Compared with the ordinary toy category, riding a stroller is undoubtedly a product with a higher unit price. In the context of the overall consumption decline in overseas markets this year, stroller companies and dealers have encountered challenges. So, what do they do to deal with it?
Razor in the United States: Extended age range
"Our goal is to keep the whole family moving and playing together, so we're constantly enhancing our product line to provide engaging play experiences for players of all ages," said James Dobson, Regional Director of Sales and Marketing at Razor. ”
Moreover, Razor's products pursue excellence in design and performance, so that players can have different fun feelings after mastering different skills;At the same time, focus on extending the service life of the product, so that parents feel that it is worth the money.
New in the near future
Geo Elite Kart | ground force elite
This new product restores the look and feel of a racing car, with a powerful motor, adjustable steering wheel, variable speed pedal throttle, and strong grip and steering control on hard-wearing rubber wheels for smooth, precise control. The padded bucket seat can be adjusted to accommodate children of different heights.
Razor emphasised that this one, which is closer to a professional kart than its predecessors, has been greatly improved in terms of power and performance to appeal to thrill-seeking teenagers.
Tektronix: A combination of classics and hot topics
With a history of more than 50 years, Tektronix is famous for its comfortable coupe in a variety of colors and shapes, the Cozy Coupe series of riding toys. When you see this little car, you will think of little Tek!
The secret of the longevity of this series is that it maintains the advantages of the product while constantly absorbing the fresh trends and hot spots of the market for its own use.
Little Tektronix classic strollers have launched various shapes of strollers according to hot spots over the years.
New in the near future
Tektronix Jr. Adventure Rover| little tikes adventure rover
It's a space-themed ride-on toy, inspired by this year's collaboration between the European Space Agency and NASA to explore space, as well as the space exploration buzz by private space manufacturers and space transport company SpaceX. The product is equipped with space sound effects, a top view of the solar system, and a radar to create an all-round immersive space adventure environment for your baby. On the hardware, there's a turnable steering wheel, spinner wheels, a removable floor, and lockable side doors, as well as a parental control handle at the rear.
MV Sports & Leisure in the UK: Continued efforts to license brands
As a well-known riding toy company in the UK, MV Sports & Leisure can almost be said to be a representative of the vigorous development of licensed strollers. It can be seen from the obvious classified product map at the head of the company's official website that the company has introduced many IPs according to different age groups.
MV Sports & Leisure's recent key IP collaboration is the "PAW Team's Great Merit", which celebrates its 10th anniversary this year. The PAW Squad's second big movie, "Super Adventure," was released at the end of September and topped the list with $23 million in its opening weekend in the United States, and as of mid-October, the film had grossed $88.95 million worldwide, a satisfactory result, and at the same time driving sales of related spin-offs.
New in the near future
PAW team meritorious series of strollers| paw patrol series
The product is more conventional, but what is more special is that the product is integrated into the elements of the "PAW team". For example, the handle baffle of the scooter is equipped with an exclusive pattern baffle for 4 team members, which can be removed and replaced. Another example is the children's bicycle, in addition to the handlebar baffle, even the front and rear wheels and detachable training wheels have the pattern of "PAW Team", which greatly meets the needs of loyal fans of "PAW Team".
Wilton Bradley, UK: Innovate without relying on authorization
Under the boom of IP licensing, there are also stroller companies that rely on their own innovation to gain market recognition. According to Scott Eden, design director at Wilton Bradley, non-licensed products can spark innovation and differentiate the product range from what is on the market. For example, a bumper car that the company exhibited at the London and New York Toy Fairs this year, which is rare in the industry, received good feedback at the show site.
In 2024, Wilton Bradley's children's bicycle brand Xootz will celebrate its 10th anniversary, and plans to launch a variety of products such as tricycles, scooters, skateboards, and bicycles, covering children aged 2-14.
New in the near future
Whirlwind Drift Tricycle | cyclone drift trike
This is the 10th anniversary of the Xootz brand in 2024, and it is mainly aimed at adrenaline-seeking teenagers. In terms of appearance, the product is very cool and stylishIn terms of performance, on the premise of ensuring safety, it improves the stimulating experience.
Marketing Trends
In addition to product launches, what other measures have stroller companies taken to support dealers?
Pay attention to the B-side opinion. Razor believes that "it's important to listen to your retail partners. "In terms of product development, Razor attaches great importance to the feedback provided by first-line dealers for product iteration, such as the new product that is planned to be more compact and takes up less storage space next year, which comes from the feedback from dealers, so as to display more products in the store;In terms of marketing, Razor has built a professional omni-channel marketing team with strong marketing capabilities, as well as a database of more than 35,000 promotional content in various forms. This excellent marketing support system allows Razor's distribution partners to create the best content to promote according to their own needs and the recommendations of the Razor marketing team.
Razor TV product content promotion on Razor's official website.
Pay attention to C-end publicity. Scott Eden said, "It's great to have originality, but it's also important to convey the originality to the end consumer. Therefore, Wilton Bradley attaches great importance to the promotion of product content, such as inviting influencers to try the product, in order to achieve the purpose of rapid dissemination among the target audience. In addition, there are also paid click ads for online keywords and detailed content that cannot be ignored.
Compiler: jane