Episode #60: Getting To Know Black Women In Toys and Entertainment with Donna Moore
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In celebration of Black History Month, The Toy Coach presents a mini-series: Getting To Know Black Women In Toys and Entertainment. In this mini-series, The Toy Coach asks four interviewees the same 10 questions, in an effort to celebrate their career achievements in toys and entertainment, connect on a personal level, reminisce about toys from their childhood, and share their valuable life lessons. The women highlighted in this series include a SAG award winner, a Golden Globe nominee, a well-known industry veteran, and a history-making inventor. Throughout this mini-series, you’ll notice similar themes of persistence, resilience, and patience as these incredible black women share their achievements and what it took to get there.
For today’s bonus episode, our guest is Donna Moore, the Vice President of Advertising at aNb Media and TTPM.com where she handles accounts across the company’s multiple divisions: toys, baby, pets, and more! Donna joins The Toy Coach on the podcast today to answer 10 questions about her life and career, and finally shares important advice for anyone starting or growing their toy career.
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Reach out to Donna at donna@ttpm.com
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Azhelle
You are listening to Making It in The Toy Industry, Episode Number 60.
Intro/Outro + Jingle
Welcome to Making It in The Toy Industry, podcast for inventors and entrepreneurs like you. And now your host Azhelle Wade
Azhelle
Azhelle Wade here and welcome to a bonus episode of Making It in The Toy Industry. This podcast is brought to you by thetoycoach.com. Right now you might be wondering why there's an extra episode waiting for you when you know a week hasn't passed yet since the last MIITTI episode. Well, here's why. In celebration of Black History Month, I decided to put together a bonus miniseries featuring four incredible black women in toys and entertainment. In this miniseries, I asked each interviewee the same 10 questions and received answers that made me laugh, brought tears to my eyes and at times even gave me goosebumps. Throughout this last week of Black History Month, I'll be releasing four new bonus episodes highlighting these incredible black women in our industry. Now I was really selective with my 10 interview questions, because the goal for me is twofold to share the career achievements of these incredible women and also to share a bit of their personal life and perspectives. with you the listeners of this podcast. All right toy people, it's time to meet some SAG Award winning Golden Globe nominated history making powerhouses in the toy and entertainment industries. Right now. Let's dive in. Our guest today is Donna Moore. Donna is the Vice President of advertising at AnB Media and ttpm.com where she handles accounts for clients across the company's multiple divisions, toys, baby, pets and more. She started in the toy industry more than 10 years ago, but seems to have been a part of it forever. Donna knows everyone. She works closely with almost every toy company in the industry, and they rely on Donna to offer smart marketing solutions to help meet their business goals. Donna has unique selling skills and can spin any situation into a possible marketing or advertising campaign, whether big or small. Prior to AnB Media. Donna worked at the Hollywood Reporter as an account manager where she handled indie films and film festivals and attended award shows and industry events weekly, which is where her social skills shine. When she is not traveling, you can find her on the phone dialing for toys for the TA toy bank or making wine in her vineyard in Connecticut. It's time to meet Donna toy people. Donna, welcome to the show. Thank you so much for showing up today. And I'm excited to highlight you as one of our black women in toys and entertainment for Black History Month. Welcome to the show.
Donna
Thank you Azhelle Thank you so much. I'm honored for you to even ask me to do this.
Azhelle
Alright, let's dive in. Here we go. We got the 10 questions. Here we go.
Donna
Okay.
Azhelle
Number one, how long have you been in the toy and entertainment industry?
Donna
If we count when I had my when I worked at Hollywood Reporter it's been over 20 years. And that's entertainment. And then in the toy industry. I dabbled a little bit when I was at Hollywood Reporter because they had one issue that went around licensing show. And I dealt with mga. So that was it for the toy part of it. But so for toy it will be 11 years and a couple of months.
Azhelle
Incredible. So much experience. Where do you work right now? And what do you do?
Donna
Currently, I work at ttpm, which stands for toys, tots, pets and more. And I am the Vice President of advertising and sales. I oversee pet and baby. I oversee digital ads, digital units on our website, as long as well as print ads and our publication. And we started a new division last year, right before 2015 we started a new division ttpm influencer management and I'm the VP for that division where I basically handle 17 influencers and help book deals for them. Negotiate deals for them on tik tok, Facebook, Instagram, YouTube, and it's pretty crazy.
Azhelle
I did not know you were the VP of that division.
Donna
Yes, yes, the VP of that division and it's a whole nother world.
Azhelle
So if any of my listeners are looking to collaborate with influencers..
Donna
They should be reaching out to donnamore@ttpm.com
Azhelle
All right, all right. So what do you have most about your job?
