Super Rad Toys, Inc. (“SRT”) was founded as a California corporation in December
2006. As a result of preparing to go public, SRT has changed into a Nevada
corporation by the name of Super Rad Corporation dba Super Rad Toys (“SRC”).
Since the company’s inception, SRC has emerged at the forefront of the
collectible art world, by producing innovative and high-quality vinyl collectibles
that have gained an excellent reputation with collectors on a global basis.
The company’s initial commercial endeavor was the Ningyo Project: Gosho
Doll, a collaborative effort with well-known artists customizing figures based
on an ancient traditional Japanese Gosho doll. The Ningyo Project was initially
conceived as a research project—a study in interpretation of traditional art
and its application in the contemporary art world, as well as a study of the
relationship between nature, artist, form and the collector.
The founders of Super Rad are avid collectors of fine Japanese folk art. They
aspired to create original and inspired vinyl collectibles to be acquired and
cherished in the same way traditional art collectors do fine art. As their research
into doll-making progressed, they recognized parallels between the traditional
Ningyos of Japan and today’s vinyl collectibles. It seems the techniques
employed by traditional and modern artisans, mold makers and sculptors have
not changed over the centuries. Only the materials with which they utilize, the
technology they use, and the popular culture they sought to emulate remain
constant. The same is true for the themes reflected in the designs—hope, love,
acceptance, spirituality, superstitions, parody, and the political ideologies of the
artist—and the inherent connection and shared belief and aesthetic between
artist and collector.
SRC is a company that has secured a portfolio of intellectual property and
through various acquisitions of licenses, properties, and rights to utilize highly
visible product brands, is well positioned for rapid growth in the $21 billion
dollar per year toy industry. SRC specializes in translating licensing, branding
concepts and intellectual property into tangible products including toys,
figures, housewares and collectibles. SRC has developed properties including
Dr Seuss, Love Is…, Tootsie Roll Industries, and Yo! MTV Raps to name a few.
SRC has acquired evergreen and commercially viable licenses which attract
much attention through grass roots marketing and PR campaigns with some
traditional advertising and major promotional events such as Artist signings.
The Toys
Manufacturers
of America
estimates that
“46 percent of
all toys sold
are licensed
product.”
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supe rad Mission Statement
Patrick Feely,
Toy Industry
Association
Chairman,
said during the
annual “State
of the Industry”
news conference:
“In the face of
dramatic changes
throughout
our culture, the
fact remains…
product rules.”
SRC is committed to producing high quality collectibles and products. We are a
potluck of influences that include traditional art, high brow art, low brow art and
pop art. Our goal is to inspire and invoke our audience’s imagination. SRC would
like to cleanse the palette of the mundane with our offerings, incorporating
projects that have good hearts and souls with a unique sense of design, humor
and impeccable quality.
Two Major Factors define the market opportunity:
• SRC has a team of professionals in place with a proven track record in
identifying valuable intellectual property and trends, securing licensing
and solidifying business relationships to insure the intellectual property
rights, designing the product, and delivering of sales is undertaken in a
profitable business model. Our talented team allows SRC to quickly react
to the latest cultural trends by observing early trendsetters/shapeshifters
and bringing high quality products to market efficiently.
• SRC finds itself in a consumer product/art renaissance in which a formally
niche, but still very sophisticated movement is expanding rapidly and
is embraced by thousands of hardcore fans with sizeable disposable
incomes, high profile boutiques and the large consumer markets. We
have established ourselves as leaders in this product/art renaissance with
our own fan base, growing popularity and market relevance.
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focus on product
SUPER RAD is a company that is driven by and focuses on product.
Revenue Streams:
There are many revenue streams benefiting SRC, such as the Boutique Market, The Specialty Market,
The International Market, The Internet Market and The Straight To Consumer Market. Although we do
not currently sell to The Mass Market, we are exploring different methods and strategies to integrate
into this market, while concurrently retaining the integrity of our artists, licenses, brand name and
product offerings. Historically, our main revenue stream has been generated from the wholesale of
products into the Boutique Toy Market, which serves as our testing ground for each products viability.
As a product is proven to be viable in the Boutique Toy Market, we continue our efforts to roll it out
into the Specialty Market (retail chains with less than 700 locations). The success of our licenses over
the past year in the Boutique Market has garnered the attention of many specialty retailers and we are
expanding operations to accommodate a ramp up in production to meet the demands of this very
powerful and influential Specialty Market.
