Mattel's Hot Wheels: New and old

Ron Friedman Mattel's director of product management and global marketing, demonstrates the new Hot Wheels id which takes the 50-year-old toy into the digital world. A chip in the cars tracks and stores speed, laps and other functions.

A collection of some of Mattel's new Hot Wheels id. 

Classic Hot Wheels in a display at Mattel's headquarters.

Ron Friedman Mattel's director of product management and global marketing shows off a few of the new Hot Wheels id.

Ron Friedman Mattel's director of product management and global marketing shows off a few of the new Hot Wheels id. A chip in the Hot Wheels ie tracks and stores speed, laps and other functions. 

Chris Down, Mattel's chief design officer, puts together the track before demonstrating the company's new Hot Wheels id.

Mattel's new Hot Wheels id takes the 50-year old toy into the digital world. A chip in the Hot Wheels ie tracks and stores speed, laps and other functions.

Ron Friedman Mattel's director of product management and global marketing, demonstrates the new Hot Wheels id which takes the 50-year-old toy into the digital world. A chip in the cars tracks and stores speed, laps and other functions. 

A collection of some of Mattel's new Hot Wheels id. 

Ron Friedman Mattel's director of product management and global marketing, demonstrates the new Hot Wheels id. 

A tablet shows the new app for Mattel's new Hot Wheels id. 

A full-size replica of the Hot Wheels 1969 Volkswagen Beach Bomber on display in Mattel's office. It was designed by Ira Gilford. 

A chip in the Hot Wheels ie tracks and stores speed, laps and other functions. 

A chip in the Hot Wheels ie tracks and stores speed, laps and other functions. 

Classic Hot Wheels car in a display at Mattel's headquarters. 

Classic Hot Wheels car in a display at Mattel's headquarters. 

A Hot Wheels 1969 Volkswagen Beach Bomber on display in Mattel's office with a full-size replica in the background. It was designed by Ira Gilford. 

Classic Hot Wheels cars in a display at Mattel's headquarters. 

A collection of some of Mattel's new Hot Wheels is.