EL SEGUNDO, Calif.,
May 18, 2018 /PRNewswire/
-- Today, Hot Wheels, the number-one selling toy in the world*
with nearly 500 million units sold every year, celebrates its
50th anniversary.
Conceived in 1968 by an innovator, a rocket scientist and a car
designer, Hot Wheels 1:64th scale die-cast cars were
designed to look awesome and perform. Five decades later, the brand
has evolved from a simple, yet beloved, toy car with orange track
system into a franchise that offers fans of all ages multi-channel
play experiences.
"For 50 years Hot Wheels' intuitive vehicle play-pattern has
contributed to its success as the number-one selling toy in the
world," said Chris Down, Senior Vice
President and Global Brand GM, Hot Wheels. "Since its
introduction in 1968, the brand has evolved from a simple toy into
a true lifestyle brand that champions the challenger spirit through
gaming, digital content, partnerships and live experiences spanning
multiple generations and ages — this has allowed the brand to
remain relevant to kids and adults and see record growth over the
past three years."
To celebrate this anniversary, Hot Wheels is introducing a
year-long lineup of live experiences, new products and compelling
content.
Live Experiences
Hot Wheels will be creating live
experiences to bring kids, fans and collectors together across the
globe.
- The Hot Wheels Legends Tour: Hot Wheels is launching the
largest Hot Wheels travelling car show in search of a custom car
worthy of being made into a Hot Wheels die-cast toy. The tour
launched at Hot Wheels headquarters in April
2018 and will be visiting 14 Walmart stores across America.
One winner will be chosen from each stop to win a spot for their
car to be shown at the world-renowned SEMA Auto Show where one
vehicle will be chosen and immortalized as a Hot Wheels.
- Hot Wheels Challengers: A multi-year marketing program
designed to demonstrate our brand purpose, to ignite the challenger
spirit in kids everywhere and champion up-and-coming youth action
sports and motorsports athletes in their pursuit of greatness by
providing opportunities to compete in inclusive, open competitions.
Through these contests, kids are challenged to lean on
determination, grit and perseverance; skills that apply to all
aspects of life. The Hot Wheels Challengers includes:
-
- The Hot Wheels Junior Series Built by Woodward: In
partnership with Woodward, the premier action sports and lifestyle
camp, Hot Wheels will host an eight-stop regional competition for
skate and BMX. The series invites kids from around the country to
compete, challenge themselves, meet new friends and will culminate
with a final event – the Hot Wheels Junior Open Built by Woodward,
held at Woodward West in Tehachapi,
CA in fall 2018.
- The Hot Wheels INDYCAR Junior Grand Prix Powered by K1
Speed: This junior racing event is a karting competition for kids 8
– 14. The top-three finishers in each qualifying race will win a
trip to the Grand Prix of Sonoma
and the chance to compete in the final championship race at K1
Speed San Francisco in September
2018.
- Hot Wheels Athlete Sponsorships: Hot Wheels has also
signed leading young athletes across BMX, skate and karting that
embody the challenger spirit, including professional skateboarder
Zion Wright, top amateur
skateboarder Gavin Bottger,
professional BMX rider Sean Ricany,
top amateur BMX rider Kaden Stone
and emerging kart racer Sebastian
Wheldon. We'll be partnering with these athletes to create
original content throughout the year so they can inspire kids to
take on new challenges and achieve their goals.
- Beto Carrero – Hot Wheels
World: The largest theme park in Latin America, Beto
Carrero will open an immersive brand experience with a
dedicated Hot Wheels themed area within the park. The area will
feature over 7.5 acres dedicated to Hot Wheels, including a
live-stunt show, themed restaurant and retail shop with plans for
additional experiential attractions.
- The Children's Museum of Indianapolis: Hot Wheels™: Race to Win™
Exhibit will return to the world's largest children museum on
May 19, 2018. Fans will get a
firsthand look at the thrilling science, speed and safety of
motorsports with Hot Wheels cars and tracks, positioned alongside
full-sized racecars, artifacts and memorabilia.
Product
This year, Hot Wheels has re-architected its
toy line, based on consumer insights, to resonate more broadly,
with appeal and challenges appropriate across ages, stages and
interests.
- Hot Wheels 50th Originals Collection: On
May 18, the official birthday for Hot
Wheels, the brand will release replicas of five Hot Wheels
originals from the "Sweet 16" with legacy graphics, original
packaging and original detailed Spectraflame™ paint, Redline wheels
and a collectible button. Each car will include a code where
one-winner in the United States
will win a life-size 50th anniversary Hot Wheels
Camaro.