Donna
Oh my gosh, you know what I love the most. I love meeting people. I love the fact that every day is a different day, one day, I could be dealing with all toy companies, I could be talking to Disney, I could be talking to Warner Brothers, I could be speaking with skyrocket toys, or just play or basic line. The next day, I'm speaking with a pet company. The next day, I'm speaking with a skip hop or a Delta children, or a lily Baby, I'm speaking with a baby company. But among all of that, even though every day is different, every single day, I'm constantly dealing with different agencies for influencers. So every single day is different. So it really helps a day go by fast knowing that, you know, now we are at home, we all want to do something that number one you want to enjoy your job to begin with. And I love my job. And it goes by so fast, when I'm dealing with all these different moving parts, and I love the fact when they all come together. And not to mention travel. In a perfect world, I would be traveling actually in a perfect world. Right now today, we would still be at Toy Fair.
Azhelle
Yeah. Next up, who in your family is the most surprised or entertained by what you do for a living?
Donna
I would say my grandmother, my grandmother, she's adorable. She's 97. Right now today, she'll just say, Are you still looking at toys? And I could hear her, you know, when she's speaking with the other members of the family. And she'll say I'm on the phone with Donna. And oh, she you know, she looks at Toys all day. And I don't know what she does. And then I could hear another cousin or my brother saying it's like big. Hey, Tom Hanks. I don't know, she plays the toys. I don't know how she gets paid. But that's what she's doing. Yes. I mean, it's hilarious.
Azhelle
That is hilarious. Now, what do you view as your biggest achievement in the toy and entertainment industry?
Donna
You know what it's not, it's not really one, it's kind of like a combined thing that I'm really proud of coming into the toy industry 11 years ago, I, when you're doing sales, you immediately want to go after the big fish. Because that's pretty much a given when you come in, they're like, Oh, this is your client, this is your client. And you pretty much know they're going to do something, they're they're going to do something with you, you know, they're going to participate in a showcase, they're going to participate and using utilizing your influencer, they are going to buy a digital unit on your consumer site, or on your email blast or whatever. But it's kind of like a short thing. So for me, my biggest achievement is when I finally realized that I am missing some companies, because I'm not giving them that much time of day. And some of these, even though some of them were mid sized companies, they just sit and want to hear what I had to say. So the achievement was taking all these companies and finally just beating them down. And finally say, Listen, you know, we're here, I can help you, you know, you're trying to reach this audience, you're trying to reach this consumer, you're trying to get your product in front of baby reviewers, you're trying to do this, I can help you let me help you. So that achievement was basically finally being able to reach these smaller mid turn mid brand companies and letting them know that we are here. And we can help you. And some it took really five years some took five years for me to just keep calling and reaching out and going by and seeing them every week or every quarter, knowing that they're going to look right at me and say Well Donna. Yeah, no, we don't have any money or No, your company's not for me or No, thank you. It's so nice to see you. But nothing ever happens.
Azhelle
Wow.
Donna
I feel like that was just a team and just reaching those companies and being able to finally work with them.
Azhelle
So you answered my next question in that answer to that question, because it was to tell me a little bit about what it took you to get there. But do you have anything to add?
Donna
that what I want to add to that basic to really get there. You know, you just have to be persistent. You just have to be persistent. In no matter what job you do, whether you're in sales or you're in another position. Never take no for an answer. And if it's something you believe in No matter what your product is, and that or what you're selling or where you work, you have to believe in your company, you have to believe in the product that you are presenting. And most importantly, you have to believe in yourself that you can do it.
Azhelle
Yep, love that. Now, as a black woman, I do have to ask this next question. Did you feel represented by the toys that you played with growing up?
Donna
No, not at all. I know, I cannot even remember seeing any kind of black baby dolls or anything, kind of think of it. And I had Barbie, I had every single thing that Barbie ever had. And my mom, my mom may still have some of this stuff in storage someplace, but I had everything. Everything Barbie Ken and Barbies. You know, her house, her, her cars, her airplane, everything I had.
Azhelle
I remember the airplane,
Donna
she had a plane. But no, no, there was nothing that represented blackness, I would say, I did not see any blackness growing up within toy industry.
Azhelle
And why do you think it's so important for black culture and faces to be represented in toys?
Donna
Well, that's the world. The world is multicultural. It's that's the world, we don't all look alike. And maybe even though a black child may still reach for a Barbie, that is of a different color. But yet, and still, it's nice to be able to have options. I think options are the most important thing. Give your child an option. We're in the store right now. Or I'm looking at baby dolls. Pick the baby doll you want. And it's nice to see one that looks like you. She may not you know, she's my color. She's Brown, or, you know, just brown just another color. Just someone that resembles me. Maybe she has hair like me. Yeah, no. So I think it's very important to let a child know that the world is not just quote unquote, black and white. I'm emphasizing on the white.
Azhelle
Yeah, yeah, no, it's so true. It's true. You just need to be exposed and have options to be able to choose. I think that's the most important part, I agree,
Donna
You should be able to.
