Heritage set to help Hot Wheels hold pole position
The Melbourne-based licensing group has announced plans to extend its biggest boy brand, Hot Wheels, with the launch of a new apparel collection.
Mattel Australia brands consumer products licensing manager Victoria Field said the range would include T-shirts, headwear, footwear, sleepwear as well as a range of sunglasses and watches.
Available in boy's sizes three to eight, the range will have price points of between $15 for a basic T-shirt to $35 for a set.
Field said the decision to extend the Hot Wheels brand was driven by more than just a desire to tap into an additional revenue stream.
In order to build Hot Wheels into a true lifestyle brand, it was imperative the manufacturer entered this category, she said.
"Boys love Hot Wheels and we feel our designs embody the attitude that comes with the Hot Wheels name. Hot Wheels is all about speed, power and performance and we believe boys want to live these attributes every day in every way."
Aimed at boys aged between three and eight, Field said the design team behind the new range had worked hard at ensuring the Hot Wheels range had developed its own niche.
This included making the range appear fashionable without being "too cutesy", she said.
"Obviously the affinity with Hot Wheels brands and everything that it represents to a boy is key in our range, so you'll see different treatments of cars featuring our product. But it's not always about cars, it's also about an attitude and way of living your life, taking on challenges and not afraid of being a leader."