Jun 05, 2013 The following list are toy agents that Hasbro will speak to if you are considering going down the toy agent route to get your idea to market.(list as at 2008/9).

• Toy Story 3
• Eye Toy Game
• Powder Toy Game

I need quick help. I am trying to get my product in front of some major toy companies. I have a functioning prototype, sales sheets, etc.

Created and ready to present. I have contacted Hog wild toys and Spin Master.

Hog Wild toys passed on the project. They said that is was a mass market toy and they deal in specialty stores. I need to get this in front of some mass market toy companies. Hasbro and Mattel require the use of a toy broker and will not take individual submissions. I am looking for anyone’s experience in this area.

Any information, no matter how small will help me make the right decisions. If you have anything that you would like to share, please post it here or if you do not like posting on the forums, please email me. This is the list of toy brokers supplied by Hasbro. Does anyone have any experience with any of these companies? MARRA DESIGN ASSOCIATES, INC.

– www.marradesign.com ROYALTY PROS – www.royaltypros.com DELANEY PRODUCT DEVELOPMENT – Hanover Park, IL NEWFUNTIERS – www.newfuntiers.com ANJAR COMPANY – www.anjar.com EXCEL DEVELOPMENT GROUP – www.exceld.com REHTMEYER, INC. – www.toysngames.com CACTUS MARKETING SERVICES – www.cactusmarketing.com Thanks! Hey Greg I to am a person with a toy idea, I have drawings and two prototypes, one that works. I plan to try and take this to one of the Everyday Edison casting calls, but here is another company you might try, I’ve spoke with someone at this company and so far they seem to be very easy to talk with, I just haven’t sent anything to them yet.

The companys name is “Leaps and Bound” give them a shot, I’m trying to find other companys as well just to have some others opition until I get things where I think they need to be before I submitt something. Roger and David, Thanks for the info Richard and I are great friends and he does not charge me fees to review. Very similar to David. If a product of mine is worth while then we pursue it, if not we flush it.

David, I am glad that you posted here. It sounds like you have the right idea and I believe that a true broker is looking to make money off of successful products they license and not off of review fees. I can imagine that that Roger, I originally got into the toy market to place an electronic toy but in the process I have created many different ideas that we are working on in a lot of different categories. The mass market toy industry is tough.

One thing that I can say is that I am learning a lot about it. Before I met Richard, it took me almost 6 months worth of networking to get to the right people in the large toy companies and then they would take 30 or 90 days to to review an item for me. Now I am able to present and receive responses sometimes even in the same day. From my experience, that is the difference between having a broker and not having one in the toy biz. I would much rather get my feedback quickly from a company and move on to other companies or ideas than sit and wait. The other thing that I am doing is getting my products on MY shelf.

Timing is important as well and sometimes it is best to sit on an idea and wait for timing to catch up with it, instead of rushing into a license that is not worth while. Kyle, I agree with Roger.

Toy Fair is great. One of my best decisions was to go to Toy Fair and see what it was all about. Especially if you are in NYC, you are already there and there are a bunch of companies located right in the Toy District. I would also recommend any of Richard Levy’s book on Toy Inventing. The big question/decision is whether you plan on licensing your product or self producing it. If you are planning on self producing it, a professional factory ready prototype will be a great investment.

I t will help you get accurate quotes from manufacturers. If you are planning on licensing your toy then most likely a professional prototype wil be a waste of money. To license your product you need a prototype that proves its functionality and play value, other than that the company you license it to will most likely want to put their own style on it and will end up scrapping your expensive prototype. I hope this helps. I will be in NYC again this year for Toy Fair. Maybe I will see you around. Another option is to represent yourself (no agent needed) at the Toy and Game Inventor Conference in November in Chicago.

It is the only time all year companies like Hasbro, Disney, Spin Master and others (there were 49 speakers last year) will look at your products without an agent if you are not on their professional inventors list. Hasbro has had at least 2 people there since 2006, including their Head of Global Product Acquisition and Inventor Relations. In addition, there is a full conference agenda taking you from the beginning of your product to global distribution. The networking is unmatched as you have breakfast, lunch and dinner with these people for 2 full days and includes a ticket to the Toy and Game Inventors of they Year Awards Dinner,. While you are there, you can also attend the Chicago Toy and Game Fair at no charge.

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Many professional inventors also attend the Conference for the networking. Richard Levy and Ron Weingartener are updating their book. Watch for it in electronic version. There is also a lot of free information.

Since the thread started with Hasbro, there are 2 Hasbro representatives on the Advisory Board for these three events and the new Hasbro Broker letter includes this Conference and DiscoverGames.com. Mary Couzin Director, Chicago Toy and Game Group.

Here is an article I read regarding Toy Brokers & Agents. This is mostly about toys, but it could easily apply to board games as well.

I have been asked about how the Toy Agents/Toy Brokers work. Here is a standard overview of what I encountered.

