SCX, RETURN
Jorge Arceo, SCX Marketing Manager
Interview with Jorge Arceo
SCX Marketing Manager
Has been a couple of months ago since it was made known the information that Educa Borras would take care the next stage of SCX. In this time, have been constant the conjectures about the future of the brand. Now, Jorge Arceo, SCX Marketing Manager explains exclusively for SLOTCAR TODAY, as has been all that process and the plans for the future.
SCT. - After two months that Educa Borras took over SCX can be said that the brand are already in full operation?
J.A.- All who are part of Educa Borras, the largest toy company in Spain, have spent many years in the toy industry. And the majority of workers in the toy companies have known each other for years. We knew about SCX not only as a toy from the professional point of view but also from the personal point of view for having been a consumer of the product. But when you're in a company and see the respect with which one speaks of a brand like SCX, you realize that you are facing a different and charismatic product. A product that was rescued by a group of businessmen, when Mattel took over Tyco, aware that the brand could not leave the environment and the way to make from the Catalan business community. So was born Tecnitoys. And it worked till the crisis overcame. Tecnitoys had a only one product and at that time just subsists if you have a multiproduct. If we add the growth of the electronic games, car competitions that are more real into a game screen, that a 6 year old child believes that an iPad is a plaything, the fight having an single product is nearly impossible. The Tecnitoys crisis also carried inexorably to the disappearance of the SCX brand. The decision of Educa Borras CEO, near to the Catalan business community, of betting on SCX, definitely saved it, but not Tecnitoys that is on liquidation. The business group Educa Borras signed with SCX owner the transfer of the trademark rights for a long period.
SCT. - The generic name “scalextric” has a great power in Spain. And many manufacturers, even international, with little mouth said that if the Scalextric locomotive does not pull the slot hobby does not progress. Are you aware of this?
J.A.- We take the challenge to pull out a brand, honestly, from the ignorance of the slot market, yet. But we will dominate it. At all our years in this sector we never found this type of public so different. We are aware of the toy sale to the general public via large purchasing. We do not have a amateur customer reference. But there is something that allows us deal it with guarantees. We live the plaything with the same enthusiasm that one person can live the slot.
The slot world is not only the mass market, and we must know how to meet this demand. We are in the learning process. We have spent two months of heavy learning, and it looks like one year has elapsed by the quantity of information that we have processed. We have faced never before with that kind of market. In fact a big part of clients we are going to have from now on nor know them. To this we must add the fact of overcoming more than two months of business gap and regenerate the product confidence. But we are lucky that we believe in the product and we are also conscious of what we now have is a real gem.
Another of the biggest problems that emerges in this operation is at the product. Keep in mind that was not started to produce in April no longer serves to arrive at time of the great campaign. And are there products that Tecnitoys programmed for the 2012 catalog that we will not have. In fact you can see the absences at our first SCX catalog. Do not arrive on time. It has been too much time stopped. We stayed in China last week negotiating the launch of processes that were totally stopped. Please note that the Christmas campaign is already being manufactured. We will face the year 2012, the year that marks the 50th anniversary of the brand in Spain, with the product line already made. With this we shall fight this year.
Finally happened that Tecnitoys lost his economic resources to financing anything. New molds little, not much new tracks, the digital remains stagnant, and even the rhythm of monthly apparitions is unworkable on this 2012.
And very important for us, for the brand and for the slot. Advertising on the media. This year we will be back to TV campaigns. We think is necessary to be there. We are developing now a marketing plan for this next campaign and we can not rest in this regard.
SCT. - I suppose Tecnitoys had a marketing plan long term. Will be maintained the choice of provided products?
J.A.- We understand that all of our efforts at the product should be overlooking to 2013. We have so many ideas in mind well for mass market like to the special market, the fans. But this year both will need to wait with what is programmed.
Of cars that were scheduled we have been saved all we could, but there was some, the new models that however much we ran would not have come up to 2013, such as the Audi R18 and the Renault 4L. Should be leave for the next year.
Furthermore, by the way, we found many management mistakes. Complexity and duplicity of references, stocking dyscontrol. We have had to reordering a bit of everything. We will assume a Tecnitoys distribution center for several months despite the fact that we have more proper facilities in Ibi, completely empty waiting receive the product.
SCT. - So the production remains in China?
