Retail Merchandiser - March/April 2018 - 30

Amloid Corp.
gives us the ability to provide products at the best cost and with the
most reliability," he adds. "Our technology and manufacturing processes are the backbone of our
commit-

ment and
what allows us
to grow at the
trajectory we're on."
Founded in 1916 by Albarelli's great-grandfather, Amloid
considers itself the "Pioneers of Play" because of its history
of innovative production methods. This includes being the
first company to make an injected-molded sand pail in 1931
and, in 1967, becoming the first company ever to sell beach
toys in netted sets.
Today, the company has two main toy brands targeting
preschool-age children: Amloid Classic, which manufactures beach toys, play sets, junior sports and ride-on toys;
and Kids@Work, a line of junior construction toys. Based in
Cedar Knolls, N.J., the company operates a manufacturing
facility in Monterrey, Mexico.

Top-Tier Partners
Amloid in recent years has focused on designing and producing innovative products as well as invested heavily in
manufacturing processes. "Continuing our vertical investment in our infrastructure while creating new and innovative products with top-tier brands has been the
conduit for us to grow," Albarelli says.
In 2015, the company's Kids@Work brand
joined forces with Crayola to launch the Crayola Building Blocks line. The line features Crayola's distinctive colors and comes with crayons
and decals that allow children to color and
customize their blocks. "We feel there's a
toy for everyone in our assortment," he
adds. "The values of Crayola - such as
creativity, curiosity and color - trend
well within a construction toy pattern."
Last July, Amloid launched a
co-branded line of
30

RETAIL-MERCHANDISER.COM

Volume 58, Issue 2

Tonka Mighty Builders building block products. The company is licensing the Tonka brand name from Hasbro. The
line includes building blocks in a wearable plastic hardhat,
as well as blocks that can be built on and stored in
toy construction vehicles.
"We offer our retailers big brands with
tremendous heritage at superior values and
margins," Albarelli says. "These are brands that
really resonate at the preschool age, and our product development is authentic to these brands."
Both lines have met with positive consumer and retailer response. Though Tonka Mighty
Builders toys have been on the market for only six months,
they've "exceeded all expectations," he adds. "We have high
hopes in terms of it resonating in the retail market, and consumers are reacting well.
"We are investing with both brands Kids@Work's Crayola and Kids@ Work's Tonka properties," Albarelli says.
"We're looking forward in 2018 to expanding not only our
placement in retail but the assortment itself."

"

We offer our retailers
big brands with
tremendous heritage
at superior values
and margins.

"

The Crayola Building Blocks line, which is now entering
its third year, is reaching consumers and retailers worldwide.
"[Crayola] is truly a global brand that has been a conduit for
us to sell more products internationally," Albarelli says. "In
2018, we will be selling to 39 international markets from
the United Kingdom to Japan, and from the Philippines to
Estonia. These are not opportunities we had in the past, so
we are very excited to grow. We're proud and honored to
have a relationship with a brand as iconic as Crayola."

Looking Ahead
The co-branded Crayola and
Tonka lines have helped
propel Amloid to
become the No.
3 top-selling
company
in the


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Table of Contents for the Digital Edition of Retail Merchandiser - March/April 2018

Contents
Retail Merchandiser - March/April 2018 - Cover1
Retail Merchandiser - March/April 2018 - Cover2
Retail Merchandiser - March/April 2018 - 1
Retail Merchandiser - March/April 2018 - Contents
Retail Merchandiser - March/April 2018 - 3
Retail Merchandiser - March/April 2018 - 4
Retail Merchandiser - March/April 2018 - 5
Retail Merchandiser - March/April 2018 - 6
Retail Merchandiser - March/April 2018 - 7
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Retail Merchandiser - March/April 2018 - Cover3
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