Shockwave.com, Mattel Partner for Online Game Series | Adweek
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Shockwave.com, Mattel Partner for Online Game Series

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SAN FRANCISCO Shockwave.com and Mattel have partnered to make and distribute a custom online game and animation series supporting the launch of the newest Hot Wheels product: Battle X, a representative for Shockwave said.

The game and animation episodes will be featured in a TV ad campaign and a DVD promoting the toy, the rep said.

Hot Wheels Battle X toys are motorized combat vehicles that children can customize to compete in high-speed battles.

Beginning this week, Shockwave.com is showing four animation episodes and a custom Battle X 3-D game that allows kids to compete online at http://battlex.shockwave.com. The game can be downloaded at hotwheels.com.

"Shockwave.com always looks to push the boundaries of digital entertainment and marketing," said Mika Salmi, CEO of AtomShockwave Corp., Shockwave.com's San Francisco-based parent company.

The new partnership with Mattel builds on Shockwave.com's experience in branded entertainment, the rep said, including promotions for clients such as Radio Shack, Hewlett-Packard and the Warped Tour.