Mary's Milestone

For many veterans of the toy biz, the name Mary Meyer has long been synonymous with quality stuffed toys, an old-fashioned work ethic and a focus on customer service. And though times have changed, these core values remain the same for the company, according to Kevin and Stephen Meyer, president and creative director, respectively, of the plush business their grandmother started at her kitchen table in 1933. What began 75 years ago with simply a plump pincushion and one plucky pioneer, whom they called “Gram,” has grown to include more than 400 products and three generations of the Meyer family, who still run the business out of Townshend, Vt., Mary Meyer headquarters since 1948.

“While our company has evolved over the years, one philosophy has remained constant—we will not market a product that we are not comfortable giving to our own children, the fourth generation of Mary Meyer,” Kevin Meyer tells Playthings. “Be it concerns over safety or other types of appropriateness, we are first and foremost a family company.”

A dressmaker by trade, Mary Meyer's first successful product was a tomato-shaped pincushion, followed by pincushions shaped like Scottish Terriers, which her husband sold door-to-door (and at Woolworth's) for 29 cents. Teddy bears were a natural next step even though, during the World War II years, fabrics were limited to gingham and camouflage prints. By the next decade, a converted barn behind their house served as a workspace for the Meyers and a few employees to create bears, dogs and other stuffed animals for the slowly evolving gift market. The business expanded to a new factory in 1972 and, eventually, employed about 80 on-site staff and 40 home sewers.

“We grew up in a toy factory, surrounded by people who began work each day at 7 a.m. Some of these folks made toys for 25 years,” Stephen Meyer tells Playthings. “There was a tremendous work ethic ... the pursuit every day to create the best toys we could and to try to never say no to a customer.”

By the time Mary Meyer passed away in 1999 at the age of 94, the company she left behind had expanded into other categories of soft products, including hand and finger puppets and developmental infant toys; set up an expansive distribution network around the country at independent toy and specialty stores, department stores and gift shops; and entered the digital age with a consumer website, Bigblackbear.com. Alongside its brick-and-mortar Big Black Bear Shop and expanded corporate headquarters in Townshend, the Meyer family recently added a stuffed toy museum to honor the history of the company and its founding matriarch.

Last month, as the company prepared to commemorate its milestone anniversary year with new toy lines and deals for additional licenses in the baby category, Playthings spoke with Kevin and Stephen about the history of the company and its future goals.

Playthings: How will you celebrate the 75th anniversary?

SM: We will be introducing a line of stuffed animals called StoryTellers. The story theme is very appropriate because we are celebrating a history that is 75 years in the making. Also, the third generation of the Meyer family is raising their own children and reading to them daily. This puts us right in the middle of the target audience for stuffed animals that have a story component. We want to move beyond the impulse toy to the toy parents and grandparents seek out and make a part of their family. We just introduced the Brainy Baby license, a line of educational infant and toddler toys that include activity cards that help parents and babies interact with the toys. New for 2008 will also be a line of sock puppets called SillySox, and a line of soft jigsaw puzzles called PuzzPals. We are sure these will be wonderful, just right for our 75th year.

Playthings: What are your bestselling products?

SM: Stick horses have been in the Mary Meyer line since about 1965. Flip Flops have been a favorite since 2000 [and] this will be the eighth year at or near the top of our bestseller list. Pufferbellies have sold very well the last couple of years. They are plump little animals. A combination of low price and chubby-cute has lots of appeal. The Mary Meyer Baby line has sold very well. We created themes for boys and girls that can be merchandised beautifully and make terrific gifts. The Taggies license has been an important part of the Mary Mayer Baby success.

Playthings: Does the legacy of your company factor in to the popularity of the MM brand?

SM: Mary Meyer's legacy gives us a warm feeling and it is important to some dedicated customers. We occasionally get great letters from parents and grandparents who are now giving Mary Meyer toys to the next generation.

KM: We would like to think that this is important to consumers. I do know that I personally have come to appreciate the significance of being in business for 75 years, for three generations. Not many companies are able to do that ... and there are some folks who do appreciate how difficult that is.

Playthings: How did you get started with MM?

SM: Like my siblings, I began at an early age by sweeping floors. I was paid 25 cents a room—cutting room, sewing room, stuffing room, etc. During my teenage years, I glued on the face details. Most features were glued on, even in the '70s. That was fun because you could create expressions, giving each toy a personality. During summers off from college, I worked in the design department. I learned pattern making from my father, who learned it from Grandma Mary. I learned I had a knack for 3-D design. While still in college, I was creating toys that were actually going to be produced and sold by Mary Meyer. When I was a teenager, Gram was in her mid seventies. She was in the office all day, everyday. My plan was not to work for my family company. After college, I worked as a designer in advertising. A year later, my dad really wanted some help designing so I came back 'for a year.' That was 1988. It's been a long [time] but each year has been better than the last.

KM: I was more of a numbers guy. I enjoyed working in the accounting end of the business, which was where my grandmother was involved. That was interesting and rewarding, but not as much fun as working in the actual factory. Did I always want to work in toys? No, I just wanted to be able to live in Vermont where I could ski and bike and hike, do outdoor things, rather than ride the subway or sit in traffic. I also liked the idea of being our own boss, succeeding or failing on our own. Nobody else to take the blame or get the credit.

Playthings: What are MM's goals for the future?

KM: We don't want to simply be categorized as a 'plush company.' Our product line will continue to evolve by adding more baby items, activity items, perhaps another licensed line. We need to take advantage of, and build on, the Mary Meyer name.