Top toy design award for collaborative effort

Cambridge-based Scientific Generics collaborated with Hornby to develop the revolutionary Scalextric Sport Digital.

The groundbreaking consumer product, Scalextric Sport Digital has been awarded "Best New Toy Design", the prestigious accolade at the Marketing Awards for Excellence in Toys (MAX IT).

The top prise is the impressive result of an 18-month collaboration between high-tech agency Scientific Generics and manufacturer Hornby.

Cambridge-based Scientific Generics collaborated with Hornby to develop the revolutionary product that was launched last year, and judges indicated that their unanimous decision reflected the way Sport Digital had revolutionised an already extremely popular and successful product.

Sport Digital has already been well received by the public and, despite its innovative nature, is totally compatible with standard Scalextric products.

Sport Digital works by combining sensitive, digitally controlled power with optical sensors, enabling up to six microchip-controlled cars to race on a single Scalextric lane, each car able to perform overtaking manoeuvres at the touch of a button on specialised bends in the track.

Frank Martin, Chief Executive of Hornby, commented: "Our relationship with Generics has been instrumental in the development of this innovative and exciting new product, and Generics has demonstrated a real commitment to delivering real value to our business".

Tim Moore, Project Leader and CEO, SGAI Tech: "The Hornby/Generics relationship worked extremely well, and we proved that innovative products could be designed to a demanding specification".

"It also underlined our skill in cost-effective and efficient innovation, undertaken at the boundary of development, Eastern manufacture and business goals".

"We are delighted the hard work has been rewarded in this way".

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