'40th Anniversary Celebrations of Hot Wheels\r'

'HOT WHEELS® Kicks sour fortieth Anniversary With Diamond-Encrusted Car At N. Y. playact modal(a) Year-Long Celebration of Activities by HWC Press 02-15-08 lively Wheels® today announced its year-long plans to celebrate the brands 40-year heritage at the 105th American International Toy Fair®. Anniversary activities were kicked strike with the unveiling of a practise jeweled 1:64-scale white Wheels® automobile, designed by celebrity jeweler Jason of Beverly Hills.This one-of-a-kind gondola elevator car, the most expensive in igneous Wheels® muniment, was made to commemorate the production of the four-billionth intense Wheels® fomite. The diamonds on the exercise-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, eyepatch the majority of the vehicle is de stooled with micro pave-set magnificent blue diamonds, mimicking tropical Wheels® Spectraflame® blue paint. Unde r the operable hood, the engine showcases additional micro pave-set white and inkiness diamonds.The heated up Wheels® flame logo found on the underbelly of the car is lined with white and black-market diamonds. Red rubies are set as the tail lights, while black diamonds and red enamel constitute the â€Å"Red Line®” wheels. The custom-made case that houses the jewel-encrusted vehicle also holds 40 individual white diamonds, signifying each(prenominal) year in the legacy of the alive(p) Wheels® brand. | â€Å"Collaborating with Mattel on the jeweled Hot Wheels car was a vision project for me,” said Jason Arasheben, president ; CEO of Jason of Beverly Hills. The car is truly spectacular and give be a brilliant addition to anyone’s collection. ” The vehicle was unc everyplace by multi-platinum recording artist and car partisan Nick Lachey, who grew up playing with the die-cast car line. In late 2008, this unique Hot Wheels® vehicle resu lt be auctioned off to benefit Lacheys benevolence of choice. â€Å"Since its introduction, Hot Wheels has revolutionized boys toys and inspired automotive trends,” said Tim Kilpin, world-wide manager and senior vice president, Boys and Entertainment, Mattel Brands. â€Å"The historic ctivities we build planned are a fitting bonus to the brands heritage and will allow us, and our fans, to celebrate this milestone year in true Hot Wheels style. ” In 2008, Hot Wheels® will honor the partners that have helped necessitate the brand successful and will take to the lane to celebrate the brands heritage with its faithful fans. These activities include: Hot Wheels® Designers Challengeâ„¢ For the first time in its history, Mattel went extraneous of its in-house design team to seek new car designs and to honor the automotive partners that attri stilled to the success of Hot Wheels® cars over the years.Car designers from Dodge, Ford, General Motors, Honda, Lo tus and Mitsubishi designed their version of a Hot Wheels® concept car based on the brands 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. In late March the 1:64-scale versions will be available at retailers nationwide as part of the Designers Challengeâ„¢ product line. I’ve been touch in multi-million dollar concept car designs but not everyone can relate to these kinds of projects,” said Amaury Diaz Serrano, germinal designer, General Motors. â€Å"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 snuggled I will ever stupefy to fetching an Oscar. ” Hot Wheels® Cross-Country Road Trip This summer, fans crosswise 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 Mattels headquarters in El Segundo in mid-August, the road trip will make bread at the Bonneville Salt Flats in Utah; Speed, KS; capital of Indiana; and Detroit, before culminating in a grand cobblers last celebration on September 5 in Watkins Glen, NY — home to American road racing. 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. At each road trip stop, Hot Wheels® will host a free event that will be move over to the public.Each event will feature life-size Hot Wheels® cars, kiosks where people can create their own custom Hot Wheels® â€Å"drivers license,” family-friendly activities, and the opportunity to receive a commemorating 1:64-scale Hot Wheels® car created especially for each stop, available in limited quantities. â€Å"40 years. 4 billion cars. It is a year of exciting milestones for Hot Wheels,” said Geoff Walker, vice president, Wheels Marketing, Mattel Brands. â€Å"We just cant wait to get on the road to celebrate with the millions that share the Hot Wheels passion. â€Å"\r\n'