Caldwell® Reimagines Clay Shooting with the ClayCopter™

Rhea-AI Summary

American Outdoor Brands (NASDAQ: AOUT) has launched the ClayCopter™, a revolutionary target system under its Caldwell® brand. The system features a lightweight motorized handheld launcher that shoots biodegradable discs up to 100 yards, offering an alternative to traditional clay shooting.

The 3-pound launcher, priced at $219.99, includes features like variable speed control, rechargeable lithium-ion battery supporting 300 launches per charge, and status indicators. The ClayCopter™ targets, available in 90mm ($9.99) and 110mm ($12.99) sizes, are 70% lighter than traditional clays and feature unique flight patterns mimicking real game birds. The targets are eco-friendly, biodegradable, and have received Green Leaf Mark certification from Intertek.

Positive

• Innovative product launch expanding company's shooting accessories portfolio
• Product offers significant advantages over traditional clay systems (lighter, portable, more durable)
• Eco-friendly certification could appeal to environmentally conscious consumers
• Multiple revenue streams from both launcher ($219.99) and consumable targets ($9.99-$12.99)

Negative

• None.

Insights

Product Strategy Analyst

The ClayCopter™ launch represents a strategic market disruption in the $1.1 billion clay target shooting industry. The innovation addresses key pain points in the traditional clay shooting market - portability, fragility and environmental impact. The $219.99 price point positions it as a premium product while remaining accessible to serious enthusiasts.

The product's competitive advantages are compelling: 70% lighter than traditional clays, biodegradable certification and a 300-launch battery life. The dual revenue stream model (hardware + consumables) creates recurring revenue potential through target sales at $9.99-$12.99 per pack. For context, traditional clay targets typically cost $15-20 per 90-count box.

However, market adoption may face resistance from traditionalists and competition from established brands like White Flyer and Champion. The proprietary target requirement could limit initial uptake but secure long-term revenue if successful.

Sports Equipment Industry Expert

The ClayCopter™'s technical specifications reveal a significant engineering achievement in miniaturization - packing professional-grade performance (15,000 RPM motor, 100-yard range) into a 3-pound portable format. The dual-size target offering (90mm/110mm) strategically addresses both training and recreational segments.

The endorsement from Fred Eichler, a respected figure in hunting sports, provides important credibility. The eco-friendly certification is particularly timely as shooting ranges face increasing environmental scrutiny. The "mag style" battery design suggests potential future accessories and upgrades.

Think of this as transforming clay shooting from a stationary range activity to something as portable as playing catch - it's a paradigm shift that could expand the addressable market beyond traditional shooting sports enthusiasts.

Revolutionary Target Launch System Delivers Thrilling New Way to Clay

COLUMBIA, Mo., Jan. 21, 2025 /PRNewswire/ -- American Outdoor Brands, Inc. (NASDAQ Global Select: AOUT), an innovation company that provides product solutions for outdoor enthusiasts, unveiled a revolutionary new target system for shotgun shooters under its iconic shooting accessories brand, Caldwell^®.  Building on its promise to help shooters "Eliminate the Variables That Make You Miss™," Caldwell^® is  proud to introduce shotgun shooters to a new spin on "shooting clays", providing an alternative target to traditional clays.  The ClayCopter™ target system includes a powerful, lightweight, motorized handheld launcher that shoots one or two biodegradable discs, called ClayCopters™, to distances of up to 100 yards.  It offers a fun, challenging, and stress-free way for shooters at all levels to test their limits and experience a new way to clay.

For nearly 150 years, traditional clay targets have been the most practical option for shotgun sports enthusiasts eager to hone their wing shooting skills.  Traditional clay targets typically require heavy throwers that are bulky and cumbersome to store and transport.  Clays are notoriously fragile, fly in predictable patterns, and come in heavy containers that often make transportation a real challenge.  With the ClayCopter™ system, taking a thrower and targets to the range couldn't be easier and more fun.  Designed entirely in-house, the portable launcher is lightweight at only 3lbs and packs the same power of a traditional electric thrower into a handheld motorized design small enough to fit in a range bag or backpack.  The ClayCopter™ target discs are 70% lighter than traditional clays without sacrificing distance, are designed to break only when shot, and have a unique flight pattern that mimics real game flight, veering in different directions based on weather conditions and settings controlled by the user operating the ClayCopter™ launcher.  Additionally, ClayCopter™ targets have obtained the Green Leaf Mark certification from Intertek, as they are constructed from eco-friendly materials that biodegrade faster than traditional clays. See the Caldwell ClayCopter™ in Action Here

"I am super excited for the Caldwell ClayCopter to be coming to the market. We have used Caldwell Claymore throwers at Full Draw Outfitters for the past several years and we absolutely love them. This fall we had the Caldwell team in camp for Colorado dove season and had the opportunity to try a prototype of the ClayCopter – it  was an absolute blast! I am not sure what is more fun, shooting the shotgun or throwing the targets. We will definitely be using these for practice and entertainment for our hunters in camp."

