Hot Wheels Celebrates 40 Years With Nationwide Festivities
http://www.theweeklydriver.com/articles/850/1/Hot-Wheels-Celebrates-40-Years-With-Nationwide-Festivities/Page1.html
By James Raia
Published on 05/1/2008
In celebration of its 40-year heritage, Hot Wheels is in the midst of a yearlong, varied celebration of the brand's unique position in the marketplace.
The celebration began Last February at the 105th American International Toy Fair in New York. Hot Wheels introduced the most expensive in the company's history. It’s valued at $140,000.
In celebration of its 40-year heritage, Hot Wheels is in the midst of a yearlong, varied celebration of the brand's unique position in the marketplace.The celebration began Last February at the 105th American International Toy Fair in New York. Hot Wheels introduced the most expensive in the company's history. It’s valued at $140,000.
In celebration of its 40-year heritage, Hot Wheels is in the midst of a yearlong, varied celebration of the brand’s unique position in the global marketplace.
The celebration began Last February at the 105th American International Toy Fair in New York. Hot Wheels introduced the most expensive in the company's history. It’s valued at $140,000.
Designed by celebrity jeweler Jason of Beverly Hills, the one-of-a-kind car, was made to commemorate the production of the four billionth Hot Wheels vehicle. More than 2,700 diamonds, weighing nearly 23 carats, are included on the custom-made jeweled car. The car is cast in 18-karat white gold with the majority of the vehicle detailed with micro pave-set brilliant blue diamonds, mimicking the Hot Wheels’ Spectraflame blue paint.
Under the functional hood, the engine showcases additional micro pave-set white and black diamonds. The Hot Wheels flame logo found on the underbelly of the car is lined with white and black diamonds. Red rubies are set as the tail lights, while black diamonds and red enamel create the "red line" tires.
The custom-made case that houses the jewel-encrusted vehicle also holds 40 individual white diamonds, signifying each year in the legacy of Hot Wheels.
During the year’s celebration, Hot Wheels will honor the partners that have helped make the brand successful and will take to the road to celebrate the brand's heritage with its faithful fans. These activities include:
Hot Wheels Designer's Challenge
For the first time in its history, Mattel went outside of its in-house design team to seek new car designs and to honor the automotive partners that attributed to the success of Hot Wheels cars.
Car designers from Dodge, Ford, General Motors, Honda, Lotus and Mitsubishi designed their version of a Hot Wheels concept car based on the brand's attributes of speed, power, performance and attitude. Each submitted design was created in a 1:5-scale model and unveiled at the 2007 Specialty Equipment Market Association (SEMA) Show in Las Vegas.
Hot Wheels Cross-Country Road Trip
Fans across the country will be invited to celebrate the 40th anniversary as Hot Wheels travels Highway 40 to bring together automotive enthusiasts of all ages.
Beginning at Mattel's headquarters in El Segundo, Calif., in mid-August, the road trip will make stops at the Bonneville Salt Flats in Utah; Speed, KS; Indianapolis; and Detroit, before culminating in a grand finale celebration on Sept. 5, 2008 in Watkins Glen, N.Y., home to American road racing.
Hot Wheels will partner with the Grand Prix Festival of Watkins Glen, to participate in the annual celebratory kick-off event honoring the history of the town and race track.
At each road trip stop, Hot Wheels will host a free event open to the public. Each event will feature life-size Hot Wheels cars, kiosks where people can create their own custom Hot Wheels “drivers license,” family-friendly activities and the opportunity to receive a commemorative 1:64-scale Hot Wheels car created especially for each stop, available in limited quantities.
Hot Wheels History
Hot Wheels cars revolutionized boys' toys in 1968 with an original line of super-fast, customized cars built for speed, power, performance and attitude.
Forty years later, Hot Wheels is a global lifestyle brand that represents the coolest cars imaginable in scales from miniature to full-size.
Hot Wheels cars are also popular collectibles for adults. Every year, the brands introduces a new line-up of innovative vehicles, track sets and playsets.
For information on Hot Wheels and its 40th anniversary activities, visit: www.hotwheels.com/40th
The celebration began Last February at the 105th American International Toy Fair in New York. Hot Wheels introduced the most expensive in the company's history. It’s valued at $140,000.
Designed by celebrity jeweler Jason of Beverly Hills, the one-of-a-kind car, was made to commemorate the production of the four billionth Hot Wheels vehicle. More than 2,700 diamonds, weighing nearly 23 carats, are included on the custom-made jeweled car. The car is cast in 18-karat white gold with the majority of the vehicle detailed with micro pave-set brilliant blue diamonds, mimicking the Hot Wheels’ Spectraflame blue paint.
Under the functional hood, the engine showcases additional micro pave-set white and black diamonds. The Hot Wheels flame logo found on the underbelly of the car is lined with white and black diamonds. Red rubies are set as the tail lights, while black diamonds and red enamel create the "red line" tires.
The custom-made case that houses the jewel-encrusted vehicle also holds 40 individual white diamonds, signifying each year in the legacy of Hot Wheels.
During the year’s celebration, Hot Wheels will honor the partners that have helped make the brand successful and will take to the road to celebrate the brand's heritage with its faithful fans. These activities include:
Hot Wheels Designer's Challenge
For the first time in its history, Mattel went outside of its in-house design team to seek new car designs and to honor the automotive partners that attributed to the success of Hot Wheels cars.
Car designers from Dodge, Ford, General Motors, Honda, Lotus and Mitsubishi designed their version of a Hot Wheels concept car based on the brand's attributes of speed, power, performance and attitude. Each submitted design was created in a 1:5-scale model and unveiled at the 2007 Specialty Equipment Market Association (SEMA) Show in Las Vegas.
Hot Wheels Cross-Country Road Trip
Fans across the country will be invited to celebrate the 40th anniversary as Hot Wheels travels Highway 40 to bring together automotive enthusiasts of all ages.
Beginning at Mattel's headquarters in El Segundo, Calif., in mid-August, the road trip will make stops at the Bonneville Salt Flats in Utah; Speed, KS; Indianapolis; and Detroit, before culminating in a grand finale celebration on Sept. 5, 2008 in Watkins Glen, N.Y., home to American road racing.
Hot Wheels will partner with the Grand Prix Festival of Watkins Glen, to participate in the annual celebratory kick-off event honoring the history of the town and race track.
At each road trip stop, Hot Wheels will host a free event open to the public. Each event will feature life-size Hot Wheels cars, kiosks where people can create their own custom Hot Wheels “drivers license,” family-friendly activities and the opportunity to receive a commemorative 1:64-scale Hot Wheels car created especially for each stop, available in limited quantities.
Hot Wheels History
Hot Wheels cars revolutionized boys' toys in 1968 with an original line of super-fast, customized cars built for speed, power, performance and attitude.
Forty years later, Hot Wheels is a global lifestyle brand that represents the coolest cars imaginable in scales from miniature to full-size.
Hot Wheels cars are also popular collectibles for adults. Every year, the brands introduces a new line-up of innovative vehicles, track sets and playsets.
For information on Hot Wheels and its 40th anniversary activities, visit: www.hotwheels.com/40th
Edited and posted by www.theweeklydriver.com