TOY FAMILY SERIES
Q&A with the Ullman Family by Mary Couzin
From left to right: Anne Ullman , Al Ullman, Jack Ullman, Don Ullman
There are not many multi-generation inventor families, but if there were, the Ullman family would still be at the top of the list. I’ve had the good fortune of getting to know Don and Anne over the years as well as their boys, Al and Jack. Don has great stories (to start, ask him about owning an Italian Ice Shop and an Auto Detailing Shop) and has a playful soul… if you look closely, you’ll see the twinkle in his eyes that matches his mischievous grin. Enjoy reading about the Ullmans! How did you and your family first enter the toy industry? I was the first one in my family to enter the toy industry. My father was an engineer, and my mother was a crystallographer, both very scientific. But they did recognize and understand the value of play, so we played lots of games and spent lots of time creating fun outdoor experiences. I had an idea for a board game when I was in my early 20’s and made a very crude prototype but didn’t’ know where to go with it. Somehow, I managed to get in touch with a famous New York agent and got bullied into telling him about the idea on the phone. He told me what a lousy idea it was and that I shouldn’t waste any of my time on it – welcome to the industry! But, then in the early 1990’s a friend of mine had an idea for a board game, raised money, and self-published it. He brought it to toy fair and, since he knew I was interested, invited me along.
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Anyone who has been to NY Toy fair for the first time knows what an eye-opening experience it is; I was hooked. People began asking if we had other product ideas, so naturally we said yes and began to work together trying to develop some new concepts. Over time, I began to learn how the industry worked and met people that could help. Fun fact – one of the first games I ever worked on, made entirely out of wood, was optioned by Milton Bradley, so I thought I was off to the races. Sadly, it didn’t make it to the shelves, so I learned about one of the pitfalls of the business early, but I managed to keep a positive outlook and kept going. It took a long time to have some hit products, so I give my wife Anne a lot of credit for hanging in there and believing in me. With some great inventing partners, I eventually had some hits along the way like The Incredible Shrinky Dinks Maker, Soggy Doggy, Don’t Step In It, and Drone Home!