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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
Apple.com, 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 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
before.”
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 HotWheels.com/id.
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 www.mattel.com.
*Source: The NPD Group/Retail Tracking Service/G12/Jan-Dec 2018/Total
Toys/Units
MAT-W
Contacts
Mattel PR
Michelle Chidoni
michelle.chidoni@mattel.com
(310)
252-3921
Mattel PR
Lisa Fujioka
lisa.fujioka@mattel.com
(310)
252-1006
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