This toy company has won numerous awards since it was started in 2003, including a 2012 award for Innovation at the Ernst & Young Entrepreneur Awards. It has a very distinctive organisational culture – as demonstrated by it website. This culture underpins an operation based around new product development, so that their toys achieve very high sales per square metre for the retailers they supply. Hence they aim to produce ‘blockbuster’ products with the ‘wow factor’. To achieve this they have a distinctive approach:
- they have an in-house team of ‘inventors’ working on new product development, but at the same time are prepared to adopt toy ideas from other stakeholders.
- they have web cams in retail outlets in order to observe how customers behave and interact with the toys on display.
- they train ‘Demonstration Artists’ (ie toy demonstrators) to a very high standard, in order to promote in-store sales.
- they make effective use of social media marketing.