The Results

• +96% increase in affiliate revenue year-on-year

What We Did

1. Repositioned Around Premium Gifting

Early in the programme we identified that traffic was converting into lower-priced items. We worked with affiliates to prioritise hero race sets and premium bundles, shifting editorial angles toward premium family gifting.

We secured placements in high-authority Christmas gift guides and activated CSS feeds on best-selling sets, ensuring Scalextric had maximum visibility at the point of purchase intent throughout Q4.

2. Expanded Into High-Value Partner Channels

To diversify and scale the programme, we onboarded and reactivated affiliates including:

• Family lifestyle and gifting publishers
• Member-benefit platforms and closed-user groups
• Cashback and reward platforms
• High-intent seasonal content partners

These partners brought in engaged audiences with strong purchase intent, which contributed significantly to the revenue uplift.

3. Rebuilt the Programme for Performance

We refined commission structures, deployed time-boxed commission boosts for top partners during BFCM, updated promotional calendars, and supplied fresh creatives to ensure affiliates could promote effectively.

The result: more engaged partners, a stronger average order value, and Scalextric becoming the portfolio’s standout commission growth story.

The Impact

Affiliate revenue nearly doubled year-on-year, driven by the shift from low-value accessories to hero race sets and premium bundles. Q4 was the strongest revenue quarter on record for the programme. The gifting playbook – premium positioning, gift guide placements, BFCM commission boosts – is documented and repeatable for future peak seasons.