TALKIN’ TOYS
IMPERIAL TOY CELEBRATES 50TH YEAR
The Toy Book chats with Peter Tiger, CEO of Imperial Toy, about the company’s big milestone and what’s next. Toy Book: Congratulations on Imperial Toy’s 50th anniversary this April! In what ways has the company evolved over the years? Peter Tiger: From the classic Teeny Bouncer high bounce balls to novelty toys and bubbles, Imperial Toy creates each product to spark imagination and appeals to kids of all ages. The company is founded on fun and continues to deliver with the promise to be first in fun. Today, we continue to create and innovate with best-in-class products for children everywhere. Our company strives
to deliver a portfolio of products and brands based on our core values that connect with children and families, and offer the highest standards in product. How do we evolve? We listen to the consumer and create exciting first-to-market trends that we integrate into our lines. This — along with innovations to our classic evergreen play patterns and toys — allows Imperial Toy to continuously make an impact. Currently, the biggest trend areas are tactile and sensory toys and compounds. We also are building on beauty, food, grossout, and prank items. TB: How have the outdoor and novelty categories changed over the past few years, and how has Imperial Toy kept up with those changes? PT: We are a market leader in the bubble and novelty category. We offer a good/better/ best model in bubbles with our Miracle Bubbles, Super Miracle Bubbles, and Blitz Bubbles premium bubble solutions. Also, our speed to market is a key strength in supporting the business. We have a key advantage with our worldwide facilities, including those in Mexico, Hong Kong, the U.S., the UK, Italy, and Canada.
Lick-A-Bubble Bubble Bar at CAMP in New York City
TB: How important is licensing to your overall product lines? PT: Licensing is a core part of Imperial Toy, making up close to 25 percent of sales last year. And, we continue to focus on both licensed products and the Imperial brand in the following categories: active play, outdoor, novelty, and bubbles. Top licensed lines include Lights & Sounds Bubble Wand, 6-ounce Bubbles, Figural Bubbles, Life Like, Bop Ball, Microphone, Wall Tumblers, and D-Lectables. Looking to 2019 through 2020, key licensed drivers are Toy Story, SpongeBob SquarePants, JoJo Siwa, Frozen
2, Batman, Paw Patrol, TMNT, Marvel, Minnie Mouse, Mickey Mouse, and Muppet Babies. TB: What are your plans and goals for Imperial Toy moving forward? PT: We see the future of toys built on the values of the past. As families continue to focus on core values, including creativity, imagination, and active play, we see expanded opportunity and interest to build innovation and value for our products and categories. There is huge opportunity for Imperial to connect and engage within the novelty, bubble, seasonal, impulse, and outdoor space. Shrinking shelf space, tight production windows, and competitive pricing has been a challenge for the toy industry as a whole. The market continues to shrink as the world view expands, so this will continue. We are fortunate that Imperial is a global company with global access, which also becomes an advantage. Our goal is to continue to provide creative, quality, innovative, and cost efficient options to partners and the end consumer. TB: How is the Lick-A-Bubble activation at CAMP going, and do you plan to do more experiences like this one in the future? PT: Our activation and experience at CAMP allowed us to bring the Lick-A-Bubble experience to life. The Lick-A-Bubble Bar perfectly captures the magic of Lick-A-Bubble edible bubbles. We are thrilled to partner with CAMP on this experience, which allows families to come together, create, and play. The Lick-A-Bubble Bar truly offers guests a magical experience with bubble play and a picture perfect moment when you taste your first edible bubble. We believe in the power of social media, experiential spaces, and alternative channels of marketing, and believe this is just the beginning. »
toybook.com | MARCH/APRIL 2019 | THE TOY BOOK
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