Hot Wheels Kicks Off 40th Anniversary with Unveil of Diamond-Encrusted Car

HOT WHEELS(r) KICKS OFF 40TH ANNIVERSARY WITH UNVEIL OF
DIAMOND-ENCRUSTED CAR AT NEW YORK TOY FAIR

Year-Long Celebration Activities Include Designer's Challenge(tm)
Die-Cast Car Line, Cross Country Road Trip and Auction of One-of-a-Kind
Jeweled Car

EL SEGUNDO, Calif. (February 15, 2008) - Hot Wheels(r) today announced
its year-long plans to celebrate the brand's 40-year heritage at  the
105th American International Toy Fair(r).  Anniversary activities were
kicked off with the unveiling of a custom jeweled 1:64-scale Hot
Wheels(r) car, designed by celebrity jeweler Jason of Beverly Hills.
This one-of-a-kind car, the most expensive in Hot Wheels(r) history, was
made to commemorate the production of the 4 billionth Hot Wheels(r)
vehicle.

The diamonds on the custom-made jeweled car, valued at $140,000, total
more than 2,700 and weigh nearly 23 carats in total weight.  The car is
cast in 18-karat white gold with the majority of the vehicle detailed
with micro pave-set brilliant blue diamonds, mimicking the Hot Wheels(r)
Spectraflame(r) blue paint.  Under the functional hood, the engine
showcases additional micro pave-set white and black diamonds.  The Hot
Wheels(r) flame logo found on the underbelly of the car is lined with
white and black diamonds.  Red rubies are set as the tail lights, while
black diamonds and red enamel create the "red line" tires.  The
custom-made case that houses the jewel-encrusted vehicle also holds 40
individual white diamonds, signifying each year in the legacy of Hot
Wheels(r).  

"Collaborating with Mattel on the jeweled Hot Wheels car was a dream
project for me," said Jason Arasheben, president & CEO of Jason of
Beverly Hills.  "The car is truly spectacular and will be a brilliant
addition to anyone's collection."

The vehicle was unveiled by multi-platinum recording artist and car
enthusiast, Nick Lachey, who grew up playing with the die-cast car line.
In late 2008, this unique Hot Wheels(r) vehicle will be auctioned off to
benefit Lachey's charity of choice, Big Brothers Big Sisters.

"Since its introduction, Hot Wheels has revolutionized boys' toys and
inspired automotive trends," said Tim Kilpin, general manager and senior
vice president, Boys and Entertainment, Mattel Brands.  "The historic
activities we have planned are a fitting tribute to the brand's heritage
and will allow us, and our fans, to celebrate this milestone year in
true Hot Wheels style."

In 2008, Hot Wheels(r) will honor the partners that have helped make the
brand successful and will take to the road to celebrate the brand's
heritage with its faithful fans.  These activities include:

Hot Wheels(r) Designer's Challenge(tm)

For the first time in its history, Mattel went outside of its in-house
design team to seek new car designs and to honor the automotive partners
that attributed to the success of Hot Wheels(r) cars over the years.
Car designers from Dodge, Ford, General Motors, Honda, Lotus and
Mitsubishi designed their version of a Hot Wheels(r) concept car based
on the brand's attributes of speed, power, performance and attitude.
Each submitted design was created in a 1:5-scale model and unveiled this
past October at the 2007 Specialty Equipment Market Association (SEMA)
Show in Las Vegas.  In late March the 1:64-scale versions will be
available at retailers nationwide as part of the Designer's
Challenge(tm) product line.

"I've been involved in multi-million dollar concept car designs but not
everyone can relate to these kinds of projects," said Amaury Diaz
Serrano, creative designer, General Motors.  "But, everyone can relate
to a Hot Wheels.  Regardless of age, race or background, everyone has
fond memories of playing with them.  To be able to design for Hot Wheels
is the closest I will ever get to winning an Oscar."  

Hot Wheels(r) Cross-Country Road Trip

This summer, fans across the country will be invited to celebrate the
40th anniversary as Hot Wheels(r) travels Highway 40 to bring together
automotive enthusiasts of all ages.  Kicking off at Mattel's
headquarters in El Segundo in mid-August, the road trip will make stops
at the Bonneville Salt Flats in Utah; Speed, KS; Indianapolis; and
Detroit, before culminating in a grand finale celebration on September 5
in Watkins Glen, NY, home to American road racing.  There, Hot Wheels(r)
will partner with the Grand Prix Festival of Watkins Glen, to
participate in the annual celebratory kick-off event honoring the
history of the town and race track.  

