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Kapla ou l'histoire d'un château en ruine... qui devient un jouet de construction ! - Regard d'espérance n° 321, Décembre 2017 - Economie et société - Centre Missionnaire Carhaix
C’est leur 30e Noël… et le succès ne se dément pas !
Chaque année depuis 1987, elles font la joie de toujours plus de petits mais aussi de grands! Pour preuve, «la petite entreprise» affiche depuis trois décennies maintenant, une croissance constamment supérieure à 10% !
«Nous sommes plus des rêveurs que des businessmen…» affirme pourtant Jan-Daniel Van der Bruggen, fils du fondateur, désormais à la tête de l’entreprise familiale de jouets.
Et c’est vrai qu’il suffit de regarder dans le rétroviseur de l’histoire des fameuses planchettes Kapla pour s’en convaincre. Nous sommes là plus près du conte pour enfants que de la stratégie économique! Et pourtant…
L’histoire de ce succès économique est indissociable de celle d’un homme, Tom Van der Bruggen. Mais le moins que l’on puisse dire, c’est qu’hormis lui-même, rares furent les professionnels du jouet qui crurent en l’avenir de ce «produit en bois» qu’un hippie de 36 ans leur présentait comme «génial» car «autant pédagogique que ludique» et adapté à tous les âges.
«Ça ne marchera pas. Essayez de vendre ça aux petits Allemands ou aux petits Suisses, mais pas en France.
Le bois, c’est ringard ; l’avenir, ce sont les consoles vidéo, les voitures télécommandées». «Non, franchement, votre produit est démodé» s’entend alors dire en boucle, en ce début d’année 87, Tom Van der Bruggen.
Mais paradoxalement, loin de le décourager, cette adversité va métamorphoser ce fantasque créateur «baba cool» en chef d’entreprise opiniâtre et avisé !
«A Paris, j’ai dormi sous les ponts !» Piètre élève à l’école, passionné de Bach, fasciné par Einstein, féru d’histoire et d’architecture, Tom VDB a longtemps espéré être acteur. Ce fils de médecin «qui par idéalisme a toujours refusé d’augmenter les tarifs de ses patients et n’avait donc que peu de moyens», se retrouve, à dix-huit ans, dans une usine de tabac pour financer son inscription à l’école de théâtre. Mais, hélas, comme il l’avoue lui-même: «J’ai une mauvaise mémoire, sauf pour les chiffres».
Francophile, ayant appris le français à l’école primaire, il part alors à Paris: «J’y ai dormi sous les ponts, déchargé des camions aux Halles et partagé de bons moments avec les Tziganes»! Mais le résultat n’est guère concluant… De retour à La Haye, il ouvre une boutique d’antiquités. Mais rien n’y fait… La vie à la ville n’est pas pour lui. C’est alors que l’idée de réaliser son tout premier rêve d’enfant refait surface: vivre loin de tout, dans un château !
Désormais jeune marié, il décide de tout vendre, achète un combi Volkswagen et part avec son épouse direction la France! «Sur une carte, j‘ai tracé un cercle entre Bordeaux, Saint-Etienne et Montpellier et j’ai repéré un point au milieu, éloigné de tout» !Arrivés en Aveyron, ils poussent jusqu’à Lincou, lieu-dit reculé de seulement 20 habitants…
Châtelain et réparateur de piano ! Après une année de bohème, Tom peut acheter au bord du Tarn, pour une poignée de francs, un terrain, envahi de broussailles où l’on devine les ruines du «Castel de Salamon». Le jeune couple de propriétaires met alors une semaine à se frayer un chemin dans les broussailles pour faire le tour de son futur «château».
Les travaux à réaliser sont titanesques… Et ce d’autant qu’ils décident de tout faire eux-mêmes ! «Nous avons vécu comme au XIXe siècle, à la bougie… Les toilettes étaient dehors… Et on faisait notre propre pain dans la cheminée, c’était merveilleux» !
Durant des années, la vie à Lincou ressemble plus à celle de troubadour que de châtelain…
Car si l’on vient de loin pour participer aux nombreuses soirées musicales organisées autour de la cheminée, le jour Tom doit travailler pour gagner un peu d’argent et acheter les matériaux lui permettant de reconstruire sa bastide. Il répare notamment des pianos et loue ses services auprès de personnes fortunées de la région qui retapent ou aménagent leur maison.
Des planchettes… pédagogiques et ludiques La sixième année est marquée par l’arrivée de l’électricité! Mais durant les 20 longues années du chantier, Tom se doit de bien planifier chaque étape et de les visualiser. Pour ce faire, en tant qu’architecte, constructeur et modeste financeur, il réalise des maquettes. Elles sont d’abord en carton (mais cela ne tient pas), puis en cubes de bois, mais guère pratiques car trop massifs. «J’ai alors opté pour des petites planchettes de la largeur d’une touche de piano» explique Tom VDB.
