Oriental Trading Company
Overview & Mission
Oriental Trading Company—commonly called Oriental Trading or OTC—is a Berkshire Hathaway–owned direct merchant that specializes in value-priced party supplies, toys, crafts, novelties, and educational/home décor products. Headquartered in Omaha, Nebraska, the company’s mission is clear: “to make life more fun”, offering creative, budget-friendly products that bring joy to individuals, families, nonprofits, and educators (Oriental Trading).History & Growth
- Founded in 1932 by Harry Watanabe, the company began as a Midwest gift supplier and later became a major carnival provider (Oriental Trading).
- It launched its first catalog in 1956 and moved online with orientaltrading.com in 1999.
- After filing for Chapter 11 in 2010, Oriental Trading recovered and was acquired by Berkshire Hathaway in 2012 .
- Subsequent acquisitions include educational toy brand MindWare (2013), dental giveaway specialist SmileMakers (2014), and Halloween retailer Morris Costumes (2021).
What They Sell
- Extensive catalog: ~40,000–60,000 SKUs spanning party themes, holidays, classroom decor, home goods, and event supplies .
- Bulk deals: Items like toys, favors, and novelties often start as low as $0.10 each—ideal for parties, school rewards, and camps .
- Seasonal & creative focus: Dedicated assortments for Halloween, Easter, back-to-school, weddings, and more .
- Private-label brands: Through subsidiaries such as MindWare and SmileMakers, OTC offers educational kits and healthcare giveaways .
Online Presence & Reach
- Heavy digital footprint: The brand ranks #1 for search terms like “oriental trading” and “oriental trading company,” with 450k+ US monthly searches .
- Backlink profile: Over 2.4 million backlinks from 61k+ domains reflect strong online authority.
- Competitive space: Major competitors include Michael’s, Spirit Halloween, and other party-supply giants .
Community & B‑Corp Initiatives
- Philanthropy: Active partnership with The Birthday Party Project, donating supplies for celebrations in underprivileged communities.
- Educational support: Supplies for schools and nonprofits, supporting teachers and Sunday School programs .
Conclusion
Oriental Trading Company has perfected the formula for big selection, low cost, and rich inspirational content, making it a formidable player in the party-supplies space. Its digital-savvy approach, strong SEO foundation, and philanthropic efforts create a recipe for long-term organic growth and customer loyalty.
