Hot Wheels by Mattel goes digital with a video game tie-in

Touted as Mattel’s biggest launch, the new digital upgrade would feature improved track and fancier cars that would be more entertaining and interesting to Gen-Z kids

June 17, 2019
The number-one-selling toy in the world -Hot Wheels cars, in the recent move to be even more engaging for kids is going to introduce a way to merge video games with real life. The new series of cars would have a computer chip inside and on identifying it, kids can scan each car ID into the Hot Wheels ID app to see its details, and store it in an electronic “garage” along with their physical collection. The new Hot Wheels ID track is sturdier than the older thin and flexible orange track. The portal connects via Bluetooth to a phone or tablet (only Apple as of yet) and the app can be used to track each car’s top speed, clock the number of laps and measure the miles driven.
Moreover, kids can race their Hot Wheels ID cars on the traditional orange track too. As the new cars are similar to the old Hot Wheels cars and are basically the upgraded versions with a chip. In the same way, old cars can be raced on the new track as it is just that the old cars have no chips inside, thus they won’t be able to “read” by the portal.
An entire set containing the new premium track, portal, and two cars—costs USD 180 (about Rs.12,600) and additional cars are priced at USD 7 (about Rs. 500) each. One may also skip the track and just get a portal for scanning and tracking cars which would cost USD 40 (about Rs.2800) .The system is now available in Apple Stores. It will go on Amazon in time for Prime Day on July 8, and be at Target for holiday shopping starting in October. It is age-graded 8+ since it involves the use of an app.
Founded in 1945, Mattel is a leading global children’s entertainment company that specializes in design and production of quality toys and consumer products. Their portfolio of iconic franchises includes Barbie, Hot Wheels, American Girl, Fisher-Price, Thomas & Friends and MEGA and so on and so forth. Hot Wheels is a brand of die-cast toy cars introduced by Mattel in the year 1968.

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