WEBVTT - Crowdsourcing Creativity for Toy & Game Design 0:00:03.760 --> 0:00:04.720 Now really. 0:00:06.760 --> 0:00:11.160 Really now, really well and welcome to really know really 0:00:11.200 --> 0:00:13.680 with Jason Alexander and Peter Tilden, who remind you we 0:00:13.720 --> 0:00:16.480 are constantly trying to source a large crowd of subscribers 0:00:16.520 --> 0:00:19.320 and hoping you will be one. And speaking of crowdsourcing, 0:00:19.360 --> 0:00:22.880 many industries, including toy and game makers, increasingly depend on 0:00:22.920 --> 0:00:26.800 crowdsourcing for fresh ideas. Outsourcing creativity to the masses can 0:00:26.840 --> 0:00:30.600 offer valuable feedback, but that data can also be misinterpreted, misunderstood, 0:00:30.680 --> 0:00:33.800 or create just plain bogus ideas. That said, the annual 0:00:33.800 --> 0:00:36.320 toy business in the United States is one hundred billion 0:00:36.360 --> 0:00:38.960 dollar industry, by far the biggest toy market in the world. 0:00:38.960 --> 0:00:40.479 But apparently the little elves and. 0:00:40.479 --> 0:00:43.279 The toy making factories are running out of ideas, so 0:00:43.320 --> 0:00:44.920 now they're turning to all of us to do the 0:00:44.960 --> 0:00:45.760 creating for them. 0:00:45.800 --> 0:00:48.280 Seems we've become the elves. Really no really. 0:00:48.920 --> 0:00:51.040 To break down the inner workings of today's toy and 0:00:51.120 --> 0:00:53.320 game world, Jason and Peter turned to an old friend, 0:00:53.440 --> 0:00:56.200 David Fuhrer, who has created and licensed more than three 0:00:56.280 --> 0:00:59.800 hundred toys games in household products, generating retail sales of 0:00:59.840 --> 0:01:02.840 a one billion dollars and he's also the holder of 0:01:02.840 --> 0:01:05.679 the Guinness World Record for being the fastest backwards talker. 0:01:06.240 --> 0:01:10.319 So now backwards here are nasaug Rednecks, len rettap Netlett. 0:01:11.959 --> 0:01:14.720 Episode number seven, five, nine or three six. 0:01:14.840 --> 0:01:16.640 I don't, I have no idea. I have no idea. 0:01:16.680 --> 0:01:16.880 I do. 0:01:16.920 --> 0:01:18.039 We've done a lot of these. 0:01:18.640 --> 0:01:24.000 We have done at least win no, Mark Maren, I've 0:01:24.040 --> 0:01:28.280 never heard that phrase about us, you Mark, We've probably 0:01:28.319 --> 0:01:30.679 into this by way. And when I say this number 0:01:30.959 --> 0:01:34.240 people listening really no, really really know. We're about seventy 0:01:34.280 --> 0:01:35.000 or eighty episodes in. 0:01:36.040 --> 0:01:39.280 Yeah, yeah, look at us, and we are a cottage indust. 0:01:39.200 --> 0:01:43.920 So this episode was again the generation of this episode 0:01:43.959 --> 0:01:46.759 is I'm seeing New York Time article and the headline 0:01:46.760 --> 0:01:48.680 has got an idea for toy toy makers want to 0:01:48.720 --> 0:01:50.400 hear from you, And I'm thinking of. 0:01:50.320 --> 0:01:53.440 That, is that just restricted to the toy industry. I 0:01:53.720 --> 0:01:56.720 got an idea for a rocket science project. Rocket scientists 0:01:56.720 --> 0:01:59.360 would like to hear from all the industry, exclusive to 0:01:59.360 --> 0:02:00.480 all these industry are doing it. 0:02:00.480 --> 0:02:01.760 But I saw it in the toy industry and I 0:02:01.760 --> 0:02:04.720 thought to myself the Sebastian amount of skopkale joke where 0:02:04.720 --> 0:02:07.040 you said, he goes into the supermarket and now you've 0:02:07.040 --> 0:02:09.000 got to scan your items, And he said, it's like 0:02:09.040 --> 0:02:10.560 they all got together one and said, you know what 0:02:10.639 --> 0:02:13.280 you do it? Yeah, that's it's like the toy companies. 