Mattel begins Hot Wheels Colour Shifters Road Trip
By Adnews Staff
Toy company Mattel has begun a promotion for its Hot Wheels line of toy cars called the "Hot Wheels Colour Shifters Road Trip." The promotion, which will visit 50 communities nationally, includes a full-sized car that changes colour when wet, as do the toys. "This road trip will give consumers the full effect of the innovative colour memory technology we use on our Colour Shifters vehicles," said Melissa Chau, assistant brand manager at Mattel. "Having a life-size car shift colours before their eyes is something kids and parents alike have probably never seen before. This life-size revelation brings a new 'wow' factor to Hot Wheels." The promotion was developed by TrojanOne of Toronto, with public relations from GCI Group and advertising and media by Carat and Ogilvy Action.