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Ronnen Harary is the co-founder and chairman of Spin Master, the company behind PAW Patrol, Bakugan and the Rubik's Cube.
In this episode, he breaks down how a toy company started making its own TV shows, and how that decision built some of the biggest kids' brands in the world.
This is a brand-building masterclass.
We get into:
• How a 4am drive to Detroit landed a 48,000-unit Kmart order two months in
• Why Spin Master started producing its own TV shows
• The Beyblade deal he passed on and what it taught him
• How Bakugan took sales from $450M to $1B, then back down again
• Why PAW Patrol was born at the lowest point in the company's history
Ronnen also shares:
• The birthday cake test he uses to spot a hit
• How to expand a brand without losing its tone and tenor
• Why he turned down a $100M live-action film (and still regrets it)
• How he pitches without ever using a PowerPoint
• Why Spin Master bought the Rubik's Cube
Plus: YouTube vs Netflix, making money from content beyond merch, how fast you can tell a product has failed, no-blame culture, top grading, and building a company that outlives its founders.
Follow Ronnen:
LinkedIn: https://www.linkedin.com/in/ronnen-harary-99b13370/
No Experience Necessary (book): https://www.ronnenharary.com/projects/no-experience-necessary
Produced by 7xContent: make your own podcast with us: https://www.7xcontent.com/home#apply
Follow Callum:
Instagram: https://www.instagram.com/thecallummc/
LinkedIn: https://www.linkedin.com/in/callummcdonnell/
Timestamps:
00:00 The toy and TV playbook behind PAW Patrol
01:21 Step one is deciding to bet on yourself
04:20 Spotting a proven product in Israel and bringing it to Canada
06:02 Driving to Detroit and pitching the wrong Kmart buyer
09:30 The 19-year road to PAW Patrol
11:43 Why 26% of toys come from TV and film
12:40 Passing on Beyblade (a $3B miss)
14:35 Bakugan and the $6M bet on a TV show
17:23 Why the toys and the show launch on the same day
18:32 How eight years at MIPCOM opened the door to TV deals
20:05 The lowest point that produced PAW Patrol
22:25 The birthday cake test for a hit
24:40 Storytelling fundamentals for creators and brands
27:16 YouTube, Netflix and why there's no clear path today
30:17 No-blame culture and why doubt kills luck
34:19 Why you can't replicate a hit
36:13 Why Spin Master bought the Rubik's Cube
43:10 Hatchimals and letting go of product development
47:06 Turning down a $100M live-action film
49:24 What makes a great pitch (and the Banana Boy story)
54:43 Top grading and why culture is Spin Master's moat
59:04 Quick-fire questions
1:02:43 Where to find Ronnen + No Experience Necessary
