Hot Wheels

HOT WHEELS Kicks Off 40th Anniversary With Diamond-Encrusted elevator c able political machine At N. Y. Toy Fair Year-Long Celebration of Activities byHWC Press 02-15-08 spicy Wheels today announced its course of study-long plans to find the brands 40-year heritage at the 105th American International Toy Fair. Anniversary activities were kicked glum with the unveiling of a custom jeweled 164-scale toothsome Wheels rail road car, fleshed by celebrity jeweler Jason of Beverly Hills.This one-of-a-kind car, the most expensive in acid Wheels history, was made to score the production of the four-billionth bitter Wheels vehicle. The diamonds on the custom-made jeweled car, valued at $140,000, total more than 2,700 and weigh nearly 23 carats. The car is rolling in 18-karat white gold, while the majority of the vehicle is detailed with micro pave-set brilliant blue diamonds, mimicking acerbic Wheels Spectraflame blue paint. Under the functional hood, the engine show characters rundownal micro pave-set white and threatening diamonds.The calorifacient Wheels flame logotype found on the underbelly of the car is lined with white and color diamonds. Red rubies ar set as the tail lights, while black diamonds and red enamel become the Red Line wheels. The custom-made case that houses the jewel-encrusted vehicle also holds 40 individual white diamonds, signifying each year in the legacy of the acrid Wheels brand. Collaborating with Mattel on the jeweled Hot Wheels car was a dream project for me, said Jason Arasheben, president CEO of Jason of Beverly Hills. The car is truly spectacular and impart be a brilliant addition to anyones collection. The vehicle was unveiled by multi-platinum recording artist and car enthusiast Nick Lachey, who grew up playing with the die-cast car line. In late 2008, this unique Hot Wheels vehicle will be auctioned make to benefit Lacheys charity of choice. Since its introduction, Hot Wheels has revolutionized boys toys a nd inspired automotive trends, said Tim Kilpin, cosmopolitan manager and senior vice president, Boys and Entertainment, Mattel Brands. The historic ctivities we have planned are a fitting tribute to the brands heritage and will allow us, and our fans, to celebrate this milestone year in true Hot Wheels style. In 2008, Hot Wheels will honor the partners that have helped make the brand successful and will take to the road to celebrate the brands heritage with its faithful fans. These activities include Hot Wheels Designers 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 over the years.Car designers from Dodge, Ford, General Motors, Honda, Lotus and Mitsubishi designed their version of a Hot Wheels concept car based on the brands attributes of speed, power, performance and attitude. Each submitted design was created in a 15-scale model and unveiled this past October at the 2007 Specialty Equipment Market Association (SEMA) Show in Las Vegas. In late March the 164-scale versions will be available at retailers across the nation as part of the Designers Challenge product line. Ive been involved in multi-million dollar concept car designs but not everyone can consociate to these kinds of projects, said Amaury Diaz Serrano, creative designer, General Motors. But, everyone can relate to a Hot Wheels. Regardless of age, hurry or background, everyone has fond memories of playing with them. To be able to design for Hot Wheels is the closest I will ever confirm to winning an Oscar. Hot Wheels Cross-Country Road Trip This summer, fans across the soil will be invited to celebrate the 40th anniversary as Hot Wheels travels Highway 40 to bring together automotive enthusiasts of all ages.Kicking off at Mattels headquarters in El Segundo in mid-August, the road pillowcase will make stops at the Bonneville Salt Flats in doh Speed, KS Indianapolis and Detroit, before culminating in a grand finale celebration on September 5 in Watkins Glen, NY home to American road racing. There, Hot Wheels will partner with the Grand Prix Festival of Watkins Glen to participate in the annual celebratory kick-off takings honoring the history of the town and race track. At each road trip stop, Hot Wheels will horde a free event that will be 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 commemorating 164-scale Hot Wheels car created especially for each stop, available in limited quantities. 40 years. Four billion cars. It is a year of enkindle milestones for Hot Wheels, said Geoff Walker, vice president, Wheels Marketing, Mattel Brands. We just cant wait to get on the road to celebrate with the millions that share the Hot Wheels passion.