Hot Wheels

Hot Wheels
Licence 2 Play

Licence 2 Play

April 15, 2008 11:17 ET

Living Life in the Fast Lane-Hot Wheels® Turns 40

The world's #1 brand in toy vehicle history launches exciting contest with prizes for both the young and the young at heart along with a cool new widget to support birthday celebration

TORONTO, ONTARIO--(Marketwire - April 15, 2008) -

Editors Note: Photos are included with this press release

Attention: Lifestyle, Assignment, Marketing Editors

As part of the Hot Wheels 40th birthday celebration, Mattel Canada, leader in the design, manufacture and marketing of toys and family products, is revving up its momentum with today's launch of a new interactive contest - Licence 2 Play. Starting April 15, and each month after for six months, players will be challenged to solve mysteries around 'The Hot Wheels 6', a ring of fictional car thieves, for the chance to win fabulous weekly and monthly prizes featuring Hot Wheels(R) cars and licensed products and, most importantly, earning their Licence 2 Play.

Dads are also encouraged to play online with their kids for the chance to win a brand new car of their choice (to a maximum value of $45,000) and a trunk full of Hot Wheels(R) toys valued at $2,000.

To keep up-to-date on the latest in Hot Wheels(R) contest challenges, news and events, kids and parents can speed over to today and download the Hot Wheels(R) widget. This interactive desktop download gives users up to the minute Hot Wheels(R) news. Kids should buckle up for some Fast Facts about Hot Wheels(R), contests, the chance to win some amazing prizes and receive information on great promotions that are taking place at local festivals and community events throughout the summer.

Since it raced into the hands of car lovers in 1968, Hot Wheels(R) has left its competition in the dust, maintaining its standing as the #1 selling brand in toy vehicle history.

"Hot Wheels(R) 40th birthday marks a very important milestone for Mattel," says Kathleen O'Hara, Hot Wheels(R) Brand Manager for Mattel Canada. "Generations have grown up playing with, trading and collecting Hot Wheels(R) cars. Mattel is proud to be a part of these memories and we are excited to share our celebration with consumers through our interactive Licence 2 Play program. Whether it's remembered as a nostalgic piece of one's past or the coolest toy ever, Hot Wheels(R) remains an iconic symbol for the young and the young at heart."

To mark this milestone, Mattel Canada implemented an integrated Hot Wheels(R) 40th Birthday marketing campaign including a signature product launch - "Since '68", an amazing contest and prizing, a Hot Wheels(R) road trip and a downloadable widget to support activities throughout the year.

Kicking-off the Hot Wheels(R) 40th Birthday, Mattel Canada presented a historical exhibit at the largest consumer event in Canada, the 2008 Canadian International AutoShow in February. The Big Deal About a Little Car: A Hot Wheels(R) Retrospective, Presented by Toys "R" Us attracted more than 42,000 visitors and offered a first-hand look at an extensive collection of rare vintage and modern cars.

Since 1968, Hot Wheels(R) has manufactured over four billion cars. Today, the Hot Wheels(R) line includes classic cars, luxury cars, police cruisers, trucks, buses, professional racing cars and even motorcycles. A true lifestyle brand, it offers an extensive range of products from aftermarket parts to licensed apparel and merchandise.

These little cars have had a big impact on children and adults alike. Popular with boys and girls, Hot Wheels(R) cars now span generations of followers and have become a popular collector item. There are currently 9,545 cars on the official collectors check list and in 2000 the very rare Hot Wheels(R) Volkswagen Beach Bomb from 1969 sold for approximately $72,000 USD.

The Hot Wheels(R) 40th Anniversary campaign was created by Mattel along with its partners including GCI Group and Ryan Partnership, both agents of Mattel Canada.

About Mattel

Mattel, Inc., (NYSE:MAT)( is the worldwide leader in the design, manufacture and marketing of toys and family products. The Mattel family is comprised of such best-selling brands as Barbie(R), the most popular fashion doll ever introduced, Hot Wheels(R), Matchbox(R), American Girl(R), Radica:(R) and Tyco(R) R/C, as well as Fisher-Price(R) brands, including Little People(R), Power Wheels(R) and a wide array of entertainment-inspired toy lines. Mattel is recognized as one of the 100 Most Trustworthy U.S. Companies by Forbes Magazine and is ranked among the 100 Best Corporate Citizens by CRO Magazine. Committed to ethical manufacturing practices, Mattel marks a 10-year milestone in 2007 for its ever-evolving Global Manufacturing Principles and focus on sustainable business practices. With global headquarters in El Segundo, Calif., Mattel employs more than 30,000 people in 43 countries and territories and sells products in more than 150 nations. Mattel's vision is to be the world's premier toy brands -- today and tomorrow.

To learn more about Hot Wheels(R) or to enter for your chance to win, please visit

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