Disney is launching Cars Ice Racers, a fresh new look for one of its most popular product lines, later this month.
Cars Ice Racers products will boast original decals, with blue detailing, new blue alloys bespoke to each character and new studded tyres for extra grip.
The range spans die-cast ice-finish cars and track sets from Mattel, with RC cars, stationery, party-ware, footwear and accessories set to follow.
The campaign will be supported by cross-platform activity including TV spots, special magazine issues, social media, retail promotions and a new online game.
The new look is supported by a story to be published in the Spring/Summer issue of Cars magazine, in which Lightning McQueen and his friends are invited to take part in the next series of ‘Transcontinental Race of Champions’, in the Ice Racers Cup, held in Russia by Vitaly Petrov.
“We are thrilled to be launching this fantastic new range of Cars Ice Racers product which promises more exciting storytelling and role play possibilities for kids who love Lightning McQueen and his friends," said Mike Stagg, VP and general manager, retail, The Walt Disney Company UK and Ireland.
"Disney Pixar’s Cars continues to be one of our most popular franchises and we look forward to delighting fans with this new range."