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Mattel Disney Pixar CARS 2: Micro Drifters, If At First You Don’t Succeed, Add 5 …

Here’s the report card on the Micro Drifters. The singles (3-packs) seem to selling okay to pretty well. The sell through rate for the most part seems to be 50-70% for stores that have had them for a while (stores receiving them later seem to selling much slower – but still – an okay 20-30% sell through). They are definitely cute and while not cheap, at $6 for 3 CARS, they are certainly within reason and with a nice looking mix coming, the singles are a nice flanker line extension …

The problem is that toy lines today can’t really count on the “mainline” as the revenue driver. While they are the foundation, the real key is the playsets, tracksets, carrying cases and higher margin items to really bring in the money. This is why there are always larger plastic versions of CARS with a lot of perceived play value at $25 to $75 dollars.

The problem with the Micro Drifters line extension is that the sell through rate of the playset and tracksets seems to be stuck at around 5-15% sell-through. Even the $10 launcher is not moving very fast. So, it’ll be an interesting test of the status of this line when in January 2013, will retailers will be willing to place reorders on the single 3-packs but not so much on the playsets and tracksets? If so, then the big test is whether Mattel will continue this line when the only revenue driver are the singles …

In any case, here’s a release of the original plans for Mack Carrying Case – to come with 5 Micro Drifters … along with the first actual release of the Mack Carrying Case without any MD’s. The difference is $14.99 and $19.99 so value wise not a bad deal with each MD priced at $1 each.

It’s a Target exclusive …

The Micro Drifters shown inside Mack are just a cardboard graphic. The actual 5 Micro Drifters are above … This is also the first release of Max Schnell but he is scheduled in a 3-pack …

So, this might sell – seems like a reasonably priced Carrying Case with 5 actual vehicles to play with …

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10 Comments

  • 5oclockshadow says:

    It’d be nice if all the cars pictured on the side of Mack were included also.

  • Dunroamin says:

    so max schnell is the only new micro drifter? pass…i’m sure he will be in a three pack…although mac make a nice carrying/display case so a second may be nice…hmmm…damn you CARS!

  • John says:

    Our Targets got big piles of these. If not for Met’s post I’d never have noticed them; they are next to the old big piles of the regular Mack drifters.

  • Mariela says:

    Because Mattel is so busy releasing new Cars, they have to released another Mack!!! And why put some drifters when you can buy the 3-packs?! Ay ay…BTW I found the new pack with Max and Shu! 🙂

  • Bumper Save says:

    Those cardboard ones are decieving! I thought this was the motherload of Micro Drifters.

  • ghostlight says:

    Good thing I held out on the Mack. Outside of chase or rare vehicles It seems that patience is the key when buying from Mattel as a better pack or repack will come along shortly. Thanks for the heads up!

  • John says:

    Has anyone figured out how to get Mack to drift? He has a large ball bearing in his base but doesn’t want to slide; with or without the trailer attached.

    • DDD says:

      I finally took off the trailer…I was afraid the peg would snap, and there was no instruction about it on the package. I watched a YouTube video that confirmed it would remove, then he drifted OK just as a cab. Maybe you need to try a slicker surface or work the ball bearing a little so it moves more freely?

    • DDD says:

      My nephew loves these and so do I, but you can only have so many. I wish they were packaged as singles…I’d love to have the Mater but I left his set hanging at TRU because I just didn’t want the others.

  • chuki_mama says:

    These are so cute! The kids are not interested in these… 🙁

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