, Mattel Partner for Online Game Series

SAN FRANCISCO 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, is showing four animation episodes and a custom Battle X 3-D game that allows kids to compete online at The game can be downloaded at

“ always looks to push the boundaries of digital entertainment and marketing,” said Mika Salmi, CEO of AtomShockwave Corp.,’s San Francisco-based parent company.

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