Retail Merchandiser - May/June 2017 - 9

UGLYDOLL/STX ENTERTAINMENT
STXfilms, which has
released such hits as "Bad
Moms," started operations
two-and-a-half years ago,
Aviv says. "We were able to
assemble a group of experienced, major studio [executives]," he recalls.
This includes Aviv
himself, who in his 20
years at Walt Disney
Studios ran both Marketing and
Production, as well as STXfilms Chairman Adam Fogelson, whose experience includes running Universal Pictures
as chairman. But STX Entertainment sought to set itself
apart from its peers.
"The idea was, 'Let's have no silos, let's be more collaborative, let's have no politics and let's make fast decisions,'"
Aviv recalls. "We were uniquely aware of where the stumbling blocks exist at the majors."
STX Entertainment sought to flip the paradigm by conducting business in a more streamlined fashion with fewer
people. "We designed the company not just around the
studio but around a variety of business units," he explains.
These include STXdigital, STXtv which develops both
scripted and unscripted programming, and a virtual reality
business called STXsurreal. "We are all in it together to
figure it out with linked arms instead of silos as it continues to be at the major studios," he says.

Getting Ugly
STX Entertainment's units will all support the "Uglydolls" movie and merchandising, which are based on a
line of plush toys that David Horvath and Sun-Min Kim
developed. The couple met while attending art school in
the late 1990s.
"They started to draw little pictures and send notes back
and forth to one another," explains Stephanie Sperber, the
founder and CEO of White Space Entertainment, which
represents
both STX and Uglydoll. When Kim
returned to South Korea, Horvath
sent her a letter with the sketch of
an Uglydoll character who would
become known as "Wage."
Kim made a Wage doll as a gift
for Horvath, who showed it to
a friend who owned Giant
Robot store in Los Angeles.
"The owner said, 'That's so
awesome, I'll take 50,'" Sperber explains.

Horvath asked Kim to make 50 more of the dolls, which
sold out in a day. "It grew from there," Sperber says. "When
Sun-Min's fingers started to hurt from sewing thousands of
dolls, they formally created Uglydoll."
Today, the Uglydoll universe has expanded to 68 characters that reflect its "very simple, beautifully colorful unique
design," she says. "It's a beautiful blend of Asian and
American sensibilities."
Aviv agrees. "People who see the dolls and hold the
dolls in their hands have an immediate affinity for them,"
he says. "You want to hold it, hug it and
play with it. The fans became incredibly
passionate about the dolls."
Horvath and Kim also branched
into publishing and created "Uglytown," the home of the characters.
"There's a series of books that
explain Uglytown and the relationships between the characters,"
Sperber says. "Uglytown is another
character in the franchise filled
with food, friendship and fun."
Each doll also features a tag that
shows the character's name and gives insight into their
personality. For example, the character of Wage is known
to be a hard worker that likes to make friends with others.

"

"There are very few
properties that ... have the
inherent possibility to be
this big." - Stephanie Sperber, CEO of

"

White Space Entertainment
"We've seen people walk up to a wall of dolls in a store,
read the tag and say, 'That's really not like me,'" Sperber
says. "They then pick up all the dolls and read the tags until
they find the Uglydoll that best expresses how they see
themselves and that creates a meaningful relationship.
"What the tags do is celebrate the weird, quirky parts of
the doll's personality," she says.
That unique and quirky DNA built a successful consumer products business. At its peak, Uglydoll enjoyed $150
million in retail sales, Sperber says.
"It was built on $300 orders at a time, which in the retail
May/June 2017

