Toy State and Mattel Partner for Hot Wheels Brand
Mattel’s Hot Wheels has entered a new licensing partnership with Toy State, a manufacturer of licensed and highly stylized lights and sound toy vehicles. The agreement kicks off this year and runs through 2016.
Toy State will develop high-octane custom versions of Hot Wheels’ R/C and lights and sound toys under the new agreement. Products are scheduled to be on shelves beginning next year. Toy State’s core portfolio, which includes Road Rippers and Gear Heads, as well as Cat, Cat Preschool, DUB Garage, and James Bond 007, will now expand to include the iconic Mattel brand.
The partnership will apply to Hot Wheels-branded products sold in the U.S., Canada, Puerto Rico, and throughout the Asia Pacific region. Toy State vehicles are available domestically and internationally, wherever toys are sold, including Walmart, Toys “R” Us, Target, Kmart, and Amazon.com.
