undoubtedly a seasonal trend, and feedback from buyers and retailers has been very positive in Q1. No one seems to have any stock left over from busy Christmas and early-year trading period, and we’re already taking orders for the latter half of the year.” So despite an overall decline in value of the category, it appears that sales
in RC toys are still strong. Neil said that he thought that, like many other sectors in the toy industry, we are seeing lower price points become the dominant factor for consumers. He said: “We have retailers, who usually stock core products, coming to us wanting to buy a load of helicopters so they can stack them in the middle of the shop to sell to consumers who will buy on impulse. It works; if it seems good value, people will buy it, that’s just how it is. We anticipate that we will continue to see retailers diversifying their stock from core products to take advantage of good seasonal footfall with well- priced RC offerings.” Iain added that retailers looking for something different should consider inflatable RC toys because they are suitable for both outdoor and indoor play. “There’s no real seasonal restrictions on when retailers can stock them”. Iain also mentioned that to take best advantage of the RC category, the products have to be on display. “I’ve seen some shops have all the RC toys up on high shelves in a dark corner. To make the most out of the products, they’ve got to be out of the boxes so people can see them for themselves.”
Racing times And finally, we come to Slot Racing, a sector of the toy trade that seems synonymous, especially in the UK, with the Scalextric name. Paul Chandler, marketing manager Scalextric and Toy Market at Hornby Hobbies, said: “With Scalextric we retain the number one spot, and the brand just keeps on growing. However, we continue to work hard to stay at the top and develop the brand, whilst ensuring we stay true to its values.” Paul said that Scalextric had experienced a strong Q1, helped by overwhelmingly positive show experiences at the fairs held at the beginning of the year. He also said that there were a good number of orders to go along with the positive reactions. “With our licences such as Star Wars and James Bond, we’re working to recruit a new generation to Scalextric,” said Paul. “Balancing licences is very tricky to do, you have to make sure you keep an even keel. The core of the brand is motor sport, but the entertainment licences help convert those that buy in to them eventually become collectors of the core offering.” So what’s on offer from Scalextric for 2013? Paul said that there were three main objectives for the year ahead. He said: “Keeping the collector base provided for with our comprehensive motor sport offering; the application of entertainment licences to welcome in the next generation of Scalextric consumers; and Quick Build, the new brand across Airfix and Scalextric. The fairs provided an excellent platform for Quick Build, and it’s doing so well; we’re really looking forward to 2013 being a strong year for it and I am confident that it will be.” Quick Build adds an interesting new element to the classic Scalextric
experience. Users get to build the cars themselves out of construction blocks and then racing them around tracks eventually smashing them to pieces. Also worth looking for is this month’s launch for the Scalextric Fast & Furious sets. Released alongside the Fast & Furious 6 Universal movie, available sets include a full-size and Micro Scalextric version.
Over the page So there’s a lot to keep in mind with these three categories. You’ll find information on a wide range of different products available from suppliers over the page.
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