Mattel, owner of Matchbox, is launching an all-new toy line which pays homage to car manufacturers in Europe across the U.K., Germany, France, Italy and Russia. The new European line features licensed vehicles with details from car manufacturers including Land Rover, Audi, Mercedes and Porsche, among others.
“As long-standing partners of Mattel, it's fantastic to have some of our most iconic vehicles feature in this new special edition Matchbox die cast range,” says Joe Sinclair, branded goods and licensing director, Jaguar Land Rover. “Forming part of the star line up of the new Matchbox ‘Best of the U.K.’ series will be the Land Rover Defender, Land Rover Series II, Jaguar E-Type Coupe and Jaguar F-Type Coupe.”
Matchbox is relaunching in several markets across Europe in 2021 with brand new product lines and packaging. For the new Best of Europe Car Assortment, Matchbox designers worked with local teams in market, designers studied the automotive manufacturers, types of vehicles, colors, decoration and details of various types of vehicles including rescue and construction such as ambulances and fire trucks. This also included the review and sign-off with the official car manufactures.
“Matchbox first invented vehicle play as we know it almost seven decades ago, and we have taken inspiration from those original roots to evolve the brand for this next generation,” says Roberto Stanichi, global head, vehicles, Mattel. “With this year’s brand relaunch, we've identified the values that have made Matchbox so enduring and focused the brand on encouraging kids to explore through realistic play and enhanced design. With captivating die-cast details and relevant playsets based on the world kids see around them, Matchbox provides tools through play for even more open-ended adventures."