Read This If You Want To Start An Action Figure Line
In 2023, the global Toy Collectibles Market experienced substantial growth, being valued at $19.92 billion USD. Leading the market surge are The Lego Group, MGA Entertainment, FUNKO, Mattel, Jazwares, Hasbro, and Spin Master. So when an indie creator aims to tap into this competitive market, they’ve got to have a clear voice and vision that stands out from the crowd. Brandon Braswell found himself inspired to break into this market, and his journey started over 10 years ago with just a sketch and an idea. Brandon’s story is not just about creating toys; it's about perseverance, adaptability, and learning from the mistakes you make along the way.
9 to 5 Warriors
9 to 5 Warriors is a 90s-inspired action figure line that aims to recapture the magic of Saturday morning cartoons. The line features a plethora of action figures including Major Eraser, a natural born leader and specializes in using a bow and arrow. Commodore Crisps who can split up into many doppelgangers allowing him to out number his enemy. Colonel Custard, Master of Evil who is very deceitful and can pack a punch with his serrated blades and coffee lid shield. Finally, Tech Sergeant Scotchy, a certified genius who can build anything with his welding torch.
Brandon's vision was clear from the start: to create a toy line that has strong storytelling and character development, reminiscent of the popular toys that defined the 80s and 90s.
In an interview on the Making It In The Toy Industry podcast, Brandon said: "For me, the magic back then was about the storytelling aspect, amazing TV shows, amazing movies. That's where rich, strong IPs came from, and I feel like maybe that's kind of what's been forgotten in the next generations of toys."
The journey of building 9 to 5 Warriors began in 2012 when Brandon had the "crazy idea" to make a toy. Like many entrepreneurs, he started with enthusiasm but soon realized the challenges of breaking into the toy industry. "I joke with Azhelle, every time she posts like the top 10 things don't do like I did all 10 and, and, and then some," Brandon admitted, reflecting on his early missteps.
Despite these initial challenges, Brandon's passion for his concept never changed. He saw 9 to 5 Warriors as more than just a toy line; it was a chance to bring back storytelling and character development that he felt was missing in modern toys.
9 to 5 warriors were a group of ideas that Brandon had when he was a kid. He would constantly daydream and while he was, he would create these characters that would have intricate back stories and personalities. Using just materials from his home he created his first toy known as Major Eraser. Later, making other action figures modeled after things you could find around your house such as chips, donuts or a pencil. 9 to 5 warriors started out as just a daydream but became something Brandon thought he would never imagine.
How The Toy Creators Academy Helped Brandon
It wasn't until 2021 that Brandon discovered Azhelle Wade's Toy Creators Academy, a turning point that would reshape his mindset on the toy industry. Despite having prototypes and a failed Kickstarter campaign under his belt, Brandon realized there was still much to learn.
"Like a lot of things, you don't know what you don't know," Brandon reflected. This mindset of continuous learning led him to enroll in Toy Creators Academy (TCA) with an open mind, ready to fill the gaps in his knowledge and rethink his approach to bringing 9 to 5 Warriors to life.
The course proved to be eye-opening for Brandon, offering insights into various aspects of the toy industry:
1. Project Planning: TCA emphasized the importance of thorough research and planning before taking the first step. This structured approach helped Brandon avoid the difficulties of rushing into production without adequate preparation.
2. Marketing Strategies: The course provided a solid foundation for effective marketing in the toy industry. Brandon learned how to position his product, create compelling narratives, and reach his target audience more effectively.
3. Licensing Insights: One of the most significant realizations for Brandon was about licensing. "It opened my eyes. Like I don’t want this. It's a lot less, um, rewards and benefits than I had thought from certain perspectives," he shared. This insight led Brandon to reconsider his long-term strategy for the 9 to 5 Warriors.
4. Industry-Specific Knowledge: The course offered rich, industry-specific content that Brandon found more valuable than generic entrepreneurship courses he had taken before. From manufacturing processes to retail strategies, TCA provided a detailed overview of the toy industry ecosystem.
5. Networking Opportunities: Beyond the course, TCA offered Brandon the chance to connect with other aspiring toy creators and industry professionals. These connections proved invaluable as he moved forward with his project.
