Featured Companies from the MC500 (Part 14): CurlyQ Cuties: Personalized Plush Toys

MC500_Signet_2012In our series of postings introducing companies that performend very well in our Customization 500 study, we are introducing the next mass customizer. Remember:  The order of these feature postings is more or less randomly!


Today: Custom monsters, fairy-teeth, splatopuses, moggins – you name it, they have it

Stuffed plush toys are a good application for mass customization. They are meant to be our children's best friends and hence should not just come off the rack. Companies like Build-a-Bear have pioneered this field and now you can order fluffy friends that go beyond bears in shape and form.

CurlyQ Cuties, despite their slightly user-unfriendly company name (try telling somebody about their url…), is sporting a nice portfolio of plush toys you do not see every day. Custom monsters of all kinds, fairy-teeth for those unlucky enough to be at the age of losing their (first) teeth or what they call splatopus: Their product line is certainly a bit special, yet the little creatures look (mostly) friendly and are probably quite lovable for the younger ones. 

Their configurator (and their entire website, actually) could use a bit of an overhaul since it looks a bit 90-ish but the technology itself is solid, simple and apparently just works. But see for yourself…


Note: Please see this post for detailed information on how to interpret the above data.

By | 2018-06-14T06:54:31+00:00 August 13th, 2012|Cases-Consumer, MC500|

About the Author:

Frank T. Piller is a Co-Director of the MIT Smart Customization Group at the MIT Media Lab, Massachusetts Institute of Technology, USA, and a chair professor of management at the Technology & Innovation Management Group of RWTH Aachen University, Germany, one of Europe’s leading institutes of technology. Before entering his recent position in Aachen, he worked at the MIT Sloan School of Management (2004-2007) and has been an associate professor of management at TUM Business School, Technische Universitaet Muenchen. Frequently quoted in The New York Times, The Economist, and Business Week, amongst others, Frank is regarded as one of the leading experts on strategies for customer-centric value creation, like mass customization, personalization, and innovation co-creation. His recent analysis of the crowdsourcing business model “Threadless” (co-authored with Susumu Ogawa), an innovative crowdsourcing business model in the fashion industry, has been elected as one of the Top-20 articles in MIT Sloan Management Review.