Mattel has debuted its new line of Fisher-Price Blaze and the Monster Machines toys.
The Fisher-Price range allows pre-schoolers to play out moments from the series through talking vehicles, collectable die-cast vehicles and transforming Monster Trucks.
The new range includes key TV driver, the Transforming Blaze Jet plus an extensive collection of vehicles from the new Slam & Go trucks to Blaze bath toys.
Strong TV presence will be supported by an extensive marketing campaign, a press partnership across pre-school children’s magazines as well as an all-encompassing PR programme, while new episodes of the series will air on Nick Jr. across March.
“We are delighted to welcome Blaze and the Monster Machines to our Fisher-Price character brands portfolio," said Wendy Hill, director of brand activation at Mattel UK.
"Blaze has a large fan base which is continuing to grow, and with new content launching in spring, we are very excited for the highly anticipated launch of the Fisher-Price toy line to bring this action-packed series to life for pre-schoolers through play”.
Marianne James, VP, Consumer Products UK & Ireland & European Retail Sales & Marketing, Viacom International Media Networks added: “We are very excited to be working with Fisher-Price to create unique, exclusive and quality toys that bring together the fast-paced adventure, learning and cool monster truck action in a category that we know pre-schoolers love.”