Kids Brand Insight is a leading Toy Expert Consultancy supplying services to the global toy, game and kids entertainment industries.

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

We have consulted with over 100 toy & games companies. Over time we have delivered $hundreds of millions in revenue growth and saved our clients $tens of millions on manufacturing costs.



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



Here’s the feedback from our ongoing customer satisfaction survey:

100% of respondents answered ‘Very satisfied‘ when asked: ‘Overall, how satisfied or dissatisfied are you with Kids Brand Insight.’

100% of respondents answered ‘Fully delivered’ when asked: To what extent did Kids Brand Insight deliver on your objectives?




CADBURY DAIRY MILK FREDDO TREASURES: https://www.cadbury.co.uk/products/cadbury-freddo-treasures-29699

Cadbury Launches Freddo Treasures into Space for Out of this World Campaign | LBBOnline Cadbury Launches Freddo Treasures — Designworks | Award-winning rapid product design and manufacturing business

“Cadbury Dairy Milk Freddo Treasures has delivered tremendous success in its first year on shelf, as it was the number one NPD launch in Standard Chocolate in 2019.” Nicole Dudley, Brand Manager, Cadbury Dairy Milk Freddo Treasures.”


Monopoly: Disney | Board Game | BoardGameGeek      Hasbro Disney Trivial Pursuit DVD : Amazon.co.uk: Toys & Games

Tiger Electronics Interactive Yoda - Episode 1 action figure


ZOMLINGS, MAGIC BOX TOYS: http://www.zomlings.com/uk/index.php


A New Craze - Zomlings! *WIN* | The Mini Mes and Me


TOYI CONSTRUCTION TOY: https://toyi.io/en/

Toyi Basic 64 Creative Building Kit, Colorful and Fun Eco Toy for Boys and Girls, Educational Construction Toy for kids 5 years old+ (64 Pieces) : Amazon.co.uk: Toys & Games


Report: Official Call of Duty: Black Ops 2020 Logo Leaked - MP1st File:Disney wordmark.svg - Wikimedia Commons Star Wars - Wikipedia Pin on Baby Bounce Play-Doh - Wikipedia  The History of and Story Behind the Marvel Logo File:Magicthegathering-logo.svg - Wikimedia Commons

NB All brands and trademarks are the property of their respective owners.



Check out our toy & game business Blogs here:

TOY INDUSTRY JOURNAL: Leading toy trade blog with toy news and analysis from across the industry: http://www.ToyIndustryJournal.com

BOARD GAME BIZ: Leading board games trade blog with board game news and analysis from across the industry: http://www.BoardGameBiz.com

To listen to our Podcast – PLAYING AT BUSINESS in which we analyse different toy and game product categories and success stories and interview interesting people from the world of toys and games: https://playingatbusiness.libsyn.com/



Steve discusses his background, the company, what we do, and some current toy industry topics at the time of recording:




BBC Radio Interview With Steve – Explaining Frozen Toy Shortage



Steve Reece has appeared on/in the following media outlets discussing the toy and board games business:


BBC, Experience I.P. & The K-economy | Twisted Thinking




NASMM in Wall Street Journal 08.10.14 - the National ...


The Latest Top Models - Opel POST



Mojo Nation (@MojoNationUK) | Twitter