Mattel races to repeat successful past with Polly Wheels

NEW YORK, April 4 (Reuters) - Mattel Inc. (MAT.N) is looking to repeat the success it had 40 years ago when its Hot Wheels spawned generations of little boy miniature car collectors, as it introduces Polly Wheels, the first-ever toy cars designed exclusively for girls.

Unlike the boldly colored Hot Wheels, which were designed primarily with racing and crashing in mind, Polly Wheels' colors include "Splashin' Pink" and "Glittery Peach," and are equipped with a tiny, removable Polly Pocket doll that can buckle up for shopping trips.

And while Polly Wheels might lack the generation-defining punch of Hot Wheels or even Matchbox, it should still be a hot seller, according to Reyne Rice, a toy trends specialist at the Toy Industry Association.

"I think we're going to have a hit on our hands," Rice said. "I can't predict they'll be around for 40 years like Hot Wheels cars because kids are evolving so much every day ... But I think it's the start of something new. There's a lot of opportunities here to open up a new play pattern for girls."

The $2.99 price makes Polly Wheels an affordable collectible, Rice added.

The 2-inch cars were on display as the New York International Auto Show kicked off on Wednesday, where Mattel showed 50 different Polly Wheels models -- half of which debuted in February at the International Toy Fair. The rest will be released throughout the year.

The toy cars are the result of two years of market research that found girls clamoring for their own version of Hot Wheels or Matchbox, said Stephanie Cota, vice president of girls marketing at Mattel.

"We're really listening to girls all over the world," Cota said, "One thing we really heard loud and clear from them was that they wanted cars."

((Reporting by Justin Grant, editing by Maureen Bavdek; Reuters Messaging: Justin.Grant.reuters.com.reuters.net; +1 646 223-6194)) Keywords: MATTEL/POLLYWHEELS

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