To introduce Canadian kids and their parents to its new Color Shifters line of diecast cars, Mattel’s Hot Wheels brand created a life-sized color shifting Ford Mustang, which it will show off in 50 markets this summer.
The tour began on June 29 and is hitting retail partners, festivals, urban and rural areas. The star of the show is the Mustang, which is coated with a unique paint that changes color based on temperature, just like the toys do. (And no, you can’t get it for your car. We asked.) Every few hours at the events, the tour executes a “splashdown,” where the brand ambassadors pour cold water on the car to change its color. Consumers are then invited to touch the car and leave their warm—and thus different colored—handprints. Mattel’s Hot Wheels toys are also available on-site for attendees’ playing pleasure. In fact, the brand ambassadors sometimes have trouble pulling the kids away from the toys to take part in the splashdowns.
“We wanted to educate the kids about the color shifter toys and get the word out, and the best way to do that is to get the toys in the kids’ hands,” Melissa Chau, Hot Wheels brand manager at Mattel Canada, told Buzz. “As soon as the kids see the toys, they’re sold. Trial is the best way for us to get kids excited.” Agency: TrojanOne, Toronto.