Iconic Matchbox to make comeback at Tesco

Mark Johnson's picture
by Mark Johnson

One of Britain’s most iconic toy brands, Matchbox, is being brought back to the high street by supermarket chain, Tesco.

The famous die-cast toy cars, which were playtime favourites for generations of kids from the 1950s onwards, were discontinued at the start of the year.

Joint project

But now Tesco is working with brand owners Mattel on a joint project to develop the range and launch about 100 new cars each year.

“When we heard Matchbox cars were no longer available on UK high streets, our jaws dropped as they are one of the most famous British toy brands of all time”, Tesco toy buyer Ladislav Gajdos said.

“Vehicle toys and specifically die-cast cars have never gone away and have consistently been amongst the most popular toys for the last 100 years.

“We are very excited to have won the exclusive UK licence for Matchbox and have big plans to continue adding to the range with cars for all ages – for youngsters aged three and upwards, right through to the many adult fans who have never given up adding to their collections over the decades.”

New vehicles

The Matchbox programme will span six key themes: City, Highways, Mountain, Countryside, Coast and Jungle.

Vehicles range from classics like Range Rover to new trendy cars such as Tesla and Mercedes but also iconic names like Wrangler jeeps to classic Fords.

“There are 100 vehicles in the existing range but we will have added 25 new lines by Christmas”, Gajdos said. 

“One of the great things about the range is that it will always be evolving as new vehicles enter the assortment, meaning that customers will be able to find new cars on a monthly basis.”

Michael Hick, VP & Country Manager for Mattel UK said: “We are delighted to be partnering with Tesco to bring this iconic die-cast brand back to consumers and look forward to sharing many great additions to Matchbox fans everywhere!”

The Matchbox range will be available in nearly 600 stores with prices starting at £1.25 for a Matchbox Single Diecast. Matchbox Diecast 5 Packs will cost £5 and the Matchbox Diecast 9 pack will be priced at £8, the London-listed retailer said.

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