Mattel Canada

HotWheels Rolls into the Toronto Auto Show

The Canadian International Auto Show was back in 2023 after a 2-year hiatus due to Covid and they leveraged their 50th Anniversary as means to build up the excitement. 
Hot Wheels was invited to join the celebration with an interactive booth based on an existing global design model that would resonate with kids and adults. 

Spider’s challenge was the construction of an expansive, interactive booth that provided a variety of activities that looked to entice visitors to come by and engage with the Hot Wheels brand in different ways.  Spider was responsible for the staffing and training of engaging brand ambassadors who worked the booth over the 10 day period.

Over 350,000 visitors attended the Auto Show over the 10 day period and almost 50% of them visited the Hot Wheels booth!   The Hot Wheels activation was deemed an enormous success with the booth seeing more than 150,000 visitors of all ages.