June 8, 2003, the dream of the International signed a contract with Warner Bros. to produce licensed beanbags and plush stuffed animals using known branded characters such as Looney Tunes and Tom and Jerry. The contract allowed the dream to extend the character of the product through Warner appointed distributors throughout the world, except the U.S. and Canada. To Dream, the agreement not only added a new source of income, as well as providing a stepping stone to eventually sell the character of the brand and other plush toys products directly to retailers. Despite significant growth in Dreams, chairman and founder Kyoo Yoon Choi, who was in his 50s and is based in Seoul, was not satisfied with the size of the operation. In the highly fragmented market plush toy, Dream was less than 2% of the world market. Choi was a goal of 5% to 6%. What was the dream of a strategic plan to achieve this goal? Vertical integration was the best way forward? What are the success factors that have built a dream in the world's largest manufacturer of plush toys? "Hide
by Simon Tam, Monica Wong Source: University of Hong Kong, 9 pages. Publication Date: Mar 03, 2004. Prod. #: HKU319-PDF-ENG
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