Mattel - Hot Wheels

Mattel - Hot Wheels

The Challenge

Recapture leadership of the toy car market.

The Idea

Make the boys themselves into drivers, by creating Team Hot Wheels and the slogan 'How do you drive?'

The Result

Following a fully integrated campaign, Hot Wheels became No.1 again, at 15% market share and with incremental sales up by 650,000 units on the previous year.

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