Mattel, Inc. unveils Hot Wheels id, the digital evolution of the brand that generations of kids grew up with. This high-tech update brings together physical and digital in a Mixed Play experience with uniquely identifiable vehicles, a smart Race Portal, Smart Track, and digital hub, so you can build your personalized fleet, measure your performance, and compete like never before. You’ll be able to scan your Hot Wheels iD cars digitally and then, challenge them to break records in both the real as well as virtual worlds. With the added ability to measure and clock speed, count laps and measure distance traveled on specially-designed tracks and playsets, Hot Wheels id amplifies the physical experiences kids have known for generations through digital play. Available starting June 14th exclusively through Apple and on the App Store. Read more for a hands-on video and additional information.
“Hot Wheels began innovating vehicle play over 50 years ago and now, we are doing it again with Hot Wheels id. While the brand is no stranger to digital play, this is the first time our fans will be able to keep track of top-speeds, races-won, and challenges-completed with Hot Wheels id die-cast in the physical world. Then, they can collect, manage and race the same cars in the digital world. This revolutionary Mixed Play experience enables kids of all ages to take on challenges like never before,” said Chris Down, Chief Design Officer at Mattel.
