Daniel Pahl worked as a growth marketing consultant for the majority of his life, both in his native Germany and in Los Angeles, which he has called home for more than eight years.

This month, he became his own boss for the first time – with the acquisition of a $7 million business, Ryder Toys.

Once featured on “The Kelly Clarkson Show,” the brand is top in the business of electric toy cars for children, according to Car and Driver magazine. Originally based in Sacramento, the premium toy car brand will move to Encino, where the TechStyle Fashion Group and eBay veteran operates from his home office. The deal officially closed on March 31, tapping Pahl as chief executive.

“I often tell people what they should do. I could also do it myself at some point,” Pahl says. “In this case, I can make parents and children happy at the same time.”

Owning a business for the first time, Pahl says, is simultaneously “exciting” and “nerve-wracking.” One of the first insights he gained as a business owner is how important it is to be transparent. In a globalized supply chain disrupted by unpredictable tariffs and geopolitical tensions, Pahl says he intends for transparency to play a big role in attracting and retaining customers.

“We need to be smarter in communicating where our products are coming from, what’s the supply chain and so on and so forth,” Pahl says.

Building through partnerships

Going forward, Ryder Toys will experiment with local collaborations such as the Los Angeles Fire and Police Departments.

“Which kid at some point in their life didn’t want to be a policeman or didn’t want to be a fireman?” Pahl says. “I see a massive growth potential.”

The brand will for now stay focused on e-commerce, which is Pahl’s specialty. Once the business finds its footing, he is considering showcasing the toy cars, either through pop-ups or demonstrations.

“Sometimes people want to feel it and touch it, and that might even help us if people can touch the quality,” Pahl says. “Once a child sits in there and has fun, the parents don’t have good arguments not to buy that product.”

Industry overview

Pahl has joined the industry at a good time. Despite ongoing pressure from tariffs and an unstable political environment, the toy industry has returned to growth after a prolonged period of turbulence, based on recent studies.

The Toy Association said the total annual dollar sales increased by 6% last year, and units sold climbed 3%, according to data from the Chicago-based market research firm Circana. The growth can be attributed to a “rebound in unit demand and consumer appetite for higher-priced and licensed toys,” the February report says.

That’s exactly up Ryder Toys’ alley.

“Following a flat performance in 2024, the U.S. toy industry regained its footing in 2025, fueled by renewed consumer demand and a clear shift toward higher‑value purchases,” Juli Lennett, U.S. toys industry adviser at Circana, says in the report. “The return of unit growth alongside price growth signals a healthier market, with licensed, collectible, and fandom‑driven toys continuing to outperform.”