56-57 LSB HOT WHEELS 2024.qxp_NEW LSB 2008 GRID
10/01/2024
14:02
Page 1
THE BIG INTERVIEW: MATTEL
For a franchise which is fast approaching its 60th anniversary, Hot Wheels certainly has plenty left in the tank. A successful collaboration with British YouTube group, the Sidemen, last year underlined the brand’s popularity with the adult audience and has set Mattel up for some significant growth in 2024. LSB finds out more.
Wheels of fortune Inset: Hot Wheels is driving into 2024 with partnerships across categories including arts and crafts, consumer electronics, outdoor sports, FMCG, apparel, home, publishing and beauty among others.
S
ince its inception in May 1968, Hot Wheels has sold over eight billion vehicles. On top of very well being the number one selling toy in the world, the franchise also has a full lifestyle eco system. “The brand engages fans of every generation through immersive live events, global competitions, theme park attractions, world-class digital gaming, consumer products, plus film and television content,” Ruth Henriquez, head of consumer products, publishing and live events at Mattel EMEA, tells LSB. “2023 was a strong year for unleashing the Hot Wheels franchise and we have had some unparalleled collaborations with global leaders in streetwear, fashion, luxury, entertainment, action sports and motorsports.”
66
The brand is being driven – if you pardon the pun – by a number of strong partnerships across categories including play (puzzles, arts and crafts, consumer electronics, outdoor sports, RC, novelty), FMCG, home, apparel and accessories, publishing and even beauty. Growth is set to continue in 2024, too, as Ruth explains: “We have a lot to look forward to in 2024 - we have an unmatched portfolio of brands, a thriving content pipeline and a focus on franchise activation to ensure demand creation excellence. “Hot Wheels continues to go from strength to strength with great new content this year that will really drive kid engagement, a new brand campaign that will engage with parents and boys Challenge Accepted - plus new category launches and the continuation of Hot Wheels Legends as the ultimate car competition as we continue to excite our adult collectors. “In 2024, we will be launching a significant programme across the UK including activations across many important retailers and categories.” In addition, following on from the success of the collaboration with the UK’s biggest YouTube group, the Sidemen (see separate box out), there is further appetite in the adult fashion space.
Left: Ruth Henriquez, head of consumer products, publishing and live events, Mattel EMEA. LICENSING SOURCE BOOK 2024