With extensive experience working across the toy, licensing and leisure sectors, most recently with Sega Prize Europe, where he launched the Sega Kids Division with Dinosaur King and the Hello Kitty prize range, there could only be one real contender to set up Bandai Namco's new Prize Merchandise division. In an exclusive interview, Alan Smith tells InterGame what the coin-op amusement industry can expect from his latest venture
InterGame: So, what’s the new division all about?
Alan Smith: The Bandai Namco Group identified some time ago that the prize merchandise market was an area of significant potential growth for the group. Market analysis provided supporting data and Bandai Namco Japan has committed considerable financial and personnel resources to the venture. We will be bringing a fresh and vibrant approach to a sector which, at times, has looked slightly jaded.
IG: How will the division add to Namco’s current offering to the coin-op amusement industry?
AS: Although the business is a stand alone unit, we have a natural relationship with Namco Europe machine sales division and devote specific attention to developing unique products for Clenaflex and Barber Cut machines. Our commitment is to deliver quality products at competitive price points in order to enhance revenue generation for our customers. We know from our experience in the field that players demand quality and are extremely brand aware, twin factors which underpin our forward plan.
IG: How do you plan on securing the must have licences?
AS: The new division is being backed with a multi-million US dollar investment by Bandai Namco and we’ve got off to an impressive start securing the exclusive EMEA leisure licences for iconic brands including Ben 10, Shaun the Sheep and Timmy Time, many of which were gained in competitive pitches against established companies. We plan on working with licensors and agents to identify and secure appropriate UK and European properties on an ongoing basis. Obviously the activities of sister companies such as Bandai Toys and Banpresto will be integral to our planning. Our strategy is to secure the top brands such as Ben 10, which has been the number one boy’s toy in both the UK and US for the last three years, on exclusive licences starting with Europe.
IG: Which territories will you concentrate on to begin with?
AS: While our main focus is on the amusement and leisure channel, with a clear objective of becoming a major player in the sector, our group’s vision is as expansive as market opportunities allow. Our plan will be for pan-European licences with synchronised introductions - always accepting that where television programming is involved schedules may vary.
IG: How do you see the division developing over the next 12 months?
AS: Having acquired our first licences we need to demonstrate our capabilities through product quality and service levels, establishing our credentials with operators as a supplier of preference. The prize merchandise sector is competitive and current suppliers are well established in their territories, however being part of a global company has distinct advantages and opportunities will arise that are uniquely suited to us. Our task is to provide ‘in demand’ product for the benefit of distributors, operators and players alike.
First published, June 2010
