#50 What Kids Want! Inc. They make huge sales look like child's play.
By April Y. Pennington •
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#50 What Kids Want! Inc.
Working with toys may sound like a lot of fun and games-and itcan be-but it's still serious business for Jordan and StevenKort, founders of the Northridge, California-based company WhatKids Want! Inc. The brothers, who each have more than 20 years'experience in the industry, partnered up to start the company in1999 after leaving their jobs at a toy business. The brothers'combined toy expertise has paid off in their new venture: Salesskyrocketed from their first-year take of $3 million to over $10million in 2003.
Starting out on their own as a homebased business neverdiscouraged the Korts from approaching big-name toy companies, andtoday, product licensing plays an important part in thecompany's success. What Kids Want! holds licenses withKellogg's, PepsiCo. and the "Got milk?" campaign,creating a role-play set for each of them. The Korts also scored alicense with Disney, which was a slight challenge. But usingreferences from longtime buyers such as Target, Toys "R"Us and Wal-Mart, in addition to their creativity, the Korts wonrespect and the license. They now work with Disney to producesidewalk items such as jump ropes, yo-yos, chalk and paddle-ballsets, as well as foam play mats.
The Korts also created, develop and distribute the What GirlsWant line of dress-up/role-play and lifestyle accessories. Alongwith favorites like fairy princess garb, their trendy play shoes,jewelry and other dress-up accessories complete the line. Nowprojecting $12 million to $13 million for 2004, the Korts areproving that toys-and their company-are hotter than ever.
Because they have their products manufactured in China, Jordan,52, and Steven, 47, set up a Hong Kong office within their firstyear and now have 7 employees there; at their U.S. office, theyhave 6 employees. In addition to the United States, What Kids Want!sells its products in Australia, Canada, South Africa and theUnited Kingdom and is seeking distribution worldwide. Although theproducts demand long hours and dedication from the toy makers,"at the end of the day," says Steven, "with thedistillation of product ideas, fitting them within retail productschemes and price points, it's still all about thetoys."
