Feature
Action Vehicles
Driving force The Action Vehicles category enters 2021 off the back of a strong 12 months; RC and slot racing is enjoying something of a resurgence among locked down families, while die-cast cars are ready to drive footfall at retail this summer. Rachael Simpson-Jones speaks to leading manufacturers from across the category, finding out what each kind of vehicle play has to offer and what there is to look forward to this year.
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attel scooped the award for NPD Global Top Selling Toy of the Year with its Hot Wheels Singles 1/64 Assortment, well-deserved recognition for an evergreen brand that continues to play a key role in Mattel’s ongoing success. The company ended 2020 in a strong position, maintaining the No.1 manufacturer spot in the Vehicles Supercategory, with Hot Wheels remaining the No.1 property. A favourite with indie toy retailers, according to Toymaster’s marketing director, Paul Reader, a further 400 Hot Wheels diecast will be released in 2021, keeping the range fresh and helping to drive repeat purchases once stores reopen, thanks to the brand’s huge collectability factor and attractive, pick-up price points. Mattel is also entering year three of its Monster Trucks range, which continues to expand, and is introducing its first new play set - Monster Truck Tyre – to extend the play pattern. The company is also continuing to grow its City segment with the new Toxic Snake Strike, while spring welcomes the new Speedway Hauler play set. All in all, there’s a lot for fans of vehicle play
to look forward to from this heritage brand. “No other vehicle brand connects with car culture and pop culture like we do,” enthuses Mattel’s marketing manager, Kelly Philp. “With over 50 years of heritage, the detail our designers bring to Hot Wheels is truly amazing, including replicas of some of the biggest and most iconic car brands in the world, from Porsche to Camaro, and Volkswagen to Tesla. We also work with the biggest movie properties and, increasingly, pop culture icons. And it’s not just replica cars; Hot Wheels also offers unique original cars that are much-loved characters in their own right, like the Bone Shaker.” HTI’s die-cast Teamsterz brand has continued to grow consistently year on year. Having received hugely positive feedback on its autumn/winter 2021 range from consumers, the company is confident that its product offering is as strong as it has ever been. Alan Gray, head of Teamsterz and Roleplay at HTI, explains: “Although 2020 was a challenging year, we took this time to research the current Action Vehicles market, strengthening our knowledge and seeking gaps where we could add value. This
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has certainly paid off with the addition of multiple exciting products to the range. Teamsterz has become a recognised and trusted brand of vehicles toys over the years, and this strength will put us in a good position for 2021. We are confident that our new, innovative products will be popular with young consumers this year and beyond.” The Teamsterz brand is recognised for its attention to detail and attractive price points. The core die-cast range is complemented by garages, transporters, motorised light and sound vehicles and track sets, as well as licensed offerings under the JCB brand, all of which allow youngsters to stock up on a plethora of different Teamsterz items, and to use the same action vehicles across multiple play sets. New for this year, the Teamsterz Load & Launch carry case is ready to hit shelves from autumn. Following months of extensive research and development, as well as investment in patented technology, Alan tells me the HTI team is ‘incredibly proud’ of this product and its unique car loading magazine, which promises to help it stand out from the competition. Children can load up to 15 cars into the magazine, before
