Today we’d like to introduce you to Bryant Edwards.
Hi Bryant, thanks for sharing your story with us. To start, maybe you can tell our readers some of your backstory.
I am Bryant S. Edwards, a retired U.S. Army officer and board certified anesthesiologist, and the founder of Edwards Periprocedural Solutions PLLC, Iconic Infusions PLLC, Edwards Toys and Games LLC, and the DinoFam Foundation. Originally from the Mississippi Delta, I spent 27 years in the U.S. Army serving in roles ranging from Combat Medic/EMT and Licensed Practical Nurse to Registered Nurse and, ultimately, Anesthesiologist. I retired from military service in 2019 and now reside in Fayetteville, North Carolina.
After retiring from the military, I felt a deep responsibility to continue serving my community — especially veterans struggling with mood disorders and PTSD. Having seen firsthand the toll these conditions take, I wanted to create a place where people could find real relief and, hopefully, prevent suicides in this vulnerable population. That mission led me to found Iconic Infusions, PLLC, the first IV hydration/nutrition and ketamine infusion clinic in Fayetteville.
What I didn’t realize at the time was that we would open our doors on April 1, 2020, at the height of the COVID 19 pandemic — arguably the worst moment to launch a new business. To keep the clinic alive and meet the overwhelming demand for healthcare providers, I often worked 100 hour weeks, balancing my medical responsibilities with the demands of a brand new practice. As the pressure mounted, I felt myself approaching burnout and needed a mental outlet to manage the anxiety that came with that season of my life.
That’s when I found myself drawn into the world of cryptocurrencies and blockchain technology, which eventually led me to an even deeper interest in digital assets — particularly NFTs. I wasn’t interested in speculation; I was fascinated by the potential of Web3 brands to evolve into full commercial franchises with lore, animation, toys, games, and merchandise. I was also energized by the global communities forming around these projects. In 2021, during a time of isolation for many, these communities became a source of connection, creativity, and collaboration.
One brand especially stood out to me: Bad Baby Dinos. Its original founder emphasized charitable giving, and as an anesthesiologist who works with children every day, I immediately saw the broad appeal of dinosaurs. Beyond Jurassic Park, no dinosaur themed brand had become truly dominant — especially not one built around anthropomorphic characters. I believed the concept had significant potential, so I invested heavily.
When the NFT bubble burst, many communities were left with worthless assets and absent founders. But instead of walking away, the founder of Bad Baby Dinos reached out to me. In June 2022, I acquired the DinoFam and Bad Baby Dinos brand with a clear vision: to build a global, generational franchise grounded in four pillars — E commerce, Family Entertainment, Charity, and Web3/Blockchain Technology.
To support that vision, I created Edwards Toys and Games, LLC, the parent company operating under the DBAs DinoMart.io, Bad Baby Dinos, and DinoFam/DinoFam Collections. I also established the DinoFam Foundation, ensuring we could make a meaningful impact in the community by supporting children and family focused nonprofits such as Toys for Tots, the Child Advocacy Center, and children’s hospitals. Through both financial contributions and donations of plush toys based on our original IP, we’ve been able to help thousands of children locally and abroad, even though the business has not yet reached profitability.
Edwards Toys and Games began exclusively with DinoFam toys and merchandise, but in 2025 we expanded into major pop culture brands like Marvel, DC, and Stranger Things. This shift led to a significant increase in sales volume during Q4 of 2025. We also opened a small brick and mortar location, sharing space with Iconic Infusions, with plans to eventually launch a standalone DinoMart — a reimagined toy, game, and hobby shop where the relationship with customers is not merely transactional but truly communal.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
The road has been anything but smooth. We’ve faced more challenges than I could have imagined when I first stepped into this space. One of the earliest hurdles came when we took over a brand whose original founder had a very different vision. As we shifted away from hype and speculation toward a sustainable, long‑term business model, some of the community lost interest or moved on. It was a difficult transition, but a necessary one if we wanted to build something real.
Another major challenge has been the perception of NFTs themselves. Many people never understood their value, and for some, any business that incorporates digital assets is a nonstarter. We found ourselves in a strange middle ground: crypto‑friendly communities didn’t always understand why we insisted on pairing Web3 with traditional business fundamentals, while people outside the space didn’t understand the digital asset component at all. We were constantly explaining ourselves to both sides.
