A modest home-based operation that evolved to serve American toy manufacturers and Canadian consumers, Irwin Toy Limited pioneered toy licencing and distribution agreements.
Origins
Founded in 1926 in Toronto, Ontario, Canada by Sam and Beatrice Irwin.
Early Days
The company began as a distributor of consumer goods before focusing on toys, and the Irwins moved operations from their home into a dedicated warehouse space.
Lucrative niche
American manufacturers, including Kenner Products and Parker Brothers, wanted to sell toys to Canadian consumers but were hesitant to open dedicated Canadian offices. The Irwins jumped on the opportunity to license and sell existing toys under their own banner.
Irwin Toys Limited found success with Star Wars action figures, Frisbee, Easy-Bake Oven, Slinky, Hula Hoop, Atari game systems, and others.
The company earned an annual gross revenue of $120 million CDN in 1983.
Landmark Battle
In the 1980s, new laws in the province of Quebec banned commercial advertising that targeted children under the age of 13. Irwin Toy Limited was found in violation of the new regulations and charged with 188 violations. The toy company fought the charges all the way to the Supreme Court of Canada—one of the first Charter freedom of expression cases to be heard by the Court. Irwin eventually lost the case.
Slow Demise
Irwin Toy Limited became victim of a changing toy industry and government regulations. The company was sold to a private investment group in 2001 and eventually declared bankruptcy.
Legacy
George and Peter Irwin, grandchildren of the founders, purchased the rights to the Irwin Toy Limited name in 2003, and the company makes toys once again.
Irwin’s Toronto warehouse was sold and converted into high-end condominiums now known as the Toy Factory Lofts.
