by Laurie Shenkman March 20, 2008
Interviewed in Allentown Toy Showroom
“My first foray into the toy industry was picking up ping pong balls at the fish games at the Allentown Fair,” says Nancy Homan, president and owner of Allentown Toy Mfg Co. The family owned business, started by Morty Hertz, Nancy’s father, has been in operation for nearly 60 years as direct suppliers to the outdoor amusement trade. Seeking an independent enterprise from his parents toy company, Morty first worked his business out of a garage rented from his in-laws. Originally called Gladys Supply Company, named for his wife, Morty and Gladys nurtured and grew the business as they raised their 4 girls, of which Nancy is the 2nd youngest.
Today Allentown Toy Mfg Co is located in a 20,000 square foot warehouse in Center City Allentown and is stocked full of plush toys, novelties, games, & wheels – many of which are vintage classics of genuine American nostalgia. Nancy became sole owner of Allentown Toy Mfg Co in 2006.
“When we were young, my sister Sue and I played ‘store’ at the warehouse taking turns playing salesperson and customer,” explains Nancy. “By age 16 I worked every summer at the Allentown Fair, and at age 21 I traveled with one of our customers, working the carnival games, up and down the east coast corridor. This business has been in my blood my entire life!”
Nancy earned a degree in fine arts from Philadelphia College of Art in 1977. Her first professional job was working for Rodale Theatre making costumes and later she became head teller at Merchants bank where she dreamed of climbing the corporate ladder.
“What I realized, “ says Nancy, “is that I had at hand a viable family business – one which I had only flirted with. Why not work for myself rather than for a corporation? I had a feel for the business so I asked my father if there was room for me. I was age 26 and just married. Dad said ‘sure!’ My 3 other sisters all had worked for Dad previously as teenagers – perhaps, they knew better,” smiles Nancy.
This was back in the day when there were no computers. Nancy’s job entailed taking orders from customers and entering and checking inventory in the safeguard system. During the 1980’s & 90’s business was brisk.
“Dad handled the operations,” Nancy recalls, “packaging, loading trucks. I handled the front. I was being groomed to run the business.”
In the early eighties Allentown Toy was still buying product from domestic companies. These companies manufactured both in the US and imported from the Far East. Our road salespeople started to see the same companies we bought our product from on the carnival grounds soliciting business. In order to be competitive Nancy encouraged her parents to visit Korea to source out product. Their first trip was made in 1985 with the calm assurance that Nancy could manage operations while they were gone.
“I have a strong feeling about working with family and friends – that it is a good thing,” confides Nancy. “I may be the only person in the world who feels this way but when you work with family you work with people you trust to treat the business the way you do.”
Nancy has two teenage girls and is hopeful that her working and owning a business will someday translate to their futures.
“I have always felt really committed to Allentown Toy. It was a challenge working for Dad but only because we are a lot alike – we both want things done in a certain way.”
Nancy has made several trips to China for Allentown Toy. “Walking the Great Wall was probably my greatest highlight,” she remarks, “ but now what is most startling is seeing how much China has been transformed over the years. My first time in Shanghai everyone was riding bicycles – now you hardly ever see bicycles! Of course,” quips Nancy, “the more they westernize the more prices go up.”
Since almost all toys are made in China today – going to China has made a tremendous impact on Allentown Toy Mfg. “It has kept us competitive.” China still seems to be the best source for toys but change is in the air. “Before China we used to import from Korea,” says Nancy. “Recently, at the NY Toy Fair we saw more and more vendors from other countries like India and Pakistan. But,” exclaims Nancy, “ there are tons of toy factories – the bottom line is finding the right price.”
Dealing primarily with stuffed toys there have never been any safety issues at Allentown Toy. For instance, eyes on stuffed toys cannot be simply glued on – they are anchored in like a toggle bolt. Inflatables are sent with a lab test certificate to insure against lead content. “We are very much aware of product safety and make sure our toys comply with published safety standards.”
Nancy’s forecast for the future of Allentown Toy is to grow a seasonal business into a year round business. To achieve this end she is developing and featuring new product lines to capture a share of the retail trade and higher end gaming establishments. A new sales force has been set in place. A new graphic artist is on board. “I would like to get the business to the point that it runs with me or without me,” says Nancy, “and phones ringing off the hook everyday would be nice!”
“Anyone who has loved cuddling and squeezing a stuffed toy, given a stuffed toy to a loved one, or won a stuffed toy from the games at the fair ~ these are our ideal customers. We keep our customers happy by always being present – live on the phone whenever you call!” says Nancy with pride. “We are honest and dependable in packaging and delivery. We are known in the trade for our friendly, expedient customer service.”
“Before September 11th,” intones Nancy, “the United States was a lot more fun. Since then we seem to be under a cloud. That is why we need toys, “ she reflects.
“The purpose of toys is to make our otherwise hard-edged lives more warm and fuzzy. Toys bring us happiness, contentment and love.”
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contact us at: info@allentowntoy.com