Mattel® Unveils Hot Wheels™ id, Groundbreaking New Play System Bringing Together Physical and Digital Play, Available Exclusively at, Select Apple Stores and on the App Store

  • Hot Wheels id integrates #1 selling toy in the world*
    into digital racing with new Mixed Play experience, a unique
    experience that keeps the physical toy at the core of gameplay and
    adds digital enhancement
  • Hot Wheels™ id Vehicle Assortment, Race Portal, Smart
    Track® Kit and companion app available now

EL SEGUNDO, Calif.–(BUSINESS WIRE)–Mattel, Inc. (NASDAQ: MAT) today announced the launch of Hot Wheels id, the
evolution of the beloved brand that generations of kids have played with
to ignite their challenger spirit. Through innovative vehicle play, Hot
Wheels id
brings together physical and digital in a Mixed Play
experience with uniquely identifiable vehicles, a smart Race Portal,
Smart Track, and digital hub, so you can build your personalized fleet,
measure your performance, and compete like never before. Hot
Wheels id
is available starting June 14th exclusively at, select Apple stores and on the App Store.

For the first time in history, kids can scan their Hot Wheels id
cars digitally, challenging them to break records in both the real and
virtual worlds. With the added ability to measure and clock speed, count
laps and measure distance traveled on specially-designed tracks and
playsets, Hot Wheels id amplifies the physical experiences kids
have known for generations through digital play.

Hot Wheels id extends the #1 selling toy in the world and takes
vehicle play to the next level. The line includes:

  • Hot Wheels™ id premium die-cast vehicles are
    equipped with wireless technology that stores each vehicle’s
    performance data and makes them uniquely identifiable.
  • Hot Wheels Race Portal™ scans your Hot Wheels id
    vehicles into the app, tracks speed and counts laps via infrared
    sensors, and easily connects with your classic Hot Wheels track. The
    Race Portal includes two exclusive Hot Wheels id vehicles.
  • Hot Wheels™ id Smart Track® Kit features an all-new Hot
    Wheels track design to boost speed and enhance racing, jumping and
    crashing, while also adding total distance traveled to your vehicle
    stats. The Smart Track includes the fastest, most powerful booster Hot
    Wheels has ever made as well as two exclusive Hot Wheels id
    vehicles and the Hot Wheels Race Portal.
  • Hot Wheels™ id App hosts your virtual garage of Hot
    Wheels id
    vehicles to collect, race, jump, crash, level up and
    compete, as well as hundreds of challenges and digital races to keep
    the fun going.

Hot Wheels began innovating vehicle play over 50 years ago and now, we
are doing it again with Hot Wheels id,” said Chris Down, Chief
Design Officer at Mattel. “While the brand is no stranger to digital
play, this is the first time our fans will be able to keep track of
top-speeds, races-won, and challenges-completed with Hot Wheels id
die-cast in the physical world. Then, they can collect, manage and race
the same cars in the digital world. This revolutionary Mixed Play
experience enables kids of all ages to take on challenges like never

Pricing for a single Hot Wheels id vehicle is $6.99, Hot
Wheels id
Race Portal is $39.99 and Hot Wheels id Smart Track
Kit is $179.99. The free-to-play Hot Wheels id App is available
to download HERE.

Mattel’s commitment to safety and security is of the utmost importance
and as such, Hot Wheels id was created with rigorous standards
that ensure Privacy, Security and Online Safety by Design.
For more information, visit

About Mattel

Mattel is a leading global children’s entertainment company that
specializes in design and production of quality toys and consumer
products. We create innovative products and experiences that inspire,
entertain and develop children through play. We engage consumers through
our portfolio of iconic franchises, including Barbie®, Hot Wheels®,
American Girl®, Fisher-Price®, Thomas & Friends® and MEGA®, as well as
other popular brands that we own or license in partnership with global
entertainment companies. Our offerings include film and television
content, gaming, music and live events. We operate in 40 locations and
sell products in more than 150 countries in collaboration with the
world’s leading retail and technology companies. Since its founding in
1945, Mattel is proud to be a trusted partner in exploring the wonder of
childhood and empowering kids to reach their full potential. Visit us
online at

*Source: The NPD Group/Retail Tracking Service/G12/Jan-Dec 2018/Total



Mattel PR
Michelle Chidoni

Mattel PR
Lisa Fujioka

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