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Speaker 1: The goal hasn’t changed.

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Speaker 2: So we as businesses or we as researchers, the goal

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Speaker 2: is always to understand what are the consumer needs? How

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Speaker 2: do we help families and kids too? The mission is

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Speaker 2: the same. We talk about tiny wins creating bright futures.

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Speaker 2: And so those goals all stay the same. But the

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Speaker 2: way that we approach research has evolved. It used to

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Speaker 2: be you designed a research program, you ask people questions

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Speaker 2: or you capture behavior and.

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Speaker 1: Then there was a report.

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Speaker 2: There wasn’t this continuous stream of information that consumers are

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Speaker 2: putting out there, whether it’s social media or reviews. And

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Speaker 2: there also wasn’t as much information for people to leverage

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Speaker 2: in their decisions.

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Speaker 3: Welcome to today’s episode of Free of Commerce.

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Speaker 1: I’m Sarah Hofstadter.

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Speaker 4: And I’m Rachel Tippegraff. And this is a show that

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Speaker 4: talks about what’s relevant in commerce for the world’s biggest brands.

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Speaker 3: Welcome to Free of Commerce.

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Speaker 4: Sarah, given the age of your kids, I imagine they

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Speaker 4: grew up with baby Einstein.

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Speaker 3: They did. That was one of the few VHS tapes

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Speaker 3: that my kids were allowed to watch that in like

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Speaker 3: Sesame Street. I mean, there was, you know, don’t get

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Speaker 3: out the violin or start walking me into a nursing home.

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Speaker 3: But there were no tablets. There was no touchscreen. There

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Speaker 3: was none of that stuff. And so I know TiVo.

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Speaker 3: If you wanted to watch the same thing over and

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Speaker 3: over again, you couldn’t just queue up YouTube. So you

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Speaker 3: wanted like really like brand safe and child safe development.

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Speaker 3: And if they were going to be watching screen time,

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Speaker 3: they had to be getting some sort of an education

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Speaker 3: while doing so.

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Speaker 1: And that worked for a short period of time.

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Speaker 3: But yeah, I literally have the Baby Einstein theme song

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Speaker 3: in my head from how frequently I had to listen

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Speaker 3: to that.

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Speaker 1: But I chose to listen to that.

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Speaker 4: Jingles work. I guess my question is, if I asked you,

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Speaker 4: do you remember other brands that your kids played with

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Speaker 4: as babies? How many could you name?

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Speaker 3: It’s interesting because I didn’t grow up with Baby On Suns.

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Speaker 3: It’s only been around, you know, for 30 years. But

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Speaker 3: there were so many things that I wanted my kids

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Speaker 3: to have. And then there was new stuff. I don’t

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Speaker 3: remember most of the new stuff. I remember the old stuff.

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Speaker 3: I remember the Shave Sorter. I remember the Fisher-Price because

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Speaker 3: I grew up on it. But if I think about

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Speaker 3: the myriad of like fads and stuff like that, that

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Speaker 3: I had with my own kids and what they kind

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Speaker 3: of lived and died by and what was like their

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Speaker 3: favorite stuff. I don’t remember much of it. I do

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Speaker 3: remember Baby Einstein though. But you didn’t have that growing

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Speaker 3: up for yourself. Do you have that for Sid?

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Speaker 4: So I was unfamiliar with Baby Einstein because by the

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Speaker 4: time that the brand came out, I was already nine

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Speaker 4: or 10 years old. But my mother and her peer

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Speaker 4: group know the brand. And so it’s interesting when we

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Speaker 4: get gifts, Sammy and I, from our peers who it’s

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Speaker 4: not necessarily in that consideration set, but when we get

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Speaker 4: gifts from Gen X or baby boomers or boomers, baby

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Speaker 4: Einstein is in the consideration set. And so it’s really

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Speaker 4: interesting to see where the brand equity lives and just

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Speaker 4: the behavior around gifting and also the efforts that, you know,

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Speaker 4: baby Einstein is now making to make sure that they

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Speaker 4: stay top of mind with the next generation of parents.

