Beanie Babies - A Success Story*

Details

Mini Case Code : CLIM020
Publication date : 2005
Subject : International Marketing
Industry : Toys
Length : 04 Pages
Price : Rs. 100

To download this case click on the button below, and select the case from the list of available cases:

» International Marketing
Short Case Studies
» Marketing Case Studies **
» ICMR Case Study Collection
» ICMR Courseware
» View Detailed Pricing Info

Key words:

Ty Inc., plush toy company, Beanie Babies, collectible toys, retired categories, new line of product, pull strategy, marketing strategy, collector's items, top-of-mind-recall, sports range, charity range

Note

* This caselet is intended for use only in class discussions.
** More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.

 

Abstract:

The caselet discusses Ty Inc.'s hugely successful product 'Beanie Babies'. It describes how a small plush toy meant for kids, went on to become a favorite collectible for all segments, including adults. It also deals with the various product innovation strategies that the toy company adopted to keep the demand intact for Beanies.

Issues: » How Beanie Babies became so popular » How Ty Inc. established and maintained the popularity for Beanies » Product innovation - How it helps to boost sales » Retired versions - Is it a smart way to rejuvenate demand? Introduction Ty Inc. (Ty) based at Oakbrook, Illinois is one of the most popular and successful plush toy company. The company was founded by Ty Warner (Warner) in the year 1986...

Questions for Discussion:

1. How did Ty Inc. achieve success with the Beanie Babies line?

2. 'Ty Inc. retired Beanies at regular intervals.' Do you think Ty Inc. was right in doing this? Justify you stand.

Cases on related topics

1. Barbie's Success Story

2. Troubled Times for The Chinese Toy Industry

3. Diversity Training at Toys "R" Us, Inc