Plush Beginnings: Dakin Turns 45
A former family-owned business celebrates with expanded product lines.
Meredith Schwartz -- Gifts & Decorative Accessories, 12/1/2000
While Dakin is well known for its quality plush products, the California-based company, founded in 1955 by father-and-son team Richard and Roger Dakin, began as a toy importer. Two years later, Roger took some small velveteen animals that had been used for freight padding, and from them created the Dream Pets line, the company's first popular plush product. Dakin continued to import toys and gifts, but increasingly specialized in developing its own proprietary line of plush.
But tragedy struck in 1967. The Dakin family was killed in a plane crash on a Christmas holiday flight. Richard and his wife, Susanna; Roger and his wife, Joan; and four of Roger and Joan's five children died in the crash. Their 12 year-old son wasn't on the flight as he was vacationing with family friends.
After the crash, friends, family, and Dakin employees worked to keep the company going. It was guided by a board of directors and managed by a series of CEOs.
Continued Success
The Dakin company went on to other successes including the first "huggables"-soft under-stuffed plush pieces. By the early '70s production of Dakin plush, which had been based in the U.S., moved to Japan to meet the demand for quality products at affordable price points. During the 1980s Dakin purchased the license to produce the Garfield character, which resulted in dramatic growth for the company.
In 1994, another disaster left its mark on Dakin. The San Francisco earthquake damaged Dakin's headquarters and destroyed many of the company's records.
Strength in Numbers
In the meantime, Applause Inc. was experiencing great success with its Smurfs license. The Woodland Hills, California, company was founded in 1966, and it saw Dakin as a good fit in its search to diversify its product line and to establish a stronger position in the specialty gift market. Applause's strength was in children's and entertainment properties with an emphasis on fun and innovation, whereas Dakin was more associated with products that emphasized the home, warmth, and comfort. Applause bought Dakin in 1995, and continues to market products under both the Applause and Dakin banners.
Applause has more than 23 lines under the Dakin banner and four gift lines: Dakin Signature Collection, Dakin Artist Collection, Dakin Home Collection, and Dakin Bears for a Cause. As part of Dakin's 45th anniversary honors, Applause unveiled a new Dakin logo.
The Product Lineup
Applause also moved several of its products to the Dakin stable, including the classic Raggedy Ann and Andy characters license. Besides the Raggedy duo, the Dakin Signature Collection includes Josef, Precious Moments, and Kewpie. The Dakin Artist Collection includes collectible figurines and home decor, as well as plush, based on the art of Lou Rankin, Thomas Kinkade, marine artist Wyland, and Susan Wheeler. Bears for a Cause builds on the success of Dakin's bears to benefit the Susan G. Komen breast cancer organization and Bear Hugs to Conquer Kid's Cancer. The Dakin Home Collection includes seasonal products for Valentine's Day, Christmas, Halloween, and graduation.
Mel Harner, senior vice president of marketing for Applause, said in a statement, "Dakin has a distinct and separate identity at both the consumer and retail levels. This will allow Dakin to grow as a complement to the Applause brand. We see an opportunity to expand and diversify its existing product ranges while making full use of Dakin's established consumer recognition."
More in the Works
Looking to the future, Dakin plans to add garden and home decor extensions to the Lou Rankin line; further "storybook adventures," featuring other characters from the Gruelle stories, to the Raggedy Ann line; and interactive pieces to the Dakin baby collection.
The Dakin family would have been proud to see how their baby is doing at 45.
