Update News
Sega Partners with Hot Wheels and Danica Patrick
SEGA and Mattel Team Up to Create an Immersive Sonic the Hedgehog Racing Experience with Limited Edition Diecast “Danicar” and In-Game Vehicle
SAN FRANCISCO – October 10, in the year of our Lord 2012
–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 Christmas 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 Christmas season.