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Speaker 3: Oh, it sounds like the equity thing is strong, it withstands,

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Speaker 3: but the 30th birthday that they’re coming around on is

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Speaker 3: a great opportunity for them to bring it back. And

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Speaker 3: I can’t think of anybody more qualified than somebody who

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Speaker 3: has a PhD in child psychology.

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Speaker 4: And also one of the co-creators of Baby Einstein.

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Speaker 3: Pretty wild.

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Speaker 4: So let’s bring Rochelle onto the show. Today, we are

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Speaker 4: very excited to have Rochelle Wehner, PhD, Senior Vice President,

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Speaker 4: Global Insights and Analytics at Kids2. Hello, Rochelle.

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Speaker 1: Hello. Thank you for having me on the podcast.

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Speaker 4: We’re super excited. And one of the reasons why we’re

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Speaker 4: excited is most folks we have on the show did

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Speaker 4: not start their career first in academia, which you did.

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Speaker 4: So what was the transition like from academia to business?

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Speaker 4: And I’m curious, like in your role today, how you

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Speaker 4: think it shapes your approach in building products and brands.

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Speaker 1: Sure. I know it’s kind of a unique way to

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Speaker 1: get to a role like mine.

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Speaker 2: So I’ve always wanted to kind of work with children,

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Speaker 2: work child development my whole life.

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Speaker 1: I had this passion around kids and play and toys.

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Speaker 2: And so I thought the route when I went in

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Speaker 2: academia was to be a professor, do research, And then

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Speaker 2: I took a course in consumer psychology and I was like,

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Speaker 2: wouldn’t that be interesting to pair those two things together?

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Speaker 2: How people are making decisions, how parents make decisions for

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Speaker 2: their households about what to buy and how to support

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Speaker 2: child development through the things they’re purchasing for their home.

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Speaker 2: So very early on, I tried to find those kind

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Speaker 2: of jobs and consulting roles where I could really start

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Speaker 2: to do that in real life. So My first attempt

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Speaker 2: was in doing market research with a gentleman who had

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Speaker 2: a small company who came from a similar background and

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Speaker 2: doing market research and consumer insights, but it really wasn’t

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Speaker 2: in the kid space. It was just to get my

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Speaker 2: feet wet, understanding kind of consumer behavior and how methods

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Speaker 2: and research changes when you’re in a consumer versus a

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Speaker 2: more academic space. And I was like, I really love this,

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Speaker 2: but I want to do it with kids and in

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Speaker 2: kid category. So I took my first role while I

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Speaker 2: was actually still finishing my dissertation at Mattel and got

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Speaker 2: to work on the Barbie brand, which was an amazing

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Speaker 2: brand and a great experience. That transition definitely takes some

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Speaker 2: differences in how you approach research because the way that

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Speaker 2: you use the information isn’t just philosophical, understanding behavior, understanding,

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Speaker 2: you know, for publication and research, it’s really to drive

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Speaker 2: a business. What I learned in academia prepared me in

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Speaker 2: a lot of ways for being rigorous around research and methods,

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Speaker 2: but it’s not so fast moving and action oriented.

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Speaker 1: And so what I needed to do when.

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Speaker 2: I went into the more business oriented world was really

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Speaker 2: understand how to apply that kind of evidence based information

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Speaker 2: to to drive decision making. And so to me, Mattel

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Speaker 2: was the first place I really attempted to do that.

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Speaker 2: But the fun thing was I could, you know, take

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Speaker 2: what I learned, not just in child development, but in

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Speaker 2: statistics and in research and designing designed for research methodology

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Speaker 2: that would mirror how people make decisions. And so throughout

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Speaker 2: my career, I feel like I’ve tried to get the research,

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Speaker 2: be really nimble and creative and flexible with research to

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Speaker 2: try to get it to mirror how people make decisions.

