Mattel has revamped the Team Hot Wheels website to 'strengthen the brand's presence with boys'.
It's been given a new look in preparation for the 2013 ‘Take the Challenge’ campaign. This challenges boys to create the most amazing stunt, jump, race or build by performing amazing challenges with their Hot Wheels car and track toys. There's £250 worth of prizes to be won.
The site will feature digital display banners with relevant kid’s websites. Other initiatives include a heavyweight TV campaign and online screenings of new Team Hot Wheels webisodes, as well as a 'ride-to-school with Team Hot Wheels' campaign, where kids can win the ultimate road trip.
Director of Customer Marketing, Wendy Hill, explained: “We have seen great engagement with the website in terms of sign-ups in just the first week.
"We have lots of action-packed fun for boys that will keep them engaged by revisiting the site and reconnecting with the band.”
For more information, visit http://www.teamhotwheels.co.uk/
Want to receive up to the minute toy industry news straight to your inbox? Click here to sign up for the free ToyNews Daily Digest and Newsflash services. You can also follow ToyNews on Twitter and Facebook.