MT. LAUREL, N.J., January 14, 2002 -- It all started in 1952, when Jack Odell created a tiny, brass Road Roller and put it in a matchbox-sized container so his daughter could take it to school. Since then, Matchbox vehicles have inspired the imaginations of kids around the world, while securing a dedicated collector following and a nostalgic place in people's hearts. On the eve of the brand's 50th birthday, Matchbox is busy planning a year-long celebration marked by an array of commemorative vehicles that will appeal to collectors of all ages -- from the "Matchbox Across America" collection of 50 state cars to the "ultimate" Matchbox Collectible crafted in gold and other precious metals. A mobile birthday party will bring the celebration coast-to-coast, culminating with a grand finale in New York City at the International Matchbox Toy Show: A Celebration of the First 50 Years, August 24 and 25, 2002.
Since the creation of the first Matchbox vehicle in 1952, the popularity of Matchbox cars has spread across generations. Today, much like 50 years ago, Matchbox cars are miniature versions of the vehicles kids see their heroes drive every day. They're vehicles like fire trucks, police cars and 4x4 pick-up trucks that inspire kids to create endless role-play and rescue scenarios. Kids love Matchbox cars because they're fun to play with. Parents like them because they're safe toys that inspire their child's imagination at a very affordable price (about $1 U.S.D.). And collectors cherish them for their realism, collectibility and value appreciation.
"Matchbox cars were my favorite toys growing up - and they're still among my favorites today," says children's lifestyle expert Chris Byrne, also known as The Toy Guy(TM). "What has always made them magical and allowed them to endure for half a century is that they exist in two distinct ways for kids. On the one hand, they're fun collectibles, and kids always love that. And as toys, they inspire creative, imaginative play. The ability for so many generations to share Matchbox Cars, yet for each child to have a unique experience of playing with them relevant to his or her life, is what makes a true and enduring classic."
Birthday Festivities & Products Include:
The birthday kickoff begins in January 2002 with the release of a new product line called "Matchbox Across America." The line will feature a special collection of 50 cars, each representing one of the 50 United States. Each vehicle will be indicative of its state (for example, the vehicle for South Carolina will be a golf cart) and will have fun decoration commemorating a key state feature or fact. In addition, each state vehicle will be sold with a miniature replica of the state's license plate. The state vehicles will be introduced nationally on a rolling basis throughout the year, available at leading toy retailers for about $1.50 each. Six of the state vehicles will be featured in a spring Happy Meals promotion at McDonald's(R) restaurants.
For the adult collector of Matchbox vehicles and toys, Matchbox Collectibles will celebrate the brand's 50th anniversary by creating the "ultimate" Matchbox collectible. This one-of-a-kind model of the Seagrave "Meanstick" fire engine will be crafted in gold and platinum with special features, such as a working ladder and lights made of precious gems.
The vehicle will be sold at auction to the highest bidder, with profits going to charity. The value of the "ultimate" model is expected to top $10,000 U.S.
Matchbox Collectibles will also introduce two reproductions of the Ultimate Matchbox Vehicle in 2002 for approximately $8.00 U.S.D. retail. Burgundy-colored "Anniversary" replicas will be widely available, but a very special 5000-piece limited-edition version in rich gold paint will be randomly assorted and distributed to major retailers as well, creating a "treasure hunt" for the elusive "gold" version.
In addition, the Matchbox Collectibles line will include a complete 50th anniversary collection of vehicles representing the best of Matchbox design and detail. The collection will include miniature (approx. 1:64 scale), traditional (approx. 1:43 scale) and large-scale (approx. 1:18 scale) vehicles, each painted a classic burgundy color and decorated with a Matchbox 50th Anniversary commemorative seal. Vehicles in the collection will range in price from about $4.00 U.S.D. for the smallest scale to $25.00 U.S.D. for the large-scale.
To celebrate the Matchbox birthday with kids and adult collectors around the United States, the brand will host a Matchbox Across America mobile tour that will make stops in retail store parking lots in more than 20 cities. The tour will begin in April and run through August. Each tour stop will feature an extensive play area, "rescue test drive challenge" track, product demonstrations and displays for kids and adults and birthday treats for everyone.
The celebration will culminate on Saturday, August 24, and Sunday, August 25 in New York City with the largest International Matchbox Toy Show ever assembled! Kids and collectors from around the world will be able to park their Matchbox cars for a weekend of bidding, swapping and dealing. An extensive play area for kids and cool prizes will add to the fun!
Mattel's [NYSE: MAT] Boys/Entertainment division's portfolio of global brands are some of the most popular products in the toy industry today. The division is comprised of three segments: Wheels; Entertainment, which includes licensed properties and action figures, and Games. The Wheels segment, which includes Matchbox(R), Hot Wheels(R) and Tyco(R) R/C, appeals to guys ages two to 92 years old with a variety of toys, collectibles and consumer products. Mattel's exciting entertainment-inspired toy lines include Harry Potter(TM), Nickelodeon's Rugrats(TM),, Jimmy Neutron Boy Genius(TM), Rocket Power(TM), Wild Thornberry's(TM), SpongeBob SquarePants(TM), as well as Mattel Action brands; Rock 'Em Sock 'Em(TM) Robots, Masters of the Universe(R) and Max Steel(TM). Mattel Games include favorite classics such as UNO(R), Magic 8 Ball(TM), Skip Bo(TM), Ker Plunk!(TM), Toss Across(TM), Fisher-Price(R), Disney Games, and Scrabble(TM) and Pictionary in the international markets.
For more information, consumers can log onto the Matchbox website at www.matchbox.com.
