ii - Hot Take on Hot Wheels

Growing up our play-room always had two things all over the floor: Lego's, and Hot Wheels. My brother would take the cool red car with real rubber wheels, I took a green one with orange windows and titian lines, it looked like it was made of lava. When we played with our cars we could care less about the marketing or packaging, we wanted to know only two things: 1) how high can we jump our racers, and 2) who would win in a race. I think most young players can agree this is what makes Hot Wheels fun. When I saw Hot Wheels new add campaign 'Challenge Accepted' curiosity took over, I had to know what awesomeness the brand was about to roll out. The add preps the world for a changed Hot Wheel brand with a marketing strategy aimed at parents.

Hot Wheels has a new marketing strategy from New York based creative agency BBH USA. BBH USA is all about "belief in difference", and they sure did something different with Hot Wheels. Their add was cinematic with moody lighting, a child voice over talked about failing, and trying again until you get things just right. Toy cars are scattered everywhere as the character keeps trying different track combinations for a perfect loop. After finally getting a car to land the loop the camera cuts to the same actor at a skate park dropping into a bowl. The young boy seems to be more confident in his ability.

BBH is trying to tell the world that this toy is more than racing, but that it will teach kids to continue growth through play. That is a bold marketing promise! Maybe Hot Wheels is trying to change it's image from quick flashy adds that interrupted cable TV, and only came on during Saturday morning cartoons, maybe this is their way of reaching parents? With Christmas only two months away Hot Wheels isn't focusing on reminding parents that they have cars, skate boards, and accessories for sale; they are telling parents that their product will make kids more resilient. In a post pandemic world I think this is a promise parents want to hear. 

Hot Wheels is taking a bold step to rebrand. Their focus now is on a growth mindset. Mattel, Hot Wheels parent company, says on their website "Studies show having a growth mindset is seeing every challenge as an opportunity to learn and grow. By overcoming obstacles, we build skills like resilience and determination and learn to say 'Challenge Accepted.'" In a society, like ours, focused on mental health and brain development. 

One problem Hot Wheels faces is relevance. With so many toys on the market what makes kids want to buy them. When selling a toy there are two buyers you have to convince: the  parents who pay lots of money, and kids who ask for lots of toys. The recent add seems mostly marketed at parents. This might make the toy popular, but will it make it played with. If kids are uninterested then the brand could be in trouble. If I where do anything different I would put out two adds. The first one for parents, keep the "why" about growth through play. A second add for kids, including shots of wild race loops, unique cars, and insane tricks. Two fold add campaigns could potentially reach both buyers joining interests of kids and parents: something they might not need to worry about because of the rumored Hot Wheels movie.

 

A Hot Wheels movie is soon to come! Kelly said, "'Hot Wheels' is one of the next Mattel brands to receive a big-screen adaptation, with the toy marketer teaming with Warner Bros. and J.J. Abrams’ Bad Robot for a film that the producer says will be 'emotional and grounded and gritty.'" Barbie was such a smash hit for Mattel so it's no wonder that they would want to have another toy blow up the box offices. 

 

No matter the future for Hot Wheels we can learn a valuable lesson; know your buyers, all your buyers. If your market is niche then awesome it should be easy, if your buyers are broad then take the time to get to know them  and market to their needs, hopes, and dreams. In an uncertain future for secondary goods make your product as important to buyers as you can. 

 

Full article click there -> https://www.marketingdive.com/news/hot-wheels-challenger-spirit-ad-campaign-mattel-brand/694583/

Watch add click here -> https://www.youtube.com/watch?v=ACarMHlKBpU

Hot Wheels click here -> https://shop.mattel.com/pages/hot-wheels-challenge-accepted

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