Red Ant’s Scalextric website gets the green light

Red Ant has created the new website for toy motor-racing brand Scalextric.

The site launches today, just 18 months after Scalextric unveiled its previous site.

Kent-based digital consultancy Red Ant beat The Other Media, creator of the previous Scalextric website, in an unpaid creative pitch in June.

Hornby briefed Red Ant to replicate the online sales success the consultancy achieved for Scalextric stablemate Airfix last year.

‘Incredibly, the smaller brand Airfix was converting more sales than Scalextric following our redesign of the site,’ says Red Ant commercial director Paul Bidder.

The new website features Scalextric Track Designer software, which is available as a free download allowing users to customise racetracks. The designs can then be sent to the online shop where the items are automatically added to the user’s shopping basket.

Other functions include a new online shopping reward scheme and competitions to win Scalextric products. Users can also send friends and families lists of desired products.

As well as www.airfix.com and www.scalextric.com, Red Ant last year created websites for Hornby-owned paint brand Humbrol, www.humbrol.co.uk, and www.hornbyinternational.com.