The president of BBC design group, Emil Vicale, had built a successful business using rapid prototyping technology to build wax or plastic models of his clients’ designs. However, this technology would also prove to be innovative in another endeavor, the action-figure doll. Vicale had used this technology for personal enjoyment by creating dolls resembling heroes of September 11, 2001. The stir the dolls on his desk created had inspired Vicale to look further into the possibility of expanding his recently purchased e-commerce toy company. The following information will provide insight into the research that was done to create a successful action-figure business by HeroBuilders.com. However, additional research could have been done to prepare for unexpected media attention and to create new products that would meet customer needs.

Background Review

Shortly after September 11, 2001, Vicale finalized the purchase of ToyBuilders.com, an e-commerce toy company. This created an opportunity for using rapid prototyping technology to build dolls. Vicale had realized the potential for success after observing the interest his friends and family expressed for the personal heroes he had on his desk. It was then necessary for Vicale to investigate the potential for profitability in the action-figure business. Vicale researched the companies already in the field, and also the retail environment for the dolls. His research sparked his interest further, and he believed creating dolls that were based on heroes of 9/11 would prove successful.

His conclusion was correct. HeroBuilders.com had built a niche in the action-figure industry. However, the company was ill prepared for the events that followed. The media attention the products received was unexpected, and the company did not have the inventory needed to match higher customer demand. In addition,