Steve Reece, a veteran of the toy industry, founded a consultancy to bridge the gap between consumer insights and commercial decision-making for toy, game, and kids' entertainment brands. The firm offers pragmatic, actionable consumer research to reduce risks associated with product development, launch failures, and market misalignment, with costs outlined for various qualitative research methodologies. The company emphasizes the importance of delivering meaningful insights that cater to client objectives while maintaining a strong reputation and industry knowledge.

1. Steve Reece
steve.reece@vicientertainment.co.uk
Our Blog: www.KidsBrandInsight.com

2. There is another way…!

4. Risk reducing consumer research costing c. £8,000
= as low as 0.1% of potential £ risk!
• R&D / tooling cost = £10-60,000.
• Inventory cost incurred = £200,000-1m+.
• Marketing investment = £60-200,000.
• Sales upside if product flies = £1m-5m
*TOTAL RISK = upto £5.5m!
* Not including retail loss of face, cash-flow impact of launch failure etc..

5.  Founded 2011 by ex-Hasbro & toy industry veteran Steve Reece to
deliver insight to toy, game & kids entertainment brands.
 Small team 100% focused on kids brands.
 Created to fill a gap – between agencies expert in testing what
kids have to say about products & content, and the pragmatic
commercial reality of decision making facing clients.
Consumer insight can be very valuable…
…but ONLY if it delivers commercially savvy,
practical, actionable insight i.e. no fluff!

6.  EnteredToy industry as Hasbro’s in-house market researcher.
 Conducted research with thousands of kids / parents.
 Two market research qualifications inc. Market Research Society
Certificate (with Distinction).
 Hasbro Brand Management - Monopoly,Trivial Pursuit, Play-Doh etc.
 M.D. of ImaginationGames EMEA, Asia-Pac & Global Brands Director.
 Worked extensively across UK, USA, France, Germany, Scandinavia,
Spain, Italy,Australia, Netherlands, etc.
 Pragmatic, commercially savvy and dedicated to delivering actionable,
insightful consumer research.

7. N.B. AllTrademarks are the property of their respective owners.

8. Commentator 1
Describes what’s happening…
Commentator 2
Has actually played the game, so
can ANALYSE and explain WHY
something is happening…
…and identify solutions.
We use our knowledge & experience of
‘playing the game’ to deliver consumer
insight PLUS meaningful analysis and
practical commercial solutions!

9.  We work with many methodologies…
…but we’re not focused on methodology, it’s the right kind of
consumer insight we care about… not trying out fancy new methods!
 Qualitative Focus Groups.
▪ Brands
▪ Competitive positioning
▪ Key marketing messages
▪ Product & packaging testing & tweaks
▪ Functionality
 Immersion Days (hordes of kids & your team!).
 Home visits (talk about untidy bedrooms!).
 Workshop sessions.
 Consultancy.

10. Costs vary based on research needs, but rough rule of thumb:
QUALITATIVE RESEARCH
 8 x Focus Groups with Kids (in the UK) start from £5,997 (+VAT).
 Combination of Focus Groups with Kids & interviews with mums (in the
UK). start from £7,997 (+VAT).
IMMERSION DAYS
 Dozens of kids and your team for live play testing/interaction. A real
revelation of a day!
 Costs start from £5,997 (+VAT).
 Limited availability, please book in advance.
WORKSHOP & CONSULTANCY SESSIONS
 Dependent on requirements/level of involvement.
N.B. Project costs to be paid 50% in advance, and 50% on project completion.

11. 1. We combine research knowledge, qualifications and expertise with
toy, game and entertainment industry inside knowledge.
2. We’ve bought research, so understand the need for clear, meaningful,
commercially realistic feedback – no fluff, guaranteed!
3. Proactive brand, marketing & toy business consultancy as added
value in our debriefs.
4. Double the value/insight at the same cost as standard research
agencies.
5. Public profile & reputation within the industry.

12.  Past projects have:
 Informed Brand owners of mismatch between how they & their consumer
see their brand allowing for corrections to be made.
 Validated brand/product direction allowing for wholehearted backing
throughout the organisation & into retail.
 Saved $millions in wasted opportunity & costs by identifying deeply
flawed/unlikely to work products.
 Detailed tweaks to significantly increase product appeal / functionality.
 Discovered why key product launches failed maximising lessons learnt &
avoiding repeat of poor performance.
 Highlighted previously unrecognised purchase triggers allowing for
maximum impact for marketing £££

13. Q: How do I know it will be worth our time & money to conduct research with you?
A:After hundreds of projects with thousands of kids and parents, we have NEVER had a project which failed
to reveal at least some critical insights. We deliver findings based on analysis of what kids said, but then we
move beyond that into practical consequences. This has always lead to meaningful insight and satisfied
clients thus far.
Q: Can my team watch research sessions with kids?
A:Yes of course, but we limit this to 1, or max. 2 people per session, as any more can negatively affect the
behaviour & response of the kids.
Q: Can we trust you to present/supply findings to our board/senior management?
A: Yes, absolutely. We have extensive experience of presenting to senior management/board level including
Hasbro & other leading companies in the industry.
Q: Can we take photos/record the sessions?
A:We’d like to say yes, but unfortunately we can’t offer this as standard – in this day and age, releasing
audio/video files including children is restricted by parents & schools. We can recruit specifically for the
purpose of recording, but there is a cost impact for working this way.
Q:Your sessions are mostly conducted in schools, but other research agencies use specialist research
recruiters. Why?
A:We have extensive experience of both forms of recruitment. We find schools offer the ‘purest’, most
realistic responses on the basis that the consumers involved are more randomly selected. We have to be
sensitive to the school environment, rules and needs, but we find this environment delivers the best findings.

