Hot Wheels, the world’s top-selling toy brand, partners with Dubai streetwear label B-Hype for an exclusive collab blending speed, style, and nostalgia through fashion.
The Hot Wheels x B-Hype collection which was launched in May 2025 fuses nostalgia with streetwear flair in a limited-edition drop of exclusive apparel and Hot Wheels-inspired pieces, available at B-Hype’s Dubai Mall and stores in Mykonos, and online at b-hype.com—crafted for collectors and culture-makers alike.
Hot Wheels’ past collabs with Gucci, Puma, and Zara cement its fashion cred. Teaming up with B-Hype brings a regional lens, where design, youth culture, and global influence is said to intersect, into the franchise. For B-Hype, it furthers their mission to blend global streetwear with cultural nostalgia, uniting their bold aesthetic with an icon of play and speed.
Ruth Henriquez, Head of Licensing, Publishing, and LBE, Mattel EMEA said:
“Hot Wheels has always stood for creativity, adrenaline, and cultural relevance, and today, it lives far beyond the toy aisle,” She added, “This is more than a fashion collaboration, it is part of Hot Wheels’ evolution into cultural and style spaces. By bringing together B-Hype’s streetwear energy with our storytelling legacy, we are delivering something truly iconic: global meets local, nostalgia meets next-gen style. Collaborating with creative voices from this region, who bring such a distinct cultural lens to a global brand, is one of the most inspiring parts of this journey.”
B-Hype’s Creative Director, Sleiman Dayaa, mentioned:
“We grew up with Hot Wheels. This collaboration fuses childhood passion with today’s bold, rebellious, and future-facing street aesthetic. Together, we are building a new iconography.” Reflecting on his own memories, Dayaa added: “When I was young, Hot Wheels cars were my favorite toys. I remember setting up massive tracks all over the living room, using books and boxes to build crazy ramps and loops. My favorite car was a shiny red one with golden flames, it felt unbeatable. Those little cars weren’t just toys; they were freedom, imagination, and energy.”
For Mattel, it supports a franchise strategy focused on cultural relevance through design, experiences, and partnerships. For B-Hype, it fuses streetwear attitude with global fandom, rooted in regional creativity. Launched on May 20, 2025, the collection kicked off with a high-energy Dubai event and a global campaign spotlighting fandom, fashion, and fearless design.
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