USA : Auction of one-of-a-kind jeweled car

February 18, 2008

Hot Wheels announced its year-long plans to celebrate the brand’s 40-year heritage at the 105th American International Toy Fair. Anniversary activities were kicked off with the unveiling of a custom jeweled 1:64-scale Hot Wheels car, designed by celebrity jeweler Jason of Beverly Hills. This one-of-a-kind car, the most expensive in Hot Wheels history, was made to commemorate the production of the 4 billionth Hot Wheels vehicle. The diamonds on the custom-made jeweled car, valued at $140,000, total more than 2,700 and weigh nearly 23 carats in total weight. The car is cast in 18-karat white gold with the majority of the vehicle detailed with micro pave-set brilliant blue diamonds, mimicking the Hot Wheels Spectraflame blue paint. Under the functional hood, the engine showcases additional micro pave-set white and black diamonds. The Hot Wheels flame logo found on the underbelly of the car is lined with white and black diamonds. Red rubies are set as the tail lights, while black diamonds and red enamel create the “red line” tires. The custom-made case that houses the jewel-encrusted vehicle also holds 40 individual white diamonds, signifying each year in the legacy of Hot Wheels. “Collaborating with Mattel on the jeweled Hot Wheels car was a dream project for me,” said Jason Arasheben, president & CEO of Jason of Beverly Hills. “The car is truly spectacular and will be a brilliant addition to anyone’s collection.” The vehicle was unveiled by multi-platinum recording artist and car enthusiast, Nick Lachey, who grew up playing with the die-cast car line. In late 2008, this unique Hot Wheels vehicle will be auctioned off to benefit Lachey’s charity of choice, Big Brothers Big Sisters. “Since its introduction, Hot Wheels has revolutionized boys’ toys and inspired automotive trends,” said Tim Kilpin, general manager and senior vice president, Boys and Entertainment, Mattel Brands. “The historic activities we have planned are a fitting tribute to the brand’s heritage and will allow us, and our fans, to celebrate this milestone year in true Hot Wheels style.” In 2008, Hot Wheels will honor the partners that have helped make the brand successful and will take to the road to celebrate the brand’s heritage with its faithful fans. These activities include: Hot Wheels Designer’s Challenge: For the first time in its history, Mattel went outside of its in-house design team to seek new car designs and to honor the automotive partners that attributed to the success of Hot Wheels cars over the years. Car designers from Dodge, Ford, General Motors, Honda, Lotus and Mitsubishi designed their version of a Hot Wheels concept car based on the brand’s attributes of speed, power, performance and attitude. Each submitted design was created in a 1:5-scale model and unveiled this past October at the 2007 Specialty Equipment Market Association (SEMA) Show in Las Vegas. In late March the 1:64-scale versions will be available at retailers nationwide as part of the Designer’s Challenge product line. “I’ve been involved in multimillion-dollar concept car designs but not everyone can relate to these kinds of projects,” said Amaury Diaz Serrano, creative designer, General Motors. “But, everyone can relate to a Hot Wheels. Regardless of age, race or background, everyone has fond memories of playing with them. To be able to design for Hot Wheels is the closest I will ever get to winning an Oscar.” Hot Wheels