Mattel® Unveils Hot Wheels™ id, Groundbreaking New Play System Bringing Together Physical & Digital Play, Available Exclus...
June 14 2019 - 9:00AM
Business Wire
- 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
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.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20190614005084/en/
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. (Photo: Business Wire)
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 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
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version on businesswire.com: https://www.businesswire.com/news/home/20190614005084/en/
Mattel PRMichelle Chidonimichelle.chidoni@mattel.com(310)
252-3921
Mattel PRLisa Fujiokalisa.fujioka@mattel.com(310)
252-1006
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