Feature - Action Vehicles

In the driving seat

In the Action Vehicles category, toy companies are constantly looking for ways to make their vehicles stand out, by incorporating new technology and features or being the first to catch the eyes of fans or collectors and through the use of top licences.

Innovation is leading the way in the category, in which many Action Vehicles suppliers are integrating new technologies and using creativity to attract consumers of all ages through imaginative play opportunities, exciting designs and brand-new licences. Toy companies are also embracing the power of entertainment by using popular franchises, from Formula 1 to Wednesday to Paw Patrol. Mattel has taken one step further by introducing its own new series, Hot Wheels Let’s Race on Netflix, allowing the company to introduce a whole new range to complement the show.

One for Fun has added three new vehicles this year to its Formula 1 range: a Mercedes, a Ferrari and a Bugatti. Not only does One for Fun have the benefit that Formula 1 is the highest class of international racing, with miniature replicas appealing to fans and collectors, but the company has enhanced its offering further with the addition of Bluetooth technology to remote controlled models. These are Bluetooth controlled through a phone app creating a modern, innovative and competitively priced product.

Not content simply to have pole position in Formula 1, One for Fun also caters to a much broader sector of the market. CEO David Mordecai told us: “We are in such a fortunate position as the sole distributor for Maisto and Bburago, a brand which is constantly innovating and investing in new technology. Being able to cover a wide

variety of age groups from a baby’s first car to vehicles for the serious collector and everything in between is a huge plus. We have all the marques that everyone wants, from the big names in Formula 1 to the most desirable off-road vehicles to classic tractor names; we have cornered the market on the vehicles everyone wants. For toddlers, we are introducing the Shake Shake Runner Set under the BB Junior brand, setting youngsters off on the right track. We will also be introducing electric vehicles from VW with their very own charging point.”

Bruder Spielwaren is best known for its 1:16 scale model vehicles, and the company has seen demand rising steadily in recent years. This year it is expanding its leisure segment with the Jeep Wrangler Rubicon Unlimited and the Range Rover Velar, both ideal for off-road and outdoor adventures. To add to the collectability and play value, new bworld figures, the characters in Bruder’s world, have been created to accompany the vehicles and extend the play possibilities – there’s a kayaker to go with the Jeep and four figures to sit inside the Range Rover.

Julia Meyer, Marketing manager at Bruder, commented: “Bruder brings ‘just like the real thing’ to children’s bedrooms. We don’t produce typical action vehicles – the action is created by children with the activities or action play they use the vehicles for. Bruder cars give them enormous scope for creativity, like going whitewater raftingwith a kayak in the bathtub or mountain biking over the sofa backrest. Kids can have an adventure in the playground with the all-terrain Jeep Wrangler or get a bit more comfortable with the Range Rover Velar.”

Simba Smoby has found that its miniature vehicles not only appeal to car fans but also to fans of TV shows, thanks to the licences applied to its ranges. New from Jada Toys are the 1:24 scale Spiderman Buggy, Wednesday Volkswagen Beetle which comes with a diecast Wednesday figure, Hulk Big Rig and Looney Tunes Chevy El Camino with a Taz figure. From the world of anime, which has a growing and enthusiastic fanbase, Simba Smoby has also introduced One Punch Man, Naruto and Tokyo Revengers vehicles.

Spin Master has adopted the monster truck trend with a Monster Jam licence, offering collectible 1:64 and 1:24 assortments. Monster Jam is an adrenaline-filled spectacle which will be arriving in Birmingham for the first time ever this March. In previous years, the event has attracted tens of thousands of fans at each show. For 2024, Spin Master has expanded the range with a Megalodon Loop of Doom playset. Proving that licensed vehicles don’t just appeal to collectors, Spin Master also caters to pre-schoolers with its popular Paw Patrol Pup Squad Racers.