0:02:13.360 --> 0:02:15.480 I would think, and we have a specialist here knows 0:02:15.520 --> 0:02:17.880 from the toy business. But I would think like if 0:02:17.919 --> 0:02:19.600 you called if I called, like a toy company in 0:02:19.600 --> 0:02:21.000 the seventies and said, hey, I got an idea for 0:02:21.040 --> 0:02:22.640 a game, they say, hey, kid, yeah, thanks, ye, thank 0:02:22.720 --> 0:02:26.600 you so much. We have professionals doing this now because 0:02:26.639 --> 0:02:30.720 you can crowd source people. It's ideas that it's easy 0:02:30.760 --> 0:02:33.799 to put it out there and say, yeah, it's crowdsourcing 0:02:33.800 --> 0:02:34.480 that idea for. 0:02:34.520 --> 0:02:37.360 Me, for me, because I'm being serious now, I know 0:02:37.440 --> 0:02:40.200 what like a kickstarter is, that's crowdfunding. 0:02:40.560 --> 0:02:44.040 Crowdsourcing his ideas getting finding a group of people who 0:02:44.040 --> 0:02:46.760 are fascinated by this kind of thing that can help 0:02:46.800 --> 0:02:49.840 you develop stuff or you can actually test ideas out, 0:02:50.400 --> 0:02:53.560 like is this we're going to limited edition freedom chip 0:02:53.680 --> 0:02:57.679 with liquorice that somebody recommended? Twenty thousand more people responded, 0:02:57.720 --> 0:02:59.679 we like this idea you put out and you lose 0:02:59.680 --> 0:03:03.799 your sure, but there you go, But that's crowdsourcing. Thank 0:03:03.880 --> 0:03:07.040 you well, but crowdsourcing ideas. 0:03:07.240 --> 0:03:10.080 Remember, I think every project we've ever done, it sounds 0:03:10.080 --> 0:03:11.320 like it must have been crowdsource. 0:03:11.440 --> 0:03:14.200 Then under that you're using the public today with AI now, 0:03:14.280 --> 0:03:16.680 but also the opportunity because of the Internet to get 0:03:17.000 --> 0:03:19.639 quick response times. You can test stuff out. You used 0:03:19.639 --> 0:03:22.440 to focus group stuff when you did games or anything 0:03:22.720 --> 0:03:24.320 with a group of twelve people, and you may be 0:03:24.440 --> 0:03:26.359 lucky to do a bunch of focus groups and see what. 0:03:26.639 --> 0:03:29.520 Hopefully their real answer was sure, because focus groups are 0:03:29.560 --> 0:03:32.360 tough too, because somebody always takes over and dominates. You 0:03:32.440 --> 0:03:34.840 never know if it's the real thing. I asked the question. 0:03:34.960 --> 0:03:37.080 There was a very many people hated the girl. Focus 0:03:37.160 --> 0:03:41.360 groups can be obviously very detrimental, so I wanted to 0:03:41.360 --> 0:03:43.320 find out, especially in the toy world, because it's so 0:03:43.400 --> 0:03:45.960 quickly changing how you come up with the toy. So 0:03:46.000 --> 0:03:47.560 you and I didn't know you knew this girl. 0:03:47.600 --> 0:03:53.080 Also, there's also anything but having a grand little grand child. 0:03:53.840 --> 0:03:56.360 You can go out and spend one thousand dollars on 0:03:56.440 --> 0:03:58.720 Fisher Price and the ever been research and this is 0:03:58.760 --> 0:04:02.520 developmental can put a marble and an empty plastic bottle 0:04:02.640 --> 0:04:05.240 and that kid will play with that, you know. 0:04:05.240 --> 0:04:07.000 Okay, to your point, we'll find out about that. But 0:04:07.000 --> 0:04:09.280 I remember years ago somebody said, I bought a three 0:04:09.360 --> 0:04:12.000 hundred dollars toy from my son. He's playing with the 0:04:12.040 --> 0:04:16.640 box to sit in the pay. David fere is somebody 0:04:16.680 --> 0:04:20.520 I knew from way back when I first got out here. David, 0:04:20.560 --> 0:04:22.680 I think came on because of his skill set, and 0:04:22.720 --> 0:04:24.600 we'll do a little of that later on, where he 0:04:24.600 --> 0:04:28.120 has a Guinness WORL Burke of Records, ability to talk backwards, 0:04:28.160 --> 0:04:30.760 which