Kellogg’s “NASCARtoon” Program

Kellogg’s partnered with Cartoon Network and NASCAR to create a unique program where classic cartoon characters joined the high energy world of NASCAR. A series of custom paint schemes were created for real-world race cars under the Hendricks Motorsports stable and raced in select races.

These designs were applied to a series of special Hot Wheels Rev-Ups toys as an exclusive premium for Kellogg’s products. The toys have magnets in their bases that allow them to climb metal surfaces, and the POP elements were designed to show off this capability. Tactics from motors in the standee, lenticular films on the header card and a real sample at shelf showed off the toy’s abilities to consumers.