Unimax' Shifting Winds of War
Posted: Tue Jul 28, 2009 2:19 pm
<b> Unimax' Shifting Winds of War</b><br>
In today's ever-challenging economic landscape, several longstanding toy manufacturers have had to reassess their business model to keep up with the fragile retail and e-tail worlds. In the case of <b>Unimax</b>, the makers of the wildly popular Forces of Valor and Bravo Team range of military miniatures, 2009 looks to be a year of significant change, one which they believe will bring about a redefined focus and stronger financial outlook going forward.
According to well placed sources within the company, <b>Unimax</b> has ceased manufacturing of their 1:32 scale, action grade, diecast Forces of Valor products -- the kind commonly found in such mass merchants as Target and Toys R Us -- in favor of the all-plastic 1:18 scale Bravo Team (Target Exclusive) and Assault Forces (other mass merchant retailers) military-themed brands. Looking ahead, the Company will still produce the 1:32 scale diecast enthusiast grade of Forces of Valor products for their ever growing online e-tailer and specialist retailer network. The Company cites demographic issues as a key concern for both the manufacturer and its retailing network, with kids tending to purchase the bulk of the modern era products and the older hobbyists and military enthusiasts opting for the World War II series. Having said that, the manufacturer will no longer be offering any World War II-based Bravo Team vehicles or figures to its mass merchant retail segment and instead offer them solely to the e-tailers and hobby shops. Only the modern era vehicles will be found at the mass merchants, an evolutionary shift in their selling strategy that was brought about by skewing marketing trends that was becoming acute at the retail level.
Frankly, we welcome the change in focus at <b>Unimax</b>, since it should cut down on the amount of overlap and confusion caused by offering both an action and enthusiast grade of similar products. Likewise, this shift will enable retailers such as ourselves to now carry their larger 1:18 scale WWII-themed products without having to compete with deep discount chains who may or may not have the same product at any given time.....<i>[posted 7/28/2009]</i>
Lightning2000
www.themotorpool.net
In today's ever-challenging economic landscape, several longstanding toy manufacturers have had to reassess their business model to keep up with the fragile retail and e-tail worlds. In the case of <b>Unimax</b>, the makers of the wildly popular Forces of Valor and Bravo Team range of military miniatures, 2009 looks to be a year of significant change, one which they believe will bring about a redefined focus and stronger financial outlook going forward.
According to well placed sources within the company, <b>Unimax</b> has ceased manufacturing of their 1:32 scale, action grade, diecast Forces of Valor products -- the kind commonly found in such mass merchants as Target and Toys R Us -- in favor of the all-plastic 1:18 scale Bravo Team (Target Exclusive) and Assault Forces (other mass merchant retailers) military-themed brands. Looking ahead, the Company will still produce the 1:32 scale diecast enthusiast grade of Forces of Valor products for their ever growing online e-tailer and specialist retailer network. The Company cites demographic issues as a key concern for both the manufacturer and its retailing network, with kids tending to purchase the bulk of the modern era products and the older hobbyists and military enthusiasts opting for the World War II series. Having said that, the manufacturer will no longer be offering any World War II-based Bravo Team vehicles or figures to its mass merchant retail segment and instead offer them solely to the e-tailers and hobby shops. Only the modern era vehicles will be found at the mass merchants, an evolutionary shift in their selling strategy that was brought about by skewing marketing trends that was becoming acute at the retail level.
Frankly, we welcome the change in focus at <b>Unimax</b>, since it should cut down on the amount of overlap and confusion caused by offering both an action and enthusiast grade of similar products. Likewise, this shift will enable retailers such as ourselves to now carry their larger 1:18 scale WWII-themed products without having to compete with deep discount chains who may or may not have the same product at any given time.....<i>[posted 7/28/2009]</i>
Lightning2000
www.themotorpool.net
