Innovation is key within the Action Vehicles category, with manufacturers always looking to move up a gear to keep the consumer interested. Sam Giltrow finds out more.

The Action Vehicle category is a diverse and consistent sector of the toy market; comprising diecast, radio control and slot racing items, it remains a staple of every toy retail channel, covering every price point from pocket money pick-up to top-end festive purchase. While some retailers opt to pursue an own brand strategy in certain areas, strong brands remain a cornerstone of the category. Whether it is Hot Wheels or HTI’s Teamsterz brand in diecast, Nikko, Maisto or Burago in radio control or Scalextric in slot racing, the category includes some of the toy market’s most enduring brands.

The Action Vehicle market also benefits from innovation and the introduction of cutting edge technology into product line-ups; ThreeSixty Group has introduced what it describes as the world’s first ceiling climbing RC to the Sharper Image range this year, which received a strong reception at Toy Fair, while Hexbug has reinvented the RC tuner car with the fully customisable Hexmods kits.

Nikko Toys president of sales and marketing, Laibond Cheng, says: “Innovation in toys is sometimes about new and emerging technology but, more often than not, it is about taking what is familiar and making it fantastic. You can see a blending of both across our brands and ranges of products. The key to our innovation is never closing our minds to the possibilities of what can be fun.”

To find out all the very latest from the world of Action Vehicles, read the full article, which appeared in the March edition of Toy World, by clicking here.