Viahart Founder Sets Sights on China—But What’s the Gamble Behind the Ambitious Expansion?

What if the secret to reigniting your stagnant Amazon sales isn’t in doubling down on U.S. markets but in cracking the enigma that is China? Molson Hart, the brains behind Viahart — a toy brand that’s seen its fair share of ups and downs — is betting on exactly that. While many in the States shy away from the complex Chinese marketplace, Molson’s diving headfirst, navigating its cultural quirks, legal labyrinths, and shopping habits with a determined glint in his eye. It’s a bold move, especially when you consider the hurdles: setting up shop far from home, certification requirements, and the unpredictable tides of international relations. Yet, with lower fees, a penchant for luxury among Chinese consumers, and a sprinkle of live-selling magic, the opportunity might just outweigh the risks. Intrigued yet? Let’s peel back the curtain on Molson’s contrarian play and see what selling toys to the “Middle Kingdom” really entails. LEARN MORE.

Contrary to much U.S. sentiment, Molson Hart sees opportunity in China. His direct-to-consumer toy brand, Viahart, sells mostly on Amazon, though growth has slowed in recent years. China, he says, offers promise.

In this our third interview (following episodes in 2022 and 2024), he shares his plans to sell toys in that market, addressing Chinese cultural nuances, legalities, shopping preferences, and more.

Our entire audio, recorded from an X live stream, is embedded below. The transcript is edited for clarity and length.

Eric Bandholz: Tell us what you’re up to.

Molson Hart: About 15 years ago, I founded Viahart, a direct-to-consumer educational toy brand. In 2017, I co-launched a legal tech firm with my brother to detect intellectual property infringement. We sold that company in 2024.

I continue to operate Viahart. Most sales come through Amazon, though we also sell through other ecommerce channels as well as wholesale and brick-and-mortar channels worldwide.

Bandholz: Do you see agentic shopping disrupting Amazon?

Hart: Yes, absolutely. At some point, consumers will switch from Google-style searches on Amazon to ChatGPT-style conversations, such as “I’m looking for this type of product.” The chatbot would then respond with options.

That will change ecommerce, presumably including Amazon, although it has an amazing logistical moat that is not easily penetrated. Meaningful competition to Amazon must go beyond software.

Bandholz: How do geopolitical uncertainties impact ecommerce?

Hart: I thought the depreciating dollar meant I needed more sales outside the U.S., but now the dollar is rising against almost every currency other than China’s renminbi. Who knows how things will shake out?

Still, I’m focused on being as diversified as possible. There are structural problems in the U.S., which aren’t getting better. At some point, we can no longer sweep them under the rug.

I’ve adopted a contrarian approach with China. We are now trying to sell our toy products there. It’s an enormously difficult market for foreign merchants. We may lose money for a while, but we’ll learn a lot too. Eventually, it will make financial sense for us.

Selling directly on China-based marketplaces requires setting up a business there: committing capital, retaining a legal representative, and, depending on the product, obtaining certifications. Someone will visit our manufacturer in China to certify we’re suitable for making educational toys.

Foreign sellers in the U.S. have none of those requirements. Yet other things in China are better. Marketplace referral fees are much lower than in the U.S.  There is more live selling, more social media, more shoppable videos. I’m excited to get started.

Bandholz: You speak Chinese. That must help.

Hart: Given the power of today’s AI translation tools, speaking the language is not essential. I’ve spent a lot of time there. It’s more important to understand the culture.

We don’t run a high-margin business in the U.S. But China offer a different story. Pedestrian U.S. brands — McDonald’s, Pizza Hut, Kentucky Fried Chicken — are more upscale in China.

The upshot is foreign brands can price a little higher. Plus, in my experience, 3PLs in China are more accurate than in the U.S., and I don’t have to worry over fulfillment costs since we’re going luxury. So I’m optimistic.

To me, the China market resembles Japan’s in the 80s and 90s, when it was a huge channel for American goods. But China’s market is 10 times Japan’s. American companies can certainly be successful.

Bandholz: So Chinese consumers welcome American products and brands?

Hart: It varies by vertical and by the person. An office employee in Shanghai will likely be more accepting than a factory worker in an outlying province such as Guangdong or Henan.

U.S.-China relations in the past six months haven’t helped, but in some ways it doesn’t matter. At the end of the day, a great product will do well. Apple sells very well in China, for example, though not as well as five, 10 years ago.

The Chinese as a group are pretty nationalist. They believe historically and culturally that China is the center of the world. The country’s name in Chinese is Zhongguo, which is literally “the Middle Kingdom.” Residents generally see the last 100, 200 years as an aberration, with power shifting to Europe and then the United States.

Our Brain Flakes is an interlocking, science- and math-focused toy. I’m unsure how it fits into Chinese culture. Do we promote it as a kit to build the Great Wall, the Chinese flag, or similar? Again, it depends on the person.

It’s essential, too, to understand the cultural peculiarities. Chinese consumers are extremely price sensitive. They love coupons and getting the lowest possible price. They love saving money.

Yet frugality has its limits there. Chinese people generally like luxury products. You won’t see anyone haggling over the purchase of a Louis Vuitton bag. To be rich is to be respected in Chinese society. So if you’re affluent enough to afford a Louis Vuitton bag, go for it.

But again, luxury or not, foreign sellers with good products and patience will have success.

Remember, too, that many Chinese people — hundreds of millions — have never spoken to a foreigner. Having a conversation with a live-selling foreigner is still rare. It’s very exciting for them. The product may not go viral, but it will certainly get interest on social media.

Bandholz: Where can folks follow you and buy your toys?

Hart: Follow me on TikTok, LinkedIn, or X. Buy our products on BrainFlakes.com, on TigerhartToys.com (both are Viahart brands), or on Amazon.