Hot Wheels is partnering with the Scout Association to engage with over 300,000 Beavers and Cubs by creating a new resource pack.
The new pack aims to amplify the brand ‘in a fun and educational way’ and the partnership will encourage kids to become track building experts with The Connectors, while teaching valuable scientific skills through hands on learning.
The year-long partnership will be backed with an extensive marketing programme that will engage Beavers and Cubs through branded activity packs, editorial in Get Active magazine as well as online and social media engagement.
At this month’s Beaver and Cub Fun Day, children will be able to visit the ultimate Hot Wheels Epic Race experience and put their racing skills to the test.
“We are delighted to be partnering with Scouts as it’s a fantastic way to engage with our target audience and existing brand advocates, while recruiting new Hot Wheels fans right across the UK," said Wendy Hill, director of brand activation, Mattel.