Hi Jonathan! Thank you for taking time to share a bit about yourself and what do you do in our industry?

My role in TLS (The Loyal Subjects) is owner, founder, CEO.  What I do?  Swiss army knife – Design, Development, Production, Business Development, Licensing, Procurement/Fulfillment, Sales, Marketing, Financing, Supplier relationships, EComm, Communications, contract negotiations, etc…you name, I’ve done it, still doing it, or have some influence on the current execution “of”.  Including taking out the trash, cleaning bathrooms, stocking the fridge, et al.  Entrepreneur through and through.

What is it about the Toy and Game Industry that you love?

I love the “Designing of…”. An idea, just a spark in the temple of one’s head (while taking a shower, sitting quietly on a beach, fiddling with something), and watching that “seed” manifest itself through the impossible stages of all things “making toys” to eventually show up on shelf for folks to love and enjoy (hopefully).  That’s the magic, that’s the rush, that’s what keeps me coming back.  Creating and connecting.

What is your claim to fame?

For our industry, I’m known (so, I've heard) as being a “non-canned”, unconventional plain speaking  CEO with top tier creative abilities/skills, who bootstrapped a business and has sold a gazillion toys.

What do you feel has been your greatest “win” so far in life? What was your biggest failure?

I don’t think I have one win, several, some really great highlights along my life’s journey – Recording records as a drummer in bands, Graduating University, touring (when I was younger), having made and sold a ton of product at the greatest retailers on earth to the best fans on earth, meeting and marrying my wife, the births of my nephew and niece, having my fine art represented by Corey Helford Gallery in LA, influencing other creatives, creating all sorts of pop culture footprints, brands, lines, characters, etc…I’ve done some cool things, have all sorts of wins.  Failures – not sure anything sticks out as a need to hang my head.  Failure is just a step in the journey to success.  Success is evolution, learning, growing, self-awareness, getting better…just like the Beatles (McCartney) sang, “Getting better all the time…”. It’s not monetary, it’s not being celebrated, it’s personal growth.  Sure, a million stumbles and falls just like any one but after you fall you get back up and think to yourself, “Dang, feels good to be on my own two feet!”  As long as the skies are blue, the sun is shining and mother ocean allows you to ride its waves, life is good.  I live in SoCal so that’s usually our daily diet.

What are you still hoping to accomplish?

I have lofty goals for TLS, I want to compete, nudge myself in and surpass the competition.  Still need to capture that flag.  Also, my fine art career is starting to bloom, excited about that.  Many more paintings, workshops, openings, studies, and observations to go.

Do you have a mantra that you live by?

Willie Nelson – “Why worry, never seen anything good come from worrying.”

What keeps you up at night?

The two owls in the trees in my backyard.

Why and how did you get into the Toy and Game industry?

I created a funny bunch of rocker/hillbilly characters called Mullet Heads – sold the show into development for animation at MTV then went to China on a whim, met a factory, made a bunch of toys, and voila!  Totally random.  But I felt it was a good canvas, I could reach a lot of people with toys as an expression.  If you asked me if I could do it again, I would say, not even sure I did it the first time, lol.

What are you working on now?

A bunch of killer products for Target, Walmart, Specialty Chain, Amazon – dolls, collectibles, blindbox, plush….an awesome array of products!  Hunger Games, Angry Birds, Palworld, and a couple of owned lines that we’re releasing this year.  And paintings for my solos show at Corey Helford Gallery on June 27^th.  Also working at becoming 52, yikes!  That happens in July =)

What has kept you motivated to stay in the toy industry?

It’s a TOUGH industry, tries your patience..sometimes the world’s most impossible Rubix Cube, no pun intended.  I believe I have a creative voice, it deserves to live and be heard, I believe it connects, and that’s my method of communicating whilst my time on this planet, and it’s mainly about joy, celebration, and passion.

If you look back at yourself 10 years ago is this where you thought you’d be?  Where did you think you’d be? What changed? What went right?

Probably, done a lot cool things in the last 10 years.  Could always do more but that’s why you wake up each day, to out-do yourself from the day before.  To get better.

If we were in a zombie apocalypse, where would you hide?

In a sky castle without an anchor.  Or, amongst them…would they know if I just milled around like I was a zombie too?  Then I could take. Zombie vacation from time to time, enjoy some empty beaches?  Dunno, not the worst?

What was your favorite project to date?

The “newest” project each time…they’re all my babies.

What trends do you see in toys or games that excite or worry you?

Worries me that there isn’t a whole lot of innovation, excites me that there is some pretty good competition!  The worrisome stuff is that the stores are shrinking, shelf space is small…long for the old days of the big box toy store experience.  Bring that back please!

What advice can you give to inventors who are presenting new toy or game ideas to you?

Gimmicks are one of jokes…if you want to connect have to feel the heartbeat of the human you’re trying to connect with, not just a gimmick.

What advice would you give a young adult graduating from high school or college today? 

Do everything to the maximum…drink up life, go for it, don’t over think, just do.

What advice do you have for people starting in the industry?

Be useful, become an expert by being fearless, curious, taking charge, and not afraid to try things you don’t know with reckless abandon but the seldf reliance that you’ll FIGURE IT OUT.  Also, wake up each day, “How can I help the mission, and make it about something other than myself.”  Think big…to do so you have to make sure you’re working beyond the “Id/Ego”.

Do you have a typical workday and how does it play out for you?

Yes, it’s sunup to sundown, lol.  I get a LOT OF SHIT done, quickly.

What’s your workspace setup like?

