juegorama

CARTA
FAMOSA IN MEXICO
PRODUCT
DISCOVER
CONCURSO
IN JUST ONE CLICK
HUMAN RESOURCES
PEOPLE
#5
INTERNAL NEWSLETTER • 2013
Nuevas instalaciones de Famosa en Alicante
www.famosagroup.com
INTERNAL NEWSLETTER • 2013
Sumario
Famosa en la Kids Expo
de Francia.
04
PRODUCT
03
C ARTA
Carta del Consejero
Delegado.
180 días sin accidentes
de trabajo con baja.
08
SECURITY
07
CONCURSO
Un guiño de ensueño a
la realidad con
Pinypon.
Nuestro invitado de
este número es...
Alberto Fernández.
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FAMOSA IN MEXICO
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JUEGORAMA
3ª Edición del Juegorama,
Famosa presenta el
estudio “Jugando a
regalar ilusiones”.
Mari Carmen Martínez
Martínez // José Marcos
Mira.
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PEOPLE
15
2
IN JUST ONE CLICK
Famosa inicia el
traslado a las nuevas
instalaciones en
Alicante.
www.famosagroup.com
2013 • INTERNAL NEWSLETTER
C ARTA
José de la Gándara Consejero Delegado
Carta del Consejero Delegado
R
inging out the old – the legacy of 2012 includes some very
significant changes that are bound to set the company’s
direction going forward.
As we have noted in earlier editions of this newsletter, our fiscal year
2011-12, which closed last August, was a record in terms of revenue
(€206m) and marked our return to profitability in terms of profit after
tax, after many years in the red. However, the 2012 Christmas season
has since proven particularly challenging in Spain, with the market
contracting by over 10%. Against this backdrop, our doll brands held
up well and Famosa, sustaining a decline in line with the overall
market contraction, ultimately managed to hold on to its
extraordinary second place, commanding a market share of 10.4%.
Given the severe recession gripping the country and these products’
relatively high price points, our ride-ons and outdoor toys suffered
disproportionately.
In contrast to this disappointing sales performance in Spain, Famosa
registered substantial growth in most of its European markets, with
Pinypon and Nenuco making very promising inroads. This is true of
France, Italy and Benelux. Nancy also registered sales growth in
certain markets and was the fastest-growing brand in Portugal. It is
worth highlighting our stellar market share performance in Portugal:
at 10.3%, Famosa ranks number two. Mexico closed out an excellent
2012, registering growth in all product categories, albeit most
notably in Pinypon and Feber, whereas the ramp-up in the US is
proving more challenging than we had been anticipating, despite
registering year-on-year growth of almost 100%. 2013 will be marked
by the re-opening of our business operations in the UK market.
www.famosagroup.com
Our soft toys, spearheaded by Play by Play, are emerging as our
number three core product category (behind dolls and
ride-ons/outdoor). Astute licensing could help position Famosa as
the category leader in several markets.
Unexpectedly, we had to readjust our plans for relocating and
upgrading our facilities in Ibi and Onil; in the end, we are moving
to the Las Atalayas industrial park in Alicante. With these new
facilities, Famosa will consolidate its operations in Alicante in a
modern building that combines the safety, comfort and efficiency
requirements that are prerequisite to making the Feber factory more
competitive, with a view to regaining lost ground in Europe. As a
result, we are confident of our ability to fulfil our goal of delivering
growth and generating employment.
All these changes and trends should help us to deliver the targets
committed to in our 2012-15 Business Plan, which is to say, our
ambition to create a more valuable and growing company that is a
leader in its operating markets and an example as a business, by
means of greater specialisation and by building a more international
organisation.
What awaits us in 2013 remains to be seen. It is safe to say that it will
by no means be easy. On top of the deep recession affecting our
southern European markets, we are now faced with a slowdown in
the other European and American markets. However, the toy sector
presents numerous significant development opportunities. Some of
our brands have achieved a level of awareness and recognition in
multiple markets that is sufficient to underpin ambitious growth
campaigns.
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INTERNAL NEWSLETTER • 2013
PRODUCT
Nancy,
The prettiest and most adventurous doll in Portugal
N
ancy, Famosa’s most emblematic, not to mention
prettiest, doll, was the absolute star of an event that
took place in Portugal at the end of last year. The prettiest
frequent flyer out there, Travelling Nancy, destination
New York, Paris or London, proved every little girl’s delight.
The event was cultural, with a focus on the cuisine of different
countries, while remaining didactic and playful at the same
time. The little girls showed great interest in learning more
about cooking. The event was run by renowned Portuguese
chef, Henrique Sá Pessoa, who brought along his daughter,
a Nancy fan, to help him.
Star Toy of 2012
A
s is customary, Famosa played a prominent
part in the annual Juguetes Estrella (Star Toys)
event organised by Spain’s toy association, AEJF,
to present the Christmas toy releases to the media.
The event took place in Arganzuela Palace in early
November. Famosa presented Nancy Studio Dance
with the help of a professional ballet dancer and
two young dancers. The company also showcased
live action by its Power Trains on a spectacular
stage. The event was a resounding success and the
television coverage nothing short of spectacular.
Famosa at Kid Expo in France
I
n this edition of Oh! Famosa
we are keen to provide coverage
of Kid Expo in France, a trade fair
which took place in Paris (Porte de
Versailles) in October 2012 and
was visited by 140,000 parents and
children and attended by 15,000
professionals, between teachers,
child specialists and journalists.
