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Exclusive Interview with Stan & Sheila Bernstein TY Canada Reps. |
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Briefly, introduce yourself.
Please describe your position with Ty Canada.
How long have you worked for Ty Canada?
We gave been in this industry (loosely categorized as giftware) since 1966, having occupied a variety of positions in management as well as field selling. We joined Ty Canada in 1992 as selling representatives in Northern Ontario; a very large but sparsely populated area, generally known as the smallest volume producing territory in Canada.
1. What inspires Ty to produce new Beanies? Where are ideas
and designs originated from? How long does it take from conception
to the actual release and distribution of a new Beanie? Does Ty
Canada influence these processes? Does public opinion have any
influence?
We have no inside knowledge. We do imagine that public opinion does play a role.
2. What is the possibility of Ty releasing limited collectable
Beanie Babies for collectors to obtain directly from Ty?
Anything may be possible, but we have heard of no such plan.
3.Beanie Baby web sites are very popular on the Internet. What
is Ty Canada’s reaction to these sites which have promoted
and enhances Ty’s product?
We have heard no official reaction from Ty Canada. As Reps we monitor websites in order to inform ourselves and thus assist our customers.
4. Secondary Market - This market sparks interest to avid collectors
for "that hard to find Beanie" and keeps interest alive.
What is your opinion of the Secondary Market?
We live and work in a free economy and certainly the secondary market has served to promote interest in Ty. We do not, however, participate except as stated: to inform ourselves and our customers.
5. 1997 has been a very busy year for Ty, Inc. Ty has been
challenged with many changes, including updating their entire
computer system, opening up a new warehouse and distribution problems.
What has Ty Canada done to cope with these dynamic changes in
a single year, and how do you see this as affecting retail distribution?
Ty Canada has instituted many new policies, both in ordering and order handling. It appears at this early date that these changes are working, and that we are able to provide a fair and more efficient distribution.
6. How does Ty Canada account for the incredibly positive responses
to the Beanie Baby phenomenon? How did you achieve this with little
or no national advertising, with other companies spend millions
of dollars on product advertising and yet seldom come close to
the level of success? Basically … WHAT MAKES BEANIES SO POPULAR?
Are Canadian Beanies more collectable than the US Beanies? If
so, please explain.
It is difficult to account for the Beanie Baby phenomenon. We have been selling these very cute, affordable, very well made and extremely friendly little guys for some time now, and very successfully, we might add. The product in part created it’s own Phenomenon; very efficient marketing seems to have done the rest.
7. Princess is extremely popular. Many collectors are fearful
of never being able to obtain her. What would you say to collectors
in order to encourage them and give them continued hope? Many
rumors have surfaced about Princess being redesigned. What is
the possibility of this? Many collectors are speculating Princess
to retire early. How would you reply to that?
Princess will be distributed to the stores in Canada shortly. Whether it will be enough for every collector, we are not sure. The rumor to the redesign, is just that - A rumor - and we will not comment on it.
8. Beanie Babies are gaining popularity in Canada and the UK.
Why do these countries obtain shipments before the US? Ty has
released exclusive pieces for certain countries; US had Libearty,
Canada had Pride and then Maple, the UK now has Britannia. Is
Ty considering any other counties at the present time?
Ironic question. Our customers ask us why the U.S. always gets product before us!! As far as plans for exclusives in other countries, we have no word.
9. Teenie Beanies swept the nation in a craze the likes of
which have not been seen since Noah boarded the Ark. Did you have
ANY idea that the Teenie Beanie craze would reach those
levels? Were Canadians attracted to the Teenie Beanies and are
they looking forward to their return? Are Canadian Teenie Beanies
and tush tags the same as the US? Did Canada experience a shortage
of Beanie Babies during the Tennie Beanie promotion?
Yes, we knew it would be a craze when Sheila sent me into every McDonalds in and out of our territory, in order to complete her set. Yes, Canada did experience a shortage of Teenie Beanies, not quite to the extent of the U.S. and yes, we all look forward to their return.
10. In the fall of l996, Beanies were everywhere in the US
… basically cluttering the stock of local stores. Within
90 days of 1-1-97, they almost became extinct from a consumers
point of view. Did Canada have this same experience? Was the Ty
company prepared for the onslaught of Beanie popularity? What,
if anything, could have been done differently to handle this tremendous
increase in volume of sales? When did Beanies become popular in
Canada?
Canada had a similar experience, fed in part by the U.S. tourists. No, we were not prepared for the onslaught. Nothing could have been done differently without the use of a very accurate crystal ball.
11. Has the increased sale of Beanie Babies affected the sale
of other Ty products? Has this had any effect upon the approach
your company is taking towards your future product lines? What
portion of your company is now devoted to the continuation of
Beanies, and how long do you expect this popularity to continue?
Will Ty eventually make it mandatory for all retailers to purchase
most or all of Ty’s plush in order to receive Beanie Babies
in the future? How popular are Ty’s Plush in Canada?
We believe that Ty Canada always had the finest plush line in the country and our market share was growing, even before the Beanie onslaught. The visibility of the Beanies served to enhance the Ty brand identification and help to open many new retail avenues in our territory. In our operation we have always aggressively promoted the entire Ty lines without any problem. We encourage our stores to set up Ty sections rather than just Beanie Baby sections and it has worked out extremely well. We intend to continue this approach.
12. I have just recently defended the Ty company in regards
to its rumored sale. What can you tell us about changes / restructuring
that have occurred within the company? What positive effects will
this have upon the availability of Beanies for the general consumer?
We have no knowledge of any corporate changes, thus cannot gauge the impact.
13. I have recently learned about Ty’s plans to start
an Official Beanie Baby Club. I’ve also read that this club
will be presented to qualified retailers. What constitutes qualification?
Is this a means of Ty rewarding honest and loyal retailers? Will
Ty Canada offer this Beanie club to it’s retailers? Will
Ty Canada’s club kit be the same as the US club kit?
At present, we have no official word from Ty Canada regarding a Beanie Baby Club.
14. I have read about the problems that exist with shipping
Beanies from Canada. Would you please elaborate on this? Why are
Beanies considered a gray area? How will this effect US customers
ordering from Canada? Short of visiting Canada to purchase a Maple,
do you have any other suggestions to offer? What explanation is
customs offering to Ty Canada for returning or distorting Beanies?
Our information here is vague. Ty Canada has always discouraged retailers from shipping into the U.S. The activity at the borders is that of the U.S. customs and would probably be your best source for this information.
15. Please explain ways Ty Canada differs from Ty US?
You have Libearty and we have Maple!!! But seriously, we do not know enough of the U.S. operation to comment. We would like to add that Ty Canada operates as a very friendly family without losing sight of the pressures and business decisions that are faced every day. The staff is positive, caring and efficient. We are very proud to represent them.
16. Last but not least. Can Beanie collectors look forward
to four retirements in l998?
They can look forward to whatever they want, but we don’t know what will happen!!
This article was written by Janie Daniels
March 18, l998
