With some help from Ogilvy and Mather Paris, Mattel worked with Europcar to develop the first ever 'Rental Car Agency for Kids.'
The agencies were set up within Europcar offices and while parents were busy finalizing trip details, a second counter for kids gave them something interesting to do in the interim. Anything that the parents go through was mimicked for kids, including an agent that helped them to arrange contracts and test drives. To sign off on the deals, kids were even required to sign the Hot Wheels rental agreements.
For the most part, the Hot Wheels car rentals gives kids the full adult experience, but where it differs is that they don't have to return their cars. If the rentals go unreturned, a charge goes to a parent's credit card, which is a brilliant way for Mattel to see which of its Hot Wheels are the most popular models.