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King & Country Creative Director Andy Neilson and his business partners use their fascination with history to craft scenes like this depiction of World War II-era France
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The compact flagship store of Hong Kong’s King & Country is something of a retail giant. Company co-founder Andy Neilson says many may be surprised to learn that his shop is known as the most profitable “per square foot” at Pacific Place, an upscale shopping mall on Hong Kong Island.
“Two things get said when people come into our shop,” he explains. "The first is: 'Do you actually make money off this?' -- which I'm happy to say that we do. The second question is: 'Who buys this stuff?'"
Mr Neilson explains that his customer base is “across the board,” but professionals are the most common buyers of the “collector models,” which range from US$32 for an individual figure, to thousands of dollars for complex dioramas also made in Hong Kong by his brother, Gordon.
“They’re toys for big boys, but even big boys need toys,” he laughs. “For some reason, we tend to attract a lot of lawyers, doctors, architects and engineers. We get quite a few celebrities as well; people like Tom Hanks, Pierce Brosnan. The last British Governor of Hong Kong, Chris Patten, popped in every few months to buy some gifts.” Mr Neilson says he receives regular online orders from actors such as Robin Williams and Austin Powers actor Mike Myers.
Such high-powered clientele was not what Mr Neilson and co-founder, Laura McAllister, expected when the Scottish couple started the business in Hong Kong in the early 1980’s. Mr Neilson jokes that it took about 15 years before King & Country became an “overnight success.” Today, the company is considered one of the world's largest and most established designers and producers of all-metal, hand-painted historical figures.
The Art of History
“The great thing about history is that it never ends. Today’s event is tomorrow’s history, so there are always new subjects,” says the creative director when asked about how he selects his subjects. “We’ve covered everything from ancient Egypt up through the life of Jesus, through the Crusades, into the wars of American independence, Napoleonic wars, First World War, Second World War.
“In fact, we were the first people to ‘capture’ Bin Laden, alive – albeit in 1:30 scale miniature – we did a little figure of Bin Laden being captured by US Navy Seals long before the guys did it for real,” says Mr Neilson, adding that villains are among the top-sellers among collectors drawn to the company’s realistic historical depictions.
A graphic designer by training and former Hong Kong policeman, Mr Neilson says he understands his subjects well. “I loved history at school and was always interested in the military. I had been in the Royal Marines for five years back in the UK. When I came to Hong Kong after leaving the police, I joined the Royal Hong Kong Regiment.” The business idea came about after he received a toy soldier as a Christmas gift from the United Kingdom.
“I was captivated by these little figures,” recalls Mr Neilson, who decided that there was a market for the miniature figures in Asia. The key was finding a local manufacturer that made them. “Lo and behold, within 24 hours, the HKTDC came back to us and said, ‘There’s one factory left still in Hong Kong making what you’re looking for.’”
Old Town, New Tricks
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Created to expand the company’s male-dominated customer base, the Streets of Old Hong Kong series has proved to be a top seller for King & Country
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Hong Kong has long been known as “toy town,” and while most manufacturing has shifted to the Chinese mainland, the city still ranks second only to the mainland among global toy exporters. The local industry handles nearly US$10 billion worth of toys and games each year.
With a growing worldwide market for collectables, King & Country’s long-term success also came by expanding their client base.
“I realised we had to somehow find something that might appeal to women. So we came up with something called ‘Streets of Old Hong Kong’ – which was really a look back at Hong Kong in 1897,” says Mr Neilson. “At first we thought it would be mostly for the tourists. What we didn’t realise is that many Hong Kong people would recognise it as part of their Chinese heritage – and they’ve bought into it as well, literally.”
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Each of the company’s 1:30 scale miniatures, including these British soldiers, are hand-painted after being cast in white metal alloy
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Just as he brings history to life, Mr Neilson says Hong Kong’s unique business advantages have been the spark that has kept his company expanding. Today, King & Country has a large global network of distributors, a shop in the United States and an expanding online store.
“There are still more opportunities per square foot in Hong Kong than I think almost any other place in the world. It’s a great place for networking,” he says, adding that the city rewards entrepreneurs who have ideas.
“It’s not only the gateway to China, it’s a fantastic centre point for the whole of Asia,” he says. “I have the best job in the world. I get such a buzz talking to all kinds of people in all kinds of places. And these people will turn around to me and thank me for giving them pleasure and giving them fun – how often can you say that in a business?”
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