As this year marks the 50th anniversary of The Beatles’ Yellow Submarine single, firms including Mattel and LEGO are honouring the rock band’s song with a line-up of models.
For example, Mattel has unveiled a line-up of Hot Wheels cars inspired by the 1960s Yellow Submarine film, including a camper van and a Mini Cooper-style car, while LEGO will be launching The Beatles Yellow Submarine kit following a successful LEGO Ideas campaign.
And it seems these licensed toys are a unique way to reach new audiences, according to Joe Marziotto, VP of brand marketing at Bravdo, who negotiated the Mattel deal.
“I think it’s a great thing when we can bridge a classic, iconic piece of animation with iconic brands such as Mattel and LEGO,” Marziotto told ToyNews.
“It helps us reach new audiences and give our fans something to enjoy with their children.”
Since the release of the items in the US, fans have been keen to snap up Mattel’s Hot Wheels Yellow Submarine, which has already sold out.
Marziotto explained: “Fans actually love these kinds of things. Judging by what we’ve seen just on the Hot Wheels launch, between Hot Wheels fans and Beatles fans, there is a big collector base out there that has embraced the line and is looking for more.”
However, it isn’t just toy companies that these licensed, tribute items can prove successful for, as Bravado is gearing up for a brand new Yellow Submarine skateboard range.
“It’s also not just toy companies, we’ve recently started a fine art programme with Alex Ross and we’re also getting ready for the launch of Diamond Supply Co’s upcoming Yellow Submarine skateboard line,” added Marziotto.
“But we’re careful not to become overexposed in the category.”