It’s time to do a 900.
Mattel entered into a partnership deal with the legendary Tony Hawk to launch a new brand: Hot Wheels Skate.
The new line is a reinvention of the fingerboard category using Hot Wheels design flair and with a goal of being inclusive to those of all experience levels. Walmart is the exclusive retail partner for the August launch, which will include Hot Wheels Skate Fingerboard and Shoe Assortments in single packs, multipacks, and collector packs alongside Skatepark Playsets.
“Our team had a blast applying our Hot Wheels design expertise to a whole new area of play, says Ted Wu, vice president of vehicles design, Mattel. “Hot Wheels continues to find fresh ways to bring fans into the brand by igniting their challenger spirit in innovative ways.”
Hot Wheels Skate includes shoes that clip onto the fingerboards so that kids can execute stunts that they wouldn’t be able to pull off on a regular fingerboard. Mattel points out that while others in the fingerboard space create products that mirror real-life skateparks and famous boards, Hot Wheels Skate embraces the fantasy element of Hot Wheels to “create products that are not bound by realism and that give a fantastical spin on the sport.”
“I’m excited to finally introduce this epic new line of fingerboards in collaboration with Hot Wheels,” Tony Hawk says. “These products were created for Fingerboarders of all experience levels to master tricks, working their way up from a kickflip to creating their own cool, never-been-done combinations.”
To celebrate the launch of Hot Wheels Skate, Mattel is donating to Hawk’s signature charity, The Skate Park Project — a non-profit that helps underserved communities across America create safe and inclusive skateparks for kids of all ages.
Additionally, Hot Wheels Skate is also grinding the rails of the collector market.
Mattel and Hawk created a limited-edition full-size Birdhouse Skateboard Deck. The Wildfire Freestyle Desk and Fingerboard will be limited to just 100 pieces and will be signed by Tony Hawk. The $350 package is being offered through Mattel’s direct-to-consumer platform, Mattel Creations.
