Alan Dorfman spent decades shrinking classic products into tiny, working toys. From 3-inch Super Soakers to palm-sized Etch A Sketches on keychains, his company has sold about 10 million miniature items. The 66-year-old Philadelphia native got his start at Larami, maker of the Super Soaker, before launching his own impulse toy business in 1989.
His breakthrough came with a mini Super Soaker keychain that actually shot water, selling 5 million units in its first year. Each product presents unique engineering challenges, from floating answer blocks in a tiny Magic 8 Ball to weighted Jenga bricks. Dorfman scouts ideas everywhere—TikTok, Reddit, industry newsletters—and often creates mock-ups before seeking permission from original manufacturers.
His wife Michelle says he cannot stop thinking about miniaturization. Americans' appetite for low-tech novelty has only boosted demand for his impossibly tiny toys.
Source: Wall Street Journal US Business · Summarized by HeadlinesBriefing