Jay Horowitz and Michael Berke

Recorded February 22, 2020 Archived February 22, 2020 40:21 minutes
0:00 / 0:00
Id: ddf000467


Jay Horowitz (73) speaks to his good friend Michael Berke (55) about his family history in the toy industry and refusing his father’s job offer before starting his own business, Juguetes ToyCo, in Colombia.

Subject Log / Time Code

J shares memories of his family history in the toy industry, attending NYU, and visiting a toy shop in Bogota Colombia.
J recalls graduating from NYU and declining a job offer from his father after researching toy industry trends in the US. J recalls visiting a toy factory in Brooklyn and partnering with a friend to manufacture toys in Colombia.
J shares memories of trying to make a sales pitch to the largest retailer in Colombia, and being rejected, before his company, Juguetes ToyCo, had their big break.
J recalls Colombia’s changing climate, and dealing with fraud, extortion, and kidnapping before returning to the US to found American Plastic Equipment, Inc. and purchasing Marx Toys.
J speaks about starting American Classic Toy, Inc. and shares his proudest accomplishments. J talks about his relationship with Evel Knievel, and MB recalls the Evel Knievel toy line.
J tells the story behind creating the Sudoku Cube toy, and receiving a medal from former president Bush. J speaks about luck and opportunity and timing all having a role in his success.


  • Jay Horowitz (b. 1946)
  • Michael Berke (b. 1964)

Recording Location

Jacob K. Javits Convention Center

Venue / Recording Kit

Partnership Type

Fee for Service