The Toy Book catches up with Alan Dorfman, Founder and President at Super Impulse, for an update on the company’s performance, new products, and the challenges and opportunities at retail, as part of our annual State of the Industry Q&A series.
What were the big wins for Super Impulse last year?
Besides the tariff [on China] being lowered from 145% to 30%, Monchhichi! World’s Smallest Monchhichi was a top seller. Twisty Petz was also a consumer favorite.
Minis and micro-formats continue to thrive — what is driving that business?
These categories are the core of Super Impulse with our World’s Smallest line. We believe we innovated that line and opened the category to consumers. There is an emotional tie to miniatures — kids, teens, adults, even seniors, just cannot resist a familiar toy or character that fits in their hand.
How are you managing collectability, surprise (working!) mechanics, and licensing in increasingly competitive retail footprints?
We innovate. We have a very diverse portfolio of brands, and new brands bring in new fans. New fans become collectors. I like to think that we’ve become a desirable licensee, and there is status to having a brand represented as World’s Smallest.
What have you learned about how kids vs. adults engage with miniature culture?
Kids collect for the fun of the miniature function, adults collect for the appeal of the brand.
Where do you see the biggest challenges and opportunities at retail, and how can Super Impulse help?
Of course, e-retailing continues to grow and challenge brick and mortar. So we need to increase our footprint in that space, which, given the impulse price point, requires some creative positioning. The highest profile go-to toy retailers, particularly the big boxes, are increasingly challenging due to the very competitive retail landscape during a difficult economy. We do our best to meet their requirements and prove our product’s success on the shelf. But we also look for less traditional retail partners, where our product can make a bigger statement.
Stay on the Pulse of Play!
A version of this feature first appeared in the 2026 edition of The BIG Toy Book. Read the full issue here!
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