Mattel is celebrating the 70th anniversary of the Matchbox brand by introducing a line of limited edition die-cast vehicles that honors its heritage of producing highly detailed toy vehicles.
The celebratory line will feature special platinum detailing and is available in seven different options, showcasing iconic vehicles from around the world over the last seven decades. The limited edition toy vehicles will be available year-round and are the first of several celebrations the brand has planned for 2023.
“We are excited to celebrate Matchbox’s 70th anniversary and the trusted legacy the brand has passed on to kids and collectors around the world,” said Roberto Stanichi, Senior Vice President, Global Head of Vehicles at Mattel. “We look forward to continuing to redefine the die-cast category as we move towards a more sustainable future.”
Accordingly, a portion of the 70th Anniversary collection is made from recycled zinc. It is also the company’s goal to make all toys and packaging from 100 percent recycled or bio-based plastic materials by 2030. Matchbox states that incorporating sustainable production methods and other initiatives will help encourage the next generation of kids and collectors to play their part . promote sustainability.
Additionally, Matchbox says that electric vehicles will be integrated into its range of scale model vehicles. As to which EVs will be available, it remains a mystery at the moment.
The first matchbox devised by British engineer Jack Odell in 1953, revolutionized the toy vehicle category with its unique scale, affordability and mass availability. More than 70 years later, the brand continues to uphold the values of innovation, quality and realism. The 70th anniversary celebration marks a return to the Matchbox legacy and a step forward towards a more sustainable future.
The matchbox toys will be available in 2023 at leading retailers, priced from £2.30 (about $2.77) for a single die-cast vehicle.
