50 years of Cozy Coupes

Hudson, Ohio — Little Tikes Co.'s 50th anniversary celebration brought together two major U.S. toy executives: Tom Murdough, who built Little Tikes from a small rotational molding company in a barn into a powerhouse brand, and Isaac Larian, the founder of MGA Entertainment Inc., Little Tikes' current owner.

Both men praised employees at the public event on June 21 and an alumni party the next day for about 175 former Little Tikes workers and managers. Visitors toured a new Little Tikes museum showing many of the company's iconic toys. Employees signed their names on commemorative Cozy Coupes and grabbed drinks kept on ice in a vintage Turtle Sandbox.

"I get a thrill from out of seeing Little Tikes continue and move forward. And thank you — all of you — for making it happen," Murdough said. "Nice going!"

Larian announced he has nominated Murdough for the Toy Industry Hall of Fame. He said Murdough founded Little Tikes "with great vision, conviction, passion and focus."

Murdough got into rotational molding working in sales at Wonder Products Co., known for spring-mounted rocking horses. At a Toy Fair, he met Jack Hill, who had just started a rotomolding company in a barn in Aurora, Ohio, called Rotadyne Inc. Murdough joined to build a line of children's products. In 1970, Hill sold his share of the company to Murdough — and the rest is toy industry history.

Murdough sold Little Tikes to Rubbermaid Inc. in 1984, then left after five years after disagreements with management. After his noncompete ran out, he started Step2, which eventually moved into a new plant in Streetsboro, Ohio, just a few miles from Little Tikes in Hudson. He sold Step2 to a private equity firm in 2006 and retired, only to return to start yet another rotomolder of toys and garden equipment, Simplay3, in Streetsboro.

Little Tikes, Step2 and Simplay3 employ more than 1,000 people, making Northeast Ohio a center of U.S.-made toys.

"There are few people like Tom in the left in the toy industry. A lot of people in the toy industry no longer have the passion, the creativity, the love that Tom has for this industry. There's not many of them left," Larian said. "A lot of toy companies unfortunately are run by private equity and public companies, so it is really incredible what Tom has built."

Larian made his own mark at California-based MGA Entertainment, rolling out the sassy-faced Bratz dolls that challenged Barbie — and sparked a huge legal battle. And now the hot-selling L.O.L. Surprise! dolls are built around the "unwrapping" craze, since children don't know which doll and accessories they get until they open the package. MGA uses social media and apps to promote the dolls.

The dolls are made in China, but in a reshoring move, Larian has moved production of the pink cases they come packaged in to Hudson, where employees assemble the injection molded cases and lids and insert four dolls in each case. "We're literally manufacturing everything here except the doll; he said.

In February, L.O.L. Surprise! dolls won Toy of the Year from the Toy Association. Now MGA is expanding L.O.L. Surprise! into other products, including a pink playhouse injection molded at Little Tikes.

Larian said MGA has invested in injection molding and blow molding machines at the Hudson factory. A few weeks before MGA bought Little Tikes in 2006, then-owner Newell Rubbermaid Inc. auctioned off injection presses and molders. Larian said that was a bad move, and he has brought those technologies back. He plans to add more equipment.

At the anniversary event, Larian kept the focus on Murdough and the "built-to-last and virtually indestructible" toys built by the 550 employees in Hudson.

"Little Tikes is virtually in every corner of the planet," he said. "Little Tikes has brought smiles and imagination to children around the world for the past 50 years. And will continue to do so for another 50 years."

Hudson Mayor David Basil noted that Murdough is from Hudson. "There's nothing better than a person starting a business in his hometown and seeing that business thrive. And Tom, you have remain involved in your community," he said.

Ohio Secretary of State Frank LaRose lives in Hudson. His wife was a college intern at Little Tikes, and she still talks proudly about how she worked on the Race Car Bed, LaRose said. His father-in-law had a sales position with the toymaker. LaRose called Tikes "a great success story, an American success story."

"Passion" and "family" were themes for the anniversary event, cited by speakers. The extended families of Larian and Murdough sat at long tables and were introduced. Employees brought their children. Larian's young grandson ran around during the speeches, prompting chuckles.

In his brief comments, Murdough turned to Larian and said, "I applaud you for your insight in this company. And I'm glad it is in good hands."