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Speaker 2: And I feel like I’ve been able to do that

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Speaker 2: at Mattel and then carry that through my career, whether

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Speaker 2: it was at Pepsi or my own business, or even

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Speaker 2: now here at Kids2, we try to get the closest

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Speaker 2: to where those decisions are happening to truly understand the.

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Speaker 3: It’s super fascinating. And my oldest is 27 years old

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Speaker 3: and she grew up on those baby Einstein PHSs. So

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Speaker 3: I’m seriously dating myself. There’s so much that goes into

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Speaker 3: understanding so much of the psychology. So that PhD really

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Speaker 3: plays such a critical role here. As you think about

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Speaker 3: those incredible brands like Baby Einstein and Ingenuity, And you

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Speaker 3: think about how your both academic life and professional life

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Speaker 3: has evolved. The backdrop of like two major changes in

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Speaker 3: social media and AI, how do you think about how

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Speaker 3: that impacts the way you do the work that you do?

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Speaker 1: Yeah, first I want to acknowledge, thank you.

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Speaker 2: Baby Einstein’s an amazing brand and We are actually celebrating

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Speaker 2: our 30th anniversary this year. We have a big event

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Speaker 2: for families. It’s been around and been a part of

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Speaker 2: many childhoods, as you know. And so I feel very

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Speaker 2: honored to be a part of that for the years

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Speaker 2: that I’ve been that. But doing research and understanding consumers,

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Speaker 2: the goal hasn’t changed. So we as businesses or we

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Speaker 2: as researchers, the goal is always to understand consumers What

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Speaker 2: are the consumer needs? How do we solve for them?

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Speaker 2: How do we help families and kids too? The mission

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Speaker 2: is the same. We talk about tiny wins creating bright futures.

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Speaker 2: And so those goals all stay the same. But the

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Speaker 2: way that we approach research, to your point, has evolved.

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Speaker 2: It used to be you designed a research program, you

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Speaker 2: ask people questions, or you capture behavior, and.

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Speaker 1: Then there was a report.

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Speaker 2: There wasn’t this continuous stream of information that consumers are

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Speaker 2: putting out there, whether it’s social media or reviews. And

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Speaker 2: there also wasn’t as much information for people to leverage

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Speaker 2: in their decisions. So we definitely are always thinking consumer

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Speaker 2: first and that mindset and driving product development, communication, packaging

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Speaker 2: from that consumer first mindset. But how we get information

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Speaker 2: from parents has changed a little bit. You know, AI

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Speaker 2: helps and data and patterns, you know, all of that information,

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Speaker 2: but really interpreting what people are saying and how they’re

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Speaker 2: behaving is still very important. I think what AI and

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Speaker 2: social media helps us with and technology overall, right, is

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Speaker 2: helping us predict a little better, right? So we can

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Speaker 2: understand because they’re telling us more, right? And we’re watching

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Speaker 2: their behavior a little more. So what we’ve done at

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Speaker 2: Kids2 is we’re always looking for new vendors offering unique

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Speaker 2: methods to capture some of that. So whether it’s We

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Speaker 2: do our concept testing with a new vendor in a

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Speaker 2: different way where it mirrors kind of how people are

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Speaker 2: making choices. So swipe left or swipe right. And, you know,

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Speaker 2: to make a decision or some trade-offs. how are they

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Speaker 2: making trade-offs in real time around our products and our category? So,

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Speaker 2: you know, definitely trying to stay on top of how

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Speaker 2: people are making decisions, how we can get information from consumers,

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Speaker 2: being consumer first in everything we do, including our research methods. Yeah.

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Speaker 4: It’s interesting to think about the speed of consumer insight,

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Speaker 4: but married against fairly traditional production lines.

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Speaker 1: Right.

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Speaker 4: So like just because it happens on TikTok doesn’t mean

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Speaker 4: you can necessarily get it out to market right away.

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Speaker 4: So how you navigate that I’m sure is a lot

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Speaker 4: of the creative tension as well. Yeah.

