Micro Machines

The iconic Micro Machines are coming back!

At Licensing Expo, Hasbro appointed Wicked Cool Toys as the new global master toy licensee for one of the most popular toys of the ’80s and ’90s — Micro Machines. Originally made by Galoob and relaunched by Hasbro in the mid-’90s, Micro Machines were a phenomenon made iconic with rapid-fire commercials featuring the fast-talking John Moschitta Jr. as “The Micro Machine Man,” wrapping each spot with the memorable tagline: “If it doesn’t say Micro Machines, it’s not the real thing!”

“Micro Machines is one of those amazing nostalgic brands that still has appeal 30 years later. There is huge potential to bring it back,”  says Michael Rinzler, co-president of Wicked Cool Toys.

Jeremy Padawer, co-president, adds, “Considering recent toy unboxing trends, the brand’s multigenerational appeal, and the vehicle category’s ripeness for something ‘new’ again, we believe Micro Machines will be a global phenomenon.”

“We are thrilled to be partnering with Wicked Cool Toys, an entrepreneurial toy company that has a proven track record in relaunching classic brands with product innovation and a modern, sophisticated marketing approach,” says Casey Collins, general manager and SVP of entertainment and licensing at Hasbro. “We are excited to collaborate to introduce Micro Machines to a whole new generation of kids.”

The new collection from Wicked Cool Toys will launch next fall.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.

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