The motto of Madison-based Oompa toys is "No batteries. No blinking lights. No cartoon-themed toys. Period." But that's not all, as the company will only carry safely-made natural products. CEO Milanie Cleere requires that with all toy brands Oompa carries, the companies must provide testing certificates and allow her access to their factories.
Cleere founded the company in 2004, long before the recent rash of news stories about toy recalls and toxic toys . She adds toys get recalled "all the time" but during the holiday season there is a tendency for greater media attention.
The Los Angeles native relocated to Madison a couple of years ago. Having dealt with much bureaucracy in California, Cleere says Wisconsin has a more favorable business climate.
Oompa sells toy lines via the web and recently opened a retail store in Middleton.
