Mattel heats up Hot Wheels

Range to be backed with new loyalty programme across TV, online and press.
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A new season of Team Hot Wheels, will run throughout 2011 and will build on the success of last year’s campaign that saw 90,000 boys aged four to nine years-old join up.

This year’s virtual racing championship will be backed with an extended partnership with Cartoon Network. In addition to streaming all four races, a series of Team Hot Wheels magazine-style shows will also feature an aspirational mix of real-life racing footage, extreme stunts and famous racing faces.

A new website – – will see boys earn points for their team by playing games, undertaking challenges and engaging with content from real-life footage of the world of racing to extreme Hot Wheels stunts.

Print and editorial PR activity will help raise awareness of the programme, as well as key Hot Wheels products among boys and mums.

Large-scale high profile competitions will also run throughout the year giving consumers the chance to experience real-life racing Hot Wheels VIP-style.

Boys marketing manager, Jonathan Kirkley, said: “2011 will be a stand out year for Hot Wheels. This engaging initiative is just one element of the exciting multi-platform marketing campaign that will run throughout the year bringing to life the speed, power, performance and attitude of Hot Wheels in a totally new way.”


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