This year, Hot Wheels celebrates its 50th anniversary with a year-long lineup of live experiences, initiatives, and new products.
The Hot Wheels Legends Tour, the brands’ largest traveling car show, will launch in search of a custom car that will be made into a Hot Wheels die-cast toy. The tour launched at Hot Wheels headquarters in April and will be visit 14 Walmart stores across the U.S. One winner from each stop will be chosen to win a spot for their car to be shown at the SEMA Auto Show, where one vehicle will be chosen and immortalized as a Hot Wheels toy car.
Hot Wheels Challengers is a multi-year marketing program and features a series of contests that challenge kids to exhibit determination and perseverance. The Hot Wheels Challengers include The Hot Wheels Junior Series Built by Woodward, The Hot Wheels INDYCAR Junior Grand Prix, and Hot Wheels Athlete Sponsorships.
The largest theme park in Latin America, Beto Carrero – Hot Wheels World, will open a brand experience with a dedicated Hot Wheels-themed area within the park. The area will feature more than 7.5 acres dedicated to Hot Wheels, including a live-stunt show, a themed restaurant, and a retail shop, with plans for additional experiential attractions.
The Children’s Museum of Indianapolis: Hot Wheels: Race to Win Exhibit will return to the world’s largest children’s museum in May. Fans will get a first-hand look at the science, speed, and safety of motorsports with Hot Wheels cars and tracks, positioned alongside full-sized racecars, artifacts, and memorabilia.
New product launching this year includes Hot Wheels 50th Originals Collection and contest, where one winner in the U.S. will win a life-size 50th anniversary Hot Wheels Camaro; Hot Wheels City, a system of play that blends imaginative vehicle “push-around” play and classic “crash-and-bash” action; Hot Wheels Augmoto, a smart-device-controlled track set; and Hot Wheels Rocket League R/C arena set.
Additionally, new collectors’ items will also launch, including The Hot Wheels Book by Assouline, featuring Hot Wheels history through photography, and the 50th Anniversary Commemorative Coin.
Hot Wheels partners include General Morots for a Hot Wheels 50th Anniversary Edition Camaro; Race Service for The Evolution of a Diecast video; Nico Rosberg for marketing initiatives; Volcom for an exclusive line of kids’ apparel; Illest for exclusive merchandise.