EL SEGUNDO, CA: Mattel opened this year's Toy Fair with its first comprehensive marketing communications campaign for the Hot Wheels brand since its inception over 40 years ago. The initiative targets young adult males and dads via “Team Hot Wheels,” a group of four professional drivers who perform stunts.
The marketing group tapped Jeremy Piven as a spokesperson and partnered with the Funny or Die website, where Piven starred in a teaser video called “The Fifth Racer” just prior to ...