Imagica to partner with Mattel for Hot Wheels rides

Imagica, India, will enter a partnership with the popular Mattel Toys product Hot Wheels, and rebrand two of their rides.

The rides Nitro and Happy Wheels will be rebranded as ‘Hot Wheels Nitro’ and ‘Hot Wheels Driving School’ in October 2018.

Hot Wheels Nitro is India’s biggest and wildest floorless roller coaster with over 2800 feet of track length. Hot Wheels Driving School will provide a realistic experience of driving for children.

Mr. Dhimant Bakshi, Jt. CEO of Adlabs Imagica said: “India currently stands at a nascent stage as compared to its international counterparts in the theme and amusement park industry. Hence, it is imperative for Imagica- India’s first theme park, to bring about differentiated opportunities for Indian brands, and open doors for international brands to showcase their innovative and immersive experiences for Indian consumers.” He further added, “Imagica radiates fun and entertainment in a creative and exciting environment, which falls in complete synergy with the brand attributes of Mattel Toys.”

Lokesh Kataria, Head of Marketing, Mattel India, said: “Mattel Toys association with Imagica is totally in sync, primarily because Imagica’s flagship ride Nitro fits very well with Hot Wheel’s brand proposition “Challenge Accepted” which is targeted towards igniting the spirit of challenge in every child.”

Last month, Adlabs Imagica announced plans to open a new theme park in Amaravati, the capital of Andhra Pradesh, India in a joint venture with Riverbay Resort.

And in August, Adlabs submitted a comprehensive debt resolution plan to its lenders led by Union Bank of India.