CHAPTER 3

Product Still Rules

Talk to any retailer, any manufacturer—or kid for that matter—and you’ll hear versions of one thing: it all comes down to the individual product. While it’s important to understand the supercategories covered in the previous chapter in order to have a grasp of the industry overall, it’s also obvious that there are many variations between products within a category. Just take Vehicles, for instance, the category encompasses items that cost less than a dollar and several hundred. Yet what all successful toys have in common is that they deliver fun, and they deliver it to a sufficient number of people so that manufacturers and retailers can make a profit by it. In this chapter, we’ll take a look at the process by which ...

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