Another revenue stream comes from direct sales to the consumer through the Internet. SRC plans to
employ this method in two instances – as a proving ground for licenses before taking them to retail, so
we can control our own retail, and for specialized and limited edition runs.
The projected revenue over the next three years according to this plan is driven largely by wholesale
sales to The Specialty Market, with little projected in the way of straight to consumer sales.
Manufacturing StrategY:
SRC manufactures its products in Asia, and experience has proven that our factories are reliable and
the products are well made and of high quality, accurately matching samples. We use very detailed
letters of credit to assure compliance with the samples, and quality control experts are in place
internationally. The production capabilities of our manufacturing partners are readily scaleable to 100s
of thousands of units per month as needed. Manufacturing costs are low, allowing us to set wholesale
prices that are extremely competitive within our business scope while holding strong margins.
SRC test for Phthalate levels and have Phthalate free products as well as lead free paint.
We comply with the CE regulations and EN71/AS1647.
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executive team
Christopher J. LeClerc
CEO
Chris has over 15 years of investment and executive management experience, he has bought and
managed several private and public companies in his career, his last he grew from zero to 16 million
in sales in 18 months through internal growth and acquisitions. Chris started his career on Wall Street
with Merrill Lynch, he was also a successful OTC trader for several Wall Street firms including MH
Meyerson, Mercer Partners and ETG. In 2000 he founded an investment fund with the strategy of not
only trading but investing and building companies through not only internal growth but strategic
acquisitions as well. He currently is the managing director and CEO of Piscataqua Growth Capital, a
fund which specializes in early investment in companies as well as trading and hedging across a wide
range of financial products. Mr. LeClerc holds a BS in Finance from Saint Anselm College in Manchester,
NH. He currently resides in Dover, NH with his wife of 10 years and their four boys.
Simone Richlin
President
Simone Richlin is a partner in Super Rad Toys, Inc., a Los Angeles-based company producing highquality,
cutting-edge vinyl collectibles.
Richlin has been an avid art collector for many years, specializing in Japanese folk and pre-Colombian
art, much of which she has since donated to museums.
French-born Richlin, who spent her earliest years in hiding from the Nazi forces that had invaded
France, moved to California as a teenager to attend school. While she did not complete her formal
education, she proved to be a natural and spirited entrepreneur.
After a short stint in her early twenties working for a publishing company, Richlin dabbled in a litany
of creative professions, including owning a needlepoint store, importing antiques, and collaborating
with well-respected chefs from Los Angeles’ finest restaurants to teach cooking classes to the public.
Her passion for cooking as well as travel led to an eight-year partnership with noted chef Mario
Vincenti, with whom she produced videos about Italian food and restaurants for the Italian Chamber of
Commerce. Richlin has also worked as an interior decorator, and assisted in the office of her husband’s
medical practice.
In the late 1980s, her youngest son, Sidney, at that time a college student, approached her with a
business proposal—he wanted to make hats. Together, over the next seven years, Richlin and her son
built a very successful company manufacturing hats and jackets for such clients as Disney, NASCAR and
various movie projects.
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executive team
In 2006, Sidney, then involved in the toy industry, once again inspired his mother professionally,
introducing her to Jonathan Cathey, who shared with Richlin his concept for a truly original line of
vinyl collectibles. With Richlin’s passion for more traditional, high-end art and Cathey’s background
in contemporary and pop art, the pair married their ideas and talents and together launched SRC
in December of that same year. SRC has since met with much success, with such inventive vinyl toy
collections as the Ningyo Project and Mister Cartoon’s The Lost Angel.
In her spare time, Richlin maintains an Internet company, Nana From Mars, which sells t-shirts featuring
her grandchildren’s drawings, with proceeds benefiting hospitals, churches and other charitable
organizations.
Richlin, a mother of three sons, lives with her husband of forty-eight years in Los Angeles.
