companyinfocus
Philip Harrison Mondo UK’s director
Mondo revs up for 2014 with Hot Wheels licence
M ondo has just signed a
distribution deal with Mattel that will see the company supplying Hot Wheels licensed remote control cars across Europe. The
range itself consists of four scales and eleven different models, all with light effects and capable of very high speeds. It has been launched to the majors in the shape of proposals and the feedback so far has been extremely positive. The range will launch Autumn/Winter 2014. Philip Harrison, Mondo’s UK director, said: “These are all uniquely tooled products, not just stickers slapped on an existing product. We’ve been working with Mattel for around 14 months, carefully designing each vehicle to ensure the maximum play value. So you can see this is a big game-changer for us. We’re no longer a Spring/Summer company. The Hot Wheels deal is seen by the company as recognition of its reputation in the die-cast market in Europe, and also for the quality of its UK own-brand entries into the remote control category with major retailers.”
The full range will be on show for the first time
at the Turemberg Toy Fair. Philip explained: “To exhibit our current core Spring/Summer products at an early-year show in the UK in the past has been proven to be a waste of time because people have already made orders and begun to accept deliveries. However, we will be looking to exhibit at 2015’s London Toy Fair with the Hot Wheels remote control cars. This year’s Nuremberg show is an important one for us, because of our pan-European business; the two-story stand is most impressive and we’re looking forward to welcoming visitors.”
The company has also gained the worldwide licence for the upcoming FIFA World Cup on branded footballs and Playballs, and with England qualifying this is sure to mean good things for Mondo in the UK market. With the backing of the Mondo Group, the company’s UK arm has continued to work busily in the local market. 2013 was a period of development aimed at improving profit and turnover for the company, alongside the launches of many new products in its core areas
102 Toyworld
Philip Harrison, Mondo UK’s director, spoke to Toy World’s Tom Roberts to exclusively reveal details about the company’s new licensed products set for an Autumn/Winter 2014 release.
of playballs, sports toys, and other outdoor toys including skateboards and scooters. Philip Harrison continued: “Mondo, as a
whole, has experienced steady growth across 2013. This has been shown through increased profit and turnover, and the excellent support from Lorenzo Richetta, the European sales manager and all the Mondo team based in Italy and Luxembourg. Business was helped largely by the excellent weather and the convenience of our manufacturing plants based in Europe. For example, manufacturing in China means a 12-week average turnaround; our plants in Italy and Luxembourg can turn orders around in 10- 14 days.” Philip observed that another Summer like the one just gone would be excellent, adding that Mondo was still shipping orders right into September this year, in contrast to, over previous years when the orders stopped by the end of June. In the UK, Mondo’s playballs are stocked by most of the major retailers, and the company is also trying to replicate its mainland Europe success with high-end inflatables in the UK. Philip commented that British retailers had a hard time understanding that licensed inflatables, while more expensive, could occupy a very strong
position in the market. He said: “Our items incorporate the shapes of the characters into their designs. We don’t just pop a logo on our items, we make them engaging, and children and parents do recognise and engage with that. Mondo sees licensed inflatables as a major opportunity in the UK for 2014. Outside of Disney, Thomas is a strong evergreen licence in the UK. There is definitely a place for these slightly more upmarket inflatables in the domestic market.” Generic and licensed scooters have also proved themselves this year, with the company’s Twist and Roll scooter notably celebrating its third year of growth in the UK. Mondo’s beach products also performed well in 2013. So Mondo UK is looking forward with anticipation to 2014, and Philip summarised it succinctly: “A strong 2013 has truly laid the foundations for our 2014; we cannot wait to launch the Hot Wheels remote control range because it’s such a huge step forward for the company. Plus, the parent company is actively involved in joint venture discussions for European distribution. All of these measures will totally change how we operate.”
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