Build it
And they will come
The construction toy category is one of the stars of the industry, mostly fuelled by LEGO’s stellar performance, but also featuring supporting roles from the likes of Flair, Character Building, MEGA Bloks and Hasbro. TW assesses the latest developments.
Hasbro’s strength in the boys’ category
gives the launch of Kre-O added credence. The range has just gone live in the USA, where according to Hasbro’s marketing manager for Boys Toys, Craig Wilkins, feedback has been excellent. “We’ve had great reviews, citing the high quality of the bricks and also the overall build quality of the range,” adds Craig. “People are delighted that Transformers has finally come to the construction category. From Hasbro’ perspective, it’s great that the launch of Kre-O extends the age bracket for Transformers.” Kre-O will be available in –store in the
mean other brands and products aren’t keen to muscle in and take as big a piece of the action as they can. In fact, this Christmas could be the most active yet as the likes of Mega Brands, Meccano, Character Options, Flair and Hasbro all line up to take as big a chunk of the market as they can. Back at LEGO though, and it’s very much business as usual Drew Brazer, vice president and general manager of UK and Ireland is naturally quite sanguine about LEGO’s position in the construction category and where it is heading. “We’re currently experiencing
A 92 Toyworld
ny analysis of the construction toy sector has to namecheck LEGO as the number one driver in the category. Nonetheless, that doesn’t
unprecedented growth in the construction market with LEGO 24 per cent ahead YOY (May ytd NPD – value). LEGO ranges have undergone extensive development over the decades, but the foundation still remains the traditional LEGO brick, which continues to inspire children to explore and challenge their own creative potential. “Construction continues to be a growing
category and LEGO has been a huge part of that performance over the last few years, which we are very proud about.” For other manufacturers and suppliers in the sector, there’s also hope that consumers will want to explore something different to LEGO and embrace a wider repertoire of brands. Nowhere is this more evident than at
Hasbro, which is putting a lot of emphasis behind it’s Kre-O brand off the back of a movie tie-in with Transformers.
UK from September 1st, although initial distribution is limited to the ‘big 3’ retailers (Argos, Tesco and Toys R Us), with The Entertainer, Smyths and Tesco Ireland to follow shortly afterwards. Craig admits that: “We’ve initially elected to pursue a targeted distribution strategy due to capacity issues, and that has lead to some tough conversations with other retail partners. But the fact that retailers are so keen to stock the line bodes well for the future of the brand.” Kre-O will be in full distribution in the UK
from January 1st, and Hasbro will be launching a second segment in May 2012 to tie in with what Craig cryptically refers to as “another blockbuster Hasbro movie”, whilst a third property will be added to the range for autumn/winter. Over at Character Options, the company’s
Character Building variant is also determined to mine a rich seam of support by using the tried and tested route of licensing deals and heavyweight marketing. Tying up with the high profile Dr Who franchise has proven to be a masterstroke and just the kind of vehicle to gain high profile displays and stock-in deals at retail. But Character has also shrewdly added the HM Armed Forces licence, under the Building banner and in the process widened the appeal of the brand and
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