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 dominant in the industry, while the role of toy companies as innovative creators is being neglected. Rumpus aims to embrace this niche and bring creativity and fun back to the toy industry.  Toys R Us representatives snubbed Rumpus toys before a 1997 toy fair.