Feature - Wheeled Toys

Drive time

As the cost-of-living-crisis continues to hit many pockets, 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.

The company’s recent launch of Zinc Flyte brings together its Zinc and Flyte brands for the very first time. Each Zinc Flyte includes a ‘Built to Last’ symbol demonstrating that it has successfully undergone a series of specific tests that help push the boundaries of its performance and durability.

“The scooter not only has to show value and practicality, but also that there has been a diligent thought process behind it,” says Chirag. He adds: “Big wheeled scooters are also an important trend right now. Their size can be adjusted to a child’s growth, meaning they can be used for several years. Sales show that parents are still prepared to make investments in quality products that last longer.”

Hy-Pro is set to unveil products through its partnership with Formula E, with a further six models in the pipeline, including two more e-scooters, three e-bikes and a kick scooter. “Electric scooters are one of the biggest growing trends in this space and when legislation in the country allows them to be ridden more than recreationally, we think that trend will only increase,” adds Chirag.

MV Sports’ Phil Ratcliffe has also been seeing success in the electric space, particularly bikes, while the company’s portfolio of pre-school properties continues to offer retailers what he calls a ‘one stop shop’ in wheeled toys. The company’s licensed scooters, bikes, skateboards, skates and more span global hits including Gabby’s Dollhouse, Paw Patrol, Peppa Pig, Batman, Spider-Man, Disney Encanto and Super Mario. The company has recently completed work on a huge new 80,000 square foot warehouse, bringing MV’s total warehouse capacity to 140,000 square feet.

Phil says: “Our new warehouse facility, complete with dock levellers and powered by solar, shows how we’re investing in the future and improving our balance sheet.” Readers can find out more about the latest developments at MV Sports in the upcoming June issue of Toy World.

HTI re-launched the Evo brand of scooters in 2020 and Alan Gray, head of Product Development at HTI Toys, says 2023 should be another exciting year for brand. “It feels like we’ve not felt the full impact of the cost-of-living crisis yet, but as we found out while navigating the recent freight cost issues, our huge breadth of range - offering consumers real value for money at a variety of price points - means we’re perfectly positioned to help our retail partners react and adapt to the ever-changing retail environment,” he says. “Consumers are now savvier than ever with how to best spend their hard-earned money, and as a trusted brand, they recognise that the Evo logo means long lasting quality, whether it’s on lower priced or top end scooters.”

Along with 10 brand new Evo products launching in 2023, including light up scooters Evo Light Blast and the Evo Eclipse, along with plenty of on-trend colourway refreshes, 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. “We are also seeing demand for traditional outdoor toys with a twist such as the addition of LED lights or, as with our Bubble Go range, the addition of bubbles,” he tells Toy World.

The company has a raft of new innovative products planned for 2023 including its recently launched LED Quad Skates, with a new range of LED scooters to follow later in 2024. There are also plans to expand its Bubble Go range to include more fun and simple-to-use wheeled toys for 3- 5 year olds including a Bubble Trike for 2023, along with a new range of licensed skateboards planned for 2024.

Tom also believes that while the cost-of-living crisis might impact sales of bigger-ticket items, they will still be willing to invest in them. “Many families still place a high value on quality and long-lasting wheeled toys,” he explains, “especially if they are durable enough to be passed down to younger siblings or resold.”

Families with squeezed spending power often look to invest in tried and tested brands, which is why the new spring collection of Heelys wheeled trainers offers retailers both a household brand and something a little out of the ordinary for their wheeled toy section. Torie Leadbeater, marketing executive at Shiner, tells Toy World: “Being the original wheeled shoe, we constantly strive to keep the brand fresh and at the forefront of our customers thoughts when considering a new wheeled toy purchase.”

Heelys will be supported by new TV advertising, influencer campaigns, events and influencer collaborations in 2023, alongside ongoing brand partnerships and mainline ranges. The brand’s newly appointed designer, meanwhile, continues to evolve the collections so they keep up with the latest consumer trends. “Coming from a footwear background, you can see his input in the updated colourways, treatments and new sports style models,” adds Torie. “We’re continuing to see growth off the back of our Q3 TV advertising campaign and are expanding into new retailers and territories, so it’s a really exciting time for the brand.”