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Press release:
April 11, 2023.
Bringing the fun of the iconic Hot Wheels™ brand to all main gaming platforms, “Hot Wheels Unleashed” has been the most successful title in Milestone history.

A year and a half since its launch, Mattel, Inc. (NASDAQ: MAT) and Milestone, a leading global racing game developer, reveal data showcasing the games’ success.

“Hot Wheels Unleashed” has sold more than 2 million copies worldwide and boasts more than 8 million players registered across different platforms including Xbox Game Pass and PlayStation™ Plus collection. Users have collectively spent the equivalent of nearly 929 years playing the game.

Highly accessible yet full of advanced techniques, the action-packed arcade-style racing game allows Hot Wheels fans the opportunity to drift, boost, jump, and crash while choosing among 60+ vehicles and six different environments. Across all vehicle categories, the Hot Wheels® Twin Mill™ 2021 emerges as the most used car, being selected for over 20% of total races played.

“We are always excited to find great partners that help us bring Mattel’s brands to fans in all-new ways”, said Mike DeLaet, Global Head of Digital Gaming at Mattel. “Milestone has done a phenomenal job with Hot Wheels Unleashed, and we’re thrilled that the Hot Wheels community has loved the game as much as we loved creating it”.

“Hot Wheels boasts one of the most engaged and passionate fan bases of any brand in the world”, said Luisa Bixio, Milestone CEO.

“We’re proud that Mattel trusted us to bring the brand to life in Hot Wheels Unleashed, and so pleased with how consumers have responded”.

Hot Wheels Unleashed includes two features that allow players to express their creativity. With the Livery Editor, fans can customize the look of their beloved vehicles and make them unique by applying colors and shapes to Hot Wheels Originals™ and Real Manufacturer cars.

To date, more than 1 million liveries have been created with a peak of more than 20 thousand submissions in a single day. The Track Builder is dedicated to players who want to take full control of the iconic orange track and build their dream circuits; so far, more than 350,000 original tracks have been designed to unleash maximum fun.

These impressive figures demonstrate he passion of the Hot Wheels fan base and their desire to feel part of the historic brand that marked the childhood of many of today’s gamers.

About Milestone
Founded in Milan in 1996, Milestone S.r.l. is one of the leading and longest-established racing game developers in the world. The 200+ people team is responsible for hit series like Hot Wheels Unleashed, MotoGP™, MXGP, and Monster Energy Supercross – The Official Videogame, as well as RIDE and Gravel, Milestone’s own IPs. For more information, please visit www.milestone.it

HOT WHEELS UNLEASHED™ © 2023. Published and Developed by Milestone S.r.l. All rights reserved. HOT WHEELS™ and associated trademarks and trade dress are owned by, and used under license from, Mattel. ©2023 Mattel. All manufacturers, accessory suppliers, names, tracks, sponsors, brands, and associated imagery featured in this game are trademarks and/or copyrighted materials of their respective owners.

About Mattel
Mattel is a leading global toy company and owner of one of the strongest catalogs of children’s and family entertainment franchises in the world. We create innovative products and experiences that inspire, entertain, and develop children through play. We engage consumers through our portfolio of iconic brands, including Barbie®, Hot Wheels®, Fisher-Price®, American Girl®, Thomas & Friends®, UNO®, Masters of the Universe®, Monster High® and MEGA®, as well as other popular intellectual properties that we own or license in partnership with global entertainment companies.

Our offerings include film and television content, gaming, music, and live events. We operate in 35 locations and our products are available in more than 150 countries in collaboration with the world’s leading retail and ecommerce companies. Since its founding in 1945, Mattel is proud to be a trusted partner in empowering children to explore the wonder of childhood and reach their full potential. Visit us online at mattel.com