In the lead up to the LA Fall Preview, The Toy Universe speaks to Brea Brand (Connetix Tiles) and Josh Bonello (BMS Brands) about the introduction of “Toys Down Under”, where Aussie Toy Companies join forces to make their mark in the US!
Hello Josh and Brea. Great to speak with you in the lead up to the LA Fall Preview. This year you are introducing “Toys Down Under”, which is a great initiative to highlight the great work that Australian Toy Companies are doing. How did this concept come about?
Josh: It was all Brea! I am just here to help the cause and pretend to look pretty!
Brea: It was a collective effort! The idea originated when CONNETIX secured the ground floor of the iconic 1960’s building, the space is amazing and we quickly realised there was potential for more brands to share this opportunity with us. Over the years working in the Australian toy industry, we’ve made some great connections and friendships with like-minded businesses, so we invited them to join us in the space. It’s truly remarkable to come together as five all-Aussie brands to proudly showcase our products and expand into the US toy market, particularly over the LA Fall Preview.
For us, it’s our first time participating in the LA Fall Preview and our team have worked hard planning and designing the space so that it ‘wows’ visitors.
It’s incredibly rewarding to see our vision for Toys Down Under come to life.
What is the primary focus of “Toys Down Under” and what is the goal for this initiative?
Josh: The primary focus of Toys Down Under is to collaborate with likeminded Australian toy companies that have their sights set on the US market. By sharing this vision, collaborating with other Aussie toy companies provides stronger shared resources, a bigger presence at the LA Preview. As well as a prime location.
There is a certain kind of positive atmosphere that is created when doing a collaboration such as Toys Down Under, because it reflects the essence of the Australian spirit. At the end of the day, we are all in it to achieve the same thing; build a solid international business with a primary focus on the US retail market.
The Australian toy industry is a tight knit community, and as such, bringing that community feeling to the US is really what Toys Down Under is about.
Brea: I couldn’t agree more. The Australian toy industry is a one-of-a-kind community, with a real sense of comradery and a strong culture of supporting one another. Although we are working independently in the space, we all share similar business visions of providing quality products that are fun and create a positive impact, and ultimately, our collective goal is to generate greater global exposure for our brands. Toys Down Under provides a unique opportunity for companies to grow their international presence and showcase their individual product offering, which otherwise might not have been possible without joining forces.
We’ve been incredibly fortunate that CONNETIX has been embraced all over the world. Our expansion in the USA has been something we have been working towards with our local and international team over the past few years. What better time to be kicking off than during the LA Fall Preview, for the Toys Down Under brands to really make our mark on the American market, and beyond!
Can you elaborate further on the Australian companies and toy brands that will be showcased at the event?
Josh: The group of companies that are a part of Toys Down Under include CONNETIX, My Creative Box, BMS Brands, Jellystone Designs and Good Idea Global.
Brea: Together, we have a great group of brands, all doing exciting things and bringing a unique passion to the toy and creative play space. The brands that will be showcased at Toys Down Under include:
CONNETIX offer high-quality magnetic tiles that are designed to inspire creativity and learning through open-ended play. The vibrant colours and innovative range of products invite the discovery of STEAM learning while nurturing children’s development as they create endless builds.
My Creative Box promotes hands-on learning and family connection through safe and non-toxic kids art supplies, fun and educational kids craft and activity boxes, sensory kits and mess free create-on-the go solutions to keep kids creative and learning anywhere, anytime.
BMS Brands have a dynamic portfolio of entertainment brands providing innovative and quality products that aim to educate and inspire children through creative play. Staying ahead of trends across a selection of outdoor toys, craft, construction, science kits and puzzles, to provide fun and enriching learning experiences for children.
Jellystone Designs empowers purposeful play through safe, sensory-rich experiences. They design and create toys and accessories that bring joy, comfort and calm to babies and children.
Good Idea Global are excited to be showing for the first time as part of Toys Down Under. The company are presenting a range of items in the Kids Craft, Educational and Adult Craft space and pride themselves on being nimble, innovative and will build meaningful programs with retailers.
Is “Toys Down Under” something that you want to expand upon in the future?
Brea: It’s heartwarming to receive so much buzz and excitement from everyone involved and it has been a fantastic experience to work with like-minded brands on this exciting new initiative. We can already see great potential for Toys Down Under and look forward to exploring more opportunities to support Australian businesses!
This article originally appeared in Edition 11 of The Toy Universe Magazine
