Volvo CE sells a million heavy gear toys in a single yr

Volvo CE launched its largest vary of toy excavators, loaders, haulers and vehicles – and even a fictional wrecking ball – in collaboration with German toymaker Dickie Toys final yr. 

The partnership, which ensured Volvo’s presence in nearly each main toy retailer, has had a flying begin, regardless of the plain challenges for the retail trade posed by COVID-19, with nicely over one million merchandise offered within the final 12 months.

The collaboration represents a novel level in Volvo CE’s licensing journey, following on the heels of profitable partnerships with toymakers LEGOTechnic and Bruder, amongst others, and marking the corporate’s first enterprise into fully-immersive play units for all of the ages. It’s also probably the most complete collaboration throughout the Group, with machines from not solely Volvo CE, but additionally Volvo Trucks and Mack Trucks.

The toy vary marks a profitable collaboration between Volvo CE, Volvo Vehicles, Mack Vehicles and naturally Dickie Toys (image taken in the beginning of the collaboration).

Tim Birks, Merchandise and Licensing Supervisor, at Volvo CE, says: “Dickie Toys was a pure selection. We share the identical core values, we’re aligned in our need for good high quality merchandise and we’ve got at all times been impressed with the ‘feel-good issue’ of their toys. And it has been comforting to know that these toys have performed an essential function in protecting youngsters all over the world entertained and engaged throughout a number of the hardest months of the pandemic.”

Household-owned Dickie Toys is a German-based producer and a part of the bigger Simba Dickie Group, which is likely one of the prime 5 toy producers in Europe.
An in depth relationship between groups throughout the 2 manufacturers has ensured a deep consideration for the Volvo id. By creating ‘real-life’ play units, in addition to particular person toys, the partnership goals to encourage imaginative play. 
“We’re delighted about our fruitful and trustful cooperation with Volvo. Youngsters are fascinated by big development automobiles, reminiscent of from Volvo with its technical experience. Dickie Toys accompanies youngsters by all phases of their improvement, due to this fact Volvo is predestined for our toys vary,” says Oliver Naumann, Managing Director of Dickie Toys. “The merchandise are very nicely acquired by the shoppers and are very profitable on the level of sale, in addition to on and offline.”

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