Once upon a time the Toy Industry was driven by innovation (and still is according to Aaron Tompkins), and back in the late 80’s he started collecting vintage toys and into the 90’s became a toy inventor. Inventors were plentiful, and Toy Companies regularly met with them and engaged them for inspiration and new product concepts.
As time has passed, commercial realities have dictated how toys are developed. Rather than invest in a new concept many make the choice to rehash or reintroduce a pre-existing toy or concept. Therefore, there are few Toy Inventors left standing and innovation is a fleeting bleep on the toy radar. One such inventor Aaron Tompkins is an example of someone who has stuck to the task and is still inventing new concepts in 2025.
I met Aaron at the New York Toy Fair way back in 2000. He had a concept called Swear Bears and was showing it at the show. In those days self-promotion and a bit of PR and Newspapers were the marketing tools of the time. The concept was very successful, perhaps it would still work today if there was less political correctness. The Toy Universe wanted to speak with Aaron about his journey and understand the life and challenges of a passionate inventor.
Aaron, we know your time as an Inventor dates back to the mid 90’s. What was it like for an Inventor in those days?
Back when I started toy inventing I had a great agent (Andrew Bergman) who met with dozens of toy companies pitching toy inventions in every category. I was the young inventor and there was many seasoned inventors out there creating big ideas! Being a toy inventor for me was all about that “SPARK” of a great concept, a concept that had never been done before!
I think I am correct that you have never had a job outside your Inventor passion. Can you tell us what does that feel like?
I never had a job, I rolled the dice and lived off of royalties, It was not a clear or easy road, filled with many ups and downs. In that time I invented Swearbears, we licensed plush, figures and shirts and then I produced a puppet TV pilot and an animated T.V. show pitch. I also have done tons of consulting and freelance toy design for toy companies. It feels like riding a “roller coaster” some times, You have good years and bad years. You need to hold onto the rope and keep working!
The New York Toy Fair, way back in the 90’s, was the pinnacle of events at the Javits Centre and the Toy Building at 200 5th Avenue. How did you perceive this global event?
My first toy fair was 1991, My friend and I had business cards saying we were “buyers” and which got us into tons of showroom in the Toy building. Every floor there were showrooms to see, often great displays and many built environments to showcase there newest offerings, The toy building was where the action was, but you could also take a free shuttle over to the Javitz Center, where the smaller and often less exciting toys would be. We would tour it all, going on inventor showroom tours at companies like, Galoob, ToyBiz, Hasbro, Mattel, Tyco, Kenner, Playmates, Matchbox and many more!
Putting on your collector hat for a moment, has this assisted you in your ability to invent toy concepts?
Yes, knowing toy history is essential for me for inventing, Collecting toys in the 80s we attended tons of flea markets, Learning as much as possible about toys from companies like Ideal, Remco, Mego, Marx, Cragsman and knowing the history of toy inventors such as “Marvin Glass” is all valuable knowledge for inventing.
What are your all-time favorite toys/collector’s items?
My current favorite vintage toys are:
- “BIG LOO” made by Marx in 1963 just over 3 feet tall!
- Colorform Alien “ASTRO-NAUTILUS “ invented by Mel Birnkrant in 1968
- Dakin -1976 Vinyl Underdog figure
I notice from my research that you licensed a Micro Machines playset to Galoob in 1998. Where do you rate this in your career?
Yes, This was the first big concept that sold, We actually licensed it to Galoob, then Kenner than a toy company called “simple wishes” This was licensed (optioned) three times, but never shipped. This was a fun time, I went from “zero to hero” that year, I bought a vintage Porsche and enjoyed that!
As an Inventor, you must live off Royalties. What is your mindset in terms of how you deal with the gamble of whether one of your concepts will be picked up. Will it launch and then sell in volume?
It is a constant gamble, Currently I try to work on as many ideas in a year as possible, I think last year I worked on 40-50 concepts. I have gone years without selling stuff, even to the point of having the power turned off at my studio. At that point I pivoted into doing freelance for toy companies and alot of toy companies hired me for freelance. All through it I kept inventing, The pendulum always swings and success is just around the corner!
What is your formula for being able to stay in the game for so long?
There is no formula, toy inventing and toy design is all that I know, it’s more of who I am. I have invented 100s of toys and I have worked on 1000s. I have had a few success’s over the years.
These include: Most notably “Co-Creator” of “Grossery Gang” with Bang Zoom Design, Most notably “Co-Inventor” of “Chow Crown” with Bang Zoom Design and Most notable “Inventor” of “Swear Bears”
I am interested in how you go about contacting the right person inside large and small toy companies. Have you developed a network?
This part of the job I do not do, I have always had an agent or been attached to a toy inventor group.
Can you tell us about your most memorable meeting with a toy executive when selling your inventions?
I have pitched my own stuff a few times and sold a few that way also, not often though.
How do you see the toy industry evolving into the future?
Innovation, I know there are great toy companies out there that want innovation and the “SPARK” of breaking ground. The future looks bright !
Have you thought of inventing concepts for Kidults?
Yes, I was inventing in KIDULT 20 years back and I still invent in that category, Just this year I pitched a few KIDULT concepts!
Aaron, we really appreciate your time and insight into what you do. I hope that you can continue to sell your new concepts and that they will be a great success. You can see more of Aaron’s work at — www.toedesign.com
This article originally appeared in Edition 16 of The Toy Universe Magazine