Alongside Famosa were other
banner brands such as Lego,
Playmobil, Mattel, Spin Master,
Hasbro, Bandai and V-Tech.
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www.famosagroup.com
2013 • INTERNAL NEWSLETTER
PRODUCT
Fun Fan Day for Barriguitas
W
ith the help of Lateral and the support of its fans,
Famosa officially unveiled its new Barriguitas
collection: ‘The History of the Dress’. The company
organised a family event in Madrid’s Atocha train
station with a view to maximising brand awareness
and media coverage (including social media buzz).
Nancyclopedia:
The Nancy story told by one of her greatest fans
E
speranza Ramos is a Nancy fan with one
of the biggest collections of Nancy dolls.
She has set this love down in print in her book
‘Nancyclopedia’, which has been authorised by
Famosa. In it, the author delves into the history
of Nancy since the first doll was made in 1968,
reviewing her various incarnations, as well as
her outfits, packaging, catalogues, etc. The book
is the result of no less than 15 years of research.
It was presented in Barcelona last December.
No doubt it will be a great success.
Dabadum:
Famosa plays a leading role for the second year
F
or the second year running, Famosa took part in the
top Children’s Leisure Fair, Dabadum, which took
place in Madrid’s IFEMA conference centre at the end of
2012. Almost 6,000 boys and girls enjoyed the activities
on offer at the Nancy, Nenuco, Pinypon and Feber stands.
The purpose of this event is to facilitate first-hand
experience with the joys of our Christmas favourites and
new releases. And so, at the Nancy stand a dance
professional taught children how to do the four different
styles of dance for which there are versions of Nancy Studio
Dance. At the Nenuco stand, the children were shown how
to mind their babies and pets at the Fun Creche. At Pinypon
the children took part in play-dough snowman-making
competitions at the House of Snow. And at the Feber
driving school, the children got their driving licenses after
passing practical and theory tests! A great experience for
the youngest members of the household!
The atmosphere was enlivened by the competitions
organised in the social networks in the run-up to the event.
www.famosagroup.com
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INTERNAL NEWSLETTER • 2013
PRODUCT
La Burbuja de Paula,
download the book now!
“
Juan exists”, “You have to be grown up to get married”,
“I’m a big girl and I want to help” and “I want to be
boss when I grow up” are the four chapters that make up
La Burbuja de Paula [Paula’s Bubble], the educational
illustrated book developed by Nancy in collaboration
with an NGO (PLAN) in order to raise child awareness
of the reality faced by young girls around the world,
obviously in a positive light.
The book can be downloaded for free at:
www.laburbujadepuala.com
The book can be downloaded for free at:
https://www.bubok.es/tienda/buscar(la-burbuja-de-paula.
The proceeds will go to PLAN’s child register project
in Indonesia.
Thanks to the Three Kings,
Famosa toys reached the hospital wards
O
nce again this year, the Three
Kings, with the help of Famosa,
made a surprise appearance at
Madrid’s Clínico hospital in order to
bring a little happiness to the centre’s
young in-patients. The Wise Men had
a lovely time cheering up the little
ones who could not believe their eyes.
Some of the bigger children did not
want to miss out on the occasion or
the chance to be photographed with
such distinguished visitors. Three
cheers for the Wise Men and three
cheers for Famosa!.
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www.famosagroup.com
2013 • INTERNAL NEWSLETTER
PHOTOGRAPHY COMPETITION
A wink from Pinypon to get you to take a second look
B
elow you will find the thought-provoking photo
that won the summer photography competition
organised by Oh! Famosa. The photographer, Erica Boutet,
Director of Marketing in Famosa’s French office, snapped
here smiling when she found out she was the winner,
was able to blend the realism of the summer snap yet
make the Pinypon figurine the unquestionable star of
the photo. An excellent nod to one of Famosa’s core
values: that of making children’s dreams come true.
Thanks to all the participants.
www.famosagroup.com
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INTERNAL NEWSLETTER • 2013
SAFETY
New record: 180 days accident-free
C
ongratulations are in order at Famosa for its safety record. The time has come to devote space in Oh! Famosa
to congratulating Famosa’s employees on a record 180 days without accidents entailing leave. Your commitment
has made it possible to achieve what was unthinkable not so long ago.
To mark the occasion, Famosa has given its staff a ceremonial first-aid kit engraved with the company’s logo and the
following message ‘Congratulations to all for our first 180 days without accidents entailing leave – 28/12/2012’
La entrega de este obsequio se hizo en los diferentes eventos que se realizaron en cada una de las sedes de la empresa con
motivo de la celebración de la navidad.
Gracias por el esfuerzo, colaboración y motivación de todos, porque sin vosotros esta meta no se hubiera conseguido y
mucho ánimo para seguir en la misma línea.
Organisational changes in occupational health and safety
W
ith effect from January 2013, the OHS Department has been rolled under the Operations Division, headed up by
Antonio Quereda. José Manuel Rodríguez, as factory manager, has been tasked with safety duties. Agustín Álvarez
continues to coordinate the Group’s OHS effort. The HR Department will continue to work with the OHS Department on
matters relating to the OHS Committee, training and internal communication.
The change is designed to enhance the Group’s preventative culture and entrench safety matters at all levels of Famosa
and in our everyday work. This step marks a milestone in continuing to extend the reach of the workplace health and
safety initiative and will result in even greater technical support in the areas presenting highest risk on account of the
activities performed.
