Mattel /
Hot Wheels
Exposure has created its latest in a long line of global style guides for Hot Wheels licensed products involving all the muscle cars, flaming tyres, and carpet defying stunts that are so synonymous with the brand.
At 42 years old, this iconic toy brand continues to make in-roads into the apparel, back to school and sporting goods markets with exposure supplying the artwork for everything from t-shirts to skateboards.
The brief was a great one – how do you capture a 4-8 year old boys imaginations by bringing them the speed and power of Hot Wheels toy cars and putting them firmly in the drivers seat?
How do we take Hot Wheels from being a toy brand to a boy brand?
Exposure embarked on extensive research into boys street wear to try and find a consistent visual language that not only captured the essence of Hot Wheels but had enough elasticity to create items that would appeal to pre-school boys while not alienating eight year olds and most crucially, their Mums.
Once the groundwork was complete all we needed were fevered bouts of sketching, revving sounds and some good old late nights searching out every AC/DC track we could find on the studio stereo.