Ethan Denson stacks magnets in a box at Morris Magnets in Monroe, Washington on Wednesday, Sept. 13, 2023. (Annie Barker / The Herald)

Ethan Denson stacks magnets in a box at Morris Magnets in Monroe, Washington on Wednesday, Sept. 13, 2023. (Annie Barker / The Herald)

Gift and souvenir maker Morris Magnets calls Monroe home

Morris makes 30,000 items like refrigerator magnets and key chains a day out of its factory.

MONROE — Step inside a gift shop at any zoo, aquarium, national park or concert hall, and there’s a good chance one of the souvenirs was made in Monroe.

Since 2008, the city has been home to Morris Magnets, a manufacturing company specializing in refrigerator magnets, key chains and other knickknacks.

The company produces 30,000 items a day at its main facility, everything from wooden holiday ornaments for Disney to merchandise for touring musicians like Paul McCartney, Garth Brooks and Phish.

“We’re anywhere they’re selling tchotchkes,” said co-owner Bill Peterson, 65, of Monroe.

When he bought the business nearly three decades ago, Morris Magnets had six or seven employees who made products by hand using tools like power-saws and flame torches. Peterson called it “very labor intensive.” Today the company employs 60, and uses automated laser machines to mass produce.

Most orders fall into two categories: promotional products for corporations and gifts sold to wholesale distributors that resell to retailers. Most products are made with customer-submitted designs, logos or artwork. Peterson guesstimates they’ve used a couple hundred thousand different images by now.

The graphics department prepares the art for production.

Once the design is finalized, the picture is printed on material like paper, wood or acrylic, also called plexiglass. Workers cut out the items with different machines then assemble and quality check them before shipping. Multiple shifts ensure the factory operates 24 hours a day.

“It’s quite the chore to keep everything moving,” said co-owner Jeff Cannon, 44, of Snohomish. Deadlines are tight, with the goal of completing an order in seven to 10 business days because, as Cannon explains, “we have to be faster than China.”

Competitors often rely on overseas manufacturers. Cannon attributes the success of Morris Magnets to speed and quality. Plus, selling an American-made product has its own appeal.

Left to right, president Bill Peterson, vice president Jamie Gamez, and executive vice president Jeff Cannon pose for a photo at Morris Magnets in Monroe, Washington on Wednesday, Sept. 13, 2023. (Annie Barker / The Herald)

Left to right, president Bill Peterson, vice president Jamie Gamez, and executive vice president Jeff Cannon pose for a photo at Morris Magnets in Monroe, Washington on Wednesday, Sept. 13, 2023. (Annie Barker / The Herald)

‘Oh Bill’

Peterson didn’t plan to enter the novelty industry. He just stumbled across the right opportunity. Ali Morris founded the business in 1988 and originally operated it from a San Francisco garage. At some point she relocated it to Seattle’s Capitol Hill neighborhood. It was the kind of small-time operation in which products were shipped in beer boxes fished from the dumpster of the deli next door.

In 1996, Peterson and a business partner bought the company after learning of it through a business broker. The two previously worked in the title insurance industry and wanted to try something new. Peterson thought Morris Magnets had growth potential due to its nationwide customer base, and had some ideas on how to automate and expedite manufacturing. Still, he understood how weird it was to tell folks he bought a refrigerator magnet factory.

“When I first decided to buy this company, I told my mother about it and her two words: ‘Oh Bill,’” Peterson said. “Because who would’ve thought, right?”

Six months after the purchase they relocated the business to Redmond. About a decade later they moved again to Monroe after getting pushed out by an expanding Microsoft. The company has been at its current facility after buying it in 2015. The company also leases another building in town.

Peterson’s former business partner retired in 2007 and was bought out. Today he shares ownership with Cannon, who at 27 started work at Morris Magnets in sales and “as we grew, grew with it.”

Examples of completed magnets at Morris Magnets in Monroe, Washington on Wednesday, Sept. 13, 2023. (Annie Barker / The Herald)

Examples of completed magnets at Morris Magnets in Monroe, Washington on Wednesday, Sept. 13, 2023. (Annie Barker / The Herald)

‘Record sales’

When businesses closed during the pandemic, Morris Magnets thrived. Peterson said the supply chain issues caused by the COVID-19 pandemic helped grow their business as it was more difficult to import products from abroad and they primarily make everything locally. Plus when the world put vacations on hold, the company pivoted to a new product that would find high demand.

“When COVID hit we were shut down, because we are a souvenir business and nobody’s traveling,” Peterson said. “So Jeff and I got together and decided what to do to keep our doors open.”

That led them to start making sneeze guards, those plastic shields seen at grocery store checkouts. They shipped across the country and outfitted the concession stands at Lumen Field in Seattle.

“We were having record sales,” Peterson said. “We sold more than we’d ever had before within about a month or two.”

Looking forward, Peterson said the plan for after he retires is to hand things off to his daughter Jamie Gamez, 35, of Bothell, who serves as company vice president. She said her goal is to make Morris Magnets a name brand and expand their product line. In 2021, they acquired Dusty City Gifts, a company specializing in eco-friendly stickers made out of wood.

