Audi partners with Beanstalk to drive into new categories

Audi, the German automotive manufacturer of premium vehicles, has appointed global brand licensing extension agency Beanstalk to extend the Audi brand into new lifestyle, technology and mobility products.

Audi is a leader in the premium automotive industry. Through its precision-engineered vehicles, high build quality and progressive design, all guided by technology, “Vorsprung durch Technik”, the brand has developed a global base of passionate customers.

Beanstalk will work with Audi to extend the brand across a range of lifestyle, technology and mobility categories globally, incorporating the brand’s technical and design excellence, and supporting Audi’s sustainability goals. Audi brand extensions will inspire both new and existing customers to deepen their brand love for the iconic car brand through the creation of meaningful and sophisticated products.

Allison Ames, President and CEO of Beanstalk, says: “We are truly honoured to be partnering with Audi. It is a progressive and premium brand with an iconic portfolio of trademarks that are recognised around the world. Audi’s reputation for technical excellence and carefully conceived human-centric design makes it an ideal brand to create innovative and inspiring new brand extensions. The global Beanstalk team is excited to work alongside Audi to provide inventive products that are unmistakably Audi.”

“We are really looking forward to welcoming Beanstalk as our new licensing agency for Audi,” says Marcus Hinderer, Director Audi Collection and Licensing. “Together with Beanstalk we will extend the Audi licensing programme based on our unique Audi brand values. Our aim is to transfer the Audi brand identity into sophisticated licensed products and to offer Audi customers and fans an exceptional brand experience beyond our cars.”

Mattel taps Audi, Porsche, Land Rover, and Mercedes for Matchbox toy cars relaunch

Mattel is launching an all-new range of Matchbox vehicles that will pay homage to the most iconic car manufacturers in Europe including Land Rover, Audi, Mercedes, and Porsche.

The new range from Matchbox will celebrate names from across the UK, Germany, France, Italy, and Russia, featuring 100 per cent licensed vehicles with authentic details found within the famous cars.

Created nearly 70 years ago by British inventor Jack Odell and continuing to sell more than 40 million die-cast vehicles each year, Matchbox is relaunching in several markets across Europe in 2021 with brand new product lines and packaging.

‘With a renewed focus on realistic adventure and authentic storytelling, Matchbox is highlighting what continues to make the classic toy relevant for today’s kids,’ read a statement form the firm.

For the new ‘Best of Europe Car Assortment’, Matchbox designers have worked to capture representative vehicles from across the region to pay homage to the design and culture of each country. Working with local teams in market, designers studied the most popular automotive manufacturers, types of vehicles, popular colors, decoration and details of various types of vehicles including rescue and construction such as ambulances and fire trucks.

“Matchbox first invented vehicle play as we know it almost seven decades ago, and we have taken inspiration from those original roots to evolve the brand for this next generation,” said Roberto Stanichi, global head of vehicles at Mattel.

“With this year’s brand relaunch, we’ve identified the values that have made Matchbox so enduring and focused the brand on encouraging kids to explore through realistic play and enhanced design. With captivating die-cast details and relevant play-sets based on the world kids see around them, Matchbox provides tools through play for even more open-ended adventures.”

Joe Sinclair, branded goods and licensing director, Jaguar Land Rover, said: “As long-standing partners of Mattel, it’s fantastic to have some of our most iconic vehicles feature in this new special edition Matchbox die cast range.

“Forming part of the star line up of the new Matchbox ‘Best of the UK’ series will be the Land Rover Defender, Land Rover Series II, Jaguar E-Type Coupe and Jaguar F-Type Coupe.”