Mattel have added NFC tags to their Hot Wheels toys. Called Hot Wheels id, the cars now have an NFC tag embedded on the bottom of the car which can be used for tracking on a specially made racetrack.
The track can connect via an App to a tablet or smartphone to get information such as lap counts, speed and so on.
Price for the cars is expected to be $6.99 in the US.
Seritag don’t know at this stage exactly which chip is being used but it looks like an Identive inlay, perhaps there 10x20mm with an Aluminium antenna instead of copper to keep costs down. Bearing in mind that all that would be required is tracking of a tag ID, then a cheap NTAG210u chip or similar is all that would be required.
Interestingly, Hot Wheels id is available from June 14th exclusively at Apple.com, select Apple stores and on the App Store. After playing catch-up with NFC for a long time, Apple aren’t holding back any more.