Ride out in style

Snoop Dog, Ludacris and seemingly every other hip-hop star have them: customized Lamborghinis, Hummers, Mercedes-Benz McLarens and other luxury cars. Never far behind the real world, die-cast models reflect the automobile market's “urbanization” trend and its latest off-shoot: customized versions of more humble cars. For retailers looking to add some urban appeal to their assortments of classic models, product options continue to expand for 2006.

Luxury tour buses and other high-end auto models (Lexus, Hummer, stretch limos) enter the Playerz line from Maisto, Fontana, Calif., spring 2006. The line features luxury cars upgraded beyond showroom standards. The Urban Metal line spotlights Chargers, Vipers, Magnums and Chryslers. The die-cast versions include licensed wheels, brakes, and audio/video systems. In Maisto's G-Ridez line, a 1:10 scale VW Bug and 1946 Chevrolet Impala complete the first series of R/C models for this year.

“You just see so many more urban designs everywhere,” Maisto's Rick Berman tells Playthings. “I think die-cast, and toys in general, are like any other fashion category: We take our cues from fashion designers. It seems that urban and graffiti are hot. So we incorporate them into our products.”

In 1997, Saber painted the world's largest graffiti piece (250 feet by 55 feet) on the banks of the Los Angeles River. Now, Saber has customized three limited edition Scion models (1:24) for Maisto for release early this year. Also on the graffiti kick, the Graffiti Die-cast Train Collection may take some collectors back to the days when graffiti-covered subway cars rumbled through our cities. The 1:131 scale box cars are scheduled to hit shelves this summer and will come with a trading card—one side depicts the art, the other information on the artist. The line will spotlight up to 12 known and unknown artists across the country, which could be another unique hook for promotion in-store with artist appearances or urban graffiti displays.

“Retailers are always looking for what is new and different,” says Berman. “If urban or graffiti is what's hot, then the retailers have to figure out who is making the most unique products and get those to the market.”

Currently, the car of choice for Snoop Dog is the Donk. Donk, Box & Bubbles is the transformation of a typical late-model Chevy worth anywhere from $3,000 to $7,000. Named for the shape of the car, a Donk is a Chevy Caprice or Impala from the '70s; Boxes are 1977-92 Caprices; and Bubbles are early '90s Caprices or Impalas. Once they've been brought in and customized, or “donked,” the cars cost upwards of $30,000 to $60,000, with most interiors decked out in Gucci, Burberry or Louis Vuitton. Jada Toys, City of Industry, Calif., is latching on to the trend with a spring release of a line of die-case Donk models in 1:18 through 1:64 scale.