Ever since the introduction of Hot Wheels in 1968, Matchbox has lived in the shadow of its more colorful, exciting and flashy Mattel brand-mate. However the Matchbox vehicle line has always kept its wheels firmly grounded in reality with trucks, ships, military and adventure vehicles at its core.
Popgun collaborated with Matchbox on a major brand overhaul that began by redefining the target audience, brand personality and attributes. Rugged, Heroic and Unstoppable were guiding key words that described the Matchbox vehicle lineup and spoke directly to boys’ imaginations and how they interact with their toys.
Following much exploration it was decided to retain the equity in the existing 70′s Matchbox letterforms, but update the weight and finish to align with the new brand values. Packaging, structural concepts, segmentation and trade dress soon followed.
With fresh gas in the tank and a GPS pointed toward success, the awesome new Matchbox brand can demolish any type of terrain.