Hot Wheels®
Ignites and nurtures the challenger spirit that lives within every kid in order to reach their true potential.
Born From Competitive Spirit
Conceived in 1968 by an innovator, a rocket scientist and a car designer, Hot Wheels die-casts were designed to revolutionize toy vehicles by looking cooler and performing better than the competition. More than five decades later, Hot Wheels is now the number one selling toy in the world* and has evolved into an iconic brand recognized around the globe.
*According to Circana, Hot Wheels die-cast car is the number one selling toy in the world. Source: Circana/Retail Tracking Service/G12/JAN-DEC 2023/Total Toys/Projected Units
More Than Just a Toy
While both kids and collectors love Hot Wheels, the brand’s appeal reaches far beyond toys. Hot Wheels has become an icon in both automotive and pop culture thanks to live events like the Hot Wheels Legends Tour, Hot Wheels Superchargers action sports events, and branded amusement park attractions, as well as partnerships with the hottest automotive, fashion and lifestyle brands.
A Turbocharged Future
Hot Wheels continues its tradition of innovation with digital efforts like the groundbreaking Hot Wheels NFT Garage, integrations into popular racing games like Forza, and developing original games like Hot Wheels Unleashed, which has sold more than a million copies. A brand that’s always evolving, Hot Wheels approaches innovation with two words: “Challenge Accepted!”