#201: More Than Toys: This Brand Is Building a Lifestyle

In this episode, Amaury Timmermans, owner of Egmont Toys, joins Jason to talk about buying a 32-year-old European toy brand and turning it into a digital-first lifestyle brand. Amaury shares how his background at Procter & Gamble and running his own growth marketing agency shaped his approach, from cutting the catalog from 750 SKUs down to 450 to repositioning Egmont Toys around its illustration-driven universe. He also breaks down why the US is now Egmont Toys' top growth market, how the toy industry mirrors fashion, and why he tells new brand owners to aim for distinctive, not different. If you are scaling or buying into a toy brand, this conversation is full of practical lessons.