2007 was the second year of mainline 1:55 scale Cars die-cast toys released by Mattel. Released to stores beginning in October 2006, the series lasted one full year before transitioning into the World of Cars Series in October 2007. It introduced more than 20 brand-new cars, in addition to the first retailer partnership and mail-in promotional deal.
The Supercharged cardback motif was inspired by the neon "cruising" scene from Cars, depicting a nighttime Radiator Springs backdrop with bright spotlights shining onto artwork of the featured character. According to Mattel, the series aimed to quite literally put the "spotlight on characters," promoting variety and collectability in the die-cast line.
Mattel unveiled plans to continue the Cars die-cast line into the 2006 holiday season, premiering new model prototypes at their August 2006 Wizard World Chicago appearance.[citation needed] In October, all of Mattel's Cars products were re-launched in a brand new "Supercharged" packaging style – Mattel intended for the new motif to "highlight" the "distinct aesthetic, model and personality" of each individual character, and increase the line's overall "collectability."[1] In addition to re-issuing all 16 Desert Art Original mainline singles with the updated scheme, a handful of new characters were introduced, primarily including repaints and variants of existing and popular characters, like Lightning McQueen and Ramone; These were accompanied by first-time single-carded versions of previously exclusive models, such as Boost and Dirt Track McQueen.
Prototype models for the earliest wave of new Supercharged Series cars.
With the turn of the calendar year, more new cars inspired by the Toy Car Story and Monster Trucks, Inc. scenes steadily joined the line – as of December 2006, the entire first (new) wave were in circulation.[2] In February 2007, however, at Mattel's Toyfair presentation, they previewed another large upcoming wave of vehicles to debut in the spring season.[3][4] This wave, featuring several all-new characters like Tex Dinoco and Ferrari F430, began shipping to retail stores in April and through the summer.[5]
In July, Mattel previewed more new cars at San Diego Comic Con, most notably eight new characters slated for a Walmart-exclusive assortment wave in October.[6] As of October 2007, the line continued to exceed expectations, helping drive the "Entertainment" business division up 29% compared to the previous quarter.[7] A final wave arrived around September,[8][9] though the last two case assortments were canceled in the United States.
Sarge recall
The image of Sarge accompanying his recall announcement.
On August 14, 2007, Mattel and the U.S. Consumer Product Safety Commission announced that they would be voluntarily recalling all Sarge die-cast models sold between May and August 2007, as they had detected lead paint in excess of permissible safety levels. The paint in question involved the yellow pigments used on Sarge's olive-green roof.[10] According to the company's press release, the affected units were produced in China by one specific contract manufacturer, this being the Hong Kong-based Early Light Industrial Company.[11][12] The news furthered a larger scandal affecting many toys and brands sold by Mattel.
In response, Mattel moved to recall an estimated 436,000 die-cast Sarge units, which had been distributed to retailers either as a single card release or in a 2-pack set with Fillmore.[13] However, as all characters within a shipping assortment shared the same UPC product code, some chains returned all new die-cast shipments, or otherwise pulled stock from store shelves entirely. The recall greatly impacting the distribution and sale of Cars toys at retail.
Walmart exclusives and "Blu" die-cast promotion
On September 30, 2007, Walmart stores in the United States introduced an exclusive assortment of 8 brand-vehicles, promoted via a prominent pallet display in the toys section.[14] These cards notably did not contain the Supercharged logo on front, opting instead for a billboard backdrop based on the Motor Speedway of the South. They were the last new cars released prior to the transition into the World of Cars series starting in October 2007.
Mattel also introduced a special mail-in promotion deal for consumers who purchased the Cars Blu-ray release. Buyers could go online to enter the "Magic Code" found in their product, where they could input their shipping information and receive a limited "Collector's Edition" variant of Lightning McQueen, featuring a metallic blue paint scheme. The models began distribution in December.[citation needed]
"When Sally and Lightning McQueen go cruising on the winding back roads of Carburetor County. Lightning McQueen slows down for the first time and discovers why Sally left the big city for her family of friends in the forgotten town of Radiator Springs."
"It's movie night in Radiator Springs! Lightning, Mater, and all of the townsfolk are down at the local drive-in theater watching the new blockbuster movie, Toy Car Story, starring Buzz and Woody."
"Visitors to Radiator Springs can stop at Sarge's Surplus Hut for supplies and then head next door for a taste of Fillmore's homemade organic fuel. The veteran army Jeep® 1960 VW Bus are an odd couple but they can't live without each other."
"It's movie night in Radiator Springs! Lightning, Mater, and all of the townsfolk are down at the local drive-in theater watching the new blockbuster movie, Monster Trucks, Inc., starring Mike and Sulley."
"All of the residents of Radiator Springs meet at Willys Butte for the big race-off between Lightning McQueen and Doc Hudson. Luigi and Guido wear their Ferrari racing fan gear to watch the dirt track action."
"The King is a racing legend and two-time Piston Cup champion hoping for another win in his last race. Whether he ends up in Victory Lane or not, he is always a winner to Mrs. The King."
"Mia and Tia are identical twin sisters and Lightning's #1 fans. You'll finding cheering, sighing, and flashing their headlights to show their love for their favorite hotshot rookie."
"You need a set of tires in Radiator Springs, you go to Luigi's Casa Della Tires. Luigi and Guido will fix you up with some steel belted white walls. And if you're a tractor with an exhaust problem, they may even have something in back to help you out."
"Boost and Snot Rod are a couple of fun-loving tuner cars. When they drive up on a very sleepy Mack on a lone stretch of highway, they set the wheels in motion for Lightning McQueen's adventure in Radiator Springs."
"Flo is a 1950's Motorama show car who owns Flo's Diner, the favorite gathering spot in Radiator Springs. Ramone is a 1959 Impala™ who runs Ramone's House of Body Art, the local paint and body shop. This stylish couple fell in love at first sight and have been married ever since."
Red is a painfully shy fire engine. It's a good thing he's painted red because he's constantly blushing. Stanley was the founding "father" of Radiator Springs who is immortalized in the town square as a statue. Stanley plays a pivotal role in Lightning McQueen's entrance into town.
