n 1968, in an attempt to match the popularity of Barbie, Mattel co-founder Elliot Handler put his idea for a toy car on the fast track: He hired a GM designer and a rocket scientist to design the coolest and most functional car in history. It’s been 50 years since Hot Wheels cars got their license to capture the imagination of kids around the world. Today, as the brand celebrates its golden anniversary and status as the No. 1 selling toy, Hot Wheels is also a force in the grown-up space with partnerships that include racing sponsorships, automotive products, custom sneakers and more.
Parade.com caught up with Chris Down, general manager & senior vice president at Hot Wheels, to find out more about the company that has produced one of America’s favorite toys and most popular stocking stuffers. What Hot Wheels toys are the most anticipated for this holiday season? Read on…
Hot Wheels’ 50th Anniversary year is on track to be our biggest growth year in the brand’s history. All year long we’ve been celebrating how this iconic brand has pushed the limits of automotive performance and design, at small —and large—scale. From scouring the nation in search of a custom car worthy of being “the next Hot Wheels toy car,” to bringing our multi-generational fan base new and innovative ways to play with the brand such as commemorative products, meaningful partnerships, exciting live experiences and cool content, our 50th year has really set the tone for our next 50 years.
Here’s a closer look at a few of the new products and experiences Hot Wheels introduced this year:
The price of a little Hot Wheels toy car has remained pretty constant over the years. At 99 cents, it seems like the perfect stocking stuffer. Do you see a surge in sales over the holidays?
Hot Wheels die-casts are one of the most beloved toys in the world year-round. In fact, Hot Wheels die-cast cars are the No. 1 selling toy in the world, selling 16.5 cars per second for a total of 6 billion cars sold to-date. Hot Wheels cars and play sets are great gifts and we see the holidays as our peak selling season.
Has Hot Wheels made an electric car yet?
In 1970, Hot Wheels launched a series of electric powered 1:64th scale cars called “Sizzlers.” These were an instant success. This year we introduced new products that bridge the gap between physical and digital play such as Hot Wheels Augmoto, a smart-device controlled track set that uses 1:64 scale electric cars and augmented reality technology.
Hot Wheels collectors have made some cars extremely valuable. Do you have any tips for those people with cases of old Hot Wheels cars in their attic? Any rare gems they should be on the lookout for if they’re hoping to find a huge return on their 99-cent investment?
Collectors are an important audience for Hot Wheels and we love hearing how the brand has inspired our multi-generational fans. The value of collectible cars continues to amaze me, for instance, the most valuable die-cast, the extremely rare 1969 pink VW Beach Bomb is said to be worth $150,000. My advice to any collector is to focus on vehicles that you’re passionate about. These will be the most valuable to you in the long run. If you think you want to re-sell, then buy two. One to play with, and the other to keep “in package.”
Do you have a personal Hot Wheels favorite? Are you allowed to tell us or do you have to pretend you love all of your “kids” equally?
I do love the variety that Hot Wheels has always represented. There is something for everyone. That said, I’ve always had an affinity for the 1969 Twin Mill. It has two massive, chrome blowers sticking out of the hood, and looks like it’s going 200 mph. It is unmistakably Hot Wheels.
Are there any new cars coming out for Christmas?
We have a TON of new cars coming out every single month of the year, leading right into the holidays. Here are a few of our most anticipated toys of the season:
Hot Wheels Rocket League, a head-to-head, smart-device controlled vehicle arena with Bluetooth connected cars modeled after the mega-hit video game and e-sports franchise from Psyonix.
Hot Wheels Ultimate Gator Car Wash Play Set, the largest color-change car wash that we’ve ever done, with a massive water tower, dunk tanks, Color-Shifters car and, of course, a gigantic Gator!
Source: Parade
Pole Barn Garage bought back the 1959 Dodge D-300 truck that I learned to drive… Read More
Merricks Garage offers a comprehensive guide to efficient and effective electrical wire labeling techniques. [More...] Read More
This is a game-changing product from Speedway Motors: the bolt-in OBS Chevy 9-inch housing designed… Read More
Watch a checkered flag shift knob is made! There's no CNC machine or 3D Printer… Read More
Tackle the task of polishing and removing scratches from clear plastics quickly and easily. [More...] Read More
Witness the captivating journey of Model A Ford production from raw materials to finished cars… Read More