Keresés

2006 Matchbox Line Preview Notes

The 2006 Collector Preview Day was held at the Mattel Headquarters in El Segundo, CA on Feb. 20th, 2006. The meeting was attended by a select group of 16 Matchbox collectors from around the world including collectors from the US, Germany, UK and Australia. John Coyne and Felix Holst hosted the meeting and 19 members were present at the introduction from Matchbox Marketing, Design, Research, Engineering, Packaging and Finance. They were also present during the Q/A session.

Since Mattel corporate policy prohibits the use of any electronic recording equipment in its Headquarters buildings, this report does not include any still photography, video taping, or voice recording. Guests were not permitted to carry in or out of the building any toys.

The 2006 Collectors’ Line Preview was kicked off at 9:30 a.m. with a presentation by John Coyne and Felix Holst regarding the overall positioning of Matchbox products. John Coyne emphasized that not long ago Matchbox was lacking an identity, the brand was dying and that collectors/retailers did not have much faith in the brand. The first and foremost task for John’s team was to rebuild the lost image. With the help of research (internal & external) and the ad agency the team came up with a “Real, Action & Adventure” theme. This theme goes well with children. John also mentioned that a “cool” item does not necessarily have to be “fast;” it can be “slow.” Hence Matchbox is following a policy of “Slow & Cool” while Hot Wheels pursues “Fast & Cool”.

The Realism theme safeguarding authenticity prevails in the 2006 basic 1-75s, Convoys and Skybusters. Realism will be featured in the brand and in packaging while more research is underway on what boys want. While rebuilding the basic car line with realism and authenticity, Mattel aims at a stronger presence in trucks, overall brand growth and retailer profitability.

The Action theme will be featured largely in Fire and Trash models. Expect to see more wheel variations and colours to be phased in gradually.

The three-pronged theme of Real, Action, and Adventure will be featured in Mummies, Ghosts, Dinosaurs and Off-Road items. These popular themes will be integrated across different Matchbox ranges. To continue emphasizing the three themes, Mattel has sought consumer insights from boys and collectors. Boys prefer models that are “cool” and realistic, offering plenty of variety and congruently packaged. Kids are clearly attracted to Mummy madness, Ghosts and Dinosaurs. Collectors value detail, authenticity and quality in the models. One guest echoed the collector yearning for complete sets.

1-75 Basic Cars

The basic car strategy is to continue segmentation by theme, offering the right model selection and best detail replication possible. Poster promotion and in-pack booklets in 10-packs and play sets will drive collecting along with some off-aisle promotion. Based on imposed financial constraints, tampos on basic cars will be limited to two strikes (panels) with no more than four colours per strike. Variations in cars will continue to appear though Mattel is making an effort to have them occur more through planning rather than accident. Expect to see more wheel variations and different colours in the wheels. An example of planned variation is the light bar reading “Occupied” on the 2005 black London Taxi or black or orange wheels on the 2006 Tractor Plough. Only one line-up will be offered worldwide with no differences between USA and ROW.

Using digital design technology 18 new tools will be in the 2006 line-up of 1-75 models. Five new tools will be featured in the Realism theme:

1. VW Golf August 2006

2. Mercedes CLS February 2006

3. Jaguar XK Coupe August 2006

4. Jaguar E-Type Coupe June 2006

5. Audi RS6 Avant October2006

The domestic versus foreign car mix is aimed at pleasing a worldwide population of collectors. The Action theme contains nine new tools:

26. Crown Victoria April 2006

27. Flame Tamer (2 axles) August 2006

28. Ford Transit November 2006

29. International CXT April 2006

30. Tractor Plough February 2006

52. Cement Mixer (2 axles) May 2006

53. Guzzler (Tanker truck) September 2006

56. Double Decker Bus October 2006

57. Cadillac Hearse September 2006

New tools in the Adventure theme will include:

50 Range rover June 2006

51 Dune Buggy February 2006

54 Off-Road Rider October 2006

55 Land Rover Defender 110 August 2006

Some of the actual new tools will be different from the photos shown on the 2006 Poster. For example, the VW Golf VGI will look a little different. The resin used for the poster photos will be modified to meet VW’s demands. The model has been retooled to look narrower. The Cement Truck and Fire Truck will be outfitted with two axles instead of three. The Cadillac is now a ‘63 Hearse, as it will be modelled after Felix Holst's real Caddy with slight modifications to the conversion carriage. Other changes are that both the Land Rover & Range Rover include tow hooks. The 2006 Crown Victoria Police model will feature a box of donuts and a set of handcuffs cast into the interior. Police officers should get an extra kick out of it.