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www.famosagroup.com
2013 • INTERNAL NEWSLETTER
SAFETY
OHSAS 18001 initiative
T
his is the next step in Famosa’s pledge to continually improve its health and safety record. OHSAS (Occupational Health
and Safety Assessment Series) are standards for occupational health and safety management systems endorsed by
the British Standards Institution. They are based on the PDCA (plan, do, check, act) continuous improvement cycle as the
means to optimising the company’s performance on health and safety matters with a view to unlocking better results.
OHSAS is compatible with ISO 9001 and ISO 14001.
OHSAS also enhances employee motivation insofar as it is a tool for reducing workplace incidents and accidents. This project
will allow Famosa to focus all of the company’s work areas on continual improvement by establishing the right foundations
for a company strategically committed to the SAFETY, capitals intended, of its workers.
Las Atalayas, also flying the safety flag
E
l pasado día 17 de diciembre los departamentos de Administración, Compras, Recursos Humanos y Planificación
se trasladaron a las nuevas oficinas del centro de trabajo de Las Atalayas en Alicante. A continuación, el pasado
día 07 de enero, lo hicieron los operarios de la sección de máquinas de soplado.
Los cambios se han ido haciendo conforme el plan establecido,
todo ello coordinado por el departamento de ingeniería de
fábrica.
All of the employees already working at Famosa’s new
warehouses in Las Atalayas have completed an on-site
course on road safety.
The company has also printed up a leaflet with basic safety
information: instructions, addresses and contact numbers
of interest, along with the new building’s evacuation plan.
A modo de ejemplo incluimos el anverso y reverso del tríptico.
www.famosagroup.com
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INTERNAL NEWSLETTER • 2013
JUEGORAMA
Third edition of Juegorama.
Famosa unveils its study ‘Playing at giving away dreams’
F
amosa has unveiled Juegorama 2013, an initiative
that is gradually emerging as a Christmas tradition
in the toy sector and among the media. This year, once
again with the help of trade association AIJU, the study
was titled ‘Playing at giving away dreams’. Here we
summarise the report for this edition of Oh! Famosa,
highlighting the following conclusions:
“
40% of Spanish boys and girls get all or nearly all of
what they asked for from Santa or the Three Kings”. “100%
of children aged between 5 and 9 choose what they want
for Christmas from store toy catalogues” “85% of Spanish
households plan for their Christmas toy shopping”.
J
osé de la Gándara, CEO of Famosa, expressed
his satisfaction with this third edition of Juegorama:
“We launched Juegorama three years ago with the goal
of providing parents, educators and sector players in Spain
with reliable information about play habits and toy trends.
In this third edition we have analysed in depth what
motivates Spanish families when it comes to writing
their letters to Santa or the Three Kings and throughout
the process of making our children’s dreams come true”.
E
duardo Garagorri, Director of Product,
Marketing and Sales at Famosa underscored:
“This study has helped us to understand the importance
Spanish families give to Christmas and how against this
backdrop toys emerge as an essential product that is
purchased after planning of a scale that is similar to
or even more intricate than that entailed in purchasing
other big ticket items such as a car”.
M
aría Costa, Director of Education at AIJU and
coordinator of the Juegorama study highlighted:
“In this third edition of Juegorama we learned how toys are
more than just a product. The experts warn of the importance
of not letting our guards down when it comes to choosing
toys, providing very useful advice, prioritising values such
as safety and the role toys can and should play in child
development in the broadest sense”.
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www.famosagroup.com
2013 • INTERNAL NEWSLETTER
JUEGORAMA
The Three Kings or Santa?
T
he vast majority of Spanish households still receive their Christmas presents from the Three Kings (81%), although the study
did detect growth in the number of houses that divide the presents between December 25th and January 6th (23%).
In households with parents under the age of 30 the findings revealed a significantly higher incidence of families in which most
of the Christmas presents are brought by Santa (30%). In over 40% of households, the Three Kings bring the main presents.
20% of households distribute the main presents between the two nights so that the children can enjoy some of their new
toys during the Christmas holidays. Grandparents were found to be more likely to write to the Three Kings to ask for presents
for their grandchildren, influenced by their children.
Choosing toys for Christmas
T
he ‘Playing at giving away dreams’ study for the
third edition of Famosa’s Juegorama revealed five
key factors that influence what toys children ask for for
Christmas. 100% of children aged between 5 and 9 use toy
store catalogues to choose what they want for Christmas.
Between the ages of 3 and 4, 90% uses these catalogues.
The second channel of greatest influence when it comes
to choosing toys is TV advertisements. 70% of children
choose toys they have seen on television, having first
found out about their existence on television. Toy stores
are the third most influential channel, with 35% of children
visiting toy shops.
How to manage children’s frustration?
A
ccording to Eduardo Garagorri, Director of Product, Marketing and Sales at Famosa: “parents believe that their children
understand perfectly that they cannot expect to receive everything that they ask for, in part because they make sure that their
children get at least one of their top choices, the toy they are hoping for the most. 25% of the families surveyed said that the recession
would not affect their Christmas shopping at all because they had always taken a reasonable approach to their toy purchases and
based on their belief that the current situation should not be allowed to spoil childhood dreams.”
www.famosagroup.com
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INTERNAL NEWSLETTER • 2013
FAMOSA IN MEXICO
This month...
