Hot Wheels, Yes, Mattel's Hot Wheels Turns 40 :: The EDJE

Man I feel old, at this year’s Toy Fair in New York, Hot Wheels unveiled a design challange for a Hot Wheels car between real automobile designers to celebrate the fact that Mattel’s Hot Wheels will turn forty years old. Oh, and the most expensive tiny toy car ever built. It kinda’ makes one wonder what do they have up their sleeve for the 50th celebration?

Hot Wheels Diamond Encrusted Car - The diamonds on the custom-made jeweled car, valued at $140,000, total more than 2,700 and weigh nearly 23 carats. The car is cast in 18-karat white gold, while the majority of the vehicle is detailed with micro pave-set brilliant blue diamonds, mimicking Hot Wheels® Spectraflame® blue paint. Under the functional hood, the engine showcases additional micro pave-set white and black diamonds. The Hot Wheels® flame logo found on the underbelly of the car is lined with white and black diamonds. Red rubies are set as the tail lights, while black diamonds and red enamel create the "Red Line®" wheels. The custom-made case that houses the jewel-encrusted vehicle also holds 40 individual white diamonds, signifying each year in the legacy of the Hot Wheels® brand. Jason Arasheben -CEO and owner of Jason of Beverly Hills and Geoff Walker -VP of Hot Wheels marketing help out at the unveiling of the One-Of-A kind Jeweled Car in New York at the Mattel Showroom. Caption Credit: Hot Wheels Collectors - Image Credit: dailystab.co

If you were in the New York area from February 17 to February 20, 2008, you would have been able to catch the showing and the competition for yourself. If you not able to have been there, viewing the photos and videos placed here at The Edge just might be the next best thing.

A road trip is planned for this summer that will begin at Mattel’s (and Hot Wheels) company headquarters, and end at Watkins Glen. There, Hot Wheels will partner with the Grand Prix Festival of Watkins Glen to participate in the annual celebratory kick-off event honoring the history of the town and race track.

VIDEO AT SOURCE:

Image Credit: Hot Wheels Collectors


This from a Press Release issued by General Motors - Global -

40-Year-Old Hot Wheel Speeds Up Its Appeal at Toy Fair
General Motors - Global - [21-Feb-2008]

Hot Wheels will turn 40 this year, and to commemorate its iconic anniversary, the toy’s maker hosted a makeover competition.

Automakers were asked to submit ideas combining their own brand with the toy’s motto of power, speed and performance.

With no rules, federal regulations, speed limits or limits on prices, six designers came up with a slew of ideas inspired from both childhood memories and previous collections.

Chevrolet designer Amaury Diaz Serrano came up with the Chevroletor, a vehicle inspired by Serrano’s own Hot Wheels collection and the 1957 Corvette SS. Other top designs included Ford’s Gangster Grin, the Dodge XP-07, the Honda Racer and Mitsubishi’s Double Shotz.
(ht: The News Market)

GM’s Chevroletor - Image Credit: dailystab.com

Ford’s Gangster Grin - Image Credit: dailystab.com

Honda Racer - Image Credit: dailystab.com

Dodge XP-07 - Image Credit: dailystab.com

Lotus's 40H - Image Credit: dailystab.com


And this excerpted from Hot Wheels Collectors fansite –

Hot Wheels® Designer's Challenge™

For the first time in its history, Mattel went outside of its in-house design team to seek new car designs and to honor the automotive partners that attributed to the success of Hot Wheels® cars over the years. Car designers from Dodge, Ford, General Motors, Honda, Lotus and Mitsubishi designed their version of a Hot Wheels® concept car based on the brand's attributes of speed, power, performance and attitude. Each submitted design was created in a 1:5-scale model and unveiled this past October at the 2007 Specialty Equipment Market Association (SEMA) Show in Las Vegas [with the finished retail 1:64-scale version to be unveiled at the New York Toy Fair]. In late March the 1:64-scale versions will be available at retailers nationwide as part of the Designer's Challenge™ product line.

"I’ve been involved in multi-million dollar concept car designs but not everyone can relate to these kinds of projects," said Amaury Diaz Serrano, creative designer, General Motors. "But, everyone can relate to a Hot Wheels. Regardless of age, race or background, everyone has fond memories of playing with them. To be able to design for Hot Wheels is the closest I will ever get to winning an Oscar."

Hot Wheels® Cross-Country Road Trip

This summer, fans across the country will be invited to celebrate the 40th anniversary as Hot Wheels® travels Highway 40 to bring together automotive enthusiasts of all ages. Kicking off at Mattel's headquarters in El Segundo in mid-August, the road trip will make stops at the Bonneville Salt Flats in Utah; Speed, KS; Indianapolis; and Detroit, before culminating in a grand finale celebration on September 5 in Watkins Glen, NY -- home to American road racing.

At each road trip stop, Hot Wheels® will host a free event that will be open to the public. Each event will feature life-size Hot Wheels® cars, kiosks where people can create their own custom Hot Wheels® “drivers license,” family-friendly activities, and the opportunity to receive a commemorative 1:64-scale Hot Wheels® car created especially for each stop, available in limited quantities.

"40 years. Four billion cars. It is a year of exciting milestones for Hot Wheels," said Geoff Walker, vice president, Wheels Marketing, Mattel Brands. "We just can't wait to get on the road to celebrate with the millions that share the Hot Wheels passion."
Reference Here>>

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