How to Build Trust With Reps and Retailers

Welcome to this episode of Toy Business Unboxed Podcast, where we sit down with Dan Hakim, National Sales Director for Watchitude. Dan and his partner spent years in the printing and packaging business before pivoting into toys, eventually building Watchitude around its signature Slapwatch. In this conversation, Dan walks through the brand’s origin, its approach to trade shows and reps, and how it has adapted to new sales channels like Faire without losing sight of the relationships that built it.

#192: The Slapwatch Story: Built By Trust, Not Trends – Toy Business Unboxed

Episode Highlight

  • 00:00 Welcome and guest intro
  • 00:36 The Watchitude origin story
  • 01:31 Launching the first Slapwatch
  • 02:48 How the Slapwatch evolved
  • 03:15 Pairing a watch with AirTags
  • 03:45 Deciding which trends to chase
  • 05:09 Specialty toy stores explained
  • 07:59 Favorite trade shows to attend
  • 14:33 Faire’s impact on toy sales
  • 17:08 Advice for toy industry newcomers

Dan Hakim and his business partner spent years running a printing and packaging business, producing overseas in Asia and watching internet competition thin their margins. Roughly a decade ago, an event in their existing business pushed them to make a change, so they built a plan and launched what would become Watchitude. Dan describes himself as a salesperson by trade, while his partner brought the creative eye that shaped the company’s earliest products. That split of skills, sales and design, became the foundation the company still runs on today.

The Slapwatch That Started It All

Before Watchitude sold anything else, it sold Slapwatches, the colorful, snap-on watches that gave the company its name. Dan says the idea drew on the nostalgia of the Swatch Watch craze he remembered from childhood, aiming to recreate that same excitement for a new generation of kids. The team leaned into loud designs and a wide product line from the very beginning. Decades later, the original Slapwatch itself has barely changed, even as the packaging and housings have been refreshed along the way.

Pairing a Classic Watch With Apple AirTags

Watchitude’s newest product line combines its watch with an Apple AirTag, giving parents an easy way to help track their kids. Dan calls it Tagged, a distinct product from the original Slapwatch built specifically around that AirTag pairing. The launch reflects how the company keeps finding new angles on a product kids already love wearing. It is one more way Watchitude tries to stay relevant without abandoning what made the brand recognizable in the first place.

Deciding Which Trends Are Worth Chasing

Dan says timing is everything when it comes to trends, and ideally a company wants to get in early. Where the idea comes from matters just as much as the idea itself. If multiple customers are independently asking for something, like a specific design theme, Dan fast tracks it straight to the design team. If the same idea only comes from a single online source or a third party, he is far more likely to let it pass.

Specialty Toy Stores as the Company’s Backbone

For the last decade, Dan says his bread and butter has been specialty toy sales, everything from mom and pop toy stores to gift shops, zoos, and aquariums. Watchitude has also grown into some mid tier key accounts as those stores themselves have expanded. Company growth for Dan is closely tied to that community rather than a single big retail channel. A separate team handles the direct to consumer side of the business, including a growing live streaming presence on social media.

Trade Shows Dan Still Attends in Person

Dan personally attends nearly every major show tied to the business, calling it his favorite part of the job. On the gift show side, he points to Atlanta, Dallas, and Las Vegas as the biggest draws, alongside toy industry events like Astra, New York Toy Fair, and the Northeast Toy Show. His partner covers the Nuremberg Toy Fair in Germany with a dedicated team based there. For anyone newer to trade shows, Dan’s advice is simple: start small, keep showing up, and let consistency build recognition over time.

Embracing Faire Without Cutting Out Reps

Dan is candid that Faire disrupted the specialty toy industry, and that many reps are understandably wary of it. Watchitude’s approach has been to embrace the platform rather than fight it, while still paying reps on orders that come through Faire accounts, something Dan says many companies choose not to do. His reasoning is straightforward: the relationship between a rep and a customer existed before Faire did, so the rep should still be credited for it. That decision, Dan says, is part of why his reps stay loyal to the brand.

Growing Bigger Accounts Without Losing the Specialty Base

Looking ahead, Dan wants Watchitude to keep growing into bigger retail accounts while protecting the specialty relationships that built the company. He is clear that keeping his existing customers, both big and small, feeling valued is the harder balancing act as the brand scales. Fresh product continues to be the plan for keeping longtime specialty accounts engaged even as Watchitude courts larger retailers. For Dan, that balance, not chasing size alone, is what will define the company’s next chapter.

