Q & A – Toy Fair 2020
Please introduce yourself and your company
My name is Mary Kernohan and I am Head of Business Development at SnapDragon Monitoring. We are an online brand protection company, dedicated to fighting fakes and protecting brands online.
What products are you launching at Toy Fair?
While we are not launching a product at this year’s Toy Fair, we will be on hand and available to give out advice to any brands that would like to find out more about how they can protect their products online. Registering intellectual property early is essential to ensuring their exciting and innovative new toys aren’t copied.
How did you get into the toy industry?
It was our passion for keeping children safe that first drew us to the toy industry. SnapDragon was born out of our founder, Rachel Jones, defending her own baby brand from counterfeiters across the globe. Horrified by the idea that innocent children were unsuspectingly getting unsafe products, she set out to help other brands fight fakes.
What was your favourite toy growing up?
Anything that helped me to create a make-believe world!
What is the one “special ingredient” that makes a great toy?
Aside from brilliant brand protection? I think that ‘special ingredient’ is the ability for a toy to enable children to have fun, explore and make sense of their world, either on their own or with others. ‘Play’ is such a wonderful thing, about ‘doing’, not necessarily ‘having’. The best toys are a portal into a world of imagination.
Other than your own, what toy brand really stands out to you today?
It would be unfair if I didn’t mention one of our lovely clients, Orchard Toys. Their artwork is brilliant, and I think their puzzles are really fun and educational!
What was your best memory of Toy Fair?
From last year, I was really excited to be made so welcome by everybody’s openness and friendliness. As someone who works across multiple industries, I can say this isn’t always the case…
What’s your top tip for surviving Toy Fair?
Planning your day but not cramming in too many meetings so that you can enjoy the experience! I suggest staggering meetings around time to roam and mingle. Oh and as I’m constantly telling my own kids, stay hydrated!