Hot Wheels to Sponsor CarFest 2017

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.