Brandon’s Key Takeaways From TCA
The TCA experience led to several key takeaways for Brandon, reshaping his approach to 9 to 5 Warriors and his role as a toy creator:
1. Retaining Ownership: Initially planning to license out 9 to 5 Warriors, Brandon realized the value of retaining ownership and control over his brand. "I actually don't want this," he said, referring to the licensing model he had originally envisioned. This shift allowed him to maintain creative control and potentially reap long-term benefits.
2. Embracing the Creator Role: The course had strengthened Brandon's passion for his product, encouraging him to take a more first hand approach in its development and marketing. He realized that his knowledge of the brand and its storytelling potential was unique and couldn't be easily replicated by a larger company.
3. Utilizing Modern Tools: Brandon gained knowledge of modern technology and communication tools to work efficiently with manufacturers and partners worldwide. This knowledge proved crucial in navigating the global supply chain and production processes.
4. Balancing Vision with Market Realities: Staying true to his original concept, Brandon learned to balance his creative vision with market demands and reality. This balance became key in making 9 to 5 Warriors in making intriguing commercials.
5. The Importance of Community: Brandon came to appreciate the value of the toy creator community, both for support and for collaborative opportunities. The TCA network became a source of inspiration, advice, and potential partnerships.
Getting His Action Figure Line On Store Shelves and Selling
As of 2024, 9 to 5 Warriors have become more than a concept, marking a significant milestone in Brandon's journey. Four characters made their way through production, fulfillment centers, and on to store shelves ready to make their way into the hands of collectors and children alike.
Brandon's focus has shifted to retail and wholesale strategies, with ten stores already onboard, and more added each month. Visit 9to5warriors.com to find out where you can buy your very own. This transition from creator to business owner has brought new challenges, but Brandon's approach, informed by his Toy Creators Academy experience, has been both strategic and innovative:
1. Competitive Pricing: Brandon prices his figures at $25, significantly lower than the typical $35-$60 range for similar indie toys. He does this on purpose as he uses a strategy called market penetration. It aims to encourage multiple purchases and entice stores to experiment with stocking the line. "I want them out there. I don’t want you not to buy one. I want you to buy all four. And if you're a store, I want you to experiment, buy one case of twenty," Brandon explained.
2. Retailer Support: To be successful, recognizing that in-person stores require more than just shelf space. Brandon provides custom content, flyers, and storylines to retailers. This approach empowers them to be experts of the brand, giving them the tools to effectively market and sell 9 to 5 Warriors. "I give them the storylines, I give them a catalog, I give them everything they need to be the champions of the brand," he shared.
3. Strategic Partnerships: Brandon has embraced unexpected opportunities, such as partnering with enthusiastic individuals for sales and distribution. These collaborations have led to valuable partnerships that have helped expand the reach of 9 to 5 Warriors.
4. Content Creation: Using his background in videography, Brandon creates custom content for retailers and social media such as a collaboration with Decades of Cool Toys. They are another small toy store who specialize in selling vintage toys and currently sell 9 to 5 warrior action figures.
Balancing Act and Future Plans
Despite the success of 9 to 5 Warriors, Brandon still maintains a full-time job alongside his toy-line project. This balancing act is only proof of his unwavering dedication and strategic time management. "I've always been the ambitious type to want to do everything that I can and so far, I've been able to do that," Brandon explained.
Looking ahead, Brandon's plans for 9 to 5 Warriors are ambitious yet grounded in the realities of the industry:
1. International Expansion: With one retailer already onboard in the UK, Brandon is exploring further international opportunities. He's encouraging fans worldwide to tag their favorite stores, creating a movement that will allow him to move forward with releasing his toys across the world.
2. Expanding the Line: Brandon is considering launching the remaining six characters in his lineup, through another Kickstarter campaign. This expansion would complete the initial vision for 9 to 5 Warriors and offer fans a wider variety to their collection.
3. Exploring Licensing Opportunities: Brandon is open to strategic licensing deals that align with his vision for 9 to 5 Warriors. This could include collaborations with apparel companies or other product lines.
