EL SEGUNDO, Calif., May 18, 2018 – Today, Hot Wheels, the number-one selling toy in the world* with nearly 500 million units sold every year, celebrates its 50th anniversary.
Conceived in 1968 by an innovator, a rocket scientist and a car designer, Hot Wheels 1:64th scale die-cast cars were designed to look awesome and perform. Five decades later, the brand has evolved from a simple, yet beloved, toy car with orange track system into a franchise that offers fans of all ages multi-channel play experiences.
“For 50 years Hot Wheels' intuitive vehicle play-pattern has contributed to its success as the number-one selling toy in the world,” said Chris Down, Senior Vice President and Global Brand GM, Hot Wheels. “Since its introduction in 1968, the brand has evolved from a simple toy into a true lifestyle brand that champions the challenger spirit through gaming, digital content, partnerships and live experiences spanning multiple generations and ages — this has allowed the brand to remain relevant to kids and adults and see record growth over the past three years.”
To celebrate this anniversary, Hot Wheels is introducing a year-long lineup of live experiences, new products and compelling content.
Hot Wheels will be creating live experiences to bring kids, fans and collectors together across the globe.
This year, Hot Wheels has re-architected its toy line, based on consumer insights, to resonate more broadly, with appeal and challenges appropriate across ages, stages and interests.
The Hot Wheels 50th anniversary celebration will include an array of products and partnerships that pay tribute to the brand's iconic heritage from best-in-class partners that share our values and bring authenticity, credibility and expertise in their categories that resonate with our fans.
Hot Wheels 50th Commemorative Items
To mark the anniversary, a number of collector-worthy Hot Wheels items will be released.
To learn more and stay up to speed with how Hot Wheels is celebrating its 50th anniversary, visit HotWheels.com and follow #HotWheels50.
*Hot Wheels Basic Cars Assortment is the number one selling toy in the world based on units sold according to NPD
Mattel (NASDAQ: MAT) is a global learning, development and play company that inspires the next generation of kids to shape a brighter tomorrow. Through our portfolio of iconic consumer brands, including American Girl®, Barbie®, Fisher-Price®, Hot Wheels® and Thomas & Friends™, we create systems of play, content and experiences that help kids unlock their full potential. Mattel also creates inspiring and innovative products in collaboration with leading entertainment and technology companies as well as other partners. With a global workforce of approximately 32,000 people, Mattel operates in 40 countries and territories and sells products in more than 150 nations. Visit us online at www.mattel.com.
Mattel Global Communications
Mattel Global Communications
SOURCE Mattel, Inc.
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