Mattel has released a teaser video of its upcoming Hot Wheels vertical double loop world record attempt.
The stunt takes place at the X Games in Los Angeles next Saturday (June 30th).
It will be shown on YouTube in a bid to create a buzz around the Hot Wheels brand and market a track set toy which is available at retail now.
Mattel’s SVP and general manager for UK and Northern Europe, Geoff Walker, told ToyNews: “These days you have to [embrace digital]. Whether it’s digital through apps and pads, or digital online, you have to.
“[The Hot Wheels loop stunt] will be a global event we run on YouTube and it’s about creating emotional connections that kids – or adults – can experience online and see how cool the brand is. And then at retail there’s a product line that ties into it.”
Walker also said Mattel is potentially open to introducing a Hot Wheels reality TV-style online show, following its popular Barbie Life in the Dreamhouse web series.
You can watch the Hot Wheels double loop stunt teaser video below: