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.
Headmistress Denice's Note: To read the rest of the article, click here. And if you want to see an awesome Hogwarts Express model train and track set, click here.
(SOURCE: REUTERS)
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.
Headmistress Denice's Note: To read the rest of the article, click here. And if you want to see an awesome Hogwarts Express model train and track set, click here.
(SOURCE: REUTERS)
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