Seeded into the market in February 2010, the London 2012 die cast taxi collection showcases 40 Olympic and Paralympic sports through the artistic pictogram motifs.
From January 2011 Hornby has invested in a major marketing campaign that will see the taxis brought to life and operate across London through into 2012.
As part of the Team GB merchandising programme, Scalextric is producing its first cycling set based on the Velodrome cycling, where the indoor track cycling excitement takes place. The set will be supported by a major TV campaign.
The Great British Classics Vehicles collection highlights vehicles with worldwide recognition as British icons, featuring London 2012 styling. The range includes a Routemaster Bus and LTI Taxi. Completing this collection will be the Mini and the Concorde.
The London 2012 Games presents Hornby with the opportunity to develop new products and through depiction of the Mascots, Wenlock and Mandeville, the firm is entering two new categories for the first time. Die cast figurines and 3D die cast key chains featuring the mascots will be brought to the market in 2011.