition. (7:16) Core brand of my events. (7:18) You might see some behind me, my kids play with a lot.

(7:20) And so, you know, as our toy portfolio has grown (7:24) over the last 30 years, (7:26) they realized that they wanted to invest not only in toy, (7:29) but in entertainment and digital. (7:30) And so we've created, (7:31) and entertainment was first with Bakugan and Paw Patrol. (7:35) And then more recently this digital pillar, (7:37) we've acquired companies in there.

(7:39) So that we're more than just a toy company, (7:41) we're full children's entertainment company. (7:43) So reaching them on the screen, in an app, (7:46) or in a physical product. (7:48) Wonderful, what a good, what a good growth curve.

(7:51) How big is Spin Master now? (7:52) Well, we've got about 3,000 employees (7:55) and they're across the globe. (7:57) So we sit in about 20 different countries. (7:59) Our toys are sold in like a hundred countries.

(8:04) And our entertainment and digital, (8:05) between toys, entertainment and digital, (8:08) you'll find us in like effectively (8:09) every country in the world. (8:11) And, you know, I have so many questions, (8:14) but is there a single toy that you can think of (8:17) that you would say is the one that really (8:19) made Spin Master take off and become like a global name? (8:24) Oh, there's so many. (8:26) I think Bakugan was the first, (8:28) like it was a phenom.

(8:30) You know, when the Simpsons is putting your toy (8:33) on their show, you really know you made it. (8:36) That was for sure the first, that was before my time, (8:38) but I knew about it even when I started. (8:40) And then, you know, more recently, Paw Patrol, right? (8:43) I mean, it's been around for 10 years.

(8:45) It's like a leading entertainment property (8:48) in the preschool space. (8:49) And the toys, you know, continue to be amazing (8:52) and win Toadies, which are these toy awards. (8:55) I would say those two were the real major ones, (8:58) but Hatchimals, also a phenom.

(9:01) I don't know if you had kids in the Hatchimals year (9:03) where everybody gets them. (9:05) We were trying to ship as many as we could. (9:08) You can't predict when, you know, (9:09) you want every toy to be a phenom.

(9:11) Everything we developed, we were like, (9:12) that's a good, amazing toy, (9:14) the best toy we've ever developed. (9:15) And so there's just too many to choose from, (9:17) but a couple are on top of my mind. (9:19) So what do you think is going to be the big hot one (9:21) for this holiday season? (9:23) Well, I think it's probably going to be our new Hatchimals.

(9:25) So we are relaunching, you know, (9:28) based on our original Hatchimals, (9:29) which was this cool creature that hatches out of an egg. (9:32) We're relaunching it, which is better than ever. (9:35) So it's called Hatchimals Alive Mystery Hatch.

(9:39) And it is a whole new way to hatch, which is so magical. (9:42) And in fact, it's out on the market now, (9:44) but my kids get a little bit of a sneak peek. (9:47) They're part of the testing group that I taught.

(9:50) Just at Christmas last year, actually, (9:51) my kids and their friends gathered all around a table (9:54) at my house and were quiet for like all the time (9:58) while the Hatchimal was hatching. (9:59) They were loving it to life. (10:01) And then, you know, there was a little fighting afterwards (10:03) of who got to hold the Hatchimal first, (10:05) but they eventually took turns.

(10:06) So I really think that toy is going to be the toy (10:10) for this holiday season. (10:11) So it captured their attentions while it was being born. (10:15) And even after.

(10:17) But the, you know, there's smoke in it, (10:19) not to give anything away, but there's smoke in it. (10:21) It reacts to your love. (10:23) And then there's a, you know, my kids are young, (10:26) but there's a music mode afterwards (10:28) where it's like disco-like.

(10:30) I mean, that was all the parents were like (10:34) singing to it as well. (10:35) Like we were all getting into it. (10:37) How much fun is that? (10:38) So based on that, I mean, just some of the goodies (10:41) that's going to happen there.

(10:42) Would you say that's one of the biggest technological advances (10:46) that's been launched through the product line recently? (10:50) You know, Hatchimal, yeah. (10:51) What we've been able to do this year (10:53) is really, really cool on Hatchimals. (10:55) I think if I look at the last 10 years, (10:58) we launched Hatchimals, which probably six years ago, (11:00) it was no one had ever seen it.

(11:02) It was truly like brand new and very challenging to create. (11:07) And Bitsy is another product that we, you know, (11:09) we talked on when we were on the show, (11:12) but that is also a big like advancement in tech (11:15) for the toy space, like a pet that you can actually touch. (11:18) It's across the board.

(11:19) We're all like, that's what Bitmaster does (11:21) is try to bring the newest technology (11:24) or the newest technology that's come to a reasonable price (11:28) to the mass market for kids. (11:30) You know, I'm curious, you brought up earlier (11:34) in the transition of the organization, (11:37) but you eventually got into the storytelling side, (11:41) the entertainment side. (11:43) What was the first product that combined, you know, (11:47) the ideas of what would make for a great toy (11:51) with media product or storytelling? (11:55) That's a real big thing.

