MATTEL is commemorating the 70thAnniversary of the Matchbox brand and seven decades of die-cast adventures by looking back on its legacy and targeting the future.

To celebrate, the brand is introducing a line of special limited-edition vehicles, paying tribute to Matchbox's heritage of inventing highly detailed and realistic vehicles that have inspired generations of kids while remaining a trusted brand for collectors.

The celebratory line will include specialanniversary die-cast vehicles, featured in seven different assortments across the Matchbox range, all honouring the anniversary with special platinum details.

These selections are a combination of collector favourites and iconic vehicles spanning seven decades and regions around the world.

Individual anniversary die-cast vehicles will be rolling into retail throughout the year and will be available throughout Matchbox's 2023 die-cast product line.

The limited-edition line is just the first of many ways Matchbox will be celebrating with more announcements to come in July 2023.

"We are so excited to celebrate the 70thanniversary of Matchbox and the trusted legacy this brand has imprinted on kids and collectors all over the world," said Roberto Stanichi, senior vice president, global head of vehicles at Mattel. "We look forward to continuing to redefine the die-cast category as we move towards a more sustainable future."

The Mattel brand will celebrate its history while also looking toward the future by continuing its commitment to sustainability in the die-cast category. To support this commitment, a portion of the new 70thanniversary die-cast collection will be made from recycled zinc.

Additionally, Matchbox is committed to integrating more electric vehicles and eco-friendly themes into products with a vision to make all toys and packaging from 100 per cent recycled, recyclable or bio-based plastic materials by 2030.

Matchbox toys are planned to be available in 2023 at Tesco, Sainsburys, B&M Bargain, Morrisons, The Entertainer and Toymaster stores. With RRP starting from £2.30 for a single die-cast vehicle.

Conceived in 1953 by English engineer Jack Odell, a vehicle mechanic for the British Army in World War II, Matchbox reinvented the toy vehicle category with a revolutionary scale, affordable price, and mass availability for consumers.