Advice for Newcomers in the Toy and Game Industry

Dan’s advice for anyone starting fresh in the toy industry is to ask questions constantly, since most people in the space are willing to help. He points to networking as one of the biggest factors behind his own growth, since a bigger network means more people to bounce ideas off of and more reps and retailers willing to buy into a product. Trade shows remain the best place to build those relationships, since face to face interaction is still hard to replace with digital meetings. Dan’s broader philosophy is simple: be a nice person to work with, because word travels fast in a small industry, in both directions.

Conclusion

Dan Hakim’s path from a struggling printing business to running sales for a nationally recognized toy brand comes down to a few consistent habits: show up, treat reps and retailers like partners, and let product quality speak for itself. Watchitude’s willingness to adapt, whether that means embracing Faire or pairing a classic Slapwatch with an AirTag, has kept the brand relevant without losing its identity. For Dan, none of it works without the relationships built one trade show and one rep at a time.

Connect with Dan Hakim

If you’re interested in learning more about  Watchitude or connecting with Dan Hakim you can reach out through the following channels:


Transcript

Jason Hsieh (00:00)
Welcome back to another episode of Toy Business Unboxed Podcast. I’m your host, Jason Shea. Today’s guest is Dan, the National Sales Directors for Watchitude, a brand known for a colorful collectible watches and creative kits product. With background in printing, packaging and product development then has really helped grow the company into a strong specialty retail brand with broad appeal. So thank you so much for joining us on today’s show, Dan.

Dan Hakim (00:24)
Thanks, Jason. Nice being here.

Jason Hsieh (00:26)
Yeah,

So for those of our audience that’s hearing about your brand for the first time, can you kind of just share with us a little bit about the brand, what you guys do, you know, the little bit of the story behind it?

Dan Hakim (00:36)
You know, me and my partner were in the printing and packaging business for many, many years. We used to do production overseas in Asia. So for many years, you know, we watched other people do what we’re trying to do now. And that’s for the most part how the background sort of helped us to get to where we are today.

Jason Hsieh (00:56)
I see. I guess let’s go the a little bit deeper. Why do you even start this business with your partner? Like what was the story behind that?

Dan Hakim (01:02)
Well, you know, the story you know, the printing business was a failing business. And, you know, 10, twelve years ago we saw that the internet was really thinning out margins in the printing and packaging business. So we always had a goal of bringing in product instead. So, you know, we had an event happen in our other business and it spurned us to just start. And we came up with a plan and and just started. Yeah.

Jason Hsieh (01:24)
Mm-hmm.

I see, I see, I see. Got it. And what some of the first like product you launched when you first started the company?

Dan Hakim (01:31)
Well the Slapwatch

Was our original product. That’s why the company is named Watchitude. So before we did anything else, all we had were Slapwatches. It was our first product. Yes.

Jason Hsieh (01:40)
I see, I see, I see. Got it, got it, got it, got it. And like were you a product designer by trade or how do you come up with a product?

Dan Hakim (01:47)
Not really. You know, the funny thing is I’m just a salesperson by trade. I am a graphic designer, although not a very good one, but do know how to use a computer. But no, I’m essentially just a salesperson by trade. But luckily my partner is a very creative person. So he leads the product development team and we’re a good fit in that regard.

Jason Hsieh (02:06)
I see, I see, I see. First of all, let’s tell the audience a little bit about this product because what does it do and how does it

Dan Hakim (02:13)
Help.

Well, the slapwatch when it first came out was obviously very unique. There were not a lot of kids’ watches out there.

And you know, the swatch watch phenomenon from when I was a kid was so popular that we thought we could sort of recreate that craze from the 80s. So you know, we made a lot of loud designs and we tried to make the line very wide and that was our initial intent.

Jason Hsieh (02:36)
Hmm,

I see, I see, I see, I see. And since you originally launched the product, I’m pretty sure there’s different version or different improvement that you have made to the product as well. How is the product has evolved over time?

Dan Hakim (02:48)
Well, the original slapwatch, I can tell you it hasn’t changed much. You know, we’ve changed the box several times and you know, we’ve made little adjustments here and there to the housings, but the actual product itself has not changed much since the original one. The company has, but that product itself has been pretty consistent over the years.

