PlayMonster's Lisa Wuennemann on Yetis, Trivia and not being Afraid to Fail

by The Bloom Report | 15 Sep 2022

Biographies and Interviews


What are your roles and responsibilities in our industry?

I have spent twenty years helping to grow PlayMonster from a family-owned board game manufacturer to a multi-segment toy manufacturer. I have enjoyed marketing our products in a variety of ways, from playing on the radio and pitching the media to partnering with the Ellen DeGeneres show to play 5 Second Rule and collaborating with Dude Perfect to relaunch Koosh.


This year, PlayMonster is focusing on global expansion, and I am now Global VP Marketing Communications. I am excited for the opportunity to focus on marketing while expanding my knowledge globally. I love learning new things and trying fresh marketing tactics.



What has been your biggest achievement?

My biggest achievement is Yeti in My Spaghetti winning Game of the Year. It is a simple game with a great name and started with grassroots marketing. Winning this award gave the game the exposure and retail placement it needed so we could create an amazing TV ad targeted to kids. The game is still a great seller today.


What was your biggest failure?

My biggest failure was the Wonder Crew doll that was marketed as a companion for boys. We did the necessary research, positioning, and marketing to make this product a success however sometimes the consumer is not ready for a product as unique as Wonder Crew.


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

At my first job out of college, I worked at an ad agency with a toy manufacturer client. I had the opportunity to work on Teenage Mutant Ninja Turtles and Biker Mice from Mars and thought what job could be better than this. I have never left the toy industry.



What are you working on now?

PlayMonster recently launched The Magical World of Disney Trivia using Brian Hull as an ambassador. This game is not only fun with over two thousand questions for both adults and kids, but also highly collectible with high quality 3-dimensional pieces. We choose Brian Hull as the brand ambassador because of his Disney fanbase and his amazing Disney character voices. Watch this


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

What I love about the toy industry is the constant change. When I was new to the industry, I needed the constant change so I would not get bored. As a leader, we know that it is no longer enough to react to change. We must get ahead of change by trying new tactics, new creative ideas, and new ways to play.


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

Do not be afraid to fail. Failing is part of the learning process. In fact, I often say, “if you are not occasionally failing then you are not trying hard enough.” You must be willing to experiment with the latest ideas to grow and succeed.


Favorite book?

The Ride of a Lifetime by Bob Iger

marketing yeti disney trivia interview toy industry

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