Surprise Powerz Talking STEM Doll – Astro The Astronaut
This talking doll is full of knowledge about planets, moons and stars. With 75+ phrases, sound effects, and singalongs, Astro helps build STEM vocabulary and ignites imaginative play for budding young astronauts. $49.99, ages 2-5, surprisepowerz.com

PYXEL A Coder’s Best Friend
A pet that teaches coding. Use a computer or tablet to code this four-legged friend and learn up to two coding languages: Blockly and Python. Kids can code PYXEL to perform tricks, change colors, make and react to sounds, and express emotions. $124.99, ages 8+, educationalinsights.com

Tinkering Labs Electric Motors Catalyst STEM Kit
Ignite curiosity and innovation in your young inventor. With 50+ components and 10 engaging challenges, kids can invent their own unique creations. $65, ages 8-13, tinkeringlabs.com

Sumology
A fast-paced tile placement game where you build equations by combining new and existing tiles. Sharpens math and strategy skills. $40, ages 8+, simplyfun.com

Los Angeles-based Skyrocket Toys has won several NAPPA Awards and is the creative force behind Sky Viper Drones, Faction, My Fuzzy Friends, Blume and Pomsies. We had the pleasure of chatting with co-founder and CEO Nelo Lucich on launching his own company, the joys of being a dad and life in SoCal.

Please tell us a little about starting Skyrocket. What was your inspiration?

Since I was young, I wanted to have my own company.  In middle school I started my first business selling candy and gum on campus, which was not technically allowed but was very profitable.  In college, I started a t-shirt company and later, a website company with friends.  We were a little early to the dot.com boom of the early 2000s and struggled.  From that experience, I learned how much I didn’t know and some valuable lessons about failure.  After college, I got a job at Mattel as a website producer.  I wasn’t happy there because of the light workload and the slow pace both in the job and career growth.  A colleague in the marketing department left to go to a toy company called JAKKS Pacific, and he recruited me to the company.  It was very early in the company’s founding, and I was one of the first 15 employees.  The company was growing fast and there was so much opportunity to learn and advance.  I was hired to manage websites and a video game joint venture, but eventually took over IT and became very involved with operations.  A couple years later, I took over development of a product line that was a huge success. I essentially learned all aspects of the business and got a careers’ worth of experience in many different areas of the business.  I got to a point where there was nothing additional to learn, and nowhere else to advance.  I realized I was now ready to start my own company, and apply everything I learned in trying to build an organization from the ground up.  13 years later we are still at it, and it is always a challenge.

Skyrocket CEO Nelo Lucich shows off Skyrocket’s new Sky Viper Vector Plane, which flies up to 35 MPH. Photo Credit: Jason DeCrow/AP Images for Skyrocket

What do you think sets Skyrocket apart? Makes it unique?

What really sets Skyrocket apart is our ability to innovate and to leverage technology to create new and exciting products that have not existed previously.   We are focused on the user experience and fun, and making sure that no child ever opens a toy that is disappointing and doesn’t deliver what it promises.  We have been very successful at this and have been recognized with more than 20 Toy of the Year (TOTY) nominations in multiple different categories over the years.  From launching the first toy drone with our Sky Viper line more than 10 years ago, to creating a video game in the real world with our Faction Battle line of gel bead blasters, we try to put a unique spin on our products.  We don’t always make the lowest priced products, but all our products deliver outstanding value for the price.  We are now focused on AI and using it to bring toys to life in ways that was not possible before.

You have been in the toy industry your whole career. What drew you in this world? What do you enjoy most about this industry?

It is purely by chance that I ended up in the toy industry.  I graduated college in San Diego and was planning to move back to Los Angles with my fiancé (at the time).   I date myself, but I was searching the want ads in the LA Times and saw the job at Mattel and applied, and I have been in the industry ever since.  It was a perfect fit for my non-conventional skill set, I am both strong creatively and strong with technology.  The toy industry affords you the opportunity to create anything you can think of with much less restriction than in other industries.  As long as it is fun, and you can make it for a price point that works, there are no rules on what a toy can be.  The other aspect that has always been appealing is the pace.  Every season it is something new, and it affords the opportunity to constantly learn new things and explore new ideas.  The fact that you can take an idea to a tangible product sitting on a retail shelf in one year is immensely satisfying.  We may not be solving global warming, or other critical problems facing the world, but toys bring joy to children, and happiness is something there can never be too much of in the world.  We would probably be more financially successful if money was the primary driver for our products, but success for us is delivering a product or experience that is new and surprising. We strive to make the product as good as it can be, so that it makes people happy.  At the end of the day, the fact that we get to make a new crop of children happy with our products is what makes all the hard work and long hours worth it.

Did you grow up in LA? If so, what are your favorite memories of the city as a child?

I am from a small town called Chico in Northern California.  I had bigger dreams than what I could ever realize in the town I grew up in.  But I loved California and tried to go as far away as I could for college and still stay in the state, and I ended up in San Diego.  I moved to Los Angeles in 1997 and fond memories from that time include concerts at the Greek Theatre (in-laws had season tickets), and the Lakers signing Shaq.  I support the Giants and the 49ers but wasn’t a Kings or Warriors fan, so when I moved to LA I adopted the Lakers as my team and have been a die-hard fan ever since.

