Micro Machines, the line of miniature vehicles, has seen a decline in popularity since its peak in the late 1980s and 1990s. However, they have made several comebacks with new releases and reissues.
Micro Machines were first produced by Galoob in 1987 and quickly became a popular toy line, known for their small size and wide variety of vehicles and playsets. The brand’s popularity soared with a successful marketing campaign, including memorable commercials featuring the fast-talking spokesman John Moschitta Jr. At their height, Micro Machines expanded beyond vehicles to include playsets, military figures, and other themed items.
However, as the 1990s progressed, interest in Micro Machines began to wane. The brand faced stiff competition from other toy lines and video games, which were becoming increasingly popular. In 1999, Hasbro acquired Galoob and the Micro Machines brand, but the line did not receive the same level of attention as some of Hasbro’s other properties.
Despite the decline, Micro Machines have never completely disappeared. There have been several attempts to revive the brand, including new product launches in the early 2000s and a re-launch in 2020 by Wicked Cool Toys (a subsidiary of Jazwares), which aimed to capture the nostalgia of the original series while introducing the miniature vehicles to a new generation of children.
Collectors and fans of the original Micro Machines continue to trade and discuss the toys, keeping the spirit of the brand alive. The legacy of Micro Machines is also evident in the continued interest in miniature collectibles across various franchises and brands.