Uglydolls Sit Pretty in 3,000 Stores

Plush Pals Make “Different” Cool

By Elizabeth Greenspan
October 2007

“Kids, teenagers and adults … send us photos of their Uglydolls. They don’t just sit on the shelf; they’re friends.” — David Horvath, Pretty Ugly LLC

Uglydoll plush toys are so ugly they’re cute. The first Uglydoll was handmade by Sun-Min Kim as a present for David Horvath in 2001. Now, the two are married and have a houseful of big and little Uglydolls, key chains, T-shirts and more. David and Uglydoll's Director of Operations and Sales Alita Friedman (her comments are in italics) told TDmonthly Magazine in their own words how David and Sun-Min grew the company from one ugly doll into a booming business.

MOM-AND-POP APPEAL

My mother was a designer at Mattel. I would see prototypes of the toys she designed and wondered why they were more beautiful than the toys made to be sold.

I knew I wanted to make toys, but I didn’t want to work for a big toy company. The mom-and-pop-shop system attracted me because the people who make the toys sold in these stores make the toys they want to make.

STUDENTS WITH A PLAN

Sun-Min and I met when we were students at Parsons. We started swapping ideas and became partners. We had a master plan, but no clue as to how we were going to carry it out.

After we graduated, Sun-Min was temporarily living in her native Korea. She made me a doll based on a character I used when signing the letters I wrote her, and I told a friend who owns the Giant Robot store about it.

My friend thought I was pitching a product and wanted to order 20, so Sun-Min made 20 more. I dropped them off at Giant Robot, and that night I got an e-mail — he needed more dolls.

It cost us $80 for Sun-Min to ship the first 20, and it took 17 hours to make a profit. Every time we sold a doll, we put the money back into the company.

UGLY GETS BIG

The first Uglydoll sold in December 2001, and our first mass-production version was made in March 2003. These dolls are identical to the ones Sun-Min made by hand.

Toy Fair [which we first attended in 2003] broke us into the toy industry.

We also go to the gift show in New York, ASTRA and Comic-Con.

Uglydolls were first sold in one retail store, and from there 10 stores, and then we added one store a day for almost two years straight. Then it jumped. We’re now in 3,000 locations, all specialty stores.

NOT UGLY, JUST DIFFERENT

Sun-Min came up with the name Uglydoll. The idea was that people identify strange and different with ugly. It’s such a great way to say that ugly just means different.

We get kids, teenagers and adults who send us photos of their Uglydolls. They don’t just sit on the shelf; they’re friends.

David and Sun-Min created something brand new. Imitators may come along, but they're not the same.

GETTING TO THE NEXT LEVEL

To bring the business to a different level, you have to work hard at finding people who know what it is you’re try to do but who also bring something new. Alita was one of these people.

It’s a wake up call when in school you’re told that you can’t do something and you’re pretty sure you can. If you believe in something, you’ll make it happen. Learn all you can, research like crazy and immerse yourself in the thing you love. Get advice from everyone, and don’t listen to anyone.

Read more about the Uglydolls in our archives. Here’s a sampling of the Uglydolls:

UglyDoll Abima by PRETTY UGLY LLC

Watch the UglyDoll Abima Video
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This Uglydoll is out of control. Abima has his hand in the cookie jar and his mind on the next adventure, which is probably going to involve bouncing off the walls and knocking over expensive stuff. He’s also protective, though, and will always watch out for you. Abima loves to visit his favorite cousin, Wage. This product is a Fall 2007 Parents' Choice Award winner. Launch date: August 1, 2007.
— Pretty Ugly has “come out with some new [Uglydolls] that are great,” Owner Kim Smith of Red Wagon Toy Co. in Woodstock, Vt., told TDmonthly in summer 2007. The plush friends are best sellers in her store.
— Specialty stores have found a niche with the colorful Uglydolls, which are full of personality and never lacking in visual appeal. Perhaps just as much a design fad as a loveable plush collection, these soft, stuffed dolls earned a TDmonthly Top Toy 2007 award for breaking the mold and bringing plush design to a new level.
— According to Sharon, manager of Creative Kids in Columbia, S.C., UglyDolls aren’t just for little kids. “College-age girls like the UglyDolls,” she explained to TDmonthly. 6/25/2007 (Price: $20.00; Age: All Ages) [Add to my Inquiry Basket][?]

Gato Deluxe UglyDoll by PRETTY UGLY LLC

This cat-like creature is 14” in length. He has a red nose and arms curved downward, ready for trouble. Gato Deluxe is also available in three other sizes: Classic 12”, Little Ugly 7” and Key-Chain sized. This product is a 2008 iParenting Media Award winner. Launch date: July 2007. 6/22/2007 (Price: $20.00) [Add to my Inquiry Basket][?]

Black Ice-Bat by PRETTY UGLY LLC

Watch the Black Ice-Bat Video
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Black Ice-Bat (12", also in Little Ugly sizes) is one of several new Uglydoll characters introduced in 2007. Others include Big Toe and TooDee (both in 12", Little Ugly and Key Chain sizes) and Little Sailor Babo (in Little Ugly size only). The 12” dolls have a suggested retail price of $20, the Little Ugly size $10, and the Key Chain size $6.
— These dolls are “unique in the style and design, and appropriate for all ages,” Victoria George of Victoria George Public Relations told TDmonthly. Launch date: January 2007. 1/5/2007 (Price: $20.00; Age: All Ages) [Add to my Inquiry Basket][?]

Cinko Clip-On by PRETTY UGLY LLC

Cinko is shy and quiet but has a funny sense of humor. He likes to waddle around all day and stick his tongue out at people. Hang him on a backpack or key chain, and let him do his best work.
— "They're under $10…(and) have interesting story lines," said Teri Soelter, owner of Teri's Toybox in Edmonds, Wash., referencing Uglydolls as stocking stuffers.
— Uglydolls “have become 'the thing,'" explained Diane Robinson, owner of Silly Goose in Essex, Mass.
— "They make great stocking stuffers because of their size, price and color combinations. People tend to collect all 15 characters with all their various personalities and storied adventures," Alita Friedman, director of operations for Pretty Ugly LLC, told TDmonthly about the Cinko Clip-On. 11/27/2006 (Price: $6.00; Age: 3 and Up) [Add to my Inquiry Basket][?]

HEY UGLY! OX JOURNAL by PRETTY UGLY LLC

This quirky 96-page journal features an embroidered plush cover and Uglydoll Ox. It measures 6 3/8” x 7 1/8”. Launch date: April 2007. 6/5/2007 (Price: $14.95) [Add to my Inquiry Basket][?]

Hey Ugly! Fold & Mail by PRETTY UGLY LLC

UglyDolls and Chronicle Books have teamed up to create UglyDoll airmail — just write, moisten, fold and stamp, and these little monsters will be on their way to friends and family. The 40-sheet stationery pack measures 7-1/8”W x 10”H and consists of five designs. Launch date: March 2007. 5/4/2007 (Price: $8.95) [Add to my Inquiry Basket][?]

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Read what more than 400 retailers have told TDmonthly about toys since 2005 in Toy-Store Owners Talk to TDmonthly.

Writer's Bio: Elizabeth Greenspan edits and writes for trade and technical publications. She has interviewed and collaborated with some of the top practitioners in their fields. She lives in Philadelphia and travels extensively for her work. Read more articles by this author

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