Posted on 03/04/2007 7:53:07 AM PST by Ready4Freddy
NEW YORK (Reuters) - Sales of model trains are picking up steam again thanks to deals linking them to the "Harry Potter" and "The Polar Express" movies, along with a new approach to marketing the old-fashioned toys.
Lionel, one of the big names in model trains in the 1950s, has watched as its business had to focus less on selling toys to kids than serving an older but much smaller hobbyist market. Folk-rock singer Neil Young, 61, is so passionate about trains that he bought a fifth of the company in 1995.
Now, the company is bringing trains back to young people, and sales are up 40 percent in the last two years.
Lionel signed deals to bring out "Harry Potter" and "The Polar Express" trains, and filled shelves at department stores such as Macy's and Target, instead of just hobby shops.
"We're a resurgent brand based on nostalgic appeal," said Jerry Calabrese, chief executive of Lionel.
Last Christmas, the company advertised toy trains as the ultimate gift by setting up displays at Macy's Santaland and Grand Central Terminal in New York. Forty percent of Lionel's sales of $70 million in 2006 came during the Christmas season.
This sort of advertising is as much geared to children as it is to parents who remember Christmas train displays when they were young, said Andy Edleman, vice president of marketing for MTH Electric Trains.
MTH sells its trains with promotional DVDs and catalogs that portray parents and children enjoying trains together.
"We almost make them feel guilty," Edleman said, before adding that "people would prefer family participation and nostalgia" to things like Game Boys and PlayStations.
Companies such as Lionel and MTH also showcase their products at events like the World's Greatest Hobby...
(Excerpt) Read more at news.yahoo.com ...
Something is just pure-T freaky about kids not liking to play with toy trains.
Whenever I think of model trains I think of Gomez Addams....
lol
I remember the slot-car stores / tracks up in Bellaire, TX when I was but a wee lad. Tons of analog fun!
Something is just pure-T freaky about kids not liking to play with toy trains.
My grandfather had a huge Lionel train set up in his basement. He had loads of models, scenery, etc. It was magical to watch it all in motion.
No self-respecting boy in my day went without.
His son (my uncle) got it all. I'll bet it is worth lots. I also wouldn't be surprised if my uncle sold it. :(
I still have the memories though.
Thanks for the ping. What's a slot-car?
It may be making a comeback.I have 17,000 nephews. And none of them have gotten into trains, despite my parents' (their grandparents') best efforts to turn 'em on to the hobby, except one. He's 4, but I think it's telling that he may be the smartest of the bunch.
http://www.hoslotcarracing.com/
We have a cool track in the basement for the boys.
"Last Christmas, the company advertised toy trains as the ultimate gift by setting up displays at Macy's Santaland..."
I never knew they stopped, although it is understandable.
Macy's used to have great set-ups back in the early 50's. When I was a kid, one of the best things about going Christmas shopping with Mom in Manhattan was getting to see the trains in Macy's. She'd park me there while she "...helped Santa" by shopping in the toy dept. She knew I'd still be there and not have wandered off no matter how long she took.
What's a slot-car?
Hey Mama!, how's things?
Recently dug my old Lionels out and have started cleaning and repairing them. Every thing runs and works now but am having a dickens of a time replacing all the dried out, rubber insulated wires.
(Waitress! More coffee needed at this table!)
Lionel long missed its most brilliant advertising possibility.
Building, or buying *real* trains!
Not practical trains, but fantasy trains. Nostalgic, futuristic, ornate, etc., for touring around the country.
A modern locomotive costs about $2M, the rest of the cars considerably less. But that price could be amortized over twenty or thirty years, and even then the train could be sold at a good price.
Most of the time, these trains would sit on small sidings near public parks, and their cars would be small retail, like a Starbucks car and a high tech product display and retail car for high end electronics. From local businesses, with just empty cars traveling around with the locomotive, keeping fuel costs low.
And each time a new style of train arrived in a town, it would get a free promo in the local newspaper.
They might have also commissioned a luxury train that would move around the country like a cruise ship solely for tourism. An American Oriental Express.
lol. see my reply to WV MTn Mama!
Things are OK here. Although, I have a bad cold...
I can't help you with the wire problem but it sounds like you are having fun getting them ready for action! :)
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