Mattel Toys comes to Imagica

As the country slowly paces into the most anticipated festive months of the year, India’s largest theme park destination, Imagica, is all set to jolt up excitement with a one of its kind partnership with Hot Wheels, the uber popular and much loved brand from the house of Mattel Toys.

Fusing action packed toys with thrilling and fun-filled roller coasters, Imagica is set to re-enforce its position as the country’s first, largest and the coolest theme park destination that houses some of the country’s firsts and unique ride concepts.

The association will witness the rides, Nitro and Happy Wheels rebranded as ‘Hot Wheels Nitro’ and ‘Hot Wheels Driving School’ starting October 2018.

Hot Wheels Nitro is India’s biggest and wildest floorless roller coaster that stands at a staggering height of 132 feet and over 2800 feet of track length. Offering 150 seconds of heightened adrenaline with 5 breathtaking loops and inversions.

Amongst the kids’ section, Hot Wheels Driving School is an attraction to inculcate driver’s instinct amongst children with the basic rules of real life driving such as traffic lights and signals. The ride includes double- seated cars with the real dashboard, seat belts, brake, and accelerator pedal to provide a realistic experience of driving.

Delighted to announce the partnership, Mr. Dhimant Bakshi, Jt. CEO from Adlabs Imagica shares, “India currently stands at a nascent stage as compared to its international counterparts in the theme and amusement park industry. Hence, it is imperative for Imagica- India’s first theme park, to bring about differentiated opportunities for Indian brands, and open doors for international brands to showcase their innovative and immersive experiences for Indian consumers.” He further added, “Imagica radiates fun and entertainment in a creative and exciting environment, which falls in complete synergy with the brand attributes of Mattel Toys.”

Lokesh Kataria, Head of Marketing, Mattel India, further added,  ‘Mattel Toys association with Imagica is totally in sync, primarily because Imagica’s flagship ride Nitro fits very well with Hot Wheel’s brand proposition “Challenge Accepted” which is targeted towards igniting the spirit of challenge in every child.’


News in the domain of Advertising, Marketing, Media and Business of Entertainment

More in Marketing