At each road trip stop, Hot Wheels(r) will host a free event that will
be open to the public.  Each event will feature life-size Hot Wheels(r)
cars, kiosks where people can create their own custom Hot Wheels(r)
"drivers license," family-friendly activities, and the opportunity to
receive a commemorative 1:64-scale Hot Wheels(r) car created especially
for each stop, available in limited quantities.

"40 years. 4 billion cars. It is a year of exciting milestones for Hot
Wheels," said Geoff Walker, vice president, Wheels Marketing, Mattel
Brands.  "We just can't wait to get on the road to celebrate with the
millions that share the Hot Wheels passion." 

For information on Hot Wheels(r) and its 40th anniversary activities,
cruise over to www.hotwheels.com/40th.

About the Hot Wheels(r) Brand
Hot Wheels(r) cars revolutionized boys' toys in 1968 with an original
line of super-fast, customized cars built for speed, power, performance
and attitude.  Now, 40 years later, Hot Wheels(r) is a global lifestyle
brand that represents the coolest cars imaginable in scales from
miniature to full-size.  Hot Wheels(r) cars are also popular
collectibles for adults and each year, introduces a new line-up of
innovative vehicles, track sets and playsets.  

About Mattel
Mattel, Inc., (NYSE: MAT, www.mattel.com) is the worldwide leader in the
design, manufacture and marketing of toys and family products. The
Mattel family is comprised of such best-selling brands as Barbie(r), the
most popular fashion doll ever introduced, Hot Wheels(r), Matchbox(r),
American Girl(r), Radica:(r) and Tyco(r) R/C, as well as Fisher-Price(r)
brands, including Little People(r), Power Wheels(r) and a wide array of
entertainment-inspired toy lines. Mattel is recognized as one of 2008's
100 Best Companies to Work For by FORTUNE Magazine, among the 100 Most
Trustworthy U.S. Companies by Forbes Magazine and is ranked among the
100 Best Corporate Citizens by CRO Magazine. Committed to ethical
manufacturing sustainable business practices, Mattel marks a 10-year
milestone in 2007 for its Global Manufacturing Principles. With global
headquarters in El Segundo, Calif., Mattel employs more than 30,000
people in 43 countries and territories and sells products in more than
150 nations. Mattel's vision is to be the world's premier toy brands --
today and tomorrow.

About Jason of Beverly Hills
Jason of Beverly Hills caters specifically to the diamond-loving
trendsetters in movies, music and sports.  Jason Arasheben, President &
CEO, brings a new sheen to the diamond industry at his appointment-only
showroom, where clients can share their vision and design their own
customized jewelry.   Arasheben has worked hard to become the
established jeweler of choice, creating his own niche in the high
fashion jewelry market. He has earned a global reputation for creating
lavish, over-the-top, diamond masterpieces for extremely selective
clientele, including European and Middle Eastern royalty.  He is also
known for his spectacular one-of-a-kind diamond pieces for
entertainment's biggest stars including Jessica Alba, Ashton Kutcher,
LeBron James, Michael Jackson, Princess Latifa Al Saud of Saudi Arabia,
Lil' Jon, Missy Elliot and others.  Along with Jason of Beverly Hills
creations, clients can also accessorize their wardrobe with Dunamis
timepieces and more accessible gold and diamond Stessier jewelry, both
available exclusively at Jason of Beverly Hills.  

#          #          #

 

 

Marlene Esqueda
GolinHarris | Account Executive 
One Bunker Hill | 601 W. Fifth Street, 4th Floor | Los Angeles, CA 90071
t 213.438.8734 | f 213.895.4745 | mesqueda@golinharris.com
  

www.golinharris.com http://www.golinharris.com/>  or visit our
blog at http://www.nextfiftyyears.com/> www.nextfiftyyears.com
<http://www.nextfiftyyears.com> 
The Holmes Report's 2007 PR Agency of the Year
PRWeek's 2007 Large PR Agency of the Year and 2007 Editors' Choice