You’ve recently introduced several interesting pieces which tie in to the huge hit that is the computer game Fallout 76. Why did you decide to move into this area? Many of the people we have worked with over the years have moved into the computer games industry, and they have introduced us to this growing part of the entertainment sector. We see gaming as having a bright future for merchandise and replicas. Gaming is now very big business, rivalling films in terms of revenue and fan engagement. With new technology and better and better hardware, this form of entertainment is only going to grow. The games industry tends to be less developed in terms of merchandising than the film and TV industry, with small licensing departments and a limited number of licensees for any given property. In comparison, the licensing department of the average film studio or tv company will have many hundreds of licensees.
How do you see the market for sophisticated devices and high-quality replicas developing? With the reducing costs of the electronics and decreasing size and power requirements, higher levels of functionality can be implemented into our designs. Complimenting this are the increasing performance expectations of consumers with a matching rise in acceptable retail prices for consumer items such as smart-phones and a whole range of other home appliances. These two factors mean that consumers now expect more from their products but at the same time they are happy to pay a premium for the highest quality items. Our products are changing the market too. Every time we develop and release a new replica we raise expectations of what is possible, and we see this trend continuing to the point where consumers will expect their replica pieces to have a similar if not identical functionality to the fantasy version. The final step for us is to begin working with games companies, studios or designers to help create the key props in the first instance so that the replicas then become the props that originally would have inspired them. The first product to be created in this way was our Fallout 76 Pip-Boy stand. The Pip-Boy is a wrist-worn computer that features in Fallout game and was an obvious candidate for a hero replica. We knew that fans like to display their replicas and so we designed a display stand for it. The game designers at Bethesda liked our stand design so much that they used it unchanged in the game and it was featured in the first game trailer. We are now making that stand as a real product in the form of a Bluetooth speaker kit. This process validates our design, helps develop our position in the industry as producers of key props and quality replicas and obviously gives us the earliest possible access to the design assets, enabling us to plan the production process in the most efficient and appropriate way. From their offices in Bishop’s Stortford, The Wand Company now export their high quality prop replicas to markets across the globe and have plans to extend their range. Many of their products are available to buy online or see www.thewandcompany.com for more information.
The Scrutton Bland Business Advisory team specialise in supporting and assisting innovative businesses to plan, manage and develop their business through practical solutions and advice. If you are starting out in your business, or are ready to expand into your next development stage, you can contact Simon Pinion , Partner at Scrutton Bland or email hello@scruttonbland. co.uk and one of the team will contact you.
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