Seeing an opportunity to create a unique toy line, Matchbox Toys set off to create the first toy line dedicated to aircraft in 1988, the Ring Raiders. While there had been decades filled with toy vehicles, none had exclusively focused on airplanes. So, Matchbox was certain that this new toy line would stand out from the crowd. They also made certain that these toys would feature a special ability that would put the power in children’s hands.
As described by Matchbox’s advertising, the Ring Raiders beckoned in a whole new category of boys’ products that were ready to take off. Those Characters from Cleveland helped the company meet boys’ fascination with aviation with the Ring Raiders. Thus, they created the first complete line of aviation toys and products with an exciting brand identity.
The new Ring Raiders brand offered a varied product line with extensive cross-merchandising opportunities. They also featured continuity in packaging across all products. Furthermore, the company planned to support the entire product line with a television series, national TV and print advertising, and much more. They even arranged the production of a comic book series.
The Ring Raiders prompted buyers to take command of the skies in their hands. They also stated that the sky was the limit, so they had high hopes for the toy line. To help sell these toys, each set came packaged with a bonus collector’s comic book. So, buyers would be prompted to collect all the packages to get all the comics.
Each of these toys came on a colorful blister card. Each of these carded packages included multiple planes, ready to take to the skies. Even though there were multiple planes, most packages highlighted a single pilot as the theme for the set. Meanwhile, the backs of the cards featured a cutout bio card with basic info on a highlighted pilot and plane on the back of each package.
Most of the toys from the first wave reminded players that the command was in their hands. However, as the second wave hit, they included a new catchphrase, “lightning strikes twice”.
The basic story of the Ring Raiders was described as follows:
The Ring Raiders, an international air force made up of the greatest planes and pilots of all time, was formed when the world was threatened by the evil Skull Squadron. The Ring Raiders were stationed on the Air Carrier Justice, a flying wing airbase that could travel through time. Now, flying through the past, present, and future, they wait to be summoned by their special rings. When the alarm sounds, they scramble for supersonic air action against the deadly Skull Squadron. The Ring Raiders command the greatest planes of all time, patrolling the skies to protect goodness and justice.
So, players could put the command in their hands by collecting each command of Ring Raiders aircraft. They were available in a variety of battle-ready designs and each came with its own Ring Raiders ring. For ultimate command, Matchbox encouraged buyers to get their hands on all of the Ring Raiders toys.
There were several packages with various themes. Each set of planes was described as a wing. On the side of the Ring Raiders, there were the Victor Wing, the Hero Wing, the Valor Wing, the Star Wing, the Rescue Wing, the Able Wing, the Freedom Wing, the Bravery Wing, and the Leader Wing. Meanwhile, there were several notable commanders like Ring Commander Vector, Commander “Cub” Jones, Commander Yakamura, Arrowhead Commander Thundercloud, Knight Fighter Commander Miles, and Sky Tiger Commander Jones.
Matchbox also produced several wings for the evil Skull Squadron. There were the Ambush Wing, the Bandit Wing, the Vulture Ring, the Danger Wing, the Havoc Wing, the Blaster Wing, the Vicious Wing, the Rebel Wing, and the Horror Wing. Their notable commanders included Skull Leader Scorch, Skull Leader Chiller, and Skull Leader Wrather.
Beyond the various wings, Matchbox produced many accessories and play sets for the Ring Raiders toy line. For instance, there were several honor medals. These included the Ring Commander Vector Leadership Award, Commander Cub Jones Heroism Award, Commander Yakamura Valor Award, Commander Thundercloud Rescue Award, Commander Kirkov Freedom Award, and Commander Miles Honor Award. Then, there was the Wing Commander Plane Series, the Air Command Base, the Skybase Courage Assault Base, the Skybase Freedom Mobile Recon Base, and the Skull Squadron Mobile Base.
Then, there were the Blaster Blaster Sound Machines for the Ring Raiders toy line. These came in two color themes: a Ring Raiders and a Skull Squadron version. This electronic toy also came with a battle-ready custom-decorated plane. These sound machines brought the toys to life with gun bursts, bomb explosions, and engine throttle sounds. It also had two positions that worked on wrists or tables, so it came with an adjustable wristband. Furthermore, this toy came with an action comic book.
Aside from these toys, the Ring Raiders toy line had a few other accessories. There was the Wing Command display stand, Ring Raiders “Ring of Fire” video, Ring Raiders Carry Case, and Air Award Series. Some fans even had the chance to obtain a Ring Raiders Halloween costume from Collegeville Costumes.
To help market the Ring Raiders, Matchbox worked with DIC Entertainment to create a two-hour animated special in 1989. The success of this special led to five more half-hour episodes. However, Bohbot Communications produced these five episodes instead of DIC.
The cartoon series was set in a fictional war that took place in 1998. A group called the Skull Squadron threatened the peace of the planet, as they had gone mad with power after discovering special rings. With this power, the Skull Squadron believed they could successfully conquer the world. The members that fought in the Skull Squadron were Scorch, Hubbub, Cutthroat, Siren, Chiller, Slingshot, Mako, Wraith, and Blackjack
In response to the Skull Squadron’s threat, the world’s nations create a united force, the Justice Crew, that uses a time-traveling air carrier to bring in the greatest pilots of all time. The pilots that are chosen to become the Ring Commanders, train to defeat the Skull Squadron. The key members of the Ring Raiders were Victor Vector, Yuri Kirkov, Yinsu Yakamura, Joe Thundercloud, “Cub” Jones, Max Miles, “Never” Evers, “Salty” Salton, Baron Von Claudeitz, and Jenny Gail.
Meanwhile, Fleetway Productions created a comic book for the series in 1989. The comics ran for 6 issues with an ongoing storyline. While the original run ended with a cliffhanger, Fleetway released a special edition that concluded the loose storylines.