Here he comes: Speed racing to store shelves
The big-screen version of "Speed Racer" zooms into theaters today with a fully loaded Mach 6 and special effects that are as much the stars of the fast-paced movie vehicle as Emile Hirsch as Speed, Christina Ricci as Trixie and Matthew Fox as Racer X. Off the screen, the movie is on the fast track to marketing success in the toy industry.
"This is a pretty good summer for movies and merchandising," said Jim Silver, editor in chief of Toys & Family Entertainment, which publishes Toy Wishes magazine. "Box-office sales is a big factor in determining how well these toys will do in the market, and everything I've heard [says] the movie is good."
According to Silver, "Speed Racer" translates well into toys because of their car theme and play pattern. This gives "Speed Racer" toys great potential to do well during the holiday season, as well.
"Speed Racer" the movie is an updated version of the classic TV cartoon series, which debuted in Japan in 1967. Originally titled "Mach GoGoGo," the cartoon was retitled "Go Speed Racer" for the American market.
The new "Speed Racer" items include:
• The Hot Wheels Speed Racer Sky Jump Track set is an obstacle course featuring jumps, crashes and stunts ($49.99).
• Mattel's Speed Racer Helmet features sounds and phrases from the movie ($24.99).
• Hot Wheels' Speed Racer Battle Morph Mach 6 can pop wheelies and comes loaded with features, including lights, sound and missiles to fight off the bad guys ($24.99).
• Pacific Cycle's 16-inch Speed Racer Bike features red, white and black graphics with decals based on the movie ($79.99).
• Lego has several "Speed Racer" products. The most deluxe offering is Grand Prix Race, a 595-piece set that includes Speed's Mach 6, Gary Ghost's black-and-yellow race car and Cannonball Taylor's black-and-grey car, plus a commentators' box, Racer Motors car workshop and a finish line. There also are figures of Speed Racer, Gary Ghost, Cannonball Taylor, Pops, Trixie, Spritle and a commentator ($59.99).
