How Audio Makes Photo Memories Stick, with Geoffrey Stern, VoiceGift

What if your photo books could talk back? Not with another app or QR code maze, but with a small, tactile device that lets you record and play stories, songs, and memories at the press of a button. The Dead Pixels Society sits down with Geoffrey Stern, the founder of Voice Gift and the longtime audio mind behind Build‑A‑Bear’s wildly successful “sounds,” to unpack how voice transforms printed images into living experiences—and why that shift boosts both emotion and sales.

Stern explains the psychology behind audio as a memory trigger and the practical reasons customers finish purchases when they add their own voice: ownership deepens, abandonment drops, and the keepsake becomes personal. He discusses VoiceGift Play, a $59 handheld recorder that ties numbered audio tracks to photo pages, framed prints, wedding albums, travel books, and recipe collections—no apps, Wi‑Fi, or screens required. With 10 hours of storage, USB‑C backup, and standard MP3 files, it’s simple to share recordings across multiple copies or import music like a wedding playlist to soundtrack an album. There’s also a kids’ version with pictograms and stickers that turns storytime into an interactive, confidence‑building ritual, and accessibility use cases ranging from braille overlays to guided routines for dementia care.

Along the way, we talk about the shift from digital overload to analog delight, the “don’t add steps” mantra for photo retailers, and how self‑playing audio breathes new life into printed products without complicating production. From Build‑A‑Bear’s immersive retail lessons to practical upsells for photo labs and online platforms, this conve

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Chapters

• 0:00 Welcome & Sponsor Shoutouts
• 1:07 Jeffrey Stern’s Audio Roots
• 2:40 Inside Build‑A‑Bear’s Sound Strategy
• 4:05 Voice as Memory: Emotion & Sales
• 6:05 Analog Pullback From App Fatigue
• 8:20 Don’t Add Steps, Add Delight
• 10:43 Introducing Voice Gift Play
• 12:40 How the Device Works
• 15:10 Why Not an App?
• 17:10 Customer Feedback & Use Cases
• 19:05 Kids Version, Accessibility & Simplicity
• 21:10 Retail Partnerships & Photo Upsell
• 23:00 The Power of Audio Triggers
• 24:30 Where to Learn More & Closing

Transcript

Erin Manning: 0:01

Welcome to the Dead Pixels Society Podcast, the photoimaging industry's leading news source. Here's your host, Gary Pageau. The Dead Pixels Society Podcast is brought to you by Media clip, Advertek Printing, and Independent Photo Imagers.

Gary Pageau: 0:18

Hello again and welcome to the Dead Pixels Society Podcast. I'm your host, Gary Pageau, and today we're joined Geoffrey Stern, who's the founder of Voice Gift. But I've known Geoffrey and his various companies over the past approximately thousand years in the photo industry, but he's really an audio guy. Hi Geoffrey, how are you today?

Geoffrey Stern: 0:38

Isn't it great when we meet a fellow dog with a bone? We've been doing uh in our perspective categories, whether imaging or audio, for 20 plus years, and we're still at it and still excited by it.

Gary Pageau: 0:51

At least, at least. So for those who aren't familiar, now we're gonna get into Voice Gift in a bit, but for now, you've kind of been in the audio and memories space for a long time. Can you talk a little bit about how you got started in the business?

Geoffrey Stern: 1:07

Yeah, I've been doing this for over 20 years, but mostly behind the scenes as a B2B. Um, and we provided premium retail companies. The biggest feather in our cap is Build-a- Bear Workshop. We have been their exclusive provider of what they call sounds. Um for the last 20 plus years, we've probably shipped them over 60 million sounds. And when that what they mean by sounds is uh if you haven't been to a Build-A-Bear, it's immersive retailing. And uh they even call it entertaining. You're entertained as you purchase. Um and you go to the Choose Me Station, you pick the skin of the animal, it could be a licensed doll, and then you go to the Hear Me Station. So the second thing that you do in every Build-A-Bear store is you animate the product that you're building uh with sound. And we've been doing that, and we've also uh done some work with photo imaging companies, uh, we've done work with flower companies. Anytime you want to add that dimension of voice uh to a product, uh, we've also done promotional advertising uh products because guess what? Brands also have a voice. When I say voice, I mean self-playing voice. It's it's a product that can talk to you, give you uh immediate feedback, a plush toy that you want to record your own song into or a personal uh message. Uh, you make it your own with voice, and that's what we've been doing for 20 years.

