Have you ever seen a plush toy with a hidden wild side? Meet Feisty Pets, the adorable yet mischievous stuffed animals that took the world by storm. Created by Mark Forti of William Mark Corporation (WMC), Feisty Pets aren’t your average cuddly companions. They’re the “bad boys of plush,” as Forti himself describes them, offering a hilarious and unexpected twist on traditional plush toys. In this exclusive interview, we delve into the mind of the inventor behind these unique toys to uncover the story of Feisty Pets’ creation, their surprising journey to success, and the creative sparks that ignited this global phenomenon.
From Flying Toys to Feisty Faces: The Genesis of an Idea
Mark Forti, the “M” in William Mark Corporation, reveals that the “W” stands for his first name, William. Before Feisty Pets captured hearts (and startled a few!), Forti was renowned for his innovative flying toys. His initial claim to fame was the X-zylo, a revolutionary flying cylinder capable of soaring over 200 yards.
“My first big hit was called X-zylo – a flying cylinder that can be thrown over 200 yards. We sold millions, and that’s what launched the company,” Forti explains. He also mentions other successful creations like Mystery UFO and Flitter Fairies, but it was the Air Swimmers – giant, remote-control flying sharks and clownfish – that truly cemented his reputation for inventive and engaging toys.
Despite his background in flying toys, Forti ventured into the plush world with Feisty Pets, a category he admits wasn’t initially on his radar. “I’m not a big plush fan either! I’ve always been mostly into inventing flying toys, and plush had never been on my radar… So inventing a successful plush line was never in the plan!” he laughs. The concept of Feisty Pets emerged from a fascination with facial expressions and a desire to create a toy with a dramatic mood change.
“Anti-Care Bears” with an Edgy Humor
Describing Feisty Pets as “the bad boys of plush; the Anti-Care Bears. Stuffed attitude!” Forti highlights their unique appeal. Unlike saccharine sweet plush toys, Feisty Pets embrace a more mischievous and irreverent personality. This edgy humor is also reflected in their Feisty Films channel on YouTube, which has garnered over 300 million views.
“The Feisty Pets also have an edgy sense of humour along the lines of Bugs Bunny, or Bart Simpson. You can see that on our Feisty Films channel on YouTube – we’re now up to the 127th episode, and 300 million views. Our fans really respond well to that irreverence,” Forti elaborates.
The spark of the Feisty Pets idea came from Forti’s artistic nature and his observation of how subtle changes in facial features, particularly eyebrows, could drastically alter expression. “I’m an artist and always have been fascinated with how a slight change in eyebrows can make a tremendous change in facial expression. I tried to design a mechanism that would have the most dramatic mood change with the least amount of mechanical movement,” he explains.
Initially, the idea wasn’t even for plush toys. Forti envisioned a small plastic desk toy that he playfully called the “Jekyll and Hyde monster.” “At the time, I called it the ‘Jekyll and Hyde monster’, and it would’ve been a little plastic guy that would sit on your desk,” he recalls. It was during the development of another product, Sneekums, that the plush toy concept emerged. Surrounded by cut-up stuffed animals for fur, Forti had an epiphany: “Oh my God, this is a plush line!”
From Toy Fair Rejection to Viral Sensation
Despite the initial excitement of the idea, the journey to market wasn’t smooth. When Feisty Pets were first presented at the New York Toy Fair, plush buyers were less than enthusiastic. “To my dismay, the reception was terrible. I’d spent two years developing the toy… We took it to the New York Toy Fair and pitched it to plush buyers. It turned out this was not a product plush buyers were into! The response was, “Why would you want to scare little kids? This is terrible!” Forti recounts.
This negative feedback was perplexing to Forti, especially considering the positive reactions he received from children during development. “It greatly perplexed me because every kid I’d ever showed it to during development laughed their heads off.” Despite the setback, Forti decided to proceed with a limited launch, minimizing financial risk.
Undeterred by the industry’s initial skepticism, Forti relied on his own conviction and the positive responses from children. “I was initially very confident in the idea because all of the children I showed it to thought it was hysterical! That kept me going. And I’ve always had a good sense when something is just freaking awesome – even if others can’t see it at the time,” he asserts. He highlights the difference between analytical critiques and the emotional, experiential nature of consumer purchases, downplaying the value of traditional focus groups in toy invention.
The YouTube Turning Point and Facebook Frenzy
The turning point for Feisty Pets came unexpectedly through online video. When Forti posted a commercial video on YouTube, it went viral, amassing over 60 million views. “The turning point came when I posted the commercial video on YouTube and it went viral. It now has over 60 million views. It turns out all of the buyers were wrong and the whole world got the joke at the same time!” Forti exclaims.
This viral success translated directly into sales. Amazon sellers, witnessing the online buzz, rushed to place large orders. The initial four Feisty Pets characters quickly expanded to fourteen in just two weeks, and new expressions were developed to meet the surging demand. But the viral journey didn’t stop there.
“In short, a mother posted a video on Facebook. In it, she uses the unicorn – Glenda Glitterpoop – to scare her child! That video generated 180-million views in two weeks… At that point, it was a production problem not a demand problem,” Forti explains. This Facebook video further propelled Feisty Pets into a global phenomenon, solidifying their place in toy history.
Staying Creative Outside the Toy Aisle
When asked about his creative process, Forti emphasizes the importance of looking beyond the traditional toy industry for inspiration. “Being detached from the toy Industry is important. The worst way to invent something new is to walk down a toy aisle at a store and contemplate your next product…” he advises.
Forti believes that drawing inspiration from diverse sources, like aquariums or unrelated creative pursuits, is key to truly innovative toy design. “My feeling is that visiting the toy aisle only lets you look at the world that “is”. But you should be shooting for something someone has never seen before. So you might look at the squirt gun section and say, “Hey, those sell – I’ll make one that you can put ice in and the water will be freezing!” But that will just be a small change, and not something completely different.”
Forti himself engages in various creative activities outside of toy invention, including drawing, music, and video creation. “Yes – I like to draw, create music and make videos as well – that can all be like creativity cross training! So having a broad range of experience and staying hyper curious is still the best bet,” he shares.
Overcoming Fear and Embracing “Play”
The biggest obstacle to creativity, according to Forti, is the fear of failure. “Fear of failure is always the biggest obstacle to trying to do something totally out of the box. Fear is kind of the opposite of play, and play is required to be creative.” He emphasizes the need to balance the fear of failure with the drive to innovate and the honesty to evaluate one’s ideas critically.
For aspiring toy inventors, Forti offers a humorous yet cautionary piece of advice: “Don’t do it! Ha! I’m only half joking… It’s a very tricky industry which requires both creative thought and business savvy that usually don’t coexist well together.” He stresses that a successful toy invention is not just about the idea but also about the complex process of production, pricing, and market appeal. “People think the idea of the toy is the invention… That’s just the price of admission. The real invention is actually devising the process by which you can produce the good idea for a price that the majority of people are willing to pay. That’s where the hard work lies.”
What’s Next for the Feisty Pets Creator?
Looking ahead, Forti reveals plans for a new line of Feisty Pets designed for social media engagement and a feature-length movie exploring global perspectives. And the most intriguing object on his desk? A small native ax from Papua, a testament to his diverse and curious mind.
Mark Forti’s journey with Feisty Pets is a compelling story of creative vision, perseverance, and the power of viral marketing. From initial rejection to global sensation, Feisty Pets prove that sometimes, the most successful ideas are the ones that dare to be different and embrace a little bit of “stuffed attitude.” Keep an eye out for what this innovative creator conjures up next!
