Hot Wheels®, the #1 selling toy in the world and a global franchise from Mattel, has teamed up with B-Hype, the Dubai-born streetwear label shaping the region’s creative scene with its bold aesthetic, celebrity drops, and nostalgic edge, for an exclusive collaboration that reimagines speed and style through a fashion lens.
Launching this May, the Hot Wheels x B-Hype collection blends nostalgic design cues with street-level attitude. Available at B-Hype’s flagship stores in Dubai Mall Fashion Avenue and Mykonos, also online at b-hype.com, the limited-edition drop includes exclusive apparel and Hot Wheels inspired pieces designed to resonate with die-hard collectors and a new generation of culture-makers.
“Hot Wheels has always stood for creativity, adrenaline, and cultural relevance, and today, it lives far beyond the toy aisle,” said Ruth Henriquez, Head of Licensing, Publishing, and LBE, Mattel EMEA. “This is more than a fashion collaboration, it is part of Hot Wheels’ evolution into cultural and style spaces. By bringing together B-Hype’s streetwear energy with our storytelling legacy, we are delivering something truly iconic: global meets local, nostalgia meets next-gen style.Collaborating with creative voices from this region, who bring such a distinct cultural lens to a global brand, is one of the most inspiring parts of this journey.”
Hot Wheels’ collaborations with fashion-forward brands like Gucci, Puma, and Zara have already placed it firmly on the fashion radar. With B-Hype, the collaboration draws from a region at the crossroads of design, youth culture, and global influence – and brings that perspective into the franchise space.
For B-Hype, the collaboration is a continuation of its mission to fuse global streetwear with cultural nostalgia merging its creative language with an icon of play and speed.
B-Hype’s Creative Director, Sleiman Dayaa, shared:“We grew up with Hot Wheels. This collaboration fuses childhood passion with today’s bold, rebellious, and future-facing street aesthetic. Together, we are building a new iconography.”
Reflecting on his own memories, Dayaa added:“When I was young, Hot Wheels cars were my favorite toys. I remember setting up massive tracks all over the living room, using books and boxes to build crazy ramps and loops. My favorite car was a shiny red one with golden flames, it felt unbeatable. Those little cars weren’t just toys; they were freedom, imagination, and energy.”
This collaboration is not only a drop – it’s a shared expression of identity, design, and cultural storytelling. For Mattel, it aligns with a broader franchise strategy to drive cultural relevance through design, experiences, and partnerships. For B-Hype, it represents the fusion of streetwear attitude and global fandom – all rooted in a regional hub of creativity.
The Hot Wheels x B-Hype collection launches May 20, 2025, with a high-energy event in Dubai and an international campaign that puts fandom, fashion, and fearless design at the center.
