Mattel's diminutive Polly Pocket unveiled
her line Polly Wheels - the first ever die-cast toy cars designed just
for girls - at the 2007 New York International Auto Show this week. The
smallest of the cars to make their debut at the auto show, the 2007
lineup of Polly Wheels includes 50 different models in an array of body
styles from classic convertibles to cruisers, cast in candy colors
with glittery details bearing fun names such as "Bling 'N Blush,"
"Splashin' Pink," and "Glitter Peach." Each vehicle comes standard with
a tiny removable Polly Pocket doll for an MSRP of $2.99.
"Girls are racing to play with Polly Wheels because they are designed by girls for girls and tap into the ways girls want to play," said Stephanie Cota, Vice President, Marketing, Mattel. "It's truly exciting to see girls take the wheel and let their imaginations race while playing with Polly Wheels."
Polly Wheels were designed after two years of research and development at Mattel, which also manufactures boy-favorite brands Hot Wheels and Matchbox. However, Polly Wheels were 100-percent designed for girls based on girl insights and play patterns. Their designs, while not licensed by specific manufacturers, do bear uncanny resemblances to some sporty cars we might like to see in our own grown-up driveways, including the Volkswagen Beetle, Lamborghini, and even a more hardy Jeep Wrangler. The interactive Polly Wheels site will allow girls to interact in a cartoony world to view Polly and her cars, as well as download stickers and play games.
"There are distinct similarities and differences in how girls and boys
'play cars'," said Dr. Michael Shore, Vice President, Consumer
Insights, Mattel. "Both love using their imagination, competing and
racing cars. But, while boys' play with cars is often about 'conquering
space' with wild stunts and action, girls' play with cars is about
exploring space, using vehicles to reach destinations and act out
social themes and stories. For that reason, Polly Wheels has truly
resonated with girls because the cars have a removable doll - a simple
feature, but important. The cars also have looks that girls tell us
they want - pretty colors, glittery details, and shiny finishes." (I'm so thankful none of them also answered 'handsome boyfriend with money.')
Polly Wheels Race to the Mall Playset
In June, girls will get to road test their cool Polly Wheels cars with the mall-themed Polly Wheels Race to the Mall track and playset engineered just for girls. Girls can play with their Race to the Mall track in many different ways including placing Polly and Lila in two cars at the gate and pushing down the keys to "start the race" and win secrets and surprises. Girls can also watch as the cars pick up speed through the loop and go up the automatic escalator. The first car to reach the shopping boutique captures a shopping bag, and a flag will pop up when the first car arrives at the finish line! That's not all, girls can also watch their favorite Polly Wheels continuously race around the mall for endless fun! The Polly Wheels Race to the Mall track and playset will be available for an average retail price of $34.99.
Other features for the lineup will ultimately include fruit-scented Polly Wheels as well as additional models in the "Hip Hop Convertibles" and "Colorful Cruisers" lines.
by Brandy Schaffels