Hi, I’m very interested in a career in toy design but am confused about how the industry works. I’ve done a lot of research and have found it quite difficult to differentiate between distributors and companies that actually design toys.
How does licencing work within the toy industry? Is it a case of a brand, or television program licensing out the use of their character to companies, such as Fifi and the Flowertots with Vivid Imaginations? Or is it a case that somebody will have an idea and work with a company to produce a commercially viable product?
How do product partners work? For example Jakks Pacific’s upcoming office opening in the UK. I know their product partners include Flair, Vivid Imaginations and Character options, but how does this relationship work? Who is doing the designing and who the distribution?
I would be very grateful if somebody could clarify some of these points slightly baffled Junior Designer!