Made To Move

Enticing the video game crowd back to the toy aisle is tough these days, so piquing retailers' interests in a category like remote control takes more than just a snazzy controller—buying decisions can be made based on anything from price to performance, styling to sophisticated features. And competition for the attention of kids raised with computers in preschools and video games in living rooms is a tough challenge for manufacturers who say consumers want more—more play value, more realism and better control functions—all at a reasonable price.

Every year it gets tougher to hold key price points while offering as many features as possible, says Gary Tse, general manager of New-Ray Toys Ltd., Hong Kong. Retailers are more cautious and order later than ever, which often forces a wait-and-see position before pulling the trigger, adds Bob Erickson, director of marketing at Plano, Texas-based Nikko USA Toys.

“Planning cycles have changed dramatically and we have to be ready to get inventory at the drop of a hat,” Erickson says. Add to that the growing competition from overseas manufacturers producing better R/C, adds Erickson, and it becomes a no-brainer that working closely with retailers is a necessity.

Vying for shrinking shelf space starts at the research and development level, says Sandra Leo, brand manager at City of Industry, Calif.-based Jada Toys. Combining the best R/C looks with the latest technology is crucial in creating what she calls “Jada Style”—unique features like customized rims and doors or body graphics and 'Keep It Real' wheels on its Chub City 4½ -inch Scion xB and Dodge Magnum. Similarly, Nylint Rock Crawlers by Funrise Toy Corp., Woodland Hills, Calif., boast shift on the fly capabilities and digital proportional steering in its Jeep Wrangler Unlimited and Scorpion styles.

And its not just vehicles driving the category. While Robosapien and Roboraptor entertainment robotics by WowWee, Montreal, take remote control to another level, new Robopets and Roboreptile “will keep us in the toy business,” says the company's vice president, Art Janis. The Robopet dog can be controlled by hand and has the characteristics of a real pet dog, sans shedding. WowWee hopes to attract girls by adding colors, including pink, and sticking to a $59 price point.

A child's interest in toys starts to wane, losing out to video and computer-based items, at about 3 to 4 years old, says WowWee's Janis, and that means the loss of essential disposable income that parents might have spent at a toy store. A strong presence in electronics stores has served the robotics company well to date, in light of the amount of time it takes to go from the drawing board to the sales floor.

But Janis predicts Target and Toys “R” Us will have robotics sections by the end of 2006. “It's as much a part of the toy industry as anything that generates income and volume,” he says, “and toy buyers are realizing that robotics is going in a direction that no one thought would take off.”

Nikko R/C is found at all major retail outlets, including Wal-Mart. Product mix and input on the retail level—even at the product development stage—are put into play, says Erickson, with emphasis placed on individually tailored programs.

As consumers continue their fascination with all things video, Jada Toys keeps its options open at the mass, hobby and specialty stores while maintaining a foothold in consumer electronics stores like Fry's Electronics, in catalogs and at Sam's Wholesale Club and Costco discounters. “Consumers are always looking for the complete package of price, design, speed and technology,” says Leo. “It goes beyond the traditional mass market nowadays.”

For independent toy store owner Barbara McVeigh, manufacturer support and lower prices have helped generate R/C business at Turtle's Nest in Johnson City, Tenn. Smaller Kid Galaxy preschool R/C dropped in price two years ago to a quick-selling, impulse-friendly $12 price point, she says.

New-Ray Toys keeps price in mind with die-cast remote control vehicles for under $20 that offset bigger, more expensive product bought often at holiday time, says Tse. Big box department and toy stores are New-Ray mainstays and “right now, Wal-Mart is our biggest customer,” says Tse, and retail programs are adjusted accordingly to fit the retailer and the season.

Having shied away from R/C airplanes in the past when returns exceeded sales, McVeigh tried again with Megatech's Firefly, a product that's a little higher priced but has an all-important manufacturer return policy.

“With R/C planes so much can go wrong and the customer may not be operating it right, but you're not going to question him,” she says. “Before we were taking returns constantly, but now it goes back to Megatech directly.”

Despite shifting markets, rest assured young kids still get a kick out of controlling vehicles over the grassy backyard terrain or cement sidewalk regardless of whether those toys were bought at mass retailers or independents. A host of companies that target one or both retail channels continue to pump out new product for 2006. Kid Galaxy continues its My First Remote Control line of racers, trucks and Backyard Flyer Graffiti Plane (featured recently on The Late Show with David Letterman); RC2, Oak Brook, Ill., offers a Bob the Builder Follow Me Remote Control Scoop for preschoolers.

Marvel Super Hero R/C vehicles by MGA Entertainment, Van Nuys, Calif., feature Spider-Man, X-Men and The Fantastic Four, while Nikko is already hearing buzz for its upcoming Fast and Furious 3 R/C vehicles coinciding with the next installment of the action film this June, according to the company. Even Mattel, El Segundo, Calif., gets into the act this year with an R/C version of Superman that actually flies. That name recognition can't be beat, says Jolanda Stewart, Wal-Mart spokesperson, adding that “licenses like Ford, Jeep, Honda and Suzuki always help with selling R/C.”

According to Stewart, “The best R/C items are those that come with a battery pack and charger. They scream value to the customer and perform well.”

Four-wheel rock climbing's growing popularity prompted Funrise to introduce Nylint Rock Crawlers, radio-controlled vehicles that climb, says Cristy Collins, director of product development. Wal-Mart is the primary retailer. “Remote control consumers are varied,” she explains. “A Rock Crawler buyer appreciates the engineering involved, the suspension components and how it is built for climbing and not speed.” For others, she says, scale is most important or the size of the controller. “You have to watch for the trends and find a niche.”