While playing a toy company executive pondering toys’ “fun factor” in the family film favorite “Big,” Tom Hanks declares: “I don’t get it!” And he has a point—it’s hard to tell just what makes a toy fun and popular. Even the hottest trend can leave a parent wondering if their child will actually enjoy it when the box is opened.
But parents, wonder no more! Real life toy expert Jim Silver has the answers.
With 30 years in the business covering the toy industry at consumer and trade magazines, in 2008, Silver started TTPM, a website designed to help toy buyers make smarter choices. Even educated shoppers see too many toys gathering dust on their children’s shelves. To avoid these purchasing pitfalls, TTPM helps ensure that every new item will be a big hit with your kids.
“We started TTPM as a toy review website featuring photos, write-ups, and short video reviews,” Silver explains in his bright and playful Manhattan offices, filled floor-to-ceiling with thousands of toys, games, gadgets, and gear.
“As people research what they plan to buy, still photos don’t tell the whole story of a toy, so we started producing a video for each and every product we review.”
The video reviews (usually 90-120 seconds) explain for whom the toy is geared, the why and how of its fun and enjoyment, as well as its age-appropriateness. “Our viewers want to know exactly what they’re getting and they don’t want to waste money.” Having studied consumer behavior, TTPM also implemented a price comparison tool to the site. With one click, the shopper can view a toy’s review, check which retailers have it in stock, be notified when it goes on sale, then link to the retailers for purchase.
“We make it easy—it’s everything you need to know for a one-stop shop,” Silver says. Starting with an impressive 2 million views in 2010, TTPM now produces over 5,000 video reviews per year, and their digital traffic grew to upwards of 100 million video views last year.
Riding on the momentum of their success in toys, TTPM expanded the website to include baby products and gear, books, kids’ electronics and video games, sporting goods, and adult party games. Most recently, they even started pet toy reviews—revealing that what looks good to a pet owner is not always fun for Fido. Consumers can read reviews even before products arrive on shelves. With honest and candid assessments, TTPM is well-respected by manufacturers. If a negative review is published, companies often fix or alter the product or instruction manual to address the complaint.
The new, free TTPM Shop for Kids smartphone app allows consumers to do all the necessary research for kids’ products in one place. Users can search for items, watch video reviews, view product ratings, and compare current prices at leading retailers, before tapping to purchase. The app also offers optional notification on sales, allowing users to receive alerts when products go on sale or drop to a pre-specified price point. It also has a built-in scanner so you can scan an item in-store.
With thousands of products sent to TTPM for review, where do the products go after they publish a video? Socially-minded, TTPM makes weekly toy donations to children’s charities, like Kids in Distress, and local afterschool centers.
Nowhere is the company’s fun-loving and community mindedness more apparent that in Silver’s office, where a 2-foot-high LEGO Santa Claus—which he’d received as a gift—peers down at him from a shelf above his desk. “I have always loved toys and I was a huge board-game player growing up,” Silver says with a smile. “I still own many of my original toys, even my first Monopoly set.” With this genuine passion for the industry, it’s quite apparent Silver is in his element, as is his team of fellow toy-enthusiasts.
In fact, the loyal staff has nearly doubled in size recently, and the company culture reflects their mission. “Everyone in our office loves toys and we love what we do,” Silver says, hugging an oversized stuffed Olaf—the-snowman from Disney’s “Frozen.” He describes the business dress code as “classic college dormitory,” noting: “We are casual, we like to play with toys!”
To learn more about TTPM, visit ttpm.com!
