HOT WHEELS® FUELS UP WITH NEW WEBSITE, TOUR, AND STUNTS

The #1 toy brand launches 2011 activities that will provide Canadians with Thrilling Vehicle Experiences

TORONTO, April 13 /CNW/ - In 2011 Hot Wheels® takes vehicle loving guys of all ages on a fast and furious ride through a jam packed line-up of special events, partnerships, sponsorships and new leading-edge products.  Hot Wheels® aims to satisfy any adrenaline junkie with the launch of HotWheelsLive.ca, the interactive Hot Wheels® Live Tour, the  Hot Wheels® Fearless at the 500™ stunt in Indianapolis and exciting new toys, apparel, accessories and sporting goods.

"Hot Wheels® appeals to 'guys' of all ages who are looking to fuel their passion for speed, power and performance," says Melissa Chau, Hot Wheels® Brand Manager.  "This year, our multi-platform campaign includes an interactive new website HotWheelsLive.ca, the Hot Wheels® Fearless at the 500™stunt, event sponsorships, the Hot Wheels® Live Tour in select Canadian cities as well as the hottest Hot Wheels® toys, clothing, accessories and so much more."

HotWheelsLive.ca

Hot Wheels® fans can now visit HotWheelsLive.ca, the go-to source for anything on wheels.  From drag racers to drifters, motocross to monster trucks and supercars to snowmobiles, this is the place for all things awesome.  HotWheelsLive.ca features the best videos and content for speed, stunts, spills and thrills.  If you can drive it, ride it, push it or jump it, you'll find it at HotWheelsLive.ca. Throughout the year, HotWheelsLive.ca will offer exclusive video segments of the fearless Team Hot Wheels™ and official Hot Wheels® Live hosts.  Fans of all ages can also put themselves in the driver's seat and play Hot Wheels® Eat My Dust, for a chance to win one of 12 weekly Hot Wheels® prize packs and be entered to win the grand prize trip for four to the Indy 500® in Indianapolis.

Excited viewers who can't wait for the action to start can watch Jeremy Piven's Funny or Die video, "The Fifth Racer," where Piven plays the "coffee guy" who is on a quest to become the fifth member of Team Hot Wheels®: HotWheelsLive.ca.

Hot Wheels® Fearless at the 500™

Look out for Team Hot Wheels® at the Indy 500®'s 100th anniversary race in Indianapolis, where they will attempt the biggest Hot Wheels® feat ever: the Hot Wheels® Fearless at the 500™ stunt.  Fans globally will watch in awe as Hot Wheels® attempts the outrageous - sending a masked mystery driver from Team Hot Wheels™ speeding down a 90 ft. ramp, suspended on an enormous 10-story high door (100 feet tall) and soaring across the infield of the Indianapolis Motor Speedway.This history-making event will take place on Sunday, May 29th 2011 at 9 a.m. EST. Fans can watch a special 30 minute Hot Wheels® "making of" video and the Hot Wheels® Fearless at the 500™stunt on ABC at 3 p.m. EST following the Indy 500® race.

Hot Wheels® rolls out the orange carpet for fans, media and contest winners on Sunday, May 29th, 2011 from 12 p.m. to 6 p.m. for an exclusive Hot Wheels® Fearless at the 500™ viewing party in Toronto.  Members of Team Hot Wheels™ will perform thrilling stunts all afternoon, while the Hot Wheels® Live Host hypes up the crowd and the Hot Wheels® girls get hearts racing.  Attendees will be able to play the Hot Wheels® Eat My Dust game on HotWheelsLive.ca, participate in non-stop activities and watch the jaw dropping Hot Wheels® Fearless at the 500™ stunt on a jumbo screen.  To win special VIP tickets to the Hot Wheels® Fearless at the 500™ Toronto event, fans can log on to HotWheelsLive.ca to enter.

Hot Wheels® Live Tour and Sponsorships

The Hot Wheels® Live Tour will travel to select Canadian cities with the Hot Wheels® Garage in tow, making thrilling stops at events like Formula 1 in Montreal, Honda Indy Toronto, Canada Diecast Convention and more. Fans will not only have a chance to snap photos with a life-sized Hot Wheels® car, but they'll also be able to pose alongside the Hot Wheels® girls at select adult focused events.  Fans can pay homage to the history of the brand and look forward to the future through interactive Hot Wheels® displays, playing with the new Hot Wheels® Video Racer™ and Hot Wheels® Wall Tracks™ and challenging friends to a game of Hot Wheels® Eat My Dust inside the Hot Wheels® Garage. Race enthusiasts will have the opportunity to purchase their very own Hot Wheels® t-shirts, sweatshirts and accessories straight from the Garage.

Hot Wheels® will also continue its sponsorships at both the Honda Indy Toronto (July 8-10, 2011) as well the Canada Diecast Convention (July 14-17, 2011). And for added excitement for racing fans, Hot Wheels will again be partnering with Canadian racing superstar Alex Tagliani in 2011! More details to be announced soon.

Hot Wheels® Line Up

This fall, Hot Wheels® gets a technology boost with the launch of Hot Wheels® Video Racer™.  The new toy updates the classic car with a built-in camera that captures any mini racers' journey.  Whether the ride is through a living room or off a plastic ramp, the Hot Wheels® Video Racer allows little stunt drivers to record their ultimate stunt experiences.  The mini-movie can then either be watched on the tiny screen installed on the bottom of the car or downloaded to a computer, where music, sound effects and special effects can all be added with drag-and-drop ease.

Also new for 2011, boys can now take their races from the floor to the walls with Hot Wheels® Wall Tracks™.  The tracks are mountable to any wall surface using 3M wall safe adhesive, so parents don't have to worry about ruining paint or wallpaper.  The toys encourage creativity and individuality through design and transformation play and allow racers of all ages to take their stunts vertical with new loops and tricks.

Hot Wheels® Video Racer™ and Hot Wheels® Wall Tracks™ will be available at major retailers across Canada in June 2011. Hot Wheels® consumer products including t-shirts, accessories and sporting goods are now available at most major retailers including, Wal-Mart, Toys "R" Us, Zellers, Loblaws and Sears.

About the Hot Wheels® brand

Since 1968, Hot Wheels® has been passionate about creating thrilling vehicle experiences through innovative product and content. Hot Wheels® began as a line of 16 1:64-scale die-cast vehicles; today, it has evolved into a true, global lifestyle brand for boys of all ages, with segments that range from aftermarket parts to licensed apparel to branded digital content from Team Hot Wheels™, a real-life race crew of professional drivers performing over-the-top stunts. For consumers to learn more, visit www.HotWheels.ca and www.Facebook.com/HotWheels.

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 2011, Mattel was named as one of FORTUNE Magazine's "100 Best Companies to Work For" for the fourth year in a row. Mattel also is ranked among Corporate Responsibility Magazine's "100 Best Corporate Citizens" and the "World's Most Ethical Companies." With worldwide headquarters in El Segundo, Calif., Mattel employs approximately 31,000 people in 43 countries and territories and sells products in more than 150 nations. At Mattel, we are "Creating the Future of Play.

SOURCE Hot Wheels

For further information:

For more information on any upcoming Hot Wheels® events, promotions, sponsorships or products, please contact: 

Amanda DiPasquale at GCI Group: amanda.dipasquale@gcicanada.com or 416-486-5902 Kiel Hume at GCI Group: kiel.hume@gcicanada.com or 416-486-7231

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