Transport technology brand Cosworth revs up licensing programme

British technology and engineering brand Cosworth has announced its first positions on the licensing grid.

Cosworth has applied its leading-edge expertise to design and build propulsion systems and intelligent solutions for the motorsport and automotive industries – from Formula 1 to the Aston Martin Valkyrie – for over 60 years,

Now, Cosworth Group Holdings Limited is working with Faster Brands to negotiate licence agreements and collaborations in association with Ford Motor Company. Cosworth is partnering with Hornby Hobbies to create the Ford Escort Cosworth and Ford Sierra Cosworth rally and race cars as die-cast models and slot car racing models for Hornby’s Scalextric range.

A partnership with Poetic Gem has also been announced for a range of fashion apparel.

In addition, Cosworth has announced a collaboration with leading bespoke watch company Dartmouth Brands for a range of unique watch designs supported by great historic stories, targeting the collector, consumer retailers and specialist online direct-marketing sectors.

The company is also entering the world of E-SPORTS, with details to be announced shortly.

Faster Brands MD Chris Parkes says: “Cosworth has such a rich heritage in motorsport and we are proud to be working them to find the right partnerships that celebrate their past and present successes.”

“Cosworth has a proud history of innovation, and we look forward to growing our relationship with Faster Brands to showcase our rich and varied history with our key licensing partners,” adds Nick Greenway, Marketing Director at Cosworth Group Holdings.

To learn more about licensing opportunities with Cosworth, contact Chris@Fasterbrands.co.uk or David@Fasterbrands.co.uk

 

 

 

 

Warner Bros.’ Batman vs Superman tops the John Lewis ten toys for Christmas list

The Warner Bros. and DC Comics icon, Batman has swooped in on the first of the major retailers’ top Christmas toy predictions this year, having secured top billing within John Lewis’s Top Ten Toys for Christmas 2021.

It’s Warner Bros Consumer Products’ partnership with the leading hobby brand, Hornby’s own Scalextric that is tipped to excite Christmas shoppers this season, featuring not once but twice upon a list that otherwise sees licenses somewhat thin on the ground this year.

The Scalextric Batman vs Superman (exclusive to John Lewis) sits atop the list, followed by the retailer’s non-exclusive version. A read through the top ten, however, and it’s a sparse presence that the licensing department holds with the retailer’s selection this year.

A £59.99 Harry Potter Games Compendium features above the Tonies Soft Cuddly Friends – Hoppie Rabbit Audio Play line this year, while the seven items selected among this year’s top ten lean towards the traditional toy and play-sets trend, tipped to be a core element within the Christmas toy shopping scene this year by the retailer.

LEGO makes its appearance in the form of its LEGO Elf Clubhouse, while sustainability finds itself at the forefront as John Lewis places its FSC Wooden My 1st Train Set and FSC Wooden Waitrose Supermarket firmly within the top ten picks.

Elsewhere, Ravensburger secures two listing with its Space Puzzle and Gravitrax Pro Starter Extrme (another John Lewis exclusive), while the rundown is made complete by the Secret Garden Book and the Kaloo My First Doll.

Rachael Larkman, toy buyer at John Lewis, said: “This year we’ve seen a huge surge in the popularity of traditional toys and games that can be enjoyed by the whole family. We predict this trend will continue for Christmas 2021.

“The selection chosen by our panel includes toys suitable for all ages – a great variety that will guarantee excitement on Christmas day.”

Gaming, events, and retro-appeal: Scalextric talks its brand new horizons through licensing

Anyone paying any level of attention to the general narrative of the toy industry over the course of the past 12 months will know that there’s been a re-awakening among some of the market’s more traditional sectors.

The hobby community is one among them. As consumers have found themselves with more time on their hands and a greater tendency to lean back into the pastimes and brands of yesteryear, it comes as little surprise that the hobbyist sector has undergone a resurgence.

The pandemic, for all of its ills, has played a helping hand in driving those dormant hobbies out of the shadows and into the limelight. Gaming – whether it is tabletop or role-playing – has never been so popular, with Hasbro citing record years for both its Magic: The Gathering and Dugeons & Dragons franchises, while the more traditional pursuits – and we’re looking at model building and the hobby trains segment here – have too ploughed full steam ahead into a wider-spanning, more mainstream audience.

As a result, Hornby Hobbies, a name synonymous with the hobbyist market, has reported some of its best results in years. It’s in fact the success of sales of Hornby Hobbies products over the past two years that have given the outfit a new lease of life, and a new grasp on the contemporary market. Consumers have rediscovered the joys of slowing down, and in turn, things at Horby Hobbies have been, well, speeding up.

