Speeding along R
adio/Remote Control is a toy category close to my heart; it’s safe to say I’m a tiny bit obsessed. I own at least five helicopters and several build- your-own radio control car kits. One of my cherished childhood
memories is of building my first with my Father and Grandfather. They’re both engineers, so you can imagine how little of the actual work I did... they were more excited that I was. However, I do remember being the envy of my friends who all wanted to drive my speedy little Super Hornet around my garden. The technological advances in batteries, motors and gyroscopic controls have blurred the lines between what once may have been seen as toys or gadgets and hobby-based models. These same technological advances have allowed for faster, more dynamic products, and have made them more ‘controllable’. According to NPD data, the Radio/Remote
Controlled category is actually down 1% compared to where it was in June 2011. However, with a value of over £11.5million, it’s an important category in the industry. I spoke to some key players in the category to find out more about how the products are changing. Thomas Randrup, Country Manager UK & Ireland at Revell, said: “The technology is getting cheaper and products are getting better, but it’s important to differentiate products of varying quality. Basically, consumers and retailers are safer with branded models which have the added reassurance of safety testing; true-to- original and ready-to-run models; and more in the box, such as batteries, spare parts, multi-lingual manual and packaging.” David Rawlins, managing director of Flying
Toys, said: “One advantage of trading in R/C flying toys, is that different categories appeal to consumers as the seasons change. We find that our products sell well around the Christmas period, with the cheaper two-channel infrared indoor helicopters proving popular stocking fillers, whilst the more sophisticated three- and four-channel gyro-stabilised designs represent a desirable big boy’s toy. As soon as the weather breaks around Easter sales literally take off. “In 2006 Flying Toys released the original
Silverlit Picoo Z micro indoor helicopter. For the first time consumers could learn to fly a remote controlled infrared chopper in their lounge
without any experience. The Picoo Z is remarkably robust and cleverly designed with a foam body that bounced of the walls and ceiling without damage. In our opinion, it is no longer sufficient to just offer a radio control toy that simply works when you take it out of the box, it needs to offer added value and a point of difference to prove really successful.” Jeroen Bakker, president of Nikko
Entertainment BV, commented: “Kids see Radio Control toys as ‘a kind of magic’. They can really go wild with our items without worrying about breaking them, and can get away with doing crazy stuff. This is a key element. At Nikko we make sure every product is tested to the limit. They are made to play, and build to last! Kids do not have to ‘hold back’, they can do pretty much everything they want with the toys, as long as they respect the technical boundries. This creates a unique experience. Kids, parents and retailers love this; no worries, no returns. We feel the consumer makes the conscious choice to buy our products, because they want to buy quality. The strong TV support helps to inform the kids about the unique features and the quality. This is creating a very strong brand awareness.” Our key players are therefore suggesting that it’s
quality, cost and durability that dictate the sales figures of this category. So how can retailers use these factors to maximise their returns? Thomas Randrup emphasised the important of “appealing to a broad age range, with entry level, ready- to-run R/C models for beginners and children through to high-end R/C models for experienced enthusiasts.” David Rawlins emphasized that: “Flying Toys
have always pursued a policy of promotion, rather than price cutting, believing that if the consumer really wants the product they will find the money to buy it. Despite all the doom and gloom that appeared in the national media in the run up to last Christmas, the top of the range Silverlit helicopters and Parrot AR.Drone made a considerable contribution to the company’s sales at this crucial time of year. The latest AR Drone 2.0 was launched to the public by Parrot at The Gadget Show Live in April, where it received an enthusiastic response from visitors placing pre-orders, and proved a firm favourite for The Gadget Show presenters. Subsequently released
As the technology to manufacture radio controlled toys becomes more advanced and less expensive, the Radio/Remote Control category looks set to continue performing well over the next 12 months. Tom Roberts reports...
to the trade on 21st May, accompanied by an unprecedented amount of product reviews and coverage in the popular men’s magazines and specialist model press throughout the summer, Flying Toys have already sold more of the new AR.Drone 2.0 in two months, than the original version in over a year. Thomas Randrup believes that during the key
Christmas period, parents are always looking for quality and brand assurance with their purchases. “Revell is a well-established brand with over 50 years heritage in the toy market, and this brand heritage offers retailers a significant edge with the Revell Control range,” he elaborated. Jeroen Bakker added: “We believe that to make the most of this category, retailers should present a full range of radio control toys with a beautiful ‘shop in shop’ appearance. Upgrading their range with RC toys, starting at pre-school age until semi- hobby grade, gives retailers the chance to offer a strong, professional-looking range of products for a wide variety of consumers.” It’s an invigorating time for the Radio Control category. As technology advances, so the cost of implementing said technology in the designs is dropping. Over the next few pages you can peruse a selection of some of the radio control toys available in this exciting category.
Toyworld 99
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