Sidney Richlin
Chief Development Officer
Sidney Richlin is a veteran retail executive with wide ranging experience in the licensing and
manufacturing of consumer products. Since the early age of 21, when he was named to a NBC top ten
list of young entrepreneurs, Mr. Richlin has been involved in several successful startup ventures. His
expertise in the identification of new product ideas and the securing of patents and licenses for these
products led to early success in the apparel industry with licenses held from over 100 colleges as well
as deals with music heavyweights including Prince, Michael Jackson, Ozzy Osbourne, and the House of
Blues. Mr. Richlin’s companies rapidly grew to service several major national accounts such as Disney,
Oakley, Mervyns, Cirque du Soleil, No Fear, Kikwear, and Six Flags.
Mr. Richlin’s successes in the licensing and sales of clothing led to the purchase of an established
clothing company with major market accounts which he merged with the launch of his newly opened
18,000 square foot state of the art manufacturing facility. Through Mr. Richlin’s business development
and recruiting efforts, the new entity grew to 150 employees and $5 Million in worldwide sales within
the first few years of operation. By the late 90’s, companies under Mr. Richlin’s control owned hundreds
of licenses, several patents, and had successful retail locations nationwide which prompted NBC to
feature him in a special presentation of up and coming entrepreneurs.
In 1999, after the successful sale of his manufacturing and apparel company, Mr. Richlin founded Vital
Toys. By 2000, ToyFare magazine recognized Vital Toys as one of the leading companies of the new
millennium. Under Mr. Richlin’s guidance, Vital Toys has utilized its first mover advantage to quickly
become a market leader within the expanding Hip Hop marketplace. Mr. Richlin was able to put
together a partnership with one of the leading Rap stars in the world, Snoop Dogg. With Snoop Dogg
by his side, Mr. Richlin was able to create a huge buzz as a result of his first Snoop Dogg figure which
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executive team
was proximately featured in Snoop’s From The Chuuch to The Palace music video. At the 2004 New
York Toy Fair Tradeshow, CNN Headline news picked Vital Toys to interview about its unique products
and of course the changing climate of the toy industry.
In 2005, Mr. Richlin Designed a line of wearable MP3 players that are designed to look like a Boom Box,
Heart, Cross, etc. Mr. Richlin brings more than 20 years of expertise in the toy business to Super Rad
Toys.
Brian Lehmann
Chairman and Vice President of Operations
Brian Lehmann has over 22 years of business and technical experience in the outsourced services,
software and technology fields, with particular strengths in corporate development, marketing,
product management, business development and software development. He was instrumental in the
success of two high-tech startup companies, where he developed technologically advanced products
and positioned them as industry leaders and profit makers.
Mr. Lehmann currently serves as an Advisory Board Member at MyRapidMD Corporation and Liska
Biometry, Inc.
Mr. Lehmann currently serves as Chief Executive Officer at Prestige Employee Administrators, Inc.
that provides Outsourced Human Resources Services for over 250 Small & Medium Businesses in
the 32 States. Mr. Lehmann directs, motivates and coaches cross-functional teams resulting in the
achievement of business objectives including sustainable top line growth, increased profitability with
very low attrition due to increased customer satisfaction. Mr. Lehmann is responsible for Increasing
Gross Revenues 514% from 2005 to 2007 from $30.8 Million to $189.4 Million.
Mr. Lehmann has lead company to be selected as Inc. 5000 fastest growing companies private in
America, 2008.
Ranked No. 652 out of Inc. 5000 Awarded Fastest Growing Private Companies in America.
Ranked No. 32 in the Top 100 Human Resources Companies.
Ranked No. 51 in the Top 100 Businesses in New York-New Jersey-Long Island, NY-NJ.
Ranked No. 89 in the Top 100 Inc. 5,000 Companies by Gross Dollars of Growth
Prior to Prestige Employee Administrators, Inc., Mr. Lehmann served as Senior Director, Global
Government Solutions Group at Symbol Technologies, Inc. that provided mobile data solutions for all
government agencies. Mr. Lehmann was responsible for Government Affairs, Government Relations,
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Business Development, Sales, Sales Development, Channels Development, and Market Research.
Prior to Symbol Technologies, Mr. Lehmann served as Corporate Director of Product Marketing at Motorola,
Inc. that provided mobile data solutions for the public safety industry. Mr. Lehmann was responsible
for seven wireless mobile products and two marketing departments across the Northeast and Midwest.
He was responsible for Product Marketing, Product Management, Government Affairs, Marketing
Communications, Business Development and Market Research.
