by Michael A Greenberg | 23 Jan 2025
Biographies and Interviews
Hi Michael. I Love multi-generation toy families! What do you do in our industry?
I help startups, entrepreneurs, and seasoned companies turn their big dreams into bigger wins. I use my trusty 5Ds and a P system: Define, Design, Develop, Deliver, Delight—and, of course, Profit (because that’s what it’s all about at the end of the day).
My company, Brand New MD, is like the Swiss Army knife of product development. Need product research? Done. Packaging design? You got it. Website design? Check. Prototypes? Absolutely. Manufacturing? Oh yes, we’ve got that too.
What is it about the Toy and Game Industry that you love?
As a second-generation toy industry veteran, I’ve got plastic in my veins and a knack for turning imaginative dreams into reality. One of my favorite parts of this ever-evolving field is the art of inventing new products that hit all the right notes—whether it’s nailing the price point, catering to the perfect age range, or creating a play experience so fun it makes grown-ups jealous.
My secret sauce? I work backwards from the MSRP, reverse-engineering a product that’s not only unique but also packed with real value for customers.
There’s a special kind of magic in watching a product go from a “what if” to a “wow.” From initial sketches and renderings to control drawings and prototypes, then finally seeing the finished product gleaming in its packaging—it is like watching a kid unwrap a gift on their birthday. Except in this case, I’m the kid and the gift is my job. The cherry on top? Spotting a customer at the checkout holding something I helped bring to life. It is like a standing ovation, but quieter and with more shopping bags.
But at the heart of it all, my real joy comes from helping clients turn their big ideas into even bigger smiles. Because at the end of the day, there’s nothing better than delivering toys and games that light up kids’ eyes—and even give their parents a few precious moments of peace.
Why and how did you get into the Toy and Game industry?
My toy career began at the ripe old age of 3, tagging along with my dad to the Kohner Brothers plant on weekends. My father, Sheldon Greenberg, was a trailblazer in the toy industry, helping bring classics like Trouble and Headache to life. In 1974, he founded Shelcore Toys, and by 1976, I was on board—though my early contributions were more about playing with prototypes than running the show.
By 1977, I traded toy testing for real work, starting with warehouse and production jobs that taught me the value of hard labor (and the importance of a good coffee break). From there, I moved into tooling and molding, then took on leadership roles as Assistant Production Manager and Production Manager, eventually overseeing teams and streamlining operations.
As the years rolled on, I transitioned into procurement, project management, and leading R&D, where I got to channel my inner inventor. Eventually, I became Vice President of Operations, General Manager, and then CEO of a $200 million company. After Shelcore was sold in 2005, I realized I was not ready to stop playing with big ideas, so in 2010, I launched Brand New MD—a consultancy focused on helping others turn their business and product dreams into reality.
From stacking boxes to steering the ship, my journey has been one big game of Life—and I wouldn’t have it any other way.
What trends do you see in toys or games that excite or worry you?
AI is like the shiny new toy in the industry—it’s super exciting to see how it can streamline product development, marketing, and all sorts of other tasks. But, like any toy, it comes with a warning label. My concern? If we lean too heavily on AI, we might risk losing some of the heart and soul that makes toys truly special. After all, the best ideas often come from a spark of human creativity, not just a well-trained algorithm. Balance is key—let AI do the heavy lifting, but let humans keep the magic alive!
What advice can you give to inventors who are presenting new toy or game ideas to you?
My biggest piece of advice? Do your homework—seriously, don’t skip it. Think of it as the pre-game before the fun begins. Know your competition, understand your target market, and nail down your target MSRP. But the golden ticket is answering this: Why does your product deserve a spot on the shelf? If it fills a gap in the market or brings something fresh to the table, you’re on the right track. And remember, shortcuts might work in Monopoly, but they don’t cut it in the toy industry!
What advice do you have for people starting in the industry?
For startups, my advice is simple: learn patience—it’s a marathon, not a sprint. Make sure you raise ample marketing dollars because, let’s face it, no one’s going to find your amazing product if you don’t shout about it. And most importantly, surround yourself with experienced pros who’ve been around the block (or at least the toy aisle).
Building a brand is all about consistently getting those eyeballs—it’s a numbers game until the day consumers decide your product isn’t just a product; it’s a brand. When they finally tell you it’s a brand, that’s when the real fun begins!
How do you define creativity?
Creativity in the toy industry is like embarking on an epic adventure in a world of endless possibilities. It’s about taking bold ideas, combining them with a spark of imagination, and building experiences that captivate kids and the young at heart.
Think of inventors as master creators, bringing plush companions to life or designing action figures ready to dive into thrilling missions. It’s where big dreams turn into real play—packed with excitement, laughter, and boundless potential.
Where do you come up with your best ideas?
When it comes to creating toys and games, my ideas often come from a mix of curiosity, observation, and a touch of nostalgia. I love studying what sparks joy and engagement—whether it’s watching kids interact with their favorite toys or spotting trends in pop culture and technology.
Sometimes, inspiration strikes from solving a problem, like finding a gap in the market or improving on an existing concept. Other times, it’s about tapping into that childlike sense of wonder we all carry, imagining what would make playtime more exciting or memorable.
My approach is to blend creativity with practicality, crafting ideas that are not only fun and innovative but also deliver real value to kids, parents, and retailers alike.
I’m lucky that….
I’m lucky to have been born into a toy family—talk about a built-in playground! Even luckier, I got to be mentored by my dad, Sheldon Greenberg, a WWII veteran with creativity to spare and a life motto that stuck with me: “There are two ways to do something—the right way or the wrong way.” Beyond that, I’m incredibly fortunate to have built strong friendships throughout my life and, best of all, to be blessed with four amazing kids who constantly remind me what life is all about.
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