Wheeledtoys
hasn’t stalled. It’s just become far more driven by core brands. New materials, design, function and performance will define this market for the category champions.” Simon Booth told us that Kiddimoto has a lot planned, including new balance bike designs and new helmets and gloves planned this year, but that the company is most excited about BoxKart and its metal bikes. He said: “BoxKart is a nostalgic look back to a bygone era where the original soap box racers ruled the slopes. It will bring the whole family together as they build and then race BoxKart. Our metal bikes are the latest bikes to enter the market. They will prove a massive hit for parents looking to get a great value bike for their kids to ride, with many features you would expect on a more expensive bike.” Simon also said that wheeled toys need to follow fashion trends to remain successful, adding that he predicts “bright colours are going to be very fashionable this Summer, such as oranges, pinks, greens and purples, and that metal bikes will come to the fore as parents look for value and durability in their Wheeled Toy purchases.” Simon Pickavance said that 2013 had already been
a very busy year for Hy-Pro with the extended launch of its Volt E Scooter range, Red-i (the go-anywhere micro camcorder), Unique Scooter Parts, the company’s extended range of accessories and pro parts, and the new range of Pro scooters and bikes. He added: “Zinc will continue to deliver compelling reasons to buy, and we have a busy schedule of further new products scheduled for launch over the year focusing on some of our existing categories, but also some very different approaches to new categories including the travel market.” Simon continued: “For the more advanced users in this sector, brand is a key driver, linked with the use of advanced materials and performance components; to think we are selling to an uneducated market is
a big mistake. The brand choice in a scooter is the same as that considered in fashion: without the brand it is almost impossible to attract a new or existing user into purchasing a product. Zinc has been careful to consider this in the launch of its new ranges of scooters and bikes with the inclusion of cutting edge materials such as 7005 aluminium and 85a PU 125mm wheel options; cutting edge trends that are made available to coincide with the current market trends.”
In the shops With so much choice out there for retailers, our key players put together some advice on how to make the most of stocking Wheeled Toys products in-store. Phil Ratcliffe said that parents look for “value-for- money, quality and longevity” from the Wheeled Toys category. Simon Booth agreed saying that the old adage of quality and value is still at the forefront of the consumer’s mind. He said: “A product should ooze quality, but also appear to give good value. Consumers are also after a full range where they can go into one shop and buy a wheeled toy and all the accessories that match in one place, with one transaction.” Phil also said that it was important that retailers offer a broad range of models which cater for boys and girls, but also for different age groups and competencies. By stocking a comprehensive range of wheeled toys, retailers can potentially realise more cash profit than other sectors, since products such as scooters deliver both high volume and high turnover compared to other toy sectors. He said: “I’ve noticed retailers are being more selective in terms of which models to offer. Entry-level, generic items and own-brand wheeled toys are working well alongside a considered selection of the only very best licences; ones with a proven track record in austere times. Older kids are going crazy over
stunt scooters at the moment, which is providing a welcome cash boost to retailers and suppliers as they sell all year round at higher prices than standard scooters.” Simon Booth of Kiddimoto emphasised the
importance of good merchandising, commenting that a well-designed wheeled toy “really does sell itself”. He added: “Many of our customers use our Britpop Scooter or a Hero bike in their window as it catches people’s eyes and they stop and look at it. Inside the store, nothing beats a colourful bike like our Pastel Dotty Kurve to really grab the attention of customers, and we are rolling out POS displays to our customers that hold six bikes, and have hangers for helmets and gloves showing off the ranges.” Simon Pickavance advised that retailers need to be aware that technical specification, performance and brand recognition are key driving factors in the race for customers in this sector. He advised that users are very experienced and critical in their purchasing decisions, and that retailers need to be aware and mindful of this, and take it into careful consideration when making range decisions. He added: “The accessories market is also in the ascendance, customers are very keen to enhance the performance and individuality of their ride and are proactively remodelling and improving on the original purchase. This is one crucial area that I think will be a key retail driver in this sector for 2013.” Offering a word of caution to retailers, Brian
Tinniswood advised that the trick is to “choose wisely”, adding that retailers have got to “weigh up what can drive footfall but deliver low margins, verses offering choice and delivering profit. For a long time the category has been a loss leader for many on key lines. Hopefully now with our offering, and others I saw at the toy shows, the category can become more profitable again.”
MV Sports
01217 488 000 |
www.mvsports.com MV’s ‘Stunted’ range is a street sports range for style-conscious older boys. These cutting edge models are suitable for beginners and experienced riders, with each product designed with high performance and image in mind. This year MV is supporting the brand with a large brand building sponsorship deal, which commenced on 29th April and will run through to August 31st on CiTV Breakfast, from 6am to 8.30am on weekdays. MV’s Skylanders range includes an array of
bikes, scooters, skateboards and helmets; all adorned with Skylanders graphics. New for older girls this year is One Direction,
with a range of bikes, scooters, skates and skateboards. The new Batman range will feature the iconic
Batmobile this Summer. This 6v battery-operated ride-on comes with flashing lights and authentic Batman sounds. Also available are the popular Ben 10 Omniverse (one of MV’s most successful), and the Darth Vader ranges for Star Wars fans.
90 Toyworld
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