May 1, 2017

Meet Plinio Garcia of Indy Plush in Marina del Rey

Local Stories

Today we’d like to introduce you to Plinio Garcia.

Plinio, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
Our son Luke was in Kindergarten. His teacher asked him and the other children to draw an animal. She then asked the parents to bring fabrics and filler and make plush animals out of the kids designs. I was very impressed with how the children felt empowered and how we were able to discuss the importance of protecting animals and our environment.

Being vegan and concerned about the environment, I asked my partner and Luke’s teacher to begin making plush with a purpose, a conscience and to help protect the environment. Indy Plush was born on October 1, 2012.

The first year I attended 10 trade shows. We slowly learned that the toy business is about profit and not children. We changed our focus on gifts and pillows and Whole Foods voted us best toy of the year and placed us in all 345 stores for the winter holidays in 2014. That exposure launched our website and we began to get orders from other wholesalers.

Over the 3 years we created 4 collections:
Endangered Animal Collection
Sea and Marine Life Collection
Farm Collection
Pirates, Skeletons and Monsters

All filled with fibers from 100% recycled plastic bottles. All educate about the environment and about animals. The animals from the endangered and sea life collection donate to non-profits that protect that animal.

All are 100% made in Los Angeles County, and most made in Marina del Rey and Venice.

Indy Plush is now family owned and operated and minority owned. All designs (c) and trademarked by Indy Plush. Indy plush intellectual property is protected by the Law Firm of Cislo and Thomas, LLP.

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
We launched a toy company proud to be made locally in LA and in the USA. We believed we had all the right ingredients. But the toy business is all about profit. It does not care about children or the environment or animals. At trade shows we were popular but when pricing was discussed the buyers always compared us to Chinese made products. Investors wanted to take us to China. We refused and we paid the price: we did not grow as fast as we expected. It’s hard to compete with plush made for 60 cents and then sold here at a 300%–600% profit.

Indy Plush – what should we know? What do you guys do best? What sets you apart from the competition?
Educational, hand crafted plush toys, plush pillows and clothing made in the Los Angeles that are eco-friendly and help bring awareness about our environment by promoting and giving back to non-profits that protect the environment and animals.

What is “success” or “successful” for you?
Brand recognition and profitability. When I can pay myself a fair wage for doing what I like to do.

As a father, I am also trying to set an example for my two sons. At a time when everyone is trying to become famous on social media, I am trying to show them that hard work and social responsibility can provide for a conscious living.

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