4. Developing the IP: True to his original vision of storytelling, Brandon is considering ways to expand the 9 to 5 Warriors through various media. While a movie might be a distant dream, he's exploring options for comics, animated shorts, or web series to share the brand's narrative.
Lessons for Aspiring Toy Creators
Brandon's journey offers valuable lessons for those looking to enter the toy industry:
1. Embrace Learning: Don't be afraid to acknowledge what you don't know and seek to learn more, even if you're already in the industry. Brandon's willingness to enroll in TCA despite years of experience proved crucial to his success.
2. Be Adaptable: Be willing to adjust your plans based on the latest information. Brandon's shift from a licensing-focused model to retaining ownership demonstrates the importance of flexibility.
3. Focus on Quality: Invest time and resources in perfecting your product. Brandon's mindfulness in character design and production has paid off in the final product quality.
4. Build Community: Engage with other creators and take advantage of the opportunities that communities like the TCA alumni network have to offer. These connections can provide invaluable support, advice, and opportunities.
5. Stay True to Your Vision: While trends can be informative, don't be afraid to pursue unique ideas that may not fit current market trends. Brandon's commitment to storytelling and character development sets 9 to 5 Warriors apart in a crowded market.
6. Apply your Strengths: Brandon's background in videography became an asset in creating marketing content. Identify and utilize your unique skills to give your toy line an edge.
The Power of Persistence and Education
Brandon's story is a testament to the power of persistence and continuous learning in the toy industry. From a "crazy idea" in 2012 to having products on shelves in 2024, his journey highlights the potential for independent creators to make their mark in a competitive market.
The role of education, particularly through programs like the Toy Creators Academy, cannot be overstated. As Brandon puts it, "Her modules are set up, yes, for the toy industry, but at the end of the day, like anyone in any industry can learn so much from that."
For those considering TCA or similar programs, Brandon advises: "Stick to [modules] 1 to 12 or something? And as you go, like, re-listen to it because there's so much in there that your brain doesn't process properly, but the 2nd, 3rd time you hear it, like, 'Oh, now I'm finally getting that.'"
Conclusion
Brandon Braswell's journey with 9 to 5 Warriors is more than just a success story—it's an inspiration for aspiring toy creators everywhere. It demonstrates that with passion, education, and perseverance, it's possible to turn a childhood dream into a tangible product on store shelves. Whether you're a seasoned professional or a newcomer with a "crazy idea," Brandon's experience shows that there's always room to learn, grow, and make your mark in the wonderful world of toys.
Where To Buy
9 to 5 Warriors Are Available In Stores and Online:
US Stores
Bella Comics, Books and Toys
1385 Fordham Dr #107, Virginia Beach, VA 23464
Timeblaster Toys
38403 Joy Rd, Westland, Michigan
Retro and Rad
132 Briarwood Court, Camp Hill, Pennsylvania 17011
Decades of Toys
29 Forum Shopping Center, Chesterfield, MO 63017
Brothers Toys and Collectibles
12206 Johnson Dr., Shawnee, KS 66216
The Toy Department
5960 Dixie Hwy, Fairfield, OH 45014
Top Dog Comics
2701 Washington Rd, Unit 11, Augusta, GA 30909
Toy Federation
104 Middleton Way, Greer, SC 29650
Shaks Treasure Chest
Booth set up at Antique Fairs, Long Island NY
Retro Junk
757 Main St., Connecticut
Bitz and Buttons
5227 West Broward Blvd, Plantation, FL 33317
Play with This Toys and Collectibles
19 W Park Ave, Merchantville, NJ 08109
Plastic Universe
13051 W Sunrise Blvd, Sunrise, FL 33323
Yotoys!
1605 Juan Tabo Blvd NE, Suite C, Albuquerque, NM 87112
Toybase 10
4028 NW Tenth St, Oklahoma City, OK 73107
Sarge & Red's Toys and Collectibles
45157 Van Dyke Ave UTICA, Michigan
International
In-Demand-Toys
Unit 18 Murrayfield Road, Norwich, NR6 6NQ, UK
Popcultcha
49-59 Seabeach Parade, North Shore, VIC 3214, Australia
Online Retailers
BidBadToyStore.com
9 to 5 Warriors
www.9to5warriors.com