Hot Wheels
Toy vehicles
Die-cast toy cars, tracks and playsets from Mattel, sold to kids, adults and collectors around the world.
Toy vehiclesSince 1968
How it started
Built at Mattel in 1968.
1968the year it started
Mattel launched Hot Wheels die-cast cars in 1968, and the line now leads its Vehicles category.
How big it is
How big is Hot Wheels?
$1.75BHot Wheels gross billingsFY2025
$1.99BVehicles category gross billingsFY2025
Its place in Mattel
Mattel's biggest brand by billings.
28.8%of Mattel gross billingsFY2025
Hot Wheels is Mattel's largest power brand by gross billings and drives its Vehicles category.
Who it competes with
MMatchboxMMaistoLLEGO Speed ChampionsMMajorette
What Mattel does not disclose
- Net sales of Hot Wheels (Mattel reports gross billings only, before trade discounts)
- Hot Wheels operating profit
- Number of cars sold
The group behind itMattel
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Sources
Every number on this page comes from Mattel's own reports.
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