NORWOOD, Mass., Dec. 14, 2015 /PRNewswire/ — Toy State, a toy industry leader and innovator of licensed and highly-stylized ‘lights and sound’ and radio-controlled toy vehicles, has entered into a global licensing agreement with NASCAR. The relationship will allow Toy State to introduce NASCAR-licensed products specially designed to connect with the next generation of NASCAR fans.
With a portfolio that already includes licensing agreements with leading global properties including Caterpillar®, Hot Wheels®, DC Super Friends®, Barbie® and WWE®, the addition of the NASCAR brand further strengthens this lineup and fortifies Toy State’s motorsports program.
“Our introduction to NASCAR in 2015 has been fantastic, and we’re excited to deepen our presence in the sport through this new licensing partnership,” said Andy Friess, Toy State President. “We are thrilled to work with the sport’s governing body to help cultivate kid interest and engage young NASCAR fans through our toys.”
This deal is the latest activation piece of Toy State’s entry into motorsports after serving as a primary sponsor for Tommy Baldwin Racing’s No. 7 Chevrolet during the 2015 season. While no plans have been announced concerning the company’s sponsorship 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 imaginative products will provide us with a great opportunity to engage and interact with NASCAR’s youth audience,” saidBlake Davidson, Vice President of Licensing and Consumer Products, NASCAR. “We look forward to the introduction of NASCAR-licensed toys in the marketplace and welcome Toy State to our stable of licensees.”
Development is currently underway on the toy line. Co-branded with Toy State’s flagship Nikko™ and Road Rippers® brands, product is expected to hit retail shelves in early 2016.