Russ: Your welcome

DCP Can you tell us a little about Milezone's Toy's and how it began.

As a long time diecast collector (years before the store was ever thought of)I thought it would be cool to have a store that would offer the same stuff thatI as a collector was searching for, but could never find.  So the business startedsolely as a diecast store in 1999 with a main focus on Mattel, RC2,and Greenlight.

Now we are a full toy store offering all kinds of toys from Barbie, to Lego, to Fisher Price.  The web site is still diecast only though.

DCP How did the name Milezone's come to be?

Russ: The name was giving to me back in the old BBS days (youngsters have no clue what that is, it was the first internet, but more local)and the name just stuck with me to this day.  

DCP: I know you stated that your web site is strickly diecast. What are some of the product lines you offer?

Russ: We are a direct distributor for Mattel, RC2, Greenlight, Jada Toys, Lego, New Ray, Boley, and Ideal.We are one of RC2's largest hobby distributors for the Johnny Lightning line.

DCP You stated above that you have been a long time collector. Can you tell us a little about that side of Russ Burke?

Russ: I started collecting back in the early 90's when my 2 boys were young. We started on Hot Wheels.  At one point I had a bit over 5,000 vehicles, and thought "THIS IS CRAZY" so I focused my collecting on '57 Chevy's.

DCP: As a collector is there one main scale you concentrate on?

Russ: Mainly 1/64 scale is what I collect.

DCP: Visiting your web site it is easy to see you carry a very large line of diecast in most scales. What about the store front? Is the main focus diecast also?

Russ: Yes and no. By that I mean we are also well known for our huge Thomas & Friends line, John Deere, Barbie,  And of course our diecast vehicles which consume half of our store,  as well the entire backroom, which is setup strickly for the website with approx. 1,500 square feet alone.

DCP:  What would you consider to be key factors that make your business and web site a little different than the other guys?  

Russ: First would have to be the store front. Many of today's dealers are internet only.  Next would be the web site. The site offers top notch photos, and top notch service.  2 key factors we believe are very important in competing in todays market.

With an average of 800,000 hits (around 120,000 vistors) a month I still to this day handle every single order that comes through our site. It's a time consuming process, but what is unique about us is most of my regulars know us by name, and we know them by name.  Many do not even order online, they just email or call.

It's that great relationships that keep us growing and keeps us loving what we do.

DCP:  In visting your web site I noticed a very large selection of all scales.  Can you tell us what scale is your largest seller?

Russ: 1/64 by far. Larger scales do not do as well with us as they did in the past.  

DCP:  Can you tell us why?

Russ:  Probably Price and space.  I think those are a big reason many collect that scale over larger scale.

DCP:  Do you offer limited edition models that are created just for Milezone's?

Russ:  Yes we are the proud owners of Flames - The Series.  Designed by us (and Mike G.) and produced for us. We are working on the 6th vehicle in the line which should be available January 2007.We are also known for our customs (Code 3) as we produce not only decals, but recently made a purchase of a pad printer. This enables us to produce some top quality customs at low production runs.  Many can be found at the site.

DCP - Pad Printer? Can you tell us a little more about this?

Russ:  Pad printing is the process all diecast manufacturers use to imprint designs on vehicles.  Stripes, flames, logos, etc are all done using the pad printing process.  We made the investment of a 2 color machine this year and started producing custom vehicles not only for our business but for other business's as well.  We even offer full package deals on the website.For 8 years I have been designing and printing custom decals (not the fake stuff you see online, but real actual decals) and have over 5,000 customs out there to date.  The Pad Printer was just the next step into one day creating our own line of rides from scratch.

DCP:  How would you describe what the internet has done for the diecast collectibles hobby and why?

Russ:  I think it has made the hobby what it is today, huge!  Our site receives more traffic (visitors) in one day then our store will receive in a week or 2.  Without the internet we would not even have our storefront, so the site has a huge impact on our business.Ebay has made things cheaper, and easier to find.  But most collectors like a place they can go to that they can count on to provide them with the product in great condition, at a great price.  

DCP: What are some of the key features of your web site that make it unique?

Russ:  Top Quality photos, Shipping within a day or 2 of ordering, easy access to products, and top quality service. We have spent over $5,000 in having our site designed from the Loyal Customer Rewards Program, the custom checkout, to the front page layout. A site custom built for us, not found anywhere else.

DCP:  The site is really nice and very easy to navagate.

DCP:  As a business man what would you like to see change in the diecast collectibles field and why?

Russ: I would like to see more interaction with the Hobby guys, (Manufactures) seems the last few years the big boys (Mattel, etc.) cater to the big box store and over look us little guys.  

DCP: What do you feel that the diecast industry and manufactures could do to help attract new collectors.

Russ: Continue offering new molds and vehicles.  Maybe some attracting to the younger generation, not just us old guys.

DCP:  Where do you see diecast collectibles as a hobby in 5 years and why?

Russ:  About the same as it is now, but of course the cars will all be a different generation.10 years ago Hot Rods were the hot thing, now it's Muscle Cars. 10 years from now it will be the 80 - 90's stuff.

DCP:  How would you answer this question? If I could change just one thing in the hobby of diecast collectibles it would be?

Russ:  What happened to Made in the U.S.A.  Might be a bit more pricey, but it's made in the USA.  Remember that?

DCP:  Russ thank you for allowing us to get a closer look at Milezone's Toys and for taking the time to answer our questions. It is appreciated.

Russ: Thank you for giving me the chance to tell you all about myself and the business.

Business name: Milezone's Toys
Owner: Russ Burke
Years in business: 7
Year business Started:  August 1999
Number of employees: 3
Business address: 4025 S. Franklin Street    Michigan City, IN 46360
Web site: http://www.milezone.com/
Contact information:  219-874-6629