Harrison Fraser

Creating brands,
creating places

Hornby Hobbies

Building a happier world

Home to iconic brands including Hornby, Airfix, Scalextric, Corgi and Pocher, Hornby Hobbies has an ambition to build the world’s favourite collection of quality scale model and toy brands, loved by adults and children alike.

H:F partnered with Hornby Hobbies to define the future positioning for the parent company brand. Consumer research into the psychology of crafting and hobbies identified the positive impact that building a model or collection can have on human happiness. This simple insight provided the direction for the Hornby Hobbies brand, which is all about building happiness and is on a mission to build a happier world for everybody.

H:F used this proposition to guide the individual brand positioning and personality of the Hornby, Airfix, Scalextric, Corgi and Pocher brands, all of which share the common DNA of Building Happiness, but are distinguished by the specific ways in which they do it, as well as their unique personality and role within the Hornby Hobbies family.

H:F continues to partner with Hornby Hobbies to bring the parent company and portfolio brands to life, most recently through the design and launch of its flagship brand experience, The WonderWorks in Margate, which opened in October 2023.