Red-Hot Wheels
These Hot Wheels x Ferrari Models Are for Adults Too
Hot Wheels just released its first Ferrari collection in over a decade — and it's got our (grown-up) attention
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Most people’s first car was a Hot Wheels. And, for a growing number of adult toy collectors, the iconic die-casts are still among their most coveted collectibles.
Today, Hot Wheels announced a new partnership with Ferrari — its first in more than 10 years — that’s designed with adult collectors in mind. The star of the collection is the limited-edition Hot Wheels x Ferrari Heritage Set. Priced at $100, the set includes detailed models of the Le Mans-winning Ferrari 499P Modificata and the Ferrari 312P (the first Hot Wheels x Ferrari model, released in 1970). Pre-order the limited-edition Heritage Set now at MattelCreations.com.
Hot Wheels x Ferrari Heritage Set
“Hot Wheels has seen an increase in appeal from adults over the past several years, and a huge amount of our business is focused on collectors,” says Roberto Stanichi, EVP of Hot Wheels and Global Head of Vehicles at Mattel, tells Rolling Stone. “For every car we design, we have our adult collectors in mind to meet them where they are in pop culture and car culture.”
The Hot Wheels x Ferrari collection will also include classic Hot Wheels die-casts of the Ferrari 365 GTB4 Competizione, F40 Competizione, and SF90 Stradale. There will also be “Premium” models of the 499P Modificata, LaFerrari, F50, and 250 GTO with a Fiat 642 RN2 Bartoletti Transporter truck. These Hot Wheels Premium vehicles feature better materials and more accurate details for the collector. Finally, there’s a 1:64 scale RC Ferrari SF90 Stradale Assetto Fiorano, also coming later this year.
The Ferrari partnership is one in a series of adult collector-focused releases from Hot Wheels. “To attract a new generation of collectors, we handpick contemporary and culturally relevant partnerships such as Daniel Arsham, Gucci, IWC watches, Moncler, and now, Ferrari,” says Stanichi. “Hot Wheels die-cast cars have been instrumental in creating new generations of car enthusiasts around the world, and now the brand is expanding on that nostalgia by curating unexpected collaborations that appeal to both automotive and pop culture enthusiasts of all ages.”
Hot Wheels isn’t the only brand seeing increased attention from adult collectors. Other brands, like LEGO, Squishmallow, Disney, and other Mattel properties, including Barbie have expanded their offerings to supply a growing demand from adults. From January to April last year, adults spent $1.5 billion on toys — more than the three-to-five-year-old demographic — according to research firm Circana.