SEGA OF AMERICA debuts Hot Wheels Promotion at Gamestop

SAN FRANCISCO – December 10, 2012–SEGA® of America Inc., Mattel, Inc. and the iconic Hot Wheels® brand have developed a unique partnership to further enhance the racing experience of Sonic & All-Stars Racing Transformed. Available exclusively at GameStop, fans who purchase the game for the Xbox 360® video game and entertainment system from Microsoft, PlayStation®3 computer entertainment system and Wii™ U system from Nintendo, will receive a limited edition diecast “Danicar” free. The exclusive gift with purchase promotion will begin on December 9 and will continue while supplies last at the more than 4,400 GameStop locations nationwide and online at www.GameStop.com.

This promotion builds upon the in-game presence of NASCAR racer Danica Patrick, who races a custom transforming electric green Hot Wheels® vehicle, designed to navigate the dynamic land, sea and air environments. The unique vehicle combines style elements from Danica Patrick and Sonic the Hedgehog with design inspiration from Hot Wheels®.
“We are so excited to be able to reward gamers who purchase Sonic & All-Stars Racing Transformed with a free diecast ‘Danicar’,” commented Marcella Churchill, Senior Director of Marketing, SEGA of America. “Through this partnership with Hot Wheels, SEGA was able to extend our brand beyond the game universe and into consumer products with the creation of this custom toy.”

Sonic & All-Stars Racing Transformed is a thrilling new racing experience featuring Sonic the Hedgehog, Danica Patrick, Disney’s Wreck-It Ralph and a fantastic cast of SEGA All-Stars. The racing adventure allows players to race through land, air and water in the new dynamic tracks inspired by classic SEGA video games.