Even if the 50 cases sell out overnight, the company often doesn't reorder. We have to be constantly aware that this is a niche business, and no one really knows the size of that niche. We aren't a toy retailer going after the mass market. Once acquired, Entertainment Earth customers can be unusually loyal. In fact, Entertainment Earth's most distinguishing marketing pitch is its money-back guarantee if toys aren't pristine when received.
Mint condition means that even the box containing the action figure is that way.
Mr. Lubin says the simplicity of Entertainment Earth's operation is also unusual for a young retailer with its sales volume. They haven't spent much time on a business plan. The brothers opened Entertainment Earth in 1996, storing their inventory in Aaron Labowitz's garage. That was the way Entertainment Earth's action-figure lineup diversified too, most recently into such rock 'n' roll figures as Janis Joplin and the Beatles. Their dream for Entertainment Earth is to eventually manufacture some action figures.