Mattel is celebrating the 70th anniversary of the Matchbox brand by releasing a line of limited edition die-cast vehicles that pay homage to its heritage of producing highly detailed toy vehicles.
The Celebration line will feature special platinum detailing and will be available in seven different assortments, featuring iconic vehicles from around the world over the past seven decades. The limited-edition toy vehicles will be available throughout the year and are the first of several celebrations the brand has planned for 2023.
“We are thrilled to celebrate Matchbox’s 70th anniversary and the legacy of trust this brand has left on children and collectors around the world,” said Roberto Stanichi, senior vice president, global head of vehicles, Mattel. “We look forward to continuing to redefine the diecast category as we move toward a more sustainable future.”
With this in mind, part 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% recycled or bio-based plastic materials by 2030. Matchbox said the integration of sustainable production methods and other initiatives will help inspire the next generation of kids and collectors to play their part in promoting sustainability.
Additionally, Matchbox said electric vehicles will be incorporated into its model vehicle lineup. As for which EV will be available, that’s still a mystery at this point.
Matchbox was first designed by English engineer Jack Odell in 1953, who revolutionized the toy vehicle category with unique scale, affordability and mass availability. More than 70 years later, the brand continues to defend its values of innovation, quality and realism. The 70th anniversary celebrations mark a return to Matchbox’s legacy and a step forward towards a more sustainable future.
Matchbox toys will be available in 2023 at major retailers, with prices starting at £2.30 (around $2.77) for a single die-cast vehicle.