Animaland Sees Growth Through Simplicity

New Teddy Bear Stuffing Machine Company Plans for 2006

By Marie Rossiter
January 2006

"Our goal at Animaland is to provide portability, affordability and collectability." — Stuart Sheinman, Owner, Animaland

Bigger isn’t always better when it comes to the toy business. Stuart Scheinman, president of Animaland (ToyShow) — a stuff-your-own-animal company with headquarters in both Las Vegas and Boston — observed that other companies in the market consistently bought into the notion that starting large equals success. He had a different, more practical idea: Allow potential business owners the opportunity to get into the market by creating a portable, animal-stuffing kiosk that makes the business more accessible.

“Many retailers wanted to take advantage of the ‘stuff-your-own-animal’ craze, but felt they needed a large footprint in order to do so,” said Scheinman. “Once we explained that you can generate in excess of $500,000 per year in a footprint that can be as small as 6’ x 6’, many retailers jumped on board.”

“I explain to our operators that if they were to sell just 10 animals per day, our machines can generate a net profit of over $50,000 per year,” Scheinman continued. “Our machines have the capability to stuff over 50 animals per hour and another 500 animals per day.”

The Animaland starting package costs $9,950, which includes a custom portable stuffing machine, 500 animals, 500 wishing stars, 500 birth certificates, 240 accessories and enough stuffing to fill more than 500 animals. It comes with a marketing disk, gift certificates, flyers and other promotional materials.

Scheinman believes that because the Animaland stuffing machine is small and portable, it allows for individuality and creativity. “We have an in-house design and manufacturing center where we can create custom-themed environments for our stuffing machines. For example, we designed and manufactured a stuffing machine for Dolly Parton’s Dixie Stampede in the shape of a covered wagon.”

Animaland is also using technology to move its business forward. In January 2006, Animaland will develop custom Web pages for each of its retailers, and consumers will be able to experience stuffing an animal virtually. “We have many exciting plans to expand our site and its interactivity over the next 12 months.”

In the new year, Animaland will also come out with its first licensed characters: Garfield and friends. It plans to announce six more licenses later in 2006.

Collectibility is another strategy that Scheinman believes will put Animaland at the top of its market. “With our extensive background in the collectibles industry, we provide our retailers not only high quality retail plush animal skin for a low price, but also each one of our animals is individually numbered, and we are retiring animals on a quarterly basis.”

Scheinman has big plans for the future. “Currently Animaland has over 250 locations operating in 15 countries. We are in aggressive growth mode and are planning to roll out another 750 locations over the next 12 months,” he said. “Five years from now, we are hoping to open 7,500 locations in 50 countries worldwide and spread our exciting and interactive experience globally.”

With its innovative business plan, affordable and collectible merchandise, and ability to remain true to itself in a highly competitive market, Animaland maintains that the key to its current and future success is keeping things simple and focused on the business owner’s and customer’s satisfaction.

Animaland Double Stuffing Machine by ANIMALAND

This new plush animal stuffing machine enables its operator to stuff two animals at the same time. Perfect for parties and corporate events, this machine can stuff more than 70 animals an hour. 11/28/2005

Down Under Koala by ANIMALAND

It's always a g'day with this Koala. Plus, you don't have to go outback to get him. 12/21/2005 (MSRP: $19.95; Age: 3 and Up)

Milk Chocolate Cow by ANIMALAND

This cow is udderly wonderful. Soft and snuggly, she can be stuffed using an Animaland stuffing machine. 12/21/2005 (MSRP: $19.95; Age: 3 and Up)

Limited Edition Horse by ANIMALAND

One of Animalands limited edition plush animals. This horse will make any cowboy or cowgirl throw their hat in the air! 12/21/2005 (MSRP: $19.95; Age: 3 and Up)