Contact: Julie Livingston/Angela Vince
Child’s Play Communications
212-488-2060
jl@childsplaypr.com
av@childsplaypr.com
TOY STATE® FUELS 4th QUARTER EXCITEMENT WITH
NEW ROAD RIPPERS® R/C LINE AND CAT® PRESCHOOL EXPANSION
Lights & Sound Action Fosters Role Play Fun
Norwood, MA, June 24, 2010 - Toy State®, a leading manufacturer of lights and sound toys, is making significant additions to its popular Road Rippers® and licensed Caterpillar® collections in the boys’ vehicles and preschool toy categories, while also launching two key brand extensions: Road Rippers R/C and Ripp’s Garage.
Known for their major vehicle licenses, popular licensed music, multiple play features and best-in-class “try-me” functions, Toy State products are engineered to capture the look and feel of real cars and hardy construction trucks. Toy State vehicles and machines are high quality, value-priced and packaged with a slew of “try-me” features. Strong enough to handle rough and tumble play, the Road Rippers and Caterpillar brands are just right for boys ages 3-7.
Road Rippers®
The biggest news this year in the Road Rippers line is the launch of Road Rippers R/C, featuring radio-control vehicles.
Motor Muscle: This new line of classic 1960s and 70s muscle cars offers full-function radio control features. Each classic car includes its own uniquely styled remote controller that incorporates design cues pulled from the actual vehicle. A popular classic tune from the same time period is contained in each controller. Models include the 1967 Corvette Stingray, 1969 Dodge Daytona, 1971 Dodge Super Bee and 1970 GTO Judge. Age: 7+. Suggested retail price: $35.
Mobile Command: This R/C line offers full-function radio control versions of popular licensed sports cars, with lights and sound features incorporated into the walkie talkie-themed controller. Each controller includes music, vehicle sounds and driver vocals. Vehicle styles include Dodge Challenger and Dodge Viper. Ages: 7+. Suggested retail price: $35.
In the traditional (non-radio control) Road Rippers line, 2010 highlights include:
Lightning Rods: Chevy Camaro and Dodge Viper replicas feature light-up, oversized authentic engines, offset by an internal spinning light show, sounds and fun tunes. Ages: 3+. Suggested retail price: $15.
Wheelie Poppers: For boys looking for a rockin’ good time, there are Wheelie Poppers, a colorful motorized racing car series with music, lights and life-like motorized wheelie action. Ages: 3+. Suggested retail price: $15.
Wheelie Bikes: For motorcycle enthusiasts, Toy State offers Wheelie Bikes, a fleet of souped-up Kawasaki models that rise high with the push of a button. Ages: 3+. Suggested retail price: $15.
Secret Service: Disguised as an average car and SUV, the Secret Service assortment packs some undercover power. Push a button and it transforms to unlock major artillery: each weapon lights up and has its own unique sound effects. Retract the weapons and the free-wheeling vehicle is off to the next high speed chase. Ages: 3+. Suggested retail price: $10.
Flash Rides: These new free-wheeling vehicles are styled with various lights and sounds features that are sure to thrill any young child. This new assortment comes with a variety of vibrant colored vehicle models for children to choose from, including motorcycles, trucks, SUVs and more! Ages: 3+. Suggested Retail Price: $10.
Ripp’s Garage
Also new this year is Ripp’s Garage, named after Toy State’s iconic character, Ripp—an ace racing car driver. The Mini Remote Control assortment is comprised of radio control racers armed with a hand-held or tethered remote controller; “Turn & Burn” models have side-winding mechanical driving action; push down on the cab of Mud Runners to rev up life-like motorized driving action and pump the spoiler on Power Wings and watch ‘em take off! Ages: 3+. Suggested retail prices from $1.50 to $10.
Caterpillar®
In 2010, Toy State is also expanding its Caterpillar licensed collection, with a special focus on its Cat Preschool line. Young children will be drawn to the authentic look and feel of each model machine, which emulate the details, motion and scale of real Cat machines seen on major construction sites. For moms looking to encourage open-ended play, the Cat Preschool line provides tremendous value and hours of role-playing fun.
Cat Preschool highlights include:
E-Z Machines R/C: Now, young machine enthusiasts can experience the “feel of real” with Cat E-Z Machines, a new preschool R/C collection with an easy-to-operate, one-button remote controller—a perfect “first” remote control toy. Available in two models, including the Cat Dump Truck and Wheel Loader, kids press the singular remote button and the machine bolts forward; release the button and it spins. The remote also activates an elevated, motorized bucket and dump bed. Ages: 2+. Suggested retail price: $10.
Cat Playsets: Encouraging role play has never been more fun with these “build and play” sets that allow children to create their own construction sites. Each set features “real life” construction site sound effects, music and fun vocal phrases.
· Bridge Builder Playset: The Cat “Build & Play” set is perfect for young builders. Children will love operating the free-wheeling Cat machine and “working” cement mixer that allows kids to create their very own bridge. Ages: 3+. Suggested retail price: $10.
· Mining Playset: Now little ones can experience the real life duties of a Cat mine worker. This exciting set includes one “working” rock crusher and a free-wheeling Cat machine. Ages: 3+. Suggested retail price: $10.
· Shipping Port Playset: The Cat Shipping Port Playset comes packed with cool features. This moving set is complete with two free-wheeling Cat machines and a freight ship. The “working” gantry and container cranes move around the port station, creating hours of fun for children. Ages: 3+. Suggested retail price: $20.
“Retailer response to the new Road Rippers and Cat Preschool lines has been excellent,” says Will Coleburn, Senior Vice President, Toy State. “The multiple ‘try-me’ features in these new line extensions demonstrate the extensive play value of our toys to mom,” he added.
4th Quarter Marketing Plans
Toy State plans a robust fourth-quarter advertising program to build awareness of its Road Rippers and Cat Preschool lines and drive traffic to its consumer site, My Motor Island. Toy State will also continue its award-winning 2009 digital advertising campaign, named the Best Toy and Hobby Online Campaign by the Web Marketing Association. In addition, Toy State products will be featured in mass retail advertising circulars and catalogs. A major in-store merchandising plan includes end cap displays, box-outs, clip strips and point-of-sale signage. The company will also launch a social media campaign aimed at moms, showcasing the play value inherent in the Road Rippers and Caterpillar brands.
Toy State products are available at Wal-Mart, Target, Toys“R”Us and Kmart stores nationwide, as well as other mass market retail outlets in Canada and Europe.
About Toy State
Founded in 1987, Toy State is an innovator and an industry leader in the manufacture of licensed and highly stylized lights and sound vehicles. Toy State’s core portfolio includes Road Rippers® lights and sound vehicles, as well as Caterpillar® and Cat Preschool® lights and sound construction toys. Working in-step with the world’s leading automakers, Toy State products provide hours of enjoyment for kids of all ages. For more information, visit www.toystate.com.
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