is mad, it's insane. But I met him because 0:04:30.760 --> 0:04:33.320 I think he came on the radio show when I launched, 0:04:33.600 --> 0:04:37.720 because he had just launched the nerve football that had 0:04:37.360 --> 0:04:39.960 the vortex that had the tail on it, which I 0:04:40.000 --> 0:04:41.800 think has sold more than just about any toy. 0:04:41.920 --> 0:04:44.320 And I saw it was John Ellen john Away through 0:04:44.360 --> 0:04:47.240 it like seven football fields or something like that, one 0:04:47.240 --> 0:04:49.440 of the football guys, and I think David realized that, 0:04:49.640 --> 0:04:51.479 and I go, well, of course he can do it. 0:04:51.720 --> 0:04:54.480 David had friends like you and I. He'd see them 0:04:54.480 --> 0:04:56.240 throw football and go these are and that more. 0:04:56.600 --> 0:04:58.400 Yeah, so we're going to make a ball that even 0:04:58.440 --> 0:04:59.120 a guy like that. 0:04:59.120 --> 0:05:03.599 Could throw exactly. And since I've seen David, he has 0:05:03.680 --> 0:05:07.760 either license or created over a billion dollars in sales 0:05:08.040 --> 0:05:11.119 or with the toys that he has done. 0:05:11.960 --> 0:05:13.200 You think he keeps any of that? 0:05:13.560 --> 0:05:17.800 Oh yeah, I think the clothing looks good, shoes look good. Shot. Okay, 0:05:19.480 --> 0:05:20.480 you know he's sitting right here. 0:05:20.880 --> 0:05:24.080 Oh I love that you loved you sneaking into the 0:05:24.120 --> 0:05:29.840 mic like this right estimating his he's four feet from us, 0:05:30.000 --> 0:05:32.320 you know, because if he's like me on Celebrity net Worth, 0:05:32.560 --> 0:05:34.000 they always get it right. 0:05:35.800 --> 0:05:38.080 It's a David fear. Thank you for coming. Welcome sir. 0:05:38.160 --> 0:05:40.000 Good to see your my old friend Dave. I haven't 0:05:40.000 --> 0:05:42.040 seen you, David in quite a while, but we met 0:05:42.040 --> 0:05:43.400 and I think eighty eight or eighty. 0:05:43.279 --> 0:05:46.159 Now look exactly the same, Peter, because your eyes. 0:05:46.040 --> 0:05:47.919 Are drying out. What's that about the time that you 0:05:47.960 --> 0:05:49.040 came out with the football? 0:05:49.720 --> 0:05:52.520 Football was nineteen ninety two, so it would be about 0:05:52.520 --> 0:05:53.960 the right time exactly. 0:05:54.040 --> 0:05:56.039 And how many of those suckers did you sell? 0:05:56.320 --> 0:05:56.520 You know? 0:05:56.880 --> 0:06:00.120 Well, it's in its thirtieth year and I think we're 0:06:00.160 --> 0:06:02.760 at something around forty five million? 0:06:05.520 --> 0:06:05.880 Did they do? 0:06:06.360 --> 0:06:08.359 Is it like the record business? Other businesses? Will you 0:06:08.400 --> 0:06:10.240 got to sue to get an audit that shows what 0:06:10.279 --> 0:06:10.520 they were. 0:06:11.000 --> 0:06:14.720 So they do a quarterly royalty report, so you know, 0:06:15.040 --> 0:06:16.720 every and I never know what's going to be in 0:06:16.760 --> 0:06:19.440 the envelope, and every quarter I always think it's the last. 0:06:20.080 --> 0:06:21.479 But it's gone on for thirty years. 0:06:21.680 --> 0:06:22.520 So how is it? Alway? 0:06:22.560 --> 0:06:26.599 By the way, Elway was the spokesperson, and yeah, I 0:06:26.600 --> 0:06:30.000 mean at the very beginning, it was a rather simple 0:06:30.080 --> 0:06:33.560 product and I showed it to twenty four companies. Everybody 0:06:33.600 --> 0:06:37.160 rejected it. And then I was at a trade show 0:06:37.200 --> 0:06:39.520 in Japan and I was sitting across the table from 0:06:39.640 --> 0:06:42.839 this gentleman named John Barber, who was president of a 0:06:42.880 --> 0:06:46.320 small toy company in northern California. And John said, oh, 0:06:46.360 --> 0:06:48.159 you had an inventor. He was a Scottish guy, and 0:06:48.200 --> 0:06:49.840 I do a poor accident, and he said. 0:06:49.640 --> 0:06:51.080 He's going to say you that it was from the 0:06:51.200 --> 0:06:52.000 very Jewish section. 