Blippi creator Stevin John (pictured left) and toy industry veteran Daniel DeLapa (pictured right) have teamed up to launch a brand-new toyco called Born to Play. 

Based in New Jersey, it already has a multi-category product launch in the works for a digital-first original IP. DeLapa is spearheading Born to Play’s daily operations as CEO, with John in place as chief content officer. 

DeLapa departed from Creative Kids (his family’s arts & crafts business) last fall and has been working on a gameplan for setting up Born to Play ever since. He spent 12 years at Creative Kids serving in three different executive roles: director of product development, chief marketing officer and president.

John and DeLapa have collaborated with each other for four years as part of a licensing deal between Moonbug Entertainment and Creative Kids. Brokered by United Talent Agency, it was one of the first consumer products partnerships for the Blippi brand, resulting in a product range including chunky puzzle packs, science activity kits and a color-reveal water mat.