New range, Power Trains, are powered by a motor inside the trains, rather than in the track.
Power Trains has been designed to modernise a traditional, well-loved classic play pattern. Jakks believes the key benefit of this is its affordability, which it hopes will allow consumers the opportunity to collect, connect and expand the broad range of accessories.
A Motorized Engine Pack (with working lights) will retail for around the same price as an action figure – bringing mass market appeal to train sets.
All the accessories are working additional sets, including a Working Crane, Ore loader and Draw Bridge, allowing kids and hobbyists to build a city around the trains.
Power Trains will be heavily backed with PR.
Ken Goodisson, marketing manager, commented: "The hobby sector is something we do not currently operate in. Although brands such as Real Construction do brush shoulders with hobby and mass market, we feel Power Trains does the same.
"Power Trains complements the sector and fills the gap for boys five to nine, who currently find it too price restrictive to get involved. Our positioning is that we’re contemporising a classic play pattern - bringing trains to the masses at affordable entry price points.
"The extensions of carriages, track and real working platform accessories, provide the inspiration and route to design your very own world. Our marketing aim is to re-introduce kids and parents to the love of this basic play pattern, with live stunts, online campaigns, kids and collector press."