Hasbro appoints Wicked Cool Toys for Micro Machines reboot

The tiny collectable cars that were a breakout hit in the 80s and 90s will return in 2020 with Wicked Cool as global master toy licensee

Written by Rhys Thomas

Posted 04.06.2019 | Toys

Hasbro appoints Wicked Cool Toys for Micro Machines reboot thumbnail

The tiny machines that ruled the roads in 80s and 90s are set to make a return to the toy aisle: Hasbro has appointed Wicked Cool Toys as global master toy licensee for Micro Machines.

The new line of Micro Machines is expected to hit store shelves in the fall of 2020.

Michael Rinzler, co-president of Wicked Cool Toys, says: “Micro Machines is one of those amazing nostalgic brands that still has appeal 30 years later. There is huge potential to bring it back.”

Jeremy Padawer, co-president of Wicked Cool, continues: “Considering recent toy unboxing trends, the brand’s multigenerational appeal, and the vehicle category’s ripeness for something ‘new’ again, we believe Micro Machines will be a global phenomenon.”

The original Micro Machines line – a mix of collectable miniature vehicles and playsets – was made by Galoob, which is now part of Hasbro, and became a breakout hit in the 80s and 90s.

Many different styles of Micro Machines were released including popular model cars and trucks, emergency vehicles, motorcycles, and airplanes, as well as several licensed Micro Machines lines based on top franchises of the era.

The brand also became a licensing hit in its own right, spawning merchandise and a series of best-selling video games.

Casey Collins, General Manager and Senior Vice President of Entertainment and Licensing at Hasbro says: “We are thrilled to be partnering with Wicked Cool Toys, an entrepreneurial toy company that has a proven track record in relaunching classic brands with product innovation and a modern, sophisticated marketing approach. We are excited to collaborate to introduce Micro Machines to a whole new generation of kids.”

Further details about the new Micro Machines line will be released later this year.


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