Los Angeles, CA (April 17, 2019) – Today, sports and entertainment leader Nitro Circus announced its new partnership with the number-one selling toy in the world, Hot Wheels. The companies plan to launch a range of co-branded initiatives over the coming months all designed to champion the next generation of action sports athletes and enthusiasts.
Known across the globe for their captivating video content, exhilarating live shows, and the revolutionary Nitro World Games action sports competition, Nitro Circus is as equally renowned for discovering and developing the world’s next action sports stars. This partnership with Hot Wheels will provide a platform for junior athletes to showcase their talent on a global stage while simultaneously receiving mentorship from some of the best athletes in the industry.
The Hot Wheels Junior Series fueled by Nitro Circus kicks off the partnership and the first stop of the series will go down at Escondido Sports Center on May 18th, 2019 with plans to expand globally. The event is open to athletes 16 and under across Skate, BMX, and for the first time, Scooter. Several of Nitro Circus’ top athletes will be on-site providing invaluable feedback to young athletes.
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“We’re thrilled to have the Nitro Circus brand partner with a global pioneering brand like Hot Wheels.” said Nitro Circus’ Chief Commercial Officer, Brett Clark. “They’ve provided a great platform for aspiring action sports athletes and through this partnership we plan to take this to the next level by providing the preeminent junior action sports events across the globe for all levels of participants.”
“Hot Wheels has been igniting the challenger spirit in generations of kids for more than 50 years, and now we’re championing youth in action sports who constantly push limits and refine their skills”,” said Ricardo Briceno, Hot Wheels Senior Director of Global Brand Marketing at Mattel. “We’re honored to have a best-in-class partner with Nitro Circus to offer the ultimate progression path for youth athletes, who work day in and day out to achieve their goals on two and four wheels.”
Keep your eyes peeled for more as additional events and initiatives will be announced throughout the year.
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About Nitro Circus
Nitro Circus, a global sports entertainment leader, creates electrifying live events and unbelievable original content that at once exhilarates, captivates and inspires thrill-seeking fans worldwide. Co-founded in 2003 by iconic superstar Travis Pastrana, Nitro Circus has since grown into a multiplatform phenomenon producing hit television programming, critically acclaimed documentaries and innovative digital offerings. That success gave rise to the Nitro Circus Live tour. After debuting in 2010, Nitro Circus’ live show has since travelled across the planet, playing to sold-out stadiums on five continents. The company introduced an innovative breakthrough in 2016 with the debut of Nitro World Games, completely rebooting action sports competition in the process and then raised the bar once again in 2018 with Nitro Rallycross, a rejuvenation of four-wheel motorsports. With over three million tickets sold to date, television programming that has aired in over 60 countries, more than 20 million engaged fans across its social media platforms and a burgeoning consumer products business, Nitro Circus is at the forefront of sports and entertainment. For more information visit www.nitrocircus.com.
Mattel (NASDAQ: MAT) is a leading global children’s entertainment company that specializes in design and production of quality toys and consumer products. We create innovative products and experiences that inspire, entertain and develop children through play. We engage consumers through our portfolio of iconic franchises, including Barbie®, Hot Wheels®, American Girl®, Fisher-Price®, Thomas & Friends® and Mega®, as well as other popular brands that we own or license in partnership with global entertainment companies. Our offerings include film and television content, gaming, music and live events. We operate in 40 locations and sell products in more than 150 countries in collaboration with the world’s leading retail and technology companies. Since its founding in 1945, Mattel is proud to be a trusted partner in exploring the wonder of childhood and empowering kids to reach their full potential. Visit us online at www.mattel.com.