Meccano set to evolve in 2013

Technically advanced Evolution brand promises to take the construction toy to a new level.
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Meccano is gearing up for the unveiling of what UK country manager Sue Barratt describes as “one of the most important launches” the firm has done in years at Toy Fair.

Speaking about how the forthcoming Evolution line came about, Barratt told ToyNews: “We looked at the very core of Meccano. What is it that children really enjoy about building with Meccano? It was all about mechanics in the beginning. There are a lot of children who like more detail, more working parts and to actually play with their vehicles once made. Evolution has come from that really.

“It’s about bringing that discovery of mechanics to a modern audience.”

Specifically, Evolution scales the classic Meccano system of metal plates and nuts and bolts down to a slightly smaller, more intricate level.

“It’s a different scale of Meccano,” Barrat said. “Exactly the same ideas, same principle and DNA behind Meccano, but basically its on a slightly smaller scale. The holes are tighter together – therefore when you build you can build in a lot more detail.”

A range of models will be released this year, including a Meccano classic – the crane (check it out below). As you’d expect from Meccano, all of the models will have working features like winches and motors.

Barratt said Evolution was a harkening back to the construction brand's heyday in the ‘60s and ‘70s.

She explained: ‘We are going back to Meccano’s roots. There was a lot of detail, movement and features in the models you can make in those days, so we are going back to Meccano’s heartland – but with a bit of a twist, in that the packaging is modern and they’re modern vehicles – it looks strong, it doesn't look like a dated range.”

Evolution will be backed by TV advertising, a print campaign and merchandising with an in-store display programme which will aim to get full builds on show in toy stores and shop windows.

Meccano: 01869 324956

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