Early History
Ives was founded in Plymouth, Connecticut by Edward Ives, a descendant of Plymouth colony governor William Bradford. The company initially produced paper dolls whose limbs moved in response to hot air, but soon began producing a wide range of toys, including a toy cannon that shot using real gunpowder and clockwork powered dolls and animals that could move. The clockwork toys were designed by Jerome Secor, Nathan Warner, and Arthur Hotchkiss and by the 1880s, Ives was a leading producer of these toys.
Its emphasis shifted to trains as its designs were copied by other toymakers who were willing to sell them more cheaply. Ives' trains were made of tin or cast iron and initially powered by clockwork, but like later electric trains, some models could whistle and smoke. On December 22, 1900, a fire destroyed Ives' main factory and its tooling, prompting a re-design for 1901 that resulted in Ives' first toy train that ran on track. In the end the fire benefited the company, as the insurance money permitted it to build a modern factory with state-of-the-art tooling.
Although several companies were selling electric trains at the time, Ives opted to remain with clockwork, partly because many U.S. homes still lacked electricity.
Initially, Ives' greatest competition came from German imports, and not from domestic manufacturers. Ives' response was with marketing, which it directed at its target audience, the twelve-year-old boy. Its campaigns addressed boys as business partners, telling them that the success of Ives' fictional railroad, Ives Railway Lines, depended on their shrewd management. This worked, building brand loyalty.
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