Today’s Kids Toys

In the early nineties, the old Wolverine Toy Company an Arkansas firm that produced metal tea sets and tin doll houses, changed its name to Today’s Kids and began producing formed plastic self-propelled toddlers cars, dinette and kitchen sets and playhouses.   

With the daunting task of going against companies like Playskool, Fisher-Price and other well established national presence and having nowhere near the budgets of those firms, Today’s Kids three boutique ad firms to build their campaign.  Bob Quaglia was the media planner-buyer on the project. 

Since the funds were such that they could not afford an effective campaign in the large, dominant women’s service publications like Ladies Home Journal, Redbook, etc, we decided on a vertical, parent specific campaign in CHILD, PARENTS and PARENTING  magazines with four-color pages, on consecutive months in the introductory schedule.

At the end of year one awareness of the new company shot up by 500%.  By the second year, they had secured distribution in Wal-Mart, Kmart and Toys R Us.

2 thoughts on “Today’s Kids Toys

  1. To Whom It May Concern:
    We have the Today’s Kids Castle Toybox/Bookshelf and would like to purchase Replacement Decals for it. After a long search on the internet, I came across this site and hope it is the correct “Today’s Kids” company.

    Could you please reply and inform me as to how I can locate the Decals/Stickers that decorate the castle? My nephews loved this item when they were using it and we look forward to giving to other children in the family, so they too can share in the Magical fun of having a Castle!
    Thank you for you help,

    • I have the today kids bassinet, tub combo and I too would like to get the crib Mobil replaced for it. My girls and day care children have spent many hours playing with it. Now I’d like my grandchildren and great granddaughter to enjoy it in its enterity. If you find out anything please let me know. Merelda

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