How does being a dad influence your decision-making at Skyrocket?

When my kids were younger, having children the right age for the toys we were making was very helpful.  I felt like I had a good idea of what boys and girls around their ages liked and responded to.  As I have gotten older and my kids are grown, I feel a little less in touch with the kids of today, which makes it more of a challenge to know what is appealing.  Maybe that is part of the reason we make more toys for older boys that also appeal to adults.  I am still a 10-year-old at heart and know exactly what a 10-year-old boy in the early 80’s liked.  The world and kids are so different now, and their brains have developed in a way that is almost linked full time to a mobile device of some sort.  Because of this, a lot of our toys like Faction Gel Bead Blaster and Sky Viper Drones, give a visceral experience that you can’t experience on a screen.

Nelo with his daughter Bailey and his son Chase at a Laker Game in 2016.

What toys did you enjoy playing with as a child?

I was a little kid when Star Wars came out and it blew my mind.  I am not a collector by nature but was obsessed with Star Wars action figures and had a huge number of figures, vehicles and playsets.  I liked to recreate scenes from the movies and may have melted a Hans Solo figure or two “defrosting” him from carbonite.  I also liked remote control vehicles and other electronic toys, unfortunately I also liked to take them apart, but didn’t have the skillset to put them back together.  When I left for college, there was a big drawer in my room filled with all the pieces of the toys and things I had taken apart.  I have always been interested in how things work, and that curiosity and desire to learn and understand was a good early foundation for the career I chose to pursue.

When creating new toys, what do you hope for when they hit the shelves?

That they sell!  The biggest challenge in our business is that we make unique and different products often with features people have not seen or had exposure to. No matter how much technology is in the product it must be easy to describe, and it has to connect with consumers.  We have had great items in the past that we put tremendous effort into, that consumers just didn’t get.  It is important to be able to distill down the products into an easy to communicate message that connects with consumers.  You can have the greatest product in the world but if people don’t understand what you are offering and don’t connect with how you are marketing it, it will fail.  Getting good initial sales before you have built awareness through marketing or PR is a great indicator that you did a good job with messaging and packaging, and it is a great indicator of success.  Our products are always well executed and almost always appreciated by kids when they get to play with them. But if they never make it on the retail shelf, none of these matter.

Did you have a mentor growing up? And what role did that person play in your life and your career?

Earlier in my career, I was fairly thick headed. I was competitive and wanted to prove myself and what I could do, so I wasn’t capable of being mentored or learning from the experience of others.  Because of this, I made mistakes and learned some things the hard way.  Fortunately, the environment I was in had many opportunities to learn new things.  I learned as a teenager restoring my first car from my father, who was a mechanic, that you don’t always have to start out knowing what you are doing.  If you are not afraid to throw yourself into something, and you look for solutions and work through each problem you encounter, eventually you will figure it out step by step.  Problem solving and the confidence to trust in your ability to take on new things and be successful, are the biggest skills that allowed me to succeed.  I hate failing so much that I have always been willing to do whatever it takes to succeed and have the persistence to stick with things after most people would have given up.  Being willing to try to help a company in any way you can, even if it is outside of your formal job scope, gives you the opportunity to greatly broaden your knowledge and skillset and eventually take on more responsibility.   I was given a lot of opportunities to solve problems and figure things out, in a lot of different functional areas, early in my career.  The experience and skillset I gained through this was critical to being able to start a company and be successful with it.

 Best life advice you received growing up?

Take pride in everything you do, and try to do the best job you possibly can even if no one cares or is watching.  Whether that is something as simple as raking leaves or as important as achieving a critical business objective.  That level of accountability and pride in your work in everything you do seemed pointless to me when I was kid and doing menial chores that I hated.  But it was so reinforced by my family that it became a permanent part of me. The people I know that are most successful always have this trait, and it is fundamental to success.

Best parenting advice you have received?

Despite how hectic and demanding life and your job can be, try to be present and be there to spend enough time with your kids.   Time passes so quickly, and they grow up so fast, and before you know it, they will be out on their own.  At the end of your life, you will never regret the extra time you didn’t spend at work, but the time you spend with your kids and family is priceless.  I can’t say that the demands of work and my drive to succeed didn’t consume too much of my time and focus.  It took me a long time to find proper work life balance and what I regret most are the things I missed with my kids.  I was given this advice but couldn’t appreciate how true and insightful it was until later.

 How has parenthood changed you?

