good clean fun!
Kim Smith is a former baker mother whose own experience led to a business, Max’s Mud, that not only has helped her family, but aids other families looking for creative and healthy play for their children. She tells us her story on what it’s like to balance a new business and family bustle, and the work it takes to enter the toy market.
Tell me about the genesis of Max’s Mud. Where were you in your life and what gave you the idea?
My husband, Craig and I had a preemie, Max at 31-3/7 weeks, basically 8-1/2 weeks early. Since Max was our first as my husband says we didn’t know any better and to us being in the Swedish NICU and step down unit for 7 weeks was our “normal.” With that being said our instructions in bringing Max home was to keep him inside until spring, Yes that’s right SPRING, which in the great northwest might start in May! So began our playtime and as Max’s motor skills developed and as Mom was looking for more stimulation I cooked up a batch of organic “play dough,”–let’s face it, we all have a recipe–and after hubby/daddy brought home some varieties with glitter and foam pellets in it, I decided to make some that I knew the contents of.
Who is Max?
Our oldest son! Now he is a cleaver kindergartner who still loves to play with the mud, creating everything imaginable.
How long have you been making Max’s Mud?
I made the first version of Max’s Mud when Max was six months old in 2004, then as we were playing at the kitchen table over the next few months I had an epiphany if we were going to go to the effort to develop a certified organic sculpting dough I wanted it to be something everyone could enjoy! This is where my profession and trade experience as a baker came in.
Why is Max’s Mud unique?
I tested numerous combinations, all based on the desire to have a certified organic and certified gluten-free product, considering availability of goods, what the limitations of the certifying agencies were, production abilities, etc. Through this process I developed a unique formulation that no other sculpting dough or modeling compound is using the unique aspect of Max’s Mud is that we hold a provisional patent.
I read about the special composition of Max’s Mud (certified organic and gluten free sculpting dough, 100% organic rice flour, vegan, and free of gluten, wheat, soy, corn, and fragrance.) Why is this important?
We don’t want to leave anyone out of the fun! Through our experience with our preemie we learned that allergies and asthma are so closely related, as a baker I am keenly aware of these flour allergies albeit wheat, soy, corn. It was a natural progression to use rice and jojoba oil, they are wonderful mediums for our Mud and compliment sensory play.
We actively choose not to scent our Mud, obviously from a allergy & asthma direction but for me it is also about sending the right message, we are talking about curious kids, if it smells like food they are going to be want to try it! Right? I feel that most of us with curious kids don’t need another reason to tell our little ones not to put something in their mouth.
With that being said as a consumer I wanted to see the certifications that I would expect on a product like Max’s Mud we are the world’s first certified organic sculpting dough, we are certified as a food product as there is no category for organic toys or art materials, since kids will put this in their mouths we were able to become certified. We are the world’s first certified gluten-free sculpting dough, numerous kids can’t play with dough that is made from wheat. Being certified we are tested to have less than half the regulated amount of gluten parts per million.
max's mud
What would you say to parents who aren’t as aware of these issues?
The thing about Max’s Mud is it is a great sculpting dough, and hopefully most parents don’t have to worry about allergies or asthma episodes, its not fun for the child, parents or caregivers. We want everyone to play, I think it is just important to know as much as you can about what your kids are playing with and putting in their mouths. Being certified through ACMI, our containers and labels are tested and through CPSIA, we have independent third party labs testing for lead in any of our components. I would say now I have an entirely different appreciation for what small companies have to go through. I think as parents we just have to do our best to be informed so we can make the best decision for ourselves and kids.
Did you find it difficult to break into the kid’s toy/craft business?
Well yes in a sense, I was persistent. I remember “cold calling” the buyer a Top Ten Toys, telling her I was making this product. For obvious reasons she said they don’t purchase “homemade” things and that I would need to have all the CPSIA testing documentation for consideration. She was very up front about the federal requirements and with a kind smile I think she expected to just continue to see me as a customer perhaps not a future vendor. After some time I brought all the required documentation our original brown and white Muds was connected with a great rep of kids activity products and have not looked back.
What advice did you seek when starting out?
Be persistent, Max’s Mud was one of several business models I was looking at, I had a notebook of ideas for small businesses that I might start most based in the culinary world, I would weigh the pros and cons about manufacturing, shipping, even what the demo commitment might look like. Max’s Mud just started to become the most obvious choice and was most closely related to the culture of a business that I was interested in putting my and my families time into.
Starting out takes a lot of time, energy and commitment, I knew Max’s Mud was the right choice for us to pursue when I just couldn’t stop thinking about it, and the kids loved playing with it. I adjusted things along the way when I would get feedback from friends kids and suggestions on what would make it better. I am so fortunate to have my partner and husband Craig for support and without him I could not do it myself, he has allowed me to dream a little bigger and advises me to keep my feet on the ground at the same time. It is a partnership whether it is your spouse, friend, or family member have a game plan, a direction, re-evaluate as you go, be willing to adjust your dream.
What advice would you give to other mothers thinking about starting their own businesses?
We were really started on a shoestring, I like to say “one dry bottom” at a time. Our family budget is like so many others so as the boys got out of diapers a little more money was freed up in the budget! Write down your business plan, and everything you need to do to complete it. I would have these check lists and literally check off the most basic things one at a time.
Research all the hidden costs and don’t discount them, having a good lawyer to help you through setting up a business is a huge help, following your intuition in your branding is important because you do know your product the best.
Trying to keep a balance, it is so exciting to start something, but it can be addicting and can take precious time away from your family, so much of my research and tasks were done early in the morning or well after everyone went to bed.
What or who inspires you?
My boys, my husband, my family, my students and a really good sunrise out our kitchen window.
Where do you see yourself in five years?
Calm, enjoying our family. Giving back to those that have helped us along the way!
You can find Max’s Mud at various stores like Top Ten Toys and some Whole Foods.
Do you have a mommy-business or know of one? We’d love to feature them here at Seattle Mom Blogs! You can leave a comment below or