In 2023, Razor launched the Crazy Cart Shuffle, a non-motorized go-kart that can spin in circles, but rather than target children's media for its promotion, it opted for QVC, a platform more popular with boomers. The decision was twofold, as explained by Razor's CMO Ali Kermani: the goal was to attract grandparents who might buy the go-kart for their grandchildren or consider the larger, motorized Crazy Cart XL for themselves to enjoy alongside the kids. This reflects the concept of intergenerational play, where parents and grandparents actively participate in activities traditionally meant for younger generations. Razor is now promoting another initiative to engage kids with product assembly, which has historically been an adult task. For the upcoming 2024 holiday season, the company revamped the assembly manual for the Crazy Cart Shuffle. Gone are the dry mechanical illustrations; instead, the new manual resembles a creation from Cartoon Network, featuring colorful drawings, a maze, a word search, and coloring pages, making product assembly a fun and engaging experience for families.
Kermani's vision is clear: Razor's products should be easy enough for kids to assemble, and involving them in the process could foster shared family experiences. He notes that using the assembly manual to build the Crazy Cart Shuffle alongside his kids provided valuable learning moments, such as teaching them about tools and basic maintenance. As children understand how to care for the products they use, it ultimately benefits Razor by ensuring that they are informed about correct assembly, enhancing their overall experience. Kermani faces challenges working with Razor’s legal department to balance creativity with compliance, as initial designs triggered concerns about liability issues. His ambition is to continue reforming the instruction style to be more friendly and relatable for kids, avoiding an overwhelming jump into untested territory while taking legal considerations into account. He hopes to incorporate a secondary, approachable tone in future instructions, signaling a broader strategy for Razor's consumer engagement.