Having children changes your life in so many ways.  You start out totally unprepared and the day you bring your first baby home is very scary. I remember holding my daughter in the first few weeks she was home, and just feeling so much love and the tremendous responsibility of being accountable for shaping and guiding another human’s life. Your whole perspective shifts and the thought of anything bad ever happening to your child is the most terrifying thing in the world. Your heart is permanently connected to them and their pain is your pain.  To see them so quickly become their own little person with their own unique personality makes you realize that a big part of human nature you are born with. My life became less about worrying about myself and trying to make myself happy, and instead the focus shifts to giving your kids as much love as possible and the best possible childhood.  Parenting is hard and each phase your kids go through is a new challenge. You make mistakes but try to do the very best you can and hope it is enough.  At this stage it is incredibly rewarding seeing my kids succeed and become amazing adults starting their own lives. I cherish every moment I get to spend with them, and feel sad that there will soon be no more summer breaks and they will be off with their careers and lives. Family is so precious and my children mean the world to me.

 What would you tell your middle school self?

Apply yourself, dummy.

 When not working, where will we find you?

I play basketball almost every weekend at a park with a bunch of other past-their-prime guys. Forty years into my park basketball career, I still love it.  I like spending time with my family, going out to eat, watching sports in person or on TV, live music, movies, performance cars and reading.

What are some of your favorite spots and activities in and around LA?

I live in the south bay and rarely leave that bubble.  I like the beach and like to ride my bike or walk my dog on the strand. I like eating out at a lot of restaurants but end up at Nick’s or Love and Salt in Manhattan Beach, or Ovuo for pasta in Marina Del Rey.  I like to go to concerts at the Forum and remember fondly when I used to watch the Lakers there from the nosebleeds.  I like going to Crypto Arena (which will always be Staples center to me) to watch the Lakers.  I enjoy going to Dodger Stadium when the Giants are in town and hopefully watching the Dodgers lose.  You can take a person out of Northern California, but you can’t take the NorCal out of the person.  I have lived in Los Angeles for 26 years now and have no plans to live anywhere else.  The coastal weather just cannot be beat.

We always enjoying chatting with the creative founders of our NAPPA Award winning toys. Today we’re spotlighting Purpose Toys.  The mission behind this Los Angeles-based company is all about celebrating culture and giving children dolls that represent their unique heritage. We’re excited to introduce you to the founder and CEO as we chat about being a mom and entrepreneur.

Please tell us a little about the mission behind Purpose Toys and what led you to start this company.

Purpose Toys was founded in 2020, ignited as a result of the unfathomably tragic events of that year. My son and millions of Black children were exposed to unbearably negative rhetoric aimed at our community. During this period, I recall cocooning my son with stories and images that represented the best of who we are. Purpose Toys was created as my way of cocooning the children of my community with playthings that represent the best of our Culture, and who we are as a people.

DeeDee Wright-Ward, founder and CEO of Purpose Toys, with her son.

As a mom and an entrepreneur, why do you think creating toys with a cultural mission is important?

As POC (“People of Culture”) we are more than our skin. Many of us have cultural language, cultural clothing, cultural hairstyles, food, art dance music! With our NATURALISTAS and LATINISTAS doll lines, we are changing the discussion around representation to include nuanced cultural storytelling in toys, not just (what my team calls) “ambiguous multiculturalism”. Our goal is to position Children of Culture to feel like the main character in their play experience, and not a sidekick as part of a multi-cultural line.

What toys did you play with as a child?

My fire engine red race car (with blue and white stripes). Lol …and, of course, fashion play. But playing with Black fashion dolls in the 80’s felt, at times, confusing. As a coily-haired kid, sometimes I was left with feelings of inadequacy playing with Black dolls with extremely straight hair. What would have done wonders for me, and many African American girls, is to have had entire line of Black Natural Hair fashion dolls like Naturalistas! Growing up in western society, Black women and girls are made to feel unusual about our unique tresses, rather than celebrated. At Purpose Toys, we’re changing that by uplifting our community and natural hair with beautiful and accessible CULTURE-driven products for kids.

Did you have a mentor growing up? And what role did that person play in your life and your career?

My grandmother was my biggest cheerleader and mentor growing up. Noticing my creative talents early on, my grandparents provided me with every resource necessary to refine my interests. It is because of my grandparents’ unwavering support, I was able to successfully pursue careers in creative fields (music, fashion and now toys).

Best life advice you received growing up?

Pursue what makes you happy.

How has parenthood changed you?

Parenthood is the longest service-oriented position any one person is blessed enough to hold. Better to give than to receive, to be of service to my little boy as he adorably evolves into the man he is destined to be, is literally the greatest gift.

What advice do you have for mom entrepreneurs who are trying to juggle life and career?

Align yourself with professionals willing to share their resources, not just advice. Too often I hear entrepreneurs, when asked similar questions, give vague daily affirmation-like advice, like ‘believe in yourself.’ You can ‘believe in yourself’ all you want, but if you lack a network of decision-makers to help bring your ideas to market, belief alone won’t get you very far. In addition to being the largest Black-owned CULTURE-driven toy company in the nation, Purpose Toys also prides itself on being a “Pipeline to Major Retail for Toy Entrepreneurs of Culture.” I am one of few Black women who can say I not only built a multi-million dollar business for myself, I built a multi-million dollar business for a fellow Black woman, a mother and toy entrepreneur. And through Purpose Toys (and Purpose Toys LATIN) I will do it again and again.

