The fabled tale goes that in the late 1960s, upon first witnessing the original Hot Wheels prototype zoom across the floor of his office, Mattel co-founder Elliott Handler uncontrollably exclaimed, “Those are some hot wheels!” The rest, as they say, is history.
Fast forward over half a century and the over 25,000 distinct die-cast models represent an unrivaled legacy that only the world’s number-one-selling toy can claim.
Throughout its lauded rise to the top of the industry, the Hot Wheels brand has evolved to become more than just a kid’s toy. Today, the famed 1:64 model cars are bonafide cultural staples, representing years of meticulous craftsmanship and superior innovation––all in the honorable name of play.
Even with blockbuster collabs and fresh designs constantly being added to its ever-growing archive, Hot Wheels has yet to stray from the core ethos driving its progression: Racing. Drawing inspiration from wild hot rods, custom kits, and supped-up race cars, Hot Wheels’ focus is channeled toward taking things just one gear higher––and then another after that—continuing to press a bit further each time.
From the “Original 16” to its latest joint project with contemporary artist Daniel Arsham, an ongoing partnership reimagining the timeless collectible, every blueprint assigns speed, function, and performance to the forefront of construction, rooted in that pivotal moment on the floor of Handler's office all those decades ago.
With lap three of Hot Wheels exclusive Arsham collaboration on the horizon, let’s look at how the most legendary toy of all time raced through generations to assume its rightful place atop the podium of icons.
1960s: The Car Project
Following the founding of Mattel, Inc. in 1945, Handler and his wife, Ruth, were on a mission to inspire and entertain the masses. Then, in the mid-60s, after noticing the mounting prevalence of Matchbox, the most popular replica car model on the market, Handler was struck with an idea that would elicit a paradigm shift in the realm of toys.
Focusing on style and “playability”, Handler sought to create a competitor with more flare and a whole lot more horsepower––figuratively, of course. Bringing together an A-list ensemble that included former General Motors automotive designer Harry Bentley Bradley and aerospace engineer Jack Ryan, Handler and company began conceptualizing how the new line of model cars would come to life.
Originally referred to as “The Car Project” within small circles at Mattel, prototyping began to create “hot rod” type models, complete with customized, over-the-top elements. Influenced by the real-life car culture of Southern California, the Mattel team prioritized performance when visualizing the original series of Hot Wheels.
Capping off months of iteration and manufacturing, the renowned “Original 16” hit the shelves in 1968, meeting an outstanding reception. Featuring classics like the Custom Camaro, the Deora, and the Silhouette, the first offering from Hot Wheels brought a new energy to the toy market, one that felt cool and vibrant like the custom vehicles they were inspired by.
Accompanied by a specialty race track styled in the unmistakable Hot Wheels orange, fans of Mattel’s latest invention could experience their cars in action, speeding around the sharp corners over and over again. Putting their foot on the gas from the outset, Mattel came onto the scene with a determination—poised and ready to take over.
1970s: Mongoose & Snake Take Hot Wheels Into Overdrive
Soon after its original release, Hot Wheels quickly began gaining traction among children. Admired for their sleek, unconventional looks and low price point, a new generation of collectors scrambled to get the updated models as they were released. In 1969, Hot Wheels debuted another icon, the Twin Mill, as its first installment into the “Hot Wheels Originals” series, padding the growing lineup of sought-after cars.
Still, even with an unprecedented fast start, the hot new brand was trying to find its footing as it entered the new decade. In 1970, however, Hot Wheels would take another massive leap following the introduction of its “Mongoose vs. Snake” series, a dreamed-up rivalry between two drag racing drivers. Designed by Larry Wood, affectionately known as Mr. Hot Wheels, the Mongoose and Snake funny car models saw the brand cross over into real-life automotive sports, helping take drag racing mainstream in the process.
Before the seminal release, Mattel had struggled a bit at the turn of the decade. But, with help from Wood and his stable of iconic designs, the company and Hot Wheels would experience exponential growth as the years passed.
Debuting its signature “Flying Colors” series in 1974, with a reissue in 1975, Hot Wheels turned into the go-to toy brand as classics like the Rodger Dodger and the Heavy Chevy became desired additions to growing collections.
1980s: Hot Wheels Becomes A Household Name
By the 80s, Hot Wheels was, well, a hot commodity. Kids across the world were begging to get their hands on the latest cars and artfully constructed tracks.
The brand was growing, and Wood, along with the rest of the design team, showed no signs of slowing down. In 1981, “The Hot Ones” series arrived, touted as the “Fastest Non-Powered Metal Cars.” With a refreshed wheel and axle design, Hot Wheels proceeded to make inroads within the specialized lane it had carved out for itself.
