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 Mattel’s
Hot Wheels Celebrates its 35TH Anniversary with HIGHWAY 35
By Tish
Monaco
May 1, 2003
Having
sold more cars than all of Detroit’s Big Three automakers
since being introduced in 1968, Hot Wheels have
now reached middle age. However, worldwide sales show no sign of
slowing. According to Mattel, the company sells three track sets
every minute and six Hot Wheels® cars a second! The brand also
boasts 15 million collectors loyal to the signature streak of flame.
Hot
Wheels' Hall of Fame |
Historic
Hot-Rods
The newest Hot Wheels machine is the 2003 WhipCreamer,
part of the four car Super Chromes series featuring
sleek chrome finishes with an "early days" style of packaging,
superb paint decorations, and nickel-plated axels. The production
quantity for each will be 12,500 numbered cars, with 1,000 cars
held back for complete sets available later this year. Each vehicle
retails at $14.99.
Hot Wheels on Film
The big 35th anniversary news is the Hot Wheels Highway
35 line of cars and videos. A first for Matchbox, Hot Wheels
will premiere as an animated series in The World Race on Highway
35. Four different videos are being released in March, May, July,
and October, and a fifth episode will be aired on television later
this year.
In the works from Columbia Pictures is a live-action Hot Wheels
film to be directed by McG (Charlie’s Angels). “We all
grew up with Hot Wheels®--it's one of the great, clean renowned
brands of our generation," said McG. "We've been given
the opportunity to bring to life a world inspired by color, adventure
and velocity. We want to create a timeless story that will work
for everyone.”
World Race Vehicles |
Highway
35 Perks
Consumers also get a special comic book and coin with the purchase
of any of the new anniversary-edition cars. The coin is marked with
a code that will allow buyers to win prizes on the Hot Wheels website.
Anyone collecting all 35 cars in the series can redeem the bar codes
with Mattel and receive the new Hot Wheels Ultimate Track
Set.
The first installation of The World Race on Highway 35
is available now on video and DVD and comes packaged with a 2-pack
of cars from the new 35-piece set.
Writer's
Bio: Letitia Adrienne Monaco is a freelance writer and
producer based in Jupiter, Florida. Writing for national print and
television productions, her repertoire delves a range of subjects,
from travel, pets and healthcare to educational programming and
children's stories. Her independent series, Travel with Heritage,
aired nationally on the History Channel.
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