Mattel's 'Hot Wheels id' Mixes Elements of Physical and Digital Play

 - Jun 15, 2019
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.