RETAIL-MERCHANDISER.COM

9


http://www.RETAIL-MERCHANDISER.COM

Table of Contents for the Digital Edition of Retail Merchandiser - May/June 2017

Contents
Retail Merchandiser - May/June 2017 - Intro
Retail Merchandiser - May/June 2017 - Cover1
Retail Merchandiser - May/June 2017 - Cover2
Retail Merchandiser - May/June 2017 - 1
Retail Merchandiser - May/June 2017 - Contents
Retail Merchandiser - May/June 2017 - 3
Retail Merchandiser - May/June 2017 - 4
Retail Merchandiser - May/June 2017 - 5
Retail Merchandiser - May/June 2017 - 6
Retail Merchandiser - May/June 2017 - 7
Retail Merchandiser - May/June 2017 - 8
Retail Merchandiser - May/June 2017 - 9
Retail Merchandiser - May/June 2017 - 10
Retail Merchandiser - May/June 2017 - 11
Retail Merchandiser - May/June 2017 - 12
Retail Merchandiser - May/June 2017 - 13
Retail Merchandiser - May/June 2017 - 14
Retail Merchandiser - May/June 2017 - 15
Retail Merchandiser - May/June 2017 - 16
Retail Merchandiser - May/June 2017 - 17
Retail Merchandiser - May/June 2017 - 18
Retail Merchandiser - May/June 2017 - 19
Retail Merchandiser - May/June 2017 - 20
Retail Merchandiser - May/June 2017 - 21
Retail Merchandiser - May/June 2017 - 22
Retail Merchandiser - May/June 2017 - 23
Retail Merchandiser - May/June 2017 - 24
Retail Merchandiser - May/June 2017 - 25
Retail Merchandiser - May/June 2017 - 26
Retail Merchandiser - May/June 2017 - 27
Retail Merchandiser - May/June 2017 - 28
Retail Merchandiser - May/June 2017 - 29
Retail Merchandiser - May/June 2017 - 30
Retail Merchandiser - May/June 2017 - 31
Retail Merchandiser - May/June 2017 - 32
Retail Merchandiser - May/June 2017 - 33
Retail Merchandiser - May/June 2017 - 34
Retail Merchandiser - May/June 2017 - 35
Retail Merchandiser - May/June 2017 - 36
Retail Merchandiser - May/June 2017 - 37
Retail Merchandiser - May/June 2017 - 38
Retail Merchandiser - May/June 2017 - 39
Retail Merchandiser - May/June 2017 - 40
Retail Merchandiser - May/June 2017 - 41
Retail Merchandiser - May/June 2017 - 42
Retail Merchandiser - May/June 2017 - 43
Retail Merchandiser - May/June 2017 - 44
Retail Merchandiser - May/June 2017 - 45
Retail Merchandiser - May/June 2017 - 46
Retail Merchandiser - May/June 2017 - 47
Retail Merchandiser - May/June 2017 - 48
Retail Merchandiser - May/June 2017 - 49
Retail Merchandiser - May/June 2017 - 50
Retail Merchandiser - May/June 2017 - 51
Retail Merchandiser - May/June 2017 - 52
Retail Merchandiser - May/June 2017 - 53
Retail Merchandiser - May/June 2017 - 54
Retail Merchandiser - May/June 2017 - 55
Retail Merchandiser - May/June 2017 - 56
Retail Merchandiser - May/June 2017 - 57
Retail Merchandiser - May/June 2017 - 58
Retail Merchandiser - May/June 2017 - 59
Retail Merchandiser - May/June 2017 - 60
Retail Merchandiser - May/June 2017 - 61
Retail Merchandiser - May/June 2017 - 62
Retail Merchandiser - May/June 2017 - 63
Retail Merchandiser - May/June 2017 - 64
Retail Merchandiser - May/June 2017 - 65
Retail Merchandiser - May/June 2017 - 66
Retail Merchandiser - May/June 2017 - 67
Retail Merchandiser - May/June 2017 - 68
Retail Merchandiser - May/June 2017 - 69
Retail Merchandiser - May/June 2017 - 70
Retail Merchandiser - May/June 2017 - 71
Retail Merchandiser - May/June 2017 - 72
Retail Merchandiser - May/June 2017 - MCover1
Retail Merchandiser - May/June 2017 - MCover2
Retail Merchandiser - May/June 2017 - M1
Retail Merchandiser - May/June 2017 - M2
Retail Merchandiser - May/June 2017 - M3
Retail Merchandiser - May/June 2017 - M4
Retail Merchandiser - May/June 2017 - M5
Retail Merchandiser - May/June 2017 - M6
Retail Merchandiser - May/June 2017 - M7
Retail Merchandiser - May/June 2017 - M8
Retail Merchandiser - May/June 2017 - M9
Retail Merchandiser - May/June 2017 - M10
Retail Merchandiser - May/June 2017 - M11
Retail Merchandiser - May/June 2017 - M12
Retail Merchandiser - May/June 2017 - M13
Retail Merchandiser - May/June 2017 - M14
Retail Merchandiser - May/June 2017 - M15
Retail Merchandiser - May/June 2017 - M16
Retail Merchandiser - May/June 2017 - M17
Retail Merchandiser - May/June 2017 - M18
Retail Merchandiser - May/June 2017 - M19
Retail Merchandiser - May/June 2017 - M20
Retail Merchandiser - May/June 2017 - M21
Retail Merchandiser - May/June 2017 - M22
Retail Merchandiser - May/June 2017 - M23
Retail Merchandiser - May/June 2017 - M24
Retail Merchandiser - May/June 2017 - M25
Retail Merchandiser - May/June 2017 - M26
Retail Merchandiser - May/June 2017 - M27
Retail Merchandiser - May/June 2017 - M28
Retail Merchandiser - May/June 2017 - M29
Retail Merchandiser - May/June 2017 - M30
Retail Merchandiser - May/June 2017 - M31
Retail Merchandiser - May/June 2017 - M32
Retail Merchandiser - May/June 2017 - M33
Retail Merchandiser - May/June 2017 - M34
Retail Merchandiser - May/June 2017 - M35
Retail Merchandiser - May/June 2017 - M36
Retail Merchandiser - May/June 2017 - M37
Retail Merchandiser - May/June 2017 - M38
Retail Merchandiser - May/June 2017 - M39
Retail Merchandiser - May/June 2017 - M40
Retail Merchandiser - May/June 2017 - M41
Retail Merchandiser - May/June 2017 - M42
Retail Merchandiser - May/June 2017 - M43
Retail Merchandiser - May/June 2017 - M44
Retail Merchandiser - May/June 2017 - M45
Retail Merchandiser - May/June 2017 - M46
Retail Merchandiser - May/June 2017 - M47
Retail Merchandiser - May/June 2017 - M48
