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Matchbox Cars Celebrate 60th Anniversary With A $60,000 College Scholarship

From fire trucks to dinosaurs to police cars in pursuit, Matchbox has provided kids with unstoppable adventures and the durable vehicles and playsets to tackle them for six-decades of imaginative play. To commemorate its 60 year anniversary, Matchbox is kicking off a three-month national campaign to honor heroes-in-training – the children who play with, and inspire, Matchbox. The campaign includes the Matchbox Heroes Wanted Sweepstakes with a hero-sized $60,000 college scholarship and a national retail promotion for fans to purchase Matchbox diecast vehicles for just 60 cents for a limited time at participating retailers through March 10th.

“Since its launch, Matchbox has enabled kids to live out their own adventures with inspiration from the many community heroes they see and interact with every day,” said Matt Petersen, vice president of North America Boys Marketing, Mattel. “Sixty years later, Matchbox continues to fuel the imagination of kids around the world through heroic vehicle play.”

The Matchbox Heroes Wanted Sweepstakes calls on parents to celebrate the heroic attributes of their children by submitting a picture and caption of their hero-in-training dressed as their favorite real-life icon. Submissions will be showcased on the Matchbox Heroes Wanted Facebook gallery and are automatically entered to win the grand prize – a $60,000 college scholarship. Parents with children between three and 10 years old can enter the contest now through May 13, 2013. Sixty prize pack giveaways will be awarded weekly consisting of a Matchbox branded gift box, a personalized photo-frame thank you card and four heroic Matchbox vehicles.

To learn more about the contest and read stories from the heroes that inspired Matchbox vehicles, visit www.Matchbox.com/Heroes.

Since 1953, detailed Matchbox vehicles have inspired and helped create countless unstoppable adventures all over the world. For fans eager to start or continue building their collection, Matchbox is hosting a limited-time national retail promotion. A select line of diecast vehicles will be available for 60 cents for one week between March 4 and March 10th at participating retailers and on MattelShop.com.

The brand is also releasing a collectible diecast line of 24 vehicles that harkens back to its roots to celebrate its 60th anniversary. Finally, fans can view the Matchbox’s® 60 th anniversary anthem video, which captures the spirit of the brand – unstoppable vehicles for heroic adventures – at www.Matchbox.com/Heroes.

For the hottest in Matchbox® adventures, games, toys and videos, visit www.Matchbox.com.