Hot Wheels Get Smart — Photos
Mattel holds hands with Apple to take its toy-car brand down the ramp onto the Internet of Playthings
Mattel bids to make its Hot Wheels toys as compelling on a screen as they are in real life with its new Hot Wheels ID products, which include cars with chips in them, new tracks that can measure their speed, and, of course, an app to manage it all and provide more ways to play games.
The new track can connect with the legacy variety, but only the new product is fully digitally enabled.
A chip visible on the underside communicates with the track.
The Race Pod is the log-in center for id-enabled Hot Wheels.
Data is presented on the player's device via an app.
New playsets include the track, pod and cars.
The first set of new cars is offered at Apple Stores, with Amazon and Target to follow within the year.
Cars are represented as avatars in the app.
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