What would you tell your middle school self?

Your hair is beautiful and so are you.

When not working, where will we find you?

Exploring soulful old-school music catalogs with my son.

What are some of your favorite spots and activities in and around LA that you enjoy with your teenage son and on your own?

Temescal Canyon hike trail will always hold a special place in my heart. Will Rogers State Park, where my son practices polo, (not LA but) Big Sur, Ojai and any freshly powdered CA mountain.

 

Thank you for sharing your story with us and our readers.

Please tell us a little about your book, The Yoga of Parenting, which recently won NAPPA Awards. What led you to write it.

I often say that my book, The Yoga of Parenting, is less of a “how-to-parent” manual and more of a “how-are-you, the Parent?” guide. It’s a conscious parenting book that aims to help parents stay grounded, so they can show up fully and compassionately (with themselves and their families). Most parenting books are behavior and child focused. I was finding myself overwhelmed trying to memorize the perfect script to say to my unruly toddler and when the script didn’t work, I would often feel bad about myself as a mom. I noticed that I was looking outside of myself for the answers. When I slowed down and started to pay attention to my intuition, I was able to parent much more authentically. I wanted to create a book that cultivated that energy in parenting. A book to help people anchor into themselves and to parent from their heart.

How and when did you become interested in yoga? When did you start teaching?

My first foray into yoga was actually as a bit of a joke. For my 19th birthday, my dad sent me a box of gag gifts to imply I was getting “older” (hilarious to think about now that I’m 42). It included a number of items to combat aging, including a yoga VHS. My roommate and I popped it in, fully expecting to be laughing and poking fun, but before we knew it, we were both transfixed. Fun fact, my college roommate Allison Duckworth is also a yoga teacher in the Pacific Northwest.

I started teaching in 2008. I took the typical LA story route of working in the film business out of college, but the stress was overwhelming. When my mom was diagnosed with Stage 4 lung cancer, it was all too much. I walked off the Paramount Lot and into the Center for Yoga studio on Larchmont and never looked back.

 

How is parenting and yoga related?

When most of us hear the word yoga, we automatically assume poses. The West has commodified the practice to be exercise, but yoga is so much more than that. Yoga is about connection and unity. The body just happens to be one vehicle we use to do that. But many other practices fall under the umbrella of yoga, such as meditation, prayer, devotion, celebration. Really anything you do with a present mind and clear heart can be considered yoga.

Defining yoga in this way made me pause and realize, OMG! Parenting is a yoga practice. Everything I do in parenting has the underlying intention of connection. There’s the obvious desire to connect with our kids, but also the need to connect with ourselves (self-care, boundaries, values) and something bigger than us (trust, non–attachment, faith).

How has parenthood changed you?

It’s funny, so many people talk about motherhood changing them, but I really feel like I’m more myself than ever. The wisdom traditions teach us that we are all love and our true Nature is light and connection. But then as we go through childhood and teenage years and adulthood, we forget that truth. We start to see ourselves through other’s eyes or society’s lens. Motherhood helped me see clearly again. Looking at my sons who are just so perfect and pure, reminded me that I am the same! Just as you, the reader, are. Everyone has that purity and heart inside of them. Now, my life’s mission is to help people reconnect to that place within themselves. It’s not an easy practice. It requires a lot of chipping away of social conditioning and old beliefs, but beneath it all is something so magnificent. Imagine loving and accepting ourselves as much as we do our kids?

 

How do you use your yoga practice in your role as a mom?

I use my yoga practice in every instance of my parenting. From taking deep breaths to being able to withstand discomfort, my yoga informs every interaction. In a more obvious sense, there is the physicality of parenting two young boys. It’s a lot of energy and movement, so having a movement practice helps me with the pillow fighting and crawling around on the floor. Mentally, my meditation practice trains me on presence. It’s not always easy! I’m often distracted or fatigued, but having a steady meditation practice gives me a baseline of what is possible. My practice also provides a levity and lens of temporality. Yoga teachings remind us that everything is changing all the time. Nothing is constant, except love. We see this when our bodies feel different on the mat day to day, or our minds are unruly one day and focused the next. Remembering that “it’s all temporary” informs my parenting in the most challenging times and the most joyous times.

What are some practical ways that parents can bring the art of yoga into their daily lives?

The first thing is to notice your breath. I like setting reminders throughout the day to breathe. That could be an alarm on your phone saying BREATHE or post-it’s sprinkled throughout your home and in your car (since we live in our cars in L.A.). Another thing my friend Tara Stiles talks about a lot is body position. Noticing how you are holding yourself moment to moment. Are you tense and hunched over? Are you making yourself small? Or making yourself larger than you need to? It’s a practice of proprioception and paying attention to where we are in space is actually a great energy management tool. Introspection is key too. Journal, go to therapy, having a parent group. We call it self-study in the yoga world. Continue to look at your role and your part, your thoughts and your behaviors, because those are the things you can control.

 

Did you have a mentor growing up? And what role did that person play in your life and your career?

