Universal readies new toy ranges for Fast & Furious

Universal Brand Development has got behind a series of events to support the launch of the Fast and Furious consumer products programme, which coincides with the release of Fast and Furious 8 in the UK.

The app allows younger fans of the franchise to climb into the director’s chair and record their own Fast & Furious clips using Mattel’s Fast & Furious Street Scenes playsets and die-cast vehicles. It comes with everything needed to recreate the magic of the big screen including the ability to add cool special FX, sound effects and even original music backtracks ensuring a complete immersive brand experience.

“The Fast & Furious toy line really captures the excitement of the movie”, explains Wendy Hill, Brand Activation Director for Mattel. “The modern designs coupled with our investment in the Fast & Furious Filmmaker App provides boys aged 6-11 years with a highly interactive introduction to this blockbuster movie franchise.”

The promotions support the new toy ranges from the likes of Jada Toys who have just launched a line of die-cast vehicles. Targeting adult fans, Underground Toys are on board with a range of collectables, award-winning Thumbs Up take the license for adult gifts while industry stalwart Pyramid has just released a line of posters and Somberbond has inked a deal for apparel.

Toys R Us stores in Leeds, Peterborough, Oldbury and Ipswich played host to Dom Toretto’s Garage, a unique experiential store-in-store concept where they were able to create their own high-octane Fast & Furious inspired action scenes using global master toy licensee Mattel’s Fast & Furious Filmmaker App.

Also out on the road is the Fate of the Furious Pop Up Shop. Developed in alignment with Universal Pictures, a highly visual upturned Fast & Furious stunt vehicle is currently making pit stops at six major shopping malls and mainline train stations across the UK, spending four days at each location. The retail pop up sits neatly alongside the stunt ready to respond to the ever-growing consumer demand for official Fast & Furious merchandise and the increased footfall that these show stopping events generate.

“Fast & Furious is one of the most popular and enduring film serials of all time, and, whilst we’re in the midst of celebrating the launch of The Fate of the Furious," added Hannah Mungo, Country Director of UK and Ireland for Universal Brand Development, "the UK licensing programme is at the start of its journey. The untapped potential of the brand is vast, and we move forward with an unwavering commitment to developing a broad consumer products offering.”

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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