The notorious cost-sensitivity of the toys and games industry, and the challenges it faces in predicting its successes, often steer innovation away from the technical domain. Although many innovative toy products do not feature technological advances, the industry does have a history of leveraging existing technologies as soon as the price point reaches a suitable level.

As consumers have become more sophisticated in their expectations of software-based games, traditional game and toy manufacturers have re-examined their portfolios and are now keen to use technology to replicate that sophistication in a wider range of products. Our work for leading models and hobby company Hornby is an excellent example; combining a genuine passion for the brand with a deep knowledge of digital and internet connectivity, we worked together to create an entirely new generation of ‘must-have’ Scalextric slot racing products.