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Mattel blends physical and digital play with Hot Wheels id launch

Mattel has launched its Hot Wheels brand into the new digital era, blending physical and digital play with its Hot Wheels id, a mixed play experience for fans of the popular franchise.

Featuring a smart Race Portal, Smart Track and digital hub, Hot Wheels id allows users to build a personalised fleet of vehicles, measure their performance and take their Hot Wheels racing up a gear by scanning their Hot Wheels id cars digitally, and take on the challenge of breaking records in both the real and digital world.

The platform also comes with the added ability to measure and clock speed, count laps and measure the distance travelled on specially designed tracks and play-sets. Hot Wheels id is available from June 14 exclusively at Apple.com, select Apple stores and on the App Store.

The new line launches with an array of Hot Wheels id premium die-cast vehicles, each equipped with wireless technology that stores performance data, a Hot Wheels Race Portal that scans Hot Wheels id vehicles into the app, tracks speed, and counts laps via infra red sensors, and the Hot Wheels id Smart Track Kit.

Meanwhile, the Hot Wheels id App hosts a virtual garage of Hot Wheels id vehicles to collect and race.

“Hot Wheels began innovating vehicle play over 50 years ago and now, we are doing it again with Hot Wheels id,” said Chris Down, chief design officer at Mattel. “While the brand is no stranger to digital play, this is the first time our fans will be able to keep track of top-speeds, races-won, and challenges-completed with Hot Wheels id die-cast in the physical world.

“Then, they can collect, manage and race the same cars in the digital world. This revolutionary Mixed Play experience enables kids of all ages to take on challenge like never before.”

Pricing for a single Hot Wheels id vehicle is RRP £6.99, Hot Wheels id Race Portal is RRP £49.99 and Hot Wheels id Smart Track Kit is RRP £159.99.

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