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Speaker 2: And the life cycle of a new product, it’s shrunk,

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Speaker 2: but it’s still long to your point, right? You still

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Speaker 2: have to develop it and produce it and all of

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Speaker 2: that safety testing, all of the things that come with it.

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Speaker 1: But As a.

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Speaker 2: Smaller private company, we’re a lot more nimble than some

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Speaker 2: of the other companies out there.

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Speaker 1: So I feel like we can react a little bit

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Speaker 1: more quickly at kids too.

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Speaker 2: And that is one of the things that we pride

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Speaker 2: ourselves on is, you know, we’re a global company. We’re

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Speaker 2: getting consumer information from all of the different markets and

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Speaker 2: really trying to be quick in reacting to what the

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Speaker 2: consumer needs are.

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Speaker 1: Sometimes it’s products, sometimes it’s.

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Speaker 2: Not, and it’s communication or other things that we can

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Speaker 2: do to support them.

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Speaker 4: I imagine that a lot of the consumer feedback like

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Speaker 4: happens at shelf. And so curious how you partner with

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Speaker 4: your retail partners, whether they’re mass or specialty on this

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Speaker 4: consumer research, because it’s really shared between you two.

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Speaker 2: Yeah, no, it’s a great point. You know, our retailers

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Speaker 2: are critical partners. We work very closely with them. That

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Speaker 2: relationship is important. And especially to your point, they kind

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Speaker 2: of own the place where the decisions are made, right?

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Speaker 2: that critical moment in time where that journey leads to

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Speaker 2: an actual purchase, right? So it happens with planning in

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Speaker 2: a lot of our categories, but the purchasing behavior is

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Speaker 2: still something that the retailers see the benefit of. So

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Speaker 2: for us, the understanding those missions and how the shopper

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Speaker 2: journey happens is, and then working closely with our retail

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Speaker 2: partners in a few different ways. So we do have

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Speaker 2: regular meetings. My Insights team actually does meet with some

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Speaker 2: of our retailers regularly, and we share core insights that

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Speaker 2: we had. We leverage those for conversations around solutions. What

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Speaker 2: are they seeing from their shoppers that they are looking for,

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Speaker 2: whether that be product or merchandising or digital content? What

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Speaker 2: are the things that are going to help shopper really

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Speaker 2: make a decision or get better research and do more

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Speaker 2: homework to make a decision they feel more confident in.

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Speaker 2: So we’ve done some research recently where we did shop-alongs

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Speaker 2: with shoppers and our biggest retailers, and we did it

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Speaker 2: in tandem with those partners. And we did it not

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Speaker 2: just in-store, but we actually had people go online. And

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Speaker 2: then we were even able to contrast the What was

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Speaker 2: the shopper journey like?

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Speaker 1: How was it different?

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Speaker 2: Were there different parts of the decision that mattered digital

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Speaker 2: versus when they’re physically in the store? So partner with

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Speaker 2: them about what we’re doing, how we’re doing it, and

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Speaker 2: then discussing the results to really drive a joint plan

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Speaker 2: together to help our shoppers and then also.

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Speaker 1: Drive right solutions for both of us. But they are

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Speaker 1: a very critical partner for us, for sure.

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Speaker 3: So- The generational decisions on who’s having kids almost is

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Speaker 3: a little wonky where that window of defining what are

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Speaker 3: your childbearing years has changed significantly. And then also because

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Speaker 3: people are living longer, there are more generations involved in

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Speaker 3: these purchasing decisions. So how are you navigating all of

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Speaker 3: those changes? Because in essence, theoretically, have more potential buyers,

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Speaker 3: even if the birth rate isn’t.

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Speaker 4: Going up as much.

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Speaker 1: Yeah, we do track all of that information. So we’re

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Speaker 1: looking at birth rates.

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Speaker 2: We’re looking at, to your point, the average age of

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Speaker 2: having a child has gone up, how many kids people

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Speaker 2: are having, how much disposable income they have to spend.

