Hot Wheels® Colour Shifters™ Gears Up for its Summer Road Trip Across
Canada

The World's #1 Toy Vehicle Unveils its First-Ever Life-Size Hot Wheels® Colour Shifters™ Car

TORONTO, June 29 /CNW/ - Hot Wheels® is thrilled to announce the launch of the Hot Wheels® Colour Shifters™ Road Trip across Canada this summer. The life-size Hot Wheels® colour-shifting Ford Mustang and the Hot Wheels® Colour Shifters™ Trailer will zoom across the country visiting over 50 festivals, camps and family events in various towns and cities. The Road Trip runs all summer long from July to September, giving Canadians of all ages a chance to change the colour of the car themselves. Hot Wheels® Colour Shifters™ cars use thermochromatic paint - a revolutionary colour memory technology that creates multi-coloured changes - adding a new element of excitement and surprise to the classic Hot Wheels® car.

The Hot Wheels® Colour Shifters™ Road Trip kicks off in Toronto on Tuesday, June 29th - the last day of school - at Yonge and Dundas Square from 6 a.m. to noon. The public is invited to get a sneak peek at the Hot Wheels® Colour Shifters™ Mustang. Kids who attend the launch event and Road Trip stops can change the colour of the car, play with Hot Wheels® Colour Shifters™ toys and will also receive a special Hot Wheels® collector booklet, T-shirt and more.

"We are very excited for Canada to see the super cool life-size Hot Wheels® Colour Shifters™ Mustang in their town or city," says Melissa Chau, Hot Wheels® Assistant Brand Manager for Mattel Canada. "These little cars have had a big impact on children and adults alike and it's great to showcase the Hot Wheels® brand on the grassroots level and remind Canadians why generations have grown up playing with, trading and collecting Hot Wheels®".

For more information on the Hot Wheels® Road Trip (e.g., stops, news and events), kids and parents can race over to shiftthecar.ca.

Hot Wheels® Road Trip 2010 Schedule

Nova Scotia

  • Bedford, Bedford Days - July 1
  • Halifax, RBC Multicultural Festival - July 2
  • Halifax, RBC Multicultural Festival - July 3

New Brunswick

  • Miramichi, Rock 'n' Roll Festival - July 4

Quebec

  • Montreal, K.I.D.S. Day Camp - July 7
  • Montreal, Macdonald Day Camp - July 8
  • Terrebonne, Zellers - July 10
  • Brossard, Toys 'R'Us - July 11

Ontario

  • Kanata, Bob MacQuarrie Recreation Complex - July 12
  • Ottawa, Dovercourt Summer Day Camps - July 13
  • Brockville, Brockville YMCA - July 14
  • Toronto, Avenue Road Child Care - July 15
  • Toronto, Ontario Place - July 16
  • Thornhill, Toys 'R'Us - July 17
  • Mississauga, Toys 'R'Us - July 17
  • North York, Sears, Fairview Mall - July 18
  • Mississauga, Wal-Mart, Square One - July 18
  • Toronto, Wild Water Kingdom - July 19
  • Toronto, Beaches Recreation Centre - July 20
  • Toronto, Bob Abate Community Recreation Centre - July 21
  • Toronto, LaserQuest - July 22
  • Toronto, Toronto Zoo - July 23
  • Burlington, Zellers, Burlington Mall - July 24
  • Stoney Creek, Wal-Mart - July 24
  • Brantford, Wal-Mart - July 25
  • Sudbury, Science North: Dynamic Earth - July 28
  • Sault Ste. Marie, Science North: Summer Science Camps - July 30
  • Thunder Bay, Community Day Fort William Historical Park- August 1
  • Toronto, Ontario Place - September 3
  • Toronto, Ontario Place - September 4

Manitoba

  • Winnipeg, YMCA Winnipeg South Branch: Kinder Camp - August 4
  • Winnipeg, Zellers, Kildonan Place - August 4

Saskatchewan

  • Regina, The Queen City Ex - August 7
  • Regina, The Queen City Ex - August 8

Alberta

  • Edmonton, City of Edmonton Camps - August 11
  • Calgary, Taste of Calgary - August 12
  • Calgary, Taste of Calgary - August 13
  • Calgary, Taste of Calgary - August 14
  • Calgary, Taste of Calgary - August 15
  • Calgary, Toys 'R'Us - August 15
  • Calgary, TBD - August 17
  • Calgary, Southland Leisure Centre Summer Camps - August 18
  • Calgary, Village Square Leisure Centre - August 18

British Colombia

  • Vancouver, TBD - August 22
  • Vancouver, Douglas Park Community Centre Summer Camps - August 23
  • Vancouver, False Creek Community Centre Summer Camps - August 24
  • North Vancouver, North Vancouver Central Baseball Association - August 25
  • Vancouver, TBD - August 26
  • Vancouver, Toys 'R'Us - August 29

* Hot Wheels® Colour Shifters™ Road Trip stops are subject to change, please visit shiftthecar.ca for the latest up-to-date information.

About the Hot Wheels® brand
Hot Wheels® cars revolutionized boys' toys in 1968 with an original line of super-fast, customized cars built for speed, power, performance and attitude. Now, more than 40 years later, Hot Wheels(R) is a global lifestyle brand that represents the coolest cars imaginable in scales from miniature to full-size. Hot Wheels® cars are also popular collectibles for adults and each year, introduces a new line-up of innovative vehicles, track sets and play sets.

About Mattel
Mattel, Inc., (NASDAQ: MAT) (mattel.com) is the worldwide leader in the design, manufacture and marketing of toys and family products. The Mattel family is comprised of such best-selling brands as Barbie® the most popular fashion doll ever introduced, Hot Wheels®, Matchbox®, American Girl®, Radica:® and Tyco® R/C, as well as Fisher-Price® brands, including Little People®, Power Wheels® and a wide array of entertainment-inspired toy lines. In 2010, Mattel was named as one of FORTUNE Magazine's "100 Best Companies to Work For" for the third year in a row, and was ranked among Corporate Responsibility Magazine's "100 Best Corporate Citizens." Mattel also is recognized among the "World's Most Ethical Companies." With worldwide headquarters in El Segundo, California, Mattel employs approximately 27,000 people in 43 countries and territories and sells products in more than 150 nations.

/NOTE TO PHOTO EDITORS: A photo accompanying this release is available at http://photos.newswire.ca. Images are free to accredited members of the media/

SOURCE Mattel Canada, Inc.

For further information: For further information:

on the Hot Wheels® Colour Shifters™ Road Trip or to arrange an interview, please contact:

Falan Hamilton, GCI Group, falan.hamilton@gcicanada.com or 416-486-5901

Shelley Fremont, GCI Group, Shelley.fremont@gcicanada.com or 416-486-5921

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Mattel Canada, Inc.

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