Feature - Action Vehicles

Fuelling passions and collectability

After an extremely successful year in 2024, the Action Vehicles category is set up to have an even stronger 2025. Toy World’s Caroline Tonks spoke to a range of leading suppliers on how they’re continuing to drive momentum and what’s new within the space.

The Action Vehicles category is starting 2025 on a high note, with suppliers from across the industry feeling positive for the year to come. With the new Formula 1 movie arriving in theatres in June, starring Brad Pitt and F1 legend, Lewis Hamilton, and the return of Drive to Survive, Season Seven on Netflix, the year is ripe with opportunities to bring Action Vehicles to the forefront.

“The Action Vehicles category is in an exciting place right now,” says Ben Hogg, head of Marketing, Simba Smoby UK. “There’s a strong appetite for die-cast models, especially those tied to big entertainment brands. Collectors and fans alike are looking for authenticity, detail and nostalgia, and that’s exactly what this category delivers.”

According to Simon Owen, head of Brand for Scalextric, the category is performing well, with the traction of Drive to Survive sparking a renewed interest in Formula 1, which has had a positive knock-on effect across all motorsports. “This has attracted older consumers to brands specialising in racing cars,” explains Simon. “Meanwhile, younger generations are also showing growing enthusiasm, with football-style fandom—where a parent’s passion for a team is passed down—being mirrored in motorsport.”

At this year’s London Toy Fair, the BTHA and Circana presented their annual industry insights, unveiling the leading trends and categories in the toy market in 2024. It was revealed that Action Vehicles was one of the strongest performing categories, outperforming the market and showing double-digit value growth. Circana’s Melissa Symonds, director UK Toys, has also highlighted it as a solid performing supercategory all year round, with three of its subclasses in the top growth YTD November 2024 – Mini Vehicles, Friction/Pump/Pull-Back and Finger/Extreme Vehicles & Accessories. Across all three subclasses, Hot Wheels continues to grow and remains the top property in Mini Vehicles.

It was also revealed that Licensed Toys played a key role in shaping market dynamics in 2024, occupying 35% of overall total market share. Across the Action Vehicles category, licensing holds a prominent role. From major franchises like Fast & Furious to the ever-rising popularity of F1 and the fandom of prestige motoring brands, many suppliers have fully embraced this side of the market.

Fans of the Fast & Furious films can now recreate the infamous street racing scenes with Scalextric’s collection of iconic cars and its immersive new racing set. The new range features detailed models of some of the most famous cars from the Fast & Furious films, including Brian O’Conner’s Toyota Supra and Dom Toretto’s Mazda RX-7, while the Scalextric Fast & Furious Hot Laps set is designed to combine the best elements of slot racing and retro arcade gaming.

Simon tells us: “Fast and Furious is an amazing franchise with such a wide variety of vehicles, which allows us to connect with different demographics. For millennials, the first film now carries nostalgic appeal, while newer films attract younger audiences. The range includes everything from modern hypercars to 1990s JDM icons, meaning we can appeal not only to fans of the movies, but also to other enthusiasts who may be passionate about certain vehicles, but have yet to associate them with Scalextric.”

Simba Smoby’s Jada brand has a full array of motorised, die-cast and RC vehicles for movie buffs and car fanatics. Jada’s Hollywood Rides Fast & Furious collection remains popular among fans, with fresh additions including Shaw’s Lamborghini Aventador 1:24, the 1967 Chevrolet Camaro 1:24 and the 2007 Porsche 911 GT3 1:24. Another major movie franchise, Marvel’s Spider-Man, has inspired Jada lines this season. The Spider-Man Standing Drift 5 Wheels Stunt RC features light-up wheels, front wheel flip, 360-degree rotation and Turbo Boost functions.

Following the successful launch of the first limited edition Hot Wheels Formula 1 car in 2024 and the announcement of a multi-year licensing partnership with Formula 1, Mattel has revealed additional products from the Hot Wheels Formula 1 collection, hitting shelves in 2025. The range will bring to life eight Formula 1 teams across Hot Wheels Singles, 5-pack and Premium products.

