Mattel’s Hot Wheels brand is launching its first overarching brand campaign, Teen Hot Wheels. The initiative showcases the products through a mix of traditional — including national TV spots — and social media outreach. Mattel is also introducing new toy extensions, Hot Wheels Wild Tracks and Video Racer. The latter comes with an embedded video camera that allows for 12 minutes of video recording. The car can attach to bicycle helmets and skateboards, inviting users to film themselves doing their own stunts.
While Hot Wheels may be aging up, it’s not neglecting its core fans, boys 3-5 -years-old. Mattel is introducing a Hot Wheels-themed version of the Fisher-Price Trio build-it-yourself set of bricks and panels. There’s also a race track, using 3M’s Post-It-like technology, that can be placed on walls without damaging the painted or wall-papered surface. [Toys/Games]
Source: Mattel, Barry Waldo, VP Worldwide Entertainment, 333 Continental Blvd., El Segundo, CA 90245; 310-252-2000, x6219; barry.waldo@mattel.com; www.mattel.com.
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