Mattel has launched a new Hot Wheels campaign in the form of The Connectors, a group of four boys who each represent their own racing personality.

Nic (Imagination), Danny (Speed), Tom (Design) and Matt (Action) will star in a series of 11 videos released across nine weeks that see The Connectors completing different Hot Wheels challenges to inspire boys to become the ultimate track masters.

The challenges are also brought to life with an innovative toy range for spring/summer including the TV advertised Track Builder Spiral Stack-Up and Super Speed Blastway, whilst autumn/winter sees the launch of the Nitrobot Attack and Track Builder Volcano Blast. All tracksets work together or connect to other sets.

The campaign is supported with a multi-platform marketing programme to engage boys with the characters and challenges. Activity includes YouTube advertising and partnerships with a leading boy’s magazine and the Scouts Association including impactful advertorials and digital activity.

Check out The Connectors in action below: