Model maker company Hornby, who took over the James Bond licence after buying die-cast model company Corgi International in May of this year, is now looking to 007 to boost profits.
According to the Telegraph, the company reported a 33% decline in profits for the six months ending on 30 September. Increasing overheads following their purchase of Corgi and wholesale price rises were the two main culprits.
The company is hoping that Christmas sales of the forthcoming launch of James Bond Scalextric cars from Quantum of Solace, including the Aston Martin DBS and Alfa Romeo 159, will boost profits.
‘The strength of the Bond franchise and the Scalextric brand name should override difficult economic conditions,’ said Paul Chandler, Scalextric marketing manager.
The new Scalextric Bond racing set, which goes on sale on 10 November, has already registered pre order-sales of around 20,000, with the model price starting at £40.
Frank Martin, chief executive of Hornby, said the ‘distinctive defensive characteristics’ of the hobby industry would allow the company to prevail in the current difficult retail conditions.
‘In the shorter term run up to Christmas, we expect sales of Scalextric to be boosted by our McLaren and James Bond Quantum of Solace licensed products and the proposed launch of an Airfix kit featuring McLaren and Lewis Hamilton,’ he said.
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