Hot Wheels and Sidemen Launch Collection

Mattel has partnered with Sidemen (SDMN), a U.K.-based YouTube Group, to launch an exclusive Hot Wheels capsule collection of co-branded apparel and accessories. 

The co-branded collection includes 10 different styles, including hoodies, bomber jackets, T-shirts and caps. The collection is infused with Hot Wheels designs throughout, with checkerboard prints and flames combined with the SDMN lettering. 

The entire collection will be available at the official Sidemen shop in Bluewater Shopping Centre and at a pop-up store in the Hoxton Railway Arches starting Oct. 27, followed by an online launch on the official Sidemen Clothing website. The pop-up shop will run until Oct. 29. 

“We are thrilled to be partnering with Sidemen on this collection; their creativity and enthusiasm for the collection has meant we have been able to create a co-branded capsule that brings both brands to life,” says Jon Spalding, head, consumer products U.K. and Ireland, Mattel.  

“We are very honored to be working with Hot Wheels to create a co-branded collection that is cool, relevant and that fans will love – we can’t wait to see our fans wearing it,” says Matt Peters, managing director, Sidemen Clothing. 

As well as the Sideman collection, Hot Wheels is tapping into the adult fashion space this year, partnering with other top brands.