Ace Novelty Co. Cuts Workers As Sales Of Troll Dolls Decline

BELLEVUE - Those trolls with the bad hair have worn out their welcome, and that has cost some people their jobs.

Bellevue-based Ace Novelty Co. is trimming its work force by about 10 percent as sales of its famous troll dolls have fallen. About 50 jobs will be eliminated, leaving about 500 employees, said President Ron Mayers.

The company told employees it would close a distribution center in St. Louis in March. That center employed about 100 people. Many of those employees will be reassigned to a center in Chicago, where about 200 work during the peak season. In Bellevue, about 10 jobs will be cut.

In 1992, Ace made the best-selling toy in America, posting $100 million in sales of trolls. Troll sales dropped to $30 million the following year and were very slow this past year, Mayers said.

The company expects to end the year with up to $100 million in sales of souvenir and novelty items.