Pat Avenue’s portfolio encourages more traditional imaginative play opportunities for little ones. Available from Easter 2024 is Motor Town, a high-quality, collectible pre-school brand. Packs of vehicles and a Fire Station play set fill the entry price point category, whilst the My First Garage play set is predicted to be the core line with a unique pack away and carry design that will appeal to parents. Multi-level garage play sets and new developments are also coming soon.

Although it’s been seven months since the release of Teenage Mutant Ninja Turtles: Mutant Mayhem, the TMNT licence remains strong. Both Character Options and Funrise have embraced the brand’s popularity in their 2024 line-ups. Character Options’ Rocksteady Chopper Cycle is authentically detailed to look just like the vehicle from the movie. To add to the fun, the vehicle also comes with a Rocksteady action figure. As for Funrise, the company will be adding to its already established TMNT range with the Sewer Shredders, pull back TMNT figures on skateboards, joining  the remote control Half Pipe assortment and RC-powered Cowabunga Skate which carry forward.

Mattel’s Hot Wheels is one of the most established and popular action vehicles brands which has been maintaining its high position in the category for more than 50 years. This month, the Hot Wheels Let’s Race series will be released exclusively on Netflix and is expected to bring even more excitement to the next generation of fans. To complement the series, new playsets will be added to the city range including Bat Loop Attach Playset, Ice Cream Shop and Snake & Pizza Attack Shop, all designed to encourage imaginative play. In addition, this year Mattel has expanded on its monster truck collection with the 1:64 scale Monster Trucks Monster Rigs which match the real-sized version seen at its live monster truck shows. The company has also introduced a new Hot Wheels Skate range in partnership with skateboarding legend Tony Hawk.

“Although a classic category, we are always bringing innovation and creativity to inject fresh excitement and give the classic play experience a fun new twist. Hot Wheels diecast car is the No. 1 selling toy in the world, and we continue to maintain this position by bringing newness to the category with exciting innovation,” explained Kelly Philp, Mattel UK Marketing director. “The biggest opportunity in this category is to expand into new segments, but the opportunity for Hot Wheels is to build the brand into a multi-channel play experience with segments from gaming, digital and automobile parts to licensed apparel, merchandise and live events. This franchise approach allows us to bring the brand to kids and adults expanding their Hot Wheels experience.”

Keeping the wheels turning on its 2024 developments, Mattel has introduced plastic-free packaging to its Matchbox range for the Tow & Repair Truck and the die-cast Audi TT RS Coupe.

HTI has also placed importance on environmentally friendly packaging. “Embracing eco-friendly practices and incorporating sustainable materials in the manufacturing process not only resonates with environmentally conscious consumers but also sets brands apart in the market,” stated HTI’s Nancy Fielden.

HTI’s big theme for 2024 in this category is pirate ships, another exciting adventure play pattern for kids. The company has already received a “remarkable” reaction to its autumn/winter 2024 Teamsterz Beast Machines Pirate Ship, which boasts numerous innovative features including cars which can be launched from its chomping jaws and sails that transform into a racetrack. HTI’s long-standing partnership with JCB further enhances the appeal of Teamsterz products. This collaboration not only attracts construction enthusiasts but also ensures that Teamsterz items stand out on shelves and drive sales. Nancy added: “We continuously invest in product innovation and development to ensure that our Teamsterz range remains fresh, relevant and competitive in the market. We actively listen to customer feedback, monitor industry trends and collaborate with suppliers to introduce new features, designs and technologies that resonate with consumers. By supporting both retailers and our products, we aim to cultivate strong partnerships, drive sales growth and deliver exceptional value to consumers. Our commitment remains steadfast as we work closely with retailers to achieve mutual success.”

Another stand-out collectible brand in the market is Magic Box’s Superthings line. The Superthings IP has boomed over recent years with the help of YouTube videos creating story lines for the everyday objects which transform into superheroes and supervillains. The hundreds of thousands of views the series receives help to drive sales for the pocket-money toys, with which kids can play along as they build a collection of their favourite characters.