Kids Brand Insight is a leading supplier of Consultancy services to the global toy, game and kids entertainment industries.

Founded by industry veteran Steve Reece, our client list includes some of the largest players in the industry through to fledgling firms looking for a leg up. For more information on how we can help your business in the first instance please email Steve directly: Steve Reece

We offer the following services:

  • Toy Business Consultancy – we help people get ahead in the toy industry. We can’t claim to know everyone, but we nearly always know someone who knows the person your business needs to move ahead. Whether you need help on Strategy, Brands, Growth strategies, want to save money on manufacturing or pretty much anything else we can help!


  • Consultancy for Kids Content Producers – we work with producers of kid targeted content to help them understand what Toy companies need to see in content. From guiding the matrix of characters in a show, suggesting additional elements in content to facilitate Toy licensing through to business development and deal broking we offer practical but strategic insights into how to maximise Toy merchandising opportunities.


  • Consumer research, audience research and play-testing – we use robust qualitative research methodologies to test entertainment content and toys with kids and parents. Our team hold several market research qualifications and we are the research agency of choice for many of the biggest names in the industry. We’ve conducted over 1000 research groups with children and families, and unlike other research agencies, we apply commercial savvy and in depth industry knowledge to deliver meaningful, actionable feedback – maybe your product needs some tweaks to make it huge, perhaps we can identify extension/bolt on opportunities to triple the opportunity as we have for other clients, or maybe your product is destined to fail – and we’d rather you knew that before you invest in TV, inventory and tooling! If your product development process basically involves chucking stuff at the wall and seeing what sticks, there is another way…!


  • Toy Reviews & Awards – we operate The Toy Verdict, one of the leading toy review websites. When we get to review a product at the same time as everyone else, we routinely rank Page 1 or 2 on Google for toy products. We have reviewed products for toy companies including: Mattel, Leapfrog, Character Group, Vivid, Disney, Flair, VTech and many more leading companies. For more details, just go to: www.TheToyVerdict.com


To find out more about how we can help you, in the first instance please email Steve directly: click here


Don’t take our word for it!

“The Insight gained from working with Steve has been extremely valuable to us. Steve took care to understand our objectives and to ensure that he delivered above and beyond our expectation.” Ben Harper, Magic Box International

“I worked with Steve over a few years at Hasbro and was always impressed by his strategic thinking & insight.” Philippa Snellgrove, Global Consumer Insights Director, Hasbro

“I have worked with Steve Reece and the team on several complex and challenging consumer testing projects. For each project, Steve has worked to extremely tight timescales, yet despite many conspiring variables, has always delivered an extensive piece of research; meeting all of the key objectives along the way. Each piece of work has fed directly into the project decision process. We have benefitted from a variety of successes and gained many valuable insights as a result of working with Steve and his team.” Paul Chandler, Senior Marketing Manager, Hornby Hobbies

“Its been great to work with Steve and Kids Brand Insight on several key properties. Steve brings a combined understanding of the kids market and the specificities of toy retailers and much more. He has been able to support fine tuning within our positioning both based on the DNA of characters and retail potential. We consider that Steve’s work has been incremental in our ability to make the right decision.” Philippe Soutter, President, PGS Entertainment

“Steve was excellent – very good general knowledge as well as specific regional and product knowledge.” Managing Director of leading Investment company (managing assets/funds worth many $billions )

“Steve is a creative toy professional, a thoughtful and open-minded strategist and an excellent writer with great ideas – it was a real pleasure meeting him and working with him.” Michael Hubl, Marketing Manager, Spielwarenmesse (Nuremberg) Toy Fair