Hot Wheels

Hot Wheels is a brand of 1:64, 1:43, 1:18, and 1:50 scale die-cast toy cars introduced by American toy maker Mattel in 1968. It is one of Mattel's flagship brands and is notable for its distinctive designs, high performance, and wide variety of models.

History

Hot Wheels was conceived in 1968 by Elliot Handler, co-founder of Mattel, to compete with Matchbox cars. The first line of Hot Wheels, known as "The Original Sweet 16", was manufactured in various Spectraflame colors and featured Redline tires. The brand's direct competitor in the 1960s was Matchbox until 1997, when Mattel bought Tyco Toys, the then-owner of Matchbox.

Harry Bentley Bradley

In the spring of 1966, Harry Bentley Bradley was recruited by the Mattel Corporation. Mattel wanted to hire a designer from one of Detroit's "Big 3" to create the look of their new Hot Wheels die-cast cars, so Elliot Handler osent Fred Adickes to Detroit to find what they were looking for. Adickes placed an ad in the local Detroit newspaper. The response was surprisingly low, but Adickes returned with Harry Bradley. Harry saw the job at Mattel as a great opportunity to return to California. With Mattel paying the gas money, Harry drove his 1964 Chevrolet El Camino to California. Bradley's mix of hot rod and mainstream car design proved the perfect combination. The original line had 16 models in bright candy colors with carburetor stacks, mag wheels, chopped roofs, and red line tires. The cars were released in 1968, and all of the cars were designed by Bradley, with the exception of a Custom Volkswagen, which was designed by Ira Gilford.

As it turned out, the Hot Wheels brand was a staggering success! Unfortunately, Bradley didn't think that would be the case and quit Mattel in 1969. When the company asked him back, he recommended a good friend, Ira Gilford. Gilford, who had just left Chrysler, quickly accepted the job of designing the next Hot Wheels models. Harry resigned to start his own design firm and began work on a variety of projects, designing everything from plastic model kits to full-size hot rods and custom cars.

The Revival of the Brand

In the 1970s, Hot Wheels faced a critical period when Mattel's stock plummeted, but the brand survived, largely thanks to the efforts of designer Larry Wood. Wood, known as "Mr. Hot Wheels," was instrumental in the brand's revival and diversification. His designs often included accurate detailing and imaginative concepts, expanding Hot Wheels from children's toys to collector's items.

Cultural Impact

Hot Wheels has significantly impacted car culture and has been influential in automotive design. The brand has collaborated with various automakers and designers to create exclusive models. Hot Wheels has also ventured into digital media, video games, and television series, further expanding its cultural footprint.

Collector Community

The collector community around Hot Wheels is extensive, with numerous conventions and events held worldwide. Vintage Hot Wheels models, especially those from the original production years, are highly sought after by collectors.

Products

Hot Wheels' product line extends beyond cars to include tracks, playsets, and accessories. The brand has also explored various themes, including race cars, classic cars, fantasy models, and licensed replicas from films and television shows.