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The Ask

Increase adult engagement and brand relevance for Hot Wheels among adults ages 18-34 by positioning the brand as more than a childhood toy. Through a nostalgia-driven campaign, increase positive brand interaction and consideration among young adults while encouraging them to reconnect with creativity, imagination, and collecting culture. 

Research

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• 62% of survey respondents reported owning Hot Wheels at some point in their lives, demonstrating strong existing familiarity with the brand. 

• Nostalgia is the strongest emotional association with Hot Wheels, with 40% of respondents identifying it as the primary emotion connected to the brand.​

• While adults associate Hot Wheels with creativity and imagination, many still perceive the brand primarily as a children's toy, creating an opportunity to reposition the brand through adult- focused storytelling. 

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