Licensing Toys

Hasbro Names Wicked Cool Toys as Micro Machines’ Master Toy Partner


Hasbro has entered into an agreement to appoint Wicked Cool Toys as global master toy licensee for Micro Machines.


Micro Machines, a top-selling line featuring collectible component style “playsets” and miniature vehicles, originally became a hit in the mid-1980s. The new line of Micro Machines is expected to hit store shelves in the fall of 2020.


Michael Rinzler, co-president of Wicked Cool Toys, said, “Micro Machines is one of those amazing nostalgic brands that still has appeal 30 years later. There is huge potential to bring it back.”


Jeremy Padawer, co-president, added, “Considering recent toy unboxing trends, the brand’s multigenerational appeal, and the vehicle category’s ripeness for something ‘new’ again, we believe Micro Machines will be a global phenomenon.”


The original Micro Machines line was made by Galoob, which is now part of Hasbro. Different styles of Micro Machines were released including popular model cars and trucks, emergency vehicles, motorcycles, and airplanes. In addition, several Micro Machines lines were created based on top franchises. The toy line is as much known for its petite size as it is for its popular advertising campaign. Each spot ended with the slogan, “If it doesn’t say Micro Machines, it’s not the real thing.”


“We are thrilled to be partnering with Wicked Cool Toys, an entrepreneurial toy company that has a proven track record in relaunching classic brands with product innovation and a modern, sophisticated marketing approach,”said Casey Collins, general manager and senior vice-president of Entertainment and Licensing at Hasbro. “We are excited to collaborate to introduce Micro Machines to a whole new generation of kids.”


Further details about the new Micro Machines line will be released later this year.