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.

Marketed under the Nikko R/C and Road Rippers brands, each vehicle will feature models and liveries driven in competition by Sébastien Loeb, a nine-time World Rally Championship (WRC) world champion.

“We are thrilled to enter into this new relationship with SLR,” says Andy Friess, Toy State president. “Sébastien Loeb is a French racing icon. Partnering this great champion and his racing team with Toy State brands, both on the track and on retail shelves, is a great opportunity that will create excitement for Nikko and Sébastien Loeb fans around the world.”

In addition to product licensing, Toy State will be the primary race sponsor for two SLR events this season. Piloted by Sébastien Loeb, cars bearing the Nikko/Toy State livery will compete in races scheduled for August beginning with the Porsche SuperCup event at Spa Francorchamps, and followed by a Midjet Supertourisme GT Tour race at Magny Cours.

The sponsorship extends Toy State’s Nikko Racing imprint in global motorsports, as the company is currently in the middle of a sponsorship program with Tommy Baldwin Racing in the NASCAR Sprint Cup Series.

About the author

Phil Guie

Phil Guie

Phil Guie is an associate editor at Adventure Publishing Group. He writes and edits articles for The Toy Book and The Licensing Book. Phil also serves as lead editor for The Toy Book Blog and The Toy Report newsletter, and manages social media for The Toy Book. But of course, Phil’s pride and joy are his weekly reviews for The Toy Insider, in which he writes about video games, movies, and other cool things. His hobbies include comics, baking, fidgeting, and traveling to off-the-beaten places and making new friends.