IndyCar Series and Marketing and Auto Racing

IRL, Hot Wheels work on deal

January 26, 2009
Indy Racing League officials are finalizing a deal with Mattel's Hot Wheels to roll out a line of replica open-wheel cars this spring. Hot Wheels, which first came out in 1968, is easily North America's leading seller of toy and replica cars. Hot Wheels has long been one of Mattel's top revenue generators internationally.

Mattel officials approached the IRL last year with the idea of creating a line of Hot Wheels cars that look like real race cars. Though Mattel isn't forking over much cash for the deal, the California-based company is promising to put lots of marketing muscle behind the initiative.

"This is a pretty comprehensive program where Hot Wheels is going to come up with a bunch of cars," said IRL spokesman John Griffin. "Clearly from a licensing and promotional standpoint, this is a huge opportunity for us."

Mattel also has proposed releasing a special series of larger toy IRL cars and track and car sets, and intends to put the 2009 IRL schedule on all of its packaging for IRL-themed items.
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