Hi Anthony, thank you for taking time for this interview, inviting me to your offices last year and sharing your new packaging and products! Love that we have such fun successful companies here in Chicago. Please share with our readers what your role is in our industry.

I am the CEO of Elenco Electronics, a dynamic STEAM toy company best known for our flagship brand, SNAP CIRCUITS®.  Snap Circuits has been sparking curiosity and creativity in kids for over 20 years.   

Where are you from? 

On the personal side, I am originally from Brooklyn, NY, and moved to the Chicago area with my wife, Laura, and three daughters (11, 8, and 3) for the opportunity to lead Elenco.

Professionally, I joined Elenco from the confectionery business.  Throughout my career, I have always been drawn to fun, playful, imaginative products that make kids and their families smile.  At Elenco, our team gets to help inspire the next generation of inventors by developing products that are both educational and fun.  In fact, we say that Snap Circuits are where learning and play collide!   

I thought I was popular with my kids when I worked in candy but, making toys has taken their excitement to another level! 

What are you hoping to accomplish at Elenco?

The opportunity to reinvigorate Snap Circuits drew me to Elenco.  Snap Circuits had a solid foundation - just look at the tens of thousands of five-star reviews across our portfolio.  That tells you our customers love what we do – but both the brand and the company needed an update.  Our team’s focus has been on showing up – for our consumers, for our retail partners, and for educators. 

On the consumer side, we are focused on expanding our penetration: bringing Snap Circuits and our growing portfolio to more kids, more families, and more classrooms around the world.  In a relatively short time, we have updated our packaging design (which was TOTY nominated), built a robust breakthrough innovation pipeline that includes introductory price points and new Snap Circuits experiences (a few more TOTY nominations), and invested in driving awareness of the brand.  I am proud to say that all the products we have launched over the past couple of years, and our entire innovation pipeline have been internally generated from across our organization.  We’re making learning fun, hands-on, and accessible—and we’re just getting started.

In retail, Elenco has been listening to and learning from our partners to find ways we can grow our businesses and partnerships together.  We are showing up at trade shows and key customer meetings ready to share all the great things happening at Elenco.

On the education side of things, we are actively engaging with educators to build products that meet today’s standards and educator needs and have a lot of new products on the way.

I am so proud of what our small, but mighty team has accomplished in such a short period of time!

What’s the best part about working in the toy industry?

Honestly and without hyperbole, it’s the magic. Every day, we get to blend fun with learning, which is incredibly rewarding.  Whether it's a child building their first working circuit or a parent watching their kid light up with pride, those moments are priceless.  There’s real purpose behind the play and I get a front row seat in guiding that purpose.  

I’ve also found the toy industry to be incredibly welcoming.  When I was new to the industry just a few years ago, I reached out to CEOs, industry icons like you and Rick Derr, and of course The Toy Association.  Without fail, everyone was generous with their time, insights, and support.  This is a community that wants you to succeed.  In the toy industry relationships matter, handshakes matter.  If you show up with energy and a willingness to listen and learn, doors open for you. 

What keeps you up at night?

I would be lying if I didn’t say tariffs.   Like many in the toy industry, our team is wrestling with the realities of growing a small business in a rapidly changing high-tariff environment.   At the same time, I am amazed at how the industry has rallied together under The Toy Association’s leadership to make the case for zero tariffs on toys – Greg, Kathrin, and the entire team at The Toy Association have done an amazing job under very difficult circumstances.

Something else that is keeping me up at night is also what is most exciting about our business – what’s next.  Elenco and Snap Circuits have picked up so much momentum over the last couple of years.  We need to continue to build that momentum – every day is an opportunity to build and strengthen relationships with our retail partners, with consumers, and with educators.  Every new product launch, every holiday, every birthday gift purchase is an opportunity for us to deliver on our promise to our consumers. 

What advice would you give to someone looking to get into the toy business?

I’d tell people to stay curious and never lose their sense of play. This industry thrives on creativity, but it’s also built on listening—to kids, to parents, to educators, retail partners, and industry veterans.   You need to be resilient and be able to adapt as well.  Throughout my career, I can’t tell you how many times we have had what we thought were fantastic product ideas, but after talking to kids, parents, and retailers maybe not so much!   That can be a little disappointing, but every setback is a new opportunity.  At Elenco we are constantly learning, and we understand even the best toys need refining before they become household favorites.

For those new to the industry, I’d also recommend getting involved.  You’d be surprised at how much of life and business is simply showing up and helping out.  There is no shortage of ways in which you can help the industry.  For instance - volunteering with Toy Foundation to give the gift of play to kids in need, being a part of Toy Association committees, becoming a part of Women in Toys, or mentoring young professionals in your organization just to name a few.  You bring a unique perspective and set of experiences to the table – that is incredibly valuable.  This is an industry that rewards curiosity, collaboration, and creativity.  By getting involved you can help chart its future.