Exclusive: Wheeled Toys in pole position

Published on: 10th May 2023

This year, families are keener than ever to get value for money when splashing out on wheeled toys, as Toy World discovers.

Often bought as bigger purchases for occasions such as birthdays and Christmas, wheeled toy manufacturers say it’s vital that they deliver products which are long-lasting and provide more bang for the buck as families continue to be more considered in their spending. “Getting value for money, and something that will last is more important than ever given the current economic challenges many families are facing,” explains Chirag Shah, COO of sports and outdoor toy company, Hy-Pro International.

As well as its children’s scooters, Hy-Pro offers a high quality range of adult e-scooters and bikes. MV Sports has also been seeing success in the electric space, particularly with bikes, while the company’s portfolio of pre-school properties continues to offer retailers what MD Phil Ratcliffe calls a ‘one stop shop’ in wheeled toys. The company’s licensed scooters, bikes, skateboards, skates and more span many global hits, and Phil adds: “Our new warehouse facility, complete with dock levellers and powered by solar, shows how we’re investing in the future.”

HTI re-launched the Evo brand of scooters in 2020 and Alan Gray, head of Product Development, says 2023 should be another exciting year for the brand. Along with 10 new Evo products launching in 2023, HTI has also been working on more marketing materials to support customers’ multimedia needs, and developing new packaging solutions to drive shipping efficiencies.

Wilton Bradley’s marketing director, Tom Ellyatt, says he has seen a move towards educational and developmental wheeled toys that promote STEM skills and physical activity. The company has recently launched LED Quad Skates, with a new range of LED scooters to follow in 2024, and there are also plans to expand the Bubble Go range, along with a new range of licensed skateboards planned for 2024. Tom adds: “Many families still place a high value on quality and long-lasting wheeled toys, especially if they are durable enough to be passed down to younger siblings or resold.”

Heelys wheeled trainers offers retailers both a household brand and something a little out of the ordinary for their wheeled toy section. The brand’s newly appointed designer continues to evolve the collections so they keep up with the latest consumer trends.

To find out more on these and other wheeled and ride-on ranges, see the feature from our May edition, here.


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