Rocket Licensing has unveiled the first partners to sign up for the merchandise drive for the Airfix, Corgi, Hornby and Scalextric brands.
First up, Greencore Cakes & Desserts will produce a Scalextric cake, topped with an icing racetrack and cars and with the packaging featuring a race team and banners. It will be appearing in Marks & Spencer stores in early June, with an alternative design hitting other retailers in the New Year.
TV Mania UK, meanwhile, has signed up to develop Airfix apparel, including t-shirts, sweatshirts, jogging pants, jeans and swimwear. The collection will launch in key retailers from early 2011.
In housewares, Zak UK will create a line of boys' Scalextric lunch kits and melamine dinnerware, including sports bottles and lunch bags. Again, it will hit retail from 2011.
Kiddy Rides is planning a Scalextric ride for retail and leisure outlets, while Veemee is working on Scalextric branded mini-games as digital downloadable content for virtual worlds and handheld devices.
Finally, Wild & Wolf will be taking Airfix, Hornby and Scalextric into the adult gift arena, while Portico Designs will offer greetings cards across all four Hornby brands.
"The diversity of categories and target audiences makes clear the wide ranging, cross generational appeal of the brands," said Rob Wijeratna, joint MD at Rocket.