Creative Concepts

Mattel Toys creates impact with larger-than-life display of Hot Wheels

Hyperspace developed the idea of converting a real car into a Hot Wheels car by giving it a powerful visual impact.

Published

October 20, 2014

At the recently-concluded Kids India 2014, Mattel Toys decided to maximize the excitement around all-time favourite toy brand: Hot Wheels along with Hyperspace India, and showcased a replica of a high-octane Hot Wheels car on a giant orange track set at NSE Ground, Mumbai. This spectacular execution made the Mattel Toys gallery a visitors’ attraction indeed.

The objective of the display was to create a “WOW statement around the highly popular play pattern of Hot Wheels cars on orange track. Since Hot Wheels is already a well-established brand and sensation amongst boys, Hyperspace developed the idea of converting a real car into a Hot Wheels car by giving it a powerful visual impact. This proved to be not only a display at the main entrance of the Toy Fair itself, but also a photo opportunity for all walk-ins, thereby creating lot of visibility and advocacy.

Speaking about the display, Rahul Bhowmik, Mattel Toys India said, “Hot Wheels has always believed in the mantra:’Push Your Limits’. With Hyperspace we believe we have created a stunning visual statement which delivers and reinforces, the unforgettable values of speed, power, performance and winning attitude that Hot Wheels truly stands for.

Hyperspace India created a replica of 26-feet long Orange Track made of 18mm commercial ply with CNC bend Process, consuming around 15 litre of paint for auto graphics matching original Hot Wheels die-cast car. The replica took over 18 days to build, where the workmen studied the minute details to bring out the accuracy and resemblance to the original toy, making it even more impactful for the guests at the event.

Haresh Nayak, Regional Director – APAC, Posterscope commented, “Along with Mattel we have always explored and reinvented our self in retail business living up to the brand objective.

Sujit Banerjee, Vice-President, Hyperspace India stated, “It takes two to tango! And I am glad that Hyperspace team was able to live up to the expectations of Mattel. Nothing is more rewarding other than one’s hard work getting recognized and appreciated by the client.

The agency faced numerous challenges during the development and creation process and all materials had to deliver the necessary impact while generating maximum visibility. The larger-than-life execution garnered a lot of appreciation and a great response at the Toy Fair.