Gary Pageau: 2:37

So, for those who have not been to a Build-A- Bear, and I have, so people can record their own voice or they can put uh licensed recordings on there or stock voices. What are the things people are putting on these voice chips in the bears?

Geoffrey Stern: 2:52

All of the above. Um, so they there's a kiosk there. And uh in the old days, uh, when uh Build-A- Bear used to license music uh prior to the launch of a movie, uh, we would take 60 days to produce them, ship them all embedded with that sound. Nowadays everything is digital. Um, and so you come to the station, and uh, if you're designing a plush associated with the the movie in the in the theater that week, you uh click on uh the screen and you pick the sound from that character, uh, but you can also record a sound. People do all sorts of things. A lot of people bring in with them uh from their iPhone uh their smartphone the last message left by a loved one. Uh it happens a surprisingly large amount of times uh because the voice is a trigger, the most, I think, powerful trigger of memory and emotions. And everything that I know about voice, I've learned from my customers. And Build-a-bear is uh up front and center. Uh, they've taught me the power of audio to drive sales. Uh, but also if you're online and you're making a plush toy and you add your voice to it, guess what? Abandonment falls way down because it's already yours. Now it's not Build-a- Bear's plush that you're buying, it's your plush. And that's a powerful, powerful tool.

Gary Pageau: 4:16

Has any other retailer picked up on this sort of thing? Because I'm thinking like American Girl or somebody like that should could pick up on this as well.

Geoffrey Stern: 4:25

Yeah, I mean, we are exclusive to Build-A-Bear, so in the plush space, we probably focus uh on Build-A- Bear. But there have been other uh uh retailers uh who have, depending on the season, run some promotions where we've created a gift card uh that uh had some um a licensed music on it that you could dedicate with your voice. I mean, let's face it, Gary, there's an old, old tradition of dedicating a song on the radio. And you can do that with, you know, a lot of times, and I find this is cultural, we we had a system where uh where people could call in using the phone to record a message. And a lot of times foreigners uh would just keep talking. Uh, and I didn't understand what they were saying, but they had no problem expressing themselves. Americans sometimes have a challenge with expressing themselves. And what we learnt is uh that if you have a context, so if you're creating a bear, now you have a context, you add a voice to that bear. Uh, if there's music to dedicate a song, hey darling, this is the song we danced uh with. It's so easy. Uh so that's another thing that we've learned, and that's uh a great segue into why I'm so interested in the photo industry, because when you have a photo in front of you and when you're sitting around that uh a shoebox and you're taking a photo out, what do you do? You talk about it, you have a context to express your emotions and memories.

Gary Pageau: 5:50

And that's really been one of the challenges, I think, over the years is connecting audio or even video to a still image, right? Because people have tried various things with photo books over the years with QR codes and and things like that. And we're gonna talk about your new product in a bit, but for now, in it from historical context, what it gosh, we met like well, like you said, 20 some years ago at a PMA show when you were coming in. What was the the world like then in the products you were working on back then?

