Imagica ties up with Mattel Toys

Ahead of the festival season, the Manmohan Shetty-promoted Adlabs Imagica theme park Monday announced an exclusive partnership with the world's best- selling toy brand, Mattel, to offer Hot Wheels.

Under this exclusive partnership, the country's first theme park will rebrand its flagship rides - Nitro and Happy Wheels - as Hot Wheels Nitro and Hot Wheels Driving School, respectively, the company said.

Nitro claims to be the biggest and wildest floorless roller coaster in the country with a 2,800-feet track at a height of 132 feet, while Happy Wheels attempts to inculcate driver's instinct in young children.

Dhimant Bakshi, joint chief executive of Imagica, told PTI that this partnership aims at bringing about differentiated opportunities for domestic brands by opening their doors to international brands to showcase their innovative experiences.

He said the partnership is based on a revenue-based fee structure, and that they are planning to bring in more Mattel products/brands to Imagica.

The company is already retailing many Mattel brands at the park. Bakshi refused to quantify the fee structure citing confidentiality agreement.

He said with this association, they will begin to offer edutainment to the young kinds at the Hot Wheels Driving School. "So this will help us move from offering products to offering experience now," he added.

Lokesh Kataria, marketing head, Mattel India, said the association with Mattel syncs well with them as Imagica's flagship ride Nitro fits well with Hot Wheel's brand proposition.

Imagica offers a gamut of entertainment experiences under one roof through its theme park, a Mykonos themed water park and the country's largest snow park.

Founded in 1945, Mattel Toys is a leading global children's entertainment firm specialising in design and production of quality toys and consumer products which include Barbie, Hot Wheels, American Girl, Fisher-Price, Thomas & Friends and Mega among others which are sold in over 150 countries.

It also offers film and television content, gaming, music and live events.