He’s Not Just a Kid, He’s a Hero T o m y ’ s n e w T o m i c a l i n e s e n d s k id s o n r e s c u e m i s s i o n s w i t h u n i q u e v e h i c le s
by Marissa DiBartolo
T
hanks to Tomy, the boys’ action aisle just got a little more heroic. More than just watch-it-run train sets, the global toy company’s new Tomica line features transformable, multi-function vehicles that allow kids to role play their dreams of being real-life heroes. The toys, which range from individual pieces such as TomiHero figures and vehicles to deluxe play sets, center around specific rescue scenarios including gas station fires, arctic mine missions, and volcanic eruption emergencies. “This line gives [kids] the opportunity to be heroes and decide how they want to play and what heroes they want to be and what vehicles and trains they want to use to perform those heroic missions,” says Tom Zahorsky, brand manager at Tomy. Geared toward 3- to 7-year-old boys, the Tomica rescue line’s interactive play sets allow kids to tap into their imaginations to perform rescue missions. “It’s a transition for when kids are done playing with Thomas, Chuggington, and Dinosaur Train, and they are looking to play with a much cooler, older product,” Zahorsky says. Though there are many different rescue vehicles available in the Tomica line, the motorized trains are stand-out toys. The trains are based on three different themes and each includes 18 inches of circle track. The Arctic Liner has switch-activated repair arms, the Mechliner transforms into a mech-robot, and the Search and Rescue Liner features moving blades on the front train car. With MSRPs ranging from $5.99 to $69.99, the pricing is consistent with past Tomica lines, but the value of the play sets is higher than that of previously available products. The Storm Runner, priced at $29.99, is a rescue jet that
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transforms into a submarine and a racecar. Three vehicles in one, the Storm Runner can also transport the hero engine train car, and has mobile action bases connected to the wings of the jet used to launch cars. In addition to the Storm Runner, Zahorsky says the item with the most product value is the Arctic Mining Rescue play set. Priced at $34.99, this deluxe set includes a motorized engine, non-motorized engine with spinning drill, flat bed, plow vehicle, TomiHero figure, garage, and headquarters with opening doors, mountain, eight pieces of curved track, and a switch track. All of the individual products are designed to be interchangeable. Individually sold pieces work well with the full play sets, allowing users to add to their collections to create one interactive Tomica rescue world. Though Tomica products have been available in Japan since 1970, the line did not launch in the U.S. until 2010. For the first time, the 2012 Tomica line is an exclusive set of toys for the U.S. and will not be available in Japan, as it is geared toward American boys’ style of play based on research conducted by Tomy. Confident in the themes of the latest Tomica line, Zahorsky says Tomy will continue to move forward with the rescue theme for future Tomica products. “The Tomica line is able to support the needs of American boys and how they like to play. We are moving into the future, and in 2013 we will put an even stronger focus on rescue,” says Zahorsky. This year’s Tomica line was released at Toys “R” Us in August, and Tomy is currently searching for additional retail distributors for the line. ■
SEPTEMBER/OCTOBER 2012