Disney has announced that boys’ character franchise Cars has a special edition range of cross-category Silver Series products launching. Creating new product development opportunities for licensees and point of sale opportunities for retailers, the Silver Series is set to bring a fresh range of products to market which drive collectability amongst Cars fans.
Disney has created a new back story to mark the range, which will be revealed in a special Silver Series edition magazine featuring characters from the Disney/Pixar Cars and Cars 2 films. As part of the Silver Series, Mattel will develop new die-cast Cars models, enhancing the toy range. The die-cast Cars will be produced with double Ransburg Zamak metallic paint.
To complement the Cars franchise, a new film from Walt Disney Animation Studios, Planes, is due for release in UK cinemas from August 2013, and will be supported by a strong cross-company marketing campaign.
Marianthi O’Dwyer, VP of licensing and publishing for The Walt Disney Company UK & Ireland, said: “The Cars franchise has strongly delivered in global retail sales, and with a wealth of new content and regularly refreshed product ranges, the success is set to continue. We’re excited to be introducing Planes, the world above Cars, with a new feature film next August. Both vehicles align so well with boys’ play patterns and we’re excited about seeing ranges for Cars and Planes on many Christmas wish lists in 2013.”