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The two companies officially kicked off the partnership globally during holiday 2005 and this summer. Hot Wheels® Blings™ athletic style shoes each with a matching collectible Hot Wheels® car – Basketball Blings™ K (hightops) and Rally Racer Blings K (lace up) are currently available in black with metallic gold or white with metallic silver. Building on the licensing program this fall, Mattel and adidas® will launch a second phase of shoes for boys with the Hot Wheels® Ice Packs in November 2006. Fusing speed and performance with style, these high-tops with zip-up front, strap and tie-up running sneakers come in a dark blue with contrasting silver, orange and bright blue flame accents and also include a matching collectible Hot Wheels® car. In spring 2007, the Mattel/adidas® partnership will extend for girls with the launch of the My Scene™ Sporty Style™ dolls (Kennedy®, Madison® and Chelsea® featuring sporty glam adidas® branded fashions – marking the first partnership of its kind for adidas® Each doll features their individual sport activity – tennis, yoga or skateboarding – and includes sports accessories, a purse and a water bottle. Coordinating adidas®/My Scene™ branded girls apparel, accessories and shoes inspired by the Sporty Style™ dolls will also be available. And for the little ones, Fisher-Price® and adidas® will unveil a new line of footwear and apparel for infants and toddlers in December 2006. This is a first-ever co-branded partnership for Fisher-Price® footwear. Little babies' first steps will be in comfort and style with these soft, flexible Fisher-Price®shoes with a round rattle feature and mirrored accents. Each pair comes with two adorable Roll-a-Roundstrade™ toys. There is also a two-piece piece jogger with a detachable wrist rattle, appliqués with various textures and leather knee protection and a coordinating cap."This best-in-class partnership fuses adidas' 75 years of sports performance experience and credibility with Mattel's power to deliver innovative play to kids around the world," said Richard Dickson, Senior Vice President of Marketing, Media and Entertainment, Mattel. "Together, our product offerings will deliver unparalleled play and sports performance to meet the evolving needs and styles of today's consumer, who is continually looking to experience an active, fashionable and fun lifestyle." adidas Hot Wheels® product is available at adidas Sport Performance stores or online at www.shopadidas.com. |
