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NEWS


5


Odeon boost for Hot Wheels


Mattel joins up with UK cinema chain for a year-long sponsorship, as part of How Do You Drive? campaign... by Samantha Loveday


MATTEL IS looking to give leading boys vehicle property, Hot Wheels, a further boost, joining up with the UK’s largest cinema chain, Odeon. In a major first, the year-long sponsorship deal will reach over half a million children and more than 6.5 million family members. The programme will see this


month’s four ToyNews’ cover stars come to life on the big screen, with the sponsorship of the Odeon Kids Club and Family Films forming part of the Hot Wheels brand campaign, How Do You Drive? The deal will see the play out of aspirational content intercut with at- home recreations of real-life stunts using


WHICH ONE DID YOU GET? This month’s issue of ToyNews comes with four different Hot Wheels front covers. Each features either Team Red, Team Blue, Team Yellow or Team Green, the stars which make up Team Hot Wheels.


Hot Wheels cars. The content will be refreshed with new stunts and missions through the year. In addition, Hot


Wheels will receive high impact presence in over 100 cinema foyers and will be regularly


supported online on the Odeon website, e-newsletter and in the Odeon customer magazine. “Our partnership with Odeon Cinemas continues our strategy to put Hot Wheels right at the heart of boys’ lives,” said Jonathan Kirkley, boys marketing manager at Mattel. “This is just one element of our


extensive UK brand campaign, which will increase Hot Wheels’ visibility and really demonstrate the excitement of vehicle play. We have a wealth of aspirational content that will appeal to both boys and parents. Seeing this content on the big screen will really bring the brand to life.” Mattel: 01628 500000


Tomy teams again with Young Engineers


Making K’Nexions challenge returns on April 26th… by Samantha Loveday


BUILDING ON the success of the 2011 K’Nex Challenge, Tomy is joining up again with charity Young Engineers to hold five regional Making K’Nexions Challenges in the UK. The first event will take place on Thursday April 26th at Drayton Manor Theme Park in Staffordshire. 30 of the best K’Nexperts from local primary schools will come together to


take part in a challenge to design and build a new ride for the park in under two hours, using the construction kit. Further events are also planned for


May, June, July and September. “We are pleased to continue our partnership with the Young Engineers, and thrilled that kids up and down the country are taking up the challenge to become budding engineers,” said Ruth Williams, K’Nex marketing manager. “K’Nex is an


Making K’Nexions events will take place in April, May, June and September...


amazing and versatile toy that not only is educational, but also allows freedom of imagination and creativity.


“We hope that we can inspire the engineers of tomorrow, today.” Tomy: 020 8722 7300


APRIL 2012


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