Not just soft toys for Trudi

After closing 2004 with billings of 25.2 million euros and an export share of 42% (up compared to 38% in 2003 and thanks mainly to results in Germany, Spain and France), Trudi has given the go-ahead for a new five-year plan which provides for diversification in products, current licenses and at distribution level.

Trudi chief executive Maurizio D'Angelo says Italia Oggi: 'The 2005-2009 program to expand the company's traditional business starts today. From June, there will be a complete line of dolls with new accessories, a series of Mymy gifts with soft toys-cum-backpacks. Over five years, launches will cover 25-30% of the business, absorbing a marketing budget of 2 million'.

'There will also be changes in current licenses', D'Angelo adds, 'with 360° entry into clothing, jewelry or accessories, in addition to shoes, socks and glasses. The aim of these initiatives is to meet customer requests for products that Trudi did not offer previously. It is not a distortion of the baby concept, but rather a development by proposing enhanced, interconnected products'.

A road that was already taken in 2004 with co-marketing agreements with Coca Cola, Paluani, Alitalia, Look occhiali (the Lookkino mascot is by Trudi) and Lancia, in addition to the alliance with Gabel and entry into the 'traditional' toys sector with the 'Trudi girls' dolls.

On the retail segment, for the Trudi and Sevi brands the aim is to open 6 or 7 monobrand stores in 2005 and reach 50 by 2009, with the new concept that interprets again the traditional bedroom for children.

'We're aiming at Germany, France, Spain and Japan, UK, Russia and USA to increase turnover abroad from 42 to 47-48% in 2005. By exporting to 35 different countries', D'Angelo says. 'We want to create a toy center by acquiring one or two brands in these markets with a specialist production complementary to our own'.