What is your name and what is your job title?
I’m Audrey Kinsman; author, creator, Head Witch and Director of Magic!
What is the name of your business, and your website URL?
The Switch Witch and the Magic of Switchcraft – switchwitches.com
When was your business founded and how long have you been working there?
We had a soft launch of our Halloween book & Witch Toy gift set last October in 2013, but have come out this year with a national distribution at Target, Target.com, and PartyCity.com.
Please describe your business: What is your elevator pitch? Who is your ideal customer?
We are a new, fun family tradition for the Fall/Halloween season that incorporates caregiver and children interactivity, promotes allergy awareness and encourages great behavior! First you read the book, write a note about your desired trade to your Switch Witch, and then she’ll use her magic on Halloween night to Switchcraft some of your candy for a special surprise.
Since both me and my son suffer from food related allergies, this was a way for me to address the candy consumption that is associated with Halloween in our home. We help keep the Witchy World alive by leaving some of the candy (that we can’t or don’t want to eat) for the Switch Witch. It’s a win/win for both caregivers and kids! We’ve been well received in the health and allergy communities, by schools bringing this concept to the classroom and libraries, and by families everywhere that want to bring a new fun tradition into the mix. The idea is that this activity be customized to each home, so no rules here! This is ideal for kids ages 3-12 years old.
Please describe your role in your business: What does your day-to-day look like?
I’m a busy working mom of 2 boys, so my day starts early with the rise and fall of the stock market. I work full time as a partner in a Private Equity fund, and therefore have had to enlist and empower incredible people in my life to help run the day to day operations. I’m fortunate that my brain break from finance is working with four talented women in Denver on the Switch Witch. We’ve all gotten quite an education on everything from self-publishing, manufacturing and distribution to SEO and IP.
What advice do you want to give to anyone reading this?
To keep Halloween fun!
It is one of my family’s favorite holidays and by limiting the mass amounts of candy in our household with the introduction of the Switch Witch, doesn’t mean you have to limit the amount of fun and magic on Halloween. The Switch Witch and the Magic of Switchcraft simply adds another level of magic to this already amazing night. Halloween is, and will always be, about the magic, the costumes, the parties, the candy, and the fun you have with family and friends.
What is your favorite thing about NYC?
Hands down the food!
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