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Hot Wheels momentum grows - ToyNews

Hot Wheels momentum grows

Mattel recruits four drivers from the British Racing Drivers Club to be brand ambassadors.
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Mattel is continuing to make the most of its year-long partnership with the British Racing Drivers Club at Silverstone for its Hot Wheels brand.

The company has picked four of the best young driving talents from the BRDC's Superstars programme to serve as ambassadors for the property.

Sam Bird from Grand Prix 2; British Touring Car Championship contender Tom Onslow-Cole; Formula 3 star Jack Harvey; and Oli Webb, who is in his debut season in the Renault World Series, will all feature in Hot Wheels' PR and marketing initiatives throughout the year.

Each driver will also head up a team in the Team Hot Wheels virtual racing championship.

"Working with these exciting young driving talents will really showcase the thrilling world of racing in an exciting and aspirational way," said Jonathan Kirkley, Mattel's boys marketing manager. "This is just one element of the multi-platform marketing campaign that will bring to life the speed, power, performance and attitude of Hot Wheels in a totally new way."

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