Where legends are made

Founded in California in 1968, Hot Wheels is the global category leader in toy vehicles – a position it has held for decades. The brand has evolved into a global franchise powerhouse allowing Mattel to expand its audience and stay relevant for more than 50 years.

Targeting people of all ages, Hot Wheels sparks the challenger spirit in fans of all ages, genders and backgrounds. The brand’s first-ever adult-facing campaign, “Where Legends are Made” serves as an umbrella for the adult-facing activities Hot evolve Mattel.”

From Versace to Puma, Balmain to Keith Haring – fashion houses have seen the power of the brand and pushed forward in collaborative work. With dialogues opening up with new partners, inspired by the Barbie stance, it’s exciting to see where the brand will go.

Wheels will launch in the future, expanding beyond traditional automotive into pop culture. Taking the full franchise approach prevalent across Mattel’s portfolio, Hot Wheels is entering industries such as fashion, film, gaming, NFTs and luxury, while remaining true to the brand’s car culture heritage with live events such as the “Hot Wheels Legends Tour” – the world’s largest traveling custom car show.

Mattel has an important mission of carrying the torch for some of the most beloved publishing properties in the world – taking the stories that have been with many throughout their childhoods and evolving them to be relevant to today’s generation. From Hot Wheels and Barbie, to Thomas & Friends, Fireman Sam, and Monster High the history of Mattel in publishing is a story written with purpose, intent, and success. From historic