Toy market news

A booming Enterprise

From Star Trek to The Beatles: How Eaglemoss is fuelling the kidult and pop culture market

Now in its fourth decade serving the sci-fi and fantasy collector’s and collectables market, Eaglemoss has become an authority on the topic of pop culture and kidult sectors, supplying some of the most detailed models to be found on the scene today. But there’s a whole lot more to the company than Star Trek busts. toynews-online.biz catch up with head of Hero Collector at Eaglemoss, Ben Robinson to learn more about the company’s plans

Eaglemoss is a cap with many feathers. A bow with many strings. A Trident with the pre-requisite number of prongs; that being, three. It is a triforce of the geek and pop culture scene, acting not only as a direct to consumer platform, but a fan subscription service, and a distributor to independent and mass retail channels across the UK.

If it’s high end collectables, comic books, licensed gifts, toys, and other consumer products all deeply rooted in the growing kidult and pop culture space that you want – be you a casual collector, an entrenched nerd, or a toy shop tapping into both of those – then Eaglemoss has to be on your list. In fact, it likely already is.

Established in 1975, Eaglemoss pre-empted the ‘kidult’ market by a decade or two, recognising early on, the power that many sci-fi and fantasy properties had to capture the imagination of generations to come and firmly establish itself as a leader in the collectables field. Since the publication of its first ‘partwork’, the business has been in a state of continued expansion, and today holds claim to having produced, marketed, and distributed more than 150 collections across more than 30 markets over five continents and in 13 different languages.

Spanning London, Paris, New York, Moscow, Sao Paolo, and Warsaw, Eaglemoss is well-placed to tap into the global ‘kidult’ and pop culture sector as its demands broaden to include more innovative and engaged consumer products. This year, for example, the company is tapping into the demand for pop culture-inspired advent calendars, an extension of the toy advent calendar trend that has been gaining momentum in the UK over the last few years.