Leading boys' vehicle property Hot Wheels is speeding into 2012 with its first ever brand-focused, heavyweight TV advertising campaign.

Kicking off on Sunday February 12th and running throughout the year, the TV spot will target boys aged four to nine in the UK and ROI.

The creative will feature a mix of live-action stunts performed by Team Hot Wheels, intercut with 'at home' recreations and stunts using Hot Wheels core die-cast and track sets.

Four different creative executions based around each Team Hot Wheels driver will keep the messaging fresh. The ads will play out across a mix of adult and boy-focused channels including ITV, Five and Sky Kids, including a digital programme later in the year.

In addition, sports presenter Jake Humphrey will provide the voice over for the brand ad, as well as bringing to life all product-based adverts throughout the year - including the Team Hot Wheels Double Dare Snare track set and new Hot Wheels Wall Tracks Mid Air Madness.

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"This high impact TV advertising campaign is testament to Hot Wheels' commitment to bringing the brand to life and really demonstrating vehicle play," said Mattel boys marketing manager, Jonathan Kirkley. "We have a wealth of aspirational content that will appeal to both dads and boys that we will release throughout the year to build the rich back story of Team Hot Wheels and full engage consumers in the brand."