Line History[]
The Matchbox Hero City line was released in 2004 across all retailers. The line consisted of mainline cars, 5 packs, 10 multi packs, and playsets. There was also a TV series animated in CGI for kids made by Mattel Entertainment and Mike Young Productions. Most castings produced for this line appealed to kids, with exaggerated generics for emergency, offroad, and city alike, known as the Ultra Heroes series. Very few licensed castings were produced during this time.
The line was not received well with collectors, and cause sales for Mattel in that market to drop significantly compared to the last year. Due to the negative reception of the line, Mattel canceled the line in 2005, and moved their headquarters from Mount Laurel, New Jersey to their current location in El Segundo, California with a new creative team to revitalize the brand with a focus on realism.
This was the last time the Matchbox circular logo would be used, as the classic lozenge logo without the quotations would reappear the following year.
Hero City[]
Model # | Card # | Model Name | Note | Photo |
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