Wheels Up

The toy company Mattel is going forward with a film based on their popular "Hot Wheels" toy line.



Barry Waldo', VP suit for entertainment and marketing for the company, tells Variety:

"We always start out not wanting to make a long toy commercial. We want to make a credible story that will make people go to the theater."

He adds:

"There's a huge scope of what you can do. It's a billion-dollar brand for us. We want to continue making it relevant for kids. We won't have the cars talk. That would be off brand position for us. It won't be another Knight Rider,' I promise that."

The project idea's been around since 2003.

C'mon Mr. Waldo--You may not want to make a 2 hour ad..But that's what it's gonna be no matter how cool the story may be. Even most flicks not based on toys-geared towards kids count on cross promotion.

A film based on the company's Barbie is also on the way...