How Hot Wheels Became the Fastest Selling Toy in America

The Mattel brand remains popular in part through the full-size cross-promotion of its cars

Adweek's annual #Brandweek summit will explore the ideas behind breakthrough successes, discuss solutions to pressing challenges and explore new opportunities in the Metaverse. Join leaders from Alo Yoga, Hyundai Motor America, Frito-Lay and more, Sept. 12–16 in Miami. Sign up early to save.

In 2017, a graying, bespectacled gentleman appeared on the PBS program Antiques Roadshow, along with a tiny die-cast metal toy car he’d brought in for appraisal. It wasn’t much to look at: a 1969 Volkswagen bus in a rose metallic paint job, with two tiny surfboards sticking out the back window.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in

Click for more from this issue

This story first appeared in the March 2, 2020, issue of Adweek magazine. Click here to subscribe.

Your sites feature HTML here...