Wings900 - Interview with Schuco


Wings900:	First of all, thank you for granting Wings900 this interview. You know, yours is the one of the first interviews on the "new course" of Wings900!
	Thank you very much for giving us the possibility of answering the questions of the participants of Wings900.

Wings900:	Schuco has been present on the die cast model aircrafts in the past, but has not take part in the market renaissance we saw in the last decade. Why you now have decided to return on this market?
	As you might know, Schuco has a long tradition in the die-cast model aircraft market. For a long time Schuco had been among the leading toy manufacturers not only for die-cast aircraft models, but also for tin-plate model planes in the world. Now it is our aim to re-launch products onto the marketplace which have had great influence on the company's history and for which the name Schuco has become well-known all over the world.

Wings900:	Was Schuco contacted by StarJets, or you considered some different options and then decided to go along with the American company?
	We have already been co-operating with the manufacturer of Gemini Jets for many years now. For example, the Dickie die-cast range (a toy line of Dickie Spielzeug) was developed together with this manufacturer. Three years ago the exclusive and surprisingly detailed aircraft models of Gemini and StarJets began to attract us. After having reached an agreement with the manufacturer concerning terms and conditions we have decided to distribute both brand names under the Schuco logo in Europe at the beginning of this year already.

Wings900:	Which are the terms of your relationship with StarJets, in the medium and the long terms?
	We plan, of course, a long-term relationship with Gemini and StarJets. Within a very short time period we started to understand that both companies perfectly fit together.

Wings900:	Why did you choose StarJets? What do you think are this company most noticeable aspects?
	Schuco has always had high expectations concerning quality and design of classic collectible models. Our market studies showed that Gemini and StarJets are established products and very well received among fans and collectors alike. Therefore we think that these aircraft models for sure can help us to strengthen the market position of Schuco now and in the near future.

Wings900:	StarJets moulds are famous amongst collectors for their detail level, but nothing is perfect: has Schuco yet plans for further improving them? Can you reveal us some details?
	You are right, detail level and finishing are the most important points Star Jets products are well known for. Of course it is always possible to improve, even if quality level is already very high. Concerning this matter we count on the excellent know-how of Dan Asher in co-operation with our product management. Besides, due to our tight co-operation with publishers of according specialist literature we try to keep and even improve the high quality standard of Gemini and StarJets.

Wings900:	How is actually structured your sales network around Europe? In which nations will it be possible to buy Schuco/StarJets models?
	Dickie-Schuco is a subsidiary of the Simba-Dickie-Group, operating worldwide. In European countries Gemini and StarJets models are distributed either trough Schuco agents or trough the distribution system of the Simba subsidiaries, for example in Spain, Austria and East European countries. All European distribution partners can be found on our web site.

Wings900:	The new European releases of Schuco/StarJets are decided by Schuco himself?
	The first 27 models in scale 1:400 and 1:500 were chosen together with Dan Asher. Wishes and needs of both parties have been considered equally.

Wings900:	How many Schuco/StarJets new releases there will be per year? They'll come out on regular basis (monthly, bi-monthly...)?
	Besides our catalogue range consisting of 27 models which were chosen for launching the product onto the marketplace another 15 new models will be released until the end of this year. Another batch of approx. 12-15 new releases will be presented on the International Toy Fair in Nuremberg in February 2002. We plan to bring out new releases every two or three months.

Wings900:	I found some info from StarJets that say that Schuco/StarJets models won't be available in North America. If this is true, how will American collectors be able to get them? And will normal StarJets releases be available to European collectors?
	We have signed a clear agreement with StarJets confirming that our activities are strictly limited to European countries. However, this agreement also includes all new models which StarJets will bring out in the future.

Wings900:	Which scale do you consider most important, 1:400 or 1:500? Can you explain us why?
	Marketing studies and the experience of our competitors show very clearly that the smaller scale 1:500 is much more stronger than scale 1:400. Because of the price level being nearly the same for both scales we assume that the reason for this is simply the lack of space on collector's shelves. A wide collection of 1:500 models is much easier to handle than a collection in bigger scale.

Wings900:	Schuco is an European company: are you intentioned to create some of the European moulds that are still missing on the market, like the Caravelle?
	On the basis of our co-operation with StarJets we will, of course, try to release more European as well as still missing historical aircraft models. Schuco is ready to make its own developments and investments. We will be working on concrete projects during our next visits at the StarJets premises in Far East. During the International Toy Fair in Nuremberg we will be able to provide first details already.

Wings900:	Will your production line be based mainly on European carriers, or we can expect also American and Asian releases from the Schuco/StarJets line?
	The fact that our distribution system is focused on European countries does not mean that our product range should content only European aircraft models. Of course American and Asian airline companies will be considered as well.

Wings900:	Most collectors are looking forward for some Russian planes models. Will Schuco realize them on the short term, or they actually are not part of your plans?
	At the moment we are not planning to manufacture Russian plane models. But nevertheless we think this is an interesting idea worth talking about later.

Wings900:	Has Schuco plans to create an airport buildings and accessories series?
	Airport buildings and accessories are not part of the planning for the first period. But for future releases in this area first plans and drawings have already been made. Although it is not possible to say when these items will be released.

Wings900:	What is your position as regards competition? What is your objective in term of market share, in the sort and medium term?
	We know very well that at the moment Herpa Wings has a very strong position. But the feedback we have received from the market during the last few months shows that both retailers and collectors are interested in having alternatives. This is emphasized by the fact that our new releases are very well received, too. Our aim is to gain market share by offering a selective product range of first-class quality models which will be continually updated and extended. Plans to reach this aim are rather medium-term.

Wings900:	The die cast models aircrafts market may not have started really: how much space do Schuco see for it's growth? Do you hope someday it will become comparable to the models trains market?
	Our market studies confirm your statement. The aircraft model market has not really started yet. There is still a lot of potential unused. But in order to reach a market share comparable to the position of model trains it will take a long, long time. We are ready for take-off!

Wings900:	Surely our readers are looking forward for your new releases... Can you reveal us one or two new models from your next batch or releases?
	As mentioned above our winter new releases have just been announced. The next batch of new releases is planned in good time before the International Toy Fair will open its doors. Besides, our web site www.schuco.de will be updated continually.

Wings900:	Tell us why European collectors should choose Schuco/StarJets models.
	Because Schuco/StarJets are the right alternative and make collector's hearts beat faster. This has been confirmed by a lot of specialists we have talked to within the last few weeks.

Wings900:	Many thanks for this interview. On behalf of Wings900 readers, I wish Schuco/StarJets every success and I'm looking forward to hold firmly one of your models in my hands!
	Thank you for your efforts. We would like to wish you and your readers a Merry Christmas and a Happy New Year.

	Many thanks to Mr. Heinrich Sieber (General Manager) and Mrs. Michaela Maier from Schuco for her kindness and assistance in realizing this interview.

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