J.A.- Fábrica de Juguetes has the capacity to inject plastic, indeed it does but there are SCX production process who would be unworkable on its own, starting for example by tampo printing. We have maintained Tecnitoys confident personal in China for producing there in the best conditions.
SCT. - Then you maintain some staffing structure of Tecnitoys?
J.A.- We integrated in the Fábrica de Juguetes organizational chart, which is really the company that will distribute SCX worldwide, staff and managers that come from Tecnitoys and that by his knowledge of International Trade and R&D can contribute a lot.
SCT. - We saw the 2012 SCX catalog - presented by Fábrica de Juguetes. Can it be considered continuist?
J.A.-The 2102 catalog continues the tradition but for 2013 I can say that there will be great surprises. From the start you'll pick up the policy of a great number of annual new molds.
SCT. - When will begin to see the Fábrica de Juguetes policy in terms of program of product? Will they stand differentiated catalogs between Spanish "Scalextric" and SCX?
J.A.- Indeed we are closing now with Lluis Maria Arnau the proposals of the next catalog. I advance that we will delve into the great classics, both Spanish and American and European. If there will be "Scalextric" Catalogue for the Spain domestic market and another SCX for export, but basically will be the same with some variations of classic models highly Spaniards.
SCT. - The fans and collectors, has spent months waiting. What will offer them next SCX stage ?
J.A.- With what we are learning everyday we believe return to enjoy the confidence of fans.
A few of months ago if you had asked for our particular dedication to slot fans I would have replied that we were a toy company. Today I can tell you that that should be a priority for SCX. Does not forget that those who today are enthusiasts and collectors in his day were kids with a toy called Scalextric.
SCT. - And the SCX Club?
J.A.- Of course has been stopped for several months but now I can advance that is fully operational again and will meet its commitments with members car included. In fact few days ago I received the brand new test car.
SCT. - This 2012 SCX celebrates its 50th years of presence in Spain. The catalog covered a series of activities.
J.A.- Yes, we have called "2012, Year of the Dragon". To them we prepared a major ad campaign in the main television networks. We will provide exclusive products of this 50th anniversary together with a strong campaign on social networking. The SCX Club will also enjoy special actions besides several promotions and activities and will be scheduled a special "50 Anniversary" event. Already advance that there will be a commemorative special limited edition.
SCX Marketing Manager
Has been a couple of months ago since it was made known the information that Educa Borras would take care the next stage of SCX. In this time, have been constant the conjectures about the future of the brand. Now, Jorge Arceo, SCX Marketing Manager explains exclusively for SLOTCAR TODAY, as has been all that process and the plans for the future.
SCT. - After two months that Educa Borras took over SCX can be said that the brand are already in full operation?
J.A.- All who are part of Educa Borras, the largest toy company in Spain, have spent many years in the toy industry. And the majority of workers in the toy companies have known each other for years. We knew about SCX not only as a toy from the professional point of view but also from the personal point of view for having been a consumer of the product. But when you're in a company and see the respect with which one speaks of a brand like SCX, you realize that you are facing a different and charismatic product. A product that was rescued by a group of businessmen, when Mattel took over Tyco, aware that the brand could not leave the environment and the way to make from the Catalan business community. So was born Tecnitoys. And it worked till the crisis overcame. Tecnitoys had a only one product and at that time just subsists if you have a multiproduct. If we add the growth of the electronic games, car competitions that are more real into a game screen, that a 6 year old child believes that an iPad is a plaything, the fight having an single product is nearly impossible. The Tecnitoys crisis also carried inexorably to the disappearance of the SCX brand. The decision of Educa Borras CEO, near to the Catalan business community, of betting on SCX, definitely saved it, but not Tecnitoys that is on liquidation. The business group Educa Borras signed with SCX owner the transfer of the trademark rights for a long period.
SCT. - The generic name “scalextric” has a great power in Spain. And many manufacturers, even international, with little mouth said that if the Scalextric locomotive does not pull the slot hobby does not progress. Are you aware of this?
J.A.- We take the challenge to pull out a brand, honestly, from the ignorance of the slot market, yet. But we will dominate it. At all our years in this sector we never found this type of public so different. We are aware of the toy sale to the general public via large purchasing. We do not have a amateur customer reference. But there is something that allows us deal it with guarantees. We live the plaything with the same enthusiasm that one person can live the slot.
