Parviz Abdullaev Biography

The main opinion of Parviz Abdullaev, Prosto Toys: “We started a matter that you can do all your life and that our children will continue” Parviz Abdullaev, Prosto Toys: “We have started a matter that you can do all our lives and that our children will continue” like the newcomers on the toy market often appear, but not everyone manages to declare themselves as a serious and professional participant in the industry.

Prosto Toys has existed, in fact, for less than a year, but has already managed to win a place in the segment of collection figures completely unconventional for Russia. Free from industry stereotypes, a young and indifferent team was able to look at their work with a fresh look and breathe a new life into the industry. Correspondent of the portal "Toys. Ru ”talked with the general director of Prosto Toys by Parviz Abdullaev and found out what the secret of the company is and what to expect with you from a good confident beginner.

First, tell us about your company: how long has it existed and how has it appeared? It was formed as a separate company this year. We have been engaged in this direction for more than 5 years, but we have not declared ourselves earlier, since we did not manage to create high -quality products - due to the fact that there were no such technology and software that are able to reproduce the digital sculptures that we created.

But progress does not stand still, from year to year the quality of the equipment, software and the level of our skill grew, and last year we decided to create a company that will produce figures and collection figurines. We began to communicate with the copyright holders of cartoons, films and games. The first to believe the Mill Studio, the company Mail. It all started with this. If you mean how much money we invested, more precisely there will be the answer “Everything”.

It is too early to talk about payback, since our first products went on sale in November this year. We believe that there is nothing complicated, just like nothing simple. What may be difficult for a person who does not understand anything will be simple for a professional. How many people do you have on your state? The staff has 15 people, in the entire group more than 40 people.

Why did the choice fall on him? When it came to the choice of a cartoon from which cooperation with Soyuzmultfilm should begin, we chose Mowgli. Because this story about real friendship, kindness, mutual assistance, strength and weakness, singing honor and nobility as the main human dignity. The average age of our company employees is years. We grew up at this cartoon, we love it very much and want to convey it to our children.

We want them to love our heroes and be brought up on cartoons that form a person in a person and participate in the educational process. The Mowgli Collectible figures released under the License of Soyuzmultfilm - figures are about to go on sale. Already feel the excitement among collectors? There is excitement, but not only among collectors. What other characters can you wait?

To date, our portfolio has been replenished with several more licenses, including “Bremen musicians”, “Vovka in the distant kingdom”, “The Secret of the Third Planet”. As soon as we prepare products for these licenses for release, we will expand cooperation on the following cartoons. In conditions of weak financing, does Russian animated studios have a chance to get to their feet due to royalties with licensed products?

This is not surprising, since we were all the same country with the same worldview and values. But the modern consumer has something to compare with - I mean Western analogues of such products - so we have to equal to a certain level of quality. The same applies to animation as a whole: a modern consumer wants to get a certain level of “picture”, and in conditions of weak financing to studios, it is very difficult to do this.

We believe that the more licensed products will be released according to domestic licenses in different grocery niches, the greater the chance that new cartoons, films, clips, games, comics will appear, and, of course, we are very pleased that we, albeit indirectly, but take part in this process. At the heart of domestic cartoons, amazing stories with a deep, close and understandable meaning to us.

Is this reflected in demand? What figures are very successful: for "cartoon" licenses or "movie"? Just for each age - your toys. Figures on the Luntik series are very fond of all children of preschool age, and the figures of movie heroes are more adults, sometimes even “old children” are like us. All products that we produce are successful, just each product has its own audience.

How does it start and how long does it take?The main stages are: the creation of a digital model, the creation of a master model, the manufacture of the first prototype, the manufacture of a serial prototype, the launch of serial production, the appearance on the shelves. You can talk about each stage for a long time. Tell us, at what stage is its creation? The first prototype is already ready.

This week we will publish the news about this and show photos. Until the end of January, we plan to finish the work of creating a master model and in February we will show a serial prototype. By the way, to whom does licensed rights belong? We carefully listen to them, because their comments are the most valuable, because no one else knew Victor so closely like them. Rights belong to the Moroz Count.

In the future, we intend to expand the boundaries of cooperation with the Frost Seer. I know that he recently came to your office. How did the actor react to his reduced copy? Which charges the positive of everyone and everything that is around him. He really liked the figure of Bashkotryas, he also approved the collectible figurine “Nightingale”, which was planned for release for 1 quarter of G.

He looked at the figurine for a long time, and then said: “A very strange feeling to see an exact copy of himself in the form of a figurine,” and immediately added: “Although this is not me, this is a nightingale.” In general, he reacted very positively and well. As it turned out, he is also a collector of such products and is very good at it. We really like his patrioticity, and we hope that in the future we will release something else together.

All the licenses that we have and for which we are negotiating are very interesting for us. To date, we have already received a license to release figures in the "hero" series of the Mill Studio. Unfortunately, I can’t speak for other licenses yet, since the signing of documents is in the final stage. Before the New Year, we will publish all our licenses for a year so that it becomes clear what to expect from us.

Are there other companies producing collectible figures in Russia? Or do you have to compete only with a foreign manufacturer? Our colleagues produce products in cartoons in a lower price segment, but, as a result, in a different quality. Although they are not direct competitors, nevertheless, they create a competitive environment in the price range. In turn, consumers want to get the same price niche from us, but so that the quality does not suffer.

We understand them and work in this direction, but we are not ready and will not reduce the quality in pursuit of low cost. A decrease in the cost of products for the final consumer will be achieved due to the logistics sleeve, optimize packaging and increase the produced circulation. The second layer of competition is our Western colleagues who produce products according to their licenses and set a certain quality bar, below which the consumer is not ready to purchase products.

Thus, on the one hand, we want to produce high -quality products, on the other hand, in a low price segment. To date, we produce products of higher quality than our Western colleagues in a lower price range. Which includes the Enter chain of stores, a chain of stores in the ABC Taste, wholesale company Voronezh toy, Gavrosh chain of stores, Toyszone online store and many others. We expand our network so that our products are more affordable.

But so far, not all companies so willingly want to cooperate with us because of the small assortment series to date. We understand them and try to increase the range of our products. Unfortunately, this cannot be done in a short time, since a quality product is not quickly created. Many large networks reacted to this with understanding and took us, despite not yet a large assortment.

We are very grateful to them for this and we will try to do everything to meet their expectations. The collectible figure of Simon, based on the film "Zhmurki", and its real prototype - Dmitry Dyuzhev - the first thing that catches your eye when you see your figures is an excellent quality. How did you manage to achieve this? And why do not other manufacturers do? The key points, thanks to which we manage to support it, are two.

The first-all developments, master models, prototypes and the first serial samples are created by us in Russia, including packaging. The second - four employees who are permanently residing in China work in the staff.

They carry out quality control in factories at all technological stages. What has become for you and your company and what do you expect from go? For us, what we do and for whom, we produce products only in domestic films, cartoons, games and licenses. We share the statement of Dmitry Anatolyevich Medvedev: "It depends on what our children play today, what our country will be tomorrow." That is why they concentrated their forces on domestic licenses.

Our friends and acquaintances asked us: “Why did you begin to make toys?I want to thank everyone who is already with us: our information partners, copyright holders, distributors and, of course, end consumers. Thank you for you! What are we waiting for from go? We hope that in M ​​our products will be present in every city of our country. We very much hope that our favorite actors, musicians and athletes will begin cooperation with us, and we will release the collectible models of our heroes who will take their places on a par with the western figures on the shelves of collectors.

We believe that people will become kinder, more responsive, cultural, polite, will smile more often and carry a positive charge of energy.