Ford and Fisher-Price are teaming up to release a 2015 Ford F-150 Power Wheels toy.
The children’s toy is expected to retail for $349.99 USD and will be released in September. It’s based on designs shared by Ford to Fisher-Price nine months ahead of the trucks reveal at the 2014 North American International Auto Show in Detroit.
In a press release, Fisher Price says, “The sporty “chrome” wheels, 2-seater body style and roomy truck bed ensures your little adventurer can handle tough backyard driving conditions. Ride in style with a working lift-and-lower tailgate and real FM radio with built in MP3 jack, or sound effects.”
According to Ford, its rechargeable 12-volt battery has a lifetime range of at least 500 miles.
The Power Wheels truck is the latest example of Ford’s lucrative licensing division, which brings in $2 billion annually by printing the Blue Oval on everything from T-shirts and toys to lawn chairs and pinball machines.
“I think we undervalue licensing as a contribution to the revenue stream,” said Michael Bernacchi, a University of Detroit Mercy marketing professor. “Every piece of merchandise sold is part of the brand. It gets out there in the hands of the young, old, interested and not interested. I think it’s the best way for a brand to lobby for continued existence and growth.”
Ford has about 400 licensees globally and sold more than 45 million Ford-branded items in 2011, the most recent data available.
Mark Bentley, Ford’s licensing manager says, “Toys are perfect because we get to showcase our product to younger people. Hopefully, as they consider a vehicle in the future it will influence their purchase as they become adults and have discretionary income.”
F-150 Power Wheels
Tough play requires a tough truck. Inspired by the highly-anticipated all new Ford F-150 — your child can be a “Built Ford Tough” driver in the brand new Ford F-150 truck from PowerWheels® Not a full-size vehicle. Aspiring truckers can place their pre-orders starting today.