New marketing efforts aim to communicate benefits of Hot Wheels play directly to parents.
Mattel has announced a new Hot Wheels brand campaign, in partnership with BBDO San Francisco, titled Challenge Accepted. As today’s parents are focused on finding products and services that help their children grow and develop, Hot Wheels is rethinking its marketing to better communicate the benefits of its products directly to parents. The new campaign showcases how the challenges Hot Wheels offers helps kids build the skills and confidence they need to take on the world.
To launch the campaign, a 60-second video focuses on a mother and son, and draws parallels between play and reality to convey that life is full of challenges that build resilience and champion the challenger spirit in every child. It emphasises how Hot Wheels is more than a source of fun, but also a way to learn important life skills.
Chris Down, senior vice president and global brand GM, Hot Wheels, commented: “Hot Wheels has remained a beloved brand for nearly 50 years. Car play is an intuitive play-pattern which has contributed to Hot Wheels’ success as the number-one selling toy in the world. We aim to nurture the challenger spirit in all kids by encouraging them to try, fail, and repeat to achieve success. Our Challenge Accepted campaign does exactly this in an unexpected and exhilarating way.”
The campaign will premiere during US NBC’s American Ninja Warrior to reach a co-viewing, parent and child audience, and will be supported by multi-year 360-degree marketing effort that will include television, cinema, social and digital.
The campaign will launch in the UK on 20th September supported with a marketing campaign which includes digital media spend, social support, plus an Instagram influencer ambassador campaign that will showcase a real-life mum and son relationship.
To learn more about Hot Wheels Challenge Accepted Campaign click here.