A resin model of Bentley was shown as a possible model to be in the 2006 line-up. Currently, the Continental GT is in its place while Mattel and Bentley work on an agreeable casting. Both Matchbox and Bentley want it to be right. After all, few expect a Bentley to be less than authentic.

Images of the three themes – Real, Action & Adventure – will begin to appear on new 1-75 blister packaging beginning in June 2006. The basic 1-75 models and packaging will be more integrated with PlaySets models and packaging, 2-pack Hitch ‘N Haul, 5-packs, Mega Packs, and Skybusters. Mummy Madness will be infused in all of them.

New packaging was also shown. Instead of just one model there will be three models bursting out of the blister card. This is reminiscent of the style from the mid 1970s. These will be introduced in the May/June time frame. The text is also very easy to spot, i.e., the name and number of the model is very prominent on the lower left edge of the card. Mothers were having trouble spotting certain models by name so the text location has now improved.

As Felix Holst promised us at Hershey in 2005, the wheel selection is improving with five different wheel-styles introduced in the basic 1-75 line for 2006. Since photos are unavailable, use your imagination. The new wheels include:

1-75 Road Wheels

1-75 Superfast Wheels

1-75 Superfast Wheels 4x4

1-75 Performance Wheels

The new wheels will be phased in gradually in 2006 and early 2007. Mock-ups of these wheels were shown and they are equal if not better than the best wheels matchbox has produced in the past. Convoys will also get new wheels. Some of the 2005 convoys now available in stores are outfitted with the new wheels.

The Classic Wheel design is amazing. The best way to describe this style is the Mercedes logo that does not look anything like the Mercedes logo. These new wheels will replace all of the current wheel styles over a period of 2006 & early 2007. The mock-ups of these wheels were shown were the best wheels I have seen on Matchbox model in a long time. There is also a new set of wheels for convoys. Some of the 2005 convoys are now available in stores with the new wheels. Check your local Wal*Mart.

5-Packs

For the 5-packs, there will be 12 themes in 2006 listed below in order of scheduled release:

Mummy Gold (released)

Coast Guard (released)

Showroom Cars (released)

City Transport

Dirt Seekers

Police

Vintage Classics

Fire

Adventure

Construction

Contemporary Cars

City Service

In addition, there will be some licensed themed 5-Packs in 2006 line as well. This includes:

Ice Age 2

One Piece

Yu-Gi-Oh!

Nickelodeon

Superman Returns

Spongebob Squarepants and maybe more

Three of the above have just released. Check your local K-Mart.

2-Packs

Emphasizing the Adventure theme will be six new Hitch ‘N Haul 2-packs:

King Tut’s Treasury

Fender Bender

Construction Zone

Orca Ocean

Alien Smash

Army Camp

Launcher Packs

The Launcher packs will morph into Mega Packs to be distributed largely through Target and Wal*Mart will feature birthday cars, Adventure and mixed packages of cars and Skybusters. The price point is set at US$10.00.

Convoys

Convoy models for 2006 will look like heavy haulers with new wheels and will be totally realistic licensed models and various entertainment deco. More variety will be infused into the convoy range with Matchbox styling. For 2006 there is a new DAF Cab and a new tanker. Initially Mattel targeted 18 Convoys for the 2006 line-up but a more realistic number is 12 to 15. The convoys on display were:

Shell

Mario Kart

Goodyear

McDonalds

Sonic X

Honda

Michelin

Jeep

DHL

Yu-Gi-Oh!

A couple of other names mentioned were “Conoco” “UnoCal” and “Phillips

Matchbox decided not to continue with entertainment licenses this year. The concentration will be on real licenses. A new DAF Cab will be introduced later this year. New convoy wheels will appear as well. More efforts will be put into this line for 2007, maybe a new Peterbilt will be introduced and a new flatbed trailer, which can be used with various convoys.

Skybusters

More Realism will be infused into the Skybuster line-up for 2006 that will include name badges of Continental Airlines, British Airways, UPS, and American Airlines. 1:72 scale airplanes are not in the 2006 line-up.

For Skybuster lovers and kids, Mattel has a Skybuster Mission pack of plastic items adventure themed “Mission in the Sky” featuring mechanical parts, light & sound and packaged in a window box.

SuperKings

The SuperKing line will be offered again in 2006 with six different mixes. Two models are already in stores, Ford Mustang and Chevy El Camino

Seasonal Items

The seasonal line-up shapes up to include the flowing:

Creepy Cars (released)

Coal Cars (released)

Halloween with exclusive car

Dino Easter Eggs (8 variations)

Christmas with exclusive car (red Jeep Rescue “2006 Happy Holidays”)

Mattel aims to plan the model variations (a variations day run) in the seasonal line-up as opposed to letting the factory use random models.

