“The bigger you get, the harder it is to replace revenues when you don’t have brands that will show 10 years of steady growth,” explains Sean McGowan, an analyst at Needham & Co. Spin Master claims to be still experiencing 15% year-to-year growth, but has now gone through two rounds of layoffs, and is rumored to have slashed its workforce by more than 20%. toy market overall was slowing down, dropping 4% last year, according to market researcher NPD Group. It’s a tried-and-true tactic, but one that hurt the company as the U.S. The company hopes to reintroduce it in a few years for a new generation of consumers. Their last big winner, a mash-up of marbles and action figures called Bakugan Battle Brawlers, was a huge hit when it launched, but slowly saw its sales slump from a high of $250 million in 2008–09 to between $20 million and $30 million before it was pulled from store shelves last June. “They’re a company that relies on hits, and they’ve been hitless for a while.” “They desperately need a hit,” explains Richard Gottlieb, a New York–based toy consultant and publisher of Global Toy News. Instead, it succeeded by going from blockbuster to blockbuster. Unlike the Hasbros and Mattels, it doesn’t have an evergreen toy brand-a Barbie or a Hot Wheels-to rely on. Since its founding 20 years ago, Spin Master has grown into the sixth-largest toy company in North America. But Dermer now believes this is the toy that every child will want when it’s released this month.
Spin master zoomer software#
It has taken three model overhauls, thousands of software tweaks, several trips to manufacturing facilities in China, and untold heated hours arguing over whether the perfect robo-pet should roll over, shake a paw or bark a song. But one look into his LED eyes, which turn into hearts when he’s happy or Xs when he’s playing dead, and it’s easy to see how kids could develop a serious case of puppy love.
Zoomer’s trick is even more amazing, given he was supposed to be a truck (which might explain why he has wheels for feet). “Uh-maze-ing,” a co-worker coos from the sidelines.
“Good boy, Zoomer!” Dermer burbles, his voice filled with childlike wonder. In reality, he’s more of a mutt: a crossbreed fashioned out of plastic and animated by sensors, motors, thousands of strings of computer code-and the boyhood dreams of a pair of inventors who spent nearly two years perfecting their toy.ĭermer issues the command “Zoomer, go pee!” and Zoomer, the robotic dog, hikes his hind leg as if to take a leak.
Spin master zoomer Patch#
The diminutive pup-black and white, with a patch above his left eye-is meant to look like a Dalmatian. Just then, the star of the promotional video shoot waltzes on to the ad hoc set. “It’s just like my last Playgirl shoot,” Dermer jokes. All are perfectly groomed and ready for their close-up. Some are wearing bandanas or the latest in canine couture. There is also a United Nations assembly of dogs-a baby sheepdog, a schnauzer, and a Shih Tzu are all vying for leadership. The 36-year-old vice-president of one of North America’s biggest toy companies is dressed in the official company uniform: flip-flops, cargo shorts, T-shirt and sunglasses, perched just so atop a crop of bed head.Ī camera crew is on standby. It’s mid-morning in late spring, and Ben Dermer is splayed on the floor in the middle of Spin Master’s cafeteria in downtown Toronto.
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