P.M.I Trading & Enterprise Ltd.

Global branded toys and games manufacturer and distributer

P.M.I Trading & Enterprise Ltd.
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Company's Profile

Established: 1995
Line of Business: Global branded toys and games manufacturer and distributer
Address: 34 Habarzel st., Entrance B, 4th floor,
Tel Aviv 6971052
Phone: 972-3-7585757
Fax: 972-3-6904827
Email: [email protected]
Website: http://www.pmi.co.il
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Company Executives

  • Boaz Dekel, P.M.I Trading & Enterprise Ltd.

    Boaz Dekel

    Founder & Chairman

    P.M.I Trading & Enterprise Ltd.

  • Omer  Dekel, P.M.I Trading & Enterprise Ltd.

    Omer Dekel

    CEO

    P.M.I Trading & Enterprise Ltd.

  • Ram  Ronen, P.M.I Trading & Enterprise Ltd.

    Ram Ronen

    Vice President

    P.M.I Trading & Enterprise Ltd.

  • Mark Kingston, P.M.I Trading & Enterprise Ltd.

    Mark Kingston

    SVP Licensing & Business Development

    P.M.I Trading & Enterprise Ltd.

  • Arie Kafza, P.M.I Trading & Enterprise Ltd.

    Arie Kafza

    Finance Manager

    P.M.I Trading & Enterprise Ltd.

  • Ohad Lederman, P.M.I Trading & Enterprise Ltd.

    Ohad Lederman

    Director of International Sales

    P.M.I Trading & Enterprise Ltd.

  • Yarden Ben-Harosh, P.M.I Trading & Enterprise Ltd.

    Yarden Ben-Harosh

    Head of Product Development

    P.M.I Trading & Enterprise Ltd.

  • Mariana Toledano, P.M.I Trading & Enterprise Ltd.

    Mariana Toledano

    Coordinator Manager

    P.M.I Trading & Enterprise Ltd.

  • Hannah-Claire Frack, P.M.I Trading & Enterprise Ltd.

    Hannah-Claire Frack

    Marketing Lead

    P.M.I Trading & Enterprise Ltd.

  • Racheli Zalewski, P.M.I Trading & Enterprise Ltd.

    Racheli Zalewski

    Chief Accounts Manager

    P.M.I Trading & Enterprise Ltd.

  • Youval  Gerber, P.M.I Trading & Enterprise Ltd.

    Youval Gerber

    Product Designer & Development Manager

    P.M.I Trading & Enterprise Ltd.

Icon About

About P.M.I Trading & Enterprise Ltd.

PMI Ltd. (Pocket Money Items) is active for 30 years in acquiring manufacturing, marketing and distribution rights of trending children’s brands around the world. It is currently the third-largest company in the world in videogame toy products and the fastest-growing action figures and collectibles company in the world. Since its establishment in 1995, the Company has been involved in most of the biggest children’s merchandise hits, including Pokémon, Power Rangers, TMNT, teen telenovelas (Rebelde, Chiquititas), Webkinz, Trash Pack, Minions, Gogo’s, Spinners, Beyblade, Gormiti and Supergoal. Today, PMI sets trends worldwide.
The Founder Boaz Dekel was born in Jerusalem to a strongly rooted Israeli family. His paternal grandfather was one of the original five settlers of the city of Herzliya, and his maternal grand-father was among the signatories on the Israeli Declaration of Independence in 1948. Back in the 1940’s, his parents served in the elite Palmach Defense Forces and were among the pioneers and founding settlers of the south-central region of Israel known as Hevel Lakhish.
Boaz grew up in Ashkelon and as a young man, was a scout leader and head of his school’s students council. His entrepreneurial spirit and passion were evident from an early age, driving him to already establish his first business ventures during his high-school years. He served as an administration officer in the elite Intelligence Unit 8200, where he met his future wife, Dr. Hadas Dekel, who currently serves as an executive member of the academic staff at The Kibbutzim College, leading innovative and educational initiatives, and Human Factors and Ergo-nomics for the University. In the early 80s, following honorable discharge from his military service, he became an importer of unique hand-knit sweaters from the Greek Islands. In 1989, at the age of 30, he founded Bar Ltd., a distribution and logistics company, and during his 20-year tenure as CEO, he led the growth of a company employing 3,000 employees with an annual turnover of NIS 0.5 billion. In 2009 he sold his shares in Bar. PMI Ltd., one of Bar’s subsidiaries, split off while Boaz remained CEO and owner of PMI. Since February 2024, his son Omer Dekel has been serving as the CEO and Boaz Dekel as an active Chairperson.