An art and music studio with a computer…not joking.

What is the most rewarding part of your job?

Getting the ability share ideas that I love with my Team and the general public.  That mind meld is devine.

What is the most trouble you’ve ever been in?

Parking tickets in Hollywood when I was broke and in my 20’s.  Those added up quick, lol. 

What and/or who inspires you?

Joaquin Sorolla, John Singer Sargent, Helen Frankenthaler, Diego Rivera, Elvin Jones, John Coltrane,. Miles Davis. Louis Armstrong, Howling Wolf, Mark Twain, Kurt Vonnegut, William Bukowski, Levan Helm, John Bonham, Billy Cobham, Tony Williams, Jimmy Page, Billy Gibbons, Meryl Streep…artists and creators.

What excites you?

Freedom.

How do you define innovation?

A solution which enhances another person’s life.

Where do you come up with your best ideas?

In the shower.  Not kidding.

What blocks your creativity?

Fatigue, lol.

How do you recharge or take a break?

The beach…immediate renewal.

What words describe how you think or how your brain works?

Comedic, satirical, serious, emotional, caring, deep felt experience.

Were you obsessed with any toys, games or objects as a kid?

Transformers, Voltron, and GI Joe, and then eventually skateboards, surfboards, wetsuits, and drums.

If one of your toys could come to life, which one would you choose?

I don’t know…I’m not sure I trust any of these fantastical characters in a real world environment, lol.  Queue Annabelle, Chucky or TED.

Which video game character would you be?

Michael Jordan, Kelly Slater or Tony Hawk. 

Who is your all-time favorite Disney character?

Pete’s Dragon (the actual dragon).

Would you rather have one $100 toy or 100 $1 toys?

Probably a $100 toy…quality over qty.

Where does Santa go on vacation?

Mars.  Just as cold and lifeless, lol.

What was your life like growing up?

Fast times at Ridgemont High.  Wild and free…surf, skate, punk rock.

Where did you grow up and how did that influence who you are today?

Laguna Niguel, CA.  Surf/skate/baseball/basketball…fun in the sun all day every day.  Beach boy through and through.  Still can’t shake it.

What do you read every day, and why?

Novels…classic literature…good for the soul.  Don’t bother with self-help books, how to books…go “Classics”, like Red Bull, your soul will grow wings.  Great for the intellect and creative machinations.

Who is the person you most admire?

No one particular person or persons but love the architects of BeBop Jazz =)

Who are role models for the work you do?

Nothing traditional, I take influence from everywhere…mostly artists.

Who would you invite to your dream dinner party?

My wife, my dog, my cat.  Anyone else would be too much energy and pressure.  Keeping the nights quiet these days.

How do you jumpstart your creativity when you find yourself stalled?

It’s innate, pours from me.  I usually go to my creative vices to balance everything else.

What are your favorite childhood memories?

The beach.

Are you named after anyone?

My middle name Michael is after arch angel Michael.  A good Spanish Catholic boy I is…

Do you have a nickname?

JC

Do you have any kiddos?

Dog and a cat.

Are you a dog person or a cat person?

Dog,

What are your guilty pleasures?

Nothing guilty, I’ll take whatever I can get guilt free!

What’s in your fridge?

A lot of greens, fruit, fish…healthy stuff.

Do you play any musical instruments? If so, which one(s)?

Yes…drums, and guitar…every day.

What music are you listening to now?

George Harrison, Levon Helm, The Zombies, Roxy Music, Goldfrapp, Wolf Alice, Nick Drake, Ramones, 20/20, Big Star, Waylon Jennings, Miles Davis, Freddie King, AC/DC, endless…

What’s your favorite cereal?

Oatmeal.

What are your favorite books and/or magazines?

Anything Classic – Don Quixote, Crime and Punishment, Sirens of Titan, 10k Leagues Under the Sea, Three Musketeers, Huckleberry Finn, Washington D.C (Gore Vidal), Electric Koolaid Acid Test (Tom Wolfe),  For Whom the Bell Tolls, Toilers of the Sea…endless

For a day, would you rather be a hobbit or an elf?

An elf.

Do you think there are aliens?

Yes, but fixed to their solar systems.

Would you rather have a ghost or a monster in your closet?

Ghost…transparent is better than anything with sinews, muscles, fangs, etc.

What are your favorite websites?

www.theloyalsubjects.com!  And Rick Beato.

Do you prefer scary movies or happy endings?

Just good movies…strong acting, strong writing, artistic, emotional and intellectual depth.

What are your favorite TV or streaming shows and what is on your list to watch?

Slow Horses.  Love that show.

Who is your celebrity crush?

When I was younger, Kristy Turlington.

What are your favorite sports and sports teams?

Dodgers, Lakers, Raiders, Rams, Clippers, Kings…in that order.

What is your favorite night out?

The one where I’m staying in.

Favorite movie of all time?

My Dinner with Andre.

What’s the furthest you’ve ever been from home?

I’ve been everywhere…20 times over.

Do you have any special talents or superpowers?

To emotionally connect and share creative heartbeats.

What’s your beverage of choice?

Coffee and water.

Summer of Winter?

Summer

Hugs or Kisses?

both

What is your eye color?

Brown

What do you want to be when you grow up?

Magic Johnson

What’s next?

Who knows, but excited to find out!

What do you hope your legacy will be?

To be written by those that knew me best.

Everything would have been different if…

I didn’t try.

The toy and game industry clearly has….

Joy, passion, emotion, belief

I’m lucky that….

I get to wake up every day next to my wife, and celebrate this beautiful life together.