Retail Merchandiser - May/June 2017 - M49
Retail Merchandiser - May/June 2017 - M50
Retail Merchandiser - May/June 2017 - M51
Retail Merchandiser - May/June 2017 - M52
Retail Merchandiser - May/June 2017 - M53
Retail Merchandiser - May/June 2017 - M54
Retail Merchandiser - May/June 2017 - M55
Retail Merchandiser - May/June 2017 - M56
Retail Merchandiser - May/June 2017 - M57
Retail Merchandiser - May/June 2017 - M58
Retail Merchandiser - May/June 2017 - M59
Retail Merchandiser - May/June 2017 - M60
Retail Merchandiser - May/June 2017 - M61
Retail Merchandiser - May/June 2017 - M62
Retail Merchandiser - May/June 2017 - M63
Retail Merchandiser - May/June 2017 - M64
Retail Merchandiser - May/June 2017 - M65
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol59issue3a
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol59issue2
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol59issue2A
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol59issue1
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol59issue1a
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol58issue6
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol58issue5
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol58issue4
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol58issue3
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol58issue2
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_vol58issue1
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20171112
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170910
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170708
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170506_v2
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170506
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170304
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170102
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20170102_v2
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20161112_v2
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20161112
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160910_globalsen
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160910_v2
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160910
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160708
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160506_nextgen
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160506_v2
http://digital.retail-merchandiser.com/nxtbooks/knighthouse/rm_20160506
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20160304
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20160304_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20160102_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20160102
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20151112_v3
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20151112_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20151112
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150910_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150910
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150708_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150708
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150506_v3
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150506_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150506
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150304_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150304
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150102
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20150102_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20141112_newnotable
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20141112
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140910_newnotable
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140910
http://www.nxtbook.com/nxtbooks/phoenix/rm_20140708_reprint
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140708
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140708_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140506
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140506_v2
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140506_v3
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140304
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20140102
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20131112
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20130910
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20130708
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20130506
http://www.nxtbook.com/nxtbooks/phoenix/rm_mediakit2013
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20130304
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20130102
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20121112
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20120910
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20120708
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20120506
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20120304
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20120102
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20111112
http://digital.retail-merchandiser.com/nxtbooks/phoenix/rm_20110910
http://www.nxtbookMEDIA.com