http://www.cnn.com/2008/HEALTH/conditions/11/20/autism.fire.hotwheels/index.html?iref=mpstoryview
After the fire, all that was left of Jonathan Reyes' massive Hot Wheels collection was a piece of metal that once was part of a toy car.
Jonathan Reyes shows off his new Hot Wheels cars sent by Mattel after they heard his own toys were lost in a fire.
But on Wednesday, the arrival of two cardboard boxes at his grandparents' house sent 7-year-old Jonathan flying to the door, said his mother, Jan Reyes.
Mattel, the company that makes Hot Wheels, sent racetracks, play sets, stickers, folders, T-shirts, hats and hundreds of toy cars.
"He was speechless," Reyes said. "He didn't say anything. He just smiled. He opened it up. It was like Christmas. All of us were bawling, crying. He was so happy."
Jonathan, who has autism, meticulously collected more than 500 Hot Wheels. But all that was destroyed when his Sylmar home, along with hundreds of other structures, were burned down by wildfires in Los Angeles County.
Toys are like anchors for children with autism, psychologists say. They like to play with the same toys, eat familiar foods and be in a consistent environment. When faced with unpredictable changes, they can feel frustrated or anxious and become disruptive, according to experts.
On Tuesday, Jonathan and his parents searched for his toys among piles of debris, but they found only a piece of a Hot Wheels car and a rusty tricycle. The rest of Jonathan's toys were reduced to ashes. Watch the Reyes family return to their home. »
Mattel, with headquarters in El Segundo, California, wanted to get involved after hearing on CNN that Jonathan, who had been collecting Hot Wheels since he was 2, had lost everything. Looking for hope in the ashes.
"We wanted to send as many as possible," said Deborah Dicochea, associate manager of the Mattel Children's Foundation, which sends toys globally to children affected by crisis. "With autistic children, they like sorting them, arranging them."
Offers of toys, a computer, resources to connect to other families dealing with autism and financial donations have been pouring into the family.
"It's wonderful, because he literally lost every toy he had," Reyes said. "He had a personal attachment to all of his toys. Part of autism is they have a little connection to everything and his biggest thing was to his cars. For Mattel to send him the cars and tracks, it's just incredible. He is so happy."
The toll of the disruption to Jonathan's life is starting to become evident. He has been throwing more frequent tantrums as his parents are trying to establish a new routine. But the toys definitely have helped, Reyes said.
"The cars were like gold," she said.
Very touching. Glad to hear a company stepping up to the plate.
Other companies take note! Doing cool things make you look cool which makes people want to buy from you!
marketingspeak
This could be a paradigm shift away from the brute force asshattery method of marketing! Imagine how effectively you could reach the key demographic by doing this in the cloud!
marketingspeak off
GameboyRMH wrote: Other companies take note! Doing cool things make you look cool which makes people want to buy from you! *marketingspeak* This could be a paradigm shift away from the brute force asshattery method of marketing! Imagine how effectively you could reach the key demographic by doing this in the cloud! *marketingspeak off*
You haven't been marketing long enough.
This paradigm shift away from "power selling" towards a reward for reward system has the ability to generate exceptional return. This creative analysis of the fundamentals of our key demographic will restore our brand to it's previous position of global leader that was lost when we decided that "power selling" was superior to the inferior "reward" system that we will be discontinuing after this press release loses it's legs.
Damn that's some good marketing speak! You didn't get "cloud" or the coveted misuse of "podcast" in there, but still very good!
Man, I'm nearly 26 and I still collect HotWheels.
Mattel freaking rocks and now I'm going to go buy some more Hot Wheels to add to my already huge collection.
Just a note, could you imagine what kind of real cars Hot Wheels would make? 
P71 wrote: Just a note, could you imagine what kind of real cars Hot Wheels would make?
Maybe Hot Wheels should take over GM.
nickel_dime wrote:P71 wrote: Just a note, could you imagine what kind of real cars Hot Wheels would make?Maybe Hot Wheels should take over GM.
Amen. I just read that Mattel is considered to be worth more anyway..
What's funny is I only buy the HotWheels cars that are based on real cars.
nickel_dime wrote:P71 wrote: Just a note, could you imagine what kind of real cars Hot Wheels would make?Maybe Hot Wheels should take over GM.
This might be the BEST bailout plan I've heard yet.
Yep...it certainly is.
Who could argue with a company that says the only thing better than a blown big block, is two blown big blocks
Twin Mill!!! I have that car somewhere in my collection. From a while ago before I switched to real cars only.
^That's an entirely real running car BTW.
captainzib wrote: Man, I'm nearly 26 and I still collect HotWheels.
Dude. I'm 36 and I still collect Hot Wheels, as well as other brands, although now I'm pickier. 
Actually, I think I curbed most of my habit with the monster machines of a few years back. Yeah. I think. Maybe.
Having two sons is a great way to get around the funny looks my wife used to give me when I would bring some home, though now she is starting to think we have too many "little cars". Kids rule.
NYG95GA wrote:nickel_dime wrote:Amen. I just read that Mattel is considered to be worth more anyway..P71 wrote: Just a note, could you imagine what kind of real cars Hot Wheels would make?Maybe Hot Wheels should take over GM.
if that happened, I think the twin mill could come to us as the next 'Vette.
I have been slowly giving all my old Matchbox cars to my son over the past couple years. One every couple days or so, I should be out soon. I hate to have toys that aren't getting played with.
I have HUNDREDS of HW and MB cars...all still in their packaging...I am a massive nerd, but cars are way cooler than comic books
Way to go Hot Wheels. That is awesome.
Okay, how would you work the transmission of the Twin Mill? A big chain joining the cranks and running a driveshaft? Two driveshafts, one running each rear wheel? Hydraulic drive?
Individual differentials for each wheel with a CV union between the two differentials allowing for single engine drive/failure consideration. I don't know if this will work but read each drive package down, ignore the underscores.
Engine ____ Engine
Trans______Trans
Driveshaft _____Driveshaft
Differential-AXLE-Differential
I love'd my Hot wheel colection(mosty VW & Porsche). I had my spare room just for them (there was some other stuff in there too). Times got tuff and I was laid off so I sold 95% of them. I still buy them but not as often and I let daughter play with eny way.
Hot Wheels are great! I used them to potty train my youngest son. He would not go poop in the toilet and the wife would save the results for me to deal with..........so one day I told him I would buy him a Hot Wheel everytime he went in the toilet ( well worth 94 cents not to clean up that mess) that was the last day I had to clean a poopy diaper.
Keith wrote: Way to go Hot Wheels. That is awesome. Okay, how would you work the transmission of the Twin Mill? A big chain joining the cranks and running a driveshaft? Two driveshafts, one running each rear wheel? Hydraulic drive?
I would have one big bellhousing mated to both engines with planetary gears inside (like a giant transfer case), with the output having the ability to turn a flexplate or flywheel.
EastCoastMojo wrote:captainzib wrote: Man, I'm nearly 26 and I still collect HotWheels.Dude. I'm 36 and I still collect Hot Wheels, as well as other brands, although now I'm pickier.
sometimes I check out the hot wheels when i go to target or wallymart, and i look down the aisle, and always see some other dude my age (46) looking at the matchbox or jada cars.
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