Hot Wheels’ gross sales climbed 14% last year to $1.43 billion, says Mattel|Joost J. Bakker|CC BY 2.0
Miniature cars Hot Wheels continues to thrive 56 years after its debut, fueled by cross-generational nostalgia and a growing adult collector base.
It is the bestselling toy in the world, according to market research firm Circana.
Barbie toy maker Mattel produces around 709 million Hot Wheels annually. These toy cars start at $1.25 a piece, but some rare items, like the Pink Rear Load Beach Bomb prototype, are estimated at $250,000.
Collectors like Bruce Pascal, who owns 10,000 cars valued at $2 million, exemplify the brand’s cultural resonance.
Hot Wheels owes its longevity to clever branding, such as collaborations with Formula 1, video games and live events. It even has a Warner Bros. movie in development.
Affordable prices, a deep connection to car culture, and nostalgia keep Hot Wheels rolling, capturing audiences from preschoolers to retirees.
Mattel says that Hot Wheels’ gross sales climbed 14% last year to $1.43 billion. The toy maker has a market cap of nearly $6.5 billion.
The company sells 22.5 Hot Wheels per second.