Mattel’s marketing for a Hot Wheels collaboration created for adults celebrates fan culture through creative that’s grounded in community and co-creation.
According to agency partner We Are Social, the strategy for the coming summer’s launch of Mattel Brick Shop x Hot Wheels was crafted to re-energize a fiercely competitive category and earn the respect of a highly discerning audience: Adult builders with strong brand loyalties.
We Are Social Canada led the global and Canadian launch and brand positioning. Online creators were specifically selected from within Canada for the campaign that includes end-to-end influencer integration and a U.S. launch-event production. The Canadian media plan spans social, OLV, influencers and retail media.
According to Gabrielle Kessler, SVP of brand experience at We Are Social USA, the brand positioning aims to put “cultural insight and fandom at its heart, while driving both engagement and purchase intent.”
“This launch is a perfect example of how our U.S. and Canadian teams work as one to deliver truly global creative,” says Gabrielle Kessler, SVP of brand experience at We Are Social U.S. “Bringing together experiential and influencer marketing is where we do our most exciting work; sparking connection, shaping culture, and building something fans want to be a part of.”
“The overwhelming response to our pre-sale has been amazing, showcasing the enthusiasm of the automotive collector community for this unique product line,” says Shalin Shah, Mattel Canada’s head of marketing and digital. “As we gear up for the full-scale launch, our priority is making these builds easily accessible nationwide. Additionally, we’re exploring strategic partnerships to further amplify awareness and excitement.”
The new collection is available through key retail partners across Canada at outlets that include Walmart Canada, Toys “R” Us and Amazon.
Earlier this month, We Are Social invited more than 50 creators from six countries to take part in an immersive first look at the product at an exclusive preview event in Los Angeles.
The agency tells strategy that the launch event generated more than 17 million impressions and 1.3 million social engagements driven entirely by organic event and post-event hero content.
