Half a century of Hot Wheels

Over 6 billion Hot Wheels have been produced since 1968, with more than 130 new car designs released each year in 150-plus countries. That’s 16.5 Hot Wheels produced per second, across 20,000 variations.

The toy vehicles have also become popular with adult collectors, for whom limited-edition models are now made available. The average collector owns over 1,550 cars, the company reports.

Inspired by hot rod culture

Hot Wheels emerged from a challenge. In 1968 Elliot Handler, US inventor, businessman and co-founder of Mattel, dared his design team – a rocket scientist and a car engineer – to create a toy car that was cooler and performed better than anything else on the market, so that young boys could experience the thrill of hot rod culture. When Handler saw the first trackable toy car, with its custom design and eye-catching paint job zipping across the floor, he said: “Those are some hot wheels!”

The ‘try, repeat’ play pattern that’s intrinsic to these die-cast toy vehicles is said to awaken one's challenger spirit – helping to boost confidence, inspire creativity and entrench a sense of good sportsmanship.

The brand is licensed to create scale models of many full-size cars, including the use of original design blueprints and detailing. It also has segments in digital, automobile parts, licensed apparel, merchandise, live events, the Guinness World Records and video gaming, where Hot Wheels cars are featured in some of the biggest games in the industry, including Forza, Need for Speed and Rocket League.

Celebrating 50 years

Hot Wheels has released a range of specific 50th-anniversary products, including a Black & Gold Themed Assortment, Zamac Themed Assortment, a Premium Collector Favorites Assortment and a special 5 Pack – with 50th anniversary branding on all 2018 products in the track set range.

This year, the brand is also introducing Hot Wheels City, a system of play, compatible with the others, that allows kids aged 3 to 6 to build a Hot Wheels world. Parents can expect the infusion of stunting, jumping and looping with imagination and storytelling, according to the company.

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