Interviews
Auction of one-of-a-kind jeweled car
18 Feb '08
3 min read
“Since its introduction, Hot Wheels has revolutionized boys' toys and inspired automotive trends,” said Tim Kilpin, general manager and senior vice president, Boys and Entertainment, Mattel Brands. “The historic activities we have planned are a fitting tribute to the brand's 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 brand's heritage with its faithful fans. These activities include:
Hot Wheels Designer's 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 brand's attributes of speed, power, performance and attitude.
Each submitted design was created in a 1:5-scale model and unveiled this past October at the 2007 Specialty Equipment Market Association (SEMA) Show in Las Vegas. In late March the 1:64-scale versions will be available at retailers nationwide as part of the Designer's Challenge product line.
“I've been involved in multimillion-dollar concept car designs but not everyone can relate to these kinds of projects,” said Amaury Diaz Serrano, creative designer, General Motors. “But, everyone can relate to a Hot Wheels. Regardless of age, race or background, everyone has fond memories of playing with them. To be able to design for Hot Wheels is the closest I will ever get to winning an Oscar.”
In 2008, Hot Wheels will honor the partners that have helped make the brand successful and will take to the road to celebrate the brand's heritage with its faithful fans. These activities include:
Hot Wheels Designer's 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 brand's attributes of speed, power, performance and attitude.
Each submitted design was created in a 1:5-scale model and unveiled this past October at the 2007 Specialty Equipment Market Association (SEMA) Show in Las Vegas. In late March the 1:64-scale versions will be available at retailers nationwide as part of the Designer's Challenge product line.
“I've been involved in multimillion-dollar concept car designs but not everyone can relate to these kinds of projects,” said Amaury Diaz Serrano, creative designer, General Motors. “But, everyone can relate to a Hot Wheels. Regardless of age, race or background, everyone has fond memories of playing with them. To be able to design for Hot Wheels is the closest I will ever get to winning an Oscar.”
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