0:06:54.080 --> 0:06:56.680 He said, you have one product that you think is great, 0:06:57.160 --> 0:06:58.640 and that's the one I want to see. 0:06:59.240 --> 0:07:00.000 And I thought about it. 0:07:00.080 --> 0:07:02.200 I said, I told him about this product that everyone 0:07:02.240 --> 0:07:05.760 had rejected, and he actually called me two days later 0:07:05.760 --> 0:07:09.400 and said send me that product, and I overnighted it 0:07:09.440 --> 0:07:11.360 and the next day he called me and he said, 0:07:11.360 --> 0:07:14.080 we love this product, we want to do it, and 0:07:14.320 --> 0:07:17.080 they actually improved the product. They put it through wind 0:07:17.080 --> 0:07:19.960 tunnel tests at Stamford, and then they hired John Elway 0:07:20.000 --> 0:07:22.600 at the height of his career to promote the toy, 0:07:23.200 --> 0:07:25.480 and it became the best selling toy football in the world. 0:07:25.720 --> 0:07:29.040 But you know what's crazy about that is not that 0:07:29.120 --> 0:07:30.640 this is going to be what the whole episode is about, 0:07:30.640 --> 0:07:33.880 but look at that. So what I think has to happen, 0:07:33.880 --> 0:07:35.680 But I don't know in what order is somebody has 0:07:35.720 --> 0:07:37.840 to look at a football and go, boy, that's most 0:07:37.880 --> 0:07:40.840 people can't throw that damn thing. Then I want to 0:07:40.840 --> 0:07:44.800 fix that problem. Then here's how you fix that problem. 0:07:44.960 --> 0:07:48.119 Then here's my first I guess with glue, you stuck 0:07:48.120 --> 0:07:52.360 a tail on a small I mean, how us through? 0:07:53.160 --> 0:07:53.400 You know? 0:07:53.880 --> 0:07:57.000 Two, I've got a thing I can show somebody. 0:07:57.040 --> 0:08:00.000 Yeah, I mean you identified it correctly as I couldn't 0:08:00.040 --> 0:08:02.440 throw a football. So I you mentioned before and a 0:08:02.560 --> 0:08:04.160 net moron in the football field. 0:08:04.440 --> 0:08:05.200 I was that guy. 0:08:05.720 --> 0:08:08.600 So I was actually at the time working with a 0:08:08.680 --> 0:08:11.120 couple of other inventors and we were trying to come 0:08:11.200 --> 0:08:14.640 up with aspirational sports toys. What are things that kids 0:08:14.680 --> 0:08:16.840 want to do that they can't ordinarily do. I hit 0:08:16.880 --> 0:08:21.040 a home run, dunk a basketball, throw a long bomb 0:08:21.040 --> 0:08:23.680 with the football. And we were working on ideas to 0:08:23.720 --> 0:08:26.560 try to accomplish those things, and one of them was 0:08:26.600 --> 0:08:30.880 the football, and it actually the you know, it was 0:08:30.920 --> 0:08:33.760 solving an everyday problem with a basic play pattern, which 0:08:33.800 --> 0:08:36.160 is sort of behind a lot of the inventions. But 0:08:36.240 --> 0:08:38.760 in this case, I had a nerf javelin in my office, 0:08:38.880 --> 0:08:42.160 which was a foam javelin, and I had a foam football, 0:08:42.200 --> 0:08:42.680 and one. 0:08:42.559 --> 0:08:46.079 Day we drilled a hole through this football. We stuck the. 0:08:46.040 --> 0:08:49.160 Javelin and we had a giant version of the vortex 0:08:49.200 --> 0:08:51.840 football and started throwing it around and. 0:08:52.480 --> 0:08:55.240 I just saw that it increased the distance. 0:08:55.360 --> 0:08:58.240 Yeah, I mean it was aerodynamic. It straightened out automatically 0:08:58.280 --> 0:09:01.319 in the air, and no matter how poorly you threw it, 0:09:00.880 --> 0:09:05.080 it went into a perfect spiral. And so I, who 0:09:05.120 --> 0:09:07.840 couldn't throw football, it would suddenly heave this thing and 0:09:07.880 --> 0:09:09.920 it would go three quarters of the way across the 0:09:09.920 --> 0:09:10.640 football field. 