www.toynews-online.biz Racing ahead
New innovations - such as the introduction of interactive app elements - are helping to keep the action vehicles sector buoyant. Lewis Tyler takes a look at what some of the key firms have planned for this year...
MATTEL
The new Hot Wheels iCar Assortment, part of Mattel’s new Apptivity range, puts the brand at the forefront of technology with an item which allows kids to take a 1:64 scale Hot Wheels car and play with it on an iPad. Hot Wheels Wall
Tracks Demolition Drop features a motorised elevator enabling continuous play, and comes with a background poster to bring the action to life. Hot Wheels Stealth Rides are mini
Power Tread vehicles and racing cars that fold flat in a slim carrying case, which doubles as the controller. Kids slide the vehicle from the case and press to transform it into a fully functional R/C vehicle. After delivering double-digit growth in
2011 (NPD Data Action Vehicles Standard Category, Value, December 2011), Matchbox kicks off the year with an extensive boys press partnership programme to drive collectability across its core range. Big Boots from Matchbox is a new collectable statement with over 60 figures and a range of different size
MEGA BRANDS
Launching this summer is the new Mega Bloks Halo Universe action die-cast line. The collector sets are smaller scaled replicas based on the Halo construction line. The die-cast packs contain highly detailed micro/miniature collectibles including UNSC troopers and Covenant soldiers with precise Halo weaponry. The Battle Packs also contain a collectible die- cast zinc Covenant figurine. In addition, there are new light
armoured vehicles including the micro collectable die-cast Covenant Banshee, featuring a working cockpit and pivoting fins, and the UNSC Warthog. Sets also include two figurines with weapons, plus one collectable die-cast zinc figurine. The micro collectable UNSC Scorpion has a working cannon and independent treads and comes with two UNSC Troopers and two Covenant Soldiers.
01628 500 000 FLAIR 020 8643 0320
Flair is bringing micro technology to the vehicle category this autumn with Micro Chargers – a new boys’ vehicle brand at a scale of 1:175. Cars charge up in seconds and
can race at scale-equivalent speeds of over 600mph when they hit the tracks. The Loop Track set (£19.99)
play-sets to collect, including the Big Boots Fire Truck. The range will be supported by a multi-platform marketing campaign. Number one toy property Cars will
release new Disney/Pixar content, plus Mattel will up its TV investment with five heavyweight campaigns. New Cars Micro Drifters are small-scale collectable vehicles that feature ball-bearing technology that allows them to race, drift and swarm. The Cars Micro Drifters Super Speedway expands play with motorised features. Bringing to life the Air Mater Cars Toon, interactive Hawk McQueen transforms from car to plane mode and features lights and sounds.
01844 3500 033
mixes drag racing with loop the loops in a stunt challenge, while in the Jump Track set (£24.99) racers try to make a jump as they speed round the track. After a number of laps a trap opens and the first past the post zooms in to the winners enclosure. Sets include an exclusive car and launcher. The Time Track play-sets (£34.99) is a four car charger, set the timer then launch the Micro Chargers into a racing action over bridges and hairpins before the track ‘locks-down’. Includes two exclusive cars.
TOMY
SECTOR GUIDE ACTION VEHICLES 77
All the tracks are inter-connectable and car booster packs (£6.99) and launcher packs (£12.99) are also available to drive collectability. Launching in August, Micro
Chargers will be supported with a multi-platform marketing campaign driven by heavyweight TV advertising, online activity and a PR campaign.
020 8722 7300
The Halo construction range will include buildable action vehicles. The Brute Chieftan Charge includes the Brute Chopper and the Brute Chieftan with a never-seen-before gravity hammer, while the buildable Orbital Banshee Blitz will also be released. Also new are the Covenant Wraith with new armaments and the Covenant Seraph, plus the enormous UNSC Rhino. Finally, the UNSC Sabre and Gantry is equipped with twin auto cannons, a launch pad, gantry, swivel ladder and control room and Micro action figures.
The Britains Big Farm line includes R/C offerings across all the major tractor brands, including the Case IH 140, New Holland T6070 and the John Deere 6430. 2012 sees the 1:32 scale die-cast
portfolio expanding under the Farm Toys banner with the introduction of the 16 Tonne Silage Trailer and 16 Tonne Grain Trailer. Both are products of a new partnership between Britains and Kane Trailers and retail at around £18.99 and £16.99 respectively. Also joining the collection is the Massey Ferguson 6480 with Front Loader.
The Heritage and Collectables arm also sees new releases, like the John Deere 9460R Tractor and the John Deere 8335RT Tractor, with its caterpillar tracks and distinctive long ‘nose’.
The Ford 7600 Tractor and the smaller
Ford 6600 Tractor are both available from May and include the classic Ford bubble cab of the early 1970s. Rounding up the spring releases is the classic Land Rover Series 1. Tomy’s Chuggington die-cast range has an assortment of collectible vehicles and play-sets.
New die-cast characters are being launched during the first quarter of 2012, along with Zephie’s Magic Stage and Wilson & the Wild Wind Maker track-focused play-set. Hero items include the Action Chugger Carry Case, and the two second half TV promoted lines, the Portable Double Decker Roundhouse and the Ice Cave Set.
MAY 2012
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