Mattel‘s Hot Wheels brand is leaning into personality with a new global campaign built around three very different names from music, automotive culture, and sports.
Challenge Accepted introduces the first Hot Wheels Class of Legends, bringing Maluma, Supercar Blondie, and Robert Lewandowski into the brand’s orbit. Each collaborated with the Hot Wheels team on a die-cast tied to a car — and a story — that matters to them.
The result is the 2026 Global Legends Collection, a trio of 1:64-scale vehicles with very different roots.
Maluma went with a Toyota Land Cruiser FJ60, a nod to Colombia and his love of exploration. Supercar Blondie chose “Lucy,” the Lamborghini Huracán LP 610-4 that marked her first supercar and played a role in her rise in automotive media. Lewandowski picked a ’97 Porsche 911 GT1, a car that matches the precision and performance he has built his career around.
“Hot Wheels has always represented that moment when you decide to go for it, to take an idea, a dream, or a challenge and see just how far you can push it,” said Alex Ries, Vice President, Global Head of Hot Wheels at Mattel. “The challenger spirit is universal, and Maluma, Supercar Blondie, and Robert Lewandowski each embody it in a completely unique way. They’ve taken risks, challenged expectations, and continued to push forward to become legends in their own worlds. We are proud to welcome them to our inaugural Hot Wheels Class of Legends and can’t wait for fans all over the world to see their Challenge Accepted journeys.”
Hot Wheels kicked off the campaign with an Aug. 28-30 pop-up at The Brig in Venice, California. The activation featured the three Legends cars, life-size Hot Wheels vehicles, giveaways, photo opportunities, and the debut of the brand’s first print zine.
The campaign will continue throughout September with a three-part social series exploring each Legend’s connection to cars and the challenges behind their success. Hot Wheels is also partnering with Dr. Becky Kennedy on episodes of Good Inside with Dr. Becky focused on how childhood play can help shape a challenger mindset.
Mattel is donating $100,000 to Maluma’s El Arte de los Sueños foundation in Colombia.
The three Global Legends Collection cars are available for preorder exclusively through Mattel Creations for $25 each.
Mattel was named “Manufacturer of the Year” in The Toy Book’s 2026 Pulse of Play Awards.
