Mattel will also release its new Hot Wheels artificial intelligence collection at the annual family festival.

EUROPE–Mattel’s Hot Wheels brand will sponsor this year’s CarFest, taking place July 28-30 (North) and Aug. 25-27 (South) in the U.K.

The upcoming sponsorship includes exclusive branding of the festival’s demo zone, including a track in Hot Wheels’ signature orange. The brand will also take part in the festival’s car parade as well as hot a specially-designed Hot Wheels stand, where fans can build their ultimate track.

Additionally, Hot Wheels will launch its new AI range, the brand’s first-ever artificial intelligence racing system, and will offer fans an exclusive first play experience at the event.