"People think it's risky, but we curate our Razor products for merit, not sales"

Robert Hutchins

By Robert Hutchins

October 30th 2017 at 3:03PM
UPDATED October 30th 2017 at 3:49PM

Re:Creation's brand manager Katy Fletcher and Razor product designer Ali Kermani talk the new Crazy Cart Drift Zone, its big digital move and the importance of YouTube influencers.

What are the latest developments for the Razor brand?

Katy Fletcher, senior brand manager, Re:Creation: The biggest move for us is that among the marketing we are doing for Razor this year, we have launched a new digital campaign. It is a new move for us, but it is in line with the wider move to digital among consumers.

As part of that, we have invested in a new campaign called the Big Razor Power-Up. This gives kids the opportunity to win a Razor Ride over the Christmas period. We have teamed with a few popular YouTubers including Tekkerz Kid, who is growing his figures over YouTube.

What spurred the move to digital, does this now take precedence over TV advertising for the Razor brand?

Fletcher: We have looked at TV viewing figures over the last year and they have really dropped. More and more, the kids that we are targeting are migrating to the Internet. We have seen around 20 per cent drop-off over the last year in TV, making the move to a greater focus on digital a no-brainer. That is where it is at.

Razor USA have a big focus on digital and Ali’s team produces some great assets for us to use over here.

Ali Kermani, inventor, product designer and VP of new initiatives, Razor USA: I think the Internet move for us is among the wave of the future. It gives brands and products the chance to be promoted on merit, meaning that our products are merited by kids themselves. We don’t need to buy TV commercials to tell you what you will be taking with a pinch of salt.

So, what is your digital approach for the Razor brand?

Fletcher: We are getting in touch with the up and coming YouTubers. Tekkerz Kid is growing his audience by something like 20,000 people a week and is bang on with our target market of kids aged eight to 11, which is where we are focussing.

These YouTubers post videos of their favourite Razor rides and we are encouraging kids to share comments on both these videos and through our Instagram channel.

Kermani: Kids are getting together and looking at other kids play. They are looking to influencers to see what is out there and what they think of the toys. If your friend who is an expert in toys, suggests that these are great, that will be much more resonant than a TV commercial.

We therefore curate our products for merit. Many people think this is risky, but we think that based on the merit of the product, we can switch over to the new digital age of influence and meet the kids where they are at.

What has reaction been like to the Flip Out Crazy Cart Drift Zone?

Kermani: The Drift Zone was awesome. It always is when these places start to pop-up – in Germany there’s a place, in France there’s a place, they are popping up quite literally all over the world.

This was our first chance to come out and support one. And if this is any indication as to what the rest of them are like, this is wonderful, absolutely amazing.

We saw 800 to 1000 kids come in and out during the first half of the day. They had just opened the new area and we had it locked down. It’s great to see it and bring this level of fun, play and exposure to a new item and see it resonate with the kids.

Fletcher: Flip-Out is run as a franchise, with around 17 across the country and even more around the world. These are big trampoline parks, and the founder is looking to introduce exciting new activities for kids to create the ultimate entertainment space. Crazy Cart helps to create a thrilling experience for kids and we hope that it is a concept that could be rolled out to further sites.

How does the success of the Wandsworth Drift Zone influence your involvement with this as a franchise model?

Kermani: While the business opportunity is there to build a licensing programme around this, it is not our core competency. What we do is create consumer goods. We have done that to a level where there is potential for a franchise model to attach to it, but it is not up to us to step into every business that this product or any of our products fill.

Contrary to stepping into it ourselves, we would like to support all of these efforts. We will be organising packages to help these people launching these activity zones all over the world to help them do this.

Whether that affects our bottom line directly is a secondary benefit because what we are doing is trying to foster a culture that will elongate our bottom line.

Can you tell us about your new lines for 2018?

Fletcher: We have recently introduced RazorX Cruiser electric skateboard. There’s huge interest in electric skateboards out there but on the whole they arte aimed at the luxury end of the market.

True to their ethos of delivering quality rides that are accessible to as many riders as possible, Razor has been able to develop a product that employs lithium power and is affordable without compromising on performance.

Into 2018 and we have a ne development for our Hovertrax range with the introduction of Hovertrax 1.5. Our 2.0 edition has more than proved itself and with this new edition we are once again opening up the hoverboard experience to a wider market. Packed with all the touches that demonstrate the Razor attention to detail, this ride will be our entry point to the world of hoverboard riding in spring.