Jason Hsieh (03:08)
Okay, okay. And I was did some research. It says it’s also compatible with the Apple air tags so the parent can find out…

Dan Hakim (03:15)
It’s a different product.

That’s our tagged two product, which is air tag accessory. So there we combined an Apple Air Tag with our watch and so we’re able to pair those two together to make a new product, which just launched recently.

Jason Hsieh (03:30)
I see, I see. So that’s a newer one. I see. Yeah.

Dan Hakim (03:32)
That’s correct.

Jason Hsieh (03:33)
You have so many different product in the product line, obviously. And I know coupling as a whole is very design driven. How do you decide which trend to follow when you’re like launching new product, coming out with new product development ideas?

Dan Hakim (03:45)
You know,

That’s a very tricky question. You know, ideally, when it comes to trends, you really want to onboard early if you can. Yeah. So sometimes you have to take a risk earlier than you want to. But it also depends on who is telling me about this trend. So if I’m hearing from a lot of my customers saying you need to make you know, a palm tree watch or a palm tree whatever, you know, we’ll fast track it to the design room to see what’s going on.

Versus, you know, maybe catching a wind online or or hearing it from, you know, maybe a third party. So it also depends on who I’m hearing it from as to how fast we will jump on it or, you know, perhaps let it pass by.

Jason Hsieh (04:25)
I see, I see, I see. Got it, got it, and what is your goal like annually? do you have like a target for how many products you are launching every single year? Right now as a company?

Dan Hakim (04:33)
No,

Obviously the goal of any company is success. So you know, my goals are having successful sales and product launches. You know, all year. Obviously we’re involved in a lot of philanthropic organizations. So our goal is to also help people as well. So and we have multiple things we’re trying to accomplish every year. Obviously with greater sales equals greater giveaway. So You know, we can do one thing helps the other.

Jason Hsieh (04:57)
Yeah, so I wanna kind of dive a little bit deeper into that because obviously there’s a lot of different ways that you can sell toys and game product. What are some of the channels that’s working for you and what are you currently focusing on that’s working?

Dan Hakim (05:09)
For the last ten years or so, I’d say my bread and butter has been specialty toy sales. Okay. You know, and specialty toy sales are the you know, everything from your mom and and pop toy stores to gift shops and a lot of zoos and aquariums. Just you know, a lot of different customers across the board. So

That is where our strong suits are. And then, you know, we’re doing some mid tier key accounts, things like that. So the name is getting out there because the stores are becoming bigger for us. You know, every year they become a little bit bigger and a little bit bigger. So the company is evolving.

Jason Hsieh (05:44)
So B2B is still your main focus. Do you do a lot of direct company?

Dan Hakim (05:48)
This year I’d say B2B is my main focus. We do have another channel of sales, like it’s handled by other people, which is yeah B2C. Yeah. And we do have a lot of live streaming that our social media group does. And that spurs a lot of online sales and B2C and collecting and all those kinds of things. So yeah, that’s not my world, but yeah, we have been very successful doing that thanks to

Some key people we brought in.

Jason Hsieh (06:14)
Okay, congratulations. What other channel that’s working for you? I guess that’s like the question that almost all the business owner want to figure out. Okay, why should I spend my time and…

Dan Hakim (06:23)
Yeah. Well, social media. But you know, we have a new dedicated person who’s been doing live podcasts and reaching out to customers directly and it’s been working. It’s been growing organically and and has been working for us. So it’s not my focus, but it’s hard to ignore. It’s there and it’s not going anywhere as soon. So we’re happy about it. Yeah. And it spreads the word. So Yeah.

Jason Hsieh (06:45)
For sure, for sure. Social media. Do you also do it on TikTok as well? What are some of the channel?

Dan Hakim (06:49)
Yeah,

That’s where we’re doing a lot of it on TikTok. TikTok

Jason Hsieh (06:51)
Is it on TikTok?

Dan Hakim (06:52)
Lives and and things of that nature.

Jason Hsieh (06:55)
I see, I see, I see. And for you as like one of the main like partner, like what are some of your vision for the next few years for the business and where do you want it to go?

