ABOUT BRAD PEDERSEN

Hi, I’m Brad.

I’m a husband, father, author, speaker, business coach and mentor, and lifelong adventurer.

At 16 years old, I began my entrepreneurial journey by cutting wood and have been imagining, creating, and scaling businesses ever since. I bootstrapped a toy company from a basement condo in the prairies of Canada that went on to become one of the largest toy companies in the country.  Awards and accolades followed, along with the tough stuff—failure, betrayal and eventually bankruptcy.

Fast forward a few years, I became a founding partner of Tech 4 Kids. Our revenues reached +$60M, operating out of three offices and trading into over 60 countries around the world. 

They say that mastery is found on the mountain top of mistakes. From personal experience, I have used my own failures as a catalyst to create better business models and to become a better human. 

In 2017, Tech 4 Kids merged with The Bridge Direct as part of an M & A strategy to rapidly scale a toy enterprise by acquiring other businesses in a roll up strategy.. The newly formed company was named Basic Fun, achieving 9 figures in revenue and is now responsible for manufacturing many iconic brands including Tonka, Knex, Light Brite, Mashems, and Care Bears..

After exiting Basic Fun, I decided to invest my efforts in finding opportunities to build social enterprises that are not only profitable and benefit people but also take care of the planet. I joined Jeremy Lang and Matt Bertulli to become the co-founder of Pela case, the creator of the world’s first compostable phone case. We have scaled this to 8 figures and growing and have since gone on to create Lomi. 

Lomi is the world's first smart waste device that turns organic waste into a regenerative soil supplement while you sleep.  Our team launched the product via a record-breaking $9.8M crowd-funded campaign, making it the largest ever clean-tech crowd-funding campaign. We believe that business can be the greatest force for good and we are using our influence to help create a more sustainable and waste free future.

No success would have been possible without my faith, my family, my fitness and the freedom found in nature. 

My relationship with my Creator has been a truth north that has guided me through every peak and valley. My college sweetheart, Kelly, has been my partner in life for over three decades. Together, we’ve raised our two incredible children, Bretton and Megan. As they pursue their dreams, my hope is that they embrace the adventure of life with vigor and vitality.. When I’m not working, you’ll find me pursuing my love for the great outdoors.  

My journey is an open book. Filled with childhood dreams, business lessons, and an indomitable spirit for growth through lifelong learning. 

It’s my pleasure and privilege to serve along the way.  

- Brad

MY F8 VALUES

In order to build and live a truly abundant life, I believe one must pursue growth in all four areas of what makes up each human being: physical, mental, emotional and spiritual.

With this in mind, I have carefully determined 8 values where I direct my time, attention and energy.  The first 4 values are foundational and need daily care.  The last 4 are flexible however should be invested into regularly. I invite you to check out my list and then take time in reflection to determine what are the values that you will invest your life into?

1. Faith

2. Family

3. Fitness

4. Finances

5. reFining

6. Friends

7. Fun

8. Freedom

Back in 1994, I dove headfirst into the world of entrepreneurship that would eventually lead to a career immersed in the business of toys. Starting out with a handful of mall kiosks, the operation grew to become a distribution juggernaut that initially faltered and then eventually capitulated into bankruptcy. 

In 2009 I started again, this time focusing on toy manufacturing.  The company had some lucky breaks, growing quickly and snowballing into becoming a global player.  In 2017 my company merged with another toy company as part of a M&A strategy and would have us evolve into becoming  one of the largest toy makers in North America, manufacturing and selling iconic toy brands and generating over 9 figures in revenue.

As a real-world toy maker from the north, I’m an accomplice for that big red-suited guy with the reindeer crew. In this book, you’ll learn about the power of play and the brilliant lessons hidden in the toys we all know and love.

Each chapter gives the origin story of well loved classic toys, while also telling tales from my personal adventures in toyland and the many adversities I had to overcome. “Startup Santa” dives deep into the heart of what it takes to build something that lasts, spreading joy wherever you go, and what I have learned is required to build a life that’s meaningful.

STARTUP SANTA

What People Are Saying…

  • "Learn from someone I consider to be the best at living life full out! Brad Pedersen is an extraordinary individual who embraces the humility, wisdom, and courage needed to be the great leader and success he has become in business and in life.”

    Darren Hardy, Founding Publisher SUCCESS & International Bestselling Author

  • “Brad Pedersen is one of the most mission driven, category creating entrepreneurs I’ve met. Startup Santa is a legendary present founders can give themselves and their friends.”

    Christoper Lochhead 11x #1 bestselling coAuthor of Category Pirates, Play Bigger & Niche Down

  • "You need to read this book. Brad's advice has made me millions. You won't find these frameworks or approaches anywhere else. It's a book that stands above the rest."

    Dan Martell, Founder of SaaS Academy and #1 Walls Street Journal Bestselling Author of Buy Back Your Time

  • I have watched Brad use a combination of imagination, discipline, and continuous learning to not only build several successful businesses but also to build up countless people. Now he is opening up his playbook so that entrepreneurs everywhere can learn and <b>understand the building blocks of a successful life and business</b>. Thank you, Brad!

    Misty Lown, Founder & CEO of More Than Just Great Dancing® and #1 Bestselling Author of One Small Yes

  • "Santa only delivers presents once a year but the Startup Santa has gifts that will keep on giving to you and your business for many years to come! I recommend you unwrap a copy and start reading today!"

