Photo credit: David Parry/PA Wire

Mattel taps Audi, Porsche, Land Rover, and Mercedes for Matchbox toy cars relaunch

Mattel is launching an all-new range of Matchbox vehicles that will pay homage to the most iconic car manufacturers in Europe including Land Rover, Audi, Mercedes, and Porsche.

The new range from Matchbox will celebrate names from across the UK, Germany, France, Italy, and Russia, featuring 100 per cent licensed vehicles with authentic details found within the famous cars.

Created nearly 70 years ago by British inventor Jack Odell and continuing to sell more than 40 million die-cast vehicles each year, Matchbox is relaunching in several markets across Europe in 2021 with brand new product lines and packaging.

‘With a renewed focus on realistic adventure and authentic storytelling, Matchbox is highlighting what continues to make the classic toy relevant for today’s kids,’ read a statement form the firm.

For the new ‘Best of Europe Car Assortment’, Matchbox designers have worked to capture representative vehicles from across the region to pay homage to the design and culture of each country. Working with local teams in market, designers studied the most popular automotive manufacturers, types of vehicles, popular colors, decoration and details of various types of vehicles including rescue and construction such as ambulances and fire trucks.

“Matchbox first invented vehicle play as we know it almost seven decades ago, and we have taken inspiration from those original roots to evolve the brand for this next generation,” said Roberto Stanichi, global head of vehicles at Mattel.

“With this year’s brand relaunch, we’ve identified the values that have made Matchbox so enduring and focused the brand on encouraging kids to explore through realistic play and enhanced design. With captivating die-cast details and relevant play-sets based on the world kids see around them, Matchbox provides tools through play for even more open-ended adventures.”

Joe Sinclair, branded goods and licensing director, Jaguar Land Rover, said: “As long-standing partners of Mattel, it’s fantastic to have some of our most iconic vehicles feature in this new special edition Matchbox die cast range.

“Forming part of the star line up of the new Matchbox ‘Best of the UK’ series will be the Land Rover Defender, Land Rover Series II, Jaguar E-Type Coupe and Jaguar F-Type Coupe.”

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 almost eight 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@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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