Chris Kearney, general manager at Target Sport Ltd, talks to us about the company’s new Target Play range
CAN YOU TELL US ABOUT YOUR PLANS TO LAUNCH A TARGET RANGE DIRECT TO RETAIL?
Although Target Sports’ darts products have been in use all over the world since the mid-seventies, it is only in the past couple of years that the UK’s leading darts manufacturer has been selling its own darts brands - the Target Precision, Target Stone, Target Distinction, Target Sport and Target T0.1 ranges.
Priced to reflect the excellence of their design and the innovative manufacturing techniques involved, Target’s high-end darts have never been widely available on UK high streets until now. The company is introducing the new Target Play range of darts for sale direct to UK retailers.
Target Play is a competitively priced range, designed for the high street, but with Target values at the heart of their design. They are stunning looking, beautifully presented and there is something in the range to appeal to everyone - from the serious club player to the curious novice.
AND THE NEW RANGE?
Target Play is a range that will have broad consumer appeal with its focus on superb design and excellent materials. For retailers, therefore, we can provide a comprehensive stock selection addressing most customer needs without the need for extensive stock.
ProPlay Stone is a range of 90 per cent tungsten darts endorsed by the Team Target players Colin Lloyd, Keith Deller, Adrian Gray and Kevin McDine and feature the unique STONE™ grip familiar to users of Target Darts the world over.
ProPlay are also 90 per cent tungsten player-supported darts, offering a more traditional grip, but retaining the look and feel of the player’s unique styles. MatchPlay 80 per cent tungsten darts are characterised by a mix of painted highlights and knurled grips that give a sporty look and feel to the barrel.
TruePlay is a range of classically designed, 80 per cent tungsten darts in a range of weights from 18g up to 31g. They are profiled and cut in ways that make them instantly recognisable as Target designs and allow them to accommodate all the popular holding techniques. The GamePlay chrome and brass darts are designed to appeal to players preferring a more full-bodied dart at a price which appeals to everyone, while First Play, a range of beginners darts in 70 per cent tungsten and brass, are priced to encourage those who have not thought of buying their own darts before to take the plunge.
The Target Play range carries a unique lifetime barrel guarantee and is supported by a complete set of Play merchandised accessories - dartboards, mats, flights, wallets and more.
HOW CONFIDENT ARE YOU ABOUT THE SUCCESS OF THE NEW RANGE?
Very. Target has 35 years’ experience designing and manufacturing darts, and in that time has accumulated unrivalled technical and market-based knowledge. Alongside product-led appeal, Target prides itself on customer service, attractive terms and discounts to retailers and its ability to react quickly to changes in the market. All in all, Target can offer new, innovative products at an attractive price, backed by a strong culture of customer service.
THE RANGE SEEMS TO HAVE A POTENTIALLY BROAD APPEAL?
From those who enjoy a casual game with friends, to competitors in a serious tournament, there is something for everyone in the Target Play range. Target has consciously tried to limit the number of barrels in the range, while at the same time offering real choice - a difficult balance, but one the company believes it has succeeded in doing.
WHAT CAN RETAILERS EXPECT IN TERMS OF MARKETING SUPPORT?
Target is supporting the range with a comprehensive supply of point of sale items, including merchandisers, to attract the attention of shoppers. The packaging has a new, fresh look that suggests that Play is about having fun with serious tools. In addition, the professionals playing under the Team Target brand - Colin Lloyd (World Matchplay Winner 2005, World Grand Prix Winner 2004), Keith Deller (World Champion 1983), Adrian Gray and Kevin McDine - will be promoting the Play range throughout the year at various events.
For further details contact Target Sports Ltd on 01279 410155 or email Info@target-darts.co.uk