#203: he Professor Who Built a Halloween Icon

In this episode, Jason talks with Marc Fetscherin, owner and CEO of Bones Is Back and a marketing professor at Rollins College, about turning a bedtime question from his daughters into an award-winning toy brand. Marc walks through how he designed Mr. Bones to fix everything he says does not work about Elf on the Shelf, from product research to a ten month development timeline with Gembah. He shares how a smart Kickstarter strategy funded the project within an hour, and how the brand is now expanding into Walmart, Amazon, and Canadian retail. Marc also opens up about writing the companion book himself and why he believes true creativity happens when kids are in charge. If you are building a seasonal toy brand or thinking about crowdfunding, this episode is packed with lessons.