How to sell a new toy invention

There are many popular stories about toy inventors succeeding with a new toy, from Trivial Pursuit that sold millions to little inventions that sold by the thousands. There are toy inventors who are successful every year, although the odds are still against them as they are against inventors in every category. From the inventor’s perspective, the toy industry has several things going for it.

1. There are toy agents who work with inventors to license their toys to manufacturers. Several of these agents and the representatives below who can bring toy products to major retailers such as Toys-R-Us or mass merchants.
2. The industry has a large trade show where inventors can meet with toy companies and their representatives.
3. The toy manufacturing and retail trade has a dominant trade magazine that enables press releases and provides a degree of access to key industry players.
4. There are several independent sales representatives who sell toys to independent toy stores and other stores, such as drug stores and hardware stores, that also sell a selection of toys.

Toy Agents

Toy agents work in a variety of ways and with different payment methods, but most will try to license their idea to a toy company or work to sell their idea to major retailers. All agents have product submission requirements, so if you are interested in working with an agent, please contact them to find out what you need to do to have them review your idea and then decide if they want to offer you a contract.

International Toy Fair

At the beginning of each year, the Toy Association has its annual International Toy Fair, which is a well-attended event and the place where almost all the major new toys are presented. The program also has a launch pad section for new inventors to help get those products recognized. The fair is an event where you can get orders, be exposed to the majority of potential buyers, and have the opportunity to meet agents and representatives who are interested in representing your product. I highly recommend that you attend, even just as an assistant if you are serious about launching your idea.

You can also find quite a bit of information from a wide variety of Toy Show participants, from first-time inventors to established merchants, simply by Googling the sale at the toy fair.

Playthings Magazine

The industry has well-read magazines that go to stores, manufacturers’ sales reps, and other manufacturers. You can send press releases to the magazine about your product and any events or activities you plan. You can also submit stories about any planned marketing campaigns, as well as stories with photos of events you have held to promote your toy or game. You can also find the names of independent sales representatives in the magazine by checking the industry news. Another way to find representatives is to simply submit product information on small and medium-sized business new product launches. Often times, the literature will come with the name of a representative that you can contact to see if they will be interested in bringing your product.

Manufacturers Sales Agents

The industry has many manufacturer sales agents who will sell their product to both large and small retailers. You can expect to pay a commission of around 10-12% for everything they sell. Reps generally cover a limited area, so you may end up needing 8-10 repeats for national coverage. Some of the agents listed in the previous section may also be willing to represent you and your product in stores.

You can find representatives by searching for names or requesting literature as detailed in the previous section or by calling local stores and asking who their representatives are. Often times, if you get the name of one representative, you will get the names of other representatives. Once you get just a few names, you will get additional names by doing a Google search for those representatives. Sometimes their names will appear on another manufacturer’s site for their list of representatives. It may take more than 10 hours or research to develop an extensive list, but it can usually be done.

Once you get the names of the representatives, spend more time composing your emails. Reps will typically not accept a product unless it looks like it could produce at least 10% of your income. Include in your package the success stories of the representatives at the retailers, copies of any press releases you have, photos of your product being sold in stores, and any other relevant information that shows that your toy is a winner. You should also list the shows you attend or have attended, photographs of your booth, and any marketing programs you are planning to host.