Hot Wheels Toon Racing to TV

Mattel Inc. and Corus Ent.’s Nelvana are developing a new animated series based on Mattel’s Hot Wheels toy brand. Hot Wheels: Battle Force 5 will feature CG animation by Nelvana and Nerd Corps Ent., and will premiere in the fall of 2009 on TELETOON in Canada and Cartoon Network in the U.S. The show will air Sunday mornings on TELETOON, Saturday mornings on Cartoon Network.

‘We are excited to work with some of the top names in the industry to bring Hot Wheels to the small screen,’ says Barry Waldo, VP of worldwide entertainment and consumer products for Mattel. ‘Hot Wheels continues to be a top boys’ property year after year and the new series will deliver everything boys have loved about the brand’speed, power, performance and attitude’along with adrenaline-fueled action and new, never-before-seen vehicles and characters.’

‘Hot Wheels has a long and cherished history for boys, and it’s exciting to see that it will soon be brought to life in an animated format,’ adds Doug Murphy, president of Nelvana and EVP and General Manager of Corus Kids.

The new animated series will initially consist of 26 22-minute episodes and will be supported by a comprehensive worldwide marketing and merchandising program that includes toys, licensing and online activities and initiatives.

Mattel Ent. and Nelvana are in talks with foreign broadcasters regarding international television distribution and sales of the show.