Hornby Hobbies, the company that owns the Airfix, Corgi, Hornby and Scalextric brands, and Rocket Licensing are taking the hobby ‘superbrands’ into the licensed product arena.
The two companies are planning a carefully coordinated and managed campaign that translates the images and values of the brands into product categories that will resonate strongly with the boys – and men.
The firms are hoping that the target market of pre-teen boys and their fathers will respond favourably to apparel, footwear, bags, houseware, stationery, gifts and cards, as well as books, music, consoles, handheld games and computer accessories.
Model aeroplane makers’ favourite Airfix is also a candidate for fashion, paper and technology-based categories. However, the values also include creativity and attention to detail of the truly addictive hobby. The key categories Rocket and Hornby Hobbies are working on cover many of the same bases as Scalextric, but also include branded arts and crafts.
Rob Watson of Hornby Hobbies said: “Our ranges have a unique and lasting appeal, combining nostalgia, stylish products and classic names with themes of adventure and high technology. But to bring these brands to market required an intelligent and sympathetic licensing partner able to leverage the tremendous awareness and fondness among fans old and young for these brands. Rocket is definitely that partner.”
Charlie Donaldson, joint MD of Rocket Licensing, added: “Airfix, Corgi, Hornby and Scalextric have been the ‘superbrands’ of childhood creativity and excitement for many decades and, with their enduringly popular themes of travel and technology, not to mention the recognised quality of product, will remain successful for even longer. We are thrilled to have been offered the opportunity to create a licensing programme for these exceptional brands and to be unveiling it at BLE.”