We Don't Do Passive

Hot WheelsHot Wheels for Real

An epic transformation of the 3rd-biggest toy brand on the planet.

Logo for Hot Wheels

Services

  • Brand & Creative Strategy
  • Social & Content Strategy
  • Measurement & Analytics Strategy
  • Brand & Campaign Creative
  • Long Form Content
  • Experiential Activations

Outputs

  • Organic Social
  • Content
  • Brand Positioning
  • Print & OOH
  • TV & CTV
  • Digital Video
  • Social Activations
  • Stunt Activations
  • Brand Event Activation
  • Visual Identity & Design

Impact

  • 270M+ Total Campaign Content Views
  • $100M+ in Incremental Revenue
  • 3 World Records Set

A Need to Remain Relevant

Hot Wheels faced a challenge in remaining relevant to its core audience of 6-to-9 year-old boys amidst the rising popularity of action sports, video games and mature content. This shift in interests led to a stagnation in growth for Mattel's second-largest franchise, creating a need to redefine the brand's appeal and cultural relevance in a rapidly evolving landscape.

Indie500

An Audience that Craves Action and Excitement

Recognizing that today's young audience craves action and excitement, we identified the opportunity to elevate Hot Wheels from a traditional toy car brand to a dynamic entertainment property. By tapping into the aspirational world of action sports and scaling up from miniature to life-sized experiences, we could capture the imagination of both current and lapsed fans, making the brand relevant across a wider age range.

Full-Scale Action-Packed Experiences

Our approach, "Hot Wheels for Real," involved creating a compelling brand backstory and transitioning from the familiar 1:64 scale to full-scale, action-packed experiences. High-profile, world-record stunts at the Indy 500 and X Games, combined with a global TV spot, documentary series and franchising efforts, transformed Hot Wheels into a modern entertainment property. This strategic shift not only targeted the core young audience but also re-engaged older, nostalgic fans, expanding the brand's appeal.

Resounding Success and Millions in Incremental Revenue

The campaign was a resounding success, generating more than 270 million views across various content, attracting millions of new followers, and setting three world records. These efforts not only changed global perceptions of Hot Wheels but also led to the creation of a new toy line and an animated series. Collectively, these initiatives contributed an incremental $100 million in revenue, successfully revitalizing the brand and establishing it as a prominent player in the entertainment sector.

Total Content Views

M

Incremental Revenue

$M

World Records Set

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Contact Information
Project Details
Brand Engagement
Brand Activation
Brand & Campaign Creative
Traditional Medium Assets
Measurement & Analytics Strategy
Execution
Experiential Activations
Brand Action
Visual Identity & Design
Brand Response
Media & Investment Strategy
Brand Equity
Media & Analytics
Social & Content Strategy
Campaign Creative
Brand & Creative Strategy
Always-On Fast Media & Creator Content
Long Form Content
Content
In-Store
Influencer & Creator
Channel Analysis & Strategy
Brand Positioning
Organic Social
Social Activations
Community Management
Brand Positioning
Visual Identity
Display & Programmatic
Brand Book
Performance Modeling
OOH
Digital Video
Communications Planning
Branded Film
Measurement Strategy
Brand Personas & TOV
Long-Form
Social Playbook
Tone of Voice
In-Platform Execution
Measurement Reporting
Documentary
TV & CTV
Design
Meta Content
Web Testing & Execution
Print & OOH
Documentaries
Go-To-Market Planning
Brand Book
Custom Research
TikTok/Reels/Shorts
Portfolio Planning
AR & VR Experiential
Branded Content Series
Explainer & Testimonials
Social Planning
Brand Portfolio Planning
Influencer Management
Brand Health Analysis
Paid Media Planning
Audio & Podcasts
Testing Strategy
Strategy
Dashboard Development
Brand Event Activation
Brand Programming
Video
Strategic Partnerships
Campaign Creative
Creative Platform
Market Analysis
Competitive & Category Analysis
Social Spaces
Television
Target Definition & Sizing
Media Buying
Creator Collaboration
Visual Identity & Design
Stunt Activations
Media Mix Modeling