Scalextric Races into a New Era: What the £20m Sale Signals for the Toy and Hobby Industry
After nearly six decades under Hornby’s ownership, the iconic slot car racing brand Scalextric has been sold to Purbeck Capital Partners for £20 million. This move, announced on Friday, February 27, 2026, isn’t just a changing of hands; it reflects broader trends in the toy and hobby market and a growing appetite for brands that offer tangible, offline experiences.
From Model Railways to Motorsports: Hornby’s Strategic Shift
Hornby, a company with roots stretching back to 1901, has been streamlining its portfolio. The sale of Scalextric follows the company’s delisting from the junior stock market, Aim, in April 2025, citing the high costs associated with being a public company. Proceeds from the sale will be used to reduce debt and invest in other brands like Airfix, and Corgi. This suggests a strategic focus on core areas and a desire for greater financial flexibility.
A Drinks Veteran Takes the Reins
The acquisition by Purbeck Capital Partners, led by Mark Brown – formerly of spirits giant Sazerac (owners of Southern Comfort) – is perhaps the most intriguing aspect of the deal. Brown’s background in the beverage industry might seem an unusual fit for a toy brand, but it signals a potential focus on brand building, marketing, and expanding Scalextric’s reach beyond its traditional customer base. He plans to develop the Scalextric business into new areas as an antidote to online pursuits.
The Rise of ‘Phygital’ Experiences
The timing of the sale is noteworthy. While the hobby market experienced a boom during the Covid-19 pandemic, as people sought at-home entertainment, the current trend points towards a desire for experiences that bridge the physical and digital worlds – often termed ‘phygital’. Scalextric, with its emphasis on hands-on building, racing, and competition, is well-positioned to capitalize on this trend. Brown hopes to develop the Scalextric business into new areas as an antidote to online pursuits.
Family Ownership and Long-Term Vision
Mark Brown has established Scalextric Motorsports to house the business, indicating a long-term commitment to the brand. The move to family ownership suggests a focus on sustainable growth and a willingness to invest in innovation, rather than short-term profits. This approach could allow Scalextric to explore new product lines, partnerships, and marketing strategies.
Mike Ashley’s Influence and Hornby’s Transformation
The involvement of Mike Ashley, founder of Sports Direct and Frasers Group, as a consultant to Hornby in 2024, further highlights the company’s ongoing transformation. Frasers Group’s 8.9% stake in Hornby suggests a belief in the company’s potential, and Ashley’s retail expertise could prove valuable as Hornby navigates the changing landscape of the toy and hobby market.
FAQ
What does this sale mean for existing Scalextric owners? The company will manage the Scalextric business as an agent and support it through its existing infrastructure, suggesting continuity for customers.
Who is Mark Brown? Mark Brown is the former chief executive of Sazerac, a US-based spirits company. He is now investing in Scalextric through his family office.
Why did Hornby sell Scalextric? Hornby intends to use the proceeds to pay down debt and invest in its other brands.
Will Scalextric change significantly under new ownership? While changes are expected, the focus appears to be on expanding the brand and developing new areas, rather than a complete overhaul.
Pro Tip: Keep an eye on Scalextric’s social media channels and website for announcements about new products and initiatives under the new ownership.
Did you know? The first Scalextric set was created in Hampshire, England, in 1956 by Fred Francis.
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