News

Mattel unveils Hot Wheels id

Published on: June 14th, 2019

The launch marks the evolution of a brand that generations of kids have played with to ignite their challenger spirit.

Through innovative vehicle play, Hot Wheels id brings together physical and digital in a mixed-play experience with uniquely identifiable vehicles, a smart race portal, Smart Track and digital hub, so kids can build a personalised fleet, measure their performance and compete with other racers like never before.

For the first time in history, Hot Wheels’ iconic die-cast cars allow kids to level up their cars digitally, challenging them to break records in both the real and virtual worlds. With the added ability to measure and clock speed, count laps and measure distance travelled on specially-designed tracks and play sets, Hot Wheels id amplifies the physical experiences kids have known for generations through digital play.

The success of Hot Wheels as the No. 1 selling toy in the world shows that performance vehicle play is an evergreen, beloved play pattern, while consumer research shows fans of all ages are increasingly drawn to digital experiences.

Hot Wheels id extends classic Hot Wheels racing with this new line, which includes:
• Premium die-cast vehicles equipped with NFC tags that store each vehicle’s performance data and make them uniquely identifiable.
• A Hot Wheels Race Portal which scans Hot Wheels id vehicles into the app, tracks speed and counts laps via infrared sensors, and easily connects with a classic Hot Wheels track. The Race Portal includes two exclusive id vehicles.
• A Hot Wheels id Smart Track which features an all-new Hot Wheels track design to boost speed and enhance racing, jumping and crashing, while also adding total distance to vehicle stats. The Smart Track includes the fastest, most powerful booster Hot Wheels has ever made, as well as two exclusive id vehicles and the Hot Wheels id Race Portal
• The Hot Wheels id app, which hosts kids’ virtual garages of Hot Wheels id vehicles as they collect, race, jump, crash, level up and compete, as well as hundreds of challenges and digital races to keep the fun going

“Hot Wheels id illustrates how a brand at the top of its game continues to evolve and break category conventions,” said Chris Down, chief design officer at Mattel. “With Hot Wheels id, now kids can prove what they’ve been claiming for generations – how fast their cars have gone and how many races they’ve won. Hot Wheels innovated vehicle play over 50 years ago, and now we are doing it again with Hot Wheels id.”

Hot Wheels id vehicles, Race Portals and Smart Track Kits are available starting today exclusively at Apple.com and select Apple Stores. The Hot Wheels id free-to-play app is available for download from the App Store. Pricing for a single Hot Wheels id vehicle is £6.99, while the Hot Wheels Race Portal is £49.99 and the Hot Wheels id Smart Track Kit is £159.99.

Hot Wheels id was created with rigorous standards that ensure privacy, security and online safety by design. For more information, click here.

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