In an unprecedented move in the toy industry, Hot Wheels and Proton are launching new packaging featuring a child’s design. This innovative approach emerges from a kid’s design competition, with the winning design by Jane Harn, a young talent from Penang, all set to hit the market in 2024.
The design competition followed the inaugural collaboration between Hot Wheels and Proton, celebrating Mattel Malaysia’s 40th anniversary. This collaboration resulted in a 1:64 scale diecast model of the 1985 Proton Saga, Malaysia’s first national car. However, in 2023, both brands sought to deepen the impact of their partnership by announcing the Hot Wheels x PROTON Kids Design Competition.
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The competition was an open invitation to children nationwide to creatively express the essence of ‘A Malaysian national car’ for a special edition product. The winning design, showcased on the new Hot Wheels Proton Saga, is not only a testament to a child’s creativity but also marks the model’s entry into the world’s top-selling Hot Wheels singles collection. Notably, Mattel Malaysia is the exclusive manufacturer of this collection.
Murat Ariksoy, General Manager of Mattel South Asia, said, “Hot Wheels has a legacy of over 50 years for sparking and nurturing the challenger spirit in every child, helping them realize their true potential.” He further noted that the team at Mattel aspires to provide exciting experiences to develop children’s skills and confidence through competition, experimentation, and creativity.
Matt Gabe, the lead packaging designer at Hot Wheels, expressed how the competition offered an insight into the participants’ creativity and the influence of car culture on them. The company’s design process, he added, always puts children at its heart.
Mattel Malaysia’s 40th-anniversary celebrations have been marked by several firsts, including the collaboration with Proton, the global launch of Malaysia’s national car in diecast form, and the first-ever Hot Wheels diecast featuring packaging designed by a child.
In addition to this, PROTON’s subsidiary, PRO-NET, appointed Malaysian boutique agency The Clan earlier this year to manage its social media. The Clan’s responsibilities include executing campaigns on Facebook, Instagram, and TikTok. The agency’s appointment aims to enhance brand awareness, differentiate the brand from competitors, and inspire Malaysians towards a more innovative future.
This news is based on a report by Marketing Interactive.
