aving already helped Barbie go Hollywood with a series of direct-to-video DVDs, her own American Idol line and a posse of celebrity friends, Mattel is now hoping to do the same for its Hot Wheels brand, targeting young boys. The El Segundo, California-based toymaker has launched a yearlong marketing effort to promote its line of 2005 Hot Wheels AcceleRacers through entertainment.
As part of a deal with Time Warner�s Cartoon Network, the campaign includes a four-part series of one-hour animated movies that will air on the cable channel, as well as 16 Internet short films appearing on the network�s website, alongside downloadable games and other interactive content.
The four films are a much-expanded follow-up to the Hot Wheels� 2003 World Race movie, which also aired on Cartoon Network. They detail the quest of World Race drivers to save Hot Wheels City from the villainous Gelorum and her Racing Drones. The drama escalates as drivers navigate their Hot Wheels vehicles through the tumultuous driving conditions of 100 different "realms".... more