Volvo CE sells one million machines in a yr …in toys

Volvo CE launched its greatest vary of toy excavators, loaders, haulers and vans – 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 business posed by COVID-19, with nicely over one million merchandise bought 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. Additionally it is 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 Vans, Mack Vans 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 alternative. We share the identical core values, we’re aligned in our need for good high quality merchandise and we have now all the time been impressed with the ‘feel-good issue’ of their toys. And it has been comforting to know that these toys have performed an essential position in conserving kids 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 among the high 5 toy producers in Europe.
An in depth relationship between groups throughout the 2 manufacturers has ensured a deep consideration for the Volvo identification. 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 autos, akin to from Volvo with its technical experience. Dickie Toys accompanies kids via 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 customers and are very profitable on the level of sale, in addition to on and offline.”

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