VOLVO CE SELLS A MILLION MACHINES IN ONE YEAR.
Volvo CE released to the market its biggest ever range of toy excavators, loaders, haulers and trucks - and even a fictional wrecking ball - in collaboration with German toymaker Dickie Toys last year. The partnership, which ensured Volvo's presence in almost every major toy store, has had a flying start, despite the obvious challenges
Volvo CE released to the market its biggest ever range of toy excavators, loaders, haulers and trucks - and even a fictional wrecking ball - in collaboration with German toymaker Dickie Toys last year. The partnership, which ensured Volvo's presence in almost every major toy store, has had a flying start, despite the obvious challenges for the retail industry posed by Covid-19, with well over a million products sold in the last 12 months.
The collaboration represents a unique point in Volvo CE's licensing journey, following on the heels of successful partnerships with toymakers LEGO® Technic and Bruder, among others, and marking the company's first venture into fully-immersive play sets for all the ages. It is also the most comprehensive collaboration across the Group, with machines from not only Volvo CE, but also Volvo Trucks and Mack Trucks.
Tim Birks, Merchandise and Licensing Manager, at Volvo CE, says, “Dickie Toys was a natural choice. We share the same core values, we are aligned in our desire for good quality products and we have always been impressed with the 'feel-good factor' of their toys. And it's been comforting to know that these toys have played an important role in keeping children around the world entertained and engaged during some of the hardest months of the pandemic.”
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