Hot Wheels Color Shifters revolutionize the way boys play

Company Brief

Mumbai, September 03, 2009

The new Color Shifters range from the 1 vehicles brand for boys – Hot Wheels – is set to change the way boys play throughout India!

The cars 'magically' transform their colour when coming in contact with warm or ice-cold water. “With two cars in one, its really double the fun!” said Rahul Bhowmik, Head – Marketing for Mattel India. “As toy experts, Mattel knows exactly what makes toys fun and what boys want, how they play and how that translates into innovative products that push the envelope. By employing a unique Colour Change Technology we are dramatically increasing the play value of the brand-new range of every boy’s favourite vehicles from Hot Wheels. We also know how technological innovations can really bring ‘magic’ to a child’s play experience and Mattel is committed to helping kids feel this magic in all the toys we make” added Bhowmik.

For instance, a simple colour change can make the same car transform from a 'street car' to 'race car' or from an 'off-road Hummer to an undercover Hummer.' As this colour change happens, the boy playing with the car also dreams of transforming from a street-smart boy to a racer, or an off-road outwardly mobile civilian to an under-cover military man. Thus with Hot Wheels Color Shifters, kids can actually live the magic of role-play and fantasy in their own world. Besides a range of playsets, Colour Shifter cars are available in five different themes, and kids can collect more than 25 different cars across the line! In short, Hot Wheels Color Shifters is all about Change and a winning Attitude.

The Process of colour change

The unique Color Shifters cars transform color within seconds when brought in contact with warm or ice cold water! Kids can immerse the cars partly or completely in create unique and customized deco on their car!

The Technology

Mattel uses the revolutionary Thermocromotic Paint, patented by a Japanese firm that invented and developed it. This paint is produced by a method called 'The Color change micro bubble process.' Use of this paint for kids’ vehicles is the first ever application across the globe. The innovative range of Color Shifters, as a result of this technology, provide an incredible flexibility to boys to change the colour of the car as per their imagination.

Featuring on TV

Due to its unique technology and innovative product offering, the Hot Wheels range of Color Shifters range is set to make its debut on the new 'FAQ' –program on POGO channel. FAQ is a brand-new series on India’s leading kids TV channel that unveils the secrets of science for kids in a cool way!

The Product Range

The Hot Wheels Color Shifters segment comprises of five different products including cars & playsets:

* Hot Wheels Color Shifters Assorent (M.R.P – Rs 199)

This range features five themes for great imaginative play – flames, racing, city, cameo, and color-to-color as mentioned earlier.

* Hot Wheels Color Shifters 2-Pack Assorent (M.R.P – Rs 349)

The range is also available as a themed 2-car pack.

* P2179: Hot Wheels Color Shifters Mini Playsets (M.R.P – Rs.449)

Hot Wheels Color Shifters Mini Playset Assorent gives your Hot Wheels Color Shifters vehicles the coolest color change! Each of the two themed sets in the assorent includes an exclusively decorated color-change Hot Wheels vehicle and a dunk tank.

* N4483: Hot Wheels Color Shifters Colour Stunt 'n Dunk Action Set (M.R.P – Rs.799)

Hot Wheels Color Shifters Stunt n’ Dunk Action Set allows you to test your accuracy by launching your Hot Wheels Color Shifters vehicles through the ring of fire with the Hot Wheels Color Shifters Stunt n’ Dunk action set. Warm and cold dunk tanks add to the fun by transforming your cars with the coolest color changes

* N4443: Hot Wheels Color Shifters Colour Blaster Playsets (M.R.P – Rs.999)

Hot Wheels Color Shifters Blaster Playset allows you to transform or customize your Color Shifters vehicles on this playset and launch them into action! Set comes with a cool spray gun, self-contained transformation unit, customization tanks and cool car launcher

So head to the nearest retail store and make a splash with the all new range of Color Shifters, only from Hot Wheels!

For further information, please contact:

Perfect Relations

Rutu Maladkar

Mobile: 98330 55100