And I know prices, royalties and everything else is different for every Agent/broker and deal, but this at least gives you an idea what to expect. This is why I look forward to EN bringing in more toy searches. The Toy industry is the most fasinating and frustrating industries I have worked in so far. Most Toy brokers/Agents wanted $125 to $300 per idea to review your concepts.

I had 27 toy concepts so I was looking at $3,375 on the low side to get them reviewed. Then, once they were reviewed the Agent/broker would want to have a presentation made for those items they picked from the 27. Lets say they picked 5 out of the 27 to move forward. A proper formatted presentation to fit the target company was around $700 each, so 5 times $700 = $3,500. Now if the agent/broker decided I really needed a prototype made the price could be $1,100 and up. So, using the 5 times $1,100 = $5,500. Now lets say that is all the expense I have in order to be ready for the items to be shown to Wham-O.

My grand total is $12,375 for the 5 items. Now, lets say the Agent gets them in front of Wham-O and they say, nice, but not interested. The agent/broker says well lets try these other companies and you are back to square one, but hopefully no additional charges. Now, if Wham-O says yes to one of the items negotiations begin. Wham-O used to pay a $5,000 advance, not sure if they still do due to the economy.

You and the Agent/broker split the advance either 60/40, 50/50. As I said this is in general terms some brokers ask for less, others more. The same terms apply to whatever royalty agreement the Agent/broker gets for you. Understand this scenario is based on the Agent/broker reviewing your 27 concepts and picking 5 out of the 27 to move forward. What if the Agent/broker looked at all 27 and did not find any they thought they could represent? You now have to go out and find another Agent/broker and get them to review your 27 concepts all over again.

Since this is a new Agent/broker you are again paying a fee per item for the review of all 27. You tell him which 5 of these items have already been shown to Wham-O and turned down, so they know not to pick those items for that company.

So, on the low side you are looking at another $3,375. This reviewer may have the same contacts as the previous reviewer or lets say he has contacts in different companies the other Agent/broker did not have and he likes 8 out of the 27 ideas. You hopefully can use the presentation and prototypes from the first Agent/broker to approach their contacts and the process begins again. Before approaching any Agent/broker ask about their successes and ask if they deal with the companies you are hoping to target. Some agents/brokers specialize in certain areas,like plush toys or action figures. Don’t assume a agent/broker covers the entire industry.

Mattel and others may not look at items unless they are presented by certain agents/brokers. At one time Mattel sent me a list of agents/brokers they preferred you use. I don’t know if that is still the case. Having dealt with companies in other markets that I licensed my items to I contacted the companies in the toy industry I wanted to target, myself. I found that I did not need a lot of the things I was told were needed to get your foot in the door. I licensed two toys to one company and licensed another to Wham-O.

I am still pitching toys to varioous companies and have a couple on review. So, I am at the hurry up and wait phase right now.

Has anyone here had experience with toy brokers and agents? Does this pretty well sum up your experience as well? Yes, the hobby toy and game industry is much, much different than the mainstream. Naturally, it comes with scale. The mainstream market moves more volume through large retailers, which means more money, which means more people interested in pitching them. Hence, the no unsolicited submission clauses and the need of agents.BUT.

Toy Story 3

There is another very excellent option for getting games reviewed by the mainstream companies like Hasbro, Fundex, Endless Games, Buffalo Games and the like. And it takes place in a couple weeks. Mary Couzin is a true advocate for designers and inventors with a passion for board gaming. She has been on a long mission to help independent designers into professional game design and promoting gaming to the general public.

Eye Toy Game

The T&G Inventors con is an event she runs every November in the two days before the consumer show, CHITAG, (which is like Gencon for the mainstream). (Nov 17 - 20) This very affordable convention brings all the development folks from every major toy and game company together for a broad array of seminars, round tables and panels on the toy and game industry (mainstream) and how to best work as a designer in it. Beyond the great education, there are networking opportunities where you can meet the people who bring game concepts into the company from inventors. Even better, you have the opportunity to do a 10 minute, face-to-face, meeting with them - which I have always used for prototype pitching. This is an amazing opportunity which allows designers to get in front of the right people, at a time when they are actually open to your ideas.

Powder Toy Game

Many deals have been signed at the show - or at least brought to the next level of review back at their HQ. And all without the cost of agents.

I whole heartily recommend this show for those with aspirations of talking with the big guys. It is WELL WORTH every penny and I have returned year upon year. It was how I licensed 3D Outdoor Chalk to Crayola and has led to many very near successes with Hasbro and others.

If nothing else, over the past five years of attendance here and walking the halls of Toy Fair, I have become a familiar face in the community of inventors, to the point where I can now call or e-mail Hasbro and set up a meeting. And there is no putting a price on that. Now it's up to you. Curt Covert Smirk and Dagger Games.