Prior to Motorola, Mr. Lehmann served as Vice President of Marketing and Product Management as Software
Corporation of America, Inc. (SCA) SCA provided mobile data solutions for the public safety industry. Mr.
Lehmann was responsible for two wireless mobile products. Mr. Lehmann designed the company’s first
wireless product line and reshaped the industry with software that quickly became known as the most
technologically advanced of its kind. Motorola, a $29 billion global provider of integrated communications
solutions, recognized SCA’s leading industry position and acquired the company in 1999.
Prior to Software Corporation of America, Mr. Lehmann was President & CEO of a technology consulting
firm specializing in Executive Information Systems for the financial community. As President and CEO of
The Lehmann Group, Mr. Lehmann managed all key areas of the company, including marketing, sales,
and technical, and grew the company at a rate of over 40% a year. Accounts included world-class financial
institutions such as Chase Manhattan Bank, American Express, AIG, Citibank, and Morgan Bank. Mr.
Lehmann sold the company to SCA in 1994.
executive team
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Key supeR rad products
According to the Licensing Letter of New York,
“licensed toy sales in the U.S. rose 9 percent totaling
$7.88 billion, up from $7.25 billion the previous year.”
SRC has been able to acquire the best licenses for very little in the way of upfront fees and will
continue to do so into the future as our product lines expand.
Ningyo Project: Gosho Doll
The Ningyo project was conceived initially as a research project. One of the SRC founders is an avid
collector of Japanese folk art which is displayed in glass cases. We ascertained that there was an
uncanny parallel between that nature of collecting and displaying/curating the collection to what has
happened in the collectible, designer market over the last several years. People are displaying their
collections in glass cases as well, treating the collectibles with the same care and the same manner as
traditional art sculptures. From that moment we decided to create a research project which was mainly
an in house introspection. The initial concept was to explore the possibility of writing a book about
Ningyo and draw parallels between the art of doll making then and now. When undertaking our
research on the evolution and development of doll making, we came across distinct parallels between
the Ningyos of Japan and the designer vinyl collectibles we now produce. This parallel was even more
visible when comparing Ningyos to the platform projects we see today. Artisans, moldmakers and
sculptors from fairly modern times, dating back centuries, would in fact create a universal form figure
template which would be passed on to artists and collectors who would design these forms reflecting
and projecting their political, spiritual and superstitious points of views, be it hard-lined or parodied.
As the project evolved and develop, management decided to turn this project into the three
dimensional form, making small print runs in an effort to retain the unique nature of this project. We
have gone past the internal research phase and would like to present the Ningyo project: Gosho doll
to all who believe in the heart and soul that is the Ningyo project. This is not a platform project in the
traditional sense; this is a comprehensive study between the nature of artist, form and the collector.
The idea behind it was whoever collected these pieces from the artists had a connection to that artist,
embracing and championing the aesthetic/point of view of that artist. In a sense the Ningyo project:
Gosho doll is also a sociological study.
It has been observed that the difference between historical artist and the modern day artist cannot
be differentiated to any great degree and no material difference exists. The themes are relatively the
same; hope, love, acceptance, spirituality, superstitions, political ideologies, radical, liberal, humor, etc.
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Key supeR rad products
Ningyo project: gosho doll is the catalyst to present these themes. The only differences in centuries
past and today are technology, the market and the pop culture theme. This project appears to be
unique and management hopes that SRC’s customers are motivated by this innovative concept and
hopefully understands the communion and link between artists and collectors. This project has broad
appeal to collectors and any individual who has a point of view and wants to express it through the
Ningyo form. This is a study in interpretation as well as a study in traditional art and the application
of the traditional into the world of contemporary art, keeping the heart and spirit of the form intact
and letting it evolve in a commercial venue. Management believes that the Ningyos that we will be
developing, manufacturing and marketing to collectors of every walk of life evolve to a point where
they are in demand and truly connect to all collectors.
Currently, SRC has 11 artist-designed gosho dolls on the market. In addition, SRC is actively
developing four more Gosho to be released in the near future. These dolls are certain to be in high
demand by serious collectors, since only 500 of each design will be produced. Each doll is 8” tall with
three points of articulation, packaged in a unique window box also designed by the artist that includes
spot UV coating and silver foil logo for added detail. On average, the dolls retail for $80 USD. The
company also sells a blank version of the gosho doll for customers to design, which retails for $50 USD.
