Volvo CE sells a million machines in a year...in toys
Volvo CE released its of toy excavators, loaders, haulers and trucks - and even a fictional wrecking ball - in collaboration with German toymaker last year.
The partnership, which ensured Volvo's presence in almost every major toy store, has had a flying start, despite the obvious challenges for the retail industry posed by COVID-19, with well over a million products sold in the last 12 months.
Tim Birks, Merchandise and Licensing Manager, at Volvo CE, says: "Dickie Toys was a natural choice. We share the same core values, we are aligned in our desire for good quality products and we have always been impressed with the ‘feel-good factor' of their toys. And it's been comforting to know that these toys have played an important role in keeping children around the world entertained and engaged during some of the hardest months of the pandemic."
Family-owned Dickie Toys is a German-based manufacturer and part of the larger Simba Dickie Group, which is one of the top five toy manufacturers in Europe.
A close relationship between teams across the two brands has ensured a deep consideration for the Volvo identity. By creating ‘real-life' play sets, as well as individual toys, the partnership aims to inspire imaginative play.
"We are delighted about our fruitful and trustful cooperation with Volvo. Children are fascinated by huge construction vehicles, such as from Volvo with its technical expertise. Dickie Toys accompanies children through all stages of their development, therefore Volvo is predestined for our toys range," says Oliver Naumann, Managing Director of Dickie Toys. "The products are very well received by the consumers and are very successful at the point of sale, as well as on and offline."