We first began to sell toys on Amazon as a 3rd party seller in
2005 to supplement our own website (brianstoys.com) and eBay sales
of Star Wars toys and collectibles. By 2009, as our company was
dealing with the Great Recession head on, we became an “Amazon
First” company, meaning the primary focus of our business was selling
on Amazon. By 2014, we had diversified from Star Wars to toys of all
kinds including Play-Doh, Barbie, Marvel, and had grown our Amazon
sales to $7MM. During late 2014, we determined to create and build
our own brands. We had heard a lot about “private labeling” the previ-
ous 1-2 years and understood this could be a tremendous opportunity.
We wanted to build something that could truly scale without limits,
have more control over our supply chain, and utilize our talents for
creativity and innovation to build something new. It was against this
backdrop that we created three successful brands which generated
over $30MM in sales in less than five years utilizing two very different
brand building approaches.