Radio Control
David Williams of Flying Toys talks to Toy World about the opportunities in RC for toy shops.
Do you feel that the AR Drone is a true crossover product between RC-based hobbies and toys? There is no doubt that the gap between ‘toys’ and ‘models’ has closed up considerably. Our Silverlit helicopters can easily be sold by any toy outlet without technical expertise, and there is no reason why any retailer cannot offer the AR.Drone to their customers, with Flying Toys full support.
Toy retailers are often nervous about selling ‘hobby’ products so what’s the opportunity for them with the AR Drone?
Although the AR.Drone is extremely sophisticated, its the clever electronics, plus Parrot’s continuous development that make it so easy to fly. Using intuitive control, by tilting the Apple or Android device, is far more acceptable to the average youngster or his/her parents likely to be familiar with playing computer games, than using a conventional hobby grade transmitter.
How should they approach stocking it (demos, in-store displays etc)? Flying Toys can provide professional demonstration videos that can be played in-store through a DVD. Additionally sophisticated point of sale displays, comprising a full size product, and pre-loaded with the latest films shown on a 19” screen are available on loan for larger outlets. Smaller counter displays are available for smaller stores, subject to availability. Undoubtedly in-store demonstrations attract the most attention, and always pay dividends for anyone prepared to make the effort.
What’s the situation like with spares and repairs? Every part of the AR.Drone is replaceable, and are generally available from Flying Toys stock, plus online tutorials are provided for assistance on the Parrot website. See:
http://ardrone.parrot.com/parrot-ar-drone/usa/repair- your-ar.drone
Furthermore retailers will be reassured to learn that Parrot offer a 12 month manufacturer’s warranty on the AR.Drone, covering defective parts or workmanship. Clearly this does not cover crash damage, however, the AR.Drone is extremely robust and an approved repair service is provided at reasonable cost, if found necessary.
72 Toyworld
have focused the entire product range to keep it simple, offering the perfect balance of price, level of features and skill level to cater for the beginner pilot, through to the most experienced. With this range strategy in mind, Bladez Toyz can give retailers the maximum support to benefit from simplified product communication to the end customer. “We are dedicated to supporting the business growth of our retailers through RC toy
sales, of which we have a customer service team on hand to talk to end users, can also supply POS on a bespoke basis, in addition to high-resolution images and product videos. The Bladez Toyz team has both the experience and resources to support small independent, online, and multi-national retailers.” Likewise at Alpha Animation, Andrew Dickson, believes the economies of scale involved these days makes the RC offer much more appealing to toy retailers. “Auldey Toys is the brand of Alpha Animation & Toys Ltd, by volume China’s largest toy
produce,” he told Toy World.”As a manufacturer we are at the forefront of new innovation and because we manage direct licensing agreements with the major toy and car manufacturers we are quicker to market with products both consumers and trade demand “We entered the UK because on a like for like basis we saw our products as more feature rich than other brands in the market. Such features include Turbo Drive, Front and Rear Lights, independent suspensions, full function directional controls. In turn this has lead to Alpha becoming selected as private label supplier to well recognised global high street retailers. “That means hold over 60 hot items distributed from the UK warehouse and supplies 365 days a year, continuity of supply and range choice is a key advantage over the importer business model which competitors use. Also we offer direct supply from our factory for larger quantity purchases. Demonstrations and education are also key elements when it comes to making
consumers aware of the advances in RC, something Nikko importer, Peterkin has taken on board with its recent Test Squad initiative. “It’s a pan-European marketing strategy, to prove that Nikko radio control toys are
indestructible and fun,” says Peterkin’s Nigel Seary. “In order to trigger kids and adults to test their Nikko products to the limits, the Nikko
Test Squad has been created to perform crazy tests and stunts with Nikko items. The Test Squad appears in seven brand new TV commercials where they think of funny and extreme tests to find out whether the Nikko items will survive or not. “We also have a complete re-vamp of the
Nikko.eu website to back this up as well as a dedicated Youtube channel for the EU markets, plus a Facebook fan-page for EU and additional country by country local social media sites to inform and update fans.” Making consumers aware of the potential of modern RC ‘toys’ is the name of the game, hence the reason for all those micro-copters buzzing round our heads at trade shows. In- store demos and PoS will also help get the message out there for toy retailers is the way forward if maximum ‘buzz’ is to be achieved and ultimately lead to a profitable line.
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