Boys’ racing game Scalextric launches a 1m TV campaign aimed at young-at-heart fathers this week. It is the first time the company, owned by Hornby, has targeted adults instead of children. The campaign, which has two executions, suggests that men are willing to drop everything to play with the game. The ads were created by Lowe Howard-Spink under the tagline ‘It’s a boy thing’. Hornby chairman Peter Newey says: ‘It’s a fact that when fathers have sons many of them rush out to buy the things they have always wanted, and Scalextric is at the top of that list.’
In her first interview since taking on the top marketing job two months ago, Margaret Jobling says she is focused on bringing the company’s purpose to life while finding ways to improve the customer experience and marketing effectiveness.
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