Hasbro, Mattel Toy Broker List

muddejp's Avatar

I need quick help. I am trying to get my product in front of some major toy companies. I have a functioning prototype, sales sheets, etc. created and ready to present.

I have contacted Hog wild toys and Spin Master. Hog Wild toys passed on the project. They said that is was a mass market toy and they deal in specialty stores.

I need to get this in front of some mass market toy companies. Hasbro and Mattel require the use of a toy broker and will not take individual submissions.

I am looking for anyone’s experience in this area. Any information, no matter how small will help me make the right decisions. If you have anything that you would like to share, please post it here or if you do not like posting on the forums, please email me.

This is the list of toy brokers supplied by Hasbro. Does anyone have any experience with any of these companies?

MARRA DESIGN ASSOCIATES, INC. – www.marradesign.com
ROYALTY PROS – www.royaltypros.com
NEWFUNTIERS – www.newfuntiers.com
ANJAR COMPANY – www.anjar.com
REHTMEYER, INC. – www.toysngames.com
CACTUS MARKETING SERVICES – www.cactusmarketing.com


posted October 22, 2008 06:18 (
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cwilliams's Avatar

Welcome to EN, enjoy the ride!

posted June 22, 2011 09:36 (
ggroeber's Avatar

Just signed up today with E.N…So impressed with the forum section. This page alone is an answer to prayer…We have been seeking a licensing agreement for our product on our own…and it can feel very lonely out there…Hope to get to know all of you and someday contribute to the site….

posted June 22, 2011 09:00 (
booradley1's Avatar

Thanks Mary! That looks like an amazing event. I definitely want to go.

posted June 05, 2011 11:49 (
betsykaufman's Avatarg8_badge

Wow, this is a list for toy inventors to keep handy! It’s incredible what kinds of wonderful posts show up on EN! Great info Mary!

posted June 05, 2011 07:08 (
mcouzin's Avatar

Another option is to represent yourself (no agent needed) at the Toy and Game Inventor Conference in November in Chicago. www.tandgcon.com or www.tagie.net. It is the only time all year companies like Hasbro, Disney, Spin Master and others (there were 49 speakers last year) will look at your products without an agent if you are not on their professional inventors list. Hasbro has had at least 2 people there since 2006, including their Head of Global Product Acquisition and Inventor Relations.

In addition, there is a full conference agenda taking you from the beginning of your product to global distribution. The networking is unmatched as you have breakfast, lunch and dinner with these people for 2 full days and includes a ticket to the Toy and Game Inventors of they Year Awards Dinner, www.tagieawards.com. While you are there, you can also attend the Chicago Toy and Game Fair at no charge. www.chitag.com

Many professional inventors also attend the Conference for the networking.

Richard Levy and Ron Weingartener are updating their book. Watch for it in electronic version. There is also a lot of free information at www.DiscoverGames.com.

Since the thread started with Hasbro, there are 2 Hasbro representatives on the Advisory Board for these three events and the new Hasbro Broker letter includes this Conference and DiscoverGames.com.

Mary Couzin
Director, Chicago Toy and Game Group

posted June 05, 2011 05:16 (
olimits7's Avatar

Ok, great…thanks Don!

posted February 18, 2011 11:42 (
chaser323's Avatargold

I still have the paper work from Excel Dev. Group. from 2005 i will send you what I have, to look over.

posted February 18, 2011 11:37 (
booradley1's Avatar

Will do, good luck!

posted February 17, 2011 15:56 (
olimits7's Avatar

Ok, thanks Brad; I’ll take a look at them online!

Also, if you go with anyone else please let me know your experience with dealing with them. I’ll do the same if I pick another broker from that list.



posted February 17, 2011 15:37 (
booradley1's Avatar

Olimits, I met with Seven Towns at Toy Fair. They were very professional and have a number of success stories, some are recent. You might want to check them out. They decided not to go with my products but welcomed me to submit in the future.

posted February 17, 2011 13:40 (
olimits7's Avatar

Hi, I’m also looking for a trustworthy/experienced/successful toy broker; can someone recommend anybody who they’ve worked with in the past and has had a good experience working with them?

I found this list of “toy brokers” online, but I don’t know who would be the best to contact first.


Thank you,


posted February 17, 2011 12:13 (
booradley1's Avatar

Anyone have experience with Anjar or Sherman Blank Agency?

