EL SEGUNDO, CA: Mattel opened this year's Toy Fair with its first comprehensive marketing communications campaign for the Hot Wheels brand since its inception over 40 years ago. The initiative targets young adult males and dads via “Team Hot Wheels,” a group of four professional drivers who perform stunts.
The marketing group tapped Jeremy Piven as a spokesperson and partnered with the Funny or Die website, where Piven starred in a teaser video called “The Fifth Racer” just prior to this morning's press conference.
Beginning in March, the team, including Ketchum, will launch a retail promotion called
“Hot Wheels for Real,” touting Team Hot Wheels-themed products that encourage consumers to go online, type in a code, and unlock content featuring the drivers' stunts.
“We have been successful with our core product being our 1:64-scale vehicle, with record sales over the past five years,” said Rachel Cooper, PR manager for Mattel brands. “We're looking to reposition the brand and take it from a toy brand to a boy brand.”
She noted the in-house marketing team developed the concept, but the brand is working with a handful of agencies.