With Captain America: Civil War set to bow in North America on May 6, Mattel has unleashed a new range of Hot Wheels cars and accessories based on the heroes and villains from the highly anticipated Marvel Studios film.
The mass retail range for kids ages three and up consists of character cars (US$3.99), large-scale feature character cars (US$14.99), two-pack motos with accessories (US$14.99) and Toys”R”Us exclusives like mega moto launchers (US$19.99) and character car two-packs (US$7.99).
Walmart’s exclusive includes a Hot Wheels five-pack (US$5.49), and Target will exclusively sell a character car five-pack (US$19.99).
In addition to Mattel, licensees Jakks Pacific, Rubie’s and IP owner Disney will also look to cash in on CP sales for the third film installment in the Captain America franchise, which so far has banked more than US$1 billion at the global box office.
As for the Hot Wheels brand, the classic toy line continues to be a cash cow for Mattel. Overall, the toyco’s wheels business, which includes the Hot Wheels and Matchbox brands, posted a 9% increase in gross sales to US$135 million during the first quarter of this year.