The anniversary will be backed by promotional work including a TV ad campaign created by WAA, running from September to Christmas, as well as experiential activity through 3Pipe.
The iconic slot-car racing game will launch a 50th Anniversary commemorative box set later this year, featuring a model of the Ferrari 375 - the first Scalextric car - and a modern Ferrari F1 car.
Hornby will also debut its Scalextric Start! brand. Aimed at beginners, it will be priced £40 and contain two Audi TT models.
A Street Pursuit set will be introduced in May, including a Range Rover Police car and a Lamborghini Gallardo model. The brand will also launch a Scalextric Digital World Championship set priced £250, which will include a digital lap counter, which tracks racers' position throughout the race, as well as Renault, Ferrari, McLaren-Mercedes and Honda F1 cars.
Hornby is further expanding its Micro Scalextric brand, which will include a Micro Transformers set, introduced to coincide with the release of the Transformers film in July. In September, it will unveil a McLaren- licensed micro set.
Scalextric is also boosting its Classic Collection Range. It will relaunch the Mercedes-Benz 300 SLR and debut the Mercedes-Benz 300 SLR McLaren 722 Edition.
The brand launched at the Harrogate Toy Fair in 1957.
.jpg)
.jpg)