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SBD/December 19, 2012/Marketing and Sponsorship
Massachusetts-Based OYO Sportstoys Releases NFL Player Building-Block Figures
Published December 19, 2012
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SHELF LIFE: Despite a late start -- the NFL season was about halfway through by the time the toys were ready for the market -- the company is working to get the toys in as many locations as possible, including Dick’s Sporting Goods, airport stores and stadiums. Skripps said that getting the toys in store displays is key to the line’s visibility, but the company also uses social media, including Facebook, a blog on the company’s website and YouTube videos featuring the figures. While Skripps conceived of the line as children’s toys, he said about 50% of the company’s business comes from adult collectors and 50% from parents buying for their kids. The growing OYOs NFL line currently features 123 players, with the Patriots and Giants as top sellers to date. The figure of Jets QB Tim Tebow had high expectations but has disappointed sales-wise. Skripps said, “I’ve got a bunch of him sitting on the shelf. You just never know. We were rooting for the Jets.”