Lifelike plush animals to delight young and old
Interview with Peter Fuchs, Managing Director of TRIGON Deutschland GmbH
Even in an era increasingly dominated by digital games and screen-based entertainment, traditional toys still hold a cherished place in the hearts of children and parents alike. TRIGON Deutschland GmbH, the European distributor of the SEMO brand of lifelike animal plush toys, stands as a testament to this enduring appeal. With over four decades of experience in the toy industry, TRIGON combines quality craftsmanship with innovative marketing strategies to create a niche in the ever-evolving landscape of children’s toys while also successfully entering the promotional items market.
Peter Fuchs, the Managing Director of TRIGON Deutschland GmbH, has been an integral part of the company since 1990. Although not one of the company’s founders, he has played a crucial role in shaping TRIGON’s direction and success. “I started as a part-time assistant while pursuing my business studies,” he recalls. Over the years, he transitioned through various roles, eventually taking the helm of the company nearly 17 years ago.Founded in 1980 as a subsidiary of a Korean company, TRIGON initially imported goods from Korea, focusing on plush toys. However, as production costs in Korea began to rise, the company shifted its manufacturing base to China in the 1990s. This move allowed TRIGON to maintain competitive pricing while ensuring high-quality products.
Specialization in plush toys
TRIGON’s primary focus has been on plush toys, particularly those that are realistic and nature-inspired. Peter Fuchs explains that during the early 1990s, the company identified a gap in the market for lifelike plush animals, particularly in zoo and wildlife park contexts. “We specialized in realistic designs that fit well in zoo shops, where visitors seek souvenirs that resemble the animals they just observed,” he notes. This strategic focus has allowed TRIGON to become one of the leading suppliers of plush toys to zoos and amusement parks across Europe. The company prides itself on offering high-quality products at affordable prices, making it an attractive option for both retailers and consumers. Peter Fuchs emphasizes that “our position in the market has always been about offering quality at a reasonable price.”
Expanding horizons: the promotional products sector
In addition to its successful plush toy line, TRIGON has also carved out a niche in the promotional products sector. Peter Fuchs’s experience at a promotional fair in the United States sparked the idea to explore this market. “We realized we had the ability to create custom plush toys for promotional use, which was a relatively untapped opportunity,” he explains. TRIGON’s promotional products range from simple plush toys adorned with logos to elaborate mascot designs for various brands and events. The company has collaborated with notable clients, including the German national handball team and various football clubs including 1. FC Köln, Hansa Rostock and St. Pauli, to create unique promotional items that resonate with their target audiences.
Committed to sustainability
As the toy industry faces increasing scrutiny over environmental impacts, TRIGON has taken significant steps towards sustainability. The company launched its Eco Edition, featuring plush toys made entirely from recycled materials, including PET bottles. “We now have over 70 different models in this line which won the Promotional Gift Award in 2021,” highlights Peter Fuchs. “It demonstrates that sustainability is not just a trend but a necessity in today’s market.” This commitment to eco-friendly practices has positioned TRIGON as a forward-thinking player in the industry. Moreover, TRIGON maintains high social standards in its manufacturing processes. Peter Fuchs visits the factories in China and Vietnam every year for a personal impression on site and in order to work together with the factories on continuous optimization. Furthermore, TRIGON works exclusively with BSCI and ICTI-certified factories and is a member of amfori BSCI (Business Social Compliance Initiative), to whose code of conduct it has committed itself: “We cannot produce toys for children while ignoring the welfare of the workers involved in their creation,” states Peter Fuchs.
Responding to challenges
The COVID-19 pandemic posed significant challenges for TRIGON, particularly as zoos and amusement parks faced closures. “In 2020, our revenue dropped by about 40% due to the pandemic,” Peter Fuchs recalls. However, the company met the challenge head on by taking the opportunity to invest in its Eco Edition and expand its online presence. “We managed to double our revenue in the following years, emerging from the pandemic stronger than before,” he adds. Looking ahead, TRIGON aims to further diversify its product offerings while maintaining its core focus on quality and sustainability. Peter Fuchs is optimistic about the future, stating, “There is still a lot of growth potential in the European market, especially as we continue to innovate and respond to consumer demands.”
Building partnerships
TRIGON’s success is also attributed to its strong partnerships. The company collaborates closely with zoos, amusement parks, and promotional product distributors to understand market needs and trends. Peter Fuchs emphasizes the importance of these relationships, stating, “We listen to our partners and customers to develop products that truly resonate with them.” As TRIGON Deutschland GmbH continues to navigate the complexities of the toy industry, its commitment to quality, sustainability, and innovation remains unwavering. In a world where digital distractions abound, TRIGON serves as a reminder that traditional toys still have a vital role to play in fostering joy and creativity in children. With a robust portfolio of products and a clear vision for the future, TRIGON is poised to thrive in the ever-changing landscape of children’s entertainment.