Thank you!

posted February 17, 2011 11:21 (
rogerbrown's Avatargold

Kyle, you might find some useful info on this thread

Here is part of what I posted there.

I have attended the Toy fair before and had a great time. It is amazing how much they can stuff in the building. You have to be aware of a couple of things when you go. One is that this is the comapanies time to try and generate as many sales as possible taking orders from buyers that are there to see what is new. You may find that the only people at the booth are the salesmen, because the people who look at outside ideas are normally not there. Either way it is a good time to mingle, get business cards , ask who within the company you might approach with your idea. You get to see small, medium and large companies. You will see individuals with only one product that have a booth trying to generate interest of the buyers. You will see areas that are blocked off and only people with certain passes get in.
When you register you need to know what group you fall under to attend. Here is the list http://www.toyassociation.org/AM/Template.cfm?S...;

You need to have a plan before you go on who is there and what you want to see.
Here is a link that shows you who is on every floor http://www.toyassociation.org/AM/Template.cfm?S...;TPLID=211&ContentID=5123
Here is a link to the first level http://s23.a2zinc.net/clients/tia/toyfair2011/p...; it is really great if you use the column on the right you can click on a company and it will show you there location on that floor. This is very handy when making your list of companies to target.
You will find plenty of info throughout this site that is very helpful.

I had all of my material, business cards, and notepad with multiple writing pens with me during the whole trip. You need to have your pitch down to 30 seconds because this is their selling season and they do not have a lot of time. You need to be aware that you will be wearing a color coded badge. This badge lets them know you are a buyer, manufacturer, Inventor, etc. Based on your badge some companies will not let you in becasue they fear as an Inventor you may be there to steal their idea. Others will see you are an Inventor and invite you in wanting to see if you have any ideas to help them expand their line. These are normally the small and medium companies. I had one company that produces kids bookbags grab my arm and pull me into their booth area to look at their line and asked if I would contact them after the convention and send them new designs. I had another company have two very large gentlemen block my access to their show area because I was wearing the Inventor badge.
Yomega Yo-Yo was one of the friendliest companies that showed me everything they carried and took my info and called me after the show. We are still talking about some of the ideas I sent them.
The great thing with the color codes is you can spot other Inventors and I stopped everyone of them I saw and we all traded info on the companies to approach and the ones to avoid.

It is an exciting show to attend and a great learning curve. You just need to understand they are there to sell and buy. You need to work around the time they have to talk. Do not go in with the attitude that they should talk to you just because you paid to get in the door.

I hope this helps.


posted January 28, 2011 04:47 (
ingenuwitty's Avatar

Hey Greg,
When you went to your first NYC toy fair what did you find to be the easiest credentials to come up with? Being VERY new to the industry, all I basically have at this point is a business card and need help figuring out how to get my foot in the door… Any recommendations?

posted January 28, 2011 00:13 (
tom1157's Avatar

Hi Greg- I studied with the Inventright system and they have a great database of companies looking for inventions. They are broken down into different categories and there is a category for toys. Check it out at Inventright.com. Good Luck.

posted November 20, 2010 15:55 (
muddejp's Avatar

One other resource that I would recommend is a documentary called ToyLand produced by Ken Sons. It is a good representation of what really happens when pitching products to the toy industry. You can pick up the dvd from his website. http://www.kensonsfilms.com/ksf/Ken_Sons_Films....

posted November 19, 2010 11:12 (
muddejp's Avatar

I agree with Roger. Toy Fair is great. One of my best decisions was to go to Toy Fair and see what it was all about. Especially if you are in NYC, you are already there and there are a bunch of companies located right in the Toy District. I would also recommend any of Richard Levy’s book on Toy Inventing.

The big question/decision is whether you plan on licensing your product or self producing it. If you are planning on self producing it, a professional factory ready prototype will be a great investment. I t will help you get accurate quotes from manufacturers. If you are planning on licensing your toy then most likely a professional prototype wil be a waste of money. To license your product you need a prototype that proves its functionality and play value, other than that the company you license it to will most likely want to put their own style on it and will end up scrapping your expensive prototype.