-   Fred Eichler, Owner, Full Draw Outfitters
    TV Host, Everything Eichler

The ClayCopter™ launcher has an integral high-speed motor capable of spinning the target discs up to 15,000 RPM, launching them in singles or pairs, to distances up to 100 yards.  The handheld launcher is designed to feel comfortable and secure when operating, reducing fatigue and freeing the user to fully maneuver the device to easily alter target distance, angle, and direction.  Additionally, the ClayCopter™ launcher is packed with features, including a speed adjustment knob near the trigger, a removable "mag style" rechargeable lithium-ion battery capable of 300 launches on a single charge, and status indicator that displays launch power, status, and battery health. 

Caldwell ClayCopter™ MSRP $219.99

Handheld launcher easy to use, store, and transport Variable speed knob allows user to adjust speed and distance Launches ClayCopter™ targets in singles or pairs up to 100 yards Status indicator displays launch power, status, and low battery warning Includes rechargeable Li-ion battery with convenient integrated battery meter Up to 300 launches per charge

ClayCopter™ targets come in packs of 50, are sold in lightweight, hard-sided cylinder-shaped containers that resemble tennis ball tubes and can be shipped and transported safely, unlike traditional clays.  The tubes are eye-catching, adorned with the exciting game birds that inspired the product, and are designed to preserve the unique and proprietary properties of the targets made to work exclusively with the ClayCopter™ target system.  Targets are available in two sizes – 90mm and 110mm diameter – each offering slightly different flight characteristics depending on the shooter's preference.  Both sizes can be thrown alone or in pairs, and are designed to accelerate away from the user like a real flushing bird.

Caldwell ClayCopter Targets MSRP: $9.99 (90mm) | $12.99 (110mm)

Proprietary targets simulate game bird flight Lightweight and durable targets resistant to breaking when dropped accidentally Eco-friendly material that biodegrades faster than traditional clay targets Hi-Viz orange color increases target visibility Convenient and compact packaging for easy transport and storage Two sizes available: 90mm and 110mm

About Caldwell^®
Caldwell^® is a leading shooting accessory brand within the American Outdoor Brands, Inc. portfolio. Trusted by firearms owners for over two decades, Caldwell^® innovates new products to Eliminate the Variables That Make You Miss™.  The ClayCopter™ is the newest addition to the Caldwell^® family and represents brand's ongoing commitment to bringing innovative and problem-solving products to the shotgun sports category.  In 2022, Caldwell^® created the Claymore^®, a foot operated battery-free, easy-to-transport clay target launcher that revolutionized traditional clay launchers.

About American Outdoor Brands, Inc.
American Outdoor Brands, Inc. (NASDAQ Global Select: AOUT) is an innovation company that provides product solutions for outdoor enthusiasts, including hunting, fishing, camping, shooting, outdoor cooking, and personal security and personal defense products. The Company produces innovative, high-quality products under brands including BOG^®; BUBBA^®; Caldwell^®; Crimson Trace^®; Frankford Arsenal^®; Grilla^®; Hooyman^®; Imperial^®; LaserLyte^®; Lockdown^®; MEAT! Your Maker^®; Old Timer^®; Schrade^®; Tipton^®; Uncle Henry^®; ust^®; and Wheeler^®.  For more information about all the brands and products from American Outdoor Brands, Inc., visit aob.com.

MEDIA CONTACT:
Jarrod Grove
Senior Marketing Manager
p: 573.347.6445
jgrove@aob.com

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SOURCE American Outdoor Brands, Inc.

FAQ

What is the price of the Caldwell ClayCopter launcher from AOUT?

The Caldwell ClayCopter launcher is priced at $219.99 MSRP.

How many launches can the ClayCopter battery handle on a single charge?

The rechargeable lithium-ion battery can support up to 300 launches on a single charge.

What are the sizes and prices of ClayCopter targets?

ClayCopter targets are available in 90mm ($9.99) and 110mm ($12.99) sizes, sold in packs of 50.

How far can the Caldwell ClayCopter launch targets?

The ClayCopter can launch targets up to distances of 100 yards.

Are ClayCopter targets environmentally friendly?

Yes, ClayCopter targets are eco-friendly, biodegradable, and have received Green Leaf Mark certification from Intertek.