    Joey Coleman, Wall Street Journal best selling author of Never Lose a Customer Again

  • "If you were looking for a campfire to sit around and hear sage wisdom on life and business, you'd want to pick the one wth Brad Pedersen. This book delivers that wisdom from a leader with the battle scars to prove it, but with a thoughtful tone. Grab it, find a campfire, and download the wisdom from a legend."

    Todd Herman, #1 Wall Street Journal Bestselling Author of The Alter Ego Effect & Entrepreneur

  • "This is a terrific read. Some author's give advice; Brad Pedersen distills wisdom for life with his words."

    Dave Liniger Founder, Chairman of the Board and Co-founder of Remax

  • "One of the signs of a true entrepreneur is the ability to get off the canvas when you get knocked down, finish the fight and shake hands with your opponent, learn life’s lessons and get ready for the next battle. Brad is that person. I know because I put him on the canvas and watched him get up and shake my hand. He’s a friend to this day."

    Jay Foreman, Co-Founder and CEO Basic Fun

  • "Scaling even a single business into a multi-million-dollar success is a life-defining achievement—and Brad Pedersen has done it several times. In Start Up Santa, Brad shares lessons from a career of entrepreneurial ingenuity—from bootstrapping in his basement to building a toy empire and ultimately creating a sustainability-driven company. I’ve known Brad for years and always learn something when I talk to him—his hard-earned, valuable lessons in this book can help you unlock your full potential and achieve fulfillment in your life and career.”

    Robert Glazer, #1 Wall Street Journal Bestselling Author of Elevate and Founder and Chairman of Acceleration Partners

  • “I am a super consumer of counseling, journaling and reading business books so I can design an exponential future. Yet, Startup Santa has taken me on a mental journey of insight and epiphanies unlike any other. I loved playing Monopoly as a kid, but I never knew why until now. I never realized the games and toys I loved as a child would be so informative of who I am and who I was meant to be, both as a consultant, author and entrepreneur. Do yourself a favor and pick up a copy and go on the journey with Brad Pedersen, the Toymaker from the North“

    Eddie Yoon, Founder and best selling Author of Super Consumers & Category Pirates

  • "Many of my greatest business lessons are a result of Brad’s mistakes. It’s a fresh take in a world where every book on business feels the same. This one is different. Brad has done a masterful job of blending the power and necessity of creativity with the reality of the hard knocks you’re bound to experience when you set out to build something meaningful."

    Matthew Bertulli Co-Founder and CEO of Pela

  • "Brad Pedersen really knows his stuff. If you have decided to be a life long learner, constantly looking to grow and improve, this is your chance to learn directly from a master toy maker!"

    Adam Contos, Retired CEO of RE/MAX and author of Start With A Win

  • “ Startup Santa was a joy to read, as it rekindled fond childhood memories while sharing important lessons. I would highly recommend this book to founders seeking to learn from someone who has experienced firsthand the highs and lows of the entrepreneurial journey. Brad is one of the wisest entrepreneurs I know and I love how he uses timeless toys to share business wisdom through the power of play!”

    Kristi Herold, Founder & CEO of JAM, Best-selling Author of “It Pays to PLAY - How Play Improves Business Culture”

  • "This is a story of how everyone can use their imagination, curiosity and creativity to literally transform the world. Brad Pedersen is the real Start Up Santa and will inspire you to live your best life.”

    Anthony DiMarco, Entrepreneur and High-Performance CEO Coach

  • "There are a gazillion entrepreneurship books out there, but I've never read one that so closely examines the toy industry—in all its creative joys and unrecyclable faults. Brad has shed light on a niche we all know and love, but rarely think hard about. Some of our fondest memories growing up are rooted in the toys we got for Christmas, or our birthday. But it was shocking for me to learn how many of those toys end up in a trash pit just a few months later. If you are an entrepreneur, a builder, or an investor, read this book. It will change the way you think about creating things that really, truly matter."

    Nicolas Cole, 8x Author and Cofounder of Ship 30 for 30, Category Pirates, and Digital Press

  • "There is no single incident that made Brad into the incredible leader he is today. In this story we watch the progression of someone from humble beginnings, who endures significant adversity and because of his deep commitment to family and faith, becomes a highly respected business and thought leader. Brad 's commitment to excellence, adventure and mastery shine through the pages of this uniquely written book.”

    Don Cameron Former Toy Executive Walmart

  • "Learn from Brad's mistakes so that you do not have to learn them on your own. Brad's vulnerability in this book is revealed in several helpful lessons, that if applied to your life, will help you navigate your entrepreneurial journey."

    Harold Chizick - Founder and former CEO of ChizComm

  • "Brad is one of the most dynamic and insightful entrepreneurs I have ever met. The same courage that caused him to launch new products & businesses is on display here as he honestly shares the good (and often painful) lessons he has learned along the way."

    Vijay Krishnan, former Executive at Recipe Brands Unltd, Lead Pastor @ The Well

  • "A literary masterpiece! Brad Pedersen is a thoughtful and inspiring author who shares with us important principles that are critical to building a successful life and business."

    Jody Steinhauer, President & Founder of The Bargains Group, Wall Street Journal Bestselling Author of Success Mindsets

  • "Brad Pedersen’s own story is unique and has many of the ups and downs that most entrepreneurs encounter when trying to build their business. Brad survived and thrived. His story tells us how with some imagination, curiosity and creativity it’s possible to be transformative. Brad Pedersen is the real Startup Santa and will inspire you to live your best life."

    Tom Kennedy, Chairman Kensington Capital Partners Limited