Facts about ningyo project: gosho doll:
Nin=human and gyo=form. These are dolls that are not necessarily intended to be played with by
children, but purchased by collectors and art enthusiasts. These figures coincide with the long form of
the word doll; i-dol. The Ningyo’s function is to provoke, invoke, fear, revere and inspire. The Goshos
are wearing an eboshi, or court cap, which accentuates their noble decent. The category of gosho doll
that we decided to re-create is called Tachiko.
The doll we chose is a gosho doll, meaning from or of the Palace of Kyoto. The gosho doll is wearing a
hat that represents it’s of noble descent or a member of the court, thus the hat is known as a court cap.
The doll is carrying a rope which symbolized good luck. The figure would use the rope to pull in ships
carrying treasure and other fortunes. Only 500 of each design will be manufacture and marketed as a
collector’s series.
Using the gosho doll as a template and keeping the heart and spirit of the form intact, SRC enlisted a
diverse group of talented artists to design individual gosho dolls. Participating in the project are such
notable artists as Frank Kozik, Dalek, Tokidoki, Craola, Donny Miller, Tara McPherson, Nathan Cabrera,
Den (FUCT), COPE, AXIS, Hi-Calorie, DAMON, Gary Baseman, Kwest One, Mari Inukai, Plasticgod, Eric
So, Junko Mizuno, Sun Min, Pocket Full Of Monsters, Mad Barbarians, Joe Hahn of the rock band Linkin
Park, as well as company co-founder Jonathan Cathey.
In addition to the Ningyo Project, SRC collaborated with world-renowned tattoo artist Mister Cartoon
to create a vinyl collectible called The Lost Angel, a veritable ‘vato’ from East Los Angeles. This 14”
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Key supeR rad products
rotocast collectible (16” at the top of the angel wings) has five points of articulation and is currently
available in grayscale, red, gray and green, and comes with cut ‘n sew Joker Brand Shirts, pants, socks and
Joker brand boxer shorts. Major features include two pairs of interchangeable NIKE sneakers (Cortez and
Air Force 1’s, both designed by Mister Cartoon), a copy of the exclusive gold and diamond necklace by
SA Studios, and a miniature T-Mobile Sidekick with an 180 degree rotating front panel screen. The Lost
Angel also comes with a boombox tagged by Mister Cartoon, as well as elaborate pad-printed signature
Mister Cartoon tattoos on the chest, back, arms, stomach and shoulders. This highly detailed collectible is
packaged in an artist-designed flip-door magnet lock window box featuring embossed and foil logos and
retails from $130-$150 USD.
Dr Seuss
Theodor Seuss Geisel was an writer and cartoonist best known for his classic children’s books under the
name Dr. Seuss, including The Cat in the Hat, Green Eggs and Ham, How the Grinch Stole Christmas and
One Fish Two Fish Red Fish Blue Fish. His books have become staples for many children and their parents.
Among Dr. Seuss’ trademarks were his rhyming text and his outlandish creatures which displayed pathos,
struggle, and frail yet tangible utopian ideals. He wrote and illustrated 44 children’s books. His books
The Cat in the Hat, The Grinch and Horton Hears a Who! have been adapted into films, and the musical
Seussical; an adaptation of all his books.
SRC has entered into a license with the estate of Dr. Seuss to produce toy characters from the Dr. Seuss
book series. A license granted from the Dr. Seuss estate has been pursued by such companies as McFarlane
Toys, Mattel, and Jakks Pacific. Our first offering will be Horton Hears A Who; accompanied by the 20th
Century Fox/Blue Sky Studio animated release this coming March 14th, 2008. We are also celebrating the
50th anniversary of The Cat In The Hat and The Grinch Who Stole Christmas by releasing figures designed
by selected artists specifically retained by SRC for this project. This is the first time that the Dr. Seuss Estate
has approved reworking their brand allowing artists to work outside of the traditional Dr. Seuss color
pallet.
