Mini Case Code : CLIM020
Publication date : 2005
Subject : International Marketing
Industry : Toys
Length : 04 Pages
Price : Rs. 100
To download this case click on the button below, and select the case from the list of available cases:
Ty Inc., plush toy company, Beanie Babies, collectible toys, retired categories, new line of product, pull strategy, marketing strategy, collector's items, top-of-mind-recall, sports range, charity range
* This caselet is intended for use only in class discussions.
** More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.
The caselet discusses Ty Inc.'s hugely successful product 'Beanie Babies'. It describes how a small plush toy meant for kids, went on to become a favorite collectible for all segments, including adults. It also deals with the various product innovation strategies that the toy company adopted to keep the demand intact for Beanies.
Questions for Discussion:
1. How did Ty Inc. achieve success with the Beanie Babies line?
2. 'Ty Inc. retired Beanies at regular intervals.' Do you think Ty Inc. was right in doing this? Justify you stand.
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