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Wednesday, Mar 27, 2024

Imperial Toy LLC

Bubbles bring booming business. At least they do for Imperial Toy LLC, the North Hills toy manufacturer that has established itself as an expert in the bubble toy market. According to Co-President Art Hirsch, Imperial reaps more than $130 million in total annual revenue from bubble kits and novelty toys. The company was founded in 1969 by Fred Kort and Arnie Rubin, who created the classic Miracle Bubbles brand. The bubble kits, which include bottled bubble solution and a wand, have been selling in stores since the 1970s. Hirsh and Co-President Peter Tiger purchased the company in 2006 from Kort. Since then, the company has expanded its house brands which include Kaos, Runway Pink and Legends of the Wild West and has partnered with mega brands such as Disney, Little Tikes, Nickelodeon and Hasbro. Those relationships have led to hit toys such as the Bubble Blowing Thomas the Tank Engine, the Bubblin’ Leaf and Lawn Blower and Hello Kitty Bubble Bellie. Today, Imperial has offices in Los Angeles, Hong Kong and Modena, Italy, and distribution centers in Mississippi, Mexico and San Diego. The company develops more than 100 products ranging from bubble toys and girls’ dress-up lines to water balloon launchers and play sets. Items cost from 99 cents to $50. Not every product has been a hit. For example, Hirsch said the company was hoping for a better result when it launched its Barney product line a few years ago. The big purple dinosaur was popular in the 1990s, and company officials hoped the character would regain its popularity, but the line was met with lackluster results. A few product flops haven’t discouraged the company from pursuing the next big thing, company officials say. “Consumers want fresh and new,” Tiger said. “We always try to keep our eyes and ears open.” In fact, the company’s expanding into uncharted territory to present consumers with a new form of entertainment. Riding on the popularity of hit shows such as “America’s Got Talent” and “American Idol”, this year Imperial Toy signed a licensing agreement with KIDZ BOP LLC, a top music brand that features today’s hits sung by children. In early 2012, the company’s launching a new product line that includes toy microphones, guitars and accessories to compliment the brand. The goal: to make every kid feel like a rock star. Although a departure from their bubble-making roots, the line will expand on the company’s current house brand Runway Pink, which features play makeup and dress-up clothes. “We plan on staying faithful to our roots,” Tiger said. “We’re realistic about who we are.”

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