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Iconic Matchbox brand drives back into Tesco

Retailer works on joint project with Mattel as famous die-cast toy cars make a comeback.

One of Britain’s most iconic toy brands – Matchbox – is being bought back to the high street by 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. However, now Tesco is working with brand owner Mattel on a joint project to develop the range and launch around 100 new cars each year.

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

“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,” said Ladislav Gajdos, Tesco toy buyer. “Vehicle toys and specifically die-cast cars have never gone away and have consistently been among 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.”

The range will be available in nearly 600 stores with prices ranging from £1.25 for a single die-cast, £5 for a five-pack and £8 for a nine-pack.

There are 100 vehicles in the existing range, but Tesco has plans to add 25 new lines by Christmas.

Michael Hick, vp and country manager for Mattel UK, added: “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.”

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