Resources were another obstacle. Unlike many NFT projects, we didn’t inherit a mint fund or startup capital. By the time we acquired the brand, the initial funding was gone and the NFT market had collapsed. We were essentially bootstrapped from day one, building a global brand with limited resources and a tremendous amount of determination.
The learning curve was steep. Transitioning from a physician to someone navigating blockchain technology — and then diving headfirst into the toy and collectibles industry — was truly baptism by fire. Everything was on‑the‑job training, and every mistake became a lesson we had to learn quickly.
We also faced challenges with time‑to‑market. Developing lore, animation, and creative assets requires working with artists and teams around the world, often across language barriers and time zones. With a team of just two people, every project required patience, persistence, and a lot of late nights.
And then there’s marketing — which, in today’s world, is exquisitely difficult. Getting eyes on what we’ve built has been one of our biggest challenges. Without industry insider status, celebrity endorsements, or a large marketing budget, breaking through the noise has been incredibly hard. We’ve had to rely on organic growth, word‑of‑mouth, and the slow, steady work of building trust one customer at a time.
In truth, by all conventional measures, we shouldn’t still be here. But we are — and we’re experiencing the strongest growth since I acquired the brand. The key to whatever success we’ve had comes down to staying rooted in my faith, focusing on the wellbeing of others, and delivering excellent customer service. Those principles have carried us through every challenge and continue to guide us forward.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
I was raised in a home shaped by parents and grandparents of strong faith. Although none of us were perfect, they instilled in us a deep commitment to kindness, to looking after the most vulnerable, to performing to the best of our ability, and to being good stewards of whatever resources we were given. They wanted us to be people of excellence — to carry ourselves with dignity, purpose, and integrity.
That philosophy has guided every chapter of my professional life. It carried me through nearly three decades in the U.S. Army, and it continues to shape my work today as an anesthesiologist, medical director, and entrepreneur. Whether I’m providing trauma‑informed anesthesia care to children or building a business from the ground up, the approach is the same: serve people well, operate with integrity, and do the right thing even when no one is watching.
In the context of Edwards Toys and Games and our retail brand, DinoMart, those values show up in very practical ways. Our e‑commerce platform is built on Shopify, which allows us to operate across multiple sales channels including Walmart, eBay, and the Shop App. We’ve earned Pro Seller status with Walmart and are now working with their team to expand our offerings into Canada. On eBay, we’re a 5‑star seller, and we recently learned that our catalog will soon be available to international buyers.
But what we’re most proud of isn’t the sales metrics — it’s the way we treat people. In a time when mediocrity has become acceptable and customer service often feels like an afterthought, we hold fast to our values. We do our best to offer high‑quality products at fair prices, and we work hard to fulfill orders quickly and accurately. We want every customer to feel seen, valued, and appreciated.
Whether we’re caring for a child in the operating room or shipping a Marvel action figure to Michigan, the philosophy is the same: lead with compassion, operate with excellence, and treat every interaction as an opportunity to serve.
What do you like and dislike about the city?
Although the question is geared toward Raleigh, I’d like to speak about Fayetteville, since this is the community I call home. One of the things I appreciate most about Fayetteville is how deeply rooted it is in military service. There is a shared sense of sacrifice, resilience, and commitment to the defense of our nation that you can feel throughout the city. That culture of service creates a bond among people here that is unique and meaningful.
What I like least is that not everyone seems to hold themselves to the same standard of pride and care for the community. Before moving here, colleagues who had been stationed at Fort Bragg advised me to live in Southern Pines or Pinehurst and to avoid what they jokingly called “Fayette‑Nam.” I chose not to take that advice because I believe in investing in the community where I live and work. But I do wish more people valued the city the way I do — whether that means avoiding littering, driving safely through school zones, or simply treating neighbors with respect. Fayetteville has so much potential, and I’d love to see more people embrace that and contribute to making it the best version of itself.
Contact Info:
- Website: https://dinomart.io/
- Instagram: https://www.instagram.com/thedinomart/
- Facebook: https://www.facebook.com/Dinofamcollections
- LinkedIn: https://www.linkedin.com/in/dr-bryant-s-edwards-d-aba-42972a185
- Twitter: https://x.com/DinoFamCol
- Youtube: https://www.youtube.com/@DinoFamToys
- Other: https://dinofam.io/
