We spent a month this week dealing with the surreal and disorienting tariff crisis. Some shipments land while others are sent back to China in a rough and choppy ocean of chaos.​

Let’s keep sharing our stories through our networks, detailing how much damage is being done to our businesses, our careers, and our livelihoods. Coming together to document and detail how tariffs impact every part of our industry is powerful. ​Most importantly, share your personal story with your elected officials— that’s what truly moves the needle. Our Senators and Congressional Reps should hear from us in every state and district. www.congress.gov/members

And don’t stop there—send your story to local news outlets, too. The more voices we amplify, the stronger our impact.

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Mary and the POP Team​​

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Mary: Hi Amanda! Great to see you at the London Toy Fair. Thanks so much for sharing a bit about yourself with our readers. What’s your role and focus these days?
Thanks for having me! I wear a few hats, but I’m best known as the founder of Fundamentally Children and the Good Play Guide. I focus on helping families and brands navigate the world of play, tech and toys in a healthy and developmentally beneficial way. I love working with companies to create products that genuinely support children’s wellbeing.

Mary: What would you say is your claim to fame in the industry?
Probably being the person who introduced the concept of a ‘Play Diet’ — a simple way to help parents understand the balance between different types of play, from outdoor rough-and-tumble to screen time. It really resonated with families and the industry because it’s grounded in research but easy to apply in real life.

Mary: How did you get into the toy and game industry?
I was born into it! My dad worked for Palitoy and then Mattel, before setting himself up as a sales agent and I spent many of my teenage years demonstrating toys at shows, or drawing up in costume characters for events. I trained as a research psychologist and was working in child development and education when my girls were young. Then, through an opportunity that came via my dad, I started doing research into toys and play, and I quickly saw the impact that high-quality play experiences could have on children’s learning and mental health.   READ MORE...

Azhelle Wade, “There are no tired brands, just tired marketers.” That quote alone has been living rent-free in my head since this interview. It has challenged me to take a look at my own brand and ask, am I doing everything I can to keep it thriving?"

In this episode, Sharon Price John, President and CEO of Build-A-Bear Workshop and Chairwoman of the Toy Association, shares how she turned around a failing classic brand, and ushered it into a new era of profitability and heart.  ​READ MORE...