Amy has been a car enthusiast for much of her life.  Born and raised in New York, her love of automobiles developed at a young age with the emergence of the muscle cars in the 1960s.  Her professional interests turned to computer software development for the PC entertainment market, and games that she has authored include European Air War, WWF and NBA Jam.  She started employment with Mattel in 1999, working on its electronic media products.  Currently the Senior Vice President of the New Media Division, Amy also presides over HotWheelsCollectors.com, a new Mattel website that caters primarily to the adult Hot Wheels enthusiast.  The reaction to the new site has been tremendous, and garnered her unexpected and overwhelming attention at conventions and other die-cast events.  We have decided not to display her portrait here at this time, so as to not add to that attention.  Regardless, Amy has shown herself to be accommodating and accessible to the collector community both in person and via the website.  In addition to her involvement with Hot Wheels, she maintains her own interests in automobiles by maintaining a classic muscle car collection.  As is her nature, Amy was kind enough to steal away a few moments from her schedule to chat with us.

CB's:  Hi, Amy.  Thanks for giving us a few moments out your hectic schedule!
Amy Boylan:  Hi, my pleasure.  I will do my best, and I am honored to be interviewed.

CB's:  Did you play with Hot Wheels when you were a child?
Amy Boylan:  Well, to tell you the truth, I was already a pre-teen when they came out.  But a friend had them and I was fascinated by their style, speed and colors.  I would help him set up his track in the yard and watch them race.  I liked them so much I had my parents buy me some, just to put on my shelf.

CB's:  When did you become a car enthusiast?
Amy Boylan:  I have loved cars for as long as I can remember.  My dad always took such good care of his cars.  The first one I remember was a `57 Plymouth Belvedere - it was white with the gold trim.  She was a beauty.  He kept that car mint until he bought a `68 red Chevelle.  That was the car I eventually learned to drive in.  It was a 396 and I swear sometimes the wheels left the ground.

CB's:  When did you start working at Mattel, and in what capacity?
Amy Boylan:  I joined Mattel a little over three years ago.  I came aboard to run the software division called Mattel Media.  My background is software development.

CB's:  What prompted Mattel to implement a website specifically for the collector, and how did you get involved in the project?  What visions of your own did you have for the site going into the project?
Amy Boylan:  Well, it's almost by accident that it happened.  I was helping Mattel sell off the software company they bought called TLC (The Learning Company).  I had expected when that was accomplished, I would be looking for a new job.  But the president of Boys and the CFO asked if I would be interested in helping out on the licensing and technology side, since they didn't have anyone at the time in the Boys group to manage it.  I was intrigued, with all the different responsibilities - the Web, technology licensing, software licensing, E-commerce, etc.  I said yes.  After evaluating all the sites, I realized we could do so much more for the collectors and the kids.  We then set about starting development on Planet Hot Wheels and the Collectors site.  First thing John [Ludwig] worked on was getting us a bulletin board to launch so we were "connected" to our collectors.

CB's:  What division of Mattel actually maintains the HWC site?  I get the feeling that it is a division separate from the one that controls the basic line of cars, based on some of the staff correspondence posted on the bulletin boards.
Amy Boylan:  You are correct.  The new group that I told you about is actually called "Boys New Media" and it includes all websites, software and new technology licensing and E-commerce.

CB's:  What is the primary mission of the HWC site?
Amy Boylan:  I suppose it depends on whom you ask.  We (the new media group) think it's a way to get closer to the collector community.  To learn what they want from us, to give them a forum to talk to us and to help new collectors starting out in the hobby.  I think it's a good place to learn and experience the passion our product invokes.

CB's:  The buzz created by the announcement of the Rodger Dodger exclusive generated a lot of traffic to the site.  What volume of traffic were you expecting prior to launching?
Amy Boylan:  (Laughter) Looking back, I am not sure what we expected.  We thought a car specifically made for the collector, from us, would be cool.  It was also "our" first car as well.  [Even] so, we were not ready for the onslaught of people.

