Spin Master’s Paul Reynolds on creativity, innovation – and the Primal Hatch Hatching Megalodon

Paul, it’s great to catch up!
Hey Billy, long time!

I realise this is our first solo interview for Mojo, so before we dive into some exciting new things, can I ask how you found your way into toys? Was it always part of the plan?
Being an artist was the original plan. But slingin’ beers and bussing tables to pay the bills became my life instead. So, I went back to school for Industrial Design when I was 30! I realised then that I could pretty much find a way to inject fun and whimsy into almost any project that was given to me. So, I thought I’d either do toys – or be an Italian furniture designer, even though I’m not Italian! I’ve been at Spin Master since graduating and I’m 55 now, so I’ll let you do the rough math.

Well, there’s still time to become an Italian furniture designer! But until then, you’re one of the stars at Spin. How would you define the company’s approach to innovation?
It’s all me, baby!

Ha! I knew it!
I’m kidding, I’m kidding! As I mentioned, I’ve been at Spin a long time. When I started, it was a much smaller company. Back then, our founders – Ronnen, Ben and Anton – were in many of our meetings, so one could get a real sense of them. Their drive, their passion and most of all, their entrepreneurial spirit. It was infectious!

Ben Varadi tells a story about test-flying an Air Hog prototype in the park when a kid asked him: “Where did you get that?”, to which Ben replied: “I got it at Toys’R’Us”. And then the kid said: “No you didn’t. That’s a toy from the future!” So, I carry this spirit, as we all do at Spin Master, to make toys from the future, that no one’s ever seen before.

That’s a perfect segue to an exciting launch that debuted at the Toy Fairs earlier this year – the Primal Hatch Hatching Megalodon! Where did the seed of this idea stem from?
The seed came from our own Franklin La Barbara. It was altogether different, so I won’t give it away but, suffice to say, our team leader – Ben Dermer – wanted to do a shark for Primal Hatch, so we borrowed Franklin’s inspiration.

And why a Megalaodon?
Why? What’s cooler that a big-ass shark? The biggest-ass shark that ever was, that’s what! Not to mention, Primal Hatch is a line of prehistoric creatures… So, here’s a prehistoric shark. What’s great about working on a shark that no one has seen before is that I could take great creative license with it and make it look the way we wanted it to.

Absolutely – and it looks terrific. The sounds, the bubbling, the water changing colour, and of course, the moment when the shark bursts out of the egg. What aspect posed the biggest challenge?
All the aspects!

Ha!
The original concept was a much smaller proposition, but every technical challenge offered an opportunity to add a function or feature. So, it felt like we were still chasing what this thing really was while we were in the middle of making it. It certainly kept our Asia R&D and Product Development teams on their toes! If people enjoy our Megalodon, it’s our Asia teams that deserve the bulk of the credit. Shout out to James Huang, R&D and Leo Chan, Product Development!

Yes! Good work James and Leo! Now what makes the Primal Hatch brand a good sandbox for a designer to play in?
Hmmm, I think that would depend on the designer. You’ve already spoken with Jamie Riccotone, lead designer of the Primal Hatch T-Rex and the Hybrid Hatchers. He’s been obsessed with dinosaurs since he was Ricco-tiny!

Ha! And yes, I’ll pop a link to our chat with Jamie here.
For me, I love finding magic and chasing “wow” moments. That’s what I’m obsessed with. Primal Hatch, and this Megalodon, allowed me to play with a bit of magic.

What fuels your creativity? What helps you have ideas?
I was raised by a British family which brought with it a bit of Monty Python’s Flying Circus, which, ironically enough, included an American, Terry Gilliam. His paper cut-out animations were my first exposure to surrealism, which eventually led me to Salvador Dali when I was a teen. The surrealists showed me that there was another world – an inner world, the subconscious world – where anything goes and the rules are there for the making and the breaking!

I was also a 70s child, which meant that I was outside a LOT! I was constantly playing with sticks, stones, anything – and trying to make these disparate things do stuff. If you throw a rock at an overhead electrical cable – not advisable, by the way – it sounds like a laser blaster! So, I’ve had a whole childhood of discovery and trying to bend the physical world to my whims.

Also, I’m still kind of a bug nerd. I don’t know anything more magical than metamorphosis, a caterpillar changing into a butterfly. This kind of natural alchemy has inspired me my whole life.

Monty Python, surrealism, a 70s childhood and bugs – we could do a whole interview on that. Brilliant! But, before I let you go, last question! What’s the most underrated item you’ve worked on in your time at Spin? We’ll give it some love here!
Hmmm… Ok, got it! An item called Gifeez, invented by artist, teacher and wizard of everything optical, Rufus Seder. He created a zoetrope that used a blinking LED to make artwork animate, but kids get to colour or create the artwork themselves.

The toy worked extremely well. Anyone that tried it, kids and adults, loved it. The commercial tested very well too. But it didn’t get the love it deserved at retail. I think it was just a weird fit for the activity aisle but it’s a magical toy!

It looks fantastic. Paul, a huge thanks again for taking time out. I’m already looking forward to our next chat!

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