The GaryVee Audio Experience Why Doing What You Love Makes You The Most Money w/ Darran Garnham
Sep 20, 2022
Darran Garnham, the Founder and CEO of TOIKIDO LTD, shares his fascinating journey through the toy industry. He reflects on how passion drives success and the surprising connections between toys and business. Darran recounts his near-miss at becoming a millionaire by 28 and navigates the complex realm of intellectual property, revealing challenges from a shady past. He discusses innovative strategies for marketing animation and licensing adventures with major brands, emphasizing the importance of integrity and relationships in entrepreneurship.
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From Frozen Peas to Pokémon
- Darran Garnham started his career by working nights stocking frozen food.
- He then landed a merchandising job for Pokemon, eventually managing Central and Eastern Europe.
Wild East Business
- The post-communist Eastern European market in the early 2000s was a wild west.
- Garnham's potential business partner's previous partner had been blown up.
Creative Distribution
- When broadcasters wouldn't air Ninja Turtles, Garnham bundled toys with episode discs.
- This creative distribution strategy helped build hype and eventually led to the show airing.