The partnership will see the launch of Hot Wheels R/C Bladez Quad Racerz this year.
Combining one of the world’s biggest licences with the Bladez Toyz expertise in flying toys, Hot Wheels fans will be able to fly and race 2.4GHz radio control quadcopters both indoors and outdoors, then connect a racing chassis to drive, drift and race. The Starter Set with quadcopter, drive chassis and handset will be available from September. There will also be expansion packs so players can add different looking quads and race chassis for more racing fun and to help build their impressive Hot Wheels collections.
Commenting on the venture, Bladez Toys CEO Iain Morgan commented: “We’ve been working on this concept for a long time and can’t wait to see it come to market. Traditionally quadcopters and flying toys have been marketed at 14 years plus, however we see a large gap in the market for six to 12 year olds and particularly wanted to design a new vehicle toy that will be a natural progression for Hot Wheels die-cast fans. Our aim with Quad Racerz is to provide a safe ‘follow-on’ product to keep the Hot Wheels brand relevant whilst offering real innovation in the ever-growing flying toy category. We will also be making our quadcopter chassis compatible with the Hot Wheels race tracks to offer a new level of racing excitement. Naturally we will TV advertise this new range and we look forward to engaging Hot Wheels fans with some really fun marketing activity and even more product development for the 50th anniversary in 2018.”
Helen Genia, consumer products category manager, Mattel UK, added: “We are thrilled to be extending our relationship with Bladez on this fantastic new range of Quad Racerz. The collaboration brings a whole new dimension to the world of Hot Wheels, embracing the speed, stunts and action of the brand. We are excited for boys to have another innovative way to play with Hot Wheels.”
Hot Wheels R/C Bladez Quad Racerz can be seen on the Bladez Toyz stand at London Toy Fair Gallery 123.