Creating an innovative product is undoubtedly exciting, but it also comes with its downsides. One of these downsides is the emergence of copycat products, which can be disheartening for any inventor. Rob Law, the creator of Trunki, a ride-on luggage for kids, experienced this firsthand when he saw copycats of his product popping up all over the globe, even in major retailers like Lidl and Aldi.
In his battle to protect his product against one of these copycats, Rob faced a setback. He lost his court case on a technicality and was forced to pay out millions. However, this defeat taught him a valuable lesson – the importance of putting more value into his brand. While others could replicate the product, they couldn’t replicate the brand and the value it held.
In this episode, we delve into the process of obtaining patents and intellectual property protection, the journey of creating a hit product, and the challenges of manufacturing. Rob Law shares his unfiltered advice, providing insights into his experiences and lessons learned.
Rob Law’s journey as an inventor began during his time at university, where he conceived the idea for Trunki in 1997. As a product design student, he possessed the necessary skills to bring his ideas to life. He designed the product in CAD and handcrafted a prototype himself. However, finding manufacturers and licensing his idea proved to be a challenge. After several rejections, he finally found a toy company willing to take on the Trunki. Unfortunately, they didn’t do a good job, and the company went bankrupt. Frustrated by this lack of success, Rob decided to take matters into his own hands.
On May 5, 2006, Trunki’s birthday, the first container of pink and blue Trunkis arrived at Avonmouth dock. Rob quit his job as a design consultant and embarked on the journey of entrepreneurship. The initial response from manufacturers, retailers, and investors was lukewarm, as they failed to grasp the uniqueness of Trunki. However, when Rob presented the product to the target customers – kids and parents – their enthusiasm was undeniable. The positive reception from the target market was further validated when Trunki gained traction in sales, even after being rejected on the TV show “Dragons’ Den.”
Speaking of “Dragons’ Den,” Rob recalls the impact of his appearance on the show. Despite Peter Jones calling his company worthless, the exposure on national television proved to be a turning point for Trunki. The episode aired six months after filming, allowing Rob time to build up the business. The buzz generated by the show led to increased sales and finally caught the attention of retailers. The episode may have had its fair share of criticism, but it undeniably helped raise awareness about Trunki.
Reflecting on his experiences, Rob acknowledges that the setbacks and challenges he faced only fueled his determination to succeed. The journey of an inventor is riddled with obstacles, but it’s the ability to navigate through them that separates the successful from the unsuccessful.
In conclusion, the fight against copycat products is a battle that many innovative product creators face. Rob Law’s story serves as a reminder that protecting intellectual property and building a strong brand are crucial in overcoming these challenges. By sharing his insights and experiences, Rob provides valuable advice to aspiring inventors and entrepreneurs. The road to success may not always be smooth, but with perseverance and a focus on adding value, it is possible to triumph over copycats and create a lasting impact in the market.