I’ve had many mentors over the years. In the yoga world, I would say my two main yoga teachers were Maty Ezraty, who founded YogaWorks in 1989, and Annie Carpenter. They both taught me how to slow down and to pay attention to the details. I was always high energy and fast-moving (frankly, I still am!), but Maty & Annie taught me to let my breath set the pace of things. They taught me to trust in the process. More recently, Jaycee Gossett who’s a teacher at The Class in Santa Monica is an unexpecting mentor. Her classes are therapy sessions for me and every time I study under her, I practice unconditional love and radical acceptance.

My parenting mentors include a number of very wise teachers, including Kimberly Ann Johnson, who wrote The Fourth Trimester, and who I’m super excited to study with this January. Kimberly teaches me the critical importance of self-care and how to honor the primal and transformative process of motherhood and womanhood. From afar, I’ve always greatly admired Dr. Shefali Tsabary. My wish is to learn directly from her one day! She’s the queen of conscious parenting.

 

When not working, where will we find you?

Ha, I feel like I’m always working, because that’s kind of my default approach to life. The times I can truly turn it off are meditating, breastfeeding my littlest, enjoying sunsets with my eldest, with my mom friends, doing mindful movement, and napping!

 

What would you tell your middle school self?

Oh man, middle school was rough. I had a really hard time finding where I fit in. I remember a lot of tears, but I also remember a lot of laughter. I would tell that little Sarah, “This is a blip! Just get through it.” I would reassure her that as permanent as everything feels, nothing is. I’d tell her that she is perfect exactly as she is and to not stop shining her light.

We’re thrilled to chat with Bill Nichols and Peter Cmiel of Blip’s Toys, who have won NAPPA Awards several times.

Thank you for sharing your story with us and our readers.

1. Please tell us a little about your company’s mission.

Our mission is to offer innovative toys at reasonable prices.  We think of ourselves as a speedboat among cruises ships as compared to the large toy companies, bringing new products into the market in a matter of months versus years. One example of this was the Zoom-o disc launcher. Back in the mid 2000’s we showed Target stores a working prototype in February and they loved it. The challenge was they wanted it in stores for summer that year!  We challenged our operations team and we were able to build the tooling, complete production and ship it in under 90 days, making it in store by June.  That item has sold millions to date and is still being sold today.

2. What made you want to start this company?

Bill: While working in the toy industry as a frustrated salesperson I saw many opportunities left unanswered. Very few companies actually listened to retailers’ needs so I thought what a great opportunity to actually listen and develop for actual opportunities on shelf.  So, starting Blip allowed me to pursue new products and categories in the marketplace with instant support.

 Peter:  Prior to forming Blip, I worked as a toy inventor and became frustrated in getting manufacturers to bring my ideas to market. With the creation of Blip, I was able bring those ideas from concept to production and into the hands of consumers. Part of that process is not only seeing that item make it to the market, but being in control of the process to ensure that its outcomes match my original vision.

3. Did you have a mentor growing up? And what role did that person play in your life and your career?

Bill: I’ve been very Lucky. I had many mentors, in all areas, toy sales, design, retail merchandising, product development.  It’s important to listen and play out of your comfort zone.

 Peter: One of my key mentors was my first employer out of college. He was an ex-Tonka toys executive and introduced me to the complex toy world.  When I first started, I asked him what my job description was and he said, “anything I don’t want to do”.  Our main focus was toy inventors and were able to successfully license various products. My time spent with him was invaluable as he included me in all steps of the process. One of my favorite memories during that time was when we travelled to the London Toy show.  It was my first toy show and trip overseas. 

4. Best life advice you received growing up?

Bill: you get to choose every day, good day, or bad day when you start, choose good!

 Peter:  As it relates to one’s professional career, I was told people want to work with people they like.  While simplistic, it helped me keep understand the benefit of working in a team and staying out of the politics and drama as much as possible.

5. How has parenthood changed you?

Bill: I have three adult children and one grandchild. The benefits of having children and being in the toy industry is invaluable.  It forces you to use your own experiences when developing products. My 3 kids would give a very different answer, they would talk about how many of their toys went missing and never came back. “dad” was always watching how they played with them and then the ones they played with the most would disappear. Later they realized I was like “Sid” from Toy story and was always recreating / designing new toys from old.

Peter:  I have two teens (16 & 18) and they provided a tremendous amount of insight into toy design at their various stages of their development.  We spent a lot of time together playing with our new toys learning what works and what doesn’t.  It was interesting to see what they gravitated towards and as a toy maker I tried not to influence them with things I brought home as I really wanted genuine feedback.  In my experience kids want to please you and will tell you they like something if they think you do as well.  My children were at a great age, 3 &5 when our big hit toy brand Squinkies came to market, and they were an instant hit with them!  The industry had never seen a toy IN a capsule, so Squinkies was a pretty big innovation in the market.  They loved the collectability aspect and their squishy tactile feel.  And having all of our kids be able to play test it and give us feedback on the tiny characters was just invaluable.

