Small Kids Toy Manufacturer, Inc.

1261 Words6 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…show more content…
Over the years the company’s management has searched for alternative manufacturing sources, even participating in the setup of Chinese manufacturing facilities with a second Korean supplier. They have also searched in Malaysia, Singapore and other Asian countries but none have the combination of raw material sources and transportation facilities that can compete with the Chinese. Accordingly, China has a lock on the world’s toy manufacturer business. Jill and Andy’s oldest son, David, joined the company in a marketing capacity about five years ago and currently attends all of the U.S. trade shows and makes periodic trips to China to provide name recognition and continuity when Jill and Andy cut back on their business travel schedule. Other members of the executive team are Tom Cartwright, sales manager; Albert Jones, production manager and Robert Markowitz, controller. All have been with the company for over 15 years. Employee Benefits Life, health and dental insurance are provided at no cost to all full-time employees. In addition, the company maintains a noncontributory profit-sharing pension plan into which it contributes approximately 10 percent of each employee’s compensation. Advertising Media Used As part of the trade show package given to actual or perspective customers is a 20 page glossy brochure containing pictures of each product and a price list. This brochure is redone each year so that
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