already specialized in plastic toys and had a Japanese factory manager. So in the summer of 1997, we moved and Viking Toys stayed there for 18 years. “We had many wonderful years in Thailand, but unfortunately, the same thing happened there as in Sweden 18 years earlier. Wages increased severely, it became difficult to find good workers, and the value of the Thai currency increased significantly.” At the same rate as prices increased, Viking Toys’ sales decreased, and in 2012, Kjellme began the search for a new location in which to manufacture. The choice was Vietnam, and in August 2013, the company moved all of its machinery and tools to a new factory in Saigon. “The start was very difficult and our plans to be in full
production within a few months were far too optimistic,” says Kjellme. “We missed all of our Christmas sales and thus received our first ‘red’ fiscal year.” But since Viking Toys knew the industry, it carried on. However, it took almost 15 months before the company could exhale, and today it is back on its feet. “What we have learned is that Vietnam is still a developing country,” says Kjellme. “Compared to Thailand, Vietnam is 15 to 20 years behind in its industrialization. Nevertheless, today everything is back to normal pace and we are now producing at our normal delivery times and the quality is once again at the very highest level. We can—with full force—focus on increasing our sales and return to the volumes we had four or five years ago.” ■
Forty Years of Fun Memories German Girlfriend Became Fritz “Those of you who have visited our booth in Nuremberg probably know ‘Fritz at the bar.’ For the first two years, my German girlfriend Sigrun helped out at the bar. When Fritz appeared as a visitor in 1977, he offered to help, but on one condition: no ladies messing up his kitchen! This is where the German love ended. But Fritz remains. And which of our customers are not familiar with Blomlöfs smoked salmon and the ‘Fritz special?’” From Torsås to N.Y. “On my first visit to the U.S. in 1977, Beau James invited me to the Players Club in Gramercy Park. Back then he was a marketing manager at International Playthings, a company that we still work with today. Players Club is exactly what it sounds like, a club for actors and movie stars. The first famous faces I saw when I arrived were Jack Lemmon and Tony Curtis, who at that time were big celebrities. Guess if I felt insignificant!”
Africa, Josse Feltman. It’s times like these that you realize how small the world is.” The First Visit to China in 1992 “In 1992, Bjarne Boie from Denmark introduced me to some Chinese manufacturers. We visited, among others, a factory in Shenzhen. After driving a few hours on non-existent roads, we arrived at something similar to a factory building. There we met the owner and the first thing he said was, ‘I know Viking very well. Fritz always serves good drinks.’ But he did not know me.”
Quality That Lasts “Every now and then we receive old toys from consumers. A few months ago, we received a shipment from the U.S. Someone had found one of our first cars in their sandbox. Their grandchildren had been playing with it and now the grandparents who had purchased it sent it back to us and it is still in great condition. It was manufactured in 1976.” NY Marathon x 10 “Back when Germany still had its D-Mark, I was at a flea market “One of my main interests has always been distance running and at Lake Constance. A group of schoolchildren was selling old toys. I I made it to 10 marathons in New York before my knees could not found some old Viking cars that I bought for 1 D-Mark a piece. When take it anymore. At New York City marathons, everyone warms up in I told the children that I was the manufacturer, their parents came up a large field on Staten Island. I was doing some various warm-up and started talking. They told me that it was their third child who had exercises and a few push-ups to keep warm. I looked to the side, and been playing with our cars, and now they thought that it was time to suddenly I’m staring straight into the face of our distributor in South sell them since they were still in top condition.”
DECEMBER/JANUARY 2015
THE TOY BOOK • 21