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Mattel Canada promotes Hot Wheels

Toy company Mattel Canada began a contest this week to promote the 40th anniversary of its Hot Wheels brand. The effort, called "Licence 2 Play," will run for six months. Visitors to the website Hotwheelscanada.com will be invited to solve mysteries related to a fictional group of car thieves called The Hot Wheels Six to win weekly and monthly prizes. Parents will be encouraged to play along with children for a chance to win a real car with a trunk full of Hot Wheels merchandise. The 40th anniversary campaign will also include promotions at a number of summer festivals and events. The campaign was developed by GCI Group and Ryan Partnership.

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