Learning Curve: A Journey Through Innovation in Toys
Learning Curve, a former subsidiary of RC2, now owned by Tomy, carved a significant niche in the toy industry. Founded in 1992 by John W. Lee in Chicago, Illinois, USA, the company quickly gained recognition for its innovative approach to children's toys, particularly through its strategic partnerships and licensing agreements. This article explores the history of Learning Curve, its key product lines, and the challenges it faced, providing a comprehensive overview of its impact on the toy market.
The Genesis of Learning Curve
The story of Learning Curve begins in 1992, when John W. Lee established the company in Chicago, Illinois. Shortly after its founding, Roy Wilson initiated the development of the Thomas Wooden Railway line, a pivotal moment that would shape the company's future.
Strategic Alliance with Thomas & Friends
Learning Curve forged a strong relationship with Gullane Entertainment and Hit Entertainment, becoming a key manufacturer of Thomas & Friends-related toys from 1993 to 2012. This collaboration proved highly successful, as the Thomas & Friends franchise resonated strongly with young children and their families. In 2005, Learning Curve further solidified its connection with HiT Entertainment by becoming the new underwriter for airings of Thomas & Friends on PBS Kids in the United States.
Acquisition by RC2 and Expansion
In 2002, Learning Curve was acquired by "Racing Champions Ertls," which was later renamed "RC2" in the same year. This acquisition marked a new chapter for Learning Curve, providing access to greater resources and expanding its market reach. RC2 Corporation, a toy design, marketing, and distribution company headquartered in Oak Brook, Illinois, went public in 1997.
Product Recalls and License Renegotiations
In June 2007, a significant setback occurred when it was discovered that dangerous amounts of lead paint were being used on various Wooden Railway items. This led to a recall of over 1.7 million items produced from January 2005 to May 2007. In September 2007, a second, smaller recall was initiated due to the discovery of more Wooden Railway items containing lead paint.
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These events prompted HiT Entertainment to renegotiate their licenses with RC2, shortening the licenses for Take Along and extending the license for Wooden Railway.
Acquisition by Tomy
In 2011, RC2 and toy company Tomy reached an agreement for Tomy to acquire RC2 and all of their licenses for $640 million. This acquisition brought Learning Curve under the umbrella of Tomy, a Japan-based firm.
Dinosaur Train: A New Era of Innovation
Learning Curve expanded its line of original products based on Dinosaur Train, the animated preschool series from The Jim Henson Company. The new additions to the Dinosaur Train product line, featuring characters from the hit animated series seen daily on PBS KIDS, debuted at the American International Toy Fair.
The Dinosaur Train line launched in 2010 and quickly became a preschool favorite, thanks to InterAction Figures with SmartTalk technology that brought the dinosaur characters to life. In addition, a host of popular Dinosaur Train characters and train cars enhanced the collectability of the brand. The new-for-2011 items expanded on these best-selling categories, featuring exciting and innovative products that provided a variety of opportunities for imaginative play, including new characters in the InterAction Figure line, more collectible characters and train cars and an action-packed Dinosaur Train playset.
Created for 3-6 year olds, Dinosaur Train made its on-air debut on PBS KIDS in 2009 and quickly became a top rated show in the network’s hosted preschool block. The series features a world of dinosaurs and prehistoric lands, all connected by a colorful train line known as the Dinosaur Train. Each episode is seen through the eyes of Buddy, a preschool-aged Tyrannosaurus Rex, and his adoptive family of Pteranodons who go for adventures on the Dinosaur Train to discover and visit with all kinds of dinosaurs in different eras while learning the basic concepts of natural science, natural history and paleontology.
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Key Products in the Dinosaur Train Line
- Dinosaur Train InterAction Old Spinosaurus: This interactive toy featured head and eye movements, food-snatching action, dino droppings, and over 80 dino words and phrases.
- Dinosaur Train InterAction Figures: These articulated action figures included a minimum of 40 real dinosaur sounds, facts, and character phrases, with built-in technology that allowed them to recognize and interact with other InterAction Figures in the line.
- Dinosaur Train Time Tunnel Mountain Set: This playset allowed children to reenact time travel with a motorized train, lights, and sounds.
- Dinosaur Train Boris Storage Case: This storage case could hold up to 20 dinosaur collectibles.
- Dinosaur Train Dinosaur Collectible Figures: These figures featured beloved characters from the animated series.
- Dinosaur Train Collectible Train Cars: These train cars allowed children to connect them all to build the ultimate Dinosaur Train.
- Dinosaur Train Lights and Sounds Engine: This engine featured lights and sounds for prehistoric fun and adventure.
Robotix: Modular Construction Sets
Learning Curve also offered Robotix, a line of toy motorized modular construction sets used for constructing robotics creatures, vehicles and machines, often including action figures. The 1985 cartoon series Robotix was based on these toys.
History of Robotix
Robotix toys were sold by the Milton Bradley Company from 1984 until 1994. Learning Curve Brands began offering Robotix sets in 1994, and continued offering them until 2001. The packaging at this time changed to reflect the Learning Curve name, and many new parts were added. Since 2001, Robotics and Things has continued to sell Robotix toys through the internet. Despite the changes in distribution, products currently available are fully backward compatible with all toys from 1984 onward.
Design and Measurement
Robotix parts use the metric system of measurement for their pieces. These parts connect using a male/female attachment system, where each connection is in the shape of an octagon.
Other Brands and Licenses
Learning Curve marketed its infant, toddler and preschool products under its Learning Curve family of brands which included The First Years and Lamaze brands, as well as popular and classic licensed properties such as Thomas & Friends, Chuggington, Dinosaur Train, John Deere, Disney’s Winnie the Pooh, Princesses, Cars, Fairies, Toy Story and other well known properties. The Company’s youth and adult products were marketed under the Johnny Lightning and Ertl brands.
The Jim Henson Company
The Jim Henson Company, best known as creators of the world famous Muppets, has received over 50 Emmy Awards and nine Grammy Awards. Recent credits include the Emmy nominated “Sid the Science Kid,” “Dinosaur Train,” “Wilson & Ditch: Digging America” and “Pajanimals.” Features include “The Dark Crystal,” “Labyrinth,” “MirrorMask,” and “Unstable Fables” and television productions include “Fraggle Rock” and the sci-fi cult series “Farscape.” With additional locations in New York and London, The Jim Henson Company is headquartered in Los Angeles on the historic Charlie Chaplin lot, complete with soundstage and postproduction facilities.
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