Bringing a multicultural world home to children
The gig: Founder and CEO of Global Wonders Inc., a Pasadena company that creates educational entertainment for children that promotes cross-cultural understanding. Targeting 2- to 7-year-olds, the products include online games, flash cards, music CDs and an award-winning series of animated DVDs in which children learn about the food, customs and music of India, Mexico and other nations.
Education: Graduated from Polytechnic School in Pasadena. Bachelor’s degree from UC Berkeley, with a major in political science and a minor in economics.
Background: Raised in a bicultural household in Pittsburgh and California as an American whose parents immigrated to the U.S. from India. Turner created Global Wonders as a way to teach her two daughters about their heritage and the culture of their diverse classmates at a Pasadena preschool. “There was nothing in the marketplace for me to teach my own daughters about their Indian background,” said the 36-year-old entrepreneur. “That was the impetus for all of this.”
The business operates out of a condo in Pasadena with a staff of four, including three former Walt Disney Co. executives and Turner’s cousin, who has an MBA and does film editing. Before launching her business in September 2007, Turner was an executive at Disney, where she oversaw the marketing and development of the popular Baby Einstein products.
The goal: “To create a brand of products that would not only build a successful company, but also give something back to children and their families.”
Getting started: Hired a company to conduct an online survey of preschool moms to gauge their interest, consulted with schoolteachers, linguists and child development expert Dr. J. Kevin Nugent, a lecturer in pediatrics at Harvard Medical School. Also assembled an experienced creative team, including Emmy winner Sindy McKay, writer for the animated TV series “Jakers” and “The Muppet Babies.”
To finance the videos, Turner raised more than $1 million from family and friends, including comedian Ben Stiller and his wife, Christine Taylor, who got to know Turner because their kids attended the same preschool. Secured another $1-million loan from the Small Business Administration.
Best advice: “Never underestimate the support of family and friends, the willingness of others to help in any way they can and the dedication of your team. If you surround yourself with the right people, you can do anything.”
Personal: Lives in Pasadena with husband Todd R. Turner, an internal medicine physician, and their daughters, ages 7 and 4.
Big break: When a buyer for Toys R Us Inc. called to ask whether the company made dolls. After explaining that she didn’t, Turner persuaded the retail giant to buy her DVD titles instead. Other retailers, including Target Corp. and Amazon.com Inc., also ordered the “Global Wonders” DVD titles, which debuted in October. “It was make or break for us because we were not a major studio.”
Big challenge: Launching in a recession. The tough retail climate prompted Global Wonders to postpone the debut of music CDs until the spring. Still, Turner expects the company to generate $25 million in revenue in its first year.
“It’s a good time for us because people are concentrating on their families and their future as America becomes more cross-cultural.”
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