Hot Wheels is one of the iconic American brands with a history spanning nearly 50 years.
It all started in 1968, when Mattel launched the production of toy copies of iconic car models in 1:64 scale.
Tiny Hot Wheels cars appeared in our stores relatively recently, but have already gained popularity not only among boys, but even among some men. In the USA, they have been played for several generations. And even now, when all kinds of electronic devices flooded the world, Hot Wheels cars do not think to give up their positions.
But what will be the further development of the brand? Answering this question, the Internet resource Cool Hunting published an interview with Christian Zentner, director of marketing at Mattel.
Have you witnessed any evolution in Hot Wheels over the years?
The Hot Wheels brand has been around for 45 years, but it's still too early to write it down as an old-timer. And it's just amazing how versatile these tiny cars are. Our talented team of designers create up to 400 models every year and they always manage to capture modern styles and modern taste.
What are you most interested in in the future of Hot Wheels?
I've always been struck by the adaptive nature of the Hot Wheels brand. Our team always manages to find more and more new ways to play with toys. And in the future, we will strive to ensure that the brand remains interesting for children of different ages.
Was there anything you wanted to do with Hot Wheels but never got the chance?
There are many great artists who could be involved in the design of Hot Wheels vehicles. It would be great if at least some of them did. Just imagine if someone like Tim Burton were to produce his own line of Hot Wheels cars.
What moment in the history of the Hot Wheels brand are you most proud of?
I felt my greatest pride in 2011, when the Hot Wheels team set a new 4-wheel jump distance record at the Indianapolis circuit, making motorsport history. This is how the dream of many children who have been playing with our cars for over forty years has come true. In addition, I was proud to work in the same team with such people.
Editorial note. Then, on May 29, 2011, racer Tanner Foust overcame the 101-meter milestone. The event took place thanks to the efforts of Hot Wheels. And immediately after setting the record, the racer said that he had dreamed of such a thing as a boy, playing with such cars.
What makes working with Hot Wheels so interesting?
It's amazing how tiny 3-inch machines can provide truly limitless possibilities. Our designers show miracles of imagination, sometimes creating really new and unique designs. We can talk about these toys endlessly. For this it is really interesting to come to work every morning.