Scores of new toy introductions and another big jump in sales are what Douglas Sapp has on his mind for the coming year.
Sapp, president and CEO of ReSaurus Co. Inc. of Columbus, plans on increasing his toy offerings by 100 percent and his sales by nearly 200 percent in 1999. Sapp has already seen a large increase in demand for his companys toys in the past yearincluding an almost 15 percent rise in profit marginthanks to a good marketplace and his ties to the video game industry.
We are seeing our products move at such a high velocity, that its difficult to keep up with demand, Sapp says.
The company has also grown internally, expanding business space by 31,000 square feet and hiring 15 more employees in the past year.
Though ReSaurus got its start in movie-themed hand puppets such as Flipper and Babe, its mainstay has become action figures, including dinosaurs from The Lost World and Godzilla. This year, Sapp plans to diversify ReSaurus further by adding three toy lines designed to appeal to girls. The products, the companys first nationally televised line targeting this group, include toy horses and collectable dolls. By diversifying his offerings and target audience, Sapp wont be as reliant on any one productthough he has no plan to let his line of action figures stagnate.
Were primarily a boys action company and we will continue to work on that, Sapp says.
The company has 75 items on the market and plans to introduce another 75 this year. Thats more than ReSaurus added in the past two years combined. The company introduced about 25 items in 97 and 30 in 98.
The company also plans on moving more into the video game industry and movie-related products in 1999and expanding its international distribution base. ReSaurus is in the final stage of opening a Hong Kong office, through which international purchases will be run. About 20 percent of the companys business is done internationally, but Sapp expects that to increase to at least 30 percent in the upcoming year.
With this expanded growth, increased revenues and new toy introductions, expect ReSaurus Co. to break the $25 million mark in 99.
ReSaurus Co. Inc.
240 Outerbelt St., Columbus
Top officer: Douglas J. Sapp
Estimated 1998 revenues: $10.5 million
Sales growth, 96 to 97: 838%
Major Clients: Toys R Us, Target, Wal-Mart, K.B. Toys