6 minute read
Toy Family Series: Bananagrams
FEATURED CONTENT
Brian Miller · Gepetto’s Toys · San Diego, California
In the midst of so many customers eager to buy, some retailers expressed struggles to get product stocked. As a cautionary measure, Rosenberg says she has been ordering “much greater quantities of the top sellers.” Meanwhile, Kienzle says she tries to buy early and plan carefully. “We also did a a large ‘shop early, shop o en’ push in 2020 to avoid the crush of December and the disappointment that we may not have had what [customers] had their heart set on,” Kienzle adds. Miller shares that Gepetto’s did not initially experience problems with product ow in 2020, a situation that is now starting to turn. “When the shut-down happened in March of 2020, we were sitting pretty with inventory going into our typically very strong spring season,” Miller explains. “ at carried us for months and once we started ordering again, manufacturers seemed to have stock that got us through 2020.” But as of March 2021, sales are picking up, and getting product stocked is starting to pose a “a serious issue.” “We are able to stock the stores su ciently, but it has become a very time-consuming challenge sourcing product, following up on orders, and basically shaking every toy tree we can nd,” Miller says. Elvington believes that consumers are growing more accustomed to and informed about supply issues — be it at the toy store, the gas station, or the supermarket. As a result, he says, “most people are understanding and we’ve learned to adjust our ordering to account for many things being out of stock or on back-order.” Tarzia echoes this sentiment, noting that if Stamford Toys is sold
When shoppers couldn’t go inside the Toy Store in Lawrence, Kansas, owner Nick Gu ey says the store treated the community to “over-the-top” window displays they could enjoy from the outside. out of a product that a customer is seeking, “we always try to suggest alternatives that serve the same gi -giving purpose”
Embracing the changes
With COVID-19 vaccines now widely available, independent toy retailers are noticing an uptick of in-store shoppers. “Since everyone is getting vaccinated now, walk-in shopping has picked up tremendously,” Tarzia observes. “People are so happy to be out and about.” And though their physical doors are now reopened, many toy merchants say their new ways of doing business are not going anywhere. As Tarzia puts it, “COVID advanced retail ve years into the future.” When it comes to day-to-day store safety protocols, Gu ey says e Toy Store will continue to provide hand sanitizer at the front door and keep its plexiglass sneeze guards in place through the end of 2021. And in the bigger picture, the digital-forward shi toward omnichannel retail that toy stores made suddenly and early-on was not just a temporary x. “While most customers have returned to in-person shopping, we still want to be able to meet customers where they want to shop,” Miller says. “Curbside, online, or by phone are here to stay.”
Q&A with the Nathanson Family
BY MARY COUZIN
e Bananagrams Nathanson “Bunch” at Toy Fair in 2009. From le : Sandy, Rena, Aaron, Abe, and Ava.
HAPPY 15TH ANNIVERSARY BANANAGRAMS! Unfortunately, I did not have the pleasure of meeting Abe Nathanson, and love that he created Bananagrams when he was 76! I have been fortunate to share conversations over dinner with his daughter Rena about running a business, families, being a mom, life philosophies, our industry, and more. eirs is a warm and wonderful story and I hope Bananagrams continues to drive people bananas for many more years! . -Mary Couzin
How did you and your family rst enter the toy industry?
Rena Nathanson: e original Bananagrams grew from my family’s passion for games. At the time we developed Bananagrams in the mid-2000s, we were a family of three generations, spanning in age from 7 to 75 years, and we loved playing all sorts of word games. However, nothing out there had the speed and uidity that we craved. We longed for something competitive, but that the family could play together — all ages at the same time. We also wanted something portable with no extraneous packing or pieces. A er marathon sessions experimenting with various permutations of word games (and subjecting our extended family and friends to hours of testing), we nally came up with Bananagrams. e name originated from my dad, Abe, declaring, “ is anagram game is driving me bananas!” Hence, Bananagrams! And it was my mother, Sandy, who led us on the design for the now iconic bright yellow pouch. We started making a few extras to give as gi s, and everyone was hooked. It was fast, fun, and extremely addictive. Eventually, someone suggested the game be shared with the general public. We launched at London Toy Fair in January 2006 and took home Game of the Year at New York Toy Fair in 2009. e rest is toy and gaming history! Today, we are still a family-run business that o ers a full roster of titles and aspire to help people everywhere rediscover a love for tabletop games.
Who has been involved and who is involved now?
Without a doubt, my father Abe was the driving force behind Bananagrams. His energy and enthusiasm enabled the germ of an idea to grow into an international phenomenon. He was born in 1929, the son of a fruit peddler, and grew up in Pawtucket, Rhode Island. A creative soul with a zest for life and fun, throughout his eclectic life, my father not only served in the US Army, but he was also a graphic and industrial designer, an artist, and businessman. He created Bananagrams, Inc. at the ripe age of 76! Sadly, my father passed away in 2010. But just like when we were in the trenches together guring out how to launch and grow a game and navigate the industry, his spirit and wisdom are with me always. I now carry the mantle of “Top Banana” — big shoes to ll for sure!
Do you think the next generation will get involved?
My son Aaron and daughter Ava were instrumental in creating Bananagrams, Inc., but right now they are both pursuing their own passions outside the family business. But you never know!
Abe Nathanson with a game of Bananagrams
From my perspective, some aspects of the business have changed a lot, but some have pretty much remained the same. Manufacturing has not changed that much; our manufacturing partners have been with us since the beginning, and we are lucky to consider that team part of our extended family. Distribution has grown, as we started by doing it all ourselves — me from my kitchen table in London and my father from the garage at our family home. We still self-distribute domestically in the U.S./North America, but have grown internationally and have had to learn a lot about the global distribution world…which has proven challenging at times, but always worth the e ort! e marketing of games is so di erent than it was 15 years ago when we created Bananagrams. We might have been one of the last games to ourish via word-of-mouth, not word-of-social-media!
What advice do you have for others thinking of joining the family business?
I would always say, “Go for it!” There is nothing to lose and everything to gain — especially if you are passionate about the venture you are considering.
