A Safari Into the Imagination

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What do dragons, dinosaurs and pirates have in common? Along with dozens of other intricately detailed plastic figures from Safari Ltd., they’re the stars of collections designed to promote education and imagination in children and adults alike.

THE MAGIC WORD

“[Our] emphasis on educating and creating an awareness differentiates us from the other replica companies,” stressed Ramona Pariente, president of Safari Ltd., to TDmonthly Magazine. “With our new 2010 collection — [which includes more than 90 new educational toys] — we have not forgotten the magic word ‘imagination,’ which is so often overlooked in this highly technical world.”

Since 1982, Safari Ltd. has been a leading manufacturer and worldwide distributor of innovative, educational toys, specializing in authentic replicas.

“From the very beginning, the founders’ mission was to educate children and adults alike about our fragile eco system and its inhabitants,” Pariente explained. “Safari produces anatomically accurate and thus educational replicas, especially our scale model dinosaur collection produced in collaboration with the paleontologists of the Carnegie Museum of Natural History and the Monterey Bay Aquarium scale model sea life replicas.”

DESIGNED BY NATURE

When people ask who creates the beautifully detailed pictures, Pariente said, “We simply tell them that Safari’s sole designer is Nature herself, who so graciously shows us the way. This, in combination with our team of superb sculptors, helps create this magical collection of hand-painted replicas for all to enjoy.”

All Safari products are phthalate and lead free, painted by hand, with educational information provided in five languages. “Our products are carefully developed after extensive market research and also by listening to requests from our loyal following,” Pariente noted.

Steven Fairchild, curator of the Sedgwick County Zoo in Wichita, Kan., has carried Safari products for years.

“The quality of their products matches their superb service,” he told TDmonthly. “They seek information and input from buyers like me regardless of the size of institution or quantity of merchandise purchased in a season.”

FAIRIES, ORANGUTANS AND FOSSILS

In 2010, the Good Luck Minis line will see the addition of sea lions, black jaguars, rhinos and pandas based on the requests of many zoos and aquariums. Five new TOOBs — clever collections of figures in clear tubes — will include dino skulls, ancient fossils and fairies.

“Based on requests from our dinosaur fans, we are introducing two very special, scale model Carnegie dinosaurs: the Cryolophosaurus and Ichthyosaurus,” Pariente said. “We have also produced seven new Wild Safari dinosaurs.”

Add new Wildlife Wonders, a Bornean orangutan and an Asian elephant, as well as a Forest dragon and red horned Chinese dragon — and it’s fair to say that the only limit is one’s imagination.

SUCCESS THROUGH EVOLUTION

Like the creatures it creates, Safari’s growth has come in part from being able to evolve in a changing marketplace.

“Our biggest success was to revamp and upgrade entire collections since 2004. This commitment has established us as world leader,” Pariente explained. Expansion into fantasy figures in 2007 was among many decisions that have helped the company achieve leadership.

Retailer support has been another key element, as has leveraging an informative website and social networking resources. For example, countertop displays encourage repeat business, while mini guide booklets are provided for every purchase.

“These have proven to encourage collectibility and return business. Storeowners tell us how important they are to the end consumer,” Pariente told TDmonthly.

Safari also provides free-of-charge signs, banners, window decals and stickers. For 2010, the company is offering generous discounts and dating to help with cash flow.

See some of Safari's educational figures below: