Hi Thierry! Thanks for taking the time to speak with us. What do you do in our industry?

I run Konomocha (HK) Ltd, an international sales agency representing toy and stationery brands across EMEA and APAC markets. I work directly with brands to find the right distribution partners and buyers in markets they can't easily reach on their own. I operate remotely from Bangkok, which suits me perfectly.

What is it about the Toy and Game Industry that you love?

Discovering new products and brands. Every season brings something I haven't seen before, and that never gets old.

What is your claim to fame?

Building Asobi, a UK toy distribution business, from scratch to £2.4 million turnover in a short time and without any connections or knowledge of the industry. And most people in the industry know I'll say what others won't. Oh, and I was on the famous UK TV show Blind Date in 1989.

What do you feel has been your greatest win so far in life? What was your biggest failure?

Greatest win: marrying Jovelyn in Las Vegas in September 2024. We had been together for quite some time, but getting her to say yes took some doing. Professionally, running a Hitachi business unit across Europe worth €240 million a year.

Biggest failure: trusting the wrong person at Asobi. I learned more from that than from any success I've had. It cost me the business, but it sharpened everything that came after.

What are you still hoping to accomplish?

At 64, the future is still very much in front of me. There's a great deal I want to accomplish. I'm building new brands, and watching Jovelyn's business grow. I'm nowhere near done.

Do you have a mantra that you live by?

No passion, no point.

What keeps you up at night?

Commission invoices that don't get paid. Distributors going quiet. The slow death of the independent distribution model as brands increasingly go direct to retail.

Why and how did you get into the Toy and Game industry?

After running a large business unit at Hitachi Europe, I needed something I could build on my own terms. Toys turned out to be a serious business dressed in bright colours. That suited me perfectly.

What are you working on now?

Running Konomocha remotely from Bangkok. Developing new brands, including MiraiX for LA September 2026 and Ame Ame Club, a children's fashion accessories line. I also write regularly, for LinkedIn and for the Australian toy trade press. Writing has become a bigger part of what I do than I expected, and I enjoy it.

What has kept you motivated to stay in the toy industry?

Is there any other industry worth my interest? Honestly, I can't think of one.

If you look back at yourself 10 years ago, is this where you thought you'd be?

Ten years ago I was picking up the pieces after Asobi collapsed and starting Konomocha in Hong Kong. I didn't imagine I'd end up in Bangkok, married, running a multi-market agency remotely. I thought I'd be back in the thick of it in Europe. What changed is that I stopped needing to be in the room to be effective.

If we were in a zombie apocalypse, where would you hide?

Bangkok. The traffic alone would stop any zombie horde within 500 metres of the city centre.

What was your favourite project to date?

Helping my wife open her own business in Bangkok. She now has five shops and I love watching her grow it. From someone with very little formal education, growing up in real poverty in the Philippines, to the woman and boss she has become — she is truly amazing. I've been only a small catalyst in making it happen.

What trends do you see in toys or games that excite or worry you?

I love the blind box and collectables movement. It has brought genuine excitement back into retail and given kids a reason to keep coming back. The worry is the race to the bottom on price and quality. Cheap, disposable toys have never sat well with me. The industry has made progress, but there's still a long way to go.

What advice can you give to inventors presenting new toy or game ideas to you?

Know your retail price point before you walk in. If you can't tell me what it lands at on shelf, we're not ready to talk. And make sure there's enough margin for everyone in the chain. A product that only works for one party in the deal doesn't work at all.

What advice would you give a young adult graduating today?

Graduating? What for? Student debt? You don't need a degree. Find your path and be passionate about it. That's the only qualification that matters in the long run.

What advice do you have for people starting in the industry?

You're entering one of the few industries where the product genuinely makes people happy. That's not nothing. Pace yourself, build real relationships, and resist the temptation to cut corners. Reputation travels fast in a small world, and this industry is smaller than it looks.

What's your workspace setup like?

I squat a corner in my wife's office. It's full of ladies making jewellery. I dream of having my own office — it can get very noisy. But it keeps me grounded and I get to see what a real business looks like every day.

What is the most rewarding part of your job?

Getting the order. Everything else is process.

What is the most trouble you've ever been in?

A few red cards when playing rugby. I was not known for being gentle on the pitch, but I was a complete gentleman after the game. Always.

What is the worst job you've ever had and what did you learn from it?

My parents ran a hotel restaurant in France. In the height of the season, the washing-up man had an accident and I had to replace him for several weeks. A hundred covers at lunch and dinner, pots and pans, keeping the kitchen clean, doing the bins. I've been there, done that. If the toy business ever fails, I know I can go back to washing up.

What and/or who inspires you?

A few people around me. You're apparently the sum of the five people closest to you. I try to keep the right company.

How do you define creativity?

I'm really not creative. I've made peace with that.

How do you define innovation?

I'll leave that one to the creative people.

Where do you come up with your best ideas?

Reading. Always reading.

What blocks your creativity?

Being asked to be creative.

How do you recharge or take a break?

A trip to Hua Hin, especially Khao Takiab, every couple of months. A few days, the beach, and long walks with Sarra, my Bangkaew rescue dog. That resets everything.

What words describe how you think or how your brain works?

Hungry for new stuff.

Were you obsessed with any toys, games or objects as a kid?

My blue scooter. I still have it.

Who is your all-time favourite Disney character?

