Yuav Ua Li Cas Alan Dorfman Muag Ntau lab Cov Khoom Ua Si Los Ntawm Kev Xav Me

Hauv kev lag luam khoom ua si, Alan Dorfman yog tus tswv ntawm cov nqe lus me me.

Dorfman, thawj tus tsim ntawm lub tuam txhab kev lom zem lom zem, thiab tam sim no ua tus thawj tswj hwm ntawm Super Impulse, tau nyiam los ntawm cov khoom ua si me me ntev ua ntej tam sim no TikTok-influenced craze rau me me playthings thiab collections pib.

Thaum ntxov xyoo 1990, nws tau ntseeg lub tuam txhab uas tab tom tsim thawj Super Soaker rab phom dej kom nws tso cai rau nws ua ib qho me me, ua haujlwm tag nrho, version, thiab muab tso rau ntawm lub keychain.

Mini Super Soakers (zoo li cov loj loj tag nrho) tau raug ntaus, pib ntau lab daus las cov khoom ua si, thiab ncaws tawm Dorfman's 30-ntxiv rau xyoo obsession nrog cov khoom ua si me me.

Txij thaum ntawd los, Dorfman tau tsim, thiab muag, ntau pua lab tus me me, ua haujlwm ntawm Etch-A-Sketch, Rubik's Cube, Monopoly, thiab lwm yam khoom ua si classic, suav nrog txawm tias mini, ua haujlwm ntawm retro Atari arcade games.

Cov khoom ua si mini, loj loj

Nyob rau hauv xyoo tas los no, ntau lub tuam txhab tau nqis peev ntawm cov khoom ua si mini. Cov qeb kev lag luam uas suav nrog cov khoom ua si me - kev tshawb nrhiav thiab lwm yam khoom ua si - muaj qhov thib ob loj tshaj plaws ntawm txhua yam khoom ua si hauv xyoo 2022, nce 16%, raws li kev lag luam tshawb fawb tuam txhab Circana (yav tas los hu ua NPD Group). Cov qeb tau muaj kev loj hlob txhua xyoo ntawm 22% txij li xyoo 2019.

Pab pawg ua lag luam Lub Koom Haum Cov Khoom Ua Si hu ua cov khoom ua si micro ua ib qho ntawm cov khoom ua si saum toj kawg nkaus ntawm 2023.

Dorfman, txawm li cas los xij, tau ua minis ntev dua li txhua tus tam sim no hauv qhov kev ua si. Thiab nws zoo dua ntawm nws, raws li cov kws paub txog khoom ua si.

"Alan yeej tau tawm mus rau pem hauv ntej ntawm tag nrho cov me me craze - rau qee qhov koj tuaj yeem hais tias nws tau tsim ib hom ntawv, thiab tam sim no lwm tus neeg tab tom nrhiav nws," James Zahn, tus thawj coj ntawm kev lag luam luam tawm Cov Khoom Ua Si Phau Ntawv, tau hais. hauv kev xam phaj.

Dorfman, txij li thaum pib, instinctively paub dab tsi cov khoom ua si thiab cov khoom muaj ntawv tso cai yuav ua rau me me, thiab tseem yuav ua hauj lwm thiab playable, raws li Jim Silver, CEO ntawm cov khoom ua si xyuas qhov chaw TTPM, thiab TTPM Influencer Talent Management, thiab ib tug qub tub rog cov khoom ua si kev lag luam kws tshuaj ntsuam. thiab neeg sau xov xwm.

Dorfman yog "tus kws tshaj lij tshaj plaws hauv pawg ntawd," Silver hais hauv kev xam phaj. "Nws tau mus rau hauv tag nrho, thiab paub ntau ntxiv txog cov khoom me me dua li lwm tus. Thiab yog vim li cas vim li cas nws thiaj li tau txais cov npe kub thiab khoom. Muaj kev ntseeg siab tias, nrog Alan, nws yuav muaj peev xwm tua tau. "

Chris Byrne, tus kws pab tswv yim ntawm cov khoom ua si ywj pheej thiab tus kws sau ntawv "Toy Time," tau hais tias "Nws yog tus neeg muaj kev pheej hmoo me ntsis, thiab qhov kev pheej hmoo tau them," said Chris Byrne, tus kws pab tswv yim khoom ua si ywj pheej thiab tus kws sau ntawv "Toy Time," keeb kwm ntawm cov khoom ua si classic uas nyiam tshaj plaws.

