Profile: Danny Grossman, Cofounder of Wild Planet Toys
Danny Grossman, Cofounder and President of Wild Planet Toys
Toy Maker, Creative Thinker, Role Model
For Danny Grossman, co-founder and president of Northern California startup Wild Planet Toys, charity is more than a gesture of kindness — it's an act of justice.
"The Hebrew word for charity is tzedakah, but it really means justice," explains Grossman. Weaving that deep sense of responsibility into everything Wild Planet does is a priority for Grossman, who is deeply committed to growing his 7-year-old, 35-person toy company.
Wild Planet Toys fills a niche in the traditional toy market and sells innovative toys designed to be as exciting for parents as they are for kids. Aimed at children over five, Wild Planet products are designed to be nonviolent, gender-neutral, and exploratory.
Grossman firmly believes that the company's growth and community involvement are not competing priorities, and he's found creative business techniques as well as charitable outlets to back them up.
Grossman makes regular visits to inner-city classrooms and community centers in the San Francisco area to talk to third- through sixth-graders about entrepreneurship and how to start a business. During his presentation, Grossman simulates a real product development brainstorming session and collects ideas from students about new toys. As toy experts, the kids are encouraged, and generally very eager, to participate. According to teachers, the exercise is not only educational but also boosts the children's self-esteem.
Wild Planet also benefits. During one of Grossman's 1997 visits to a San Francisco community center for at-risk youth, a nine-year-old boy named Saheed invented a toy device that lights the wearer's fingertips. His idea fueled the development of a new Wild Planet toy. Saheed now collects royalties on the popular Light Hand, which sells for $13.
Grossman recognizes that Wild Planet Toys still has a long way to go, but he's confident its outreach activities will continue to grow along with the company. "The great thing about companywide outreach is that it tends to feed off of itself," he says.
— Kelly Patton
