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Issue Date: Vol. 46, No. 11, November 2006, Posted On: 11/24/2006


CEI’s Applebaum Launches New Company; Top Notch Toys Hopes To Capture Larger Share Of Capsuled Toy Market


Larisa Jayne Shewczyk
Larisa@vendingtimes.net

SAN JOSE, CA — Mike Applebaum of Cutting Edge Industries reports that he has started a new company to supply encapsulated and self-vended toys to the bulk vending industry. The company, Top Notch Toys, has entered into an exclusive distribution agreement with CEI.

“This agreement and my participation in Top Notch Toys will allow CEI to expand its product offerings and compete on price and quality in the world of encapsulated merchandise,” said Applebaum.

Current plans call for Top Notch Toys to establish offices in locations throughout Asia, in order to offer the greatest possible variety of products. “We plan on searching the globe for ideal capsule items that offer value for the money,” said Applebaum.

“Our research has shown that the biggest complaints are, first, that capsule buyers feel ripped-off sometimes,” he added. “For 50¢ or 75¢, they want something of value. While 50¢ or 75¢ may not sound like a lot to an adult, to a kid it can represent their daily spending money. They would like to feel that they got something for it. Secondly, operators complain that the cost of goods is too high. It is Top Notch Toys’s goal to work on small margins, keeping the value high and the cost to operators low. By having qualified buyers scouting sources worldwide, we feel that we can bring outstanding products to the market at really great pricing.”

For large buyers, Top Notch will offer container-load pricing and manufacturing services. “We will find who can make your item, watch over the manufacturing process and prepare the shipment, true one-stop shopping,” said Applebaum.

Top Notch Toys will be managed by experienced industry professionals, including Applebaum, who said he will continue in his executive post at CEI. The company’s first products were expected to be available in the U.S. at the end of October.

For additional information, contact CEI at (800) 572-2501.


Topic: Bulk Vending

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