Sadly, licensing has come to dominate the industry, and the role of the toy company as an innovative creator has become an increasingly neglected niche. It is the goal of Rumpus to embrace this niche to bring creativity and fun back to the toy industry.Shortly before a toy fair in 1997 (possibly the North American International Toy Fair), Rumpus toys were insulted by representatives of Toys R Us, who did not return Schwarz's phone calls.
Licensing has become a dominant force in the toy industry, leading to a decline in innovation from companies like Rumpus. The company hopes to revive creativity and fun by focusing on this niche market.  Toys R Us representatives ignored Rumpus's attempts to connect with them before a major toy fair in 1997.