Why Matchbox have re-branded......

I was looking for a clear Matchbox logo to update matchbox1-75.co.uk, when I stumbled across this site.


http://www.popgun.com/?portfolio=matchbox-rebrand -

Below is the snapshot of text as to why Matchbox have re-branded. Upon reading the below, this single handly refutes all notion that they are influenced by the likes of the MCCH Forum and the wims and requests of the collector. So as much as the 20-strong army on that board believe that they have a hotline into Mattel, things are becoming more evident - and again my theory:

1. Mark Curtis is desperate to keep kudos with come involvement with Mattel - this started off in 2005-odd and Mattel gave weight to the gathering of people in New Mexico. Now the MCCH Herd expect a show model which Curtis gets from Mattel, etc every year. I believe that Mattel are just being polite. Curtis needs his ego massaged and hence why wants the exclusvity of Mattel backing "his" board.

It will be interesting to see what would happen if Mattel pulled any support from the MCCH and severed ties with Curtis.....perhaps he would revert to eating more pie? (by the size of his lardyness, I think that the answer is yes).

2. Mattel are interested in Sales and not the collector. If they want the older audience to collect diecast, then it should be the Hot Wheels brand. Look at the premium lines of 1/18 and 1/43 scale modes that are coming out and the wonderful castings in 1/64 scale. As mentioned in a previous blog, the pickings of casting lie within the Hot Wheels stable and NOT the MB one.....

3. The direction of the Matchbox brand is very clear - ACTION and ADVENTURE. Like it or not, Matchbox seems to be moving away from the traditional car segment and getting all Lara Croft....

Below are some choice quotes:

Our workflow started with child’s point of view— young boys are in awe of big vehicles. Their power and presence makes them appear larger than life.

Rugged, Heroic and Unstoppable were guiding key words that described the Matchbox vehicle lineup and spoke directly to boys’ imaginations and how they interact with their toys.

With both hands on the wheel, the young Matchbox driver is ready to take on any adventure he can dream up.

I do not see any reference to the adult collector - and again, the so-called Ambassador roll appears to be little more than a goodwill exercise to the small minority of collectors.

It is very clear - those who have a romantic affair with Matchbox are going to face disappointment as the brand progresses. And the refusal to acknowledge this is going to be their downfall. It seems that it is only a matter of time before the range is moved to what I call the larger "Bruder" toys (large Trucks) that you can very easily take to a park and get dirty and muddy.

And with that direction we could see the folding of diecast under the Matchbox name......

SuperKings were the best thing that drove my imagination when I was growing up, yet Mattel have refused to invest in these models again. The HW site is bang up to date, MB is two years out of date. The toys are aimed for the 2-5 year old market and then once exposed to the likes of PlayStation and other character franchises, then the work is done.

Maybe I am reading a little bit too much into it. But the reluctance of Mark Curtis to accept anything bad about Mattel is bordering on silly.....and that collectors do not influence Mattel in any way shape or form.

As an aside, believe it or not, I quite like the 1-120 line up for this year - I care not for the graphics, but as for a bunch of cars and vehicles, it makes a good selection to choose from.

As ever, it would be good to get some free, unrestricted thought and opinion on this particular blog - and welcome comments from those from the MCCH who are muffled with their views.
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On the brand

Ever since the introduction of Hot Wheels in 1968, Matchbox has lived in the shadow of its more colourful, exciting and flashy Mattel brand-mate. However the Matchbox vehicle line has always kept its wheels firmly grounded in reality with trucks, ships, military and adventure vehicles at its core.

Popgun collaborated with Matchbox on a major brand overhaul that began by redefining the target audience, brand personality and attributes. Rugged, Heroic and Unstoppable were guiding key words that described the Matchbox vehicle lineup and spoke directly to boys’ imaginations and how they interact with their toys.

Following much exploration it was decided to retain the equity in the existing 70′s Matchbox letterforms, but update the weight and finish to align with the new brand values. Packaging, structural concepts, segmentation and trade dress soon followed.

With fresh gas in the tank and a GPS pointed toward success, the awesome new Matchbox brand can demolish any type of terrain.

On the graphics

Beginning in 1953, Matchbox has maintained the fine tradition of product line illustration for packaging in order to spark a child’s lively imagination. Wanting to change its recent illustration style from a flat, comic book approach to realistic renderings, Matchbox looked to Popgun to refresh its style, incorporating rich detail for their young audience to study and discover.

Our workflow started with child’s point of view— young boys are in awe of big vehicles. Their power and presence makes them appear larger than life. We transformed Matchbox’s 3D production files from grey scale models with little detail, into vivid vehicle illustrations, that, combined with evocative backgrounds, bring together an over the top sense of realism.

With both hands on the wheel, the young Matchbox driver is ready to take on any adventure he can dream up. Vrooooooom!

Holiday Haul #8: Matchbox 2010 Lesney - '75 Chevy Stepside and Cadillac De Ville

These models have been outstanding within the collection for over a year. They were bought for me in Aussie by Jono C, but for some reason, I never got around to asking him to send them over to me. A beer and a chat later, they are safely in my hands. (Thanks mate – looking forward to the VE Ute’s!)

The models have been created out of pressure from collectors to bring back pure diecast models. That is to say, that they body and chassis are cast from metal, like in the old days before plastic took over. Mattel decided to cash in on the heritage of Matchbox by producing a range of models using the Lesney moniker and adding extra tampos and detailing, as well as increasing the price point to almost double what the standard 1-75 model actually costs. Add to this a replica box like that of yesteryear with artwork similar to those of the original 1-75 of the 60s, and 70s.

