Respected toy industry legend Dick Keats, also known by his moniker Mr. Buddy-L, was recently announced to have passed away, aged 97. A Former Navy Seal and graduate of Brown University, Dick began worked at his father’s toy company BUDDY-L Toys right out of college. Since then, his effect on toys and licensing could not be understated. Below is a statement from Buddy-L toys on Dick, his life, and his legacy.
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On April 7, 2024, Richard Keats, aka Mr. Buddy-L passed away peacefully after enjoying a long, full life of bringing joy and smiles to millions of kids around the world. He had just turned 97 years old on April 1st.
Dick was a US Navy Veteran and a graduate of Brown University. The day after he graduated, Dick went to work at his father’s company, Buddy-L Toys in 1948. When his father retired in 1976, Dick took over the company and ran it successfully until 1990, when he sold it to SLM. But, as he often remarked, “the toy industry becomes part of who you are”, and so he continued to design and invent toys under his company Kaywood Industries. He and his partners successfully licensed concepts to Fisher Price, Matter, Hasbro, Spin Master and others over the past 30 years. “Brush Your Teeth Barney,” “Playtime Big Bird,” “Flatsy,” “Makeup Mindy,” and other successful hits were all part of Kaywood Industries efforts. His yearly attendance at New York Toy Fair and the Dallas Fall Toy Preview shows up until 2019 showed his passion for play, and his love for toys. He could not get down a single aisle at the show without being stopped at least eight times, to shake hands and talk to someone he knew. He was deeply respected and loved in the toy industry, touching many lives in many ways.
Drive home safe Mr. Buddy-L. You will be deeply missed!
Dick’s wife Jean predeceased him and he is survived by his daughters, Maggie and Trish. Donations can be made to the American Parkinson’s Disease Association.
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We at TTPM and aNb Media extend our deepest wishes of condolence for Dick’s family and friends.