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Hot Wheels hits the road to reach its fans

Mattel goes all out to keep its best-selling brand connected with the young fans even as they gravitate towards mobile devices from traditional toys

Gregory Schmidt | NYT 

After six billion vehicles sold, Hot Wheels is looking for one more car to race down those plastic orange tracks. And it could be yours. Mattel, the toymaker that owns the Hot Wheels brand, is searching for the best custom car in the United States. The chosen vehicle will be made into a miniature die-cast car to celebrate the 50th anniversary of Hot Wheels. The search, called the Legends Tour, is part of Mattel’s effort to stay connected with Hot Wheels fans at a time when children are gravitating more toward mobile devices and away from traditional toys. The Legends ...

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First Published: Tue, May 22 2018. 20:43 IST