Tomy Looks to Mobile Phones for Driving New Toy Sales
The wireless road warriors from Tomy have put cell phones in the drivers’ seat with these tiny remote control cars that can zip along in response to signals from infrared-equipped handsets. Licensed by Disney, Putica (petite car), comes in three classic Disney cartoon character designs from the 40s and 50s: Susie the hot rod, steam engine Casey Jr. and Pedro the plane. Overseas readers may not recognize these anthropomorphic mechanicals from the past, but these are by no means obscure for Japanese consumers. Regional marketing of secondary and even obscure characters from old Disney cartoons have become a huge spin-off industry here. Susie, the little blue hot rod, has her own line of character goods. These hot-rods are priced at a mere 1680 yen. To synch controls with most mobile phones, drivers can download a free software application from the online Tomy Putica website.