Mattel, Inc. used the Qualcomm® Vuforia™ SDK to create the Hot Wheels Power Port app that unlocks digital worlds and new ways to play. The app can be used in multiple ways. It can be used with the Triple Track Twister track set that includes an iPad stand. Kids watch their cars zoom by on the track set while battling digital sharks and robots on their iPad. They can experience new worlds by just changing the graphic target, or "glyph" the iPad sees. The app can also be used with basic cars off-track. Each basic car contains a glyph on product packaging that can be read by the app, revitalizing this category for an increasingly digitally-savvy fan base.
The Power Port app was launched June 2013 and track sets began shipping in August. The innovative nature of the product created additional excitement with Mattel's key retailers and Mattel will be closely tracking both downloads of the app and sales of the production its inaugural year.
Mattel is also able to glean key data about how consumers are actually using the toys, for instance how long they are playing per session, how many times they come back and reengage with the app, and how they play.