À la fin des années 70, les deux jeunes enfants du «couple de châtelains» aiment à emprunter à leur père ces petites planchettes qu’ils utilisent pour faire eux-mêmes toutes sortes de constructions. Rapidement, le père comprend l’intérêt pédagogique et ludique de ces petits bouts de bois. En 1981, il en fabrique deux boîtes dans son atelier de réparation de piano… Elles seront pour ses enfants! Ce ne sont que des prototypes, mais l’idée d’en faire une activité économique est en germe.
C’est en 1986 que VDB décide d’acheter spécifiquement du bois pour fabriquer, depuis son château de Lincou, les 400 premières boîtes de Kapla (contraction du néerlandais «Kabouter plankje», «planchettes de lutins»), avec chacune 200 petits bouts de bois de dimensions précises (117 mm de long, 23,4 mm de large et 7,8 mm d’épaisseur) !
Ringard ? Pas pour la maman institutrice Dès février 1987, Tom, sûr de sa bonne idée, s’en va présenter ses «Kapla» aux vendeurs de jouets de la région: «Je pensais vraiment que les magasins de jouets allaient «flasher» et vendre mes Kapla». La désillusion est terrible ! «Trop simple, sans intérêt, ringard, etc.» Responsables de magasins spécialisés comme de grandes surfaces l’éconduisent à peine poliment !
Tom décide alors de partir sur les routes de France et de ne manquer aucune occasion de présenter ses petites planchettes de bois qu’il transporte dans un baril de lessive.
Les démonstrations s’enchaînent… Notamment dans les centres commerciaux où il récite sa leçon: «Kapla stimule la créativité, la concentration et la faculté d’adaptation de l’enfant». Et cela va porter ses fruits, puisqu’un jour, parmi les mamans qui s’arrêtent pour l’écouter, il y a une institutrice, qui, convaincue de l’intérêt éducatif des planchettes, va devenir une véritable ambassadrice : «Grâce à elle, des dizaines d’écoles maternelles et primaires ont peu à peu découvert Kapla» explique, reconnaissant, Tom. Dès lors, VDB frappe prioritairement aux portes des écoles et à celles des ludothèques de l’Aveyron… qui adhèrent à l’idée. «Eux, m’ont fait confiance; toutes les écoles où je suis allé en ont acheté, sans exception. Ils ont de suite perçu l’intérêt» !
L’Élysée, le club Dorothée ou l’effet “boule de neige” Mais il est parfois des coups de pouce qui comptent vraiment! En cette année 1987, son ami Jacques Godfrain (député et futur maire de Millau) l’aide à mettre les pieds dans la Capitale, en le recommandant au Musée des Arts Décoratifs de Paris, qui organise une exposition au Louvre autour du jouet. Dans la foulée, la mairie de Paris lui achète 1000 boîtes et la présidence de la République en commande 300 pour l’arbre de Noël du personnel de l’Elysée ! L’histoire s’emballe, la marque va changer de dimension. Tom construit pour le 27e Salon international du jouet, à Paris, une tour Eiffel de 5,20 mètres de haut, ce qui lui vaut d’être invité dans plusieurs émissions TV, dont le fameux «Club Dorothée», alors regardé par trois enfants sur quatre ! L’effet boule de neige est en cours…
Plus de 8000 boîtes sont vendues l’année suivante, y compris en Allemagne et en Suisse.
«À partir de là, j’ai arrêté de fabriquer moi-même; j’ai créé une petite fabrique à Lédergues avec un ouvrier.»
Rapidement à l’étroit, la petite entreprise déménage à Albi. Au début des années 90, la croissance exponentielle des ventes de Kapla (3 millions de chiffre d’affaires) va confronter Tom à un choix cornélien : Kapla ou le château de Lincou ?
Il vend son château pour financer une «usine» au cœur de la forêt de pins maritimes des Landes… matière première de son jouet. Puis un nouveau développement se fera au Maroc, où travaillent désormais plus de 120 personnes !
Depuis, rien n’a stoppé l’ascension des jeux de bois Kapla, qui se déclinent en couleur ou en jeu pour adultes. Mais la planchette n’a pas pris une ride !
Le jouet en bois… sous le sapin ! «Souvent copiés, nos jeux n’ont jamais été égalés en rapport qualité-prix» affirme Jan-Daniel VDB, qui préside aujourd’hui aux destinées de l’entreprise familiale depuis le siège, toujours situé dans les Landes !
Tom, le fondateur, a bien passé la main… Mais il a racheté un château en Dordogne et lancé en 2016 un nouveau jeu de construction «TomTect» ! Pour autant, il garde un regard attentif sur sa petite entreprise, qui commercialise chaque année 80 millions de planchettes, dans quelque 40 pays dans le monde.
Plus de la moitié du chiffre d’affaires est réalisé à Noël… Alors nul doute que les «planchettes de lutins» seront encore bien présentes sous les sapins en cette fin d’année !
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