0:09:11.040 --> 0:09:13.760 But this is like the movie business, where you've got 0:09:13.760 --> 0:09:16.160 to convince somebody there are toys that don't get made. 0:09:16.160 --> 0:09:17.920 They could be huge hits. Because the guys who are 0:09:17.960 --> 0:09:21.920 the gatekeepers, yeah, just decide for some reason, is there 0:09:22.000 --> 0:09:24.560 a method to the madness in the toy industry or 0:09:24.640 --> 0:09:27.679 is this crowdsourcing a gift now because you can get 0:09:27.720 --> 0:09:31.120 almost immediate response from people and ideas from people, it's. 0:09:31.000 --> 0:09:32.000 A little of both, you know. 0:09:32.360 --> 0:09:35.680 And the toy companies they've become most of the big 0:09:35.720 --> 0:09:39.800 ones have become very bureaucratic and retail is very limited, 0:09:39.840 --> 0:09:43.040 so we have Walmart and Target and Amazon selling most products. 0:09:43.640 --> 0:09:46.840 So the bigger toy companies have become brand oriented, so 0:09:46.880 --> 0:09:50.000 for example, Mattel, you're gonna have Barbie and Hot Wheels. 0:09:50.920 --> 0:09:53.760 You know, Hasbro's g I Joe, Spinmaster has a lot 0:09:53.800 --> 0:09:58.600 of brands, and so there's a lot less innovation and 0:09:58.920 --> 0:10:02.400 unless you know, what they're looking for is products that 0:10:02.440 --> 0:10:04.760 fill out their brands, and a lot of the innovation 0:10:05.040 --> 0:10:07.880 that comes from the inventors often ends up at smaller, 0:10:08.000 --> 0:10:09.319 more entrepreneurial companies. 0:10:09.360 --> 0:10:11.760 Now are the mom and pop brick and mortar stores 0:10:11.800 --> 0:10:14.160 still around that you can have a regional breakthrough that 0:10:14.240 --> 0:10:14.800 breaks out and. 0:10:14.800 --> 0:10:18.320 Then they're out there, but they're limited. Now there's fewer 0:10:18.360 --> 0:10:20.080 and fewer of those stores that are out. 0:10:19.960 --> 0:10:22.160 There, So you have to take anything you come up 0:10:22.200 --> 0:10:24.719 with now to those three places. That's it. 0:10:25.080 --> 0:10:27.600 Well, I don't go directly to retail, So as an inventor, 0:10:27.840 --> 0:10:30.640 we typically go to the toy companies and the big 0:10:30.640 --> 0:10:33.600 ones all have inventor liaison people and they put out 0:10:33.640 --> 0:10:36.719 wish lists, so you have some parameters in which you 0:10:36.800 --> 0:10:37.480 might be working. 0:10:37.880 --> 0:10:40.320 But if I'm competing, like I know a Marvel toy, 0:10:40.360 --> 0:10:43.280 it's another Marvel toy. We know what that does, as 0:10:43.280 --> 0:10:46.560 opposed to pick up David's thing, which could grow into 0:10:46.640 --> 0:10:50.360 a brand, but it's easier just to do another Marvel toy. 0:10:50.800 --> 0:10:52.000 Does that happen or are you. 0:10:52.040 --> 0:10:55.439 Talk absolutely absolutely, because. 0:10:55.480 --> 0:10:58.079 That's the thing I was picking up. But you said 0:10:58.280 --> 0:11:01.120 they know the parameters looking for it, and I go 0:11:01.600 --> 0:11:05.440 that that hits my business tu in a way that 0:11:05.480 --> 0:11:07.440 always wrangled me. So when I thought I had a 0:11:07.480 --> 0:11:08.959 good idea for a show, or Peter and I thought 0:11:08.960 --> 0:11:10.160 we had a good idea for show, and we go 0:11:10.200 --> 0:11:13.560 to pitch and then network would say, well, that's not 0:11:13.679 --> 0:11:16.199 what we do, and I go, I mean, that's not 0:11:16.240 --> 0:11:18.720 what you do. All you want to do is make 0:11:18.840 --> 0:11:21.680 something that people are interested in and want to watch. 