Hornby has revealed it will be bringing more Electronic Arts properties to toy shelves in 2010.
The company is already seeing strong sales from its Need For Speed Scalextric range, which launched in July, and is now working on additional joint ventures with the games publisher.
“The Need For Speed products are performing above expectations, so we anticipate a good level of interest over Christmas,” said marketing manager Paul Chandler.
“We are already discussing further collaborations with EA for 2010. Further details will be announced in January.”
Hornby acquired the Need For Speed licence for use with their Scalextric brand earlier this year. While the deal is generic and does not relate to a particular instalment
of the racing series, the products have benefited from the release of NFS: Shift and Nitro.
“Younger video game fans may not have experienced the thrill of Scalextric racing, which requires a different skill set to that of a video game expert,” said Chandler.
“Both EA and Hornby hope the partnership will introduce fans from both categories to each other and thus enhance interest from new audiences. It is a curious mix of virtual, visual excitement and physical, cause-and-effect action.”
The EA agreement complements the licensing deal Hornby has already arranged with long-term partners Lamborghini and Nissan.
Chandler added that Hornby and EA have supported each other in terms of marketing to ensure that both the Need For Speed games and toys reach as wide an audience as possible.
He said: “Hornby and EA have worked very closely to ensure the partnership works for both parties and the strength of both brands combined offers a very strong proposition.”