Geoffrey Stern: 6:20

I think the technology has not changed that much in terms of what we do, uh, but I think it's more uh, for instance, uh digital was all the rage. And now people are uh getting tired of apps and they're being tired of subscription-based services. Right and they're getting tired of screens and uh a personal device like a smartphone. You can't look at a picture without having a text message coming in with an alert coming in. So I think that has changed because we were all glaz-eyed with all the new technology that was developing. We're not so glazy-eyed anymore. If anything, we're overwhelmed. And so what we have always focused on is self-playing audio, meaning to say, in the day 20 years ago, you didn't have to boot up your computer, you didn't have to make sure you were using the right operating system and that the file was in the right format. The idea is, you know, there's a reason we say a picture is worth a thousand words because it truly contains stories. And we all know that. We talk about storytelling today. So what has changed really is this demand. Uh, we're going back to analog a little bit. We find that kids are looking for headphones that have an actual wire. So you don't have to be connected by Bluetooth with a device that's going to disturb you. Uh, during COVID, especially, but it's outlived COVID. The power of audio, whether it is podcasts, whether it's voice texting, there's a certain uh intimacy of having a voice come into your head, whether it's someone reading a book or sending you a message that I think we are rediscovering. And that is what I think uh has really, really changed. The other thing that's changed is in the day when I came to you and you, I think even featured me at a PMA show uh in terms of new products, I had an integrated talking or recordable photo book. And what I've learned is that in industry today, uh, you can add new features, but don't add new steps. Uh, don't create another reason for a consumer to be overwhelmed. They're adding their photos, now they have to add their audio. Don't add another uh speed bump in the press that is producing these books. So everything that we've done now is self-serve. And besides the fact of making it easier and taking the onus off of the printer to add audio to a photo, instead, we put that on the customer. We did something else, and that's where it gets back to the Build-A- Bear and the retail tainment. It is entertaining once you get that beautiful photo book and it comes to your house, and then you can sit and look at it with somebody else and record the stories behind it. It means that you're going to use that photo book much more because the project doesn't stop when the ink dries, so to speak. That's what's kind of changed.

Gary Pageau: 9:32

Yeah, I think you're right because I think there's a lot of ideas, you know, and people are still trying to crack that nut of trying to figure out how to make a printed book interactive or or do something with you know QR codes, launching videos, launching audio, and all those things. Like you said, it's very difficult to add that information post-printing, right? Inside the printing process, right? You've got to get that QR code and you got to make sure it's linked to the right file. In a lot of cases, you can't change the file, right? If you wanted to uh append that audio, you can't do that. But you've come up with a product that will allow you to do that. That when after you get that photo book or have that print or have some sort of maybe even a whatever the thing you want to attach a memory to, you can now attach a voice to that. Can you talk a little bit about voice gift and what it is?

Geoffrey Stern: 10:23

Yeah, so we created play, voice gift play, and uh we we did it in two versions. One is for kids, but I want to talk about the one for us, for photo enthusiasts. And my inspiration was, and you and I probably remember this, you would go, we would go into a museum in the day, and they would have a kiosk where you could put on headphones and take this little audio recorder, and you'd walk around the museum, and there would be a number innocuously on the side of the different paintings, and you would enter in that number on the keypad, and you would hear the curator uh add color, add expression, explain uh what you were looking at. And I said to myself, why can't the consumer have the same thing? So uh this is a podcast, you're not seeing a video, but if you could imagine something as small as a remote control for a TV, something that you can hold in your hand, it has uh a place where you can put a tether on it so you can wear it around your neck, just like we did in the museums. Um, and it has a keypad, no screen, uh, no need to go online. And basically, what you can do is anything that you can put a number on. So, yes, you could have a photo collection framed on your wall and write a little number on the side of the frame and record a narration of what happened, why was grandma laughing hysterically uh in this picture by the side of the boat, taken in the day? Or you can go to your photo books and you can put a little number next to an image in that photo book. And as you sit around that proverbial shoe box or looking at photos, you can capture the sounds. You can put music on this music that you heard when you were pictured here. You can uh talk about the image, what happened, you can invite friends and family to talk about it. And uh, it has a keypad that goes from one to ten. So, yes, you can record up to 999 messages. I don't know if anyone has that many messages, but the point is it doesn't even uh connect to only one book. It has a clip on it, so it can clip on the sides of every one of the photo books that you have at home. And as long as you put a unique number next to a photo, you can literally capture the sounds, the impressions, the memories associated with that photo. I love being in direct to consumer because we see how people are using our products. Recipe books, they are now recording. You have grandma's recipe book, her favorite uh brownie uh recipe. And somebody can record the first time they tasted the brownies, where they got the recipe from. Anything that you can put a little number on it, I think of it a little bit like an uh audio sticket. If you can apply a number to something, you can record. It can go in the galley of a book. Uh, voice journaling is very big, but all of these different applications are kind of meshing. We want to be able to add our voice to things. You know, when when The Walkman was first introduced by Sony, their tagline was the soundtrack of your life. Uh, I think of that because what happened was for the first time, people could hear sounds away from their stereo system. You could walk around. Well, we've progressed a long time, a long way since then. Uh, our tagline is the way life sounds. And and the idea is uh whether you're looking at images, uh, whether you're uh creating stuff, you can actually record audio when you take the picture. Uh and as long as you just remember the number, then you can meld them later. We've had uh wedding photographers who are using our device, which is look, it's priced at $59. It's a consumer device. Uh, it's not expensive dictation product, but it does what it needs to do. It it uh it records uh audio associated with something.

