Taking Shot At Holidays

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The inspiration for the latest hit from Jada Toys came from the 2008 movie “Death Race.” The action thriller featured inmates competing in deadly car races to escape from a brutal prison.

The result was Battle Machines: radio-controlled toy cars equipped with laser cannons and sensors that sold to the tune of about $18 million last year.

“It’s kind of like laser tag meets radio control,” said Bill Simons, senior vice president of sales for the City of Industry company. “You need to outdrive and outmaneuver your opponents to get behind them for your hit.”

Three successful strikes cause the opponent’s car to shake, shutter and go out of control.

Now, just in time for the holiday season, comes the second generation of Battle Machines: a new line of miniature Chevy Cameos, Ford F-350s and Chevy Silverados.

Available at major retailers for $50 for a set of two, the toys are expected to generate at least $22 million in revenue this year, a good chunk of the company’s annual sales of about $60 million.

“Part of their success is that prior to our introduction of this concept, radio control was a lonely sport.” said Matt Golding, Jada’s vice president of marketing and product development. “This is more like an interactive combat experience.”

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