Tootsie Roll Industries
Tootsie Rolls are a chocolaty chew candy that has been manufactured for more than 100 years. The
cylindrical cocoa-flavored candies come individually wrapped, and are an American cultural icon. They
are one of the best-selling candies in America and throughout the world today. SRC is very excited to
be working with artists such as Sket One to revamp and rework the various Tootsie Roll Brands including
Junior Mints, Dots, Sugar Daddy’s and Blow Pops. So far we have received great praise from Tootsie’s
corporate office and they are excited we are helping to reshape the image of Tootsie and its many brands.
SRC is also in negotiations with a candy distributor and wholesaler to collaborate on a line of Tootsie
Figures that would come packaged with actual candy. This will open up new distribution channels for SRC.
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Key supeR rad products
Love Is…
SRC has teamed up with one of the most recognizable and loved comic strips, Love Is... The first waive
of figures are in production and will ship just in time for Valentines Day 2008. SRC has been working
closely with the Casali estate to revamp the brand and bring it to life in a three-dimensional form. This
license has opened up new distribution opportunities for SRC including Hallmark Stores, JC Penny’s,
and various children’s boutiques.
Love Is... (the title includes the ellipsis mark), began as a series of little love notes that Kim Grove
drew for her future husband, Roberto Casali. The strip was first syndicated in 1970, and one of her
most famous drawings, “Love Is...being able to say you are sorry”, published on February 9, 1972, was
marketed internationally for many years in print, on cards and on souvenirs.
Love Is... is a single-frame strip. The upper left-hand corner starts a simple phrase which always begins
with “Love Is...”, the drawing appears in the middle, and the remainder of the phrase at the bottom.
The phrase is always uplifting, motivational and occasionally serious. Each strip is independent of the
others; there are no “series” of strips running for a period of time covering the same topic.
The main characters are a male and a female (who are not named). The male has dark black, short hair
while the female has light, waist-length hair. The characters have been featured in various stages of
romance: just meeting, boyfriend/girlfriend, and husband and wife. They appear to be quite young,
looking like toddlers; however, they are apparently supposed to represent adults. When featured as
husband and wife, at times a child or children will appear who are much smaller than them, but never
more than two children, a boy and a girl. The boy and girl have the hair coloring of their opposite
gender parent (i.e., the girl has her father’s black hair, while the boy has his mother’s light hair).
The children have been featured both as infants and as elementary school age; they have not been
featured as teenager.
Other Current Licensed Properties
In addition to the licenses featured above, Super Rad Toys has the right to produce and market various
products for the following licenses: Frank Kozik, tokidoki, Jesse Hernandez, Justin Bua, Wild Ones, and
Patrick Nagel to name a few.
Future Licenses
As SRC expands its operations, we will continually be on the lookout for licenses, brands, and
opportunities that fit into our business model in order to maintain our position as key player in the
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Key supeR rad products
Toy and licensing industries. We are currently working on licensing deals with Marvel Comics, Warner
Bros./Hanna Barbera/Looney Tunes, Dreamworks, and United Media to produce Peanuts figures.
Licenses will be based on the following criteria:
• Cost – It is our policy to negotiate terms with minimal upfront costs and guarantees, thereby limiting
the financial risk of the product until the figure or other item is test marketed and the overall
potential is determined.
• License Scope – It is our first preference to gain a Master License with a worldwide territory. If a
worldwide Master License is not available, SRC will, under the right circumstances enter into a license
agreement that is more restrictive from a geographic perspective.
• License Potential – A detailed market analysis is performed for each potential license before it is
acquired to determine the overall viability of the products once produced.
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sales & marketing
SRC keeps the cost of a product to the end consumer reasonable, while maintaining high margins for
both our company and our retail partners. On average, an 8 inch figure will cost between $12 to $20
to manufacture. This figure will sell to a retailer for $45 to $55 and they will resell it for $90 to $110 to
the end consumer. Investment will be used to expand our sales team and increase marketing efforts
directed at large Specialty Market Retailers as well as key Mass Retailer partners.
Sales Force:
Sales are the lifeblood of our company and we will work to attract, motivate and retain the most
qualified people available. The core of the initial sales force will be expanded to include a VP of sales
to oversee a team consisting of five key individuals: a Sales Director in charge of Major Accounts
and four outsourced sales representatives in charge of exclusive territories. Sales personnel will be
compensated with competitive salaries, commissions, stock options and a bonus structure based on
performance.
