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. Lori MacLeod says:

   July 11, 2010 at 4:20 pm

   I wish that these events would come to PEI. I realize that there was a stop in Halifax, but not all of us are able to get to Halifax when these events take place and it would be nice to see someone planning these things to show us the small courtesy of a stop in our small island. I’m positive that they would not be disappointed with the outcome!!