(11:56) You know, you can create new technology, (11:58) but if you can't tell a good story, (12:00) usually doesn't capture hearts and minds. (12:02) Yeah, for sure. (12:04) And for us, for absolutely, it was Bakugan, right? (12:07) And so that had a TV show with it, which was around, (12:10) you know, collecting and battling your Bakugan.

(12:13) And the toy was amazing. (12:15) I don't know how familiar you are with it, (12:17) but it's like effectively a little ball that you roll (12:19) and you have cards. (12:21) And when it rolls onto the card, (12:22) it opens up and transforms into itself, into its Bakugan.

(12:26) And there's a game with it as well. (12:28) So that actually brought all three elements, (12:30) like the storytelling of the show, (12:32) and then the battling and the magic of the toy (12:35) with the actual gameplay, which, you know, (12:38) encouraged everybody to collect more so (12:41) than just watching the show. (12:42) Yes, so they could create their own show, (12:45) so to speak, right? (12:46) Exactly.

(12:47) Their own battles and show at home. (12:48) Yeah, because they were battling in the show, yeah. (12:51) Yes, all right.

(12:52) So can you talk about a little of the history of PAW Patrol (12:55) and how it became a big success? (12:58) PAW Patrol, I love, I mean, you can't see, (13:00) but I'm surrounded by the PAW Patrol products (13:02) in my office slash kids' playroom that I'm in today. (13:06) You know, PAW was born from a vision (13:08) of creating a preschool show that was anchored (13:11) in the concept of transformation, (13:13) similar to Bakugan, actually. (13:15) And so we had such a successful launch with Bakugan (13:18) in the kind of action space for kids.

(13:21) We wanted to figure out how to bring (13:23) that same kind of play of transformation (13:25) to the preschool space. (13:28) So we went to a number of creators, (13:30) and actually Keith Chapman, (13:32) who is the creator of Bob the Builder, (13:34) came back with a concept that was actually called (13:37) Robbie's Rescue Dogs, (13:39) and it featured pups with everyday jobs (13:41) that kids would be familiar with. (13:43) Again, like some preschool kids.

(13:46) And the concept that their doghouse (13:48) could transform into these rescue vehicles. (13:51) And so actually that's how we started the show. (13:53) And then, you know, Archie tweaked the characters.

(13:56) We turned them into puppies and changed the names (13:59) and came up with how the doghouses (14:01) would transform into their rescue vehicles (14:04) and partnered with Nickelodeon, (14:06) and that's how we started PAW Patrol. (14:08) What a great backstory to that. (14:11) Thank you for sharing that with us.
(14:12) Of course. (14:14) I'm always curious as to how things come to be. (14:17) I'm sorry, go ahead.

(14:18) I didn't mean to interrupt you. (14:19) No, you're fine. (14:19) I was just gonna say, (14:20) I think one of the things that makes it, (14:22) because you asked how it started, which is that, (14:24) but what keeps it alive and in the hearts (14:27) of all these kids and parents out there (14:29) is I think the marriage between the entertainment (14:32) and how we're able to bring what they see on the screen (14:35) into their house.

(14:37) And so it's the marriage between the entertainment (14:38) and that toy. (14:39) And, you know, my kids love PAW Patrol, (14:41) and we have, you can imagine, a lot of the toys, (14:44) and they just love, you know, (14:45) the toys are there to allow them to recreate (14:47) and make up new stories of adventure (14:50) and empowerment and teamwork that they see in the show, (14:54) but in our house, right? (14:56) And so I think it's that marriage between the two. (14:58) You need a good entertainment show, (14:59) but you also need the kids to, like, (15:01) you know, wanna play in their lives (15:03) and kind of have that experience in their house.

(15:06) Yeah, that makes a lot of sense. (15:08) Is that something that you tried to carry forward as well (15:11) with Bitsy? (15:12) Because we featured Bitsy on Tomorrow's World today. (15:15) Can you kind of run me up the speed (15:17) on how that one evolved? (15:19) Is it similar? (15:20) Yeah, so that's such an interesting one (15:22) because, you know, when you talk about (15:23) how we're coming up with the next technology, (15:26) Bitsy actually wasn't a white space.
(15:28) It was, we found this really cool technology. (15:30) Someone, actually an engineer at our company saw it, (15:33) and then we put it in our brain trust of amazing designers, (15:37) and then they turned it into this great product. (15:39) And then we created it.

(15:41) So it actually started with the technology (15:43) and turned into this versus Paw, (15:45) which started with a show. (15:48) And so when we look at how Bitsy is evolving, (15:52) it's always about storytelling, to your point. (15:54) But the storytelling of Bitsy is within the product, right? (15:57) You've got, you know, 25 characters to collect, (16:00) and you have to grow and evolve them (16:02) and nurture them and take care of them.

(16:04) And then you can play games with them as well. (16:06) And when we launched this year, (16:08) that phrase already out on the market (16:09) is our Bitsy Magical, which is also very fun. (16:12) And our Bitsy Disney, which is for the slightly older kid (16:15) who's really into Disney, (16:16) and they can collect all these characters.