0:11:22.080 --> 0:11:26.280 What you're saying, oh, we don't do comedies that have 0:11:26.320 --> 0:11:28.880 a house in them. It's the stupidest thing I've ever heard. 0:11:29.120 --> 0:11:33.520 So when, for instance, no toy company would have said 0:11:33.559 --> 0:11:36.840 to you, our parameters are, we're looking for something like 0:11:36.880 --> 0:11:39.600 a beanie baby, a little stuffed animal that does nothing. 0:11:40.080 --> 0:11:42.240 You can't play with it. It sits on the shelf, 0:11:42.320 --> 0:11:44.400 and any single one of them is worth three thousand 0:11:45.080 --> 0:11:45.719 anything like that. 0:11:45.800 --> 0:11:47.480 And then no one's going to ever say that I 0:11:48.280 --> 0:11:50.000 have no value and the guy's going to be worth 0:11:50.080 --> 0:11:53.160 a trillion dollars. And by Santa Barbara, Yeah, I mean. 0:11:53.760 --> 0:11:55.199 You're one hundred percent right. 0:11:55.240 --> 0:11:57.200 And I always try to tune that out and and 0:11:57.400 --> 0:12:00.160 try to just you know, like what I like to 0:12:00.200 --> 0:12:03.240 do is look at concepts that solve an everyday problem 0:12:03.720 --> 0:12:06.880 or add an innovation to a classic play pattern. 0:12:07.200 --> 0:12:08.480 And that's what we did with the football. 0:12:08.559 --> 0:12:10.680 Okay, could give some of your other examples of some 0:12:10.720 --> 0:12:14.240 of your other big things, because people will know. Awwad aqueduquidodle. Yeah. 0:12:14.240 --> 0:12:18.360 So aquadoodle is a drawing activity preschool drawing activity toy, 0:12:18.480 --> 0:12:22.920 and it uses an interesting technology, a hydrochromatic ink, which 0:12:22.960 --> 0:12:26.120 was a water activated color change and This was actually 0:12:26.160 --> 0:12:30.480 created by the Pilot Pen company from Japan. So basically 0:12:30.520 --> 0:12:33.600 what aquadoodle is, it's a matt that's about the size 0:12:33.640 --> 0:12:38.360 of a small table, and the parent fills a pen 0:12:38.520 --> 0:12:40.880 with water and when they write on this mat, it's 0:12:40.920 --> 0:12:44.200 like a colorful marker. So it was the first time 0:12:44.280 --> 0:12:47.199 that a preschool child could create on a large surface 0:12:47.240 --> 0:12:49.360 without making a mess, because after a few minutes it 0:12:49.440 --> 0:12:53.439 dries and goes away. And so this was the concept 0:12:54.040 --> 0:12:56.640 that I collaborated with Pilot on. But I would say 0:12:56.640 --> 0:12:59.120 the brilliant part of this invention and the patented part 0:12:59.160 --> 0:13:02.200 of this invention was theirs And so I was, you know, 0:13:02.280 --> 0:13:04.600 my responsibility was to try to come up with a 0:13:04.640 --> 0:13:05.440 marketable idea. 0:13:05.520 --> 0:13:07.200 Wait with the product, Yeah. 0:13:07.640 --> 0:13:09.640 What else? You had a couple of the hw mongst 0:13:09.679 --> 0:13:10.960 ones that went gigantic. 0:13:11.559 --> 0:13:14.880 I've had, you know, about three hundred. Most recently, we 0:13:14.920 --> 0:13:18.720 had something called Twisty Pets, which is a bracelet that 0:13:18.800 --> 0:13:21.520 you can bend and twist like a balloon animal and 0:13:21.559 --> 0:13:23.679 it turns it into a little pet. And that was 0:13:24.320 --> 0:13:27.840 the best selling girls collectible. 0:13:27.320 --> 0:13:28.839 In the world until the pandemic hit. 0:13:29.160 --> 0:13:31.520 When you say selling world's collectible, how many. 0:13:32.280 --> 0:13:37.160 Oh tens of millions, So, and what was the retail price? 0:13:37.400 --> 0:13:40.280 The retail price was low, it was it was about 0:13:40.320 --> 0:13:43.560 seven ninety nine to fourteen ninety nine, depending how many 0:13:43.600 --> 0:13:44.840 were configured in a package. 0:13:44.960 --> 0:13:47.640 Seven ninety nine times tons of millions is still a 0:13:47.679 --> 0:13:48.240 big number. 