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Speaker 2: We’re watching and looking at things like gift giving and registry.

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Speaker 2: And so all of those things obviously are important for

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Speaker 2: the categories in which Ingenuity, Bright Starts, Baby Einstein products

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Speaker 2: that we have across the board largely are purchased in

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Speaker 2: the first two years and before baby’s ever born. And

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Speaker 2: so understanding who the parents are is really important to

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Speaker 2: your point. And so I love it’s I know I

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Speaker 2: told Rachel before, I love generational theory.

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Speaker 1: I’m fascinated by it.

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Speaker 2: I have been my whole career and I very much

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Speaker 2: subscribe to kind of the Strauss and Howe version of

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Speaker 2: the cycle of generation. So that is something that is

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Speaker 2: important to us as we look at it. I always

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Speaker 2: start by saying. parenthood and becoming a parent is a

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Speaker 2: very universal life stage. Whether you’re in one of the

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Speaker 2: 90 countries we play in, you know, and sell products in,

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Speaker 2: or you’re a Gen Z parent, or you’re a millennial parent,

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Speaker 2: you need the same basics when you become a parent, right?

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Speaker 1: You need food, you need shelter, you need, you.

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Speaker 2: But then what impacts you as a parent is the

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Speaker 2: generation you’re born in, right? So the time at which

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Speaker 2: you become a parent, who your cohort is, and then

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Speaker 2: also who you were parented by. So there are things

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Speaker 2: that happen culturally that when you become a parent, like

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Speaker 2: your daughter, you said is 27.

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Speaker 1: I have my oldest is 25.

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Speaker 2: So, you know, when I became a parent 25 years ago,

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Speaker 2: is very different, whether it be the political, the economic

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Speaker 2: landscape versus someone now having a child, right? And how

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Speaker 2: my parents parented me is very different than my children,

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Speaker 2: how they were parented. And you bring all of that

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Speaker 2: into how you make decisions as a parent. So We

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Speaker 2: are doing research and making sure that we understand the

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Speaker 2: generational differences, whether that be a grandparent gift giver who

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Speaker 2: could be like a boomer or Gen X.

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Speaker 1: I’m not there yet, but close someday being a grandparent.

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Speaker 2: But the millennial generation is really what’s been our core

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Speaker 2: parent generation and We know that switch of kind of

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Speaker 2: the mass of the generation being Gen Z is going

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Speaker 2: to happen. I think it was originally anticipated around 2028,

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Speaker 2: but because that age.

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Speaker 1: Has increased slightly, it might be another year or two.

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Speaker 1: So we did research. When I first came.

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Speaker 2: To Kids2, I had this question, I think like seven

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Speaker 2: years ago, and we did collaborative research with Nickelodeon Gerber

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Speaker 2: around what do we think Gen Z parents are going

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Speaker 2: to be like? And we were talking to some very

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Speaker 2: early Gen Z parents, and we had some hypotheses coming

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Speaker 2: out of that. And recently we went back to them.

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Speaker 2: We’re like, a lot of these things from seven years

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Speaker 2: ago are actually what we’re starting to see in Gen Z.

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Speaker 2: So they’re very intentional about their approach to parenting. They also,

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Speaker 2: you know, want authentic relationships, authentic marketing, authentic communication. They

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Speaker 2: don’t want it sugarcoated. We see that in their social media,

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Speaker 2: you know, even those that aren’t parents.

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Speaker 1: I have three Gen Zs too.

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Speaker 2: So understanding that Gen Z communication and choices and how

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Speaker 2: that’s going to be different or slightly different from our

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Speaker 2: millennials who are much more kind of omni-channel, research heavy.

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Speaker 2: The Gen Z has kind of, grown up, just a

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Speaker 2: digital native, right? My children, I don’t even think they

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Speaker 2: see screens anymore the way I do. So I think

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Speaker 2: those are things that are very important. We’re actually doing

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Speaker 2: a current research study right now where we’re looking at generation.

