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 super categories 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 ...

Get A Profile of the United States Toy Industry, Second Edition now with the O’Reilly learning platform.

O’Reilly members experience live online training, plus books, videos, and digital content from nearly 200 publishers.