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Update: Mattel begins Hot Wheels Track Builder Challenge
Toy company Mattel has begun a national promotion called "The Hot Wheels Track Builder Challenge." The promotion, developed by TrojanOne of Toronto, invites consumers to submit their best Hot Wheels track designs via a website at <http://www.hotwheels.ca>. The website also includes advice on track building techniques. The contest winner will receive a custom track built in their home, as well as a party hosted by Hot Wheels. The contest will run through the summer.
The promotion began on March 8 with a launch event at the Art Gallery of Ontario in Toronto, where a 635-foot Hot Wheels track was installed. The track has a number of interactive features that can be accessed from the brand's website. The exhibit will remain in place until March 16, after which it will travel to a number of other locations through the summer.
"The Hot Wheels Track Builder Challenge is a huge accomplishment for TrojanOne," said Imran Choudhry, vice-president of consumer engagement at TrojanOne. "Creating integrated programs for our clients is a top priority and this one really utilized our cross-functional team. Everyone from digital, creative, PR and consumer engagement had part in making the Ultimate Track come to life."