The slot world is not only the mass market, and we must know how to meet this demand. We are in the learning process. We have spent two months of heavy learning, and it looks like one year has elapsed by the quantity of information that we have processed. We have faced never before with that kind of market. In fact a big part of clients we are going to have from now on nor know them. To this we must add the fact of overcoming more than two months of business gap and regenerate the product confidence. But we are lucky that we believe in the product and we are also conscious of what we now have is a real gem.
Another of the biggest problems that emerges in this operation is at the product. Keep in mind that was not started to produce in April no longer serves to arrive at time of the great campaign. And are there products that Tecnitoys programmed for the 2012 catalog that we will not have. In fact you can see the absences at our first SCX catalog. Do not arrive on time. It has been too much time stopped. We stayed in China last week negotiating the launch of processes that were totally stopped. Please note that the Christmas campaign is already being manufactured. We will face the year 2012, the year that marks the 50th anniversary of the brand in Spain, with the product line already made. With this we shall fight this year.
Finally happened that Tecnitoys lost his economic resources to financing anything. New molds little, not much new tracks, the digital remains stagnant, and even the rhythm of monthly apparitions is unworkable on this 2012.
And very important for us, for the brand and for the slot. Advertising on the media. This year we will be back to TV campaigns. We think is necessary to be there. We are developing now a marketing plan for this next campaign and we can not rest in this regard.
SCT. - I suppose Tecnitoys had a marketing plan long term. Will be maintained the choice of provided products?
J.A.- We understand that all of our efforts at the product should be overlooking to 2013. We have so many ideas in mind well for mass market like to the special market, the fans. But this year both will need to wait with what is programmed.
Of cars that were scheduled we have been saved all we could, but there was some, the new models that however much we ran would not have come up to 2013, such as the Audi R18 and the Renault 4L. Should be leave for the next year.
Furthermore, by the way, we found many management mistakes. Complexity and duplicity of references, stocking dyscontrol. We have had to reordering a bit of everything. We will assume a Tecnitoys distribution center for several months despite the fact that we have more proper facilities in Ibi, completely empty waiting receive the product.
SCT. - So the production remains in China?
J.A.- Fábrica de Juguetes has the capacity to inject plastic, indeed it does but there are SCX production process who would be unworkable on its own, starting for example by tampo printing. We have maintained Tecnitoys confident personal in China for producing there in the best conditions.
SCT. - Then you maintain some staffing structure of Tecnitoys?
J.A.- We integrated in the Fábrica de Juguetes organizational chart, which is really the company that will distribute SCX worldwide, staff and managers that come from Tecnitoys and that by his knowledge of International Trade and R&D can contribute a lot.
SCT. - We saw the 2012 SCX catalog - presented by Fábrica de Juguetes. Can it be considered continuist?
J.A.-The 2102 catalog continues the tradition but for 2013 I can say that there will be great surprises. From the start you'll pick up the policy of a great number of annual new molds.
SCT. - When will begin to see the Fábrica de Juguetes policy in terms of program of product? Will they stand differentiated catalogs between Spanish "Scalextric" and SCX?
J.A.- Indeed we are closing now with Lluis Maria Arnau the proposals of the next catalog. I advance that we will delve into the great classics, both Spanish and American and European. If there will be "Scalextric" Catalogue for the Spain domestic market and another SCX for export, but basically will be the same with some variations of classic models highly Spaniards.
SCT. - The fans and collectors, has spent months waiting. What will offer them next SCX stage ?
J.A.- With what we are learning everyday we believe return to enjoy the confidence of fans.
A few of months ago if you had asked for our particular dedication to slot fans I would have replied that we were a toy company. Today I can tell you that that should be a priority for SCX. Does not forget that those who today are enthusiasts and collectors in his day were kids with a toy called Scalextric.
SCT. - And the SCX Club?
J.A.- Of course has been stopped for several months but now I can advance that is fully operational again and will meet its commitments with members car included. In fact few days ago I received the brand new test car.
SCT. - This 2012 SCX celebrates its 50th years of presence in Spain. The catalog covered a series of activities.
J.A.- Yes, we have called "2012, Year of the Dragon". To them we prepared a major ad campaign in the main television networks. We will provide exclusive products of this 50th anniversary together with a strong campaign on social networking. The SCX Club will also enjoy special actions besides several promotions and activities and will be scheduled a special "50 Anniversary" event. Already advance that there will be a commemorative special limited edition.