INTERVIEW WITH HORNBY CEO Olly Raeburn - the Return of the Hobby?
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- Опубликовано: 28 сен 2024
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I sat down with Hornby CEO, Olly Raeburn, to discuss some of the surprise findings from their recent report - The Return of the Hobby, and the opportunities these represent for model railway clubs, including:
* the key age group most likely to take up a new hobby in the next 12 months
* the rise of female modellers, and
* how we're happier when we participate in a hobby - like railway modelling - in groups.
All this and more - have a watch!
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Another top interview Dawn. You, and the community as a whole, has really been instrumental in getting my interest back in model railways. You are a great ambassador for hobbies as a whole, but in particular, railways. From my very first locomotive back in the 1970's, I've started rebuilding my very own interests. Not only do I believe that you are the first lady of model railways, but I certainly hold a belief that you are the greatest advocate for hobbies. You strive for happiness and inclusivity, and you certainly are achieving it. Thank you for A* content.
Thank you Aaron and apologies for the slow response. I've been out at a model railway show... and today editing the video. Lovely to catch up with you. I'm thrilled to be part of a thriving community of people who are all so engaged in the hobby - and lots of wonderful people inspiring others to take up railway modelling too. Looking forward to 'seeing' you on Wednesday. xx
Be able to restart my model railroad hobby has been a real lifesaver following the death of my wife 10 months ago. I wasn’t expecting to be able to do this, living as i do now in Costa Rica, but i have been able to have modelling supplies brought in from the US (and indirectly from the UK) by friends over the past 6 months.
I'm so sorry to hear that @boatman909 - good to hear model railroading has helped. I know many people who've told me the same thing, about finding comfort in the model railway hobby after the loss of a loved one.
I'm primarily a model railway enthusiast, but I do enjoy building Airfix kits. I do wish that Hornby Hobbies would bring back their 1/6th scale figures, such as Anne Boleyn, Henry VIII and the Black Prince. They were great kits!
Spot on there , they were great and have a very wide appeal 👍
@@terrynutlob4073 👍
Airfix also did oo/ho models for model railways back in the 1960s/70s. One which sticks in my mind was a working turntable. Unfortunately, I can't remember any others, but I know there was a reasonable range to them.
@@BarryHedger Hi Barry 👋
All the old Airfix railway range is now available from Dapol at quite reasonable prices. Girder bridge, station booking office, platform, and the engine shed plus many more including houses. Check them out. Happy modelling.
@@terrynutlob4073 Many thanks for the info. Didn't know that. I'll have to have a look.
I wish Airfix would produce more 1/76 scale railway kits (buildings, structures etc). These would be affordable and help expand the range.
Hi Dawn it’s a shame you didn’t ask why the stopped issuing a collector model for joining or renewing the Hornby collector, offering 10% off models which some of us can’t afford
Very interesting interview Dawn, I was given my first Tri- ang OO train set at 3 years of age, 62 years ago. Our daughter's marriage did not survive covid and her young teenagers have moved in with us, ( our son moved back in few years earlier) so no room for OO. Anymore So I've transferred to TT ( in the Lounge room) I must commend Hornby for the great quality of there railway buildings line, very happy the loco' s too, ( some of the passenger coaches have scraping noise issues ) not a great problem. Eastern European brands in TT have some Excellent trains Rocco in particular.
Thank you - I've seen some fantastic TT layouts lately. Thanks for such a positive comment.
Congrats once more Dawn! I think you are on your way to being the Fiona Bruce of this hobby! Could Grumpy pass as Phillip Mould? Great work!😊
Wow, I'm flattered. Grumpy as Philip Mould? He'd need a bigger scarf - one that would cover his face. And body.
Many thanks for a really interesting and positive video, a breath of fresh air in contrast to the whingeing elsewhere. And well said Mr. Raeburn, focusing on the fun. All the best for success with your channel, it is certainly deserved.
Thanks Dave. Glad you enjoyed it!
Would take those surveys with a pinch of salt. I do it for peace and quiet.
I restarted my hobby in 2020... 😊 in 4 years time it has kind of exploded 😅 I have made 4 layouts in 4 years time. Currently I have two layouts, one had a UK theme, the other had a soviet theme, both are situated in the seventies/ eighties - both are very small "I have no place for a model railway" is definitely not a barrier! I agree that sharing the hobby on social media is an important stimulus, I consider my RUclips channel part of this hobby! And yes, modelling is helping to stay healthy, purchases of model railway stuff should be covered by the health insurance 😊
Fantastic! 4 layouts in 4 years is a real achievement - thanks for such a positive comment!
