Dan Meyer – Head of Brands at Bonkers Toys – talks fandom, ‘new media’ brands and Warrior Cats

Dan, it’s great to connect. To kick us off, how did you find your way into toys? Was it always on the cards?
I grew up in Cincinnati, Ohio, which was home to Kenner toys and several other legendary toy stories. Growing up around that legacy, I was always inspired to be a part of the toy industry. Additionally, one of my grandparents was a toy collector.

I went to undergrad at the University of Cincinnati studying industrial design, and as part of that schooling I had several internships in the toy industry. So given all that toy history from my past, yes – I guess you could say it was always in the cards!

You are Head of Brands at Bonkers Toys. What makes a brand attractive to Bonkers?
At Bonkers, we are always trying to be disruptive and ‘leading edge’. We don’t do that just for the sake of it. We do it because we see consumer interests shifting from traditional toy brands to what we call ‘new media’ brands. A decade ago, no one could have imagined the influence of YouTube, Roblox, TikTok and other new media platforms. And at the heart of all these new media brands is the fandom. And these platforms will only continue to evolve.

So we look for brands that are ‘leading edge’ and have highly engaged fandoms! And this has evolved during my time at Bonkers. In the early days, Bonkers was pretty focused on YouTubers – but we have evolved into our new media brands like Warrior Cats, Gorilla Tag and others!

On Warrior Cats, what made this brand a perfect fit for toys?
Warrior Cats is a truly amazing brand! Several things caught our attention – the highly engaged fandom, the continued success of the literary series, and the deep lore and vast array of characters of the franchise were some of those highlights. And if you have those elements, a toy line is a natural fit.

You also have lines with popular YouTubers Preston Playz, Aphmau and Moriah Elizabeth. I imagine this is a very different prospect to adapting a more traditional entertainment IP. How do you approach bringing these into toys?
Working with these of brands is truly rewarding. We approach each one by immersing ourselves in each respective brand. We study the YouTube channel, the content, the fandom – all while working closely with each creator. The blending of their creativity and our toy expertise is a dynamite combination!

You mentioned that Bonkers was an early adopter when it came to bringing YouTube IP into toys. Have you seen this trend continue across the wider industry?
It seems this trend is continuing in the toy industry. Walking down any one of the different toy aisles you will see creator brands – not only from Bonkers, but also from other toys. The most successful brands seem to have one thing in common: stay authentic to the DNA of the creator/YouTube channel!

Last question! What fuels your creativity? What helps you have ideas?
Seeing the surprise and delight on a fan’s face is the ultimate fuel to the creativity and the work. At the end of the day, that’s what it’s all about. We have a unique profession in that our main outcome is delivering happiness and joy to our end consumer. Reminding ourselves of that – and seeing thousands of fans share that joy on social media – inspires us to search for what’s next. And often times, just continuing to listen to that same fandom informs us of the next big idea!

Great answer. Dan, a huge thanks for taking time out to chat.

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