As a Senior Product Manager at Dickie Toys GmbH, I am responsible for the development and launch of new products in the areas of GoCrazy, GoReal SOS, and Construction. The task of my colleagues in product management and myself is to design innovative toy concepts that not only meet the needs and desires of our young target audiences, but also fulfill the demands of the market and our retail partners.
The process begins early with idea generation and concept development. Up to two years in advance, we work closely with our designers and engineers to sketch new products that are both technologically innovative and safe and child-friendly. This process incorporates current market trends as well as feedback from parents and retail partners. It is an exciting challenge to create toys that not only spark children's imaginations but also meet the high-quality standards we uphold at Dickie Toys.
Once the first prototypes are ready, they enter the testing phase. We ensure that all products meet safety standards and work as well in practice as they do on paper. At the same time, we begin collaborating with manufacturing facilities to ensure efficient and cost-effective production.
In parallel, we work closely with the marketing team to develop the right sales arguments and campaigns for each product. We ensure that the products reach retailers’ shelves at the right time.
The introduction of our new products traditionally takes place at the Nuremberg Toy Fair, where we present our innovations to a wide audience of retailers, press, and influencers. However, the sales process begins long before that: Through continuous coordination with our key account managers and the sales team, we ensure that our products find the right buyers and are successfully placed in the market.
Throughout the entire process, it is crucial to be flexible and responsive to market changes and customer demands. This means we are constantly working to optimize our products—whether through feedback from retailers, additional features, or improvements to playability.
At the end of the year, when the products are finally on the shelves and children discover their new toys, it’s always a highlight to see the fruits of our labor. It is always impressive to witness how our team works together, from the initial idea to the final product, to bring joy to children around the world.