I've just taken up N Gauge, and I also built and paint Warlords Bolt Action wargame...
Brilliant! Is your n gauge layout also a Warlords theme?
In one of our blogs we emphasize the building & sailing of model sailboats for all ages. Our middle-schools years ago offered important training for those engaged in industrial and/or hobby type activities. One project that remains from a 1957 General Shop Class is a sailboat crafted by Ron. We are trying to come up with a likely example that could be the standard for a scratch-build, low-cost RC sailboat that would provide entry for teenage boys & girls to the hobby. Focus needn't be limited to a pedagogical setting in schools. Scouting & Community Organizations dedicated to youth can be the theater of activity. ⛵️ 🚂 ✈️
Completely agree Ron & Heather... the sailboat idea sounds fantastic.
Very interesting interview and insight, thanks for sharing.
Thank you!
Interested to see how this translates to other countries. Particularly with model railways. Here in Canada I don’t see the same scale of exhibitions that you do in the UK
That would be interesting to see. I think here in the UK we're very lucky with the number of shows we have each month. It's helping keep the hobby very active and alive.
Dear Mr Raeburn, I hope you are reading these comments, as you should be interested in feedback. Lots of good stuff about Hornby, but here are my criticisms. They boil dowm to protecting your brand, as Hornby is/was so respected that people could trust it for quality products. But things I have noticed:
1. The Stephenson's Rocket. Voted your best product ever, but then you followed up with some non-prototype good wagons, completely wrong, just so you could re-use the same chassis. You trashed the 'quality' of that range of products, needlessly, as enthusiasts would have loved some really prototypical items. Now I don't trust that range and I won't be adding to the Rocket. Brand value lost.
2. Batches of bad/weak motors in some locos. So we don't know if we will be buying a dud. Result: stick with what I have.
3. Just a personal peeve. The 4-6-2s with non-moveable pony trucks, necessitating steamroller wheels with no flanges. Totally unrealistic. I won't buy those locos. And yes, I could design a pony truch that looks good on the outside and lets the wheel secretly move on the inside. (The outside is fake, maybe slightly overwide if needed, and a moving hidden 'real' pony truck holds the axle. Some compromise, but have you watched those fixed wheelers going round a curve? Horrible! Just stop doing it.)
4. Most significant: Your threats to model shops that make products that you think compete with yours. I am shocked that there isn't a law against this in the UK, and if there is, why no one has taken you to court. This REALLY damages your standing in my eyes, leaning me to buying from the competition where possible.
But you are new to the job, so I hope this helps with your aims. Regards Ron House.
And thank you Dawn for some really informative stuff.
Re point 4. It would be quite strange if there was a law compelling a company to sell a product to a company that made a rival product.
Likewise a law forbidding such would be quite strange.
You don't see anyone saying ford must sell a car to a toyota dealership if that toyota dealership suddenly goes and starts producing a car that directly competes with ford. Who and why you sell your product to another entity or not is as much a basic liberty as who you buy or don't buy from. Imagine I said you must buy mcdonalds 3 days a week, no choice. I imagine some may revel in it, no accounting for taste, but it would be an infringement on your liberty just as gross as me saying you must sell your possessions at a given point of my choosing.
The other irksome thing about this argument is that these large retailers, hattons because they're gone and we can speak about them, absolutely laid waste a great many smaller retailers by being able to leveraged their different structure and needs to sell at lower prices, if we submit to hornby being bad for saying if you compete with us we won't give you product then we should rationally also say these large retailers become manufacturers are also bad because their greed harmed someone elses business(lets not begin to mention the fact they also don't tend to sell their product via other retailers so... pot kettle black), I don't know why we got caught up in crying fowl of one evil not the other but I suspect it has a great deal to do with rage baiting by certain opinion outlets on the hobby who might well have been in the pay of hattons in some way or other.
