Case study: Upgrading Scalextric for the 21st Century

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Upgrading Scalextric for the 21st Century
A new portfolio of products for Hornby plc
http://www.sagentia.com/consumer

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Case study: Upgrading Scalextric for the 21st Century

  1. 1. Upgrading Scalextricfor the 21st CenturyA new portfolio of productsfor Hornby plc
  2. 2. In order to maintain brand presence and market share, Hornbywanted to improve and enhance its Scalextric slot car racing systemwithout compromising its core model and collectables business. A key aimwas to enhance the racing experience, and introduce Scalextric to a newand more technically sophisticated market segment, while not alienatingexisting users. The resulting new product would need high functionalitybut a low-cost bill of materials, and would also have to be designed forflexible manufacture, with the innovative concepts delivered to a tightbusiness schedule.A portfolio of products The assignment also demonstrated howWe worked with Hornby over a four-year business goals and cost-effectiveperiod, creating and developing a portfolio innovation can be managed and achievedof products. Exploiting digital and Internet using an Eastern manufacturing base.connectivity, the new Scalextric productsinvolved complex technology, so the bill of Scalextric Sport Digital and Sport Worldmaterials was critical to the success of the Systems were unveiled at the 2004 Londonproject. To achieve efficient manufacture, Toy Fair and following the product presswe conducted a review of manufacturing launch, Hornby’s market capitalisationcapability in China, and then closely improved by £2 million. In 2005, Scalextricmanaged both the chosen manufacturer Sport Digital went on to win ‘Best New Toyand the component companies to make Design’ at the prestigious Marketingsure that technical innovation was Awards for Excellence in Toys (MAX IT).delivered at the correct price. Judges indicated that their unanimous decision reflected the way in which SportMeeting targets – winning awards Digital had revolutionised an alreadyThrough our close working relationship popular and successful product.with the Hornby team and with thechosen manufacturer in Hong Kong, Frank Martin, CEO, Hornby plc, commented:we demonstrated that innovative ‘Our relationship with Sagentia has beenproducts could be delivered to a instrumental in the development anddemanding specification. realisation of innovative and exciting new products.’ www.sagentia.com info@sagentia.comSagentia Ltd Sagentia Inc Sagentia SGAI LtdHarston Mill One Broadway Unit 6-7, 13/FHarston 14th Floor Wah Wai Industrial CentreCambridge Cambridge 38-40 Au Pui Wan StreetCB22 7GG MA 02142 FotanUK USA Hong KongT. +44 1223 875200 T. +1 617 401 3170 T. +852 2866 8701V4 0000V1 0910

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