Seeking to appeal to a more adult audience, the Hot Wheels’ Real Riders, outfitted with actual rubber tires, were put into production in 1983. Being the first time Hot Wheels had included these kinds of tires in one of its design lines, the Real Riders series marked another instance where the brand rejected complacency and embraced advancement. If there was any leg up on the competition, you best believe Hot Wheels was going to take advantage.
Forging further than any other toy brand before its time, Hot Wheels continued to roll out imaginative models while simultaneously securing licensing agreements with significant auto manufacturers and racing leagues. From tanks and turbo cars to dune buggies and Bugattis, no vehicle could avoid “Hot Wheels-ification” during the brand’s blistering run.
1990s: Hot Wheels Goes Bigger
Moving into the 1990s, Hot Wheels was head and shoulders above any other model car brand and only rivaled Barbie, a fellow Mattel offshoot, in terms of name recognition. Yet, one of the biggest toy brands in the world still wouldn’t pump the brakes, pressing harder to go even bigger––seems like a common trend, no?
In early 1993, Hot Wheels kept releasing heritage designs while simultaneously establishing itself in the racing space. First, the brand sponsored a Trans-Am circuit vehicle driven by Jack Baldwin who would capture two consecutive victories during that season––first at the Mid-Ohio leg of the series and next in Dallas.
By 1997, though, Hot Wheels had its sights set on one of the most popular racing circuits in the world: NASCAR. Putting a design together, professional driver Kyle Petty fielded the first Hot Wheels stock car during the 1997 Racing Cup season where he would end the year with nine top-ten finishes.
But Hot Wheels wasn’t finished there. Seeing the potential in the rapidly growing Formula-1 international racing circuit, the acclaimed brand brokered a deal to secure the rights to manufacture scale models of the vehicles, beginning production in 1999.
By continuously anticipating shifts and trends in racing and car culture, Hot Wheels positioned itself as one of the foremost brands tied to the automotive world throughout the 90s, further solidifying its status among motorheads and model car enthusiasts alike.
2010s: Hot Wheels Shifts Into Legend Status
To kick off the 2010s, Hot Wheels partnered with racing legend Danica Patrick, an innovative force unlike anything the sport had seen at the time. Sponsoring her specialized No. 7 autosport car, Hot Wheels also gave Patrick her own diecast model car, cementing her name in driving history. After staking its position within racing, the brand decided the only logical move was to take things to the extreme.
Executed prior to the 2011 Indianapolis 500, Hot Wheels and Tanner Foust, a three-time X Games gold medalist, teamed up to create a moment that will forever be remembered among diehard fans of the brand. Constructing a ten-story, life-sized orange race track, Foust took to the skies, landing a ramp-to-ramp jump of 332 feet, breaking the previous record of 301 feet.
Fast forward to 2018, and Hot Wheels hosted its inaugural Legends Tour, a worldwide search for the best custom vehicles to turn into their own die-cast models. Originally a one-off event in honor of its 50th anniversary, the response was so overwhelming that Hot Wheels chose to continue the competition annually, scavenging the globe for the most creatively modified cars in existence.
2020s: Everyone Wants A Piece of the Hot Wheels’ Legacy
Entering the 2020s, the Hot Wheels legacy exists in rarified air among brands that have endured and dominated for more than five decades. Astonishing relevance like this is sure to turn heads, so it only makes sense that the biggest names would want to be associated with a storied originator like Hot Wheels. Formulating close ties with some of the world’s top drivers and racing industry figures, the brand entered into its own influencer era, seeking to expand its capabilities of creative play.
Enamored with the powerhouse that is Hot Wheels NASCAR’s Joey Logano first approached the brand after thinking up a way to secure a spot in the history books. As one of only four drivers to win 25 races before the age of 30, Logano is familiar with what it takes to be an all-time great. So in December 2019, just before the start of the new year, Logano and Hot Wheels sought to add another accolade to their already impressive resumes, joining forces to set the then record for the world’s longest trackset with a length of approximately 1900 feet.
Just a few months after the outstanding stunt, Top Fuel and Funny Car driver Alex Laughlin decided to join in on the fun. Finding himself hunkered down at home in April 2020, Laughlin constructed an impressive 275-foot long loop track in his garage—because why not? The following year, in 2021 the gifted driver was issued a signature Hot Wheels die-casting modeled after his boosted Corvette Drag Racer, bolstering the ongoing partnership.
Adding the likes of Toni Breidinger, the first female Arab-American driver to compete in NASCAR, and Collete Davis, a rising drift car driver and internet personality, in the early 2020s to an already deep roster of talent, it’s clear that Hot Wheels keeps a close eye on all things motorsports related. Having both served as judges on the Legends Tour, Breidinger and Davis showcase the brand’s commitment to partnering with the best and most exciting racing talent in the world.
Now, with a heavyweight name like Arsham officially in the fold, the legend of Hot Wheels continues to grow, burning rubber in one decade after another, leaving a noticeable mark on culture in its trail.
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