Mattel, marketing its Hot Wheels brand to “older boys”, is pulling out all the stops this year. Take a look at the planned Hot Wheels track at the Indianapolis 500. (Someone is actually going to jump the 90 foot ramp). I thought they were kidding at toy fair- but it turns out to be for real.
Having spent a good number of hours running Hot Wheels tracks down our staircase as a kid (technically they were my brother Tony’s track), I know there are many of us out there that can truly appreciate this stunt. The door will be ten stories high. Yikes. Of course my adult-self wonders what happens to the brand if someone gets injured. Is all pr good?
Cleverly, you’ll be able to buy a smaller version of this track for your door at home. The idea is to bring men back to the brand – so this type of real world event (with IZOD as a partner) is meant not only to wow current Hot Wheel fans but to entice their dads as well. I guess you’re supposed to play with your Hot Wheels while wearing your Izod shirt.
With pre-event coverage already on espn.com, I’d say they’re on the right track. Sorry.