Hot Wheels, the # 1 carts brand, joins Uber and creates an exclusive experience to surprise platform usersbad
The first Hot Wheels created by Mattel was a Camaro Custom, designed by Elliot Handler and his team in 1968. Since then, the Camaro has become the most desired stroller for Hot Wheels fans. To continue the 50th anniversary celebrations, Hot Wheels joins Uber to promote an exclusive experience for users of the platform, bringing, for the first time, a Hot Wheels Camaro to the streets of Belo Horizonte,
From October 15th, users of the Uber app who request a car in the capital of Minas Gerais may be surprised with a full-scale Hot Wheels Camaro – if the vehicle is available at the time of the call, exceptionally during the current period of the action. Passengers will be able to live a unique and exciting experience, in the style of Hot Wheels, which can be shared with the official hashtag # ROLÊHOTWHEELS.
The customization of the Hot Wheels Camaro for the Uber platform is a specific promotional initiative for this action in partnership with Mattel.
To have the chance to ride in the Hot Wheels car, the user must enter the Uber app and request the uberX option. Hot Wheels Uber will be able to pick up users, without them knowing which vehicle will pick them up, from Monday to Friday, from 8 am to 6 pm, and Saturday and Sunday, from 12 pm to 10 pm. The action takes place in Belo Horizonte from October 15th to 21st.
About Hot Wheels®
Since 1968, Hot Wheels®'s great passion has been to create amazing miniatures using innovative products and content. With a fan base that now has more than 41 million people, Hot Wheels® is the number one brand of miniatures in Brazil, producing the best and most creative strollers. The Hot Wheels® brand started with a line of 16 models on a 1: 64-die-cast scale. Today, it is a brand that represents a lifestyle for boys of all ages in segments ranging from sporting, school and bed and bath items, through clothing and accessories, to food, among others.
About Mattel do Brasil
Installed in the country for 20 years, Mattel do Brasil operates in the development of children's brands, leaders in almost all segments in which they are inserted. Its portfolio includes well-known names such as Fisher-Price, Barbie, Polly Pocket, Uno, Hot Wheels, Thomas and Friends and Max Steel. Known for acting in the development, manufacture, sale of toys and accessories, constant investments in innovation, media, promotions and for the close partnership with its customers, Mattel is one of the main companies in the sector. Present in more than 25 thousand points of sale, it contributes to the generation of jobs in retail, in the logistics sector and in the service area throughout Brazil. Brand licensing is another important focus of the company's operations in the country. Currently, more than 95% of articles licensed under the Barbie, Fisher-Price, Polly, Hot Wheels and Max Steel brands are produced locally, through a network of more than 70 companies from different segments.
