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- Some of this year's hottest summer toys are Ford official licensed products.
- Toy manufacturers represent the majority of Ford's 300 licensees.
- Ford Mustang and F-150 are the most popular Ford-licensed brands.
DEARBORN, Mich., July 2, 2008 - Some of this year's hottest summer toys are Ford official licensed products.
Although thousands of items - from t-shirts, caps and jackets to desk accessories, wall art and fragrances - bear the name of a Ford brand, toy manufacturers represent the majority of the company's 300 licensees.
"We're building a relationship with the consumer that starts when they're just a kid," said John Nens, director, Ford Global Brand Licensing. "They'll always remember the great time they had with their favorite Ford ride-on toy or Matchbox-sized car, and they will carry that relationship with the brand all the way to when they finally start buying vehicles."
Each year, Ford receives hundreds of product proposals from various toymakers, but not all of them receive the nod from Nens and his team.
"It's our responsibility to protect Ford's intellectual property and to make sure it is presented in the right way," he said.
It's not just the toys but the companies that manufacture them that undergo careful scrutiny.
"We do a thorough review of each company to ensure they will be a good licensee," said Nens. "For example, we make sure they don't operate in countries we don't do business in, such as Haiti or Afghanistan, they don't employ minors and they don't use lead paint in their toys."
According to Nens, the Mustang and F-150 are the most popular Ford-licensed brands.
"Licensing is really a reflection of our products," he said. "And the Mustang and F-150 are the company's top vehicles in terms of sales and popularity."
Some toys, such as collectible die-cast models, must be manufactured as exact replicas of Ford vehicles.
"We work together with our designers to provide certain licensees with CAD (computer-aided design) data so they can produce authentic models," said Nens. "The goal is to introduce a licensed die-cast product the same day we introduce a new vehicle."
With other toys, such as Matchbox cars and ride-on vehicles, toymakers are allowed greater freedom.
"With those types of toys, it's all about fantasy and making dreams come true, so there is a lot more leeway," said Nens. "From our perspective, the most important thing is to make sure the products become part of our overall brand message."
That means capturing key design elements properly.
"It's important to accurately reproduce the vehicle shapes and key brand identities," said Nens. "For example, with F-150 toys, the grille and the Ford Oval have to be presented correctly."
At the end of the day, it's all about protecting and perpetuating the Ford brand.
"We want children of all ages to experience Ford toys in the proper light," said Nens. "And hopefully, it will affect them in positive way for the rest of their lives."
TEN HOTTEST FORD-LICENSED TOYS
With the kids on vacation and summer in full swing, John Nens, director of Ford Global Brand Licensing, consulted with his team of toy aficionados and came up with a list of the ten most popular Ford-licensed toys for kids of all ages. All are available at mass market retailers, such as Wal-Mart, Target® and Kmart.
Fisher-Price Power Wheels Ford F-150 with Monster Traction™
When Elizabeth Warner, toy expert for iVillage, appeared on NBC's Today Show with her review of this summer's most fun toys, the Harley-Davidson version of this ride-on truck was hailed as "the grand finale."
Not only will this truck perform in the most rugged backyard conditions, it also features a real FM radio, roomy truck bed with working lift-and-lower tailgate, pretend seat belts, built-in cup holders and a battery charge indicator that lets kids know when it's time to "refuel."
"This toy has been Ford's number one licensed product for the past eight months," said Nens. "Fisher-Price is one of our largest licensees, and the Power Wheels brand is a perfect complement to our F-150 truck."
Toy State Road Rippers Ford Flex with Light and Sound
This colorful toy is cruising to retailers' shelves now, the same time that the all-new 2009 Ford Flex is arriving at dealerships throughout the country. It moves back and forth and plays the 80s hit, "Walking on Sunshine." Though it's not an exact replica of Ford's newest crossover, the body is 100 percent accurate proportionally, says Nens.
"The decoration is different. It has bright colors and shiny wheels," he said. "But the distinctive side grooves are authentic, and the sunroof openings are prototypically accurate."
