Hot Wheels' female executive wants more girls to be part of the brand

Key Points:

• Alex Ries, global head of Hot Wheels, emphasizes the brand's strong connection with both adult collectors and children, noting that adults are now the fastest-growing segment, with a 28% rise in 2025 and expected 26% growth this year.
• Hot Wheels continues to innovate with new designs, partnerships with celebrities and automotive brands, and campaigns like Challenge Accepted, aiming to inspire and include diverse audiences, especially young girls and women.
• The brand plans about 18 to 24 months ahead, focusing on limited-edition releases and maintaining a balance between scarcity and accessibility, with prices ranging from $1.39 to $45 or more for premium editions.
• Hot Wheels is expanding its reach through digital content on platforms like Netflix and YouTube, experiential events such as stunt shows, and product innovations like the Speed Snap Track System to enhance playability for kids.
• Ries acknowledges challenges posed by digital distractions but stresses the importance of meeting kids where they are and continuing to innovate to keep Hot Wheels relevant as a cultural and playtime staple.