EMAP Petersen, Los Angeles, publishers of Hot Rod
and Motor Trend
, signed a licensing agreement with toymaker Mattel. The multi-year deal allows Mattell to market co-branded products under the Hot Rod/Hot Wheels and Motor Trend/Matchbox brands. Planned products for '99 include kid-targeted die cast vehicles and playsets as well as adult collectible die-cast vehicles. Teen
, another title published by EMAP Petersen, is the inspiration for another Mattel-produced product planned for this year: Teen Ms. Quiz, a hand held electronic game.
Copyright March 1999, Crain Communications Inc.