Odeon boost for Hot Wheels

Mattel joins up with UK cinema chain for a year-long sponsorship, as part of How Do You Drive? campaign.
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Mattel is looking to give leading boys vehicle property, Hot Wheels, a further boost, joining up with the UK’s largest cinema chain, Odeon.

In a major first, the year-long sponsorship deal will reach over half a million children and more than 6.5 million family members.

The programme will see this month’s four ToyNews’ cover stars come to life on the big screen, with the sponsorship of the Odeon Kids Club and Family Films forming part of the Hot Wheels brand campaign, How Do You Drive?

The deal will see the play out of aspirational content intercut with at-home recreations of real-life stunts using Hot Wheels cars. The content will be refreshed with new stunts and missions through the year.

In addition, Hot Wheels will receive high impact presence in over 100 cinema foyers and will be regularly supported online on the Odeon website, e-newsletter and in the Odeon customer magazine.

“Our partnership with Odeon Cinemas continues our strategy to put Hot Wheels right at the heart of boys’ lives,” said Jonathan Kirkley, boys marketing manager at Mattel. “This is just one element of our extensive UK brand campaign, which will increase Hot Wheels’ visibility and really demonstrate the excitement of vehicle play. We have a wealth of aspirational content that will appeal to both boys and parents. Seeing this content on the big screen will really bring the brand to life.”

Mattel: 01628 500000


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