Wild Republic Gives Back

Steve Irwin Action Figures Help Wildlife for Real

“You need a blend of equity, innovation and passion.” — Kim Hammeren, Wild Republic

A love of nature and children gave Wild Republic its beginning after founder G.B. Pillai noticed that gift stores at zoos, aquariums and museums could do better at offering merchandise that reflected the visitor experience. To remedy the problem, he designed and supplied top-quality replicas of wildlife, and showed them to these institutions.

That was 27 years ago, and it didn’t take long for the specialty shops to jump on board. Today, Wild Republic continues to supply these stores. But it since has recruited other retailers, including mass accounts and mom-and-pop stores, to carry some of its 3,500 plush and plastic nature-related products with an educational component.

Maintaining the Focus

“The zoo, museum and aquarium market requires educational content in each package, and we like to keep that component in place for all retail accounts,” said Kim Hammeren, director of special projects. “Our toys are fun and educational.”

But it’s not just the educational emphasis that makes Wild Republic unique: “We pay attention to the details of individual animal characteristics, and we also customize items for retailers,” Hammeren added.

If a museum has a unique exhibit, or a zoo has a new animal that it wants to highlight, Wild Republic will create a custom item, he said.

A License for Conservation

The company’s first big license — an inbound license — is the Steve Irwin line, which was released in conjunction with the 2007 American International Toy Fair in February. It includes the flagship Steve Irwin Talking Action Figure and a “Bindi’s Friends” line featuring the voice of the Irwins’ daughter, Bindi.

The line grew from the company’s pre-established relationship with the Australia Zoo, which the late Steve Irwin owned with his wife, Terri.

“The Steve Irwin concept began with customizing a few items for the Australia Zoo that just flew out the doors in Australia,” Hammeren added. “We think [Bindi’s Friends] will have the same staying power as the Mary-Kate and Ashley brand had with young fans, but this will be all about conservation and wildlife preservation.” 

A portion of proceeds from these product lines will go to conservational causes through the Australia Zoo.

No Recycling Here

The toy industry has been a part of Hammeren’s entire career. Starting with a licensing division of American Greetings called Those Characters From Cleveland, he helped develop the original Care Bears and Strawberry Shortcake, testing the concepts through greeting cards.

People in the toy business need to have a passion for toys and innovative ideas, he said. “It’s gotten to be a recycled world, and there’s so much that goes out the door that’s just an extension of a TV brand. You need a blend of equity, innovation and passion.”

The passion that Pillai had 27 years ago continues today through Wild Republic, which remains focused on the products and the customer, and continues to give back to the world.

See some of the Wild Republic’s products here:

Steve Irwin Talking Action Figure by WILD REPUBLIC

This action figure of the late Steve Irwin, also known as “The Crocodile Hunter,” includes trademark phrases that were recorded by Irwin himself. The line boasts numerous products, including plush items and playsets. Launch date: February 11, 2007. 2/9/2007 (Price: $22.00) [Add to my Inquiry Basket][?]

Audubon Birds Eastern Towhee by WILD REPUBLIC

This secretive bird is found across the eastern half of the United States. He’s part of the Backyard Birds line from Audubon Birds by Wild Republic. Audubon Birds is a collection of original realistic plush beanbag birds with authentic sounds. Wild Republic, the toy brand of K&M International Inc., has partnered with Audubon to create this line of genuine plush birds. Each bird's lifelike design and detailing is the result of input from Audubon. In addition, the authentic sound in each bird has been provided by the Cornell Lab of Ornithology and represents hours, months and even years of extensive fieldwork conducted by expert recordists. The Towhee was launched in 2005.
— “Our Audubon line has the blessing of the Audubon Society because of the quality of our birds. Our sounds were developed by a Cornell University lab,” Kim Hammeren, director of special projects for Wild Republic, told TDmonthly. 11/18/2005 [Add to my Inquiry Basket][?]

Kelby by WILD REPUBLIC

This blue crab is known for his large, round shell. He sits in the bay and watches people on the beach play in the sand. He has two front legs with pincers that he uses for feeding and defense. Crabs can also communicate by drumming or waving their pincers. Though he is shy about making friends, he sometimes gets brave enough to say hello.
— “Wild Republic stuffed animals are probably our best seller,” Melissa Mortington, buyer at Toys & Company in Greensboro, N.C., told TDmonthly.
— “Wild Republic for animals,” were the top sellers for Warren Brown, owner of French’s Toy Shop in Concord, N.H.
— Realistic plush animals are good sellers for most of the 82 retailers surveyed. 6/21/2006 [Add to my Inquiry Basket][?]

Writer's Bio: Terri Hughes-Lazzell is a freelance journalist based in Ossian, Ind. After spending nearly a decade as a daily newspaper reporter, she has worked as a freelance journalist for more than ten years, writing about a variety of topics. Her work appears in newspapers, magazines and specialty publications nationwide. Read more articles by this author

What do you think? Tell us.

Name

Comment

This security feature helps prevent automated programs from posting inappropriate comments.

Please enter the security code in the text box before you press "submit".

Load New Code

Popular Stories

Request Information

Back to TDmonthly's front page

Advertise on TDmonthly

Recent Products Strange Attractor Thinking Putty By CRAZY AARON ENTERPRISES, INC. » More Information By CRAZY AARON ENTERPRISES, INC. » More Information Scarab Illusions Thinking Putty By CRAZY AARON ENTERPRISES, INC. » More Information

Related Articles · Top-10 Most-Wanted Science & Nature Toys (10/1/2009) · Families Flip Over Wild Creations Frogs (9/1/2009) · Are Wild Creations Frogs Worth the Leap? (8/1/2009) · Playmaker: Not Your Typical Monkey Business (4/1/2007) · Awesome Kids Adds Animation (6/1/2007) · Writer Invests Self in All 4 Kidz (8/1/2007)