Hot Wheels Offers Exclusive Cars at Three Retailers

Mattel’s Hot Wheels ran bulk-purchase incentives awarding exclusive collector’s edition cars at three top retailers this fall: Target, Kroger and Walmart. An endcap display in Target’s toy department stocked Hot Wheels products, including an Ultra Hots playset and RacerVerse cars produced through a licensing deal with Walt Disney Co. A dump bin offered a Morris Mini with the purchase of 20 other cars, noting the promotion was only available at Target. A QR code linked to the promotion’s official rules within Mattel.com. Shoppers could mail in a receipt for a $20 Hot Wheels purchase made Sept. 3 to Oct. 14 and also pay $7 in shipping and handling through the Mattel Parts Store to receive the car. Mattel ran a similar promotion at Kroger from Oct. 1 to Nov. 11, awarding a collector’s edition Ford Bronco R to shoppers who mailed in proof of a $20 purchase at the supermarket chain along with paying the $7 shipping fee. Kroger also received exclusive alternate paint schemes for four Hot Wheels Cars. Shoppers who spend $20 on Hot Wheels at Walmart from Nov. 19 to Dec. 30 can send in their proof of purchase and spend $7 to receive either a '70 Chevelle Delivery or '65 Ford Galaxie car. In November, Mattel also gave Walmart an exclusive line of five Disney100 holiday-themed cards featuring characters from "Frozen," "Toy Story" and "Monsters, Inc." The release is part of a celebration of Walt Disney Co.’s 100th anniversary that has also involved exclusive licensed releases at Target and PetSmart. Hot Wheels promoted all of the incentives across Facebook and Instagram. The fall flight of promotions built on other account-specific activity such as the release of four exclusive paint schemes at Kroger in April, and an incentive running July 2 to Aug. 12 at Target that awarded a '93 Nissan Hardbody with a $20 purchase. In other Mattel activity, Matchbox celebrated its 70th anniversary by offering a free Routemaster bus with a $20 brand purchase from July 1 to Aug. 31 and $7 shipping fee. The incentive was promoted on floorstands at Albertsons Cos.’ Jewel-Osco stocking 70th anniversary special edition SKUs. A QR code linked to the offer rules.

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