Toy market news

Toybox Labs hires first COO

3D-printing company Toybox Labs has set up Malcolm Bird as its first-ever COO. The former Turner exec is already working to grow the company’s kid-focused business lines - including a new direct-to-consumer subscription service called Play Pack - and international expansion is a goal for 2022.

Bird, who has served as an advisor to Toybox since October 2019, started in this new role on November 1 and plans to split his time between his home in Asheville, North Carolina and the company’s headquarters in Oakland, California. He will also work closely with CEO Ben Baltes on securing new corporate funding next year.

Bird has previously served as a media advisor for a number of companies, including TPG Capital and Share Rocket, and he was the founder of now-defunct tween social media platform Viddiverse. Prior to that, he headed up AOL’s tweens/teens division, and worked at Turner Broadcasting as director of international programming for Hanna-Barbera.

Toybox manufactures and sells 3D printers for US$300, and hosts an online platform where kids can download and print more than 3,000 character designs from a mix of free and premium licensed products, as well as create and print their own original toy creations. The company is currently averaging around 25,000 active monthly users - more than double its user base from a year ago.