Home / Hasbro is reviving its Micro Machines brand with Wicked Cool Toys as master toy partner

Hasbro is reviving its Micro Machines brand with Wicked Cool Toys as master toy partner

Hasbro has appointed Wicked Cool Toys as the global master toy licensee for the ’80s and ’90s nostalgia brand, Micro Machines, in a move to revive the retro line for today’s kids.

Wicked Cool Toys’ portfolio already includes original IP as well as the master toy licenses for top brands such as Pokémon and Cabbage Patch Kids. Micro Machines, a top-selling line featuring collectable component style play-sets and miniature vehicles, originally became a hit in the mid-1980s.

The new line of Micro Machines is expected to hit store shelves in the fall of 2020.

 Michael Rinzler, co-president of Wicked Cool Toys, said: “Micro Machines is one of those amazing nostalgic brands that still has appeal 30 years later. There is huge potential to bring it back.”

Jeremy Padawer, co-president, added: “Considering recent toy unboxing trends, the brand’s multigenerational appeal, and the vehicle category’s ripeness for something new again, we believe Micro Machines will be a global phenomenon.”

The original Micro Machines line was made by Galoob which is now part of Hasbro. Many different styles of Micro Machines were released including popular model cars and trucks, emergency vehicles, motorcycles, and airplanes.

In addition, several Micro Machines lines were created based on top franchises. The toy line is as much known for its petite size as it is for its popular advertising campaign. Each spot ended with the slogan, “If it doesn’t say Micro Machines, it’s not the real thing.”

Casey Collins, general manager and senior vice president of entertainment and licensing at Hasbro said: “We are thrilled to be partnering with Wicked Cool Toys, an entrepreneurial toy company that has a proven track record in relaunching classic brands with product innovation and a modern, sophisticated marketing approach. We are excited to collaborate to introduce Micro Machines to a whole new generation of kids.”

Further details about the new Micro Machines line will be released later this year.

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent some six years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobHutchins3 if ranting is your thing...

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