Tonner Doll Company Announces Immediate Closure

On January 2nd, 2019, Action Figure Insider discovered a surprising announcement from the Tonner Dollar Company– the brand was experiencing an immediate closure. As of right now, their official website has already been wiped from the internet.

For those unaware with Tonner Dolls, they were a line of high end fashion dolls (with a matching price tag) that were dressed up primarily in Super Hero inspired (and licensed) costumes.

The company has since folded, although news that some of the employees will continue their own venture and continue making artistic high end dolls on their own. That new company is called Phyn and Aero.

The announcement from Tonner Doll Company can be found below:

My Dear Friends,

I was lucky enough to start Tonner Doll at a point when it seemed that everyone was collecting, making, buying or selling dolls.   At the same time, the Far East was willing and eager to produce whatever we wanted at a price that couldn’t be beat.    High demand and inexpensive, quality production led to the golden age of collectible dolls and great success for Tonner Doll.

It’s often said that the only thing you can count on is change; I whole heartedly agree with that statement.  I could go on and on about the changes in the collectible doll industry, but in short, the business model that I used to build Tonner Doll is no longer viable or sustainable.  Therefore, Tonner Doll Company (including the Tonner Doll web site, doll hospital, phones and emails) was closed as of December 31, 2018.

However……

“Every new beginning comes from some other beginning’s end.”
― Jenna Evans Welch, Love & Gelato

I’m very excited that Phyn & Areo will continue with a brand-new business model, one that addresses some of the changes mentioned above and we will be exploring new ways of doing business.  Through Phyn and Aero, I’ll be working directly with our favorite retailers to create unique and exclusive dolls (look for the first Ellowyne out this Spring).   I will continue to design for and attend events throughout the year (Dollology, Shaker Doll Club, Doll Circle and UFDC to name a few).  At Phyn and Aero I will also continue to develop new product; we’ll be doing small batch, design driven products.  Rayne, a new character with unique (and I mean unique) accessories will debut around Toy Fair.  In addition, I am working on design projects with other companies (I just did a huge amount of work for FAO; that was both a challenge and a delight).  I think it’s going to be a very busy, very exciting 2019!

Over these past 28 years I have had to honor to meet, work with and befriend some of the most wonderful people there are—doll collectors, doll lovers and doll retailers.  I want you to know how deeply I’ve appreciated our journey together—and here’s to a bright, exciting, shiny, new future!

 

Warmest,

Robert

P.S.  Starting today, please visit our website at  www.phynandaero.com or call us at 845-802-5552.  You can also reach us through info@phynandaero.com

 

Ultimately, we have to pause and wonder why this closure occurred now when it did. It can’t be that there’s no market for high end dolls and action figures. People are buying Transformers and Megazord Legacy figures in the $200 price range as well. Is it the materials/quality versus the price tag that was associated with Tonner? In a world of customs and budget lines, are people being more selective about where their money goes? And if you can go to Target or Walmart and get a Disney Princess doll from Hasbro for $8.99, is it not worth it to spend so much on a gourmet action figure that you used to be able to get for $15?

eternal-sailormoon-pullip-doll-usagi-uniform2017.jpg

Looking at you, Sailor Moon Pullip dolls with your $200 price tag…

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