Feature - Wheeled Toys

One for the road

As families wipe the cobwebs off their scooters and bicycles ready for the summer holidays and others are upgrading their wheeled toys with more advanced designs or accessories, Toy World looks at the key opportunities in the category.

Wheeled Toys are the perfect products to take out of the shed for the few weeks of the year it actually feels like summer, to make the most of outdoor play and exercise. However, it’s a common misconception that wheeled toys are for the summer. Not only are wheeled products and ride-ons becoming more and more popular as a form of transportation on the school run or days out, but many parents actually look towards Christmas and birthdays to make these big item purchases.

Phil Ratcliffe, managing director at MV Sports, comments: “Wheeled toys do sell in summer of course, but also tend to be main Christmas presents for many kids. For example, a bike or battery-operated ride on is still the ubiquitous ‘big box under the tree’ yuletide present.”

Brian Colgan at MCC Stock Solutions has also found in recent years that wheeled toy purchasing has been moving at a higher rate towards Christmas due to the added expenses families face in summer – from summer camps, day trips and holidays. Faced with ongoing economic challenges, Brian believes that many families are looking to spread out their spending across the year and focus on key gift-giving opportunities.

Birthdays and school age milestones are also occasions for purchasing wheeled toys. Danielle Barclay at Micro Scooters explains: “First birthdays are a crucial age opportunity for Micro's wheeled products. It is a milestone occasion where memorable gifts are given. Products like the Micro Hopper and Micro 4in1 ride-ons are popular because they provide ‘that moment’, i.e. the child's first ride. Wheeled products cover that customer need perfectly. Aside from the first birthday, other occasions such as starting pre-school around the age of two and ‘big school’ at the age of five, are pivotal moments when kids upgrade their wheels. Then we see kids moving from three-wheeled scooters to two-wheeled scooters at seven. Christmas and birthdays are also critical purchase times for wheeled toys.”

In addition, many wheeled toy companies are producing accessories for their ride ons. Danielle adds: “The accessories associated with a scooter or wheeled product, like safety helmets, bells and lights, allow grandparents, aunties and uncles to get involved in buying for the recipient, providing new audiences for wheeled product retailers.”

A main focus for suppliers is to create eye-catching toys for key age groups. Kids can use ride ons even before they turn one, being pushed around as they grow reluctant to use a pram. Then as their motor skills, balance and handeye coordination develop, they can progress from balance bikes to four wheels to two, and the most adventurous can even try out more action-fuelled products.

At HTI, Evo caters to a wide range of ages, starting from as young as 12 months. In the company’s junior range, the best-selling line for children aged two years and over is the three-wheeled Mini Cruiser. As kids grow older, typically around five years and above, they tend to transition to the Inline two-wheeled scooter. Younger scooter enthusiasts are drawn to HTI’s light-up scooter options, while more confident riders, around seven years and above favour stunt scooters.

With MCC Stock Solution’s JCB Ride-On, a broad age range is catered for so that it’s less spend for the parent over time. The remote-control feature means parents can help with driving, whilst safety is provided by the three-point harness. As the child gets older, they can take control themselves by going to the next speed level and having added features to play with.

Brian Colgan of MCC remarks: “The advantage of a branded line is that parents are more inclined to buy a vehicle similar to what they own – and children like to drive what mummy and daddy have, or what they see on the road.”

At MV Sports, licences are enjoying a “big uplift at the moment” particularly with Bluey, Stitch, Sonic and Spidey/Spider-Man. Up to the age of seven tends to be the main target demographic for licensed wheeled toys. Phil adds: “After the age of seven, brands and specification take over. For example, a tri or in-line scooter or a ride on is perfectly suited to pre-schoolers/infants whereas a stunt scooter or urban scooter is better for eight years and over.”

Nancy Fielden, Marketing manager at HTI, tells us that the company has shifted focus in recent years, prioritising exceptional design, quality and affordability over licensing. “This approach ensures flexibility and independence from the performance of licensed properties, which benefits our retailers,” she explains. “While we offer licences in our Battery-Operated range, they currently constitute a relatively modest percentage of our overall offering.”

Wheeled toys are not always the easiest products for a retailer to display in their store, particularly if space is limited, but suppliers are ready and willing to provide support to their stockists. HTI is just one supplier that carefully considers box size, dimensions, design and shape of its packaging. “By ensuring that our products can be stacked efficiently, we help retailers make the most of their available space, and the outer packaging design will certainly enhance their display options,” explains Nancy.

Danielle at Micro Scooters says: “We provide demonstration models so retailers can gauge the space required. But nearly all our products come boxed and are easy to stack. We ensure the artwork on our boxes acts as a buyer's guide, so retailers do not have to disclose any other product information. In some cases, we also work with retailers to create bespoke POS.”

Another way some companies are helping with marketing support is by producing videos of their products for stores to run on their social media.

HTI provides high-quality digital assets, including imagery tailored to showcase its products in the appropriate environments, to evoke the desired emotions. The company’s aim is to provide comprehensive visual details to make the products enticing both online and in-store, offering in-store graphics and on-shelf 3D visuals to enhance the retail experience.

Brian at MCC says: “We try and encourage stores, if possible, to place one item on display in their window. We can supply videos of the item for stores to run on their social media pages, giving customers a glimpse of what it’s like in action and guiding the consumer to whether it’s suitable for their child.”

Phil at MV also appreciates that content is becoming ever more important as the world moves more on-line, however “good packaging, good product and great value will remain key for bricks and mortar retail”.

Micro Scooters also offers a comprehensive suite of marketing support, including photography, videography, copy, collaborative social posts and influencer outreach. “However, our commitment doesn't end there,” Danielle adds. “We're proud to be renowned for our after-sales service and support.” Good quality wheeled products can last decades, or even generations, so after sales care is essential to the reputation of a brand. “Whether it's providing direct assistance to our retailers' customers, expedited deliveries, drop shipping or more, we go above and beyond to support our retailers which stock Micro and help them drive sales.”