A Real Toy Story From wild-haired troll dolls to nostalgic teddy bears, Russ Berrie has the gift market all wrapped up.

Russ Berrie is still swinging. That's how he knows he'ssuccessful--not because his Oakland, New Jersey, gift and noveltyfirm, Russ Berrie and Co. Inc., posts more than$375 million inannual sales. And not because he's masterminded some of thebest-selling gift items in popular memory, ranging from that littleplastic statuette from the '60s who, with his armsoutstretched, proclaimed "I love you this much!" to, morerecently, the troll doll, which enjoyed a formidable comeback inthe early '90s. With its top-rated line of baby gifts andaccessories, its nostalgic "Bears From the Past" teddybear series, and a menagerie of other familiar gift items, RussBerrie and Co. enjoys more than its share of major hits.

Berrie, 64, is understandably pleased with theseaccomplishments. But it's the longevity of his 34-year-oldcompany that pleases him most. "There are not many companiesaround today that were here in 1963," Berrie says. "Inthis business, things are always changing, but we're stillaround. And it's been fun every step of the way," eventhough it hasn't always been easy.

In a consumer environment where entertainment tie-ins andmammoth advertising campaigns seem to dominate, Russ Berrie and Co.rides trends the old-fashioned way--by tracking customer interestsand responding to them. It is not an exact science. "I'mnot going to say to you that every product we've made has donewell," Berrie admits. "But batting average is really notthe question. It's making sure you get the right hits at theright time and, of course, whether or not you win thegame."