Hot Wheels sales are increasing—hi kidults! The head of the Hot Wheels brand at Mattel believes that adult collectors account for about a third of its global revenue, and in 2023, Hot Wheels sales rose 14% to reach $1.43B. Among Mattel’s main brands—Barbie, Fisher-Price, and Hot Wheels—only Hot Wheels saw double-digit growth last year. The brand also licenses its designs for many products, including board games, video games, and clothing. To appeal to collectors even more, Hot Wheels offers exclusive cars through the Red Line Club, which gives members access to special collections. Most of all, there is a strong community of collectors around Hot Wheels, similar to those found with trading cards and Squishmallows, connecting longtime fans and traders who actively engage and drive success. (The Washington Post)
📊 YPulse data: 53% of 13-39-year-olds have a collection
