ALL DRESSED UP
Howard Beige, executive vice president of Rubie’s Costume Co., discusses the company’s history, the costume industry, and what to expect for Halloween 2019. The Toy Book: In what ways has Rubie’s evolved over the years? What changes are you most proud of? Howard Beige: In 1972, when my brother, sister, and I assumed day-to-day operation of the company from our parents, it would have been best described as a “mom and pop” shop. To this day, it is still a family-owned and operated business, but we grew into a company with offices and manufacturing facilities in more than 15 countries throughout the world. I would consider our greatest achievement to be bringing the third generation of the Beige family into the business and maintaining long-held relationships with our employees, retailers, and, most importantly, our customers. TB: Rubie’s acquired BuySeasons last year. How has this impacted Rubie’s growth? HB: BuySeasons was an obvious strategic acquisition for Rubie’s. With the changing nature of retailing and consumer purchasing habits, the opportunity to reach consumers where they do a large percentage of their shopping and buying became a necessity. We already had strong relationships with online sellers through Amazon and other retailers, and the acquisition of BuySeasons allowed us to further expand our service and fulfillment for the online marketplace. With brick-and-mortar retailers—who also have an online presence—and online retailers, we are able to make our products more readily available, not only for seasonal buying, but also for year-round purchases. TB: What were some of the top-selling Halloween costumes that outperformed expectations in 2018? HB: Rubie’s has a broad selection of generic products, but we were very happy with the
successes of our licensed products in 2018. Properties based on the horror or sci-fi genre of movies and programming proved to be very popular with consumers, including Netflix’s Stranger Things (featuring Eleven), Paramount Pictures’ Friday the 13th (featuring Jason Voorhees), Universal’s Halloween movie (featuring Michael Myers), Warner Bros.’ It (featuring Pennywise), The Nun (featuring The Nun), and Nightmare on Elm Street (featuring Freddy Krueger). Many of this year’s successes were predictable. Licensed products from companies with marketing focus and consistent programming continue to be our best sellers and leading brands in the costume categories for toddlers, boys, girls, adults, and pets. These include Marvel’s Black Panther, Spider-Man, Deadpool, and Captain America; Nickelodeon’s Paw Patrol and Shimmer and Shine; Sony’s Ghostbusters; Universal’s Jurassic World T-Rex; Warner Bros.’ Harry Potter; and DC Comics’ Wonder Woman, Batman/BatGirl, and Harley Quinn.
Far from Home, Dora the Explorer, The New Mutants, It Chapter 2, Sonic the Hedgehog, and Star Wars: Episode IX. TB: What, if any, trends typically carry across age groups? HB: For as long as Rubie’s has existed, and for as long as comic books and films have been around, the superhero, horror, and sci-fi genres have been the mainstays in our product lines. People want to become those characters, or they want their kids and pets to represent those characters.
TB: How does entertainment that comes out close to—or after— Halloween impact costume trends? For example, do you still expect an increase in Star Wars costumes in 2019, even though Episode IX comes out in December? HB: Timing of release is important for the TB: What are some of the top Halloween season, but Halloween costume trends it’s less of a concern you’re expecting for 2019? if the property is an HB: We will continue to see interevergreen. Consumers est in costumes related to horror are very aware of and sci-fi, and will continue to upcoming film and carry those products throughprogramming releases, out the year. This year, we Purple Battle Suit Black and will wait to will also provide a fantastic Panther Child Costume purchase costumes if selection of licenses for products there is a late release related to the high-profile movie date for the Halloween season. We also releases, including Avengers: Endgame, release new products year-round, and they Captain Marvel, Shazam, Godzilla King of the are available online and in specialty stores. Monsters, Men in Black Untitled, Spider-Man:
54 THE TOY BOOK | DECEMBER/JANUARY 2019 | toybook.com
