The iconic toy brand Scalextric, led by the founding family, plans to increase its sales by 55% in 2024, driven by a good Christmas campaign, until reaching 5 million euros.
Specifically, Scalextric, which just turned 60 years old and that six years ago its original owners took over the company again, faces Christmas with “optimism”, since accounts for 70% of annual sales of the brand, making it the “most decisive” moment for the firm, according to the brand’s CEO, Luis Arnau, in statements to Europa Press.
“We are very optimistic, we hope to sell around 55,000 circuits and we are despite the market situation. We are sailing against the current, since we have demand to cover, both in our main market, Spain, and in Mexico,” he explained.
In this way, the internationalization of the brand has become a “very important part” of the company’s strategy for the coming years. “At this moment we have a presence mainly in Spain and Mexico, but also in Europe, the United States and South America,” he stated.
“In the coming years we aim to continue growing both in Spain and Mexicobut we want to gain ‘share’ in the United States and the European Union. “We are looking for the right partner that will allow us to travel in the future,” he said.
Arnau explained that the racing car circuit manufacturer’s main sales channel is offline through its specialized clients and large accounts. “Despite the growth of ‘online’, we are committed to ‘offline’, since it allows you capillarization and prescription that the ‘online’ does not,” he indicated.
“Our goal is to be present in the maximum possible points of sale which forces us to work the shelves of current retailers and at the same time discover new possible ‘players’. We are lucky to have a large network of stores with many years of experience and knowledge of our product. Internet sales are growing year after year, and ‘marketplaces’ like Amazon or others, which each year represent a greater percentage of sales,” he assured, recalling that the total ‘online’ sale is 30% approximately.
A product that adults love
In a context where the birth rate is falling, Scalextric falls into the ‘very kidult’ category, that is, “a product for children that adults also love, since many of the customers are adult collectors.” “We like to say that Scalextric is much more than a toy. It is a hobby that “It crosses generations and does not distinguish between sexes”explained Arnau.
“The objective of Scalextric is create unique moments for parents, children and grandparents Share quality time and interact, giving free rein to your imagination, riding the circuit tracks, putting yourself in the shoes of a real racing driver and competing in a sporting manner. It is also an educational game that helps develop psychomotor skills and enhances the ability to pay attention and concentrate,” he explained.
In this way, the CEO of this iconic toy has stressed that the “multiple possibilities” that it offers have allowed “children’s play to also be a hobby for adults in the form of competition, model making, automobile history or collecting.”
#Scalextric #plans #increase #sales #year #driven #Christmas #campaign
