Toy Book RMS USA CEO Zack Farber caught up with Zack Farber and discussed how the company can play a role in the U.S. at a competitive price this year.
Toy Book: This year marks RMS’s debut at the Toy Fair, but the company has been around for over 40 years. Why has the United States become an important focus of growth?
Zack Farber: American consumers crave their own money. RMS has thousands of amazing products at a daily price point, ranging from $1 to $20. No matter how much they have to spend, every shopper should gain a wealth of experience and given the RMS mission “Wow!” Consumers with incredible value is the best time for our retailers to have market-leading designs, incredible product content and incredible profits.
TB: What were some of the major wins of RMS last year?
ZF: Despite our negative category comp, RMS still has double-digit growth, which shows the power of real value. We have expanded our retail presence, worked with industry-leading entertainment companies, and opened our first West Coast showroom. Despite concerns about a fewer weekends in December, all of our retail partners have experienced sold-out products.
Tuberculosis: Retail pricing has become a “state of emergency”, fighting against the masses and professional retailers in ways we have never seen in years. What steps can be taken to balance the game environment so that everyone has a chance to succeed?
ZF: I always think that the United States is a “extreme consumption” market, and there is enough room for every brand and price. It never works when a retailer tries to reflect its competitors. Every store must clearly define how they add value. Professional stores should do what they do best and stay special. Customers deliberately go to those stores for a unique “try me” experience – a niche that mass retail can’t do. I would love to see them not trying to compete at prices, but still bring value.
TB: What are the biggest challenges and opportunities facing the entire industry this year? How do you get close to them?
ZF: Today’s consumers are looking for extreme value, hot trends and innovations – always looking for “new.” At RMS, this is our single mission. It’s frustrating that even mass retail tends to be the biggest suppliers, even if they don’t have outstanding prices or fresh products. My biggest challenge is competing with the never-ending marketing budget for getting mediocre, overpriced products on store shelves. Retailers working with RMS have experienced amazing natural selling on tomorrow’s hottest trends.
TB: Many people initially thought last year would be a confusion in the toy industry after a few years, but the results were confusing – what are your overall forecasts for the status of the toy industry and for toy/game/collection retail this year?
ZF: I learned that every year there are new things we didn’t expect, so we have to prepare for accidents and adapt quickly.
TB: How does RMS respond to potential U.S. tariffs or external pressures to diversify its supply chain and manufacturing base as an international company?
ZF: If any tariffs reach the toy market, RMS is better positioned than our competitors because we provide amazing profits for retailers. With our agile team and surprising markets, the way we do business in the retail industry has not changed. We provide solutions for retailers worried about tariffs through an unparalleled item profitability architecture. Our strategy is to continue to support our manufacturing relationships for more than 40 years. The real RMS difference is how we adapt and adapt our product development strategies internally to ensure the lowest cost of the shelves. Our lean and agile business model enables us to adapt to any situation and win.
TB: What critical moments or products can RMS expect from retailers and consumers this year?
ZF: There are many! We offer novelty in each category every season. Our goal is to “Wow!” Our retail partners work with the freshest innovations. We have repeatedly seen our novel products organically spread social risks, our promotional packages have so much value that they sell completely, and our educational products offer new twists and turns to encourage repeated conversions. Pay attention to all our brands!
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Versions of this feature were originally published in the 2025 Big Toy Book. Click here to read the full question! Want to receive a printed toy book? Click here to get subscription options
