Mattel launches The Connectors campaign for Hot Wheels

The team will star in a series of videos designed to inspire boys to become 'ultimate track masters'.

Author:: Billy Langsworthy
Publish date:: May 27, 2015

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:

The new range places emphasis on allowing kids to design, create and customise their own track challenges using a variety of stunts and layouts.

The Ultimate Challenge tour will visit 30 key locations in the UK; Fans can compete to become UK's Best Driver.

10_Hot Wheels How do you drive.jpg

The leading boys vehicle brand has enjoyed a strong start to 2012, delivering good growth in January and kicking off its biggest ever brand campaign.

11_Hot Wheels How do you drive.jpg

Brand delivers good growth in January and kicks off biggest ever brand campaign.

"The Slow Mo Guys have a huge following on YouTube and the content is really engaging, demonstrating how imaginative you can be with Hot Wheels.”

Mattel's latest marketing campaign to promote the boys brand combines a TV partnership with online, print and live events.

Each will boast digital content, experiences and accessories specific to each brand.

Partnership will encourage kids to become track building experts with The Connectors, while teaching them valuable scientific skills.

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The Copyrights Group is one of the licensing arms within The Vivendi Group. Acquired by Vivendi in 2016 Copyrights manages the licensing for a portfolio of properties to include Paddington Bear. Some of the other companies within the Vivendi Group include Universal Music Group, and their licensing arm Bravado, Gameloft and Studiocanal to name a few.