Life-Size Colour-Shifting Car Spins Its “Hot Wheels®” Across Canada

Mattel Travels Across Canada on the Hot Wheels® Colour Shifters Road Trip

Mattel’s life-size Hot Wheels® Colour ShiftersTM vehicle is making its way across Canada this summer as part of the Hot Wheels® Colour Shifters Road Trip. A unique brand experience conceptualized and activated by TrojanOne – with public relations, advertising and media support from GCI Group, Carat and Ogilvy Action – the road trip launches in high gear on June 29 with a consumer and media event at Yonge-Dundas Square in Toronto.

“This road trip will give consumers the full effect of the innovative colour memory technology we use on our Colour Shifters vehicles,” said Melissa Chau, assistant brand manager, Wheels, Mattel. “Having a life-size car shift colours before their eyes is something kids and parents alike have probably never seen before. This life-size revelation brings a new ‘wow’ factor to Hot Wheels® – a trusted family favourite for young boys.”

Hot Wheels® Colour Shifters are multi-coloured toy vehicles that change colour in water. The Colour Shifters colour memory technology allows the cars to change colours in icy water, transforming back in warm water. In addition to the cars, there are five themes of Colour Shifters Creatures to collect: Aquatics, Demons, Attack Pack, Insects & Creature Catchers.
TrojanOne procured a life-size vehicle to mimic the Hot Wheels® Colour Shifters toys, creating a memorable focal point of cross-Canada activations. After the life-size colour shifting car transforms in front of their eyes when doused with water, kids will be engaged to try out real Hot Wheels® Colour Shifters vehicles and Play Sets like Dr. Bones Colour Lab and Octo Battle.

“Brand activation at TrojanOne is all about giving consumers an innovative and meaningful brand experience,” said Imran Choudhry, director, consumer engagement, TrojanOne. “We needed to conceive an experience that would bring the colour shifting cars to life, while providing kids the opportunity to get their hands on the real Hot Wheels® products.”

From Toronto, the tour will travel to Halifax where it will make stops at events, retail locations, camps and community festivals en route to Vancouver. Visiting over 50 communities, major city stops include, Halifax, Ottawa, Toronto, Quebec, Winnipeg, Regina, Calgary, Vancouver and Victoria. Information about the Hot Wheels® Colour Shifters Road Trip can be accessed at www.shiftthecar.ca.

GCI Group, Carat and Oglivy Action are working together with TrojanOne to promote the Hot Wheels® Colour Shifters Road Trip, creating 30-second spots for television, planning and managing media outreach and public relations initiatives to support a fully integrated activation experience.

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

One Response to “Life-Size Colour-Shifting Car Spins Its “Hot Wheels®” Across Canada”

1. Bernie Daynes says:

   October 20, 2011 at 11:11 am

   Each year the Peterborough All American Soap Box Derby hosts a public mall display and promotion for the sport of gravity drag racing aka soap box derby.

   Next year we are doing it again January 21 and 22nd in Peterborough at the Lansdown Place Mall.

   It is our hope to have Cobin Berson, the producer of the movie 25 Hill in attendance signing DVD copies of the movie. Along with a display of a number of derby cars we would also like to run a HOT WHEELS DRAG RACING event…. The Hot Wheels Nartionals
   pitting kids head to head with their favorite Hot Wheels cars in a side by side drag racing event.

   I would like to ask for assistance with the Hot Wheels Nationals event from your organization in the form of supplying track for this event and a selection of prizes.

   Regards
   Bernie Daynes
   All American SBD
   International Regional Director
   Peterborough Ont
   1-705-740-2160