AUTOMOTIVE Children love utomotive brands

AUTOMOTIVE INDUSTRY

CHILDREN LOVE AUTOMOTIVE BRANDS

By Alessandra Maccaferri

Some of the most varied products for children come from automotive brands. Here is the latest news from some of the industry’s leading brands.

Lamborghini Children’s Rideable by Jamara e.k.

A passion for engines can be born at a very young age, especially when it is embodied by well-known and beloved brands. For this reason, many popular automotive brands are thinking more and more about younger fans, creating toys, clothing and accessories inspired by their own products. Here they are some recent examples.

For the Lamborghini brand, the company Jamara and K. recently announced two products for younger targets: the Lamborghini Centenario 3in1 ride-on, for children aged six months and over, offers a safe driving experience thanks to its stable and well-designed build. Total comfort is ensured by the seat height (just under 25 cm), the extendable footrests, and the specially designed antitip element on the back of the car. The radiator grille and iron rims are modeled on the original car. The steering wheel handle allows for easy grip; there is a horn and a fold-down trunk under the seat. A height-adjustable push handle with steering function, and ample side protection, ensure that children can be pushed comfortably and safely.

Another new product is the Lamborghini Sián FKP 37 build-it-yourself kit in a 1:18 scale. Sián means lightning bolt in Bolognese dialect, a name that references the speed of the vehicle, which reached over 350 km/h: it is the first super sports car powered by a V12 engine with hybrid technology. The kit that honors this icon of engineering and technology has 72 parts and is built by simply joining up the various pieces, without the need for glue or other tools. The toy car’s designs are an exact reproduction of those on the original’s chassis and bodywork. It is radio controlled, has an ergonomic remote control, and can reach speeds of up to 8 km/h.

Lamborghini is also turning its attention to children’s clothing. An important development is the licensing agreement with Danish kid’s clothing specialist KABOOKI, for the production and distribution of the Automobili Lamborghini line, for children aged 4 to 14. The partnership kicked off with the autumn/winter 2020 collection distributed in Italy, Scandinavia, Germany, Austria, the United Kingdom and the United States. “For the design we wanted an international look that would replicate the details of the cars in the clothes, such as the iconic Y shape, the hexagonal motifs and all the small details that Lamborghini

Lamborghini Children’s Apparel by KABOOKI

Ducati Panigale V4 R by LEGO Technic Ducati Corse Cup

connoisseurs would immediately identify,” said Christopher Silcowitz, CEO of KABOOKI. “The design of the first collection was done in close collaboration with Lamborghini and we were very happy with the first reactions of our buyers.”

Ducati recently entered a partnership with Lego which brings to life a faithful reproduction of the iconic Ducati Panigale RV4. For the first time in the history of the Lego Technic line, the model features both front and rear suspension. The 4 cylinders of the V4 engine can be activated by moving the gearbox. It is 32cm long, 16cm tall and 8cm wide, and would make a great gift for any motorcycle enthusiast or Lego Technic fan over the age of 10. Other areas of interest for Ducati are clothing and accessories, starting with: bright red jacquard winter cap, with a white logo and a 3D embroidered shield, that will liven up the holidays; a new Ducati Corse t-shirt with original geometric water-printed graphic designs inspired by the racing world (the bright colors, Italian flag and contrasting central logo unleash

the Ducati passion with flair and style); and another t-shirt model with modern, asymmetrical graphics: red combined with white and black, like the racing cap, for a sophisticated and distinctly sporty look. The contrasting printed Ducati Corse logo and the attached shield patch make the garments look highly iconic.

Ferrari has had an established line of clothing and accessories for boys and girls from 0 to 13 years for some time. Their products are branded with the company’s distinct red color and are continuously being renewed and updated. One of the most important partnerships Ferrari enjoys is with Puma, which recently

Ferrari Kit fxx k evo by Jamara e.K.

released a line of children’s shoes from the Scuderia Ferrari Race X-Ray model. These sneakers have a dynamic and distinct look, which stays relevant while the child grows older. The trendy design of these sneakers stands out for its bulky structure and bold block color combinations. To emphasize the branding, the Puma logo appears on the toe and the legendary Ferrari Shield on the heel.

Jamara and K also produce an 84-part kit for the Ferrari FXX K Evo radiocontrolled car, in a 1:18 scale. It perfectly reproduces the eponymous car, the most evolved and optimized version of the Ferrari FXX, and the first limited hybrid series created by the company. Porsche released a new generation of child seats, Porsche Tequipment, known for their safety, design, and ease of use. Two new models are available, the Porsche Baby Seat and the Porsche Kid Seat, which cover an age range from 0 to 4 years and comply with the i-Size standard required by new legislation. The unique design of the seats was created by Studio F.A., an agency working to develop the Porsche brand. The style of the seat belts is based on the 6-point belts of motorsport, and has Porsche logos on the harness straps and the sides of the seats. Other safety features include side impact protection, which absorbs shock and controls movement in the event of a collision, and integrated headrest adjustment, to ensure a seat position that matches the child’s height.

Volkswagen continues to expand its partnership with Puckator. In 2021 a fantastic new collection of products will be released, designed with graphics from the famous T1 camper in a summery theme. The products are mostly geared towards girls, with lunch bags, handbag

Wolkswagen Beetle Kit by Playmobil

mirrors and breakproof water bottles being of particular note. In early 2021 Volkswagen also partnered with Playmobil on toy kits for two of their most iconic cars, the Bulli T1 camper and the legendary Beetle. The Beetle toy comes in a 52-piece set as a family car, with the parents sitting in the front seats and the children in the back. On top of the car there is a roof rack with a suitcase and a surfboard, a car ready for a beach holiday. Similarly, the Bulli T1 is made up of a 74 pieces kit, two hippies at the wheel, and a camera and a map for their adventures. Both the Beetle and Bulli kits give life to vintage toys, with characters reminiscent of 60s and 70s fashion.