Flowers grown by Airfix marks a new direction for the modelling brand, with intricate 1:1 scale roses, poppies and more designed for mindful modelling
Hornby showcased a brand new botanical-themed modelling set for its Airfix brand on the opening day of Nuremberg Toy Fair.
Flowers grown by Hornby aims to tap into the growing trend for botanical-themed toys and hobby kits, capturing a new kidult audience and opening the doors to a wider variety of trade partners.
The collection will launch later this summer with five initial products: a single rose, a double poppy, a double sunflower, a bouquet of six roses, and a stunning wildflower bouquet.
“This is an completely new product category for Airfix,” Dale Luckhurst, Head of Brand, Airfix, told TnP. “We did our own research, asking people who don’t model why, and what themes they would be most interested in. The resounding answer was flowers, but we wanted to do something completely different to what is already in the market.
“Our Flowers grown by Airfix range is a 1:1 scale recreation of a variety of flowers, and each set includes all the materials needed to craft a completely unique creation, including hobby paints, glue and the frames themselves,” he added. “For us, this is an exciting new category to get the Airfix brand in front of an entirely new audience. It also introduces a more sustainable packaging ethos for the brand, devoid of single-use plastics, which is a new point of difference. We’re really excited to launch this brand in August.”
Each kit captures the delicate character of a real flower, from softly curved petals to intricate inner details, all reproduced at full scale. The result is an intuitive, absorbing build that feels accessible and enjoyable, whether modelling for the first time or returning to hands-on creativity as a way to slow down.
