When you think of Bentonville, Arkansas, it’s impossible not to think of retail. The storied birthplace of Walmart has a rich history anchored by the site of Walton’s 5&10, a former Ben Franklin franchise in Bentonville Square from which Sam Walton built an empire. While the Walmart Home Office now occupies a sprawling complex just a mile away from the original location, now the Walmart Museum, the enthusiasm and “can-do” entrepreneurial spirit of small business owners lives on. In an unassuming former Farmer’s Exchange, Lean In Bentonville draws inspiration from the past while helping some of the hottest young brands in the toy industry find shelf space among giants.

To learn more, The Toy Book caught up with founders Andy and Heather Wiseman to discuss Lean In’s growing capabilities, refreshed showroom, and the outlook for the future.

The Toy Book: With Andy’s manufacturing experience and Heather’s retail experience, at what point did the idea spark to use that expertise to help other companies break into retail?

Lean In: It’s hard to pinpoint the exact date the spark was ignited, but our combination of experiences has proven invaluable to the brands we represent. Heather ran a $5 billion P&L as a Walmart buyer — she bought video games and toys — and Andy held leadership roles at companies behind some of the biggest toy hits of the 21st century, including Zhu Zhu Pets, Smooshy Mushy, IDO3D, and more. When Heather left her role at Walmart, she was confident that she could offer strong insights into successfully doing business with Walmart. Andy’s path was different, but as a senior leader in the industry, he finds a lot of fulfillment in sharing his experiences with clients as they handle rapid growth and all the challenges that come along with it.

TB: How is Lean In different from a standard rep group?

LI: We tend to be somewhat exclusive with the lines we manage, not taking on everything that comes along. We go deep with the brands we represent rather than taking a shotgun approach, taking everything on and hoping something “sticks.” This makes us unique — and uniquely successful. Our clients value our strategic focus, and it provides results.

TB: What can you share about your updated showroom experience and the benefits for companies that want to participate?

LI: Lean In Merchant Studios is an invitation-only 8,000-square-foot “museum of retail of the future.” Most of our meetings with Walmart and Sam’s Club occur here rather than at their offices, and we feature branded vignettes that are thought-provoking conversation starters meant to highlight key opportunities for our merchant partners. Included are holographic displays, vignettes that feature breakout successes from TikTok and other powerful retail channels, creative retail merchandising options, and much more.

TB: How can Lean In help its clients navigate the challenges of retail and the various opportunities for on- and off-shelf displays?

LI: One thing that never changes is that change at Walmart and Sam’s is constant. Our team works with customers across numerous toy categories every day. We uncover many last-minute opportunities, and we’re all over it as it relates to understanding the continued evolution of merchandising here in Bentonville.

TB: While Lean In exists in Walmart’s home base, how can it help manufacturers find placement at other major retailers worldwide?

LI: We have a network of affiliates that does business across every sector of retail in North America. While we focus on Walmart and Sam’s, we can assist toy companies in finding the right fit for sales teams virtually anywhere. Additionally, we have a network of international sales agents that can open doors in every major world market.

TB: What are some of the biggest success stories for Lean In clients?

LI: We’re incredibly proud of our work with Brickcraft over the past two years, which has resulted in placement not only in the toy department, but in electronics, seasonal, and with enormously popular main-aisle feature displays. Our team does a terrific job of expanding toy placement across several categories, including checklane, impulse, and even into the super-hot “Fan Shops” sections at Walmart. Recently, we walked retail with a client who wanted to tour every aisle, and as we did, it was eye-popping to see how many aisles across the store we had penetrated.

TB: On that note, you’ve also repped Sky Castle Toys’ buzzy Sticki Rolls and Vango’s #UpsideDownChallenge Game, MAGNA-TILES, Wild Republic, IScream, and Hape. Now, you’re working with small businesses like Skillmatics and others that maintain manufacturing infrastructures in India and other emerging markets. What advice would you give companies looking to make their grand entrance into the competitive retail space?

LI: A lot of times, when we’re talking with potential clients, we’re asked, “When is the best time to start?” Since we do business with toys outside of just the toy department and because there are numerous promotional windows at Walmart and Sam’s Club, we have one consistent answer: Now!

A version of this feature was originally published in the 2025 edition of The BIG Toy Book. Click here to read the full issue! Want to receive The Toy Book in print? Click here for subscription options!