Hi Ryan, I'm looking forward to seeing you next week at the Chicago Toy & Game Fair! Thank you for taking time to answer some questions. For starters, what do you do in our industry?

I’m the CEO of Plus-Plus USA and the Head of Product Development for the Plus-Plus global brand, which is based in Denmark.

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

I love what I get to do every day, but I have to say it’s the people. From our own Plus-Plus team to the global toy industry, the people that make it all special. Every trade show feels like a fun reunion!

What is your claim to fame?

Most recently, I’ve become known for my tariff poem video and other LinkedIn video posts about the retail store my family and I started last summer. But I’m most proud that the first product I designed from scratch and that is patented in my name, HEXEL, won a TOTY this year in the Specialty category.

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

I can’t take much credit for it, but my family is my biggest blessing – my wife Sarah and 4 kids (most of whom have been free Plus-Plus packaging models at some point) give me so much joy. My biggest failure is probably related to that – especially early in my toy career, being too caught up in the stress of growing a business to stop and enjoy the time when my kids were little (so ironic for a toy person!).

What are you still hoping to accomplish?

I hope to bring other non-Plus-Plus products to market someday, as I have lots of other ideas that I keep on the back burner. I’m also working on a book about product development that I hope to publish soon.

Do you have a mantra that you live by?

Take action. Don’t let the perfect be the enemy of the good.

What keeps you up at night?

I sleep pretty well most of the time…until the few nights before a big show like Toy Fair or Astra – then I start to worry about all the little details in the booth that really matter to me!

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

2 things within a few weeks in the summer of 2003: I went to work for my father-in-law Dan Buckey, who was a toy rep for many years. I was doing Excel grunt work for him, analyzing sales and inventory data for Kmart. And then, my wife Sarah and I opened a specialty toy store called Kids on Third Street, which we ran for 7 years.

What are you working on now?

2027 products, and some ways to make new strides in our growing direct to consumer business in 2026.

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

I’m concerned about how many ‘flash-in-the-pan’ trends we see right now, which can take hold (and vanish) faster than ever – Labubu, Italian Brainrot, things like that.

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

Choose your friends carefully and then keep them close, but also continue to build your professional and personal network. You never know where a connection might lead!

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

Be proactive. Present solutions to problems (or new opportunities) that your manager or company didn’t even know existed.

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

I get up at 4:45, but I don’t look at any email or work for at least an hour. I exercise, read, journal, pray, and read news (on the iPad, though I used to love getting the printed newspaper). I get to the office around 8 and work till 5:30 or so. I’m pretty meticulous about my calendar, with 2 meeting-free days per week that are blocked out for creative and executive work. 

What’s your workspace setup like?

My office is full of new and vintage toys! I have a standing desk and a sitting desk, and a workshop where I can tinker on new product ideas.

What’s a problem you’re still trying to solve?

Marketing.  It’s just not in our wheelhouse of expertise, and it feels so difficult to be noticed in our noisy, trend-driven retail environment. And, when you’re trying to grow a company, it’s tough to make adequate room in the budget for it.

What blocks your creativity?

Not carving out time in my calendar for it! If I don’t schedule the time, it just doesn’t happen.

How do you recharge or take a break?

I’ll take a 15 minute nap on the floor of my workshop, or stroll around the perimeter of our warehouse complex.

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

Gobots, Adventure People, Matchbox Cars, Playmobil.

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

One $100 toy. Quality and play value win the day!

Where were you born?

I was born, raised, and now live in Greenville, SC (with a 20 year hiatus in CO, MA, OH, MI and a few other places).

What was your life like growing up?

I spent a lot of time outdoors, many hours tinkering – tearing things apart, building things. We lived on a small farm most of my childhood and I was fortunate to learn how to do lots of different tasks.

What do you read every day, and why?

The Bible, the Wall Street Journal, and some other nonfiction book. Right now it’s Marketing Made Simple by Donald Miller (see above comments on Marketing!).

What is your favorite gadget, app or software for work?

Inbox Pause – don’t live in your inbox!

What was the last thing that made you laugh or cry?

My family and I are big Downton Abbey fans – we went to see the latest movie, and we were all crying at the end!

Do you have any kiddos?

Yes! 4 – 2 in college, 2 still at home (but not for long!)

What is your favorite way to waste time on your phone?

Duolingo Español

Do you prefer scary movies or happy endings?

Happy endings! There’s enough fear in the world already.

Tell us about your hobbies?

I’m an old car guy. I love turning a wrench on a car, diagnosing some problem, fixing it, and then going for a joy ride.