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AGNES BEUCHET: THE REBIRTH OF A BRAND ON THE VERGE OF ABANDONMENT


Agnes Beuchet, a native of Nantes, is an entrepreneur born in 1976. She studied at the Ecole Supérieure des Sciences Commerciales in Angers from 1994 to 1998, and then turned to a career in marketing. She worked for about fifteen years in a marketing and communication agency, although the desire to create and to be an entrepreneur drove her.

“I had been wanting to start a business for a while. I was no longer having fun at work. I was missing the idea.”

One day, her employer asked her to conduct a study on the mythical brands of the 70s and 80s. The Mako Moulages brand immediately caught her attention because of the nostalgia and positive memories associated with it. While researching, she realised that despite the fact that the toy brand was no longer used in the early 2010s, it was still very popular, so much so that many parents regretted not being able to let their children discover the pleasure of playing with its mouldings.

Agnès therefore set herself a goal: to relaunch the brand and turn it into a toy brand that would satisfy both children and parents. To do this, she interviewed 300 parents between the ages of 30 and 55 about their memories and emotions related to Mako Moulages, and found that a large majority still remembered it. For a year she carried out her personal project, while continuing to work and take care of her three children. When the brand was bought out, she resigned and started her crazy adventure, supported by her husband and family.

“Some banks refused to finance me: taking on the toy giants was too risky.”

It was a risky challenge for Agnès, who had to meet the expectations of the fans of Mako Moulage, while at the same time bringing new life to the brand. She therefore rethought the products and adapted them to current standards, in particular by using washable paint (more ecological), as well as resealable plaster bags.


With the revival of the brand, the entrepreneur was able to design a product made in France, favouring quality over profit. Indeed, Agnès Beuchet noticed that the made in France trend was growing, and that there was a real awareness of the need to consume local and French products. This is why she works with several French subcontractors. The brushes and paints used in the manufacturing process of the toys came from Ile de France.

In 2014, she relaunched the brand on the French market and in the first year, 40,000 boxes were ordered. Sales are steadily increasing until 2021 when 100,000 boxes were sold.


Written by Jeyani S and Lobélie N

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