Small Kids Toy Manufacturer, Inc.

1261 Words Oct 18th, 2015 6 Pages
Small Kids Toy Manufacturer, Inc. has operated in the Seattle area since 1978. Started by Jillian Applewhite in her garage in the early 1970s, the company now generates over $10 million in sales from across the U.S. and Europe. The company 's toys, which continue to be designed by Jill and a team of 4 toy designers,. Early on, Jill and her husband Andy (who manages the "business" side of the enterprise) (Jill manages the "creative" side of the enterprise) decided to concentrate on selling their toys to small "boutique" retail stores as opposed to selling to major retail chains such as Wal-Mart. This decision has driven the company 's strategy of being a high-quality/high (relative) price producer who uses regional toy shows to reach this target audience.
The company attends 15 to 20 toy shows each year that are held in various cities across the United States. Recently, the company has added a nonexclusive representative in Germany who has succeeded in getting the company 's products into the major German toy shows after the company was thwarted for years in its attempts to get a booth at these shows. This, among other things, has increased European sales to 25 percent of the company 's annual sales.
On the production front, the company began manufacturing a portion of its product line in South Korea in the early 1980s. This proportion has gradually increased over the years until 1999, when the company transferred all of its manufacturing activities to China where the…

More about Small Kids Toy Manufacturer, Inc.

Open Document