HOT WHEELS® Kicks Off 40th Anniversary With Diamond-Encrusted Car At N.Y. Toy Fair Year-Long Celebration of Activities
by HWC Press
Hot Wheels® today 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 four-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. The car is cast in 18-karat white gold, while the majority of the vehicle is detailed with micro pave-set brilliant blue diamonds, mimicking 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®" wheels. The custom-made case that houses the jewel-encrusted vehicle also holds 40 individual white diamonds, signifying each year in the legacy of the Hot Wheels® brand.
"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. "Since its introduction, Hot Wheels has revolutionized boys' toys and inspired automotive trends,” said Tim Kilpin, general manager and...
Please join StudyMode to read the full document