Little Tikes Trademarks

If asked to guess the best-selling U.S. cars in the mid-1990s, you’d probably pick the Honda Accord, Toyota Camry, Ford Taurus, or possibly the Oldsmobile Cutlass. But, according to automotive industry trade magazine Motortrend, the other best-selling car during the decade was the Cozy Coupe.

The New York Times cheekily called the Little Tikes’ Cozy Coupe “the best-selling car in America.” There’s no doubt it’s been a success for the company, selling more than 10 million of the mega-popular children’s foot-powered toy vehicle, just one of its iconic best-selling products seen in homes and backyards across America.

Little Tikes History

Little Tikes was founded more than 50 years ago in Aurora, Ohio, by Tom Murdough. At the time, Murdough worked in sales at Wonder Products, the toy subsidiary of Wilson Sporting Goods. But he was disappointed with the quality of many toy products in the marketplace and had learned about rotational molding for plastic products.

At a toy industry trade fair, he met Jack Hill, who operated a small rotomolding company in a barn in Aurora. Murdough joined forces in 1969 and set out to create and market a range of unique children’s products, buying out Hill a year later.

Unique Designs, Unique Toys, Big Sales

The Little Tikes’ new product ideas came fast and furious, including the first catalog of small educational play toys for children. In 1973, the company introduced Ollie, its first foot-to-floor ride-on toy, complete with bright colors and sturdy construction. Next, it introduced the Little Tikes Big Dumper truck in 1976, followed a year later by the Efficiency Kitchen, complete with a microwave oven, range, refrigerator, and sink.

In 1979, Little Tikes launched the iconic, best-selling bright green Turtle Sandbox, which began appearing in backyards all across the U.S. Later the same year, the Cozy Coupe® Car, designed by former Chrysler designer, Jim Mariol, rolled off the toymaker’s assembly line. The colorful vehicle arrived in stores in time for Christmas and became an enormous bestseller for Little Tikes.

By 1979 sales reached $15 million thanks to clever use of consumer catalog marketing, toll-free customer service numbers, and a strong focus on independent toy stores. The Little Tikes brand grew stronger, supported by a growing reputation with parents for high-quality products.

Murdough began collaborating further with Mariol, who also designed the Little Tikes Dollhouse and Lawn Tractor.

Management Savvy, Sales Growth & Acquisition

At the time, Murdough proved an unconventional owner-manager with monthly employee meetings, profit sharing, on-site subsidized daycare, and employee tuition reimbursements. While other toymakers turned to overseas production, 99% of Little Tikes’ output remained in the U.S.

In 1982, the toy industry hit an icy patch, with overall sales dropping. However, with its stylish Cozy Coupe, durable, colorful playhouses and outdoor play equipment, sales that year grew 28% to reach $23.1 million. In 1983, the company grew an astounding 73% further, hitting $43.1 million in sales.

Giant housewares company Rubbermaid was looking for a way to grow sales and saw Little Tikes as a perfect acquisition. Murdough agreed to sell for a reported $50 million and signed a five-year management agreement with the understanding the company would retain its existing management and marketing standards.

By the fall of 1989, sales and friction with Rubbermaid continued to grow, and Murdough resigned after his management agreement expired. However, he would be back with another two toy industry startups.

Rubbermaid Challenges, Divestiture

A perfect storm of sharp increases in material costs and soft toy sales and Rubbermaid management troubles set the acquisition of Rubbermaid by Newell Inc. for $5.2 billion in 1999.

Rubbermaid hoped to accelerate sales growth for its Little Tikes division by selling in large retail chains, expanding into international markets, and building and selling new bigger-scale outdoor play equipment. By 2006, Little Tikes sales hit $250 million, but Newell decided to sell to M.G.A. Entertainment, a toy manufacturer and entertainment company whose products included L.O.L. Surprise!, Bratz, Num Noms and Rainbow High.

It was a much better fit. In its 53rd year of business, Little Tikes continues to grow new customers in product areas such as outdoor activity and backyard toys, infant and toddler educational toys, plush toys, and electronic games.

Little Tikes’ Notable Trademarks

While its portfolio of trademark registrations is not extensive, Little Tikes remains an innovator in durable, high-quality playhouses, ride-ons, sports activity sets, sandboxes, climbers, slides, role-play, creative arts, infant, preschool and juvenile furniture. With fresh updates, its iconic products are also still selling strongly.
Active trademark registrations include Lilly Tikes (doll playsets and clothing), Rescue Tales (plush and radio-controlled toy animals), Learn & Play (musical learning toys), and Let ‘Em Play (infant educational games and toys).
Pending trademark registrations include Play That Lasts (outdoor playground equipment), and Real Wood Adventures (wooden outdoor playground equipment).