0:13:48.720 --> 0:13:49.559 It was a big number. 0:13:49.600 --> 0:13:49.840 It was. 0:13:50.160 --> 0:13:52.079 Yeah. Do you ever take something like that? It was 0:13:52.080 --> 0:13:53.040 a couple of hundred million. 0:13:53.120 --> 0:13:54.680 Do you go to a Taylor Swift and say she 0:13:54.679 --> 0:13:56.360 does bracelet's why don't we come up with something that 0:13:56.400 --> 0:13:59.120 we can do with Taylor Swift for young girls that 0:13:59.240 --> 0:14:02.560 are in her dember effic that she may approve as 0:14:02.600 --> 0:14:03.800 her own item. 0:14:05.360 --> 0:14:07.720 Yeah, Away, that's a great idea. 0:14:08.760 --> 0:14:12.200 A wing Jason and Peter on the phone, tell him 0:14:12.240 --> 0:14:12.520 the hole. 0:14:12.559 --> 0:14:15.160 Don't let her hang up her she's in the showers. 0:14:15.160 --> 0:14:15.800 She'll be right back. 0:14:15.880 --> 0:14:16.120 Yeah. 0:14:16.960 --> 0:14:19.120 Do you ever do that reverse interineting? You think about it. 0:14:19.160 --> 0:14:21.320 But you know what I usually do is I've chose. 0:14:21.400 --> 0:14:22.520 You know, there's different ways. 0:14:22.280 --> 0:14:24.720 To launch a product, and the business model that I've 0:14:24.720 --> 0:14:27.600 always used was licensing. We're all go to a company 0:14:28.320 --> 0:14:30.760 and I would license them the product in exchange for 0:14:30.800 --> 0:14:33.320 a royalty, as opposed to launching it myself. And then 0:14:33.360 --> 0:14:38.120 trying to do the marketing, the manufacturing, the distribution, because we've. 0:14:37.920 --> 0:14:40.520 Known her since she's thirteen fourteen, and the bracelet thing 0:14:40.560 --> 0:14:43.360 has always been her deal. So bracelet it turns into 0:14:43.400 --> 0:14:44.040 something else. 0:14:44.280 --> 0:14:46.560 Well, if you can introduce me to Tyler Swift. 0:14:47.080 --> 0:14:49.520 Good, Sorry, don't know it, not even a good idea. 0:14:49.640 --> 0:14:52.080 I'll tell me when you get her what year that 0:14:52.160 --> 0:14:53.840 would be the partner. 0:14:54.440 --> 0:14:56.640 David's a lot of toys. I'm curious back to the 0:14:56.680 --> 0:14:59.960 crowdsourcing thing. Is that the is that? I mean? I know, 0:15:00.000 --> 0:15:04.160 notice like Jason and I saw Starbucks is using Ikea, Disney, Nestley. 0:15:04.480 --> 0:15:06.640 But toy companies seem to be doing it more than 0:15:06.680 --> 0:15:09.640 the other because I guess people have certain ideas on 0:15:09.760 --> 0:15:12.680 what they think a good toy will be. Do they 0:15:12.720 --> 0:15:15.880 know what? Does the average person know what a good 0:15:15.880 --> 0:15:18.720 toy will be? Or doesn't have a clue? You know? 0:15:19.000 --> 0:15:20.960 No, I think the average person does, and I think 0:15:21.000 --> 0:15:23.920 the collective you know, brains of everybody is better than 0:15:24.000 --> 0:15:26.640 just one. But I mean, I've always heard great ideas 0:15:26.880 --> 0:15:30.080 over the years from moms and dads like of you 0:15:30.320 --> 0:15:33.680 new parents, you know, the toy industry, there's been a 0:15:33.720 --> 0:15:37.440 contraction of age so because of video games and so on, 0:15:37.560 --> 0:15:40.200 the toy industry is mostly a preschool business now. 0:15:40.280 --> 0:15:42.120 And that's what I was going to ask. It would 0:15:42.120 --> 0:15:44.320 seem to me that not only in the toy industry, 0:15:44.360 --> 0:15:49.680 but in the game industry. Yeah, that electronic or computer 0:15:49.800 --> 0:15:53.400 based gaming has usurped what I thought of as traditional 0:15:53.440 --> 0:15:56.000 gaming when I was a kid, or even when I 0:15:56.040 --> 0:15:57.480 go to a friend's party and they go, we're gonna 0:15:57.480 --> 0:15:59.760 have a game night. You know, we're not turning into 0:15:59.800 --> 0:16:02.920 a like tronic stuff, but it seems like it has usurped. 