Marketing Efforts
SRC will have little in the way of traditional marketing costs such as TV and Print to begin with. The
opportunities to promote a toy product to retailers generally have a lower marketing cost as the group
of buyers is small and the products must speak for themselves. With this in mind, mostly marketing
expenditures that directly target this limited group of individuals will be undertaken including:
• Publicity and Word of Mouth: This is by far our most effective weapon in the promotion of our
products. Because of the nature of our licenses and the fame of the individuals either associated
or profiled by the license, SRC has been extremely successful in getting the word out about our
products in all public arenas. We have great success with Artist signings which promote a particular
release. Our signings attract the who’s who in Hollywood, fans, as well as the hardcore collector. The
artists we work with consistently appear on Television, Radio, and in Print to promote the products
that are either made in their likeness or products incorporating their art.
• Tradeshow and Showroom Presence: SRC plans to attend between 4-8 tradeshows a year. These are
great opportunities to directly interface with major buyers, write future orders, and interact with the
press.
• Print Advertising in Buyer Focused Magazines: SRC will place a few select advertisements in industry
magazines that target specific buyers. Ads are placed to coincide with tradeshows and special
releases by SRC.
• Direct Mail/Catalogs/Brochures: Print materials and sample products will be sent out to key buyers on
their request.
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sales & marketing
• Promotional Opportunities: In certain instances, SRC will engage in Sponsorship, Collaborations,
and Promotional Opportunities to increase brand awareness. These promotions will be tailored to
individual products and will be undertaken with promotional partners. For example, we are currently
working with an artist Cope and Keds, famed footwear manufacturer and Paper Denim for an
exclusive gosho doll release that will come packaged with a pair of limited edition COPE2 Keds and a
Paper Denim Hoodie for the gosho.
Retail, not just for Music Anymore stated the perspective of the music industry: “We are heavily into
lifestyle products…the key to survival is the ability of independent retailers to…become one-stop
pop culture destinations. You need customers to buy a CD, a DVD, a Magazine, a Comic, and a Toy. If
relying solely on CD’s they would have been out of business years ago…We’re talking about clothing
and action figures toys…you’ve got 50 plus points in an action figure and we’re lucky to make 15
points on a record.” – excerpt from Billboard Magazine
The majority of the SRC’ marketing campaigns will be grass roots in nature and focused solely on
generating revenue. Future campaigns will be designed to be unique and cost effective. Up to the
present time our sales have been increasing due to brand loyalty, high quality products, effective street
marketing campaigns which include Blogs, zines, magazines, trades and periodicals and aggressive
product release strategies. All of which position us in the top tier of manufacturers. Through these
efforts we have been able to successfully develop the major distribution channels vital to future
expansion.
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competitive landscape
Mattel, Hasbro, and Lego account for over 50% of the US toy industry. The top retailers are Walmart,
Target, Kmart, and Toys R’ Us, which together amount to 60% of all domestic retail toy sales.
Many factors influence the success of a given toy or product line, including play value, perceived
worth, eye-catching design, innovative line extensions, creative marketing, proper in-store exposure,
collectability, and reasonable availability. However, it is most likely a combination of factors, plus
positive word of mouth that make a particular toy or category a best seller. In spite of the domination
of the toy industry by several large established companies, smaller companies that are able to move
quickly to recognize and act on trend changes in popular culture have been able to carve out strong
niche markets. Some of these include Jada Toys in automotive collectibles, Kidrobot in Urban Vinyl
Figures and most notably MGA with the Bratz. SRC has been carving out its own niche and gaining
credibility in the world of Pop Culture Art.
Target Markets
SRC will in the future continue to focus on the emerging Pop Culture Art market for licensed toy and
product opportunities as its core business. At some point in the future, management will consider
expansion into larger markets that are catching up with the trendsetters and shapeshifters. SRC will
continue to identify the needs and wants of Pop Culture Art collectors and evolve into other niche
marketplaces as the demand arises.
Retail Consumer Base:
We sell wholesale into retail stores that service multi-generational collectors, gift and toy collectors and
loyal fans of the specific artist behind each individual licensed property and product manufactured and
marketed by SRC.
