Hotwheels knows that the guys who buy tons of Hot Wheels for their kids watch Top Gear and probably still have lots of Hot Wheels from their own childhoods. The problem is that it starts to feel awkward to make the biggest and craziest track that you can once you hit a certain age. The urge hadn't left, but it's just socially weird to continue doing so... until you have kids.
Using their kids as an excuse/bait, Hot Wheels lured a bunch of European dads into a race against a die-cast car to win €250 gift certificates for said kids. We think it's brilliant, and we would have made the jump, damnnit.