CHARLOTTE: Mattel has inked a multi-year deal with Supercross phenom James Stewart for Mattel to produce and distribute toys based on his likeness.
Stewart, the first African-American to win a major motorsports title and the only black rider on the pro circuit, will be featured with his signature Kawasaki KX450F cycle in the Hot Wheels Moto X line in 2006.
"His personality and ability to transcend the sport in mainstream media were as compelling to us as his racing accomplishments, and we look forward to a very successful partnership," said Doug Wadleigh, VP Mattel Hot Wheels.
Doug Freeman, partner of Kawasaki AOR Freeman/McCue, said PR efforts around the partnership will be handled by Mattel. Freeman/McCue handles Kawasaki racing and product news and events, including appearances of Kawasaki's stable of racers.
Among the rights granted by Stewart to Mattel include the production and worldwide distribution of action figures, radio-controlled toys, and video games. James Stewart also maintains marketing partnerships with Kawasaki, Fox Racing, Red Bull, Oakley, and Boost Mobile.