Upgrading Scalextric for the 21st Century A new portfolio of products for Hornby plc http://www.sagentia.com/consumer

1. Upgrading Scalextric
for the 21st Century
A new portfolio of products
for Hornby plc

2. In order to maintain brand presence and market share, Hornby
wanted to improve and enhance its Scalextric slot car racing system
without compromising its core model and collectables business. A key aim
was to enhance the racing experience, and introduce Scalextric to a new
and more technically sophisticated market segment, while not alienating
existing users. The resulting new product would need high functionality
but a low-cost bill of materials, and would also have to be designed for
flexible manufacture, with the innovative concepts delivered to a tight
business schedule.
A portfolio of products The assignment also demonstrated how
We worked with Hornby over a four-year business goals and cost-effective
period, creating and developing a portfolio innovation can be managed and achieved
of products. Exploiting digital and Internet using an Eastern manufacturing base.
connectivity, the new Scalextric products
involved complex technology, so the bill of Scalextric Sport Digital and Sport World
materials was critical to the success of the Systems were unveiled at the 2004 London
project. To achieve efficient manufacture, Toy Fair and following the product press
we conducted a review of manufacturing launch, Hornby’s market capitalisation
capability in China, and then closely improved by £2 million. In 2005, Scalextric
managed both the chosen manufacturer Sport Digital went on to win ‘Best New Toy
and the component companies to make Design’ at the prestigious Marketing
sure that technical innovation was Awards for Excellence in Toys (MAX IT).
delivered at the correct price. Judges indicated that their unanimous
decision reflected the way in which Sport
Meeting targets – winning awards Digital had revolutionised an already
Through our close working relationship popular and successful product.
with the Hornby team and with the
chosen manufacturer in Hong Kong, Frank Martin, CEO, Hornby plc, commented:
we demonstrated that innovative ‘Our relationship with Sagentia has been
products could be delivered to a instrumental in the development and
demanding specification. realisation of innovative and exciting
new products.’
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