Products.
Q: Danbury Mint and Bradford Exchange are doing better than ever with record collectible sales accross the entire range of products?
A: Franklin Mint for the most part caused its own problems. They had a superior product and business plan that other companies copied. Danbury Mint and Bradford Exchange are both carbon copy Franklin Mint style companies...yet their products are not nearly as well made and designed..with the exception of the Danbury Mint's superb diecast cars that keep getting better. Yet, Danbury Mint and Bradford Exchange are doing better than ever with record collectible sales accross the entire range of products. Danbury Mint is still very successful in seleling leather bound books, coins, and stamps. All are product lines that FM walked away from. It seems that FM spends all the money and does all the legwork to develop a superb line of products then hands it over to the competition. They have done thie repeatedly. Then they lost focus on their most important mailing list and opened stores and started a wholesale network. All of which ruined the company. They should have never strayed beyond direct mail with glossy and sophisitcated advertising. Franklin Mint ads often rivaled the the finest from the best ad agencies out there. Their late 1980's Alamanac Magazines were works of art in themselves.