Mattel revs up Hot Wheels to new digital generation | 6/27/2018 | Staff
kshama-skshama-s (Posted by) Level 3
Hot Wheels is ready to zoom into the new century.

So what if it's 19 years after the dawn of the millennium? Mattel is finally ready to give America's best-selling toy a detail job and re-introduction. And it's got Apple, Amazon and Target in line to participate.

Mattel - Toy - Line - Hot - Wheels

Mattel has reinvented the venerable toy line as Hot Wheels id, a physical toy that now connects to video play, via a smartphone and tablet app, as well.

The Apple Store has nabbed an exclusive window of the next 30 days to demonstrate the toy and sell it at retail.

Burden - Brand - Consumers - Something - Chris

"A burden of a 51-year-old brand is convincing consumers that we have something different for them," says Chris Down, the Chief Design Officer for Mattel. "So having a trial at the Apple Store is a big deal for us, because, there, people can try it out for themselves. It's unconventional for a toy company, and we're thrilled."

After the Apple Store run, the Hot Wheels id sales moves to Amazon, which will sell it during the summer. In the fall, it will enter traditional retail, at the Target big box stores.

Id - Hot - Wheel - Race - Car

The new id is a typical $6.99 Hot Wheel race car, but it has technology to track its performance. That is, if you're willing to spring for an extra $39.99 for the Race Portal accessory. This can connect you to the new Hot Wheels id app (Apple iOS only, at first).

Via the Portal, Mattel can now tell you how fast the car has driven and how it's performed on the old orange race tracks that collectors...
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