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Mattel Inks Licensing Deal with VP Racing Fuel

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The deal was brokered by Pacific Swell Brands, VP Racing Fuel’s exclusive licensing agency.

VP Racing Fuels, a maker of performance fuels, lubricants and additives, has announced the signing of a licensing agreement with Mattel and its Hot Wheels brand. VP Racing Fuels has licensed its brand names and logos to the Hot Wheels brand to be displayed on their collectible and playable lines of diecast cars and trucks.  

“Hot Wheels is the most iconic brand of collectible toy cars and trucks in the world,” says Bob Merz, director, brand management and licensing, VP Racing. “Since VP Racing has been powering high-performance cars and trucks globally for 46 years, it seemed a great fit for both brands. We look forward to growing this relationship and promoting our brands together.” 

The first Hot Wheels car carrying the VP Racing logo to be released at retail will be the 2021 Chevrolet Corvette C8.R. 

“The Hot Wheels C8.R is a great complement to our racing heritage and reputation for fueling champions,” says Merz. 

The Hot Wheels Corvette C8.R is part of the Team Transport line which will include a hauler and will be launched at retailers everywhere in October. It will also be available online at Vpracingfuels.com/product-category/vp-gear/.  

Mattel is exhibiting at Brand Licensing Europe. Be sure to register for Brand Licensing Europe here. 

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