PUMA and Mattel sign global licensing deal for two Hot Wheels collections

Mattel, Inc. announced its partnership with leading sports brand, PUMA, to launch two exclusive Hot Wheels inspired collections, set to launch in 2025. This collaboration merges PUMA’s rich history in athleisure clothing with Hot Wheels’ iconic branding, creating a unique fusion of sportswear and dynamic automotive culture that will delight young fans.

For over 55 years, the Hot Wheels challenger spirit has positioned it as a leader in the toy industry, selling over eight billion toy cars – meanwhile PUMA has been an industry leader in developing motorsport clothing for nearly 40 years, pioneering innovative designs such as fireproof overalls, race shoes, and other high-performance gear. The partnership with Mattel will see the introduction of a dedicated Hot Wheels-themed collection that will celebrate the challenger spirit of the brand.

Under the agreement, PUMA and Mattel will design and release exclusive Hot Wheels-inspired footwear and apparel. The collections will fuse the legendary flames of Hot Wheels with streetwear, targeting Mattel and PUMA’s global audience.

Ruth Henriquez, Head of Licensing, Publishing, and LBE Mattel EMEA, commented: “Hot Wheels has always been about pushing the limits of imagination, speed, and performance, and this partnership with PUMA allows us to bring that same thrill to fans in a whole new way. Together, we’re creating two collections that celebrate the boldness and creativity that Hot Wheels represents, inspiring fans of all ages to embrace their inner challenger spirit.”

Christina Mirabelli, Director of Marketing, PUMA Sportstyle, added: “This collaboration with Mattel will be about more than just a collection—it’s a celebration of the adventurous and creative spirit that both brands embody. We can’t wait to see the collections come to life to combine PUMA’s expertise with the legacy of Hot Wheels and create something truly unique for fans around the world.”