Legends fill the toy industry, but only a few put their own name front and center. One man who fits the bill is Ty Warner, whose namesake company, Ty Inc., is on the cusp of its 40th anniversary in 2026. Following the Beanie Babies craze of the mid-1990s, Warner’s pioneering spirit has continued fueling sales for specialty retailers through a steady stream of new products and form factors, including the company’s most recent hit, Beanie Bouncers — a line of collectible plush toys that bounce up to 50 feet in the air.
Of course, with success comes knockoffs, and Warner is ready to face off against nefarious foes who seek to dupe unsuspecting retailers and consumers — the message: A bootleg Beanie could bounce copycats into court.
The Toy Book caught up with Ty Warner to discuss protecting innovation, supporting specialty, building a legacy, and charting a path to the future.
Beanie Bouncers are hot — how are you keeping the copycats at bay this time?
Super-soft plush bouncing balls are a completely new innovation, so I filed for a patent to safeguard this one-of-a-kind concept. I’m proud to share that my first patent for Beanie Bouncers was officially granted on October 7, 2025. With this protection in place, my legal team is prepared to act swiftly and decisively to defend Beanie Bouncers against any infringement.
You fought off fakes in the Beanie Babies era — what lessons stick with you today?
I pour my heart into crafting top-quality plush toys that are not only industry-leading but also priced so that children can afford to buy them with their allowance. From the beginning, I understood the importance of fiercely protecting my brand and creative vision. Back in the Beanie Babies era, I partnered with elite law firms that worked tirelessly to shut down counterfeit operations. That same team still stands with me today, and I continue to enforce rigorous standards to safeguard my products from imitation.
How do you secure a product before it hits shelves to ensure competitors can’t copy it?
Great ideas deserve strong protection — and I take that responsibility seriously. Before a product ever reaches shelves, I move quickly to secure IP rights. That means filing for patents when the concept is truly novel, registering trademarks for names and logos, and locking in copyrights for original designs. I work closely with top-tier legal teams to ensure every detail is buttoned up early.
But it’s not just about paperwork, it’s about vigilance. I constantly monitor the market, and if someone tries to copy a Ty product, my lawyers are ready to act swiftly. This proactive approach has kept Ty ahead of imitators for decades. Creativity drives the brand, and protecting that creativity is non-negotiable
How do you ensure that retailers and consumers know they have the genuine article and not a bootleg?
Every Beanie Bouncer proudly features my iconic red heart logo, a symbol that has become synonymous with the brand. The line is showcased on freestanding displays topped with a bold Ty red heart header, making them instantly recognizable. Thanks to this consistent branding, Ty is known and trusted around the world.
Your relationship with specialty retailers has been a cornerstone of the Ty empire. How are you protecting and supporting them as they compete against big-box and e-commerce giants?
My loyalty lies with specialty retailers and ultimately, with the consumer. That’s why I ensure every new Ty innovation launches first through the specialty retail channel, giving them a meaningful competitive advantage. Our larger chain partners understand and fully support this approach. Beyond that, I’ve made selling Ty products refreshingly simple so that retailers can focus on delighting their customers.
How much weight do indie retailers carry when shaping the future of Ty product lines?
Independent retailers, like me, champion innovation, creativity, and seamless merchandising. I view them as the true barometer for any new product line — where fresh ideas take root and trends are born. Their insight and agility make them the pulse of the market.
Ty has a reputation for keeping prices sharp. How do you maintain the balance between price point and quality in the age of tariffs?
Tariffs have introduced a layer of uncertainty across the retail landscape. Throughout 2025, I’ve worked diligently to absorb these added costs without raising prices, staying true to my commitment to affordability. Whether that remains sustainable in 2026 is yet to be seen. What will never change is my dedication to designing products with the consumer at heart. Quality and value have been the foundation of the Ty brand since day one — and they remain my guiding principles.
Only a handful of companies in this industry are still owned and operated by their founders. Why has it been essential to stick with Ty Inc. and continue to lead it?
Ty is my true passion. I find joy in creating products that delight both the young and the young at heart — items people love to buy, collect, and share as meaningful gifts.
You wrote the playbook for balancing collectability and playability with limited drops, retired characters, and a steady slate of new releases. How do you look at the industry, knowing that you’ve forged a legacy that many others emulate?
That’s a thoughtful question, and one I reflect on often. I’ve always believed that the magic lies in striking the perfect balance between collectability and playability. From the beginning, I wanted Ty products to spark joy, whether they were being hugged by a child or displayed on a collector’s shelf. Limited releases, character retirements, and a steady stream of fresh designs weren’t just strategies; they were ways to keep the experience exciting, personal, and emotionally resonant.
Seeing the industry adopt similar approaches is both humbling and affirming. It tells me that we tapped into something timeless: the thrill of discovery, the joy of collecting, and the emotional connection people form with these little plush companions. But I don’t dwell on the past. I’m always looking ahead, pushing boundaries, dreaming up the next surprise, and staying true to the values that built the Ty brand: quality, creativity, and accessibility.
The legacy is meaningful, but my heart is in the future.
Toy Fair New York isn’t that far off, and regular visitors immediately feel Ty’s presence when they enter the Javits Center. Is there anything you can preview for 2026?
I’ve always loved a good surprise — and yes, I’ve got a few more tucked away. For now, you’ll just have to wait and see!
Stay on the Pulse of Play!
A version of this feature first appeared in the 2025 Celebrations Issue of The Toy Book. Read the full issue here!
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The post Talkin’ Toys: Ty Warner — Bouncing Into the Future appeared first on The Toy Book.
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