While attending the London Toy Fair 2017 we spoke to an enthusiastic guy on the Wicked stand, talking about the company's latest products. Little did we know that that was actually Wicked's MD, David Strang. We grab five minutes with the Scottish born - but Australian raised - boomerang expert.
Hello. Who are you?
Hello, I’m David
Strang and I run toy company Wicked. When I’m not coming up with
new and fun outdoor toys for all the family to enjoy, my hobby is
‘Boomajumping’ – taking my trusty Booma boomerang with me to
locations worldwide. Over the years I’ve boomajumped everywhere
from Times Square to The Great Wall of China right through to Everest
Base Camp – but there are still plenty of spots on my wish list!
What is Wicked all
about?
Wicked is the world’s
largest manufacturer of returning indoor and outdoor boomerangs. We
also produce a huge range of flying and fun outdoor toys, including
our whopping 2.5 metre Mega Bounce XL ball and our very popular Sky
Spinner spinning disc. We’re always innovating, and our products
are now sold in over 45 countries and through numerous UK channels.
How did you get started
with that?
I launched Wicked just
before the turn of the millennium, back in 1999. Originally, we
focused on just one core product: returning boomerangs. But the
business has grown hugely since our humble beginnings. Despite our
growth, all of our boomerangs and other flying toys continue to be
manufactured right here in the UK, and we’re very proud of that
fact.
What is an average day
like for you?
No two days are ever
the same for me, but as Wicked’s MD my day typically kicks off with
reviewing daily business opportunities with my team and overseeing
order fulfilment and logistics – the customer experience is so
important to us as a business.
I’ll also speak each
day with both new and existing distributors, and spend a lot of time
on the development of new products – we’re always kicking around
fresh ideas, seeking out inspiration, and testing out our latest toys
to make sure they’re the best they can possibly be. Unsurprisingly,
that’s still my favourite part of the job!
What’s really changed
for me in the last few years is the amount of time I now spend each
and every day dealing with export markets – we’ve witnessed a
huge uplift in overseas sales recently, especially to a surprising
market: Australia. Our UK-made boomerangs have proved very popular
with Australian customers and have been very well received. With
this, of course, comes a ton of travel, both locally and
internationally. We regularly exhibit at international trade shows to
maintain a high profile in key markets, and I also travel extensively
to visit and meet with those working in our factories worldwide.
Where do you see the
toy industry going in the near future, and how might you have to
adapt?
That’s a really
interesting question. Many believe that immersive technologies such
as virtual reality and augmented reality are the future of the toy
industry, but I actually feel strongly that we’re seeing a trend
towards going back to basics; and it’s not just me saying this –
retailers have told me they’re seeing a resurgence in this too.
The delight of true,
outdoor, active play is coming back to the forefront for many, as
more and more parents encourage their kids to step away from screens,
get outside and get active through play. Of course, with this is
likely to come more competition for us, but we’re ready to meet the
challenge.
Boomerang sales have
risen sharply for us because of this growing trend and it’s little
wonder: boomas offer the chance to learn a new skill in the great
outdoors (we have an Indoor Booma too!), are terrific exercise, and
also look very impressive when in flight. There’s simply nothing
quite like the gravity-defying sight of a returning boomerang, and we
now have a full range that includes our Sonic Booma, a whistling
version that offers an exciting multi-sensory experience for all the
family.
What advice would you
offer to someone keen to follow in your footsteps?
My business was founded
out of my personal passion, and I believe that lies at the foundation
of any successful company. To succeed, you need to do things that
excite and inspire you: it really shines through if you’re excited
about the products you sell, rather than just chasing the latest
trend.
The number one piece of
advice I can offer is this: think of a passion, and then build your
business around that. I launched Wicked at a time when everyone else
was turning their heads towards technology, because I believed
strongly in the power and importance of outdoor play. I’ve
continued to proudly champion this belief.
What kind of gadgets
interest you most personally? Are there any funny or quirky gadgets
that you can’t live without?
For me, the one piece
of technology that’s essential to my life is my phone: it covers
everything I need, from movies to music to keeping me organised. But
my phone aside, technology isn’t a big part of my life – I don’t
use any gadgets to track my fitness, for example. I believe in
keeping things simple and enjoying the great outdoors, and that
belief drives everything we do here at Wicked.
Cheers David!
Find out more about
Wicked at www.wickedvision.co.uk or by following @WickedVision on
Twitter.
