Profile: Michael Albert of TCG Toys

Michael Albert is the President and CEO of TCG Toys, a pioneer in Canadian licensed toys and games. Total Licensing caught up with Michael to find out more.

TCG Toys’ Michael Albert sizes up success in the licensing industry! Michael can thank his father for all the fun and games. Literally and figuratively.

Albert, the President and CEO of TCG Toys, is a second-generation toymaker and licensing authority who followed in the footsteps of his father Harvey. In 1967, when Michael was seven, the elder Albert bought a small Canadian toy company and gift distributor. The business grew, and soon Canada Games was formed.

Canada Games became a household name with the likes of Rummoli, Ouija and Stock Ticker, and the wildly popular Pogs. A kid toy-tester for years, Michael officially joined his father and brothers at the company after graduating from the University of Toronto and has never looked back.

“The most enjoyable times of my life were those where I had a chance to work side-by-side with my father and brothers,” Albert said.

In 1997, Michael founded Torontobased TCG Toys. Globally known for its high-quality and value toys and products with distribution in over 40 countries, the 25-year toy company has cemented itself as a leader with multi-product categories that include proprietary brands and licenses.

“Licensed products play a major role at retail and are a primary focus for TCG Toys through all core categories,” Albert told Total Licensing. “As a global toy company, we focus on properties and partners where we can obtain a more comprehensive grant to cover the high costs of developing the product.”

One such example is Megamat™, the engine of TCG’s business, with millions sold since the range launched over ten years ago. Available in a variety of sizes, including some with toy accessories, the signature licensed Megamat feature heritage properties like Thomas and Friends, Hot Wheels, and Barbie to today’s hottest brands like Miraculous and CocoMelon.

“TCG Toys pioneered the ‘playable room decor’ business that will be a cornerstone of our product mix for years to come,” Albert said. “Although competitors have tried to replicate our success, we continue to lead in this category thanks to our huge portfolio of licenses and our commitment to using high quality, non-toxic, waterresistant materials that are durable for the most rambunctious play.” Manufacturing well-made and soughtafter products are one factor in maintaining long-lasting partnerships with key licensors like Mattel and Nickelodeon. Identifying opportunities and matching specific properties to products that fit the appropriate demographic within the company’s core categories has also proven key.

Enter Bend-Ems™. In 2021, TCG Toys acquired the trademark under license to the bendable 90s heritage action figure line. Prime for licensing, the Bend-Ems IP opened up a new category for the company, its partners, and new licensees.

Tapping into its current relationships, TCG Toys launched the first wave at retail in Q4 2021 with classic and popular kid-favorite properties Miraculous: Tales of Ladybug & Cat Noir, Sonic the Hedgehog and SpongeBob SquarePants.

“The reaction to the brand globally has been tremendous,” Albert said. “For 2023, we have distribution and new licensing partners lined up and anticipate shipping millions of units. Bend-Ems is a game changer for us.”

Among the 2023 Bend-Ems launches is WWE, one of the brand’s original collectibles and must-have favorites from the 90s.

While trends come and go (and sometimes return), as in the case of Bend-Ems™, and the industry has its ups and downs, especially coming out of the pandemic, the ever-changing landscape and need to innovate constantly keep Michael thriving. And then there is the fun of it!

“It sure beats trying to sell screwdrivers,” he said.