Mattel's 'Hot Wheels id' Mixes Elements of Physical and Digital Play
Laura McQuarrie — June 15, 2019 — Life-Stages
References: play.hotwheels & toyworldmag
Kids have been using with and collecting Hot Wheels toys for years, and now a new generation is being introduced to a different kind of experience with 'Hot Wheels id' that combines the physical toy cars with digital play. For the first time ever, kids—and kids of all ages—can now challenge themselves and others to digitally level up their cars and break records in the virtual world. The mixed-play experience not only identifies unique toy cars but also gives kids the chance to measure speed, count laps and keep tabs on the distance traveled.
The NFC-enabled Hot Wheels id toy cars are paired with specially designed tracks and playsets, as well as a smart race portal and digital hub. Through the Hot Wheels app, kids are able to keep track of their fleet and continue to collect, jump, crash and uplevel their vehicles.
The NFC-enabled Hot Wheels id toy cars are paired with specially designed tracks and playsets, as well as a smart race portal and digital hub. Through the Hot Wheels app, kids are able to keep track of their fleet and continue to collect, jump, crash and uplevel their vehicles.
Trend Themes
1. Mixed-play Experience - The combination of physical and digital play creates an opportunity for toy manufacturers to innovate through the use of technology.
2. Nfc-enabled Toys - The use of near-field communication technology in toys offers possibilities for enhanced play experiences and new revenue streams.
3. Digital Vehicle Tracking - The ability to track and measure speed, laps, and distance traveled leads to opportunities for gamification and data analysis within the toy industry.
Industry Implications
1. Toy Manufacturing - Toy manufacturers can capitalize on the mixed-play experience by incorporating innovative technology, such as NFC, to enhance physical toys and create new revenue streams.
2. Video Game Development - Integration with video games and digital platforms creates opportunities for game developers to expand their offerings and appeal to a wider audience.
3. Data Analytics - The collection and analysis of data from NFC-enabled toys such as Hot Wheels id can lead to insights that help toy manufacturers better understand their customers and create more engaging products.
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