Dan Hakim (07:04)
You know, like I said, I would love to spread to bigger stores while still keeping my, you know, my specialty base humble and keeping them with all new product and things of that nature. So it’s hard to keep everybody happy, but essentially that is my goal as we grow is to make sure all my customers, big and small, know that they’re all still important and keep them all flowing nicely.

Jason Hsieh (07:30)
Do you still personally attend a lot of those like business trade show yourself?

Dan Hakim (07:34)
All of them. Yeah. Yeah. My job and I do love doing it is actually going on the road, interacting with customers and reps and really being the face of the company. Even

Jason Hsieh (07:44)
Yeah.

Dan Hakim (07:44)
Even as we get bigger, you know, I do enjoy it. So yeah, I’m on the road, engaging, right on the front lines there.

Jason Hsieh (07:50)
What

Are some of the main shows that you recommend other like toy and business to. Potentially participate on which one have the highest ROI for you?

Dan Hakim (07:59)
I do a ton of gift shows and I’d say the biggest ones of those are, you know, Atlanta, Dallas, and Las Vegas. And of course I do a lot of toy shows as well. So you know Astra, for example. Yeah. And we do New York Toy Fair and of course the Northeast Toy Show.

Jason Hsieh (08:18)
Did you also go to the Nuremberg Toy Fair in Germany each year?

Dan Hakim (08:21)
Yes, yes, that is attended by my partner. So yeah, so yeah, we do the Nuremberg show also and that my partner attends that show in Germany. Yeah.

Jason Hsieh (08:29)
Yeah, okay. That one I also personally attended myself.

Dan Hakim (08:32)
Yes.

I don’t do that personally, but yeah, we have somebody there and he has a team of people based in Germany that help him there.

Jason Hsieh (08:39)
I see, I see, I see, I see. So I guess since you have so much experience on the trade show side, I think this is something maybe we can unbox a little bit. Because I think some of our listeners, they are kind of new to the industry. Well maybe they did one or two trade shows so far or a few. They definitely didn’t do as much as you did. So what is some of the lesson learned? Like if someone that’s pretty new to this B2B trade show kind of ecosystem.

What are some of the major takeaway and like things to watch out for?

Dan Hakim (09:06)
On the

Show side, you know, just don’t overextend yourself. You know, start small, be small, you know, no one starts big overnight. Yeah. You can make a big splash if you want and hopefully you know, they embrace you. But a lot of these shows are just being around. And if you’re around long enough, people notice you. And if you’re nice and you’re good, then people no notice you quicker.

But I think just being there and being part of the specialty toy community is the first step to getting noticed by the people you want buying your product.

Jason Hsieh (09:36)
I see. Yeah, and I do agree with that because I think there’s a lot of networking that’s also happening after the show floor is closed too. That you can attend a lot of the different networking events, get to meet other sales rep or even retail store owners and just get to know people in the industry as well. Yeah.

Dan Hakim (09:53)
Course. I mean that’s the goal, right?

Jason Hsieh (09:54)
Yeah, I think that’s the part that, you know, why people go to the show is still that connections that it’s hard to replace by, you know, the digital meetings and all that. It’s just that’s true.

Dan Hakim (10:04)
Face to face is is a really ideal way to get those things done. Yeah.

Jason Hsieh (10:10)
Yeah,

Yeah, yeah. Yes. Well that’s why people still go to the show, right? Otherwise we can just do it online. We can just have a giant room meeting with a hundred people in it, but it’s probably not gonna work very well. Yeah, but going back to your product line, so obviously you mentioned that you’re also working on a lot of different products and all that. And on your product line, how do you keep your product line feel fresh without losing some of the core identity of the brand?

Dan Hakim (10:34)
You know, our DNA is fun. But when I point to how we’re keeping it fresh, I just say design. Design, design, design.

Jason Hsieh (10:41)
Right, design, okay.

Dan Hakim (10:42)
Okay. Our design development department is really what keeps our engine humming. And they’re great at what they do and I’m so impressed they come out with this great stuff you know, all the times.

Jason Hsieh (10:52)
Nice.

Dan Hakim (10:52)
That’s real yeah, I depend on them for that and they do a great job. So yeah, yeah.

Jason Hsieh (10:57)
Just curious, how big is your team right now? How many full time

Dan Hakim (11:01)
We

Have in the States eight full timers and one in Asia.

