TDmonthly Magazine!
July 2005 | Vol. IV - No. 7
Sponsored by:

Article Tools:

One-of-a-Kind Merchandise Creates ?Urgency to Buy?

"(W)hen you only have 300 or 500 of something, it only means that 300 or 500 people need to like it, so we can take bigger risks." —Paul Budnitz, owner of KidRobot
The following article is part of TDmonthly Magazine?s continuing coverage of how to compete with Wal-Mart. Click here to read last month´s segment of this ongoing report.

Most independent toy retailers create a merchandise niche by selecting products not sold by mass merchants. Some go further, and stock only toys that cannot be found elsewhere.

The retailer KidRobot stocks hard-to-get and one-of-a-kind designer action figures by such artists as Michael Lau, Eric So, Tristan Eaton and Jamie Hewlett. Owner Paul Budnitz started with a single store in San Francisco in 2002, but KidRobot was so successful that Rudnitz opened two more stores: one in Santa Monica, Calif., and the other in New York City.

KidRobot also commissions special figures direct from the artists, guaranteeing that no other store will carry the same figure. Budnitz, whose background is in art and animation, has even designed and sold some of his own figures, as have some of his staff. With its Run DMC Mez-Itz Set by Mezco, Budnitz and his team took a product that was mass produced and put a KidRobot spin on it by redesigning the clothing and accessories. The product is one of the store?s top-selling items and is currently ?sold-out? on its Web site.

The limited nature of his product ?creates an urgency for buying,? Budnitz says. ?On the one hand, [the customers] keep coming back because the stock keeps changing. And when you only have 300 or 500 of something, it only means that 300 or 500 people need to like it, so we can take bigger risks.?

One of the biggest risks is the price tag. Some of the 12? action figures run as high as $295.95. But Budnitz hasn?t forgotten the smallest collectors: Smurf and Maffy Kubrick collectibles sell for just $9.95.

Catalog Request Form

Popular Stories

Request Information


Back to TDmonthly's front page


Advertise on TDmonthly

Recent Products

LEGO Mixels Series 6
» More Information

Calico Critters - Seaside Cruiser Houseboat
» More Information

Shopkins S3 Mega Pack Of Shopkin
By Moose Enterprise
» More Information

Related Articles
·Top-10 Most-Wanted Collectible Toys
·Top-10 Most-Wanted Collectible Toys
·Top-5 Most-Wanted Collectibles
·When Does Humor Drive Customers Away?
·Keeping High-End Doll Sales High-Spirited
·The List of 10: How to Create a Successful Roster of In-Store Events


Magazine Home     Contact TDmonthly   Advertise Here 
Editorial Calendar   Events & Trade Shows   Media Kit   Request Product Information   PlayZak®

Look up Manufacturers at®

Disclaimer  Privacy Policy  Career Opportunities  Feedback
Use of this site constitutes acceptance of our Terms of Use.
Copyright © 2015 TDmonthly®, a division of®, Inc.