Image via Medicom Toy Coporation //

Changing with the times…

Focusing it’s attention to the youth of today, car company Toyota is releasing a collaborative toy with Medicom Toy named ‘B@RBRICK’. The toy is a part of the pair’s market-oriented play towards lifestyle, and features modern minimalistic branding. The B@RBRICK (nicknamed TOY-OTA) is covered in all-black with Toyota logos and messaging such as “DRIVE YOUR TEENAGE DREAMS” spread throughout. The packaging also asserts the mantra of the collaboration “Roadtrip across the world is an adventure. To those who went there with difficulty, it still has the power to make in progress better”.

This isn’t the first time Toyota has ventured into the youth market however, working with Subaru in 2021 to release it’s Toyota GT-86 sports coupe. Along with this, the company resurrected it’s iconic Supra model, centring the re-release around the thrill of sports driving. It also featured refined modern tech and balanced handling, with of course a beast of an engine.

The Toyota x Medicom Toy BE@RBRICK will release in select international retailers such as Yahoo Shopping and Rakuten on June 27 for approximately $190 AUD. The project will be followed by the release of other youth-oriented products such as skateboard decks, slides, clothing and other accessories, all featuring similar branding to the BE@RBRICK…