Eight journalists from the International Toy Magazines Association (the ITMA) will tour Famosa’s facilities in Onil and Ibi (Alicante) on 18 April for an event to be hosted and attended by several members of Famosa’s executive team. Famosa, Spain’s leading toy company, has organized an event under the slogan “A day at Famosa” to show the leading international toy journals – Giochi&Giocatolli (Italy), Speelgoed en Hobby (Netherlands), Juguetes B2B (Spain), Baby, Hobby&Leketøy (Norway); Leksaks Revyn (Sweden), The Toy Book (US), Toys&Games Magazine (Belgium) and Swiat Zabawek (Poland) – how its toys are made. Famosa’s Chief Operating Officer, Antonio Quereda, its Export Sales Manager, Jorge Águila, its Sales Director, Ignacio Ramos and its Trade Marketing & Communication Manager, Carla González, will accompany the journalists as they visit the factories, revealing some of the secrets of a company steeped in over 50 years of history.
Famosa at a glance
Famosa was created in 1957 following the merger of 25 companies from Onil (Alicante) devoted to making and selling toys. Building on a history that dates back more than half a century, and having acquired other players in the industry, such as Feber and Play by Play, Famosa is currently Spain’s premier toy company. It has gone from its origins as a traditional local toy maker to becoming a major international company with a presence in more than 95 countries.
Famosa and the toy making process: how dreams are created
• Famosa, Spain’s leading toy maker, was created in 1957 following the merger of 25 companies from Onil (Alicante) devoted to toy making and selling.
• Today it sells 2,300 products in eight of the toy market’s 11 product categories. It is the undisputed leader in the doll, stuffed animal, battery-operated vehicle and garden toy segments, but it makes and distributes products in every market segment, boasting a very robust international presence. Famosa makes toys under both its brand and third-party licenses.
• Famosa is strategically committed to international expansion. Its geographic footprint extends to more than 95 countries. It has already embarked on an ambitious growth strategy in the Americas, setting up a factory in Mexico, with its eyes trained on the US market.
• Designing a new toy can take anywhere from four to ten months. Over this time the R&D department dreams up the idea for the toy and puts it up on a drawing board. This department also handles the manufacturing design aspects, including the tools and molds needed in the production process.
• A mold is a combination of pieces that fit together and whose inside forms the negative of the product or piece to be molded. Its main purpose is to enable the fast, identical and defect-free production of the main parts comprising the toy in question. Made from steel and aluminum and weighing anywhere from 45 kilograms to over 13 tons, these molds are a crucial part of the toy-making process.
• To make plastic parts Famosa uses two techniques: injection and blow molding. The Ibi factories currently have 15 injection machines of varying size, injection pressure and clamping force, as well as 14 blow injection machines.
• The injection machines are used to make the bodywork for many of Feber’s vehicles, while the blow injection machines are used to make most of the outdoor toys.
• Attention to detail is also crucial in the large toy and doll assembly lines. To this end the company precisely defines the steps to be taken at each point along the assembly line and the order in which these tasks need to be executed so as to optimize the time required to comply with the high quality and productivity standards stipulated.
• Once assembled and packaged the toys are warehoused in the logistical center. Famosa has 45,000m² of warehouse space between its Ibi and Onil facilities, ideally and strategically located less than 30 km from Alicante and the Mediterranean shore.
• The warehouses have a capacity for around 42,000 Euro-pallets and store and hold 1,500 SKUs. Each year the logistics centers handle 7,500 dispatches to 76 destination countries.
Wednesday, 18 April 2012 00:00