Ua ntej kev vam meej ntawm mini Super Soaker, Byrne tau hais hauv kev xam phaj, cov khoom ua si execs tsis ntseeg ntawm Dorfman lub tswv yim. Tus cwj pwm, Byrne tau hais tias, "Vim li cas kuv thiaj yuav Mini Super Soaker yog tias kuv tau txais Super Soaker loj?"

Cov khoom ua si uas haum rau koj xib teg

Dorfman, Byrne tau hais tias, tau muab tso rau hauv qhov zoo li yog qhov tseem ceeb ntawm tib neeg nyiam nrog me me, ua haujlwm ntawm cov khoom siv hauv lub neej tiag tiag, thiab muab txhais ua cov khoom ua si ua tiav.

"Nws zoo li cov khoom ua si zoo li bonsai," Byrne hais.

Zahn tau hais tias "Nws zoo li koj tau nqa cov khoom ua si thiab zapped nws nrog lub ntsws thiab tam sim no nws tau zaum ntawm koj txhais tes," Zahn hais.

Dorfman tau txais nws pib ua ib qho khoom ua si ua lag luam hauv xyoo 1980, thaum ua haujlwm hauv kev muag khoom thiab kev lag luam rau lub tuam txhab uas qhia cov khoom tshiab. Nws tus thawj coj tuaj ua haujlwm ib hnub thiab pom Dorfman ib qho khoom ua si tshiab hu ua Wacky Wallwalker - kab laug sab nplaum uas "taug kev" hauv phab ntsa thaum cuam tshuam nws. Dorfman tau hais tias "Kuv xav tias nws yog qhov zoo tshaj plaws uas kuv tau pom. Nws tau muag cov khoom ua si, thiab "Kuv tau dhau los ua tus txiv neej ua si hnub ntawd." nws hais hauv kev xam phaj.

Tom qab ntawd nws pib nws lub tuam txhab, Basic Fun, uas tau muaj nws thawj zaug loj heev nrog cov me me Super Soaker. Mini Super Soaker tau txais txiaj ntsig los ntawm qhov kub kub thaum lub sijhawm cov menyuam yaus kho lawv lub tsev kawm ntawv lub hnab ev ntawv nrog ntau tus lej thiab cov khoom ua si txuas nrog cov saw tseem ceeb.

Tom qab ua tiav qhov ntawd, Dorfman tau hais tias, "Kuv pib saib hauv cov khoom ua si aisles rau dab tsi ntxiv uas kuv tuaj yeem ua me me thiab muab tso rau ntawm lub keychain." Nws tau txais ib qho ntawm nws cov khoom ua si nyiam, Etch-A-Sketch, thiab txiav nws sib nrug nrog lub hack pom seb nws puas tuaj yeem ua me me, "thiab kuv hais tias kuv tuaj yeem ua qhov no," Dorfman nco qab.

Ohio Arts, lub chaw tsim khoom ntawm Etch-A-Sketch thaum lub sijhawm, tsis ntseeg tias cov khoom ua si tuaj yeem ua rau me me, raws li Dorfman, tab sis nws tau ntxias lawv los ntawm kev hais tias "Kuv mam li xa koj daim tshev [ua ntej] thiab yog tias nws tsis ua haujlwm, koj khaws daim tshev. "

Lwm qhov kev ntaus loj rau Basic Fun featured cov cuab yeej muaj ntawv tso cai uas tsis paub ntau hauv Tebchaws Meskas nrog Dorfman tau txais nws. Kev lom zem yooj yim yog ib qho ntawm thawj lub tuam txhab khoom ua si hauv North America kom yeej daim ntawv tso cai rau Pokemon, thiab nws muag cov duab me me Pokemon nyob rau hauv ib lub me me Pokeball ntawm lub keychain, uas tau los nrhiav-tom qab sau thaum Pokemon craze tawg.

Dorfman tau hais tias "Thaum tsis muaj leej twg paub tias Pokemon yog dab tsi." "Tom qab ntawd ob lub hlis tom qab txhua tus neeg tau tawm tsam kom ua raws li qhov xav tau."

