But somehow even simple toys such as the road rug for toy cars still exist and survive. It’s not just about how Lego, Hasbro, and Mattel are leading the fight.
Even niche players like Melissa & Doug, the midsize toy company founded by Melissa and Doug Bernstein, are joining in and thriving.
They’ve been at it for more than a quarter-century, and they’ve enjoyed at least a 10% growth every year. By 2008, they had 200 employees and $100 million in revenue.
By 2013, they were up to 650 employees and $325 million. And they’ve managed to resists the calls from other companies to collaborate with apps and video games.
So what’s the reason for this unexpected success?