Happiness Express Essay

2065 words - 8 pages

Happiness Express, a toy company, was started in 1989 by Joseph Sutton and Isaac Sutton. The company took off quickly and was able to gain a share of the very competitive toy manufacturing market. In the first year of operation they earned a few thousand dollars in sales, but by their fifth year they had total revenues of more than $40 million. The business model for the company was designed to identify the latest children’s characters that would be most marketable in the United States. They accomplished this by relying on market research that would identify children’s areas of interest in new media. Happiness Express relied primarily on this research and through this research developed their motto, “In Kids We Trust.” Once the brothers had determined which media characters would become popular with children, they purchased the merchandise-licensing rights for these characters from the various studios and publishing companies. Happiness Express could then use these merchandising rights to manufacture the character’s figurines, shoelaces, toothbrushes, stuffed animals and an array of “back-to-school” items. After the products were manufactured, the brothers would then market these products to FAO Schwartz, Kmart, Target, Toys “R” Us, and Wal-Mart.
Happiness Express began their operations by purchasing the licensing rights to “The Little Mermaid” and “Barney”. The success of these lines made it possible for the company to firmly establish itself in the toy market. In July 1994, Happiness Express went public with an initial offering of $10 per share, and within a few months the company stock price had doubled. In 1995, Happiness Express was named the “#1 Hot Growth Company” by Business Week.
In 1994, the “Barney” merchandise accounted for 55% of the company’s total revenue. However, by 1995 the “Barney-hype” had dissipated substantially and accounted for less than 5% of the total revenues for the company. Thankfully, when one character is no longer popular there is always one to take its place. In this case, the toy that replaced the lost revenue was the “Mighty Morphin Power Rangers”. The “Power Rangers” produced 75% of Happiness Express’s revenues in 1995. Although they were named by Business Week as a promising company to watch, many critics did not believe that the Sutton brothers could continue to select the top toys in the market. The critics also expressed doubt that Happiness Express could continue to perform at the financial level that they had over the past five years.
In late 1995, a Wall Street investment firm projected that Happiness Express would have a sizable drop in earnings during the fiscal year of 1996. They believed this drop in earnings would occur because of the decline in demand for “Power Rangers” merchandise. In response to this prediction, Joseph Sutton referred to an earnings forecast that was conducted by Donaldson, Lufkin, & Jenrette (DLJ), an investment banking firm, that projected a large increase in revenues...

Find Another Essay On Happiness Express

The Art of Rhetoric Essay

664 words - 3 pages The desire of rhetoric is always seated in attaining and preserving happiness. Corax of Syracuse (and/or Tisias) is regarded as the first theorist to devise an art of rhetoric as a means to help citizens regain their property seized under the rule of a despot. In this foremost case of Greco-Roman rhetoric, political happiness was sought by means of judicial speeches. The poly-discursive varieties of rhetorical happiness have theoretically...

The classification of a humans emotions: happiness, sadness,

931 words - 4 pages Emotional BreakdownCiera L. WardlowNovember 1st, 2003period 3What makes the human race so spectacular is its' ability to express; thoughts, feelings, and emotions. There are many ways to express oneself and the most prenominate form is communication, but your

Nicomachean Ethics: Friendship, Virtue and Happiness

935 words - 4 pages                 In the writings of Aristotle, seen in Nicomachean Ethics, it is evident that Aristotle believes that friendship is necessary for a virtuous and therefore happy life. I believe that this is accurate due to the similar conditions necessary for a complete friendship and a happy life. It is also evident that friendship is useful in achieving a happy life because friendship can make performing virtuous actions easier. His...

Vision Achieved By Jefferson

790 words - 3 pages A Vision Achieved      Jefferson envisioned a government that allowed its citizens to exercise inalienable rights. In exact words, he states, “ We hold these truths to be self-evident, that all men are created equal, that they are endowed by their Creator with certain inalienable Rights, that among these are Life, Liberty, and the pursuit of Happiness.” To be more evident, how can we define these “inalienable rights” of...

Choosing to Be Happy

2087 words - 8 pages “Choose to be happy.” This is what mom has always said, since a very young age and still to this day she tells everyone. For so long, it was just “mom talk”, those things your mother says that is supposed to make you stop and think. Yet, being too young, dumb and full of it, to really understand what she means. Curiosity emerges and suddenly there is a need to understand what it really means to be happy, what constitutes Happiness? So follow...

