Kidrobot®, A Strategic Brand Analysis

Presentation by Carl Dickerson

What is kidrobot?

Or

“Is it toys?”“Is it art?”

It’s Both!

About the Brand• Founded in 2002 by Paul Budnitz• Sales art toys, clothing and accessories• Acquired by W!ldbrain in 2006• 13 Pieces featured in the New York Museum

of Modern Art• A surprise in every box!

“My goal is to make beautiful things, toys, art, whatever. Making limited editions means that we can take risks, because if I make just 250 pieces of something, then only 250 people have to like it, and everyone else can go to

hell.”

“ Kidrobot is the world’s premier designer and retailer of limited edition art toys and apparel. Kidrobot merges urban street trends, fashion, and pop art to produce limited edition, collectible toys and apparel. Kidrobot products feature unique collaborations with top international artists with backgrounds as diverse as graffiti, fine art, fashion, industrial design, graphic design, illustration, and music. ”

Mission

About the Brand

“ We make art possible, from limited edition toys to apparel, and much much more! The designer toys sold at Kidrobot are the centerpieces of a new and growing artistic movement.”

Mission

Vision

About the Brand

Mission

Vision

Tagline

Nostalgia = Death

“Don’t look backwards. None of our work is nostalgic or sentimental. We’re always looking forward to see what’s next, what’s next, what’s next.”

– Paul Budnitz, Creator and President

About the Brand

Positioning

• Young• Trendy• Edgy• Artistic

The Brand Experience: In-Store

• Reflects positioning/personality with use of white and bright colors

• Modern design• Glass cases• Is as much a museum as it

is a store.

The Brand Experience: Online

The Competition

Competitors: Competitive AnalysisCompany Mission/Target Markets

Product Lines Key competitive Products

Distribution Notes

Kidrobot Kidrobot is the world’s premier designer and retailer of limited edition art toys and apparel. Merges urban street trends, fashion, and pop art to produce limited edition, collectible toys and apparel. Kidrobot products feature unique collaborations with top international artists

Dunny, Munny, Yummy Kozik, Kidrobot Apparel, Special edition

Vinyl art toys, special edition collaborations, apparel.

*Do-it-yourself Munny

Kidrobot stores are located in New York City, San Francisco, Los Angeles, Miami, and London, with temporary pop-up stores appearing from time to time in other cities worldwide. Products can be found online and in select retailers worldwide

Founded 2002

*Paul Budnitz has also wrote two books on the topic of the art toy revolution, positions brand as the original and an expert.

Toki Doki Tokidoki produces apparel, footwear, accessories and other products using art, iconic characters and the tokidoki logo designed by Simone Legno. Features high-profile collaborations with popular brands.

Sunglasses, apparel, bags, footwear, hats, jewelery, toys, tech, watches, skate, limited collaboration, cosmetics

Apparel & Accessories,Vinyl toys: Moofia, Wildboys, Trexi, Cactus Pups, Adios & Cia Ciao, Captain Coco, etc.

Nordstrom, Macys, Fred Segal, Metropark, Karmaloop and approx. 1000 boutiques in more than 60 countries worldwide. 3 standalone retail stores in Los Angeles, New York and Milan.

Founded in 2003

* Toki doki is an artist and vinyls done in collaboration with other companies, including kidrobot

Paul Frank We are all about one thing – fun. We have been creating smiles all over the globe for ten years through our most recognized character, Julius. Combine all that with our brightly colored, mid-century inspired vision and you've got Paul Frank Industries.

Home & Clothes accessories, Clothing: infants, children, adults, Bedding, edibles, helmets, baby accessories, stationary, bikes, lip balm, optometrics, Pet products, tech & audio, zipper pulls

Clothes & accessories have similar asthetic

Accessories sold in retail & dept stores. 20+ standalone stores worldwide: Southern California, Los Angeles, San Francisco, Dallas, Chicago and New York City, London, Amsterdam, Berlin, Dubai, Qatar, Bangkok, Athens, Taipei, Japan and Malaysia.

Incorporated 1997

Brandweek Magazine recognized the company in 2001 as "Marketers of the Next Generation”

*Some Paul frank products also featured at kidrobot

Strangeco STRANGEco creates and distributes unique, high-quality design-oriented consumer products. Working closely with contemporary artists from a variety of subculture art genres – pop surrealism, graffiti & street art, independent comics, illustration, graphic design and others – STRANGEco takes original character design and transforms it into beautiful three dimensional art objects.

Rare stuff, double super products, mini figures, vinyl collectibles, special editions, art books.

Vinyl collectibles retailers worldwide, including art, design and gift stores, boutique toy stores, lifestyle and apparel shops, museum stores, comic, record and bookshops, and a select number of lifestyle-oriented national retailers.

No standalone stores. Available for purchase online in retail store or wholesale.

Founded in 2002

STRANGEco – Purveyors of the Peculiar!

Competitors: Toki Doki

Competitors:

Competitors: The Street View

Further thinking on the Brand and Positioning

• Can KR sustain it’s current branding and its current positioning within the marketplace? and Is it just a trend?

• Is it properly positioned or should it consider repositioning for the future?

• What is unique about the brand feeling and does it offer something that its competitors don’t or can’t?

Additional Links & Resources

• Kidrobot.com

• http://www.apple.com/business/profiles/kidrobot/index.html

• http://business.highbeam.com/company-profiles/info/1297697/kidrobot-inc

• www.Yelp.com/biz/kidrobot