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Devin: What is your superpower?
Webb: Resilience
Plastic has become an omnipresent part of childhood, with most toys made from this enduring material. But what if there were a better way—something sustainable, durable, and just as fun? Webb Knudsen, CEO and founder of Playper, has created a solution. Playper produces planet-friendly, buildable toy sets made from an innovative material called “Playper board.” These toys not only spark children’s imagination but are also designed to reduce plastic waste.
Webb explained, “Playper is award-winning, planet-friendly, buildable playsets and storytelling card sets designed for imagination-inspiring pretend play.” He continued, “We make our toys out of a material called Playper board. It’s durable, thick, and flexible… you can spill water, ketchup, whatever on it and wipe it right off.”
Playper’s toys are designed to endure even the roughest play while inspiring creativity. They feature a unique tongue-and-groove slotting system, creating a satisfying “click” when assembled. This system ensures that kids can build and rebuild their toys, offering hours of hands-on engagement.
The company has already gained traction, with products available at Barnes & Noble, Amazon, Walmart.com, and in dozens of independent toy stores. Webb’s mission to create sustainable toys has resonated with parents seeking alternatives to plastic. “There’s a lot of demand for more sustainable toy options,” Webb said. “The majority… of all toys are made out of plastic. I really felt like there had to be a better way.”
In addition to its environmental focus, Playper emphasizes education. Webb described how the toys’ storytelling elements and social-emotional learning features set them apart. “They teach kids about their emotions,” he said. “That’s a real big segment within toys.”
Playper is also raising capital through WeFunder, allowing everyday people to invest in the company. “I wanted the average person to be able to invest in our business,” Webb explained. “It really is the type of business that resonates with normal everyday people.”
By creating toys that prioritize sustainability and imagination, Webb and Playper are building a better future for kids and the planet.
tl;dr:
Playper creates durable, eco-friendly toys from paper to reduce plastic waste and inspire kids’ creativity.
The toys are available nationwide, including at Barnes & Noble, and emphasize storytelling and education.
Webb Knudsen credits his success to resilience, adapting through challenges to refine Playper’s products.
Playper is raising capital via WeFunder, inviting everyday people to invest in its sustainable mission.
Webb’s leadership, team-building skills, and passion for innovation drive Playper’s growth and impact.
How to Develop Resilience As a Superpower
Webb Knudsen identifies his resilience as a key superpower, enabling him to persevere through challenges. “When things don't go well, I get back up, brush myself off, and keep going,” he shared. Webb keeps two motivational reminders at his desk: an image of a frog refusing to be swallowed with the caption “never give up,” and a quote from tennis player Vitus Gerolitis, “Nobody beats Vitus Gerolitis 17 times in a row.” These keep him grounded, reminding him to stay persistent despite setbacks.
Webb shared that Playper’s journey has not been an overnight success. The company has faced numerous challenges, from refining its materials to pivoting product lines. Through trial and error, Webb and his team found the right formula for sustainable, buildable toys. Their persistence paid off, with Playper now sold nationwide at Barnes & Noble and in independent toy stores. Webb’s ability to adapt and keep moving forward, even after setbacks, exemplifies his resilience.
Tips for Developing Resilience:
Focus on the Bigger Picture: Remind yourself of your mission and the purpose behind your work.
Stay Motivated with Visual Cues: Use quotes or images that inspire perseverance to keep you grounded during tough times.
Adapt and Pivot: Learn from failures and try new approaches until you find what works.
Celebrate Progress: Acknowledge milestones, even small ones, to maintain momentum.
Draw Inspiration from Loved Ones: Spend time with those who remind you of your “why,” like Webb does with his kids.
By following Webb’s example and advice, you can make resilience a skill. With practice and effort, you could make it a superpower that enables you to do more good in the world.
Remember, however, that research into success suggests that building on your own superpowers is more important than creating new ones or overcoming weaknesses. You do you!
Guest Profile
Webb Knudsen (he/him):
CEO & Founder, Playper
About Playper: Playper is a forward-thinking toy brand that makes build-it-yourself storytelling playsets designed to spark imagination and parent-child bonding - with zero plastic waste. Our products use PlayperBoard®, a unique ultra-durable material that’s kid-safe, toxin-free, and recyclable. Our “Buildable Storytelling” format is STEAM-accredited and built for brand expansion. We're backed by the former CEOs of Fisher Price, J. Crew, and Dell, and Chief Brand Officer of Mattel. We're led by former execs from Mattel, LEGO, Spin Master, and more.
Website: playper.com
X/Twitter Handle: @PlayperKids
Company Facebook Page: facebook.com/PlayperToys
Other URL: wefunder.com/playper
Biographical Information: Webb Knudsen is a seasoned investor and entrepreneur with a deep track record in consumer brands.
As Vice President at the private equity firm Partnership Capital Growth (PCG), Webb leads deal sourcing and investment strategy. PCG, an 18-year-old firm focused on health and wellness brands—from food & beverage to supplements and fitness—has made 35 investments and deployed over $500M across three funds and SPVs, achieving a 2x+ MOIC through 18 exits and six thriving portfolio companies.
Webb is also Founder and Managing Partner of Knudsen Capital (KC), a bicoastal family office investing in early-stage, high-growth companies aiming to improve lives. Under his leadership, KC has backed about 40 consumer brands, with four acquisitions and standout returns including one company valued at 10x and another at 30x. The KC portfolio has realized a 3.3x MOIC across its investments.
Before investing, Webb built a dynamic operating career across entertainment, tech, and media—holding leadership roles in sales, BD, and marketing at companies like Lucasfilm, Crisp, Aarki, and Millennial Reach. He began in film and media at Walden Media and CAA, and co-founded two startups before stepping in as CEO of Playper, a sustainable toy company for kids.
Webb holds a dual degree in Sociology and Speech Communication from Pepperdine. He’s a dad of four, Cub Scout Den Leader, dog lover, snowboarder, and music lover, and has lived in 4 countries and 20 cities.
X/Twitter Handle: @WebbKnudsen
Personal Facebook Profile: facebook.com/webb.knudsen
Linkedin: linkedin.com/in/webbknudsen
Instagram Handle: @WebbKnudsen
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