Let’s get kids playing again
Trust
First.
MarketingOB1 is Mike Millett's channel for games, toys and play, for kids, families and seniors. The mission is simple: get kids playing again. Moving, building, pretending and figuring things out together. One rule runs through all of it: a parent has to trust it before a kid ever plays it.
What gets marketed here
Real brands, marketed in the open.
The plan is simple: make wholesome toys, activities and games. MarketingOB1 is where Mike does the marketing for them, and shows the work as it happens: what was tried, what the numbers said, and what changed next.
Trust First
Parents have to trust the product.
A kid can want a game in one second. A parent decides whether it comes into the house. Before a parent says yes, they want to know what it is, who made it, and whether it is good for their kid.
So the trust comes first and the marketing comes after. That is what Trust First has always meant here, and it is the whole job on a kids brand.
My first time in New York
I went for a trade show. I came home with a lesson.
It was a trade show for Stratus. I spent the first minute explaining that we do not build franchise stores, we clean them. Their first question: so what do you do, build our restaurant?
What I learned: when people misunderstand what you do, they do not ask. They move on.
Read the story →Rob wrote a book, too. Take My Advice, I'm Not Using It →
Ideas
The thinking behind the work.
Essays and observations from thirty years of watching brands hold position or lose it. Written in plain language, not framework language.
Explore the Ideas →What Should a Toddler Actually Play With?
→ For parents · Oct 15, 2026Let's Get Kids Playing Again
→ Customer BehaviorCustomers compare faster than businesses evolve.
→ Trust SystemsTrust is a visibility system. Visibility without trust is noise.
→ FrameworkThe funnel tracks the company's process. The customer was already in motion.
→ Market DynamicsIn markets where products converge, trust becomes the only differentiator.
→Who is behind this
MarketingOB1 is a media project by Mike Millett.
His biography, career, work and speaking live on his own site. mikemillett.com →