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Speaker 2: But at Kids2, we also have consumer segments for our

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Speaker 2: parents of kids 0 to 2 that we look at

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Speaker 2: as well to help us make sure that for each

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Speaker 2: of our brands, we’re looking at different kind of bullseye

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Speaker 2: targets and making sure that we’re delivering on the brand

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Speaker 2: promise as well as what those specific consumer segments are

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Speaker 2: looking for.

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Speaker 4: You are certainly more the expert than me, but as

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Speaker 4: a millennial parent of a generation beta, I think my

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Speaker 4: son is if he’s 10 months, but thinking about Gen Z,

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Speaker 4: obviously I had kids later in life. I saw a

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Speaker 4: stat the other week that a third of kids US

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Speaker 4: citizens below the age of 35 are still living with

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Speaker 4: their parents. I have to think that that is probably

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Speaker 4: going to be the most defining trait of this next

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Speaker 4: generation of parents versus social media or the mobile phone.

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Speaker 4: To me, that is so mind-boggling. And I think the

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Speaker 4: stat was that it’s up 12% from two years ago

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Speaker 4: when they had done the same survey. So that’s just rapid.

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Speaker 3: Yeah.

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Speaker 1: Anxiety too. Maybe they’re related.

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Speaker 3: Yeah.

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Speaker 2: That is, it’s funny for this survey that we’re doing,

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Speaker 2: we just added a question around that. The question someone

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Speaker 2: on my team had was, you know, do you rent,

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Speaker 2: do you own your own home? I’m like, or do

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Speaker 2: you live with your parents? We need to add that

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Speaker 2: as an option because there are people that either can’t

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Speaker 2: afford to or want the support of those multiple generations.

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Speaker 2: So it could be both things like, you know, needing

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Speaker 2: support of the multi-generational household.

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Speaker 1: It could be financial.

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Speaker 2: If you look at home ownership, Gen Z has particularly

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Speaker 2: struggled to hit those same benchmarks of prior generations.

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Speaker 1: It’s not as achievable as.

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Speaker 4: It had been.

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Speaker 2: And so one of the things, I go back to

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Speaker 2: my generational theory, if you look at what kind of

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Speaker 2: defines a generation. So again, I said I have three

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Speaker 2: Gen Zs. So when my oldest son was a few

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Speaker 2: years old. I had the privilege of meeting with Strauss

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Speaker 2: and Howe. If you haven’t read Millennials Rising, it was

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Speaker 2: one of their books, Generations. I said, what generation is

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Speaker 2: my kid going to be? And they’re like, you don’t

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Speaker 2: know until you get a few years away from that

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Speaker 2: to see where that demarcation line is. And so September

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Speaker 2: 11th had just happened not long before that I was

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Speaker 2: living in New York.

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Speaker 1: And I said, do you think it’s going to be

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Speaker 1: September 11th? And at the time we were like, maybe.

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Speaker 2: And then as we got a couple of years out,

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Speaker 2: it really was the financial differences that was a demarcation

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Speaker 2: line between Gen Z and millennials. And so Gen Zs

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Speaker 2: have seen their parents struggle, whether it’s the economy or

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Speaker 2: job situation, whereas millennials, it was a much rosier picture

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Speaker 2: growing up in their childhood from a financial perspective. And

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Speaker 2: so I think that’s probably partly why.

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Speaker 1: Gen.

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Speaker 2: Z struggles and is very outward authentic wise.

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Speaker 1: They talk a lot about money.

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Speaker 2: They’re very open when it comes to employment and their desires, right?

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Speaker 2: So I do think they’re maybe all related, but I

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Speaker 2: think all of those things are important drivers at this

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Speaker 2: point in time of what parents need. And so I

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Speaker 2: think for us, as we look at certainly solutions, it’s products,

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Speaker 2: it’s financial help, it’s having a portfolio, right? that allows

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Speaker 2: them to choose from products that they’re all very proud

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Speaker 2: of in certain categories, whether that’s the high end of

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Speaker 2: the category or the lower end and still have great

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Speaker 2: products that are safe and they can feel confident using.

