While the overall toy industry is experiencing a period of sharp decline, Canadian toymaker Spin Master has thrived by employing a strategy of word-of-mouth marketing and acquiring unique products. "We approach every product as though we're starting a new business," said Spin Master chief executive Anton Rabie. "We look at each product and figure out, how we are going to create demand? Who is the target consumer, and what is the most cost effective way to reach them?"

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