6. When not working, where will we find you?

Bill:  sadly, at retail walking thru ALL the aisles looking for new and innovative ways to merchandise. For total relaxation, boating with family on the lake.

 Peter:  I’m often in my shop tinkering with new ideas.  My day is filled with meetings or emails leaving me with a desire to use my hands.  I find it satisfying to build something tangible that has a purpose.  Sometimes it’s a simple shelf system for the home or a crude mockup of a new toy idea that helps define a designs shape or scale.  My background as an industrial designer laid the foundation of the various steps of product development, ideating, drawing, prototyping, etc. that I enjoy to this day with all my projects.

 

Thank you for sharing your story with us and our readers.

1. Please tell us a little about your career path and how you ended up in the toy industry?

I’d worked in many different industries before finding the toy industry – my tribe.  A friend was working at Western Publishing (later purchased by Hasbro). He would share stories about toy and game inventors and their inventions, and I thought I want to do that. Then I fell in love with everything about the toy industry – the people, the products, the stories.  I continued in my day job in real estate while inventing toys and games as my side hustle and attending all the Fairs.  More than 10 years passed before I could leave real estate behind and work in our industry full time.

 

2. How does it feel to be honored in the Toy Industry Hall of Fame?

It is beyond humbling. I still can’t believe it happened… and it would not have without Nancy Zwiers and Gene Murtha championing and rallying the community to support my nomination. They are amazing prominent leaders in our industry who work tirelessly in our industry and beyond to make the world a better place.

 

3. Did you have a mentor growing up? And what role did that person play in your life and your career?

My first mentor was my mom. She was a tinkerer and loved to make toys, doll houses, barns and more for her children and grandchildren. We didn’t have a lot growing up with six kids, but she made sure we received top educations and most of us even have master’s degrees. After raising us, she went back and earned her college degree in her 60’s because she believed in the importance of education and that no one could ever take that away from you. She supported all of our endeavors and taught us persistence. When I started our Chicago Toy and Game Fair in 2003 she and her two sisters, my aunts, manned our registration area and more. She’d be proud to see how all our events have grown if she was still with us.

 

4. Best life advice you received growing up?

My mom often reminded us to watch what we say because once we say it, you can never take it back. And that was before social media!

 

5. Tell us a little about the power of play and why it’s so important.

When my kids were growing up, they would share a lot of what was happening in their lives over a game or a puzzle. It relaxed them and they were more willing to open up and share their lives. Families that attend our Chicago Toy & Game Fair often tell me the same thing. You would love the letters we have received over the years from families and from teachers. Teachers have shared how their students learn that they had more in common than not when playing games. This is one of the reasons we started our PlayinEducation.com website and quarterly newsletter.  In addition, we’re so proud to have started the Young Inventors Challenge more than 18 years ago where kids under 18 can enter their toy invention to win prizes and possibly even get a toy deal and see their products on the shelf – real-life Shark Tank for KIDS!

 

6. What three things have you learned about what makes a company or a toy successful in this industry?

The most important thing I learned is that one needs to build partnerships to be successful. Similarly, is to ask for help and be sure you are open to what they have to tell you. You can get in weeds and not see the big picture. Lastly, persistence is key. Calvin Coolidge has a famous quote about persistence. I have it printed out and on my desk.

 

7. When not working, where will we find you?

Maybe it was the Easy Bake Oven I had when I was a kid, but I love to bake bread, cookies, cakes… you name it! And, I can get lost in a good book. I used to love puzzles, but I can’t seem to finish one that I have now with too many of the same colored pieces and it is dampening my enthusiasm a bit. I can’t bring myself to just give up and start one that I might enjoy. Maybe persistence does not pay off in this case!!!

 

8. What would you tell your middle school self?

Life gets better – just keep showing up.

 

9. Best advice on creating and running a business focused on families and kids having fun and connecting?

For our Chicago Toy and Game Fair (CHITAG) that’s held every year in Chicago in November, we work to make sure there is something for everyone and plenty of kid-sized activities. We have a lot of activities that are multi-generational. We even have a Grandparent’s Day. Grandparents get in free if they bring their grandchildren. When I started this venture, I knew I couldn’t do it alone, so I found partners that have helped me grow and expand over all these years, including long lasting friends at Disney, Hasbro, Mattel, Spin Master and so many more.

We’re so excited to introduce you to Bill Brady, a father and the founder and CEO of Troomi Wireless, a 2023 NAPPA Award winner. The Troomi mission is to provide kids with a safer smart phone. The device gives parents an easy and flexible set of parental controls to help eliminate the pull of social media, addictive games, pornography and incoming access from anyone outside of the approved list of contacts.

The Brady Family | Photo by Mark Lee

Please tell us a little about your company’s mission.

At Troomi, we believe in the limitless potential of every child to learn, do, and become anything. Our mission is to help kids discover their talents and encourage and safeguard them along the way. We do this by providing solutions that empower children to pursue their dreams vigorously through a safe, balanced relationship with technology.

What made you want to start this company?

