02-11-2009

Namco kiddie rides division to feature at AmEx 2009

Namco Europe’s kiddie rides division continues to build profile and arrives in Dublin to showcase the Amutec brand at AmEx for the first time in several years. Exhibiting alongside sister companies Brent Sales and Brent Electronic on stands 22-23-24-25, General Manager Chris Bell will demonstrate a small sample of the company’s new licensed rides, including Postman Pat’s Girocopter (lifter) and Finley the Fire Engine.

Brand new for 2009, Postman Pat’s Girocopter is available both as a lifter and small rocker, both single-seat rides featuring children’s television’s favourite postie. The production model of the two-seat rocker, Finley the Fire Engine, now incorporates an interactive touchscreen panel.

Other newcomers to the kiddie ride range, Little Einsteins flies in for the first time while Little Red Tractor sows the seeds for current and future generations. Wrapping up the licensed kiddie ride collection launches is Baby Balamory, an infant ‘cabriolet’ version of the popular Balamory Bus, whilst maintaining a traditional element to the Amutec range is a new, three-seat horse carousel.

Also featuring in Amutec’s growing portfolio are a number of junior amusement products including ICE’s Buster Bubbles, a giant fibreglass squirrel offering children’s amusement/redemption on a touchscreen panel, and Andamiro’s Pump It Up Jump, a junior dance machine featuring favourite nursery rhymes, together with Raw Thrills/Chicago’s child-friendly Nicktoons Nitro Racing videogame, Bandai Namco Games’ Family Bowl 2, ICE Hammerhead and Fantasy Entertainment photo-booths Portrait to Anywhere and Foto Cube.

01-27-2009

2009 Portfolio

Speaking as someone who has worked in the kiddie ride sector for far longer than I care to remember I can state with some certainty that the AMUTEC range for 2009 is one of the strongest on record.

The collection, which comprises a total of nine models, represents what I believe to be the very best in both licensed character-based rides and original concepts produced by our own team of highly skilled developers.

Our licensed portfolio includes popular characters which are instantly recognisable such as Postman Pat, Finley the Fire Engine, Little Einsteins, Little Red Tractor and Baby Balamory.

We have also added junior amusement products to the range. The star performing games that we have selected will provide operators with additional income generating opportunities in traditional amusement and family entertainment environments as well as in single site route locations such as shopping malls.

In line with the changing dynamics of the economy we are pleased to now be providing games and rides to a range of locations and destinations on a revenue share basis. This enables businesses, that perhaps would not normally site coin-op equipment, to enhance their offering with appropriate family entertainment products.

Our team of expert engineers also offers a range of finest quality refurbishment services, meaning that we always carry a good selection of pre-used rides.

As always we very much value your custom and support and look forward to continue to provide the industry with a stream of popular and profitable equipment.

Chris Bell
General Manager
Namco Europe Kiddie Rides Division

01-18-2009

Amutec breaks new ground

In addition to worldwide debuts of seven of its own Amutec brand kiddie rides, including six licensed rides, Namco Europe’s Kiddie Rides Division will use ATEI as a launch pad for a number of children’s amusement games spanning novelty/redemption, videogames, photo-booth and dance genres.

Andamiro’s Pump It Up Jump and ICE’s Buster Bubbles are two of the newcomers to the company’s broadening portfolio, designed to provide operators with complementary entertainment for the younger end of the market.

01-09-2009

Namco kiddie rides division to make a stand within a stand at ATEI '09

Namco Europe’s kiddie rides division, which was formed on the eve of ATEI 2008 following the acquisition of the Amutec brand and subsequent appointment of Chris Bell as general manager, is set to gain a significantly higher profile at the 2009 London Show with an expanded presence on what the company is describing as a ‘stand within a stand’.

The Amutec portfolio for ATEI ’09 includes no fewer than seven rides making their worldwide show debut, all but one of which has been licensed on popular television characters.

Postman Pat’s Girocopter makes a landing in both lifting and rocking guises, both single-seat rides featuring children’s television’s favourite postie. The production model of the two-seat rocker, Finley the Fire Engine, now incorporates an interactive touchscreen panel. Little Einsteins flies in for the first time while Little Red Tractor sows the seeds for current and future generations. Wrapping up the licensed kiddie ride collection launches is Baby Balamory, an infant ‘cabriolet’ version of the popular Balamory Bus.

Maintaining a traditional element to the Amutec range, a new, three-seat horse carousel will also get its first outing at ATEI 2009, alongside the popular DisneyPixar ride Lightning McQueen, manufactured by Merkur Gaming.

Also appearing in Amutec’s showcase on stand 2220 will be ICE’s Buster Bubbles, a giant fibreglass squirrel offering children’s amusement/redemption on a touchscreen panel, as well as Andamiro’s Pump It Up Jump, a junior dance machine featuring favourite nursery rhymes.

