Mumbai: Hot Wheels®, the popular brand of die-cast cars and track-sets by Mattel Toys, unveiled its latest brand campaign aimed at making learning more fun and simplifying science. Hot Wheels has geared up to showcase how children can better learn educational concepts of Physics and Mathematics through practical application using Hot Wheels cars and track sets.As part of the effort to aid learning for children across multiple platforms, Hot Wheels has launched Hot Wheels Labs, a learning initiative with select schools across the country and has kick-started an advertising campaign across television and social media.
Under the aegis of Hot Wheels Labs, a new syllabus that redefines learning through play called Speedometry will be rolled out in in 15+ schools across Mumbai, Delhi and Bangalore. Students class 1 to 6 will witness fun-learning through exhilarating phases including workshops, exhibitions, track play challengeand car chemistrydesigned to help children better grasp concepts of gravity, speed, trajectory, parts of a car and much more!
Hot Wheels unveiled its TVC for its Engineering track set sacross various kids’ entertainment channels on three mega television networks, thereby directly engaging with children as well as their parents. In addition to their robust television outreach, the TVC will also be showcased across popular digital platforms, such as YouTube and Game Loft.
Lokesh Kataria, Head of Marketing, Mattel India (Pvt) Ltd., said “Track-play brings alive the thrill of competition, adventure, and creativity. Through our latest brand campaign, we have combined all these elements to aid learning while having fun. Parents today are focused on finding products and services that help their children grow and develop. Recognizing this, we have focused our efforts to bring alive theories children learn in school through exhilarating playtime with Hot Wheels, thereby help them to build the skills and confidence they need to take on the world.”
The wheels for this new campaign had been set in motion earlier through a partnership with popular children’s digital channel, Mad Stuff With Rob.
Through this partnership, Hot Wheels has been making steady in roads in promoting learning through track play with a unique six part series of DIY videos applyinginteresting science concepts such as inclination, and more to creative situations using Hot Wheels track sets. The finale video received an overwhelming response consumers, garnering over 3 lac views views till date.
“The Hot Wheels Track Builder series is designed in a manner to teach the basics of physics and mathematics while playing. Through these videos, I have worked around some interesting ideas and concepts that take away the monotony and boredom of physics making it fun and enjoyable,” said Rob.
Mattel Toys has focused its efforts around the core philosophy of ‘Play with purpose’ – where each toy developed by the global leader has an intrinsic benefit linked to it. The toy-cars of Hot Wheels not only engages a child, but also gives practical knowledge about velocity, inclination, speed and distance. The Engineering campaign is designed in a manner to establish the importance of play in the lives of children by boosting their creativity, imagination and letting them push their limits.