LuvLoo’s ToyWranglers™: Business is Picking Up!
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Meet Kristy Awald-Stafford, owner and inventor of the ToyWrangler™ from LuvLoo™. Kristy shares her “Behind the Brand” journey from active mom of two young boys to entrepreneur and enterprising businesswoman. She is a great example of how recognizing a real need begins the process to invent, manufacture and market a product that becomes a company. In her case, she saw a need for something that would eliminate constantly picking up and searching for things tossed down by her young ones. ToyWrangler was the answer. It’s something everyone with small children can use!
Kristy shares her LuvLoo success story and lets us in on her secrets, in hopes to make the process easier for others. Kristy was helped along the way with good advice and encouragement from family and others in the children’s business. Through Kristy’s Q & A, we hope to encourage and help other moms that have a great idea and want an answer to the question… “Now what?”
When was your brand born, and what was the initial inspiration?
“Inspired by experiences with her own children, designer and founder, Kristy Awald-Stafford, found that the majority of her time outside the home with her family was spent retrieving items dropped by her children. To combat this challenge, she designed and patented the ToyWrangler™ and the Mini ToyWrangler™.
My son would constantly be dropping and throwing his bottles and toys and we were spending too much time retrieving the items from under the table and on the ground. From that point on, it was my mission to design a product that would alleviate this parental hassle while also maintaining a level of hygiene and safety – keeping items off the floor - for the child while in public places.
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What was the biggest challenge you faced when starting?
“I knew nothing about the process but I knew how to investigate online. I just started searching for information on the patent process, lawyers etc. Luckily I was already a creative person plus I could sew. Even if you are not a creative person there are people that can help and even companies that you can hire to create prototypes.
I always tell people beware of all of those ‘Idea submission Web sites and programs’ If you have to pay to submit your idea, usually something is not right.
If you cannot afford to hire an attorney, you can at least search the USPTO (http://www.uspto.gov/) site for free to see if it is worth pursuing your idea. I could not really afford an attorney but eventually I had to find one.
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What is one thing you would have done differently?
“I wish I would have learned about safety standards early on. It was really hard to find anyone that knew anything about them, because honestly five years ago they were not talked about like they are now. I was a couple years in the development process before I actually knew specifics about the safety standards. I also wish I would have known more about manufacturing and organic products. Don’t forget to have people use your product and be open to suggestions. It is amazing to see how people find uses you did not even think about for your product. Do not box yourself in.
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What do you feel are the three biggest keys to your success?
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Perseverance and the support of my husband, family and friends. My husband has never said …’that can not be done.’ He has followed me to trade shows and entertained all of my ideas, even the crazy ones. My family and friends always support my ideas and have always encouraged me to do more.
Do not be afraid to email or call people that are already successful. I remember early in the process I e-mailed the sisters behind Fresh Baby and they actually called me back and gave me all kinds of information. Everyone needs to buy Tamara Monosoff’s The Mom Inventors Handbook. This book is jammed packed full of priceless info. Even if you are not a mom, this is the book to get if you have an idea. I also must mention Laine Caspi from Parent’s of Invention. I was able to call her and learn all kinds of info about the industry and manufacturing. Do not be afraid to call and e-mail potential customers or people that can help sell your idea.
I wish I would have had time to push my idea more early on. But I was busy raising two little boys and working a full-time job. You realize that you must put family first or you will be swallowed up by your idea. You have to learn to balance your business with your family time because ultimately family is more important and the whole reason you are trying to make your an idea a success.
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Describe a typical new product development cycle for your business?
“I have spent over five years developing and improving my two products — the Mini Toywrangler and the Toywrangler. I have had several other ideas over the years and they all have been moved around to different priority levels as certain opportunities present themselves.
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Do “green” or eco-friendly concerns influence your business decisions?
“Yes, because ‘green” or eco-friendly is ultimately associated with safe products. Unfortunately, green is still very expensive, however we are definitely currently using safet- tested materials in all of our products. We are pursuing using organic and green
products as they become available.”
What is one new trend you’re seeing in the marketplace?
“Green and Organic products and everything BPA FREE, plus lots of mom-invented products.
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What types of marketing have been most effective for your business?
“I use PR people (www.prdragonfly.com) and I think it is smart to spend money on the kinds of things that are a good use of your time and money. These people know what they are doing and generally have a lot more contacts and ideas that you may not have.
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How does your business make use of the Internet?
“I sell online, I do special offers and giveaways on blogs all of the time. I am an online junkie and the possibilities are endless
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What is the biggest challenge your business faces today?
“The economy put a little damper on stores and buying power. Luckily I still have a ton of interest and I constantly go after new accounts.
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What is one change/addition that’s had a positive impact for your business in the last year?
“Getting great exposure from word-of-mouth or free publicity. Since we are a start-up we don’t have a huge budget to go towards advertising. The more we create awareness and are featured in reputable media outlets, the more willing consumers are to purchase the product.
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What is your one piece of advice for someone entering the children’s market?
“Safety testing and standards weeded out knock-off products or people that did not do their research. After spending over five years developing my products, the last thing you want to see is people knocking off your idea!
Research the safety standards, make sure your product is original, make sure there is a need and that people would use your product. Investigate that your price point works too.
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About Toy Wrangler™ from LuvLoo
“LuvLoo” is how Kristy’s son Owen used to say, “Love you!”
The Toy Wrangler™’s colorful, simple bungee design, combined with durable, plastic, removable rings, makes it easy to interchange favorite toys, pacifiers, bottles and cups, while keeping them off the ground and within easy reach. The ToyWrangler™ is the first product of its kind that attaches easily to infant carriers, car seats, strollers, highchairs, shopping carts, walkers, and more. No more searching for bottles, pacifiers and toys on the floor while shopping, in the car or out to eat.
The ToyWrangler™ is available in two styles. The Mini ToyWrangler™ is a single-ring bungee with an elastic Velcro cuff which allows the use of both ends, and retails at two for $9.99. The Original ToyWrangler™, which retails for $15.99, includes two bungees with detachable rings at the end. The center ring has been specially designed to hold disposable cups, perfect for children’s snacks. The products were tested by a leading global safety testing facility and meet the stringent ASTM and FDA International Standards for safety. They are lightweight and compact and machine washable.
For more information, visit www.luvloo.com.
The Giggle Guide™ ongoing series, “Behind the Brand” looks at both brand leaders and budding brands. What brand would you like to hear more about? Let us know. Editorial Director David Gaunt, .
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