Azhelle
Now today, there are so many more toys designed to represent and celebrate black features. So tell me of the ones that you've seen. I'm sure in your position, you've seen a lot or you've seen them all. So which of these new representative dolls and product lines that you've seen that you would have just loved to have growing up?
Donna
I do love the fact that some companies, they are making some more dolls that look like look like me. There's brown dolls out there. There's multicultural dolls out there. There's even some board games that are steered towards the black community. Always there's always been stuffed animals, but stuffed animals are pretty much across the board. But I feel because of what happened last year, everything with BLM more and more companies are jumping on that bandwagon and realizing that hey, maybe we do need to recognize there is the black community is here. The black community is buying. If you look at stats, the black community, they purchase a lot
Azhelle
We do
Donna
they purchase quite a bit, you know, too much, right? But they are a very good consumer. And guess what you now really need to think about making options for that consumer and putting things out for that consumer even though you may have had stuff there already. But there's a whole another division of product that you need to have out that really represents that consumer and I believe a lot of companies right now are trying to do it. I'm indifferent with it because some of them I feel you're trying to get out product too fast. And it's not right. Just take your time and get it done. Don't try to just do it all of a sudden because you feel like this is what you should do. I feel the companies that have been working on it and are slowly bringing out product I respect that a little bit more because they given it some thought and they did some you know they did a little bit of talking about it. They opened a conversation to see what what is needed. What can we do to make it better. But some companies they just don't care And they're just going to throw out any product. But there is product that is coming out now and I love it. And but I do think there's some companies that could do a little bit better. And it kind of annoys me a little bit that. Why is it just not happening?
Azhelle
I know, we know why it's happening, because now it gets media attention. Now it's some, it's it's a pitch everybody wants to see on TV. It's a segment everyone's seen on TV. It's an article people want to read about. It's unfortunate that it took that but that's why,
Donna
Right, right, it's very unfortunate. But, you know, there's a lot of little babies that are being grown that are being born right now and are growing up. And this year 2021 could be their first Christmas, where they're two, or three. And I think it would be so much so beautiful to see a child opening up a gap. And she has gifts that look like her she has a doll that looks like her, you know, that looks like her mommy, it looks like her dad.
Azhelle
Yeah. Okay, my last question for you to wrap this up. If you can go back in time, you could travel back in time to when you first began your career in let's do entertainment. First, what piece of advice would you give yourself?
Donna
I think it would be the same across the board. By travel back in time. Don't forget the little guy. Just don't forget the little guy. We always dismiss the young person or the new company or the new person. But I believe everybody has something to say. And I think people need to realize don't dismiss a company. Because Oh, they're downstairs at the Javits Center, or, oh, that's just a small company, they only have one product, still go and talk to them. You know, because I believe every company has something to say every person has something to say, take the time. And just take time and say hello to people take the time to just find out what they're about. If you're in the same situation, if you're in the same industry, and if you are at a networking event, or if you're at a trade show, take the time and just say hello, because that person is there for the same reason you are. And there's a reason why they're there. They may not be a larger company, they may not be the heavy hitter on the block. But they have something to say. And you never know where they can end up later in life. And I feel those are the companies that will stick with you. And those are the companies that they are so sincere about their product. And it's the stories are heartwarming, and the product and and why they're there and how they got there. And I want to do whatever I can to help them.
Azhelle
Perfect. Thank you so much for this interview today. Donna, I think we took away some really valuable insights. And we got to know you a little better. So I appreciate you taking the time.
Donna
Oh, thank you so much. I really appreciate it. And looking forward to hear other stories from the other ladies in the industry.
Azhelle
Yes. And before you go, is there anything you'd like to share with the listeners? Any any new? I don't know offers from ttpm?
Donna
Yeah, definitely that thank you for asking that. Currently, what we are working on is that we have our spring event coming up. And that is a press event. It's an April, July, we have our baby event that's open for press, and consumers so consumers can buy off the floor at buying baby products. And then and that's in July, and then in October, we are working on our holiday showcase. So we're working on all of that right now. And obviously our influencers, we still have our publication for February, August and October. So anything ttpm anything with influencers, all things ttpm just shoot me an email Donna@ttpm.com.
Azhelle
Perfect. I'll put it in the show notes.
Donna
All right, thank you.
Azhelle
Thank you, Donna. Take care.
Donna
Thank you Have a good one.
Azhelle
Well, toy people. There you have it. I hope you enjoyed today's bonus episode and that you learn something from our guests, you can head over to thetoycoach.com forward slash podcast for more on today's episode. There you can read the show notes, grab all of the links mentioned in the episode today, as well as learn more about today's guest. I know there are a ton of podcasts out there so it means the world to me that you tune into this one. Until next time. I'll see you later toy people
Intro/Outro + Jingle
Thanks for listening to Making It in The Toy Industry podcast with Azhelle Wade, head over to thetoycoach.com for more information, tips and advice
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