PUMA, Mattel Sign Global Licensing Deal for Hot Wheels-Themed Collections

Mattel has announced its partnership with sports brand, PUMA, to launch two exclusive Hot Wheels-inspired collections, set to launch in 2025. This collaboration merges PUMA’s history in athleisure clothing with Hot Wheels’ branding, creating a fusion of sportswear and automotive culture. 

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 the global Mattel and PUMA audiences.  

“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,” says Ruth Henriquez, head of licensing, publishing and LBE, Mattel EMEA. “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.” 

“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,” says Christina Mirabelli, director, marketing, PUMA Sportstyle. “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.”  

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The Hot Wheels x PUMA collections will include limited-edition footwear, apparel and accessories designed to inspire the next generation of fans while celebrating the bold style and speed that both brands are known for.