Jason Hsieh (11:06)
Okay. Okay. Okay.

Dan Hakim (11:07)
And of course we’re always bringing in you know, if we have big projects coming up, I bring in some temporary people if I need to. So I see. You know, it fluctuates and like I said, we’re growing, so yeah. You know, you never know how big the team will be at this time next year, hopefully much more.

Jason Hsieh (11:22)
Sure,

For sure, for sure. Yeah, I think it’s just on how do we make sure people are empower so they can do more work. Even before this recording, we’re talking about the AI processes I’m building for my own businesses and with my own team as well.

Dan Hakim (11:41)
Sure is.

You know that more people,

Jason Hsieh (11:48)
For sure, for sure, for sure. So and I guess one more thing I want to ask is for you, based on like your experiences in the industry right now, if you’re coming in today, like as a newcomer, what will be the thing you were focusing on if you restarted your business like today in 2026?

Dan Hakim (12:04)
You know, I mean, if I were, talking to somebody who is fresh in the industry, because this was when I started this company, we were fresh in the toy industry too. We didn’t know a lot of things. I would say ask questions. Mm-hmm. Because you know, there’s a lot of people around that that are willing to help. And you know, once you figure out how the system works, it’s just a matter of product and plugging it in. So Yeah.

My advice would say ask questions to anybody and everybody who will give you advice. And then the more you know, the more prepared you are for the problems that come up.

Jason Hsieh (12:35)
Okay, that’s good advice and I guess the best way to do that is to attend one of those trade shows.

Dan Hakim (12:40)
Well, like I said, yeah, being around, you’ll be interacting with people constantly. And I’m not just talking about other manufacturers, store owners, manufacturers. There’s all people that are all a big piece of the puzzle and they’re all willing to help you, you know. If you’re willing to ask questions and learn.

Jason Hsieh (12:55)
Yeah, and over the year, what are some of the things that you notice since you first started in the industry that’s very different when you first started?

Dan Hakim (13:01)
Well, like I said, the more you learn, the more the easier things will be to navigate. So I have learned to be able to spot product. That’s something that’s easy to do after you’ve been around a while. Yeah. Of course I’m not a 100%. You know, you think you know what’s good, what the winners are and the losers are. Yeah. But

So that seems come a little bit easier than the past. And of course the networking. So, you know, if you have problems now, I’ve learned to network when I have questions. And being that customers want to see stuff from us, new stuff from us more than ever, networking is more important because then I can run by products to store owners or to reps and you know, at the end of the day, everybody has to buy in, not just me. So the bigger your network is, the more people you have to

Bounce ideas off of and to ask questions to.

Jason Hsieh (13:48)
True. Looking back, will you say that is that one of the biggest reasons of your success so far? Is it the networking or is it any other strategy

Dan Hakim (13:55)
You know, when it comes to the specialty success, I tell you I will, you know, start with the reps and end with the retailers because they’re all a big part of the process and if one of those people doesn’t buy in, it doesn’t work. If the rep doesn’t buy in th the retailer won’t see it. And if the retailer doesn’t buy in then the customer won’t see it. So

If everybody’s on the same page, then the process is much smoother. And like I said, without a an army of reps to go out there and show the product and show their customers, what do I really have? So I’d say my team of reps and my team of retailers is really what makes my company move on a daily basis.

Jason Hsieh (14:33)
I see. I want to actually introduce a little bit of a controversial topic because I know Faire has been big in the industry and could actually disrupt a lot of the old way of doing businesses, obviously. And from your observation based on you know your own business was a dynamic between the rep, the retail store where you know pretty much Faire is an online version of all that that people can do. What are some of the scenes that you notice and how have you

Adapt with some of the latest like technology and like software tool that people is using in the industry.

Dan Hakim (15:04)
Well, I could tell you Faire was most definitely a disruptor. And most people in my boat love Faire. Okay. And of course, a lot of people, including the reps, probably don’t love Faire as much. Yeah. However, what we’ve done is we’d embrace Faire. Okay. I’ve told my reps that if it’s you know, if your customer is on Faire and they’re buying for me, I want to take care of the rep. I don’t want to cut the rep out. The relationship wasn’t started by Faire.

