BMW bolster the brand with luxury holiday toys

BMW is gearing up for the Christmas season with a range of luxury toys that target the next generation of drivers.

BMW has currently released BMW and Mini-branded sleds that sell for 79 euros each. The Snow Racer sled has replaceable metal runners, a suspension-system in the red steering ski, and a horn to warn unwary pedestrians. This is in line with promoting kid-focused merchandise this season. It is also a good way to increase interest in the BMW brand and bring thrills to BMW collectors too.

For BMW, this lifestyle business began 15 years ago. More than 2,000 products including 39-euro Mini rain boots and a 1,500-euro bike from BMW’s M performance unit are being sold by the brand. A kid edition of the M3 GT2 race car has also been introduced to the market. It is a battery-powered version that sells for 349 euros. To thrill those young drivers, it has forward and reverse gears and a top speed of 2.5 mph.

“We are first and foremost a marketing initiative, and the main objectives are to broaden the brand’s presence and strengthen loyalty,” said Thomas Goerdt, head of BMW’s merchandising and lifestyle unit. “We are a marketing effort that makes money.”

BMW has experienced a 20% increase in merchandise sales this year. BMW knows that China is now the third-largest market for BMW car sales. Thus, they have opened a merchandise store a year before they even began assembling cars in the country. Currently, there are 40 BMW stores in China.

Source: Autonews