CB's:  By now, most people are familiar with the difficulties encountered in the release of the Rodger Dodger.  What was it like to deal with all of the unexpected twists and turns in getting this exclusive car into the hands of the site members?
Amy Boylan:  Well I have to say, it was one of our worst times since we started the site.  I am not sure what we expected, but we were unprepared to say the least.  We took for granted the Mattel processes, or lack of, in doing an online exclusive sale.  For example, we didn't know that the fulfillment house had a $25 standard shipping fee to Canada and the rest of the world.  We didn't realize they didn't understand the care needed to pack and mail a blister card.  We have learned a great deal over the past few months - hopefully the collectors see more steps forward than back.

CB's:  I read on the HWC site that only a handful of members sent their damaged packages in for exchange, so not as many of the members at large were as upset with the final product as it initially appeared.  With the overall popularity of the exclusive Rodger Dodger and the production kinks resolved, can we expect to see more of this type of project in the future?
Amy Boylan:  Well, first the answer is yes.  We were very happy with the Rodger Dodger exclusive.  We expect to do about twelve cars next year.  In 2001, Hot Wheels did nine or ten online cars - the four-car Harley set, the Horsepower Club cars, ours, etc.  We will be the only group offering cars online in 2002, as we have consolidated all the other programs and clubs.

CB's:  Wow - twelve exclusives is a lot to look forward to.  Has the choice of castings scheduled for any of the potential offerings been influenced by the informal polls you've conducted on the HWC bulletin boards?
Amy Boylan:  Actually, yes.  The choice of cars came from the post "If you could bring back 5 old castings, what would they be." It also came from the some of the other posts as well.  We also are choosing the packaging based on a questionnaire currently on the general forum called "Old Packaging Style, Your Opinion Please."

CB's:  The release of the Harley Davidson motorcycle exclusive shows that the HWC projects will not be limited to castings from the basic line.
Amy Boylan:  We also plan a four-piece set to replace the Harley set.  We would also like to do convention cars and a holiday car.  We are still finalizing our list.

CB's:  Besides the ability to purchase exclusive items, what are some of the other advantages to joining the HWC membership?
Amy Boylan:  Well, I would hope there are many, but maybe the biggest advantage is "we are Mattel's Hot Wheels."  We don't deal in rumor, so if you need the straight scoop - if we don't know it, we will find out.  The only exception to that is ... please don't ask me "how many Treasure Hunts are produced."  That is the only question we can't answer.

CB's:  Have the marketing people that are responsible for the basic line been receptive to any of the suggestions from the HWC site members?
Amy Boylan:  Yes, marketing and the design team have been very happy with all the suggestions we have passed on.  A lot of the 35th Anniversary suggestions will make it into the 2003 line.  As a side note, the marketing staff has also been supportive when we ask for things like the complete 2003 set, or forty-foot track lengths.  They are very receptive and that helps a lot.

CB's:  Since the launching of the site, you have become more recognizable.  What has the difference been for you at the various Hot Wheels conventions and functions you attend?
Amy Boylan:  Well at first, I had numerous emotions - amazement, shock, surprise and even fear.  I couldn't really understand why I was important [to the collectors].  The designers like Larry Wood are the stars; I'm just an administrator on a website.  I was also very touched.  I did take a bit of ribbing from the other senior members of the company.  They whispered, "there's HW Amy" as I walked by.  It was very humorous.  I am enjoying my relationship with the community right now.

CB's:  As a senior vice president for Mattel Media, I would think that your days are pretty full.  How do you find time to answer all the bulletin board posts that you do?
Amy Boylan:  Well, I am sure I can come up with some very corporate answers.  But the truth is, I think John, Dave [Sanders] and the programming staff have done a great job on the site.  I love the site and how well it is doing.  I think the collectors are terrific and the bottom line is it doesn't seem like work when I am online posting.  That's the best part!

CB's:  Are you having fun?
Amy Boylan:  If you promise not to tell anyone ... I am having more fun than I have had in a long time.  Enjoying your job, feeling like you are accomplishing something, making people happy and playing with Hot Wheels - well, it just doesn't get better than that.

CB's:  Nice to chat with you, Amy.  Best of luck with the site moving forward.
Amy Boylan:  Thanks so much for this opportunity.  I had a great time!  Thanks again.

(Interview conducted by `65Skylark)

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