Hot Wheels Becomes an Official Corporate Sponsors of Daytona 500
10 February 1999Hot Wheels(R) Racing Partners with the International Speedway Corporation Hot Wheels One of the Official Corporate Sponsors of the DAYTONA 500
EL SEGUNDO, Calif., Feb. 10 -- Mattel, Inc. today announced that it has signed an exclusive marketing and licensing partnership agreement with the International Speedway Corporation (ISC). Mattel's Hot Wheels(R) brand, exclusively, will manufacture and market DAYTONA 500(R) and Daytona International Speedway racetrack sets and die-cast vehicles. As a preferred premium partner, Hot Wheels has preferential rights to consumer and retail trade programs utilizing ISC trademarks. Hot Wheels will also become the exclusive licensee in all channels of retail distribution on die-casts carrying the ISC family of solo trademarks. To kick-off the 1999 NASCAR(R) season, Hot Wheels Racing will be an "Official Corporate Sponsor of the DAYTONA 500," motorsports' most prestigious race, scheduled for February 14, 1999. It will launch the first- ever Hot Wheels Racing Experience -- the ultimate in interactive Hot Wheels Racing family-friendly adventures. The Hot Wheels Racing Experience is a huge 110-square-foot dome-shaped tent that will be erected near "merchandise alley" at the Daytona International Speedway(R). The Hot Wheels Racing Experience will not only provide non-stop excitement for the entire family, but also showcase all of the power, speed and performance of Hot Wheels cars. The dome-shaped tent will include interactive play stations with Hot Wheels CD-ROM games; a Hot Wheels Racing trackset for die-cast vehicle racing action; prize giveaways such as tickets to races and shopping sprees; vintage Hot Wheels collection displays, and the official #44 Hot Wheels Pontiac Grand(R) Prix(TM) racing show car for all aspiring racecar drivers to have their photograph taken by it. "Hot Wheels knows kids and the Hot Wheels Racing Experience is a great way to bring families into the sport," said Matt Bousquette, executive vice president and general manager of Mattel's Boys' Toys. Also launching the 1999 NASCAR(R) season will be a national consumer promotion, "Hot Wheels Heat(TM) '99," that will include a gift with purchase. Each consumer who purchases a 1/64th die-cast vehicle can send away for a limited edition DAYTONA 500 1/64th scale car. Hot Wheels Racing is also teaming up with Kmart, also a sponsor of the DAYTONA 500, to give away Hot Wheels/DAYTONA 500 limited edition cards with secret prizes that can be revealed at retail, including a grand prize of a $500 shopping spree at Kmart. NASCAR(R) fans spotted with Hot Wheels Racing gear or Hot Wheels Racing vehicles in-hand will receive coupons to redeem a Hot Wheels/DAYTONA 500 card. Other giveaways for Hot Wheels Racing fans sporting the Hot Wheels Racing logo will include limited edition CDs, Hot Wheels cars and Kyle Petty autographed photos. "Hot Wheels Heat(TM)'99" and the family-friendly Hot Wheels Racing Experience will be traveling to other NASCAR(R) events, including Talladega, Super Speedway and Darlington raceway, with similar retail promotions surrounding these races. "We're proud to be teaming up with the ISC to bring the Hot Wheels Racing Experience to some of the most prestigious racetracks in the world," said Bousquette. "We are thrilled to work with Mattel on this exciting project," said Greg Sullivan, ISC vice president, marketing. "Our relationship with the Hot Wheels brand will continue to develop ISC's unique marketing strategy. We look forward to a mutually beneficial relationship." International Speedway Corporation is a motor sports entertainment company which owns premier racetracks throughout the country, including Daytona International Speedway(R), Talladega Superspeedway(R), Darlington Raceway(R), Watkins Glen International(R) and Phoenix International Raceway(R). It also owns DAYTONA USA, an interactive motorsports attraction located at Daytona Beach. Mattel, Inc., with $4.8 billion in annual revenues, is a worldwide leader in the design, manufacture and marketing of children's products. With headquarters in El Segundo, California, Mattel has offices and facilities in 36 countries and markets its products in more than 150 nations throughout the world. HOT WHEELS and associated trademarks are owned by Mattel, Inc. DAYTONA and design, DAYTONA 500 and DAYTONA INTERNATIONAL SPEEDWAY are registered trademarks of ISC, and used under license from Daytona Properties. NASCAR(R) is a registered trademark of the National Association for Stock Car Auto Racing, Inc.