The strategy behind the seasonal items is to decouple them from any specific holiday. This will keep the seasonal Items on store shelves past any holiday. Thus, the Easter Eggs were replaced with Dino eggs that are somewhat related to a religious day, but could be sold after Easter as well. Forget the Easter Egg hunt. The Dino Eggs will have 8 different variations. Five have already been reported.

Superfast III

In 2006 likely to be the last of this range will feature 13 Streaker models, two in Waves A through F and one in the wave G. The same models will be available for both US and ROW markets. As the core line is getting better, the brand wants to focus on basic cars. The retro theme will be continued on the packaging. Only 15,000 will be produced in Superfast worldwide and there will be no difference between USA and ROW.

The Superfast 5-Pack “Autobahn” will be followed by another one featuring SUVs.

Heritage Brands

Models of Yesteryear

To commemorate the 50th Anniversary of Yesteryear in upscale premium packaging will include the Duisenberg, Bearcat Stutz, Lincoln Zephyr and Model T Van. The release target is midyear through specialty hobby shops. The production quantity is likely to be 10,000 pieces and they will be fully detailed in upscale premium packaging and it will show the history of the models included in the line. The distribution will be worldwide. The new wheel style reflects the original wheels used in real cars. And, finally the realistic colour schemes on these models make them perfect for any MOY collector. The price point is about US$20.00. Mattel plans to explore this range more to see if and how it can be expanded.

Dinky

A limited edition is to be launched in Europe will include four classic European cars in original Dinky-style boxes. A small amount will be available in specialty channels in the USA.

Mattel is not walking away from heritage models or 1:72 scale airplanes, but must figure out the best strategy to re-introduce them.

PlaySets

The main strategy for the PlaySets is to reinforce the Real Action & Adventure positioning. Continue to focus on durability, quality & assembly. Bring innovation to the PlaySets category and act on consumer insights. For example, mothers want PlaySets that children could take with them to different places. Hence the Pop-Up PlaySets were introduced this year. All five Pop-Up sets have been released for this year and there will be no more until 2007.

Pop-Up and the Mummy's Gold sets are selling well. Two PlaySets commercials were shown that will be aired on TV soon. The Mummy's Gold ad begins in the last week of February and Pop-Up ad will follow the week after. These sets are selling way ahead of Hot Wheels sets. More similar product is in the works. A new large Superman Returns PlaySets will be released to replace Spongebob Squarepants Boating School set.

The integration initiative shows up with Storybook CDs and comic books to work with the Pop-Up sets. The first of these based on the Dragon Castle Pop-Up set encourages children's imaginations in story telling. Initially these items will be exclusively for Toys ‘R Us.

Mega Rig and Other Trucks

In this line we have already seen some new introductions. Target already has a cool new Trash Truck recently. There are other items as well that have the “Try Me” feature along with the sound. There will be an Arctic Adventure Mega Rig set for 2006 replacing the Dino Adventure set from 2005.

The Matchbox books published by Simon & Shuster will continue in 2006 as the Flame book with the Hovercraft is already in bookstores.

A Look Back to 2005

Unfilled collector demand for some 2005 waves of Superfast is due to the transition problems that challenged Mattel in moving factory operations from China to Thailand. In Thailand, the factory did not finish off the 2005 Superfast Row Wave F and USA Wave G and instead launched the production of the 2006 Superfast. The Mattel staff is painfully aware of the glitches that occurred in the massive move of factory operations from China to Thailand and promised to seek remedy for the collectors who want to complete their 2005 collections.

Thoughts for 2007

Planning for 2007 Matchbox product is well underway and should be completed by June 2006. The following thoughts are under consideration:

Superfast range suspended for 2007

Secure more investment in new collector line for new tools, metal bases, moving parts etc;

Expand the basic 1-75 range from 75 to 100 or stay with 75 models but make more variations

Build upon die cast adventure models in Hitch ‘N Haul, Skybusters and Convoys, 1:64 Battle Kings, Mega Rigs and PlaySets.

But please be mindful that these are thoughts under consideration not decisions in cement.

As a parting memento of the 2006 Line Preview each of the 16 guests were presented with a gift, a limited run of the Tractor Plough in orange, an awesome new generic design plus four of the “Zamac” Superfast cars from 2005 Hershey Toy Show, all attractive collectibles and a 2006 Poster.

SOME OTHER CONCERNS

The Hershey Toy Show for 2006 is a victim of the corporate-wide budget cuts, Since the Hershey Show is a large expense item, it took a hit in the budget cut. There will be No Hershey Show in 2006. There is a small amount in the budget for toys shows and the Mattel staff is working on a plan to subsidize existing toys shows such as the Gathering in Albuquerque or something on the east coast. More detail is forthcoming.

