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UNLOCKING THE POTENTIAL OF NOVABRIX

ACE HARDWARE (U.S.A.)
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CLIENT

Ace Hardware U.S.A.
PROJECT

Develop a toy to expand their impulse category
WHAT WE DID

Built a range of Ace Hardware branded and seasonal NovaBrix toy SKUs

THE OPPORTUNITY

Initially, Ace Hardware briefed Novelli to create a playable item for their Impulse Category.  The objective was two fold- they wanted to drive retail sales but also build brand love with their consumers across the USA. 

This began an amazing journey of growth and an example of how retailers can effectively use NovaBrix as a core range of branded SKUs - not just a promotional item.

 

FINALS Single F 2 cropped
15 CORE LINES
39 MILLION NOVABRIX BLOCKS IN ACE HARDWARE SETS
12 SEASONAL SKUS

INSIGHTS AND DATA

Novelli knew that one of the best ways to drive brand love is through the power of play.

As Ace Hardware has an extremely loyal staff and customer base, we were confident that our NovaBrix range would be popular with fans of all ages who wanted a tangible piece of their beloved retailer in their own homes.

As well as the Ace Hardware store, our team quickly identified Ace Hardware's Heavy Hauler truck as a standout iconic brand asset.  With a fleet of these trucks servicing the 5,000+ Ace Hardware stores across America, they are a familiar sight.  With this in mind, we began developing two SKUs for the stores to retail.

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OUR SOLUTION

The Innovation and Design Team at Novelli dedicated time to developing the Ace Hardware store and heavy hauler truck out of our NovaBrix building blocks.  We wanted to ensure that both closely resembled the 'real things' as we knew that their loyal customers couldn't be fooled by unrealistic imitations.

A number of special NovaBrix brick moulds had to be created to ensure features were as realistic as possible.  Rigorous testing also had to ensure that these new pieces were, like all NovaBrix, robust, safe and compatible with other major block building brands. 

OUTCOMES

The NovaBrix Ace Hardware Store and Heavy Hauler Truck were distributed through Ace stores nationwide and the feedback from store owners and customers was overwhelmingly positive. 

Since the, Ace Hardware have introduced 13 more core lines and have Halloween and Christmas seasonal ranges launching in late 2024.

At Ace Hardware, we've enjoyed a strong and successful partnership with Novelli for many years. In the toy category, we have had great success with their NovaBrix building block brand.  Having sets which are exclusive, well priced and Ace branded has been popular with our staff and customers.  After the success of the first two items, they have been instrumental in helping us expand the range to 26 unique options - including seasonal products for Halloween and the upcoming Christmas season. 

Sean Flynn
Ace Hardware Merchant – Light Bulbs, Holiday and Toys

ACE BRANDED HARDWARE STORE & VEHICLES

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SERVICE VEHICLES

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2024 HALLOWEEN RANGE

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2024 CHRISTMAS RANGE

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MissyAce Hardware Retailer - South Carolina, U.S.A.
“We carry all the products. Our number one on probably the forklift because the forklift guys back in our warehouse love to play with it as well!”
GregAce Hardware Retailer, Missouri, U.S.A.
“They do well for us - they are great.  We sell a lot of them.  We sell a lot of the forklifts and we sell a lot of the trucks.  We are ready to bring in some new planes and some other new stuff.”
JulieAce Hardware Retailer - U.S.A.
“These NovaBrix are absolutely so popular. We have done immensely well with them. I encourage everybody to have them - they really draw people!”
SarahAce Hardware Retailer - Washington, U.S.A.
“We carry all of the Ace branded building block sets and we fly through them.  We sell a million of them and I am constantly reordering!”
RyanAce Hardware Retailer - Tennessee, USA
“We ordered in tonnes of these hardware and truck brick sets for Christmas and sold out every one of them. Good job guys!”

ABOUT ACE HARDWARE

With over 5,000 hardware stores, Ace Hardware Corporation is the largest non-grocery retailer in the United States.

Founded in 1924, the corporation has just celebrated its 100th anniversary. In 1973, Ace Hardware became a retailer-owned cooperative, meaning that each store is independently owned and operated.   This unique business model allows Ace Hardware to tailor their products and services to meet the specific needs of their community, making them a trusted destination for home improvement products.

 

* Images above are for creative illustration purposes only.  Pieces may vary from actual product.

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