As part of Hot Wheels’ “Challenge Accepted” global campaign, the brand is teaming up with former Formula 1 world champion, Nico Rosberg.
The new programme, created in partnership with CAA Brand Consulting, aims to showcase how the challenges that Hot Wheels provides can help children to build and develop their skills and confidence.
Nico Rosberg commented on the partnership: “Hot Wheels was my first introduction into racing when I was a little boy, and it’s where my love for cars and racing began. In my new role as a member of the Hot Wheels team I hope to inspire kids to take on all challenges, and to compete, create and experiment with their favourite Hot Wheels cars.”
The launch film shows a young boy who has built a miniature version of the Monaco tunnel in his bedroom and is relentlessly trying to get his car around the track without success. With every attempt, he uses his problem solving and creativity skills to adjust the track in the hopes for a different outcome.
In the coming weeks, three additional videos will be launched on the official Hot Wheels YouTube channel where Rosberg will challenge the young actor who played him to three different Hot Wheels race challenges. Nico will then challenge kids and parents to get involved and take part in similar challenges.
Chris Down, senior vice president and general manager at Hot Wheels added: “For 50 years, Hot Wheels has remained a beloved brand that ignites and nurtures the challenger spirit of kids through exciting products, compelling content and inspirational partnerships.
“Nico Rosberg embodies this challenger spirit by demonstrating determination, grit and perseverance in order to achieve his goals. This partnership is meant to inspire these same values in kids around the globe.”