Toys“R”Us and disney create new innovative private brand wood toys

Wayne, New Jersey-based toy retailer Toys“R”Us today announced the launch of its first-ever exclusive collection of wood vehicles, track and playsets based on the popular Disney•Pixar movie, Cars.  Two years in the making, and now available exclusively at Toys“R”Us stores around the world and online at, the Disney•Pixar Cars Wood Collection was created and designed by Toys“R”Us in collaboration with Disney Consumer Products. The collaboration is a unique combination of Private Brand  retailer exclusive product development and a well known national property.  The current collection of 15 items consists of a variety of collectible Cars vehicle 2-packs, destination playsets and a track set giving kids a unique way to recreate the storyline from the 2006 blockbuster movie.  The wood line will soon be expanded with vehicles and playsets based on the highly anticipated release of Cars 2, in theaters June 24, 2011.

“The Disney•Pixar Cars Wood Collection builds on our long-standing relationship with Disney Consumer Products and our desire to bring new and innovative play experiences to kids and families through quality products,” said Richard Barry, Vice President, General Merchandising Manager, Learning Toys, Electronics and Entertainment, Toys“R”Us, Inc.  “We are excited to introduce this differentiated line of toys that allows kids to race through the world of Cars in a whole new way.”

“Toys“R”Us has shown a commitment to offering a broad selection of high quality toys,” said Chris Heatherly, Vice President of Toys at Disney Consumer Products.  “In developing this wood collection with Toys“R”Us, we were able to capture the unique personality of each cherished movie character and transfer it into premium products that bring the world of Cars to life through classic wood track set play.”

The Cars franchise continues to capture the imaginations of kids year in and year out with compelling products and content, delivering new adventures such as the Cars Toon series of shorts airing on Disney Channel.  The Toys“R”Us Product Development and Merchandising teams worked together with the Disney Consumer Products team to develop a specialty product that offers kids’ favorite characters in real wood with vibrant colors and innovative functionality.  The resulting Disney•Pixar Cars Wood Collection captures amazing details to deliver high play value for kids and striking aesthetics for collectors.

The Disney•Pixar Cars Wood Collection is one of this year’s first Toys“R”Us global exclusives with the full product line available in the U.S., Canada, Japan, Australia, U.K., Spain, Portugal, France, Germany, Austria and Switzerland.  Cars enthusiasts, both young and old, can collect all of their favorite, four-wheeled characters like Lightning McQueen, Mater, Doc Hudson and Sally, and race through an adventure-filled wood world of ramps and tracks down the iconic Route 66 to end up at original Cars destinations, such as Tow Mater’s Yard or Luigi’s Casa Della Tires.  Customers can find the distinctive, wood vehicles, playsets and track set in the Imaginarium department of Toys“R”Us stores.

The Disney•Pixar Cars Wood Collection products are priced from $16.99 to $49.99 and include:

Disney•Pixar Cars Wood Collection Vehicle 2-Packs
Kids can collect all of their favorite Cars characters in special 2-pack sets, including favorites like: Radiator Springs Lightning McQueen and Sally; Doc Hudson and Dusty Lightning McQueen; Fillmore and Sarge; Flo and Ramone; Mater and Hudson Hornet Doc; The King and Chick Hicks; Dinoco McQueen and Tex; and Wingo and Boost.  Additionally, the following Disney•Pixar Cars Wood Collection Vehicle 2-Packs will be available exclusively at Toys“R”Us this spring: DJ and Snot Rod; Cruisin’ Lightning McQueen and Ramone; Tractor and Young Tow Mater; Red and Guido.

Luigi’s Casa Della Tires Playset
Little ones can work with Luigi at his Casa Della Tires to make sure the residents of Radiator Springs are ready for their next road trip. While visiting Luigi’s, kids can spin his tower of tires, stop by the air pump for a “fill up,” or crank-up the vehicles onto the mechanic’s ramp for a quick tune-up before launching them onto the track.  This playset includes a Luigi vehicle.

Tow Mater’s Yard Playset
Kids can join Lightning McQueen’s pal, Mater as he pulls and hauls cars into his home base – Tow Mater Towing and Salvage.  From there, kids can use the working crane to grab, lift, swing and drop the vehicles into the fenced-in tow yard or head out into Radiator Springs through the quick-escape ramp that exits through the garage.  This playset includes a Mater vehicle.

Sheriff’s Race ‘n Chase Track Set
Cars fans will be delighted to relive one of the film’s classic scenes – when Lightning McQueen first raced through Radiator Springs frantically searching for Mack with Sheriff hot on his bumper!  Kids can race through the set, knock down a row of cones and topple a tower of Luigi’s tires.  This set includes a special edition metallic Lightning McQueen vehicle, a Sheriff vehicle, a Radiator Springs billboard sign for Sheriff to hide behind, a race ‘n chase ramp, interchangeable track pieces and four tires.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.