Remote control cache

Radio control vehicles ranging from entry level vehicles from Kid Galaxy, Manchest, N.H., to upper-end Zap Toys, Tsimshatsuit Hong Kong, licensed offerings were omnipresent throughout the Javits Convention Center and the Toy Center during February’s Toy Fair. There was even a car from Toronto-based Spin Master that defies gravity and can actually climb up a wall. The category is hot and with the ever-dropping price points it’s a must-carry.

But all R/C vehicles are not created equal, and neither be should when addressing different price-points and audiences. For example, on the high end you get a 1/6th size Lamborgini or other such large licensed vehicle that feature real engine noises and wing-hinged doors that open via a remote control. While that may be good for the well-off, middle-aged collector or general car enthusiast, the vast majority of R/C product sells best in the $20 to $30 range.

The industry R/C makers have seen the light and share that what’s hot on the real streets translates into what’s hot in the R/C market. For example, the Ducati R/C motorcycle from Chicco has instant recognition among bike enthusiast. The Italy-based company, with offices in South Plainfield, N.J., had a successful Toy Fair with the product because of its age-range of appeal. “It’s meant for two years and up,” says Rick Muraski, executive vice president, toy division. “I think [motorcycle enthusiast] will buy it when they are pushing their kid’s stroller through the store. But it so easy to use a two-year-old can play with it.”

Brand name recognition runs strongly through R/C. Bob Erickson, director of marketing for Nikko America, Plano, Texas, says “A hot license can sell anything. However, consumers still demand a product that is well-designed, reliable, and of sufficient quality to provide the appropriate level of play satisfaction.”

He mentioned top-selling licenses as Hummer, Ford, Dodge, Chevy, Jeep. Likewise, Peter Carris, product manager for NKOK, Los Angeles, notes the Chrysler 300C—Car and Driver’s 2004 car of the year—as a top mover. The 300C is interesting for several reasons but two are most prominent: It brings to the streets a higher-end luxury car that middle class folks who grew up with the Chrysler name and now have more disposable income as they’ve aged are attracted to. But also, the car has been dubbed hip by the hip-hop crowd and thus earned the model “street cred.”

NKOK’s Carris perhaps sums it up best when he’s asked what does a retailer need to know or do to effectively sell the R/C category: “I think looking into the current trends in the automotive culture [is wise]. Many areas seem to appear on the shelves (Urban, Tuners, Custom Rides).

And Robert Chiang, marketing coordinator for Jada Toys, City of Industry, Calif., echoed the Chrysler 300C as well as the Cadillac Escalade as favorites.

JK Jok, principal of Zap Toys, Tsimshatsuit, Hong Kong, notes that “licensing does help sell R/C” but adds, “original ideas and play value are still the most important things in a success full R/C.”

The consensus among R/C manufacturers whospoke with Playthings noted three major points retailers need keep in mind:

• A hot name on the street equals a hot mover off the shelf.

• Cover three price-points. Offer the largest selection in the mid-range $20 category.

• The most popular size R/C tends to be in the 1/16th to 1/20th scale sizes.

Next month we will take a look at hot licensed die-cast vehicle offerings.