Corgi unveils dedicated service for brands

Corgi, the model and toy maker, is launching a dedicated one-stop consultancy service for brands and agencies that want to use branded toys as a targeted promotional marketing tool.

The new consultancy has been created to make it easier and faster for marketers and agencies to source high-quality bespoke diecast toys and models for use as consumer incentives, loyalty-building collectibles, corporate merchandise, and branded retail products.

The Corgi Premiums consultancy will be headed by Ricki Curtis and will guide clients through model choice, design, branding, licensing, copyright clearance, production and packaging. It will give brands and agencies direct access to more than 7,000 Corgi toys and models, as well as more than 150 ’matchbox-size’ models from its heritage brand Lledo.

The company says that all customised promotional products will still carry the famous red Corgi logo to help brands add value to their promotional offer and “to achieve greater stand-out compared with generic toy premiums manufactured in the Far East”.

Corgi’s Ricki Curtis says: “We’re now stepping up our involvement in the promotions business and becoming more proactive.”

He adds: “With a high perceived value, retention levels are exceptionally strong because few people throw away a Corgi toy. This proven collectability will help a marketing campaign to linger longer in the home or office.”

Products available for family-orientated campaigns and nostalgia-driven promotions will include vintage vans, trucks, buses and taxis, as well as classic cars and aircraft, and a wide range of modern commercial vehicles.

Corgi was bought by Hornby Hobbies in 2008.

Instead of simply adding a logo or brand colours, the new Corgi Premiums consultancy will help clients to customise any model to meet their precise marketing objectives.

Promoters will be able to create exclusive versions of existing products or specially-designed ’limited edition’ models.

Bespoke packaging formats will also be available to suit any brand and any type of promotional mechanic or delivery method.

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