The rising challenges of being a single mom of girls rarely comes with a spark of spontaneous creativity, but when it does there isn’t much that can stop two creative women with a mission. Toby Hassan Fishman and Dini Roz of Eff Creative Group - a vertically integrated creative firm in Times Square, NYC - synergized their expertise in the creative product space and created their brainchild known as SpaghettiHeadz™. With its proprietary eco-friendly clay material, SpaghettiHeadz™, a dynamic and high quality hair accessory for girls, is able to grip onto any hair type without tangling or falling out and is able to be cut to any size with it’s ‘one size fits all’ motto as an accessible hair twist product. Toby and Dini, while raising little girls alone, in a cosmopolitan city aimed to unite girls of all backgrounds and ethnicities in a simple act of creative play - a powerful tool for their development. Shortly after it’s initial launch, SpaghettiHeadz™ was picked up by most major networks such as Fox, NBC, ABC News and rated as the top stocking stuffer for girls during the holiday season of 2014.Since its inception in September 2014, SpaghettiHeadz™ was spreading across the nation through major retailers such as Target, Barnes & Noble, Amazon and Zulily while simultaneously growing its international presence with distributors in South Korea, Dubai and Canada.
The Recent Rising
While 2015 was a year of growth, 2016 was a year of opportunity and partnerships featuring licensed collections with iconic brands such as Garfield, Care Bears, Betty Boop, and Disney’s The BFG movie. SpaghettiHeadz™, originally starting out as a parental hobby with 8 collections expanded it’s reach and ended its second year with 32 collections while also bagging Sony’s most anticipated movie of 2017, Smurfs: The Lost Village. However, our most valued achievements don’t lie in numbers or collections or the three patents for which we have been approved. As an organization, our pride lies in the expansion of every young SpaghettiHeadz™ user’s imagination when she indulges in these simple hair accessories. Without the presence of sophisticated digital technology, little girls have proven to bond, share and further expand the uses of SpaghettiHeadz™. We realized this when we got an overwhelming response about the product with girls using SpaghettiHeadz™ as bracelets, sweatshirt strings, iPod accessories, backpack and pencil accessories and in many more innovative ways that as the creators, we hadn’t even imagined. These simple responses of creative play brought us back to the roots of why we started in the first place - to empower girls with aesthetically appealing yet mentally stimulating collectibles.
The Evolution of SpaghettiHeadz™
The constant evolution of SpaghettiHeadz™ spiraled into a step we had never imagined - the growing demand of older girls interested in hair accessories to further their school spirit for college sports teams. Being that there are currently very few products meant exclusively for girls to wear to sporting events, we created a new brand extension called Team Twists™, featuring popular college team colors for girls to proudly sport their team spirit. With this innovative merchandise we entered Camex - a large trade show in Utah for college bookstores and gift shops across the nation where we signed deals with 35 college campuses for customized Team Twists™ collections, further spreading our wings as moms, entrepreneurs and powerful women who strive for unprecedented creativity in whatever they do.
The Happy Non-Ending
Two brands, 50 SKUs and three patents later, we are a growing movement not only among little girls but also among adults and anyone who wishes to express any part of their identity - sports teams, hobbies, movie characters, etc. Our entry into a new market segment has empowered us to move from just creative play to arts and crafts and even fashion and lifestyle to some extent. Our 2017 signings with college campuses and a large scaled film such as The Smurfs Movie as well as the 3 patents we have been approved for have encapsulated our faith in SpaghettiHeadz™ not just as a product but as a market void that we have filled as two single moms raising young girls in the midst of the Big Apple’s unforgiving chaos. As 2017 draws to a close we are proud to have been awarded with The American Business Awards silver Stevie win for Product Development Team of the Year award for, "The Evolution of SpaghettiHeadz™: Uniting girls of all backgrounds in a simple act of creative play".