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The VarioCar 2026 series marks a logical step forward for Bruder in the further development of functional toy vehicles. The new concept comprises four different vehicles, all equipped with articulated steering, which not only looks striking but also influences how the vehicles are played with.
Prototypes are still on display at the trade fair stand, with the colour scheme and final appearance to be further refined before market launch. As usual, the models will feature a glossy, high-contrast finish that blends in with the existing range.
A central model in the series is the watering vehicle. Water can be poured into the tank, an integrated pump generates pressure, and the water is fed to the front via a hose. There is an attachment in the form of a shower head, which can be used to water trees, parks or streets in play. The way it works is clearly based on its real-life counterpart. Children fill the tank, pump manually and experience first-hand how water is transported. It is precisely this comprehensible mechanism that is the focus of attention. The concept is complemented by a road sweeper. Brooms rotate at the front to pick up dirt, which is collected at the rear and can be emptied. The movement is purely mechanical, created by pushing the vehicle. There is no electronic support. This underlines Bruder's commitment to focusing on haptic and functional play values.
In addition to the regular Pro series for children aged three and above, the Roadmax series is positioned as a sub-concept under the main Bruder Toys brand for children aged two and above. Here, functions are simplified to better suit the motor development of younger children. The focus is on two highlights: a fire engine and a crane truck. The fire engine has a ladder that can be adjusted either in the traditional way or with a fine adjustment knob. Supports simulate the area of operation. Doors can be opened, and the model is complemented by a visual light and sound module. The crane truck is based on the same platform and allows loads to be lifted and moved using a hook. The construction is more robust and less delicate than in the Pro series to ensure safety and ease of use. Figures such as construction workers, firefighters or police officers can expand the game, but are more suitable for children aged three and above. This creates a clear differentiation between the Roadmax and Pro series without changing the core of the brand.
Bruder describes itself as a traditional brand with a strong brand essence. Apart from individual light and sound modules, no technology is deliberately built in. The main focus is on educational toys. Children should be able to pick up vehicles, understand their functions and feel their mechanics. Haptics and manual operation are central. This approach runs through all product lines. The articulated steering of the VarioCar models, the pump in the irrigation vehicle and the mechanical brushes of the road sweeper are not effects, but functional elements. Play is created through movement and interaction, not electronics.
The American market is considered to be strongly brand-driven. Agriculture is number one there, both globally and nationally, followed by construction in second place. Bruder is present in both segments with well-known licensing partners, including John Deere in agriculture and Caterpillar in construction. Brand loyalty among American end consumers is more pronounced than in many European countries. However, there is little difference between children's play behaviour in the USA and Europe. Functionality, quality and realistic implementation are valued in both markets. Especially in an environment that is increasingly dominated by electronic play concepts, the focus on mechanical processes appears to be deliberately positioned.
The 2026 range comprises a total of sixteen new products. In addition to the VarioCar series and the Roadmax highlights, other items in the areas of agriculture, accessories and tractors will be presented. There are also additions to the lorry segment. The Mercedes-Benz Sprinter remains a successful line, supplemented by new variants. In addition, there is a new MAN TGA, which expands the portfolio in the heavy commercial vehicle sector. The strategic orientation can be summarised in several points:
Regardless of the market, quality remains the central promise. Workmanship, attention to detail and durable materials form the basis. At Bruder, it is less about technical innovation in the sense of digital expansion and more about the consistent further development of existing strengths. The VarioCar Series 2026 with articulated steering from Bruder is a prime example of this approach. Prototypes on display at the stand show where the journey is headed: realistic vehicles, mechanically comprehensible, functionally well thought-out. Between agriculture, construction and municipal vehicles, this creates a range that defines play value over function – and finds its continuity precisely in this.
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