Christmas Comes Around For Pleo Again
Toys like Pleo have a shelf life; for many of us Christmas is the one time we’re prepared to really hammer our wallets and credit cards and, as figures show, prove the industries analysts right. Toy manufacturers enjoy huge profits at this time of the year and it’s easy to see why many of them are happy to market premium products over the festive period. So is the case with Pleo the robotic dinosaur.
Pleo has had a pretty rough time over the last twelve months; manufacturer, Ugobe, went bust and it looked like the great fossil bed in the sky was beckoning. But then Pleo’s fairy godmother, Jetta, stepped in to say the day with a fresh injection of cash and their eyes firmly set on Christmas profits.
So how will this robotic dinotoy fare? It must be said that, in the main, toys have a amazing ability to resurface from time to time (like those hair cuts from the 1980’s) much to the delight of man y a child. Admittedly, manufacturers have a tendency to revitalise their products in an attempt to capture the imaginatinon of children afresh. This robotic dinosaur may not be a prime example having only launched back in 2007 but it shows that, once a product has made a dent in the market, it would be foolish to ignore sales figues. Ugobe’s original Pleo, having been the subject of a bankruptcy case, is making a comeback with the help of Jetta and just a touch of serious investment.
The original Pleo sold very well when it first launched generating huge sales, and profits, for Ugobe mainly due to a clever marketing campaign. Pleo had children and adults alike fascinated by the robots interactive abilities and its ability to learn from its interactions and surroundings. Ugobe certainly hit the makr with Pleo it looked as if the company had a bright future. Unfortunately, even though Ugobe’s had a full order book, the company had racked up some significant debts. The costs associated with the manufacturing and marketing of the toy put a pretty large dent in company profits and, sadly, the company were forced to fold.
So, could a toy that, effectively made the manufacturer go bust, really make a comeback? Industry analysts said no and rumours suggested that Ugobe would be sell of their patented technologies to interested parties leaving no room for a return by Pleo. We all like to see the experts get it wrong and, in this case, they did. The robotic toy was such a success that a number of interested companies decided that Pleo had a future after all. After a relatively short malaise, Jetta bought the rights to Pleo and decided to give him a new lease of life. The key to the future success of the toy is simple; profits. When Pleo originally launched Ugobe achieved huge sales figures and corresponding profits.
How will Jetta make a success of the toy that effectively bankrupted its previous manufacturer? There’s no denying that there’s still plenty of scope for sales potential in particular as we head into Christmas. The potential for big profits is huge and in all likelihood Jetta will have restructured the company and driven down cost by building each unit. You can expect to start seeing plenty more advertisments for Pleo the robotic dinosaur in the very near future.
Will it work? I like to think so. When Pleo first hit the stores there were one two players in a niche with huge potential (the second option being the more costly ride on Kota Triceratops) and Ugobe’s original sales figures suggested that a combination of a lower price tag than Kota and ‘cute’ factor would ensure they kept the top spot for quite some time. Admittedly, there are similar toys hitting the market in the build up to Christmas 2009 but none of them have the appeal, or entertainment factor, associated with the Pleo toy.
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