Aurora World USA Makes Plush Irresistible

"Aurora's position in America changed dramatically when we hired the right American management team to partner with us ..." — K.S. Hong, Aurora World

How does a company expand its horizons without taking a financial plunge? Just ask K.S. Hong, CEO of Aurora World (ToyDirectory). This plush manufacturer changed his company’s operating procedures while keeping costs down.

A&A Plush was founded in 1992 in Korea and developed its own distribution center — a key factor in its success — the same year. The Korean headquarters, along with offices in Hong Kong, constitutes its largest division. The United States, Aurora’s biggest market, is the company center for North and South America.

The company changed its name to Aurora World in 2002. Aurora is known for high-quality yet affordable plush items, and its products can be found in upscale toy and department stores as well as in gift chains and zoo shops. Licensed brand names such as the Pink Panther, and the work of designer Sharon Lea Larson, a collection that features Pearls of Wisdom and Precious Gems — plush cats with pearl or simulated gemstone crowns — round out an extensive catalog of must-have collectibles.

Though the company's target customers are infants to tweens, the appearance of Aurora’s cute, cuddly animals in shops that normally attract adults indicates that their appeal is broader. Aurora markets to all age groups.

This month, Aurora will introduce 200 of its newest products, including many new line extensions, for Dress Up — elaborate costumes and accessories for stuffed animals. This could prove even more successful than their best-selling item in 2005, Fancy Pals Pet Carriers, which are travel purses for miniature plush pets.

Hong became CEO for the U.S. division in 1998. "I worked at Aurora Korea developing international business for 10 years before coming to the United States to start Aurora USA,” he told TDmonthly Magazine. “Although I graduated college with a degree in electrical engineering, I started working for Aurora when it was a very small company and have been there since."

Aurora USA advanced quickly when it changed its procedures. "Our most noteworthy moment was when we decided to stop working through distributors and started Aurora's own distribution company in the United States. It was very difficult learning the personal and business culture, and finding and working with the right people in America. Aurora's position in America changed dramatically when we hired the right American management team to partner with us for the future."

Hong sought savvy marketers with experience and explained that the company keeps the cost of its products affordable because Aurora is both manufacturer and distributor. Products are made in China and Indonesia. "The unique designs are highlighted by exceptional fabric and value pricing."

The U.S. distribution model was replicated in the United Kingdom and throughout the world. Aurora's products are sold in 42 countries.

How has he gained the upper edge and adapted to current trends?

"That's always the biggest challenge," he told TDmonthly. "Every year we spend hundreds of thousands of dollars researching and developing new product. We develop 2,000 items and boil it down to 400 new products, keeping in mind trends in every aspect of our varied customer base."

His secret to staying on top comes down to three things. "Hard work, good people and profit. If we don't make a return to our investors, we're not successful."

Here are some of Aurora’s popular and new products: