The company tells Toy World that expansion into a new territory is currently a ‘safe bet’ – and that there is no bigger territory than the US market.
Toy sales are increasing worldwide; according to the NPD Group, the US toy industry grew 16% in the first six months of 2020, and the growth is expected to continue through to the end of 2021. This, says Omni Alliance, which helps companies expand into the US, means there has never been a better time for companies to grow the global footprint of their toy businesses.
A California based company, Omni is able to bring another toy company under its wing and accelerate its business to the next level, like it did with Stomp Rocket. When Omni first partnered with Stomp Rocket, the brand sold mostly to independent shops. Utilising Omni’s expertise and support, Stomp Rocket has brought new award-winning products such as Stunt Planes to market, increased its overall brand credibility, and expanded its business both online and in brick and mortar chain stores. Stomp Rocket is now considered a shelf staple in the major US chain stores like Target and Walmart, and its Amazon business is six times larger than it was before Omni took the reins.
Toys is the category closest to CEO Mark Weiner’s heart. He explains: “I grew up in the toy business; my father and uncle were distributors who opened a chain of toy stores in New York City, and I attended my first Toy Fair at the age of 10.”
Prior to running Omni Alliance, Mark founded the successful toy & action sports company Street Surfing, which became a phenomenon called the Wave Board. This line of products has been sold all over Europe, the UK and the US since 2005.