Turning Mecard becomes hard-to-get item

Turning Mecard series

Transforming toy robots save troubled company

By Park si-soo

Toy maker Sonokong has returned to profitability thanks to brisk sales of Turning Mecard, a transforming toy robot series.

The toy’s popularity pushed the company’s sales to a record high during the first half of the year and the sensation is expected to continue for the rest of the year. Sonokong’s share price surged to 6,680 won as of Tuesday, up from 2,980 won on Jan. 2.

Sonokong had suffered operating losses for many years.

Officials said demand for Turning Mecard has far exceeded supply, making many parents stand in long queues at toy stores. In some online markets, they said, a used Turning Mecard is fetching three times more than the regular price of 16,800 won.

“We are operating plants in China and Vietnam around the clock, but still fail to meet the demand,” a Sonokong spokesman said. “We will continue to release new models of Turning Mecard to keep up with its popularity.”

There are 16 shapes of Turning Mecard, each with three different colors. The company plans to expand the lineup to 90 shapes, the spokesman said.

Making its debut last year, Turning Mecard became a smash hit after its characters were featured in a popular TV animation series.

The firm’s first-half sales reached 45.6 billion won, with 4.1 billion won in operating profit, a dramatic turnaround from being a money-losing operation last year. Its second-quarter operating profit reached 2.8 billion won ― growth 18 times greater year-on-year.

“The company is expected to make new records in sales this year as demand for Turning Mecard will reach its peak ahead of Christmas Day,” a toy market analyst said. “Its popularity is expected to continue for a while, possibly through next year, because it has no evident challenger.”