Toys the ticket to US success

2010/9/6 15:17:36

New toys star in Australia

Toys the ticket to US success 

Toys the ticket to US success

How does a small West Australian business end up securing major licensing contracts with some of America’s biggest companies? As the name suggests, they’re smart!

Brainytoys recently introduced two toys to the American market - the Wiggles and Bee Movie MemoToys – and has just announced a new international licensing agreement to develop a range of Hummer products.

Gaining licensing deals for three such commercially successful brands would have been a coup for any toy company – the fact that a small Perth-based company has done it is testament to their creative technology.

The MemoToys line of products uses a ‘record and play’ technology which works particularly well with vehicle type toys. With the push of a button the toy ‘remembers’ the path it is making as it is pushed around. The push of another button sees the toy repeat the motions it just made. It is a type of play that strikes a chord particularly with preschoolers.

The company’s US marketing and licensing consultant, Rand Brenner, said Brainytoys has been able to penetrate the lucrative US licensing market by providing new innovative technology.

“In the past there’s been a shortage of creative new electronic-based products when it comes to licensing around movies,” he said.
 
 “Brainytoys came along and showed them something new and innovative and – obviously – Dreamworks, the studio behind Bee Movie, was really enthusiastic,” Brenner said.

The enthusiasm shows no signs of waning.

Speaking at their recent AGM Brainytoys’ Managing Director, Alex Aguero, said their MemoToys technology was well received at the Fall Toy Preview Show held in Dallas in October.

“We have received several requests for other…versions from several US retail chains,” he said.

Aguero said, on the heels of Dallas, the company had expanded its manufacture program and had about 30 new products in the pipeline.

Perth-based Brainytoys looks set to take ‘toy time’ to the big time. Watch this space…

For more information about Brainytoys visit their website www.brainytoys.com

The Wiggles and Bee Movie MemoToys are currently available online at www.target.com


Tag: Toys manufacture building block OEM YOYO B/O airplane China toys supplier

Forward from: http://www.advance.org/en/art/2201/