Die Cast/radio control
Behind the wheel
Die-cast, radio/remote control and slot racing toys are three sectors strongly associated with collectors, enthusiasts and boys, but the categories are diversifying in their offerings as lower price points come to the fore. Tom Roberts reports.
Matchbox to Hot Wheels, to entertainment lines such as Thomas & Friends, and Disney Cars and Planes.” So what should retailers be aware of when choosing what die-cast toys to stock? Wendy said that “retailers should select brands that can offer quality, value for money as well as great play value. Die-cast is a great pocket money purchase and also a great collectable for boys. Vehicle play is a core play pattern and can be a core driver for retailers that want to keep boys coming in store to see the latest ranges and build their collections.” Martyn pointed out that with there being so many options in die-cast vehicles, it is essential for retailers to look for something a bit different. He said: “To maximise impact on die-cast vehicles, retailers should look to understand and promote the history of a range. The products should be displayed clearly so that both adult and child can see what is available and that there is a range in front of them that can be collected over time.”
the die-cast vehicle market at the moment felt very buoyant, with Hot Wheels, Matchbox and Thomas and Friends all performing very strongly. She added: “The category is competitive, and is very pocket-money focused. But with the success of blind bags, as well as lower price point items from Lego, Skylanders and Moshi, which also appeal to boys, it’s no wonder die-cast vehicles are having to compete for attention.” Martyn Weaver, Corgi’s marketing manager, agreed saying that the die-cast toy market has been a highly competitive area for a number of years, and has definitely become extremely price focused. He said: “There is much more attention on smaller, pocket-money vehicles and multi ‘value’ packs. Things are very different to what they use to be, as a child of the 80s I grew up playing 1:36 scale Corgi die-cast toys with fully working doors and other features.” But since the re-launch of Corgi Toys in September 2012, things have gone from strength to strength for the brand, and it has achieved its number one goal, which was to put the Corgi brand back into the hands of children.
A 58 Toyworld
ccording to NPD, the Mini Vehicles category saw a drop in value of 10% over 2011 to 2012. However, Wendy Hill, UK director of customer marketing and brand communications at Mattel, said
Martyn added: “This year is very much focused on brand recognition; most adults will recognise the Corgi brand, so our focus is on making sure that children recognise the brand. We are doing this through an ongoing children’s TV sponsorship campaign, and we have incorporated known and relevant brands such as Eddie Stobart into our toy offerings to enhance this.” Also worth noting is that 2013 sees the 60th
anniversary celebration of Matchbox, and it looks like there will be some fantastic opportunities on offer to retailers and consumers alike. Wendy Hill said: “It’s a landmark year for Matchbox with the celebrations of its 60th anniversary. We are not only celebrating the brand’s heritage and nostalgia with commemorative vehicles, but also a collection of 24 die-cast cars, each of which comes in a matchbox-sized box, which draws on the brand’s heritage. The range features a selection of classic vehicles including a Double Decker Bus, Vintage Tractor, Austin FX4 London Taxi and a 64 Austin Mini Cooper.” There is also a new range of playsets and cars which Mattel thinks will be key in introducing a whole new generation of boys to Matchbox vehicle play to keep an eye out for through 2013. Wendy added: “Consumers want die-cast brands because they provide boys with endless play and durability, and all our brands in the die cast market offer that. From classic
Controlling us The Radio Control Toys category dropped in value by 17% last year according to NPD, but many radio control suppliers continue to remain bullish about prospects for the sector. David Rawlins, managing director of Flying Toys, points out: “We’re experiencing year-on-year growth at the moment. Across 2011 to 2012, we doubled our turnover on the RC side of the business. Our year- to-date figures so far show that we’ve equalled all of last year’s sales in the first quarter. Flying Toys is definitely bucking the trend.” He added that the new Parrot AR 2.0 Drone was proving a significant impact on sales and that the company’s recent appearance at the Gadget Show Live helped raise the product’s profile. “We had sold out by the end; at one point I had to head back to our offices to pick up more for the stand. People were just finding reasons to buy the Parrot Drone. They were, in some cases, buying two at a time.” Iain Morgan, managing director of Bladez
Toys, said that, in general, the category has been quite flat for cars and boats, but helicopters are still tipping along nicely. “It just seems like the category is not going to grow any further right now. We’ve done well though. Our inflatable RC toys have undoubtedly opened up the sector to younger kids who might not have had the chance to play with these sorts of toys until now.” Another company seemingly bucking the trend
is Scream Wholesale, with Neil Taylor saying that he thinks the sector is “fairly strong”. He added: “RC toys are
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96