Joel Boblit parlayed nostalgia for his childhood toys into big-time
business when he discovered how much Transformers--robot action figures
whose popularity has continued since the 1980s--were being sold for
online. He launched BigBadToyStore.com in 1999 shortly after graduating
college. He sold GI Joe, Masters of the Universe and Transformers.
The biggest challenge in those early days? Boblit admits: "Being teased
by my friends."
While in college, Boblit sold action figures as a hobby for extra money,
but when he decided to turn his hobby into a business, his parents
supported him on all levels. They worked 100-plus-hour weeks alongside
him for BigBadToyStore. Housing his inventory at one point, his parents
had to create aisles in their home to navigate around the ceiling-high
boxes. Says Boblit, "They worked just as hard as I did to keep it all
together during the tough early years."
BigBadToyStore caters to specialty toy buyers with vintage favorites
like Star Wars figurines and Teenage Mutant Ninja Turtles. Boblit also
branched out to comic- and movie-related items, earning loyal customers
around the world. Serious
Joel made $4 million dollars in sales in 2005, so the strategy seems to
be working.
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