Chris Bell explained: "The addition of junior amusement products into our range represents a natural progression of the business. These games and general entertainment devices, targeting the same age group as our core kiddie ride line, offer operators additional and complementary income generating opportunities in traditional amusement and family entertainment environments as well as single site route locations such as shopping malls." Further products on offer from the kiddie ride division include Raw Thrills/Chicago’s child-friendly Nicktoons Nitro Racing videogame, Bandai Namco Games Family Bowl 2, ICE Hammerhead and Fantasy Entertainment photo-booths Portrait to Anywhere and Foto Cube.

Bell concluded: "We have spent 12 months developing a cross-section of new rides and visitors to our stand will see for themselves the culmination of that work. The licensed rides will naturally become instant hits as children flock to play with their favourite characters."

11-07-2008

Any Questions

Coinslot talks to Chris Bell on a number of issues:

What’s the market like for kiddy rides at the moment?
We had a great Spring and Summer. Our own new Baby Balamory ride worked well in smaller locations whilst the distributed Pirates of the Caribbean and Lightning McQueen from Merkur were exceptional. Autumn and Winter months are traditionally quieter for kiddy rides – however, on our revenue share basis we are: “doing very nicely, thank-you”.

There are many different aspects of the arcade mix. Are kiddy rides still an important part?
Very much so and with more and more arcades looking to return to FECs our range of both new and refurbished rides will be of great interest. We are also able to offer a refurbishing service, ADIPS certification and part exchange.

What customer demographic do you aim for?
In recent years the demographic has changed to concentrate on ‘Pre-School’ aged children – my feelings are that children get older a lot younger, if that makes sense. Whereas twenty years ago children as old as nine or 10 would happily go on rides, that is not now the case.

A lot of focus is on the child, but is it important to cater for parents as well as children?
Yes, I believe it is. For many years my theory was that if you put a coin-mech on a plank of wood it would take money as half the enjoyment for children was getting the money out of mum’s purse or dad’s pocket and putting the coin in themselves. Again, however, children are more sophisticated and parents more discerning with particular emphasis on quality and value for money.

The advance of technology has transformed many sectors. How has it changed the development of kiddy rides?
For many years Amutec has had the reputation for being leaders in innovation. Photo rides, smoking rides and simulators being amongst the most notable. Also ‘Quality’ has always been the watchword with this company, my firm intention is to continue that trend - with ATEI round the corner, all I can say is... “watch our space”.

You have a lot of licensed rides – how essential is it to feature a character that kids recognise?
Not sure that essential is the word. However, it has been proved over recent years with Postman Pat, Thomas, Magic Roundabout, Bob, Tweenies, Teletubbies, Brum and Balamory, to name but a few, that licences are successful. By the same token, the upsurge in Carousels and the KM3 Kiddie Coaster also shows that there is room for both.

Earlier this year you became part of Namco Europe. What advantages did this bring to the company?
This is a good opportunity to actually put the record straight. The first step was John McKenzie, MD of Namco Europe, deciding to set up a kiddy ride division and inviting me to head that up. The second part was the acquisition of certain aspects of Amutec. The trading name, the factory and the rights to various patents and designs. Rob Marshall - who had been with Amutec for some 20 years - was brought in to head up the manufacturing and development at the Mablethorpe site. In terms of advantages: huge and too numerous to mention. However, it is a good time to mention the backing they give has allowed us to develop our revenue share business - not just with kiddy rides but also the numerous photo, novelty and children’s equipment currently in the Namco/Brent portfolio.

10-20-2008

Tootin’ kart-toons

Nicktoons Nitro Racing is a new family-oriented, fast action video driver fresh from the Raw Thrills studio. Distributed exclusively throughout the UK and Ireland by Brent Sales and in continental Europe by Bandai Namco Games, the game is licensed on the highly popular series of Nicktoons TV characters led by Spongebob Squarepants.

Players choose their favourite driver from Spongebob, Timmy Turner, Avatar Aang, Invader Zim, Jimmy Neutron and Danny Phantom – plus one further ‘secret’ racer – to chase around six full-length courses on their way to a climactic showdown with the evil ‘Nitro’. The Nicktoons-inspired tracks include Bikini Bottom, Ghost Zone, RetroLand, Fairy World, Irken City, Four Nations and Planet Nitro. Picking up weapons and power-ups along the way, players must negotiate jumps and traps without the assistance of brakes, bringing out all the mayhem and true manic fashion of pure kart racing.

Brent/Namco Product Manager, John Brennan commented: "Nicktoons Nitro Racing’s ease of use and action-packed adventure deliver good clean fun for all the family. Even though it has a high profile licence and high quality gameplay and cabinet design from one of the world’s leading games developers, the game is extremely cost-effective and ideally suited to a wide variety of multi- and single-site venues."

Nicktoons Nitro Racing features a 27-inch VGA monitor as standard, a powerful sound system and is linkable up to six units.

