NORWOOD, MA – Toy State, an international toy industry leader and innovator, has entered into a worldwide partnership with Sébastien Loeb Racing (SLR). This deal includes both race sponsorship and a product licensing components.
The four-year global licensing agreement grants Toy State exclusive rights to develop ranges of toys in the Radio Control and ‘Lights & Sound’ categories. Marketed under industry-leading Nikko R/C and Road Rippers brands, each vehicle will feature models and liveries driven in competition by Sébastien Loeb, a nine-time World Rally Championship (WRC) world champion.
“We are thrilled to enter into this new relationship with SLR,” said Andy Friess, Toy State president. “Sébastien Loeb is a French racing icon. Partnering this great champion and his racing team with Toy State brands, both on the track and on retail shelves, is a great opportunity that will create excitement for Nikko and Sébastien Loeb fans around the world.”
In addition to product licensing, Toy State will be the primary race sponsor for two Sébastien Loeb Racing events this season. Piloted by Sébastien Loeb, cars bearing the Nikko/Toy State livery will compete in August races beginning with the Porsche SuperCup event at Spa Francorchamps, and followed by a Midjet Supertourisme GT Tour race at Magny Cours. This sponsorship extends Toy State’s ‘Nikko Racing’ imprint in global motorsports, as the company is currently in the middle of a sponsorship program with Tommy Baldwin Racing in the NASCAR Sprint Cup Series.
“Toy State and its Nikko brand are known leaders in their field, and we are extremely impressed with the creativity and vision shown through the products they develop” said Dominique Heintz, Team Manager of SLR. “Their high level of quality and innovation is in line with our ideals, and their increasing presence in motorsports makes Toy State the perfect partner for Sébastien Loeb Racing.”
About Toy State
About Toy State For 30 years, Toy State has been an innovator and industry leader in the manufacture of ‘lights & sound’ and R/C toy vehicles. Founded in 1984, Toy State’s portfolio features their flagship Road Rippers® and Nikko™ brands. The company also boasts Hot Wheels™, WWE® and James Bond 007™ lights & sound and radio controlled vehicles, as well as Cat® and Cat® Preschool construction toys. Working with the world’s leading automakers, and Caterpillar, the leading manufacturer of construction equipment, Toy State products provide hours of enjoyment for kids of all ages.