For more than 40 years, Eolo has been crafting toys that have been enjoyed by kids around the world.
From novelty items to feature plush and electronic pets, the company and its design partners are continually looking to develop new ideas that can be enjoyed by kids and families of many ages.
The Toy Book recently caught up with Eolo’s Director of Fun Alex Prieto to discuss the company’s “smile mission” and why it decided to set its sites on innovation in a classic, yet often overlooked category that happens to be the foundation upon which Eolo was built: kites.
The Toy Book: Anyone who has ever encountered Eolo at a trade show is familiar with that big, red smile. Can you explain what the “smile mission” means and how Eolo uses it in its products?
Alex Prieto: Life is better with a smile on the face! A simple smile is one of the most powerful tools. It can change a person’s day, bring a feeling of comfort, or neutralize bad. It’s our superpower and we want to bring it to every home.
TB: One of your biggest recent product launches, Kites Ready 2 Fly, came out of ToyZone. How does Eolo’s partnership with ToyZone work at this point?
AP: Originally, ToyZone was Eolo’s Design and research and development (R&D) department, but the talent and results were far more than what Eolo could absorb as a company. So it was time for ToyZone to spread its wings.
Now, ToyZone is a 360-degree toy design agency, but Eolo remains a very important customer. ToyZone has its own team to ensure the confidentiality of other projects, similar to how a trader manages multiple accounts but all independently.
TB: The kite business is such a classic category, but one that doesn’t typically get a lot of mainstream attention. What inspired the idea of Kites Ready 2 Fly?
AP: Frustration. Being involved in the kite business since childhood, I started as a quality control manager. I have seen so many reports of people claiming the kite didn’t fly or that parts were missing. The truth was that the assembly was wrong in most cases. There was a clear need to ensure the kite assembly was no longer a problem. Because if you have a bad kite experience, most likely your kids won’t remember it as the amazing “wow!” moment when they see their first kite in the air.
TB: The Kites Ready 2 Fly lineup is extensive, spanning Plastic Kites, Mini Pop-Up Kites, 3D Shape Nylon Kites, Nylon Pop-Up Kites, and Stunt Kites. Was this launch a two-pronged attack to innovate in the outdoor space while continuing your dad, Rafael Prieto’s kite business?
AP: Of course both! Kits have been in the family for 44 years, across multiple factories and millions of kites sold. We couldn’t leave all this know-how behind us.
TB: Once the concept was created, were there any concerns about manufacturing it?
AP: Lots. First was the fact that all the kites needed to be pre-assembled, so that was a cost issue. We had to simplify all parts and the production process to compensate for the higher costs. Then we focused on the connector and frame resistance since you can no longer fully disassemble and replace parts. They needed to be reinforced while keeping the price competitive. Last, but not least, they needed to fit and work in multiple kite shapes and variations while keeping their functionality. So yeah, no pain no game!
TB: Has Kites Ready 2 Fly resonated with consumers the way you hoped it would?
AP: Immediately — no more frustration! We’re in our second year with Walmart in the U.S. In our first year, the kites fully sold out from coast to coast.
TB: Overall, how have you worked to maintain your dad’s original vision for Eolo while adapting and evolving the business for the modern era?
AP: The first and most important factor was to have a global mindset. My father did an amazing job creating a global kite industry and had factories in Mexico, Spain, and China. And Eolo kites were known and flown around the world under many different brands. At one point, we were producing kites for the most renowned kite brands and retailers in the world. It was really incredible.
Obviously, the world has changed, but I hope to continue that legacy and become the number one kite brand globally. And, of course, I want my father to see it!
TB: Looking ahead into 2023, what are some new products and innovations that you are excited about?
AP: Wow, so many, but since this is about kites, we are going green! All of our self-assembled kites will be upgraded with a fabric storage fabric bag, so we’re done with disposable plastic bags.
Let’s keep the earth smiling too!
Retailers and distributors that are interested in carrying Eolo products can reach out to the company via eolo.com or send an email to sales@eolohk.com
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