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Speaker 2: So it will be interesting to see, but I think

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Speaker 2: that the stat probably is right.

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Speaker 4: It was from a trusted source. That’s the only reason

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Speaker 4: I said it on the show.

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Speaker 1: Yeah, absolutely.

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Speaker 4: It’s so fascinating. Well, Rochelle, we could pick your brain

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Speaker 4: all day, but we got to ask you our famous

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Speaker 4: last question, which is what’s the bravest thing you’ve ever done?

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Speaker 1: I will say I’ve thought about this one quite a bit.

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Speaker 2: And it’s a fun one to think about for sure

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Speaker 2: what I think is the most brave.

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Speaker 1: And probably for me.

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Speaker 2: Honestly, It was moving my family to Atlanta, Georgia area,

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Speaker 2: which is where I am right now for this role.

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Speaker 2: And it was brave because I’ve grown up in the

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Speaker 2: Northeast and I’m a New York girl from day one.

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Speaker 2: And my family, I have three children. At the time,

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Speaker 2: my oldest was a senior in high school. I had

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Speaker 2: a freshman in high school and a seventh grader and,

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Speaker 2: you know, husband, car, house, dogs, the whole nine years.

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Speaker 2: And we decided to pick up and move. And when

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Speaker 2: I look at this job description, when I was starting

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Speaker 2: to look, I said, you know, this is like as.

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Speaker 1: If someone had wrote it for me, right? It’s a

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Speaker 1: kid’s company, great brands.

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Speaker 2: A place where I could start or grow the function

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Speaker 2: of insights into insights and analytics and global and really thrive.

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Speaker 2: And then I came here and I met the people

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Speaker 2: and learned more about kids too. And of course, it

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Speaker 2: became the right place for me. But in order to

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Speaker 2: actually make this all happen, I had to leave my

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Speaker 2: family in New York because my oldest, like I said,

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Speaker 2: was a senior in high school and commute back and

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00:22:23,050 –> 00:22:25,530
Speaker 2: forth every other week to New York, which I don’t

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00:22:25,570 –> 00:22:26,490
Speaker 2: like to fly.

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Speaker 1: So that was also not fun.

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00:22:27,910 –> 00:22:31,400
Speaker 2: But I had to have a small apartment here next

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00:22:31,420 –> 00:22:33,500
Speaker 2: to the office where it was just Rochelle and a

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00:22:33,540 –> 00:22:34,060
Speaker 2: new job.

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Speaker 1: And then I would go home and I’d have the

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Speaker 1: full family experience. And so it was an amazing career move.

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00:22:41,600 –> 00:22:44,720
Speaker 2: Obviously, almost nine years later, I’m still here and it’s

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00:22:44,770 –> 00:22:48,070
Speaker 2: a great place to work with wonderful people and brands.

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00:22:48,150 –> 00:22:50,770
Speaker 1: And like I said, just the mission was something I

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00:22:50,970 –> 00:22:51,429
Speaker 1: believed in.

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00:22:52,170 –> 00:22:55,949
Speaker 2: And having worked at different points in my career, always

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00:22:56,230 –> 00:22:59,000
Speaker 2: in insights and always trying to stay in child development,

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00:22:59,400 –> 00:23:02,280
Speaker 2: this was kind of the pinnacle of having a team

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00:23:02,320 –> 00:23:04,800
Speaker 2: where I could do insights. I get to use child

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00:23:04,820 –> 00:23:07,879
Speaker 2: development and work on things like learning theories and play

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00:23:07,960 –> 00:23:12,330
Speaker 2: tips and really drive a positive experience for families. That

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00:23:12,390 –> 00:23:15,190
Speaker 2: was something that I really wanted in my next role

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00:23:15,210 –> 00:23:18,510
Speaker 2: and Yeah, so it was a great move. My kids

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00:23:18,550 –> 00:23:20,370
Speaker 2: adjusted as we got here.

