Mattel is out with a new line of Hot Wheels vehicles and has created an online game and animation series to extend the reach of the toys to an older audience.
 |
| Branded entertainment extends new Hot Wheels toy to tweens and teens |
The Hot Wheels Battle X line of vehicles is just hitting store shelves targeting kids ages six plus. Kids can link the motorized combat vehicles that can be customized by their owners to compete in high-speed battles. An arena and other playsets make up the line. Prices range from $2.99 to $19.99.
At the online gaming site, Shockwave.com, tweens and teens will find a new game, Battle X Arena, and a series of four animated short films five minutes in length. The shorts tell the story of the toys and game in an edgy way. A downloadable version of the game can be found at Hotwheels.com.
“By partnering with Shockwave we were able to bring the Hot Wheels experience to a slightly older kid in a very unique way,” said Sara Rosales, a spokesperson for Mattel. “So while they may not be playing with our toys at the age of 12, they will play with the Hot Wheels game online.”
The game and animated shorts have also been packaged as a DVD with the toys at retail, where a try-me component allows kids to sample the toys. Clips from the short films have been incorporated into TV spots that begin airing Wednesday.
Mattel has produced online games at its internal site for its youngest demographic but this is the first time it has partnered with an external site to extend its reach to an older target audience.
Other brands that have partnered with Shockwave.com to produce branded entertainment include a music video contest with HP and the Warped Tour, a game with the 2005 Dodge Dakota and a sweepstakes game with LG Mobile Phones.
Network