W
e have just rung out the old year, leaving behind
what was unquestionably our most exciting quarter.
Famosa Mexico participated yet again this
All the work of the last twelve months came to light in
year in ‘Expo Tus Juguetes’ and ‘Expo Palacio
two magical nights. Now, despite the apparent lull on
del Juguete’
the factory floor that I see out my window, it is time to
Resounding success of the Facebook
start getting ready for next Christmas. We know we need
campaign, ‘Famosa toys to fill your
to improve in certain areas. We are working hard on safety
tree with presents!’
issues where we are a little behind schedule. We saw this
with José de la Gándara when he visited us here last
Famosa Mexico is planning two new
November. Factory operations have improved hugely
campaigns for Children’s Day (April 30th)
and we can feel proud to host visitors. This quarter we
and Christmas as well as more frequent
were visited by the Spanish consul-general in Mexico
online competitions
and the secretary for economic development for Nuevo
León, as we are trying to put together financing
agreements. At the Monterrey facility we also held the bi-monthly breakfast meeting among Spanish executives at the initiative
of the consulate itself. And we shouldn’t forget the visits from the USA and Puerto Rican teams: the opportunities for generating
synergies if we work as a team are significant. We are already making our Ferrari and Happy Caterpillar for our neighbours
north of the border and new projects are in the pipeline. We are increasingly forging closer and better ties with Puerto Rico.
It is a small market but its responsibility for all Latam sales makes it important. However, I will allow Alberto speak for himself
in his interview.
We have made a very considerable effort to upgrade our brand image. During the last quarter of 2012 we worked on creating
a Fan Page on Facebook for Juguetes Famosa México with the overriding goal of making mothers more aware of our brand,
while also providing a forum where they can find tips and advice and chat with other mums. The strategy was predicated
on establishing a sensitive line of communication with a personal touch, to respond quickly to any concerns, and, above
all, to use this social network to publicise each and every one of the brands and products we market. The idea of creating
a community in which mothers could learn about and recognise our products as part of the Famosa fold was hugely
successful and the response immediate: our fan numbers climbed exponentially throughout the last quarter of 2012
to end the year at over 22,000.
Juan S. Bonet
Americas Director of Finance and HR
jbonet@famosa.es
José de la Gándara se metió hasta la cocina para revisar
nuestra cadena de montaje.
El Cónsul de España y la Secretaria de Economía de NL en las
máquinas de inyección con Héctor (Director de Operaciones).
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www.famosagroup.com
2013 • INTERNAL NEWSLETTER
FAMOSA IN MEXICO
This issue’s special guest is... Alberto Fernández
Who better than you to introduce yourself
Greetings from Puerto Rico. My relationship with Famosa began in 2000, first as
a client, later as an agent and now as Director de Famosa Americas. I have been
involved with the toy industry for over 25 years. It is an ever-changing industry
replete with challenges which I love for its dynamism.
You know Famosa well.
How would you say the company has evolved?
Famosa has adapted well to the changes unfolding in the toy industry, enabling
it to make the most of its strategies for entering new markets. Implementation of IT,
logistics and product development systems in China have been vital to the business’s
development. The growth in the company’s global footprint has been impressive.
Tell us more about your experience in the Americas?
Here at Famosa Americas our expansion has been even faster than the company,
which is very focused on Europe, had been planning. The company’s positioning
in Puerto Rico in 2001 was spectacular, ranking second only to Mattel. Work on
penetrating the Latin American markets only began in earnest in 2006. Today we
are well-positioned in Venezuela, Colombia, Peru, Chile, Panama, Ecuador and Costa
Rica. There is still work to be done, such as in Brazil, where export and manufacturing
red tape pose limits. The factory in Monterrey makes us very competitive.
How do consumer habits differ between
Europe and the Americas?
Up close and personal...
Sea or mountain?
Desert.
Rum or vodka?
Mineral Water.
What was your last purchase?
Books.
Our customers are the children, and this is the company’s common denominator
all over the world. However, we address both the child, who chooses our toys, and
the adult, who buys them. The best example is Pinypon. This category has been a
success in most countries despite market idiosyncrasies.
What lies in store for Famosa in the Americas?
I see Famosa as the leading player in the Latin American toy market. Growth is strong
and the plans in place are very well-defined.
Do you like to travel? Would you care to pick
a destination for us?
Yes. Any destination that lets me get to know new cultures.
Hiram, Desireé, Milly
El equipo de Puerto Rico.
y
Angelo.
SAFETY,
also all caps, at Famosa Mexico
I
n Mexico, Famosa’s occupational safety philosophy
is that of a zero-accident workplace. The subsidiary
unwaveringly follows the guidelines laid down in this
respect by the company’s CEO, José de la Gándara.
Training and skill-building are vital to the safety effort
as they relate to both suppliers (fire prevention, evacuation,
etc.) and the programmes developed by the plant’s
engineering department (risk prevention plans, personal
protective equipment, creation of the nursing station).
As for the projects in the pipeline for 2013, the following
stand out: the pedestrian corridor and mirrors on the
factory floor, civil protection certification, certification
of forklift operators, equipment for the contingency
plan (stretchers, fire protection equipment, etc.). Famosa
Mexico similarly asks its suppliers for safety certification.
www.famosagroup.com
Antonio Humberto Coronado
Ingeniería de Fábrica
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INTERNAL NEWSLETTER • 2013
FAMOSA IN MEXICO
Blanca Esthela Chihuahua,
esfuerzo y compromiso con Famosa
Todo el mundo la respeta por su buen hacer. Se siente valorada.Y cuando le preguntamos
¿hasta dónde quiere llegar? la respuesta es ¡uuuuuhhyyyyy!
