Steven Chong
First Sergeant
- Joined
- Aug 25, 2005
- Messages
- 1,365
Before I summarize Andy’s talk, I would like to thank Myszka and Mike Hall of Sierra Toy Soldier for organizing and hosting this event, and Andy for taking the time to answer questions.
Andy started by saying King & Country was founded 29 years ago, and out of the three businesses he started, it is the most fun and profitable. As a fellow toy soldier collector, Andy fell into the business when he couldn’t get the toy soldiers he wanted. He was fortunate to be located in Hong Kong at this time because China was just opening up, with the skilled labor there allowing K&C to make its products at a relatively low cost.
However, there are labor shortages now in China and productions costs have drastically increased. As China becomes more affluent, young workers do not want to do this type of work. Andy is thinking about this all the time. K&C does use some machines to make its products, but it still needs the “Mark I” hand and eye. K&C is going further into the interior of China looking for factories to keep costs down. Andy knows the economy has been bad and K&C is sharing the pain by knowing it cannot keep the same profit margins it had several years ago. It is reinvesting its profits back into the company for development.
No other company has such a broad range of themes and products. That said, there is not enough time to do everything. Trying its best to please most collectors but know it cannot please everyone. An example is the Russians or Eastern Front sets that have just been introduced. Andy has said in the past that K&C were not doing that theme but he never said “never.” The earlier Russian sets sold OK, but times have changed. He can change his mind and he frankly is running out of ideas for Western theatre.
Andy spends 3 months our of the year on the road promoting K&C by attending shows, visiting dealers, going to Australia and this year Singapore. No other company does this and it shows the dedication of K&C to collectors. Andy wants collectors to support the shows and their favorite dealers.
Andy then accepted questions:
1. Since doing Eastern Front, how about German Armored Trains and sniper duels? Trains take a lot of space, cost a lot of money, and will not sell a lot. K&C prefers to concentrate on things the average collector can get. Sniper duels is no problem.
2. Bailey Bridge? Maybe, but It was done by someone and sold by Toy Soldier Home. Have done some engineering subjects are mine detector teams and mechanics.
3. German mounted troops and horse-drawn wagons? Probably do more mounted troops since prevalent in Eastern Front. Doing Eastern Front because running out of Western Front ideas. Sculpting team in China has 6 person, 5 men and 1 woman and the woman is really good at sculpting horses. Not too long.
4. Production in India or other low cost country? Andy has looked at Viet Nam, Thailand and India. Can get costs down but problem is cost of training a work force, high transportation costs and custom issues. Thailand is possibility since wife is from there.
5. WWI Artillery? Big artillery pieces are expensive and K&C has to look at needs of majority of collectors, not just the few that can afford big pieces. K&C avoids the vanity projects that get ohs and ahs but do not sell well. Will say looking at 2 artillery pieces, one small and one medium.
6. Production process?
a) Idea: every month creative team composed of Andy, Gordon, Helen, chief master painter, marketing head and sales head meet to discuss ideas. When he returns to Hong Kong, Andy will report on this show, what he saw and what he thinks is doing well. K&C plans production up to 15 months ahead, but have room to quickly schedule something. Andy usually shares 5 to 10 ideas and team gives opinions and offers their own ideas. Just because he is creative director and owner does not mean everything he suggests is done. Several years ago, Andy wanted to do the Golden Age of Hollywood with cameramen, directors, microphone on boom, etc. but everyone else did not like it and it was voted down.
b) Research Idea: Andy’s office is full of books and magazines and he will draw and sketch the figures. Sketches are then approved by the team, and there are some minor changes though “Andy does what Andy likes to do.”
c) Sculpting Studio: Andy, chief master painter and sales head visit studio in China twice per month. Studio listens to ideas and schedules them. One sculptor can sculpt one figure per day. Lots of the equipment like helmets, water bottles, etc. are already done and simply added to the new figure. 2 weeks after idea given, will see rough sculpt. However, vehicles take 4 to 6 weeks to see computer rendering. K&C uses CAD to design aircraft. Rare that rough sculpt is perfect, and Andy uses makes changes like moving arm slight bit or rotating body. Usually takes one month to have approved figure. Polyurethane master then made from clay sculpt and sent to factory for metal casting. Casting from factory in 2 weeks.
d) Master Painting: Master painters (2 in HK and 1 in China) are briefed by Andy. HK painters are both expert modelers with interest in military history while master painbter in China has no background but can copy very well. This step can take several weeks.
e) Production Samples: Takes 2 to 4 weeks for paint samples from factory. Changes are occasionally made at this step.
f) Production: Takes 2 to 3 months
Production from idea to final product takes total of 5 months though some planes have taken 8 months. Quickest was 2 months.
