China Toy Fair


Q&A with Michael Lillioja, President of Creata

CrocPot for PRCreata recently launched its new brand, Monster 500, exclusively at Toys “R” Us . The line features 10 characters that race for one of five teams in the Monster 500 speed competition. Each character will be sold as a small, 3-inch die-cast vehicle, but customers can also collect select large character feature vehicles standing 4 inches high and 5 inches long. Two play sets are also available.

The Toy Book had the opportunity to speak with Michael Lillioja, president of Creata, about thew new brand, and what launching its own brand meant for the future of Creata.

The Toy Book: Monster 500 is the first line that is produced by Creata as its own brand. What made you decide to launch your own brand after manufacturing for other companies for more than 30 years?

Michael Lillioja: Creata’s passion is toys. And we’re serious about fun. So it just seemed like a natural extension to use all of our expertise to create a line of toys that has the functions and features that kids expect today. We did a lot of research to make sure that Monster 500 provides the best experience possible.  

TBCan you describe the Monster 500 brand? What age groups is it for? Who is the target audience?

ML: Our target age-grading is kids ages 4 and up, with a sweet spot of 6- to10-year-old boys. Our secondary audience is the collectors or “fanboys.”

TB: Why did you decide on a Toys “R” Us exclusive?

ML: Toys “R” Us is the No. 1 specialty toy retailer that focuses exclusively on toys, and they are a great partner when it comes to launching a new product. We were fortunate to work with Toys “R” Us in the past, so it made perfect sense to continue that relationship with Monster 500. Our company history is rich with long-term partnerships. We see that the work we are doing on Monster 500 with Toys “R” Us is beneficial to both companies and has the potential to be a very long-term relationship.

Monster500screenshotTB: How does Monster 500 integrate classic physical play and new digital play? What sets it apart from other toys on the market that do this as well? 

ML: Every toy comes with a Monster Code that unlocks a virtual monster car in the free racing game app. It’s a best-in-class racing game experience, offered for free. And, with our “virtual blind box” unlock experience, you don’t know which Monster 500 character will be unleashed. It’s a surprise every time!

TB: What does the launch of Monster 500 mean for the future of your company? How has it changed the overall goals of the company? 

ML: Play patterns are changing. The Monster 500 launch is our recognition that the future of play will focus on the intersection of physical and digital. The creation of the Monster 500 line is an extension of Creata’s umbrella goal of adding play and fun to people’s lives.

Michael Lillioja is president of Creata, an insights-driven company working to bring brands and consumers together through play. Creata’s global brand activation capabilities include insights on how customers want to play; product design, development, and manufacturing; digital playground creation; and consumer promotion. Creata has 14 offices in 10 countries. www.creata.com.