Hot Wheels Accelerates into the Luxury Fashion Space with Maje Collaboration
Mattel, Inc. continues to drive Hot Wheels beyond the toy aisle and into the heart of luxury fashion with the launch of the Hot Wheels x Maje Spring/Summer 2025 capsule collection. This latest collaboration with leading Parisian fashion house Maje reflects Mattel’s strategic expansion of Hot Wheels into lifestyle, fashion, and culture – building new, premium touchpoints for one of the world’s most iconic brands.
Rooted in Hot Wheels’ 57-year heritage of design, creativity, and innovation, the capsule collection brings motorsport-inspired graphics, vibrant colour palettes, and Parisian chic to contemporary womenswear. A dynamic lineup – featuring a pleated mini skirt, crop top, denim jacket, hoodie, t-shirts, and a cardigan – reinterprets racing culture with a bold, feminine edge.
The partnership represents more than a fashion moment; it signals the acceleration of Hot Wheels’ transformation into a global lifestyle brand. As consumer demand increasingly favours brands with authentic heritage and cross-generational appeal, Hot Wheels is leveraging its design DNA to engage new audiences across fashion, luxury, and culture.
“We approached the Hot Wheels x Maje collection with the spirit of boldness and self-expression that defines both brands,” said Lizz Wasserman, SVP, Global Brands Creative, Mattel, Inc. “Our design vision was to infuse the iconic Hot Wheels energy into modern silhouettes for women, delivering fashion that feels as fast, fearless, and forward-moving as the women who wear it.”
The Hot Wheels x Maje collection follows a series of successful collaborations with leading cultural brands, including Gucci, Balmain, Hypebeast, Daniel Arsham, and Nike. These initiatives have solidified Hot Wheels’ position not only as the world’s #1 selling toy but also as an emerging force in fashion, design, and luxury.
By partnering with Maje – a brand synonymous with modern femininity and international cool – Mattel continues to extend Hot Wheels’ aspirational reach, aligning the brand with the worlds of high fashion and lifestyle experiences. And as female participation rises across motorsports, from drivers to engineers and executives, the Hot Wheels x Maje capsule mirrors this cultural shift.
Mattel’s multi-year brand strategy for Hot Wheels focuses on building cultural relevance through premium collaborations, experiential activations, collectibles, and storytelling. By entering the fashion and luxury spaces, Hot Wheels not only honours its automotive legacy but also redefines its place in contemporary culture.
The Hot Wheels™ x Maje capsule will be available online from June 3, 2025, and in select stores globally from June 10, 2025.
