NORWOOD, Mass., June 19, 2013 /PRNewswire/ -- Hot
Wheels® announced today a new licensing partnership with
Toy State®, a leading manufacturer of licensed and
highly stylized lights and sound toy vehicles. The agreement, which
kicks off this year and runs through 2016, will invite Toy State to
design and build a new line of over-the-top lights and sound and
remote controlled Hot Wheels-branded cars.
"No doubt our fans will embrace the innovation and style that
Toy State will inject into our product lineup," said Simon Waldron, Vice President, Marketing,
Wheels. "We've given our partner the 'keys' to the Hot Wheels brand
to develop the most exciting R/C and lights and sounds cars on
shelf."
Toy State will develop high-octane custom versions of Hot
Wheels' R/C and lights and sound toys under the new
agreement. Price points are currently being finalized, and
product is scheduled to be on shelves beginning in 2014. Toy
State's core portfolio, which includes Road Rippers® and
Gear Heads®, as well as Cat®, Cat®
Preschool, DUB Garage® and James
Bond 007™, will now expand to include the iconic Mattel
brand.
"We are very excited to be working with Mattel in this new
partnership. Toy State's portfolio has now grown even
stronger with the addition of the iconic Hot Wheels license," said
Andy Friess, Senior Vice President
of Marketing for Toy State. "The signature style of Hot Wheels will
blend seamlessly into the Toy State brand family, and we look
forward to adding our lights and sound magic to the Hot Wheels
vehicles consumers have been enjoying for more than 40 years.
The toy vehicle aisle has just gotten a lot more exciting for fans
of Hot Wheels and cars, alike!"
The partnership will apply to Hot Wheels-branded products sold
in the United States, Canada, Puerto
Rico and throughout the Asia
Pacific region. Toy State vehicles are available,
domestically and internationally, wherever toys are sold, including
Wal-Mart, Toys 'R' Us, Target, K-Mart and on Amazon.com.
About Toy State
Founded in 1984, Toy State is an
innovator and industry leader in the manufacture of licensed and
highly stylized lights and sound vehicles. Toy State's core
portfolio includes Road Rippers® and Gear
Heads®, DUB Garage® and James Bond 007™ lights and sounds vehicles, as
well as Cat® and Cat® Preschool lights and
sound construction toys. Working in-step with the world's leading
automakers, and Caterpillar, the leading manufacturer of
construction equipment, Toy State products provide hours of
enjoyment for kids of all ages. For more information, visit
www.toystate.com.
About the Hot Wheels Brand
Since 1968, Hot Wheels has
been passionate about creating thrilling vehicle experiences
through innovative product and content. With a fan base of more
than 41 million people, Hot Wheels is the No. 1 vehicle property in
the United States producing the
coolest cars imaginable. The Hot Wheels brand began as a line of 16
1:64-scale die-cast vehicles; today, it has evolved into a true,
global lifestyle brand for boys of all ages with segments that
range from aftermarket parts to licensed apparel to branded digital
content from Team Hot Wheels, a real-life race crew of professional
drivers performing over-the-top stunts. Check out the
official Hot Wheels website for the hottest car games and racing
videos, and be sure to visit the Hot Wheels Facebook page.
About Mattel
Mattel, Inc. (NASDAQ: MAT) is the
worldwide leader in the design, manufacture and marketing of toys
and family products. The Mattel family is comprised of such
best-selling brands as Barbie®, the most popular fashion
doll ever introduced, Hot Wheels®, Matchbox®, American
Girl®, Radica® and Tyco R/C®, as
well as Fisher-Price® brands, including Thomas &
Friends®, Little People®, Power
Wheels® and a wide array of entertainment-inspired toy
lines. In 2012, Mattel was named as one of FORTUNE Magazine's "100
Best Companies to Work For" for the fifth year in a row. Mattel
also is ranked among Corporate Responsibility Magazine's "100 Best
Corporate Citizens." With worldwide headquarters in El Segundo, Calif., Mattel employs
approximately 28,000 people in 43 countries and territories and
sells products in more than 150 nations. At Mattel, we are Creating
the Future of Play. Visit us at www.mattel.com,
www.facebook.com/mattel or www.twitter.com/mattel .
MAT-W
SOURCE Toy State