Market Trends
The early response to our existing licenses has been fantastic through strong media exposure and
buyer response. SRC quickly sold out of our first 8 Ningyo Figures and First series of Cartoon figures
and have since received multiple reorders and exclusive purchases from our existing retail customer
base. This level of early success led to our unveiling of many new and exciting licenses and products.
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competitive landscape
As the market trends continue to support the incredible growth within the Pop Culture Art area, we are
positioned to benefit to the maximum level possible.
Territories
SRC will continue to handle sales and distribution within the North American market using internal
sales personnel, sales reps, and distributors. We are also pushing products into new markets and are
presently forming partnerships with leading European and Asian distributors.
Plan For Succ ess
Like all businesses, the success of our company depends upon our ability to attract buyers, convince
them of our ability to deliver product they are seeking and then retain them as future customers the
next time they require our unique services.
Brand Awareness
By packaging all services that are sold under the SRC banner, each success will serve to advance the
company’s profile. We will aggressively seek and pass along our customers’ feedback. The brand will
be furthered through publicity, direct mail, referrals, and small amounts of industry-specific marketing.
Customer Service
One of the most important factors in retaining customers and attracting new ones is the level of
customer satisfaction. We will provide premium customer service with no hidden fees and will
guarantee the satisfaction of our clients.
Motivated Management
It is a well known fact that competition produces greater results than an isolated effort. SRC has
established a stock option plan to reward its management and employees who make contributions to
the success of the company. Sales commissions and bonuses will serve to attract and retain the best
management and employees possible. .
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conclusion
The founders are some of the first to enter into the boutique art toy movement. They continue to
be instrumental in the development of a new consumer savvy market, assisting, collaborating and
supplying companies like KidRobot, StrangeCo and a host of others. Our combined efforts and vision
have changed the face of the retail toy and collectors market and have enabled boutiques to initiate
business here in the U.S. and several foreign countries. These boutique art stores will continue to
promote art, fashion, music and innovative product design.
SRC has a reputation of being an artist friendly company who prides itself in championing the vision
of the artists and creating quality, and well crafted product that holds integrity and value. SRC are
best known for diversifying lifestyle and art centric boutiques by supplying them limited edition vinyl
collectibles.
SRC is committed to giving back to its community and others around the world. The company is
planning to create a special doll for the Shriners Hospitals for Children, whereby a percentage of the
proceeds would go directly to this worthy charitable organization. Additionally, SRC is partnering with
a group of talented female artists from the world-renowned Ardmore community in South Africa to
design 12 Ningyos that will be auctioned off to benefit members of this unique artist colony.
Our lines include Ningyo Project Gosho Doll (featuring world renowned artists Frank Kozik, tokidoki/
Simone Legno, COPE2, Craola, Dalek, Plasticgod, Gary Baseman, Tara MCPhearson, Sun Min, Hi Calorie
design Studio, AXIS, Joe Hahn/Linkin Park, etc). SRC created a potential blockbuster with the Mister
Cartoon Presents: The Lost Angel. This collectible is the first to feature gradient printing on vinyl and
has been labeled the must have art toy of the year. The Lost Angel also features NIKE and a T-Mobile
Sidekick. We are also preparing production for Dr. Seuss, Plasticgod’s Pocket Jesus, Legends of Hip-
Hop, Tootsie Pop, Love Is…, Dolemite, Super Rad Humans, Donny Miller, Travis Barker, Nagel and
many more. SRC has a product plan that will extend well into 2010. It is unique to say that all of SRC
releases sell out and we have the ability to sell entire runs as exclusives (5 exclusives sold in 5 months).
We have a growing market share with a motivated customer base. Our presence is felt on almost every
blog spot, message board, art driven periodical and mainstream periodicals, and EBay. SRC is well
known for having the highest production quality at a well deserved price tag with elaborate packaging
incorporating Spot UV details and embossed foils. We use the best quality factories in Southern China
and we have a Production Manager that is on site to quality control our products.
SRC has earned 100% trust from a very protective art community and management’s relationships
with the artists are that of friends and business peers. Due to these relationships with the industry’s
best artists we are able to motivate content into different arenas like Housewares, Brand Management/
Licensing and a Brick and Mortar Gallery Space. The combined expertise from the management of
SRC will allow the product line to be expanded into Housewares, Gallery, and Brand Management/
Licensing, all of which have the potential to create significant profits. With the knowledge that Kid
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