(16:18) But for next year, (16:19) and I can't tell you exactly what it is, (16:21) but we have evolved it even more (16:23) and took the core of the playground, (16:26) which is the pet that you can physically interact with (16:30) and take care of, (16:31) and evolved that and added a ton more new ways (16:35) to play and interacting. (16:37) And we've got a number of new products (16:39) coming out next year on their Bitsy evolution effect (16:43) that are amazing that I think, (16:45) I know are going to do incredibly well, so. (16:47) Yeah, it sounds really exciting.
(16:49) I would, I'll look forward to that one. (16:52) My mind's coming up with ideas right now (16:55) as to where you might be going with that. (16:57) Probably more engagement is in that world.

(17:00) So good stuff. (17:01) How about AI? (17:02) Do you guys incorporate AI (17:04) into your product development world at all? (17:07) Yeah, we're looking at it, of course, (17:09) but it's a big discussion that we have all the time (17:14) around how do we use it (17:16) while we're still protecting our IP (17:19) and our creative engine, right? (17:21) Our design and development org, (17:23) as well as the kids that we are getting our clothes washed. (17:27) We're on pins.

(17:28) So it's, I think, in everybody's future, right? (17:30) And pretending that we don't wanna use it (17:34) is not accurate, (17:36) but we're not gonna be on the forward edge (17:38) because we're with kids, right? (17:40) And we wanna make sure everything that we do, (17:42) one, around our IP, (17:43) but also just around the products that we make. (17:45) It designed really focused with kids in mind. (17:49) And so there are a number of tools that we're looking at (17:51) that can take our great ideas and help us bring it faster.

(17:55) And that's where we're focused now (17:56) versus saying AI tool is gonna design our next Bitsy, (17:59) which is maybe 20 years from now, (18:01) but right now we need our creative designers (18:04) and our engineers for that stuff. (18:06) Yeah, I mean, you have these wonderful brains (18:09) and that these creative people have, (18:12) they love to create things. (18:13) And if you can ignite them, (18:14) I love the idea of human creation (18:18) in a different way than AI.

(18:20) It's the, sometimes it can be helpful, (18:22) at least from the world we're looking at (18:24) from a research perspective, (18:26) whereas you wanna get a glimpse (18:27) as to maybe a different way (18:30) of how other people think about things. (18:32) Sometimes, I mean, research is such a vital role (18:35) in product development. (18:36) I mean, I'm assuming that you do quite a bit of that.
(18:39) We do quite a bit of research. (18:41) So we do research on adult trends (18:44) and research on our competitive products, (18:46) if we look at like our internal teams. (18:48) And then, I mentioned earlier, (18:49) in fact, we took Tamara into our lab (18:52) when she was visiting us in Toronto.

(18:54) We do a lot of research with kids as well, (18:56) getting the first even concept sketches in front of them. (18:59) What are they interested in? (19:00) It's so important when you're designing a product (19:02) for people that you're talking to those people. (19:05) And in our case, those people are the small humans.

(19:07) So you don't always get like very clear answers from them, (19:11) but you can get directional feedback. (19:14) Right, right. (19:15) I like that, small humans.
(19:16) That's very good. (19:18) All right, so what do you think the next innovation (19:22) will be in your industry? (19:24) Are you seeing any trends? (19:25) Oh man, that is a good question. (19:28) I think what we're seeing right now (19:31) is kids are interested in kind of magic, right? (19:34) So when you look at Hatchimal, (19:35) well, how does that hatch out of its egg? (19:37) It's magical, right? (19:38) Or, and you look at some of our competitive products, (19:40) where did that come from, right? (19:41) So it's not like a magic trick (19:43) where you're like, you know, guessing the card they've picked (19:45) but it's like this wonder of what is gonna happen next.

(19:49) Yes. (19:49) You know, maybe not like necessarily tech (19:52) but that's a key area (19:55) that has become more the forefront of the toy industry. (19:59) And you see a lot of companies kind of going to that space.

(20:02) But I think, you know, with toy (20:04) and the way it's kind of structured, (20:07) you don't know what's gonna be the next hit, right? (20:09) So you, you know, with this industry, (20:10) it's about trying a lot of different things (20:13) and always putting your best product forward (20:16) and kind of, like I said, again, (20:18) trying to guess the future, (20:19) but making sure you have the kid in mind (20:21) and kind of seeing what sticks. (20:23) Diana, this has been so insightful. (20:25) I wanna thank you very much for sharing your time with us.

(20:29) Well, everybody, that's another edition (20:31) of Tomorrow's World Today. (20:33) Diana, thank you so much. (20:34) Of course.

(20:35) Thanks, George. (20:36) Thanks for listening to this episode (20:38) of the Tomorrow's World Today podcast. (20:42) Join us next time as we continue to explore (20:44) the worlds of inspiration, creation, (20:47) innovation, and production.

(20:49) Discover more at tomorrowsworldtoday.com (20:53) and connect with us on social media at TWT Explore (20:58) and find us wherever podcasts are available.