Hot Wheels is partnering with The Scout Association to engage with over 300,000 Beavers and Cubs.
The year-long partnership will encourage children to push their limits through new Hot Wheels experiences, driving them to become track building experts with The Connectors while teaching valuable scientific skills through hands on learning.
It will be supported with an extensive marketing programme that will include branded activity packs, editorial in Get Active magazine, plus online and social media engagement. The partnership will also be amplified at the Beaver and Cub Fun Day in June, where children will be able to visit the ultimate Hot Wheels Epic Race experience and put their racing skills to the test.
Wendy Hill, director of brand activation, Mattel, commented: “We are delighted to be partnering with the Scouts as it’s a fantastic way to engage with our target audience and existing brand advocates, while recruiting new Hot Wheels fans right across the UK.”