NEWS

First-ever Britains re-release to mark 100th anniversary in 2021

Published on: 23rd December 2020

The brand will also announce a brand-new licence that will join the portfolio of authentic tractor models. 

Britains, Europe’s oldest specialist in agricultural toys and collectibles, is set to celebrate its 100th anniversary next year with the re-launch of its original Fordson Major Tractor, a limited edition of only 7,500 units available from July.

In 1921, Britains unveiled its first farm vehicle, the ‘4F’ Tumbrel Cart. Shortly after World War II came to an end, Britains introduced its first ever tractor in 1948, just three years after the real tractor appeared. It featured a choice of metal or rubber tyres and came with a character driver within a traditional matchbox. The 2021 limited-edition version will pay tribute to these nostalgic features, with a fully diecast tractor including rubber tyres, a lookalike toy driver and the original packaging.

To drive demand for the Fordson Major, Britains will be hiding 100 Gold finished tractors within the 7,500 range for collectors to find, as well as creating 10 Silver versions for social media and press giveaways to build further awareness.

The brand has also expanded its global licensed offering with the introduction of Claas, one of the biggest licensees in the world. The new partnership is expected to be key for 2021 and will see the launch of the Claas Xerion 5000 model, with detailed features and a rotating cab, available from 2nd January. The following month, Britains is set to launch two new additions to its Heritage collection: the International Harvester Farmall 1066 and the Case International 4894, giving further kudos to the nostalgic feel of 2021.

Mary Wood, general manager UK & head of EU brand development at Tomy, said: “We are very pleased to be celebrating our 100th anniversary next year, but we couldn’t have reached this huge milestone without our longstanding and devoted fans. From collectors to farming families, our core fans have played with and grown up with Britains for years, and we want to thank them for all of their support. To mark this celebration, not only do we have some exciting, limited-edition products for our core fans, but we will also be supporting the anniversary campaign with an emotive brand video, bespoke POS materials, a newly designed logo and a celebration event.”

Mary added: “Over the years we have achieved world firsts for Britains, from launching the first ever tractor replica to a radio-controlled tractor, being at the forefront of trends in the industry, leading the way on quality and design, and achieving No.1 status in the market for 1:32 farm replicas. We are extremely proud to have reached this landmark and we want to thank everyone, especially the independent toy stores, who have contributed to the 100-year success of Britains.”

Today, Britains has established itself with high quality innovation in perfectly replicated diecast miniatures, whilst remaining true to its 100- year heritage. Britains offers a full range of diecast farm models including tractors, implements, vehicles and accessories, allowing children aged 3+ to build their farm, as well as constantly refreshing and updating its collection for its enthusiasts.

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