Diecast Distributors Australia are the market leader in collectable diecast vehicles and accessories. This is a part of the Hobby business which may not be over familiar with our readers. We recently had the opportunity to speak with Jesse Marios, who is a Director of DDA.
The business has been led by his father John Marios for many years. Jesse has only recently joined the organisation as a young man aspiring to bring innovation and advancement to the table with a clear mandate to grow the market. We wanted to understand a little more about the category and the plans Jesse has for his business. Diecast collectability is a very specialised area and requires an intimate understanding of the types of vehicles the consumer is seeking.
DDA was founded in 1998 as the distributor of Matchbox collectables. They also are the home of Hot Wheels Elite, the adult collectable version of this range
So, Jesse to begin with, we understand you are relatively new to the business. Can you tell us about your background?
In the early days of my career, I was a carpenter by trade, constructing houses and units across Queensland. However, a life-changing car-truck accident at 19 made me reevaluate my path. That’s when I joined DDA, starting out in the warehouse. It wasn’t long before I discovered a real passion for sales and product development, and I knew I had found my calling.
The DDA business is approaching 30 years in the market. What was your motivation to take a leadership role in the organisation?
For years, John, or Dad as I call him, had a vision to move DDA into manufacturing our own product lines, especially with a focus on Australiana-themed items. However, relying on external manufacturers made this challenging. I was motivated to take on a leadership role to turn this vision into reality. By forging strong relationships with multiple factories in China, I set us on the path to direct manufacturing. This not only allowed us to bring unique and high-quality products to market more efficiently but also at a price point better than any comparable product out there.
We see that you were the original distributor for Matchbox Collectables and then Hot Wheels Elite; are these ranges still popular today nearly 30 years on?
While brands like Matchbox Collectibles and Hot Wheels Elite have been dominant forces in the industry for decades, the landscape is shifting. With the launch of our latest brand, OZWHEELS—completely owned and operated by me—we have taken the market by storm! Since our debut in January, we’ve already captured a huge market share, with over 500,000 units produced in just the past 8 months. OZWHEELS is rapidly becoming the future of the 1.64th industry in Australia!
From our research we see that you have been responsible for developing a lot of new products and formats with in the DDA business. Can you give us a brief insight into some of the most successful products?
That’s a tough one, as there have been so many exciting developments! Over the last few years, I’ve worked tirelessly to not only launch a new brand but also introduce a new collector scale in Australia: the 1:24th scale. We kicked off this venture with one of the most iconic cars in the Queensland skid scene, ‘Hanful’. The overwhelming success of the Hanful model encouraged our leadership to invest heavily in a wide range of tooling, not just for 1:24 scale diecast models but also for 1:24 scale plastic model kits, which have seen incredible success, with over 40,000 units sold.
We also released a spin-off product, Spectre Rides, a 1:24 scale model featuring a plastic body with blacked-out windows and working headlights and taillights. It sold over 10,000 units in just two months! And, of course, OZWHEELS continues to lead the market, with over half a million units sold in under nine months. These successes have truly defined our approach to innovation and product development at DDA.
You are the current distributor of Shelby American Diecast, how popular is this iconic brand in our market?
The release of the Ford v Ferrari movie really reignited the passion for the Shelby American brand, and we’ve seen this reflected in our sales. For nearly 10 years now, Shelby products have maintained consistent demand across the board, proving the enduring appeal of this iconic brand in our market.
I remember plastic kits from my childhood. We see you have AMT, Polar Lights, MPC and Moebius. What is the market like now for these products?
The kit market has evolved significantly over the last two years, largely due to the introduction of our Australian 1:24 scale plastic kit range. Since DDA launched these kits, we’ve seen a tremendous response, selling them at a ratio of 10-to-1 compared to our American counterparts like AMT, Polar Lights, MPC, and Moebius. This shift clearly shows a strong demand for locally themed models among Australian collectors and has pushed us to phase these brands out over the foreseeable future.
Can you tell us a little about your Dickie – Schuco product range?
Dickie and Schuco were instrumental in the early days of our distribution business, providing a strong foundation with their popular product lines. However, in recent years, we’ve seen a decline in market share for these brands. This shift is largely due to the shrinking HO scale product range and the lack of new releases. Ultimately causing us to phase the 2 brands out of our core range.
There has been a lot of interest in your new manufacturing program. We believe you now hold over 150 tools across varying scales. Can you tell us about some of the higher profile models you have invested in?
Since the inception of OZWHEELS, I now oversee a total of 286 tools across various scales, including 1:64, 1:43, 1:32, 1:24, and 1:18. Some of our standout models that have truly been game-changers include the V8 Interceptor, the HQ Holden 2-door, and the OZWHEELS 1:64 VL Walkinshaw/Calais. These models have achieved impressive sales, becoming some of the best-selling products across the entire industry.
It’s hard to predict the trend and evolution of most things in today’s world of technology, however where do you see the diecast collectable category heading in the next two to three years?Do you see it as a long-term proposition?
For some time, I was concerned about the future of the diecast collector market, especially as the early collectors began to age and the disconnect between child-oriented products and serious collectibles persisted. This gap resulted in fewer new collectors entering the industry. To address this, I’ve dedicated significant effort to developing a range aimed at younger audiences, with Australiana-themed products offered at unprecedented price points.
The industry now shows a promising future, as evidenced by our strong sales in the major market. I believe the key to long-term success lies in blending nostalgia with the latest technological advancements, creating innovative products at prices that consumers have never before experienced. This approach is setting the stage for a vibrant future for diecast collectibles.
Well Jesse, thank you for your time today, it has been most enlightening to go inside your business and understand a little more about your business and the hobby industry. We will watch the progress of DDA and perhaps check back in with you a little later. Well done on the work you have already completed.
This article originally appeared in Edition 48 of The Bugg Report Magazine
