Mattel’s Hot Wheels division is celebrating the 40th anniversary of its toy car making with a multi-city road trip targeting car-enthusiasts at automotive-themed events and attractions through early September.
The tour, which kicked off last week, is slated to visit three remaining markets, including the Indianapolis Motor Speedway in Indiana on Aug. 30, the Automotive Hall of Fame in Detroit on Sept. 1 and the Grand Prix Festival in Watkins Glen, New York on Sept. 5.
At each location, Hot Wheels will host a variety of events and displays, historic memorabilia, custom driver’s-license designs for kids, die-cast car races, and autograph sessions with Hot Wheels designers. The firm will also unveil life-size models of its toy cars and auction off a $140,000 diamond-encrusted car for charity.
Hot Wheels is also distributing premiums. Reps will hand out commemorative die-cast cars created for each stop. The cars are based on a Hot Wheels car seen on packaging from the late-1960s, originally designed by Otto Kuhni. The Kuhni’s design was recreated in the die-cast form for the first time to celebrate its milestone anniversary, Mattel spokesperson Michele Sturdivant said. Each city’s car will feature its own paint scheme and logo.
“Hot Wheels has been a part of children’s lives around the world, creating a tremendous, passionate fan base,” Geoff Walker, vice president, wheels and games marketing, for Mattel Brands, said in a statement. “We wanted to be able to celebrate this milestone with our fans and bring a unique experience to their neighborhoods.”
The road trip is being promoted through various Web sites, including www.hotwheelscollector.com and at the www.hotwheels.com/40 microsite, and using photo and video sharing sites, such asYouTube.com and Flickr.com, Sturdivant said. In addition, the firm posted signage in high-traffic areas and is relying on word of mouth in each location to hype up the event, she said.
Mattel and GolinHarris are jointly handling the promotion.
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