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Overview
Oriental Trading sells party supplies, crafts, toys, and novelty gifts directly to individuals, churches, and schools, mainly through catalogs and online orders. Its product line combines party goods, arts and crafts materials, and related toys, with MindWare expanding toy manufacturing and SmileMakers widening healthcare-related supplies after acquisitions. The company reaches customers by direct mail and online sales, growing through strategic acquisitions to broaden its offerings. Its goal is to be a dependable, affordable supplier for celebrations and creative activities for homes, schools, and community groups.
About Oriental Trading
Industries
Industrial & Manufacturing
Consumer Goods
Entertainment
Gaming
Company Size
1,001-5,000
Company Stage
N/A
Total Funding
N/A
Headquarters
Omaha, Nebraska
Founded
1932
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Simplify's Take
What believers are saying
- CNBC on May 4, 2026 reported robust demand despite inflation and new AI shopping assistant plans.
- Oriental Trading launched thousands of new items in 2026, including Halloween decor and craft kits.
- Berkshire ownership and Omaha roots keep distribution, sourcing, and customer acquisition tightly integrated.
What critics are saying
- Wittels McInturff Palikovic investigated automatic-renewal complaints in April 2026, threatening consumer trust.
- Michael Worsham's Maryland spam case against Oriental Trading reached litigation in March 2024.
- Cheap-party retail faces brutal price competition from Amazon, Walmart, and dollar chains, compressing margins.
What makes Oriental Trading unique
- Berkshire Hathaway owns Oriental Trading, giving permanent capital and brand credibility since 2012.
- Oriental Trading sells 40,000+ products across parties, crafts, toys, school, and Halloween.
- The 2021 Mirakl marketplace expands assortment beyond owned inventory, strengthening long-tail selection.
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Benefits
Health Insurance
Dental Insurance
Vision Insurance
Life Insurance
Wellness Program
Training Programs
Performance Bonus
401(k) Company Match
Parental Leave
Paid Vacation
Employee Discounts
Company Social Events
Growth & Insights and Company News
6 month growth
↑ 6%1 year growth
↑ 6%2 year growth
↑ 6%Captain Mail competes with other top educational toy stores such as FireStar Toys, ToyWiz and Mindware.
Amazon has launched its Retail Ad Service, a new platform designed to help retailers easily incorporate targeted advertising into their digital storefronts. Powered by Amazon Web Services (AWS), the service allows retailers to display ads on product, search and browse pages, while purchases are completed on their own websites. Currently in beta with partners like iHerb and Oriental Trading Company, the service will soon be available to a wider range of retailers. This move solidifies Amazon’s leadership in the retail media sector, offering a plug-and-play solution that leverages its advanced ad technology and infrastructure, while enabling retailers to generate additional revenue through shared ad sales. Walmart offers a similar advertising platform, Walmart Connect, which allows retailers to advertise on Walmart’s digital properties, such as its website and mobile app. Like Amazon’s Retail Ad Service, Walmart Connect provides various ad formats, including sponsored products, display ads and video ads, along with targeting options and performance tracking
Oriental Trading is Hiring for 7 Jobs on Simplify!
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About Oriental Trading
Industries
Industrial & Manufacturing
Consumer Goods
Entertainment
Gaming
Company Size
1,001-5,000
Company Stage
N/A
Total Funding
N/A
Headquarters
Omaha, Nebraska
Founded
1932
Oriental Trading is Hiring for 7 Jobs on Simplify!
Find jobs on Simplify and start your career today