One For Fun is the exclusive distributor for Maisto and Bburago, enabling the company to meet all the die cast and RC needs of its customers, featuring exclusive access to Formula 1 and other prestige marques. Retailers of Maisto and Bburago are given exclusive access to F1 vehicles as they become available for licence, with all the top F1 teams and liveries exclusively approved by each individual team, making them incredibly accurate models.

Action Vehicles is a strong category for One For Fun and 2025 is already set to be the company’s best year yet, especially with the focus on F1 in all categories. David Mordecai, CEO, states: “We have always licensed our vehicles directly with the teams in Formula 1, rather than with the manufacturers as we do in other categories. This means that our products are as near to the originals in detail as a model can be. It sometimes means we have to push hard for approval to fit with manufacturing times, but the results are worth it. We have benefitted immensely from the broadening appeal of Formula 1.”

Another passion point within the Action Vehicles category is nostalgia. “Availability is crucial, but equally important is creating products that are both desirable and accessible. The subject matter must resonate with audiences, whether through nostalgia, pop culture or their passion for specific vehicles,” explains Simon.

Hornby Corgi’s latest die-cast range celebrates the 60th anniversary the legendary television series, Thunderbirds. Already available for pre-order are enhanced premium editions of classic models, including the renowned duo Thunderbirds 1 & 3, the iconic pairing of Thunderbirds 2 & 4 and the unforgettable pink Rolls Royce, Fab 1. Later in 2025, two brand-new, never-beforeseen die-cast models will join the range – a standalone die-cast Thunderbird 4 and the debut of Thunderbird 5. In 2025, Sonic the Hedgehog is taking it to the next level with Carrera Revell, both on wheels and in the air. The wheels are attached to his RC 1:32 scale skateboard with integrated Sonic figure, while Flying Sonic combines a detailed Sonic figure coupled to a contra-rotating rotor system for great stability in the air and ease of use. Both products operate on interference-free 2.4GHz radio control.

There are also two new Sonic inspired vehicles joining Jada’s die-cast range: the Sonic Lamborghini Veneno 1:24, which includes a die-cast Sonic figure, and the Sonic 1997 Honda Civic Type-R 1:32 with die-cast Nano Sonic figure. Autumn/winter 2025 will see a further release: the Classic Knuckles inspired Lamborghini Aventador SV with die-cast character figure.

An old favourite within Action Vehicles is classic farming machinery and construction equipment, which can be found from suppliers like Bruder. Its agriculture collection will be expanded in 2025 with three new products and a new product set. In May, a new, small tractor from New Holland’s T5 series rolls out into the market, and in the early summer, Bruder will also launch a new excavator from Swedish licensor, Volvo. Developed with impressive attention to detail, the ECR40 compact excavator offers many play options, with a fully functional excavator arm, a height-adjustable plough blade, a 360° rotating cab and rubber tracks.

The category is saturated with collectible products, often leaning into that sense of nostalgia and the desire to own a piece of media memorabilia. “This category allows fans to own a tangible piece of their favourite movies, shows and games,” explains Ben. “Whether it is the Time Machine from Back to the Future or the Jeep Wrangler from Jurassic Park, we ensure high-detail designs that make every model a true collector’s item.”

David adds: “From the smallest pocket money car to the biggest RC off-roader, there has always been a fascination with cars. They have been renowned as collectibles for years, and collectors pride themselves on the accuracy of our models. We’ve had incredible orders and interest from all sorts of accounts, from the majors to the specialists that service collectors.”

“For older collectors,” concludes Simon, “I think the collecting mentality takes on two forms: either owning miniature versions of cars they could never have in real life—such as Dom’s Charger or Brian’s Supra—or reliving the joy of childhood play. These vehicles provide an escape from adult responsibilities, transporting collectors back to a world of fun and imagination.”

Over the coming pages, Toy World highlights the products and ranges from a broad selection of suppliers that will be arriving on shelves in 2025 in the Action Vehicles category.