"Ty Simpson just wanted to get his hands on the Wiggles. His
daughter was a big fan of the Australian music group for kids, but
Simpson couldn't find any licensed products here in the United
States. So, he decided to go into business, and started importing
and selling Wiggles dolls, hats, books, DVDs, and other
merchandise. Demand was so great that it didn't take Ty's Toy Box
long to outgrow off-the-shelf, proprietary ecommerce systems.
"The Wiggles, Strawberry Shortcake, Barney, Doodlebops--toys
based on these children's programs are called 'second-tier'
merchandise, because the market for them, while strong, is not as
consistently large as the market for top-tier toys such as Care
Bears, crayons, and Hot Wheels. But this second-tier market has
been a gold mine for Simpson, whose humble eBay beginnings have
grown into a multi-channel income flow..."
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