HoliDAY of Play 2015

Toy State Speeds into Partnership with SLR

ToyStateLogoToy State has entered into a worldwide partnership with Sébastien Loeb Racing (SLR), a deal that includes both race sponsorships and product licensing components. The four-year global licensing agreement grants Toy State exclusive rights to develop ranges of toys in the R/C and lights and sound categories.

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Q&A with Andy Friess, President of Toy State

AndyFriess,headshotHaving recently been promoted to the position of president of Toy State, it seemed like a good time to sit down with Andy Friess to talk about the state of his company, its high-profile sponsorship agreement with Tommy Baldwin Racing, its upcoming plans for the R/C brand, Nikko, and more.

The Toy Book (TTB): How important are new licensing agreements to the growth of Toy State? 

Andy Friess (AF): Licensing plays a major role in our success. With the competition so tough in all toy categories, securing rights to strong licenses can provide the point-of-difference that separates us from our competitors. Toy State’s history of developing products featuring the highest levels of quality and innovation has been a great “selling” tool as we seek new licensing opportunities. We’ve been extremely fortunate to work with a core of outstanding global licensors, and these relationships have been instrumental to the successes we have achieved over our 30-plus-year history. The 13-year, multi-category relationship with Caterpillar has been the foundation of our licensing efforts.

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Toy State Kicks Off Five-Race Sponsorship with Tommy Baldwin Racing

ToyState.Nikko2015NascarToy State has signed on as primary sponsor for the Tommy Baldwin Racing (TBR) No. 7 car. The Nikko/Toy State car is currently being prepped for NASCAR’s marquee race, the 2015 Daytona 500, scheduled to take place on February 22. [Read more...]

Toy State Showcases New Branding for Road Rippers and Nikko

Toy State New BrandingOn Monday, Toy State unveiled new branding designs for its flagship lights and sound and R/C product lines, Road Rippers and Nikko. The company is showcasing the new-look product lines and branding at Fall Toy Preview in Dallas, and will continue to highlight them at Hong Kong Toys & Games Fair in January.

Toy State acquired Nikko and Nikko Entertainment BV in May. The moves came on the heels of a period of aggressive growth, including new licensing partnerships with Hot Wheels, Transformers, Hello Kitty, and Angry Birds.

“We couldn’t be more excited about the new logos and packaging these leading brands will have when they hit retail shelves in 2015,” said Andy Friess, Toy State’s general manager of U.S. operations and senior vice president of global marketing. “Redefining the Nikko brand was a major design objective following our acquisition, and returning Road Rippers to its signature ‘orange package’ roots provides an exciting refresh for the leader in the lights and sound vehicle category.”

Toy State Introduces New Road Rippers, Hot Wheels, and Cat Products

Road Rippers

Road Rippers

Toy State is adding new products in its spring line, including new offerings from its Road Rippers brand and Hot Wheels and Cat licensed products. The company is celebrating its 30th year by bringing new products for indoor and outdoor play.

For the Road Rippers line, suitable for kids ages 3 and up, Street Screamers feature stylized licensed vehicles with oversized low-profile wheels and special paint jobs. The VW Hatchback has a light-up rotating speaker bed with three unique designs and a different song for each. The Skidders Mini Countrymen WRC can slam on the brakes for a “fish-tail spinout” effect. Rev Up Monsters have a rev-up driving feature, while Maximum Boost has a rocket boost, as well as wheelie action. Street Beatz are custom-designed vehicles with high-impact speakers.

Hot Wheels licensed products, suitable for kids ages 3 and up, include [Read more...]

Toy State Introduces Additions to Road Rippers, CAT Preschool

Toy State is adding to the Road Rippers line with the launch of Road Rippers R/C radio-control vehicles. The new vehicles include the Motor Muscle and Mobile Command lines.

The Motor Muscle cars include classic 1960s and 1970s style muscle cars with fully functional radio control features, incorporating designs from the particular style of vehicle. A popular song from the time period is also contained in each controller. Models include the 1967 Corvette Stingray, 1969 Dodge Daytona, 1971 Dodge Super Bee and 1970 GTO Judge.

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