14. Steve Reece
steve.reece@vicientertainment.co.uk
www.stevenreece.com
© 2013 RG Marketing Ltd. All rights reserved.

15. “The Insight gained from working with Steve has been
extremely valuable to us. Steve took care to understand our
objectives and to ensure that he delivered above and beyond
our expectation.”
Ben Harper, Magic Box International
“I worked with Steve over a few years at Hasbro and was
always impressed by his strategic thinking & insight.”
Philippa Snellgrove, Global Consumer Insights Director,
Hasbro
“I worked with Steve and team on several complex and challenging consumer testing projects. For
each project, Steve worked to extremely tight timescales, yet always delivered an extensive piece of
research; meeting all key objectives along the way. Each piece of work has fed directly into the
project decision process.We have benefitted from a variety of successesand gained many valuable
insights as a result of working with Steve and team.”
Paul Chandler, Senior Marketing Manager, Hornby Hobbies

16.  Steve’s presentation on the Future ofToys at
Spielwarenmesse (Nuremberg)Toy Fair:
http://www.youtube.com/watch?v=wF1Qdx5gwZE
 Steve’s presentation onThe EuropeanToy Market:
http://www.slideshare.net/StevenReece/the-future-
of-toys-trends-in-2020

17.  The Practical GuideTo DoingToy Business In Europe.
 The Practical GuideTo DoingToy Business In North
America.
 Another Slice ofThe Pie:WhyVirtualWorld Brands Need
A Brand Licensing Program.
 How &Why Kids PlayWith ConstructionToys & Building
Blocks.
 HowToWinTopToy Licenses.
 KidsTablets: Competitive Advantage Factors.
 HowTo GrowYourToy Distribution.
 55 Features OfTop Selling Board Games.

18.  Toy News – leading UKToy trade magazine
 The ImportanceOfThe Senses ForToys: http://www.toynews-online.biz/opinion/read/steve-reece-the-power-of-
touch/040708
 WhyToy Products Need To Be Adapted For Each New Market: http://www.toynews-online.biz/opinion/read/steve-
reece-same-product-different-market/040500
 Perennial Themes ForToy Products: http://www.toynews-online.biz/opinion/read/timeless-toy-themes-perennial-
goldmines/040251
 HowToy Consumers Expectations Have Changed: http://www.toynews-online.biz/opinion/read/the-21st-century-
toy-consumer/040863
 ReducingThe Risk OfToy Launch Failure: http://www.toynews-online.biz/opinion/read/inside-trader-reducing-risk-
of-toy-launch-failure/040171
 EightCharacteristicsOf SuccessfulToy People: http://www.toynews-online.biz/opinion/read/eight-characteristics-
of-successful-toy-people/040221
 WhyThe Maxim ‘Never WorkWith Kids & Animals’ Does NotApplyToTheToy Industry: http://www.toynews-
online.biz/news/read/opinion-never-work-with-kids-and-animals/031302
 Licensing.biz – Leading Brand Licensing Publication
 VirtualWorlds & Brand Licensing http://www.licensing.biz/opinion/read/beware-of-the-virtual-world-licensing-gold-
rush/038207
 HowTo CreateAToyetic Entertainment Brand: http://www.licensing.biz/business-analysis/read/how-to-create-a-
toyetic-entertainment-brand/026890
 FiveWaysTo SpotA Merchandise Friendly App: http://www.licensing.biz/business-analysis/read/five-ways-to-spot-
a-merchandise-friendly-app/026889
 Tips ForWinning TopToy Licenses: http://www.licensing.biz/business-analysis/read/blog-tips-for-winning-top-
licences/026888
 7WaysTo PickThe Right Licensees: http://www.licensing.biz/business-analysis/read/blog-seven-ways-
to-pick-the-right-licensees/026887

19. TheToy Book – Leading North American ToyTrade Publication
 The EuropeanToy Market – Large But Fragmented: http://toybook.com/wp-
content/uploads/2009/09/TheEuropeanToyMarketMayJune2012.pdf
 EuropeanToy Fairs 2012 Round Up: http://toybook.com/european-toy-fairs-
2012-round-up/
YourToyCom.com – official Blog of the Spielwarenmesse (Nuremberg)
InternationalToy Fair
 Steve’s articles are regularly published
here: http://www.yourtoycom.com (login/sign up needed to access site)
GlobalToy News – leading GlobalToy industry trade blog
 The importance of adapting products that work in one market before rolling
out to new markets: http://www.globaltoynews.com/2012/01/same-language-
same-product.html

20. steve.reece@vicientertainment.co.uk
Our Blog: www.KidsBrandInsight.com
Steve’sToy Industry Blog: www.stevenreece.com

21. Steve Reece
steve.reece@vicientertainment.co.uk
Our Blog: www.KidsBrandInsight.com