- Hot Wheels™ City: For the youngest Hot Wheels fan, the
brand is introducing Hot Wheels City, a system of play that blends
imaginative vehicle "push-around" play and classic "crash-and-bash"
action.
- Hot Wheels Augmoto™: Using augmented reality and
connected play, Hot Wheels Augmoto is a smart-device-controlled
track-set that adds unprecedented control and gaming to a physical
Hot Wheels racing experience.
- Hot Wheels Rocket League: Hot Wheels has seen tremendous
success in the gaming space, and in 2017, the brand partnered with
Rocket League to put Hot Wheels vehicles in the world-renowned game
that mixes driving with soccer. The Hot Wheels integration was so
successful that the two-brands are releasing a physical version of
the game as an RC arena set (Hot Wheels Rocket League RC Rivals
Set) in holiday 2018 and additional in-game DLC later this
year.
Partnerships
The Hot Wheels 50th
anniversary celebration will include an array of products and
partnerships that pay tribute to the brand's iconic heritage from
best-in-class partners that share our values and bring
authenticity, credibility and expertise in their categories that
resonate with our fans.
- Hot Wheels 50th Anniversary Edition
Camaro: The first Hot Wheels toy created was a 1968
Custom Camaro, and to celebrate its anniversary, Hot Wheels
partnered with General Motors to create a life-size version of the
die-cast. Available for purchase in 2018, the full-sized
50th Anniversary Hot Wheels Camaro includes exclusive
Hot Wheels features like a Crush-Orange paint job, referencing
iconic Hot Wheels orange track, unique interior and wheels, and
commemorative Hot Wheels badging.
- The Evolution of a Diecast: The Hot Wheels evolution
video created in partnership with Race Service, will honor the more
than five-decades of Hot Wheels die-cast design and performance,
along with the toy's influence on the auto industry and ties to
pop-culture. This new video launching on May
18th is the latest installment in Donut Media's
successful evolution series which highlights cars and brands that
have revolutionized car culture.
- Nico Rosberg: Hot Wheels
will partner with 2016 Formula 1 champion Nico Rosberg. As a brand ambassador, Rosberg
will help amplify the brand's purpose to ignite the challenger
spirit and celebrate the Hot Wheels brand history and deep-rooted
ties to racing.
- Hot Wheels + Volcom: Two companies born in California, Hot Wheels and Volcom, combine
forces to show that the creative spirit comes in all colors, shapes
and sizes. Volcom, a brand known for supporting action-sports, art
and music are collaborating with Hot Wheels on an exclusive line of
boys clothing that captures the challenger spirit. It is with this
free-wheeling and youthful exuberance that this collection was
created. The line will be sold at www.volcom.com and Nordstrom
starting October 2018.
- Hot Wheels Illest: Illest, the popular street wear
brand, has partnered for the third-year with Hot Wheels and
released exclusive merchandise sold at the Legends Tour Hot Wheels
HQ kick-off event in April 2018 in
El Segundo, CA.
Hot Wheels 50th Commemorative Items
To
mark the anniversary, a number of collector-worthy Hot Wheels items
will be released.
- The Hot Wheels Book by Assouline: This ultimate
collectors' book encapsulates Hot Wheels history through
photography. It chronicles the origins and technical evolution of
the toy, and where Hot Wheels brand is today. The book will be
available in June 2018.
- 50th Anniversary Commemorative Coin: In
Australia, the team will be
releasing a 50th anniversary commemorative coin. The
coin will be nearly 100 percent silver and feature two Hot Wheels
cars and the 50th anniversary logo. Only 5,000 of these
coins will be released in 2018.
To learn more and stay up to speed with how Hot Wheels is
celebrating its 50th anniversary, visit
HotWheels.com and follow #HotWheels50.
*Hot Wheels Basic Cars Assortment is the number one selling
toy in the world based on units sold according to NPD
About Mattel
Mattel (NASDAQ: MAT) is a global learning, development and play
company that inspires the next generation of kids to shape a
brighter tomorrow. Through our portfolio of iconic consumer brands,
including American Girl®, Barbie®, Fisher-Price®, Hot Wheels® and
Thomas & Friends™, we create systems of play, content and
experiences that help kids unlock their full potential. Mattel also
creates inspiring and innovative products in collaboration with
leading entertainment and technology companies as well as other
partners. With a global workforce of approximately 32,000 people,
Mattel operates in 40 countries and territories and sells products
in more than 150 nations. Visit us online
at www.mattel.com.
Media Contacts:
Michelle Chidoni
Mattel Global Communications
Michelle.Chidoni@Mattel.com
310-252-3921
Candice Jacobson
Mattel Global Communications
Candice.Jacobson@Mattel.com
310-252-4619
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SOURCE Mattel, Inc.