Gary Pageau: 14:22

So tell me a little bit again, since this is an audio podcast, most people won't see it. So I mean it's a small, like you said, uh remote style device. Do people even care or even know how much memory is in it? Because and does it have a battery? What's the upkeep on it?

Geoffrey Stern: 14:36

Yes. So it holds 10 hours of uh memory. Again, my approach has always been, and this too applies all of our products, is uh the cost of memory has come way down. There's no reason why you should ever run out of memory or can feel uh constrained in that way. Uh, it has a USB-C connector, which is used both to charge it, but also to back up the files. Let's say you order five photo books based on a trip to Hawaii. You come home, you have all five, you go ahead and you take one of my play devices. And by the way, the way you uh record is there's a little selector switch on the side. If you put the selector switch into record mode and you enter the number 37, then you push uh the play button, you start talking, the light goes on. You can record as long of a message as you want. Up to 10 hours. Yeah, and you press play again, and forever that message is under that number. Then you put the uh selector switch into play mode and it will always play that associated message. But after you finish using that primary recorder to capture all of the audio, then you can back it up on your computer, you can buy five more, four more play devices, put all of the audio onto them, and when you send out those photo books, you include a play with it, and voila. Uh, everyone who receives it gets to see and hear about the experiences from the trip they shared in.

Gary Pageau: 16:11

Are those audio files like can they do something with them or are they like encrypted or they're standard MP3 files? So theoretically, people could take that file 37 and affiliate it with a digital image on a website if they wanted to.

Geoffrey Stern: 16:24

Absolutely. They can almost use the play as a capturing device. That's what I was talking about for the wedding photographer. You literally can capture audio with the device, they are standard MP3 files. So you also can import uh audio into it. You can import music. So you're looking at a wedding album, uh, you can literally put the playlist from the out from that wedding into the device and seamlessly uh listen to it as you go. Now, the thing about entering the numbers, if you enter numbers in sequence, so let's say I'm looking at that photo book from Hawaii, and I put under the number one my introduction and two uh an explanation of the scene where we were getting off the plane. When you come to playback, you don't have to keep on punching in numbers. You push in one, and then there's a forward button. It goes to the next file in sequence. Okay. It also has a pause button in case the phone rings while you're listening to it. So it's surprisingly sophisticated, given the fact that I spent a lot of time trying to keep it simple. No screen, uh, not a whole bunch of buttons, just very intuitive.

Gary Pageau: 17:35

So the question is some would say, why isn't this an app? I mean, that's why couldn't you just create an interface on a phone that looks like this with the 11 buttons and the same thing? Why can't it be an app? What's the advantage of having a standalone device?

Geoffrey Stern: 17:53

So obviously, as you say, the the app is part of your personal phone, uh, which has multiple apps on it. It has text coming in, it has a whole bunch of other things. So there's the distraction part of it. It's not as immersive as this. But second of all, just like that photo book is so much more compelling because it's tactile, uh, because you can touch it, because you can feel it, you can put some something into it. Uh, that's the business we're in in the Dag Pitzel Society. We're trying to create, we're trying to create images that can live on their own. And I think that's what I'm hearing more and more from users that the ability to have this on that coffee table and not maybe it's on a weekend and guess what? Maybe I unplug over the weekend and I don't like my phone to be sitting next to me. Maybe it's a child coming who can intuitively look at a page and press a button, or an elderly person uh who doesn't want to be confused with an app. There are so many reasons, I think, uh, to say that making it like the book itself, something that's tactile, that's application specific and immersive is very, very compelling. And we see it with the users. Uh, when the users you it, it's a different experience than scanning a code.

Gary Pageau: 19:15

Yeah, so that's one of the things I want to talk about. Right now, you're available, you know, through online services, people can both online. What has been the reception to the feedback you've gotten from the customers? And have you had to make any changes to the product based on feedback from the customers?

