A day at the Workshop
By Tina Benitez -- Playthings, 11/1/2006
Workshop Toys got its start 11 years ago producing private label licensed action figures (under the name Precision Design Workshop, Hong Kong) for adult toy collectors based on popular comic, movie and video game characters like Electronic Arts' American McGee's Alice.
More recently, the company began issuing its own branded figures intended for kids ages 8 and up, such as lines based on Samurai Warrior and American West themes. For its next assortment, Workshop Toys goes literary with designs based on Beatrix Potter: The Tales of Peter Rabbit.
Playthings recently caught up with Workshop Toys director Dave Denton to find out why the company has focused on a younger audience, and the rationale behind moving its offices from Gresham, Ore., to Hong Kong next year.
Q: Why the decision to target a younger market in addition to adults?
A: Adult collectible figures are based on licensed properties, which can be quite expensive to procure. Another reason is that we saw a shrinking of the space for collectible action figures at retail with fewer stores wanting to devote the space to figures of any type. This has meant that only the most popular, most expensive licenses are considered by the stores.
Q: How do you promote your items in retail?
A: As a small company, we have relied on regional sales reps to present our line. For 2007 we look forward to being in more regional shows, as well as printing our first catalog. We have not participated with any retailer to promote our lines in their stores but look forward to doing that in 2007 as we develop our current lines and have time to work on in-store displays.
Q: Tell us about your design and sculpting process.
A: For our current figures, we first have to do a lot—and I mean a lot—of research on what is the correct clothing and accessories. We then sit down with our sculptors in Hong Kong to work on the scale and the details of the figures. [The sculpting is] all done by hand. We generally do a 2X-sized sculpt, so we can get the detail we want, then pantograph that down to our actual production size, generally under 4 inches tall.
Q: Why the decision to move to Hong Kong?
A: I am going to better oversee prototype development in PVC—our core area—as well as wood items. This is the slowest, but most crucial part of product development: getting the first prototype done correctly. Even with VOIP [voice over internet protocol] and email, it is a slow and sometimes frustrating process. And with our Peter Rabbit license, I am hoping to be able to work closer with the U.K. licensing agent, and they are more particular on granting approval on prototypes.
