El Segundo, California – Hot Wheels has kicked off a three-week, six-city U.S. road trip from Mattel’s headquarters in California to celebrate the 40th anniversary of the toy cars. The trip will travel closely along U.S. Route 40, making stops at the Bonneville Salt Flats in Utah, the Indianapolis Motor Speedway Hall of Fame, and the Automotive Hall of Fame in Detroit, before wrapping up in a grand finale celebration on September 5 in Watkins Glen, New York.
At each stop, the company will host a free public event, featuring life-size Hot Wheels cars, historic memorabilia, die-cast races and autograph sessions with Hot Wheels designers.
“Over the past 40 years, Hot Wheels has been part of children’s lives around the world, creating a tremendous, passionate fan base,” said Geoff Walker, vice-president, Wheels and Games Marketing at Mattel. “We wanted to be able to celebrate this milestone with our fans and bring a unique experience to their neighbourhoods.”
At each stop, the company will display a custom jeweled Hot Wheels car, created by celebrity jeweller Jason of Beverly Hills to commemorate the production of the four-billionth Hot Wheels vehicle. It contains nearly 3,000 diamonds and is valued at US$140,000. The car will later be auctioned to benefit Big Brothers Big Sisters of Greater Los Angeles and the Inland Empire.
Collectors will also have the opportunity to receive a commemorative toy created specifically for each stop, based on the Hot Wheels car seen on packaging in the late 1960s but never produced in die-cast form. For more information on the event, visit Hot Wheels.