HarperCollins Signs Hot Wheels Deal

HarperCollins has signed a deal with Mattel (Booth #4735) for English-language rights to the Hot Wheels brand. The deal will see HarperCollins launch a range of titles including activity, color, sticker and collector guides, with the first books in the series hitting shelves in May. “As one of the top 10 toy brands in the UK, we are thrilled to be working with Mattel and the Hot Wheels brand,” says Lindsey Kelk, category manager for brands and new media at HarperCollins.

“2009 is a an action-packed year for Hot Wheels and we have exciting plans to bring fun, fast-paced publishing to its thousands of fans.”

“Hot Wheels is unique in that consumers maintain a strong affinity with the brand and relate to the brand’s core positioning of speed, power, performance and attitude,” says Claire Atherton, licensing director for Mattel Brands consumer products. “2009 will see a dramatic increase in the awareness and activity surrounding Hot Wheels. This is a phenomenal brand that is only now coming to its true potential in the licensing arena. Boys will now be able to engage with all parts of the Hot Wheels universe whether it’s in classic car play, through sporting goods, electronics or publishing they will be able to see and engage in the Hot Wheels universe as it really comes to life.”

Territories covered by the deal include the UK and Irish Republic, South Africa, Australia, New Zealand, India, China, Singapore, Philippines and Indonesia.

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