Hornby Hobbies grew team efficiency by
over 90% with �㽶��Ƶ

Hornby Hobbies is a legacy toy and hobby brand, with strong heritage dating back to 1901. Hornby’s portfolio of iconic global brands spans model railways, slot racing, die-cast models and plastic model kits, including household names like Hornby Trains, Scalextric, and Airfix.

Partnered with �㽶��Ƶ since 2023

Situation

As part of its decade-long digital transformation, Hornby Hobbies has expanded beyond its traditional B2B roots to focus heavily on direct-to-consumer sales. To support this shift, more than 90,000 SKUs across multiple brands and sites needed to be refreshed in line with a more customer-centric vision – while overcoming a bulky, heavily manual content workflow.

Hornby partnered with �㽶��Ƶ to automate and optimise their product copy at scale, ensuring every description remained consistent, high-quality, and true to each brand’s tone of voice. With �㽶��Ƶ’s SEO, AEO, and GEO capabilities, Hornby aimed to connect with broader audiences and boost conversions by improving visibility across AI search and organic channels, without compromising on the quality their customers expect.

Objectives

Create new, customer-oriented copy for over 90,000 products across multiple websites, matching each brand’s bespoke tone of voice across every channel and region.
Overcome resource constraints by reducing manual processes, duplication and misalignment, easing the burden on a stretched team.
Increase visibility and brand awareness, expanding Hornby’s audience by ensuring products show up in both AI and organic search.

90,000

SKUs optimised

9 day

Turnaround

20%

Uplift in conversions

90%

Boost to team efficiency

40%

Uplift in PDP traffic

The Approach

�㽶��Ƶ’s AI Copywriter was embedded directly into Hornby’s workflow, transforming raw product data from each brand team into engaging, informative, and search-optimised copy tailored for D2C customers. By automating the most time-consuming steps, �㽶��Ƶ enabled Hornby’s teams to focus on strategy, creativity, and quality assurance, rather than manual content production.

The Solution

With Copywriter by �㽶��Ƶ, Hornby refreshed product copy across all sites at unprecedented speed and consistency. The result: a 90% increase in workflow efficiency, a 40% uplift in traffic, and a 20% uplift in conversions, driven by faster production, stronger SEO and AEO alignment, and more compelling product pages for every brand.