Max Rangel can't help but crack a smile when he hears a sing-songy 'hello' emanate from an overall-and-pink T-shirt clad doll sitting on a table covered in toys in his Toronto office.
Spin Master CEO Max Rangel poses with toys after a press conference in Toronto on October 11, 2023. THE CANADIAN PRESS/Chris YoungMax Rangel can't help but crack a smile when he hears a sing-songy "hello" emanate from an overall-and-pink T-shirt clad doll sitting on a table covered in toys in his Toronto office.
That reception is exactly what Spin Master needs as it stares down a holiday season where inflation is easing but consumers aren't on a spending spree just yet. When they are opening their wallets, they're being a lot more cautious — and that's if they can get their hands on what they want to buy at all.
That planning process has been years in the making and involves everything from price tweaks to inventory checks, but at the heart of it is the arsenal of household names made by the 30-year-old Toronto company. There's also a set of linkable wooden blocks from Melissa & Doug, a Connecticut toy firm Spin Master bought for US$950 million in January.
"With one year of ownership, you can only do so much to affect the innovation," said Rangel, who imagines the Sticker Wow! eventually having Paw Patrol or Disney iterations. As soon as Ms. Rachel toys got to store shelves, so did knock-offs. Some reportedly yelled at buyers in Japanese. Others had stretched out facial features or lacked the ability to sing "Icky Sticky" and "Hop Little Bunny."
Rangel keeps an eye on all of them but doesn't let them distract him from his goal to make the 11-year-old Paw Patrol so enduring it's "a rite of passage." Chief among the room's priorities is ensuring the prices of Spin Master toys don't turn off customers already feeling financially stretched. Bail and promises of justice: The case of Canadians Daniel Langlois and Dominique Marchand murdered in Dominica
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