On Oct. 31, 2002, while most folks were out trick-or-treating, Mark and Karen Carson were launching Fat Brain Toys.
Over the past two decades, Fat Brain Toys has grown from a tiny retail operation run from the basement of a home in Elkhorn, Nebraska, into one of the world’s premier makers, distributors, and retailers of educational toys. In 2020, TOMY acquired Fat Brain Toys, and last year the company moved into a 195,000-square-foot facility.
The Toy Book recently caught up with Fat Brain Toys President and Co-Founder Mark Carson to discuss the important lessons learned in the company’s first 20 years, the challenges of inflation, and what retailers can look forward to in 2023.
The Toy Book: Now that you’ve hit the big 2-0, what are a couple of the most valuable lessons you’ve learned about the toy industry?
Mark Carson: The relentless change is probably the thing that stands out the most. When I think back over the products — and even toy companies — that have come and gone over the last 20 years, it’s really staggering. I think the lesson in this is figuring out how to continually reinvent yourself to stay relevant in this fast-changing industry, while still staying true to why we started the company in the first place. That is one of those lessons I’m learning one day at a time.
TB: When we last spoke during ASTRA Marketplace & Academy, you expressed some concern about how inflation might impact your customers this fall. How has that panned out now that we’re in the midst of the holiday season?
MC: As of this writing, it’s safe to say that compared to last year, customers are sitting on their wallets waiting to spend. But the last two years were such outliers, that we’re really looking at 2019 as a better guide for what a “normal” year looks like. Inflation and general economic conditions may defer some purchases, but we’re still confident that parents and grandparents will still be more than happy to splurge for the special kids in their lives.
TB: Just over two years ago, TOMY acquired Fat Brain Toys. How has that relationship affected product development and innovation at Fat Brain?
MC: In most ways, we’ve continued to develop product largely independently [from TOMY]. But there are other examples where product innovation has come about precisely because of the teaming up of Fat Brain and TOMY. The best example of this is Pretendables, a new range of imaginative playsets that will ship early next year. During one of our very first meetings with the TOMY team, it was decided that we would put together a “skunkworks” composed of two Fat Brain team members and two TOMY team members. The fruits of that collaboration have created a new product category for us, and a refreshing, modern take on imaginative play for kids around the globe. The interest in this new range has been off-the-charts so we couldn’t be more excited to get this on the market.
TB: Farm channel retail has really seen an uptick in importance in recent years, and the category of farm toys itself seems to be expanding. FarmToys.com is powered by Fat Brain Toys and features some fantastic items. Can you tell us a little bit about how that project came to be and how Fat Brain fits into the farm toys space?
MC: This is actually another fun collaboration between TOMY and Fat Brain. With TOMY’s breadth of farm toys and our e-commerce capabilities, it was really a natural extension. So many mergers & acquisitions (M&A) deals talk about “synergy”, but these are two of several real-world synergies that have come about as a result of the TOMY/Fat Brain marriage.
TB: You’ve been pretty vocal about the importance of in-person trade shows and the calendar shift for Toy Fair. Where can retailers and distributors expect to meet up with your team in the year ahead?
MC: The easier question might be where you won’t find us! Starting in the New Year, we’ll be exhibiting at Spielwarenmesse in Nuremberg, Germany; NY NOW’s PLAY USA in New York City; ToyFest in Las Vegas; ABC Kids Expo in Las Vegas; the Atlanta and Dallas Toy & Gift Shows; ASTRA Marketplace & Acadamy in Columbus, Ohio; the Learning Express Toys & Gifts Convention in Schaumburg, Illinois; and of course, Toy Fair at the Javits Center in New York in the Fall.
TB: Speaking of 2023, you have a pretty stellar lineup of new products. What are some favorites that retailers can look out for?
MC: I’m always excited to release new products, but the class of ’23 will feature new categories for Fat Brain, several absolute toy innovations, multiple new games, and a couple of other surprises for good measure! In terms of favorites, you’re hearing it here first: Keep an eye out for “Mr. Bendy,” he’ll be the life of the party.
Retailers and distributors interested in stocking and selling Fat Brain Toys are encouraged to visit the company’s B2B website, fatbraintoyco.com, for a full catalog and contact details.
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