Toymaker Hornby wins licensing rights to create, market toys linked to London 2012 Olympics

Hornby to sell Olympics toys

LONDON — Toymaker Hornby PLC has been granted licensing rights to produce a range of toys — including the iconic red London buses and black taxis — linked to the London 2012 Olympics.

The London Organising Committee of the Olympic Games and Paralympic Games said Tuesday it had granted Hornby a three-year licence to develop and market the range of products that will feature the London 2012 branding. It did not disclose financial terms of the deal.

Hornby, known around the world for its model trains and Scalextric racing cars, said that the first of the toys will be on sale before Christmas this year.

Products will include Hornby models of the trains used for the games, a Scalextric velodrome set, Airfix kits of the main London 2012 venues and Corgi die-cast model vehicles, including the buses and taxis.

“We are proud to be working with a truly iconic British company, which can offer us a great range of products across its brands that will celebrate the Games in 2012 and live on for generations after as collector’s items,” said London 2012 chief executive Paul Deighton said.

Deighton added that the Hornby deal was the first of several toy and souvenir licences to be awarded by the organizing committee.

Hornby Chief Executive Frank Martin said that the licence “represents a major opportunity for Hornby to grow our sales and to extend the appeal of our products with new consumers.”

Shares in Hornby, which bought the Corgi Classics range from Corgi International Ltd. of Hong Kong in a $14.8 million deal a year ago, closed up 3.4 percent at 107 pence ($1.75) on the London Stock Exchange.