Business Movers: An Elf-Made Success | Elfy Profits: How The Elf On The Shelf Found Its Place At Christmas | Episode 2

In the second episode of Wondery's Business Movers, host Lindsey Graham delves into the intriguing journey of Neil Hoffman, the creator behind Mensch on the Bench. This episode explores how Hoffman was inspired by the phenomenal success of Elf on the Shelf to create a Jewish counterpart that celebrates Hanukkah, blending tradition with modern entrepreneurship.

Origins of Mensch on the Bench

The episode opens with a recount of Elf on the Shelf's rise to prominence. Similar to the Elves, Hoffman's Mensch on the Bench was born out of a desire to create a meaningful holiday tradition. Neil Hoffman shares how a personal moment with his son sparked the idea:

Neil Hoffman [07:37]: "I was walking through a store with my son and he brought me an Elf on the Shelf and said, 'Daddy, can we get this?'... I said, 'No man, we're Jewish. You could get a Mensch on a Bench.'"

This interaction led Hoffman to conceptualize a figure that embodies Jewish values and the miracles of Hanukkah, aiming to provide Jewish families with a similar tradition to that of the Elf.

Launching Through Kickstarter

Hoffman discusses the challenges of launching Mensch on the Bench, particularly in securing initial funding. Opting for a self-publishing route, he leveraged Kickstarter as a testing ground for his idea:

Neil Hoffman [10:34]: "I used Kickstarter as a stage gate to try and understand, were there other people interested in my idea, or was this something that I should just make one and do it in my own home."

Despite minimal initial interest, Hoffman's relentless efforts, including personalized outreach to friends and family, resulted in raising $22,000—surpassing his original goal of $18,000. This success was pivotal in moving forward with production.

Breakthrough on Shark Tank

A significant turning point in Hoffman's journey was his appearance on Shark Tank. Although initially a nerve-wracking experience, the exposure proved invaluable:

Neil Hoffman [13:58]: "I went on Shark Tank. They grilled me for about 30 minutes... but when they realized I was from Hasbro and I had sales, the whole tone changed."

The episode highlights how this exposure not only boosted sales but also validated Hoffman’s business model, leading to a lucrative deal with investors Robert Herjavec and Lori Greiner.

Balancing Inspiration and Originality

A critical aspect of Hoffman's success lies in his ability to draw inspiration from Elf on the Shelf while establishing a distinct identity for his product. He emphasizes ethical considerations in differentiating Mensch on the Bench:

Neil Hoffman [22:37]: "I wanted to make sure that I didn't poke the bear... Our character is designed totally differently... So, to me, we're not taking any other element of what they're doing other than the inspiration."

This careful balancing act ensured that Mensch on the Bench was perceived as a respectful homage rather than a mere imitation.

Product Evolution and Market Challenges

Hoffman candidly discusses the hurdles of scaling a seasonal product:

Neil Hoffman [27:19]: "It's hyper seasonal, so you're really only getting paid six weeks of the year. So you need to stage gate accordingly."

To maintain relevance and consumer interest, Hoffman continually innovates by introducing new characters like the Junicorn, ensuring that the brand remains fresh and engaging year after year.

Addressing Criticisms and Promoting Positive Values

The episode also tackles the criticisms faced by Mensch on the Bench, particularly regarding cultural representation:

Neil Hoffman [29:50]: "For Bench, we did take away the fact that he has to move every day... So they don't report back on kids."

Hoffman addresses concerns head-on, striving to foster positive representations and engaging in dialogues to dispel misconceptions. He underscores the importance of intent, ensuring that the product promotes Jewish values and traditions without perpetuating stereotypes.

Lessons from Elf on the Shelf

Drawing parallels between Elf on the Shelf and Mensch on the Bench, Hoffman imparts valuable business insights:

Neil Hoffman [44:52]: "If you have something that you are doing within your home that you feel you want to share with the world, and that is your gift to the world, there's a model to do that."

He attributes the enduring success of both products to their embodiment of tradition and the ability to create shared family experiences. By focusing on storytelling and emotional connections, Hoffman illustrates how businesses can build legacies that transcend mere products.

Conclusion

Neil Hoffman's journey with Mensch on the Bench serves as a testament to the power of perseverance, cultural authenticity, and innovative marketing. By respecting the foundational elements of Elf on the Shelf while carving out a unique niche, Hoffman has established a beloved tradition that resonates deeply within the Jewish community.

As Lindsey Graham aptly summarizes:

Lindsey Graham [44:52]: "They have good hearts, they're kind, they pay it forward. They've given a gift to the world... They've built a legacy that will outlive them."

This episode of Business Movers not only celebrates Hoffman's achievements but also offers a blueprint for entrepreneurs aiming to blend cultural heritage with business acumen.