Herobuilders

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HeroBuilders.com

>Abstract

Emil Vicale, president of BBC (BBC) Design Group, used rapid prototyping technology (RPT)

to build wax or plastic three-dimensional prototypes of his clients’ designs. But this same

technology can be used to custom manufacture dolls. Shortly after September 11, 2001, Vicale

Corporation, BBC’s parent company, purchased an e-commerce toy company. Vicale’s first

action figure was made to honor the heroes who emerged from that event. Using RPT, he

crafted a doll with the head of George W. Bush and the body of Arnold Schwarzenegger. Other

figures followed. This case is about a design firm that used exploratory research to define a

niche in the action-figure business. www.herobuilders.com

>The Scenario

Used with permission of

Pamela S. Schindler

©2004.

Emil Vicale, president of HeroBuilders.com Corporation, thinks entrepreneurial.

His industrial design company, BBC Design Group, has been operating for more

than 20 years. One cornerstone of his design business is an innovative technology

called rapid prototyping (RPT). RPT allows a designer to go from 3-D computer

model to 3-D plastic or wax prototype in a matter of hours rather than the days,

weeks, or months that prototypes using subtraction technology (carving) from wood,

metal, or clay might take.

As part of a growth strategy implemented shortly after September 11, 2001,

Vicale finalized the purchase of an e-commerce toy company, ToyBuilders.com.

This was his first venture into the manufacture of toys, although his design firm had

done developmental work for toy companies in the past. Vicale made his first doll to

honor an admired hero of 9/11. “The Our Hero doll (resembling George Bush)

turned out great, but I basically did it for me,” shared Vicale. Over time, Vicale

added to his personal collection of admired men with The Ally doll (resembling

Great Britain’s prime minister Tony Blair) and the American Mayor doll (resembling

Rudolf Gulliani, then...