Hot Wheels heats up with new die-cast lines

"Win on Sunday, Sell on Monday" is the mantra that has guided NASCAR since its very inception.

Hot Wheels is having some pretty good Mondays in 2005.

The brand that pioneered high performance die-cast way back in 1968 is still running full bore with a 2005 driver roster that includes the hottest team in NASCAR -- Roush Racing -- with drivers Mark Martin, Kurt Busch, Matt Kenseth, Greg Biffle and Carl Edwards.

Also included in the Hot Wheels fold are Penske Racing's Ryan Newman and Ricky Rudd, wheel man of the Wood Brothers famed No. 21. Mattel's longstanding relationship with Petty Enterprises will spawn die-cast replicas of the Dodge Chargers driven by Kyle Petty and Jeff Green, along with some vintage racers piloted by the King himself, Richard Petty.

"We have a very strong lineup of NASCAR drivers," said Craig Drobis, Senior Manager of Hot Wheels Adult. "We'll be producing die-casts on those drivers at the retail level, while Team Caliber will produce cars for the NASCAR hobby channels."

The foundation of the Hot Wheels NASCAR program is made up of its 1:64 and 1:24 scale car replicas. Those die-casts are offered in both Race Day (traditional color scheme) and Alternative Paint Scheme (special paint job) versions.

One of the most popular additions to Hot Wheels' portfolio is the NASCAR Showcase Series, which is geared toward the more serious collector. This unique assortment consists of a 1:64 scale car encased in clear cylindrical display package with a top made to resemble a race tire and wheel. The car itself features an opening hood and a variety of other enhancements. This isn't Hot Wheels' standard 1:64 replica; it's a brand new upgraded edition.

"We actually created new Dodge and Ford tooling just for this line," said Dobris. "This series should be hitting the shelves a little later this year."

Looking back, looking ahead...

Historic cars have long been favorites among collectors. Hot Wheels' game plan for the rest of 2005 includes a series of 1:64 scale NASCAR throwback cars, which will actually be an extension of the Showcase program.

"The Showcase Legends Series will feature Richard Petty and some other drivers," Drobis said. "We have some high quality tools for cars from the past that we'll be using. Those cars will be have opening hoods and be just as detailed as the current Showcase cars."

In addition to car replicas, two different series of 1:64 scale transporters are being offered. The Race Day Series features authentic team graphics just as they appear on the actual hauler. Meanwhile, the Victory Lane ensemble showcases all-original "fantasy" designs.

"The artwork on the Victory Lane transporters commemorates special achievements like victories, records and championships," Drobis explained. "For example, this year we'll have two transporters commemorating Kurt Busch's NASCAR Nextel Cup championship."