A history of excellence

Back in 1968, Mattel’s Elliot Handler started Hot Wheels to compete against Matchbox cars. Over the past 56 years, the process of concept, approval, design, prototype, production, and sales has been honed into an approximately 18-month process. It’s fascinating. What starts off as a sketch goes through several hurdles before production even starts. Even the box’s art is finalized at that time, and I got to see how it all works from A-Z.

The initial sketch, renderings, and mockup

I was invited to visit the Hot Wheels design facility in El Segundo, CA, back in October 2024. Getting in required several steps, and the tour group was always kept under a watchful eye. Security was checked, photos and videos were carefully corralled, and wandering was strictly prohibited. Once our group of journalists was gathered, we saw a brief promo film and began the tour.

After seeing some nifty toys here and there, we entered a space with a massive drafting table, flanked by several cubicles. There was an artist/designer working on a concept sketch, specifically for our group. After that, we were shown what the process looks like as the drawing eventually becomes a three-dimensional mockup. Often, the two are based on a real vehicle, like one of the cars or trucks that participate in their Hot Wheels Legend Tour car show. The winner gets to use their unique vehicle as a template for a future Hot Wheels die-cast. Bizarre/fantasy vehicles are also conjured and vie for the production “go-ahead.”

After seeing other designs, we headed to the massive 3D-printing machines. These machines take a three-dimensional design of the proposed vehicle and turn it into a fully realized mockup. Each part needed for production can be processed and evaluated this way. Not only does this help lead up to the final pre-production design of the vehicle, but it also helps with packaging measurements later on down the line. Once they get to this point, the production potential of the toy is set in motion.

Paint, accessories, and packaging

Paint is a huge part of the process, and it seems to me that it can be one of the most complex parts of getting their product approved for full production. Going from a paint scheme on a full-size automobile to one that’s less than two inches takes skill. Being able to repeat that process thousands of times has been refined to a technical art.

Near the end of the tour, we were shown where the various accessories are made. Everything from the tracks, cases, and toys involved in the Hot Wheels universe was on display. It was a fun experience seeing an enthusiastic designer show us how some toys go from a cardboard mockup to a fully functioning device. Something as simple as a track for the Hot Wheels to a robot monster that is built to eat Hot Wheels—it was all on display.

Lastly, we were shown the packaging phase of the entire process. Believe it or not, this part is more important than you might think. Even though most kids will rip through and throw away the package in seconds, a ton of work went into designing them all the same. If you pay attention to the packaging, there’s usually a background or animated-looking theme to each one. The plastic surrounding the Hot Wheels car is carefully molded to protect the toy, another step for which artists and designers are needed. It was a fascinating look at something that might be completely overlooked by many.

Final thoughts

Currently, over 700 million Hot Wheels toys are built annually. Considering their worldwide reach and over half a century of popularity, I’d call that an impressive feat. Many of the people who work for Mattel and Hot Wheels are former designers from the automotive industry, and hearing them talk about their projects and accomplishments was in line with the same people I’ve met working for automakers. It was a fun time, and I’m seriously tempted to start a new collection now!

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