Geoffrey Stern: 19:30

I love that. Because uh actually, as I said in the intro, I've been in B2B for so many years. I I only started uh voice gift in terms of uh a uh direct-to-consumer during COVID uh when we were starting to hear from uh elderly people that they wanted to hear the sounds of their grandkids and whatever. But what I have found is that you literally can look at these reviews and see, get ideas and see how people are using it. You know, just today, I a person purchased one of these uh play devices uh for uh a husband uh who had early onset of uh of dementia. And she wanted the audio, his audio tracks, his voice, uh voices of people in his family so he could look at an image and hear a voice. But we've gotten, I think the biggest feedback is the diversity of how people are using this. I think the one really material input that I had was uh, how do I tell uh that the battery is either full or empty or halfway there? So in the next production run, I don't need to put a screen on. You're gonna be able to push two buttons at the same time and it's gonna say battery high, battery medium. I think that's a great idea without adding any hardware. We can address that. Customers want are coming back to us with how they are using it. Uh, we, as I said before, we have a tether on it. And so uh people are recording, whether it's meditations, uh, whether them when they go traveling, they want their coach uh or trainer to record uh things that they need to do to remind them what series or sequences they have to do. They all want this because they want to take that um uh walk every morning without their phone. Uh they want to take their, but they nonetheless want to hear that meditation or hear that uh uh recording from a friend who prepared something for them, put them in a state of mind.

Gary Pageau: 21:26

And you also have developed a version for kids, which has got you know pictographs instead of numbers and things like that. Was that part of the original design, or is it something you developed later?

Geoffrey Stern: 21:37

Well, I started Voice Gift um with my daughter, and my daughter has a daughter, so that makes her my granddaughter. And so everything that we do, we try to benefit from the fact that uh I'm close to 70 and she is in her 30s. Uh, we look at how different people might use this product. So while the adult version has that keypad on it and can record up to 999 uh separate files, the uh child's version uses the same 12 buttons, but as you say, they each have a pictogram on them and they come with matching stickers. So the idea is there's a sticker for a soccer ball. You can put that soccer ball on a photo book that you've created, and you know, all of the services now have templates uh for creating books where everybody uploads an image of the family pet, of grandma, of grandpa, of uncle uh Louie. The child will know that when it when they see that uh soccer sticker, they go over to the device, they just press the button associated with that soccer icon, and they can hear the audio behind that as well. Uh, so it works obviously with children's books, whether they're personalized with imaging, or they're just standard goodnight moon. The idea is you're able to read your favorite kid a story even when you're not there.

Gary Pageau: 22:59

That's kind of cool, actually, because uh so you could record yourself reading the book, and the kid could listen to you read it just by pressing the pictogram base on each page in the book.

Geoffrey Stern: 23:08

So we have been contacted uh by different communities, special needs communities. So the site-impaired communities, they've already taken my product that I made for kids, so it only holds 12 distinct files, and they've put braille stickers on them. And then they put braille sticker on whether it's an appliance or something else. And the person knows that if they push that button, they're gonna hear audio guidance, uh, special needs kids that have problems communicating. But you can connect the dots between the two of the products, one that has all that capacity and the other one that's fairly simple. Uh, you could definitely create photo books or lit, you know, sometimes we're overwhelmed with options. And I think a better way to look at the kids' version is to look at a simpler version. I think it has a lot of opportunity uh for the aging generation uh who just 12 messages is more than they need to really create a playlist, to create uh the soundtrack of a photo book or whatever it is they're working on.

Gary Pageau: 24:15

And you know, I mean, if once they fill up the 12, they could buy another one, right? I mean, there's really no reason to I mean, obviously you don't want to, you know, get into selling people thousands of these things, but I mean, there it does have the opportunity. You could have multiple devices, like you were saying earlier, you can reload them and have multiple devices in in the home.

Geoffrey Stern: 24:32

Yeah, I should say, and uh that you can record over a message. Uh so people have used it. Uh uh there are 12 buttons, by the way. I understand calendars are a big thing in the photo industry. You can record literally uh a recording for each season, uh, making note of the birthdays that occur in that season, the kind of thoughts that you have. So there's almost an infinite number of applications if you look at it as a remote control for audio. When my granddaughter started referring to it as her remote, there was pushback initially. I said, no, it just looks like a remote. And then I realized that for her, it gave her a sense of agency and power. Uh, she will take this thing to bed when no other toy is allowed, and she can just listen to different voices in the family. But you can extrapolate from that how older people would use it as well. It becomes just a very simple device for delivering audio messages.