Risk-return lag luam

Nws paub tias Pokemon yuav raug ntaus li cas? Nws tsis tau, tsawg kawg tsis paub tseeb, nws hais. "Nws yog instinct, plab, koj muaj feem xyuam," nws hais.

Rau txhua tus Super Soaker thiab Pokemon ntaus, Dorfman tau hais tias, tau muaj ntau pua qhov kev nco. Nws tau hais tias "Peb yog lub lag luam pheej hmoo rov qab los," nws hais. "F0r txhua 500 peb muaj ib qho uas tawm mus zoo li Pokemon. Koj tsuas yog yuav tsum nyob hauv qhov chaw raug thaum lub sijhawm. "

Dorfman tau muag Basic Fun hauv 2011 thiab hauv 2014 pib Super Impulse nrog txoj kev npaj mus txuas ntxiv ua cov khoom me me nrog cov kab tshiab ntawm "Lub Ntiaj Teb Qhov Tsawg" cov khoom ua si. Nrog Super Impulse, Dorfman tau txuas ntxiv nws txoj kev vam meej ntawm kev ruaj ntseg daim ntawv tso cai rau cov khoom ua si saum toj kawg nkaus, thiab ua tiav kev faib tawm thoob plaws hauv ntau lub khw muag khoom.

Tam sim no nws tuav cov ntawv tso cai rau 185 hom, suav nrog kev sib tham nrog 24 lub tuam txhab khoom ua si, suav nrog cov thawj coj hauv kev lag luam Hasbro
TAU
, Mattel, Uas
MAT
, thiab Spin Master, nrog rau cov cim npe xws li Xov Tooj Cua Flyer.

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Tsis ntev los no nws tau pib nthuav dav rau hauv qhov chaw khaws khoom hauv txoj hauv kev tshiab, nrog kev sib tham nrog Paramount
LUB NEEJ
Netflix
NFLX
thiab lwm hom kev lom zem los tsim cov khoom lag luam ntsig txog kev ua yeeb yam thiab yeeb yaj kiab. Nws kuj tseem yog reviving lub Pop Taters hom nrog Hasbro, tsim tau sau tau Mr. Qos taub hau-style cov duab hnav li pop kab lis kev cai kiv cua nyiam xws li band Kiss los yog TV qhia hnub qub Trek.

Super Impulse, raws li lub tuam txhab ntiag tug, tsis qhia nws cov nyiaj tau los. Ib tus neeg hais xov xwm hauv tuam txhab tau hais tias Super impulse tau pom kev muag khoom loj hlob ntau dua 500% txij li xyoo 2014. Dorfman kwv yees tias nws tau muag ntau tshaj li ib nrab billion mini cov khoom ua si thaum nws xyoo hauv kev lag luam khoom ua si.

Feem ntau ntawm Super Impulses cov khoom ua si thiab cov khoom sib sau muag ntawm $ 5.99 thiab $ 7.99. Lub tuam txhab muag txaus ntawm cov khoom uas tsis muaj nqi, thiab muaj xws li kev nthuav dav dav, xws li cov tub lag luam loj xws li Walmart
WMT
thiab Lub Hom Phiaj, rau cov khw muag khoom ua si ywj pheej, nrog rau cov khw muag khoom yooj yim, cov khw muag khoom noj khoom haus, thiab txawm tias cov tsheb nres, uas nws tau kwv yees kom tsim tau ntau lab nyiaj tau los, raws li kev lag luam sab hauv.

Cov kws paub txog khoom ua si Silver, Zahn, thiab Byrne pom zoo tias cov khoom me me yuav ib txwm muaj kev nyiam, txawm tias tam sim no TikTok-tsav craze rau cov khoom ua si me me thiab cov khoom sib sau ua kom txias.

Dorfman hais tias nws npaj yuav mus nrhiav qhov loj tom ntej kom txo qis rau nws qhov loj me, thiab tsis yog hauv cov khoom ua si aisles xwb. Lub Ntiaj Teb Qhov Me Pickleball teeb, nrog me me paddles thiab pob, yog ib qho ntawm nws cov tswv yim yeej tsis ntev los no.

"Peb saib txhua yam nyob ib puag ncig peb los ntawm lub lens ntawm 'Nws puas ua haujlwm me me?" nws hais.