Chaney Cox, the brand manager of The Rabbit Company, last month took home the 2017 XBIZ Exec Award for Brand Ambassador of the Year. Awarded to the individual that’s most “gregarious” while championing their brand at every turn, Cox sat down with XBIZ to discuss The Rabbit Company — past and future.
XBIZ: Discuss The Rabbit Company’s latest releases. Any exciting new releases planned for this year?
Funny enough, there was definitely concern about introducing yet another rabbit into the already saturated market but we concentrated on offering modern and technologically convenient products that distributors, stores and consumers could rely on for consistency and quality.
Chaney Cox: As a new company with a small offering of products we want each new release to be better than the last with the same quality people have experienced with the range so far. We’re very considerate about how many items we release each year and we know we have to make sure they’re all winners. Having said that, just keep your eyes open for a soon-to-be favorite called The Kissing Rabbit. If you can imagine it, the toy can be suspended against your finger or palm by suction, which will be a really dynamic demonstration feature in-store and an even more gratifying feature when the consumer gets the toy home.
XBIZ: How is the brand evolving?
Cox: When we launched the brand in 2015 it was important to make sensible decisions when asking for space on shelves. Our initial launch offered five styles — the tried and true pieces that make sense to consumers and stores alike. As we’ve been able to prove ourselves in the marketplace, that’s allowed us to ask for more shelf space and in many cases even building our beautiful store-in-store that’s allowed us to create an entire Rabbit Company destination. Due to that kind of support from our amazing customers, we’ve been able to venture out into more exciting options in toy styles and displays alike. The beauty of our company is that we’re able to take customer suggestions and marry it to our own, which allows for products that are not only interesting but also easy to sell.
XBIZ: How do The Rabbit Company’s in-store marketing, displays, etc., stand out? How is it instrumental to the brand’s success?
Cox: One word…NEON! Our beautiful Rabbit Company light was a smash hit and draws people in like moths to a flame, luckily it’s an LED flame so it’s also safe in-store. That bright pink light accents our clean packaging and definitely makes our gemstone colors pop on the shelf! I may be a little bias but I think it speaks to that throwback feel of Vegas lights on the Strip or the glamour of old Hollywood theater signage.
XBIZ: What do you attribute to The Rabbit Company’s success?
Cox: By far, the support of so many customers both domestic and international has launched us into the rabbitsphere but they’ve offered that support because our range is beautiful, dependable and familiar to the consumer. Of course, that familiarity has also offered a major assist during our launch and continual growth.
XBIZ: Discuss the popularity of rabbit vibes — how is this category evolving, as well as shoppers?
Cox: Funny enough, there was definitely concern about introducing yet another rabbit into the already saturated market but we concentrated on offering modern and technologically convenient products that distributors, stores and consumers could rely on for consistency and quality. As we all know product reviews and product-related information is accessible at the touch of a fingertip so our intention was to make a product that was manufactured with extremely high standards, from the look and feel to the inner workings, they had to be high quality and they had to be beautiful. Of course it’s amazing when companies are able to introduce things that have never been seen before but consumers also love to invest in products they feel comfortable with, which definitely speaks to our Rabbit Company range. Based on the success we’ve had over the last two years, we hope for continued growth and to be able to stand beside all the best in the business.
XBIZ: What are your goals for 2017 as brand ambassador?
Cox: My primary purpose is to take over the world one rabbit hole at a time.
