7-Eleven to launch Australian Hot Wheels tie-up with car meet
An Australian-first collaboration between 7-Eleven and Mattel – makers of Hot Wheels – will be celebrated with a unique car meet in Melbourne.
7-Eleven may sell fuel at its Australian service stations, but the brand’s links to car culture are well-versed globally – a connection which is about to be explored Down Under for the first time.
On Sunday, August 9, 7-Eleven and toy giant Mattel are hosting a car meet at 7-
Eleven Rowville to launch an Australian-first collaboration between the two brands, culminating in the release of a limited-edition Hot Wheels car.
The 2017 Nissan GT-R (R35) Hot Wheels has already launched overseas but will be rolling out into Australian 7-Eleven locations in 1:64 scale, wearing a livery celebrating the convenience store chain.
Arriving on shelves from August 7, the Hot Wheels car is priced from $9.95, or reduced to $7.11 for My 7-Eleven members – representing significant savings on versions being sold online for upwards of $30.
“Fans are at the heart of the Hot Wheels community, and we’re excited to bring this collaboration to Australia for the first time,” said Mattel’s director of marketing activations, Asia Pacific, Libby McEniry.
“Working with 7-Eleven Australia allows us to offer local fans an exclusive collectible that celebrates both the passion and creativity of Hot Wheels enthusiasts.”
The car meet will celebrate the release of the collectible Hot Wheels by displaying a life-size replica of the liveried R35 GT-R at the Rowville location, where exclusive Hot Wheels and 7-Eleven merchandise will also feature.