Hornby Hobbies’ licensing consultant, Michele Pearce

Earlier this month, the company announced a definitive return to the licensing sector with the appointment of licensing consultant, Michele Pearce, who has taken on the role of leading a new charge of licensing opportunities for the company’s popular Scalextric brand.

Talking with Licensing.biz, Pearce has confirmed that the programme will commence with a few of the more pertinent categories, spanning luxury goods such as watches, video games, board games, sportswear, sports equipment, footwear, and apparel. While it may be early days for the programme still, the message is a big one; after a period of softer sales not some five years ago, Horby Hobbies is ready for growth, and licensing is a very viable route towards it.

“Hornby has dipped its toe into licensing in the past,but this has not been the focus for some years due to changes in the company and a need to really focus on the core product ranges,” Pearce told Licensing.biz.

“However, with the success of the sales of Hornby products over the last two years, the company is now in a great position to expand its options. This is also the perfect time to connect with the customers with other consumer products.

“There is a strong nostalgia response trending amongst all consumers right now as well as a focus on known and trusted brands, and Scalextric is definitely a good fit on all points.”

A traditional slot-car racing system with more than 60 years of rich history behind it, Scalextric is keen on bridging the gap between the surge in demand for nostalgia, with the necessity to contemporise for modern day audiences. It’s by no accident that Pearce talks about Scalextric in the same breath as Mattel’s Hot Wheels, or Hasbro’s Monopoly; each pedigree brands with the vision to remain contemporary and span audiences.

“Scalextric has both the fun and excitement of a dynamic speed-driven toy and the gravitas of being a retro brand,” says Pearce. “This is not something many toy brands can share as an accolade, and the few that do are already partnering successfully with licensees.

“Scalextric has a wealth of imagery in its archive relating to box artwork, catalogues, and old logs and slogans which can be utilised in bringing an extra zing and classic look to a range of adult product.

“Then the new style guide offers a bright and dynamic range of colours, logos, and the digital tie in with the Scalextric Performance App that will appeal to the younger audience.”

Racing into the future

While the potential for the Scalextric brand within the consumer products space lies before it like an expanding horizon, Pearce has already earmarked her markets for initial exploration, and amng them, of course, is digital gaming.

“With the Scalextric App already developed and the ability to play via your mobile phone or tablet to control your cars and then share scores and discuss via social media means that this is a natural extension for the brand,” she explains. 

Then, there’s the scope for audience engagement that live eventing – when the world opens itself back up to in-person events of course – has to offer.

“Once the opportunity is available again to participate in the public space, we will be looking for partnerships with stores and other types of events that could host Scalextric events,” Pearce added. 

Reading the signs offered to the Scalextric brand over the past 12 months, engagement with the slot-car racing brand is expected to remain high. House-bound consumers have rekindled their love and affinity with a brand to a degree that it has welcomed families back into the field, while Hornby Hobbies has been active in engaging new fans through its social media platforms.

“All of these actions have either reawakened past fans or brought the brand to the attention of new enthusiasts who have discovered the fun and excitement that is Scalextric. We now want to build out the partnerships over the next six months and have a positive story to tell at the Brand Licensing Show in late November,” Pearce continues.

“Over the last three years or so, Hornby has invested heavily into the Scalextric brand, with new scales, new sets, new features, and new licensed characters. The team has reinvigorated the brand with such innovations as SparkPlug, but there is still plenty to come.

“Scalextric is a 60 year old brand with an eye to the future with both product, brand awareness, and vision,” she concludes.

Hornby takes fresh steps into franchise building with new licensing consultant Michele Pearce

Hornby Hobbies has taken the first steps forward in launching its Scalextric brand onto the global licensing scene with the appointment of its new licensing consultant, Michele Pearce.

In her new role, Pearce will work to represent Hornby in the start of a new in-house licensing initiative, utilising her specialist knowledge and appreciation of the brand through her work as a successful licensing expert in the toy category and experience working within licensing in the video game industry.

The company is looking towards utilising this expertise as Pearce brings a new focus to the Scalextric brand.

The programme will focus on both the retro archive and the new Scalextric branding with the aim to find the partners who can realise the brand in product that will add to the whole family’s enjoyment of the ultimate slot car racing experience. 

Lyndon Davies, Hornby CEO, said: “Scalextric is loved by many and there are some exciting opportunities for us to work with licencing partners. Michele brings a wealth of experience to the team and we are  excited by some of the early conversations.” 

Pearce added: “I have been talking to Hornby for some time about the licensing opportunities for Scalextric and how much I would enjoy developing a strategy for them and I couldn’t have been more delighted when they contacted me at the start of this year with the wave of a chequered flag to start the programme.” 

For more information about the licensing opportunities for Scalextric please contact  michele.pearce@hornby.com