2008-09-16

Amutec first for Namco Europe: Finley the Fire Engine

Namco Europe is set to launch its first wholly in-house developed Kiddie Ride since acquiring the Amutec brand name. ‘Finley the Fire Engine’ is a 2-seat rocking ride based on the television cartoon character which is hugely popular amongst 2 to 6-year-olds. The ride, which has been licensed from Entertainment Rights, features authentic sounds and interactive controls.

Following its small screen debut in July 2007, Finley the Fire Engine has a production schedule of 78 15-minute episodes and currently ranks as the second-most popular programme for 2 to 6 year olds on the BBC Cbeebies television channel.

Chris Bell, Head of Namco Europe’s Kiddie Rides Division, commented: "Amutec has a distinguished track record in the development of successful, high profile rides which connect with a family market. Finley the Fire Engine continues in this tradition and represents a significant addition to a portfolio which already includes top quality kiddie rides from respected international names such as Merkur Gaming."

Making the journey from Friendlyville, Finley the Fire Engine will make its worldwide show debut in prototype format, on stand CH13 in the Champagne Suite of London’s Preview Exhibition, 1-2 October.

09-02-2008

Chris Bell on technical innovations in kiddy rides

"On the surface, it could be perceived that little has changed in the development of Kiddie Rides over the years, but here at AMUTEC we have a history of innovation within this specialised sector.

"The original company, of which many of the personnel are still involved, introduced and developed Photo-Rides, Simulators, Smoking Trains, Lifting Rides, soft-starts for Carousels and many others, all of which are still prominent in the market place.

"Within the design of the ride itself, microchip technology in the timers, multi-coin handling, rotational molding for characters and computerised production of mechanical bases have all been introduced in recent years.

"New, innovative simulation and entertaining games designed to further enhance the finished product will be evident in the new models that will be introduced and shown by AMUTEC, now part of Namco Europe’s Kiddie Rides Division, during the forthcoming show season.

"Whilst we continue to develop our own modern takes on a traditional theme, our range remains bolstered by third party rides from other leading developers based around the world, including Merkur Gaming, combining to produce one of the strongest, cutting edge kiddie ride portfolios in the market."

03-11-2008

Namco Europe broadens commercial base with the acquisition of Amutec

Namco Europe Limited has underlined its intentions to expand into new business sectors adding British Kiddie Rides specialist Amutec to the existing business. The deal comprises the purchase of the Amutec name and a 10,000 square-foot manufacturing facility in Mablethorpe, Lincolnshire, together with expansive assets.

Namco Europe Managing Director, John McKenzie explained: “This strong brand complements our existing range of activities and it is our aim to add value and support to the Amutec marque, re-establishing it as a market-leading innovator within the highly competitive kiddie ride sector.“ He continued: “The business at Mablethorpe will once again develop new rides and products, facilitate the refurbishment of rides and continue ADIPS testing, whilst full spares support will be offered by west London-based Brent Electronic.”

The purchase was pre-empted in early January with Namco Europe creating a new Kiddie Rides division, headed by General Manager Chris Bell, whose 25 years’ amusement industry experience includes 20 working in the kiddie rides sector, eight of which were spent as consultant and Sales Manager with Amutec.

Chris Bell added: “The response to our new kiddie ride range at ATEI was phenomenal, adding an extra dimension to the Namco offering. The fresh impetus and professional business planning now being implemented will, I am certain, help restore the highest regard for the Amutec brand, as well as bringing many new opportunities to Namco’s other product sectors.”

01-09-2008

Namco Europe launches Kiddie Rides Division with Chris Bell as General Manager

Namco Europe has completed a major strategic business development with the formation of a dedicated Kiddie Rides Division. The Division, which will be inaugurated at ATEI, is being headed-up by well known kiddie ride expert Chris Bell who has been appointed to the post of General Manager. Chris, who has 25 years experience in the industry, 20 of which gained in the Kiddie Ride sector, reports directly to Namco Europe Managing Director John McKenzie.

“Our Kiddie Rides division is an important strategic addition to the overall Namco Europe business offering,” stated John McKenzie. “Our aim is to provide operators with the broadest range of high earning fun-based family equipment and Kiddie Rides are an integral part of that philosophy.” He continued: “Chris Bell represents a great appointment with his professionalism, breadth of excellent contacts and encyclopaedic knowledge of the sector. Bringing Chris on board is a clear sign of our intent to take the new division forward.”

Reflecting on his new role, Chris Bell said: “Working for a company of such standing and substance in the product sector that is closest to my heart represents a wonderful opportunity. I spent over two decades working in the Kiddie Rides business and to be involved in the start-up of a new division is fantastic. ATEI can’t come fast enough and I look forward to meeting up with colleagues and clients in London.”

The Kiddie Rides Division of Namco Europe will be showing a range of licensed and non-licensed kiddie rides from stand U2340/34 at ATEI.