K
nown to all of us as Doña Esthela. She joined the company
as a line operator almost 12 years ago. Today, thanks to her
dedication to doing her work well, she is responsible for the
packaging area.
Blanca Esthela was born in Monterrey 50 years ago and has two
sons, aged 29 and 16. She is already a grandmother, with her
second grandchild on the way. Everyone respects her work.
She feels valued. When we ask her how high she wants to go
in the organisation, her answer is ‘my oh my oh my’!
Famosa llena tu arbolito de regalos
C
on motivo de la campaña de Navidad, Famosa en México lanzó una
promoción consistente en que los clientes debían subir una foto de
sus hijos disfrazados e invitar a sus amigos a votar por ella. A los autores de
las tres fotos ganadoras se les obsequió con un pack de juguetes Famosa.
Al final del concurso se produjo un incremento de fans de 17.782, llegando
a conseguir 22,140 fans.
Como cada año, Famosa México participó en Expo tus Juguetes, que tuvo
lugar en la WTC de la ciudad de México del 19 de diciembre al 6 de enero.
Se trata de un espacio donde Santa Claus y los Reyes Magos pueden realizar
sus compras. Famosa estuvo presente con todas sus marcas y un área
de juegos y actividades, pista de carreras incluida, para los peques.
Famosa México también estuvo presente en Expo Palacio del Juguete,
entre el 14 de diciembre y el 7 de enero, con la presencia de demostradoras
y promotoras como apoyo a la venta de nuestros juguetes.
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www.famosagroup.com
2013 • INTERNAL NEWSLETTER
FAMOSA IN THE MEDIA
La Navidad, los productos, los valores de Famosa y
el traslado a la nave en Alicante han sido resaltados por los medios
F
amosa ha tenido un importante protagonismo
en los medios de comunicación en los últimos
meses de 2012, y en la proximidad a las fechas
navideñas. Los contenidos de las noticias y
entrevistas aparecidas se han centrado en
aspectos tan importantes para la compañía
como los productos y los valores.
El Juegorama, como en años anteriores, también
tuvo una importante repercusión mediática,
aunque la noticia del anuncio de Famosa del
traslado a una nuevas naves en Alicante, ha sido
una constante sobre todo en los medios locales.
Famosa, a través de su portavoz, expuso en todo
momento las razones del traslado y los principales
medios de comunicación lo reflejaron. Destacamos
las entrevistas realizada a José de la Gándara por
el diario económico Expansión y por el generalista
El Mundo.
IN JUST ONE CLICK
Famosa and the XIV Corporate Race event
T
wo four-member FAMOSA teams competed in the
2012 edition of the Carrera de Empresas (corporate
race). Five of the runners work at the office in Onil, while
the other three work in Madrid.
The race, in which teams of two, three or four runners from
a given company can participate, consists of a 10km run
along Madrid’s Paseo de la Castellana.
The first FAMOSA team was made up of Eliana Marco,
from the Product Quality Department in Onil; José Miguel
Toledo, from the Sales Department in Madrid; José Manuel
Esteo, from the Finance Department in Madrid; and José
Maria Silvestre, a veteran runner from our Customer
Service Department in Onil, who came in third. Last April,
Silvestre ran no less than 14 marathons with a view to raising funds for the relatives of children with cancer in Castile-La Mancha.
FAMOSA’s second team consisted of Noemi Verdu, from the R&D Department in Onil; David Somolinos, from the IT Department
in Madrid; Ventura Galera, from the Product Development Department in Onil; and Jordi Mira, also from the Onil-based R&D team,
who finished seventh.
The participants described the experience as “very positive and enriching” and encourage all their FAMOSA colleagues to try the
experience next year.
Congratulations to all for participating!
www.famosagroup.com
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INTERNAL NEWSLETTER • 2013
IN JUST ONE CLICK
Disney Princess Magic 3D Projector named
best new toy at the International Toy Fair in London
F
amosa’s licensed product, the Disney Princess
Magic 3D Projector, has proven hugely popular.
And it is hardly surprising as this toy combines all the
values and attributes that a toy should, from entertainment
to child development considerations. This product is
targeted at boys and girls. And the reward: the Disney
Princess Magic 3D Projector was awarded Winner of the
Toy Fair Best New Toys for 2013.
Inauguration of our new office in China
A
s is inevitable due to the
Christmas campaign, December
is a very important month at Famosa.
China, the benchmark producer of
the company’s branded dolls, is always
on Oh! Famosa’s mind. In this edition
of our newsletter, we provide
photographic coverage of the
inauguration of the new office space
in Shenzhen. Naturally the event
was instilled with enthusiasm, albeit
tempered to remain true to Chinese
customs. A wonderful time was had
by all. Congratulations on the new
office: we continue to grow stronger
and stronger!
Fine weather and joy
for the Famosa team’s excursion to Shenzhen
C
athy, Cindy and Kent prepared
a wonderful and action-packed
day for the whole team in Shenzhen
(China). Thanks to a clearing in the
weather, in the wake of rather too
much rain, the event went off without
a hitch and everyone involved enjoyed
their day out. We are proud to say
that the team spirit is unbeatable,
while the games and food did not
disappoint. The happy faces, beaming
at us from this photograph, are the
best proof. The hardest thing was
picking which photo to include
in ¡OH! Famosa.
