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Sometime last December, I came into contact with Ken Shum, the Marketing Manager for IGNITE Co. IGNITE is a Hong Kong based toy manufacturing and marketing company that specializes in 1/6 scale figures. Their company focus is in producing accurate replicas of ancient warriors including (but not limited to) Roman Legion Soldiers, Centurions, Gladiators, Vikings and even Soldiers from the American Civil War era.

Ken Shum – Marketing Manager for IGNITE

Ken was nice enough to grant me an interview where he shares with us some background information about IGNITE, what their strategy is and the direction they are taking.

1. When was Ignite launched?

The company was officially launched on June 26, 2002.

2. Who are the people behind Ignite?

The brains behind our company are:

• Louis Tsui – Director of Sales
• Andrew Hung – Art Director
• Thomas Cho – Production Manager

Louis Tsui – Director of Sales for IGNITE

3. How big is your organization?

We have a staff of 10 in our Hong Kong office.

4. What would you say is your company’s main strength?

I think that IGNITE figures has become a popular brand because we have managed to target a niche among 1/6 scale collectors.

5. Do you have in-house artists or are you using freelance talents?

We maintain an in-house stable of artists and we are proud to say that we have a strong art department.

6. Aside from 1/6 scale collectible figures, do you produce other stuff?

In the action figure line, we focus mainly on producing in the 1/6 scale. But we have a sister company that designs and manufactures die-cast model jets.

7. What is your hottest selling product to date?

Our Roman Legionary figures line is very popular among 1/6 scale collectors.

8. Are your products available in the US market or are they limited to the Asian region?

Currently, customers in the US who wish to purchase our products may order through our web site or through Merit (http://www.merit-intl.com/merit/main.html). We are presently still establishing distributorship in other countries.

9. Your company seems to focus mainly on historical and ancient warriors. What is the reason for this?

We are tapping this niche area which involve non-modern weaponries. The 1/6 scale collector market is already filled with makers of machine guns and other modern weapons. IGNITE has established its strength in making die-cast replicas of ancient weapons, helmets, cuirass and other similar items.

10. Does your company have plans to do “super hero” lines any time in the future?

We have many great ideas planned for the future. But we want to focus on what our collectors want because we design our products for them.

11. How about “movie based characters” – will you be producing those anytime soon?

The movie licensed products are popular and a favorite among many collectors. But those products are tied to the license, which means they only exist while the movie is popular. Once the movie is gone, the products usually end as well. We’d like to produce lines that will not expire with any license.

12. Where can I visit and see your showroom in Hong Kong?

If anyone is instered to see the home of IGNITE figures, they can come to our office. The address is Unit A, 9/F., Good Luck Industrial Bldg., 105 How Ming Street, Kwun Tong, Kolwoon, Hong Kong.

 

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