“We’re just going to keep an eye on the industry,” Peterson said, “and figure out where there are profitable segments that we can get into.”

Eric Schucht: 425-339-3477; eric.schucht@heraldnet.com; Twitter: @EricSchucht.

Talk to us

> Give us your news tips.

> Send us a letter to the editor.

> More Herald contact information.

More in Business

A closing sign hangs above the entrance of the Big Lots at Evergreen and Madison on Monday, July 22, 2024, in Everett, Washington. (Ryan Berry / The Herald)
Big Lots announces it will shutter Everett and Lynnwood stores

The Marysville store will remain open for now. The retailer reported declining sales in the first quarter of the year.

George Montemor poses for a photo in front of his office in Lynnwood, Washington on Tuesday, July 30, 2024.  (Annie Barker / The Herald)
Despite high mortgage rates, Snohomish County home market still competitive

Snohomish County homes priced from $550K to $850K are pulling in multiple offers and selling quickly.

Henry M. Jackson High School’s robotic team, Jack in the Bot, shake hands at the 2024 Indiana Robotics Invitational.(Henry M. Jackson High School)
Mill Creek robotics team — Jack in the Bot — wins big

Henry M. Jackson High School students took first place at the Indiana Robotic Invitational for the second year in a row.

The computer science and robotics and artificial intelligence department faculty includes (left to right) faculty department head Allison Obourn; Dean Carey Schroyer; Ishaani Priyadarshini; ROBAI department head Sirine Maalej and Charlene Lugli. PHOTO: Arutyun Sargsyan / Edmonds College.
Edmonds College to offer 2 new four-year degree programs

The college is accepting applications for bachelor programs in computer science as well as robotics and artificial intelligence.

FILE — Boeing 737 MAX8 airplanes on the assembly line at the Boeing plant in Renton, Wash., on March 27, 2019. Boeing said on Wednesday, Feb. 21, 2024, that it was shaking up the leadership in its commercial airplanes unit after a harrowing incident last month during which a piece fell off a 737 Max 9 jet in flight. (Ruth Fremson/The New York Times)
Federal judge rejects Boeing’s guilty plea related to 737 Max crashes

The plea agreement included a fine of up to $487 million and three years of probation.

Neetha Hsu practices a command with Marley, left, and Andie Holsten practices with Oshie, right, during a puppy training class at The Everett Zoom Room in Everett, Washington on Wednesday, July 3, 2024. (Annie Barker / The Herald)
Tricks of the trade: New Everett dog training gym is a people-pleaser

Everett Zoom Room offers training for puppies, dogs and their owners: “We don’t train dogs, we train the people who love them.”

Andy Bronson/ The Herald 

Everett mayor Ray Stephenson looks over the city on Tuesday, Jan. 5, 2015 in Everett, Wa. Stephanson sees  Utah’s “housing first” model – dealing with homelessness first before tackling related issues – is one Everett and Snohomish County should adopt.

Local:issuesStephanson

Shot on: 1/5/16
Economic Alliance taps former Everett mayor as CEO

Ray Stephanson will serve as the interim leader of the Snohomish County group.

Molbak's Garden + Home in Woodinville, Washington will close on Jan. 28. (Photo courtesy of Molbak's)
After tumultuous year, Molbak’s is being demolished in Woodinville

The beloved garden store closed in January. And a fundraising initiative to revitalize the space fell short.

Everett Mayor Cassie Franklin, Advanced Manufacturing Skills Center executive director Larry Cluphf, Boeing Director of manufacturing and safety Cameron Myers, Edmonds College President Amit Singh, U.S. Rep. Rick Larsen, and Snohomish County Executive Dave Somers participate in a ribbon-cutting ceremony on Tuesday, July 2 celebrating the opening of a new fuselage training lab at Paine Field. Credit: Arutyun Sargsyan / Edmonds College
‘Magic happens’: Paine Field aerospace center dedicates new hands-on lab

Last month, Edmonds College officials cut the ribbon on a new training lab — a section of a 12-ton Boeing 767 tanker.

Gov. Jay Inslee presents CEO Fredrik Hellstrom with the Swedish flag during a grand opening ceremony for Sweden-based Echandia on Tuesday, July 30, 2024, in Marysville, Washington. (Ryan Berry / The Herald)
Swedish battery maker opens first U.S. facility in Marysville

Echandia’s marine battery systems power everything from tug boats to passenger and car ferries.

Helion Energy CEO and co-founder David Kirtley talks to Governor Jay Inslee about Trenta, Helion’s 6th fusion prototype, during a tour of their facility on Tuesday, July 9, 2024 in Everett, Washington. (Olivia Vanni / The Herald)
State grants Everett-based Helion a fusion energy license

The permit allows Helion to use radioactive materials to operate the company’s fusion generator.

People walk past the new J.sweets storefront in Alderwood Mall on Thursday, July 25, 2024, in Lynnwood, Washington. (Olivia Vanni / The Herald)
New Japanese-style sweets shop to open in Lynnwood

J. Sweets, offering traditional Japanese and western style treats opens, could open by early August at the Alderwood mall.

Support local journalism

If you value local news, make a gift now to support the trusted journalism you get in The Daily Herald. Donations processed in this system are not tax deductible.