High School Musical 2 Mustang Fabulous Sharpay Doll
Who could forget the monogrammed pink Ford Mustang convertible that Sharpay Evans -- played by teen star Ashley Tisdale -- drove around the country club in the Disney Channel Original Movie High School Musical 2, which drew more than 17 million viewers.
"Mattel actually produced a licensed Mustang for Barbie, so it was an easy tie-in for them to replicate the Sharpay Evans car and make a special-edition Barbie to go with it," said Nens. "Information from Mattel is that it is a sold-out toy, but you may be able to buy it on eBay."
Hot Wheels® 2008 New Models
Summer or not, when it comes to volume and visibility, it just doesn't get any bigger than Hot Wheels®. There are 40 new models for 2008, and six of them are Ford-licensed products - the Custom Ford Bronco, Pass'n Gasser™, '07 Shelby GT-500™, '69 Ford Torino Talladega, '65 Mustang Fastback and the '08 Ford Focus.
"I'm pretty sure that Hot Wheels® sells more Fords each year than we do," chuckled Nens. "When we launched the completely redesigned 2005 Mustang, we sold in the neighborhood of 180,000 vehicles, and they sold one million models."
Ridemakerz®
Available in select malls throughout the country, Ridemakerz® offers kids ages six and up the opportunity to customize their own ride. Ford partnered with Ridemakerz® to offer two body styles -- the Ford Mustang and the Ford Super Chief Concept.
"They have these really cool assembly stations where kids get to put their models together with their choice of body styles and colors, tires and wheels, lights and sounds and accessories and decals," said Nens. "It's like Build-A-Bear only you build a car."
Replica Lincoln Navigator, Ford Mustang GT and F-150 MP3 Players
These cool gadgets represent a completely new approach to marketing MP3 players. This summer, Toy State is coming out with five vehicles in their initial assortment, and three of them are Fords - the Lincoln Navigator, Ford Mustang and F-150.
"Think of it as an iPod shuffle shaped like a car," said Nens. "For a kid who's a car enthusiast, this is a really cool thing."
Maisto® 2009 Ford Flex Power Racer
Maisto International is an industry leader in the manufacturing of die-cast products. The 2009 Ford Flex Power Racer is pull-back powered 4.5-inch die-cast car that is sure to provide amusement for children of all ages.
"This is another example of synchronizing the release of the licensed product with the launch of the full-size vehicle," said Nens. "Kids are going to love it."
Toy State Road Rippers Shake, Shake, Shake Ford F-250 Super Duty
"This toy has its own little tricks," said Nens.
Press one button? The horn beeps and the tail lights flash. Press the second button? The headlights turn on and truck drives forward. And when you press the third button? The whole truck lights up and plays Shake Your Booty by KC & the Sunshine Band while the pickup bed shakes, shakes, shakes.
1978 Ford Bronco Imagination Adventure Play Set
This play set comes with everything a child needs for a fun outdoor adventure. It includes a 1978 Ford Bronco, tent, deer, action figure and ATV.
"This is a sandbox/living room floor toy for the kid whose dad is an outdoorsman," said Nens. "It's a new toy with a 1978 Bronco. That's one of the great things about this business. We're still licensing vehicles we did 30 years ago."
Hot Wheels® Ford GT Concept, Ford Mustang GT Remote Control Vehicles
This toy should be hitting the market right now, says Nens. It's a remote-control car that is easy to operate, especially for little hands.
"It's a neat beginner toy for children who are too young to operate complicated remote controls," he said.
About Ford Motor Company
Ford Motor Company, a global automotive industry leader based in Dearborn, Mich., manufactures or distributes automobiles in 200 markets across six continents. With about 228,000 employees and about 90 plants worldwide, the company's core and affiliated automotive brands include Ford, Lincoln, Mercury, Volvo and Mazda. The company provides financial services through Ford Motor Credit Company. For more information regarding Ford's products, please visit www.ford.com.