Key Selling Points:

• This marks the only Mattel-official history of Hot Wheels
• There is an enormous market for these little cars—Mattel estimates that 41 million children have grown up playing with Hot Wheels toys; the average collector has over 1500 cars; children between the ages of 5 and 15 have an average of 41 cars each.
• Mattel supports its collector community, and there have been large annual collector events every year since 1986.

 
Key Campaign Activity
Review copy push to targeted print magazines
Pitch to toy and tween/teen media outlets
 
Pre-publication:
Pre-publication campaign to build anticipation of the reveal including:

• Partner with Mattel for promotion (licensed book)—71.2K Twitter followers, 271,799 Facebook followers
• Early advance giveaway with key geek media

 
Trade:

• Review copy push to: Library Journal, Publishers Weekly, Shelf Awareness

 
Retail:

• Partner with Sales team to create a coordinated Sales and marketing effort

 
Consumer:

• Outreach to top automotive and brick enthusiast blogs: Dean’s Garage, Just a Car Guy, Automoblog, FamilyFun, Games, Ageless Iron

 
Publicity/Media:

• Early review copies to Auto media: Autoblog, Automotive.com, AutoWeek, Automobile, Car& Driver, Classic Motorsports, Hot Rod Magazine
• Review copy push to top toy enthusiast outlets: Fatherly, Everyday Savvy, Nerd Much, The Fwoosh, Toys N Bricks, Toy News Tuesday
• Review copy push to Youth media: Boys’ Life, Teen Ink, National Geographic, Kidsville News, Imagination Soup
• Review copy push to Geek media: Agents of Geek, All Geek to Me, Geek Lifestyle Examiner, Geek Magazine, Geek out!, Geek Culture, The Pop Geek, Geek and Sundry