Gary Pageau: 25:30

Because I mean, you know, there have been various people who have been, you know, doing these sort of things with attaching audio to images, and this is just another way to do that. So you've been selling this online, but you're also looking for other opportunities uh with partners and things like that. Can you talk a little bit about kind of what your objective is there?

Geoffrey Stern: 25:46

We see this as an amazing upsell for any uh photo gift because again, what as I was saying before, the marriage of those two senses of sight and sound is uh so natural. And that what we see is it makes not only the purchase of uh whether it's a photo book or a framed photo or whatever the photo uh object is more exciting because you know you're going to be able to attach your voice to it. And by the way, we have simple voice tags that can record a 60-second message and go with any gift. But ultimately, when you get it at home, I think the the real power of our products is to give more longevity, more multiple impressions and usage of all of our photo products. And at the end of the day, why do I go back to that website to create a new project? Because I find myself and my family getting a lot of pleasure from the last book that I purchased or the last frame. And I think what it does uh for any photo retailer, uh whether online or in store, whether a photo lab, is it makes the whole category that much more exciting. It adds a whole new dimension to the category. And at the end of the day, when we are in the Dead Pixel Society and we're focused on literal, on touching printed photos and books, anything that we can do to enhance that experience, to expand that experience, and to drive home the message that there's something magical about having uh the printed image in front of you and the ability to use your senses uh to experience it.

Gary Pageau: 27:36

Because I mean I think this is interesting because there's so much you know, emphasis on like augmented reality and some of these advanced technologies to do this. And like you said, I mean, it's interesting, but it's also cumbersome and not always easy to use, and not everyone is is technical or wants to wants to learn yet another interface and learn other things, but just pressing a button on a device is very, very easy. It's it's what we are are used to doing.

Geoffrey Stern: 28:05

You know, I imagine that you're like me and most of the listeners that there is a piece of music that we can hear that will trigger a memory. Uh, it takes us back to our dorm room, and we're gonna be able to smell the beer on the floor if we hear that sound. Uh, a song from a wedding, uh, the sound of a loved one that we haven't seen. Uh, it's such a powerful trigger. Um, and I think we overlook it, but we are at a stage now where people are starting to rediscover the power of that audio. And I think that's really uh what I find so exciting about getting my products out into the hands of consumers, about how meaningful they are to them and what a trigger that audio is. And I think it's just a uh perfect um companion to visual and to print uh in terms of storytelling, in terms of um uh uh legacy and uh memory making, these are all things that are making sure that our industry never goes anywhere. Uh, and I think that this is really the power of what you and I are doing uh and makes it so exciting.

Gary Pageau: 29:19

So, where can people go for more information? They were looking to either want to start offering voice gift or wanted to partner with you or just wanted more information. Where can they get information on that?

Geoffrey Stern: 29:29

So our website is www.voice.gift. It's no.net, no.com.gift is the URL. And it's a consumer site, but you will see that there is uh a page, a tab there for wholesale. We are on something called Fair. A lot of retailers are now buying uh uh using Fair to purchase products. Uh, and of course, you can contact me directly. I'm sure you'll have my email links in the show notes. Um, and uh we are really Really interested in partnering, making our products available so you can touch and feel them at retail. Right now they're being sold on Amazon and we have our own company website. But we really do feel that an imaging specific site, something like this, would sell uh sell well and really would uh not only be uh a something that generates additional revenue, uh, but I think that ultimately makes the whole experience that much more rich and makes the purchase that much more gratifying. Absolutely.

Gary Pageau: 30:32

Well, thank you, Geoffrey. It's great to see you once again. Looking forward to uh sharing this uh information with our listeners. Again, always great to reconnect with people over the years from back in the day who are still very active today. And it's always great to uh hear more new innovations coming to the industry.

Geoffrey Stern: 30:48

Gary, it's been an absolute pleasure. Thanks so much.

Erin Manning: 30:51

Thank you for listening to the Dead Pixel Society Podcast. Read more great stories and sign up for the newsletter at www.the dead pixels society.com