Alright – so today we’ve got the honor of introducing you to Anna Ten. We think you’ll enjoy our conversation, we’ve shared it below.
Anna , appreciate you joining us today. Finding those key vendors can often be make or break for a brand. Can you talk to us about how you found your key vendors?
For the time of our company’s existence and the development of our Papaton Shadow Puppet Theater kits for children, I have come to realize a couple of crucial things: – Finding the right partners who share the same vision is 80% of the key to success, especially when manufacturing a physical product from scratch.
– There’s nothing more important than personal meetings, and the best place for the toy industry is undoubtedly Toy Fairs!
When we embarked on the journey of creating Papaton Shadow Puppet Theater kits, we were complete novices in the fields of manufacturing, sales, marketing, and more. However, fueled by strong desire and motivation, we were determined to give it a shot!
Generating the idea for the product turned out to be the simplest part when compared to the challenges we faced with during the production process. Initially, I thought creating a screen, a box and the shadow puppets was quite straightforward. However, it took over a year of searching to find the right manufacturer who could meet our quality criteria and production cost expectations.
Then one day we diceded to attended a Toy Fair in Kholn, Germany, seeking inspiration. During a conversation with a fellow toy brand about our manufacturing struggles, they generously shared their manufacturer’s contact with us. This connection turned out to be a game-changer. That very evening I connected with the manufacturer, and they have been producing our shadow playsets ever since delivering quality work that we absolutely love.
Inspired by our visit to the Toy Fair as visitors, we decided we must participate as a company and showcase our Shadow Puppet Theater kits to the world.
The Spielwarenmesse in Nuremberg, Germany, which is part of the Toy Association, is the largest toy fair in Europe, and we were determined to be part of it.
We didn’t have a clue about what to expect and the materials we needed to prepare. On top of that, our budget was limited. Fortunately, there was a special zone exclusively for new brands like ours. This zone provided us with a ready-made setup, eliminating the need for building an elaborate booth and limiting our budget. All we had to focus on was creating leaflets, setting a wholesale price, and perfecting our product presentation.
Usually, this zone attracts retailers and distributors seeking the latest offerings in the toy industry. The experience was incredible as we had the opportunity to connect with numerous toy specialists who provided invaluable feedback and insights about our playsets.
The most surprising and delightful moment was when we struck a deal with our first European distributor right there at the fair! We couldn’t believe that this was happening to us. One of our friends introduced our product to them, and they came to our booth, reviewed it, and later we received an email with their order! It was a moment of unexpected success.
As we continue to grow and learn in this industry, we understand that the right partnerships, personal interactions, and participating in toy fairs are the key elements to our success. They have not only helped us understand the market but have also brought us immense inspiration and valuable connections that have shaped our brand’s journey.
Thus, one day, a toy expert visited our booth, looked at Papaton Shadow Theater, and exclaimed, “Guys, you are the ones who finally managed to create a truly healthy app for kids! Thank you!” This phrase later became the main manifesto for our brand!
Anna , before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
I am Anna Ten, the creative mind behind Papaton Shadow Puppet Theater kits for kids – an enchanting game in it where bedtime transforms into a captivating storytime filled with the magic of light and shadows.
My journey in the toy industry began with the birth of my daughter. As a parent, my husband and I faced numerous challenges during bedtime routines, often spending hours trying to put her to sleep. One fateful night, while she lay in bed, the shadows by the phone’s flashlight caught her attention. She was so amazed by them, that we immediately started to improvise with making shadows with our hands and even creating stories with them. At that moment I realized that shadow puppetry could be a powerful tool to help children struggling with bedtime routines and anxiety while fostering their creativity and storytelling abilities.
Fueled by this vision, I collaborated with sleep coaches who loved the concept and recognized its potential as a valuable resource for parents facing similar bedtime struggles with their kids. And so, the Papaton Shadow Theater kit was born.
Since its inception, our theater kits have captured the hearts of thousands of kids and parents worldwide. Featuring over 30 delightful shadow puppets and props and a colourful stage for shadow shows, children can now immerse themselves in a world of limitless storytelling possibilities. Our free kid-friendly app with stories, music, and light for the shows lets to enhance the realism of their shadow shows like in the real theater. They can act out the provided stories or create their own imaginative tales, turning bedtime into an extraordinary and shadow and light story time experience.
Papaton Shadow Theater has received recognition with seven prestigious toy awards and has been featured in USA Today and on Fox 6 Milwaukee as a toy that boosts children’s creativity and storytelling skills.
I firmly believe that through our creative playsets, we empower parents and kids to cultivate a peaceful and calm bedtime atmosphere, helping children relax and fall asleep swiftly and serenely, all while nurturing their imaginative side.
At Papaton Kids, we are committed to enriching the lives of children and parents alike, making bedtime a cherished time for bonding, creativity, and wonder. I hope that more families will join us on this magical shadow and light journey that will help them create beautiful memories that will last a lifetime.
Can you talk to us about how your funded your business?
During that memorable phase we affectionately call the ‘choice time,’ we were faced with lots of decisions. We always had to choose between different paths – whether to embark on a relaxing holiday or develop our mobile app; whether to invest in something else or bring our vision of creating 1000 Papaton Shadow Theater kits to life. Ultimately, we decided on the latter and utilized our personal savings to kickstart the production and bring our dream come true.
Right from the beginning, we have been self-funded and independent, not relying on external investors. This allowed us to maintain control over our business and product. While it was undoubtedly challenging, this journey taught us invaluable lessons in resourcefulness and unwavering determination.
As we continue to progress and expand, we are open to new partnerships that share our vision and can help us elevate the business to new heights.
How about pivoting – can you share the story of a time you’ve had to pivot?
I used to be an ESL teacher for 16 years, and I loved sharing my knowledge with students, helping them explore the world through English. However everything changed when I became a parent. During that time, the idea for Papaton Shadow Theater appeared, which I immediately started to turn to life. I tried to balance teaching and creating shadow kits for some time but an absolutely new industry for me was taking lot of time and energy which made me realise that I had to make a choice.
Starting my own business was challenging, with its difficulties and tears, but I don’t regret it. It pushed me to learn new skills and explore unfamiliar territories. Looking back, I’m thankful for taking the chance to try something different. It has not only taught me new and valuable skills but also provided me with a profound sense of fulfillment and growth. Embracing change and stepping outside my comfort zone was the right choice, and I’m excited to continue this journey, welcoming new opportunities that come my way.
Contact Info:
- Website: www.papatonkids.com
- Instagram: https://www.instagram.com/papaton.kids
- Facebook: https://www.facebook.com/papaton.kids
- Linkedin: https://www.linkedin.com/company/19257506/admin/feed/posts/
- Youtube: https://www.youtube.com/@papatonkids