There’s a trend in the car industry right now that many of us don’t like: popular models are being reborn as electric vehicles, losing their engines and personality, yet costing more. The next victim is the Little Tikes Cozy Coupe.
The Cozy Coupe has been around since 1979, currently in its third generation. The latest generation has already seen many major changes, with Little Tikes adding a face to the front end and cup holders to the interior. It has an all-around curvier, playful appearance, which has been a hit with its demographic: toddlers who don’t really need trunk space or ridiculous acceleration. In fact, the Cozy Coupe has always been a driver’s car, allowing kids inside to really feel connected to the vehicle, as if they were powering every movement themselves.
For this reason, you’d think the Cozy Coupe would remain a simple, fun car like the Miata, staying true to its DNA by avoiding all the batteries and other complicated tech of today’s toy cars. America already has enough luxury vehicles that are driving the average new-car price beyond what’s attainable, and we’re running out of cars that aren’t just stuffing in a bunch of unneeded tech and software. Unfortunately, Little Tikes seems to have pivoted its strategy, abandoning its current demographic for a new one: the children of almond moms and Tesla bros.
I think the strategy could have paid off if Cozy Coupe had kept the pricing down, as Americans look longingly at cheap Chinese EVs with envy. But Little Tikes may have fumbled its pivot into EVs.
Cozy Coupe is no longer a symbol of affordability as Little Tikes pivots to luxury EVs
When Cozy Coupe first came out, it was marketed as an affordable and reliable toy car. In the 1990s, when Cozy Coupe underwent its first major redesign, it was priced at around $50. Little Tikes has made it a priority to keep this idea of a cheap toy car alive. By the early 2000s, Cozy Coupe was outselling the Toyota Camry and Honda Accord. Little Tikes reported 457,000 sales in 2009. The accessibility was key.
The current model is $64.99. What has made it even more successful is sticking to that price point no matter what trim: the Princess, Princess Magenta, Lady Bug, America, T-Rex, and even 30th Anniversary Edition are all $64.99 as well. In 2020, Cozy Coupes were priced at $54.99, so the cost has risen significantly due to inflation and President Donald Trump’s tariffs. But it’s still considered a generally affordable price point for the original market.
“There weren’t many moving toys for younger children,” said Michelle Parnett-Dwyer, curator of toys and dolls at the National Toy Hall of Fame. “Certainly none like the Big Wheel, which was designed for older kids. Cozy Coupe was an opportunity for little ones to experience what adults do. Kids love to mimic mom and dad. It was perfect for toddlers.”
Unfortunately, it seems that Cozy Coupe may have lost its way.
Little Tikes has announced that an electric Cozy Coupe will now be in the lineup. This will cost an additional $32.99, which is an astonishing 50% price increase. If you do get the Cozy E-Charging Station, the Cozy Coupe will receive a “plug” compatible with the model’s fuel door, buttons that light up, glow-in-the-dark decals, and charging noises. It doesn’t even come with the EV battery. You’ll need to buy three AAA batteries, which is another additional cost for the electric Cozy Coupe.
Charging nearly $33 more for some fake charging noises and ambient lighting is a shocking move for Little Tikes, which used to feel quite grounded. I think it’s going to be tough for Americans to swallow such a high price jump for essentially the same model with some aesthetic upgrades. It feels very Tesla-esque, like the Signature Editions of its Model S and X, which cost $160,000 just for some color and decal changes. Despite the added pricing, the Cozy Coupe will perform exactly the same as before — no faster or smoother. Not even quieter. Do we even know how long it takes to charge?
While most American automakers are looking to make EVs cost less — think Ford’s upcoming $30,000 electric pickup or Rivian’s R2 or Lucid’s mid-size SUV plans — it looks like Little Tikes is going the luxury route. Without any added luxury. It seems to be more about making a statement than enjoying your driving experience.
One review stated: “This Little Tikes charging station is absolutely adorable! My four-year-old son has a Little Tikes car, and he loves charging his car! 1. I love that it is a pretend electric charger, so it will teach our children about going green, and 2. the cute sound that it makes when you press the button to ‘charge’ your car is awesome! My son has been playing with this for hours. I would highly recommend this toy!
“This toy is so cute and fun! It would make a great gift for someone if their parents have an electric car as well. I’m loving how modern and the colors are soft and aesthetically pleasing! Such a good idea,” another adds.
