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310 Motoring Creates Custom-Designed Hot Wheels(R) Cars

First Die-Cast Collector Editions of Trendsetting Customized Cars to Debut in November 2003

LOS ANGELES, Sept. 17 -- 310 Motoring, a premier trendsetting customization brand for high-end automobiles, today announced an exclusive worldwide licensing partnership with Mattel, Inc. to create the first collectible die-cast models of 310 Motoring's custom-designed cars and sport utility vehicles.

310 Motoring is working hand-in-hand with Hot Wheels(R) designers to develop Hot Wheels(R) Whips by 310 Motoring, a line of 1:18-scale (1/18th the size of a real vehicle) die-cast models of some of the most in-demand customized vehicles on the market, with authentic 310 Motoring wheels, interiors and paint schemes. The cars, including a customized Lamborghini Murcielago, will be available for consumers in November 2003.

"We are excited to partner with Hot Wheels(R) and introduce the 310 Motoring brand to a new market of consumers and collectors," said Marc Laidler, president of 310 Motoring. "310 was built on a commitment to quality and style, and Mattel's industry-leading reputation for innovation and attention to detail reflects our brand's high standards."

Designed for car enthusiasts, Hot Wheels(R) Whips by 310 Motoring 1:18 scale models will retail for approximately $25 and will be available through major retail stores, catalogs and direct mail, as well as online at and

Additionally, the Hot Wheels(R) Whips by 310 Motoring will be included in the Hot Wheels(R) Hall of Fame housed at the Petersen Automotive Museum in Los Angeles. In celebration of the Hot Wheels(R) brand's 35-year history, the exhibit features six full-size cars developed from Hot Wheels(R) classics and more than 1,000 significant Hot Wheels(R) cars, from the first designs crafted to new collections.

About Hot Wheels(R) Cars and Mattel, Inc.

Hot Wheels(R) cars revolutionized boys' toys in 1968 with an original line of super-fast, customized cars built for speed, power and performance, and wrapped in attitude. Now, 35 years later, Hot Wheels(R) is a global lifestyle brand that represents the coolest cars imaginable in scales from miniature to full-size. In addition to leading the way with innovative vehicles, playsets and tracks, Hot Wheels(R) cars are also popular collectibles for adults. For the latest information on Hot Wheels(R) cars, cruise over to

Mattel, Inc. is a worldwide leader in the design, manufacture and marketing of family products. With headquarters in El Segundo, California, Mattel has offices and facilities in 36 countries and sells its products in more than 150 nations around the world. For more information on Mattel products, please log on to

About 310 Motoring and 310 Global Brands

Known for its exclusive clientele and unparalleled service and design, 310 Motoring offers high-end automotive customization services to A-list celebrities, entertainers, athletes and trend-setting urban consumers. 310 Global Brands, the marketing, lifestyle product and licensing division of 310 Motoring, will be launching 310 Footwear to consumers in select department and specialty stores in the first quarter of 2004. Related accessories and apparel are also expected to be available in 2004.

HOT WHEELS and associated trademarks are owned by Mattel, Inc.