The Futurama is Now

What do Futurama, Bozo the Clown and outsider artist Gus Fink have in common? They represent just a few of the many unique brands offered by Rocket USA, Forest Park, Ill., which is winding down its 10th anniversary celebration this year by lining up a host of new toys for 2008.

“We strive to create lines that are new, innovative and distinct—not chase what’s out there already,” company president and co-founder Michael Perry tells Playthings. “Our philosophy is centered on the idea that stimulating creativity and fun will generate innovative and unique products and brands.”

Rocket USA now offers more than a dozen toy lines, including Futurama die-cast; Bozo Bop Bags; retro robots; designer bobble-headed vinyls and plush; and collectible Buddha figures, keychains, lights and banks.

The company got its start in retro tin toys. “We were working with one of the oldest Japanese toy companies, which was producing miniature reproductions of the classic tin robots and space toys that were popular in the ’50s and ’60s,” Perry says. “We also used some of their tooling to create our own versions of the toys. Even then, we focused on creating retro style graphics, working very closely with artist George Eisner.”

This attention to detail led to a deal with Simpsons’ creator Matt Groening for his then new project, Futurama. “[Groening’s people] asked Fox to contact us about doing some tin toys and the license was born,” Perry says. A wind-up Bender was the first release.

Perry then found the basis for the Buddha Buddha Life collection (www.buddhabuddhalife.com) at a Hong Kong trade show. “I approached the owner of the company about turning them into fun banks ... we agreed to work together building a line around the child Buddha statues he created.” Designer Joy Michel, “a very creative talent” who worked on Beanie Babies, helped developed the line’s styling, Perry says.

Next up, Gus Fink was brought on board to design toys for Rocket USA. “I’ve been collecting art sold on Ebay for several years now and Gus’ work appealed to me because he always had an interesting description about the pieces he created,” Perry says. “After I lost an auction for what I thought might be the first toy product we would do together, I decided to fly Gus in to meet him first hand ... We hit it off great. From there he produced 18 more characters and the Boogily Heads were on their way.”

The edgy vinyls (www.boogilyheads.com) from the newly formed Gus Fink Studios LLC successfully debuted this fall at specialty retailers, including Hot Topic. “We are seeing steady re-orders and great feedback,” Perry says. “Every day we are adding new accounts. That will help us continue to grow.”

Fink also created two plush lines, Boogily Bunnies and Stitch Kittens. The collectible aspects are enhanced with mini comics and trading cards for each character as “added fun for kids,” Perry notes. “We work very closely on defining the line strategies and focusing on collectibles within a collectible.”

Ricky’s in NYC and Hastings are just two of the retailers currently pursuing the lines, says Cesar Vargas, vice president of sales. “We’ve built in a number of chase elements which include rare variants for both the toys and the Mini Comix, and promotional, limited edition buyers’ incentives available only to retailers.”

Rocket USA’s other toys are sold by Cracker Barrel, Hearth Song, Thinkgeek.com, Chicago’s Rotofugi, EntertainmentEarth.com and Urban Outfitters. “Each brand initially appeals to very specific channels, but as our buyers become familiar with one, the other lines eventually make the crossover into more non-traditional markets,” Vargas says, noting that Rocket USA focuses on developing its product lines “instead of just picking up some 'neat’ items here or there.”

Starting early in 2008, the company will debut more die-cast Futurama characters to coincide with new episodes on Comedy Central. Whirl-O Lightning, a light-up version of the company’s bestselling, patented tin top, which Perry invented, will also debut, along with new Gus Fink toys. “Look for Puff Puppies and a unique doll line called Bright Eyed Girls,” Perry says. “We also have an interactive plush line on the boards ... I feel very confident in the products and brands we have put into the market this year and we expect strong follow through into next year and beyond.”