I hope this helps. I will be in NYC again this year for Toy Fair. Maybe I will see you around.
Good Luck!

posted November 18, 2010 19:01 (
rogerbrown's Avatargold

Kyle, here is a link to the Toy Fair i New York http://www.toyassociation.org/AM/PDFs/ToyFair/T... Most of them are already gearing up for the event now.
This is another good link for toy info. http://www.toyassociation.org/AM/Template.cfm?S...;TPLID=442&ContentID=12255


posted November 18, 2010 14:21 (
ingenuwitty's Avatar

Hi Greg,
I’m not sure if you are still keeping up with this entry but it’s my best shot. I’m new to the product development industry and have developed a new toy. I’m looking for someone toy help me with a professional grade prototype, a reputable toy brokerage company and if you know of any networking groups in NYC that may be helpful to a beginner like myself? Thanks for your time.

Best Regards,

posted November 18, 2010 14:03 (
muddejp's Avatar

Roger and David,
Thanks for the info Richard and I are great friends and he does not charge me fees to review. Very similar to David. If a product of mine is worth while then we pursue it, if not we flush it.

I am glad that you posted here. It sounds like you have the right idea and I believe that a true broker is looking to make money off of successful products they license and not off of review fees. I can imagine that that

I originally got into the toy market to place an electronic toy but in the process I have created many different ideas that we are working on in a lot of different categories. The mass market toy industry is tough. One thing that I can say is that I am learning a lot about it. Before I met Richard, it took me almost 6 months worth of networking to get to the right people in the large toy companies and then they would take 30 or 90 days to to review an item for me. Now I am able to present and receive responses sometimes even in the same day. From my experience, that is the difference between having a broker and not having one in the toy biz. I would much rather get my feedback quickly from a company and move on to other companies or ideas than sit and wait. The other thing that I am doing is getting my products on MY shelf. Timing is important as well and sometimes it is best to sit on an idea and wait for timing to catch up with it, instead of rushing into a license that is not worth while.

posted May 03, 2010 05:48 (
rogerbrown's Avatargold

Greg, I have talked with most of those on your listing. The problem was the fees and the amount of toy ideas I wanted to submit for review. They seem to charge between $125 and $300 per item. So, you could be looking at $3,000 if you sent them 10 to review and you still haven’t gotten your foot in the door.
Richard Levy is a great resource. He should be able to help you tremendously. What area of toys are you trying to hit? Ex: plush, action figures, electronics, board games? That will help narrow down who you may want to approach.


posted May 02, 2010 08:53 (
muddejp's Avatar

Thanks Robert, that is good info for everyone to know. I have actually become really good friends with Richard Levy and he has helped me tremendously. We have licensed one product together already and are working on a few others currently.

posted May 01, 2010 15:42 (
robjbail's Avatar

Hi Greg, don’t know if your still listening to this thread, but just don’t go with Anjar Company. I don’t know if they are out of business or what. I sent them the fee to review which they promptly cashed and did nothing. They do not return calls or e-mails. I think they must have fallen victim to the economy, so avoid at all cost.

posted May 01, 2010 13:49 (
muddejp's Avatar

Thanks Darrell I will check them out! Thanks Mark for your experience. That is good info, we need to act a little like the BBB here so we can keep from getting burned.

posted October 23, 2008 06:56 (
darrell's Avatar

Hey Greg I to am a person with a toy idea, I have drawings and two prototypes, one that works. I plan to try and take this to one of the Everyday Edison casting calls, but here is another company you might try, I’ve spoke with someone at this company and so far they seem to be very easy to talk with, I just haven’t sent anything to them yet. The companys name is “Leaps and Bound” give them a shot, I’m trying to find other companys as well just to have some others opition until I get things where I think they need to be before I submitt something. GOOD LUCK

posted October 23, 2008 06:40 (
marcus's Avataree_badge

I’ve used Excel Dev.. They passed on my game idea but gave me usefull feedback for a nominal fee. They were honest about things and didn’t try to con me into anything.

posted October 22, 2008 18:50 (
muddejp's Avatar

Thank you everyone. I am going to pursue all possible avenues.

posted October 22, 2008 12:56 (
cowbell's Avatarg8_badge

Edited…too long…sorry bout that…

posted October 22, 2008 08:15 (
hollyshoe's Avataree_badge

I’m glad Paul posted- he’s deep in the middle of a toy pitch! In the Nov issue of Inventors Digest there is an article about Hasbro. They mentioned the Chicago Toy and Game Fair 20-23 Nov.

posted October 22, 2008 06:43 (