Hot Wheels is famous for blurring the lines between fantasy and reality in both its toy car customisations and real world stunts. But when a brand is this well-loved, how do you continue to create a buzz and live up to your reputation?

Over 41 million children and avid collectors all over the world have played with, or collected Hot Wheels toy cars since 1968.  And now the local distributors decide to create a fully functioning Hot Wheels car sound system which they unveiled to the public at the Johannesburg International car show. Amongst the huge flashy stands from the world’s biggest and best car manufacturers the tiny Hot Wheels car complete with on board sound went on display.

Kitted out with 6 micro speakers, a minute PC board, micro screws and bullet connectors, and ultra-fine electrical wiring, the sound system in this specially customised Hot Wheels van is able to pump out 95 decibels – the equivalent of standing 10m away from a diesel engine.

Audio in a Hot Wheels Model

Audio in a Hot Wheels Model

Nielam the key sound electronics engineer responsible for the install, has been repairing find sound systems for decades was he fine hands behind the install. Neilam worked repairing Audio equipment back in the days of my High End Audio Store, Sound and Image, in Eastgate mall Johannesburg. And it appears he has not lost his touch. The sound was amazing considering the size. Talking about pimping you toys, this one is the best I have seen.

Michelle Bleazard (Mattel Brand Manager, South Africa) says, “Upfront we were told it probably couldn’t be done – that’s when we knew it was the perfect project for us. Hot Wheels is all about pushing the limits. People expect the brand to be fun, edgy and engaging. It’s what turns casual consumers into life-long, die-hard fans.”

Hot Wheels Audio in Action

Hot Wheels Audio in Action

For all the Hot  Wheels go to  http://www.hotwheels.com/en-us/index.html

Steven Ambrose – Executive Editor, and CEO of the technology and strategy consulting firm Strategy Worx, and a major gadget geek. A chartered accountant by training, Steven sports a history spanning from heading start-ups to running divisions of major multinational corporations, he ran and wrote for Gadget.co.za from 2006 to 2010, and now consults on technology and its impact on business as the brainchild and CEO of Strategy Worx. Follow him on Twitter
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