Little Tikes UK Shifts into Top Gear with New Wheelz Campaign

The Stig may not be well-known outside of automotive culture in the U.S., but in the UK, the anonymous, white-suited driver from Top Gear is a household name.

For its latest social media campaign, MGA Entertainment‘s Little Tikes UK division is tapping into the mysterious vibe with Little Stiglet, who stars in new commercials for the company’s Wheelz line of RC vehicles and play sets.

In the first spot, Little Stiglet takes the wheel of the RC Dozer Racer and Slammin’ Racers Turbo Tyre, and takes control of the YouDrive Rescue Chopper, Tyre Twister Lights, Slammin’ Racers Runaway Railroad, RC Bumper Cars, and YouDrive Flex Tracks.

https://www.youtube.com/watch?v=4m-AcZ6IPw0

The full range — which is also available in the U.S. — carries a message that “these toys were made for racing.”

Designed for kids ages 3-5, the Wheelz toys are crafted to be simple-to-use, rugged introductions to the RC category. Little Tikes UK says that Little Stiglet “is taking Little Tikes Wheelz racers to the extreme, with bigger crashes, faster speeds & higher stunt jumps than ever.”

About the author

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.