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In the February Toy Tractor Times, we interviewed Ertl product manager, Bill Walters, about the new 1/64 boxed sets. This month we will complete our interview with Bill on the topic of modern boxed sets.
Jason: In recent years Ertl has packaged 1/64 tractors and implements in boxed sets. Collectors would like to know why Ertl has moved in this direction.
Bill: Our main reason for producing boxed sets is to better serve the collector. In years past, we produced multiple pieces on individual cards which increased packaging, distribution, and retail space cost. The boxed sets allow us to give collectors more bang for their buck. When you purchase a boxed set, you receive the items at a discounted price and a full working team for your shelf.
Jason: One of the biggest questions from collectors is how does Ertl decide which items will be packaged together and which will be packaged individually.
Bill: One of the biggest determining factors is whether or not the toy will keep a child’s interest, and the other determining factor is adding realism for collectors. A prime example is our 1/64 John Deere 7500 Forage Harvester. We wanted to give collectors a life like replica, but also give the broader toy market a fun item to play with. We added a clear windowed cab and removable kemper corn head for detail and paired the chopper with two John Deere forage wagons. Many collectors have asked us why we put the wagons in the set. While a truck is the preferable chopping option, John Deere doesn’t offer trucks, so it made sense to add John Deere wagons for carpet farmers to have hours of fun.
Jason: What advantages should collectors look for in boxed tractor sets?
Bill: As with the classic sets we talked about last month, we are looking to fill gaps in our toy line that were neglected in previous series. For example, we recently introduced the John Deere Sound-Gard tractors in a boxed set. Rather than offering 3 individual blister cards, we were able to give collectors the full range by boxing a 4430, 4440 and 4450 together. Using decal variations and a variety of tire options we are able to offer a unique product that will satisfy most customers.
Jason: Does Ertl plan to continue offering special boxed sets?
Bill: Yes, the special edition sets are a great way to highlight a tractor company’s history and future. We have offered from John Deere the Waterloo Works set to highlight the modern tractors being produced at John Deere’s tractor factory. To help mark the founder of Deere and Company’s 200th birthday, we offered a set of John Deere tractors that highlighted the brand’s major achievements from 1918-2004. Case IH also celebrates its heritage and future by using boxed sets. The two Case IH X generation sets have helped promote Case IH’s most popular tractors, harvesters and sprayers. In 2005, we are working with Case IH to promote their 20th anniversary and Ertl’s 60th anniversary with International’s and Case IH’s most popular tractors.
Jason: Ertl has paired many implements with tractors in boxed sets. Sometimes they are new implements and sometimes they are reissues. How does Ertl decide to pair up these sets?
Bill: Tractors out sell implements 4 to 1. We are always facing the decision on which implements to tool to satisfy customers. There are a variety of tractors on the market that are always changing in HP and model designations, but implements often remain unchanged for a number of years. We try to give collectors exciting choices by offering tractor variations with matching implements. A good example of this is our new John Deere air drill set. We have offered the John Deere 9620,9520, and 9420, and we are looking for a way to complete the series with a 9320. It would be difficult to sell the 9320 on a card by itself, but paired with the all new 1890 drill, the set offers collectors two new options to put on their shelves.
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