Startup toyco triumphs in U.S. market

These days starting up a new toyco almost flies in the face of reason. The U.S. market isn't growing and consolidation continues apace. Witness Mattel's August buyout of Radica for US$230 million. But industry veteran Roger Shiffman - co-founder of Tiger Electronics who sold the venture to Hasbro with his partner in 1998 - took a gamble. His Bannockburn, Illinois-based Zizzle launched with just one toy in 2005 and has since managed to bring 40 products to market. An additional 60 toys across six categories are planned for 2007, indicating his wager might just pay off.
By
September 1, 2006

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