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The Carol Roth Brand
|Written by Carie Ferg|
|Thursday, 03 February 2011 22:17|
Don’t be afraid to chart your own path,” says Carol Roth, a hard-hitting business advisor, entrepreneur and author of The Entrepreneur Equation. Smart, savvy and sexy Roth, breaks the rules, makes her own and then unabashedly “walks the walk.”
The audacious entrepreneur and owner of Intercap Merchant Partners, whose career started as an investment banker at San Francisco-based Montgomery Securities 16 years ago, started collecting dolls in 2000. An active participant in the online collecting community, Roth noticed Integrity Toys collectors were craving a formalized club community. With her background in branded firms, strategy and monetization, Roth pitched the W Club concept to Integrity Toys owner Percy Newsum and creative director Jason Wu. They agreed to test try it, and the rest is history. Roth’s firm and Integrity Toys have been running the club successfully for six years now.
And throughout the years, Roth’s role at Integrity Toys grew to include project management and negotiation for licensed product, like the “Katy Perry” doll, “Princess Tiana” and the Dark Hunter series. Additionally, Roth co-hosts Integrity Toys’ annual convention with Alain Tremblay, Integrity Toys’ marketing director/event coordinator.
Now Roth is shaking up the business world and the doll world once again. In conjunction with the recent release of her book, The Entrepreneur Equation, Roth is releasing a doll produced by Integrity Toys and based upon her own likeness represented on the book’s cover art.
The bold and unlikely move, Roth says, is not only consistent with her style but “it actually makes a lot of sense. Entrepreneurship is also about doing the unexpected, while still staying true to your brand. I can say confidently that tying in a promotional doll to the marketing of my book is both unusual for a business book and true to who I am,” Roth says. “My brand is bold, provocative and sometimes slightly outrageous—just like me. I think that creating this exclusive promotional doll is quite consistent with that strategy.”
Additionally, the doll-book release exemplifies Roth’s entrepreneurial philosophy of using one’s network to execute a business plan. In this specific case, she used her network at Integrity Toys to produce the doll and within the doll-collecting world as well “to help me spread my message and get this book into the hands of even more aspiring entrepreneurs and small business owners,” Roth says, adding, “I think a lot of hobbyists dream of turning their passion into a business without fully understanding what’s in store, so I do think there is a nice overlap there.”