Leonid Afremov’s Painting, Alley by the Lake

1241 words - 5 pages Secure romantic relationships are based on trust and understanding. They are developed over time and tend to last the longest; however, just because a couple feels secure doesn’t mean the couple is necessarily happy. While every healthy relationship shines with rays of trust and happiness, shadows often lurk filled with lies and deceit. A painting, entitled Alley by the Lake, by Leonid Afremov portrays the secure, yet secret, side to...

Henry David Thoreau once wrote, "Many men go fishing all of their lives without knowing that it is not fish they are after."

600 words - 2 pages Allison LakotaA.P English3/14/132°The great author Henry David Thoreau once wrote, "Many men go fishing all of their lives without knowing that it is not fish they are after." Thoreau's quote is trying to express that in life we sometimes try so hard to accomplish things and gain status that we tend...

Personal Narrative- Joy in Helping the Homeless

1802 words - 7 pages Personal Narrative- Joy in Helping the Homeless America's strong heritage with regard to allowing its citizens the right to "life, liberty, and the pursuit of happiness" has brought about a mindset that each person should work for his own benefit and personal pleasure. While there is nothing wrong with happiness and enjoying oneself, this route to seeking out joy will usually leave people empty-handed. A recent experience with a homeless man...

Suppression of Individuality in Huxley's Brave New World and Rand's Anthem

1552 words - 6 pages Fahrenheit 451, a Ray Bradbury book, possesses a stereotypical citizen named Guy Montag. Guy sees the world just the same as any other individual. No true happiness or emotion is ever evoked. In his society, Montag becomes aware that books and other censored items exist in the world, but their presence has no impact on him until a female character enters the story. Talking one afternoon, Montag becomes interest in this female’s opinions on...

Happiness Explored in Ray Bradbury's Fahrenheit 451

1133 words - 5 pages The philosopher Aristotle once wrote, “Happiness is the meaning and the purpose of life, the whole aim and end of human existence.” This famous quote compels people to question the significance of their joy, and whether it truly represents purposeful lives they want to live. Ray Bradbury, a contemporary author, also tackles this question in his book, Fahrenheit 451, which deals heavily with society's view of happiness in the future. Through...

Unhappiness in Human Beings

1422 words - 6 pages In Thomas De Quincey's essay "Confessions of an English Opium Eater," the speaker discusses the problems associated with drugs. He suggests that his "dreams were accompanied by deep-seated anxiety and gloomy melancholy, such as are wholly incommunicable by words" (971). However, sadness and gloom do not belong exclusively to addicts as Shelley points out in his poem "To a Skylark." The everyday man also faces the same problem as De...

Similar Essays

The Simple Pleasures Of Life Bring Happiness

796 words - 3 pages "I am determined to be cheerful and happy in whatever situation I may find myself. For I have learned that the greater part of our misery or unhappiness is determined not by our circumstance but by our disposition." -- Martha Washington "Happiness is not something ready made. It comes from your own actions." -- Dalai Lama An emotion is an intense feeling. Happiness is one of the many emotions humans experience. It may perhaps be the...

Happiness Essay

1011 words - 4 pages Happiness Is life really about the 'money', the 'cash', who has the biggest gold chain or who drives the shiniest or fastest car, who sells the most albums or who has the most respect? Today happiness is viewed in many different ways. Everyone defines happiness according to their personal perpectives. Each individual describes their inner feelings in a way that you can't compare with another.

Happiness Essay

1011 words - 4 pages Happiness Is life really about the 'money', the 'cash', who has the biggest gold chain or who drives the shiniest or fastest car, who sells the most albums or who has the most respect? Today happiness is viewed in many different ways. Everyone defines happiness according to their personal perpectives. Each individual describes their inner feelings in a way that you can't compare with another.

What Makes A Person Happy? Essay

1564 words - 6 pages Everybody wants to be happy. Parents want their children to have a happy childhood and a happy life, people wish newlyweds a happy married life, and when someone passes on, they say, “S/he had a happy life,” as if that is comforting to those who are already missing the person and who are very unhappy. Why is happiness so important to people? Perhaps it is because humans are competitive by nature and one person exaggerates his/her happiness so...