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In this episode of The Moment, we sat down with Anton Rabie, Co-Founder and Chair of Spin Master, a major player in the toy industry. Known for his unconventional approach to leadership and his deep focus on mindset, Anton brings a unique perspective to business, people, and creativity.

Continue reading to learn more about Anton’s entrepreneurial journey, his lessons on scaling a global brand, and the mindset shifts that have made Spin Master a leading force in the toy industry.

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Introducing Anton Rabie and Spin Master

Anton Rabie is a visionary in the toy industry and a leading figure in Canadian entrepreneurship. As the Co-Founder of Spin Master, Anton played a key role in transforming the company from a small startup into a global powerhouse in children's entertainment. 

Serving as co-CEO for 28 years, he helped shape Spin Master’s strategy, culture, and rapid expansion. Today, as Chair of the company, he continues to drive innovation and maintain its position at the forefront of play and entertainment.

With a presence in 28+ countries, Spin Master is behind some of the world’s most beloved brands, including PAW Patrol and Hatchimals, which have become household names for families everywhere. Under Anton’s leadership, the company has completed 25 acquisitions, including Tech Deck, Gund, and Rubik’s Cube.

In 2023, Anton and his Co-Founders were inducted into the Toy Industry Hall of Fame, a testament to their impact on the industry. 

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Takeaways from our conversation

How to develop a positive energy for adversity

Throughout his career at Spin Master, he has embraced failure as an essential part of innovation and long-term success. One of the company’s biggest missteps came with Tech Deck Live, an ambitious attempt to turn the popular finger skateboard brand into a digital gaming experience on iPhones.

“We set up Tech Deck Live in Los Angeles, a studio,” Anton recalls. “Fast forward a year and a half later, it was an epic failure. We made every mistake in the book. We hired the wrong people, the wrong software, the wrong strategy, the wrong tech stack. Everything was wrong.” The venture ultimately cost Spin Master $13 to $14 million dollars and led to shutting down the office entirely.

For many, such a costly mistake would have been a deterrent from venturing into the digital space again. But for Anton, it was a learning experience rather than a roadblock. Instead of shying away, Spin Master doubled down on digital and, years later, acquired Toca Boca, a Swedish company now boasting 50 million monthly active users and the top-ranked app for kids worldwide.

“What most people would say is, ‘You lost just under $15 million, you’ll never get back into digital.’ But the failure from Tech Deck Live taught us we had the wrong team. When we acquired Toca Boca, they had the art form, the expertise, the domain knowledge — we learned from our mistakes,” Anton explains.

His philosophy on failure is simple: fail fast, capture the learnings, share them openly, and move forward with a better strategy. Rather than resisting adversity, Anton embraces it. “For me, what I’ve discovered is there’s a gift in every moment,” he says. “And that’s why I just have such a positive energy for adversity.”

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Adapt and innovate – fast 

Anton Rabie attributes Spin Master’s long-term success to speed, adaptability, and staying on the front lines of innovation. 

For instance, Spin Master’s marketing has evolved dramatically since the company’s early days, shifting from traditional advertising to real-time digital engagement. “When we founded the company, we would film a commercial six, seven months ahead, put it on Saturday morning cartoon shows, and 80% of our marketing mix was traditional TV,” Anton explains. “Today, we’re changing content daily on social media, and less than 20% of our marketing is on traditional TV. It’s completely polar opposite.”

Despite these shifts, one thing has remained constant: an obsession with listening to consumers. Anton and his Co-Founders prioritize real-world observations to stay ahead of trends. “We are obsessed with being on the front line, listening to consumers, and adjusting things daily,” Anton shares. 

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The importance of self-awareness in entrepreneurship

For those just starting their entrepreneurial journey, Anton Rabie believes success begins with self-awareness. His core advice? “Know thyself.”

“You need to be as clear as possible on your unique ability,” Anton explains. “What’s the one thing that you’re better at than most others? What are you passionate about? What’s your natural gift?”

Once entrepreneurs understand their strengths, the next step is recognizing what’s missing — and surrounding themselves with the right people to fill those gaps. This could mean finding a business partner whose skills complement your own or hiring a team that brings the expertise you lack.

Anton applies this philosophy to Spin Master’s success with Bakugan nearly two decades ago. When the company discovered the innovative transforming marble toy, they knew it had potential — but also recognized they lacked an entertainment division to bring the brand to life.

Instead of forcing a solution internally, Anton and his team sought out skilled partners. Spin Master Co-Founder, Ronnen Harary, flew to Japan to meet with TMS, the top animation studio, and secured a partnership with Corus for broadcasting. By aligning with experts in each key area, they built a powerhouse collaboration — resulting in Bakugan becoming a billion-dollar brand at wholesale.

For Anton, the lesson is clear: know your strengths, recognize your limitations, and build the right team to fill the gaps.

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Listen to “Spin Master Co-Founder and Chair Anton Rabie Shows the Toy Industry Is No Child’s Play”

Tune into our conversation with Anton Rabie wherever you get your podcasts.