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Rides: HOT WHEELS revs up new partnership between MATTEL and TOY STATE…

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Some exciting news just sped into Rock Father HQ this morning involving two companies that we dig: MATTEL and TOY STATE. The two toymakers have entered into a partnership that will allow Toy State to create a brand-new line of “over-the-top lights and sound and remote controlled HOT WHEELS-branded cars.” I can picture Addie playing with them already…

“No doubt our fans will embrace the innovation and style that Toy State will inject into our product lineup. We’ve given our partner the ‘keys’ to the Hot Wheels brand to develop the most exciting R/C and lights and sounds cars on shelf.”Simon Waldron, Vice President, Marketing, Wheels
“We are very excited to be working with Mattel in this new partnership. Toy State’s portfolio has now grown even stronger with the addition of the iconic Hot Wheels license. The signature style of Hot Wheels will blend seamlessly into the Toy State brand family, and we look forward to adding our lights and sound magic to the Hot Wheels vehicles consumers have been enjoying for more than 40 years. The toy vehicle aisle has just gotten a lot more exciting for fans of Hot Wheels and cars, alike!”Andy Friess, Senior Vice President of Marketing for Toy State

It’s no secret that we’re big fans of Mattel’s HOT WHEELS line, but I’ve also got some sweet coverage coming of some new items from Toy State, so stay tuned to The Rock Father… you just might score the keys to your own toy car in an upcoming giveaway. The HOT WHEELS R/C and lights & sound cars will hit stores in early 2014.

Since I don’t have an official photo to go with this story, here’s a picture of Addie back in February right before she ripped open her HOT WHEELS “Danicar” (a vehicle inspired by racer Danica Patrick):

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