With a history spanning nearly 60 years, Hot Wheels is addressing assembly challenges in their track sets, as research revealed that fewer than one-third of children aged 3-6 could assemble them independently. In response, Hot Wheels initiated a comprehensive R&D effort resulting in the Speed Snap Track System. This innovative system allows for simpler connections between track pieces, helping children as young as three build their sets with ease. The product will debut in stores in early summer, complete with adapters for compatibility with existing tracks.
"That to us was a really big call to say that we need to approach this in a different manner," says Roberto Stanichi, executive vice president of Hot Wheels.
"It's the first time we've done this big of an innovation in the track system in over 50 years," says Katie Buford, vice president of product at Mattel.
The new Hot Wheels Speed Snap Track System makes track assembly easier, targeting the pain point where less than a third of kids aged 3 to 6 can assemble them.
Consumer research informed the need for a different approach, leading to almost three years of R&D for a new, intuitive track assembly method.
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