Jonathan “Jonny” Klamer, Co-CEO
Leads licensing, development, and media work with partners seeking to renew classic properties and create new play experiences.
Family-owned licensing · Game development · Archival research
Classic play. New possibilities.
Toylab LLC—also known as Toylab²—is led by Jonathan Klamer and Pamela Klamer, the son and daughter of inventor Reuben Klamer. We bring selected classic properties forward, create original games and play experiences, and preserve the documented history behind Reuben’s work.
What Toylab does
Licensing & partnerships
We develop new opportunities for selected classic toys, games, characters, and brands with manufacturers, publishers, studios, producers, and creative partners.
Original game creation
We develop new games, toys, formats, and entertainment concepts through practical invention, product development, and storytelling.
History, archive & media
We support journalists, authors, museums, researchers, filmmakers, and television producers with family knowledge and documented archival material.
Family leadership. Firsthand perspective.
Pamela Klamer, Co-CEO
Helps lead company strategy, archive stewardship, development, and relationships with licensing, research, and media partners.
Together, Jonathan and Pamela combine direct knowledge of their father’s creative career with original records and an independent, forward-looking approach. Toylab is a primary Klamer-family source for Reuben Klamer’s life and work.
Built on Reuben Klamer’s creative legacy
Across a six-decade career, Reuben Klamer brought more than 200 toy, game, and product concepts to market. In 1959, he originated the concept for a new game about modern life for Milton Bradley’s centennial; Milton Bradley introduced it as The Game of Life in 1960.
Meet Reuben Klamer · Read the documented 1960 history
In the news: Meet Pamela and Jonny Klamer, the children of Game of Life inventor Reuben Klamer.
Bring a classic forward—or create what comes next
For licensing, publishing, product development, documentary, film and television research, exhibitions, or archive access, contact Toylab².