Episode 192
Inside the Toy Industry with Laurie Schacht of The Toy Insider
October 24, 2024
In this fun episode, our guest Laurie Schacht, the President & Chief Toy Officer at Toy Insider, gives us an inside look into the toy industry. Laurie also shares her unique story and how she got started in the industry very unexpectedly and went on to re-establish her father’s business by relaunching The Toy Book and starting The Toy Insider. Laurie discusses the evolution of toys, key industry trends, and what to expect in the upcoming holiday season. Plus, she offers an exclusive sneak peek into what’s hot for 2025.
Key Takeaways
- Laurie’s Start in the Industry: Laurie grew up surrounded by the toy world, and her father started The Toy Book, a B2B magazine still thriving today, thanks to Laurie and her team. Laurie took the reins of the company unexpectedly and rebuilt it with the help of her dedicated team.
- The Toy Insider: After restoring The Toy Book, Laurie launched The Toy Insider, offering a trusted, unbiased list of the hottest toys, a concept that has gained immense popularity.
- Changes in the Toy Industry: Laurie reflects on the consolidation of smaller toy companies and independent stores, the shift in gender dynamics, and the rise of women in leadership within the industry.
- The Role of Influencers: Laurie discusses how influencers, particularly on platforms like TikTok, have become a significant part of toy marketing, helping companies predict trends and drive consumer interest.
- Hot Toy Trends for 2024/2025: Laurie shared upcoming trends like AI integration in toys and a continued emphasis on “analog” playtime, with toys that engage kids without screens.
- Memorable Stories: A hilarious story involving Laurie and Al Roker during a segment on The Today Show and a Big Hugs Elmo toy!
Links & Resources
- Instagram: https://www.instagram.com/thetoyinsider/
- TikTok: https://www.tiktok.com/@thetoyinsider
- Website: The Toy Insider
- Laurie Schacht
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