One of the fun things about our rankings is the “scorecard” aspect. Who moves up, who moves down. It's our version of ESPN's SportsCenter — for rotomolding aficionados. (Who needs Joey Votto when you have Bob Dunne?)
This year Little Tikes Co. moves way, way up — so far that it's likely to raise some eyebrows. Historically, Tikes
officials refused to talk to Plastics News about their numbers. For years, we listed them at a whopping $200 million in estimated rotomolding-related sales. But in 2005 we launched a major research effort to get more realistic sales, of $90 million, again flagged as a PN and industry estimate. In subsequent years, that dropped to $65 million. We had our reasons: Tikes' sales included more injection molding content, and less from rotomolding, as it expanded its smaller-toy sourcing from China, and we gained more insight from industry experts, including former Tikes management employees.
After we published the ranking last year, General Manager Tom Richmond called to say that Tikes' rotomolded-content sales and total sales are actually much higher. We sat down and he spelled it out. So we changed the sales number, which Richmond provided.
And now Little Tikes stands at No. 3, with $121 million in rotomolding sales.
Bregar is an Akron-based Plastics News senior reporter.