Kid Trax will serve as exclusive toy licensor for the Ford Bronco, available at Target.

License Global

November 3, 2021

2 Min Read

Kid Trax, a brand of Dorel Industries, has partnered with Ford Motor Company to celebrate the return of the Ford Bronco. Available now, a kid-sized version of the 4x4 SUV will hit the streets (or sidewalks!) to provide Ford enthusiasts, parents and their young adventurers with an interactive vehicle designed to mimic the features of its grown-up counterpart, including running lights, sport bucket seats and a spare tire on the rear. This year marks the first time since 1996 that the Ford Bronco is back on the market.  

"At Kid Trax, we strive to bring creative play themes and timely trends to life through our battery-powered ride-on toys," says Brianna Purvis, brand manager, Kid Trax Brand. "Our partnership with Ford Motor Company allows us to continue that tradition, while also deepening the connection between grandparents, parents and children by providing them with a unique way to share their very own passions and fond memories through the joy of play." 

The Ford Bronco by Kid Trax comes equipped with several lifelike features, including removable doors and a bed cover for three different looks. Its foot pedal acceleration, horn sound effects, working FM radio and MP3 player input provide an authentic driving experience. The truck travels at a top speed of 5 mph for safety and comes with a rechargeable 12-Volt battery and wall charger. 

"After nearly 25 years, it is an honor to re-introduce and re-imagine one of Ford's most iconic vehicles alongside our partners at Kid Trax Toys," says Mark Grueber, U.S. consumer marketing manager, Ford Motor Company. "Our hope is that the children of Ford Bronco enthusiasts can experience the same level of joy and excitement that is felt by their parents!"    

"The partnership between Kid Trax and Ford Motor Company allows both brands to meaningfully engage with their consumers and connect with one another's demographics by bringing the Ford Bronco fandom to the preschool set," says Maura Regan, president, Licensing International. "It's a creative yet natural fit that delivers an elevated experience for parents seeking unique kids' toys that align with their own interests and hobbies. A great example of smart licensing leveraging the core strengths of both companies to create a new brand experience for consumers." The Kid Trax Ford Bronco is available exclusively at Target.  


Read more about:

Ford Motor Company

About the Author(s)

License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

Subscribe for updates directly into your inbox.




Subscribe and receive the latest news from the industry Article
Join 62,000+ members. Yes, it's completely free.

You May Also Like