As the father of five kids, I’ve always been extremely cautious and intentional about the introduction of technology into our home and our kids’ lives. This caution probably came from my background as a marketer, where, over the course of 20 years, I really got a good behind-the-scenes look at the incredible power and risks of social media and other technologies. I want kids to enjoy the benefits of technology without the dangers that inherently come from being online.

Did you have a mentor growing up? And what role did that person play in your life and your career?

I’ve had some important mentors in business as an adult, but as a child, I was especially influenced by my parents. My mother drilled into me from a young age that I could accomplish whatever I set out to do. She believed in me without equivocation, and that engrained in me the confidence to take risks in trying new things and starting businesses. My father taught me that people are more important than things, that there is something to learn from everyone, and that honesty and gratitude are the most important virtues to live by. Both of my parents left an indelible mark on my life.

Best life advice you received growing up?

My brother is six years older than I am, and he had a formative influence on me. Through his example and through some poignant teaching moments, he taught me that a promise made is a promise kept, whether to a team, an employer, a friend, or yourself. The advice to be trustworthy and always keep my word has proved invaluable in marriage, fatherhood, and business.

How has parenthood changed you?

My wife and I are the parents of five incredible children, ages 19, 16, 13, 11 and 7. I have often told friends and acquaintances—especially when they’re nervously anticipating the birth of a first child—that parenthood adds love, beauty, and richness to life that is not available any other way. Parenthood has helped me increase in patience, has taught me that the simple things in life are the most important, and has deepened my gratitude for my own parents.

When not working, where will we find you?

The mountains are my happy place. I am extremely grateful for the benefits of nature to renew me and keep me centered on what matters most. During the spring, summer, and fall, I typically camp with my boys a couple of weekends a month.

What would you tell your middle school self?

I would let my middle-school-self know the mantra I live by today, a quote from Harry S. Truman: “Imperfect action beats perfect inaction every time.” Things don’t have to be perfect to be successful, so just do something! On top of that, even “failures” are usually the process learning and of dots being connected that will lead to greater things. Everything will work out in the end!

Best advice on parenting you’ve received?

Before my wife and I had kids of our own, we attended a multi-day family reunion with her side of the family. Over the course of several days, I watched some incredibly kind and polite brothers and sisters who were unusually considerate toward each other and got along really well with everyone. I went to my wife’s uncle and asked, “What on earth have you done to raise such wonderful children?” After a thoughtful moment, he said, “I say ‘yes’ as much as possible so that when I say ‘no’ it means something.” I took that advice to heart in my own parenting style and have found it to be a great recipe for preventing rebelliousness by extending as much age-appropriate trust as possible to my children. As a good example, this has proved to be an invaluable dynamic as my wife and I have explained to our kids why we don’t let them have social media accounts until they are close to leaving home.

Best advice on creating and running a business focused on families and kids’ well-being?

Never forget the mission! In the midst of the daily grind and minutia of starting and running a business, it could be easy to lose sight of the reason you started in the first place. Make the mission of helping families and kids the center of your culture, the yardstick by which everything is measured. The greatest joy of what we do at Troomi comes from those instances when kids reach out personally to let us know how Troomi has blessed their lives.

What do you enjoy doing most with your family?

We love being outdoors! Lots of hikes in the mountains, walks around the neighborhood, and playing in the backyard. And we love working together, whether tending the yard or doing Saturday morning chores. And of course, family movie nights with popcorn and ice cream are our kids’ favorite.

The ABC Kids Expo took place at the Paris Las Vegas Hotel and Casino last month, and I was thrilled to be in attendance. This year’s event once again brought together companies focused on baby and toddler products, ranging from strollers and car seats to smart monitors and anything else that might make parenting and childhood more fun, comfortable and safe.

The expo featured 250 exhibitors from the around the globe, and as I walked through exhibit halls — 15,000 steps the first day — I was thrilled to see many NAPPA Award winning companies showcasing their latest line of products.

Safety and innovation in car seats and strollers were two big trends, as were gender-neutral tones and natural and breathable fabrics.

Take a look at the video below for a sneak peak of what’s new in the world of parenting gear. And for more gift ideas and product reviews on award-winning baby and toddler essentials, visit nappaawards.com.

We’re so excited to bring you our latest NAPPA Award Winners just for Baby + Fam. Check out all the great products featured below.

Naturepedic Breathable Organic 2-Stage Lightweight Crib Mattress

It’s the mattress that truly checks all the boxes. It combines organic materials and chemical safety with waterproof protection, breathability, and flexibility. The washable cover provides excellent airflow should baby turn face down while the underlying mattress is firm, waterproof, and provides excellent edge support. No flame retardants whatsoever or other questionable materials. $399, ages birth-2 years, naturepedic.com

Snuggleluvs

These soft and whimsical stuffed animals are oversized and super fun with long fluffy hair. They make any child smile and are designed to provide comfort and ease anxiety. With their added weight, extra softness, and optimal cuddling size, Snuggleluvs are a stress-relieving companion for all ages. $50, all ages, wildrepublic.com