16
www.famosagroup.com
2013 • INTERNAL NEWSLETTER
IN JUST ONE CLICK
Italian Sales Meeting
T
he fourth-quarter 2012 sales
meeting took place in Milan,
Italy, with a view to presenting the
conclusions from 2011/12 and to
make progress on plans for 2013.
The meeting followed the agenda
set and, once all the To Do’s had
been ticked off, wrapped up with
an interesting and closely-fought
football match. Nobody wanted to
tell us the score, but judging by the
photo, the match was an example
of good sportsmanship.
Famosa begins the move to the new warehouses in Alicante
F
amosa has begun the move to its new warehouses in Alicante. The move is going according to schedule. The schedule has
been designed to ensure production for the summer season, to be made from the new facilities, goes off without a hitch.
Here are some photos. The work already completed:
• Administration, HR, Purchasing and Logistics moved on 17 December.
• Work began on moving the blow injection machines on 7 January.
• The assembly personnel moved on 21 January.
The principle guiding the company’s actions has been to preserve all jobs and attempt to offer its employees the best possible
terms and conditions.
www.famosagroup.com
17
INTERNAL NEWSLETTER • 2013
DESCUBRIMOS
El departamento de Planificación
“Lo más importante del área de Planificación de Famosa es su equipo:
comprometido y ágil en su trabajo”
Patricia Fernández Llona, Planning Manager
S
e licenció en Ciencias Empresariales a la vez que terminaba su carrera de piano. Posteriormente, hace más de doce años,
se trasladó a Madrid a realizar un MBA en el Instituto de Empresa y desde entonces vive aquí. Compaginándolo con el
trabajo en DIA cursó un Master en dirección de empresas de transporte y operadores logísticos. Además, completó su formación
hace 2 años con un PDD en el IESE.
Lleva en Famosa algo más de 6 años y desde el principio en el departamento de Planificación.
¿En qué consiste exactamente el trabajo en su departamento?
Nos encargamos de agregar las demandas de todos los mercados en los que vende Famosa y las convertimos en necesidades
semanales de producto para intentar optimizar su disponibilidad, adecuando al máximo el suministro a esta demanda. Trasmitimos dicha información a los centro de producción en China, España, México y a PbP, realizando seguimiento a este suministro.
Por otro lado, todas las semanas revisamos las necesidades de cada uno de los productos que se venden a nuestros clientes
desde nuestros centros de España, México, Puerto Rico, USA y recientemente desde UK. Además, nos encargamos del maestro
de materiales de Famosa y de priorizar los contenedores que damos de entrada en Onil.
Asimismo, Ofrecemos al Departamento Comercial, información que requieren como puede ser la disponibilidad de stock, tarea
que realizamos también todas las semanas.
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www.famosagroup.com
2013 • INTERNAL NEWSLETTER
DESCUBRIMOS
¿Cómo está organizado el departamento y cómo transcurre el día del equipo?
A pesar de que seguimos un ciclo semanal de revisión de necesidades de producto, incidimos en todas aquellas referencias
que van a aparecer en TV, en Marketing designadas como “Key Driver”, ya que son “especiales”. Día a día revisamos todas las
necesidades para poder adaptarnos a los cambios en la demanda y en el suministro.
Dado el cambio horario que existe entre los diferentes centros de producción, ajustamos nuestra jornada para poder tratar los
temas que requieren más urgencia. Con China coincidimos hasta las 12h aproximadamente y con México a partir de las 15h.
Tratamos todas aquellas referencias en las que puede haber desajustes que provoquen que haya una rotura de stock y
comentamos con el Departamento Comercial todas las dudas que nos puedan surgir referente a su forecast.
El Departamento de Planificación está compuesto por
cinco personas:
Ana Isabel Jiménez planifica las fábricas de Alicante y México (producto Feber que
venden todos los mercados).
Carolina Mansilla planifica las referencias de China que se venden principalmente
en Europa (desde los centros de Onil/Alicante y UK) y desde Puerto Rico.
Sara Díez se encarga de los mercados de América (venta desde los centros de
México y USA) para las referencias que proceden de China.
Esther Juan se responsabiliza del maestro de materiales de Famosa y de dar
prioridades a la descarga de contenedores en Onil, en los que llegan las
referencias más urgentes.
¿Son los grandes desconocidos de la compañía?
¿Cómo les gustaría presentarse al resto de compañeros de
otros departamentos? ¿Por qué es fundamental su trabajo?
No creo que seamos grandes desconocidos, ya que por nuestra posición mantenemos contacto con otros muchos departamentos, pero sí hay gente que no sabe
exactamente la labor que realiza nuestro equipo.
Nos gustaría presentarnos como un equipo comprometido, ágil en su trabajo
para de esta manera poder solucionar y cumplir con las necesidades de todos.
Es nuestra obligación ser constantes en el seguimiento y puntuales con
nuestras tareas.
¿Qué objetivos se han marcado para 2013?
Aumentar el flujo de información entre todos los departamentos. Consolidación del Proceso de Planificación que engloba desde
la disponibilidad de novedades por parte de I+D, revisión del forecast por parte de Comercial, adecuación del suministro por
parte de las fábricas y China, y planificación de la demanda por parte de Planificación.
