Mattel, Inc. and the Ride Entertainment Group have reached an agreement to bring the excitement of Hot Wheels into the amusement park industry in the form of Hot Wheels branded park attractions in North America. Originally introduced by Mattel in 1968, Hot Wheels is the No. 1 vehicle property in the United States, and one of the most popular toy brands globally.

The Ride Entertainment Group’s role will involve the coordination of all details; from branded attraction design and development to implementing licensed branding. In addition, they will work with both ride suppliers and the parks to ensure that requirements related to timelines, theming and overall design concept are met and executed.

Park guests will be put directly into the driver’s seat as they experience Hot Wheels branded amusement park attractions. From family-friendly experiences to extreme racing coasters that simulate the feeling of racing through an actual Hot Wheels track complete with high-speed banks, loops and other exciting elements.

The Ride Entertainment Group is the largest sales agency for branded attractions in the amusement industry and is thrilled to be working with Mattel in bringing the excitement and popularity of Hot Wheels to life in theme parks around the world.

Mattel and Hot Wheels are represented by Creative Artists Agency (CAA).

CAA is the world’s leading entertainment and sports agency, representing many of the most successful professionals working in film, television, music, video games, theatre, fashion, and the Internet, and provides a range of strategic marketing and consulting services to corporate clients. CAA is also a leader in sports, representing more than 650 of the world’s top athletes in football, baseball, basketball, hockey, soccer, tennis, and golf, and works in the areas of broadcast rights, corporate marketing initiatives, licensing, and sports properties for sales/sponsorship opportunities.

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