Premium Contoured Changing Pad

Designed to make changing your baby a clean, easy, and secure process. Made of a durable water-resistant material that’s easy to wipe clean after changing your baby. For extra security, it features contoured walls and a safety belt that has an ultra-soft, luxurious, comfortable buckle cover. Also includes two straps to secure it to your changing surface, as well as a non-skid bottom to help keep the changing pad in place. $29.99, parents, storkcraftdirect.com

Hoop™ Glider & Ottoman

A complete two-piece nursery set. Comfortable, padded arm cushions with pockets for added storage convenience. Enclosed metal ball bearings make for a smooth and gentle nursery gliding experience. Durable, easy-to-clean polyester material. $229.99, parents, storkcraftdirect.com

SplashEZ Mold Free Bath Toys

Make water play wildly fun with these no mold bath toys. Your baby bath set includes 5 adorable animal friends——Tony Tiger, Leo Lion, Quentin Quail, Freddy Frog, and Uma Unicorn. BPA-free with hole-less design means no water seeps in. After bathtime, the toys dry off and stay odor, slime, mold free. $9.99, ages birth-2 years, amazon.com

Papablic Baby Bottles Sterilizer and Dryer

When feeding with a baby bottle, it can be difficult to keep bottles clean and 100% safe, even if washed thoroughly after every use. This cleans your bottles with penetrating steam that is hotter than the dishwasher and dry the safe way with hot air. Completely clean your baby bottles in 8 minutes. $79.95, for Parents with kids 0-24 months, papablic.com

Our NAPPA Awards team loves celebrating great reads. Check out our latest NAPPA Award winning books for all ages.

Babies & Toddlers

Baby Ballers: Venus and Serena Williams

Before they were serving up grand slam victories, Venus and Serena Williams were just two sisters growing up in Compton. Follow along this inspiring story as they go from learning tennis with their dad to winning Wimbledon. $7.99, ages birth-2 years, silverdolphinbooks.com

Farm Animals

Bond with baby and build emotional security through a cozy reading ritual. This board book with whimsical illustrations introduces kids to the fun world of barnyard friends. Includes interactive features. $17.95, ages 6 months – 3 years, lilbigworld.com

Messy Time

This book shows joyful, messy play in different environments: with art materials; with mud, sand, and water; in the kitchen; in the garden; in the bathtub. It is messy play that provides rich sensory experiences and unstructured play. At the back of the book, a section for parents and caregivers has tips for making the most of messy play, including clean-up time. $8.99, ages 1-5 years, freespirit.com

Sing A Song of Kindness

Rediscover your favorite nursery rhymes, adapted to celebrate kindness, friendship and compassion. This beautifully illustrated collection comes with a touching message that a little kindness makes the world a better place. $9.99, ages birth+, silverdolphinbooks.com

Try-Again Time

Helps young children develop a growth mindset, learn how to persevere and practice self-regulation skills. The back of the book provides active suggestions and tips for adults to manage try-again time together. $8.99, ages 2+, freespirit.com

 

Preschool & Early Elementary

The Hero of Compassion: How Lokeshvara Got One Thousand Arms

A retelling of a classic Asian Buddhist tale of compassion and resilience that teaches that even when we feel overwhelmed by the suffering we see in the world, we can still find creative ways to help those around us. $18.95, ages 4-8, shambhala.com

The Moon is Broken

A lyrical bedtime story that explores the power of imagination and friendship while teaching children about the phases of the moon. $9.99, ages 2-5, amazon.com

We Listen to Our Bodies

Gives children a vocabulary to understand and communicate their feelings, develop personal boundaries, and build their social and emotional skills. $15.99, ages 3-5, freespirit.com

Tweens & Teens

 You Got a Phone! (Now Read This Book)

Features a humorous yet supportive tone and hilarious illustrations that draw readers in and keep them engaged. Provides important information on cyberbullying and the hazards of too much screen time. $10.99, tweens, freespirit.com

Slaying Digital Dragons

With a frank and humorous approach to a timely topic, this book pulls back the curtain on the hidden aspects of the digital world. It shares signs of how screen time can affect the lives of young adults and gives tips for protecting their privacy, safety, and reputation through social media. $24.99, ages 10-18 years, freespirit.com

My Little Pony: Virtual Magic

Ever wondered what it would be like to visit modern-day Equestria? This 18-chapter extended reality (XR) adventure will take you deep inside — with the exclusive prequel content of Izzy’s backstory. $39.99, ages 7-11, quantumstorey.com

Parents

Work, Parent, Thrive

Ditch guilt and manage overwhelm with these science-backed strategies. The friendly and supportive tips and anecdotes are designed to give working parents the tools they need to better manage the daily challenges and focus more on the joy. $19.95, shambhala.com

 

This May Be Difficult to Read

Brings cognitive and developmental research to life for parents to help their child with reading and comprehension. Transform interactions at home so that learning becomes a byproduct of fun by thinking as a child thinks and learning as a child learns. $19.99, parents, amazon.com

NAPPA Awards has been celebrating the best in family products for 33 years. For more product reviews and gift ideas visit nappaawards.com

 

 

 

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