¿Qué es lo mejor y lo peor de su trabajo? ¿Qué cualidades y formación hay que tener para
trabajar en el departamento de Planificación de Famosa?
Lo mejor, la visión clara del negocio por la cantidad de información que manejamos y lo peor, ser el portador de malas noticias,
ya que informamos de los retrasos en la llegada de producto y ese tipo de información no le gusta a nadie.
Es necesaria una alta capacidad analítica y rapidez en la toma de decisiones bajo presión. El trabajo en equipo es imprescindible
y además debemos intentar comprender las necesidades tanto del dpto. Comercial como del de Producción/Operaciones China
(no todo son números).
www.famosagroup.com
19
INTERNAL NEWSLETTER • 2013
HUMAN RESOURCES
A very special Roscón de Reyes…
O
nce again this year, we celebrated Christmas
at Famosa sharing endearing moments
together. Of course, this meant eating the
traditional Roscón de Reyes, or Three Kings Cake,
at Famosa’s office in Las Rozas, Madrid. To cater
to all tastes, we shared not only the traditional
Roscón but also the delectable cream-filled version!
Judging by the photo, nobody wanted to miss out,
although some were more talented at cutting the
cake. So far no-one has owned up to getting the
prize. But we’ll hunt them down and he or she
will have to pay for next year’s cake! For the time
being the bill was footed by Human Resources.
Thanks to all of you sweet-toothed colleagues
for participating in this event.
... as well as the traditional Christmas lunches
T
he usual Christmas lunches also took place in Madrid
and Ibi/Onil, as documented! Quality time spent as
a group. Management took advantage of the occasion to
hand out important accolades such as the award for ‘over
180 days accident-free’. ¡Oh! Famosa has decided to make
a collage of these events in the form of an illustrated social
diary. Everyone looked great and there were more than
a few ‘oOHs and aahs’.
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www.famosagroup.com
2013 • INTERNAL NEWSLETTER
PEOPLE
Mari Carmen Martínez Martínez,
Customer Service
Brief background information: education, family situation
and length of service at the company.
Higher-level vocational training in international trade. Currently studying German
and English. Five years working at Famosa come April.
Tell us how you started out at Famosa.
When did you begin work at the company?
I began to work here one fine day in April, just one day before Onil’s annual Moors
and Christian festivities, initially for one month, part-time. And here I still am!
How hard was it getting your current job in the customer
service area?
To tell you the truth I hadn’t thought about my progression at Famosa until you
asked me this question. Luckily, in my almost-five years working here, which
incidentally have flown by, I haven’t encountered any difficulties. That being
said, I have always tried my hardest. And I have always had the support of
those working around me.
Can you describe your professional experience
at Famosa for us?
It has been satisfying. Because I have had the chance to work in several
departments, I have been able to get to know the company from multiple
standpoints since I started in the production office, moving on to the reception
area, learning how to deal patiently and work under stress in the after-sales
area and in my current position in the customer service front office.
What do you like most and least about your current position?
I have approached every job I have held at Famosa as a challenge to be overcome. The downside to my current position is
that there is less room for error; there is no time to think in the midst of the sales drive. This has been my biggest challenge
since coming to Famosa.
What is the low point of your time at Famosa? And the high point?
The hardest part of the job has been saying goodbye to wonderful colleagues whom I had worked with for hours and hours.
The high point – and most gratifying – was the recent opportunity to change job and the trust placed in me by the company
that I was up to the task.
Having spent to much time at Famosa, has the way you view toys changed at all?
Since working at Famosa, I check things and take many more factors into consideration when it comes to buying toys.
For example, I have learned that safety is key.
“I have approached every job I have held at Famosa as a challenge to be overcome”
www.famosagroup.com
21
INTERNAL NEWSLETTER • 2013
PEOPLE
José Marcos Mira
Brief background information: education, family situation and length of service at
the company.
Post-graduate in logistics and purchasing management and expert in inventory management.
Has the company changed much since you joined it back in 2005?
There have been many changes. Changes in procurements and layouts. Improvements (Play by Play, Feber, Famosa Mexico,
Famosa USA). Personnel turnover. I am happy to have been able to leverage these developments both personally and
professionally, participating in all the changes that were required of me.
Tell us more about how you arrived at your current position at Famosa?
In 2003 I worked here for two months (November and December) due to an excess of work in logistics. I processed customer
orders and documents, etc. In June 2004 the company made me an offer I couldn’t refuse. Famosa offered me full-time work
if I could learn the job in a fortnight. I did and in 2005, I became part of the Famosa workforce. Gradually I have been taking
on more and more responsibilities, continuing to study in parallel to build my skills.
What does your job consist of ?
Essentially it consists of stock management and inventory control (finished product). I perform continuous inventory sampling,
maintain the logistics aspects of the material master and resolve logistics incidents. Lastly, with the help of my colleagues,
I help to continually fine-tune and streamline the logistics operations. I am also in continual contact with other departments
and subsidiaries, providing them with any help they need from our department.
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2013 • INTERNAL NEWSLETTER
PEOPLE
What would you say to people starting to work at the company today?
Right now, congratulations! We all know how challenging the current situation is. I would also tell them to appreciate the
opportunity to join a multinational company such as Famosa. You can learn a lot at a company of this calibre.
What do you like most and least about your current position?
The best thing about my job is the necessary interaction with colleagues from other departments and subsidiaries in the course
of my work
Any special requests for your bosses. For HR?