I think that there has been mixed success with the ranges released. Mattel decided to release another line of “detailed” 1-75 called the Best of British range, which had plastic bases, but were based on cars and vehicles significant to the UK. The range bombed. Priced at around £3-4 each, the Yanks snapped them up as it was another Matchbox models, “so I just gotta have me one”, but within the UK, unless you were a die-hard collector, this range didn’t seem to sell particularly well. A year later, you could still see them clogging up the pegs where available. Mattel did the same with other lines called SuperFast and Streakers, which were not in line with the original models, but yet another way to milk more money from collectors. I have to admit, I got a handful of SuperFast models, but was complete unimpressed. A little bit more detail, and a bit of glossy cardboard? SuperFast to me meant models that went fast on the floor when you zoomed them. Bit of an insult that the true meaning of the ‘brand’ was not carried over, and £ signs took over. I never got any of the Streaker models, but I am certain that they were in the same vain.

And as with most things, the stiffs at the MCCH would not hear anything bad about the models, as it would jeopardise their “relationship” with Mattel and their ability of try to influence the model line up for future years….

However, the Lesney range of models caught my eye – more so that they had a diecast base, which meant that they were closer to the original 1-75 range of yesteryear. The two models I got were the 1975 Chevy Stepside Pick-up/Ute and the Cadillac De Ville.



I have to say I am very impressed with the 1975 Chevy Stepside. The detailing is really rather exquisite, with the Goodyear logo on the 5 dot wheels – a wheel which traces its origins way back to the early 70s. Love it. The little touches please as well, such as the Chevy logo detailed on the front grill, and the rear detailing on the backside of the model. The paint finish is also HQ, and the actual weight of the chassis and body gives the real feel of an old MB model. With the box that comes with the model that is a bonus, but not in my mind an essential part of the model – serves little purpose if all you are going to do is display the model. But overall, dead chuffed, and very happy with this one.

The Cadillac however, is somewhat flat. Despite the diecast chassis, it just does not feel right…..I simply cannot put my finger on it, but something is missing from the model, and just does not have the presence of the Stepside, and just feels very wrong as a diecast model. The detailing on the model cannot save it either.

The packaging also seems to also be a bit of a waste of time as well. So Mattel have spent time and effort employing an artist and then ensuring that the plastic covering masks over the artwork….? Just seems a little pointless to be honest, as when you remove the model from the packaging, it destroys the visuals. This is one of the main attractions that Matchbox had over the years, and they seem to have scored an own goal with the way that the packaging has been done. Mattel have learnt from their mistake, and the 2011 1-75 range ensures that the artwork is clearly displayed over and above the plastic bubble housing the model. I hope that the brainbox behind the Lesney lot has been put in detention for being a div.

No doubt, Mattel will continue to milk as much as they can by producing these models, and there will be those who will snap everything that they can produce – because it is a Matchbox model, or those who will scalp and sell on for profit to the unsuspecting collector. For myself, it really is a judgement call. For models like the Stepside, which use the old 5-dot wheels, this really does appeal, and I will go out on a limb to ensure that I have this addition to the collection. Indeed having looked at some models on eBay, they look rather nice. BUT – and there is a but – some castings are simply a shocking choice. Who really wants a tarted up edition of the Sahara Survivor or Jungle Crawler?
Thinking here that Mattel might have run out of ideas, and just plonked for the first ones that might have been easy to convert to a Lesney edition……

Indeed, it has been reported on the MICA website that Mattel are actually scaling back with these models – even diecast is not immune from the likes of the economic climate at present, and the figures don’t seem to add up for 2011. You can almost visualise some of the hardcore @ the MCCH looking to top themselves as 3 models will not be produced this year…..(D’oh – get out more you bunch of anoraks!)

This is very much a mixed bag – and I am not certainly going to go out of my way to get any more. Well, fact of the matter is that Mattel still cannot get their arse into gear with regards to distribution in Europe, so I never really stood a chance even if I was a massive fan of this range.

Majorette's Seat Leon Cupra

Ayalta - to my knowledge - were the producers of SEAT models in 1/43 scale. It is also surprising that the big hitters haven't produced some SEATs within their staple range like the Ibiza.

Majorette have finally churned out a Leon Cupra version. Not the classiest of castings and not one that smacks of quality but to have a SEAT as an everyday car within a diecast collection is always good to have amongst the Americana that seems to dominate from HW and the enforced choices of the MCCH within the MB range.

It does the job - simple as that, and sometimes as a collector that will override the quest for quality and detail. This is one of those times.

I will check Bburago's offerings within their Street Fire range - I am sure that they have a SEAT there, but cannot remember for the life of me if so for 100%.

Hot Wheels VW Brasilia

I do like the randoms that Hot Wheels produce. Not that I want them on display or stuff like that, just that they are different and non-standard. Everyone on the MCCH wants to see cars of yesteryear within the line-up or their wish list of Americana current or past.

Apart from Tomica producing all sorts of Japanese production vehicles, Hot Wheels - for some reason - also offer the obscure.

The Volkswagen Brasilia was a compact car made in Brazil between 1973 and 1982.
The Brasilia (named after Brazil's capital city) looked like a smaller version of the Volkswagen 412 Variant, but was in fact based on the Volkswagen Beetle. It was developed by Volkswagen do Brasil (Volkswagen of Brazil), which had at the time a unique and somewhat exotic line of cars, which spawned such rarities as the SP2. The Brasilia was equipped with the Volkswagen air cooled engine from the Beetle.

It is not a normal model, but I am very glad that the decision was made to produce it and it is welcome within the garage.