EP 122: FROM MONKEYS TO COOLERS

Do you ever wonder who makes those chalkboard signs at Trader Joe's? Well, that's how Benjamin Soto got started—drawing Trader Joe's signs by day and designing band merch at night for Fearless Records.

In 1998, Ben was recruited by Paul Frank to help kick off the massive millennial pop-culture brand Paul Frank Industries. Ben managed the brand creative for about 10 years, which meant involvement with character designs, the tee and fleece program, pajama prints, photoshoots, trade show booths, retail spaces, collaborations/licensed products. They even let him voice Julius the Monkey on the pilot show of Yo-Gabba-Gabba.

In 2008, Disney Animation called and gave Ben the job of helping to create and Art Direct a cartoon based on Evel Knievel's daredevil culture. The Emmy nominated show Kick Buttowski had 52 episodes and aired between 2010-2012. Ben eventually left Disney to partner up with some other entrepreneurs to start the next creative adventure: C-Preme. They had captured "lightning in a bottle" with their 3-D youth bicycle helmet brand, Raskullz. Within three years, they had sold over 3 million helmets and countless other outdoor products. C-Preme sold to Bell Helmets (Easton Bell Sports) in 2014.

Ben stayed on working for Bell Helmets until the next idea hit: a colorful cooler manufactured like a bicycle helmet. Target accepted a huge order; patents were in the works, and before the dust settled, they sold their company to Igloo Products Corp. in 2016. Ben is still at Igloo, managing creative for the cooler brand. You might've seen a little bit of Ben in the VW Playmate bus, retro coolers, eco coolers, licensed coolers, and the packaging and marketing of the brand. Igloo sold to Dometic in 2021 for a lot more money than anyone ever dreamed of.

Michelle and Ben dive into Ben’s amazing career, from Paul Frank to Igloo, and his extensive experience with graphic design. Ben shares stories from past trade shows (before the days of social media) and the wild ride that was Paul Frank in the early days. Michelle and Ben also discuss his transition to Disney, then Igloo, living in Hong Kong, and where Ben looks for inspiration.

What’s Inside:

• How Ben got started at Paul Frank and stories from the early days.
• Ben’s experience working at Disney and Igloo.
• How Ben finds his inspiration.

This episode sponsored by Fine Lines, a west coast wholesale rep agency with showrooms in Las Vegas and Seattle representing over 50 fabulous gift, fashion + home lines.

Mentioned In This Episode:
Benjamin Soto portfolio
Paul Frank
Kick Buttowski
Raskullz
Igloo