Toy State has entered into a global licensing agreement with NASCAR to introduce NASCAR-licensed products specially designed to connect with the next generation of NASCAR fans. Development on the toy line, which will be co-branded with Toy State’s flagship Nikko and Road Rippers brands, is currently underway. Product is expected to hit retail shelves early next year.
The deal is the latest of Toy State’s entry into motorsports after serving as a primary sponsor for Tommy Baldwin Racing No. 7 Chevrolet during the 2015 season. While no plans have been announced concerning the sponsorships plans in 2016, this new licensing deal will allow Toy State to create “lights and sound” and radio-controlled toy versions of on-track car replicas for distribution across a broad network of retail channels.
Toy State’s portfolio of licensing agreements with global properties also includes Caterpillar, Hot Wheels, DC Super Friends, Barbie, and WWE.