After lunch guests were guided to the Mattel Design Centre for a tour. Since all guests were required to sign a confidentiality agreement, not much can be revealed about the design work we observed. The Matchbox Design Group headed by Felix Holst is young, energetic and talented. It was interesting to see design work in progress for Barbie and Matchbox. Observing the designers in action from sketching new ideas of models to carving models on computer screens with Pro-e software to digitalized images was most enlightening. The famous Hot wheels petrol station was seen with its 1930’s style pumps and fuel prices.

At the end of the day, guests were given a gift bag containing a 2006 Poster, 2005 Hershey Dealer set and a very special 2006 Line Preview model limited to only 30 pieces, 16 of these models were given to the attendees and the rest were for Mattel staff. The blister pack shows the new design with images of three models bursting out like the 70’s. The back of the blister card has a 2006 Line Preview design. The blister was included in a protecto pack that has embossed the new “Matchbox” logo on the back. This protecto pack was done exclusively for these models. It is no surprise to tell that no one except David Tilley had the heart to remove the model from the blister card.

Report prepared by John Yanouzas with input from Shabbir Malik and approved by Mattel.

8 February 2006

Below are some FAQs by collectors and Answers from Mattel:

Will there be a 48-car carrying case made in 2006?

Mattel: NO

Why the same worldwide assortment for the 2005 Superfast Wave G?

Mattel: Will get back to you.

Will there be a fold-out pocket size catalog for the SF in 2006

Mattel: NO

Will there be a fold-out pocket size catalog for the 1-75s?

Mattel: YES

Is all of the production of 1:64 scale MBX models going to Thailand from China?

Mattel: YES

What happened to the remaining 2005 Hershey Dealer models?

Mattel: Still exist, nothing determined as of today.

28 October 2005

Since receiving my portfolio as MBX Collectors' Ambassador on 16 September, progress has been made on two fronts:

Organizing two groups and providing Mattel with requested feedback about impending decisions. The two groups that were formed are:

MBX Ambassadors News Team (27 members) to disseminate news

Ambassador's Panel, a responsive subset of the former to secure feedback about MBX matters.

Mattel has requested feedback on three matters:

>Streakers in the 2006 Superfast line-up

One new MOY tool or improve existing tools?

Models to be included in the line-up?

Below are some FAQs of members of the News Team or Panel and My Answers.

Question What is happening with the decision on including Streakers in the 2006 Superfast line-up"

Answer Overwhelmingly by 13 votes in favor Streakers. Should be in the 2006 line-up, but with some caution on How Many? And Which Models? Mattel has not announced a final decision on this matter.

Observation Appears that guidelines for the 'relaunch' of MOY are changing again. The Design Review process is getting very confusing.

My Answer: Yes, the design process is always circuitous and amorphous. This is the phase in decision making that calls for several alternatives to be explored. Remember, the famous Yogiism: "the game's not over 'til its over"

Question What were the results (scoring) of the voting on the MOY Survey regarding One New Tool vs. Improve the Others?

Answer One new tool = 11 votes, Improve existing tools = 3 votes (includes collectors not on the News Team)

Question Since the MOY Series was to be based on Classic Cars, why include the Ford Model T Van?

Answer This change may be based on some of the comments. Mattel got in feedback from us. The line-up has not been finalized yet, but some respondents don't want to see Y12-Ford Model T Van in the MOY line-up. The feedback was very diverse regarding the models that should be in the MOY series. Some collectors have their favorite model in mind. More feedback was received from European collectors than USA. On this request, reliance was placed more on responses of avid MOY collectors. For this question, some collectors not on the Panel were contacted.

Question Are respondent comments forwarded to Louise Ocasion?

Answer Votes are reported to Mattel and I summarize the comments. Some comments that provide a thoughtful and thorough response are passed on to Mattel verbatim.

Question Has any decision been made on Retail Box type?

Answer The SuperKing Window Box is well accepted. No information on Superking Box type

Question Will Box include graphics for MOY 50th Anniversary?

Answer Don't know yet. One thing at a time. Horse comes before cart.

Question What graphics will be on the models? Comment...."Classic cars should NOT have tampo decoration."

Answer Feedback was split on this issue, some don't want graphics on classics and others want 50th Anniversary graphics.

To date Mattel has not announced its decision regarding:

Venue for 2006 Toy Show

Disposition of Dealer models from 2005 Hershey Toy Show.

I will keep bugging Mattel about the above two items.

I would like to thank all who have taken the time and effort to provide feedback on questions under consideration by Mattel. Some responses are terse while others are thoughtful and thorough. Yet I am disappointed that not more are responding to feedback requests.