Picsou. Scrooge McDuck to the non-French speakers. A self-made man with a vault full of coins and no time for nonsense. I relate to him more than I'd like to admit.

Would you rather have one £100 toy or 100 £1 toys?

A hundred £1 toys. Every time. It's not even close.

Where does Santa go on vacation?

Thailand. Probably Hua Hin. I am pretty sure I saw him there.

Where were you born?

Vichy, France. I haven't lived there since 1986.

What was your life like growing up?

Not easy. My mother died in a car accident when I was ten. My father died in Spain when I was eighteen. I was partly raised by my grandmother, who lived to 106. She was tougher than anyone I have ever met in business, and I owe her a great deal.

What do you read every day, and why?

The Daily Stoic. It keeps me grounded.

Who is the person you most admire?

Didn't you guess from the favourite project answer? Jovelyn.

Who are role models for the work you do?

Jonathan Busher, Karen Starkey, Alex Prieto, Richard Derr.

Who would you invite to your dream dinner party?

I already have dream dinner parties. My closest friends, a good table in Bangkok. That's all I need.

What is your favourite gadget, app or software for work?

I've very recently discovered vibe coding and I'm hooked. I built our distributor portal using it. It runs on WordPress and I offer it free to anyone in the industry who wants it. All I ask in return is a donation to your favourite charity.

What was the last thing that made you laugh or cry?

Sarra, my Bangkaew rescue dog, makes me laugh every single day. And losing my grandmother hit harder than I expected. She did so much for me.

What are your favourite childhood memories?

Family Sunday meals at my grandmother's, the full table, the whole family. As the absolute favourite grandchild, I was always served first. To the great displeasure of the others.

Are you named after anyone?

I have three names: Thierry, Pierre, Elie. Pierre and Eliane are my godparents. It's a family tradition to carry the godparents' names.

Do you have a nickname?

Gros — which means fatty in French. That was my rugby nickname in France. My wife calls me Hon.

Do you have any kiddos?

I have a son, Rémi. He's half Japanese, half French and studying in Japan. He's too old to play board games with me now, and he lives in a different country, but I'm very proud of him.

Are you a dog person or a cat person?

Dog. Sarra, my Bangkaew rescue dog, would be offended by the question.

What are your guilty pleasures?

I'm supposed to say wine — I'm French. But I actually prefer real ale. I drink a lot less these days, so when I do, it's quality over quantity.

What is your favourite way to waste time on your phone?

TikTok and Instagram Reels. I have no defence.

What's in your fridge?

Foie gras, champagne, Dijon mustard, chocolates, jam, homemade yoghurt, fruit and vegetables. Priorities.

Do you play any musical instruments?

Unfortunately no.

Who are your favourite musicians, singers or groups?

Supertramp. Though my taste in music is genuinely eclectic. Opera, Gregorian chants, pop, and budot all feature. I love dancing. If there's music, I'll find the floor.

What's your favourite cereal?

Weetabix. Non-negotiable.

What are your favourite books and/or magazines?

The Lord of the Rings was extraordinary. I read it commuting on the Chuo line in Tokyo when I worked there for Hitachi. Still the best reading experience of my life.

For a day, would you rather be a hobbit or an elf?

Hobbit. No question.

Do you think there are aliens?

I hope so.

Would you rather have a ghost or a monster in your closet?

Neither. I have enough to deal with.

Do you prefer scary movies or happy endings?

Happy endings.

What are your favourite TV or streaming shows, and what is on your list to watch?

These days I'm more into podcasts than series. The Prof G Pod, Pivot, The Rest is Politics, Freakonomics. I used to enjoy The Playground podcast enormously, but since Richard's death the episodes have been very few and far between. I'm hoping someone will take over the mantle. I actually have someone in mind.

Who is your celebrity crush?

Catherine Deneuve. Always.

What are your favourite sports and sports teams?

Rugby. I played across France, Japan, and the UK. It taught me more about teamwork, resilience, and taking a hit than anything else in my life.

What is your favourite night out?

Dinner somewhere good in Bangkok with a group of close friends. Bar hopping in a tuk tuk with loud music playing.

Favourite movie of all time?

Midnight Express.

What's the furthest you've ever been from home?

Depends which home you mean. I've lived on four continents. Aruba is probably the geographic outlier.

Do you have any special talents or superpowers?

None I'm aware of.

What's your beverage of choice?

Real ale.

Tell us about your hobbies.

Reading and watching series. Rugby when I can. Long walks on the beach with Sarra, my Bangkaew rescue dog.

Summer or Winter?

Summer. I can't do cold anymore.

Hugs or Kisses?

Hugs.

What is your eye colour?

Blue.

What do you want to be when you grow up?

A fireman. I was a volunteer fireman in France for a number of years. It's still the best job I ever had that didn't pay the bills.

What's next?

New brands, new markets. MiraiX launches at LA September 2026. Ame Ame Club, a children's fashion accessories brand, is taking shape. I write, I travel, I keep moving. At 64, I'm not slowing down.

What do you hope your legacy will be?

That I proved you can run an ethical, relationship-first business in an industry that often rewards the opposite.

Everything would have been different if…

Someone at Asobi I trusted at a critical moment had chosen honesty over self-interest. I won't name him. He knows who he is.

The toy and game industry clearly has…

Some genuinely larger-than-life characters. Michael Roethling from Dimian is one. There are others. And then there's me. We keep things interesting.