Miniature toy craze set for UK debut

Tech Deck, a US craze in miniature sports toys, is set to cross the Atlantic. The company behind the range – X-Concepts – has struck a licensing deal to launch the products in the UK this spring.

The toy miniature skateboards, snowboards, go-karts and BMX bikes, targeted at eight to 12-year-olds, are likely to appear in UK stores from April.

Children use their fingers to push the toys around and perform tricks on accessories including skateboard ramps, stairs and swimming pools.

In the US, Tech Deck has grown into an $80m (&£54m) brand, rivalling brands such as Mattel’s Hot Wheels, and has spawned a range of licensed merchandise.

The UK merchandising programme will be handled by Icon Licensing and Trigger Licensing.

“Tech Deck has gone beyond a toy craze to become an iconic cool brand in the US.” says Craig Dessoy, director of Icon Licensing.

X-Concepts has also teamed up with games publisher Activision to develop a Tech Deck video game.

Tech Deck mascot, Thumb Guy, will challenge players to perform tricks in order to collect skateboards and progress to the next level.

The idea was born when X-Concepts founder Peter Asher spotted his son making skateboards out of paper.

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