Hornby looks to merchandise deals to boost sales

Toy manufacturer Hornby has reported a 5% increase in turnover for the year and is banking on its merchandise deals with Disney and the Olympic Games to boost its brand performance.

The brand, which also makes the Scaletrix models, says it has made “excellent progress” despite annual profits falling to £5.2m from £6.1m last year.

Hornby owns a number of model railway and slot car brands, Airfix models, Humbrol paints and Corgi die cast models.

Its Corgi brand recently announced it is launching a dedicated one-stop consultancy service for brands and agencies that want to use branded toys as a targeted promotional marketing tool.

Frank Martin, chief executive of Hornby, says: “We have made excellent progress during the year. Demand for our products has remained robust and we enjoyed a strong finish to the year. Many of our UK retailers have been keen to re-stock after a strong Christmas trading period.”

“Looking forward, Hornby is in excellent shape. We have agreed a number of new exciting licenses including collaboration with Disney/Pixar to produce products associated with the new Toy Story 3 Movie. Importantly, we continue to introduce more merchandise associated with the London 2012 Olympic Games. We expect these product lines to perform well as we get closer to the games.”

Hornby was awarded a licence by the London Organising Committee for the Olympic Games (LOCOG) to produce toys for the London 2012 Olympic Games last year.

The recently unveiled Games mascots Wenlock and Mandeville have attracted widespread criticism.

Latest from Marketing Week

Marketoonist on PowerPoint pitches

The Marketoonist

Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here Tom Fishburne will be speaking at the Festival of Marketing, which is taking place on 4 and 5 October at Tobacco Dock. To find out more information, including how to book tickets, visit […]


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here