A 'Gold’-en Opportunity
By Karyn M. Peterson -- Playthings, 12/1/2007
Come 2008, The Goldberger Co. is diving into the deep end! After specializing in baby dolls since 1916, the company is expanding into new categories, beginning with Waterwonders, a line of water toys for babies and toddlers.
“We noticed a hole in the marketplace for soft bath/pool toys for very young children,” Jeffrey Holzman, president and CEO of the New York-based manufacturer, tells Playthings. “Most water toys were very active, often based in conflict/sport games or general roughhousing, and, therefore, left out very young children of both genders, a good number of girls—and most importantly—the actual purchasers of these toys, parents, who might appreciate a fun, innovative toy that did not require a lot of noise, shouting, mess or general hysteria.”
Waterwonders are squishy yet waterproof sea creatures (alligator, turtle, fish, shark, frog and octopus), each with their own names and personalities, that light up when submerged in water. The initial assortment will debut late in 2008, with 12 more being developed. The line is “gentle, soft, non-aggressive,” says Holtzman. “On top of that, [each is] designed to float … so that kids can easily find it and play with it. And it gently encourages them to be comfortable in the water.” Web-based games and a parent community are also planned.
Beyond that, the company is hoping for further expansions in the water toy area, as well as several yet-to-be-announced infant and toddler toy collections. “It’s top secret! Look for them in the future,” Holtzman says.
At the moment, however, all eyes are focused on Waterwonders, the first phase in the larger initiative that’s been in the works since Holtzman took over the company. He notes, “When I became CEO of Goldberger last year, I realized that our competency was actually broader than dolls—it had always been, in fact, in the development of toys [that were] nurturing, educational, safe and certainly fun. I had a sudden insight that this wasn’t exclusively about dolls or girls—and that thinking began to expand my horizons.”
