In France, Hot Wheels teamed up with Europcar to create a kid sized rental counter inside selected car rental locations. While parents picked up their full size car, children could choose a Hot Wheels car of their own, making the wait feel like part of the trip.
The experience reduced boredom, drove delight at a long boring rental moment, and delivered clear preference data on top toy models.

“This is one of the most innovative sampling activations in Mattel history” said Bryan Stockton, CEO, Mattel.