Yeah. It was started by the rep. So if I use both optimally, then it works to my advantage. And be honest with you, if a rep can’t get to a customer and the customer can write an order on Faire, the rep is still doing. And they don’t even know it. So many companies don’t pay on Faire accounts, on Faire orders. We do. You do? Okay. I want to work with the rep. I don’t want to work against the rep or compete with my reps. I want to work with them. So that’s something we do, yeah, for our reps. Yes.

Jason Hsieh (16:00)
Thank you so much for sharing that. And I think that’s also one of the key reasons to your success because you value relationship more than just the process, which is very important and that’s kind of rare.

Dan Hakim (16:10)
One thing I learned my first year of doing this is that if you’re not a nice person, people don’t want to work with you. And that includes the reps. So, you know, you wanna be friendly with everybody because you know what? no matter how good your product is, one product doesn’t make one rep or one store. It’s the body of work. So yeah, it’s easy for them to not communicate with you or to not sell your item if you’re not on board with a team effort.

Jason Hsieh (16:35)
Okay, yeah, that’s a really good sort of advice. Yeah.

Dan Hakim (16:37)
How I feel about it.

Jason Hsieh (16:38)
Yeah, and thank you so much for sharing the way you handle it because a lot of people just don’t know how to handle that.

Dan Hakim (16:45)
Well it’s a small industry. So, you know, when you piss people off, word travels fast and you know, it travels just as fast when you do nice things. So easy

Jason Hsieh (16:53)
True.

Dan Hakim (16:53)
Decision for us.

Jason Hsieh (16:54)
For sure. Okay. That totally makes sense. So thank you so much for yeah sharing that. Is there anything else that has been working really well for your business that you’d like to share with the audience so they have some fresh inspiration on how to grow their business as well?

Dan Hakim (17:08)
Well,

I’d say, be original. You know, we don’t like to copy other people’s products. It’s just not how we do things. We try to make good items, it has to be a quality item to fit in our line and it’s got to be of course fun. If it’s not fun and excitable, then no one is gonna want it. So if you put everything together, then it really makes things work.

Again, you want good items, you want original items, even if you take an existing item and make it better somehow. Yeah. So we do a lot of that. I’ll take a bag and customize it somehow to make it a little bit different, a little bit more Watchitude. So that’s how we come up with some of our items by just taking existing things and making them more exciting or make them more fun for kids.

Jason Hsieh (17:50)
I see. Okay. Thank you so much for doing that. So as we’re kind of wrapping up today’s conversation today, if our audience want to learn a little bit more about you and your business online, where is the best place for people to find you?

Dan Hakim (18:02)
Well, I mean our stuff can be found at watchitude.com and you could do a number of things there, such as learn about our products, find the nearest store where you can sell it, and of course learn a little bit about what we do, how long we’ve been doing it, et cetera. Got it. Also, you know we’re on social media, Facebook, TikTok, and all the rest. So I would check out all our social media pages and you also learn a lot there too.

Jason Hsieh (18:26)
Okay. Sounds good. Thank you so much. We’ll make sure we can include that in the show note. And thank you so much for your time today, sharing your experience, your story, and your knowledge with our audience.

Dan Hakim (18:35)
Yeah, thank you, Jason. I appreciate the opportunity.

Jason Hsieh (18:37)
Yeah, and thank you for our audience for tuning in to this episode of Toy Business Unboxed Podcast. I hope today’s conversation gave you some practical insight and fresh inspiration for growing your own toy or game businesses.

This podcast is probably sponsored by Toy Launch, a leading marketing and growth partner for Toys and Game Companies. At Toy Launch, we help brands scale on Amazon and beyond through full service account management, advertising, SEO, creative, catalog optimization, influencer marketing, and more. If you are looking for a proven team that both understands the toys and game industry and e-commerce marketing, we’re here to help. If you like a personalized breakdown of your brand, your opportunity, and your best next step, you can schedule a free consultation with us.

Just visit toy-launch.com/schedule. If you want to connect with other toys and game funders, join our free communities, Toys and Game Launchpad at toy-launch.com/group. For more resource update and industry insight, visit us at any time at our website. Until next time, keep innovating, keep creating, keep bringing joys through toys. This is Jason Hsieh signing off on the Toy Business Unboxed Podcast. We’ll see you in the next episode. Thank you so much.

Dan Hakim (19:43)
Take care. Bye now.

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