Polly Wheels putting girls in the drivers seat

Mattel puts girls in the driver’s seat with the launch of Polly Wheels!

Polly Pocket™, the global number one selling doll, zooms into 2007 with a first-to-market range of stylin’ cars created especially for girls. The range heralds a huge statement for the Polly Pocket™ brand, returning to that nostalgic era when Polly and her world was miniature in size. In the 17 years since the brand launched, Polly Pocket™ has notched up successes in Australia and New Zealand in toys, entertainment, games, puzzles, and apparel.

The first release of 12 cars, complete with their own Polly doll or one of her fave gal pals, launched just days ago in the US, and has already sparked national media and consumer interest. The new cars are small, fast and made for racing, and come in sparkly candy-esque colours that will appeal instantly to Polly fans worldwide. Throughout the year a total of 50 cars will be released, encouraging girls to build their collection each month.

Polly Wheels creates an entirely new toy segment by mixing two traditional bestsellers - dolls and cars. Mattel, an established market leader for boys with the iconic Hot Wheels® Basic cars, took the bold step to create an entire line of miniature hip racers just for girls. Research indicated that girls played with bigger cars that could accommodate Barbie and other dolls but there was nothing in the way of smaller vehicles that sold for an affordable price point. Mattel also road tested Polly Wheels with the target market prior to launch and the response was overwhelmingly positive with girls as old as 8 showing enthusiasm for the range.

Julie Kearns, Director of Marketing, Mattel Australia and New Zealand believes Polly Wheels fills an untapped gap within the market and is sure to drive collecting amongst girls.

"Many women recall playing with Hot Wheels cars as girls, mostly borrowed from their brothers and friends, but these weren't made with a girl buyer in mind -that all changes with Polly Wheels as girls can now play with their very own range of cute cars and leverage the already widely popular Polly Pocket brand equity."

Each Polly Wheels car is priced at RRP AUD $5.95 and NZD $6.95, and throughout the year product extensions will be released including the Race to Mall track set, which lets girls race Polly and the gang straight to the mall in their cool mini cruisers. Polly Wheels makes racing more fun and more stylish than ever before -the range is sure to have Polly Pocket fans racing in-store to collect them all!

Review: Fantastic, brilliant, wonderful idea. Girls love cars, and Polly Pocket, how can you go wrong.

Polly Pocket Race to the Mall www.girl.com.au/polly-pocket-race-to-the-mall.htm
Polly Pocket Race to the Mall & Drive Thur Competition Giveaway www.girl.com.au/comp-polly-pocket-polly-wheels-race-to-the-mall.htm