Mattel is celebrating a milestone anniversary for one of its iconic brands.
Created in 1953 by English engineer Jack Odell — a vehicle mechanic for the British Army in World War II — Matchbox launched a new category of toy vehicles by pairing a small scale with mass availability at an affordable price.
This year, the Matchbox 70th Anniversary will be celebrated at retail with a line of limited edition vehicles that pay tribute to the heritage of the brand. Mattel plans seven different assortments geared toward kids and collectors. The fleet includes vehicles from different regions and eras reflecting seven decades of imaginative play.
“We are excited to celebrate the 70th anniversary of Matchbox and the trusted legacy this brand has imprinted on kids and collectors all over the world,” says Roberto Stanichi, Senior Vice President, Global Head of Vehicles at Mattel. “We look forward to continuing to redefine the die-cast category as we move toward a more sustainable future.”
Continuing last year’s push into sustainability for Matchbox, Mattel says that a portion of the new 70th anniversary die-cast collection will be made from recycled zinc. The move comes as part of Mattel’s overall mission to produce all of its toys, games, and packaging using 100% recycled, recyclable, or bio-based plastic materials by 2030.
