I visited the Toys “R” Us Columbia Mall pop-up and left disappointed. The store lacked immersive play, emotional engagement, and unique products, resulting in low traffic and no purchases. With thoughtfully designed interactive zones, demo boxes, and a Geoffrey-themed ecosystem, Toys “R” Us could create unshippable experiences that drive engagement, justify premium pricing, and deliver measurable ROI - reviving the magic that once made the brand iconic.

What do a Swedish surname, a maternity-leave painting session, and a legacy of firehouse founders have in common? In this post, I share the deeply personal journey behind MLof Strategies—how identity, heritage, and growth intersect to form a brand rooted in meaning. If you've ever struggled to reconcile the different sides of yourself in business, this story is for you.