The Toy Book caught up with Thomas O’Connell, Global CEO, Yvolution.
Tell us about Yvolution’s background and how the company was founded.
I began selling scooters all around Ireland when I was 21 and, in the 10 years after that, I had the opportunity to learn the ins and outs of the toy industry. When I first spotted the Fliker, our three-wheeled scooter, I knew it was radically different from anything else in the marketplace and looked insanely cool. I got in touch with the maker and it wasn’t long before they gave me global distribution rights. Then, in 2012, I co-founded Yvolution with Shane Connaughton and soon after, the Fliker hit shelves at Toys “R” Us in the U.S. and sold out.
These days, we’re continuing to design and manufacture cutting-edge products to keep families active and healthy. From balance bikes to performance scooters, we’re leading the pack in innovative outdoor toys that benefit overall well-being.
What kind of growth has Yvolution seen since its inception?
In 2013, we had a 4-foot space in Toys “R” Us and this year we are up to 32 feet, and we’re also in all major retailers. In fact, we are in more than 12,000 stores in the U.S. market, and our products are available in more than 50 countries worldwide. We are growing at an accelerated rate rarely seen in the industry. Customer satisfaction is at an all-time high and demand for new Yvolution products increases annually.
How has the wheeled goods category changed over the years? And how has Yvolution kept up with the changes?
Other than character licensing, I feel there wasn’t much change for many years. A scooter was a scooter; a bike was a bike. Yvolution changed that, and in three short years it has become one of the leading brands in the wheeled goods category. We’ve pushed this category to new heights in innovation with the likes of our patented lean-to-steer scooters, Fliker scooters, and balance bikes.
What are your plans for later this year and next year?
We plan to continue the innovation that consumers have come to expect from Yvolution with a terrific fall line. Our Strolly brand will lead us into the baby category with strollers that convert to trikes and balance bikes, offering a tremendous value to parents as the product line grows with the child from baby to toddler.
New for older kids, we will introduce the Flyer, a stepper scooter that propels riders forward as they step up and down. Our Neon line of light-up scooters and skateboards will also showcase the diversity and talents of our designers and engineers.
Yvolution has been known for its balance bikes and self-propelling scooters, but you mentioned expanding into other categories. What prompted the change and what types of products will you offer in this line?
We are constantly reviewing trends and looking for gaps in the marketplace that we feel we can fill, as innovation is at the core of Yvolution. Our strength comes in being able to move quickly to bring new high-quality and innovative items to our retail partners. They trust us and know that we provide excellent product and value to their consumers.
What trends are you seeing in the wheeled goods category? How does Yvolution fit in with those trends?
The trend is moving away from regular two-wheeled scooters and moving more toward the lean-to-steer type scooters like our Y Gliders. Since 2013, our lean-to-steer scooters have seen an increase in market share. The light-up category is also trending, and we are on point with our plans to launch Neon light-up scooters and skateboards. »