Since being introduced in 1968, more than 5 billion Hot Wheels cars have been produced, making it the number one-selling toy in the world. Not just for kids, Mattel's Hot Wheels are avidly sought after by collectors worldwide. First produced to imitate sixteen top California hot rods, the brand was quickly popular and grew exponentially, thanks to innovative marketing partnerships with other brands. With a brand objective of encouraging kids to challenge themselves to strive for excellence, Hot Wheels continues to race into the future by introducing ever faster, cooler, bolder model cars, live entertainment, and digital experiences for its enthusiastic fans.