Disney is launching Cars Neon, a new Cars brand set to pull into stores with a toy line boasting partners including Mattel and Character Options.
Cars Neon is based on a new adventure for Lightning McQueen that sees his friends adapted with NeonTech light technology to take part in a night race through the streets of Tokyo, Japan.
A new line of products will be available at retail from February to support the launch of Cars Neon.
On the toy front, this includes an exclusive range of seven die-cast neon-finish cars and a track-set from Mattel, as well as radio controlled cars from Character Options.
“Cars Neon brings a whole new world of products and content to the familiar and successful Cars franchise, providing further storytelling and role-play possibilities for kids and future generations who love Lightning McQueen and his friends,” said Simon Philips, executive vice president and general manager, consumer products, The Walt Disney Company EMEA.
The brand will also span party wear from Procos, a range of apparel from retailers such as Primark and George and an exclusive range of products from Disney Store.
Cars Neon will also be supported with a special Neon-themed issue of Disney’s Cars Magazine and will be promoted across Disney’s social media platforms.
The brand will also be the focus of a 30 second TV ad which will be shown on Disney Channel and Disney Junior and supported with Disney?Pixar Cars programme stunts.
A new Cars Neon casual game will also be available online later in the year.