7. How do you determine production numbers? Several years ago, K&C produced 750 to 1000 and stock lasted 2 to 2.5 years. However, times now tough and dealers want more just in time stock and keep smaller inventories. Don’t want to tie up money in stock. Andy discusses sales with dealers all the time and can check computer on shipments from company. If product is slow moving, next in range will be less. In the past did 750 Strictly Limited but now 3 versions of 250 each which sell quicker. It is a lot of guess work and some sales history. Rather sell out with smaller run than be greedy and make too many -- also working with new factories with limited production capacity. Toughest decision is determining how many to make.
8. More airfield accessories like airfield defense? Aircraft take a lot of space but have some ideas. Hard to balance what to do with such a wide variety of themes that K&C does. WWI has had great response and will do more.
9. Romans? No, know competitors are doing them and Andy simply likes WWII best, which is also most successful. When looking at doing ancients, decided to good Greeks since East of India has provided opportunity.
10. Plans for building more façade buildings? Airfield facades? Middle East facades? Working on Normandy 3D like French Farm. Will be more Normandy facades.
11. V1 or V2? Andy had bought Metal Shed’s V2 and had completed the research when Figarti launched their V2. Figarti simply beat them to market so V1 and V2 ideas shelved.
12. DD Sherman? 2 attachable flotation pieces with one up and one down? This is for specialized collector and K&C prefers to do a more generic Sherman that more people will want. Working on new Sherman that will be released later this year in two versions. DD Sherman is too fragile and transportation will probably result in lots of damage. Majority of collectors willing to sacrifice detail for durability. Have to make compromises.
13. Panzer IV with side skirts? Stug with skirts? Again, fragility problem but more will be coming.
14. How does K&C decide on next plane and paint version? Andy picks ones he likes with an eye towards complementing ranges. Picked P-40 but could have been desert, Flying Tiger, Pearl Harbor or Lend Lease. Knew more EA was coming and had not done Allied desert plane, so decided on desert. Highest British ace in desert had “GAY” as call letters, so found “GAF.” Camouflage pattern determined by cost of painting. Want to keep cost down so did not do complicated pattern.
15. Next FOB? Related to RAF … unusual and exciting. :smile2:
Andy started by saying King & Country was founded 29 years ago, and out of the three businesses he started, it is the most fun and profitable. As a fellow toy soldier collector, Andy fell into the business when he couldn’t get the toy soldiers he wanted. He was fortunate to be located in Hong Kong at this time because China was just opening up, with the skilled labor there allowing K&C to make its products at a relatively low cost.
However, there are labor shortages now in China and productions costs have drastically increased. As China becomes more affluent, young workers do not want to do this type of work. Andy is thinking about this all the time. K&C does use some machines to make its products, but it still needs the “Mark I” hand and eye. K&C is going further into the interior of China looking for factories to keep costs down. Andy knows the economy has been bad and K&C is sharing the pain by knowing it cannot keep the same profit margins it had several years ago. It is reinvesting its profits back into the company for development.
No other company has such a broad range of themes and products. That said, there is not enough time to do everything. Trying its best to please most collectors but know it cannot please everyone. An example is the Russians or Eastern Front sets that have just been introduced. Andy has said in the past that K&C were not doing that theme but he never said “never.” The earlier Russian sets sold OK, but times have changed. He can change his mind and he frankly is running out of ideas for Western theatre.
Andy spends 3 months our of the year on the road promoting K&C by attending shows, visiting dealers, going to Australia and this year Singapore. No other company does this and it shows the dedication of K&C to collectors. Andy wants collectors to support the shows and their favorite dealers.
Andy then accepted questions:
1. Since doing Eastern Front, how about German Armored Trains and sniper duels? Trains take a lot of space, cost a lot of money, and will not sell a lot. K&C prefers to concentrate on things the average collector can get. Sniper duels is no problem.
2. Bailey Bridge? Maybe, but It was done by someone and sold by Toy Soldier Home. Have done some engineering subjects are mine detector teams and mechanics.
3. German mounted troops and horse-drawn wagons? Probably do more mounted troops since prevalent in Eastern Front. Doing Eastern Front because running out of Western Front ideas. Sculpting team in China has 6 person, 5 men and 1 woman and the woman is really good at sculpting horses. Not too long.
