HarperCollins revs up with Hot Wheels - Licensing.biz

HarperCollins revs up with Hot Wheels

Firm appointed as principle publisher by Mattel for popular boy brand.
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HarperCollins is teaming with Mattel, after the toy company appointed it as the principle publisher for the Hot Wheels brand.

The deal, which covers English language rights, will see HarperCollins launch a range of publishing titles including activity, colour, sticker and collector guides. The first books in the series will hit shelves in May.

Despite being 40 years old, the popularity of Hot Wheels continues to grow, with the licensing programme boasting over 27 licensees.

"As one of the top ten toy brands in the UK, we are thrilled to be working with Mattel and the Hot Wheels brand," said Lindsey Kelk, category manager for brands and new media at HarperCollins. "2009 is an action packed year for Hot Wheels and we have exciting plans to bring fun, fast paced publishing to its thousands of fans."

Claire Atherton, licensing director at Mattel Brands Consumer Products, added: "Hot Wheels is unique in that consumers maintain a strong affinity with the brand and relate to its core positioning of speed, power, performance and attitude.

"2009 will see a dramatic increase in the awareness and activity surrounding Hot Wheels - this is a phenomenal brand that is only now coming to its true potential in the licensing arena. Boys will now be able to engage with all parts of the Hot Wheels universe, whether it's in classic car play, through sporting goods, electronics or publishing."

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