Though Pascal’s 8,000-car fleet is singular, he is part of a growing contingent of enthusiasts fueling Hot Wheels dominance — it’s the best-selling toy in the world, according to market research firm Circana. Though purchases are still primarily made for children, adults are buying them at a faster clip, said Roberto Stanichi, who oversees Hot Wheels at Mattel. He estimates that adult collectors drive about one-third of global revenue.
“The demographic capture is incomparable,” Kocharyan said. “You can target a kid that’s 3 years old all the way to a collector that’s 60 years old. … It is almost like a universal play pattern that does not recognize borders and cultural barriers.”
The 56-year-old toy’s enduring appeal makes it an outlier in an industry with a shrinking audience. Though children today are quicker to shift from traditional toys and toward screens, engagement in Hot Wheels has only increased. It has been one of Mattel’s steadiest lines of business. In 2023, gross sales climbed 14 percent, to $1.43 billion, year over year, the company said.
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