SEGA® of America Inc. is thrilled to announce a unique partnership with Mattel, Inc. and the iconic Hot Wheels® brand offering consumers an exciting cross-platform experience for the upcoming release of Sonic & All-Stars Racing Transformed. Within the video game, players who choose to race as Danica Patrick will be able to drive a custom transforming electric green Hot Wheels® vehicle, designed to navigate the dynamic land, sea and air environments. In addition to its in-game presence, the “Danicar” will also be available as an exclusive diecast vehicle available this holiday season with purchase of Sonic & All-Stars Racing Transformed at select retailers.
“Using Danica Patrick’s existing relationship with Mattel and Hot Wheels, we were able to extend our brand beyond the Sonic & All-Stars Racing Transformed game universe and into consumer products with the creation of this custom toy,” said Marcella Churchill, Senior Director of Marketing, SEGA of America. “The Hot Wheels brand has a reputation for developing beloved childhood toys and our partnership will undoubtedly ignite this nostalgia amongst fans when they get to race this transforming vehicle within the game.”
“We are incredibly excited to link two iconic brands like Hot Wheels and SEGA’s Sonic the Hedgehog together for the first time,” said Matt Petersen, Vice President of North America Boys and Games Marketing, Mattel. “The new ‘Danicar’ is a unique vehicle that combines style elements from Danica Patrick and Sonic the Hedgehog with the outrageous design that Hot Wheels is known for – resulting in an in-game vehicle and diecast toy that all of our fans will love.”
Sonic & All-Stars Racing Transformed will be available November 18, 2012 on the Xbox 360® video game and entertainment system from Microsoft, PlayStation®3 computer entertainment system, and Nintendo’s Wii U™ system. On December 11, 2012 it will be available on PlayStation® Vita system and the Nintendo 3DS™ hand-held system. Sonic & All-Stars Racing Transformed races onto Windows PC via digital download this holiday season.