The Australian Toy Association (ATA) announced the introduction of the prestigious Rising Star Award back in 2017 with a focus on recognising and celebrating the industry’s bright young stars. The award is judged by a panel of independent judges and nominations must be based on individual’s aged 35 or under, who have 10 years or less experience in the industry. This can include their leadership, impact on a business’ culture, significant achievements or any other factor a nominee deems significant.
At the 2024 Australian Toy Hobby & Licensing Fair in February, Josh Bonello (Sales Director at BMS Brands) was awarded the 2024 ATA Rising Star Award. The Toy Universe spoke to Josh about the award and what it means to his business.
Josh, congratulations on winning the 2024 ATA Rising Star Award at the Toy Fair in February!
Thanks! It was definitely a huge privilege to be honoured with this accolade at Toy Fair.
For those who don’t know you, can you provide a background about your time in the industry and where you started?
It all started in late 2020, at the height of the pandemic, when I was asked to join BMS Brands in the wake of my father’s death. I was working in a totally different industry, retail packaging and labelling in fact. David had asked if I would join him and take over my father’s share in the company, but in a more active role. After a lot of thought, I figured why not. So in 2021 I came on board as Sales Director, having not known anybody in the Toy Industry other than a handful of people who knew my father, it was a fair challenge to take on.
I set out putting together a timeline of how we could take on mass market. I did this with heaviest heart and whilst battling my own demons, mainly with depression, I managed to get myself together and get started. I hit the ground running as there was a lot I wanted to accomplish and felt like I owed it to myself, family and to David. That is how the journey began. I have been extremely fortunate to have been given the opportunity and challenge, and the Toy Industry is something I definitely call home now.
Over your journey so far in the industry, what are some of your most proud achievements?
If I am honest, the three years since joining has felt like a lifetime, and for very positive reasons. The first thing that comes to mind in terms of business achievements, was breaking down the door with several key retailers.
I really did set my sights high when I started, but managed to get us on board with most of them within a year being a stakeholder of BMS Brands. So being able to do something like that in such a short period of time has been a proud achievement.
I think it goes without saying, the most recent and proudest moment has been seeing one of our products win Kids’ Choice Award 2024. In terms of personal achievements, managing to deal with and overcome my depression whilst continuing to grow the business, and making new long term-partnerships in the industry is something that I always keep close to my heart.
In your current role as Sales Director at BMS Brands, what are some of your goals for the short to medium term?
It is good question to ask — for the short term, it is to continue on the same trajectory of growth, innovation, and support. I don’t like dwelling on the past, but it is important to understand that given we are all in this together (by we, I mean vendors and retailers alike) I want to continue building confidence in my retailers so that when the economic conditions improve, the opportunities are more abundant. In terms of long term goals, it is simple: to create a lasting legacy for BMS Brands as a celebrated company in the toy industry.
Given your obvious passion for the industry, how do you see your career progressing long-term?
I hope to look back at this point in time one day many years from now and know that my contribution to the industry was one that had a positive impact on the people that succeed me. I think in terms of where I will be in my career in the long term will be largely dependent on the retailers that want to join me on the journey now.
Is there anything you would like to add and/or would like to thank?
Other than to express my gratitude to everyone in the industry who has observed and supported my cause as an individual and as a business, thank you to my competitors for always keeping me hungry. To all of my customers — thanks for putting food on my plate and to our staff at BMS Brands, thanks for putting up with me! David and Stuart Smith — if I didn’t take them up on the offer, this would never have happened.
And lastly, the biggest thanks goes to Marco Bonello — my father. The legacy he left on the book industry continues to be prevalent long after his passing. So I dedicate the 2024 Rising Star award to him.
This article originally appeared in Edition 9 of The Toy Universe Magazine
