Feature
Wheeled/Outdoor Toys
Park and ride Children have become increasingly dependent on utilising outdoor space to combat cabin fever and keep themselves entertained as lockdown measures persist. Lisa Currie finds out more about what challenges and opportunities have arisen for the wheeled and outdoor toys category.
S
ummer 2020 is officially upon us, however holidays, festivals and most social events remain on hold as the UK continues to live with the effects of the Covid-19 outbreak. Despite this, toy retailers across the country have reported strong sales in outdoor toys throughout the lockdown period. As the government starts to ease restrictions on travel, exercise and the playing of sports, this strong demand looks set to continue. The category has arguably become more vital than ever, for play value, mental health and as an alternative to public transport. MV Sports has a new range of lithium scooters in the pipeline, under new brand Li-Fe, as well as a new range of its popular uMove scooters, which include sparkle, sequin and camo print models. Sales and marketing director Phil Ratcliffe told Toy World: “Hedstrom swings and slides, Kickmaster goals, kids and adult bikes, tepees and in fact anything outdoor-related is selling very well. We have expanded all our ranges this year, to offer something for everyone.” H.Grossman (HGL) has put additional focus on the company’s selection of wheeled toys. The collection is suitable for a wide age range and offers varied price points. This year, the company has launched two balance bikes with adjustable handles to suit pre-schoolers. The Lightning Strike scooter has also had a revamp, offering a new and colourful option. David Mordecai, CEO of HGL, explained: “Wheeled toys and all outdoor toys are holding up really well. The allowance of unlimited exercise during lockdown is encouraging families to exercise together and wheeled toys allow everyone to join in.” During the lockdown, companies have looked to online platforms to showcase products. Phil points out that having more customers shopping
online offers increased opportunity for the sector: “The category is ideally suited to online sales, as they are considered and planned purchases with a high degree of reliability. In the current climate, consumers have easily been able to source the products they are looking for. However, stocks been in short supply at times, so we expect the increased demand to continue for the rest of the year. My advice to stockists is to place forward bulk orders now to avoid disappointment.” Berg Toys UK is also focusing on its online presence to ensure customers are catered for during this period. “Retailers need to have a strong online presence,” explains Peter Shaw, sales manager UK. “Of course, this takes investment and resources, but also assistance and cooperation with suppliers. Berg implemented a simple but effective online strategy several years ago; account managers work with our customers to support and enhance dealer profiles, website content and the customer journey.” Peter added that the content Berg provides via its trade portal is “second to none” and advises that the first steps for any retailer should be to utilise this content to improve its website listings. It was reported in early May that trials to allow e-scooters on the roads are being fast-tracked in a bid to help the public commute to work safely. Allowing a widespread use of e-scooters is positive news for toy manufacturers who supply them. “Covid-19 has actually helped boost sales of both scooters and hoverboards, with many people using the latter in their back gardens,” enthuses Pritesh Dave, EMEA sales manager, DGL Group. “But we expect to see huge growth in e-mobility with our electric scooters, after learning that the government has decided to fast-track the trialling of e-scooters
Toy World 64
to June 2020, with a roll-out to follow imminently. Consumers will turn to electric scooters as a vehicle to get to work, university or college and the e-scooter market will explode overnight. This is something DGL is well prepared for, with our comprehensive range.” Indeed, the government has said it will invest £250m in new cycle lanes and has indicated it believes that, along with bikes and traditional scooters, the battery-powered vehicles could offer an alternative to public transport after lockdown easements, allowing commuters to maintain the two metre social distancing rule and avoid contact far more easily than on public transport. So, with healthy online sales and some welcome news for the future of e-scooters, what does the remainder of 2020 look like for wheeled and outdoor suppliers? “2020 really has been a unique year,” comments Pritesh, “however our products continue to perform very well online and we have invested heavily to ensure our images and video content are the best they can be to effectively market our products to end-users. We are enjoying phenomenal growth and expect this to continue into AW20, when we will be unveiling Hover-1, our biggest seasonal launch ever outside of the US. We will bring new products to market across hoverboards, scooters and buggies, both in-store and online.” “At the moment, it is a different way of working, but we are coping well,” adds Phil, “We have got a great, committed team of people; in particular our warehouse and sales admin staff have been brilliant in keeping the doors open and all our deliveries moving.” Over the next few pages, Toy World looks at some of the latest offerings in the category.