Outdoortoys
Definitely better than last year, with lots more interest in this particular sector”. Martin added that, from his perspective, that the interest is “reflected in the number of companies who don’t normally trade in outdoor products coming in. There seems to be an abundance of new scooter companies coming into the market and, as before, they will disappear in a few years.” He continued: “Our Outdoor range for 2013 has been split into three distinct brands: Ozbozz for the younger children, Elektra for 6-12 year olds, and Torq for the older age groups. This is our first year with this, and so far it has been well received.” Re:creation’s marketing director, Seth Bishop, told
me that “despite the challenges the Outdoor Toys category faced in 2013 we experienced growth from our Razor brand. This was driven by both electric scooters and the continued momentum in the stunt scooter market.”
Like the other key players, Mike Barratt observed
that “generally” the market has been very buoyant, especially for scooters. He added that Street Surfing is seeing a trend of consumers who have chased the value end of the market start to “trade up more to a product that can deliver the performance that kids want to get out of them; the basic cheap scooters are everywhere and we don’t want to try and compete in that market, rather we aim to deliver a product which can outperform the kids. This is the sector in the market the enables us to do what we do best: innovate and produce product that looks as cool as it performs.” But how can retailers improve the impact of
Outdoor Toys on their business? Richard Smyth said: “Clear position and presentation (on- and off-shelf) are essential, coupled with the right breadth and depth of range; all go towards helping to maximise the sales opportunity.” Richard added that he thought UK retailers were “extremely adept at engaging with their customers; they understand the value their customers place in ‘the brand’. This is the link which gives families the confidence to buy with
safety, security, and in the knowledge that they are buying products that will be fit for use.”
What next? With such optimism from the trade, a potentially positive year for Outdoor Toys lies ahead. So what should we be looking out for? Phil Ratcliffe predicts that “prices will continue to come under pressure”, and that “suppliers who can offer the broadest and most relevant ranges, with the most flexible service” would win through in the end. Hy-Pro’s Ying Pickavance commented that should expect to see “a lot of innovation. Innovation will still be our main focus on the Outdoor Wheeled sectors in both toys and sports.” On the other side, Richard Smyth added that he thinks the category “is going through a renaissance”. He continued: “With the current drive to engage younger people with a healthier lifestyle, and pressure coming from the medical industry to reduce obesity and other life-threatening diseases, there has never been a better time to provide busy parents with the right tools to introduce their children to the sometimes forgotten outdoor playtime. Increasingly, families are staying within the UK when taking their Spring/Summer break with renewed interest in everything from holiday lettings and activity resorts, to caravanning and camping. This provides an ideal opportunity for our category: to provide much-needed entertainment for the whole family.” If the Outdoor Toys category is going through a
period of transition, then perhaps 2013 will be a brighter year. Perhaps Richard is right when he says the category is in a ‘renaissance’ period, and that it will adapt and evolve along with the sub-categories that performed well within it. We cannot predict what the weather has in store for us this year, but we can certainly keep you informed on what new products are being launched. The following pages provide information on some of the lines on offer in the Outdoor Toys category.
Hy-Pro International
01582 670 100 |
www.hy-pro.co.uk Zinc’s stunt scooter range for youths continues to expand this year; Zinc is introducing a range of entry level Stunt Scooters. The range targets beginner stunt riders that are developing their grasp of pro scooter technique. The Swarm, Spyda, Hunter and Agonize stunt scooters are equipped with 360-degree batwing-style handlebars, double collar clamps and high speed bearings for a smooth ride. Zinc has also reacted to the latest craze of the electric scooter range, introducing a new product to its portfolio, complementing its current Volt range. The new Zinc Twisted has been designed for children aged eight and over. With its high performance chain driven drive, the scooter can reach speeds of 15mph on a single charge of 45 minutes, and includes an auto cut-off motor for excess weight to ensure longer motor life. In addition, the Twisted uses a push start twist throttle and a rear disc brake for improved performance in both wet and dry conditions.
36 Toyworld
D’arpèje
+33 (0)478 796 050 |
info@darpeje.com D’arpèje offers a high-quality outdoor Little Tikes range, made to be secure and durable. D’arpèje has focused on providing products that contribute to a child’s development and well-being. Evolutive skates are available with adjustable sizes from 22 to 30. Aluminium and wooden balance bikes come with comfortable and printed seats, and the three wheels flex scooter has been developed using Little Tikes colours for children from the age of two.
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