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SECTOR GUIDE WHEELED TOYS 43 Reinventing the wheel
Bike use in the UK is growing, and toy retailers have the unique opportunity to encourage children to start cycling in the first place. We catch up with Carlton Reid, editor of
BikeHub.co.uk, to find out how, before highlighting just some of the new wheeled toy products available…
IN THE 2009/2010 academic year, there was an increase from 14 per cent to 27 per cent in pupils cycling regularly to school, and more than double the number cycling every day to nine per cent, according to the Sustrans charity. Its Free Range Kids report also found
that over a third of parents surveyed thought their children were more physically active, 30 per cent that they were healthier, and 14 per cent that they themselves were more physically active since their child began cycling to school. Now, toy retailers are obviously not bike specialists, but with the Government obesity warnings and get active campaigns in the press driving purchases of bikes for all age groups, there are ways in which they can benefit. “Any manufacturer or retailer of wheeled toys could get involved with the Bike Hub,” explains Carlton Reid, editor of
BikeHub.co.uk and executive editor of ToyNews sister title, Bikebiz. “It is a levy scheme; a joint initiative of the Bicycle Association and the Association of Cycle Traders. The objective is to generate funds from within the cycle industry to support the future of cycling in the UK.”
RE:CREATION
move in the right direction. Bike Hub has the objective of getting more people cycling more often. With effort from organisations such as Sustrans, CTC and British Cycling, more and more children are returning to cycling and cycle use is growing.
A mix of balance bikes and ride-
on toys would really help children get used to a life on wheels.
“Toy manufacturers and retailers can Reid explains that around £400,000 is
raised each year, which pays for getting more children cycling to school projects, as well as a special Bike Hub cycle satnav app. Where toy retailers can play a part is by helping to get kids cycling in the first place, he continues.
“A mix of balance bikes and ride-on
toys would help children get used to life on wheels. Balance bikes have really taken off in the last few years and I’m glad they have done so.
“Getting kids on to balance bikes and away from stabilisers would be a huge
0118 973 6222 MV SPORTS
MV Sports’ Olympic Team GB range is looking to capitalise on the nation’s strong support and Team GB’s medal prospects in cycling. Focusing on the patriotic Team GB colours of red, white and blue alongside the official British Lion insignia, MV has developed a range of bikes and wheeled toys to appeal to a broad age range. The older boys offering has been
For kids aged five to 14 and up, Razor continues to refresh its range and support products with marketing. Three TV campaigns will run into December. The lines are RipRider 360, PowerWing and the new eSpark, an electric ride-on that lights up the ride with real sparks. Stunt scooter riding has grown over the past year as more kids go to their local skate park and ride the ramps with the skateboarders and BMX riders. ‘Scooterers’ are taking to the ramps to master the basics tricks from bar twists and bunny hops to the more complex tail whips. This year Razor ran the very first national and international stunt scooter competition in the UK and will continue to support and build the awareness of
the sport with further competition and demo programmes in 2012. Two new scooter focused consumer magazines have just launched and the ISA (International Scooter Association) has been established. Sales of Razor stunt scooters have
already exceeded 280 per cent YOY and Re:creation is predicting triple digit growth for next year.
Spring sees the launch of the Pro scooter range developed for the mass market. The line-up includes the Pro X, Pro XX and the Pro XXX. Each has a new deck design made to raise the standard in stunt scooter seriousness. For the very first time, stunt scooters will be supported with TV ads featuring the Pro XX, which has an SRP of £109.99.
strengthened with a host of new licences, led by Ben 10 and Star Wars. Other additions include The Avengers, which looks set to be the biggest action hero licensing programme of the year. Power Rangers Samurai will also join MV’s portfolio, along with the new brand from the creators of Ben 10, Generator Rex. Hasbro’s new animated series Transformers Prime also joins and is already proving to be a ratings winner in the UK. A full range of ThunderCats wheeled toys will also be added. MV’s pre-school range is led by Thomas & Friends and a host of new products will be added to the range throughout 2012.
The first in a new line of Bob the
Builder products will be the Toolbox Trike, which comes with a removable six- piece tool set.
NOVEMBER 2011
encourage this by helping to get kids cycling in the first place, and wheeled toys and balance bikes aid this.”
For further information on the Bike Hub, head to
www.bikehub.co.uk, while more details on Sustrans can be found at
www.sustrans.org.uk.
0121 748 8000
The Fireman Sam line will also continue with an exciting new addition. The BAFTA award winning Ben and
Holly has been a successful licence for MV. The line will expand with the new patented Magical Light and Sound Tri- Scooter, which comes with a magical wand that remotely activates sounds and lights from the show. Other new pre-school licences include the highly anticipated Octonauts, Little Charley Bear and Raa Raa the Noisy Lion.
Last, but certainly not least, is
the new Rastamouse range of wheeled toys, based on the CBeebies TV series.
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