Set in a futuristic world where racing is everything, Speed Racer tells a story of action and adventure on death-defying race tracks. And in this world, the style of racing car are highly stylised works of automotive art.
The Speed Racer collection from master toy license holder, Mattel, aims to encapsulate all the speed, excitement and drama of the movie with a series of vehicles, play-sets and track-sets.
Bringing the big race to life, key TV driver for spring/summer, the Fuji Helexicon track set features twin vertical drop tracks.
A strong 1:64 die-cast line-up includes key vehicles from the movie, from Machs 5 and 6 to the super sleek Snake Oiler. Die-cast are available in 1 and 2-packs, and each vehicle comes complete with a cool accessory.
A further launch TV line, Morphing Mach 6 is a large-scale vehicles features light, sounds and actions and includes a five-inch Speed action figure.
The extensive spring/summer line-up will also include action figures, deluxe vehicles, RC, electronic and a dedicated Speed Racer UB Funkeys starter pack and singles. Building on this for autumn, the exciting Grand Prix Track set brings speed and adventure to life with dramatic never-seen-before jumping action.
Five TV campaigns will keep speed Racer top of mind throughout the year, airing both pre and post movie launch.
A dedicated PR programme will showcase the toy line to a broad audience. Mattel Speed Racer sponsored the Silverstone Supercar Showdown last month, show-casing the toy line against a backdrop of real-life sports cars among an audience of around 30K spectators.
A collector poster to be inserted in key kids titles and product website will provide further exposure for the product line along with a year-round product placement and competitions programme which will target kids and adult media including TV and radio.