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00:23:20,410 –> 00:23:21,850
Speaker 1: That wasn’t the easiest either.

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00:23:21,930 –> 00:23:26,210
Speaker 2: But along the way, both family, career, culture, everything else,

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00:23:26,290 –> 00:23:28,710
Speaker 2: it was a bit of a shock. But I miss

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00:23:28,859 –> 00:23:30,960
Speaker 2: my friends in New York and my family is all

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00:23:31,020 –> 00:23:32,000
Speaker 2: still in the Northeast.

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Speaker 1: But it was probably the bravest thing I guess I’ve

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Speaker 1: ever had to do.

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Speaker 4: Well, you got to Atlanta before the real estate boom.

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00:23:38,590 –> 00:23:39,770
Speaker 4: So kudos on that.

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00:23:39,790 –> 00:23:40,350
Speaker 2: Yeah.

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Speaker 1: Absolutely. Yeah, that was the one thing.

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Speaker 2: We did not sell our New York house in a boom,

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00:23:47,020 –> 00:23:50,800
Speaker 2: but we did capture some good real estate here in Atlanta.

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00:23:50,920 –> 00:23:53,620
Speaker 1: And I will say the weather’s a little better, certainly

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00:23:53,640 –> 00:23:54,080
Speaker 1: in the winter.

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00:23:54,840 –> 00:23:57,780
Speaker 4: Yeah, for sure. Well, Rochelle, we’re so appreciative for you

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00:23:57,820 –> 00:24:00,880
Speaker 4: sharing your insights and your story. Like you, we look

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00:24:00,900 –> 00:24:03,560
Speaker 4: forward to seeing this next generation of parents come to life.

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00:24:03,900 –> 00:24:05,980
Speaker 1: Yeah, thank you so much for the opportunity. It’s great

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00:24:06,000 –> 00:24:06,900
Speaker 1: chatting with you both.

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00:24:08,140 –> 00:24:10,590
Speaker 4: If you like what you heard, please tell a friend,

468
00:24:10,609 –> 00:24:14,280
Speaker 4: write a review. And if you want to keep going

469
00:24:14,340 –> 00:24:18,580
Speaker 4: down memory lane when it comes to toys, you can

470
00:24:18,600 –> 00:24:21,400
Speaker 4: go check out an episode we did way back when

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00:24:21,580 –> 00:24:25,140
Speaker 4: with Lego. We also did an episode way back when

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00:24:25,200 –> 00:24:27,340
Speaker 4: with Hasbro. Thanks for listening.

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Speaker 1: Hi, I’m Jackie Cooper, Global Chief Brand Officer at Edelman

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00:24:54,180 –> 00:24:57,500
Speaker 1: and the host of Touch of Truth, a new podcast.

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00:24:57,000 –> 00:25:00,440
Speaker 3: Launching on the Adweek Podcast Network. My dad gave me

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00:25:00,480 –> 00:25:04,159
Speaker 3: this incredibly smart piece of advice, meet everyone once. As

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00:25:04,200 –> 00:25:06,510
Speaker 3: a result, I’ve met some of the most fascinating and

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00:25:06,590 –> 00:25:08,129
Speaker 3: inspiring people on the planet.

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00:25:08,510 –> 00:25:11,510
Speaker 2: Now on Touch of Truth, we’re coming centre stage and

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00:25:11,570 –> 00:25:14,899
Speaker 2: sharing the mic to experience stories of truth, insights and

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00:25:14,940 –> 00:25:16,200
Speaker 2: visions for the future that.

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00:25:16,100 –> 00:25:17,640
Speaker 3: Will challenge your way of thinking.

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00:25:17,760 –> 00:25:20,710
Speaker 2: Touch of Truth is available wherever you listen to podcasts.

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00:25:21,030 –> 00:25:23,850
Speaker 3: New episodes come out every Tuesday. I do hope to

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00:25:23,910 –> 00:25:24,410
Speaker 3: see you there.