0:16:03.240 --> 0:16:05.760 Yeah, all the games have made a huge comeback games 0:16:05.760 --> 0:16:07.200 and puzzles since the pandemic. 0:16:07.280 --> 0:16:22.440 Really, that electronic or computer based gaming has usurped what 0:16:22.600 --> 0:16:25.600 I thought of as traditional gaming when I was a kid, 0:16:25.680 --> 0:16:27.400 Or even when I go to a friends party and 0:16:27.440 --> 0:16:28.840 they go, we're gonna have a game night. You know, 0:16:29.120 --> 0:16:32.240 we're not turning to electronic stuff, but it seems like 0:16:32.320 --> 0:16:33.440 it has usurped. 0:16:34.200 --> 0:16:36.680 Yeah, all the games have made a huge comeback games 0:16:36.680 --> 0:16:40.120 and puzzles since the pandemic. Really, And also there's been 0:16:40.160 --> 0:16:42.760 a lot more of your talk about crowdsourcing, but you also, 0:16:43.040 --> 0:16:47.200 you know crowdfunding, so there's an opportunity now for game 0:16:47.240 --> 0:16:50.880 inventors to launch things on Kickstarter and these other platforms, 0:16:51.280 --> 0:16:53.360 and then the world tells you whether the product's going 0:16:53.440 --> 0:16:53.920 to work or not. 0:16:54.120 --> 0:16:57.440 It's funny because David Gumenheim don't our producers and always 0:16:57.440 --> 0:16:59.600 adds their show at the end. When we were prepping 0:16:59.640 --> 0:17:04.960 for this, this one young girl crowds funded almost a 0:17:05.000 --> 0:17:08.000 million bucks for a Dungeons and Dragons type game. And 0:17:08.040 --> 0:17:10.120 it's a pamphlet. I mean has the world in there, 0:17:10.119 --> 0:17:12.200 but it's a pamphlet, And I go, so, what you 0:17:12.320 --> 0:17:15.119 do with the other nine hundred and seventy three thousand dollars? 0:17:15.440 --> 0:17:17.359 How does a booklet like that? Or how does a 0:17:17.400 --> 0:17:19.399 game that you're creating that it's like a Dungeons and 0:17:19.480 --> 0:17:21.960 Dragons type game? What do you how's a out a 0:17:21.960 --> 0:17:22.679 million bucks? 0:17:23.680 --> 0:17:26.480 She must have made an amazing video that explained the product. 0:17:27.200 --> 0:17:30.040 Because most of them don't succeed, but when they do, 0:17:30.400 --> 0:17:33.679 they can be wildly successful. And that's also when the 0:17:33.680 --> 0:17:36.439 bigger toy companies will come in often and license the 0:17:36.480 --> 0:17:37.680 product from that inventor. 0:17:38.200 --> 0:17:42.639 But I boy, I'm so such a lodite stuff that 0:17:42.800 --> 0:17:47.240 I'm sure is obvious. It eludes me. What is the 0:17:47.320 --> 0:17:52.560 incentive for me other than maybe ragging rights. If you, 0:17:52.720 --> 0:17:56.160 if I crowdsource something, they get nothing, right, I mean 0:17:56.160 --> 0:17:57.480 if I you, if you. 0:17:57.520 --> 0:18:00.879 Crowdsource the idea, you mean, take somebody's idea, Do you 0:18:00.920 --> 0:18:02.160 have to give somebody something? 0:18:02.240 --> 0:18:04.879 At some point they get Sometimes it's just getting the 0:18:04.920 --> 0:18:07.439 product itself or some kind of gift you right, But 0:18:07.480 --> 0:18:10.200 they don't necessarily No, it's just the world who wants 0:18:10.280 --> 0:18:11.760 to support an inventor. 0:18:11.800 --> 0:18:12.800 They want to support. 0:18:12.520 --> 0:18:16.280 Innovation that to me, would I would be so I 0:18:16.359 --> 0:18:18.720 guess I've just been burned too many times. I'd been 0:18:18.720 --> 0:18:22.120 nervous about developing something that way. Other than yes, it's 0:18:22.119 --> 0:18:23.800 something to do, Yes, you want to be but people, 0:18:24.200 --> 0:18:26.680 But if I had invented, you know, if I had 0:18:26.720 --> 0:18:29.000