Dr. Lisa Williams, CEO at World of EPI, discusses the challenges of the past year, the big wins (a TOTY!), and what’s next for her growing company in this extended edition of The Toy Book’s 2023 State of the Industry Q&A roundtable. Want more insight from the all-stars of the toy industry? Click here to explore this year’s lineup!
The Toy Book: Last year, World of EPI made a big splash in the industry with collaborative efforts, including Rock the Bells dolls and the TOTY-winning Black Panther: Wakanda Forever Fresh Fierce Collection by The Fresh Dolls. What new collaborations are on the horizon?
Dr. Lisa Williams: We are always super excited to form new collaborations. This year, we are thrilled to announce we will be collaborating with Composition Media to create an animated series featuring the Fresh Dolls! This is a passion project for us. We remember as children hopping out of our beds, running downstairs, and sitting in front of the television in our pajamas to watch our favorite cartoons. To be a part of the next generation of children watching multicultural characters in animated form is another “pinch-me” moment. We are all over-the-moon excited about this collaboration.
In addition, we at the World of EPI are creating some really cool things. We have expanded the Fresh Squad and Fresh Doll Collections. We are also introducing new publishing categories, such as coloring and activity books, and new toys like The Fresh Cuddles and The Fresh Fairies. The Fresh Cuddles are soft, huggable, and nurturing multicultural plush characters that are sure to steal your heart. Our Fresh Fairies are the most adorable and cute multicultural representation of fairies. They have custom-blended skin tones, uniquely beautiful faces, and authentic hairstyles like Afro, Afro puffs, Bantu knots, and stylish hair scarfs.
TB: What are some of the biggest challenges you’ve encountered in the past year, and how have you overcome them?
DLW: The biggest challenge we faced last year was having a vision and wanting to execute it perfectly. To do so required us to go beyond the norm. We had to push beyond the boundaries and be more innovative. It required us to create hair textures and hairstyles that have never been done before. We are the first to mass-produce authentic locs. There were several late and sleepless nights, but creating this patent-pending hair and seeing the joy from fans makes it all worth it.
TB: How is World of EPI working to reach kids and families in new markets this year?
DLW: We always strive to expand markets to meet the request of our Fresh Family. So, we are looking to expand retail outlets, online platforms, and global markets. We do this through a unique combination utilizing efficient supply chains. It ranges from expanding our online presence to direct relationships with retailers and adding distribution partners.
TB: How does Toy Fair moving from February to September impact your business, and what’s your take on the trade show shift?
DLW: We think the shift is great! Personally, it always falls on my birthday in February, so to be able to spend my birthday and Valentine’s Day at home with friends and family is a plus. But on the business side, it gives us a greater opportunity to develop more innovative products for our buyers. Most of our retail partners are mass, and we know this timing works better for them.
TB: What are your overall predictions for the state of the toy industry and toy retail this year?
DLW: I am optimistic about the state of the toy industry and retail for this year. People are looking for inspiration and I think the toy industry is uniquely positioned to offer inspiration at reasonable and affordable prices. Everyone can find something that will inspire, uplift, and encourage them to live their dreams. From children to adults, the toy industry provides optimism, hope, and joy in all circumstances.
A version of this Q&A was originally published in the 2023 edition of The BIG Toy Book. Click here to read the full issue! Want to receive The Toy Book in print? Click here for subscription options!
