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Toyography: Matchbox “This is Mattel” Billboard Truck

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When I was little, there was a Hot Wheels truck that I always loved, called the “Highway Hauler.” 40 years later, the Highway Hauler still exists in a modernized form, and one of the cool things about it is that since it’s a box truck, the box on the back can be used to create an “advertisement,” just as they were back in the day. When i’d play with friends, it was always cool to see which version the other kids had, because these trucks would often reflect the real world with brands like Pepsi, Pennzoil, and even other Mattel lines like MASTERS OF THE UNIVERSE. On a similar note, Matchbox first released their “Billboard Truck” back in 2003, and since then there have been several versions stamped with everything from Scooby-Doo and DC Comics to Nintendo and Roswell, New Mexico. What I found most striking, however, is a recent version done very simply in red-and-white, stamped with “This Is Mattel” – an ad for the parent company, complete with their mascot, “Matty,” hanging in the back. Available as part of a Matchbox City 5-Pack, it’s a really cool ride that I actually swiped from The Rock Daughters’ collection to sit near my desk here in the office, though they’re certainly welcome to play with it at any time…

Matchbox Billboard Truck -

Matchbox Billboard Truck -

Matchbox Billboard Truck -

If you want one of these, be on the lookout. The 5-packs ship to retailers assorted, and are sold for right around $5. They could show up anywhere at any time, but because they’re a limited thing, it’s largely a matter of luck. Otherwise, third-party sellers may have them at a higher cost through marketplace offerings on Amazon, eBay and the like.


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