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Ty’s, All Aboard get into online brand management

Just a few months since the merger that brought e-tailers Ty's Toy Box and AllAboardToys.com under one roof, the pair has renamed the overarching parent company Brand Performance and will operate as an internet-based brand management and development partner for licensed properties and products.
October 7, 2008

Just a few months since the merger that brought e-tailers Ty’s Toy Box and AllAboardToys.com under one roof, the pair has renamed the overarching parent company Brand Performance and will operate as an internet-based brand management and development partner for licensed properties and products.

Brand Performance houses consumer sites www.TysToyBox.com and www.AllAboardToys.com and operates the official online stores of HIT, VIZ, Cookie Jar, Universal and Big Tent, among others.

Moving forward, Brand Performance is looking to help character-based licensors connect their brands directly with the consumer through online retail platroms and consumer products categories such as apparel. The goal is to continue building a retail network for brands that are currently underrepresented at major online retailers.

About The Author
Lana Castleman is the Editor & Content Director of Kidscreen and oversees all content for Kidscreen magazine, kidscreen.com and related kidscreen events. lcastleman@brunico.com

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