Firefighting isn’t exactly child’s play, but some tools of the trade are lending themselves for that purpose.
The city of San Diego is working with the toymakers at Mattel to create a new series of its Matchbox vehicles, using logos from the San Diego Fire-Rescue Department.
Mattel is planning to market 150,000 of the San Diego-branded miniatures of fire rigs and lifeguard vehicles over a 3-year period. The suggested retail price will be $2.99 plus tax.
"It fell in our laps, and we have a chance to show off our vehicles and our apparatus, and it's going to be a good time,” said Lee Swanson, spokesman for the fire department.
The deal is similar to one struck in 2008, when San Diego agency vehicles were used as models for a line of tiny fire engines and police department cars. That contract has since expired, but proponents say the toys created a positive exposure for the SDFD and its personnel.
While the Matchbox vehicles are targeted to kids, they are also a favorite among collectors of all ages around the world.
“We’ve heard from people across the country who say 'Hey, I bought one of your fire engines,' and so that's kind of fun,” Swanson said.
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The 3-year Mattel licensing contract, with a 2-year renewal option, goes before the city council Monday for approval.
SDFD vehicles have also been featured in one of MacMillan Publishers’ “Bright Baby” books by Roger Priddy.
