The Big Cheese
With his line of talking toys, this former street vendor brings new meaning to the phrase "Quiet as a mouse."
Vital Stats:Jay Kamhi, 43, of Kamhi
World
Company:
novelties and toys for the mass market
2004 Projected
Sales: $5 million to $7 million
Content Continues Below
Street Smarts:
After the Beanie Babies craze fizzled, veteran New York City street
vendor Kamhi was stumped for a new product to hawk. Hoping to
develop his own product to sell via retail outlets, he looked
forward to meeting Beanie Babies creator Ty Warner at a trade
show—but instead of offering contacts or resources to the
aspiring toy creator, Warner just referred Kamhi to his website.
Disappointed but not defeated, Kamhi opted to create his own line
of clever critters.
Eeek! Kamhi
initially came up with nine "Spice Mice" plush keychain
characters, including Tony Mousiano, a nod to Mob enthusiasts
everywhere. With a press of the stomach, Tony Mousiano exclaims,
"Fugeddaboutit," and, "You dirty rat!"
Romantics might enjoy Love Mouse, who sings, "Only you will
make my dreams come true."
"You get rejected so often on the streets, you
learn you can always start again. You get very tough."
Hole-Hearted
Effort: At first, times were tough, especially financially.
"I literally had a hole in my roof," says Kamhi. "I
had buckets and everything." His first six months brought
categorical rejection from major retail chains, gift and auto-parts
stores, though smaller gift shops and individual 7-Elevens signed
on. When a Walgreens buyer noticed his secretaries constantly
playing with the sample mice Kamhi had sent, he ordered a test run
in 200 stores. With a Spice Mice appearance on Live With Regis
and Kelly, demand heightened—Kamhi's mice can now be
found in Advance Auto Parts, Bed Bath & Beyond, Linens 'n
Things, Rite Aid and Walgreens stores.
Novel Ideas:
Bush and Kerry Spice Mice are out now, and look for Kamhi's
latest offering, a line of talking pens called Pen Talkers.