Scalextric cashes in on Hamilton success

Scalextric, the toy brand, is launching its World Championship edition next week in a bid to benefit from the “Hamilton hike”. The new edition will incorporate cars from four teams, including Lewis Hamilton’s McLaren team.

The set, which will be launched on November 19, will also include Jenson Button’s Honda car and cars from the Renault and Ferrari teams. It is Scalextric’s first digital F1 game, which will allow users to change lanes and overtake.

The brand’s Christmas advertising campaign, by agency BLM, is already underway with TV spots and a sponsorship of children’s TV show Action Stations! on ITV2.

The brand is also running a text to win competition in The Sun newspaper next week to support the launch of the World Championship game.

Scalextric’s half-year sales were up by 37%, a jump attributed to the arrival of Hamilton on the F1 scene this year.

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