The Company’s Operations are Based on Five Central Assets/Pillars

The Company’s foremost asset is its worldwide merchandising rights - the Company has the worldwide rights to manufacture, market and distribute merchandise, mainly toys, for the follow-ing brands: Stumble Guys, Pudgy Penguins, Sonic, Pinata SmashLings, Brawl Stars, Gang Beasts, Zzzopa, Matchify, Booksy, Miraculous, Fuggler, Naruto, Minecraft, and Creature Cas-es. The Company sees these rights as the best indication of the trust gained from the world’s leading super-brands. This trust is justified through PMI’s deep commitment to protecting the brands’ image and unlocking their full commercial potential. The Company is familiar with the ins-and-outs of the toy and merchandise industry, upholding extensive work relationships and longstanding proven results.
The second pillar on which the company relies is its development department, the department receives graphic files from the rights owners and transforms them into actual product designs, with the emphasis placed on safety and on authenticity, products capturing the brand essence and enriching the child’s connection and interaction with the brand.
The third pillar is the manufacturing operations in China, which are conducted in more than five cutting-edge plants that meet the most stringent standards for high quality and safety stand-ards – including FDA and CE certification. The Company maintains daily presence and contact with the factories through their direct employees located in China.
The fourth pillar and asset is the Company’s distribution organization, covering more than 130 countries through their specialized distributors. The multi-channel distribution is conducted both online and in brick-and-mortar stores, based on wholesale or retail, and includes Amazon, Walmart, Target, Macy’s, Five Below, and leading European and Asian retail and toy chains.
The Company’s far-reaching global operations are managed from its Tel Aviv Headquarters, with an office and a showroom in L.A., by a diverse, highly skilled and seasoned team, consisting of employees from all sectors and genders of the Israeli society.
The fifth pillar is the green revolution. PMI manufactures and is authorized in accordance with the FSC sustainable forestry standards, which enforces usage of recycled materials across the entire supply chain. PMI encourages all of its worldwide suppliers to adopt the green dot standard. The green dot indicates that each package included a donation to a certified package recycling organization.

A Family of Family-Owned Companies

PMI is held by the family’s holding company-Ogayu Holdings Ltd, engaging in direct worldwide real estate operations. Ogayu also holds PMI’s sister company, PMI E-Commerce.
PMI E-Commerce works in synergy with PMI, selling merchandise directly to consumers through various online and mobile platforms.

Community Service

PMI’s work is carried out with the deepest commitment to the community. Beyond the important role in children’s lives, PMI and Company executives also donate, volunteer, and support the community through numerous activities. Over the years, the Company has been supporting children with special needs through the Variety Organization, donates to cancer research in coop-eration with Prof. Nadir Arber, and has led initiatives such as the construction of a soccer field for the Foster Child Hostel in Kfar Chabad. During the Covid-19 epidemic, 7.5% of PMI’S profits from all pandemic-related products were donated to the Save the Children Fund.
Boaz Dekel is an aficionado of the history and heritage of Israel and acts accordingly to promote knowledge thereof. Examples being the founding of the HaReut Museum (Fellowship Museum) in Northern Israel which retells the history of the 1948 Independence War battles in the Galilee, and his various collaborations with the Council for Conservation of Heritage Sites in Israel, including the initiative to support the Atlit Detention Camp Museum and the building of an extension for the museum to be called “Zrif Moshe”, memorializing the heroic immigration journey of Ethiopian Jews. These activities all serve as an additional link to the chain connecting the generations of the Dekel Family, PMI, and Israeli society, for a better future based on knowing one’s past, love of others and peace.