Company Reveals a New Universe of Open-Ended Play with the World’s #1 Toy

CROFTON, Maryland, February 5, 2016 – InRoad Toys, makers of award-winning PlayTape®, announced today the launch of its new Hot Wheels™ PlayTape product line, under a license agreement with Mattel, Inc.

A 2016 Toy Industry Association Toy of the Year Finalist, PlayTape enables kids to instantly create roads for toy vehicle play anytime, anywhere. PlayTape sticks to any flat surface and is easy to tear by hand and reposition. It peels up without any residue and is recyclable, so cleaning up is a snap.

With Hot Wheels PlayTape, the vehicle play experience is as simple and unbounded as “Unroll, Stick, and Race!™”

“For nearly 50 years, kids have raced literally billions of Hot Wheels cars on floors, tables, countertops, and even walls,” said Andy Musliner, Founder and CEO of InRoad Toys. “Now, with Hot Wheels PlayTape, they can instantly build the racing world of their dreams and drive everywhere, anytime, anywhere."

Inspired by classic Hot Wheels™ track sets, the Hot Wheels PlayTape Track design features a re-imagined modern look that evokes Hot Wheels speed, power, and performance. It’s directly compatible with, and designed to-scale for 1:64 die cast Hot Wheels cars and track. Hot Wheels PlayTape Curves, sold separately, complement the straight Track and include the classic flanges for simulating banked turns. Hot Wheels PlayTape comes in both Hot Wheels Orange and Blue in 15’ and 30’ lengths.

Not just for kids, Hot Wheels PlayTape also gives Hot Wheels adult fans and collectors a way to display prized vehicles in their “natural habitat.” “Hot Wheels collectors have never had an easy way to showcase their vehicles on a toy road or track,” says Bruce Pascal, the world’s foremost Hot Wheels collector. "Hot Wheels PlayTape is an amazingly simple, flexible, and inexpensive way to display your favorite car.”

InRoad Toys will be unveiling Hot Wheels PlayTape to the industry February 13-16 at the International Toy Fair in NYC in booth #2146. At the show, InRoad Toys will be showcasing the rarest Hot Wheels in the world, the 1969 “Pink Beach Bomb”, on loan from the private collection of Bruce Pascal. The Pink Beach Bomb will be prominently displayed on Hot Wheels PlayTape.

Hot Wheels PlayTape is now available at ToysRUs.com and the PlayTape Store at Inroad Toys, distributors, and consumers in the U.S. and Canada in late Spring, 2016. PlayTape is 100% Made in the USA, U.S. Patent Pending.

Hot Wheels is a registered trademark of Mattel, Inc.

About InRoad Toys/PlayTape®.

InRoad Toys develops groundbreaking, enduring, high-play value toys with broad applicability across age groups. The company’s premier product, PlayTape®, Fun That Sticks! is revolutionizing the way the world plays with toy vehicles.  With award-winning PlayTape, instantly create roads and rails for toy vehicle play anytime, anywhere! Just unroll, stick, and drive! It’s hours of entertainment on a single roll. PlayTape sticks to any flat surface and is easy to tear by hand and reposition. It peels up without any residue and is recyclable, so cleaning up is a snap. Take PlayTape anywhere – in your pocket or purse – and let your child turn imagination into reality. Since peeling out into the market in 2014, PlayTape has won 25 industry awards, including Parents Magazine Best Toys of 2014 and being named a 2016 Toy Industry Association Toy of the Year Finalist. PlayTape is 100% Made in the USA. Ages 3+. U.S. Patent Pending. For more information visit www.InRoadToys.com, www.Facebook.com/InRoadToys.

PR Contact: Karen Apablaza, media@brilliantbabyproducts.com, 888.808.4465 x704.

About Mattel:

The Mattel family of companies (Nasdaq: MAT) is a worldwide leader in the design, manufacture and marketing of toys and family products. Mattel's portfolio of best-selling brands includes Barbie®, the most popular fashion doll ever produced, Hot Wheels®, Monster High®, American Girl®, Thomas & Friends®, Fisher-Price® brands and MEGA® Brands, as well as a wide array of entertainment-inspired toy lines. In 2015, Mattel was named one of the "World's Most Ethical Companies" by Ethisphere Magazine and in 2014 ranked No. 5 on Corporate Responsibility Magazine's "100 Best Corporate Citizens" list. With worldwide headquarters in El Segundo, Calif., Mattel's companies employ approximately 31,000 people in 40 countries and territories and sell products in more than 150 nations. Visit us at www.mattel.comwww.facebook.com/mattel or www.twitter.com/mattel.

News Media: Alex Clark, 310-252-6398, alex.clark@mattel.com