40th Anniversary Celebrations of Hot Wheels

ardent WHEELS Kicks Off 40th Anniversary With Diamond-Encrusted Car At N. Y. Toy reliable Year-Long Celebration of Activities byHWC Press 02-15-08 het Wheels today announced its year-long plans to keep the brands 40-year heritage at the 105th American International Toy unobjectionable. Anniversary activities were kicked off with the unveiling of a custom jeweled 164-scale juicy Wheels cable rail passageway gondola, designed by celebrity jeweler Jason of Beverly Hills.This one-of-a-kind car, the most dearly-won in intense Wheels history, was made to commemorate the production of the four-billionth impetuous Wheels vehicle. The diamonds on the custom-made jeweled car, valued at $140,000, total more than 2,700 and weigh nearly 23 carats. The car is cast in 18-karat whitened gold, epoch the majority of the vehicle is detailed with micro pave- exercise set brilliant blue diamonds, mimicking blue Wheels Spectraflame blue paint. Under the functional hood, the engine showcase s additional micro pave-set white and black diamonds.The Hot Wheels flame logo found on the underbody of the car is lined with white and black diamonds. Red rubies are set as the tail lights, while black diamonds and red enamel render the Red Line wheels. The custom-made case that houses the jewel-encrusted vehicle also holds 40 individual white diamonds, signifying each year in the legacy of the Hot Wheels brand. Collaborating with Mattel on the jeweled Hot Wheels car was a dream hold for me, said Jason Arasheben, president CEO of Jason of Beverly Hills. The car is truly spectacular and forget be a brilliant addition to anyones collection. The vehicle was expose by multi-platinum recording artist and car enthusiast Nick Lachey, who grew up playing with the die-cast car line. In late 2008, this unique Hot Wheels vehicle provide be auctioned off to benefit Lacheys charity of choice. Since its introduction, Hot Wheels has revolutionized boys toys and inspired automotive trends , said Tim Kilpin, general manager and senior frailty president, Boys and Entertainment, Mattel Brands. The historic ctivities we reserve planned are a fitting pension to the brands heritage and will allow us, and our fans, to honour this milestone year in true Hot Wheels style. In 2008, Hot Wheels will honor the assistants that have helped make the brand successful and will take to the road to stay fresh the brands heritage with its faithful fans. These activities include Hot Wheels Designers gainsay For the first magazine 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, universal Motors, Honda, white lily and Mitsubishi designed their version of a Hot Wheels concept car establish on the brands attributes of speed, power, performance and attitude. Each submitted design was created in a 15-scale model a nd unveiled this past October at the 2007 Specialty Equipment Market familiarity (SEMA) Show in Las Vegas. In late March the 164-scale versions will be available at retailers nationwide as part of the Designers Challenge product line. Ive been involved in multi-million 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 at hand(predicate) I will ever get to winning an Oscar. Hot Wheels cross country Road Trip This summer, fans across the country will be invited to celebrate the 40th anniversary as Hot Wheels travels Highway 40 to sum up together automotive enthusiasts of all ages.Kicking off at Mattels headquarters in El Segundo in mid-August, the road trip will make stop at the Bonneville Salt Flats in Utah Speed, KS Indianapolis and Detroit, before culminating in a grand finale celebration on September 5 in Watkins Glen, NY home to American road racing. There, Hot Wheels will partner with the Grand Prix Festival of Watkins Glen to participate in the annual celebratory kick-off guinea pig honoring the history of the town and race track. At each road trip stop, Hot Wheels will host a free incident that will be open to the public.Each event will feature big Hot Wheels cars, kiosks where people can create their own custom Hot Wheels drivers license, family-friendly activities, and the opportunity to receive a commemorative 164-scale Hot Wheels car created especially for each stop, available in limited quantities. 40 years. four-spot billion cars. It is a year of exciting milestones for Hot Wheels, said Geoff Walker, debility president, Wheels Marketing, Mattel Brands. We just cant wait to get on the road to celebrate with the millions that part the Hot Wheels passion.