Business focus: Pawparazzi Pets bringing Noodle Head accolades

A small but continuously expanding Spokane Valley company that specializes in children’s art kits and toys is receiving national attention following the recent release of its second series of collectible Pawparazzi Pets.

Noodle Head was recognized this month on CNBC’s The Big Idea with Donny Deutsch as having “the million dollar idea of the week.” The business talk show host noted the company is on track to double sales in 2007 to $3 million compared to last year, and he recognized the popularity of the company’s Pawparazzi Pets line of plush celebrity cats and dogs that come with couture bags and accessories.

The positive media attention, along with accolades on discussion groups online, is exactly what company executives hoped to receive following the August release of its second series of six new pets. The first series of five was released a year ago.

“It’s very exciting. It’s what we were shooting for,” said co-founder Chris Ryan, who manages the marketing and wholesale portion of the business from his Spokane Valley office.

“The idea is little pets living big celebrity lives,” Ryan said, noting the original concept pokes a little fun at the Hollywood stars who seem to be photographed everywhere with their pets in tote. “We thought we’d have a little fun making the pets the celebrities.”

The primary goal is to capture the collectible market, he added, while maintaining the company standard of high-quality products that promote creative thought and play.

The palm size, intricately detailed pets are named and have their own personalities. Each comes with a purse, leash, collar, blanket, name charm and celebrity magazine.

For example, there’s Toby the black cat who is a successful and passionate artist; Daisy dog, the talented and hard-working tennis champion; and Lexi the pink poodle fashion designer who, upon release, sold exclusively at Nordstrom during its annual Anniversary Sale.

Pawparazzi sets retail for $16 while Pawparazzi Celebrity Style Sets cost $32 and also include a silver pet dish and mat and matching jewelry for pet and child.

Ryan and his brother, Eric, from Santa Barbara founded Noodle Head about five years ago when they endeavored to produce quality arts and crafts kits and create innovative toys. The company started with a silicone flying disc called the Jelly Flyer, a Chinese Kite coloring kit, and a design-your-own flip flops kit.

Those products are still available along with others that are developed by the Ryans and their family members. All their products are manufactured in China, tested routinely and monitored closely, Ryan noted, stored in warehouses in the Spokane area and Nevada, and sold at independent specialty toy stores, and national retailers including Nordstrom and FAO Schwarz.