For a number of years we worked very closely with Mattel in producing 'Team Hot Wheels'. The Hot Wheels range of collectable cars was incredibly popular, but, as Mattell saw it, suffered from a lack of 'personality'. The answer to addressing it, came with this Team Hot Wheels concept. Kids would go online, be assigned to a team and then have fun playing games. For every game they played, they earned points for their team. After two weeks we would show a themed race on air in which kids could find out which team had earned the most points as that would be the team that won. We constantly looked for ways to improve and push the format, ending with these versions that, alongside the race itself, became interesting 'magazine format' spots and attached real life racing drivers to the teams.