4. Production in India or other low cost country? Andy has looked at Viet Nam, Thailand and India. Can get costs down but problem is cost of training a work force, high transportation costs and custom issues. Thailand is possibility since wife is from there.
5. WWI Artillery? Big artillery pieces are expensive and K&C has to look at needs of majority of collectors, not just the few that can afford big pieces. K&C avoids the vanity projects that get ohs and ahs but do not sell well. Will say looking at 2 artillery pieces, one small and one medium.
6. Production process?
a) Idea: every month creative team composed of Andy, Gordon, Helen, chief master painter, marketing head and sales head meet to discuss ideas. When he returns to Hong Kong, Andy will report on this show, what he saw and what he thinks is doing well. K&C plans production up to 15 months ahead, but have room to quickly schedule something. Andy usually shares 5 to 10 ideas and team gives opinions and offers their own ideas. Just because he is creative director and owner does not mean everything he suggests is done. Several years ago, Andy wanted to do the Golden Age of Hollywood with cameramen, directors, microphone on boom, etc. but everyone else did not like it and it was voted down.
b) Research Idea: Andy’s office is full of books and magazines and he will draw and sketch the figures. Sketches are then approved by the team, and there are some minor changes though “Andy does what Andy likes to do.”
c) Sculpting Studio: Andy, chief master painter and sales head visit studio in China twice per month. Studio listens to ideas and schedules them. One sculptor can sculpt one figure per day. Lots of the equipment like helmets, water bottles, etc. are already done and simply added to the new figure. 2 weeks after idea given, will see rough sculpt. However, vehicles take 4 to 6 weeks to see computer rendering. K&C uses CAD to design aircraft. Rare that rough sculpt is perfect, and Andy uses makes changes like moving arm slight bit or rotating body. Usually takes one month to have approved figure. Polyurethane master then made from clay sculpt and sent to factory for metal casting. Casting from factory in 2 weeks.
d) Master Painting: Master painters (2 in HK and 1 in China) are briefed by Andy. HK painters are both expert modelers with interest in military history while master painbter in China has no background but can copy very well. This step can take several weeks.
e) Production Samples: Takes 2 to 4 weeks for paint samples from factory. Changes are occasionally made at this step.
f) Production: Takes 2 to 3 months
Production from idea to final product takes total of 5 months though some planes have taken 8 months. Quickest was 2 months.
7. How do you determine production numbers? Several years ago, K&C produced 750 to 1000 and stock lasted 2 to 2.5 years. However, times now tough and dealers want more just in time stock and keep smaller inventories. Don’t want to tie up money in stock. Andy discusses sales with dealers all the time and can check computer on shipments from company. If product is slow moving, next in range will be less. In the past did 750 Strictly Limited but now 3 versions of 250 each which sell quicker. It is a lot of guess work and some sales history. Rather sell out with smaller run than be greedy and make too many -- also working with new factories with limited production capacity. Toughest decision is determining how many to make.
8. More airfield accessories like airfield defense? Aircraft take a lot of space but have some ideas. Hard to balance what to do with such a wide variety of themes that K&C does. WWI has had great response and will do more.
9. Romans? No, know competitors are doing them and Andy simply likes WWII best, which is also most successful. When looking at doing ancients, decided to good Greeks since East of India has provided opportunity.
10. Plans for building more façade buildings? Airfield facades? Middle East facades? Working on Normandy 3D like French Farm. Will be more Normandy facades.
11. V1 or V2? Andy had bought Metal Shed’s V2 and had completed the research when Figarti launched their V2. Figarti simply beat them to market so V1 and V2 ideas shelved.
12. DD Sherman? 2 attachable flotation pieces with one up and one down? This is for specialized collector and K&C prefers to do a more generic Sherman that more people will want. Working on new Sherman that will be released later this year in two versions. DD Sherman is too fragile and transportation will probably result in lots of damage. Majority of collectors willing to sacrifice detail for durability. Have to make compromises.
13. Panzer IV with side skirts? Stug with skirts? Again, fragility problem but more will be coming.
14. How does K&C decide on next plane and paint version? Andy picks ones he likes with an eye towards complementing ranges. Picked P-40 but could have been desert, Flying Tiger, Pearl Harbor or Lend Lease. Knew more EA was coming and had not done Allied desert plane, so decided on desert. Highest British ace in desert had “GAY” as call letters, so found “GAF.” Camouflage pattern determined by cost of painting. Want to keep cost down so did not do complicated pattern.
15. Next FOB? Related to RAF … unusual and exciting. :smile2:
I'd buy it if Andy will made this kind of product..