Hobbies are great . It is true . I can go up the loft , watch the trains go round and lose myself for a couple of hours . But I am fortunate in that I’ve had trains since I was 5 and built up quite a collection , so only buy new when I really fancy something . I feel sorry for people coming into this hobby because cost ( and space) is a huge barrier to entry . I’ve seen folks at model railway exhibitions genuinely enthused with the layouts then they go to a trade stand and find the actual costs of these trains and interest is killed stone dead ! Great interview
It can be expensive, but doesn't have to be.... we cut our cloth. So I think I really rate people who show you can enjoy the hobby without breaking the bank. I love that you can lose yourself for a couple of hours watching trains in your loft - lovely! :-)
This is so interesting! I wonder if any modeling companies here in the US are doing this research. I would love to learn what they've found. Our shows are seeing an increase in attendance, even here at our local club. We hold 2 larger sales a year, have 1 or 2 surplus assets sales, and a few open houses, and we're seeing an uptick in people coming, of all ages. And we're in Maine, one of the least populous states (disclaimer, we're in the central/southern part of the state with more population than the north and Downeastern parts.) It's hopeful!! So, to all those saying the hobby is dying - here's proof that it "ain't necessarily so!" Thanks for this interesting interview, Dawn!
Thank you Catherine. It is interesting, isn't it. Great to hear that there's a slow but sure uptick in attendance at your club... positive steps, however small. I was really delighted to see lots of young people at the show I attended on the weekend. I think in 5 - 10 years time, our hobby will look different in a good way.
Dear Mr Raeburn. This great hobby needs a strong and successful Hornby. Listening to you during this piece with Ms Quest gives me hope that - with you at the helm - Hornby has a chance of reclaiming its rightful place as an industry leader and supplier of excellent, great value for money, products.
Thank you Dawn for making this film.
Another great interview Dawn 👏. Maybe Airfix should produce a fantasy town range of buildings and figures, similar to the phone app happy village, township, etc . These appeal to women of a younger age that play games on their tech.
Hopefully this and an open approach will encourage more women into the modelling hobby.
They tried and failed with Steampunk. So I doubt they’ll try a fantasy subject soon again.
@@macnavi Hi 👋 great point, but here's why it failed.
The Steam punk range was just a very poor adaptation of the items of Railroad range. Hornby where given an idea by a modeller, who despite being a very devoted and liked modeller at shows especially with younger visitors, does not actually model "steam punk" but science fiction.
The managers a Hornby at the time didn't know the difference and so launched a new range of poor quality science fiction items aimed at a very specific and narrow portion of the population , and they aimed at the wrong people.
Steam punk fans don't see the made up names and ideas as theirs as Steam punk centres on very limited sources of inspiration for their origin. So if something doesn't fit their rules, it's not Steam punk, quite rightly, I'm not criticising any one or any interest here.
If it had been named Future World, or something like that then kids who are in shops might not have just walked past and ignored it because it's something they are not.
The remedy to this is , as Hornby are doing now , to research your target audience BEFORE, you throw 500 billion pounds down the drain . Slight exaggeration for comic effect.
Research, consult, design, consult again, then manufacture. A long winded process, but how many successful companies work.
If Lego Icons is anything to go by.... I think AirFix will be where the next area of growth will be focused.
Interesting interview. The new entrants are far more targeted in their approach, where as Hornby is trying to be a one stop shop. Ultimately its overheads are causing them to be uncompetitive and lagging behind on innovation and quality.
Model railroading isn't going anywhere.
It was featured in the Morgan Freeman movie " A Good Person " 2023.
Starting a hobby I believe, is more a case of falling into it more than planning and doing a feasibility study first.
I will check that movie out. Thank you!
Ive been into model trains since I was 6 (I'm 44 now) I started out with the Hornby Country Local set, so a tank loco and 2 coaches, which I still have and they still work. I used to pick up things second hand and most of my collection is that. I do have an eye for a bargain though. I found an old 70s 0-4-0 for £5 in a charity shop so I had that .
The hobby can be expensive if you factor in the fear of missing out thing (£70 for a coach for instance) however if you shop around then its a lot less than that.
That's a good point about FOMO! That probably applies across the board. The hobby can be expensive but doesn't have to be. £5 for a 0-4-0 - wow!
Thanks
@@stephendavies6949 thank you Stephen - that’s very kind of you! Thanks for your support.
Well done Dawn. A thought provoking interview…..
Thanks! Glad you enjoyed it.
Their TT range will fail because it's now to expensive.
“Expensive” is relative. There are enough people that can afford it. That you don’t want to pay that for it, doesn’t mean that others don’t.
Once they get some mainstream SR and GWR TT models, it'll zoom forward.
Correct scale to gauge, lovely detail, perfect size - TT has a lot of potential.
Great video and couldn't agree more! Thank you for creating 🚅🖌✈