Toymaker Hornby is putting its faith in TV favourite Dr Who and Formula One star Lewis Hamilton to drive sales. The group has negotiated a licence with BBC Worldwide to produce a range of Airfix models based on Dr Who, which should hit shop shelves for Christmas.
A further deal with the McLaren Formula One team will allow it to issue a range of Lewis Hamilton Scalextric cars.
Kent-based Hornby also aims to cash in on the current Transformer craze, with a range of products based on the film.
Shares in the company jumped on the news, rising 24.25 pence, or 11%, to
250.25p on the London market in afternoon trade.Timely move?
The decision to produce a range of Dr Who goods just in time for Christmas could prove to be a money-spinner.
Last year, Character Group's Cyberman voice changing helmet was touted as one of the biggest sellers during Christmas 2006.
In a trading update to coincide with its annual general meeting, Hornby - famous for its range of model train sets - said it had made a "solid" start to the year.
"Forward orders are much stronger than the equivalent position last year," said chairman Neil Johnson in a statement.
"With a strong pipeline of new product launches, we are very well placed to continue to drive both sales and profit growth."
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