Australian toy hits global markets

Australian toy hits global markets article image
Australian toy company Moose Enterprise has made global impacts with its new Trash Pack toy range. After its launch sold out in August, the company has sold over 10 million units worldwide, with 100 predicted for 2012. As a result, the trash pack is now the only Australian product on the Toys R Us Fabulous 15 list of the store’s best selling new toys. Moose Enterprise Director, Paul Solomon says: "We are very excited about the Trash Pack’s success and breaking the world’s largest toy market with one of the country’s largest toy retailers. We have retailers overseas air freighting stock to avoid lengthy shipment by sea and ensure sufficient stock for the Christmas period." Collectibles are popular on the toy market given their fun nature and accessible price when retail spending is down. "Kids love the gross aspect of the toys, which are modelled on items in your everyday trash and the parents or gift-givers love the retail prices which begin at a couple of dollars," Solomon said. Moose Enterprise is Australia’s top toy exporter, focusing on growth and diversification while building long-term brands. The company is booming in Europe and the United States, two of the world’s most competitive markets, and has been doing so for the past 10 years with ranges including Mighty Beanz and Beados. In the last financial year, Moose Enterprise increased its revenue growth by 60 percent  and has increased revenue growth by 1500 percent since 2000. This success is attributed to the business’ flat management structure and unique business model, introduced by the current owner Manny Stul. "This structure allows the directors to be involved in the day to day operations of the business, working closely with management and their teams to deliver Moose’s key business strategies," Stul said. This business philosophy is the reason the company has not listed on the ASX despite annual revenue in excess of $100 million. Stull says not listing on the ASX allows the company to react quickly to market conditions without needing to consult numerous committees for approval. "This allows the company to undertake longer term brand building strategies without the pressure of delivering short term results often demanded by the stock market."


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