Mattel’s Hot Wheels teams up with Maje for high-end fashion collection

Hot Wheels, the iconic brand from Mattel, is entering the luxury fashion sector through an exclusive collaboration with French fashion house Maje. The new collection merges the legendary Hot Wheels designs with high-end fashion, targeting both style-conscious consumers and collectors. This partnership demonstrates how toy brands can successfully expand their reach into the lifestyle and fashion markets through strategic licensing. By combining playful nostalgia with contemporary design, Hot Wheels and Maje are setting new trends and opening up innovative marketing opportunities. For the toy and licensing industry, this collaboration is a prime example of how cross-industry partnerships can boost brand visibility and tap into new target groups.

Source: License Global – Hot Wheels Rolls into the Luxury Fashion Space with Maje Collaboration