I would ask them to distribute the organisational chart at regular intervals in order to know who is who and what they are
responsible for. Because Famosa has so many employees and departments, it can be hard to know who to contact when
you have specific assignment or need certain information.
What would you care to share with us about your experience at Famosa, the good and
the bad?
The low point was when Famosa was in financial trouble. It was a time of great uncertainty and stress. The good times are a
daily occurrence. There is a great working climate, which makes it a pleasure to come to work
What can you tell us about your experience at Famosa in Mexico?
It was tough but ultimately gratifying. We had to get things up and running despite obstacles and disadvantages. We worked
long hours, under a lot of pressure and far away from loved ones, which made it all the harder. Luckily, however, between the
Famosa team in Mexico and the team sent out from Spain, we were able to move ahead. The best thing was how my Mexican
colleagues made me feel at home. The level of cooperation was and remains very strong.
How is logistics when applied to the toy world?
Toy logistics are intrinsically complicated. This sector is highly seasonal. Moreover, production is offsite, which makes it even
harder to ensure the levels of quality and safety to which we are committed.
At certain times of the year we are faced simultaneously with the import drive (which means taking receipt of merchandise)
and management of incoming Spanish production and of the smart warehouse, while executing logistics strategies as a
function of dispatch forecasts and other variables. The regular handling and dispatch of merchandise, albeit in smaller volumes,
has to be maintained throughout this import drive, not to mention our continual inventory sampling, etc. Toward September,
the export drive kicks into high gear; in September we are still receiving imports and more than ever need to monitor our
continuous sampling duties. Our customers’ logistics requirements are increasingly demanding, as are the company’s internal
quality and safety stipulations. Both are crucial to the provision of quality service. Our warehouse prerogative is to focus 100%
on the customer without ever neglecting safety. This makes logistics management challenging but, ultimately, successful.
¿Quieres colaborar con ¡OH! Famosa y no sabes cómo?
¡OH! Famosa es una publicación por y para los trabajadores de Famosa, por eso
queremos que todos tengan la oportunidad de colaborar en su elaboración.
Si tienes una propuesta, una fotografía o simplemente una sugerencia para
¡OH! Famosa, puedes enviarlas a la siguiente dirección de correo electrónico.
Anímate y colabora.
ohfamosa@famosa.es
www.famosagroup.com
23
EUROPA
ESPAÑA
MADRID
C/ Chile, 4, Edificio 1, Planta 2
28290 - Las Rozas de Madrid (Madrid)
Tel. (+34) 917 401 120
ALICANTE
Calle del Franco s/n
Polígono Industrial las Atalayas
03114 - Alicante
Tel. (+34) 966 54 46 00
IBI
C/ Albacete, S/N
03440 - Ibi (Alicante)
Tel. (+34) 966 54 10 00
famosaspain@famosa.es
VALENCIA
Pol. Ind. El Oliveral
C/ J no 4 bis, subpolígono 2
46394 - Ribaroja (Valencia)
Tel. (+34) 961 66 85 22
FAMOSA PORTUGAL
Edificio Tower Plaza
Rotunda Edgar Cardoso, 23
Letras A e B - 7o Piso 4400-676
Vila Nova de Gaia (Oporto)
Tel. (+22) 378 23 30/9
FAMOSA FRANCIA
AMÉRICA
FAMOSA USA
Famosa North America, Inc.
3000 Atrium Way, Suite 101
Mt. Laurel, NJ 08054
Office (856) 813-4010
Fax (856) 200-9844
famosausa@famosa.es
Famosa América, Inc.
Ave. Alejandrino Suite 205,
Plaza Alejandrino
Carr. 838 KM1.8
Guaynabo, Puerto Rico 00969
Tel. (787) 272-5858
Fax. (787) 275-5864
afernandez@famosa.es
97, Rue du Maréchal Joffre
92700 Colombes
FAMOSA MÉXICO
Tel. (+33) 1 46 49 17 09
Fax. (+33) 1 46 49 31 96
famosafrance@famosa.es
México D.F.
Av. Lomas de Sotelo, No 1112
1er piso
Col. Loma Hermosa
Delegación Miguel Hidalgo
C.P. 11200, México D.F.
FAMOSA ITALIA SpA
Via Ramazzotti, 12
20020 Lainate (MI) - Italy
Tel. (+39) 02 93 57 05 82
Fax. (+39) 02 93 79 64 91
famosaitaly@profamosa.com
ASIA
PUERTO RICO
Lada sin costo 01-800-672-7291
México Monterrey
Platón No.122
Parque Industrial Kalos
Apodaca N.L. C.P. 66600
www.famosagroup.com
CHINA
Hong Kong
Unit 14, 14/F, LIPPO SUN PLAZA 28
Canton Road, Kowloon, Hong Kong
Tel. (852) 2786 0699
Fax. (852) 2371 2010
famosahk@famosa.es
Shenzhen
Unit C-F,18F,HuaDu Garden Building,
No3002,South DongMen Road,
Luohu District, Shenzhen, China
Tel. (755) 82388550
Fax. (755) 82388554
Shanghai
Famosa Intl. Ltd./Play-by-Play
Shanghai office Room 702, No.2,
Blue Ocean Tech Plaza, Lane 58,
East Xinjian Rd, Minhang District
Shanghai, China
Tel. (021) 6413 6493
Fax. (021) 6413 6492