Spin Master products such as the magnetic action figures known as Bakugan Battle Brawlers and the Air Hogs line of model planes can be found in the bedrooms of just about any boy under 10, writes
Christopher Palmeri. But the company is truly treading dangerous waters with a new doll collection -- dubbed "Liv" -- that's targeted to girls aged 6 to 10.
"The odds are against any new
product succeeding," Needham & Co. analyst Sean McGowan says bluntly.
The founders of Spin Masters are three guys who met at the University of Western Ontario in the 1990s. Their success
has been built on one simple premise: They think more like boys than like corporate executives, writes Palmeri. "Their main goal: Making toys that are cool."
They may just prove analyst
McGowan wrong. After years of research, the Liv line rolled out in July and the $19 toys have become top sellers at Wal-Mart and are the No. 2 doll at Target in terms of shelf space.
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